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Digital Marketing
Robert Farrell
Let me introduce myself
Robert Farrell
Website: The Small Business Guides
Twitter: @TheSmallBusines
Facebook: The Small Business Guides
LinkedIn: Robert Farrell
What about you?
Who has a:
Website
Blog
Email newsletter
Robert Farrell
Roadmap
Introduction to Digital Marketing (DM)
The Main Social Networks
Digital Marketing Tools
Digital Marketing Plan
Robert Farrell
Before we begin…
This is an introduction.
Forget the hype.
Decide if it’s for you.
If it is, then experiment.
I’Il focus on the use not the figures.
Robert Farrell
INTRODUCTION TO
DIGITAL MARKETING
Robert Farrell
Marketing Companies create value for customers and build strong
customer relationships to capture value from customers in
return. Kotler & Armstrong (2010)
Robert Farrell
Digital Marketing Marketing using electronic media such as the web, e-
mail, interactive TV, IPTV and wireless media in
conjunction with digital data about customers
characteristics & behaviors. Chaffey, Chadwick, Mayer, Johnson (2009)
Robert Farrell
Websites
Types of Web Presence:
• Transactional e-commerce site: • Amazon, Dell.
• Services-oriented/Relationship building: • Accenture, British Gas.
• Brand building site: • Guinness.
• Portal or Media site: • Compare the market.
• Social network or Media site: • Mashable, Inc, Entrepreneur, Facebook.
Robert Farrell
New Trend: Communication style
Robert Farrell
New Trend: Participation
Robert Farrell
Product Price Place
Promotion Physical Evidence
Process People
Participation
Get them involved:
Social Media Platforms
Crowd sourcing
Testimonials
Fan submitted content Robert Farrell
Digital Media Landscape
So what could go wrong
Robert Farrell
Concerns
Uncontrolled: live conversation.
Time intensive.
Identity theft/Imitators.
Hard to keep up with many updates & platforms.
Robert Farrell
SOCIAL NETWORKS
Robert Farrell
Irish statistics
Facebook: 2.2m users 2013
Twitter: 520K users 2012
Youtube: 1.3m users 2011
LinkedIn: 713K users 2011
92% of consumer trust peer recommendation
Robert Farrell
Social Networks
Facebook.
Twitter.
Youtube.
LinkedIn.
Pinterest.
Google +.
Robert Farrell
Used by people & business.
Set up a profile (bus or personal).
Example: Yankee candle Ireland.
Tips: Comment regularly (audience interests).
Add pictures, video, images.
Link to your website.
Maintain it.
Robert Farrell
Personal:
5000 friends.
No SEO.
One profiles.
No Insights
Private.
Business:
Unlimited.
SEO.
Multiple.
Insights.
Public
Sponsored
posts. Robert Farrell
Business use:
Win new customers.
Communication & brand building.
Run events.
Competitions (Rules).
Market Research.
Tech support.
Robert Farrell
Build an Audience:
Invite friends.
Get Likes & comments.
Post good contents.
Ask for likes or comments on content.
Redirect to website or call to action
Robert Farrell
Facebook videos
Facebooks Youtube Channel
How to Create a Facebook Business Page
Sponsored Stories
Micro- blogging site (<140 characters)
Real-time news updates
A cross between instant messaging, text messages, and blogging
Rule of thumb: 60/40 – For every 60 you follow, 40 will follow back
Follow others.
Robert Farrell
Twitter videos
Setting up a Twitter account
Updating your picture & background
Youtube
Video sharing platform.
Used by people and business.
Can upload, trim, add captions, links.
Robert Farrell
Humor works well
Bodyform
Budweiser
Dollar Shave Club
Robert Farrell
Professional brand building & networking for individuals.
180m global users.
780,000 Irish Users.
LinkedIn is publicly traded.
Set up a profile.
Join Groups, runs Polls
Search / Post Jobs.
Robert Farrell
Succeed by finding how your products or services fit into the
lifestyles of your target audience.
Terms:
Pin - Image
Pinboard - Set of images
Pinning - Sharing images
Repin - Reposting
Pin It button - placed on website
Pinner - Person sharing.
Robert Farrell
Google +
Small in Ireland but growing.
Many dormant accounts.
May rise in future.
Can hep your SEO.
Robert Farrell
Robert Farrell
General Tips
Pick 1 or 2 platforms.
Understand 1 at a time.
Go where your audience are.
Each has its own value, audience & purpose.
Robert Farrell
DIGITAL MARKETING
TOOLS
Robert Farrell
Digital Marketing Tools
Getting Ireland Online.
Wordpress.
Google Analytics.
Facebook Insights.
Hootsuite.
Animoto.
Survey Monkey.
Drop box.
Google Drive.
Skype. Robert Farrell
DIGITAL MARKETING
PLAN
Robert Farrell
Develop your Plan
Define
Plan
Implement
Adjust
Developing an Internet Marketing Strategy Chaffey
Robert Farrell
Digital Marketing Plan
Situation Analysis
Budget
Audience
Objectives
Channels
Action Plan
Measurement
What are you doing now?
Money & Time/
Many types.
What you want to achieve.
Website, Social Media, Partners.
What & When.
Traffic, Awareness, Likes, Donations.
Robert Farrell
Challenges to Implementation
Lack of planning or awareness.
Unclear responsibilities.
No specific objectives.
Lack time or budget.
Started but not kept up.
Not measurement.
Robert Farrell
Integrated Marketing Communications
Websites: • Corporate & Student.
• Online bookings, Blog, Videos & Information.
Social Media: • Facebook, Twitter, Flickr, LinkedIn.
• Pictures, Articles, News, Jobs & Recommendations
Monitoring: • G.Analytics, FB Insights, Newsweaver, Internal Info, Bookings.
Advertising: • TV, Radio, Print, Billboard, Magazine.
Grassroots: • Campus visits, Member ambassadors.
Robert Farrell
Thank you
Robert Farrell
More Information
AMAS.
Social Bakers
Edelman.
Kantar.
Carat.
Simply Zesty.
Smart insights.
iCommunity.
Digital Marketing Institutes Blogs.
Enterprise boards.
Robert Farrell
Terms
