Introduction to digital marketing
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Creative Exchange Introduction to Digital Marketing Trainer: Susi O’Neill 28 th September 2010
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Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
Transcript of Introduction to digital marketing
Creative Exchange Introduction to Digital Marketing
Trainer: Susi O’Neill
28th September 2010
Today’s programme• Introduction to social marketing• Digital health check• Web/social media stats and analytics• Mobile media• Pay-per-click advertising• Effective email marketing • Blogging• Search engine optimisation (SEO)• Social media platforms: Twitter, Facebook, LinkedIn• Action plan: Preparing your e-marketing strategy
Video: Social media in plain English
SOCIAL MEDIA
We’re not in Kansas anymore
Yesterday’s social media technologies
Today’s social media technologies
Today’s social media applications
Social media content
Your social graph
We haz an iPad strategy?
Why a social media strategy?
Changing the game
“When we change how we communicate, we
change society.”
Clay Shirky, Here Comes Everybody
“Achieving conventional goals, such as profits and joy, with unconventional
methods, such as investing energy instead of money”
(gmarketing.com)
Social media is a new name for an old thing
Isn’t the web inherently social?
Usenet Newsgroup, established 1981 (now
Google Groups)
Isn’t the web inherently social?
Google Wave, collaborative
communication tool, launched Sept 2009 (RIP
Aug 2010)
Old media: lean back
New media – lean forward
Old media: New media
From direct to personalised marketing
David Wilcox, The Social Reporter
“Markets are conversations. When you think of the internet, think of a table for two.”
The Cluetrain Manifesto
“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
Social media is conversational
The three types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
The three types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
SocialMedia
The social media shamrock
The seven roads of social media1. Generate new work2. Customer service3. Improve customer retention4. Increase your knowledge5. Align with your competitors6. Establish authority as an expert7. Do business more productively
PCM Creative www.pcmcreative.co.uk
How does social media marketing work?
100 passionate users
1000 true fans
Source: Altimeter
Social media accounts for 1/6 of time online
The rise of the digital native
Born after 198020,000 hours online by age 2093% of 12-29 years olds online73% use social networks
Prosumer (Consumer as producer)
ComparingDigital natives
with silver surfersForrester: 2009
Social media speeds up the sales funnel
Signal to noise ratio
How are you finding it so far?
Small business case studies
Wiggly Wigglers, HerefordshireDell Global Small Business Excellence Award, 2008
Worm video Online
#MoonfruitTwitter campaign toWin a Macbook pro: 600% web traffic increaseDoubled sign-upsTop trending topic on Twitter
Blendtec: Will it blend? Selling a $399 blender through a video seriesSales increase: 20%Cost of 5 videos: $50Promotional tools: YouTube and DiggOutcome: TV appearances on prime time TV
Video
Developing a social marketing strategy
Strategies: POST (external)
People
Strategies: POST (external)
People
Objectives
Strategy
Technology
Taken from ‘Groundswell’ (Forrester, 2008)Josh Bernoff & Charlene Li
Strategies: POST (internal)
Strategies: SEAT
The 5 Cs of online marketing
Social media functions
Listening: Credit Mutuel – If I were a banker
Talking: P&G BeingGirl Energizing: Scottevest, Norman Records
Supporting: DellDevelopment: Sales Force, Lego Users Group Network
Social strategy planning process
Phase 2: Testing & planning
Phase 3: ImplementationPhase 4:
Measurement & review
Phase 1: Listening
Return on investment (direct marketing)
Customer interaction
End sale Digital activity
•Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)
Return on engagement (relationship marketing)
interactionReduced cost/Increased sale Conversation
•Metrics: Website traffic from social platforms Quality of network (relevancy and influence)
Volume and percentage of network interaction
AnyQuestions?
Your web & social media health check
Competitor analysisOrganisation Website
ranking(Alexa.com)
Twitter followers
Facebook fans
Inbound links(Alexa.com)
Key features
Me
My peer
My mentor
My key influencer
My hero
User personas
Who are they?Why are they coming to your site?Where from?What value can you give them?How are they finding you?When in their buying cycle?
The mobile web
The social web goes mobile
Third Spaces
Pay-per-click advertising
Pay-per-click tips:Use for event specific campaignsUse geographic filteringWork on landing pageEnsure keywords are relevantDo test campaignsIntensively research keywordsCheck regularly, watch your budget
Other types of advertising:
LinkedInFacebook(targeted by profile demographics)Specialist website
Email Marketing: Case studies
Innocent Smoothies – communityCheap Flights – salesFlavourpill – daily culture
Comparing email and social media
Email marketing tips:• Post regularly, keep to promise• Post previous example online• Ask for minimum data at sign-up• Add value e.g. Announcements• Segment data where appropriate• Use call-to-action subject lines• Use A-B testing MailChimp
Blogging:
Platforms:WordPressTypePadBloggerNew and product blogs: Created in BirminghamEnglish Cut 4IPPhoto blog:Inside a Black AppleClore Leadership ProgramVideo blog:Documentally
Blogging tips:• Consider how a blog complements other content strands e.g. news, events, PR• Create keyword rich content relating to your projects• Create posts mainly of 300 words or more• Use embedded images, photos, video & audio• Have a minimum update frequency• Use multiple authors
Beginner’s guide to Blogging: digitalconsultant.co.uk/research
Search Engine Optimisation (SEO)
• Improving visibility by ‘Organic’ unpaid search engine results• Research keywords – add across site• Use accessible design and content management• Make your content findable/shareable in social media, especially YouTube and Twitter
Social Media Platforms
Social networks are the spokes of your web hub
Your Website
Social networks: Twitter
Hootsuite
Pages: TateModern
MashableCoca ColaDominos PizzasCreative Nottingham
Facebook tips
• Link website news to status updates• Allow people to comment/share/interact• Add multimedia content periodically (photos,
video)• Allow customers to upload their own
photo/video content• Don’t link from Twitter to Facebook!
Answers show your expertise (or ask questions)
Company profilePromote events
Ning
www.creative-enterprise-network.com
Action planning
More resources
Creative Exchange – media & e-marketing coursesSocial Marketing Strategy Tues 12th October, £99
Introduction to Multiplatform Production and Marketing, Tues 26th October, £195
Digital Strategy – Thurs 28th October, £150www.derby.ac.uk/creative-exchange
Creative Industries Network, DerbyDatabase of Derbyshire creative businesses including web &
marketing www.creative-cin.co.uk
Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]
Tel: 07981 222799
