Introduction to digital marketing

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
Facebook
Twitter
LinkedIn
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

Who is doing it well 10,287 mobile visits
Robert Farrell

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

Facebook
 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

Facebook
Personal:
 5000 friends.
 No SEO.
 One profiles.
 No Insights
 Private.
Business:
 Unlimited.
 SEO.
 Multiple.
 Insights.
 Public
 Sponsored
posts.
Robert Farrell

Facebook
 Business use:
 Win new customers.
 Communication & brand building.
 Run events.
 Competitions (Rules).
 Market Research.
 Tech support.
Robert Farrell

Facebook
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

Twitter
 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

LinkedIn
 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

Pinterest
 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

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

More Information
 AMAS.
 Social Bakers
 Edelman.
 Kantar.
 Carat.
 Simply Zesty.
 Smart insights.
 iCommunity.
 Digital Marketing Institutes Blogs.
 Enterprise boards.
Robert Farrell

Introduction to digital marketing

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