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)

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)

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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.
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 New Trend: Communication style

Robert Farrell
 New Trend: Participation

Product
Price
Place
Promotion Participation
Physical Evidence
Process
People
Get them involved:
Social Media Platforms
Crowd sourcing
Testimonials
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Fan submitted content
Robert
Digital Media Landscape
 Who is doing it well 10,287 mobile visits

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 So what could go wrong

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 Concerns
 Uncontrolled: live conversation.

 Time intensive.

 Identity theft/Imitators.

 Hard to keep up with many updates &

platforms.
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 SOCIAL NETWORKS

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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 +.

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

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 Bodyform

Dollar Shave Club

Budweiser

Humor works well

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 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.

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 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.

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 Google +
 Small in Ireland but growing.

 Many dormant accounts.

 May rise in future.

 Can hep your SEO.

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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.
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 DIGITAL MARKETING
TOOLS

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 Digital Marketing Tools
 Getting Ireland Online.
 Wordpress.
 Google Analytics.
 Facebook Insights.
 Hootsuite.
 Animoto.
 Survey Monkey.
 Drop box.
 Google Drive.
 Skype.
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 DIGITAL MARKETING
PLAN

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 Develop your Plan
Define

Plan

Implement

Adjust
Developing an Internet Marketing Strategy Chaffey

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 Digital Marketing Plan
What are you doing now?
 Situation Analysis
 Budget Money & Time/

 Audience Many types.

 Objectives What you want to achieve.

 Channels Website, Social Media, Partners.

 Action Plan What & When.

 Measurement 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.

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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