Overview of the Online Marketing and Digital Strategy Course for Dublin Business School - a walk through of Digital Strategy and Planning

1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery

2. Course Overview 12 week course Project Assignment Based Lectures, Hands-on group work, class presentations Assignment due 2 weeks after final class Class participation is key Essential to read suggested course materials blogs, books, reference sites, podcasts, webinars etc…

3. Time Table

4. Keith.feighery@digitalinsights.ie Moodle - DOMDS

5. Course Overview Developing and executing Digital Strategy Digital and Online Marketing Programmes Content Marketing Programmes B2C and B2B Online Marketing Tactics SEO, PPC, Email, Display, Automated Marketing Solutions Social Media Marketing Strategies & Tactics Online Sales Optimisation Digital Media Content Creation Implementing Measurement Programmes

6. Reading Lists

7. Readings Core Text Books New Rules of Marketing and PR – David Meerman Scott Now is Gone – Brian Solis Engage – Brian Solis Groundswell – Charlene Li and Josh Bernoff Web analytics 2.0 - AvinashKaushik Advanced Google AdWords – Brad Geddes Supplementary Reading: Flip the Funnel – Joseph Jaffe Web analytics : an hour a day – AvinashKaushik Landing Page Optimization: The Definitive Guide to Testing Time Ash Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

8. Podcasts Podcasts Forimmediaterelease.biz Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) Marketing Over Coffee PPC Rockstars – David Szetela Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/ Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/ On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx Marketing Experiments – Website Optimisation

9. Websites Digital Marketing http://www.marketingprofs.com http://www.marketingsherpa.com/ http://www.twistimage.com/blog/ http://econsultancy.com/ www.adage.com http://johnbell.typepad.com/ www.mashable.com www.rww.com www.emarketer.com www.junta41.com www.hubspot.com http://sethgodin.typepad.com/

10. Social Media Social Media www.webstrategist.com/blog www.brandrepublic.com/ http://www.socialmediatoday.com www.techcrunch.com www.mashable.com http://blogs.forrester.com/groundswell/ http://www.casestudiesonline.com/ www.nevillehobson.com http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/

11. Online PR Online PR/Communications http://www.webinknow.com/ http://www.nevillehobson.com/ http://www.steverubel.com/ http://blog.holtz.com/ http://kdpaine.blogs.com/ http://darmano.typepad.com/logic_emotion/ http://www.shivsingh.com/goingsocial/ http://www.theharteofmarketing.com/ http://www.insidepr.ca/ http://www.acrossthesound.net/

12. SEO SEO/PPC searchengineland.com/ searchenginewatch.com/ www.mattcutts.com www.seroundtable.com/ http://www.seomoz.org/ www.toprank.blog.com www.searchenginejournal.com/ www.seobook.com www.seochat.com/ www.semrush.com/ www.googlerankings.com/ www.sitepoint.com/article/ultimate-seo-checklist www.searchengineguide.com/

13. B2B Sites and Products B2B Marketing and Lead Management blog.startwithalead.com/weblog/ marketinginteractions.typepad.com/ www.leadsloth.com www.propellingbrands.wordpress.com www.leaddogs.com www.market2lead.com www.churchofthecustomer.com www.customerexperiencematrix.blogspot.com/ www.funnelholic.com B2B Marketing Products www.alterian.com www.eloqua.com www.marketo.com www.reachforce.com www.genius.com

14. Websites Analytics http://www.webmetricsguru.com/ http://www.kaushik.net/avinash/ http://lifeanalytics.blogspot.com/ http://andrewchenblog.com/list-of-essays/ http://blog.revahealth.com/ http://crazyegg.com/ http://haveamint.com/ A/B & MultiTesting http://www.abtests.com/ https://www.google.com/analytics/siteopt/splash?hl=en http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/ http://www.vertster.com/ http://www.whichmvt.com/

15. Google/Conversion Related Google Related www.google.com/support/forum/p/websiteoptimizer?hl=en www.google.com/webmasters/ www.google.com/support/conversionuniversity/ www.google.com/adwords/webinars/agency.html www.google.com/insights/search/# adwords.google.com/select/AdTargetingPreviewTool adwords.google.com/select/KeywordToolExternal www.google.com/trends Keywords freekeywords.wordtracker.com/ inventory.overture.com/d/searchinventory/suggestion/ Online Conversion Related conversionroom.blogspot.com/ www.widerfunnel.com/proof/case-studies

16. Core Components of Digital Strategy

18. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

19. Know exactly who your audience is – and where they reside digitally

20. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

21. Develop a content strategy for your site and digital channels – that adds value for your customers

22. “Whats in it for me” – always from the customer perspective

23. Use customer lexicon – not yours

24. Create Activation and Conversion points within your digital assets

25. Build relationships – not always selling

26. Funnel marketing, top of mind, inform, educate and entertain

28. The Changing Digital Landscape

29. Traditional Marketing Vs Social Engagement

30. Digital Consumption Trends 1.7 Million people currently on Facebook in Ireland The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc. Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player) Approx 200 Million People per month access Facebook on mobile Devices The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010 70% of online adults, ages 55 and older, use social tools at least once a month

32. Social Media Landscape

34. Businesses & organisations must embrace a more social engagement because it is happening with or without them

35. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

36. Marketers must understand the dynamic of communities

37. Differentiated Digital Media Model

38. Digital Marketing Media Mix

39. Content & Inbound Marketing

40. Hubspot – Inbound Marketing Company view

41. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Develop relationships with prospectives Findability – create a digital footprint that ensures you are found Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.

42. Inbound Marketing Advantages

43. Advantages Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information

44. Digital Strategy & Planning

45. Digital Strategy & Planning Source RedAnt.co.uk

46. SOSTAC Framwork

47. UsingRACEforDigitalMarketing Optimisation

48. Digital Marketing Process Source eConsultancy

49. Planning Phase

50. Planning Define business objectives Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. Identify and communicate to key stakeholders (buy-in) Listening to what is being said about brand currently Define audience and break down into key segments Influencers, Advocates, Personas Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats Aligning brand with digital strategy What is the tone, voice, perception currently presented

51. Research

52. Goals and Audience Location Analysis Source RedAnt.co.uk

53. Creation Phase

54. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Create internal procedures and best practices for social channels Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

55. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

56. Actualisation Phase

57. Actualisation Real-time implementation of each channel, campaign and platform Engaging and interacting with your audiences Reacting to issues and tweaking campaigns as they proceed live Constantly compare performance with projected KPIs created during the previous phases Create a cross functional communications feedback loop to resolve all issues and update status Capture all lessons learnt in a repository in order to feedback into an improvement process

58. Evaluation Phase

59. Measurement Process - Key Performance Indicators

60. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

61. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

62. Typical Trackable KPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost per Sale Reduce Core Bounce rates Increase Frequency and Return rates Increase Recency Rates Reduce Abandonment rates

63. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of enquiries, leads and conversions # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

64. Simple KPI Framework

65. Questions & Answers

66. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie