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GCD-Week2-DigitalStrategy-Planning
1.
Week 2 –
Digital Strategy and Planning Keith Feighery
2.
The Digital Marketing
Ecosystem
3.
4.
Companies, both big
and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
5.
That ’s why
Inbound & Content Marketing are so Important
6.
Hubspot – Inbound
Marketing Company view
7.
Inbound & Content
Marketing Channels
8.
Digital Strategy &
Planning
9.
Digital Strategy &
Planning Source RedAnt.co.uk
10.
SOSTAC Framework
11.
Using RACE for
Digital Marketing Optimisation
12.
Planning Phase
13.
14.
Personas Source RedAnt.co.uk
15.
Location Setting Source
RedAnt.co.uk
16.
Goals and Audience
Location Analysis Source RedAnt.co.uk
17.
Creation Phase
18.
19.
Mapping audience, solutions
and projected ROI Source RedAnt.co.uk
20.
21.
22.
23.
24.
Simple KPI Framework
25.
Actualisation Phase
26.
27.
Actualisation Core Tactics
28.
29.
Challenge is to
build engaging digital and social strategies aligned with clear business objectives for each channel
30.
Be Social –
Interact with People & Solicit Feedback and Responses
31.
Be Entertaining, Informative
or Offer Something of VALUE to Followers
32.
33.
Social Media Case
Studies
34.
Muller Display Irish
Times
35.
Muller Facebook
36.
Muller – The
Wall
37.
Muller YouTube
38.
Barrys Tea Website
39.
Barry ’s Tea
Landing Page
40.
Barry ’s Tea
Wall
41.
Tayto Crisps
42.
Tayto Wall
43.
Controversial Hunky Dory
Page
44.
Marks and Spencer
’s Ireland Display Ad
45.
Marks and Spencers
Ireland Wall
46.
Marks and Spencer
’s Website
47.
Westcoast Cooler
48.
Hairy Baby
49.
Hairybaby
50.
Engaging with Fans
51.
Getting People To
Respond
52.
MakeupAndBeauty.ie
53.
Big Brands Need
to be Plan for Crisis on Social Media
54.
Nestle
55.
56.
PPC Examples
57.
Search: Health Insurance
Quote
58.
Search ‘Im
Sorry Flowers’
59.
60.
SEO Case Example
61.
Search: Flowers
for newborn baby
62.
Newborn Flowers
63.
Email Marketing
64.
Email Applications
65.
Case Studies
66.
CityDeal.ie
67.
68.
Schuh
69.
70.
Evaluation Phase
71.
KPIs & Goals
set in the Creation Phases should be assessed according to actuals
72.
Ongoing KPI &
Metric Analysis
73.
74.
Questions & Answers
75.
Contact Details www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
76.
Thank You
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