Presented by Niall McKeown of iON Marketing at EI emarketing event in Limerick March 2012.

1. Digital Leadership
by Niall McKeown
twitter@niallmckeown
nmckeown@ionology.com
nmckeown@ionology.com
nmckeown@ionology.com
nmckeown@ionology.com

4. Agenda
Know Yourself
Know Your Customer
Know Marketplace

5. ur se lf!
w Y o
K no

6. Nothing New
Changes Website
Choose
Launch Best Design
Write
360˚ Select
Mission
Content Technology
Embed
Navigation
New Tools

7. Promotion TV & Radio
PR Print
Email
Marketing
Push
Search
Social
Passive
Website
Private Extranet

9. Cultural
“We currently have an opening for a HR
Business Partner. Here at Twitter, the goal of
HR is to serve as a consultant across the
organisation, to shepherd the core values and
Technical Values Visual
to protect the culture,”
- Twitter First Job Post For Dublin October
2011
Commercial

10. Cultural
Technical Values Visual
Mission & Vision
Objectives
Structure & Tactics
Finance
Planning, Deadlines & KPI
Commercial

13. Omnipresence

14. Talent
Channel Time (Marketing, Cash
( days per month) Management,
Outsource)
Blogging 0.5 MGT LOW
Online PR 1 OUT HIGH
Email 0.5 MKT LOW
Social 1.5 MKT LOW
Webinar 2 OUT HIGH
SEO 2 OUT HIGH

15. KNOW YOUR
CUSTOMER

16. Viva La
Customer

24. Search click through
Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011

25. KNOW YOUR
MARKET

26. M h eE P r r f
ic al . ot o
e
H r r B s es
av d uin s
a
S h oin 9 9
co l 1 7

27. H t M tes e s
oe a rs B d
l t

33. 1 C nes n a
% o vr R t
io e
• 220 Clicks
• €138
• With 1% conversion
= 2 sales
= €69 per sale

34. B cgo n
ak ru C t a rs is h d m a t erh em
o M tes te o in n sac t
t r
d ue in h U .
sd te K

37. rse lf
w Y ou
K n o o ur
w Y
K no e r
s to m et
C u M a rk
r

38. Need Help With
Digital Strategy?
Niall McKeown
nmckeown@ionology.com
+44 7788 752285
twitter@niallmckeown
twitter@niallmckeown
twitter@niallmckeown
twitter@niallmckeown