Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.

1. Creative Exchange
Introduction to Digital Marketing
Trainer: Susi O’Neill
28th
September 2010

2. Today’s programme
• Introduction to social marketing
• Digital health check
• Web/social media stats and analytics
• Mobile media
• Pay-per-click advertising
• Effective email marketing
• Blogging
• Search engine optimisation (SEO)
• Social media platforms: Twitter, Facebook, LinkedIn
• Action plan: Preparing your e-marketing strategy
Video: Social media in plain English

3. SOCIAL
MEDIA

4. We’re not in Kansas anymore

5. Yesterday’s social media technologies

6. Today’s social media technologies

7. Today’s social media applications

8. Social media content

9. Your social graph

11. We haz an iPad strategy?

12. Why a social media strategy?

13. Changing the game
“When we change how
we communicate, we
change society.”
Clay Shirky,
Here Comes Everybody

17. “Achieving conventional
goals, such as profits and
joy, with unconventional
methods, such as investing
energy instead of money”
(gmarketing.com)
Social media is a new name for an old thing

18. Isn’t the web inherently social?
Usenet
Newsgroup,
established
1981 (now
Google
Groups)

19. Isn’t the web inherently social?
Google Wave,
collaborative
communication
tool, launched
Sept 2009 (RIP
Aug 2010)

20. Old media: lean back

21. New media – lean forward

22. Old media: New media

23. From direct to personalised marketing
David Wilcox, The Social
Reporter

24. “Markets are conversations. When you think of
the internet, think of a table for two.”
The Cluetrain Manifesto

25. “Your product will only survive in a crowded marketplace if
you stop advertising and start innovating. The old ways of
marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow

29. Social media is conversational

30. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
3. Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content

31. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
3. Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content
Social
Media

32. The social media shamrock

33. The seven roads of social media
1. Generate new work
2. Customer service
3. Improve customer retention
4. Increase your knowledge
5. Align with your competitors
6. Establish authority as an expert
7. Do business more productively
PCM Creative www.pcmcreative.co.uk

34. How does social media marketing work?
100 passionate
users
1000 true fans

35. Source: Altimeter

37. Social media accounts for 1/6 of time online

38. The rise of the digital native
Born after 1980
20,000 hours online by age 20
93% of 12-29 years olds online
73% use social networks

39. Prosumer (Consumer as producer)

40. Comparing
Digital natives
with
silver surfers
Forrester: 2009

41. Social media speeds up the sales funnel

42. Signal to noise ratio

43. How are you finding it so far?

44. Small business case studies

45. Wiggly Wigglers,
Herefordshire
Dell Global Small
Business
Excellence
Award, 2008
Worm video Online

49. #Moonfruit
Twitter campaign to
Win a Macbook pro: 600%
web traffic increase
Doubled sign-ups
Top trending topic on Twitter

50. Blendtec: Will it blend?
Selling a $399 blender through a video series
Sales increase: 20%
Cost of 5 videos: $50
Promotional tools: YouTube and Digg
Outcome: TV appearances on prime time TV
Video

52. Developing a social marketing strategy

53. Strategies: POST
(external)
People
Strategies: POST (external)
People
Objectives
Strategy
Technology
Taken from ‘Groundswell’ (Forrester, 2008)
Josh Bernoff & Charlene Li

54. Strategies: POST (internal)

55. Strategies: SEAT

56. The 5 Cs of online marketing

57. Keywords
Wordle.net for Creative Exchange on
Twitter (@cexderby)

58. Social media functions
Listening: Credit Mutuel – If I were a banker
Talking: P&G BeingGirl
Energizing: Scottevest, Norman Records
Supporting: Dell
Development: Sales Force,
Lego Users Group Network

59. Social strategy planning process
Phase 2:
Testing & planning
Phase 3:
Implementation
Phase 4:
Measurement & review
Phase 1: Listening

60. Return on investment (direct marketing)
Customer
interaction
End sale
Digital
activity
•Metrics:
Website traffic from social platforms
On site conversion from social marketing
Size of network (fans, followers, friends)

61. Return on engagement
(relationship marketing)
interaction
Reduced cost/
Increased saleConversation
•Metrics:
Website traffic from social platforms
Quality of network (relevancy and influence)
Volume and percentage of network interaction

62. Any
Questions?

63. Your web & social media
health check

64. Competitor analysis
Organisation Website
ranking
(Alexa.com)
Twitter
followers
Facebook
fans
Inbound
links
(Alexa.com)
Key features
Me
My peer
My mentor
My key influencer
My hero

65. User personas
Who are they?
Why are they coming to your
site?
Where from?
What value can you give them?
How are they finding you?
When in their buying cycle?

66. Stats and analysis

67. The mobile web

68. The social web goes mobile

69. Third Spaces

70. Pay-per-click advertising

72. Pay-per-click tips:
Use for event specific campaigns
Use geographic filtering
Work on landing page
Ensure keywords are relevant
Do test campaigns
Intensively research keywords
Check regularly, watch your budget

73. Other types of advertising:
LinkedIn
Facebook
(targeted by profile demographics)
Specialist website

74. Email Marketing: Case studies
Innocent Smoothies – community
Cheap Flights – sales
Flavourpill – daily culture

75. Comparing email and social media

76. Email marketing tips:
• Post regularly, keep to promise
• Post previous example online
• Ask for minimum data at sign-up
• Add value e.g. Announcements
• Segment data where appropriate
• Use call-to-action subject lines
• Use A-B testing MailChimp

77. Blogging:
Platforms:
WordPressTypePad
Blogger
New and product blogs:
Created in BirminghamEnglish Cut 4IP
Photo blog:
Inside a Black AppleClore Leadership Program
Video blog:
Documentally

78. Blogging tips:
• Consider how a blog complements other
content strands e.g. news, events, PR
• Create keyword rich content relating to your
projects
• Create posts mainly of 300 words or more
• Use embedded images, photos, video & audio
• Have a minimum update frequency
• Use multiple authors
Beginner’s guide to Blogging: digitalconsultant.co.uk/research

79. Search Engine Optimisation (SEO)
• Improving visibility by ‘Organic’ unpaid search
engine results
• Research keywords – add across site
• Use accessible design and content
management
• Make your content findable/shareable in
social media, especially YouTube and Twitter

80. Social Media Platforms

81. Social networks are the spokes of your web hub
Your
Website

82. Social networks: Twitter
Hootsuite

92. Facebook
Pages:
TateModern
Mashable
Coca Cola
Dominos Pizzas
Creative Nottingham

93. Facebook tips
• Link website news to status updates
• Allow people to comment/share/interact
• Add multimedia content periodically (photos,
video)
• Allow customers to upload their own
photo/video content
• Don’t link from Twitter to Facebook!

94. LinkedIn
Answers
show your expertise
(or ask questions)
Company profile
Promote events

95. Ning
www.creative-enterprise-network.com

96. Action planning

97. More resources
Creative Exchange – media & e-marketing courses
Social Marketing Strategy Tues 12th
October, £99
Introduction to Multiplatform Production and Marketing, Tues 26th
October, £195
Digital Strategy – Thurs 28th October, £150
www.derby.ac.uk/creative-exchange
Creative Industries Network, Derby
Database of Derbyshire creative businesses including web &
marketing www.creative-cin.co.uk

98. Thank you
Susi O’Neill, Digital Consultant
www.digitalconsultant.co.uk
Twitter @susioneill
LinkedIn/Facebook @susioneill
email: susi@digitalconsultant.co.uk
Tel: 07981 222799