eMarketing eve

1. Digital Leadership
by Niall McKeown
twitter@niallmckeown

3. Agenda
Know Yourself
Know Your Customer
Know Marketplace

4. rself!
Y ou
Kn ow

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

6. New
Create Launch
Website
Web Choose
Best Design
Content
360˚
Select
Technology
Embed
New Tools
Navigation & Structure

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

8. 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
Technical Visual
shepherd the core values and to protect the
Values
culture,”
- Twitter First Job Post For Dublin October 2011
Commercial

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

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

11. (customers perspective)
Your Business
1 3
Industry Leader Extraordinary Members
Prime Authority
Interesting
2 4 Omnipresence
Smooth or
Authority
All Media Earned Media
Mass Market Mainstream
Customer Volume
Niche
Exclusive
or limited Audience
Bought Media Owned Media
Mild
Over Here 5 Interest
7 High 5
Attention Advocacy
Low
Shout Loudly Interest Hand Shake
6 8

13. (customers perspective)
Your Business
1 3
Industry Leader Extraordinary Members
Prime Authority
Interesting
2 4 Omnipresence
Smooth or
Authority
All Media Earned Media
Mass Market Mainstream
Customer Volume
Niche
Exclusive
or limited Audience
Bought Media Owned Media
Mild
Over Here 5 Interest
7 High 5
Attention Advocacy
Low
Shout Loudly Interest Hand Shake
6 8

14. Becoming the Leader: Corporate Marketing Roadmap
Execution
Market Events / Triggers ip
sh
Customer Wins er
Success Stories ad
Le
Endorsements ht p
ug s hi
Tho er
g ad
t in Le
id
a ht
al ug
-V Tho
n
is
io ing
V ld
e B ui
th -
ng io
n
izi is
al V
Re th
e Market-Making
g Communicating
t in Influencing
a
ic Building Trust & Advocacy
un
m
C om
Vision
6 www.aepona.com

16. Omnipresence

17. 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

18. Aepona Revenues
Grow From
$21M to $35M
In 12 Month

19. KNOW YOUR
CUSTOMER

20. Viva La Customer

22. (customers perspective)
Your Business
1 3
Industry Leader Extraordinary Members
Prime Authority
Interesting
2 4 Omnipresence
Smooth or
Authority
All Media Earned Media
Mass Market Mainstream
Customer Volume
Niche
Exclusive
or limited Audience
Bought Media Owned Media
Mild
Over Here 5 Interest
7 High 5
Attention Advocacy
Low
Shout Loudly Interest Hand Shake
6 8

24. About Us Accommodation Competitions Contact Us
Downloads Home Page Watch Video Shop
Things To Do Transport Unknown Visitor Pass
200000
175000
150372
150000
Page Impressions
125000
100000
75000
50000
33932
23547
25000
13079 16526
3279 478 2655 487 648 2160 463
0 About Us Accommodation Competitions Contact Us Downloads Home Page Watch Video Shop Things To Do Transport Unknown Visitor Pass

26. (customers perspective)
Your Business
1 3
Industry Leader Extraordinary Members
Prime Authority
Interesting
2 4 Omnipresence
Smooth or
Authority
All Media Earned Media
Mass Market Mainstream
Customer Volume
Niche
Exclusive
or limited Audience
Bought Media Owned Media
Mild
Over Here 5 Interest
7 High 5
Attention Advocacy
Low
Shout Loudly Interest Hand Shake
6 8

29. SEARCH CLICK THROUGH
#1 #2 #3 #4 #5
#6 #7 #8 #9 #10
18.2
10.1
7.2
4.8
Google
3.1
2.8
1.9
1.8
1.5
1
0 5 10 15 20
Source: Slingshot SEO “mission imposSERPble: Establishing Clickthrough Rates July 2011

30. KNOW YOUR
MARKET

41. ur self
w Y o m er
Kn o Cus to
Y our a rket
Kno w ur M
Y o

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