Digital Strategy Session for DCEB January 24th 2012

1. DCEB Digital Strategy Session Keith Feighery www.digitalinsights.ie [email_address]

4. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274 www.DigitalInsights.ie

6. Understand current online usage patterns in your geographical area of responsibility

8. Objectives of using Digital/Marketing?

9. To Reach, Acquire, Retain (Advocate) Customers both Online and Offline

11. Core Components of Digital Strategy

14. The Digital Landscape has changed changed radically over the past 5 years

15. Changing Digital Landscape

16. Proliferaton of Channels Growth of Social Media

17. Social Media Landscape

18. It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you

20. Clear Understanding of the Digital Marketing Ecosystem

22. Think Inbound

23. Inbound & Content Marketing Channels

24. Digital Marketing Strategy & Planning

26. Useful Digital Marketing Frameworks

27. SOSTAC Framework

28. Using RACE for Digital Marketing Optimisation

29. Setting Clear Business Objectives

34. Measurement Framwork

35. Simple Example

36. Some Planning Tools

37. Google Adwords Tool

38. Google Analytics

39. Facebook Ad Platform

40. Strategy

42. Personas Source RedAnt.co.uk

43. Location Setting Source RedAnt.co.uk

44. Develop a Project ROI Framework Source RedAnt.co.uk

45. PPC ROI Work Through

47. B2B Lead Management Work Through

48. B2B Model

50. Tactics and Action

54. Be Social – Interact with People & Solicit Feedback and Responses Have Clear Goals per Channel

56. Case Studies

57. Westcoast Cooler

58. Muller Display Irish Times

59. Muller Facebook

60. Muller – The Wall

61. Muller YouTube

62. Westcoast Cooler

63. Barry ’s Tea Landing Page

64. Barry ’s Tea Wall

65. Smaller Brands Cully and Sully

66. Cully and Sully

67. Click Like to Vote

68. Hairy Baby

69. Hairybaby

70. Getting People To Respond

71. MakeupAndBeauty.ie

72. Good Mood Food Blog - Donal Skehan)

73. CrackBird

77. PPC Examples

78. Search: Health Insurance Quote

79. Im Sorry Flowers….

81. SEO Case Example

82. Search: Flowers for newborn baby

83. Newborn Flowers

84. Local Search Register with Google Places

85. Local Search - Google Places

86. Places Page

87. Top Ranking Factors

90. Email Marketing

93. Case Studies

94. CityDeal.ie

96. Schuh

98. Control

99. KPIs & Goals set in the Objectives Phases should be assessed according to actuals

100. Ongoing KPI & Actual Analysis

101. Google Analytics

102. Google Analytics

103. Google Analytics – Sources of Traffic

105. Check Visitor Loyalty & Recency

106. Recency

107. Length of Visit

108. 20 goals in GA so group them!

110. Thank You