1. Diploma in Online Marketing, Sales & Digital
Strategy
Keith Feighery

2. Course Overview
• 12 week course
• Project Assignment Based
• Lectures, Hands-on group work, class presentations
• Assignment due 2 weeks after final class
• Class participation is key
• Essential to read suggested course materials
– blogs, books, reference sites, podcasts, webinars
etc…

3. Time Table
Dates Times Activity
Oct 26th 2010 6.30 – 9.30 Class
Nov 2nd 2010 6.30 – 9.30 Class
Nov 9th 2010 6.30 – 9.30 Class
Nov 16th 2010 6.30 – 9.30 Class
Nov 23rd 2010 6.30 – 9.30 Class
Nov 30th 2010 6.30 – 9.30 Class
Dec 7th 2010 6.30 – 9.30 Class
Dec 14th 2010 6.30 – 9.30 Class
Jan 4th 2011 6.30 – 9.30 Class
Jan 11th 2011 6.30 – 9.30 Class
Jan 18th 2011 6.30 – 9.30 Class
Jan 25th 2011 6.30 – 9.30 Class
Feb 8th 2011 5.00 PM Project Due

4. Keith.feighery@gmail.com
Google Groups – With all Documentation

5. Course Overview
• Developing and executing Digital Strategy
• Digital and Online Marketing Programmes
• Content Marketing Programmes
• B2C and B2B Online Marketing Tactics
– SEO, PPC, Email, Display, Automated Marketing Solutions
• Social Media Strategies & Tactics
• Online Sales Optimisation
• Implementing Measurement Programmes
• Digital Media Content Creation

6. Reading Lists

7. Readings
• Core Text Books
– New Rules of Marketing and PR – David Meerman Scott
– Now is Gone – Brian Solis
– Engage – Brian Solis
– Groundswell – Charlene Li and Josh Bernoff
– Web analytics 2.0 - Avinash Kaushik
– Advanced Google AdWords – Brad Geddes
• Supplementary Reading:
– Flip the Funell – Joseph Jaffe
– Web analytics : an hour a day – Avinash Kaushik
– Landing Page Optimization: The Definitive Guide to Testing Time Ash
– Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg
– Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

8. Podcasts
• Podcasts
– Forimmediaterelease.biz
– Six Pixels of Separation – Mitch Joel -
http://www.twistimage.com/podcast/ (with Joel Jaffe also)
– Marketing Over Coffee
– PPC Rockstars – David Szetela
– Landing Page Optimisation – Tim Ash
– Beyond Web Analytics – Adam Greco and Rudi Shumpert -
http://www.beyondwebanalytics.com/
– Landing Page Optimisation – Tim Ash -
http://www2.webmasterradio.fm/landing-page-optimization/
– Rebooting The News – Dave Winer and Jay Rosen -
http://rebootnews.com/
– Marketing Experiments – Website Optimisation

9. Websites
• Digital Marketing
– http://www.marketingprofs.com
– http://www.marketingsherpa.com/
– http://www.twistimage.com/blog/
– http://econsultancy.com/
– www.adage.com
– http://johnbell.typepad.com/
– www.mashable.com
– www.rww.com
– www.emarketer.com
– www.junta41.com
– www.hubspot.com
– http://sethgodin.typepad.com/

10. Websites
• Social Media
– www.webstrategist.com/blog
– www.brandrepublic.com/
– www.mashable.com
– http://www.socialmediatoday.com
– www.techcrunch.com
– http://www.chrisbrogan.com/
– http://blogs.forrester.com/groundswell/
– http://www.casestudiesonline.com/
– www.nevillehobson.com
– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
– http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-
lists-and-tons-of-examples/

11. Online PR
• Online PR/Communications
– http://www.webinknow.com/
– http://www.nevillehobson.com/
– http://www.steverubel.com/
– http://blog.holtz.com/
– http://kdpaine.blogs.com/
– http://darmano.typepad.com/logic_emotion/
– http://www.shivsingh.com/goingsocial/
– http://www.theharteofmarketing.com/
– http://www.insidepr.ca/
– http://www.acrossthesound.net/

12. SEO
• SEO/PPC
– searchengineland.com/
– searchenginewatch.com/
– www.seroundtable.com/
– www.seo-moz.com
– www.toprank.blog.com
– www.searchenginejournal.com/
– www.seobook.com
– www.mattcutts.com
– www.seochat.com/
– www.semrush.com/
– www.googlerankings.com/
– www.sitepoint.com/article/ultimate-seo-checklist
– www.searchengineguide.com/

13. B2B Sites and Products
• B2B Marketing and Lead Management
– blog.startwithalead.com/weblog/
– marketinginteractions.typepad.com/
– www.leadsloth.com
– www.propellingbrands.wordpress.com
– www.leaddogs.com
– www.market2lead.com
– www.churchofthecustomer.com
– www.customerexperiencematrix.blogspot.com/
– www.funnelholic.com
• B2B Marketing Products
– www.alterian.com
– www.eloqua.com
– www.marketo.com
– www.reachforce.com
– www.genius.com

14. Websites
• Analytics
– http://www.webmetricsguru.com/
– http://www.kaushik.net/avinash/
– http://lifeanalytics.blogspot.com/
– http://andrewchenblog.com/list-of-essays/
– http://blog.revahealth.com/
– http://crazyegg.com/
– http://haveamint.com/
• A/B & MultiTesting
– http://www.abtests.com/
– https://www.google.com/analytics/siteopt/splash?hl=en
– http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-
tips/
– http://www.vertster.com/
– http://www.whichmvt.com/

15. Google/Conversion Related
• Google Related
– www.google.com/support/forum/p/websiteoptimizer?hl=en
– www.google.com/webmasters/
– www.google.com/support/conversionuniversity/
– www.google.com/adwords/webinars/agency.html
– www.google.com/insights/search/#
– adwords.google.com/select/AdTargetingPreviewTool
– adwords.google.com/select/KeywordToolExternal
– www.google.com/trends
• Keywords
– freekeywords.wordtracker.com/
– inventory.overture.com/d/searchinventory/suggestion/
• Online Conversion Related
– conversionroom.blogspot.com/
– www.widerfunnel.com/proof/case-studies

16. Changing Digital & Customer Landscape

17. Where do people get information today and
how do they engage

18. Where is everyone?

19. Social Media Landscape

21. Traditional Marketing Vs
Social Engagement

23. Content Drives The Web
Be Relevant

24. Owned Vs Paid Vs Earned Media

25. Hubspot – Inbound Marketing Company view

26. Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy:
• More traditional approach – can also be referred to as ‘push messaging’.
• Business decides on a particular message and pushes it out into the
marketplace.
• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:
• New and emerging approach – can also be referred to as ‘pull messaging’.
• Business aims to be ‘get found’ by customers
• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.

27. Leveraging Owned Media Assets
• Recognise the value in your owned media assets
– Websites, mobile applications, digital
conversations/interactions etc.
• Brands/Businesses are becoming publishers and media outlets
– No limits to what an organisation can publish online for the
consumption of their consituencies
• Become trusted knowledge experts in your business or sphere of
operations
• Establish trust and develop relationships with customers and
prospects
– Be engaging, entertaining, educative, informative etc..
– Allow user participation and transparent engagement

28. Digital Strategy

29. Digital Strategy & Planning
Source RedAnt.co.uk

30. Digital Marketing Process
Source eConsultancy

31. Planning Phase

32. Planning
• Define business Aims & Objectives
– Increase awareness, increase reputation, create demand, educate
audience, increase sales, augment lead generation programme etc..
– Identify and communicate to key stakeholders (buy-in)
• Listening to what is being said about brand currently
• Define audience and break down into key segments
– Influencers, Advocates, Personas
– Demographics, Psychographics, SocialGraphics etc.
• Audience locations and value of each audience segment
– Where do the reside digitally, what are their preferences, how do they
consume media, what are preferred formats
• Aligning brand with digital strategy
– What is the tone, voice, perception currently presented

33. Aims and Audience Location
Analysis
Source RedAnt.co.uk

34. Creation Phase

35. Creation
• Once strategy, audience, locations are known
– Start conceiving, designing and creating tactical solutions
• Identify themes, channels, tone, aims for each tactical channel and
initiative
– PPC, Social Platforms, SEO, Email, Lead Gen etc…
• For B2B business map out buyer and sales cycles
– Align marketing and sales organisations
• Create internal procedures and best practices for social channels
• Initiate a content marketing production programme
– Map this out along with personas and buyer cycles
• Define KPIs for each programme – know upfront what success will
look like (by corrolary failure too)

36. Mapping audience, solutions
and projected ROI
Source RedAnt.co.uk

37. Actualisation Phase

38. Actualisation
• Real-time implementation of each channel, campaign
and platform
• Engaging and interacting with your audiences
• Reacting to issues and tweaking campaigns as they
proceed live
• Constantly compare performance with projected KPIs
created during the previous phases
• Create a cross functional communications feedback loop
to resolve all issues and update status
• Capture all lessons learnt in a repository in order to
feedback into an improvement process

39. Evaluation Phase

40. Evaluation
• Once Campaign goes live then measure the following to find the delta for
before and after
– Online Traffic
• Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time
spent on sites, bounce rates
– Levels of interaction
• Comments left by users, number of Retweets, number of Fans on Facebook pages,
numbers of @comments in twitter, number of subscribers through email and RSS
– Leads/Conversions
• create measurable and trackable conversion points in your sales funnel – sign up for
newsletter, make a purchase, click on a link, fill out contact form, download a trial
version, whitepapers, attend webinars, podcasts listens, etc.
– Search Engine Optimisation
• links from blogs, trackbacks, comments left in blogs, views of embedded digital content
that you provided, Digg links
– Brand Metrics
• NPS, positive brand associations, brand awareness, brand recall

41. Evaluation Feedback loop
• Implement a continuous learning and improvement
framework
• All findings and experiences should feed into
subsequent phases, campaigns and initiatives
• Refine reporting process
– Improve ROI metrics in their broadest sense
– Continue to get communicate internally of sucesses
– Educate management through correlation of digital
and business goals

42. Questions & Answers

43. Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274