Learning Digital Marketing - A Beginner's guide to Online Marketing
Mint GMIT - Marketing Society - 22.04.2013
1. GMIT Marketing Society
Consultancy | Advertising | Social Media | Web Design | Search | Email Marketing
Monday 22 April 2013
2. money for nothing
and your clicks for free...*
how to create real engagement
through social media.
Monday 22 April 2013
3. 1. About Mint
2. The Importance of Digital
3. Social Media Marketing
4. Sample Costings
5. What SME’s can do
6. B2B Marketing
7. Finally, some do’s and don’t’s!
Monday 22 April 2013
15. But for both, users find you online
Monday 22 April 2013
16. What you can do
The purpose of this digital marketing strategy is to funnel
the various target audiences to very specific and relevant
end goals: to a tangible and measurable call to action.
Email Social Google Advertising
PR
Generate more ‘leads’ at the top Marketing Media PPC (Display, Press etc)
of the sales funnel using a
combination of Display Advertising,
Email, Google PPC, Social Media,
Online PR, Video Advertising, Press
etc.
Use simple techniques to filter and
process these leads more effectively
to generate more quality traffic to
specific areas of the website. (E.g.
targeted/personalised content
leading to dynamic landing pages) Tangible CTA
Monday 22 April 2013
17. The Tools to Use
1 2 3 4 5
Revise website Generate content to Launch Google Targeted Email Increase
based on user attract visitor PPC Campaign - Marketing to different opportunities to
analytics, best registrations, e.g. drive target audience groups. generate PR and
practice UX design, white papers, audiences to Build and segment Online PR.
add DLP’s/ guides etc specific areas. databases. Refine
language options. content/communities
6 7 8 9 10
Utilise Blog and Launch Search Targeted Display Promote content to Increase
Social Media Sites Engine Optimisation advertising working relevant audiences - opportunities for
activities with PPC Ads based on crowd-sourcing/
segmented community building
databases from the Network
Monday 22 April 2013
18. The Tools to Use
1
2
3
4
Awareness Consideration Engagement Goal
/ Research
AWARENESS: CONSIDERATION: ENGAGEMENT: GOAL:
๏ PPC ๏ Website Redesign ๏ Social Media ๏ Email Marketing
๏ Email Marketing ๏ SEO Campaigns ๏ Social Media
๏ Video Marketing ๏ Video Demo’s ๏ Content ๏ PPC
๏ Blog ๏ Dynamic Landing Pages
๏ Social Media ๏ Calls to action
๏ Site content
๏ Downloadable content
Monday 22 April 2013
20. A GUIDING THOUGHT
DON’T INTERRUPT YOUR AUDIENCE
WITH INFORMATION THAT INTERESTS
YOU ONLY
EARN THE RIGHT TO CREATE
COMMUNICATION IDEAS THAT BECOME
WHAT YOUR AUDIENCE IS INTERESTED
IN.
Monday 22 April 2013
21. “A brand is no longer what a company says
about its product, it’s what a friend tells a friend”
Make the user engage, share and personalise –
make them your brand ambassadors
Monday 22 April 2013
29. Every minute of every day, more than a half-
billion members of Facebook collectively create
almost 1 million photos, wall posts, status
updates, and other bits of content.
Monday 22 April 2013
30. Every minute of every day, more than a half-
billion members of Facebook collectively create
almost 1 million photos, wall posts, status
updates, and other bits of content.
Twitter looks tame by comparison - the network
sees more than 125,000 tweets a minute.
Monday 22 April 2013
31. Every minute of every day, more than a half-
billion members of Facebook collectively create
almost 1 million photos, wall posts, status
updates, and other bits of content.
Twitter looks tame by comparison - the network
sees more than 125,000 tweets a minute.
YouTube receives more than 48 hours of video
per minute. If you watched video every minute of
your life, you'd get through 10 days' worth of
YouTube uploads.
Monday 22 April 2013
32. Word of Mouth - when users
interact with your campaign,
stories linking to your page go
to their friends via news feeds,
driving word-of-mouth to a
wider circle of friends.
Monday 22 April 2013
34. Importance of Digital Marketing
Marketing Strategy
Twitter
๏ Use it to drive traffic to blog posts/press release
headlines
๏ Tap in to relevant hashtags
๏ Follow popular /noteworthy figures in the industry,
engage them in conversation
๏ Direct traffic to competitions on facebook page/
website
๏ Customer service
๏ Design a skin
๏ Have follow us buttons on site
Monday 22 April 2013
35. ImportanceLinked In Marketing
Marketing Strategy
of Digital
๏ Get staff to create profiles and connect
๏ Link from ‘about us’/‘team’ to their linked in
profiles
๏ Create company profile
๏ Join Groups
๏ Connect to people you know - after a sales call,
add them
๏ Fill out company product and services
Monday 22 April 2013
36. ImportanceYoutube Marketing
Marketing Strategy
of Digital
๏ Use it to showcase products
๏ To drive traffic to your site
๏ To host videos
๏ Video a customer talking about themselves and
working with you
๏ Customize your web page
๏ Link to youtube from your website, blog etc
Monday 22 April 2013
37. Importance of Digital Marketing
Marketing Strategy
Facebook
๏ Create a like page
๏ Get found, promote your stuff, connect, add value
for users
๏ Put links on your website
๏ Encourage people to ‘like’ your page
๏ Custom design tabs, cover photo etc.
๏ Test facebook ads
๏ Drive users to a competition app
Monday 22 April 2013
39. ESB Electric Ireland
Every day of the Hunt, the Electric Picnic mascot
Sparkhead was hiding somewhere in Ireland.
To find him each day, everyone had to get
tweeting: whatever they liked to whoever they
liked, so long as it included the hashtag
#ShareTheEnergy
And tweet they did - during
the five days of the Hunt,
there were over 10,000 tweets
with the hashtag
#ShareTheEnergy. An
average of 2000 tweets per
day, each of which made the
aerial map of Ireland zoom in
until Sparkhead’s actual
location was revealed.
Monday 22 April 2013
40. Facebook has
2,116,200 Users in Ireland
Strong Reach
2nd Most Trafficked
Website
The advertising
inventory is highly
targeted and cost
effective
Monday 22 April 2013
46. Harcourt Shopping Centre’s
In Dec 2011, we launched Christmas campaigns in six shopping centres around the country. Harcourt
Developments portfolio of centres in Ireland include Galway, Laois, Parkway in Limerick, Letterkenny, Dundalk’s
Longwalk and Donaghmede Shopping Centres. The objective was to create an engaging campaign that
would capture the attention of the relevant target market and add value – keeping the centres front of mind at
this key retail period. The campaign was hugely successful, with growth rates of 248% on average across all six
centres.
d to
2000, increase
average
6,000 fans - on
ing
across 6 shopp
centres
Monday 22 April 2013
47. Pass the Parcel
A Like Gate to
increase fanbase
Humourous
Questions ensure
the user had an
entertainging user
experience!
Monday 22 April 2013
48. Multiplier Mechanic
The users score is multiplied by the number of friends the app is sent to capitalising on the
viral reach potential of facebook.
Monday 22 April 2013
49. Harcourt - Share the Love
Following the huge success of the ‘Pass the Parcel’ campaign for all six Harcourt Shopping Centres we
decided to reskin this competition for Valentines Day!
Share In-store
d 18, Posters
790 ti
mes !
Monday 22 April 2013
50. Avonmore Peakfresh
We developed the ‘Make and Take to Win’ competition on facebook for Avonmore Peakfresh Milk,
Irelands largest milk brand. The campaigns asks the public to upload their own stylised milk character in
order to enter the competition to be in with a chance to win cash prizes. Users were able to upload
pictures via twitter, facebook, instagram and from their desktop. We are also in the middle of developing
a game for this campaign, where the user will herd glasses of milk in a field using a dog character!
Link: www.facebook.com/AvonmoreMilk
d
5000, increase
to 13,000 fans
Monday 22 April 2013
51. Avonmore Peakfresh
Some of the UGC (user generated content) achieved through this campaign!
Monday 22 April 2013
55. Abair Leat
Abair Leat is the worlds first social network dedicated to a minority language - Irish. To drive the high
proportion of facebook users to the website we decided we needed to develop an app that would grab
the target markets attention and engage them, using a series of clips from popular movies such as
Toystory, The Kings Speech and Lord of the Rings, we dubbed over clips in Irish with hilarious
consequences! The user was then asked to answer a series of questions, to increase their chances of
winning, users were able to mulltiply their score by sending the app on to freinds, increasing the viral
reach of the campaign vastly.
Link: www.facebook.com/abairleat
0, increased to
5,000 fans
Monday 22 April 2013
56. Were you BORN to be a Designer?
To promote BORN Clothing’s fabulous clothing lines and wide range of designers we developed a facebook
competition that would be fun, engaging and above all showcase their range. The ‘Were you BORN a
Designer’ facebook application allows users to create a look from BORN Clothing’s Summer range to be in
with the chance of winning one of many daily prizes – from vouchers to handbags, shoes and clothes.
Monday 22 April 2013
72. The Overall Approach
1) Acquire customers
2) Promote Value Proposition
3) Target Buyers
4) Direct them to Content - allow white paper’s to be downloaded
5) Drive Traffic - use targeted emails offering the white paper, plus
google ads and PR
6) Capture Details
Monday 22 April 2013
74. Value Proposition
๏ Who is this for?
๏ What is the need it addresses?
๏ How do you solve that need/problem?
๏ Is this unique to you?
๏ Your unique capability produces what for me?
๏ What impact will it have? (Money, time saved, benefits...)
๏ Can you give me an example (evidence)?
๏ How long will it take to process order?
๏ What about the obvious alternative (do nothing, competitor
etc)
๏ Is this value proposition sustainable? (is it future proof?)
๏ What results will this produce for me?
Monday 22 April 2013
77. Importance of Digital Marketing
Customer Acquisition
Marketing Strategy
Email Marketing, Social
Encourage Sales
Media, Direct Mail
Selling Opportunity
SEO, PPC, PR, Value proosition, site Demonstrate Value, Content plan,
Email design, callls to action, product videos, engagement,
Social Media, landing pages, content, don’t let them figure remind customers of the
lead capture, follow up things out alone vale you deliver
Monday 22 April 2013
79. how to make social media work for you
✓ Offer value - either through engaging content, previews, coupons,
prizes or offers. Recruit through games and daily prizes
✓ Achieve visability - stand out through engaging campaigns, use
popular references - make sure your campaign resonates.
✓ Be conversational - create a tone of voice that cuts through and
engages. It should be a dialogue
✓ Loyalty - build a loyal customer base to leverage organic spread
✓ Resource - be ready to respond to your customers and encourage
them to talk about your brand
✓ Commitment - be ready to make a commitment beyond a
campaign
✓ Integration - know how any other marcomm strategies will
integrate with your social media campaign. Are there other assets
(tools and content) can you leverage?
✓ Measurability - think about how you will measure success
Monday 22 April 2013
80. Some common pitfalls
Post too frequently. The recommended number of posts for brands is about 1 – 2 posts per
day
Not engaging with people in comments. Don’t forget that you have to engage with your
fans and respond to them – make sure you reply to people when they have questions, even
stupid ones!
Arguing with your fans. If you have an angry fan, answer unemotionally and drive the
conversation elsewhere
Delete negative comments. Never delete negative comments. Never, almost never...
99.99% never!
Running competitions against the sites rules. Don’t announce winners solely over
Facebook, ensure you have adequate terms and conditions, and a data policy
Not using applications/tabs. The best thing about Facebook is that you can create a
campaign that will drive and boost your community organically.
Sending your fans to your site Only. Sending fans to your site is not the best way of keeping
your community really active and sharing. Communities love videos and pictures, but if you
just send them links to your page only, that won’t do the trick (unless it’s really relevant
content), but always make sure to mix the content.
Not using Facebook landing tabs. Landing tabs are a very important part of your
Facebook page, and can make your page grow 40% faster.
Monday 22 April 2013
81. thank you!
Zara Sheerin | Managing Director | Mint Digital
m. +353 86 84 77 512 | e. zara@mintdigital.ie | l. www.linkedin.com/in/zarasheerin
Monday 22 April 2013