Introduction class to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Also covers Digital Strategy process and alignement of business objectives and goals.

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. Course Overview Developing and executing Digital Strategy Digital and Online Marketing Programmes Content marketing solutions Automated B2B and B2C marketing solutions Online Sales Optimisation Social media strategies & tactics Implementing measurement Programmes Digital Media Content Creation

4. Reading Lists

5. Books-Podcasts-Webinars Core Text Books New Rules of Marketing and PR – David Meerman Scott Now is Gone – Brian Solis Groundswell – Charlene Li and Josh Bernoff Podcasts Forimmediaterelease.biz Alterian Podcast Series Marketing Over Coffee Webinars Hubspot.com series of webinars Vocus Top 6 Webinars 2009 Marketo, Marketing Sherpa, Alterian Webinars

6. 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.hubspot.com www.nickburcher.com Online PR/Communications http://www.webinknow.com/ http://www.steverubel.com/ http://darmano.typepad.com/logic_emotion/ http://www.briansolis.com http://www.theharteofmarketing.com/ http://sethgodin.typepad.com/

7. Websites Social Media www.mashable.com http://www.socialmediatoday.com www.techcrunch.com http://www.chrisbrogan.com/ www.web-strategist.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/

8. 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/

9. 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/ B2B Marketing Products www.alterian.com www.eloqua.com www.marketo.com www.reachforce.com www.pardot.com www.funnelholic.com

10. 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

11. SEO SEO/PPC www.seo-moz.com www.searchenginewathck.com www.toprank.blog.com www.redfly.com www.seobook.com www.mattutts.com www.searchengineforums.com http://www.searchengineguide.com/stoney-degeyter/7-steps-to-improving-conversion-rates.php websitegrader.com/ www.hubspot.com www.xml-sitemaps.com/

12. Digital Strategy

13. Digital Marketing Process Source eConsultancy

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

15. Planning Phase

16. Planning Define business 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

17. Goals and Audience Location Analysis Source RedAnt.co.uk

18. Creation Phase

19. 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)

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

21. Actualisation Phase

22. 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

23. Evaluation Phase

24. 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

25. 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