Digital and Social Media: An Introduction

UCD

Keith Feighery

Summary

• Introductions• Overview of the course• Changing Digital Landscapes• The Importance of relevant Content: Above all else• Overview of key social media platforms• Q & A

Introductions

Introduction

• Owner of Digital Insights– Work with clients developing online business channels– Lecturer with DIT in MA Digital Media Technologies– Run Diploma in Online Marketing, Sales & Digital Strategy with

DBS, Griffith College, IBAT– Work with university incubation centres – LINC and Synergy IT

Colleges

• 12 Years working in Software Industry– Irish and International Companies

• Developed Online Retail Business– www.BabaBeag.ie

• 30,000 Customers over 50,000 Subscribers to email

Overview of Course

Week 1

• Session1: Introductions and Overview of Tools and Platforms

• Session 2: Social Media Platforms and Tools with Case studies

• Session 3: Class Demonstrations of Facebook, LinkedIn, Twitter (mobile and desktop applications)

• Session 4: Creating YouTube and Flickr Accounts and integrating with websites and blogs

• Review of covered content• Q & A

Week 2

• Session 1: Overview of web technologies and infrastructure to create a website

• Session 2: Setting up and using a blog – self-hosted and hosted solutions

• Session 3: Creating and distributing podcasts• Session 4: Creating, promoting and managing webinars• Review• Q & A

Changing Digital & Customer Landscape

Where do people get information today and how do they engage

Where is everyone?

Social Media Landscape

Traditional Marketing Vs Social

Engagement

Key Platforms for Customers

• Social/Professional Networks– Facebook, LinkedIn, MySpace (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog

• Mobile– Foursquare, Facebook, Twitter, Yelp

• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils

Content Drives The Web

Be Relevant

Hubspot – Inbound Marketing Company view

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.

Different types of media in the digital world

• Owned Media – such as website

• Paid Media – such as display ads

• Earned Media – such as viral campaign

Owned Vs Paid Vs Earned Media

Owned Media

Areas to consider

Leveraging Owned Media Assets

Recognise the value in your owned media assets • Websites, blogs, social profiles, digital conversations/interactions etc.

Brands/Businesses becoming publishers media outlets• No limits to what an organisation can publish online for the consumption of

their constituencies

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

Various Types of Content

• Facebook/MySpace/Bebo fan pages and groups• Videos, demos, presentations, and custom animations• Product/service reviews• Blog posts, reader comments and reactions• Tweets, status updates• E-mail newsletters• The content and digital media on your Web site, other

microsites, partner sites etc..• Articles and other intellectual property or knowledge sharing –

professional contributions etc.• Whitepapers, case studies, webinars, podcasts

Who creates the content?• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners

• Customers– If you create a community you can allow them to create

feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowd sourcing

Advantages of effective content

• Creates demand generation and awareness through value add publishing

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales

• Creates ‘stickiness’ to your owned media assets (rather than to paid ones)

• Once started, provides an ongoing process and framework to control and publish valuable information

Content Marketing: Success Vs Failure

• Characteristics of Success– Understanding the informational needs of your customers– Knowing how those informational needs mix with your

marketing goals and objectives – Mapping content schedule to user profiles and buyer cycles– Being consistent (content marketing is a marathon, not a sprint)– Listen and continually evolve the program

.

Content Marketing: Success Vs Failure

• Characteristics of Failure

– Always selling, rather than informing and educating

– Not listening, thus not evolving the content program.

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274