how to create an online marketing strategy_niall mckeown

Niall McKeownwww.ionology.com

nmckeown@ionology.comtwitter:@niallmckeown

LegenderryDerry~Londonderry UK City of Culture 2013

an Integrated Online/Offline Marketing Campaign

creating a social epidemic

Connectors Mavens Sales Men

harnessing influence

Connectors Mavens Sales Men

the need for context

Connectors, Sales, Context & Content

1

bloody sunday 1972

background

offline activities

research

What is there to look forward to?What’s in it for the City?

What do you want me to do?

call - to -action

creating involvement

Web Site and Permission Marketing

Viral Marketing

Online Brand Management

Video/YouTube Channels

Blogging

Affiliate Marketing

Online PR

Email Marketing

PodcastingSocial Media

Mobile Marketing

Webinars

Pay Per Click Advertising (PPC)

Search Engine Optimisation (SEO)

Online display advertising

Offline Campaigns pushing to online

Consolidated reporting

background

Clarity OnlinePersuasion Offline

2

creating involvement

creating involvement

connectors events

0

2500

5000

7500

10000

Jan FebMar  

AprMay  

June

Facebook  #‘Likes’

-­‐  630  interac@ons  on  Facebook  this  day.  ‘Likes’  up  733  in  one  day

21st may 2010

Just Say Yes!

15th June 2010

Online Marketing Strategy for Week

18/5/10

Setup Actions

Etain

Speak with Paul Irwin to get contact details

... to get navigation changed

...to get blog live

DCC

Get existing content to Yolanda

Highlight events coming up

Change email address for contributions for submissions yourhelp@...

Add Yolanda & Andrea onto the distro list

IonGet a plan together and familiarize with site, activities and responsibilities

Resources

Niall: Senior Account Managers

Yolanda Account Manager

Andrea: Journalism

Graham: Journalism

Gareth Dunlop Help review radian6.com

Ray: Design

Paul Irwine: Inside man in DCC

Claire Lundy: Sign Off

Responsibilities

Niall Report outputs to Claire Lundy

Yolanda

Gain access to technical resources

Username/Pass etc

Get blog live

See if we can get FTP to server

Work with Paul Irwine

Understand extent of content they have

Grasp extent of activities planed

Create a smooth workflow to ensure Ion gets site of all contributions

Current web contributions goes to me

Most information going to DCC direct

Little of the content is being passed

Setup appropriate channels YouTube

Flickr

Creating consolidated reporting

Andrea

All blog entries

Embedding of content from YouTube or Image Gallery

Creating consolidated reporting

RayCreation of email newsletter templates

Branding of YouTube channel

Tactics

Email Marketing

2 per weekThis week and next

Big one for the push on the 21st

Lists The opt-in list from the website

Content

1st Blog entries + 21st CTA

2nd CTA

3rd Blog entries

4th Blog Entries

CREATE STRONG CTAs We need ACTIONS!

Blog Entry

At least 4 per day2 DCC based

2 about actions taken by participants

Use of media

Get all video, audio and image content to go with each project

May need a service like dropbox.com

Diary There are activities due to take place over the next week e.g. Real life twibboning

Changes to the website

See quote attached

Change text on site via CMS to reflect 21st CTA

Ask Etain to change navigation as per quote

Live blog as per instruction of the quote

Measurement

Radian6.com

Book a demo with radian6.com

Understand features and pricing model

Deployment requirements and resources at our end

Do not let DCC know of third party products

SubscribeNeed full reporting

Consolidated Report

Create a template

Report this week and next

Make it as visual as possible

Pricing Strategy£2000 this month to be billed

Competition(just an idea)

Use Facebook

Can we use Tayto engine?

Schedule TimelineEmail

Start ASAP

Develop a delivery plan

Understand that the big date is this Friday

2 emails this week

The design of an email to allow others to use

ContentAgree plan with PI @ DCC

&{MAP_NAME} - 18/05/2010 - Mindjet

planning

Plan Cash & Time

3

Demographics

Engagement

Engagement

Just say yes!

15th July 2010

15th July 2010

15th July 2010

15th July 2010

feeding the channels

feeding the channels

feeding the channels

Leverage Channels

4

feeding the channels

0

3750

7500

11250

15000

Jan Feb Mar   Apr May   June July Aug

Facebook  #‘Likes’

21st  May  2010Connectors  Event  +    Bid  goes  to  Liverpool-­‐  630  interac@ons  on  Facebook  this  day.  -­‐  Total  #‘Likes’  8399  up  733  in  one  day

15th  July  2010Bid  Announcement  -­‐3408  interac@ons  on  

Facebook  this  dayTotal  #‘Likes’  12,901  up  1112  in  one  day

Engagement is a Contract

5

They Said Yes!