how to create an online marketing strategy_niall mckeown
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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!