Want to be 'Liked' or want to be Rich | Niall McKeown | iON Marketing

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Enterprise Ireland

Enterprise Ireland eMarketing Event - Kilkenny 21st March 2013

Business

Want to be Liked
or
Want to be Ri€h?

By Niall McKeown
twitter: @niallmckeown
www.linkedin.com/in/niallmckeown

What is Strategy?

“A strategy is a plan of action designed to
achieve a speciﬁc goal”

What is Strategy?
“Strategy comes from identifying one or two
critical issues in the situation – the pivotal
points that can multiply the effectiveness of
effort – and then focusing and concentrating
action and resources on them”

2011 Financial Times
and Goldman Sachs
Business Book of the
Year

What is Strategy?

Guiding
Policy

Coherent
Diagnosis
Action

What’s Not Strategy?
“We shall increase our Operational “We shall use social
sales by 20% Effectiveness media to better
We will increase our service our clients”
page impressions by
10,000 per month”
!

High Performance Strategy

Know Know Your
Yourself Marketplace

Know
Available
Your
Resources
Customer

High Performance Strategy

Know
Yourself

Know
Know Your
Your
Marketplace
Customer innovation

Available
Resources

Strategic Marketing Stack

Tactical Marketers
tend to live here Tactics

Guiding Principles

Senior Marketers Leveraged Innovation

Critical Issues
The Executive Directors
Function
Business Planning & Direction

Critical Issue
Booking.com vs Own Site
Facebook Twitter
LinkedIn
Pintrest
Pay Per Click Advertising
Website Design

Display Advertising
Email Marketing
Search Engine Optimisation
Third Party Sites
Own Booking Engine (e.g. booking.com)

Faux Strategy

Know
Yourself

Know
Know Your
Your
Marketplace
Customer

Available
Resources

Clinical Trial Supply News Clinical Technologies Login Analytical Services
Chemical Development Biomarker Discovery Pharmaceutical Biocatalysis Discovery
Commercial Services API Dev Manufacture Events Resource Centre Sitemap
QB Premium

0 1 2 3 4

Visitor Trafﬁc Oct 2011

Careers About & Contact Clinical Trial Supply News Clinical Technologies
Login Analytical Services Chemical Development Biomarker Discovery Pharmaceutical
Biocatalysis Discovery Commercial Services API Dev Manufacture Events
Resource Centre Sitemap QB Premium

0 17.5 35 52.5 70

Visitor Trafﬁc Oct 2011

Simple Strategy

Know
Yourself

Know
Know Your
Your
Marketplace
Customer

Available
Resources

(customers perspective)
Your Business
1 3
Industry Leader Extraordinary Members

Prime Authority
2 Interesting 4
Smooth or Omnipresence
Authority

All Media Earned Media

Mass Market Mainstream
Customer Volume
Niche
Exclusive
or limited Audience

Bought Media Owned Media

Mild
Over Here 5 Interest
7 High 5

Attention Advocacy
Low
Shout Loudly Interest Hand Shake
6 8

1% Conversion Rate

•220 Clicks
•€138

•With 1% conversion

= 2 sales
= €69 per sale

Background Cot Mattress is the dominant search term used
in the UK.

High Performance
Digital Strategy
Leveraged
innovation

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Reasons why you will never be rich that you should really know if you are not a rich person. 1. Spend Too Much You may feel good to own expensive things like a luxury car, a long vacation, a big house, or designed clothes. However, you should consider whether those things are really necessary for you. Stop buying unnecessary things even when you like them very much. 2. Have No Plan One of the reasons why you will never be rich is to make no plan. If you do not have any goal, you will never be rich. Therefore, you should make a good plan for anything you do. 3. Save Too Little Saving should be a priority if you want to become rich later. You’d better start with your emergency fund in case you are unemployed or sick. If you make a good plan for the emergency fund, you will not have to worry about money when you unluckily encounter financial or health problems. 4. Have Big Debts Debts from buying a house or running a new business are normally big debts. If you have those debts, you should try to pay them all as soon as you can before considering other needs. 5. Pay Many Fees You should pay all your bills in time to avoid penalties or late fee. If you have to pay penalties every month, your budget will be reduced. 6. Complain Too Much Keep complaining instead of committing is one of the reasons why you will never be rich. If you always complain that foods are too expensive, you are not earning enough, or it is hard for you to pay all the debts, then it will be difficult for you to become rich. Therefore, you should stop complaining about everything, and learn to commit instead. 7. Begin Late If you do not start saving soon, you will lose more chances of becoming rich. Time and interest help increase your money, so do not waste your energy and effort any more. Even when your income is low, you can still save some money. The sooner you begin your habit of saving, the more possible you can increase your savings, and then become rich. 8. Want To Live Comfortably Watching TV for long hours with a bag of chips in hand may make you feel comfortable. However, this is one of the main reasons why you will never be rich. Rich people hate relaxing, and do not want to waste their time that way. Therefore, if you wish to be rich, you should get out of the comfort zone and start challenging yourself with work. 9. Be Lazy Being lazy is one of the most outstanding reasons why you will never be rich. You may sit on a safe and warm couch to relax for long hours every day, and no one has the right to prohibit you from doing so. However, that thing you do does not bring you any cent. You have watched 9 out of 17 reasons why you will never be rich. For 8 more reasons, visit the link: http://vkool.com/why-you-will-never-be-rich/ .

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