Irish Times Innovation Showcase event, 19 October 2012, Belfast, Northern Ireland

1. (c) 2012, Maurice Mulvenna
Innovative Marketing
Maurice Mulvenna
School of Computing & Mathematics

2. (c) 2012, Maurice Mulvenna
Outline
Digital marketing
Local

3. (c) 2012, Maurice Mulvenna
Digital marketing

4. (c) 2012, Maurice Mulvenna
Digital marketing
Conversion
Optimisation
Advertising
Social
Measurement

5. (c) 2012, Maurice Mulvenna h"p://www.websiteop.miza.on.com

6. (c) 2012, Maurice Mulvenna Source:
Jim
Sterne

7. (c) 2012, Maurice Mulvenna
Funnel fodder
• Iden.fying
key
phrases
• Key
phrases
for
paid
search
and
‘natural’
or
organic
search
Source:
h"ps://adwords.google.co.uk/select/KeywordToolExternal

8. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads

9. (c) 2012, Maurice Mulvenna
Content

10. (c) 2012, Maurice Mulvenna
Tags
h"p://www.hallam.biz/blog/2011/04/seo-­‐on-­‐page-­‐factors-­‐crea.ng-­‐great-­‐pages.html

11. (c) 2012, Maurice Mulvenna
Tags
• On
page
op.misa.on:
• <.tle>
tag
=
4.9/5
(<
65
chars)
• Keyword
frequency
and
density
=
3.7/5
• Keyword
in
headings
=
<h1>
=
3.1,
<h2>
=
2.8/5
• Keyword
in
document
name
=
2.8/5
• Meta
name
descrip.on
=
2/5
(<
150
chars)
• Meta
name
keywords
=
1/5
Source:
h"p://www.seomoz.org/ar.cle/search-­‐ranking-­‐factors

12. (c) 2012, Maurice Mulvenna
IrishTimes.com
<meta
name="descrip.on"
content="Find
the
Latest
Local
and
Interna.onal
News
including
Sports,
Analysis,
Business,
Weather
and
more
from
the
Defini.ve
Brand
of
Quality
News
in
Ireland."
/>
<.tle>The
Irish
Times
-­‐
Breaking
Local
and
Interna.onal
News
from
Ireland</.tle>

13. (c) 2012, Maurice Mulvenna

14. (c) 2012, Maurice Mulvenna
Content/Tags
Be"er
content
Be"er
tags

15. (c) 2012, Maurice Mulvenna
Links

16. (c) 2012, Maurice Mulvenna
Ads

17. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads

18. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads
Organic SEO

19. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads
Paid SEO (PPC)

20. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads
Off-Site SEO

21. (c) 2012, Maurice Mulvenna
Content Tags
Links Ads
On-Site SEO

22. (c) 2012, Maurice Mulvenna
Social
• ‘Should I be using it?’
• ‘How to sell with it?’
• It’s social, have a conversation

23. (c) 2012, Maurice Mulvenna

24. (c) 2012, Maurice Mulvenna
Measurement

25. (c) 2012, Maurice Mulvenna
Analytics
• Bounce rate, segmentation, key words

26. (c) 2012, Maurice Mulvenna

27. (c) 2012, Maurice Mulvenna
Campaign Name Status
£25.00
Lifetime
Budget
08/12/2011 1:00am – 08/26/2011 11:45pm
Duration (London Time)
Audience Response
Clicks Connections
Select rows to edit Full Report
Campaign Reach
11,256
Frequency
15.6
Social Reach
0
Connections
0
Clicks
20
CTR
0.011%
Spent
£25.00
Ad Preview
Digital Marketing Degree
ulster.ac.uk
Get an Online
Marketing Degree from
University of Ulster -
Apply today for our
Postgraduate
Certificate in Digital
Media Communication
View on Profile · Create a Similar Ad
Targeting
This ad targets 24,860 users:
who live in the United Kingdom
who live in Belfast
exactly between the ages of 21 and 30 inclusive
who graduated from college
Calculating suggested bid
Performance
Name Status Reach Freq. Social Reach Connections Clicks
11,256 15.6 0 0 20 0.011%
DMC Facebook Ad Completed
?
Targeted
Reach
Social Reach
?
?
?
08/05 08/08 08/11 08/14 08/17 08/20
0
1
2
3
Last 28 Days All Except Deleted
? ? ? ? ? ? ?
? ? ? ? ? ?
Digital Marketing Degree
Edit Edit
CTR

28. (c) 2012, Maurice Mulvenna

29. (c) 2012, Maurice Mulvenna
Local

30. (c) 2012, Maurice Mulvenna

31. (c) 2012, Maurice Mulvenna

32. (c) 2012, Maurice Mulvenna

33. (c) 2012, Maurice Mulvenna

34. (c) 2012, Maurice Mulvenna

35. (c) 2012, Maurice Mulvenna
Postgraduate Certificate
Digital Media Communication
ulster.ac.uk/dmc

36. (c) 2012, Maurice Mulvenna
Blend of expertise from
School of Communication academics
School of Computing & Mathematics academics
External visiting lecturers from industry

37. (c) 2012, Maurice Mulvenna
External academic validation
“developing innovative, postgraduate level workers
who are life-long learners and leaders in their field”

38. (c) 2012, Maurice Mulvenna
External company validation
“‘Working with the DMC students on the Google
Challenge has been a fantastic experience. Having
such a professional, knowledgeable and enthusiastic
team to help run a Pay Per Click campaign means
so much to a new business”

39. (c) 2012, Maurice Mulvenna
Student validation
“The Postgraduate Certificate in Digital Media
Communication gave me the skills, knowledge, and
importantly, confidence to start applying for Digital
and Social Media roles”
“The course was very well structured, reactive to
student needs and always two-way”

40. (c) 2012, Maurice Mulvenna
Innovative marketing
Strategy
Capability of tools and techniques
Build your network of know-how
Upskill yourself (ulster.ac.uk/dmc)

41. (c) 2012, Maurice Mulvenna
Thank you for listening
@mauricemulvenna
md.mulvenna at ulster.ac.uk
ulster.ac.uk/dmc