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Online Branding Seminar, 10-10-08 :: 30 Lines

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Online branding and marketing seminar presented to local Toledo business owners. Credits to Forrester Research and Jake McKee for ideas referenced in this presentation. Sponsored by Creative Financial …

Online branding and marketing seminar presented to local Toledo business owners. Credits to Forrester Research and Jake McKee for ideas referenced in this presentation. Sponsored by Creative Financial Partners.

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  • 1. A Strategic Approach to Online Branding 30 Lines
  • 2. Follow along at SlideShare.net/30lines
  • 3. “The power of the consumer's voice has never been stronger... It's impacting consumer behavior and how companies operate.” David Daniels, VP & Research Director, Jupiter Research
  • 4. “A great brand can take months, if not years, and millions of dollars to build. It can be destroyed in hours by a blogger upset with your company.” Andy Beal, MarketingPilgrim.com
  • 5. “Over 90% of search engine users either find what they are looking for, revise their search or give up within the first three pages of results.” Search Engine User Behavior Study, iProspect
  • 6. “53% of the content a user reads about a company online comes from sources other than that company’s website...” International Social Media Research, Universal McCann
  • 7. Who is 30 Lines? >> Social media marketing >> Online reputation monitoring >> Local search optimization
  • 8. The best thing to happen to small business marketing.
  • 9. >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
  • 10. Objectives >> Identify tools to listen to, join and lead online conversations. >> Identify strategies to engage current and prospective customers. >> Incorporate these ideas into daily operations and long-term business plans. >> Eat some wings.
  • 11. Are you working inside Fort Business?
  • 12. Social media? Web 2.0? Kid stuff, right?
  • 13. Social media is people having conversations online.
  • 14. Those conversations are powered by… >> Social networks >> Widgets >> Blogs >> Social bookmarks >> Online chat >> Message boards >> Podcasts >> Photo sharing sites >> RSS >> Video sharing sites >> Microblogs >> Wikis >> And much, much more…
  • 15. Listen >> Understand what your customers are saying about you brand. Talk >> Leading the online conversation is the best way to communicate your message. Energize >> Give your fans the tools they need to share your message among their peers. Embrace >>Ask you clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
  • 16. Dig into the Toolbox
  • 17. Listening
  • 18. Listening: >> Search Engines >> Twitter Search >> Google Alerts >> TweetBeep >> Yahoo Alerts >> Review Sites >> Technorati >> Trackur >> BoardTracker >> Radian6 >> RSS >> BrandsEye
  • 19. RSS =
  • 20. Talking
  • 21. Talking: >> Website >> Social Networks >> Email >> Twitter >> Blogs >> Photo Sharing >> Social Networks >> Discussion Boards >> Video Sharing
  • 22. Energizing
  • 23. Energizing: >> ShareThis >> Widgets >> StumbleUpon >> Social Bookmarks >> Digg >> Web Applications >> Video Sharing >> Photo Sharing
  • 24. Embracing
  • 25. Embracing: >> SuggestionBox >> IdeaScale >> GetSatisfaction >> Polls >> Surveys >> Social Networks >> Yelp >> Kudzu
  • 26. Supporting
  • 27. Supporting: >> GetSatisfaction >> Wikis >> Google Groups >> Yahoo Answers >> Customer forums >> Review Sites
  • 28. LET’S EAT!
  • 29. >> 93% believe a company should have a presence in social media. >> 85% believe companies should be using social media to interact with customers. >> 56% feel better about brands that they interact with online via social media tools. 2008 Business in Social Media Study, Cone Business
  • 30. Listen >> Understand what your customers are saying about you brand. Talk >> Leading the online conversation is the best way to communicate your message. Energize >> Give your fans the tools they need to share your message among their peers. Embrace >>Ask you clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
  • 31. Test the Water
  • 32. Pin down your goals. >> It’s not just about marketing. • Customer Service, Public Relations, Recruiting • Clients, Prospects, Vendors, Shareholders >> Online tactics don’t play out in a vacuum, and they don’t replace current offline efforts.
  • 33. Be approachable.
  • 34. “80% of success is showing up.”
  • 35. Have a presence. >> Set up profile pages. >> Keep the message consistent. >> Don’t forget maps and listings sites. >> Keep them current.
  • 36. Start listening.
  • 37. Tuning In >> Find your audience. >> Know the buzz about your subject. >> Have a plan to respond.
  • 38. Join the conversation.
  • 39. Joining the Conversation >> Learn the rules. >> Leave a trail. >> Start courting influencers.
  • 40. Steer the message.
  • 41. Steer the Message >> Create for your audience, not your ego. >> Embrace those influencers. >> Use tools to spread your reach.
  • 42. Track your progress.
  • 43. Tracking Your Success: >> Google Analytics >> Yahoo Analytics >> Quantcast >> Technorati >> Feedburner
  • 44. Obstacles
  • 45. Obstacles >> What’s the ROI? – “Risk Of Inaction” >> “It’s a fad.” – Fundamental change in habits >> “I don’t have the time.”
  • 46. Key Takeaways
  • 47. Stop SHOUTING, Start LISTENING
  • 48. Look at the whole picture. >> More than a logo or website, your brand is how people perceive you. What others say about you is more important than ever. >> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
  • 49. Be willing to listen. >> Effective online marketing is more than a website and banner ads. It’s a strategically driven approach to harnessing the power of the Internet and online communities. >> Social media creates new opportunities, but requires a completely different approach than traditional marketing strategies.
  • 50. Social Media Marketing >> Social Networking Sites – Profile Design, Promotion, Management >> Custom Online Communities – Research, Design, Promotion, Management >> Blogs – Design, Implementation, Editorial, Posting/Commenting Policy Creation >> Videos – Content Creation, Editing, Distribution >> Widgets and Applications – Strategy, Programming, Distribution >> Microblogs – Profile Design, Implementation, Posting/Commenting Policies >> Custom RSS Feeds Online Reputation Monitoring >> Blogs >> Social Networks >> Online News Services, Ratings/Reviews Websites Search Engine Optimization >> Blogger Relations Programs >> Social Media Optimization
  • 51. Keep learning. >> Groundswell >> SearchEngineGuide.com >> SocialMediaToday.com >> Hello! My Name is Scott.
  • 52. Let’s connect. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines Slides posted at SlideShare.net/30lines