A Strategic Approach
 to Online Branding




     30 Lines
Follow along at
SlideShare.net/30lines
“The power of the consumer's voice
has never been stronger...
It's impacting consumer behavior
and how companies operate.”...
“A great brand can take months,
if not years, and millions of dollars to build.
It can be destroyed in hours
by a blogger ...
“Over 90% of search engine users
either find what they are looking for,
revise their search or give up within
the first th...
“53% of the content a user reads about
a company online comes from sources
other than that company’s website...”
Internati...
Who is 30 Lines?
>> Social media marketing
>> Online reputation monitoring
>> Local search optimization
The best thing to happen
to small business marketing.
>> It levels the playing field by
   giving you a voice.

>> It gives you a direct connection
   to your customers.

>> It...
Objectives
>> Identify tools to listen to, join and lead
    online conversations.

>> Identify strategies to engage curre...
Are you working
inside Fort Business?
Social media?
   Web 2.0?
Kid stuff, right?
Social media is people
having conversations online.
Those conversations are powered by…
>>   Social networks   >>   Widgets
>>   Blogs             >>   Social bookmarks
>>   ...
Listen     >> Understand what your customers
              are saying about you brand.

Talk       >> Leading the online c...
Dig into the Toolbox
Listening
Listening:
>>   Search Engines   >>   Twitter Search
>>   Google Alerts    >>   TweetBeep
>>   Yahoo Alerts     >>   Revie...
RSS


=
Talking
Talking:
>>   Website           >>   Social Networks
>>   Email             >>   Twitter
>>   Blogs             >>   Photo...
Energizing
Energizing:
>>   ShareThis       >>   Widgets
>>   StumbleUpon     >>   Social Bookmarks
>>   Digg            >>   Web App...
Embracing
Embracing:
>>   SuggestionBox     >>   IdeaScale
>>   GetSatisfaction   >>   Polls
>>   Surveys           >>   Social Netw...
Supporting
Supporting:
>> GetSatisfaction >> Wikis
>> Google Groups   >> Yahoo Answers
>> Customer forums >> Review Sites
LET’S EAT!
>> 93% believe a company should have
   a presence in social media.

>> 85% believe companies should be using
   social me...
Listen     >> Understand what your customers
              are saying about you brand.

Talk       >> Leading the online c...
Test the Water
Pin down your goals.
>> It’s not just about marketing.
     • Customer Service, Public Relations, Recruiting
     • Client...
Be approachable.
“80% of success is showing up.”
Have a presence.
>> Set up profile pages.

>> Keep the message consistent.

>> Don’t forget maps and listings sites.

>> K...
Start listening.
Tuning In
>> Find your audience.

>> Know the buzz about your subject.

>> Have a plan to respond.
Join the conversation.
Joining the Conversation
>> Learn the rules.

>> Leave a trail.

>> Start courting influencers.
Steer the message.
Steer the Message
>> Create for your audience, not your ego.

>> Embrace those influencers.

>> Use tools to spread your r...
Track your progress.
Tracking Your Success:
>> Google Analytics   >> Yahoo Analytics
>> Quantcast          >> Technorati
>> Feedburner
Obstacles
Obstacles
>> What’s the ROI? – “Risk Of Inaction”

>> “It’s a fad.” – Fundamental change in habits

>> “I don’t have the t...
Key Takeaways
Stop SHOUTING, Start LISTENING
Look at the whole picture.
>> More than a logo or website, your brand is
   how people perceive you. What others say
   ab...
Be willing to listen.
>> Effective online marketing is more than a
   website and banner ads. It’s a strategically
   driv...
Social Media Marketing
>>   Social Networking Sites – Profile Design, Promotion, Management
>>   Custom Online Communities...
Keep learning.
>> Groundswell

>> SearchEngineGuide.com

>> SocialMediaToday.com

>> Hello! My Name is Scott.
Let’s connect.
Mike Whaling
386.795.8000
mike@30lines.com

30lines.com
Twitter.com/30lines


Slides posted at SlideShare.n...
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
Online Branding Seminar, 10-10-08 :: 30 Lines
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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 Partners.

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Transcript of "Online Branding Seminar, 10-10-08 :: 30 Lines"

  1. 1. A Strategic Approach to Online Branding 30 Lines
  2. 2. Follow along at SlideShare.net/30lines
  3. 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. 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. 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. 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. 7. Who is 30 Lines? >> Social media marketing >> Online reputation monitoring >> Local search optimization
  8. 8. The best thing to happen to small business marketing.
  9. 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. 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. 11. Are you working inside Fort Business?
  12. 12. Social media? Web 2.0? Kid stuff, right?
  13. 13. Social media is people having conversations online.
  14. 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. 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. 16. Dig into the Toolbox
  17. 17. Listening
  18. 18. Listening: >> Search Engines >> Twitter Search >> Google Alerts >> TweetBeep >> Yahoo Alerts >> Review Sites >> Technorati >> Trackur >> BoardTracker >> Radian6 >> RSS >> BrandsEye
  19. 19. RSS =
  20. 20. Talking
  21. 21. Talking: >> Website >> Social Networks >> Email >> Twitter >> Blogs >> Photo Sharing >> Social Networks >> Discussion Boards >> Video Sharing
  22. 22. Energizing
  23. 23. Energizing: >> ShareThis >> Widgets >> StumbleUpon >> Social Bookmarks >> Digg >> Web Applications >> Video Sharing >> Photo Sharing
  24. 24. Embracing
  25. 25. Embracing: >> SuggestionBox >> IdeaScale >> GetSatisfaction >> Polls >> Surveys >> Social Networks >> Yelp >> Kudzu
  26. 26. Supporting
  27. 27. Supporting: >> GetSatisfaction >> Wikis >> Google Groups >> Yahoo Answers >> Customer forums >> Review Sites
  28. 28. LET’S EAT!
  29. 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. 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. 31. Test the Water
  32. 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. 33. Be approachable.
  34. 34. “80% of success is showing up.”
  35. 35. Have a presence. >> Set up profile pages. >> Keep the message consistent. >> Don’t forget maps and listings sites. >> Keep them current.
  36. 36. Start listening.
  37. 37. Tuning In >> Find your audience. >> Know the buzz about your subject. >> Have a plan to respond.
  38. 38. Join the conversation.
  39. 39. Joining the Conversation >> Learn the rules. >> Leave a trail. >> Start courting influencers.
  40. 40. Steer the message.
  41. 41. Steer the Message >> Create for your audience, not your ego. >> Embrace those influencers. >> Use tools to spread your reach.
  42. 42. Track your progress.
  43. 43. Tracking Your Success: >> Google Analytics >> Yahoo Analytics >> Quantcast >> Technorati >> Feedburner
  44. 44. Obstacles
  45. 45. Obstacles >> What’s the ROI? – “Risk Of Inaction” >> “It’s a fad.” – Fundamental change in habits >> “I don’t have the time.”
  46. 46. Key Takeaways
  47. 47. Stop SHOUTING, Start LISTENING
  48. 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. 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. 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. 51. Keep learning. >> Groundswell >> SearchEngineGuide.com >> SocialMediaToday.com >> Hello! My Name is Scott.
  52. 52. Let’s connect. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines Slides posted at SlideShare.net/30lines
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