A Strategic Approach
to Online Branding
30 Lines

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SlideShare.net/30lines

“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

“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

“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

“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

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 gives your customers a direct
connection to each other.

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.

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
>> Online chat >> Message boards
>> Podcasts >> Photo sharing sites
>> RSS >> Video sharing sites
>> Microblogs >> Wikis
>> And much, much more…

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.

Dig into the Toolbox

Listening

Listening:
>> Search Engines >> Twitter Search
>> Google Alerts >> TweetBeep
>> Yahoo Alerts >> Review Sites
>> Technorati >> Trackur
>> BoardTracker >> Radian6
>> RSS >> BrandsEye

RSS
=

Talking

Talking:
>> Website >> Social Networks
>> Email >> Twitter
>> Blogs >> Photo Sharing
>> Social Networks >> Discussion Boards
>> Video Sharing

Energizing

Energizing:
>> ShareThis >> Widgets
>> StumbleUpon >> Social Bookmarks
>> Digg >> Web Applications
>> Video Sharing >> Photo Sharing

Embracing

Embracing:
>> SuggestionBox >> IdeaScale
>> GetSatisfaction >> Polls
>> Surveys >> Social Networks
>> Yelp >> Kudzu

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 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

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.

Test the Water

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.

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.
>> Keep them current.

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 reach.

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 time.”

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
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.

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.

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

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
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