0
Total Brand
Listen
Participate
Understand
 Engage
•   Static
•   Centrally Managed
                        Web 1.0
•   Slow to Change
•   Unidirectional
•   Tech Heavy
Brand
•Brand is not a logo
•Brand is not an identity
•Brand is not a product




     A brand is a person’s gut feeling ab...
On-Demand
 Personal
 Engaging
Networked
Canadians View the Most Content
                     Canada beats the World and has the highest amount of Average Pages Pe...
Canadians Spend the
 Most Time Online
Average Hours Per Visitor Per Month




                                      Source...
Canada a leader in Social
                                Networking
                 90.00                               ...
Social Networking Around the World
 Reach of the Worldwide Web Population

February 2008                          Avg.    ...
Credible Web Presence
More than 8 out of 10 Internet users look on
              search engines

    Pay-per-click (PPC) c...
•   Google
•   Yahoo
•   MSN
•   LinkedIn
•   Facebook
•   YouTube
Classifieds Today
                  Over 2M unique
                 Canadian visitors
                   every month

    ...
Own your presence online
Web 2.0 plus
Fish Where the Fish Are
Social Networking

235 million
                    35 million
2–6 times/day
                   2x / 3 months
             ...
Hyperconnected
Texting
Facebook Profile
Facebook Group
Facebook Group
Facebook Page
LinkedIn Profile
People Relate to People
Nuts from the beginning
Nuts from the beginning
Social Media is NOT
          advertising
• Social media marketing, requires
  communicating not ADVERTISING so act
  appr...
Why work here?
• Originally, why did you choose to work for
  this company?
• What are the top 3 factors that have enabled...
Why Build?

•   Building awareness, spreading the word
•   Providing support and motivation
•   Coordinating unified appro...
1 + 1 = 11




Because the mathematics of collaboration is
         nothing less than MAGIC.
Any brand can be
           charismatic



1. Differentiate
2. Collaborate
  3. Innovate
  4. Validate
  5. Cultivate
    ...
~ Anytime ~
      Any place ~ Any way




           Brand as story tellers
         Let them “talk” about you
Create empa...
Strategic vs. Creative

 On one side of the gap On the other side are the
are the strategic thinkers  creative thinkers
  ...
How do we get the
  message out?
What is your brand?
Why should I be
a part of your brand?
It’s about understanding the
   progression of success


                                   Community
  Visitor   Prospect...
It is about THEM




               It is not about you
It is about communicating with candidates
    It is about engaging...
Sources of Hires
Employment Website   21%
     Referrals       19 %
General Job Boards   11%
   Search Firms       8%
 Cam...
What is your brand saying?




What are your strategies to
    reach your targets –
  students, employers, job
          s...
Mark R. Thompson
                     w: www.clubjobs.ca
                    e: mark@clubjobs.ca
                    t: 86...
NGCOA   Total Branding Presentation   Alberta 2009
NGCOA   Total Branding Presentation   Alberta 2009
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Transcript of "NGCOA Total Branding Presentation Alberta 2009"

  1. 1. Total Brand
  2. 2. Listen Participate Understand Engage
  3. 3. • Static • Centrally Managed Web 1.0 • Slow to Change • Unidirectional • Tech Heavy
  4. 4. Brand •Brand is not a logo •Brand is not an identity •Brand is not a product A brand is a person’s gut feeling about a product, service, or organization
  5. 5. On-Demand Personal Engaging Networked
  6. 6. Canadians View the Most Content Canada beats the World and has the highest amount of Average Pages Per Visitor! Canada United Kingdom Germany United States France Japan Italy Russia 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Average Pages Per Visitor - Total Audience Source: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07 6
  7. 7. Canadians Spend the Most Time Online Average Hours Per Visitor Per Month Source: comScore World Metrix, February 2008 7
  8. 8. Canada a leader in Social Networking 90.00 120,000 Online Reach% Total Unique Visitors 80.00 100,000 70.00 60.00 80,000 Total Unique Visitors (000) % Online Reach 50.00 60,000 40.00 30.00 40,000 20.00 20,000 10.00 0.00 0 Canada UK Brazil Chile Argentina Mexico United States Source: comScore Inc. Multi-Country December 2007, 8
  9. 9. Social Networking Around the World Reach of the Worldwide Web Population February 2008 Avg. Avg. Unique %Reach Minutes Pages Visitors (Web per per Location (000) Pop.) Visitor Visitor World-Wide 538,375 65.4 205.6 499 United States 108,248 66.4 225.4 518 United Kingdom 25,502 76.7 308.6 719 Canada 18,181 84.3 349.6 828 France 17,583 52.0 176.0 531 Germany 15,794 53.7 186.0 480 *Person 15+ Source: comScore Inc, Worldwide Feb’08, All Locations,
  10. 10. Credible Web Presence More than 8 out of 10 Internet users look on search engines Pay-per-click (PPC) costs are rising Up to 85% of searchers ignore paid listings 63% of the top natural (organic) listings get click through Natural (organic) search results convert 30% higher than PPC
  11. 11. • Google • Yahoo • MSN • LinkedIn • Facebook • YouTube
  12. 12. Classifieds Today Over 2M unique Canadian visitors every month • Over 9B page views/month • 30M unique visitors • 9th place overall in N.A. • Over 2M new job listings/month
  13. 13. Own your presence online
  14. 14. Web 2.0 plus
  15. 15. Fish Where the Fish Are
  16. 16. Social Networking 235 million 35 million 2–6 times/day 2x / 3 months (2007) 253 million
  17. 17. Hyperconnected
  18. 18. Texting
  19. 19. Facebook Profile
  20. 20. Facebook Group
  21. 21. Facebook Group
  22. 22. Facebook Page
  23. 23. LinkedIn Profile
  24. 24. People Relate to People
  25. 25. Nuts from the beginning
  26. 26. Nuts from the beginning
  27. 27. Social Media is NOT advertising • Social media marketing, requires communicating not ADVERTISING so act appropriately • Targeting beyond demographics of Facebook, you need to become part of the community • Listen. Learn, and be ready to make mistakes
  28. 28. Why work here? • Originally, why did you choose to work for this company? • What are the top 3 factors that have enabled your success in your current position? • What do you feel differentiates this organization from others for whom you could work? • What would you tell a prospective hire to this company?
  29. 29. Why Build? • Building awareness, spreading the word • Providing support and motivation • Coordinating unified approach • Involving those affected • Help people take action • Customizing messages • Humanizing the issues
  30. 30. 1 + 1 = 11 Because the mathematics of collaboration is nothing less than MAGIC.
  31. 31. Any brand can be charismatic 1. Differentiate 2. Collaborate 3. Innovate 4. Validate 5. Cultivate … EVEN YOURS
  32. 32. ~ Anytime ~ Any place ~ Any way Brand as story tellers Let them “talk” about you Create empathy, understanding & openness Use different media to touch your customer
  33. 33. Strategic vs. Creative On one side of the gap On the other side are the are the strategic thinkers creative thinkers Analytical Intuitive Verbal Physical Numerical Visual Logical Emotional Linear Spatial
  34. 34. How do we get the message out?
  35. 35. What is your brand?
  36. 36. Why should I be a part of your brand?
  37. 37. It’s about understanding the progression of success Community Visitor Prospect Candidate Member 38
  38. 38. It is about THEM It is not about you It is about communicating with candidates It is about engaging them on their turf It is about becoming more transparent
  39. 39. Sources of Hires Employment Website 21% Referrals 19 % General Job Boards 11% Search Firms 8% Campus Recruiting 2% Other 6% Niche Job Boards 6% Social Networking 5%
  40. 40. What is your brand saying? What are your strategies to reach your targets – students, employers, job seekers?
  41. 41. Mark R. Thompson w: www.clubjobs.ca e: mark@clubjobs.ca t: 866-604-6823 X222 www.slideshare.net/clubjobs www.twitter.com/clubjobs www.delicious.com/clubjobs.ca www.flickr.com/photos/clubjobs.ca www.linkedin.com/in/markrthompson
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