Branch out and have a tweet: A look at online branding and exposure in the age of digital communication Michelle O’Brien M...
PART 1: An effective website PART 2: Using multimedia to sell your product PART 3: Email marketing PART 4: External promot...
PART 1.   An effective website
Design <ul><li>Most important info above fold </li></ul><ul><li>Limit flash </li></ul><ul><li>Horizontal or vertical navig...
 
Usability <ul><li>Testing </li></ul><ul><ul><li>links and functionality </li></ul></ul><ul><ul><li>browsers </li></ul></ul...
Effective marketing tool <ul><li>Strong branding </li></ul><ul><li>Consistent tone of voice </li></ul><ul><li>Clear call t...
PART   2.   Using multimedia to sell your product
Try before you buy <ul><li>Video clips </li></ul><ul><li>Audio </li></ul><ul><li>Image galleries </li></ul><ul><li>Podcast...
Promote <ul><li>E-bulletins </li></ul><ul><li>News updates </li></ul><ul><li>Spread content </li></ul><ul><li>Submit to di...
Don’t deter users <ul><li>Limit flash and applications </li></ul><ul><li>Provide prompts for audio/video  </li></ul><ul><l...
PART 3.   Email marketing
Branding and consistency <ul><li>Branding </li></ul><ul><ul><li>style guide </li></ul></ul><ul><ul><li>simple yet elegant ...
Content & layout <ul><li>Be personal, not intimate </li></ul><ul><li>Keep sentences and paragraphs short  </li></ul><ul><l...
Incentives <ul><li>Not just straight advertising tool </li></ul><ul><li>Gain trust by offering value for subscription </li...
PART 4.  External promotions
Online advertising <ul><li>Increasingly important part of marketing mix </li></ul><ul><li>Banners </li></ul><ul><li>MPU fo...
 
Promotions <ul><li>Discounts or ticket giveaways </li></ul><ul><li>Arts organisations </li></ul><ul><li>Press competitions...
Further online exposure <ul><li>PR sites </li></ul><ul><ul><li>prweb.com  </li></ul></ul><ul><ul><li>pressbox.co.uk </li><...
PART 5.  Utilising  social networking sites
What are  social networking sites? <ul><li>Free online services </li></ul><ul><li>Fluid online communities with shared int...
Twitter <ul><li>Micro-blogging </li></ul><ul><li>Users send and read  tweets  in real time </li></ul><ul><li>Text-based po...
Facebook <ul><li>Large-scale site with many applications for various types of networking </li></ul><ul><li>New ‘pages’ for...
Flickr <ul><li>Photo sharing community </li></ul><ul><li>High resolution, user-friendly online galleries </li></ul><ul><li...
Blog <ul><li>Contraction of  weblog </li></ul><ul><li>‘ Online diary’ in reverse-chronological order </li></ul><ul><li>blo...
YouTube <ul><li>Users can upload, view and share video clips </li></ul><ul><li>Displays movie clips, TV clips, music video...
Vimeo <ul><li>Video-centric social network site </li></ul><ul><li>Supports embedding, sharing, video storage and user-comm...
Wikipedia <ul><li>Free online encyclopedia written collaberatively by volunteers </li></ul><ul><li>Articles edited by publ...
RSS feeds <ul><li>Abbreviation for ‘Really Simple Syndication’ </li></ul><ul><li>Web feed format used to publish frequentl...
Other social networking sites <ul><li>MySpace  -  network of profiles, groups, blogs, photos, music & videos </li></ul><ul...
Benefits of social networking <ul><li>Market research </li></ul><ul><li>Increase audience reach </li></ul><ul><li>Improve ...
Effective social networking <ul><li>Define your goals </li></ul><ul><li>Schedule updates  </li></ul><ul><li>Content is Kin...
Conclusion <ul><li>Nielsen Online Consumer Generated Media Report </li></ul><ul><li>78%  of users download and stream cont...
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Workshop 1 11 fei eif online marketing presentation

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Workshop 1 11 fei eif online marketing presentation

  1. 1. Branch out and have a tweet: A look at online branding and exposure in the age of digital communication Michelle O’Brien Marketing and Online Coordinator Edinburgh International Festival
  2. 2. PART 1: An effective website PART 2: Using multimedia to sell your product PART 3: Email marketing PART 4: External promotion PART 5 : Utilising social networking sites
  3. 3. PART 1. An effective website
  4. 4. Design <ul><li>Most important info above fold </li></ul><ul><li>Limit flash </li></ul><ul><li>Horizontal or vertical navigation bar </li></ul><ul><li>Logical progression through site </li></ul><ul><li>Clear menu hierarchies </li></ul><ul><li>Prominent search box or site map </li></ul>
  5. 6. Usability <ul><li>Testing </li></ul><ul><ul><li>links and functionality </li></ul></ul><ul><ul><li>browsers </li></ul></ul><ul><ul><li>connection speeds </li></ul></ul><ul><ul><li>resolution </li></ul></ul><ul><li>Access </li></ul><ul><li>Monitor </li></ul><ul><ul><li>traffic flow </li></ul></ul><ul><ul><li>paths </li></ul></ul><ul><ul><li>drop-off points </li></ul></ul><ul><li>Feedback options </li></ul><ul><li>Keep fine-tuning </li></ul>
  6. 7. Effective marketing tool <ul><li>Strong branding </li></ul><ul><li>Consistent tone of voice </li></ul><ul><li>Clear call to action </li></ul><ul><li>Minimum click-throughs to purchase </li></ul><ul><li>Regular updates </li></ul><ul><li>Google Analytics </li></ul>
  7. 8. PART 2. Using multimedia to sell your product
  8. 9. Try before you buy <ul><li>Video clips </li></ul><ul><li>Audio </li></ul><ul><li>Image galleries </li></ul><ul><li>Podcasts </li></ul>
  9. 10. Promote <ul><li>E-bulletins </li></ul><ul><li>News updates </li></ul><ul><li>Spread content </li></ul><ul><li>Submit to directories </li></ul><ul><li>Inform other arts organisations </li></ul><ul><li>Encourage user-generated content </li></ul><ul><li>Regularly update </li></ul>
  10. 11. Don’t deter users <ul><li>Limit flash and applications </li></ul><ul><li>Provide prompts for audio/video </li></ul><ul><li>Complement your product </li></ul><ul><li>Don’t let multimedia get in the way </li></ul><ul><li>Always include your URL </li></ul>
  11. 12. PART 3. Email marketing
  12. 13. Branding and consistency <ul><li>Branding </li></ul><ul><ul><li>style guide </li></ul></ul><ul><ul><li>simple yet elegant </li></ul></ul><ul><ul><li>template </li></ul></ul><ul><li>Consistency </li></ul><ul><ul><li>tone of voice </li></ul></ul><ul><ul><li>subject headings </li></ul></ul><ul><ul><li>mailing intervals </li></ul></ul><ul><ul><li>mailing time and day </li></ul></ul>
  13. 14. Content & layout <ul><li>Be personal, not intimate </li></ul><ul><li>Keep sentences and paragraphs short </li></ul><ul><li>Summary of contents with anchors </li></ul><ul><li>Article headers and info bites with click-through to full story </li></ul><ul><li>Keywords in bold for scanning </li></ul><ul><li>Hyperlinks = more info </li></ul><ul><li>Limit to 4 or 5 topics </li></ul>
  14. 15. Incentives <ul><li>Not just straight advertising tool </li></ul><ul><li>Gain trust by offering value for subscription </li></ul><ul><li>Run competitions and prize giveaways </li></ul><ul><li>Include ‘forward to a friend’ and social networking links </li></ul><ul><li>Provide teasers to entice readers to further engage </li></ul>
  15. 16. PART 4. External promotions
  16. 17. Online advertising <ul><li>Increasingly important part of marketing mix </li></ul><ul><li>Banners </li></ul><ul><li>MPU for rich media </li></ul><ul><li>Expandable creatives and video overlays </li></ul><ul><li>Search engine results page </li></ul><ul><li>Advertorial </li></ul><ul><li>E-bulletin advertising or EDMs </li></ul><ul><li>Micro-sites </li></ul><ul><li>Social networking advertising </li></ul><ul><li>CPM, CPC or CPA </li></ul>
  17. 19. Promotions <ul><li>Discounts or ticket giveaways </li></ul><ul><li>Arts organisations </li></ul><ul><li>Press competitions </li></ul><ul><li>Sponsor channels </li></ul><ul><li>Targeted promotions to groups </li></ul>
  18. 20. Further online exposure <ul><li>PR sites </li></ul><ul><ul><li>prweb.com </li></ul></ul><ul><ul><li>pressbox.co.uk </li></ul></ul><ul><li>Blog directories </li></ul><ul><ul><li>technorati.com </li></ul></ul><ul><li>Twitter directories </li></ul><ul><ul><li>twibs.com </li></ul></ul><ul><li>Link building: always include URL </li></ul>
  19. 21. PART 5. Utilising social networking sites
  20. 22. What are social networking sites? <ul><li>Free online services </li></ul><ul><li>Fluid online communities with shared interests </li></ul><ul><li>Users build profiles and contacts, share links, upload photos and videos, write blog entries and respond to other users activities </li></ul>
  21. 23. Twitter <ul><li>Micro-blogging </li></ul><ul><li>Users send and read tweets in real time </li></ul><ul><li>Text-based posts up to 140 characters delivered to followers </li></ul><ul><li>Applications </li></ul><ul><ul><li>tweet-deck </li></ul></ul><ul><ul><li>t-whirl </li></ul></ul><ul><ul><li>twitterberry </li></ul></ul><ul><li>Over 5 million joined since February alone </li></ul><ul><li>Get the word out fast </li></ul>
  22. 24. Facebook <ul><li>Large-scale site with many applications for various types of networking </li></ul><ul><li>New ‘pages’ for organisations offer statistics on users </li></ul><ul><li>Viral effect as users see and follow their 'friends' activities </li></ul><ul><li>Builds awareness by appearing in feeds </li></ul><ul><li>Recently taken over MySpace in popularity </li></ul>
  23. 25. Flickr <ul><li>Photo sharing community </li></ul><ul><li>High resolution, user-friendly online galleries </li></ul><ul><li>Users upload, tag, comment on, edit and share photos </li></ul><ul><li>Greater public access to extensive image libraries </li></ul><ul><li>Tag photos with key words to maximize search results </li></ul><ul><li>Always include your URL in captions </li></ul>
  24. 26. Blog <ul><li>Contraction of weblog </li></ul><ul><li>‘ Online diary’ in reverse-chronological order </li></ul><ul><li>blogger or wordpress </li></ul><ul><li>Easy to embed multimedia </li></ul><ul><li>Keep fresh </li></ul><ul><li>Monitor traffic by embedding statcounter.com </li></ul><ul><li>Register with Technorati, Blog Catalog, MyBlogLog & other niche directories </li></ul><ul><li>Promote through interaction on similar industry blogs </li></ul>
  25. 27. YouTube <ul><li>Users can upload, view and share video clips </li></ul><ul><li>Displays movie clips, TV clips, music videos, amateur video blogging and short original films </li></ul><ul><li>Public can watch videos, while registered users can upload </li></ul><ul><li>Accounts of registered users are ‘channels’ </li></ul><ul><li>Tag videos with key words and URLs to improve search results </li></ul>
  26. 28. Vimeo <ul><li>Video-centric social network site </li></ul><ul><li>Supports embedding, sharing, video storage and user-commenting </li></ul><ul><li>Options to create channels or groups </li></ul><ul><li>Reputation as catering to artistic crowd due to higher resolution and better HD support than YouTube </li></ul>
  27. 29. Wikipedia <ul><li>Free online encyclopedia written collaberatively by volunteers </li></ul><ul><li>Articles edited by public </li></ul><ul><li>Updates vetted and false, non-factual or subjective info removed </li></ul><ul><li>Check what is written about your org is correct and up-to-date </li></ul><ul><li>Limited options </li></ul>
  28. 30. RSS feeds <ul><li>Abbreviation for ‘Really Simple Syndication’ </li></ul><ul><li>Web feed format used to publish frequently updated webpages in standardised format </li></ul><ul><ul><li>blog entries </li></ul></ul><ul><ul><li>news headlines </li></ul></ul><ul><ul><li>multimedia updates </li></ul></ul><ul><li>Subscription gives ability to see updates without visiting a website </li></ul>
  29. 31. Other social networking sites <ul><li>MySpace - network of profiles, groups, blogs, photos, music & videos </li></ul><ul><li>- more music focussed and younger demographic </li></ul><ul><li>Second Life - virtual world enabling residents to interact through avatars </li></ul><ul><li>- group activities, create/trade virtual property or travel the grid </li></ul><ul><li>Linkedin - business-oriented portal for professional networking </li></ul><ul><li>- connecting with colleagues and associates plus upload CVs </li></ul><ul><li>bebo - similar functions to MySpace but younger (teen) demographic </li></ul><ul><li>- acronym for “blog early, blog often&quot; </li></ul><ul><li>del.icio.us - social bookmarking service for discovering/sharing web links </li></ul><ul><li>- tag and view bookmarks added by similar-minded users </li></ul><ul><li>digg - s ocial news sharing site </li></ul><ul><li>- voting on stories/links is digging and burying </li></ul>
  30. 32. Benefits of social networking <ul><li>Market research </li></ul><ul><li>Increase audience reach </li></ul><ul><li>Improve brand reputation </li></ul><ul><li>Develop customer relationships and loyalty </li></ul><ul><li>Networking opportunities with other arts orgs </li></ul><ul><li>Gain credibility and trust with thought leadership </li></ul><ul><li>Low cost </li></ul><ul><li>More effective than conventional advertising </li></ul><ul><li>Protect your brand </li></ul><ul><li>Increase traffic to website </li></ul><ul><li>Improve your site ranking </li></ul>
  31. 33. Effective social networking <ul><li>Define your goals </li></ul><ul><li>Schedule updates </li></ul><ul><li>Content is King </li></ul><ul><li>Publish specialised or additional content </li></ul><ul><li>Reveal ‘behind the scenes’ info </li></ul><ul><li>Encourage interaction through incentives </li></ul><ul><li>Make a policy on negative feedback </li></ul><ul><li>Respond quickly and publicly to contributions </li></ul><ul><li>Promote </li></ul><ul><li>Cross-promote </li></ul>
  32. 34. Conclusion <ul><li>Nielsen Online Consumer Generated Media Report </li></ul><ul><li>78% of users download and stream content </li></ul><ul><li>84% of users share content online </li></ul><ul><li>Getting started </li></ul><ul><li>what are they saying? </li></ul><ul><li>what are they doing? </li></ul><ul><li>branch out and have a tweet! </li></ul><ul><li>More info </li></ul><ul><li>eif.co.uk/interact </li></ul><ul><li>[email_address] </li></ul>
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