Everyone’s Looking at YOU(and why and how you should look at them)(and why and how you should look at them)(and why and ho...
Today’s Topics• Branding - What is it, why is it important, is yourscurrent and relevant and do you use it correctly?• Dig...
BrandingSimply, it’s how you look.Everywhere. To everyone.Relevance and qualityaside, it has to be executedconsistently.Do...
Brand ConsiderationsGeographic consumption.Audience - B2B or B2C? Or both?Name, logo execution, tagline or some combinatio...
Right and Wrong Style Execution
Overt or Subtle?
The ArrowHenny Youngman, the comedian, had this wholesignature to his act around ‘Take my wife. Please.’What the PR folks ...
Another use of subtle
When You’re Copied, You’ve Made It1939 Britishgovernmentpropagandaposter to boostwartime morale.
When You’re Copied, You’ve Made It
Digital CommunicationSurveyTools of the tradeCRMEmail campaignSurveysNewslettersWebinars/SeminarsPodcasts
CRM (Contact Relationship Managers)• Do I need one? YES• Choose wisely.• Considerations:FeaturesInteroperabilityCostInterf...
Email campaign programsStamps are great if you’re acollector.Like CRM’s, you’ve got choices.Make specialized templates for...
List SegmentationWorld Market is a GREATbad example.Respect the inbox.Rule of thumb is the ruleof threes.NewsletterTargete...
Checking your clicks
Newsletters
NewslettersDetermine the frequency.What’s in your company’sDNA? Industry news,product offerings, projectnews, employee con...
Your Website• Your website is your always-open door to current andfuture clients, agents, employees and vendors.• The site...
Not-the-greatest practice web example
And how’s that look on my iPhone?
Pictures tell stories on your site• Meta-tagging• Words + pictures = findin Google Images =direct traffic to your site• We...
Search Engine Ranking and OptimizationCredit: sparkwiz.com
Two Ways To Get ListedORGANICSite designMeta-taggingContentmarketingINORGANICPPCAdvertisingRemarketing
Other digital outreachWebinars and SeminarsPodcastingAudio / Video ContentRemember, it’s about presenting your company a g...
Social Media for Business
1.2 BILLION
Twitter Fact(oids)Make it count: 140 characters or less.Has become the communication vehicle of choice in:–Disasters–Revol...
Logistics Companies On TwitterCompanies and their followers as of March 10, 2013:FedEx:129,516Maersk Line: 39,500UPS: 38.4...
Twitter Relevance for YOU• If you promote you’re on Twitter, somebody has to payattention all the time.• Use it to adverti...
• Launched on May 5, 2003, LinkedIn in January reported200 million users in 200 countries and territories.• The networking...
• LinkedIn is the place to be for companies and individualswho want to network professionally.• Don’t fall into the trap o...
• Pew Research in 2012 showed that women were fivetimes as likely to be on the site as men.• “Boards”, which highlight con...
Infographic Example
Maersk on Pinterest
• Created in 2010 andacquired by Facebookfor $1 billion (with 13employees) in 2012.• First on iOS, thenAndroid.• #share #w...
Hashtags used here:#logistics#lgi#heavyhaul#transportation#broker#logisticsgroupinternational#huge#otr
Manage those accounts!Pick a service and post centrally.Repurpose content.Respond and thank people for follows / retweets ...
TakeawaysEvaluate your digital presence.How many clients, prospects and agents can you talkto simultaneously?Is your site ...
Scott Case | (630) 410-2059 | scott@positionglobal.com
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Atlanta Customs Brokers Social Media Presentation

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Presentation to the Atlanta Customs Brokers and International Forwarders Association on March 12, 2013. The topic was the use of social media, digital marketing and branding for logistics companies.

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Atlanta Customs Brokers Social Media Presentation

  1. 1. Everyone’s Looking at YOU(and why and how you should look at them)(and why and how you should look at them)(and why and how you should look at them)Scott CaseFounder, Chief Storytellerscott@positionglobal.com@scottcase
  2. 2. Today’s Topics• Branding - What is it, why is it important, is yourscurrent and relevant and do you use it correctly?• Digital communication:• Newsletters• Audio / video• CRM• Your website• Social media for businesses (focus: logistics industry)
  3. 3. BrandingSimply, it’s how you look.Everywhere. To everyone.Relevance and qualityaside, it has to be executedconsistently.Do you let other people useyour brand mark?Best practice is to have astyle guide.
  4. 4. Brand ConsiderationsGeographic consumption.Audience - B2B or B2C? Or both?Name, logo execution, tagline or some combination ofall three?Equity and market reputation.Level of penetration.Overt or nuanced messaging of your company’smission?
  5. 5. Right and Wrong Style Execution
  6. 6. Overt or Subtle?
  7. 7. The ArrowHenny Youngman, the comedian, had this wholesignature to his act around ‘Take my wife. Please.’What the PR folks wanted to do was the equivalent ofchanging his shtick to ‘Please, take my wife.’ If youhave to call attention to your punch line, to explain it,it’s no longer a punch line. It doesn’t work, it isn’t funny,and no one will remember it.”- Lindon Leader, Creator of FedEx LogoExcerpted from Matthew May’s book The Laws of SubtractionAppearing online in Fast Company Co.Design October 23, 2012
  8. 8. Another use of subtle
  9. 9. When You’re Copied, You’ve Made It1939 Britishgovernmentpropagandaposter to boostwartime morale.
  10. 10. When You’re Copied, You’ve Made It
  11. 11. Digital CommunicationSurveyTools of the tradeCRMEmail campaignSurveysNewslettersWebinars/SeminarsPodcasts
  12. 12. CRM (Contact Relationship Managers)• Do I need one? YES• Choose wisely.• Considerations:FeaturesInteroperabilityCostInterface with currentoperations software?• Buy or subscribe?
  13. 13. Email campaign programsStamps are great if you’re acollector.Like CRM’s, you’ve got choices.Make specialized templates fordifferent messages.Top features:– Segmenting your lists– Checking your clicks
  14. 14. List SegmentationWorld Market is a GREATbad example.Respect the inbox.Rule of thumb is the ruleof threes.NewsletterTargeted issueGeneral marketing topic
  15. 15. Checking your clicks
  16. 16. Newsletters
  17. 17. NewslettersDetermine the frequency.What’s in your company’sDNA? Industry news,product offerings, projectnews, employee content?Should be timely, highlightyour company and linkback to your site and thesource content.
  18. 18. Your Website• Your website is your always-open door to current andfuture clients, agents, employees and vendors.• The site must put forth the most professional andcomplete digital identity that is pitch-perfect with yourreal world identity.• The site must be responsive to render across multipledevices and platforms (computers, tablets, phones).• The site must incorporate a prominent call to action.• Don’t think when it’s up that it’s done.
  19. 19. Not-the-greatest practice web example
  20. 20. And how’s that look on my iPhone?
  21. 21. Pictures tell stories on your site• Meta-tagging• Words + pictures = findin Google Images =direct traffic to your site• We’re BROKERS ANDFORWARDERS. Wemove and clear stuff.And we should takepictures!Credit: jifnet.com
  22. 22. Search Engine Ranking and OptimizationCredit: sparkwiz.com
  23. 23. Two Ways To Get ListedORGANICSite designMeta-taggingContentmarketingINORGANICPPCAdvertisingRemarketing
  24. 24. Other digital outreachWebinars and SeminarsPodcastingAudio / Video ContentRemember, it’s about presenting your company a greatlight and done in a contemporary fashion.
  25. 25. Social Media for Business
  26. 26. 1.2 BILLION
  27. 27. Twitter Fact(oids)Make it count: 140 characters or less.Has become the communication vehicle of choice in:–Disasters–Revolutions–Television and film marketing#HASHTAGS for topics.Lots of people weigh popularity based on “followers”.
  28. 28. Logistics Companies On TwitterCompanies and their followers as of March 10, 2013:FedEx:129,516Maersk Line: 39,500UPS: 38.456K&N: 2,464Tigers Ltd: 1,409AA Cargo: 1,286
  29. 29. Twitter Relevance for YOU• If you promote you’re on Twitter, somebody has to payattention all the time.• Use it to advertise (newsletters, projects, services orjobs).• Use it for emergencies (power outage, weatherclosure, zombie apocalypse).• It’s the fastest real-time means at your disposal to getthe word out repeatedly.
  30. 30. • Launched on May 5, 2003, LinkedIn in January reported200 million users in 200 countries and territories.• The networking is a little more personal.
  31. 31. • LinkedIn is the place to be for companies and individualswho want to network professionally.• Don’t fall into the trap of making your “social” friends yourLinkedIn connections; keep it work focused.• Join groups that are relevant for you and your company.• As an employer, you can see somebody’s history.• As an employee, you can look for a new gig.• As a salesperson, you can keep people on your radar.
  32. 32. • Pew Research in 2012 showed that women were fivetimes as likely to be on the site as men.• “Boards”, which highlight content, are usually pictures.• Mostly for travel, fashion and cooking at this point.• But believe it or not, logistics companies are there withinfographics.• Infographics are expensive to produce, print anddistribute, but help stuff “stick” better in people’smemories.
  33. 33. Infographic Example
  34. 34. Maersk on Pinterest
  35. 35. • Created in 2010 andacquired by Facebookfor $1 billion (with 13employees) in 2012.• First on iOS, thenAndroid.• #share #with#hashtags.• 100 million users.
  36. 36. Hashtags used here:#logistics#lgi#heavyhaul#transportation#broker#logisticsgroupinternational#huge#otr
  37. 37. Manage those accounts!Pick a service and post centrally.Repurpose content.Respond and thank people for follows / retweets /repostings.
  38. 38. TakeawaysEvaluate your digital presence.How many clients, prospects and agents can you talkto simultaneously?Is your site relevant and built properly for all visitors?A multi-pronged strategy that focuses oncommunicating with clients, remaining in front ofprospects and putting forth an image to both as wellas future employees and decision makers is key.Have a policy for managing your social networks.
  39. 39. Scott Case | (630) 410-2059 | scott@positionglobal.com

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