GLOBAL BRAND MANAGEMENT
        Internet Marketing for Start-ups
  Sponsored by Institute for Information Industry


     ...
Today’s Agenda

 Introduction              Personality & Culture
 Social Media & Blogging   Truth in Advertising
         ...
A Note about Brand Management
         You are the cow.
Social Media Services
Information

News & Reviews

Contact Lists

Search Engine Ranking

Bandwidth & Storage
1 Rules of Engagement
2 Rule 101
3 The 4i Rule
4 The Viral Rule

5 House Rules
6 Weak-Link Rule
7 Wildfire Rule
8 The Minus...
Reach
                                            Frequency
                                           Engagement
1 Rules ...
1 in 100 Users
            20% to 50% Traffic
            Recognize
1   Rules ofReward
             Engagement

2 Rule 101
...
Up to 4x Higher
1 Rules of Engagement Rate
               Conversion
  Rule 101     vs. Ads & Search
2
3 The 4i Rule
4 The...
Consumer vs. Brand
1 Rules of Engagement content
                generated
2 Rule 101      Word of Mouth
3 The 4i Rule
4 T...
1 Rules of Engagement
  Rule 101       Attendance?
2
                 Conversion?
3 The 4i Rule      Retain?
4 The Viral R...
1 Rules of Engagement
2 Rule 101
3 The 4i Rule    Influence Dynamics
4 The Viral Rule Friend-of-a-friend
                  ...
1 Rules of Engagement
2 Rule 101
3 The 4i Rule
4 The Viral Rule     Find & Share
5 House Rules      Actively Syndicate

6 ...
1 Rules of Engagement
2 Rule 101
3 The 4i Rule
4 The Viral Rule

5 House Rules    Skip Advertising in SM
6 Weak-Link Rule ...
1 Rules of Engagement
2 Rule 101
3 The 4i Rule
4 The Viral Rule

5 House Rules
6 Weak-Link Rule                Seeding is
...
1 Rules of Engagement
2 Rule 101
3 The 4i Rule
4 The Viral Rule

5 House Rules
6 Weak-Link Rule
7 Wildfire Rule
8 The Minus...
Social Media Services
Update consistently

Read consistently
                         Questions?
Respond consistently     ...
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
Social Media Tools
                     Profiles

                     Status Updates

                     Groups

       ...
Blogging



Industry Related     Share your point of view on hot topics in your industry


About Customers      Relate to ...
Blogging
Create Attractive Headlines and Subtitles

Add Pictures and Icons
Blogging
Buzz counter

Updated daily

Feature confirmations

News updates

Pressing Issues
Coming Next:
Personality

Culture

Truth in Advertising

Case Studies

More Q&A
Source: Implementing Enterprise 2.0: A Practical Guide To Creating Business Value Inside Organizations With Web Technologi...
Personality
How do you profile your customers?

How are you like these customers?

What do customers think is different abo...
Internet Explorer 6
Please don’t design for it
Personality
Taste Test
Personality
“Do not eat iPod Shuffle.”
Culture
Recognize cultural differences   Tap Taiwan resources

Don’t assume preferences         Form focus groups

Examine...
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Truth in Advertising
Trust in Culture

                Size   “Hi Kevin,

             Design    Unfortunately modifying t...
Truth in Advertising
Trust in Culture

                Size

             Design

            Function

               Cost
Tomorrow you are going to...
Upgrade your browsers to                or                     .

Sign up for           ,    ...
Case Studies
Links
My profile - http://tw.linkedin.com/in/kwoolf

Pilotfish - http://www.pilotfish.eu

Facebook - http://www.facebook.com
...
More Links
YooTheme - http://http://www.yootheme.com

Mashable - http://www.mashable.com

Wikipedia - http://www.wikipedia...
Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan
Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan
Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan
Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan
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Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan

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English presentation on Internet marketing and brand management for B2C software start-ups in Taiwan. Includes an introduction to popular social networking tools and services with tips on how to use them most effectively.

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  • Global Brand Management Series: Internet Marketing for Start-Ups in Taiwan

    1. 1. GLOBAL BRAND MANAGEMENT Internet Marketing for Start-ups Sponsored by Institute for Information Industry Kevin R. Woolf tw.linkedin.com/in/kwoolf
    2. 2. Today’s Agenda Introduction Personality & Culture Social Media & Blogging Truth in Advertising Case Studies (Pilotfish) Q&A
    3. 3. A Note about Brand Management You are the cow.
    4. 4. Social Media Services Information News & Reviews Contact Lists Search Engine Ranking Bandwidth & Storage
    5. 5. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    6. 6. Reach Frequency Engagement 1 Rules of Engagement Preference Conversion 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    7. 7. 1 in 100 Users 20% to 50% Traffic Recognize 1 Rules ofReward Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    8. 8. Up to 4x Higher 1 Rules of Engagement Rate Conversion Rule 101 vs. Ads & Search 2 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    9. 9. Consumer vs. Brand 1 Rules of Engagement content generated 2 Rule 101 Word of Mouth 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    10. 10. 1 Rules of Engagement Rule 101 Attendance? 2 Conversion? 3 The 4i Rule Retain? 4 The Viral Rule Awareness? 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    11. 11. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule Influence Dynamics 4 The Viral Rule Friend-of-a-friend Track Social Graphs 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    12. 12. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule Find & Share 5 House Rules Actively Syndicate 6 Weak-Link RuleFollow & Retweet 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    13. 13. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules Skip Advertising in SM 6 Weak-Link Rule Encourage Participation Excitement in Dialog 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    14. 14. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule Seeding is Low Impact 7 Wildfire Rule Must track 8 The Minus Ad Rule Efficacy 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    15. 15. 1 Rules of Engagement 2 Rule 101 3 The 4i Rule 4 The Viral Rule 5 House Rules 6 Weak-Link Rule 7 Wildfire Rule 8 The Minus Ad Rule 9 Seeds and Water Rule Adapted from Advertising Age 10 Essential Rules for Brands in Social Media by Taddy Hall
    16. 16. Social Media Services Update consistently Read consistently Questions? Respond consistently Comments? Report consistently Prioritize accordingly
    17. 17. Social Media Tools
    18. 18. Social Media Tools
    19. 19. Social Media Tools
    20. 20. Social Media Tools
    21. 21. Social Media Tools
    22. 22. Social Media Tools
    23. 23. Social Media Tools
    24. 24. Social Media Tools
    25. 25. Social Media Tools Profiles Status Updates Groups Feeds Content Sharing App Updates Security Social Networks Applications Mobile and Desktop
    26. 26. Blogging Industry Related Share your point of view on hot topics in your industry About Customers Relate to what customers are concerned about No Ads Not an ad for current products and promotions Tagged and Indexed Tag all key words and related words and spellings SEO ...index.php=com_cont&view=article&id=53&Itemid=60&lang
    27. 27. Blogging Create Attractive Headlines and Subtitles Add Pictures and Icons
    28. 28. Blogging
    29. 29. Buzz counter Updated daily Feature confirmations News updates Pressing Issues
    30. 30. Coming Next: Personality Culture Truth in Advertising Case Studies More Q&A
    31. 31. Source: Implementing Enterprise 2.0: A Practical Guide To Creating Business Value Inside Organizations With Web Technologies by Ross Dawson
    32. 32. Personality How do you profile your customers? How are you like these customers? What do customers think is different about you? How can you be different without spending lot of money?
    33. 33. Internet Explorer 6 Please don’t design for it
    34. 34. Personality Taste Test
    35. 35. Personality “Do not eat iPod Shuffle.”
    36. 36. Culture Recognize cultural differences Tap Taiwan resources Don’t assume preferences Form focus groups Examine local competition Consult with locals
    37. 37. Truth in Advertising Trust in Culture Size Design Function Cost
    38. 38. Truth in Advertising Trust in Culture Size Design Function Cost
    39. 39. Truth in Advertising Trust in Culture Size Design Function Cost
    40. 40. Truth in Advertising Trust in Culture Size Design Function Cost
    41. 41. Truth in Advertising Trust in Culture Size Design Function Cost
    42. 42. Truth in Advertising Trust in Culture Size Design Function Cost
    43. 43. Truth in Advertising Trust in Culture Size Design Function Cost
    44. 44. Truth in Advertising Trust in Culture Size Design Function Cost
    45. 45. Truth in Advertising Trust in Culture Size Design Function Cost
    46. 46. Truth in Advertising Trust in Culture Size Design Function Cost
    47. 47. Truth in Advertising Trust in Culture Size Design Function Cost
    48. 48. Truth in Advertising Trust in Culture Size “Hi Kevin, Design Unfortunately modifying the language variables via the ini Function file directly is not supported with BigCommerce. We'll Cost remove this section from our template guide to avoid any confusion in the future...”
    49. 49. Truth in Advertising Trust in Culture Size Design Function Cost
    50. 50. Tomorrow you are going to... Upgrade your browsers to or . Sign up for , , , and . Plan a social media strategy and delegate duties to employees. Update any websites and blogs. Google yourself and your company. Find help.
    51. 51. Case Studies
    52. 52. Links My profile - http://tw.linkedin.com/in/kwoolf Pilotfish - http://www.pilotfish.eu Facebook - http://www.facebook.com LinkedIn - http://www.linkedin.com Twitter - http://www.twitter.com Layar - http://www.layar.om FourSquare - http://www.foursquare.com KickApps - http://www.kickapps.com Salesforce - http://www.salesforce.com/chatter
    53. 53. More Links YooTheme - http://http://www.yootheme.com Mashable - http://www.mashable.com Wikipedia - http://www.wikipedia.org Blogger - http://www.blogger.com Ballpark - http://www.getballpark.com Cashboard - http://www.getcashboard.com Mozilla - http://www.mozilla.com/en-US/firefox/personal.html Future Exploration Network - http://www.futureexploration.com

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