This document discusses best practices for global brand management and internet marketing for startups. It covers topics like using social media and blogging, following rules for engagement on social platforms, understanding culture and truth in advertising, and provides examples from case studies of companies utilizing these strategies. The presentation aims to provide guidance to startups on developing an online presence and managing their brand globally through social media.

1. GLOBAL BRAND MANAGEMENT
Internet Marketing for Start-ups
Sponsored by Institute for Information Industry
Kevin R. Woolf
tw.linkedin.com/in/kwoolf

2. Today’s Agenda
Introduction Personality & Culture
Social Media & Blogging Truth in Advertising
Case Studies (Pilotfish)
Q&A

3. A Note about Brand Management
You are the cow.

6. Social Media Services
Information
News & Reviews
Contact Lists
Search Engine Ranking
Bandwidth & Storage

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. Social Media Services
Update consistently
Read consistently
Questions?
Respond consistently Comments?
Report consistently
Prioritize accordingly

19. Social Media Tools

20. Social Media Tools

21. Social Media Tools

23. Social Media Tools

24. Social Media Tools

25. Social Media Tools

26. Social Media Tools

28. Social Media Tools

29. Social Media Tools
Profiles
Status Updates
Groups
Feeds
Content Sharing
App Updates
Security
Social Networks
Applications
Mobile and Desktop

30. 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

31. Blogging
Create Attractive Headlines and Subtitles
Add Pictures and Icons

32. Blogging

33. Buzz counter
Updated daily
Feature confirmations
News updates
Pressing Issues

34. Coming Next:
Personality
Culture
Truth in Advertising
Case Studies
More Q&A

35. Source: Implementing Enterprise 2.0: A Practical Guide To Creating Business Value Inside Organizations With Web Technologies by Ross Dawson

36. 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?

37. Internet Explorer 6
Please don’t design for it

38. Personality
Taste Test

39. Personality
“Do not eat iPod Shuffle.”

40. Culture
Recognize cultural differences Tap Taiwan resources
Don’t assume preferences Form focus groups
Examine local competition Consult with locals

41. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

42. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

43. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

44. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

45. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

46. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

47. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

48. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

49. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

50. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

51. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

52. 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...”

53. Truth in Advertising
Trust in Culture
Size
Design
Function
Cost

54. 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.

55. Case Studies

56. 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

57. 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