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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 …

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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Transcript

  • 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.
  • 4. Social Media Services Information News & Reviews Contact Lists Search Engine Ranking Bandwidth & Storage
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Social Media Services Update consistently Read consistently Questions? Respond consistently Comments? Report consistently Prioritize accordingly
  • 17. Social Media Tools
  • 18. Social Media Tools
  • 19. Social Media Tools
  • 20. Social Media Tools
  • 21. Social Media Tools
  • 22. Social Media Tools
  • 23. Social Media Tools
  • 24. Social Media Tools
  • 25. Social Media Tools Profiles Status Updates Groups Feeds Content Sharing App Updates Security Social Networks Applications Mobile and Desktop
  • 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. Blogging Create Attractive Headlines and Subtitles Add Pictures and Icons
  • 28. Blogging
  • 29. Buzz counter Updated daily Feature confirmations News updates Pressing Issues
  • 30. Coming Next: Personality Culture Truth in Advertising Case Studies More Q&A
  • 31. Source: Implementing Enterprise 2.0: A Practical Guide To Creating Business Value Inside Organizations With Web Technologies by Ross Dawson
  • 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. Internet Explorer 6 Please don’t design for it
  • 34. Personality Taste Test
  • 35. Personality “Do not eat iPod Shuffle.”
  • 36. Culture Recognize cultural differences Tap Taiwan resources Don’t assume preferences Form focus groups Examine local competition Consult with locals
  • 37. Truth in Advertising Trust in Culture Size Design Function Cost
  • 38. Truth in Advertising Trust in Culture Size Design Function Cost
  • 39. Truth in Advertising Trust in Culture Size Design Function Cost
  • 40. Truth in Advertising Trust in Culture Size Design Function Cost
  • 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 “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. Truth in Advertising Trust in Culture Size Design Function Cost
  • 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. Case Studies
  • 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. 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