SMPS Digital Branding

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Miranda McCage, Digital Strategist at MediaSauce, discusses digital branding with the Society for Marketing Professional Services in Indianapolis.

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  • Before I get started, can you all grab your business cards and pass them to the front? I’d love to talk about branding today, but in particular, how branding has changed, thanks to digital communication, and how branding will be different in the future.
  • SMPS Digital Branding

    1. 1. Society for Marketing Professional Services Unearth Your Brand Miranda McCage, MediaSauce
    2. 3. Our Partners
    3. 4. What is a brand?
    4. 5. Experience “ Your brand is formed primarily, not by what your company says about itself, but what the company does.” - Jeff Bezos, CEO, Amazon
    5. 6. Reputation “ A brand for a company is like a reputation for a person .” - Jeff Bezos, CEO, Amazon
    6. 7. Searching for Your Brand
    7. 8. Your brand lives in the minds of others
    8. 9. clients employees partners end-users
    9. 10. Whether you request feedback or not...it’s online <ul><li>69% of people have provided feedback to a brand online, either on their website or through a 3rd-party service. </li></ul>Source: FEED Digital Experience Report, Razorfish, 2009  69% 31%
    10. 11. Social Media Has Shifted Who People Trust To Influence Their Decisions Source: Nielsen Global Online Consumer Survey, April 2009  Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41%
    11. 14. The Good News <ul><li>Consumers are more receptive and actively engaged with brands than ever before. </li></ul>
    12. 15. <ul><li>65% of consumers say that their digital experience either positively or negatively changed their opinion about a brand. </li></ul>65% 35% 97% 3% Source: FEED Digital Experience Report, Razorfish, 2009  Of that group... 97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand.
    13. 16. Engagement = Brand Affinity
    14. 17. Communicating a Brand
    15. 18. Our most valuable asset is our staff. Their participation inspires clients to open their doors.
    16. 19.
    17. 20. 5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul>
    18. 22. 5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul>
    19. 24. 5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Become a neighborhood expert </li></ul><ul><li>Crowd-source ideas </li></ul>
    20. 26. 5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul><ul><li>Crowd-source ideas </li></ul><ul><li>Use niche microsites to drive traffic </li></ul>
    21. 28.
    22. 29. 5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul><ul><li>Crowd-source ideas </li></ul><ul><li>Use niche microsites to drive traffic </li></ul><ul><li>Blog to recruit talent & gain customer loyalty </li></ul>
    23. 31. Engagement = Brand Affinity
    24. 32. WHAT DO YOU NEED TO DO NOW?
    25. 33. Recognize the Importance of Search There are 31 BILLION searches on Google every month.
    26. 34. Monitor What People Are Saying www.google.com/alerts
    27. 35. Monitor What People Are Saying http://search.twitter.com
    28. 36. Control Your Brand Presence http://knowem.com
    29. 37. Get Connected
    30. 38. Questions?
    31. 39. connect with me diasauce Miranda McCage Cell: 812.219.7428 [email_address] www.mediasauce.com OR CONNECT WITH ME ONLINE: www.facebook.com/mirandamccage www.twitter.com/mirandamccage or @mirandamccage www.linkedin.com/in/mirandamccage

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