Building an online brand (in an hour a day)


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This Marketing Donut presentation covers the key points to creating, building and monitoring your online brand for small to medium sized businesses. It was originally presented by Ian Creek at the Thames valley Chamber of Commerce Sales and Marketing Forum at Newbury Racecourse in December 2010.

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Building an online brand (in an hour a day)

  1. 1. Building an online brand (…in an hour a day)
  2. 2. About me <ul><li>Ian Creek – @ iancreek on Twitter </li></ul><ul><li>Digital Marketing Director @ Marketing Donut </li></ul><ul><li>BA Hons Marketing Bristol Business School </li></ul><ul><li>Worked in product, service, private, public, large and small business. </li></ul><ul><li>Spent 4 years managing marketing for an email marketing agency </li></ul>
  3. 3. What is online brand? How people see you online not how you see yourself The expectation of what people will experience from your business The message people take away and share with others Value proposition … what? The unique offerings that make people choose you “ When you shout in the valley of the Internet your online brand is the echo that bounces back” Not always what you shouted sadly!
  4. 4. Defining your brand <ul><li>Write down 5 things ( brand values ) you want to echo back for your online brand. E.g. place, value proposition, you, staff, price point, history, service, difference </li></ul><ul><li>Sanity check these 5 brand values with business contacts and customers </li></ul><ul><li>Live these values every day and mention them all the time </li></ul><ul><li>Check your customers are picking them up on them and recall them to you </li></ul><ul><li>What will your brand remind people of? This has a huge influence on expectation </li></ul><ul><li>(looks like the other companies I’ve used? Feels like Apple? Looks like BBC?) </li></ul>
  5. 5. Marketing channels <ul><li>Your website </li></ul><ul><li>Google – Paid and natural search </li></ul><ul><li>Other search engines – Paid and natural search </li></ul><ul><li>Social networks – Facebook, linkedin, Myspace etc… </li></ul><ul><li>YouTube </li></ul><ul><li>Blog </li></ul><ul><li>Forums and message boards </li></ul><ul><li>Online press </li></ul><ul><li>Email </li></ul><ul><li>Other websites – competitors, review sites, partners etc… </li></ul>10 marketing channels that can influence your online brand Lots of others but we can’t cover all in 30mins sadly
  6. 6. Monitor <ul><li>Google it! </li></ul><ul><li>Google alerts </li></ul><ul><li>Google analytics or similar </li></ul><ul><li>Twitter search – business, brand, products </li></ul><ul><li>Speak to customers – always ask where they found out about you or if they would recommend you to others. </li></ul>All low or no cost options! Low cost ways to start monitoring…
  7. 7. Creating a ripple <ul><li>Aim to gain fans who influence your online brand </li></ul><ul><li>Use testimonials to bring your brand to life </li></ul><ul><li>Encourage online advocacy </li></ul><ul><li>Highlight your Facebook, Twitter & Linkedin on your marketing materials </li></ul><ul><li>If you don’t have fans, find people that do. </li></ul><ul><li>Strategic alliances can help </li></ul><ul><li>Create a reason to share offers, unique, makes me look good </li></ul>
  8. 8. Who builds it? <ul><li>“ You facilitate but your customers and advocates will build it, you then have to protect it and encourage it to grow.” </li></ul>Identify influencers and encourage them to champion your brand… Social media maniacs, reporters, bloggers, review writers, web masters, speakers and maybe even a celeb or two.
  9. 9. In an hour a day… <ul><li>Daily </li></ul><ul><li>Write tweets, share content, post messages, grow network, check alerts. </li></ul><ul><li>Weekly </li></ul><ul><li>Write a blog, post an article, send a press release, check reviews, find influencers, go fan spotting, build links </li></ul><ul><li>Monthly </li></ul><ul><li>Monitor progress via search of Google, twitter and alerts. Do some one off setup tasks, write an email newsletter. </li></ul>
  10. 10. One off tasks you should do <ul><li>Look the part – website, email address </li></ul><ul><li>Setup Google alerts </li></ul><ul><li>Setup Google Maps/Places </li></ul><ul><li>Setup a Facebook page </li></ul><ul><li>Setup a Twitter account </li></ul><ul><li>Build a simple blog </li></ul><ul><li>Setup Twitter searches </li></ul><ul><li>Setup web analytics </li></ul><ul><li>Create a calendar for online branding </li></ul>
  11. 11. A typical week… Monday 30 mins – daily tasks 10 mins - pics on FB 20 mins – build links Tuesday 45mins – write PR 15mins – daily tasks Wednesday 30mins – post blog 30mins – daily tasks Thursday 30mins – daily tasks 30mins – Setup Google maps Friday 20mins – Read forum 20mins – daily tasks 20 mins – fan boost
  12. 12. Helpful resources Facebook Using Facebook for business video Turning customers into a community using Facebook Ten steps to creating a powerful Facebook page Linkedin Get started with Linkedin Blogs Successful blogging tips Online PR Introduction to online networking and PR An introduction to PR Online brand How to look like a bigger business Social Media The seven deadly sins of social media
  13. 13. About the Donuts Marketing Donut is part of BHP Information Solutions family of Donut websites. These sites are syndicated by a wide range of organisations including, chambers of commerce , enterprise agencies , law firms and accountancy firms . The Donut websites offer their members the best business advice and guidance available on the web. In addition they provide access to useful business tools, business offers and a monthly email newsletter. You can visit the Donut websites here: Start Up Donut - all about starting a business go to Marketing Donut – Marketing advice for your business Law Donut – Business legal advice from the experts IT Donut – IT advice and award winning blog Helpful advice, tools and offers for your business