Digital Branding - You and Your Business


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Slides from Reiko Beach's Presentation for the United Regional Chamber on branding and digital marketing strategy.

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Digital Branding - You and Your Business

  1. 1. Digital Branding: You & Your Business Presented by: Reiko Beach For the United Regional Chamber Attleboro, MA June 26, 2013
  2. 2. Me
  3. 3. • What is digital branding • You and your business • Tools to use • How to use them
  4. 4. What is Digital Branding “Using digital media to create, build, manage and revitalize the relationships between a brand and its audiences.”
  5. 5. In 1999 the Cluetrain Manifesto Predicted that: The Internet would evolve to the point that the consumer would hold the power and traditional push marketing would become fairly ineffective.
  6. 6. the way we communicate the way we see the world the way we live Digital Technology has changed:
  7. 7. It has changed the way we brand ourselves and our businesses With the explosion of the internet and social networks, Digital Branding is more important that ever.
  8. 8. In this modern world, if you aren’t online, you don’t exist. A Microsoft study found that 79 percent of employers will research their job candidates online. …70 percent say they rejected a potential employee based on what they found.
  9. 9. Everyone is connected
  10. 10. What is the digital you? How is it different/same as the real you, your business
  11. 11. You and your business What are some of ways you differentiate between you and your business on and off line?
  12. 12. Both you and your brand are important. Great Digital Branding takes both into account. In this age of product abundance, it’s more important than ever to have a strong brand to differentiate your company, product or service.
  13. 13. Some General SM Guidelines • The Internet is a Communications Tool, Not a Broadcast Tool. • Treat each network separately • Focus on creating valuable conversation topics – inspire valuable ideas • Invest in relationships • Be Authentic • Stay consistent on your • messaging • branding
  14. 14. Create an on line strategy
  15. 15. Your Website When was the last time your site was updated?
  16. 16. Your Website • Is it easy to find you across platforms?
  17. 17. Your Website • Is it easy to share your content This is Social Media Examiner They have a floating bar making for easy sharing.
  18. 18. Your Website • Is it mobile/responsive
  19. 19. Your Website Does it have a blog? If your business’s website does not have a blog, then you are missing a huge opportunity.
  20. 20. Where do you create your content?
  21. 21. Content Creation • Your Blog – There is not a better way to add relevant content to your website on a regular basis than to utilize a blog.
  22. 22. Content Creation As technology has evolved, Google (and other search engines) are using advanced formulas that determine how frequently you post and update your website
  23. 23. Content Creation Creating good content is very important for search and for keeping you relevant in today’s world of abundance.
  24. 24. Content Creation • Share content • Find friends • Connect • Establish relationships • Comment Basic Characteristics of Social Networking sites
  25. 25. Where else can you create your content? • Share presentations that you have • Create slideshows of your portfolio • Share publicly or privately • Embed slideshows on your website/blog • Great place to search for information
  26. 26. Content Creation • Where else can you create your content? Instagram – Owned by FaceBook is a way to share your life/business with friends/clients customers through a series of pictures (and now videos). • 100 million users • Posting forty million photos a day Vine – Owned by Twitter - is a way to share through short 6 second videos – 13 million users Vine videos are being posted to Twitter at the rate of 9 per second, up from 5 per second two months ago.* According to a study by video tech firm Unruly
  27. 27. Content Creation • According to Nielsen, YouTube reaches more US adults ages 18- 34 than any cable network. • 900 million users • YouTube mobile gets 600 million views every day • #2 for search
  28. 28. Content Creation • Where else can you create your content? Photo sharing sites:
  29. 29. Where do you Promote your content?
  30. 30. Promotion • Moms are 61 percent more likely to visit Pinterest than the average American. • 25 million users • 81 percent of U.S. online consumers trust information and advice from Pinterest
  31. 31. Promotion Tips: • Add boards about • Your business • Good business books • Topics about your business • Your interests
  32. 32. Promotion Google+ has passed Twitter and is now the second-biggest social platform worldwide with 343 million active users. Connected to all your Google products
  33. 33. Promotion Tips: • Create circles with • People in your business • Associations • Local networkers • Create a business profile
  34. 34. Promotion Twitter’s active usage grew by 40 percent in 2012 to 288 million users. 140 characters Micro-blogging Good Resource:
  35. 35. Promotion Tips: • Use your background image to say something about you • Edit your profile – say something about you • Find people in your occupation to follow • Utilize search and 3rd party tools like tweetdeck or hootsuite • Use # “hashtags”
  36. 36. Promotion • Over 225 million users • Largest professional network • 2 new members per second • 2.9 million company pages • 2.1 million groups Good Resource:
  37. 37. Promotion Tips: • Edit your profile – say something about you • Find people in you occupation to follow • Find groups to join • Do recommendations • Changed websites to “other”
  38. 38. Promotion Profile Groups Pages Personal use, friends, family, can have business connections, can categorize – group your friends You can have up to 5000 friends, and “like” up to 500 pages. Has “members” used for people with a common interest, can be kept closed, limit members. Can message members Can only be created by a representative of the organization, business, celebrity or band . Are entirely open and searchable. Can add applications and custom tabs.
  39. 39. Promotion Tips: • A business cannot be a Profile – it violates FB rules. • Have goals • Who is your target? • Cover image should “talk” • Post regularly
  40. 40. How to use the tools 1. Create content- embed on blog/website 2. Promote it 3. Refer back to your website
  41. 41. Digital Branding • Good digital branding consists of consistent messaging across all platforms • Utilizes the 3 areas of website – content creation and promote • Consistent with updates and posting to your site and social networks
  42. 42. Remember even if you aren’t talking about yourself, someone else might be…
  43. 43. Questions? »Twitter: Reikob and TechDayCamp »Linkedin: ReikoBeach » »phone: 781.987.1655 Let’s connect: