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Your Brand Online May17

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I gave this talk at the Computer Futures - Technology Leaders Meet-up. In the 25 minutes I had I covered a brief summary of the importance of and the steps to building your brand online.

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Your Brand Online May17

  1. 1. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Building your Brand Online
  2. 2. Period of Change
  3. 3. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up 2005 near St. Peter's - Pope John Paul II's body is carried into the Basilica for public viewing 3
  4. 4. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up St. Peter's Basilica, March 2013. Pope Francis makes his inaugural appearance on the Vatican balcony 4
  5. 5. Success Story
  6. 6. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  7. 7. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up - Launched January 2011 - Prior to video ad 1,000 members, no real marketing - Video Ad released March 2012 - 10,000+ orders in first 30 mins - Membership grew 10% per month in 2014
  8. 8. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  9. 9. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up WHAT WAS REMARKABLE ABOUT DOLLAR SHAVE CLUB? PRICE – CHEAPER  CONVENIENCE – DELIVERED  SIMPLICITY - NO UNNECESSARY TECH  SUBSCRIPTION – MEMBERSHIP / CLUB 
  10. 10. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up DOLLAR SHAVE CLUB 30 YEARS AGO… DISCUSS…
  11. 11. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up ACCESS TO MEDIA = ACCESS TO ATTENTION DIGITAL HAS LEVELLED THE PLAYING FIELD
  12. 12. My Digital Journey
  13. 13. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  14. 14. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up JUNE 2009 Aviva Investors began an online marketing project… It included 3-4 minute explainer videos
  15. 15. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up PICK A NICHE PROVE KNOWLEDGE GET KNOWN EMMA LEDDEN - 2009
  16. 16. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up I’m gonna get on the telly (objective), talking about MMA (topic)
  17. 17. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up OCTOBER 2010 FIRST TIME GETTING PUBLISHED BY BIG MEDIA OUTLET
  18. 18. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up OCTOBER 2010 APRIL 2011 LAUNCHED MY OWN MMA BLOG
  19. 19. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up OCTOBER 2010 APRIL 2011 MARCH 2013 FIRST TIME GETTING PUBLISHED BY INDO.IE
  20. 20. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up OCTOBER 2010 APRIL 2011 MARCH 2013 AUGUST 2013 SETANTA / EIR SPORT FOUND ME
  21. 21. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up AUGUST 2014
  22. 22. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  23. 23. Quick Recap
  24. 24. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Recap: How I get on TV? 1. Set an objective 2. Chose the subject/topic 3. Created a hub (website) 4. Created content 5. Built a social presence 6. Ranked/Got found on Google
  25. 25. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Recap: How I get on TV? 1. Set an objective 2. Choose the subject/topic 3. Create a hub (website) 4. Create content 5. Built a social presence 6. Get found
  26. 26. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Recap: How I get on TV? 1. Set an objective 2. Choose the subject/topic 3. Create a hub (website) 4. Create content 5. Built a social presence 6. Get found Create a digital infrastructure to make this bit happen Build my Brand Online
  27. 27. Digital Infrastructure
  28. 28. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up HUB (website) Do you have a web presence? Does it make a good first impression? Your website is your owned property online. Everything else is rented space
  29. 29. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Speed 40% of visitors will leave the page if it doesn’t load within 3 seconds Can people find what they are looking for and move around your site with ease? HUB (website)
  30. 30. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Psychologist, Dr. Elizabeth Sillence asked participants to find websites on the subject of hypertension and then rate whether they trusted or distrusted the website. The results showed that 94% of wary respondents attributed their distrust to the website’s design.
  31. 31. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Bake your SEO process into your content creation to get found in organic search Content is about providing solutions to peoples’ problems; not pushing productSpeed Make sure you contact points are optimised for Mobile HUB (website)
  32. 32. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up According to SmallBizTrends.com 80% of SMB B2B websites lacked a call-to-action in 2013. Your customers won’t know what to do if you don’t tell them.
  33. 33. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Speed HUB (website)
  34. 34. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  35. 35. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Brand Awareness is prioritised as the main social media goal among small (74%), medium (75%)and large (65%) companies.
  36. 36. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Analyse Test Refine Iterate Speed HUB (website)
  37. 37. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Create a sales funnel to make these bits happen
  38. 38. The Funnel
  39. 39. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Awareness • ‘Know’ • Building an Audience General Interest • Not about you • Content amplified through social posts • SEO for Organic • Multiple formats (podcast, SlideShare, Video) Attention • ‘Like’ • Building a Relationship Problem // Solution • Customer – Hero | Company – ‘The Force’ • Targeted messaging • Subscribers // Participation • 2-way conversation Action • ‘Trust’ • Closing a Deal Conversion • Yes // No – but choose • Personalised contact • Sales Incentives • Not the last time to contact Advocacy • ‘Delight’ • Brand Ambassadors Create a Community • All about them • Closed Group // Online Community • Feedback // Testing • Testimonials // Case Studies
  40. 40. The Dunning Kruger Effect
  41. 41. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up A cautionary tale…
  42. 42. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  43. 43. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up What went wrong #1 —Most live streams suck. Of the 3.9 million total users, only 10% (~400,000) came back on a regular basis. Why? Because most live streams aren’t interesting enough to justify stopping what they are doing to watch your broadcast.
  44. 44. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  45. 45. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  46. 46. The Importance of a Good Story
  47. 47. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  48. 48. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up Who wins…?
  49. 49. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up STORIES IMAGINATION FLEXIBLE CO-OPERATION
  50. 50. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up STORIES Content Marketing OG’s
  51. 51. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up IT IS NOT ALL ABOUT THE TECH IT IS ABOUT THE STORY TOO
  52. 52. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up FOR COMPANIES AND PEOPLE… THE BRAND STORY IS ALMOST MORE IMPORTANT THAN THE PRODUCT
  53. 53. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up IN SUMMARY 1. Set an objective 2. Create a digital infrastructure 3. Create a sales funnel 4. Tell your remarkable story through your content 5. Give it time
  54. 54. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  55. 55. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
  56. 56. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up 56
  57. 57. @GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up 57 This presentation is given for general informational purposes and will hopefully kick start a conversation. Not until we make an Agreement to collaborate and work together will there be any legal obligations owed by anybody whatsoever. If there’s something you like or want to know more about, give me a call. If there’s something you’re not happy about give me a call as well. All of the information contained in the Presentation has been compiled with the best intentions but may be subject to further modification… you know how fast things can change. Any and all forward-looking statements contained herein shall not be relied upon as facts nor relied upon as any representation of future results. I’m not telling lies I just can’t predict the future ;-) Thanks for listening/reading/watching. www.4thleveldigitalmedia.ie

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