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How to Create, Market and Manage Your Digital Brand

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LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets?
This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-Aamal

Published in: Education, Business, Technology
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How to Create, Market and Manage Your Digital Brand

  1. 1. Creating, Marketing & Managing a Brand’s Digital Life
  2. 2. Two Brands to Create, Maintain and Manage -Digital Brand & Offline Brand
  3. 3. Challenge 1: Technology is Changing Rapidly butHumans are Slow to ChangeTo reach 50 million users – Radio took 38 years – TV took 13 years – Internet took 4 years – iPod took 3 years – Facebook added over 200 million users in less than 12 months!
  4. 4. Challenge 2: We still think Local not Global
  5. 5. Challenge 3: Managing Disruption
  6. 6. Companies that don’t adapt to the disruption are becomingextinct as companies that adapt grow and thrive!
  7. 7. Challenge 4: Getting Found in a Huge Volume of Information -Over 500 million Websites
  8. 8. Challenge 5: Consuming the Velocity of Information “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)
  9. 9. Creating a Brand’s Digital Life• Starts with Designing and Building Your Digital Assets Website Content Social Networks Mobile Platforms
  10. 10. Designing and Building your Digital Assets• What are Digital Assets? Any online web properties on which you have your name and brand – Website (includes blogs and online stores) – Social Networks – Mobile – Content
  11. 11. Designing and Building your Digital AssetsDigital Asset 1: Website•Do you think your website in 2012 is like the one you built4 or 5 years ago? – Static - never changed – Text Based – Needed to be programmed by the developer – One way communication – Optional
  12. 12. Designing and Building your Digital Assets• What is essential for a business website? – Intuitive visual design
  13. 13. Designing and Building your Digital Assets• What is essential for a business website? – Built on a robust technology platform (Content Management Software)
  14. 14. Designing and Building your Digital Assets• For a great business website – It needs “Liquid” and “Linked” content
  15. 15. Designing and Building your Digital Assets• For a great business website – It requires compelling “Multimedia” Content
  16. 16. Designing and Building your Digital Assets• For a great business website – Tap into the power of the “Visual Social Web”
  17. 17. Designing and Building your Digital Assets• For a great business website – It should be built for “Social”
  18. 18. Designing and Building your Digital AssetseCommerce website
  19. 19. Designing and Building your Digital AssetsTrends in eCommerce• “Omni Channel Retailing” – The seamless approach to the consumer experience through all available shopping channels. Think of the whole world as a store! Buy anything, anytime, anywhere • Mobile devices • Computers • Bricks and Mortar The decentralized shopping experience!
  20. 20. Designing and Building your Digital AssetsBlog
  21. 21. Designing and Building your Digital AssetsDigital Asset 2: Mobile
  22. 22. Designing and Building your Digital AssetsMobile – The Numbers • 5.9 Billion people use mobile phones • 1.2 Billion internet connected smart phones • Smart phone sales were up 63% in 2011 to 489 million new phones • 300,000 apps downloaded 10.9 billion times • 40 million tablets sold in 2011 • 106 million tablets forecast to be sold in 2012
  23. 23. Designing and Building your Digital AssetsMobile – How do people use their mobile devices? • 81% for browsing • 77% for search • 71% Search on their phones because of ad exposure • Almost 25% of people have bought using their mobile • More than half of the US smart phone users performed retail research while in the store • Smart phones now outselling PC’s • 50% of all US phone users now have smart phones These are all indicators that we have reached a “Mobile Tipping Point!”
  24. 24. Designing and Building your Digital AssetsMobile – How to win with Mobile • Build a Mobile optimised website • Build apps that make it easy to buy from a mobile device
  25. 25. The Key Elements for Winning in a Digital WorldDigital Asset 3: Social Networks
  26. 26. The Key Elements for Winning in a Digital WorldDigital Asset 4: Content•The Foundation to your Digital Assets Content that – Educates – Informs – Entertains – Inspires
  27. 27. The Key Elements for Winning in a Digital World• Digital Asset 5: Email Database – Accountants put a value on it – It is under your control – Drives traffic to your other digital assets
  28. 28. You Have Designed and Built Your Online AssetsThey look great! Sit back and wait for the money to roll in? You are not done…Your work has only begun!
  29. 29. Marketing Your Digital BrandCreate a Digital Marketing Strategy 1. Create a clear vision 2. Know who your audience is 3. Know what your goals are 4. Create tactics to achieve those goals 5. Measure, manage and modify
  30. 30. Marketing Your Digital Brand Social Mobile Paid Digital Assets Hub Search Email
  31. 31. Marketing Your Digital BrandChannel 1 – Search
  32. 32. Marketing Your Digital BrandChannel 1•Importance of Search – Up to 90% of purchasing decisions start with an online search. – Organic online clicks account for 75% of all click throughs to websites – 25% of all clicks are paid eg Google Adwords.
  33. 33. Marketing Your Digital BrandChannel 1•Why Ranking High in Search is Vital How important is it to be at the top of Google’s search results? • Ranking first on Google gets over 40% of all clicks • Ranking second receives just over 11% - coming second has distinct disadvantages - only ¼ of all clicks compared to first ranking • 90% of all clicks occur from first page of search results.
  34. 34. Marketing Your Digital BrandChannel 2•Paid Online Marketing – Why Paid Online Marketing? • It acts as a catalyst to be found online and accelerates the “velocity”, discovery and sharing of your brand
  35. 35. Marketing Your Digital BrandChannel 2•Paid Online Marketing – Internet Advertising vs Print
  36. 36. Marketing Your Digital BrandChannel 2•Paid Online Marketing Some Examples of Paid Online Marketing • Google AdWords • Facebook Ads • LinkedIn • Banner Ads on websites where your customers hang out • Twitter promoted tweets
  37. 37. Marketing Your Digital BrandChannel 3•Email Marketing
  38. 38. Marketing Your Digital BrandChannel 3•Email Marketing – You own it – You can send out direct messages when you want – Preferred for financial (52%) and travel (43%) alerts – Preferred even by teens over all other direct channels for permission-based, marketing communications - 66% – Make it easy – Provide incentives for prospects to opt-in to your email list eg a free ebook
  39. 39. Marketing Your Digital BrandChannel 4•Social Media Marketing
  40. 40. Marketing Your Digital BrandChannel 4•Social Media Marketing – Lebanon and Social Media • Penetration rate for Facebook is 33% of the population • 4% have joined Linked • Twitter penetration is 2%
  41. 41. Marketing Your Digital BrandBusiness to Business (B2B)Four Top Tips 1. Create content that educates 2. Engage on social networks that work best for B2B 3. Blogs are vital 4. Multimedia is not just for consumer brands
  42. 42. Marketing Your Digital BrandBusiness to Consumer (B2C)Four Top Tips 1. Create content that entertains 2. Engage on social networks that work best for B2C 3. Facebook is vital but don’t ignore Twitter 4. Multimedia including images, photos and videos are important
  43. 43. Marketing Your Digital BrandPublish and Promote to Multiple Social Networks
  44. 44. Why Social Media?Amplifies your Content
  45. 45. Why Social Media?Accelerates the Spread of your Brand
  46. 46. Why Social Media?Provides Global Networking on Steroids
  47. 47. Why Social Media?Your Business Can Self-Publish
  48. 48. Why Social Media?Enlists the Power of Global Word of Mouth
  49. 49. Why Social Media?Facilitates Trust - Edelman Trust Barometer
  50. 50. Marketing your Digital BrandSix keys to being successful with social media 1. Treat your social networks as an extension of your websites 2. Build your tribes and followers on social networks 3. Engage with your audience 4. Publish multimedia content regularly 5. Share and subscribe buttons everywhere 6. Drive traffic to your website and “call to action” landing pages
  51. 51. Managing your Brand’s Digital LifeKeys to Managing 1. Be active on social networks 2. Monitoring Tools 3. People to monitor and manage (eg. community managers) 4. Be prepared with a plan
  52. 52. Takeaways for Creating, Marketing and Managingyour Brand’s Digital Life 1. Build and maintain your online assets 2. Embrace mobile 3. Optimise everything for search engines 4. Don’t underestimate the value of email 5. Create and market multimedia “liquid” content 6. Market your digital assets on multiple social networks 7. Monitor and manage your digital brands life
  53. 53. Be Persistent! “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and determination alone are omnipotent” Calvin Coolidge - US President
  54. 54. Want to Learn How to Create and Market yourDigital Online Brand?
  55. 55. Twitter: @JeffBullas

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