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Enhancing Your Online Brand Through Social Media


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From Miles Technologies' Marketing Division, this presentation gives an overview of how companies can enhance their online brand through social media from an Online Marketing Specialist.

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Enhancing Your Online Brand Through Social Media

  1. 1. Enhancing Your Online Brand Through Social Media<br />Presented by Miles Technologies<br />August 24, 2011<br />
  2. 2. What Defines Your Brand?<br />Logo<br />Color Schemes<br />Slogan<br />Core Business Values<br />Key Messages/Concepts<br />Anything that distinguishes your business from the rest! <br />
  3. 3. Your Brand – Online vs. Offline<br />Offline, your brand is:<br />Static<br />Easier to control<br />Less adaptable<br />Online, your brand is:<br /><ul><li> Dynamic
  4. 4. Less Predictable
  5. 5. More adaptable</li></li></ul><li>Why does your online brand matter?<br />92% of consumers have more confidence in information they find online than they do in information they receive from sales clerks or other sources. (Wall Street Journal, Jan 2009)<br />97% of consumers use the Internet to research products or services in their local area (Kelsey Group, March 2010)<br />79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer (Google & Ipsos OTX, April 2011)<br />Whether you are doing business online or offline, potential customers are searching for your business to gather relevant information before they make a purchase.<br />
  6. 6. Your Online Brand: 3 Considerations<br />Consistency <br />Do you have a consistent look and feel?<br />Visibility<br />What percentage of the SERP’s do you own for branded searches?<br />Sentiment<br />What are consumers saying about your brand?<br />
  7. 7. Brand Consistency<br />Potential customers searching for you online are seeking information about what your business offers, what they can expect from you, etc.<br />A consistent brand makes sure that you are answering these questions the same way on every online platform you use.<br />This includes both written messages and visual cues (graphics/logos/color schemes).<br />
  8. 8. Brand Consistency (continued) <br />
  9. 9. Brand Consistency (continued)<br />
  10. 10. Brand Consistency (continued)<br />
  11. 11. Brand Consistency (continued)<br />
  12. 12. Brand Consistency (continued)<br />Considerations for Getting Started<br />Start Small: Simple graphical customizations to your Facebook profile photo or Twitter background can go a long way.<br />Plan Your Message: Different social media platforms have different character limitations. Craft your primary message so that it can be broken down into smaller snippets (150 words, 50 words, 25 words).<br />
  13. 13. Brand Visibility<br />How easy is it to find your brand online?<br />Take the time now <br />to do a test search <br />on Google for your <br />company name. <br />What do you see?<br />
  14. 14. Brand Visibility (continued)<br />
  15. 15. Brand Visibility (continued)<br />
  16. 16. Improving Your Brand Visibility<br />Social Media<br />LinkedIn, Twitter, Facebook, YouTube, Etc.<br />Content Distribution<br />Press Releases, Articles, Blogs<br />Directory Listings<br />Manta,, Google Business Listings<br />Multimedia<br />Photos, Videos<br />
  17. 17. Custom Social Media URL’s<br />Twitter<br /><br />Facebook<br /><br />LinkedIn<br /><br />
  18. 18. Custom URL’s<br />Twitter URL: <br />Defined by your username (some character limitations)<br />Facebook URL: <br />Once your page has 25 fans, you can set your username.<br />Go to as the person who created the fan page. Then, click “set a username for your pages” and you’ll be free to set your name.<br />Important Note: Once you set a username for a page, you cannot change it!<br />
  19. 19. Custom URL’s (continued)<br />LinkedIn Public Profile<br />
  20. 20. Custom URL’s (continued)<br />Click “Edit Profile” to customize your URL:<br />
  21. 21. Custom URL’s (continued)<br />
  22. 22. Brand Sentiment<br />What are users saying about your brand on social media sites?<br />
  23. 23. Brand Sentiment (continued)<br />
  24. 24. Brand Sentiment (continued)<br />
  25. 25. Brand Sentiment<br />What does this mean for your online brand?<br />To protect your brand, you must implement a plan to monitor and respond to consumers via social media platforms.<br />
  26. 26. Brand Sentiment (continued)<br />Monitoring Your Online Brand<br />Facebook<br />If you are the owner/admin of a page, you are eligible to receive an email from Facebook every time a user posts or comments on your wall.<br />Twitter<br />Twitter will alert you via email when one of your followers mentions you on the site.<br />
  27. 27. Brand Sentiment (continued)<br />An additional tool for monitoring your online brand: Google Alerts<br />Google Alerts are email updates that alert you when a specific phrase is indexed by Google. <br />
  28. 28. Brand Sentiment (continued)<br />To set up Google alerts, go to<br />
  29. 29. Brand Sentiment (continued)<br />
  30. 30. Brand Sentiment (continued)<br />
  31. 31. Brand Sentiment (continued)<br />
  32. 32. Brand Sentiment (continued)<br />
  33. 33. Brand Sentiment (continued)<br />
  34. 34. Brand Sentiment (continued)<br />
  35. 35. Brand Sentiment (continued)<br />
  36. 36. Brand Sentiment (continued)<br />Responding to consumers via social media platforms.<br />Considerations:<br />Creating a plan before an incident arises is the best way to ensure proper response (to both positive and negative feedback).<br />Who will respond?<br />What types of responses are appropriate?<br />What is the goal for timely response to brand sentiment issues?<br />
  37. 37. Thank you for joining us!<br />Questions about today’s presentation?<br />Need help implementing these & other tools?<br />Interested in a free SEO Evaluation?<br />Contact Us!www.MilesTechnologies.com800-496-8001<br />Courtney Gager: Lead Online Marketing & PR<br />