Know Thy Brand: Saskatchewan Publishers Group

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Presentation from James Sherrett to the Saskatchewan Publishers Group on how to make a brand work in a digital work, both inside out and outside in.

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  • Connect the people who buy advertising creative to the people who make the advertising – the designers, video producers, musicians and web designers who make the art.Start by telling you a story about being one of those buyers.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • In that new model for the 21st century we’re finding solutions to the problems all ad buyers face.
  • Connect the people who buy advertising creative to the people who make the advertising – the designers, video producers, musicians and web designers who make the art.Start by telling you a story about being one of those buyers.
  • Know Thy Brand: Saskatchewan Publishers Group

    1. 1. Know Thy Brand<br />James Sherrett, Founder & CEO<br />james@adhack.com – 604-788-1502<br />
    2. 2. You won’t see:<br />
    3. 3. <ul><li>Practical ideas for your brand
    4. 4. Evidence-based decision making</li></ul>1: Inside – out perspective<br /><ul><li>What you say about your brand
    5. 5. 2: Outside – in perspective
    6. 6. What others say about your brand</li></ul>You will see:<br /><ul><li>3: Your brand: what to do
    7. 7. 4: Your brand: how to do it</li></li></ul><li>1: Your inside – out brand<br /><ul><li>What are you doing that’s remarkable?
    8. 8. What are you doing that's unique?
    9. 9. What do you stand for?
    10. 10. What part of your business elicits the most questions and interest?
    11. 11. How can you best represent your brand online? </li></li></ul><li>2: Your outside – in brand<br /><ul><li>What do others see and think when they meet your brand?
    12. 12. What do people feel when they meet your brand?
    13. 13. How do they meet your brand?
    14. 14. What do they remember and tell others about your brand?
    15. 15. How does interest in an author or title translate into your brand presence? </li></li></ul><li>3: Now – what to do?<br /><ul><li>Strengths of the medium
    16. 16. Speed: every day
    17. 17. Feedback: direct and measureable
    18. 18. Flexibility: all media and scales
    19. 19. Fast, cheap and good enough</li></li></ul><li>Fast Feedback Loop<br />
    20. 20. 3a: Monitoring<br /><ul><li>Outside – in brand messages
    21. 21. Bring the mentions to your attention
    22. 22. 1 consolidated console
    23. 23. Build feeds / alerts to do the work
    24. 24. Google Alerts, Reader
    25. 25. Advanced options and searches</li></li></ul><li>Digital Curation Platform<br /><ul><li>“One Dashboard for brand managers to monitor, act on and report on brand performance in social and digital media.”
    26. 26. http://lipton.adhack.com</li></li></ul><li>4: Now – how to do it<br /><ul><li>Permission marketing & subscribers
    27. 27. Email: boring and good
    28. 28. Website: your brand archive
    29. 29. Offsite: meet your audience
    30. 30. Facebook, Twitter, Amazon, etc.</li></li></ul><li>4a: Search<br /><ul><li>Search = Google
    31. 31. SEM: Search Engine Marketing
    32. 32. SEO: Search Engine Optimization
    33. 33. Web, images, videos, activity
    34. 34. PPC advertising: Pay Per Click
    35. 35. AKA: CPC (Cost Per Click)</li></li></ul><li>4a: Facebook<br /><ul><li>500+ million people
    36. 36. Companies = pages
    37. 37. Posts – images: +54%, videos: +32%
    38. 38. Posts – morning +65%, Fridays
    39. 39. Renovating a rental suite
    40. 40. Facebook Ads</li></li></ul><li>4c: Twitter<br /><ul><li>Own your brand
    41. 41. Bite-sized updates
    42. 42. Outreach to audience
    43. 43. Text, images, videos
    44. 44. Search for affinity groups</li></li></ul><li>What else do you need to know?<br />Let’s talk!<br />
    45. 45. AdHack Labs<br /><ul><li>Experiments: Creative + Tech + Ads
    46. 46. Recotype: real-time recommendations
    47. 47. Facebook & Twitter World Cup Avatars
    48. 48. Show us your balls: viral videos
    49. 49. The Oly Awards for Olympics Ads</li></li></ul><li>People-Powered Advertising<br />adhack.com<br />James Sherrett, Founder & CEO<br />james@adhack.com – 604-788-1502<br />

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