Advice for small business owners on best practices in Branding, Small Business, Messaging, Social Media, Websites, Video and Interactive.

1. #ONeillPresents

3. http://www.oneillcommunications.com

4. Bring Your Brand to Life!
#GHCCworkshop

5. • Target audience
• Analyze existing materials (web,
proposals, BCs)
• Identify strengths and weaknesses
• Messaging and positioning
strategies
• Create brand messaging chart
Brand Analysis
#GHCCworkshop

6. Messaging Chart

7. Product Features

8. • Identify your competition.
• How is your competition viewed?
Positioned?
• Pick-up on new trends and
innovations.
• What is the demand for your brand
vs. your competitors? Why?
Brand Analysis

9. • Analyze untapped/underserved markets
• Identify opportunities to expand your
brand’s products or services?
• Define the costs associated with brand
expansion and entering new markets.
• What niche can you carve out or exploit?
Brand Analysis

10. • How do you see your brand
evolving overtime?
• Develop strategy to
reposition your brand based
on your analysis.
• What are the actionable
items/tasks needed to assure
a thriving brand?
Brand Analysis

11. • Know your story, tell your story,
tell it boldly!
• Be creative!
• Bold graphics
• Focus on competitive
advantage
• Use videos
• Social media
• Use different channels to reach
different markets – own it!
Brand Analysis

13. Messaging Chart

14. Resources
• Oneillcommunications.com
– This PowerPoint Presentation
– Elevator speech presentation
– Elevator speech worksheet

15. April 3, 2015
Lunch-and-Learn: Branding and Communication
Practices for Small Business

16. DID YOU KNOW?
• Over 6 billion hours of videos are watched
each month on YouTube
• More than 1 billion unique users visit
YouTube each month
• Facebook announced last September that it was serving
up 1 billion videos a day, two-thirds of which were on
mobile

17. TESTIMONIALS
BRANDING
SOCIAL
TRAINING
INFORMATIONAL
COMMUNICATIONS
VIDEO IDEAS.
VIDEO BLOGGING
STORYTELLING

18. Keep It Short:
Aside from training and educational type videos, which
usually have to be longer, you should keep your video length
under two minutes.
Anything after the two-minute mark drops off exponentially
in terms of viewer engagement. Wistia reported that for a
video 4-5 minutes in length, fewer than 60% of your viewers
will still be with you at the end of the video, while 75% of
your viewers will watch the entire thing if it’s a 1-2 minute
video.
VIDEO TIPS.

19. Break Up Content:
If you do have long-form content and you cannot eliminate
some of it to shorten it, then try breaking up the content into
several short videos instead of one long video.
This will assist your viewers to better digest the information in
pieces to accommodate our short attention spans.
VIDEO TIPS.

20. Prioritize Information:
Be sure to include your most important information, including
your call to action, toward the beginning of the video before
you lose some of your audience.
This ensures that your key messages are delivered to the
majority of your viewers even if they do not watch the
entire thing.
VIDEO TIPS.

21. WEBSITES
MOBILE APPS
SOCIAL
YOU TUBE
VIRTUAL REALITY
INTERACTIVE TOURS
VIDEO DISTRIBUTION.
INTERACTIVE LEARNING MODULES
TRADE SHOWS

22. WEBSITES.

23. WEBSITES.

24. MOBILE APPS.

25. INTERACTIVE PANO TOURS.

26. E-LEARNING MODULES.

27. E-LEARNING MODULES.

28. 360° VIDEO & VIRTUAL REALITY.

29. 360° VIDEO & VIRTUAL REALITY.
YouTube now offers 360° video support in the Chrome browser
• Red Bull F1 360°
• Hot Air Balloon ride
• Concert
Facebook 360° video support coming this year

30. THANK YOU FOR YOUR TIME

31. Social Media

32. Determine overall goal
• Increase sales?
• Create Awareness/Audience?
• Website Traffic?
Choose Networks

33. • Know your audience
• Always experiment
• Include “Call to Action”
in updates
Determine Content

34. • Be human - speak as you would in person
• 80/20 Rule
• Include photos/videos with updates
• Respond to engagement!
POST!

35. “Social media without
interpreting analytics is
like driving with your
eyes closed.”
Review and interpret
analytics monthly
Interpret Results

36. Follow us on Twitter:
@oneillcomm
Most Importantly…
Have fun!

37. Questions & Answers

38. O'Neill offers expertise in creating and reenergizing brands by:
• Analyzing competitive and internal brand resources
• Defining brand-positioning and credible messaging
strategies
• Bringing the brand to life through creative content such as
graphic design, photography and content
• Developing strategic multi-channel campaigns to promote or
reposition a brand
What O’Neill Offers

40. Gordon O’Neill
CEO & Chief Integration Strategist
Tiffany Becker
Social Media Manager
Follow us on Twitter @OneillComm
Person with most tweets using #GHCCworkshop will get $5 Starbucks card!
#GHCCworkshop

41. Follow us on Twitter
for more tips:
@oneillcomm
Follow Us

42. • Be human - speak as
you would in person
• 80/20 Rule
• Include photos/videos
with updates
• Respond to engagement
ASAP
POST!
#GHCCworkshop

43. Product Benefits
• Product benefits focus on its most frequently used benefit type and
provides customers particularly meaningful benefits to them and is the
basis for product differentiation
• Customer benefits gets results from benefit – better reach your teeth
resulting in cleaner, healthier teeth.
• Emotional Benefits is a customer benefit characterized by feelings or
beliefs (higher order benefits) – confidence, security, self-actualization,
etc.

44. Defining Your Brand
• Commerce Club Branding Presentation
• Elevator Speech PowerPoint
• Folded elevator speech document
• Visit oneillcommunications.com (where?)

45. Branding
Branding is the ultimate
foundation of any company’s
message. How it’s displayed
to how it’s conveyed to target
audiences can enhance a
company's presence and
messaging in all of its
marketing initiatives.

46. Services
• Gordon O'Neill, CEO and Chief Integration Strategist, will present
"Branding Is a Verb in Today's Internet World”
• Drew Pearson, President of Ninja Multi-Media, will demonstrate how
the corporate video world has exploded into social media,
entertainment and corporate messaging
• Devika Rao, Sr. Account Manager with O'Neill Communications will
show how social media can play a role in today's business world - how
to plan it, how to implement it and how to measure it

47. O’Neill creates brand
strategies and engaging campaigns
to help companies thrive.
What We Do

48. Choose Social
Media Networks
Determine content
for your audience
Post!
Interpret the Results!
Key Items