This document provides guidance on building a brand online. It discusses that branding works through both explicit and implicit memory. It suggests redefining success for online branding campaigns by choosing a maximum of 3 key performance indicators and measuring things that really indicate success rather than just focus on direct response metrics. The document also recommends being channel agnostic and planning for results rather than individual channels when developing online branding strategies.

1. How to build your brand online Alastair Boyle Kate Hussey

2. AGENDA Branding works Redefine success Be channel agnostic

3. WE DIRECT RESPONSE

4. Annual U.S. Measured Media Spend: $186 Billion $118 B (63%) Branding Online as Percent of Total 5% $68 B (37%) 30% Direct Response

5. Brand is still the opportunity *PWC/IAB/OMD estimates

6. 1. BRANDING WORKS

10. Implicit memory – heuristics, intuitive, associative etc..Explicit Memory Implicit Memory

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18. 2. REDEFINE SUCCESS

19. “Not everything that can be counted counts, and not everything that counts can be counted.”

21. Cookie deletion: 24% in 2009 in UK

22. In 2010, 67% of UK Adults own more than one connected device

23. SO WHAT CAN WE MEASURE? Inbound links # of Recommendations Brand recall Share of voice Online sentiment Brand awareness Dwell time Engagement rate Propensity to purchase Participation rate Cost per engagement Brand affinity Cost per fan Cost per video play Message association Cost per mention % of completed video plays Sharing rate Brand favourability Product values Frequency Reach

24. …AND WHAT SHOULD WE MEASURE? Discuss and agree on what success really means Choose a maximum of 3 KPIs Stick to them

27. 3. BE CHANNEL AGNOSTIC

29. IN SUMMARY Branding works…. But online doesn’t get its fair share of brand budget, because we’re obsessed with DR metrics. So we need to redefine success for brand campaigns And plan for results, not for channels

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