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“Outbound,” “Inbound” and “Unbound”<br />Practical First Steps for Building your Brand Online<br />
Tim Dempsey<br />www.elasticbrands.com<br />www.twitter.com/tdempsey<br />
Why am I here?<br />1974: Introduced to photography by DizBensley<br />1988: Son born, camera dropped<br />2001: Bought fi...
Why am I here?<br />1986: CGA Graphics demo, Harvard University<br />1993: Director, New Technology Marketing, Lotus<br />...
Why am I here? (version 2)<br />
Advertising<br />PublicRelations<br />Introduction toWebsite Design<br />And You?Snatched from http://hallmark.edu/courses...
Topics for Today<br />What is a brand?<br />The end of an era<br />Outbound<br />The new buzzword era<br />Inbound<br />Bu...
What is a Brand?<br />
What is a Brand?<br />It’s what a brand manager does<br />It defines a brand experience<br />It conveys a brand image<br /...
What is a Brand?<br />An Enduring<br />Promise<br />Of Value<br />
What is a Brand?<br />
The end of an era<br />Driving the fish to the nets<br />
Three Hundred Year-old Theory<br />
Why Did This Model Work?(Until Recently)<br />Media<br />
What Happened?<br />
Web 2.0<br />
Major Transformations<br /><ul><li>Cost to publish
From very expensive to free
Time to distribute
From long lead to instantaneous
Volume of information available to buyers
Essentially infinite</li></li></ul><li>Disinter-MEDIA-tion<br />Talk Radio<br />Sunday Classifieds<br />Word of Mouth<br /...
Two Irreversible Changes<br />Vendors no longer have complete control over brands<br />Users, buyers, voters have seized i...
The new buzzword era<br />Listen twice, speak once<br />
Inbound marketing<br />You are your media<br />
Where Do I Begin?<br />
When We Return: “Unbound”<br />Practical First Steps for Building your Brand Online<br />
PAID<br />PAID<br />ORGANIC / NATURAL<br />FREE<br />
Google Haiku #1<br />Professional Photography<br />Award-winning Photographer in NYC,Locations, Interiors, Architecturewww...
Google Haiku #2<br />Pentimalli Studios<br />Capturing the Magic of Your Wedding<br />Creative Packages For Every Budget<b...
Google Juice<br />Amy Wenzel is a creative portrait and commercial photographer based in Grand Rapids, Michigan.<br />Spec...
Let’s Get Found<br />
Why This Matters<br />Reconnect with a colleague<br />Marketing Unbound White Paper<br />Photos ofTaliesin West<br />
Unbound MarketingBecome an Elastic Brand<br />Establish<br />Presence<br />Assert<br />Authority<br />Monitor<br />Reputat...
Establish Presence<br />Define where you need to be online<br />Continuously improve your website<br />Select your channel...
Assert Authority<br />Continuously refine your value<br />Google Haikus, Google Juice<br />100 key figures in your market<...
Monitor Reputation<br />Set up your Google Alerts, RSS Feeds for your 100 key figures<br />… and for your own brand<br />I...
There are Haystacks<br />
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In-, out- and un-bound marketing: building your brand online!

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A talk given at Hallmark Institute of Photography, to their class of nearly 200 budding professional photographers. An overview of the concepts of inbound and outbound marketing ... and a marketing unbound whirlwind demo building a website, a facebook page, and a twitter account -- all linked -- in 20 minutes!

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In-, out- and un-bound marketing: building your brand online!

  1. 1. “Outbound,” “Inbound” and “Unbound”<br />Practical First Steps for Building your Brand Online<br />
  2. 2. Tim Dempsey<br />www.elasticbrands.com<br />www.twitter.com/tdempsey<br />
  3. 3. Why am I here?<br />1974: Introduced to photography by DizBensley<br />1988: Son born, camera dropped<br />2001: Bought first digital camera<br />Started my own business<br />Sold my first photo session<br />Photo chosen for 3-year exhibit<br />
  4. 4.
  5. 5. Why am I here?<br />1986: CGA Graphics demo, Harvard University<br />1993: Director, New Technology Marketing, Lotus<br />1997: VP, e-business Software, IBM<br />1999: CMO, Bowstreet (IBM)<br />2002: VP Marketing, Sonic Software (PRGS)<br />Started my own business<br />Found my 1st client using techniques I’ll demonstrate in less than two weeks<br />
  6. 6. Why am I here? (version 2)<br />
  7. 7. Advertising<br />PublicRelations<br />Introduction toWebsite Design<br />And You?Snatched from http://hallmark.edu/courses/marketing/<br />BrandManagement<br />Sales Promotion<br />Salesmanship<br />Self-Promotion<br />
  8. 8. Topics for Today<br />What is a brand?<br />The end of an era<br />Outbound<br />The new buzzword era<br />Inbound<br />Building your brand online<br />Unbound<br />Unbound in Action<br />
  9. 9. What is a Brand?<br />
  10. 10. What is a Brand?<br />It’s what a brand manager does<br />It defines a brand experience<br />It conveys a brand image<br />It’s a logo<br />A slogan, or tagline<br />
  11. 11. What is a Brand?<br />An Enduring<br />Promise<br />Of Value<br />
  12. 12. What is a Brand?<br />
  13. 13. The end of an era<br />Driving the fish to the nets<br />
  14. 14. Three Hundred Year-old Theory<br />
  15. 15. Why Did This Model Work?(Until Recently)<br />Media<br />
  16. 16. What Happened?<br />
  17. 17.
  18. 18. Web 2.0<br />
  19. 19. Major Transformations<br /><ul><li>Cost to publish
  20. 20. From very expensive to free
  21. 21. Time to distribute
  22. 22. From long lead to instantaneous
  23. 23. Volume of information available to buyers
  24. 24. Essentially infinite</li></li></ul><li>Disinter-MEDIA-tion<br />Talk Radio<br />Sunday Classifieds<br />Word of Mouth<br />Trade Publication<br />Op-Ed Pages<br />
  25. 25. Two Irreversible Changes<br />Vendors no longer have complete control over brands<br />Users, buyers, voters have seized it<br />Big companies no longer have great advantage over small ones<br />
  26. 26. The new buzzword era<br />Listen twice, speak once<br />
  27. 27. Inbound marketing<br />You are your media<br />
  28. 28.
  29. 29.
  30. 30. Where Do I Begin?<br />
  31. 31. When We Return: “Unbound”<br />Practical First Steps for Building your Brand Online<br />
  32. 32. PAID<br />PAID<br />ORGANIC / NATURAL<br />FREE<br />
  33. 33. Google Haiku #1<br />Professional Photography<br />Award-winning Photographer in NYC,Locations, Interiors, Architecturewww.DigitalDestinations.com<br />
  34. 34. Google Haiku #2<br />Pentimalli Studios<br />Capturing the Magic of Your Wedding<br />Creative Packages For Every Budget<br />www.pentimallistudios.com<br />Massachusetts<br />
  35. 35. Google Juice<br />Amy Wenzel is a creative portrait and commercial photographer based in Grand Rapids, Michigan.<br />Specializing in photography of babies, children, pregnancy, family, senior girls and fashion related commerical projects.<br />Available for travel<br />Amywenzel.com<br />
  36. 36. Let’s Get Found<br />
  37. 37. Why This Matters<br />Reconnect with a colleague<br />Marketing Unbound White Paper<br />Photos ofTaliesin West<br />
  38. 38. Unbound MarketingBecome an Elastic Brand<br />Establish<br />Presence<br />Assert<br />Authority<br />Monitor<br />Reputation<br />
  39. 39. Establish Presence<br />Define where you need to be online<br />Continuously improve your website<br />Select your channels, & start ‘casting<br />Don’t forget traditional media<br />Yes! This is not about being rigid!<br />
  40. 40. Assert Authority<br />Continuously refine your value<br />Google Haikus, Google Juice<br />100 key figures in your market<br />Hang your shingle<br />LinkedIn, Flickr, other networks<br />
  41. 41. Monitor Reputation<br />Set up your Google Alerts, RSS Feeds for your 100 key figures<br />… and for your own brand<br />Investigate reputation monitoring services<br />
  42. 42. There are Haystacks<br />
  43. 43. And there are Needles<br />
  44. 44. Unbound MarketingBecome an Elastic Brand<br />Establish<br />Presence<br />Assert<br />Authority<br />Monitor<br />Reputation<br />Lather, Rinse, Repeat<br />
  45. 45. Resources<br />Wordpress.org, twitter,com, facebook.com<br />Google Local Business Center<br />socialoomph<br />Friendfeed<br />Clicky<br />Thesis (theme)<br />Twitter for Wordpress<br />Feedburner (and WP plugin)<br />Google XML Sitemap<br />Hubspot<br />
  46. 46. Thank you<br />tim@elasticbrands.com<br />www.Facebook.com/tddempsey<br />

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