Online Branding Seminar, 10-10-08 :: 30 Lines
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Online branding and marketing seminar presented to local Toledo business owners. Credits to Forrester Research and Jake McKee for ideas referenced in this presentation. Sponsored by Creative Financial Partners.
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- Slide 1: A Strategic Approach to Online Branding 30 Lines
- Slide 2: Follow along at SlideShare.net/30lines
- Slide 3: “The power of the consumer's voice has never been stronger... It's impacting consumer behavior and how companies operate.” David Daniels, VP & Research Director, Jupiter Research
- Slide 4: “A great brand can take months, if not years, and millions of dollars to build. It can be destroyed in hours by a blogger upset with your company.” Andy Beal, MarketingPilgrim.com
- Slide 5: “Over 90% of search engine users either find what they are looking for, revise their search or give up within the first three pages of results.” Search Engine User Behavior Study, iProspect
- Slide 6: “53% of the content a user reads about a company online comes from sources other than that company’s website...” International Social Media Research, Universal McCann
- Slide 7: Who is 30 Lines? >> Social media marketing >> Online reputation monitoring >> Local search optimization
- Slide 8: The best thing to happen to small business marketing.
- Slide 9: >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
- Slide 10: Objectives >> Identify tools to listen to, join and lead online conversations. >> Identify strategies to engage current and prospective customers. >> Incorporate these ideas into daily operations and long-term business plans. >> Eat some wings.
- Slide 11: Are you working inside Fort Business?
- Slide 12: Social media? Web 2.0? Kid stuff, right?
- Slide 13: Social media is people having conversations online.
- Slide 14: Those conversations are powered by… >> Social networks >> Widgets >> Blogs >> Social bookmarks >> Online chat >> Message boards >> Podcasts >> Photo sharing sites >> RSS >> Video sharing sites >> Microblogs >> Wikis >> And much, much more…
- Slide 15: Listen >> Understand what your customers are saying about you brand. Talk >> Leading the online conversation is the best way to communicate your message. Energize >> Give your fans the tools they need to share your message among their peers. Embrace >>Ask you clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
- Slide 16: Dig into the Toolbox
- Slide 17: Listening
- Slide 18: Listening: >> Search Engines >> Twitter Search >> Google Alerts >> TweetBeep >> Yahoo Alerts >> Review Sites >> Technorati >> Trackur >> BoardTracker >> Radian6 >> RSS >> BrandsEye
- Slide 19: RSS =
- Slide 22: Talking
- Slide 23: Talking: >> Website >> Social Networks >> Email >> Twitter >> Blogs >> Photo Sharing >> Social Networks >> Discussion Boards >> Video Sharing
- Slide 26: Energizing
- Slide 27: Energizing: >> ShareThis >> Widgets >> StumbleUpon >> Social Bookmarks >> Digg >> Web Applications >> Video Sharing >> Photo Sharing
- Slide 29: Embracing
- Slide 30: Embracing: >> SuggestionBox >> IdeaScale >> GetSatisfaction >> Polls >> Surveys >> Social Networks >> Yelp >> Kudzu
- Slide 33: Supporting
- Slide 34: Supporting: >> GetSatisfaction >> Wikis >> Google Groups >> Yahoo Answers >> Customer forums >> Review Sites
- Slide 35: LET’S EAT!
- Slide 36: >> 93% believe a company should have a presence in social media. >> 85% believe companies should be using social media to interact with customers. >> 56% feel better about brands that they interact with online via social media tools. 2008 Business in Social Media Study, Cone Business
- Slide 37: Listen >> Understand what your customers are saying about you brand. Talk >> Leading the online conversation is the best way to communicate your message. Energize >> Give your fans the tools they need to share your message among their peers. Embrace >>Ask you clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
- Slide 38: Test the Water
- Slide 39: Pin down your goals. >> It’s not just about marketing. • Customer Service, Public Relations, Recruiting • Clients, Prospects, Vendors, Shareholders >> Online tactics don’t play out in a vacuum, and they don’t replace current offline efforts.
- Slide 40: Be approachable.
- Slide 41: “80% of success is showing up.”
- Slide 42: Have a presence. >> Set up profile pages. >> Keep the message consistent. >> Don’t forget maps and listings sites. >> Keep them current.
- Slide 43: Start listening.
- Slide 44: Tuning In >> Find your audience. >> Know the buzz about your subject. >> Have a plan to respond.
- Slide 45: Join the conversation.
- Slide 46: Joining the Conversation >> Learn the rules. >> Leave a trail. >> Start courting influencers.
- Slide 47: Steer the message.
- Slide 48: Steer the Message >> Create for your audience, not your ego. >> Embrace those influencers. >> Use tools to spread your reach.
- Slide 49: Track your progress.
- Slide 50: Tracking Your Success: >> Google Analytics >> Yahoo Analytics >> Quantcast >> Technorati >> Feedburner
- Slide 51: Obstacles
- Slide 52: Obstacles >> What’s the ROI? – “Risk Of Inaction” >> “It’s a fad.” – Fundamental change in habits >> “I don’t have the time.”
- Slide 53: Key Takeaways
- Slide 54: Stop SHOUTING, Start LISTENING
- Slide 55: Look at the whole picture. >> More than a logo or website, your brand is how people perceive you. What others say about you is more important than ever. >> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
- Slide 56: Be willing to listen. >> Effective online marketing is more than a website and banner ads. It’s a strategically driven approach to harnessing the power of the Internet and online communities. >> Social media creates new opportunities, but requires a completely different approach than traditional marketing strategies.
- Slide 57: Social Media Marketing >> Social Networking Sites – Profile Design, Promotion, Management >> Custom Online Communities – Research, Design, Promotion, Management >> Blogs – Design, Implementation, Editorial, Posting/Commenting Policy Creation >> Videos – Content Creation, Editing, Distribution >> Widgets and Applications – Strategy, Programming, Distribution >> Microblogs – Profile Design, Implementation, Posting/Commenting Policies >> Custom RSS Feeds Online Reputation Monitoring >> Blogs >> Social Networks >> Online News Services, Ratings/Reviews Websites Search Engine Optimization >> Blogger Relations Programs >> Social Media Optimization
- Slide 58: Keep learning. >> Groundswell >> SearchEngineGuide.com >> SocialMediaToday.com >> Hello! My Name is Scott.
- Slide 59: Let’s connect. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines Slides posted at SlideShare.net/30lines
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