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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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30 Lines
A Strategic Approach to Online Branding
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“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
“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
“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
“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
Who is 30 Lines?
>> Social media marketing
>> Online reputation monitoring
>> Local search optimization
The best thing to happento small business marketing.
>> It levels the playing field by giving you a voice.
>> It gives you a direct connection to your customers.
>> It gives your customers a directconnection to each other.
Objectives
>> Identify tools to listen to, join and lead online conversations.
>> Identify strategies to engage current and prospective customers.
>> Incorporate these ideas into daily operationsand long-term business plans.
>> Eat some wings.
Are you workinginside Fort Business?
Social media?Web 2.0?
Kid stuff, right?
Social media is people having conversations online.
Those conversations are powered by…
>> Social networks>> Blogs>> Online chat>> Podcasts>> RSS>> Microblogs
>> Widgets>> Social bookmarks>> Message boards>> Photo sharing sites>> Video sharing sites>> Wikis
>> And much, much more…
Listen >> Understand what your customers are saying about you brand.
Talk >> Leading the online conversation is thebest 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.
Dig into the Toolbox
Listening
Listening:
>> Search Engines>> Google Alerts>> Yahoo Alerts>> Technorati>> BoardTracker>> RSS
>> Twitter Search>> TweetBeep>> Review Sites>> Trackur>> Radian6>> BrandsEye
RSS
=
Talking
Talking:
>> Website>> Email>> Blogs>> Social Networks>> Video Sharing
>> Social Networks>> Twitter>> Photo Sharing>> Discussion Boards
Energizing
Energizing:
>> ShareThis>> StumbleUpon>> Digg>> Video Sharing
>> Widgets>> Social Bookmarks>> Web Applications>> Photo Sharing
Embracing
Embracing:
>> SuggestionBox>> GetSatisfaction>> Surveys>> Yelp
>> IdeaScale>> Polls>> Social Networks>> Kudzu
Supporting
Supporting:
>> GetSatisfaction>> Google Groups>> Customer forums
>> Wikis>> Yahoo Answers>> Review Sites
LET’S EAT!
>> 93% believe a company should havea presence in social media.
>> 85% believe companies should be usingsocial 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
Listen >> Understand what your customers are saying about you brand.
Talk >> Leading the online conversation is thebest 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.
Test the Water
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.
Be approachable.
“80% of success is showing up.”
Have a presence.
>> Set up profile pages.
>> Keep the message consistent.
>> Don’t forget maps and listings sites.
>> Keep them current.
Start listening.
Tuning In
>> Find your audience.
>> Know the buzz about your subject.
>> Have a plan to respond.
Join the conversation.
Joining the Conversation
>> Learn the rules.
>> Leave a trail.
>> Start courting influencers.
Steer the message.
Steer the Message
>> Create for your audience, not your ego.
>> Embrace those influencers.
>> Use tools to spread your reach.
Track your progress.
Tracking Your Success:
>> Google Analytics>> Quantcast>> Feedburner
>> Yahoo Analytics>> Technorati
Obstacles
Obstacles
>> What’s the ROI? – “Risk Of Inaction”
>> “It’s a fad.” – Fundamental change in habits
>> “I don’t have the time.”
Key Takeaways
Stop SHOUTING, Start LISTENING
Look at the whole picture.
>> More than a logo or website, your brand ishow people perceive you. What others sayabout you is more important than ever.
>> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
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.
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
Keep learning.
>> Groundswell
>> SearchEngineGuide.com
>> SocialMediaToday.com
>> Hello! My Name is Scott.
Let’s connect.
Mike [email protected]
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