Digital Branding-Presented 10-21-09

8/14/2019 Digital Branding-Presented 10-21-09

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Strategy Branding Consumer Connections

CT PRSA

October 1, 2009


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Digital Branding Objectives

What is it? Why is it important?

Strategies to think about

Actionable tipsNOW!

Page 2Produced & Presented by Beacon Marketing


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Secret #1

Todays Branding Strategies Are The Same AsThose Used in 1950

Consistency

ClarityCompetitive Differentiation

Customer Understanding

Compelling Messages



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Secret #2

Branding Strategies Today Are CompletelyDifferent Than They Were In 1950.

Produced & Presented by Beacon Marketing Page 4


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What Do I Mean By Digital?


Websites

SEO Management Content Management

Social Media Blogging

Networking Sites Twitter

Content-Sharing Sites User Generated

Content Sites Wikis News Sites Bookmarking Sites

Affiliate Programs

EmailMarketing

Enewsletters

Eblasts

Esignature

DatabaseManagement

Mobile

Marketing

SMS/Text(ShortMessageService)

OnLineAdvertising

Banner/DisplayAdvertising

PPPC(payperclick)

RichMedia


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Why Should You Care?

Benefits of Digital Branding Pervasive

Inexpensive

Targeted

Leveragable

Measurable



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Questions

Should We Be Looking At Social Media As AMarketing Tool?

How Should We Look At Social Media from A

PR Perspective How Are Others Using It?

What Are Some Best Practices We Should Be

Thinking About? How Do We Maintain Top-of-Mind Awareness

And Relevance with Our Customers?

Produced & Presented by Beacon Marketing Page 7October 23, 2009


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Social Media Objectives

Engage Community Communicate Create Events Provide Additional Value

Build Awareness Share News Promote Products/Services

Provide Customer Service

Sell Charitable Fundraising Learn



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Secret #3: Content is King

Website Objectives Inform: Sell or pre-sell Engage

Content (Secret #3!) Forums

Blogs Widgets Podcasts Webinars/tele-seminars

Capture information Squeeze pages E-books/Free Reports/Whitepapers E-newsletters



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Secret #4: Its All About

Engagement!

Blogging

Sharing

Networking



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Missed Opportunities

What Happens When You Arent Fully Engaged?

Dont Connect With Your Consumer Base

Miss Opportunities

Open The Door To Competitive Entrants



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PR Nightmare:Dell Hell

Post s From Not ed Blogger Jef f Jarvis

Mobil ized Frust rat ed Cust omers And Creat edA Public Relat ions Night mare For Del l

June 21, 2005 Dell l ies. Dell sucks.

I j ust got a new Dell lapt op and paid a for t une f or t he four-year, i n-home servi ce.

The machine is a lemon and t he service is a l ie.

Im having all kinds of t rouble wi t h t he hardware: overheat s, net work doesnt work, maxes out onCPU usage. It s a lemon.

June 26, 2005

Is anybody at Dell l ist ening? I know you are. What do you have t o say, Dell?

While youre at i t , Dell , go here and here and here and read the comment s and see how yourcust omers hate you

We are i n t he new era of Seller beware . Now when you screw your cust omers, your cust omerscan fi ght back and publ ish and organize. I j ust sent t his link to Dell s media relat ions depart mentand t old t hem t o read t he comment s and see what t heir r eal publi c relat ions look li ke.

October 23, 2009 Produced & Presented by Beacon Marketing Page 12


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PR Nightmare:Dell Hell

Produced & Presented by Beacon MarketingOctober 23, 2009

Dells Response: Listened First

Created Blog Resolution Team

Launched Direct2dell To Address TheIssuesnow A Respected Blog And Part Of ALarger Social Media Marketing Program

Dell Discovered That Over 50%Of Comments About Dell In TheBlogosphere Were Negative

Sour ce: Grou ndsw el l , Char lene L i and Josh Bern of f

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Secret #4: LISTEN!



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Case Study: Social Media Audit

Social Media Audit Monitors On-lineConversations

Brand Tracking Plus Up To 5 Competitors

5 Topics Or Themes (They Could Also Be Product

Lines)

Influentials List

Tonality

Sample Posts Analysis And Recommendations

Produced & Presented by Beacon MarketingOctober 23, 2009 Page 15


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Case Study: Social Media Audit

Toy Company needed to monitor recallconversations due to China manufacturing issues

Evaluated: Consumer reactions to company responses

Audit allowed them to Adjust reaction as crisis evolved

Respond immediately to rumors & misinformation

Produced & Presented by Beacon MarketingOctober 23, 2009 Page 16


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Monitor



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Blogs: Rising in Marketing Power

100 Million + Blogs In The Blogosphere; Expected

To Double Every 6 MonthsSource: Technorat i, 2008

Who Blogs?

12% Of Us Internet Users (Or 9% Of All Adults In The Us) Of That Group, 5% Blog Every Day

Source: Pew Internet & Amer ican Lif e Proj ect, 2008

Blog Readers: Going Mainstream

33% Of Adult US Internet Users Say They Currently Read Blogs And11% Of That Audience Reads Blogs On A Typical Day

Among Internet Users Currently Reading Blogs, Men And Women AreEqually Represented (35% For Men And 32% For Women)

Source: Pew Internet & Amer ican Lif e Proj ect, 2008



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Blogging

Three Rs of Blogging Success Reading

Blogsearch.google.com

Riting Blog software downloaded to your website Frequency: at least once a week

Promote through social media & on news media sites

Responding Use your real name (although you can add a company name)



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Twitter Case Study: Disney

Objective: Build Awareness of 70th Anniversary

Of The Release Of PinnochioStrategy: Sponsor Twitterer Melanie NotkinOfSavvyauntie.Com

(Site For PANKS- Professional Aunt, No Kids)

Tactics For 21-day Program: Trivia Questions Giveaways& Coupons Micro-site Destinations Video Links

Results: 300 Tweets Wall St reet JournalCampaign Coverage On-line buzz



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You Must Be Careful

October 23, 2009 Produced By Beacon Marketing 21

You Must Control Your

Brand!


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Secret #5

Leverage Multimedia

Podcasts

Webinars

Teleseminars

Widgets

Games

Videos



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The Multimedia Revolution

Leverage Multimedia Podcasts Widgets Games Videos

What Are They Watching? User-gen Content 43% Natl News 39% Movie Clips/Trailers 32% Local News 32% TV Show Clips 30% Full-length TV Shows 24% Sports News/Highlights 23% Full-length Movies 17% Adult Entertainment 13% Commercials/Promos 13% Sports Events 12%

Source: Forrester Research & N American Technographics

Page 23Produced & Presented by Beacon MarketingOctober 23, 2009

Time perviewer

Index vsaverage

% change inpast six mos

Total 206 16%

Male 249 1.21 19%

Female 170 0.83 12%

2-11 116 0.56 3%

12-17 190 0.92 7%

18-24 349 1.69 15%

25-34 296 1.44 17%

35-49 243 1.18 29%

50-64 139 0.67 14%

65+ 81 0.39 21%

Source: Neilsen VideoCensus April 2009

WhosWatchingOnline?


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Klondike

"What Would You Do for a Klondike Bar?" video contest

Objective: Refresh consumer connection with the well-known Unilever Klondike brand.

Offered Video contest

Created viral videos with Celebrity Andy Samberg Viral tactics included:

Twitter Campaign Facebook Fan Page Podcasting viral videos Social bookmarking Blogger outreach Video sharing


Agency: GolinHarris


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General Mills: Fruity Cheerios

Challenges:

Maintain buzz eight months afterlaunch (March June 2007)

Reinforce brand messaging withoutpaid advertising

Strategy:

Create photo contest

Partner with a third-party(ModernMom.com)

Sample leading parent bloggers


Source: WOMMA Agency: Manning, Selvage & Lee Digital (MS&L Digital)


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General Mills: Fruity Cheerios

Results:

62 Review Posts 31 Contest-related Posts

Over 920,000 Impressions

Placements Dominated 70% OfThe Top Search Results OnGoogle When Searching For TheTerm "Fruity Cheerios

Internet Traffic Increased 250%During Campaign


Source: WOMMA Agency: Manning, Selvage & Lee Digital (MS&L Digital)


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Content-Sharing Sites

User Generated Content Sites

Open Source sites/Wikis



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Secret #6: Collaboration Is Critical

Forward to a Friend Share with your network

Affiliates

Outsourcing



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Content-Sharing Sites

News & Bookmarking Sites

http://www.doshdosh.com/list-of-social-media-news-websites/



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Nintendo Case Study

Situation:

Video game sales flattening

No true innovation

Target audience males 18-34

Tech spec wars between Xbox and Sony Playstation

Obstacles

Negative perception of gaming (outside of gamers)

Narrow, bored target audience

Slide 30


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Nintendo Case Study

Looked beyond men Start with Moms

Huge purchasing power

Gatekeeper status

Focus: Physical & Social Aspects

Created Ambassador Program Hosted parties for up to 30 people

Moms night out- everyperson ordered 1 or 2

Word of mouth spread digitally

CityMama blog

Mommy bloggers

Slide 31


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Nintendo Case Study

Slide 32

$10.5B $12.5B $18B

+44%+19%

Redefined the industry: Creating fans by talking to them

where they were

Doubled their audience withoutdoubling their budget

Aug2007Wii:$403.6MM$Xbox360:$276.7MMPS3:$130.6

Source:NPD


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Email Marketing: Your databaseis one of your mostvaluable assets

E-newsletters

E-blasts

E-signature

DatabaseManagement

Secret #7: Love Your Customer



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Be Authentic:

On-line to Off-line

Follow-Up

October 23, 2009 Produced By Beacon Marketing 34


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Secret #8: Automation =Efficiency

Auto-responders

Lead Generation Tools

Lead Generation Lists

RSS Readers



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ePR



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Secret #9: Measurability

Track It Back! Digital things you can measure Visitors to your website Newsletter subscriptions Article links, comments, views, bookmarks

RSS subscribers over time Visitors & leads from your blog Rank from keywords in search Blog rank on Technorati

Start with Google Analytics (its free!)



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Evolving Measurement ToolsDirect:

Advertising Value: Page Views At A CPM

PR Value: Number Of Press Stories

Word Of Mouth Value: Posts On Blogs(Estimate Number Of Posts At $ Value, E.G.$100 Each)

Support Value: Reduced Support Calls

Research Value: Customer Insights

Indirect:

Indirect Revenue Improvement

Increase Product KnowledgeMore Targeted And Effective Marketing



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Secret #10: Jump In!

Digital Marketing Mindset

Listen Strategy Still Matters

Provide Value

Think Collaboratively Authenticity & Transparency Are

Critical

Leverage Multimedia Seek To EngagePermanently

Go Beyond Basic Measurement



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LinkedIn Tips

Complete Your Profile

Add Your Picture!

Update Your ProfessionalHeadline

Revisit Your Summary

Refresh the

Experiences Section



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LinkedIn Tips

Claim Your Public Profile

Give and Ask forRecommendations

Join (or Start!) Groups

Ask & Answer Questions atleast once a week

Import Email Contacts

Customize Invitations Build Your Connections



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LinkedIn Activities

Promote Reading Lists

Share Links to Articles

Update Status

Conduct Polls Consider applications to pull

in content

Blog updates Slideshare



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Facebook Tips

Complete Your Profile

Add Your Picture! Import Email Contacts

Build Your Connections

Update Status Promote Reading Lists

Start Conversations

Share Links to Articles

Share Videos



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Facebook Tips

Build Communities Join (or Start!)

Groups or Fan Pages

Show Your PersonalSide (Judiciously)

Start a Poll

Display Your Work

Post Events

Display RelevantApplications



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Twitter Tips

Post a picture

Put in a description Customize your

background

Consider Tweet Deckor Hoot Suite

Thank those whomention or re-tweet

Tweet live

Check followers



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Twitter Tips

What to Tweet? News &

Information

Interesting blogs

Valuable re-tweets

Questions/Polls

Status Updates

Links

Replies



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Twitter Tips

How do I build a Twitter following? Learn if your target audience is there

Use search.twitter.com

Use the tools available Allow Twitter to search your contacts/email addresses

Think Search Use the Hash Tag ( # )

Add yourself to WeFollow.com

Make a request to your constituents

Be interesting & relevant

Be realistic



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Produced & Presented By:

155 Randall Drive Suffield, CT 06078Office: (860) 254-5907 Fax: (860) 668-4157

www.Beacon-Marketing.com

Digital Branding-Presented 10-21-09

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