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Putting Your Best Face Forward: Best Practices for Developing Your Online Brand

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SAP Ariba
SAP Ariba

John Jantsch, Duct Tape Marketing, AribaLIVE 2011 http://exchange.ariba.com/community/events/aribalive

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Putting Your Best Face Forward Best Practices for Developing Your Online Brand © 2011 Ariba, Inc. All rights reserved.
Introductions ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
© 2011 Ariba, Inc. All rights reserved. Putting Your Best Face Forward: Best Practices for Developing Your Online Brand
Definition of Marketing © 2011 Ariba, Inc. All rights reserved.
© 2011 Ariba, Inc. All rights reserved.
© 2011 Ariba, Inc. All rights reserved. Hunting vs. being found
© 2011 Ariba, Inc. All rights reserved. Digital interactivity is now at the center of marketing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
© 2011 Ariba, Inc. All rights reserved. The funnel is broken
The Marketing Hourglass © 2011 Ariba, Inc. All rights reserved.
Filling the Gaps – Product and Process Questions © 2011 Ariba, Inc. All rights reserved.
Pillars of an Online Presence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
A Listening Station © 2011 Ariba, Inc. All rights reserved. Customer experience Brand mentions Competition Accuracy Media stalking Content Alerts
A Listening Station © 2011 Ariba, Inc. All rights reserved. Google Alerts Google Reader Search.twitter Boardtracker.com Backtype.com Alerts
Content as Lead Generation ,[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Content that Builds Trust ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Content that Educates ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
© 2011 Ariba, Inc. All rights reserved. Nobody wants to read your blog
Is it a blog or website? © 2011 Ariba, Inc. All rights reserved.
Being Found and Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Optimizing Brand Assets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Photos and Video ,[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Online PR and Profiles ,[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Local Profile Resources ,[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Review Search Engines ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Twitter Best Practices ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Facebook Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
LinkedIn Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Hub and Spoke © 2011 Ariba, Inc. All rights reserved.
Customer-Generated Content ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Content for Partners ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Integrate and Amplify ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Online Conversion System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Put Content out Strategically © 2011 Ariba, Inc. All rights reserved.
Advertise the Content ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Use Landing Pages for Every Choice © 2011 Ariba, Inc. All rights reserved.
Landing Pages Work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Test Every Element ,[object Object],[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Enable Sharing © 2011 Ariba, Inc. All rights reserved.
Personalize Follow-up ,[object Object],[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
John Jantsch ,[object Object],[object Object],© 2011 Ariba, Inc. All rights reserved.
Questions © 2011 Ariba, Inc. All rights reserved.
“Safe Harbor” and Confidential Information Statement ,[object Object],© 2011 Ariba, Inc. All rights reserved.
Putting Your Best Face Forward Best Practices for Developing Your Online Brand © 2011 Ariba, Inc. All rights reserved.

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Putting Your Best Face Forward: Best Practices for Developing Your Online Brand

  • 1. Putting Your Best Face Forward Best Practices for Developing Your Online Brand © 2011 Ariba, Inc. All rights reserved.
  • 2.
  • 3. © 2011 Ariba, Inc. All rights reserved. Putting Your Best Face Forward: Best Practices for Developing Your Online Brand
  • 4. Definition of Marketing © 2011 Ariba, Inc. All rights reserved.
  • 5. © 2011 Ariba, Inc. All rights reserved.
  • 6. © 2011 Ariba, Inc. All rights reserved. Hunting vs. being found
  • 7. © 2011 Ariba, Inc. All rights reserved. Digital interactivity is now at the center of marketing
  • 8.
  • 9. © 2011 Ariba, Inc. All rights reserved. The funnel is broken
  • 10. The Marketing Hourglass © 2011 Ariba, Inc. All rights reserved.
  • 11. Filling the Gaps – Product and Process Questions © 2011 Ariba, Inc. All rights reserved.
  • 12.
  • 13. A Listening Station © 2011 Ariba, Inc. All rights reserved. Customer experience Brand mentions Competition Accuracy Media stalking Content Alerts
  • 14. A Listening Station © 2011 Ariba, Inc. All rights reserved. Google Alerts Google Reader Search.twitter Boardtracker.com Backtype.com Alerts
  • 15.
  • 16.
  • 17.
  • 18. © 2011 Ariba, Inc. All rights reserved. Nobody wants to read your blog
  • 19. Is it a blog or website? © 2011 Ariba, Inc. All rights reserved.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Hub and Spoke © 2011 Ariba, Inc. All rights reserved.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Put Content out Strategically © 2011 Ariba, Inc. All rights reserved.
  • 35.
  • 36. Use Landing Pages for Every Choice © 2011 Ariba, Inc. All rights reserved.
  • 37.
  • 38.
  • 39. Enable Sharing © 2011 Ariba, Inc. All rights reserved.
  • 40.
  • 41.
  • 42. Questions © 2011 Ariba, Inc. All rights reserved.
  • 43.
  • 44. Putting Your Best Face Forward Best Practices for Developing Your Online Brand © 2011 Ariba, Inc. All rights reserved.