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.

1. A Strategic Approach
to Online Branding
30 Lines

2. Follow along at
SlideShare.net/30lines

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

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

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

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

7. Who is 30 Lines?
>> Social media marketing
>> Online reputation monitoring
>> Local search optimization

8. The best thing to happen
to small business marketing.

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.

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.

11. Are you working
inside Fort Business?

12. Social media?
Web 2.0?
Kid stuff, right?

13. Social media is people
having conversations online.

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…

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.

16. Dig into the Toolbox

17. Listening

18. Listening:
>> Search Engines >> Twitter Search
>> Google Alerts >> TweetBeep
>> Yahoo Alerts >> Review Sites
>> Technorati >> Trackur
>> BoardTracker >> Radian6
>> RSS >> BrandsEye

19. RSS
=

22. Talking

23. Talking:
>> Website >> Social Networks
>> Email >> Twitter
>> Blogs >> Photo Sharing
>> Social Networks >> Discussion Boards
>> Video Sharing

26. Energizing

27. Energizing:
>> ShareThis >> Widgets
>> StumbleUpon >> Social Bookmarks
>> Digg >> Web Applications
>> Video Sharing >> Photo Sharing

29. Embracing

30. Embracing:
>> SuggestionBox >> IdeaScale
>> GetSatisfaction >> Polls
>> Surveys >> Social Networks
>> Yelp >> Kudzu

33. Supporting

34. Supporting:
>> GetSatisfaction >> Wikis
>> Google Groups >> Yahoo Answers
>> Customer forums >> Review Sites

35. LET’S EAT!

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

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.

38. Test the Water

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.

40. Be approachable.

41. “80% of success is showing up.”

42. Have a presence.
>> Set up profile pages.
>> Keep the message consistent.
>> Don’t forget maps and listings sites.
>> Keep them current.

43. Start listening.

44. Tuning In
>> Find your audience.
>> Know the buzz about your subject.
>> Have a plan to respond.

45. Join the conversation.

46. Joining the Conversation
>> Learn the rules.
>> Leave a trail.
>> Start courting influencers.

47. Steer the message.

48. Steer the Message
>> Create for your audience, not your ego.
>> Embrace those influencers.
>> Use tools to spread your reach.

49. Track your progress.

50. Tracking Your Success:
>> Google Analytics >> Yahoo Analytics
>> Quantcast >> Technorati
>> Feedburner

51. Obstacles

52. Obstacles
>> What’s the ROI? – “Risk Of Inaction”
>> “It’s a fad.” – Fundamental change in habits
>> “I don’t have the time.”

53. Key Takeaways

54. Stop SHOUTING, Start LISTENING

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.

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.

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

58. Keep learning.
>> Groundswell
>> SearchEngineGuide.com
>> SocialMediaToday.com
>> Hello! My Name is Scott.

59. Let’s connect.
Mike Whaling
386.795.8000
mike@30lines.com
30lines.com
Twitter.com/30lines
Slides posted at SlideShare.net/30lines