how to create, market and manage your digital brand
DESCRIPTION
LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets? This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-AamalTRANSCRIPT
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Creating, Marketing & Managing a Brand’s Digital Life
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Two Brands to Create, Maintain and Manage -Digital Brand & Offline Brand
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Challenge 1: Technology is Changing Rapidly but Humans are Slow to Change To reach 50 million users
– Radio took 38 years– TV took 13 years– Internet took 4 years– iPod took 3 years– Facebook added over 200 million users in less than 12 months!
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Challenge 2: We still think Local not Global
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Challenge 3: Managing Disruption
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Companies that don’t adapt to the disruption are becoming extinct as companies that adapt grow and thrive!
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Challenge 4: Getting Found in a Huge Volume of Information - Over 500 million Websites
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Challenge 5: Consuming the Velocity of Information
“Every two days we create as much information as we did from the dawn of
civilization up until 2003”Eric Schmidt, 2010 (CEO of Google)
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Creating a Brand’s Digital Life
• Starts with Designing and Building Your Digital Assets
Website
Content Social Networks Mobile Platforms
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Designing and Building your Digital Assets
• What are Digital Assets?Any online web properties on which you have your name and brand
– Website (includes blogs and online stores)– Social Networks– Mobile – Content
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Designing and Building your Digital Assets
Digital Asset 1: Website •Do you think your website in 2012 is like the one you built 4 or 5 years ago?
– Static - never changed– Text Based– Needed to be programmed by the developer– One way communication– Optional
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Designing and Building your Digital Assets
• What is essential for a business website?– Intuitive visual design
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Designing and Building your Digital Assets
• What is essential for a business website?– Built on a robust technology platform (Content Management
Software)
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Designing and Building your Digital Assets
• For a great business website– It needs “Liquid” and “Linked” content
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Designing and Building your Digital Assets
• For a great business website– It requires compelling “Multimedia” Content
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Designing and Building your Digital Assets
• For a great business website– Tap into the power of the “Visual Social Web”
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Designing and Building your Digital Assets
• For a great business website– It should be built for “Social”
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Designing and Building your Digital Assets
eCommerce website
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Designing and Building your Digital Assets
Trends in eCommerce• “Omni Channel Retailing”
– The seamless approach to the consumer experience through all available shopping channels. Think of the whole world as a store! Buy anything, anytime, anywhere
• Mobile devices• Computers• Bricks and Mortar
The decentralized shopping experience!
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Designing and Building your Digital Assets
Blog
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Designing and Building your Digital Assets
Digital Asset 2: Mobile
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Designing and Building your Digital Assets
Mobile – The Numbers
• 5.9 Billion people use mobile phones• 1.2 Billion internet connected smart phones• Smart phone sales were up 63% in 2011 to 489 million new phones• 300,000 apps downloaded 10.9 billion times• 40 million tablets sold in 2011• 106 million tablets forecast to be sold in 2012
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Designing and Building your Digital Assets
Mobile– How do people use their mobile devices?
• 81% for browsing• 77% for search• 71% Search on their phones because of ad exposure• Almost 25% of people have bought using their mobile• More than half of the US smart phone users performed retail
research while in the store• Smart phones now outselling PC’s• 50% of all US phone users now have smart phones
These are all indicators that we have reached a “Mobile Tipping Point!”
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Designing and Building your Digital Assets
Mobile– How to win with Mobile
• Build a Mobile optimised website• Build apps that make it easy to buy from a mobile device
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The Key Elements for Winning in a Digital World
Digital Asset 3: Social Networks
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The Key Elements for Winning in a Digital World
Digital Asset 4: Content•The Foundation to your Digital Assets
Content that– Educates– Informs– Entertains – Inspires
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The Key Elements for Winning in a Digital World
• Digital Asset 5: Email Database– Accountants put a value on it– It is under your control– Drives traffic to your other digital assets
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You Have Designed and Built Your Online Assets
They look great! Sit back and wait for the money to roll in?
You are not done…Your work has only begun!
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Marketing Your Digital Brand
Create a Digital Marketing Strategy1. Create a clear vision2. Know who your audience is3. Know what your goals are4. Create tactics to achieve those goals5. Measure, manage and modify
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Mobile
Search Email
Paid
Social
Digital Assets Hub
Marketing Your Digital Brand
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Marketing Your Digital Brand
Channel 1 – Search
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Marketing Your Digital Brand
Channel 1 •Importance of Search
– Up to 90% of purchasing decisions start with an online search. – Organic online clicks account for 75% of all click throughs to
websites– 25% of all clicks are paid eg Google Adwords.
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Marketing Your Digital Brand
Channel 1 •Why Ranking High in Search is Vital
How important is it to be at the top of Google’s search results?• Ranking first on Google gets over 40% of all clicks• Ranking second receives just over 11% - coming second has
distinct disadvantages - only ¼ of all clicks compared to first ranking
• 90% of all clicks occur from first page of search results.
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Marketing Your Digital Brand
Channel 2 •Paid Online Marketing
– Why Paid Online Marketing?• It acts as a catalyst to be found online and accelerates the “velocity”,
discovery and sharing of your brand
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Marketing Your Digital Brand
Channel 2 •Paid Online Marketing
– Internet Advertising vs Print
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Marketing Your Digital Brand
Channel 2 •Paid Online Marketing
Some Examples of Paid Online Marketing• Google AdWords• Facebook Ads• LinkedIn• Banner Ads on websites where your customers hang out• Twitter promoted tweets
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Marketing Your Digital Brand
Channel 3 •Email Marketing
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Marketing Your Digital Brand
Channel 3 •Email Marketing
– You own it– You can send out direct messages when you want– Preferred for financial (52%) and travel (43%) alerts– Preferred even by teens over all other direct channels for
permission-based, marketing communications - 66%– Make it easy– Provide incentives for prospects to opt-in to your email list
eg a free ebook
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Marketing Your Digital Brand
Channel 4 •Social Media Marketing
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Marketing Your Digital Brand
Channel 4 •Social Media Marketing
– Lebanon and Social Media• Penetration rate for Facebook is 33% of the population• 4% have joined Linked• Twitter penetration is 2%
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Four Top Tips1. Create content that educates2. Engage on social networks that work best for B2B3. Blogs are vital4. Multimedia is not just for consumer brands
Marketing Your Digital BrandBusiness to Business (B2B)
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Four Top Tips1. Create content that entertains2. Engage on social networks that work best for B2C3. Facebook is vital but don’t ignore Twitter4. Multimedia including images, photos and videos are important
Marketing Your Digital BrandBusiness to Consumer (B2C)
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Marketing Your Digital Brand
Publish and Promote to Multiple Social Networks
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Why Social Media?
Amplifies your Content
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Why Social Media?
Accelerates the Spread of your Brand
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Why Social Media?
Provides Global Networking on Steroids
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Why Social Media?
Your Business Can Self-Publish
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Why Social Media?
Enlists the Power of Global Word of Mouth
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Why Social Media?
Facilitates Trust - Edelman Trust Barometer
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Marketing your Digital Brand
Six keys to being successful with social media
1. Treat your social networks as an extension of your websites 2. Build your tribes and followers on social networks3. Engage with your audience4. Publish multimedia content regularly5. Share and subscribe buttons everywhere6. Drive traffic to your website and “call to action” landing pages
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Managing your Brand’s Digital Life
Keys to Managing
1. Be active on social networks2. Monitoring Tools3. People to monitor and manage (eg. community managers)4. Be prepared with a plan
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Takeaways for Creating, Marketing and Managing your Brand’s Digital Life
1. Build and maintain your online assets2. Embrace mobile3. Optimise everything for search engines4. Don’t underestimate the value of email5. Create and market multimedia “liquid” content6. Market your digital assets on multiple social networks7. Monitor and manage your digital brands life
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Be Persistent!
“Nothing in the world can take the place of persistence. Talent will not,…Genius will not,
Education will not; the world is full of educated derelicts…… Persistence and determination
alone are omnipotent”
Calvin Coolidge - US President
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Want to Learn How to Create and Market your Digital Online Brand?
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Twitter: @JeffBullas