Katrina DouglasHead of Marketing UK, 1&1 Internet Ltd.

THE BUILDING BLOCKS OF

YOUR ONLINE BRAND

The Secrets of Online Success Workshop

Established in 1988, 1&1 is a leading global web host

Over 13 million customer contracts worldwide

Over 19 million domain names managed

Together with Fasthosts, UK’s No.1 web host with over 1

million customer contracts

6,900 employees, of which aprox. 2,000 are engaged in

product management and development

Who is 1&1

Tweet us @1and1_UK

Find us on 1and1UK

#SecretsToSuccess #1and1WorkShop

#TBS2014

Connect with 1&1

What is a brand?

Block one: Choosing the right web address

Block two: Getting your business online

Block three: Building your social media presence

Block Four: Getting found online

Agenda: Reveal and Understand Your Web Audience

“Every small business has a brand -

either accidentally or intentionally,

because it’s a lot like a personality -

everyone has one, like it or not..”

John Jantsch

Author of DuctTape Marketing

“Branding is the art of becoming

knowable, likable and trustable.”

John Jantsch

Author of DuctTape Marketing

1. Position your brand as if it were a person

2. Build trust – today′s online influencers are

Web natives who trade in trust, reputation, and

relationships, using social media

3. Build a likable brand - If people don’t like your

brand, they’re not going to buy from your

business – there’s too much choice!

3 things to consider when building your online brand

How do you begin building your online brand?

Choose the right web address

Create a website that’s true to your

brand

Build a social presence

Show up in local search

Build an online reputation

Be present across the web

What is a brand?

Block one: Choosing the right web address

Block two: Getting your business online

Block three: Building your social media presence

Block four: Getting found online

Agenda: Reveal and Understand Your Web Audience

1. It starts with a domain

Build a portfolio

Register Choose domain name

Choose the right

TLD

® 1&1 Internet Ltd. 2014

What is a brand?

Block one: Choosing the right web address

Block two: Getting your business online

Block three: Building your social media presence

Block Four: Getting found online

Agenda: Reveal and Understand Your Web Audience

Website builder

eShopClassic Hosting

WordPress

Hosting

What are the options available

1&1 MyWebsite – A powerful suite for a small business website

• Agency-grade layouts and

design

• > 120 verticals supported

with industry specific

content

• Easy and powerful drag &

drop editor

• 300+ integrated Web-

applications

• Mobile optimised sites

• Blog, Newsletter tool,

Presentation &

Engagement Tools etc.

• Integrated search engine

optimisation

• E-Commerce features

• Facebook Page builder and

Social Media Manager

Easy Web-publishing Great Features Online Success

Be Present

www.irokohome.com

www.moblclub.com

www.ostseeagentur.com

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www.publichousebrewery.com

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1&1 MyShop: the ideal E-Commerce solution for SMBs

• Using of pre-defined layouts

and designs

• Easy and powerful drag &

drop editor

• Mobile optimized sites

• Shop setup in a few steps

• Product, order and

customer management

• Interfaces for import and

export

• Up to 1,000 products

• All payment and shipping

options

• Interface to eBay and

Amazon

• Guaranteed availability

(99,9%) via geo-

redundancy

Easy shop designer All-in-one solution Great Feature set

Transact

1&1 MyShop: high-end design tool

• Optimised layouts and navigation

for online stores

• Easy creation by drag & drop

• Complete mobile optimised

Perfect integration

Transact

www.acorngiftsbeccles.com

What is a brand?

Block one: Choosing the right web address

Block two: Getting your business online

Block three: Building your social media

presence

Block Four: Getting found online

Agenda: Reveal and Understand Your Web Audience

“Social media sparks a revelation that

we, the people, have a voice, and

through the democratisation of content

and ideas we can once again unite

around common passions, inspire

movements, and ignite change.”

Brian SolisEngage: The Complete Guide for Brands and Businesses to

Build, Cultivate, and Measure Success in the New Web

Considerations for building a successful social media presence

What is your main goal?

What social networks are most

important to you?

What do your customers

expect from you?

What parameters can be used

to measure impact?

® 1&1 Internet Ltd. 2013

Pinterest (21%) is now more popular than Twitter (18%)

among Internet users.

Women are four times more likely to be Pinterest users than

men

most people aren’t using multiple social networks. Over

50% of Internet users either don’t use any social networks, or

use just one (i.e. Facebook).

Facebook and Instagram users are the most engaged.

Around 60% of their users sign in every day (compared to

46% of Twitter users)

Almost all social networkers use Facebook. In fact, over

80% of ‘other’ social network users also use Facebook.

5 useful facts to help focus your efforts

http://oursocialtimes.com/10-useful-social-networking-statistics-for-2014/

“One-click” transform your website into a

business Facebook page

• Always up-to-date

• Same look and feel across website & Facebook

• Automatically pre-filled with website content

1&1 Social Media Hub: Create a Facebook Business Page

COMPANY LOGO

COVER PHOTO

ADRESS

COMPANY NAME

Interact

Just one central tool for managing your online

appearance

• Add optimised Facebook Tabs synchronised

with your MyWebsite with a click

• Update content on your MyWebsite instantly

up-to-date on Facebook

Manage Facebook Content up-to-date with 1 Click

Interact

What is a brand?

Block one: Choosing the right web address

Block two: Getting your business online

Block three: Building your social media presence

Block Four: Getting found online

Agenda: Reveal and Understand Your Web Audience

People want to find your business on social, mobile and local search

Be engaged in social media

Interact with customers on Facebook, Twitter, etc

Get found via local search requests

Be correctly listed in online directories like yelp

Optimise your website for mobile devices

consumers want to visit websites on their phone

or tablet

72% of consumers search for local

businesses online

17% of global web traffic are generated by

mobile devices

72% of consumers trust online reviews as

much as personal recommendation

Social

Local

Mobile

Consumer behavior Small Business opportunity

Not just a technological - a significant cultural shift!

1&1 List Local: addresses changing consumer behaviour

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Get Found

Challenge 1:

Rapid growth: mobile & local searches

• 85% of consumers search online for local

products and services (Searchengineland)

• 54% of consumers have substituted the

Internet and local search for phone books

(comScore)

• 88% of consumers who search for a type of

local business on a mobile device call or go

to that business within 24 hours. (Google

Mobile Movement Study, 2011)

Getting found with accurate profile and

contact information is

highly relevant for local SMBs!

Directory landscape is complex for SMBs to oversee

and time consuming to manage

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Get Found

• Which directories are

relevant?

• How do I create my profile?

• Why do some directories

show data of my business

already?

• How do I change data?

Challenge 2

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Get Found

Listing is important for visibility in Google (local search term)

Industry directories

search for „lawyer Heilbronn“

Google Places

SEAads

SEA adsGoogle Maps

SEO

SEO

Local Listing

Local Listing

Local Listing

• How do I get on Google?

Challenge 3

1&1 List Local: helps businesses get found

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Check Online

Visibility

Easily create

business profile

1-Click sync into

relevant directories

Get Found

and grow

Setup Assistent2

Dashboard3 Customer

Feedback

4Free

Listing Check

1

“Get found in the most relevant online directories, search engines, apps, and navigation systems

by creating your profile once. Listen to the customers voice. It‘s local online marketing 2.0!”

Get Found

1&1 List Local: UK portfolio

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Get Found

The offer

.com usual price £10.99 Now £0.99

Buy today on the 1&1 stand or visit

1and1.co.uk/dotcom

Thursday

Time Speaker Position Workshop titles

12:00 Katrina Douglas Head of Marketing UK, 1&1 The building blocks of your online brand

13:00Elias Rendón Benger + Customer

Head of Product Management - MyWebsiteThe key to creating your own professional website

14:00 Roundtable - The Ingredients of Online Success

15:00 Andreas Klenk Expert Product Management - eBusiness Unlock online sales with your own eShop

16:00 Marko Heijnen WordPress Specialist Discover the World of WordPress

17:00 Katrina Douglas Head of Marketing UK, 1&1 Reveal and understand your web audience

What else have we got for you...

Friday

Time Speaker Position Workshop titles

12:00 Katrina Douglas Head of Marketing UK, 1&1 The building blocks of your online brand

13:00Elias Rendón Benger + Customer

Head of Product Management - MyWebsiteThe key to creating your own professional website

14:00 Andreas Klenk Expert Product Management - eBusiness Unlock online sales with your own eShop

15:00 Marko Heijnen WordPress Specialist Discover the World of WordPress

16:00 Katrina Douglas Head of Marketing UK, 1&1 Reveal and understand your web audience

What else have we got for you...