Slides from Reiko Beach's Presentation for the United Regional Chamber on branding and digital marketing strategy.

1. Digital Branding:
You & Your Business
Presented by:
Reiko Beach
For the United Regional Chamber
Attleboro, MA
June 26, 2013

2. Me

3. • What is digital branding
• You and your business
• Tools to use
• How to use them

4. What is Digital Branding
“Using digital media to create, build, manage
and revitalize the relationships between a
brand and its audiences.”
http://www.2bornot2b.ca/Branding-Dictionary.html

5. In 1999 the Cluetrain
Manifesto
Predicted that:
The Internet would
evolve to the point that the
consumer would hold the power
and traditional push marketing
would become fairly ineffective.
http://www.cluetrain.com/

6. the way we communicate
the way we see the world
the way we live
Digital
Technology
has
changed:

7. It has changed
the way we brand ourselves and our businesses
With the
explosion of the
internet and social
networks,
Digital Branding is
more important
that ever.
http://www.businesslearningsolutions.es/2013/03/getting-started-with-personal-branding/

8. In this modern world, if you
aren’t online, you don’t exist.
A Microsoft study found
that 79 percent of
employers will
research their job
candidates online.
…70 percent say they
rejected a potential
employee based on
what they found.
http://www.socialmediaexplorer.com/social-media-marketing/5-best-apps-to-build-your-online-professional-profile/

9. Everyone is connected

10. What is the digital you?
How is it different/same as the real you, your business

11. You and your business
What are some of ways you differentiate between you
and your business on and off line?

12. Both you and your brand are
important.
Great Digital
Branding takes
both into account.
In this age of product
abundance, it’s more
important than ever
to have a strong
brand to differentiate
your
company, product or
service.

13. Some General SM Guidelines
• The Internet is a Communications Tool, Not a Broadcast
Tool.
• Treat each network separately
• Focus on creating valuable conversation topics – inspire
valuable ideas
• Invest in relationships
• Be Authentic
• Stay consistent on your
• messaging
• branding

14. Create an on line strategy

15. Your Website
When was the
last time your site
was updated?

16. Your Website
• Is it easy to find you across platforms?

17. Your Website
• Is it easy to share your content
http://www.socialmediaexaminer.com/
This is Social
Media Examiner
They have a
floating bar
making for easy
sharing.

18. Your Website
• Is it mobile/responsive

19. Your Website
Does it have a blog?
If your business’s
website does not
have a blog, then you
are missing a huge
opportunity.
http://socialmediatoday.com/nicolebeachum/1338806/blogging-more-important-today-ever

20. Where do you create your content?

21. Content Creation
• Your Blog
– There is not a better way to add relevant content
to your website on a regular basis than to utilize a
blog.
http://problogservice.com/2010/05/31/which-blog-hosting-strategy-has-higher-seo-results/

22. Content Creation
As technology has
evolved, Google (and
other search engines)
are using advanced
formulas that determine
how frequently you post
and update your website
http://socialmediatoday.com/nicolebeachum/1338806/blogging-more-important-today-ever

23. Content Creation
Creating good content is
very important for
search and for keeping
you relevant in today’s
world of abundance.

24. Content Creation
• Share content
• Find friends
• Connect
• Establish relationships
• Comment
Basic Characteristics of
Social Networking sites

25. Where else can you create your
content?
• Share presentations that you have
• Create slideshows of your portfolio
• Share publicly or privately
• Embed slideshows on your website/blog
• Great place to search for information

27. Content Creation
• Where else can you create your content?
Instagram – Owned by FaceBook is a way to
share your life/business with friends/clients
customers through a series of pictures (and now
videos).
• 100 million users
• Posting forty million photos a day
Vine – Owned by Twitter - is a way
to share through short 6 second
videos – 13 million users
Vine videos are being
posted to Twitter at the
rate of 9 per second, up
from 5 per second two
months ago.*
According to a study by video tech firm Unruly

28. Content Creation
• According to Nielsen, YouTube
reaches more US adults ages 18-
34 than any cable network.
• 900 million users
• YouTube mobile gets 600 million
views every day
• #2 for search
http://www.viralblog.com/research-cases/youtube-statistics/

30. Content Creation
• Where else can you create your content?
Photo sharing sites:
http://www.viralblog.com/research-cases/youtube-statistics/

31. Where do you Promote your content?

32. Promotion
• Moms are 61 percent more
likely to visit Pinterest than
the average American.
• 25 million users
• 81 percent of U.S. online
consumers trust information
and advice from Pinterest
http://www.digiday.com/brands/15-stats-retailers-should-know-about-pinterest/

33. Promotion
http://www.digiday.com/brands/15-stats-retailers-should-know-about-pinterest/
Tips:
• Add boards about
• Your business
• Good business
books
• Topics about
your business
• Your interests

35. Promotion
Google+ has passed
Twitter and is now the
second-biggest social
platform worldwide with
343 million active users.
Connected to all your
Google products
http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/

36. Promotion
http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/
Tips:
• Create circles with
• People in your
business
• Associations
• Local
networkers
• Create a
business profile

37. Promotion
Twitter’s active usage grew
by 40 percent in 2012 to 288
million users.
140 characters
Micro-blogging
Good Resource: http://mashable.com/guidebook/twitter/

38. Promotion
Tips:
• Use your background
image to say something
about you
• Edit your profile – say
something about you
• Find people in your
occupation to follow
• Utilize search and 3rd
party tools like
tweetdeck or hootsuite
• Use # “hashtags”

39. Promotion
• Over 225 million users
• Largest professional network
• 2 new members per second
• 2.9 million company pages
• 2.1 million groups
Good Resource: http://linkedintelligence.com/can-linkedin-really-increase-your-sales/

40. Promotion
Tips:
• Edit your profile – say
something about you
• Find people in you
occupation to follow
• Find groups to join
• Do recommendations
• Changed websites to “other”

41. Promotion
Profile
Groups
Pages
Personal use, friends, family, can have business
connections, can categorize – group your friends
You can have up to 5000 friends, and “like” up to 500
pages.
Has “members” used for people with a common
interest, can be kept closed, limit members. Can
message members
Can only be created by a representative of the
organization, business, celebrity or band . Are entirely
open and searchable. Can add applications and
custom tabs.
http://socialmediatoday.com/node/1454711

42. Promotion
Tips:
• A business cannot be
a Profile – it violates
FB rules.
• Have goals
• Who is your target?
• Cover image should
“talk”
• Post regularly

43. How to use the tools
1. Create
content-
embed on
blog/website
2. Promote it
3. Refer back to
your website

44. Digital Branding
• Good digital branding consists of consistent
messaging across all platforms
• Utilizes the 3 areas of website – content
creation and promote
• Consistent with updates and posting to your
site and social networks

45. Remember even if you aren’t
talking about yourself, someone
else might be…

46. Questions?
»Twitter: Reikob and
TechDayCamp
»Linkedin: ReikoBeach
»Reiko@thetoolboxinc.com
»phone: 781.987.1655
TRBDesigns.com TheToolboxInc.com
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