3. Session 2
Online Branding- Connecting to Your “Customers”
Understanding your Brand
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Finding and Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast
21. The 3 Click Design Rule
Put the least distance possible between your
“customer” and the information they need
Make donations easy to accept online and off-
line
Make volunteering as easy as possible
26. Donors
Where are they? (The Giving Tree model)
Why do they give?
How do they give? Can you make it easier?
What’s the overhead per donation?
Timing? Seasonality? Yours or Theirs?
28. Volunteers
What kind of help do you need?
What sort of hoops do people need to jump
through to get involved?
Time Commitment/Flexibility
Quid Pro Quo- Thank you’s and recognition are
important
29. Where is Your Community?
Where are Your Audience?
Connecting Where It’s Relevant to Them
30.
31. I know I’m wasting half my advertising
budget, I just don’t know which half.
-John Wanamaker
38. What Do You Want?
Goal Metrics
Friends, Fans,
Attention
Followers, Visits
Contact Information,
New Leads
Data
New Donors, Volunteers Conversions
Downloads for White
Leadership in the field
papers, ebooks, etc.
42. Why?
• Drive People to an exact page to
measure conversions/engagement
• Easiest: bit.ly , hootsuite and other
URL shortners with metrics
• More difficult: Google Custom URL
Builder, A/B Testing
50. Monitoring,
Comparing
Quantcast
Compete.com
Alexa
Radian6 (Social Media Monitoring)
Flowtown (Social Media Monitoring)
51. Creating Communities
✦ This is a long term versus short term strategy
✦ People come to you because of content and
added value
✦ Grows network, fans, evangelists
✦ Must give them something to do- keep it fresh
or it dies
53. “We’re still in the process of picking ourselves up off the
floor after witnessing firsthand the fact that a 16-year-
old YouTuber can deliver us 3 times the traffic in a
couple of days that some excellent traditional media
coverage has over 5 months.”
~ Michael Fox
59. What Does It All
Mean?
Demystifying the Networks
Comparisons and Data
60. If content is King, conversion
is queen.
-John Munsell, CEO of Bizzuka
61. “If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.”
-Jeff Bezos, CEO of Amazon.com
71. Wrap Up Advice
• If it’s integrated, you can measure
your results
• Make sure you set goals and
expectations up front- what can you
expect?
• Test (A/B), Play, and find what works
for you
72. I like to say Twitter is like a bar, Facebook
is your living room, and LinkedIn is your
local Chamber of Commerce.
-BS Stoltz
88. Things you’ll need to
consider
• Who will be that public face?
• Do they have the ability/authority to
solve problems?
• Frequency of Updates
• The “reason” to blog
89.
90. “Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”
91. “In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”
~ Charles Darwin
92.
93. Your Customer or Theirs?
Can you be there to catch
your competitor’s unhappy
customers?
Can you be there when
they’re not listening?
Can you offer a helpful
alternative?
Can you position yourself
next to similar businesses and
partner?
98. Lifetime Value of a Customer
Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services
99. Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?
100. Do The Math
Cost Per Lead* = (Total Ad Costs) / (# Leads
Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs
Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees
Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)
Marketing ROI = (Revenue – Marketing Cost) /
Marketing Cost
105. Competitive
Intelligence
✤ SEOMoz, Alexa.com,
Compete.com, Quantcast- How
well are you doing, and how
well are your competitors
doing?
✤ Search for trends in
trends.google.com to see if you
can produce timely or
seasonally relevant content
✤ Google Alerts for competitors
as well yourself
115. Session 2
Using Social Media to Connect Your
Brand to Your Customers
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Killer content: Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast
129. Top Social Networks
LinkedIn
Twitter
Facebook
Plus, we’ll talk mobile- Foursquare
130.
131.
132.
133.
134.
135.
136.
137.
138.
139. Social Media ROI
Efficiency Increase network
Reputation Grow Trust
Differentiation Client Education
Client Service/ New Opportunities
Retention
Flexibility, Timeliness
PR & Exposure
140. Creating
Communities
This is a long term versus short term strategy
People come to you because of content and
added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies
141. Case Studies
Comcast - Increase Groupon: plusses and
customer satisfaction, minuses- Superbowl
reduce loss of Debacle
customers
Motrin Moms
Zappos- expand
business model, build
customer base
142.
143.
144.
145.
146.
147.
148.
149.
150.
151.
152.
153.
154. Social Media ROI
✦ Efficiency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network
164. Case Studies
✦ Comcast - Increase ✦ Motrin Moms
customer satisfaction,
reduce loss of customers
✦ Zappos- expand
business model, build
customer base
✦ Groupon: plusses and
minuses- Superbowl
Debacle
165. Changing Marketplace
Everyone can create their own channel of
communication- often inexpensively.
Everyone can market their own ideas.
The problem lies in building the right network
for that communication.
Voice across channels-each channel should have a voice to match the audience; there should be congruence across channels; identify speakers; be real and authentic\n
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You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)\n
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How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack\n