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Society for Marketing Professional Services Unearth Your Brand Miranda McCage, MediaSauce

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Our Partners

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What is a brand?

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Experience “ Your brand is formed primarily, not by what your company says about itself, but what the company does.” - Jeff Bezos, CEO, Amazon

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Reputation “ A brand for a company is like a reputation for a person .” - Jeff Bezos, CEO, Amazon

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Searching for Your Brand

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Your brand lives in the minds of others

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clients employees partners end-users

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Whether you request feedback or not...it’s online <ul><li>69% of people have provided feedback to a brand online, either on their website or through a 3rd-party service. </li></ul>Source: FEED Digital Experience Report, Razorfish, 2009 69% 31%

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Social Media Has Shifted Who People Trust To Influence Their Decisions Source: Nielsen Global Online Consumer Survey, April 2009 Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41%

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The Good News <ul><li>Consumers are more receptive and actively engaged with brands than ever before. </li></ul>

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<ul><li>65% of consumers say that their digital experience either positively or negatively changed their opinion about a brand. </li></ul>65% 35% 97% 3% Source: FEED Digital Experience Report, Razorfish, 2009 Of that group... 97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand.

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Engagement = Brand Affinity

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Communicating a Brand

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Our most valuable asset is our staff. Their participation inspires clients to open their doors.

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5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul>

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5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul>

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5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Become a neighborhood expert </li></ul><ul><li>Crowd-source ideas </li></ul>

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5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul><ul><li>Crowd-source ideas </li></ul><ul><li>Use niche microsites to drive traffic </li></ul>

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5 Digital Engagement Ideas <ul><li>Chronicle a project </li></ul><ul><li>Meet the neighbors </li></ul><ul><li>Crowd-source ideas </li></ul><ul><li>Use niche microsites to drive traffic </li></ul><ul><li>Blog to recruit talent & gain customer loyalty </li></ul>

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Engagement = Brand Affinity

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WHAT DO YOU NEED TO DO NOW?

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Recognize the Importance of Search There are 31 BILLION searches on Google every month.

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Monitor What People Are Saying www.google.com/alerts

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Monitor What People Are Saying http://search.twitter.com

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Control Your Brand Presence http://knowem.com

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Get Connected

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Questions?

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connect with me diasauce Miranda McCage Cell: 812.219.7428 [email_address] www.mediasauce.com OR CONNECT WITH ME ONLINE: www.facebook.com/mirandamccage www.twitter.com/mirandamccage or @mirandamccage www.linkedin.com/in/mirandamccage