Your Brand Online May17

@GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up
Building
your
Brand
Online

2005 near St. Peter's - Pope John Paul II's
body is carried into the Basilica for public viewing
3

St. Peter's Basilica, March 2013. Pope Francis
makes his inaugural appearance on the Vatican balcony
4

- Launched January 2011
- Prior to video ad 1,000
members, no real
marketing
- Video Ad released March
2012
- 10,000+ orders in first 30
mins
- Membership grew 10%
per month in 2014

WHAT WAS REMARKABLE ABOUT DOLLAR
SHAVE CLUB?
PRICE – CHEAPER 
CONVENIENCE – DELIVERED 
SIMPLICITY - NO UNNECESSARY TECH 
SUBSCRIPTION – MEMBERSHIP / CLUB 

DOLLAR SHAVE CLUB
30 YEARS AGO…
DISCUSS…

ACCESS TO MEDIA
=
ACCESS TO ATTENTION
DIGITAL HAS LEVELLED THE
PLAYING FIELD

JUNE 2009
Aviva Investors began an online marketing project…
It included 3-4 minute explainer videos

PICK A NICHE
PROVE KNOWLEDGE
GET KNOWN
EMMA LEDDEN - 2009

I’m gonna get on
the telly (objective),
talking about
MMA (topic)

OCTOBER 2010
FIRST TIME
GETTING
PUBLISHED BY
BIG MEDIA
OUTLET

OCTOBER 2010
APRIL 2011
LAUNCHED MY
OWN
MMA BLOG

OCTOBER 2010
APRIL 2011
MARCH 2013
FIRST TIME
GETTING
PUBLISHED BY
INDO.IE

OCTOBER 2010
APRIL 2011
MARCH 2013
AUGUST 2013
SETANTA /
EIR SPORT
FOUND ME

AUGUST 2014

Recap: How I get on TV?
1. Set an objective
2. Chose the subject/topic
3. Created a hub (website)
4. Created content
5. Built a social presence
6. Ranked/Got found on Google

1. Set an objective
2. Choose the subject/topic
3. Create a hub (website)
4. Create content
6. Get found

1. Set an objective
2. Choose the subject/topic
3. Create a hub (website)
4. Create content
6. Get found
Create a
digital
infrastructure
to make this
bit happen
Build my Brand Online

HUB
(website)
Do you have a web
presence?
Does it make a good
first impression?
Your website is your
owned property online.
Everything else is
rented space

Speed
40% of visitors will leave
the page if it doesn’t
load within 3 seconds
Can people find what
they are looking for
and move around your
site with ease?
HUB
(website)

Psychologist, Dr. Elizabeth
Sillence asked participants to
find websites on the subject of
hypertension and then rate
whether they trusted or
distrusted the website.
The results showed that 94% of
wary respondents attributed
their distrust to the website’s
design.

Bake your SEO process into your content
creation to get found in organic search
Content is about
providing
solutions to
peoples’
problems; not
pushing productSpeed
Make sure you
contact points
are optimised
for Mobile
HUB
(website)

According to
SmallBizTrends.com
80% of SMB B2B
websites lacked a
call-to-action in
2013.
Your customers
won’t know what to
do if you don’t
tell them.

Speed
HUB
(website)

Brand Awareness is
prioritised as the
main social media
goal among small
(74%), medium
(75%)and large
(65%) companies.

Analyse
Test
Refine
Iterate
Speed
HUB
(website)

Create a sales
funnel to make
these bits happen

Awareness
• ‘Know’
• Building an Audience
General Interest
• Not about you
• Content amplified through social posts
• SEO for Organic
• Multiple formats (podcast, SlideShare, Video)
Attention
• ‘Like’
• Building a Relationship
Problem // Solution
• Customer – Hero | Company – ‘The Force’
• Targeted messaging
• Subscribers // Participation
• 2-way conversation
Action
• ‘Trust’
• Closing a Deal
Conversion
• Yes // No – but choose
• Personalised contact
• Sales Incentives
• Not the last time to contact
Advocacy
• ‘Delight’
• Brand Ambassadors
Create a Community
• All about them
• Closed Group // Online Community
• Feedback // Testing
• Testimonials // Case Studies

A cautionary tale…

What went wrong #1 —Most live streams suck.
Of the 3.9 million total users, only 10% (~400,000) came back on a
regular basis.
Why?
Because most live streams aren’t interesting enough to justify stopping
what they are doing to watch your broadcast.

The Importance
of a Good Story

Who wins…?

STORIES
IMAGINATION
FLEXIBLE CO-OPERATION

STORIES
Content Marketing OG’s

IT IS NOT ALL ABOUT THE TECH
IT IS ABOUT THE STORY TOO

FOR COMPANIES AND PEOPLE…
THE BRAND STORY IS ALMOST
MORE IMPORTANT
THAN THE PRODUCT

IN SUMMARY
1. Set an objective
2. Create a digital infrastructure
3. Create a sales funnel
4. Tell your remarkable story through
your content
5. Give it time

@GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up 56

@GusRyan100 FROM 4thLevelDigitalMedia.ie FOR Computer Futures Meet-Up 57
This presentation is given for general informational purposes and will hopefully
kick start a conversation. Not until we make an Agreement to collaborate and work
together will there be any legal obligations owed by anybody whatsoever. If there’s
something you like or want to know more about, give me a call. If there’s
something you’re not happy about give me a call as well.
All of the information contained in the Presentation has been compiled with the
best intentions but may be subject to further modification… you know how fast
things can change. Any and all forward-looking statements contained herein shall
not be relied upon as facts nor relied upon as any representation of future results.
I’m not telling lies I just can’t predict the future ;-)
Thanks for listening/reading/watching.
www.4thleveldigitalmedia.ie

Your Brand Online May17

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