An overview of how brands can use digital media tools to position themselves online as part of a social media marketing campaign

1. How is your brand represented online?
Inner Ear Ltd.
www.innerear.co.uk

3. Inner Ear Ltd.
• www.innerear.co.uk
• Digital media production and promotion since 2000
• Branded content creation
• Social media marketing consultancy
• Online product delivery to clients
• Built established internet brand

4. Online Product Delivery
• Create suite of branded content products
• Position podcasts, web videos, tweets and blogs on
appropriate platforms
• Advise clients on best methods of communication
• Ensure brand message is conveyed
• Deliver content to our clients through our own branded
portal

6. Radio Magnetic
• www.radiomagnetic.com
• UK’s longest running internet radio station
• Alternative, independent, underground music
• Exclusive content: specialist shows live sessions,
guest DJ mixes
• Content sharing and brand message more
important than website visitors
• 100,000 listeners, growing social media presence

10. TrocaBrahma
• www.trocabrahma.net
• Branded content creation for Brahma Beer (InBev)
• Podcast, blog, YouTube channel, Flickr gallery,
MySpace profile
• Featured by Channel 4 Radio, iTunes Podcast Directory,
Windows Media Guide
• Extended brand throughout all online points of presence

17. Brand Tags Online
• Amb:IT:ion Scotland initiative from Scottish Arts Council
• Devised and delivered by independent consultant
Hannah Ruddman
• Walled garden business social network, created in Ning
• Branded presence includes Twitter, YouTube, Flickr and
Issuu
• Prevalent use of the getambition tag unites brand

24. Recruitment and People
• Extension of brand message through B2B and recruitment
• Electronic Arts group on LinkedIN used for recruitment
• Twitter list of EA people
• Delicious tags for electronic arts jobs uk

29. Social Networks
• Social and informal: Facebook (www.facebook.com)
• Business and formal: LinkedIN (www.linkedin.com)
• Microblogging: Twitter (www.twitter.com)
• Build your own:
‣ Ning (www.ning.com)
‣ BuddyPress (www.buddypress.org)
‣ Socialgo (www.socialgo.com)

30. Social Media Marketing
Positioning digital media productions on a combination of appropriate social
network platforms can form part of an integrated social media marketing strategy
YouTube videos (movies) Flickr photo gallery Sounds: podcasts in Soundcloud
are embedded on (pictures) is added to and shared Spotify playlists add
website and fan page Facebook fan page audio to Facebook and the website
y fl s
b fb t
Website blog posts (words) are added Facebook fan page incorporates Facebook activity automatically
automatically to the Facebook fan page, words, pictures, sounds and movies Tweeted on brand’s Twitter
audio, video and Twitter content is aggregated and conversations between consumers account and fed back to website

31. Platforms
• All the world’s video: YouTube (www.youtube.com)
• Professional producers: Vimeo (www.vimeo.com)
• Presentations: Slideshare (www.slideshare.net)
• Online books: Issuu (www.issuu.com)
• Photographs: Flickr (www.flickr.com)
• Audio: Soundcloud (www.soundcloud.com)

32. Strategic use of Video
produce place on tag with
video YouTube keywords
Promotional, documentary or Upload to YouTube for reliable hosting Describe with relevant keywords carefully
entertainment content and easy embedding on any website chosen to show up in users’ searches
add to embed on
measure
Facebook website
Measure statistics from YouTube Share on Facebook fan page and Add YouTube video to
and Facebook and analyse effect encourage community comment blog on brand’s website

33. Tools
• Connecting services together: Ping (www.ping.fm)
• Branded merchandise: Spreadshirt (www.spreadshirt.net)
• Selling your own music: BandCamp (www.bandcamp.com)
• Sharing website bookmarks: Delicious (www.delicious.com)
• Manage and measure RSS: Feedburner (www.feedburner.com)
• Build your own blog (CMS website): Wordpress (www.wordpress.org)
• Host your own podcast: Podbean (www.podbean.com)

36. Further Information
• Digital media production, social media marketing, training
and consultancy: www.innerear.co.uk
• Reference resource for digital media production and social
media marketing: www.delicious.com/innerear
• Get in touch with questions: dougal@innerear.co.uk