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Welcome to CATA Seminar Series November 21, 2009

Welcome to CATA Seminar Series November 21, 2009. Branding & Social Networking. Ralph Rodheim | Michael Jarvis. Introduction. Who are you in this electronic world? When was your site last evaluated? Where is your Web Site – I can’t find it! Why you need to be involved

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Welcome to CATA Seminar Series November 21, 2009

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  1. Welcome to CATA Seminar Series November 21, 2009

  2. Branding & Social Networking Ralph Rodheim | Michael Jarvis

  3. Introduction • Whoare you in this electronic world? • When was your site last evaluated? • Where is your Web Site – I can’t find it! • Why you need to be involved • How did Social Networking begin? • What exactly is “Branding”

  4. Why Branding? • Keep your herd on your ranch • Make money & achieve objectives • Make money & increase sales • Make money & keep clients • Make money & get more business from customers • Make money

  5. Establishing a Brand Closely coordinated with MarCom: • Public Relations • Advertising • Web Usability • Search Optimization • Social Networking • Sales Support

  6. Good to Great Business • Good is the enemy of Great! • Three concepts to consider • What you can be the best in the world at? • What are you deeply passionate about? • What drives your economic engine? • Great Branding = recognition

  7. Social Networking Michael Jarvis

  8. “I had my own blog for awhile, but I decided to go back to just pointless, incessant barking”

  9. Social Networks Industry Giants • Linkedln • Facebook • Twitter • You Tube • Yelp!

  10. Begin with Blog • What’s a Blog? • Tool to create and publish • Tool to encourage feedback • Why Blog? • 2008; 45% US readership • 2013; 58% projected* • Why Don’t You Blog? • No time for management • No people to write *2008, Inbound Marketing University

  11. Blogs • Support Keywords for SEO • Relationship building • Provides fresh content for SEO • Brand awareness • Gain insight to customers • Reduce calls and emails

  12. Twitter for Business • 32 million global visitors • Surpasses Digg, LinkedIn, NYTimes • Browsers, SMS, IM, RSS, Reader, FriendFeed, Facebook, Blogs, Widgets, Desktop, iPhone, Blackberry… 140 What are you doing? update

  13. Twaddling Twaddicts • So what am I doing? • Publicizing my blog • Placing links online • Networking my web site • Engaging with consumers • Driving productivity, value, innovation • Exchanging ideas, gettingTwamous! Twaddler: a Twitterer with a bad walk, akin to a duck Twaddict: a Twitter addict Ref: twictionary.com (a twitter dictionary if you need a twanslator :-)

  14. Twocktail Party • Influence • (was) attracting attention to yourself • (is) providing attention to others • Manners • Dress nicely (avatar, background graphic) • Introduce yourself (complete form, link) • Good conversation (listen/respond, contribute useful tweets)

  15. Losing Control • Harry Potter • 7 “insiders” told of theme park • 350,000,000 knew within 24 hours • jetBlue • No fear of engagement • Leader in complaint conversion • Grateful Dead • Allowed concert videotaping • Mega advertising, Free!

  16. Branding Ralph Rodheim

  17. Social Media’s Role • Ensure you have management support • Determine target audiences • Create message points • Differentiate the product or service • Align with the business / sales objective • Explore outlets, opportunities • Reach target audiences • Find effective and unique ways

  18. Social Media’s Role • Look for feature story opportunities • Find events • Win awards • Use new media • Network to bring players together

  19. Social Media’s Role • Smooth delivery process • Seamless timing • Availability of management • Availability of spokespeople • Media training • Get creative or hire talent • Monitor and add meaning to results • Integrate merchandise results

  20. Set the Stage • Research or listening, find out if you have internal support. • If you do not have support, move forward or point out how other companies have success stories or use hard numbers to demonstrate ROI.

  21. Success Stories • Dairy Queen uses a simple strategy, it has a hand full of employees conversing with customers and keeping the brand image fun “It stays on message, without shoving the message in their face”. • Coldwell Banker Coastal Alliance in Long Beach recently created their own Facebook identity and within a week had 100 fans. Phil Jones owner says it is easy to do + little or no cost +millions of prying eyes = opportunities. A no brainer. • American Airlines uses Twitter to announce specials that only can be found by Twitting; this has proven very successful in filling empty seats and has become a viral branding vehicle.

  22. 2. Think and Plan • Think • What do you want to accomplish • Who you want to communicate with • Who is going to oversee the project • Plan • How to keep content fresh • Fast moving media • Create reasons to bring viewers

  23. 3. Just do it Most importantly even if it is not perfect at first, just jump in the more familiar you are the more confidence you will gain which will translate to sale and profitability.

  24. Thank You! www.Rodheim-Marketing.com/CATA

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