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Branding through New Media

Branding through New Media. UCBi Leaders Forum 2012. Brand… what makes you YOU ?. Brand… The idea or image of your product that consumers connect with; recognised by the DNA (visual elements & personality) of the organisation it represents. Branding…

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Branding through New Media

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  1. Branding through New Media UCBi Leaders Forum 2012

  2. Brand… what makes you YOU? Brand… The idea or image of your product that consumers connect with; recognised by the DNA (visual elements & personality) of the organisation it represents Branding… When a brand isadvertised publicly so that it is recognizable by its unique DNA amongst other companies offering the same product

  3. INTERNET PC TABLET SMART PHONE CD & DVD FILM PRINT MUSIC IMAGES TEXT What is NEW MEDIA? NEW MEDIA AMALGAMATION TRADITIONAL MEDIA DIGITAL MEDIA

  4. …or is it? New Media is NOT the end of publishing!

  5. THE WORLD OF NEW MEDIA THE CORE OF MY BRAND IN THE CLOUD ‘OLD’ MEDIA YOU TUBE PODCASTS MY WEBSITE WEBPR APPS SOCIAL MEDIA

  6. MAKE SURE YOUR BRAND IS RECOGNIZEDIN THE CLUTTERED NEW MEDIA WORLD!

  7. Optimizeyour Search Engine Ranking • 2 categories: ON-SITE & OFF-SITE ranking • ON-SITE ranking is determined through: • Meta Tags (i.e. hidden part of your site) • Content (in TEXT form)!!!! • Internal linking Structure • OFF-SITE ranking is determined through • External links linking/referring to your website • VITAL importance • ANCHOR TEXT • Content quality • Quantity of product related content SEO GOOGLE SPIDERS READ TEXT ONLY GOOGLE SPIDERS READ TEXT ONLY RELEVANCE TO LEAD GENERATION

  8. Optimizeyour Search Engine Ranking NATURAL (SEO) vs PAID (SEM) Internet Marketing / Ads (Paid) GOOGLE ADWORDS (Paid ads) SERPS (Search Engine Page Results) obtained through SEO

  9. Optimizeyour WEBSITE What is KEYwords KEY to website optimisation? TEXT PLEASE

  10. Optimizeallyour media! SOCIAL & MOBILE Blogs Images SEO Web PR YouTube & Podcasts ONLINE ADVERTISING & PPC

  11. Optimizeyour WEBSITE I READ TEXT…. Definition of a successful website: A website with LOTS of TARGETED VISITORS that CONVERT to CUSTOMERS/LEADS A website without proper SEO is like building a shopping complex in the middle of the desert and expecting people to find it, just because it is there! Internet competition is FIERCE – in Dec 2011 there were 273million active websites - SEO makes sure yours is found amongst them!

  12. Optimizeyour WEBSITE NEED TEXT • EACH PAGE on your website must have • UNIQUE TITLES and DESCRIPTIONS • EXAMPLES: • BAD TITLE: Welcome to the amasing Get Smarter Website • BETTER: Get Smarter for All Your Online Training Services • BEST: GetSmarter | Online Education | High-Touch Training • NB: A title should never contain “useless” words such • as“in”, “the”, “welcome”. You only have 64 characters to • tell the SE what you are about!!! • By changing your titles you radically increase the traffic to your sub-pages! • Illustration: http://www.getsmarter.co.za/

  13. Optimize! NEED TEXT • Google Spiders DON’T read • IMAGES, VIDEO OR AUDIO! • Make sure that all media on your website are optimised so that Google Spiders can find it! • How? • Categorize • Full descriptions with keywords in meta tags • Upload transcribed articles and link internally to video or audio • Write online article and link externally / or index • e.g.

  14. Optimizeyour YOU TUBE & AUDIO

  15. Optimizeyour ONLINE PR • Know each role, its place and the difference between them. • Structure well! Collaborative strategy is VITAL! ONLINEPR & BRANDING PAID ONLINE ADVERTISING FREE ONLINE ADVERTISING • WEB PR = • messages sent online i.e: • PRESS RELEASES • BLOGS • PROMO WEB-ARTICLES • E-MAIL PROMOS • SOCIAL MEDIA ADVERTISING = A PAID PROMO IN PUBLIC ARENA. OLD MEDIA: TV, RADIO PRINT NEW MEDIA: SEO & SEM PPC SPONSORSHIP BANNER ADS FACEBOOK ADS • PRESS RELEASE INDEXING • ORGANIC LINK BUILDING • URL INDEXING • BLOG INDEXING • SOCIAL MEDIA LINKS

  16. 5 Benefits of Online Advertising No expiry date Leads time – published immediately and changed regularly Quality exposure – views are more targeted than shotgun approach of traditional advertising Freedom - customer chooses to interact with your brand Reach – global audience (one ad reaches thousands across globe in seconds) Cost - needs careful targeting, knowledge of technology

  17. Optimizeyour MOBILE PLATFORM

  18. Your brand… what makes you YOU? Go tell the world about it!

  19. Thank You UCBi Leaders Forum 2012 Branding through New Media

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