1. Building an online brand (in an hour a day) www.marketingdonut.co.uk

2. About me

Ian Creek @ iancreek on Twitter

Digital Marketing Director @Marketing Donut

BA Hons Marketing Bristol Business School

Worked in product, service, private, public, large and small business.

Spent 4 years managing marketing for an email marketing agency

3. What is online brand? How people see you onlinenothow you see yourself Theexpectationof what people will experience from your businessThe message peopletake awayandsharewith others Value proposition what? The unique offerings that make people choose you When you shout in the valley of the Internetyour online brand is the echo that bounces back Not always what you shouted sadly! 4. Defining your brand

Write down 5 things ( brand values ) you want to echo back for your online brand.E.g. place, value proposition, you, staff, price point, history, service, difference

Sanity checkthese 5 brand values with business contacts and customers

Live these values every day andmentionthem all the time

Check your customers are picking them up on them andrecallthem to you

What will your brandremindpeople of? This has a huge influence on expectation

(looks like the other companies Ive used? Feels like Apple? Looks like BBC?)

5. Marketing channels

Your website

Google Paid and natural search

Other search engines Paid and natural search

Social networks Facebook, linkedin, Myspace etc

YouTube

Blog

Forums and message boards

Online press

Email

Other websites competitors, review sites, partners etc

10 marketing channels that can influence your online brand Lots of others but we cant cover all in 30mins sadly 6. Monitor

Google it!

Google alerts

Google analytics or similar

Twitter search business, brand, products

Speak to customers always ask where they found out about you or if they would recommend you to others.

All low or no cost options! Low cost ways to start monitoring 7. Creating a ripple

Aim to gainfanswho influence your online brand

Usetestimonialsto bring your brand to life

Encourageonline advocacy

Highlight your Facebook, Twitter & Linkedin on your marketing materials

If you dont have fans, find people that do.

Strategic alliancescan help

Create areason to share offers, unique, makes me look good

8. Who builds it?

Youfacilitatebut your customers and advocates will build it, you then have toprotectit andencourageit to grow.

Identifyinfluencersand encourage them to champion your brand Social media maniacs, reporters, bloggers, review writers, web masters, speakers and maybe even a celeb or two. 9. In an hour a day

Daily

Write tweets, share content, post messages, grow network, check alerts.

Weekly

Write a blog, post an article, send a press release, check reviews, find influencers, go fan spotting, build links

Monthly

Monitor progress via search of Google, twitter and alerts. Do some one off setup tasks, write an email newsletter.

10. One off tasks you should do

Look the part website, email address

Setup Google alerts

Setup Google Maps/Places

Setup a Facebook page

Setup a Twitter account

Build a simple blog

Setup Twitter searches

Setup web analytics

Create a calendar for online branding

11. A typical week Monday 30 mins daily tasks 10 mins - pics on FB 20 mins build links Tuesday 45mins write PR 15mins daily tasks Wednesday 30mins post blog 30mins daily tasks Thursday 30mins daily tasks 30mins Setup Googlemaps Friday 20mins Read forum 20mins daily tasks 20 mins fan boost 12. Helpful resources Facebook UsingFacebookfor business video Turning customers into a community usingFacebook Ten steps to creating a powerfulFacebookpage Linkedin Get started withLinkedin Blogs Successfulbloggingtips Online PR Introduction to online networking and PR An introduction to PR Online brand How to look like a bigger business Social Media The seven deadly sins of social media 13. About the Donuts Marketing Donut is part ofBHP Information Solutionsfamily of Donut websites. These sites are syndicated by a wide range of organisations including,chambers of commerce ,enterprise agencies ,law firmsandaccountancy firms . The Donut websites offer their members the best business advice and guidance available on the web. In addition they provide access to useful business tools, business offers and a monthly email newsletter. You can visit the Donut websites here: Start Up Donut-all aboutstarting a businessgo towww.startupdonut.co.uk Marketing DonutMarketing advicefor your businesswww.marketingdonut.co.uk Law DonutBusiness legal advicefrom the expertswww.lawdonut.co.uk IT DonutIT adviceand award winning blogwww.itdonut.co.uk Helpful advice, tools and offers for your business