Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
BRANDING THROUGH THE SALES FUNNELPresented by Sean Jackson, CEO of Ecordia
Online Brand Management Strategies – Vegas 2009
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Sean A JacksonCEO of Ecordia
17+ Years in Interactive Technology Development
50+ Web Application Built
Vice President DFW SEM
Past President Dallas Ad League (AAF-Dallas)
Member of DallasRoundTable
Speaker & Lecturer
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
What is Brand Management?
Brand management is the application of marketing techniques to a specific product, product line, or brand.
-Wikipedia.com
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Brand Management & Sales
• Advocating, protecting & defending brands creates strong brands
• Strong brands = efficient sales & costs• Strong brands make it easy for customers to
move through every stage of the Sales Funnel.
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
CategoryAwareness
BrandAwareness
BrandConsideration
BrandPreference
PurchaseIntent
Purchase CustomerRetention Advocates
Branding Affects Every Stage
The Sales Funnel
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
3 Elements of Online Brand Mgmt
Engage AdvocateMonitor
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Criteria for Engaging
Is it important to my current effort?– To move them to the next stage
Can I/we engage?– Do we have resources to provide
Can I/we sustain?– Can we keep it going for frequency and
reach
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Monitor
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Many ways to monitor…
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
…if you know what to find!
Proper Names + Intent• “need”• “want”• “help”• “where”• “why”• “how”
Proper Names• Brand (products & company)• Executive Names• User Accounts/Alias• Market Terms• Competition• Misspellings of all
Proper Names + Sentiment• good• bad• excellent• lousy• love• terrible• happy• hate• suck• unreliable• dependable• easy• hard• simple• Difficult• Think about
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Example of MonitoringExample Sales Funnel Stage Proper Names Intent Sentiment
“Who has a good cell phone plan” Category Awareness Market Terms “who” “good”
“What cell plans does AT&T offer” Brand Awareness Brand “what”
“Is ATT better than Verizon” Brand Consideration Brand (misspelling)Competition
“better”
“I like ATT’s pricing plans” Brand Preference Brand(misspelling)
Market Term
“like”
“Where's the local ATT store” Purchase Intent Brand(misspelling)
“where”
“Can I sign up for AT&T online” Purchase Brand “sign up”
“AT&T is great” Customer Retention Brand “great”
“I love my AT&T service” Advocates Brand “love”
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Engage
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Process Oriented Approach
Investment of time, effort and moneyDefine Rules, Procedures & Responsibilities• What stages of the funnel will we respond to?• When will we respond?• Who will respond?• How will we respond?
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Example of ProceduresSales Funnel Stage
Timing Twitter Facebook Blogs Online Forums
Review Sites
Category Awareness
2 days Shelley Bob Rebecca Sam Tom
Brand Awareness Daily Shelley Bob Rebecca Sam Tom
Brand Consideration
Hourly Shelley Bob Rebecca Sam Tom
Brand Preference Daily Shelley Bob Rebecca Sam Tom
Purchase Intent Daily Shelley Bob Rebecca Sam Tom
Purchase Hourly Shelley Bob Rebecca Sam Tom
Customer Retention
Daily Shelley Bob Rebecca Sam Tom
Advocates Every 2 days Shelley Bob Rebecca Sam Tom
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Advocate
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Get Your Message OutBrand Messaging For Sales• The goal of every message is to move them to the
next stage of the buying process• Acknowledge their point “AND”…move viewers to
the next stage• Be honest
Pre-made content works…• Lists• Reviews• Breaking News• Research• How-to/Guides• Limited/Exclusive Offers• Industry Opinions• Product Info
…if you align it to the right stage
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Examples of MessagingSales Funnel Stage Content Types
Category Awareness Industry Opinions
Brand Awareness Product Info
Brand Consideration Lists/Reviews
Brand Preference Research
Purchase Intent Guides
Purchase Offer
Customer Retention How-tos
Advocates All the above!
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Your Road Map
1. Set your monitoring toward every stage2. Identify roles, responsibly and responses for
every stage of the Sales Funnel3. Create content that moves users from one
stage to the other
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
Caution…beware of bots!
Lots of automation tools for responding– Be 100% certain of your monitoring
(sentiment monitoring crucial)– Response & content MUST align to Sales
Stage of the receiver
Online Brand Management StrategiesPresented by Sean Jackson, Ecordia
A “tricky” online branding idea…
Reverse the Sales Funnel against your competition!1. Set your monitoring for the competition brand2. Focus on Brand Awareness & Brand Consideration issues
(competition vs. others)a. Why? Because the viewer already understand the category and will
be looking for alternatives!
3. Respond with reviews, industry opinions, exclusive offers, comparative research, etc.
a. Content how you are better/different than the competition.
4. Your goal is to move them to YOUR Brand Preference.