building your brand using digital and social media for nwfs april 2013

How to Use and Leverage Online and Social Media for Business Results

HOLLY BROWNPublisher, Foodie, Web TV Host

THEBROWNLOUNGE.COM

W H AT I S T H E B R O W N L O U N G E . C O M

A Syndicated Lifestyle Program“Where Food, Wine, and Friends Meet!”

T H E B R O W N L O U N G E . C O M

• WebTV Show• KIXI AM Radio Program• Blog• Integrated product and

sponsor placement• Menus/Recipes• Party Themes• Photos• E-Commerce

Network Platform and Partners: TheBrownLounge.com iFood TV Glam Media YouTube Twitter Facebook Slideshare Pinterest The West Seattle Herald KIXI Radio AM 880/KKNW ChatwithWomen.com ChefShop.com

Facebook >>

Pinterest >>

Twitter >>

SlideShare >>

YouTube >>

S Y N D I C AT E D C O N T E N T N E T W O R K

W E C R E A T E & P R O M O T E C O N T E N T W I T H P A R T N E R S

• Story & Recipe Development• Video Production• Photo Galleries & Product

Placement• Weekly Blog• Menus and Party Plans• Social Content• E-Mail• Social Ads, Campaigns and PPC• Events

W H Y Y O U ’ R E H E R E

• Need to build awareness?• Manage your brand?• Promote what’s new?• Connect with your community?• Spend time and money efficiently and

effectively• Business KPIs (recency, frequency,

preference, average ticket, sales, leads, other?

Anything Else?

H O L LY B R O W N

• Brand Marketing Experience

• Digital/Social Media Innovation

• Software/Technology Expertise

• Start-ups and Big Brands• Passionate Entrepreneur• Business Owner• Food Products and Services

Partner• Entertainment Personality

• Ogilvy and Mather• Avenue A Razorfish/Publicis• MRM McCann Worldgroup• Visio Corporation• Microsoft• Disney Destinations• Weight Watcher’s Intl.• Ben & Jerry’s• TheBrownLounge.com

W H E R E D O W E S TA R T ?

In a connected world, brand love is driven by technology platforms and peer to peer networks:

• Your customers discover, learn, and decide using mobile and digital technology

• Your customers get real time input and feedback from people, places, and content aligned to their interests, needs and passions.

• Your customers consume and share information with their friends via mobile devices

• Brand ambassadors or EARNED not born!

Y O U A R E H E R E

``

Places Content People

Web 3.0

D I G I TA L M A R K E T I N G E V O LU T I O N

Web 1.0

Shout

Web 2.0

Search

Web 3.0

Share

B R A N D M A R K E T E R’ S C H A L L E N G E

Shout Ads

Search KWs

Share Conte

nt

F R O M P L A N & B U Y T O P U B L I S H , C O N N E C T, E N G A G E

Old MediaAdvertisingCouponingFSIsPR

New MediaWebsite

Facebook

Linked-in

Twitter

Open Table

Google

Pinterest

Apps

Yelp

Like it or not, you are a Publisher!

C O N T E N T Y O U C A N / S H O U L D P U B L I S H ?

• Videos• Blog• Social Posts• E-Mail• Photos• Events

• Banner Ads• Pre-Roll• Integrated Sponsorship • Apps• Campaigns, Contests and

Promotion• Keywords• Customer engagement and

conversation

R E A L C H A L L E N G E S

• Time and budget• Expertise and resources• Technology complexity• Workflow• Measurement

L E S S O N S F R O M T H E L O U N G E

• Content publishing takes planning, feedback, and iteration.• Social platforms are great for sharing website content, promos,

photos, and customer engagement, but……• Your website is still your central content repository and provides

content organizing principles for your business, on your terms.• Don’t count on going viral. • Budget for Facebook and Google Ads as well as Sponsored Stories.• Share compelling, visual content, and make it shareable• It takes time and testing to figure out what works – pay attention.

U N D E R S TA N D S I T E A C T I V I T Y

Google Analytics• Daily traffic• Referral traffic• Geographic

coverage

L E S S O N S F R O M T H E L O U N G E

• Create and publish content that’s useful, newsy, and entertaining

• Find and manage your voice• Video is the new platform for search and storytelling• Work with complementary partners and influencers• Engage in customer conversation• Use FB engagement metrics to test messages, then scale

with paid ads and sponsored stories to drive incremental reach

O P T I M I Z E Y O U R FA C E B O O K PA G E

Track Reach and Engagement

Use Your Cover image to show who you are and what you do?

Cross promote your other channels Share Photos with

links back to your website

U N D E R S TA N D Y O U R A U D I E N C E

Know who’s engaging with your content?

Know who you’re reaching?

Know which posts are getting viewed, liked and shared

U S E A U T O M AT I O N T O O L S

• Each social platform offers a different value to you, to your brand, and to your audience – use them appropriately

• Capitalize on what's trending to be contextually relevant

• Plan for your plan to change - this is the real time web

S O C I A L C O N T E N T A N D B L O G G E R I N F L U E N C E M A T T E R T O Y O U R C O N S U M E R A N D T O Y O U R B R A N D

• 81% of U.S online consumers trust information and advice from blogs

• Web video has a significant influence on consumer purchases, and video results appear in roughly 70% of the top 100 listings in search results

• 73% of online consumers trust Food Blogs • 81% of the population cooks dinner all or some of the time• Food is #1 category driving engagement on Pinterest• 61% of online consumers have made a purchase from a blog

recommendation• Facebook shares have the greatest influence on Google Search

Rankings

Q&A

Contact Holly Brown holly@thebrownlounge.com