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.