Representing your brand online

The internet is an extremely popular form of media. In 2007 the Internet Advertising Bureau claimed that 65% of the total adult population in Great Britain were online. This is a staggering amount, and is thought to have increased significantly since then too. Social Media online has taken off across the UK, from a personal use with sites such as facebook and a corporate use with sites like twitter, linkedin, blogs and sometimes facebook also. Many organisations have got on the bandwagon to use twitter and reconnect with the consumers; whether or not this has any affect is another matter.

44% of companies use blogs to communicate with their publics.

According to PRWeek (November 26th 2010), 45% of respondents don’t know if social media has helped brands respond to a crisis. This finding is from a survey by Toluna. PRWeek have also claimed that the BBC currently have the most online influence.

So what's the most important thing about digital marketing strategies? Being able to monitor measure them. There are many tools for this, one of my personal choices is available from Alterian. There are so many other tools available for you though, many of which are free, such as Tweetdeck, StumbleUpon, Google Analytics, and Stat Counter.

I've got to admit, I'm a bit of a social media geek, just in the respect of I think I actually have every single platform you could think of, whether I use them, that's another matter, and as for using them correctly, well, that's not for me to judge.
I love LinkedIn and Twitter though, definitely my two favourites, I'm slowly getting used to blogging too, but this is all very new to me. I wish I could get rid of facebook, but until I figure out another way to communicate with peers at university to promote the events BUTrampolining run etc, I'm a bit stuck with that one.. but it is a massive waste of time, distraction and as far as I can tell, a method for people to literally stalk you.

As for BU Trampolining, we use a combination
facebook, twitter and youtube. We really struggled with twitter as trampolining is such a niche topic, it was difficult to find like-minded people to communicate with, and considering our target audience is a small group at one university, twitter may not have been the best platform to use.

Last Monday, John Stanton,
MD and Gifford Morley-Fletcher, Director or Strategy (Inbound Marketing) from Base One came down to talk to us about their B2B digital marketing strategies. My absolute favourite part of this lecture was this:



I love this... it's the main thing that stuck with me through the lecture. Yes, just an image, but it represents how each online tool itself could be beneficial but together, a strong marketing strategy. Quite a creative representation too.

So, some last minute tips for using online strategies for marketing: -

WORK OUT YOUR OBJECTIVES
  • What is it you want to achieve from using these platforms.
WORK OUT YOUR TARGET AUDIENCE
  • Who are they?
  • Why are they interested?
  • What’s their platform?
  • What are their boundaries?
SET YOUR MESSAGE AND TONE
  • What do we want to say?
  • What do they want to hear?
  • How will we reach them?
  • First person and meaningful, passionate and informal
  • Don’t preach or sell

YOU NEED TO BE CONSISTENT

Jessica North

Author & Editor

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