Branding through New Media UCBi Leaders Forum 2012

Brand… what makes you YOU?

What is NEW MEDIA? FILM PRINT MUSIC IMAGES TEXT INTERNET PC TABLET SMART PHONE CD & DVD

THE WORLD OF NEW MEDIA WEB PR ‘OLD’ MEDIA APPS YOU TUBE SOCIAL MEDIA THE CORE OF MY BRAND IN THE CLOUD MY WEBSITE PODCASTS

MAKE SURE YOUR BRAND IS RECOGNIZED IN THE CLUTTERED NEW MEDIA WORLD! BRAND

2 categories: ON-SITE & OFF-SITE ranking ON-SITE ranking is determined through: Meta Tags (i.e. hidden part of your site) Content (in TEXT form)!!!! Internal linking Structure OFF-SITE OFF-SITE ranking is determined through External links linking/referring to your website VITAL importance ANCHOR TEXT Content quality Quantity of product related content RELEVANCE TO LEAD GENERATION

NATURAL (SEO) vs PAID (SEM) Internet Marketing / Ads (Paid) GOOGLE ADWORDS (Paid ads) SERPS (Search Engine Page Results) obtained through SEO

KEY What is to website optimisation? KEYwords TEXT PLEASE

Web PR YouTube & Podcasts Images Blogs ONLINE ADVERTISING & PPC SOCIAL & MOBILE

Definition of a successful website: A website with TARGETED LOTS of TARGETED VISITORS that CONVERT to CUSTOMERS/LEADS A website without proper SEO is like building a shopping complex in the middle of the desert and expecting people to find it, just because it is there! Internet competition is FIERCE – in Dec 2011 there were 273million active websites - SEO makes sure yours is found amongst them! I READ TEXT….

EACH PAGE on your website must have UNIQUE TITLES and DESCRIPTIONSEXAMPLES: BAD TITLE: Welcome to the amasing Get Smarter Website BETTER: Get Smarter for All Your Online Training Services BEST: GetSmarter | Online Education | High-Touch Training never NB: A title should never contain “useless” words such as“in”, “the”, “welcome”. You only have 64 characters to tell the SE what you are about!!! By changing your titles you radically increase the traffic to your sub- pages! Illustration: NEED TEXT

Google Spiders DON’T read IMAGES, VIDEO OR AUDIO! Google Spiders Make sure that all media on your website are optimised so that Google Spiders can find it!How? CategorizeCategorize Full descriptions with keywords in meta tagsFull descriptions with keywords in meta tags Upload transcribed articles and link internally to video or audioUpload transcribed articles and link internally to video or audio Write online article and link externally / or indexWrite online article and link externally / or indexe.g. NEED TEXT

PRESS RELEASE INDEXING ORGANIC LINK BUILDING URL INDEXING BLOG INDEXING SOCIAL MEDIA LINKS PRESS RELEASE INDEXING ORGANIC LINK BUILDING URL INDEXING BLOG INDEXING SOCIAL MEDIA LINKS ADVERTISING = A PAID PROMO IN PUBLIC ARENA. OLD MEDIA: TV, RADIO PRINT NEW MEDIA: SEO & SEM PPC SPONSORSHIP BANNER ADS FACEBOOK ADS ADVERTISING = A PAID PROMO IN PUBLIC ARENA. OLD MEDIA: TV, RADIO PRINT NEW MEDIA: SEO & SEM PPC SPONSORSHIP BANNER ADS FACEBOOK ADS WEB PR = messages sent online i.e: PRESS RELEASES BLOGS PROMO WEB- ARTICLES PROMOS SOCIAL MEDIA WEB PR = messages sent online i.e: PRESS RELEASES BLOGS PROMO WEB- ARTICLES PROMOS SOCIAL MEDIA PR ONLINE PR & BRANDING PR ONLINE PR & BRANDING PAID ONLINE ADVERTISING ADVERTISING FREE ONLINE ADVERTISING FREE ONLINE ADVERTISING

5 Benefits of Online Advertising 1.No expiry date 2.Leads time – published immediately and changed regularly 3.Quality exposure – views are more targeted than shotgun approach of traditional advertising 4.Freedom - customer chooses to interact with your brand 5.Reach – global audience (one ad reaches thousands across globe in seconds) 6.Cost - needs careful targeting, knowledge of technology

Your brand… what makes you YOU? Go tell the world about it! Your brand… what makes you YOU? Go tell the world about it!

Thank You Branding through New Media UCBi Leaders Forum 2012