Digital Marketing Strategy - Brand-building
Our recommendations on digital brand-building
How you use digital media such as your own web presence, social media presence, mobile and email marketing are core to creating an engaging brand that supports an organisation’s goals.
This is our selection of the most popular advice on Smart Insights for online brand-building followed by our most recent articles which give advice and case studies on digital brand-building.
Related recommendations to brand-building
See also our advice on understanding digital customers and digital strategy development.
Question: What are the basics of using Facebook effectively to promote an integrated campaign?
Smart Insights Answer: Ultimately you’re looking to foster an ongoing relationship with someone, somewhere if you’re using social media. Facebook Fan Pages can be both ‘home base’ for a brand (the place that will help you foster the ongoing connection with your audience online), and/or it can be one social media ‘outpost’ (a channel where you are ultimately driving traffic from and through). I am assuming more an outpost since that’s most common.
What are your objectives?
Set your objectives clearly – WHY are you wanting to leverage Facebook as a communications channel, it’s important to be clear about why and how you’ll measure success before you start, what part of the campaign will Facebook play for you – traffic, awareness, lead generation…?
Who are you targeting?
Facebook is huge with over 500m global users logging in at least every 30 days – are you focusing on UK, single female professionals – for example? It’s important to define for your creation of your social media “product” and for promoting within Facebook and for designing your fan page. Creation of an effective … » Read our full article
Question: Examples of responding to social media discussions
I would be interested in any case studies or examples of controlling social media discussions, especially in a case of negative flow.
I am working with many companies in health sector, and many health and looks treatments etc. create a lot of social media input. Experiences, questions, complaints etc. Also in some cases competitors are creating negative input.
One of the companies has faced a couple of non-satisfied customers that are creating a lot of noise in social media. I was asked to give some ideas. I know many cases where writers with their real names have entered to give answers etc. Can you give some interesting cases.
Smart Insights Answer: Create a flow chart!
Hi and thanks for your question.
I suggest drawing up a comment response flow chart like this one for Dell which was presented by Kerry Bridges who manages social media communications for Dell in Europe. She presented this at the Econsultancy Masterclass – see writeup of other talks. You can download Kerry’s talk if your an Econsultancy member.
@RichardSedley, one of our expert commentators … » Read our full article
To coincide with the iPad launch on the 28th May in the UK, this is our review of the implications of the iPad for marketing into the future.
Although many commentators have criticised the iPad as an “inbetween” product which loses the portability benefits of Smart phones and the power of Netbooks, we believe it will be something of a game changer in the way we consume media and in providing new opportunities for marketing.
I coordinated the production of this guide for the cScape Customer Engagement Unit. It includes reviews and recommendations from 3 Smart Insights Expert commentators: Dan Barker, Dave Chaffey and myself.
iPad design techniques
.Net magazine August 2010 has a good tutorial and tips on iPad design. Here are a selection of their recommended links
… » Read our full article
In a commercial world that understands the power of word-of-mouth it continues to puzzle me at how slowly business are catching on to fully leveraging the web to build their brand online (aka “the fluffy stuff”). Looking beyond search engine marketing, for example, as a means to drive targeted traffic.
This post by sixrevisions.com felt topical and started me thinking about how important community building is for sustainable and defensible traffic building.
In my mind, communities are a place for fans (fans of your products, services, ideas, beliefs or brand) to connect. They might be customers, but don’t have to be. Commercially, they represent a place where you can interact and earn the right to re-convince fans of your brand’s worth.
The sixrevisions.com post asks three questions and then lists the answers of five highly experienced community builders. Remember, ‘community’ does not necessarily mean building your own walled garden, community can also be the broader context for engaging with fans, leads and customers over a range of existing networks, like a well executed Facebook fan page, others being Twitter and LinkedIn.
I’ve summarised the key learnings from the post and distilled everything … » Read our full article
