A high level overview of important considerations when launching brands online. Covering basic SEO and social media strategy, this talk was given to the Oxford MBA program tech group March 1, 2012.
(and PR) • Be prolific with useful, relevant content across various media • Avoid duplicate content • Get people writing about you, offer good content to lazy bloggers • "People don't bounce from good sites," so bounce rate matters SEO 2012
what they’re searching for • Use those keywords as often as you can while remaining natural. • Be sure to have the keywords in important places (page title, headings, page url) SEO 2012
voice • Use as little automation as possible, and tailor your message to each social network. (Be Human!) • Social media / online PR can be a full-time job • Make use of social widgets (such as the fb like button) being social
being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
and speed of communication) • Mobile! • Don’t begin to stress design details without any data • Should only be driven by the target audience, & the big idea
ability, taste) • Where are they? (office, home, mobile phone, online/offline) • What are they looking for? (people looking at restaurant website’s aren’t looking for a slideshow)
concise sentence. Say it creatively. • Say it in a way that transcends media. A big idea isn’t a website or a TVC, it’s the concept that both are designed to communicate.
development until you have your content ready • Launch with less than you think you need, and make up for it by being on top of social media • If you’re building anything more than documents on the web, a site-map is not a sufficient plan.
is better than cleverness. Design programs to be connected to other programs. Rule of Clarity: Rule of Modularity: Rule of Composition: http://en.wikipedia.org/wiki/Unix_philosophy