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Launching Brands Online

Launching Brands Online

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.

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March 01, 2012
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Transcript

  1. LAUNCHING BRANDS ONLINE • Being findable • Being Social •

    Ideas, strategy and design • Producing results
  2. SEO 2012 authority + quality of keyword match + personal

    preference + social preference Ranking = – Rangan Majumder (Bing relevance team)
  3. AUTHORITY • It’s a popularity contest, get some popular friends

    (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
  4. KEYWORD MATCHING • Be accessible • Know your audience, and

    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
  5. • Be topical • Be responsive • Have a consistent

    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
  6. FLAWSOME Brands that are still brilliant despite having flaws; even

    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.
  7. “Design is a funny word. Some people think design means

    how it looks. But of course, if you dig deeper, it's really how it works. ” Steve Jobs
  8. DESIGN • Design for clarity and speed (speed of loading

    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
  9. YOUR TARGET AUDIENCE • Who are they? (culture, language, age,

    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)
  10. THE BIG IDEA • Refine your proposition to one clear,

    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.
  11. PRODUCTION • Begin with your content strategy • Don’t engage

    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.
  12. UNIX PHILOSOPHY Write simple parts connected by clean interfaces. Clarity

    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