ONLINE BRANDING © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

HOW does it work? © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

1 WAY THE From my own experience, there is never ONE way … to do this © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

T A X N O M Y BRAND MATURITY MODEL OF BUILDING BRANDS From my own experience, there is never ONE way … to do this BRAND MATURITY MODEL OF BUILDING BRANDS © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

1 SALES COMMODITY PUSHERS LEVEL FINANCIAL PERFORMANCE Irregardless whether it is an online or offline branding effort it is important to understand branding from the point of organisational maturity towards building brand. Without the right capacity and organisational maturity, branding efforts will fall falt either way. FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

2 SALES COMPETITIONS SEED BRAND COMPANY LEVEL FINANCIAL PERFORMANCE MARKETING BRAND AWARENESS FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

3 SALES COMPETITIONS DIFFERENTIATION SEED BRAND COMPANY LEVEL MARKETING DIFFERENTIATION BRAND COMM BRAND IMAGE BRAND AWARENESS FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

4 IMAGE COMPETITIONS DIFFERENTIATION PROFIT MARGIN MARKET FOCUS CONSCIOUS BRAND COMPANY LEVEL IMAGE 4 SALES COMPETITIONS MARKETING DIFFERENTIATION BRAND COMM PROFIT MARGIN BRAND AWARENESS MARKET FOCUS BRAND IMPRESSION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

5 IMAGE COMPETITIONS DIFFERENTIATION PROFIT MARGIN MARKET FOCUS MEZZANINE BRAND COMPANY LEVEL IMAGE 5 SALES COMPETITIONS MARKETING DIFFERENTIATION BRAND COMM PROFIT MARGIN BRAND AWARENESS MARKET FOCUS BRAND IMPRESSION BRAND PREFERENCE RESORCS. OPTIMIZATION INTELLECTUAL PROP. MARKET PROTECTION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

6 IMAGE COMPETITIONS DIFFERENTIATION PROFIT MARGIN MARKET FOCUS MATURE BRAND COMPANY LEVEL IMAGE 6 SALES COMPETITIONS MARKETING DIFFERENTIATION BRAND COMM PROFIT MARGIN BRAND AWARENESS MARKET FOCUS BRAND IMPRESSION BRAND PREFERENCE RESORCS. OPTIMIZATION INTELLECTUAL PROP. MARKET PROTECTION BRAND TRUST BRAND LOYALTY FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

7 IMAGE COMPETITIONS DIFFERENTIATION PROFIT MARGIN MARKET FOCUS LEADER BRAND COMPANY LEVEL IMAGE 7 SALES COMPETITIONS MARKETING DIFFERENTIATION BRAND COMM PROFIT MARGIN BRAND AWARENESS MARKET FOCUS BRAND IMPRESSION BRAND PREFERENCE RESORCS. OPTIMIZATION INTELLECTUAL PROP. MARKET PROTECTION BRAND TRUST BRAND LOYALTY BRAND EXPERIENCE MARKET LEADERSHIP BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

ADVANTAGE DISADVANTAGE Relative Lower Cost Capacity to Influence really good for your company or customers Relative Lower Cost Capacity to Influence More Precise Campaign Metric Better Targeting More engagement channels More Choices ADVANTAGE DISADVANTAGE Specialist Resource Market reputation Market Reviews Content Freshness SEO and SMO Know-How Price pressure More competition Online Fraud Rumor and Negative Publicity really bad for your company, if there is no response measure © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

examples of successful brands Just … ….GOOGLE IT LAR … Source: NST, Malaysia © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Trusted Payment Gateway SALES Trusted Payment Gateway Security Accreditation Clear transaction policies Transparent cost to customers Post-Sales online support Recommendations MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Social Media Optimization SALES Social Media Optimization Online Guerilla Campaign Direct Marketing Campaign Online Offers MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Online Advertising SALES Online Advertising Online PR Releases Newsletter Subscriptions Email Subscription Online Comm Downloads Social Media Optimization MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Brand name Site name SALES Brand name Site name Online Advertising & Placements SEO Offline Marketing Campaign MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Site Graphic Design SALES Site Graphic Design Security Accreditation Content Freshness MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Product Pricing SALES Product Pricing Variety of Choice Delivery Logistics Security Accreditation Post-Sales online support Offers and Specials Competitor comparisons 3rd Party Reviews MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL IP mark IP policies and terms SALES IP mark IP policies and terms Enforcement Customer education MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Co-branding SALES Co-branding Social Media Optimization Customer policies Transaction policies Privacy policies Security accreditation Profile and background Accessibility to real people Efficiency and speed of support Accuracy and updated information Recommendations 3rd party reviews MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Site architecture SALES Site architecture Ease of navigation & search Error handling mechanics Social Media Optimization Design and presentation MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

8 HOW BUILDING YOUR BRAND ONLINE LEVEL Social media optimization SALES Social media optimization Web 3.0 Real product and service innovation. MARKETING BRAND COMM BRAND AWARENESS BRAND IMPRESSION BRAND PREFERENCE INTELLECTUAL PROP. BRAND TRUST BRAND EXPERIENCE BRAND INNOVATION FINANCIAL PERFORMANCE © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching

SOCIAL MEDIA FOR BUSINESS COACHING cseng@csenglim.com http://www.linkedin.com/in/csenglim http://www.twitter.com/csenglim Strategic Social Media Program Design for Business : Step-by-Step Guide USD19.99 only at csenglim.com © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching