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

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Presentation on theme: "ONLINE BRANDING © Cseng Lim 2008. All Rights Reserved | www.csenglim.com | Social Media Outsourcing and Coaching."— Presentation transcript:

1 ONLINE BRANDING © Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

2 HOW does it work? © Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

3 1 WAY THE From my own experience, there is never ONE way … to do this
© Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

4 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 All Rights Reserved | | Social Media Outsourcing and Coaching

5 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 All Rights Reserved | | Social Media Outsourcing and Coaching

6 2 SALES COMPETITIONS SEED BRAND COMPANY LEVEL FINANCIAL PERFORMANCE
MARKETING BRAND AWARENESS FINANCIAL PERFORMANCE © Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

7 3 SALES COMPETITIONS DIFFERENTIATION SEED BRAND COMPANY LEVEL
MARKETING DIFFERENTIATION BRAND COMM BRAND IMAGE BRAND AWARENESS FINANCIAL PERFORMANCE © Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

8 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 All Rights Reserved | | Social Media Outsourcing and Coaching

9 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 All Rights Reserved | | Social Media Outsourcing and Coaching

10 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 All Rights Reserved | | Social Media Outsourcing and Coaching

11 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 All Rights Reserved | | Social Media Outsourcing and Coaching

12 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 All Rights Reserved | | Social Media Outsourcing and Coaching

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

14 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 All Rights Reserved | | Social Media Outsourcing and Coaching

15 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 All Rights Reserved | | Social Media Outsourcing and Coaching

16 8 HOW BUILDING YOUR BRAND ONLINE LEVEL Online Advertising
SALES Online Advertising Online PR Releases Newsletter Subscriptions 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 All Rights Reserved | | Social Media Outsourcing and Coaching

17 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 All Rights Reserved | | Social Media Outsourcing and Coaching

18 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 All Rights Reserved | | Social Media Outsourcing and Coaching

19 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 All Rights Reserved | | Social Media Outsourcing and Coaching

20 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 All Rights Reserved | | Social Media Outsourcing and Coaching

21 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 All Rights Reserved | | Social Media Outsourcing and Coaching

22 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 All Rights Reserved | | Social Media Outsourcing and Coaching

23 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 All Rights Reserved | | Social Media Outsourcing and Coaching

24 SOCIAL MEDIA FOR BUSINESS COACHING
Strategic Social Media Program Design for Business : Step-by-Step Guide USD19.99 only at csenglim.com © Cseng Lim All Rights Reserved | | Social Media Outsourcing and Coaching

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