WebLink 4 Keys to Brand Management in the Digital Age
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Networking and connecting is an essential part to any association brand. Connecting with your members and serving as a platform for your members to connect doesn't change over time, but the channels do. Eric Eicher, Owner at IKECONIC, will be sharing what's changed, how to identify the most effective digital channels for your organization and what trends are worth paying attention to. In this presentation you’ll learn: - How to bridge the gap between traditional and digital channels, as a part of your overall marketing strategy. - How your members and potential members want to engage with your brand through video, web, social media and other digital outlets. - Key metrics for analyzing the effectiveness of your digital marketing campaigns. - How a case study called IndyIsHappy went viral, and how the concept and execution can be applied to your organization.
Transcript of WebLink 4 Keys to Brand Management in the Digital Age
About WebLink
• SaaS company (Software as a Service), leading software provider to business associations and chambers of commerce
• Established in 1996, 60 employees, based in Indianapolis, IN • 94% customer retention rate
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About WebLink
• Association Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
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Instant Commerce
• iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices
WebLink Blog
The 4 Keys to Brand Management in the Digital Era.
About Me
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Eric “IKE” Eicher Owner
IKECONIC
• Graduate of Ball State University • 16-years in small to big agencies and client-side • Brand manager, digital strategist, and video producer • www.ikeconic.com; www.mediafuel.net • Not a Six Sigma Black Belt – but an actual Black Belt in
Taekwondo (I do like process though) • Wife is a nurse at Riley Children’s Hospital and Lifeline
and I have two wonderful and crazy kids
Session Agenda: The 4 Keys to Brand Management in the Digital Era.
1. What Hasn’t Changed 2. What Has Changed 3. Trends 4. Case Study
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What Hasn’t Changed
What Hasn’t Changed We are all selling something to someone.
• Message, Audience, and Brand • 1768 Chamber of Commerce in NYC • 1925 Burma-Shave Minneapolis, MN • Apple’s WWDC2014 • Your promise • Window or a Mirror • Always fighting through the clutter
• Strategy • Measure • Assess
What Hasn’t Changed We are all selling something to someone.
• Message, Audience, and Brand • Strategy
• Take out Twitter and use Outdoor • Grow member base • Grow revenues • Be more efficient/profitable • Alignment (internal and external) • What’s our budget?
• Measure • Assess
What Hasn’t Changed We are all selling something to someone.
• Message, Audience, and Brand • Strategy • Measure
• ROI/Benchmarks • Still talk a lot about it, but don’t act on it • Increase in attendees • Awareness? • Take the emotion out of it
• Assess
What Hasn’t Changed We are all selling something to someone.
• Message, Audience, and Brand • Strategy • Measure • Assess
• How did we connect? • Member feedback • Anecdotal Evidence • Benchmarks • Budgeting
What Has Changed
What Has Changed Consumers are everywhere, up at any time, and more than willing to engage with your brand. Good or bad.
• Web – The Catalyst • Website = Integrated Digital Platform • Responsive web design • Expansive CMS platforms
• Delivery – The two way street • Utility
What Has Changed Consumers are everywhere, up at any time, and more than willing to engage with your brand. Good or bad.
• Web – The Catalyst • Delivery – The two way street
• Direct Mail – E-card • PDF– Video • Books – eBooks and iBooks • Phone Book – PPC • Networking (in-person) – social media • Email - text
• Utility
What Has Changed Consumers are everywhere, up at any time, and more than willing to engage with your brand. Good or bad.
• Web – The Catalyst • Delivery – Two way street • Utility
• PR Crisis – Social Media • Measurement – open rates, clickthroughs,
conversions, analytics • GPS • The world is literally at our fingertips • Apps
Trends
Trends Mobile devices are continuing to become an increasingly powerful tool with the ability to combine digital, social, and video all in one. • Facts
• Digital – why aren’t we doing digital? Lack of In-house expertise 38%; Budget limitations 36%; Lack of effective strategy 32% = I don’t know and I am scared.
• Social - Eight in 10 marketers are now measuring effectiveness of their social media efforts by soft metrics. Likes – 89%; Clickthroughs – 87%; Retweets – 81% - lowest Sales – 5% = Still not monetizing the channels.
• Video - TV will add more dollars this year - $2.19 billion than digital video ads - $1.76 billion and will continue in that trend until 2018 = Big networks, big dollars, and small screens.
• ABC’s • Simplify vs. Engage
Trends Mobile devices are continuing to become an increasingly powerful tool with the ability to combine digital, social, and video all in one. • Facts • ABC’s
• Audience– Marketing Priorities for Execs, Acquire new customers -87%, Increase customer retention – 86%, Increase brand awareness – 80% = Remember what hasn’t changed?
• Behaviors – Research is now done - 82% (online, smartphone, tablet) compared to 13% in store; Purchasing is now done - 55% (online, smartphone, tablet) compared to 41% in store = Is your association easily found, information readily available, and who do I contact?
• Consumption - Average time spent per day in 2010 – TV – 4:29, Online – 3:04, Radio – 1:43, Print – 1:17, Smartphone – 0:40, Tablet – 0:21; Average time spent per day in 2014 – TV – 4:39, Tablet – 2:43, Online – 2:39, Smartphone – 2:14, Radio – 1:27, Print – 0:58 = Proof is in the pudding.
• Simplify vs. Engage
Trends Mobile devices are continuing to become an increasingly powerful tool with the ability to combine digital, social, and video all in one. • Facts • ABC’s • Simplify vs. Engage
• The IBM Institute for Business Value found that 60-65% of business leaders believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts or something free.
• What does this mean for our association? • Instant gratification – show them the value of how you can immediately help their business (bottom
line) or personal growth • Show current and future members the value of your connection and then let them share. • It might mean actually jumping into social media, video, and digital.
Case Study – InIsHappy
#IndyIsHappy We really had no idea…
• Facts • Pharrell William’s 24hoursofhappy.com • Happy in Bangladesh, Why doesn’t Indy ever do this? • Took one week from concept to completion • 46,000 views, all 50 states, and 150 countries in the first week • Media, alumni publications, and yes – lots of leads…
#IndyIsHappy We really had no idea…
Coming Up: 3 Questions
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
CMS Select
• Simple to drag and drop content
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database and website
3 Questions
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