website branding: experience counts
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Building Respect for Your Brand Online:Building Respect for Your Brand Online:Experience, Experience, ExperienceExperience, Experience, Experience
©Robert E. Johnson, Ph.D. 2008©Robert E. Johnson, Ph.D. 2008
Adult Students: You Best Option for Enrollment GrowthAdult Students: You Best Option for Enrollment GrowthThe Aslanian GroupThe Aslanian Group
Boston, MABoston, MANovember 29-30, 2008November 29-30, 2008
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22
Your brand is…Your brand is…
What people think about you and say about you when What people think about you and say about you when they hear your name…they hear your name…
Every organization has a brand…Every organization has a brand…
Even if it isn’t always what you want it to beEven if it isn’t always what you want it to be
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
Sometimes you just know a brand…Sometimes you just know a brand…
BMW is… BMW is…
Harvard is…Harvard is…
Pepsi is…Pepsi is…
New York City is…New York City is…
France is…France is…
Ikea is…Ikea is…
Superman is…Superman is…
Amazon.com is…Amazon.com is…
Volvo is…Volvo is…
Notre Dame is…Notre Dame is…
Coca Cola is…Coca Cola is…
Los Angeles is…Los Angeles is…
Norway is…Norway is…
Wal-Mart is…Wal-Mart is…
Spiderman is…Spiderman is…
eBay is…eBay is…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44
Some colleges claim a brand position…Some colleges claim a brand position…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Experience… more important than the claimExperience… more important than the claim
Experience often starts at your website…Experience often starts at your website…
– The power of your website as a branding tool is The power of your website as a branding tool is
determined by the determined by the experienceexperience your visitor has… your visitor has…
your ability to deliver what people want from youyour ability to deliver what people want from you
– This means close attention to content and usability…This means close attention to content and usability…
Can people easily find what they want?Can people easily find what they want?
Can they easily interact with you after they find it?Can they easily interact with you after they find it?
How fast will you respond to a question by email or Instant How fast will you respond to a question by email or Instant
Message?Message?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
8 tips for brand safety on the web…8 tips for brand safety on the web…
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
People are impatientPeople are impatient
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77
Eliminate frustration points…Eliminate frustration points…
No broken linksNo broken links
Links that take people to what they expect to findLinks that take people to what they expect to find
No out-of-date informationNo out-of-date information
Content people can scanContent people can scan– No long blocks of dense textNo long blocks of dense text– Subheads and bullet pointsSubheads and bullet points
Brief inquiry formsBrief inquiry forms
Search engines that workSearch engines that work
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88
Your brand promise on the web…Your brand promise on the web…
Create your promise by defining elements of what Create your promise by defining elements of what makes you special…makes you special…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99
First, find your distinctive points…First, find your distinctive points…
What elements makes you special?What elements makes you special?– The people who enroll?The people who enroll?– The way your courses are taught?The way your courses are taught?– The way you treat people?The way you treat people?– Success rate after graduation?Success rate after graduation?– A special mission that people can understand?A special mission that people can understand?– Something you really do better than others in Something you really do better than others in
your category?your category?– The highest reputation?The highest reputation?– The lowest price?The lowest price?– The best location?The best location?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1010
Then create your brand promise…Then create your brand promise…
The brand promise has to reflect realityThe brand promise has to reflect reality– Reality is the experience people have with youReality is the experience people have with you– Reality is the word-of-mouth people hear about youReality is the word-of-mouth people hear about you
A clear statement of something special that can A clear statement of something special that can be both seen and felt by someone be both seen and felt by someone – On their first visit to your website On their first visit to your website – In their first contact with real peopleIn their first contact with real people– And in their continuing contact with you… in any formAnd in their continuing contact with you… in any form
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111
Stories to validate your brand promise…Stories to validate your brand promise…
Stories must have credibility…Stories must have credibility…
– Stories told by people enrolled in your programs build Stories told by people enrolled in your programs build
credibility better than anything else you can docredibility better than anything else you can do
– For ongoing engagement, blogs and social networks For ongoing engagement, blogs and social networks
are the best way to tell those storiesare the best way to tell those stories
Must build on the strength of what you areMust build on the strength of what you are
Must be relevant to your customersMust be relevant to your customers
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1212
Social networks expand the brand Social networks expand the brand experience…experience…
http://mysocialnetwork.umaryland.edu/http://mysocialnetwork.umaryland.edu/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
Ohio State and University of Phoenix…Ohio State and University of Phoenix…http://www.osu.edu/features/2008/socialmedia/http://www.osu.edu/features/2008/socialmedia/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
Video story telling expands the brand…Video story telling expands the brand…http://realpeople.waldenu.edu/video-tim.cfmhttp://realpeople.waldenu.edu/video-tim.cfm
http://www.kenan-flagler.unc.edu/programs/emba/advance/balance.cfmhttp://www.kenan-flagler.unc.edu/programs/emba/advance/balance.cfm
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1515
K.I.S.S.K.I.S.S.
Creating a friendly website…Creating a friendly website…
Keep the first page as clean as possible…Keep the first page as clean as possible…
Visitors want to quickly get someplace elseVisitors want to quickly get someplace else
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616
Peterson’s… old style websitePeterson’s… old style website
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717
Peterson’s new style website…Peterson’s new style website…http://www.petersons.com/http://www.petersons.com/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818
What we’ve just seen is…What we’ve just seen is…
The power of a front page to connect from the The power of a front page to connect from the first viewfirst view– This is the most overlooked power of web brandingThis is the most overlooked power of web branding
– Not many higher education sites do it wellNot many higher education sites do it well
The faster you connect, the better you The faster you connect, the better you communicatecommunicate
If you don’t communicate, you don’t create brand If you don’t communicate, you don’t create brand identityidentity
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919
Creating your branding tools…Creating your branding tools…
Website examples that create brand impactWebsite examples that create brand impact
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
Quick exit from the front page…Quick exit from the front page…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121
Brand statement + clear audience paths…Brand statement + clear audience paths…http://www.pfeiffer.edu/http://www.pfeiffer.edu/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
Brand statement continues… a story beginsBrand statement continues… a story begins
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323
Video expands the onsite experience…Video expands the onsite experience…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424
Another strong experience…Another strong experience…http://www.stedwards.edu/future.htmhttp://www.stedwards.edu/future.htm
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525
Blogs aren’t just for teens…Blogs aren’t just for teens…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626
Blogs… especially for adultsBlogs… especially for adultshttp://blogs.targetx.com/umbssw/http://blogs.targetx.com/umbssw/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727
Easy to find academic programs…Easy to find academic programs…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828
10 high visibility program choices…10 high visibility program choices… http://admission.emerson.edu/graduate/http://admission.emerson.edu/graduate/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929
Clear academic program presentation…Clear academic program presentation…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030
Easy to scan for key points…Easy to scan for key points…http://www.worldcampus.psu.edu/iMBA.shtmlhttp://www.worldcampus.psu.edu/iMBA.shtml
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131
Easy task completion…Easy task completion…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232
Inquiry form…easy to find and completeInquiry form…easy to find and completehttp://www.mbaregis.com/http://www.mbaregis.com/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333
Another strong example…Another strong example…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434
Summing up points to boost the brand…Summing up points to boost the brand…
Find and eliminate things that don’t work on your Find and eliminate things that don’t work on your website website Stay with simple designStay with simple designIdentify key things that shape your brand identityIdentify key things that shape your brand identityLearn the content that’s important to people Learn the content that’s important to people visiting your website…visiting your website…– Make sure you have it and people can find itMake sure you have it and people can find it
Program information is top ratedProgram information is top rated
Use students to create brand impressionsUse students to create brand impressions– BlogsBlogs– VideosVideos
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3535
Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.President and Senior ConsultantPresident and Senior Consultant
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068
248.766.6425 248.766.6425 bob@bobjohnsonconsulting.combob@bobjohnsonconsulting.com
Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:
http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html
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