Everyone’s Looking at YOU(and why and how you should look at them)

Scott CaseFounder, Chief Storytellerscott@positionglobal.com

@scottcase

Today’s Topics

• Branding - What is it, why is it important, is yours current and relevant and do you use it correctly?

• Digital marketing and communication:– Newsletters– Audio / video– CRM– Your website

• Social media for businesses (focus: logistics industry)

Branding

• Simply, it’s how you look. Everywhere. To everyone.

• Relevance and quality aside, it has to be executed consistently.

• Do you let other people use your brand mark?

• Best practice is to have a style guide.

Brand Considerations

• Geographic consumption.• Audience - B2B or B2C? Or both?• Name, logo execution, tagline or some combination of

all three?• Equity and market reputation.• Level of penetration.• Overt or nuanced messaging of your company’s

mission?

Right and Wrong Style Execution

Overt or Subtle?

The Arrow

Henny Youngman, the comedian, had this whole signature to his act around ‘Take my wife. Please.’ What the PR folks wanted to do was the equivalent of changing his shtick to ‘Please, take my wife.’ If you have to call attention to your punch line, to explain it, it’s no longer a punch line. It doesn’t work, it isn’t funny, and no one will remember it.”

- Lindon Leader, Creator of FedEx LogoExcerpted from Matthew May’s book The Laws of Subtraction

Appearing online in Fast Company Co.Design October 23, 2012

Another use of subtle

When You’re Copied, You’ve Made It

1939 British government propaganda poster to boost wartime morale.

When You’re Copied, You’ve Made It

Digital Marketing and Communication

SurveyTools of the trade

•CRM•Email campaign•Surveys

–Newsletters–Webinars/Seminars–Podcasts

CRM (Contact Relationship Managers)

• Do I need one? YES• Choose wisely.• Considerations:

•Features•Interoperability•Cost•Interface with current operations software?

• Buy or subscribe?

Email campaign programs

Stamps are great if you’re a collector.

Like CRM’s, you’ve got choices.Make specialized templates for

different messages.Top features:

– Segmenting your lists– Checking your clicks

List Segmentation

World Market is a GREAT bad example.

Respect the inbox.Rule of thumb is the rule of

threes.•Newsletter•Targeted issue•General marketing topic

The era of the audience is dead.

Checking your clicks

Newsletters

Newsletters

Determine the frequency.What’s in your company’s DNA? Industry news, product offerings, project news, employee content?Should be timely, highlight your company and link back to your site and the source content.

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Things your content should be:

• Helpful• Shareworthy• Shareable• Searchable• Path to conversion from prospect to customer.

Your Website

• Your website is your always-open door to current and future clients, agents, employees and vendors.

• The site must put forth the most professional and complete digital identity that is pitch-perfect with your real world identity.

• The site must be responsive to render across multiple devices and platforms (computers, tablets, phones).

• The site must incorporate a prominent call to action.• Don’t think when it’s up that it’s done.

Not-the-greatest practice web example

And how’s that look on my iPhone?

Pictures tell stories on your site

• Meta-tagging• Words + pictures = find

in Google Images = direct traffic to your site

• We’re BROKERS AND FORWARDERS. We move and clear stuff. And we should take pictures!

Credit: jifnet.com

QR Codes

QR Code Best Practices

• QR codes used in advertising are going to be checked on a smartphone or tablet.

• QR codes need to be simple; short web addresses are the best web addresses; use a link shortener.

• Think of the screen real estate of the device it will be shown on.

• More importantly, if you’re advertising a product or service, direct the viewer to the campaign for that product or service.

Keep QR codes simple: goo.gl, bit.ly

Crowley QR Code Shortened Port Seattle QR code shortened

Search Engine Ranking and Optimization

Credit: sparkwiz.com

Two Ways To Get Listed

ORGANIC

Site designMeta-taggingContent

marketing

INORGANIC

PPCAdvertisingRemarketing

Other digital outreach

Webinars and Seminars

Podcasting

Audio / Video Content

Remember, it’s about presenting your company a great

light and done in a contemporary fashion.

Social Media for Business

Social Media for Business

1.2 BILLION

Twitter Fact(oids)

Make it count: 140 characters or less.Has become the communication vehicle of choice in:

–Disasters–Revolutions–Television and film marketing

#HASHTAGS for topics.Lots of people weigh popularity based on “followers”.

Logistics Companies On Twitter

Companies and their followers as of May 20, 2013:

FedEx:134,301Maersk Line: 57,783UPS: 41,876K&N: 2,776Expeditors: 173AA Cargo: 1,459

Twitter Relevance for YOU

• If you promote you’re on Twitter, somebody has to pay attention all the time.

• Use it to advertise (newsletters, projects, services or jobs).

• Use it for emergencies (power outage, weather closure, zombie apocalypse).

• It’s the fastest real-time means at your disposal to get the word out repeatedly.

• Launched on May 5, 2003, LinkedIn in January reported 200 million users in 200 countries and territories.

• The networking is a little more personal.

• LinkedIn is the place to be for companies and individuals who want to network professionally.

• Don’t fall into the trap of making your “social” friends your LinkedIn connections; keep it work focused.

• Join groups that are relevant for you and your company.• As an employer, you can see somebody’s history.• As an employee, you can look for a new gig.• As a salesperson, you can keep people on your radar.

• Pew Research in 2012 showed that women were five times as likely to be on the site as men.

• “Boards”, which highlight content, are usually pictures.• Mostly for travel, fashion and cooking at this point.• But believe it or not, logistics companies are there with

infographics.• Infographics are expensive to produce, print and

distribute, but help stuff “stick” better in people’s memories.

Infographic Example

Maersk on Pinterest

• Created in 2010 and acquired by Facebook for $1 billion (with 13 employees) in 2012.

• First on iOS, then Android.

• #share #with #hashtags.

• 100 million users.

Hashtags used here:#logistics#lgi#heavyhaul#transportation#broker#logisticsgroupinternation

al#huge#otr

Manage those accounts!

Pick a service and post centrally.Repurpose content.Respond and thank people for follows / retweets /

repostings.

How do you measure your success?

• Click throughs• Subscribers added to your newsletters• Social media followers or connections• Acquisition cost• Number of customers• Revenue

Takeaways

1. Evaluate your digital presence.2. How many clients, prospects and agents can you talk

to simultaneously?3. Is your site relevant and built properly for all visitors?4. A multi-pronged strategy that focuses on

communicating with clients, remaining in front of prospects and putting forth an image to both as well as future employees and decision makers is key.

5. Have a policy for managing your social networks.

Giveaways!

Scott Case | (630) 410-2059 | scott@positionglobal.com