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Multiple Channels, One Voice

how to manage your brand using the hub & spoke methodology

Brett Roth

on 20 August 2013

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Transcript of Multiple Channels, One Voice

Search Engine Optimization (SEO):
Link Building
Current Audience Nurturing & Engagement
Multiple Channels,
One Voice:

The Hub & Spoke Methodology
It's time to get our heads out of the clouds about brand management
"A brand is a promise delivered - and its essential companies keep their promises to their customers." ~Jeff Hayzlett
USA SMB's on social media
companies managing only 1/3 of their brand presence
fortune 100's on social media
Companies with social media integrated into their brand's voice
SMB websites are not mobile friendly!
US adults that have an internet accessible phone
Companies with a web redesign since 1st web development
So, What is a Brand?
A “brand” is what your prospect thinks of when he or she hears your company or product name.
emotional aspects of your brand
(e.g. It’s romantic)
factual aspects of your brand (e.g. It comes in a robin’s-egg-blue box)
solution: Tiffany & co.
A company's voice can be branded in 3 places:
But how can a company's brand be consistent among all the presences & still effectively deliver on their promise across all channels?
The Hub
The hub is the birthplace of your brand.
physical presence: company HQ
Online presence: your website
Social Presence: your blog
This is the basis of your voice to be replicated onto the spokes.
Hub & Spoke Methodology
Unify your brand's voice across multiple channels, while optimizing it on each.
These channels amplify your voice outside of the HUB.
Each channel is a tool:
to reach a specific audience
to utilize a specific medium.
The Spokes
Social Spokes:
Social presence is extremely varied. Utilize these channels to strategically reach your audience with exactly what they are looking for on each channel.
Industry Blogs
social networking:
Speak to your audience about their cares, causes, and affiliations
Open up your business to promote your brand's culture
social Curated News:
Channels on which your blog can be posted for specific industry readers that aren't familiar with your HUB or Brand.
speak to your audience about the topics they care to stay informed on
gain trust in your brand as a thought leader in your industry

A picture is worth a thousand words
showcase your events
spotlight your people
highlight your product/services
Let people feel your brand's culture through pictures.
social photo:
Explain topics in more depth & with more audience engagement than with just text.
social video:
"Danny and Annie" from StoryCorps
print ads
TV ads
radio ads
print collateral
Physical Spokes:
Increase innovation of these activities by connecting all spokes.
This is a key advantage to utilizing the HUB & Spokes methodology!
Now, Optimize Network Flow
Organic Growth Activities
Inorganic Growth Activities
Traditional Ads (Print, Radio, TV)
Pay-Per-Click (PPC)
Pay-Per-Impression (PPM)
Forced Hits
Organic activity increases reach, recognition, and impressions for the brand through consistent and strategic messaging to the current audience. These activities rely on relationships and word of mouth.

EX: Incorporating strategic keywords into a blog post that is then socialized through social spokes, and increases the ability of that blog post to be found in organic searches both on search engines, and social networks.
Whether traditional or innovative, inorganic activity is forced network optimization. By strategically pin pointing people within a demographic to achieve your goal

EX: A google adword campaign that utilizes a webinar link to drive people to the brand's webpage & then to the brick and mortar demo center.
The power of the HUB & Spoke network is threefold:
1. Ease of spreading a consistent voice across all brand presences

2. Increases reach of each individual spoke

3. Brand campaigns have an increased rate of success, with an interdependent network
Have Questions? Let's Talk!
Full transcript