Branding in a Digital World: How to Take an Integrated Marketing Approach to Building a Business (2nd Edition)

By Hilary JM Topper MPA

How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment.

Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to:

• build an integrated marketing plan.
• use social media marketing.
• recruit ambassadors for your brand.
• integrate IoT and wearable tech.
• create compelling blog and social content.
• increase your SEO.
• use public relations, direct mail, and email marketing to tie together the entire process.

With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.

• Language: English
• Publisher: iUniverse
• Release date: Nov 21, 2019
• ISBN: 9781532087479

Hilary JM Topper MPA

Hilary JM Topper, MPA, is a 30-year public relations veteran. She runs both HJMT Public Relations Inc., a full-service public relations and social media agency, and HJMT Media Company, where she curates two blogs and a podcast. In her spare time, she trains for triathlons. Topper is also author of “Everything You Ever Wanted to Know About Social Media, but were afraid to ask…Building Your Business Using Consumer Generated Media” published in 2009.

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Copyright © 2019 Hilary JM Topper, MPA.

All rights reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the author except in the case of brief quotations embodied in critical articles and reviews.

iUniverse

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Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Any people depicted in stock imagery provided by Getty Images are models, and such images are being used for illustrative purposes only.

Certain stock imagery © Getty Images.

ISBN: 978-1-5320-8749-3 (sc)

ISBN: 978-1-5320-8748-6 (hc)

ISBN: 978-1-5320-8747-9 (e)

iUniverse rev. date:  09/20/2023

CONTENTS

Preface

Where Have We Been?

Who Are You? Your Personal Brand…

Putting the Pieces Together – Building an Integrated Marketing Plan

Technology Killed the Press Release

Consumers Are Now the Media…

Media’s Role in Digital Branding?

A Few Words About Developing a Graphic Identity Campaign

Search Engine Optimization

Creating an Exceptional Experience for Your Customers

Are You Social?

Using Social Media to Promote Your Business

Blogs and Microblogs

Building an Ambassador Program

Social Networking Sites

W’sup Facebook! Who isn’t on Facebook?

Insta You, Insta Me, Instagram

Do You Really Need to Be on LinkedIn?

Who Knocked on the Nextdoor?

What do You Pin on Pinterest?

What Questions Do You Have For Quora?

Did You Read it on Reddit?

Snap on Snapchat

TikTok Toe

Did You Tumble on Tumblr?

Do You Tweet?

A Word About Threading The Needle

Needing Help on Yelp?

Watch YouTube Regularly?

Photography — A Picture is Worth…

Audio and Video to Get Your Message Out

Is Direct Mail and Email Marketing Still Relevant?

Going Viral!

A Word About Digital Advertising

Non-Profit Organization’s Role in Social Media

Dealing with Negative Posts?

Social Media in An Age of Fake News

Like It Or Not, Wearables Are Here To Stay

Where Do We Go from Here? Web 5.0

Lastly, but Not Leastly…

Glossary

Acknowledgments

Author’s Bio

Footnotes for Branding in a Digital World

This book is

dedicated in memory of my

mother, Phyllis Mass, and my sister, Lori Weiss,

who were my biggest cheerleaders.

I also dedicate this book to my family and

my online and offline community.

PREFACE

It’s been a decade since I wrote my first social media book, Everything You Ever Wanted to Know About Social Media, but were afraid to ask… Building Your Business Using Consumer Generated Media.¹ After it was published in 2009, people bombarded me with emails and messages, telling me that social media would never catch on. I insisted that it was a viable option for marketing one’s product or service.

42730.jpg #TB

In November 2006, Lisa Gordon, my executive vice president, and I attended a Critical Issues Forum in New York City for the Council of Public Relations Firms. The discussion focused on X, Blogging, Content Creation, Facebook, Podcasts, and more. I left the event shaking my head.

How could this take off? I thought.

About a month later, my son decided to put me on Facebook as a joke to get his older sister angry. My first friends were Marcelle Fischler of the New York Times, Jamie Herzlich of Newsday and Adina Genn of Long Island Business News.

That’s when I realized that social media was much bigger than I initially thought. I read all the books I could on the subject and followed key bloggers to learn as much as possible and realized that there was a knowledge gap. I wrote my first book to help educate people on social media. The book was ahead of its time. Many companies didn’t buy into the fact that consumers were generating content and were the essential target market.

The world has changed in the past 10 years. Social media is so ubiquitous that if you don’t have it, you are missing out on market share. New mobile apps come out every day to enhance the quality of life. Wearable technology is mainstream. Today, companies are even incorporating Augmented Reality (AR) and Virtual Reality (VR) in their marketing plans. Influencer marketing has become more significant than ever.

Therefore, it’s imperative to create an integrated marketing plan for your brand that incorporates brand positioning, public relations, social media marketing, direct mail, email marketing and digital advertising to make sure your message is seen in your specific target market. In today’s digital world, branding is paramount and being consistent with your image and messaging are of utmost importance.

In this book, Branding in a Digital World, I hope to help you learn to better market your product or service so that you can gain a competitive edge.

42730.jpg What Makes Me a PR/Branding Expert?

Many people ask me how I decided to get into public relations and social media, and I say to them, Do you have time for a story?

In December 1979, I attended Long Beach High School. Long Beach is a barrier island off the south shore of Long Island in New York. My friends and I saw an article in the New York Post that was intriguing. Woody Allen was hosting a New Year’s Eve Party at the Harkness House in New York City. My friend, Brian (who is now my husband), and my other friend made an appointment to tour the Harkness House for an upcoming event. We then took a ride on the Long Island Railroad to Manhattan and met with a manager at the Harkness House. The manager proceeded to give us a tour. We told him we were organizing a surprise party for my parent’s 25th wedding anniversary. He thought nothing of it that we were only 18 years old, yet seemed to have the wherewithal to book a party.

To make a long story short, we drew up a schematic of the entire place, knew the location of the kitchen and showers. That New Year’s, on the cusp of 1980, we dressed as caterers wearing black and white for Donald Bruce White (the official caterer). We hid our clothing under our trays and walked our way into the building. As soon as we had the chance, we ran downstairs to the shower room and waited for hours until the party started. We sat in the dark in silence. We heard nothing but the rumbling of trays and food preparation.

At around 9 p.m., we heard the party. We quickly changed and walked back upstairs like we owned the place. At the party, we met and mingled with the finest actors of the day – Robin Williams, Liza Minelli, Karen Kane, and Mia Farrow. Name an actor, and he or she was probably in that room with us.

We ate caviar and drank champagne. At the stroke of midnight, we celebrated with the rest of the actors and cheered! A few moments later, we made our way down the stairs and thanked Woody Allen for the invite. He looked confused. I even kissed him on the cheek!

When we got back to Brian’s apartment (he lived in the Village at the time and went to NYU), I called the New York Post and told them what we did. They ran the story called, Teens Crash Woody’s Bash. I also called all of the newspapers and magazines and told them what we did. Newsday, WLIR radio and some of the local papers picked up the story.

Going from complete nerds in high school to instant celebrities was a fantastic thing. Overnight, we were branded the cool kids. I said to myself, if I can publicize myself, I can do this for others, and that’s how I became a publicist.

I’ve been a public relations practitioner for more than 30 years. I started my career as an intern at Public I Publicity in New York City, where I worked with entertainment clients. The following year, I worked at Clairol, Inc., in the PR department and interned at Ogilvy & Mather PR/NY. After graduating from Hunter College in 1984, both firms offered me jobs. I decided to take the Ogilvy & Mather PR position. There, I worked on many different accounts, including Dove Beauty Bar and Kinder-Care Learning Centers. When Hill, Holliday, Connors, Cosmopolous/PR opened its New York office, the CEO asked my boss and me to start up the firm’s public relations department.

After that stint, I decided to try something different that would allow me to give back to the community. I landed a job at Altro Health and Rehabilitation Services and worked there for many years. Altro was a non-profit organization dedicated to helping people with psychiatric disabilities get job training and job placement. I started as the coordinator of public relations and later became director of public relations and development. The year that Altro merged with Federated Employment and Guidance Services (FEGS), I decided to go back into the private sector. I landed a job at Ruder Finn/PR and worked on the Jell-O, GLAD Wrap and Bags and other consumer product accounts.

I was drawn back into the non-profit sector when a friend, who I had worked with at Altro, told me about another opportunity in Queens. I decided to accept the offer, and became the public relations/development director at PSCH, Professional Service Centers for the Handicapped. The agency helped people with developmental disabilities and placed them in group homes.

About a year later, I became pregnant with my daughter and determined that the time was right to start HJMT Public Relations, Inc. I started the firm in March 1992 with a phone and computer. I slowly built up my client base and eventually moved the family out of an apartment into a house, where we converted the garage into an office. Several years later, I had seven HJMT employees working in my house. So, we decided to move to a suite in Long Beach, New York.

When the five-year lease was up for renewal, my staff and I strategically decided to move to Westbury, which was more centrally located on Long Island. By doing so, we tripled in staff and tripled in revenue. HJMT then made a move to Melville, right off of the Route 110 business corridor, in August 2011. Recently, we made a full circle back to Long Beach and it is more vibrant now with the layers of knowledge and expertise we have cultivated through the years.

Today, we represent large businesses, small companies, and non-profit organizations by helping them with publicity, social media, SEO, website development, brand management, marketing, and graphic design.

In the following chapters, we will discuss how to brand your business using an integrated marketing approach. We will also discuss tactics to include in the plan like social networking sites, wearable technology, and the Internet of Things (IoT). Opinions stated in this book are either mine or from my online community.

I hope you get a lot out of this book, and my door is always open for questions. You can email me at [e-mail], look for me on Instagram at @hilarytopper, friend me on all the social media sites mentioned in this book at Hilary Topper and you can follow me on X @Hilary25.

WHERE HAVE WE BEEN?

For professional communicators, the changes that technology has brought are both a godsend and an imposition. We can send messages to our audiences and contacts at lightning speed with efficiencies and targeting like never before. However, we’re compelled to react so quickly; we leave little time to deliberate, plan, and fact-check. Subsequently, the victims of all these hyper-messaging are contemplation and accuracy. Jeffrey S. Morosoff, Chair, Department of Journalism, Media Studies, and Public Relations, Hofstra University, Hempstead, NY

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When I started my career, branding was simple. Companies would take out advertisements in the newspapers and on television. As a result, consumers would buy their products. Today, due to the lightning speed of technology, branding and marketing one’s product or services has dramatically evolved.

Before we can move forward, it’s important to take a look back…

Close your eyes and think back to when you were young. Do you remember what technology you had in your house?

If you’re a Millennial or a GenZ’er, you may remember always having computers, or, at the very least having a Gameboy.

Growing up, I had a black and white television in my parent’s bedroom with no remote control and a single telephone that we kept in the kitchen. As technology became more affordable, I remember my parents buying a color television set. We were the first in the neighborhood to have a color set, and my friends were so jealous.

After that, we started to have phones in all of the rooms in our home, and eventually, my parents offered my older sister, Lori, her own phone number. That was a big deal. Everyone wanted his or her own phone line, Lori included.

My parents had a Super 8 camera that recorded on film that we played back on a movie projector. I remember sitting in the living room watching the movies we made, on a roll-up screen.

In the 1970s, the Polaroid Land camera was the next big breakthrough in technology. It was amazing because it had a film that developed within seconds. (Fanning the photos was half the fun!) Everyone wanted one. It was the hottest product around because of the sleek television commercials that enticed the buyer to want one.

We also had a record player that played 45s, 78s and regular LPs. My friends and I compared albums while listening to music. Lori was a big music listener too. My fondest memory was when Lori played her favorite songs over and over again, to learn the words. She favored Earth, Wind and Fire, Carole King, and America. I liked the more massive sound of The Who, Rolling Stones, and Peter Frampton. It’s funny, recently, my younger brother, Ed, commented that he remembers me listening to music over and over again.

Before I graduated high school, the first Sony Walkman appeared on the market. Sony first introduced the Walkman as the Soundabout.² Once they changed the name and refined their branding strategy, Sony expected to sell 30,000 of them. Instead, Sony sold 400 million. People listened to music through headphones and loved the portability of the product. My friends and I snuck our Walkmans into high school, but couldn’t listen until we were outside, during recess or lunch, out of the teacher’s sight.

When I went to college and lived in New York City, the Discman was the music device of choice. It was unbelievable! Compact disks fit into tiny little players, and we played our favorite CD while wandering through town. I walked around New York City listening to Talking Heads 77. I played it over and over again because I only brought along one CD.

In the mid-1980s, when I was working at Ogilvy & Mather PR, we had a telex machine that allowed us to send documents internationally. This machine was so big that it needed a room of its own. Each desk had an IBM typewriter with correction ribbon, and if you made a typo, all you had to do was press the backspace key on your keyboard to erase it. For massive changes, you used liquid white-out or strips of white-out and would type over it after it dried. I remember working until 11 pm trying to make sure that every line and every word looked as perfect as possible and that the white-out did its job.

A few months into my first job, management announced that everyone in the organization was getting a word processor. I remember the other assistant account executives getting upset. I was angry too.

If we learn word processing, then we will never be able to move up, my friend Sheila