Let's Talk Business: Your Brand On-line

(6pm, Tuesday 25 June 2013, Lower Town Hall)

Thank you, Valerie [Khoo, MC]. Hello, everyone. Welcome to our fourth Let's Talk Business seminar for the year.

I'd like firstly to acknowledge the Gadigal people of the Eora nation, the traditional custodians of our land, and to pay my respects to their Elders. I also acknowledge the people of 200 nations who live in our City.

I'm pleased to welcome tonight's speakers, Jeannette Grey, regional director of HootSuite and Paul Cebulak senior manager at Yelp. They'll be sharing their thoughts and experiences about building and maintaining an on-line brand, how to manage, monitor and leverage your reputation in the digital world.

Technology is constantly changing our world, and changing the way we do business.

Today, managing your on-line reputation has become critical to the success of your business.

Your on-line presence is the show-room that shoppers check out before they leave the house. On-line reviews and referrals influence their decisions. And with the rise and rise of social media and mobile technology, it's harder than ever to control your brand.

Your brand today is not so much what you say you are, but what your customers say you are.

Once big-name brands have failed in the on-line world, often because they failed to understand what products and services were relevant to their customers, or how their customers were shopping.

So now you need to keep track of on-line comments, increase your recognition and prioritise management of your on-line presence.

This evening's speakers will help you negotiate this new territory.

I'm sure you'll find it useful, and perhaps inspiring.

Thank you all for coming. Small business is a hugely important part of our City economy, and we're keen to help you get it right.