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Digital Brand Monitoring and Management Pubcon 2006
Overview <ul><li>About iCrossing </li></ul><ul><li>What digital brand managers need to know </li></ul><ul><ul><li>The Good...
<ul><li>Origin in SEO (natural search optimization) </li></ul><ul><ul><li>Deep and proven experience in the fastest growin...
Clients Search and web design client base 16
Mother Theresa Pubcon 2006
 
Google search for “mother theresa”
<ul><li>If Mother Theresa has search management issues, then </li></ul><ul><li>Heaven help the rest of us </li></ul>
What digital brand managers need to know Reputation Monitoring and Management
What digital brand managers need to know Your Brand = Your Reputation <ul><li>What is your reputation in the following cha...
<ul><li>T H E  G O O D   </li></ul><ul><li>Positive online brand perceptions can be powerful tools. </li></ul><ul><li>They...
What digital brand managers need to know <ul><li>T H E  B A D </li></ul><ul><li>Malicious attacks take on many forms:  </l...
What digital brand managers need to know <ul><li>T H E  U G L Y </li></ul><ul><li>People place trust in search  </li></ul>...
The bounty on brand terms and domains Reputation Monitoring and Management
The bounty on brand terms <ul><li>There is a bounty on brand terms </li></ul><ul><ul><li>Search engines and affiliate prog...
<ul><li>Brand typojacking </li></ul><ul><li>Site scraping </li></ul><ul><li>Page cranking </li></ul><ul><li>Content theft ...
<ul><li>C A S E  S T U D Y   </li></ul><ul><li>Federal trademark case  </li></ul><ul><ul><li>Competitor’s site ranked high...
<ul><li>Brand and typo domains are at risk </li></ul><ul><li>Domain-based search represents an </li></ul><ul><ul><li>estim...
The bounty on brand terms <ul><li>“ It’s a lot of money.” </li></ul><ul><li>- Eric Schmidt, Google CEO, on how much it is ...
DNForum – “Greetings from MS Legal”
How to get started in online reputation monitoring How to make sense of it all and respond proactively
How to get started <ul><li>T H E  B A S I C S </li></ul><ul><li>Start by asking the right questions </li></ul><ul><li>Beco...
How to get started <ul><li>T H E  B A S I C S </li></ul><ul><li>Start by asking the right questions </li></ul>What are the...
How to get started <ul><li>T H E  B A S I C S </li></ul><ul><li>Brand terms are a great start </li></ul><ul><li>“ Brand ty...
How to get started <ul><li>T H E  B A S I C S </li></ul><ul><li>2. Become aware of everything that’s out there </li></ul><...
How to get started <ul><li>T H E  B A S I C S </li></ul><ul><li>3. Actively manage the things you can control </li></ul><u...
How to get started <ul><li>T H E  B A S I C S  -  D O M A I N S </li></ul><ul><li>3. Actively manage the things you can co...
Rob Garner  l   Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Th...
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Digital Brand Monitoring and Management

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Covers various issues around brand protection in domain name registrations, and search engine results pages.

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  • A couple of weeks ago I went searching for people whose charcter’s were beyond reproach to assess their respctive search engine reputations. As a feeder and caregiver to millions of the world’s poorest, the first name that came to mind was Mother Theresa.
  • Google’s results are sometimes merciless, even to the beatified Mother. The critic disparagingly calls her “mommie dearest”, “a fraud”, and a “fanatic”.
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • 2 ways your brand is a target: 1) keyword popularity, 2) value of your vertical keyword space (ex. “credit cards” is worth more than “lasagna recipe”
  • Transcript of "Digital Brand Monitoring and Management"

    1. 1. Digital Brand Monitoring and Management Pubcon 2006
    2. 2. Overview <ul><li>About iCrossing </li></ul><ul><li>What digital brand managers need to know </li></ul><ul><ul><li>The Good </li></ul></ul><ul><ul><li>The Bad </li></ul></ul><ul><ul><li>The Ugly </li></ul></ul><ul><li>The bounty on brand terms </li></ul><ul><li>How to get started with reputation monitoring and management </li></ul>
    3. 3. <ul><li>Origin in SEO (natural search optimization) </li></ul><ul><ul><li>Deep and proven experience in the fastest growing area of search: natural search </li></ul></ul><ul><ul><li>Proprietary tools and technologies that have been continually honed since inception </li></ul></ul><ul><li>Largest Independent search marketing firm </li></ul><ul><ul><li>225 employees, 6 offices (Atlanta, Chicago, Dallas, New York, San Francisco and Scottsdale) </li></ul></ul><ul><li>Industry leadership with leading brand client base </li></ul><ul><ul><li>35 of the Fortune 500 are clients </li></ul></ul>About iCrossing 2
    4. 4. Clients Search and web design client base 16
    5. 5. Mother Theresa Pubcon 2006
    6. 7. Google search for “mother theresa”
    7. 8. <ul><li>If Mother Theresa has search management issues, then </li></ul><ul><li>Heaven help the rest of us </li></ul>
    8. 9. What digital brand managers need to know Reputation Monitoring and Management
    9. 10. What digital brand managers need to know Your Brand = Your Reputation <ul><li>What is your reputation in the following channels? </li></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Social media channels </li></ul></ul></ul><ul><ul><ul><li>Online video </li></ul></ul></ul><ul><ul><ul><li>Websites </li></ul></ul></ul><ul><ul><ul><li>Paid search </li></ul></ul></ul><ul><ul><ul><li>Natural search </li></ul></ul></ul><ul><ul><ul><li>Usenet </li></ul></ul></ul><ul><ul><ul><li>Domains </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul>
    10. 11. <ul><li>T H E G O O D </li></ul><ul><li>Positive online brand perceptions can be powerful tools. </li></ul><ul><li>They can provide insight into: </li></ul><ul><ul><li>What people don’t like and actually like about your products, brands, and services </li></ul></ul><ul><ul><li>What people want to see from new versions of your products and services </li></ul></ul><ul><ul><li>How people are responding online to specific events or campaigns </li></ul></ul>What digital brand managers need to know
    11. 12. What digital brand managers need to know <ul><li>T H E B A D </li></ul><ul><li>Malicious attacks take on many forms: </li></ul><ul><ul><li>Copyright and trademark infringement </li></ul></ul><ul><ul><li>Negative or slanderous campaigns against the company, its brands, and its products or services </li></ul></ul><ul><ul><li>Unintentional negative publicity due to misperception or miscommunication </li></ul></ul><ul><ul><li>Accidental or intentional leaking of secret or sensitive company information and materials </li></ul></ul><ul><ul><li>Unlawful use or distribution of products through unauthorized distribution channels </li></ul></ul>
    12. 13. What digital brand managers need to know <ul><li>T H E U G L Y </li></ul><ul><li>People place trust in search </li></ul><ul><li>engines </li></ul><ul><li>Even though the major engines </li></ul><ul><li>say they do not make judgments </li></ul><ul><li>What an engine says about </li></ul><ul><li>your brand has editorial </li></ul><ul><li>credibility, like a newspaper </li></ul><ul><li>Whether the info is true </li></ul><ul><li>– or not </li></ul>
    13. 14. The bounty on brand terms and domains Reputation Monitoring and Management
    14. 15. The bounty on brand terms <ul><li>There is a bounty on brand terms </li></ul><ul><ul><li>Search engines and affiliate programs provide incentive for third parties to capture brand traffic </li></ul></ul><ul><ul><ul><li>Correct spellings </li></ul></ul></ul><ul><ul><ul><li>Typos </li></ul></ul></ul><ul><ul><li>99% of brand marketers are unaware or indifferent, and have not properly protected their brand </li></ul></ul><ul><ul><li>So 99% of this valuable brand traffic is in the hands of third parties </li></ul></ul>
    15. 16. <ul><li>Brand typojacking </li></ul><ul><li>Site scraping </li></ul><ul><li>Page cranking </li></ul><ul><li>Content theft </li></ul>Content scraped from search engine Theme: “matrix capital bank” The bounty on brand terms
    16. 17. <ul><li>C A S E S T U D Y </li></ul><ul><li>Federal trademark case </li></ul><ul><ul><li>Competitor’s site ranked highly for the client’s trademarked name in natural results </li></ul></ul><ul><ul><li>Competitor abused trademarks </li></ul></ul><ul><ul><li>(via engine scraping, framed cloaking, user agent cloaking, and domains) </li></ul></ul><ul><ul><li>Client received major judgment, possession of all domains and websites </li></ul></ul>The bounty on brand terms
    17. 18. <ul><li>Brand and typo domains are at risk </li></ul><ul><li>Domain-based search represents an </li></ul><ul><ul><li>estimated 10-20% of the entire search market </li></ul></ul><ul><ul><li>Aggregators partner with engines </li></ul></ul><ul><ul><li>Search engines run text ads on domain networks </li></ul></ul><ul><ul><li> (Adwords, Y! SMS) </li></ul></ul><ul><ul><li>SE’s and domain owners split ad revenue </li></ul></ul>The bounty on brand terms
    18. 19. The bounty on brand terms <ul><li>“ It’s a lot of money.” </li></ul><ul><li>- Eric Schmidt, Google CEO, on how much it is earning from brand typo domains. Revenue Magazine, Jul/Aug 2006 </li></ul>
    19. 20. DNForum – “Greetings from MS Legal”
    20. 21. How to get started in online reputation monitoring How to make sense of it all and respond proactively
    21. 22. How to get started <ul><li>T H E B A S I C S </li></ul><ul><li>Start by asking the right questions </li></ul><ul><li>Become aware of everything that’s out there </li></ul><ul><li>Proactively manage the things you can control </li></ul>
    22. 23. How to get started <ul><li>T H E B A S I C S </li></ul><ul><li>Start by asking the right questions </li></ul>What are the most common typos of my brand? How is my brand appearing in the SERP’s? Are my typo domains registered? If so, who has them? Are my competitors appearing on my brand term list? Are there any negative results under my brand name in the SERP’s? How big is my brand keyword space? Which sites rank for my brand terms and why? Which tools should I use? Which blogs, sites, and forums should I be monitoring? Is there any buzz on my company at all – is it positive or negative?
    23. 24. How to get started <ul><li>T H E B A S I C S </li></ul><ul><li>Brand terms are a great start </li></ul><ul><li>“ Brand typos now exceed correct brand spellings, and the marketers who understand this value the most are affiliates [and traffic aggregators]”. </li></ul><ul><ul><li>Leann Prescott, Hitwise </li></ul></ul>
    24. 25. How to get started <ul><li>T H E B A S I C S </li></ul><ul><li>2. Become aware of everything that’s out there </li></ul><ul><li>Knowing what is being said is a major step in effectively protecting and managing your brand online. </li></ul><ul><ul><ul><li>Forums </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Social media channels </li></ul></ul></ul><ul><ul><ul><li>Online video </li></ul></ul></ul><ul><ul><ul><li>Websites </li></ul></ul></ul><ul><ul><ul><li>Paid search </li></ul></ul></ul><ul><ul><ul><li>Natural search </li></ul></ul></ul><ul><ul><ul><li>Usenet </li></ul></ul></ul><ul><ul><ul><li>Domains </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul>
    25. 26. How to get started <ul><li>T H E B A S I C S </li></ul><ul><li>3. Actively manage the things you can control </li></ul><ul><li>Things you can manage (although may not completely control): </li></ul><ul><li>Know who is appearing on your brand terms and why </li></ul><ul><ul><li>Have an SEO crack open a few competitor sites </li></ul></ul><ul><li>Maximize your visibility on the SERP for specifically targeted terms </li></ul><ul><ul><li>Maximize in both paid and natural results </li></ul></ul><ul><li>Host valuable brand content on multiple domains </li></ul><ul><ul><ul><li>Don’t throw away campaign URL’s </li></ul></ul></ul><ul><ul><ul><li>Start now, avoid the sandbox </li></ul></ul></ul><ul><li>Identify other internal business units that can assist with content and linking </li></ul>
    26. 27. How to get started <ul><li>T H E B A S I C S - D O M A I N S </li></ul><ul><li>3. Actively manage the things you can control </li></ul><ul><li>Research all variations of your brand terms </li></ul><ul><ul><ul><li>Wordtracker, Inventory Suggestion Tool, log files </li></ul></ul></ul><ul><li>Compare terms against .com domains in whois </li></ul><ul><li>Acquire domains </li></ul><ul><ul><ul><li>Register all available (it’s only $8 a year!) </li></ul></ul></ul><ul><ul><ul><li>Buy from the registrant or on the secondary market </li></ul></ul></ul><ul><ul><ul><li>UDRP challenge </li></ul></ul></ul>
    27. 28. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you.

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