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02.Branding and identity
 

02.Branding and identity

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    02.Branding and identity 02.Branding and identity Presentation Transcript

    • Module 2: Online branding and Identity
    • Is your website a billboard?
    • Is your website updated regularly?
    • Is your website useful to your own employees?
    • I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me? Moral: Sales start before your salesman calls…
    • Google Quotient
      • Findability: Can your brand name, product or service be found easily?
      • Linkability: Are you linking out and being linked by others?
      • Relevance: Are the search results relevant to your potential customers?
      • Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
    • Search engine results are key
      • 68% click a search result in the 1st page of results
      • 92% will go up to (at most) 3rd page before changing query (half will switch after 1st page)
      • 39% believe that the companies whose websites are in top search results are the leaders in their field.
      • Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic.
      Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
    •  
    • British Airways vs Virgin Atlantic: A basic search results comparison
    • “ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
      • www.britishairways.com - Owned
      • www.britishairways.com/travel/home/public/en_gb - Owned
      • www.baworldcargo.com - Owned
      • www.baworldcargo.com/tracking - Owned
      • en.wikipedia.org/wiki/British_Airways - Positive
      • www.britishairwaysjobs.com - Owned
      • www.britishairways.no - Owned
      • www.baa.com - Positive
      • www.oneworld.com/ow/member-airlines/british-airways - Owned
      • www.baholidays.com/packages/ - Owned
    • “ British Airways:2 nd Page Results
      • www.foxnews.com/story/0,2933,291304,00.html - Negative
      • www.bavirtual.co.uk - Owned
      • ocaoimh.ie/tag/british-airways/ - Negative
      • www.bafc.co.uk - Owned
      • www.londoneye.com - Owned
      • www.britishairwaysrfc.co.uk - Owned
      • www.topix.net/com/bab - Positive
      • www.worldtracer.aero/filedsp/ba.htm - Positive
      • www.gbairways.com - Positive
      • www.flybmi.com/bmed - Positive
    • “ Virgin Atlantic” – 1 st Page Results
      • www.virgin-atlantic.com - Owned
      • www.virgin.com - Owned
      • virgin.com/uk/default.asp - Owned
      • en.wikipedia.org/wiki/Virgin_Atlantic_Airways - Positive
      • www.virginatlanticglobalflyer.com - Owned
      • www.flyingwithoutfear.info - Owned
      • www.v-flyer.com - Owned
      • www.virginatlanticflights.com - Owned
      • gs19.globalsuccessor.com/fe/tpl_virgin01.aps?newms=hm - Owned
      • www.airlinequality.com/Forum/vir_atl.htm - Positive
    • “ Virgin Atlantic”: 2 nd Page Results
      • www.cheapflights.co.uk/airlines/virgin-atlantic.html - Positive
      • www.forbes.com/forbeslife…etc - Positive
      • www.forbes.com/forbeslife…etc - Positive
      • www.virginatlanticglobalflyer.com/MissionControl/Tracking/ - Owned
      • farechase.yahoo.com/airlines/virgin_atlantic-214281 - Positive
      • www.engadget.com/2007/01/17…etc - Positive
      • www.virginmobile.co.za/…etc - Owned
      • www.cheapflights.com/airlines/virginatlantic.html - Positive
      • www.fastcompany.com/…etc - Positive
      • www.usatoday.com/…etc - Negative
    • British Airways vs Virgin Atlantic
      • Own website
      • Own website
      • Own website
      • Own website
      • Positive: Wikipedia
      • Own website
      • Own website
      • Positive : Airport website
      • Own website
      • Own website
      • Negative: News site
      • Owned
      • Negative: Blog
      • Own website
      • Own website
      • Own website
      • Positive: News Aggregator
      • Positive: Baggage Tracer
      • Positive: Travel booking site
      • Positive: Travel booking site
      • Own website
      • Own website
      • Own website
      • Positive: Wikipedia
      • Own website
      • Own website
      • Own website
      • Own website
      • Own website
      • Positive: Airline review site
      • Positive: Flight deals aggregator
      • Positive: Magazine site
      • Positive: Magazine site
      • Own website
      • Positive: Flight deals aggregator
      • Positive: Gadget news site
      • Own website
      • Positive: Flights deals aggregator
      • Positive: Magazine site
      • Negative: News site
      Score: 42/50 Score: 44/50
    • Love vs hate
      • “ I love British Airways” - 436 results
      • “ I hate British Airways” - 172 results
      • Score: 36 / 50
      • “ I love Virgin Atlantic” - 597 results
      • “ I hate Virgin Atlantic” - 3 results
      • Score: (49.75 rounded up to) 50 / 50
    • Fun test: GoogleFight.com
    • 10 ways to monitor brands for free
      • Google Alerts: http://www.google.com/alerts, iGoogle
      • Yahoo Alerts: http://alerts.yahoo.com
      • Yahoo Pipes: Social media firehose
      • http://pipes.yahoo.com/update_maker/social_media_fire_hose
      • Blogsearch.google.com
      • Technorati.com
      • Backtype.com
      • Search.twitter.com
      • FriendFeed:
      • http://mashable.com/2008/12/05/how-to-get-the-most-out-of-friendfeed/
      • Socialmention
      • Compete.com
      • Bonus: whostalkin.com
    • Fee-based trackers
    • Understanding basic terms
      • Hits
      • Pageviews, Impressions
      • Unique visitors
      • Downloads
      • Embeds
      • Timespent
      • Traffic
      • PPC =pay-per-click, CPM =cost-per-1000
      • CPC= cost/click, CPA = cost/action
    • Google PageRank
      • PageRank™ is Google's proprietary system for ranking web pages. 
      • Google grades pages from PR 1 to 10 based on a complex algorithm that takes into account the page's content, and the number and quality of inbound links. 
      • The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query .
    • Google AdWords
      • AdWords is Google's flagship advertising product, and main source of revenue.
      • AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
      • Google's text ads are short, consisting of one title line and two content text lines.
    • Google AdSense
      • Website publishers can earn a portion of the ad revenue for placing Google-administered text and image ads on their sites or blogs.
      • The ads generate revenue on a per-click basis.
      • Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors.
    • Search Engine Optimization
      • The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search.
      Organic Paid Paid
    • Wordtracker
      • Enter in keywords and search phrases
      • Find relevant terms
      • Use for brainstorming as well as drilling down into specific phrases.
      • Google Keyword suggestion tool:
      Free version: http:// freekeywords.wordtracker.com http://adwords.google.com/select/KeywordToolExternal
    • Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
    • Google Analytics
      • Tracks and generates detailed statistics about visitors to a site.
      • Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site.
    • 15 Google tips
    • Google search tips
      • Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak , and naJIb rAZak will all return the same results.
      • Use “quotes” to include all words. Eg: “a b” “c”
      • Limit to .my sites
      • Example 1: killinghall site:com.my
      • Example 2: “najib razak” site: gov.my
      • Either OR. If you want to include either this or that in result list, use the OR operator ( must be upper-case ):
      • Example: "siti nurhaliza" OR "datuk khalid” site:my
      • (Leave out the OR, Google returns pages that include both terms)
      • Exclude the Wrong Results Using Minus -
      • Exclude irrelevant results with minus (-) operator on every word that you want to exclude and try again.
      • Eg: killinghall -school -“north yorkshire"
      • -church -pubs
      • 5. Finding different Filetypes
      • Go to Google > Advanced Search.
      • Try finding Acrobat (pdf), Powerpoint (pps), Excel spreadsheet (xls) files on any .gov.my site.
      • Example: site:bnm.gov.my filetype:xls
      • Older stuff
      • Try Google Cached or www.archive.org
      • Daterange trick: as_qdr=d7, where d=day, 7=seven
      • http://www.google.com/search?q=site:abc.com&as_qdr=d7
      • Images: http://images.google.com, reverse image search and similar image search
      • (Creative Commons: http://search.creativecommons.org/
      • Google Finance: http://finance.google.com
      • Calculator: Eg: 3200+5000 OR 5% of 3527
      • 11. Metric converter
      • Eg: “233 square feet in square meter”
      • OR “233 sq ft =? sq m”, 10 acres in hectares
      • 12. Dictionary, acronym finder
      • Eg: define: dodecagon OR define: PCR
      • 13. Currency converter (read disclaimer)
      • Eg: currency of Brazil in Malaysian money
      • Eg: 3.578 USD in MYR
      • Eg: 5.6 million British pounds in MYR
      • 14. Tools: Recipe tip
      • Eg: half a cup in teaspoons
      • 15. Weather: Eg: weather Kuala Lumpur
      • Flight details: MH1133 or AK5369
      • Time: Eg: time London
    • RSS
      • Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.
      • Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.
      • Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes
    • Using RSS
      • 1. Monitor News:
      • http://thestar.com.my/rss/
      • http://www.cnn.com/services/rss/
      • http://news.bbc.co.uk/2/hi/help/3223484.stm
      • 2. Monitor Press Releases:
      • Intel: http://www.intel.com/intel/rss.htm
      • IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html
      • Dell: http://www.dell.com/RSS/
      • 3. Monitor Blogs:
      • http://www.tonyfernandesblog.com/main.php?tempskin=_rss2
      • http://rockybru.blogspot.com/atom.xml
      • http://www.kennysia.com/atom.xml
    • Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
    • 2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
    • 3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
    • 5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column
    • Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
    • 2. Add to Google homepage
    • Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard