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02.Branding and identity

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Julian Matthews
Julian Matthews
TechnologyDesign
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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 ,[object Object],[object Object],[object Object],[object Object]
Search engine results are key ,[object Object],[object Object],[object Object],[object Object],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/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ British Airways:2 nd Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Virgin Atlantic” – 1 st Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Virgin Atlantic”: 2 nd Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
British Airways vs Virgin Atlantic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Score: 42/50 Score: 44/50
Love vs hate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fun test: GoogleFight.com
10 ways to monitor brands for free ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fee-based trackers
Understanding basic terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google PageRank ,[object Object],[object Object],[object Object]
Google AdWords ,[object Object],[object Object],[object Object]
Google AdSense ,[object Object],[object Object],[object Object]
Search Engine Optimization ,[object Object],Organic Paid Paid
Wordtracker ,[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object]
15 Google tips
Google search tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RSS ,[object Object],[object Object],[object Object]
Using RSS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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

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02.Branding and identity

  • 1. Module 2: Online branding and Identity
  • 2. Is your website a billboard?
  • 3. Is your website updated regularly?
  • 4. Is your website useful to your own employees?
  • 5. 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…
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  • 9. British Airways vs Virgin Atlantic: A basic search results comparison
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  • 25. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
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  • 34. Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
  • 35. 2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
  • 36. 3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
  • 37. 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
  • 38. Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
  • 39. 2. Add to Google homepage
  • 40. Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard