02.Branding and identity

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2/6 Social media branding and identity

2/6 Social media branding and identity

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  • 2pm – 4.30pm (inclusive 15 min tea break)
    MODULE 4: MEDIA RELATIONS AND SOCIAL MEDIA
    Technical: Social Media Press Release, formatting and readying multimedia material for online media
    Online Media Room: Links, downloads, RSS feeds, keywords, tagging photos and videos, optimizing for search engines, mobile and tablets.
    Best practices:
    Responding to media queries via email, Twitter and Facebook.
    Pitching online media
    Face-to-face engagement: Organizing Tweetups, Blogger Meets, Facebook Fan Days.
    Case study: Online media outreach programme.
     
    EXERCISE 5: Case study analysis: Read, discuss and highlight learning points from case studies provided.

Transcript

  • 1. Module 2: Branding and identity 1
  • 2. Is your website a billboard? 2
  • 3. Is your website updated regularly? 3
  • 4. Is your website useful to your own employees? 4
  • 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… 5
  • 6. 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? 6
  • 7. 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 7
  • 8. British Airways vs Virgin Atlantic: A basic search results comparison 8
  • 9. “British Airways” – 1st Page Results 1. www.britishairways.com - Owned 2. www.britishairways.com/travel/home/p ublic/en_gb - Owned 3. www.baworldcargo.com - Owned 4. www.baworldcargo.com/tracking Owned 5. en.wikipedia.org/wiki/British_Airways Positive 6. www.britishairwaysjobs.com - Owned 7. www.britishairways.no - Owned 8. www.baa.com - Positive 9. www.oneworld.com/ow/memberairlines/british-airways - Owned 10. www.baholidays.com/packages/ Owned 9 Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
  • 10. “British Airways:2nd Page Results 11. www.foxnews.com/story/0,2933,291 304,00.html - Negative 12. www.bavirtual.co.uk - Owned 13. ocaoimh.ie/tag/british-airways/ Negative 14. www.bafc.co.uk - Owned 15. www.londoneye.com - Owned 16. www.britishairwaysrfc.co.uk Owned 17. www.topix.net/com/bab - Positive 18. www.worldtracer.aero/filedsp/ba.htm - Positive 19. www.gbairways.com - Positive 20. www.flybmi.com/bmed - Positive 10
  • 11. “Virgin Atlantic” – 1st Page Results 1. www.virgin-atlantic.com - Owned 2. www.virgin.com - Owned 3. virgin.com/uk/default.asp - Owned 4. en.wikipedia.org/wiki/Virgin_Atlantic_ Airways - Positive 5. www.virginatlanticglobalflyer.com Owned 6. www.flyingwithoutfear.info - Owned 7. www.v-flyer.com - Owned 8. www.virginatlanticflights.com Owned 9. gs19.globalsuccessor.com/fe/tpl_virg in01.aps?newms=hm - Owned 10. www.airlinequality.com/Forum/vir_atl .htm - Positive 11
  • 12. “Virgin Atlantic”: 2nd Page Results 11. www.cheapflights.co.uk/airlines/virgi n-atlantic.html - Positive 12. www.forbes.com/forbeslife…etc Positive 13. www.forbes.com/forbeslife…etc Positive 14. www.virginatlanticglobalflyer.com/Mi ssionControl/Tracking/ - Owned 15. farechase.yahoo.com/airlines/virgin_ atlantic-214281 - Positive 16. www.engadget.com/2007/01/17…etc - Positive 17. www.virginmobile.co.za/…etc Owned 18. www.cheapflights.com/airlines/virgin atlantic.html - Positive 19. www.fastcompany.com/…etc Positive 20. www.usatoday.com/…etc - Negative 12
  • 13. British Airways vs Virgin Atlantic Score: 42/50 1. Own website 2. Own website 3. Own website 4. Own website 5. Positive: Wikipedia 6. Own website 7. Own website 8. Positive: Airport website 9. Own website 10. Own website 11. Negative: News site 12. Owned 13. Negative: Blog 14. Own website 15. Own website 16. Own website 17. Positive: News Aggregator 18. Positive: Baggage Tracer 19. Positive: Travel booking site 20. Positive: Travel booking site Score: 44/50 1. Own website 2. Own website 3. Own website 4. Positive: Wikipedia 5. Own website 6. Own website 7. Own website 8. Own website 9. Own website 10. Positive: Airline review site 11. Positive: Flight deals aggregator 12. Positive: Magazine site 13. Positive: Magazine site 14. Own website 15. Positive: Flight deals aggregator 16. Positive: Gadget news site 17. Own website 18. Positive: Flights deals aggregator 19. Positive: Magazine site 20. Negative: News site 13
  • 14. 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 14
  • 15. Fun test: GoogleFight.com 15
  • 16. 10 ways to monitor brands for free 1. 2. 3. 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 4. 5. 6. 7. 8. 9. 10. Blogsearch.google.com Technorati.com Search.twitter.com Topsy.com Socialmention.com Compete.com Brand Monitor (http://brandmonitor.thismoment.com) Bonus: whostalkin.com, Engag.io 16
  • 17. Fee-based trackers 17
  • 18. 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 18
  • 19. 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. 19
  • 20. 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. 20
  • 21. Google AdSense • Website publishers can earn a portion of the ad revenue for placing Googleadministered 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. 21
  • 22. 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. Paid Paid Paid Paid Organic Organic 22
  • 23. Wordtracker Free version: http:// freekeywords.wordtracker.com • Enter in keywords and search phrases • Find relevant terms • Use for brainstorming as well as drilling down into specific phrases. • Google Keyword suggestion tool: http://adwords.google.com/select/KeywordToolExternal 23
  • 24. 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. 24
  • 25. 10 Google tips 25
  • 26. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword? 26
  • 27. 10 Google Tips 1. Capitalization, 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 home-in with specific search, - (minus) to exclude words Eg: “social media marketing case studies” 2. Limit to .my sites, - (minus to exclude sites) Example 1: “contact centres” site:my Example 2: “najib razak” site: gov.my, “najib razak” -my 3. Either OR. If you want to include either this or that in result list, use the OR operator (must be upper-case): Example: rosmah OR najib site:my (Leave out the OR, Google returns pages that include both terms)
  • 28. 4. Try searching News, Images, Blogs 5. Finding specific Filetypes Go to Google > Advanced Search. Try finding Acrobat (pdf), Powerpoint (pps), Word (doc) Excel spreadsheet (xls) files. Eg: filetype:xls site:bnm.gov.my 6. Older stuff and newer stuff Old: Try Google Cached, or www.archive.org New: Enter keyword, click Search > Search Tools 7. Find definitions, synonyms eg: define:dodecagon
  • 29. 8. Tools: Calculator, Metric/Currency Conversion Eg 1: 233 square feet in square meter OR 233 sq ft =? sq m Eg 2: USD in ringgit, 5.6 million British pounds in MYR Eg 3: half a cup in teaspoons 9. Flight details Eg 1: mh123 Eg 2: flights from kuala lumpur to langkawi 10. Weather, time, Eg 1: weather kuala lumpur Eg 2: time london
  • 30. Monitor keywords using Alerts 1. Monitor specific keyword with Alerts 2. Get an email everytime someone mentions a company, a personality, a subject matter, anything that interests you. 3. Popular alert services: Google Alerts: http://www.google.com/alerts Yahoo Alerts: http://alerts.yahoo.com Twitter alerts: http://www.tweetbeep.com, http://www.tweetalarm.com
  • 31. 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, Netvibes 31
  • 32. 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 32