Is Your Organisation Popular Online?




                                    Adrian Tan
                                  ...
Are You A George Bush…




Private & Confidential: Presentation 21 Aug 2009
Or A Barack Obama




Private & Confidential: Presentation 21 Aug 2009
Importance Of Your Online Reputation
 •Consumers use search engines                     •Consumer generated media
 to look...
The Masterplan

 • Get all your staff to search for all conceivable keywords related to
   your brand on all the possible ...
Online Reputation Management
 • 3 Step Process

 • Involves combining marketing,
   PR and search engine
   marketing

 • ...
Easy Steps To Gather Insights

 Use data for 2 main questions:

 • What are the keywords used by customers
 to find your w...
Do A Quick Search For Keywords: First 3 Pages
 Monitor | Analyse | Influence : Keywords




Private & Confidential: Presen...
Keyword Alerts
 Monitor | Analyse | Influence : Keywords

 •http://www.google.com/alerts

 •http://alerts.yahoo.com

 •htt...
Choose From The Many Web Analytics Tools
 Monitor | Analyse | Influence : Keywords




Private & Confidential: Presentatio...
Keywords
 Monitor | Analyse | Influence : Keywords

 What are the keywords used by customers to find your website?

 • Are...
Keywords - Categorisation
 Monitor | Analyse | Influence : Keywords




Private & Confidential: Presentation 21 Aug 2009  ...
Keyword Case Study
 Monitor | Analyse | Influence : Keywords




 •     A positive keyword for clickTRUE.

 •     Drives 2...
Actions To Take With Keyword Insights
   Monitor | Analyse | Influence : Keywords



                                     ...
Referral Sites: Boon Or Bane




Private & Confidential: Presentation 21 Aug 2009
Referral Sites
 Monitor | Analyse | Influence : Referral Sites

 • What are the referral sites to your website?

 • Are th...
Hierarchy Of Websites
 Monitor | Analyse | Influence : Referral Sites




Private & Confidential: Presentation 21 Aug 2009...
Referral Site Case Study
 Monitor | Analyse | Influence : Referral Sites

                                                ...
Should You Be Concerned By All Negative
Sites?
 Monitor | Analyse | Influence : Referral Sites




Private & Confidential:...
A Measure Of Credibility
 Monitor | Analyse | Influence : Referral Sites




                                             ...
It’s All Relative
 Monitor | Analyse | Influence : Referral Sites




Private & Confidential: Presentation 21 Aug 2009   64
Optimise With Your Own Online Assets
 Monitor | Analyse | Influence : Referral Websites


 • Raise your organisation’s pos...
Actions To Take With Referral Sites
 Monitor | Analyse | Influence : Referral Websites



 Online Marketing Into …
 Do off...
Is Everyone On Facebook?
 Monitor | Analyse | Influence : Referral Websites




Private & Confidential: Presentation 21 Au...
Influence By Participating & Eliminating
 Monitor | Analyse | Influence : Referral Websites

 • Potential Problems / Oppor...
A Constant Effort Needed
 Monitor | Analyse | Influence : Referral Websites

 Monitor, Analyse & Influence
 For A Better R...
Let Us Have Your Questions

 • Drop us your name card for a copy of this presentation

 • For for a more in-depth understa...
Upcoming SlideShare
Loading in …5
×

Is Your Organisation Popular Online?

730 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
730
On SlideShare
0
From Embeds
0
Number of Embeds
84
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Is Your Organisation Popular Online?

  1. 1. Is Your Organisation Popular Online? Adrian Tan Director, clickTRUE Pte Ltd Private & Confidential: Presentation 21 Aug 2009 44
  2. 2. Are You A George Bush… Private & Confidential: Presentation 21 Aug 2009
  3. 3. Or A Barack Obama Private & Confidential: Presentation 21 Aug 2009
  4. 4. Importance Of Your Online Reputation •Consumers use search engines •Consumer generated media to look for information online is shaping public opinion •A positive reputation leads to •A negative reputation can lead to confidence and trust, and sales, a drop in consumer confidence which begets revenue increases and a corresponding decrease in and profitability revenue and profits Private & Confidential: Presentation 21 Aug 2009 47
  5. 5. The Masterplan • Get all your staff to search for all conceivable keywords related to your brand on all the possible search engines • Ensure that your staff clicks on all the search results to verify that all the news about your brand is positive • Repeat above steps everyday. The Web T DED NO EN MM CO RE Private & Confidential: Presentation 21 Aug 2009
  6. 6. Online Reputation Management • 3 Step Process • Involves combining marketing, PR and search engine marketing • Getting your positive news indexed favorably and ranked high on the search engines • Pushing your bad news to pg 3 and beyond of search results Private & Confidential: Presentation 21 Aug 2009
  7. 7. Easy Steps To Gather Insights Use data for 2 main questions: • What are the keywords used by customers to find your website? •What are the referral sites to your website? Private & Confidential: Presentation 21 Aug 2009 50
  8. 8. Do A Quick Search For Keywords: First 3 Pages Monitor | Analyse | Influence : Keywords Private & Confidential: Presentation 21 Aug 2009
  9. 9. Keyword Alerts Monitor | Analyse | Influence : Keywords •http://www.google.com/alerts •http://alerts.yahoo.com •http://technorati.com •http://www.google.com/blogsearch •http://www.google.com/reader •http://forumfind.com Private & Confidential: Presentation 21 Aug 2009
  10. 10. Choose From The Many Web Analytics Tools Monitor | Analyse | Influence : Keywords Private & Confidential: Presentation 21 Aug 2009 53
  11. 11. Keywords Monitor | Analyse | Influence : Keywords What are the keywords used by customers to find your website? • Are they brand related? • Are they product related? • Are they news related? Private & Confidential: Presentation 21 Aug 2009 54
  12. 12. Keywords - Categorisation Monitor | Analyse | Influence : Keywords Private & Confidential: Presentation 21 Aug 2009 55
  13. 13. Keyword Case Study Monitor | Analyse | Influence : Keywords • A positive keyword for clickTRUE. • Drives 2.66% of total traffic. • Visitors going 4 pages deep and spending 6 minutes onsite – very significant exposure. • 65% of new visits obtained. Good for acquiring market share. • 34% bounce rate could be improved on by checking landing page. Private & Confidential: Presentation 21 Aug 2009 56
  14. 14. Actions To Take With Keyword Insights Monitor | Analyse | Influence : Keywords Search Engine Products News + Marketing Brand Search Engine Products +- Actionable Optimisation Keywords Products Brand Marketing +- News Initiatives Product Products +- Private & Confidential: Presentation 21 Aug 2009 Development
  15. 15. Referral Sites: Boon Or Bane Private & Confidential: Presentation 21 Aug 2009
  16. 16. Referral Sites Monitor | Analyse | Influence : Referral Sites • What are the referral sites to your website? • Are they contributing positively to your brand? • Are they significant? Private & Confidential: Presentation 21 Aug 2009 59
  17. 17. Hierarchy Of Websites Monitor | Analyse | Influence : Referral Sites Private & Confidential: Presentation 21 Aug 2009 60
  18. 18. Referral Site Case Study Monitor | Analyse | Influence : Referral Sites Good average time on site. A Credible Site Reaching out to new visitors Bounce rate to be improved Multiple links from site Majority of visits from a contact form Private & Confidential: Presentation 21 Aug 2009 61
  19. 19. Should You Be Concerned By All Negative Sites? Monitor | Analyse | Influence : Referral Sites Private & Confidential: Presentation 21 Aug 2009
  20. 20. A Measure Of Credibility Monitor | Analyse | Influence : Referral Sites flame site sempo.org www.straitstimes.com mrbrown.com (comparison site) Private & Confidential: Presentation 21 Aug 2009 63
  21. 21. It’s All Relative Monitor | Analyse | Influence : Referral Sites Private & Confidential: Presentation 21 Aug 2009 64
  22. 22. Optimise With Your Own Online Assets Monitor | Analyse | Influence : Referral Websites • Raise your organisation’s positive profile by SEO, SEM and promoting your online assets Private & Confidential: Presentation 21 Aug 2009
  23. 23. Actions To Take With Referral Sites Monitor | Analyse | Influence : Referral Websites Online Marketing Into … Do off page SEO using … Referral Sites with Collaborate with … Positive Content Participate in … Exert influence on … Referral Sites with Negative Content / Flame Sites Private & Confidential: Presentation 21 Aug 2009
  24. 24. Is Everyone On Facebook? Monitor | Analyse | Influence : Referral Websites Private & Confidential: Presentation 21 Aug 2009
  25. 25. Influence By Participating & Eliminating Monitor | Analyse | Influence : Referral Websites • Potential Problems / Opportunities in Blogs, Forums, Consumer Complaint Sites, Social Network Portals, Competitor Attacks, Trademark Infringement Monitor, Participate, Participate Good to delegate , assign, empower a staff on this Engage with contributors, build relationships Maintain 2 way conversation, use comments section Be honest, respond directly Clarify inaccurate negative comments and address the source for understanding Litigation (trademark infringements, etc) Private & Confidential: Presentation 21 Aug 2009
  26. 26. A Constant Effort Needed Monitor | Analyse | Influence : Referral Websites Monitor, Analyse & Influence For A Better Reputation Online: • Promote your controllable content • Participate and get involved • Eliminate the undesirables Private & Confidential: Presentation 21 Aug 2009 69
  27. 27. Let Us Have Your Questions • Drop us your name card for a copy of this presentation • For for a more in-depth understanding of Search Engine Marketing & Google Analytics, find us at adrian@clicktrue.biz www.clicktrue.biz or Google It Private & Confidential: Presentation 21 Aug 2009

×