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Your Online Brand Reputation
- 1. O nl ine Re p u ta tio n & Au tho r ity Chris Newton chris@360ideas.com
- 4. W ha t d o a l l the s e s ite s ha v e in c o m m o n? They want to serve up the “best” content. De f ine “ Be s t” Most credible Most sensational Most accurate Most informative Most interesting +1s Likes Comments Shares Authority (Google Patent)
- 5. Google has given us some clues... • “Within search results, information tied to verified online profiles will be ranked higher than content without such verification…” Eric Schmidt, from his book “The New Digital Age” – published April 2013
- 6. • “Over time, Google will care more about identity and social reputation.” Matt Cutts mentioned on day three of SMX – March 2013 Google has given us some clues...
- 7. Go o g l e Au tho r s hip Up to 35% CTR
- 8. W ha t Go o g l e W a nts , Go o g l e Ge ts … • Google wants you to “own your content” (so far as tying your name and face to it) • Remember, an effort to deliver the highest quality, most credible and sensational information • Imagine how this will change as authors and identities “like”, “+1”, or share other authors content.
- 9. The s e Thing s Cha ng e Fa s t This is not a real screenshot. Rather, a prototype of what could someday come?
- 10. Fa c e bo o k Gr a p h Se a r c h Facebook has an agenda too…
- 11. Fa c e bo o k Gr a p h Se a r c h
- 13. Al l the s e thing s a r e c o nne c te d … • Everything is connected. • Your online reputation is important. It matters. • Actively engaged, responsive • Consistence • Provide high quality, accurate content
- 14. What is your business or brand doing to manage and monitor your online reputation and authority?
- 15. W e b Ad v e r tis ing Chris Newton chris@360ideas.com
- 16. O nl ine Ad v e r tis ing ha s Ex p l o d e d 2011 – Internet advertising revenues surpassed cable television 2012 - Increased 15% over 2011 2013 – Another 13% increase seen in Q1
- 17. So m e Ba s ic Te r m ino l o g y • Impressions – the # of times your ad has been displayed • Clicks – the # of times your ad has been clicked • CPC / PPC – cost per click or pay per click • CPM / PPM – cost per impression or pay per impression • CPA / PPA – cost per action or pay per action
- 18. Ad v e r tis ing Me d iu m s
- 19. Re m a r ke ting / Be ha v io r a l Ta r g e ting Reach customers based upon: •Their interests, topics •Past search / web history •Gender •Age How did it know I am losing my hair?
- 20. Go o g l e Ad W o r d s SEM Highly Targeted Advertising Fully measurable sales funnel Very powerful when combined with Google Analytics Less risky compared to other options (CPC)
- 21. Go o g l e Dis p l a y Ne tw o r k Text, Image, Interactive, Video Advertisements Highly targeted placement Very detailed management, track budget and results as you go Less risky compared to other options (CPC)
- 22. Ya ho o & Bing SEM
- 23. Fa c e bo o k Ad v e r tis ing CPA / PPA
- 24. Co nte nt Ma r ke ting
- 25. Ca s e Stu d y • Plumbing client spent $10,900 in Google Advertising over 5 months • 1,376 clicks through to the website (fully tracked) • 156,848 impressions • 75 click-to-calls directly from mobile device • 23 customers clicked an ad then filled out the website form • Phone traffic increased by 200-250 calls. • Average cost per click was $7.00 • Avg. Service Ticket Cost is $225
- 26. Paid online advertising works. Advanced analytics can help you follow your advertising dollar in near real-time. Attention to detail and adapting with optimizations can ensure ROI.