CSM Module 2: Branding and identity

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Branding and identity in social media

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CSM Module 2: Branding and identity

  1. 1. Module 2: Online branding and Identity
  2. 2. Is your website a billboard?
  3. 3. Is your website updated regularly?
  4. 4. Is your website useful to your own employees?
  5. 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…
  6. 6. Google Quotient <ul><li>Findability: Can your brand name, product or service be found easily? </li></ul><ul><li>Linkability: Are you linking out and being linked by others? </li></ul><ul><li>Relevance: Are the search results relevant to your potential customers? </li></ul><ul><li>Differentiation: Are the generic searches for your product or service rated higher than your competitor’s? </li></ul>
  7. 7. Search engine results are key <ul><li>68% click a search result in the 1st page of results </li></ul><ul><li>92% will go up to (at most) 3rd page before changing query (half will switch after 1st page) </li></ul><ul><li>39% believe that the companies whose websites are in top search results are the leaders in their field. </li></ul><ul><li>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. </li></ul>Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
  8. 9. British Airways vs Virgin Atlantic: A basic search results comparison
  9. 10. “ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/ <ul><li>www.britishairways.com - Owned </li></ul><ul><li>www.britishairways.com/travel/home/public/en_gb - Owned </li></ul><ul><li>www.baworldcargo.com - Owned </li></ul><ul><li>www.baworldcargo.com/tracking - Owned </li></ul><ul><li>en.wikipedia.org/wiki/British_Airways - Positive </li></ul><ul><li>www.britishairwaysjobs.com - Owned </li></ul><ul><li>www.britishairways.no - Owned </li></ul><ul><li>www.baa.com - Positive </li></ul><ul><li>www.oneworld.com/ow/member-airlines/british-airways - Owned </li></ul><ul><li>www.baholidays.com/packages/ - Owned </li></ul>
  10. 11. “ British Airways:2 nd Page Results <ul><li>www.foxnews.com/story/0,2933,291304,00.html - Negative </li></ul><ul><li>www.bavirtual.co.uk - Owned </li></ul><ul><li>ocaoimh.ie/tag/british-airways/ - Negative </li></ul><ul><li>www.bafc.co.uk - Owned </li></ul><ul><li>www.londoneye.com - Owned </li></ul><ul><li>www.britishairwaysrfc.co.uk - Owned </li></ul><ul><li>www.topix.net/com/bab - Positive </li></ul><ul><li>www.worldtracer.aero/filedsp/ba.htm - Positive </li></ul><ul><li>www.gbairways.com - Positive </li></ul><ul><li>www.flybmi.com/bmed - Positive </li></ul>
  11. 12. “ Virgin Atlantic” – 1 st Page Results <ul><li>www.virgin-atlantic.com - Owned </li></ul><ul><li>www.virgin.com - Owned </li></ul><ul><li>virgin.com/uk/default.asp - Owned </li></ul><ul><li>en.wikipedia.org/wiki/Virgin_Atlantic_Airways - Positive </li></ul><ul><li>www.virginatlanticglobalflyer.com - Owned </li></ul><ul><li>www.flyingwithoutfear.info - Owned </li></ul><ul><li>www.v-flyer.com - Owned </li></ul><ul><li>www.virginatlanticflights.com - Owned </li></ul><ul><li>gs19.globalsuccessor.com/fe/tpl_virgin01.aps?newms=hm - Owned </li></ul><ul><li>www.airlinequality.com/Forum/vir_atl.htm - Positive </li></ul>
  12. 13. “ Virgin Atlantic”: 2 nd Page Results <ul><li>www.cheapflights.co.uk/airlines/virgin-atlantic.html - Positive </li></ul><ul><li>www.forbes.com/forbeslife…etc - Positive </li></ul><ul><li>www.forbes.com/forbeslife…etc - Positive </li></ul><ul><li>www.virginatlanticglobalflyer.com/MissionControl/Tracking/ - Owned </li></ul><ul><li>farechase.yahoo.com/airlines/virgin_atlantic-214281 - Positive </li></ul><ul><li>www.engadget.com/2007/01/17…etc - Positive </li></ul><ul><li>www.virginmobile.co.za/…etc - Owned </li></ul><ul><li>www.cheapflights.com/airlines/virginatlantic.html - Positive </li></ul><ul><li>www.fastcompany.com/…etc - Positive </li></ul><ul><li>www.usatoday.com/…etc - Negative </li></ul>
  13. 14. British Airways vs Virgin Atlantic <ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Positive: Wikipedia </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Positive : Airport website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Negative: News site </li></ul><ul><li>Owned </li></ul><ul><li>Negative: Blog </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Positive: News Aggregator </li></ul><ul><li>Positive: Baggage Tracer </li></ul><ul><li>Positive: Travel booking site </li></ul><ul><li>Positive: Travel booking site </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Positive: Wikipedia </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Own website </li></ul><ul><li>Positive: Airline review site </li></ul><ul><li>Positive: Flight deals aggregator </li></ul><ul><li>Positive: Magazine site </li></ul><ul><li>Positive: Magazine site </li></ul><ul><li>Own website </li></ul><ul><li>Positive: Flight deals aggregator </li></ul><ul><li>Positive: Gadget news site </li></ul><ul><li>Own website </li></ul><ul><li>Positive: Flights deals aggregator </li></ul><ul><li>Positive: Magazine site </li></ul><ul><li>Negative: News site </li></ul>Score: 42/50 Score: 44/50
  14. 15. Love vs hate <ul><li>“ I love British Airways” - 436 results </li></ul><ul><li>“ I hate British Airways” - 172 results </li></ul><ul><li>Score: 36 / 50 </li></ul><ul><li>“ I love Virgin Atlantic” - 597 results </li></ul><ul><li>“ I hate Virgin Atlantic” - 3 results </li></ul><ul><li>Score: (49.75 rounded up to) 50 / 50 </li></ul>
  15. 16. 10 ways to monitor brands for free <ul><li>Google Alerts: http://www.google.com/alerts, iGoogle </li></ul><ul><li>Yahoo Alerts: http://alerts.yahoo.com </li></ul><ul><li>Yahoo Pipes: Social media firehose </li></ul><ul><li>http://pipes.yahoo.com/update_maker/social_media_fire_hose </li></ul><ul><li>Blogsearch.google.com </li></ul><ul><li>Technorati.com </li></ul><ul><li>Backtype.com </li></ul><ul><li>Search.twitter.com </li></ul><ul><li>FriendFeed: </li></ul><ul><li>http://mashable.com/2008/12/05/how-to-get-the-most-out-of-friendfeed/ </li></ul><ul><li>Socialmention </li></ul><ul><li>Compete.com </li></ul><ul><li>Bonus: whostalkin.com </li></ul>
  16. 17. Fee-based trackers
  17. 18. Understanding basic terms <ul><li>Hits </li></ul><ul><li>Pageviews, Impressions </li></ul><ul><li>Unique visitors </li></ul><ul><li>Downloads </li></ul><ul><li>Embeds </li></ul><ul><li>Timespent </li></ul><ul><li>Traffic </li></ul><ul><li>PPC =pay-per-click, CPM =cost-per-1000 </li></ul><ul><li>CPC= cost/click, CPA = cost/action </li></ul>
  18. 19. Google PageRank <ul><li>PageRank™ is Google's proprietary system for ranking web pages.  </li></ul><ul><li>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.  </li></ul><ul><li>The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query . </li></ul>
  19. 20. Google AdWords <ul><li>AdWords is Google's flagship advertising product, and main source of revenue. </li></ul><ul><li>AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. </li></ul><ul><li>Google's text ads are short, consisting of one title line and two content text lines. </li></ul>
  20. 21. Google AdSense <ul><li>Website publishers can earn a portion of the ad revenue for placing Google-administered text and image ads on their sites or blogs. </li></ul><ul><li>The ads generate revenue on a per-click basis. </li></ul><ul><li>Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors. </li></ul>
  21. 22. Search Engine Optimization <ul><li>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. </li></ul>Organic Paid Paid
  22. 23. Wordtracker <ul><li>Enter in keywords and search phrases </li></ul><ul><li>Find relevant terms </li></ul><ul><li>Use for brainstorming as well as drilling down into specific phrases. </li></ul><ul><li>Google Keyword suggestion tool: </li></ul>Free version: http:// freekeywords.wordtracker.com http://adwords.google.com/select/KeywordToolExternal
  23. 24. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
  24. 25. Google Analytics <ul><li>Tracks and generates detailed statistics about visitors to a site. </li></ul><ul><li>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. </li></ul>
  25. 26. 15 Google tips
  26. 27. Google search tips <ul><li>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. </li></ul><ul><li>Use “quotes” or + sign to include all words. Eg: a +b </li></ul><ul><li>Limit to .my sites </li></ul><ul><li>Example 1: killinghall site:com.my </li></ul><ul><li>Example 2: “abdullah badawi” site: gov.my </li></ul><ul><li>Either OR. If you want to include either this or that in result list, use the OR operator ( must be upper-case ): </li></ul><ul><li>Example: &quot;siti nurhaliza&quot; OR &quot;datuk khalid” site:my </li></ul><ul><li>(Leave out the OR, Google returns pages that include both terms) </li></ul>
  27. 28. <ul><li>Exclude the Wrong Results Using - </li></ul><ul><li>Exclude irrelevant results with minus (-) operator on every word that you want to exclude and try again. </li></ul><ul><li>Eg: killinghall -school -“north yorkshire&quot; </li></ul><ul><li>-church –pubs </li></ul><ul><li>5. Finding different Filetypes </li></ul><ul><li>Go to Google > Advanced Search. </li></ul><ul><li>Try finding Acrobat (pdf), Powerpoint (pps), Excel spreadsheet (xls) files on any .gov.my site. </li></ul><ul><li>Example: site:bnm.gov.my filetype:xls </li></ul>
  28. 29. <ul><li>Older stuff </li></ul><ul><li>Try Google Cached or www.archive.org </li></ul><ul><li>Daterange trick: as_qdr=d7, where d=day, 7=seven </li></ul><ul><li>http://www.google.com/search?q=site:abc.com&as_qdr=d7 </li></ul><ul><li>Images: http://images.google.com </li></ul><ul><li>Google Finance: http://finance.google.com </li></ul><ul><li>Tools: Calculator: Eg: 3200+5000 OR 5% of 3527 </li></ul>
  29. 30. <ul><li>11.Tools: Metric converter </li></ul><ul><li>Eg: “233 square feet in square meter” </li></ul><ul><li>OR “233 sq ft =? sq m”, 10 acres in hectares </li></ul><ul><li>12. Tools: Dictionary, acronym finder </li></ul><ul><li>Eg: define: dodecagon OR define: PCR </li></ul><ul><li>13. Tools: Currency converter </li></ul><ul><li>Eg: currency of Brazil in Malaysian money </li></ul><ul><li>Eg: 3.578 USD in MYR </li></ul><ul><li>Eg: 5.6 million British pounds in MYR </li></ul><ul><li>14. Tools: Recipe tip </li></ul><ul><li>Eg: half a cup in teaspoons </li></ul><ul><li>15. Phonebook </li></ul><ul><li>Eg: Brad, Pitt, LA OR rphonebook: Brad Pitt LA </li></ul><ul><li>Extra tip: Googlism.com: ego surfing </li></ul>
  30. 31. RSS <ul><li>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”. </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul>
  31. 32. Using RSS <ul><li>1. Monitor News: </li></ul><ul><li>http://thestar.com.my/rss/ </li></ul><ul><li>http://www.cnn.com/services/rss/ </li></ul><ul><li>http://news.bbc.co.uk/2/hi/help/3223484.stm </li></ul><ul><li>2. Monitor Press Releases: </li></ul><ul><li>Intel: http://www.intel.com/intel/rss.htm </li></ul><ul><li>IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html </li></ul><ul><li>Dell: http://www.dell.com/RSS/ </li></ul><ul><li>3. Monitor Blogs: </li></ul><ul><li>http://www.tonyfernandesblog.com/main.php?tempskin=_rss2 </li></ul><ul><li>http://rockybru.blogspot.com/atom.xml </li></ul><ul><li>http://www.kennysia.com/atom.xml </li></ul>
  32. 33. EXERCISE: RSS Aggregator <ul><li>Go to www.google.com/ig </li></ul><ul><li> (If no Google account, sign up) </li></ul><ul><li>Go to www.thestar.com.my/rss in another tab and copy RSS link of your choice by right clicking > Copy Link Location. </li></ul><ul><li>Go back to igoogle.com, and click on Add gadgets (top right) </li></ul><ul><li>Click “Add feed or gadget” (bottom left), paste RSS link (without http://) and click Add </li></ul>
  33. 34. Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard

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