02.Branding and identity


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02.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. Fun test: GoogleFight.com
  16. 17. 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>
  17. 18. Fee-based trackers
  18. 19. 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>
  19. 20. 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>
  20. 21. 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>
  21. 22. 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>
  22. 23. 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
  23. 24. 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
  24. 25. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
  25. 26. 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>
  26. 27. 15 Google tips
  27. 28. 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” to include all words. Eg: “a b” “c” </li></ul><ul><li>Limit to .my sites </li></ul><ul><li>Example 1: killinghall site:com.my </li></ul><ul><li>Example 2: “najib razak” 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>
  28. 29. <ul><li>Exclude the Wrong Results Using Minus - </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>
  29. 30. <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, reverse image search and similar image search </li></ul><ul><li>(Creative Commons: http://search.creativecommons.org/ </li></ul><ul><li>Google Finance: http://finance.google.com </li></ul><ul><li>Calculator: Eg: 3200+5000 OR 5% of 3527 </li></ul>
  30. 31. <ul><li>11. 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. Dictionary, acronym finder </li></ul><ul><li>Eg: define: dodecagon OR define: PCR </li></ul><ul><li>13. Currency converter (read disclaimer) </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. Weather: Eg: weather Kuala Lumpur </li></ul><ul><li>Flight details: MH1133 or AK5369 </li></ul><ul><li>Time: Eg: time London </li></ul>
  31. 32. 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>
  32. 33. 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>
  33. 34. Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
  34. 35. 2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
  35. 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://)
  36. 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
  37. 38. Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe
  38. 39. 2. Add to Google homepage
  39. 40. Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard