1. Is Your Organisation Popular Online?
Adrian Tan
Director, clickTRUE Pte Ltd
Private & Confidential: Presentation 21 Aug 2009 44

2. Are You A George Bush…
Private & Confidential: Presentation 21 Aug 2009

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

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. 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. 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. 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. Do A Quick Search For Keywords: First 3 Pages
Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009

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. Choose From The Many Web Analytics Tools
Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009 53

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. Keywords - Categorisation
Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009 55

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. 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. Referral Sites: Boon Or Bane
Private & Confidential: Presentation 21 Aug 2009

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. Hierarchy Of Websites
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009 60

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. Should You Be Concerned By All Negative
Sites?
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009

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. It’s All Relative
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009 64

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. 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. Is Everyone On Facebook?
Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009

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. 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. 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