02.Branding and identity

Module 2: Online branding and Identity

Is your website updated regularly?

Is your website useful to your own employees?

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…

Google Quotient ,[object Object],[object Object],[object Object],[object Object]

Search engine results are key ,[object Object],[object Object],[object Object],[object Object],Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008

British Airways vs Virgin Atlantic: A basic search results comparison

“ British Airways” – 1 st Page Results Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ British Airways:2 nd Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Virgin Atlantic” – 1 st Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Virgin Atlantic”: 2 nd Page Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

British Airways vs Virgin Atlantic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Score: 42/50 Score: 44/50

Love vs hate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10 ways to monitor brands for free ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding basic terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google PageRank ,[object Object],[object Object],[object Object]

Google AdWords ,[object Object],[object Object],[object Object]

Google AdSense ,[object Object],[object Object],[object Object]

Search Engine Optimization ,[object Object],Organic Paid Paid

Wordtracker ,[object Object],[object Object],[object Object],[object Object],Free version: http:// freekeywords.wordtracker.com http://adwords.google.com/select/KeywordToolExternal

Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?

Google Analytics ,[object Object],[object Object]

Google search tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RSS ,[object Object],[object Object],[object Object]

Using RSS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss

2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)

3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)

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

Method B: 2. Clicking on RSS button 1. Switch to Google 2. Subscribe

Marty Weintraub, http://www.aimclearblog.com Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard

02.Branding and identity

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02.Branding and identity