Published on February 15, 2014
Module 2: Branding and identity 1
Is your website a billboard? 2
Is your website updated regularly? 3
Is your website useful to your own employees? 4
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… 5
Google Quotient • Findability: Can your brand name, product or service be found easily? • Linkability: Are you linking out and being linked by others? • Relevance: Are the search results relevant to your potential customers? • Differentiation: Are the generic searches for your product or service rated higher than your competitor’s? 6
Search engine results are key • 68% click a search result in the 1st page of results • 92% will go up to (at most) 3rd page before changing query (half will switch after 1st page) • 39% believe that the companies whose websites are in top search results are the leaders in their field. 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. Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008 7
British Airways vs Virgin Atlantic: A basic search results comparison 8
“British Airways” – 1st Page Results 1. www.britishairways.com - Owned 2. www.britishairways.com/travel/home/p ublic/en_gb - Owned 3. www.baworldcargo.com - Owned 4. www.baworldcargo.com/tracking Owned 5. en.wikipedia.org/wiki/British_Airways Positive 6. www.britishairwaysjobs.com - Owned 7. www.britishairways.no - Owned 8. www.baa.com - Positive 9. www.oneworld.com/ow/memberairlines/british-airways - Owned 10. www.baholidays.com/packages/ Owned 9 Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
“British Airways:2nd Page Results 11. www.foxnews.com/story/0,2933,291 304,00.html - Negative 12. www.bavirtual.co.uk - Owned 13. ocaoimh.ie/tag/british-airways/ Negative 14. www.bafc.co.uk - Owned 15. www.londoneye.com - Owned 16. www.britishairwaysrfc.co.uk Owned 17. www.topix.net/com/bab - Positive 18. www.worldtracer.aero/filedsp/ba.htm - Positive 19. www.gbairways.com - Positive 20. www.flybmi.com/bmed - Positive 10
“Virgin Atlantic” – 1st Page Results 1. www.virgin-atlantic.com - Owned 2. www.virgin.com - Owned 3. virgin.com/uk/default.asp - Owned 4. en.wikipedia.org/wiki/Virgin_Atlantic_ Airways - Positive 5. www.virginatlanticglobalflyer.com Owned 6. www.flyingwithoutfear.info - Owned 7. www.v-flyer.com - Owned 8. www.virginatlanticflights.com Owned 9. gs19.globalsuccessor.com/fe/tpl_virg in01.aps?newms=hm - Owned 10. www.airlinequality.com/Forum/vir_atl .htm - Positive 11
“Virgin Atlantic”: 2nd Page Results 11. www.cheapflights.co.uk/airlines/virgi n-atlantic.html - Positive 12. www.forbes.com/forbeslife…etc Positive 13. www.forbes.com/forbeslife…etc Positive 14. www.virginatlanticglobalflyer.com/Mi ssionControl/Tracking/ - Owned 15. farechase.yahoo.com/airlines/virgin_ atlantic-214281 - Positive 16. www.engadget.com/2007/01/17…etc - Positive 17. www.virginmobile.co.za/…etc Owned 18. www.cheapflights.com/airlines/virgin atlantic.html - Positive 19. www.fastcompany.com/…etc Positive 20. www.usatoday.com/…etc - Negative 12
British Airways vs Virgin Atlantic Score: 42/50 1. Own website 2. Own website 3. Own website 4. Own website 5. Positive: Wikipedia 6. Own website 7. Own website 8. Positive: Airport website 9. Own website 10. Own website 11. Negative: News site 12. Owned 13. Negative: Blog 14. Own website 15. Own website 16. Own website 17. Positive: News Aggregator 18. Positive: Baggage Tracer 19. Positive: Travel booking site 20. Positive: Travel booking site Score: 44/50 1. Own website 2. Own website 3. Own website 4. Positive: Wikipedia 5. Own website 6. Own website 7. Own website 8. Own website 9. Own website 10. Positive: Airline review site 11. Positive: Flight deals aggregator 12. Positive: Magazine site 13. Positive: Magazine site 14. Own website 15. Positive: Flight deals aggregator 16. Positive: Gadget news site 17. Own website 18. Positive: Flights deals aggregator 19. Positive: Magazine site 20. Negative: News site 13
Love vs hate • “I love British Airways” - 436 results • “I hate British Airways” - 172 results Score: 36 / 50 • “I love Virgin Atlantic” 597 results • “I hate Virgin Atlantic” 3 results Score: (49.75 rounded up to) 50 / 50 14
Fun test: GoogleFight.com 15
10 ways to monitor brands for free 1. 2. 3. Google Alerts: http://www.google.com/alerts, iGoogle Yahoo Alerts: http://alerts.yahoo.com Yahoo Pipes: Social media firehose http://pipes.yahoo.com/update_maker/social_media_fire_hose 4. 5. 6. 7. 8. 9. 10. Blogsearch.google.com Technorati.com Search.twitter.com Topsy.com Socialmention.com Compete.com Brand Monitor (http://brandmonitor.thismoment.com) Bonus: whostalkin.com, Engag.io 16
Fee-based trackers 17
Understanding basic terms • • • • • • • • • Hits Pageviews, Impressions Unique visitors Downloads Embeds Timespent Traffic PPC =pay-per-click, CPM =cost-per-1000 CPC= cost/click, CPA = cost/action 18
Google PageRank • PageRank™ is Google's proprietary system for ranking web pages. • 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. • The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query. 19
Google AdWords • AdWords is Google's flagship advertising product, and main source of revenue. • AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. • Google's text ads are short, consisting of one title line and two content text lines. 20
Google AdSense • Website publishers can earn a portion of the ad revenue for placing Googleadministered text and image ads on their sites or blogs. • The ads generate revenue on a per-click basis. • Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors. 21
Search Engine Optimization • 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. Paid Paid Paid Paid Organic Organic 22
Wordtracker Free version: http:// freekeywords.wordtracker.com • Enter in keywords and search phrases • Find relevant terms • Use for brainstorming as well as drilling down into specific phrases. • Google Keyword suggestion tool: http://adwords.google.com/select/KeywordToolExternal 23
Google Analytics • Tracks and generates detailed statistics about visitors to a site. • 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. 24
10 Google tips 25
Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword? 26
10 Google Tips 1. Capitalization, quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak, and nAjiB rAzaK will all return the same results. Use “quotes” to home-in with specific search, - (minus) to exclude words Eg: “social media marketing case studies” 2. Limit to .my sites, - (minus to exclude sites) Example 1: “contact centres” site:my Example 2: “najib razak” site: gov.my, “najib razak” -my 3. Either OR. If you want to include either this or that in result list, use the OR operator (must be upper-case): Example: rosmah OR najib site:my (Leave out the OR, Google returns pages that include both terms)
4. Try searching News, Images, Blogs 5. Finding specific Filetypes Go to Google > Advanced Search. Try finding Acrobat (pdf), Powerpoint (pps), Word (doc) Excel spreadsheet (xls) files. Eg: filetype:xls site:bnm.gov.my 6. Older stuff and newer stuff Old: Try Google Cached, or www.archive.org New: Enter keyword, click Search > Search Tools 7. Find definitions, synonyms eg: define:dodecagon
8. Tools: Calculator, Metric/Currency Conversion Eg 1: 233 square feet in square meter OR 233 sq ft =? sq m Eg 2: USD in ringgit, 5.6 million British pounds in MYR Eg 3: half a cup in teaspoons 9. Flight details Eg 1: mh123 Eg 2: flights from kuala lumpur to langkawi 10. Weather, time, Eg 1: weather kuala lumpur Eg 2: time london
Monitor keywords using Alerts 1. Monitor specific keyword with Alerts 2. Get an email everytime someone mentions a company, a personality, a subject matter, anything that interests you. 3. Popular alert services: Google Alerts: http://www.google.com/alerts Yahoo Alerts: http://alerts.yahoo.com Twitter alerts: http://www.tweetbeep.com, http://www.tweetalarm.com
RSS • 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”. • 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. • 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, Netvibes 31
Using RSS 1. Monitor News: http://thestar.com.my/rss/ http://www.cnn.com/services/rss/ http://news.bbc.co.uk/2/hi/help/3223484.stm 2. Monitor Press Releases: Intel: http://www.intel.com/intel/rss.htm IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html Dell: http://www.dell.com/RSS/ 3. Monitor Blogs: http://www.tonyfernandesblog.com/main.php?tempskin=_rss2 http://rockybru.blogspot.com/atom.xml http://www.kennysia.com/atom.xml 32
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