CSM Module 2: 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],[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: RSS Aggregator ,[object Object],[object Object],[object Object],[object Object],[object Object]

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

CSM Module 2: Branding and identity

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CSM Module 2: Branding and identity