2/6 Social media branding and identity

1. Module 2:
Branding
and identity
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2. Is your website a billboard?
2

3. Is your website
updated regularly?
3

4. Is your website useful to
your own employees?
4

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…
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6. 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?
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7. 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
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8. British Airways vs Virgin Atlantic:
A basic search results
comparison
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9. “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
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Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/

10. “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
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11. “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
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12. “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
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13. 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
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14. 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
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15. Fun test: GoogleFight.com
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16. 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
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17. Fee-based trackers
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18. 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
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19. 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.
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20. 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.
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21. 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.
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22. 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
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23. 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
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24. 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.
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25. 10 Google tips
25

26. Google AdWords: search results
Exercise: 1. Search for keywords of your product
2. Who’s advertising your keyword? 26

27. 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)

28. 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

29. 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

30. 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

31. 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
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32. 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
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