Download - Is Your Organisation Popular Online?
Private & Confidential: Presentation 21 Aug 2009
Is Your Organisation Popular Online?
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Adrian TanDirector, clickTRUE Pte Ltd
Private & Confidential: Presentation 21 Aug 2009
Are You A George Bush…
Private & Confidential: Presentation 21 Aug 2009
Or A Barack Obama
Private & Confidential: Presentation 21 Aug 2009
Importance Of Your Online Reputation
•Consumers use search engines to look for information
•A positive reputation leads to confidence and trust, and sales, which begets revenue increases and profitability
•Consumer generated media online is shaping public opinion
•A negative reputation can lead to a drop in consumer confidence and a corresponding decrease in revenue and profits
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Private & Confidential: Presentation 21 Aug 2009
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
NOT
RECOMMENDED
Private & Confidential: Presentation 21 Aug 2009
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
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?
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Private & Confidential: Presentation 21 Aug 2009
Do A Quick Search For Keywords: First 3 PagesMonitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
•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
Keyword AlertsMonitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Choose From The Many Web Analytics Tools
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Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Keywords
What are the keywords used by customers to find your website?
• Are they brand related?
• Are they product related?
• Are they news related?
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Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Keywords - Categorisation
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Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Keyword Case Study
• 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 mark et share.
• 34% bounce rate could be improved on by checking la nding page.
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Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Actions To Take With Keyword Insights
Actionable
Keywords
Search Engine Marketing
-+ Search Engine Optimisation
Marketing Initiatives
NewsProducts
Product Development
+
Products Brand
News
Products Brand -+
Products -+
Monitor | Analyse | Influence : Keywords
Private & Confidential: Presentation 21 Aug 2009
Referral Sites: Boon Or Bane
Private & Confidential: Presentation 21 Aug 2009
Referral Sites
• What are the referral sites to your website?
• Are they contributing positively to your brand?
• Are they significant?
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Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009 60
Hierarchy Of WebsitesMonitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009
Referral Site Case Study
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A Credible Site
Multiple links from site
Majority of visits from a contact form
Good average time on site.
Reaching out to new visitors
Bounce rate to be improved
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009
Should You Be Concerned By All Negative Sites?
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009
A Measure Of Credibility
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www.straitstimes.com
sempo.org flame site
mrbrown.com(comparison site)
Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009
It’s All Relative
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Monitor | Analyse | Influence : Referral Sites
Private & Confidential: Presentation 21 Aug 2009
Optimise With Your Own Online Assets
• Raise your organisation’s positive profile by SEO, SEM and promoting your online assets
Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009
Actions To Take With Referral Sites
Online Marketing Into …Do off page SEO using …Collaborate with …
Participate in …Exert influence on …
Referral Siteswith
Positive Content
Referral Siteswith
Negative Content
/ Flame Sites
Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009
Is Everyone On Facebook?Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009
Influence By Participating & Eliminating
• 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)
Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009
A Constant Effort Needed
Monitor, Analyse & Influence For A Better Reputation Online:
• Promote your controllable content
• Participate and get involved
• Eliminate the undesirables
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Monitor | Analyse | Influence : Referral Websites
Private & Confidential: Presentation 21 Aug 2009
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
www.clicktrue.biz
or Google It