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


Are You A George Bush…


Or A Barack Obama


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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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


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


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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Do A Quick Search For Keywords: First 3 PagesMonitor | Analyse | Influence : Keywords


•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


Choose From The Many Web Analytics Tools

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Monitor | Analyse | Influence : Keywords


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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Keywords - Categorisation

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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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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 -+



Referral Sites: Boon Or Bane


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


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



Should You Be Concerned By All Negative Sites?



A Measure Of Credibility

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www.straitstimes.com

sempo.org flame site

mrbrown.com(comparison site)



It’s All Relative

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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


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



Is Everyone On Facebook?Monitor | Analyse | Influence : Referral Websites


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)



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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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

[email protected]

www.clicktrue.biz

or Google It

is your organisation popular online?

Technology

keywords private confidential

site private confidential

profits private confidential

bane private confidential

referral sitesmonitor

referral siteswithcollaborate

keywords http

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