Online Brand Management Course
Brand equity is being redefined online by search results, reviews, user generated multimedia content, and the rise of social media. Brands have also become more vulnerable to negative online sentiment, and even malicious attack. You do not have full control over these processes, but you can strongly influence them to the benefit of any brand under your care.
In one intensive session you will learn how to:
- Craft permanently discoverable online brand communications by using search engine optimisation principals
- Proactively defend against an online brand attack
- Amplify and reinforce your online brand communications with a ‘hub & spoke’ content distribution strategy
- Dominate page 1 of Google with positive results for a brand name search by increasing the size of its ‘digital footprint’
- Distribute press releases that will quickly appear on Google and Google News – for free
- Weigh up the pros and cons of using a third party newsroom, a self-hosted newsroom, or a corporate blog to disseminate and store your online brand communications
- Syndicate your online branded content to expand its reach
- Build your own customised, monitoring tools to provide a real-time audit of any online mention of a brand and its competitor brands
- Deploy precise measurement tools around all of a brand’s online assets for ROI calculation and reporting purposes
Topic Summary: Search Engine Optimisation (Google Keyword Tool); Analytics (Google URL Builder, Bit.ly); Widgets (Widgetbox); Content Syndication (Really Simple Syndication - RSS); Brand Monitoring Tools (Widgetbox, Google Reader, Google Alerts, iGoogle, Socialmention, Google News, Google Blog Search, Google Insights, Twitter Search); Video Optimisation (YouTube); Image optimisation (Flickr); Blogs (Blogger, Wordpress); Online Wire Services (PR Wire); Newsrooms (Pitchengine)
Want to know more? Attend a public workshop or host your own in-house corporate workshop
