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ONLINE PRESENCE
+ AB TESTING
Johnathan Zhou
OVERVIEW
• Online presence
• Brands
• Personal
• SEO
• AB Testing
ONLINE PRESENCE: BRANDS
• Officially termed as brand management
• Brands are affected by all aspects of online marketing: design,
social media, content, etc.
• Brand identity is most heavily affected by the type of brand
WENDY’S
"Wendy's brand transformation is re-energizing
all of our touch points with consumers. From
bold restaurant design to innovative food that
consumers' want, to improved customer
service, this exciting evolution of our brand
reinforces our mission to position Wendy's as
A Cut Above." - Emil Brolick, Wendy’s CEO
QUALITIES OF GOOD
BRANDS
• Brand consistency
• Engaging
• Flexible and modern
• Internally resonant
ONLINE PRESENCE:
PERSONAL
• Personal website/portfolio
• Professionalizing your social media
• Providing valuable content
• Being referenced - many ways
SEO
• SEO stands for Search Engine Optimization
• What does that mean?
• It’s essentially how well your page ranks on search engines
SEO GENERAL TIPS
• Domain authority
• Keywords
• # of inbound/outbound links
• URL Structure
• Length of content
AB TESTING
• What is AB testing?
• It’s the process of testing
two versions and iterating
accordingly
• AB testing can be different depending on whether you’re working with
social media or with a website
• Considered one of the best ways to prove a marketing concept
VARIABLES
• AB testing is all about the different variables to test for
• Here are some of LendingTree’s variables in the process
AB TESTING PROCESS
LENDING TREE EXAMPLE
• Tested multiple color schemes
and pictures for weeklong+
periods
Variables + testing process = growth
TOOLS FOR AB TESTING
ANY QUESTIONS?

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Online presence + AB testing

  • 1. ONLINE PRESENCE + AB TESTING Johnathan Zhou
  • 2. OVERVIEW • Online presence • Brands • Personal • SEO • AB Testing
  • 3. ONLINE PRESENCE: BRANDS • Officially termed as brand management • Brands are affected by all aspects of online marketing: design, social media, content, etc. • Brand identity is most heavily affected by the type of brand
  • 4. WENDY’S "Wendy's brand transformation is re-energizing all of our touch points with consumers. From bold restaurant design to innovative food that consumers' want, to improved customer service, this exciting evolution of our brand reinforces our mission to position Wendy's as A Cut Above." - Emil Brolick, Wendy’s CEO
  • 5. QUALITIES OF GOOD BRANDS • Brand consistency • Engaging • Flexible and modern • Internally resonant
  • 6. ONLINE PRESENCE: PERSONAL • Personal website/portfolio • Professionalizing your social media • Providing valuable content • Being referenced - many ways
  • 7. SEO • SEO stands for Search Engine Optimization • What does that mean? • It’s essentially how well your page ranks on search engines
  • 8. SEO GENERAL TIPS • Domain authority • Keywords • # of inbound/outbound links • URL Structure • Length of content
  • 9. AB TESTING • What is AB testing? • It’s the process of testing two versions and iterating accordingly • AB testing can be different depending on whether you’re working with social media or with a website • Considered one of the best ways to prove a marketing concept
  • 10. VARIABLES • AB testing is all about the different variables to test for • Here are some of LendingTree’s variables in the process
  • 12. LENDING TREE EXAMPLE • Tested multiple color schemes and pictures for weeklong+ periods Variables + testing process = growth
  • 13. TOOLS FOR AB TESTING