E-REPUTATION AUDIT DRAFT THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT & DR. ANGEL CABRERA BERNADETTE MARTIN JULIE VETTER

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1 E-REPUTATION AUDIT DRAFT THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT & DR. ANGEL CABRERA BERNADETTE MARTIN JULIE VETTER 1

2 TABLE OF CONTENTS (WORK IN PROGRESS) I. OVERVIEW II. BRAND AMBASSADOR E-REPUTATION AUDIT SUMMARY AND RECOMMENDATIONS III. BRAND E-REPUTATION AUDIT SUMMARY AND RECOMMENDATIONS FOR THE BRAND IV. APPENDIX V. COMPANY INFORMATION 2

3 E-REPUTATION AUDIT I. OVERVIEW BRAND AMBASSADOR : President Dr. Angel Cabrera BRAND : Thunderbird School of Global Management INDUSTRY / SERVICE / PRODUCT / CELEBRITY CAREER Higher education schools offering distance learning MBA programs BRAND GOAL / MISSION To be visible to students as the best school to choose for a global business eduction TARGET AUDIENCE / PERSONA looking for international focus in a business degree. Often with job experience and international background. Want study abroad or distance learning options. Able to afford up to $84,000 tuition to complete a Traditional MBA, plus living expenses. WHERE DOES THIS AUDIENCE / PERSONA SPEND TIME ONLINE? Google News & Search LinkedIn Groups University Ranking Services Facebook Wall, University Pages Twitter University-related Tweets Mobile Apps, Games, Music, Entertainment Fashion and Sports websites Financial and Business news services Job and Career online services 3

4 II. BRAND AMBASSADOR E-REPUTATION AUDIT Introduction : The Thunderbird brand ambassador is the school President, Angel Cabrera. A. Google First Page Search Results Google search for "Angel Cabrera" Angel Cabrera the Pro golfer dominates first page. PGA (Professional Golf Association) is the first result. Our brand ambassador appears once for his Thunderbird bio. Google search for "Dr. Angel Cabrera" This search returns results for our subject and not the golfer The first page includes several videos of him speaking as Thunderbird President with his name and the school name in the title of the videos on YouTube Most results include both keywords Angel Cabrera and Thunderbird, but not all. PetSmart, Phoenix Jobing.com. No photos show on the first page No LinkedIn listing No Twitter profile No FaceBook link No Viadeo pages Google search for Ángel Cabrera with the accent on Á "Pato Cabrera" is the first result. It is the Angel Cabrera golfer's real name. Next is a Wikipedia entry on the golfer. 4

5 B. Online Identity Calculator Rating: Digitally Distinct Online Identity Calculator Recommendations Purity Your Purity Score is: Low Clearly, there are others who share the same name and their content ranks highly for a search on your name. You need to create more high-ranking relevant content on popular sites so more of the results are about you. Visit Vizibility (vizibility.com) to create a SearchMe button or link that instantly returns the search results you want others to see first. Also, know they keywords people will use to refine a search when they are looking for you and ensure you include those keywords in everything you post on the web. Diversity Your Diversity Score is: Low There was no diversity of content. In the new world of blended search, researchers using Google are expecting content beyond words. Increase your Diversity score by creating accounts at photo sharing sites like Flickr (flickr.com) and on video sharing sites like YouTube (youtube.com). Also, use Twitter (twitter.com) regularly to connect with your brand community. Common Name You indicated that you have a common name. Please visit Vizibility (vizibility.com) to create a SearchMe button or link that instantly returns the search results you want others to see first. And know the keywords people will use to refine a search for you. Include those keywords in everything you post on the web. 5

6 C. Website or blog? No personal website or blog was found. No Facebook page was found Thunderbird official site page for Dr. Cabrera has a complete bio covering his work and accomplishments Thunderbird blog D. Other Public Profiles LinkedIn: Several people with the same name have LI profiles. Hard to find Dr. Cabrera. Our brand ambassador has a profile with Ángel with accent Lists Georgia Tech as his current position There is no summary Twitter Followers, Following 400, 4,000 Tweets The high ratio of followers to following indicates someone who broadcasts information many people find worthwhile, in other words Angel is an influencer for his audience very active posts and photo uploads Lists brand in profile, links to brand blog Tweets are very on-brand about school-related events Klout score Score of 60 and an Influencer (reach) of 958 others on Twitter Influential about Technology Entrepreneurship Arizona E. Sentiment / Appreciation : searched for negative terms like lawsuit fired dissatisfied and none were found associated with the brand ambassador. Positive terms were found in association with his being a global thought leader and Twitter exchanges were friendly. Positive online identity. F. Engagement: Dr. Cabrera uses his one active social profile, Twitter, mainly for broadcasting information. He is not using his online identity to engage or develop relations as far as we saw. G. Testimonials or recommendations: none featured on LinkedIn. 6

7 H. Competitor Analysis Dipak C. Jain, Dean, Insead Business School 1. Google search : No common name issue. First result is a Wikipedia entry for him. Second is profile on the INSEAD website YouTube video with person name in title but not associated to INSEAD. 3. Bio on school website 4. Twitter profile has no photo, no information and no activity 5. Facebook profile is generated from the Wikipedia entry and not active 6. LinkedIn profile is incomplete I. Dr. Cabrera's story - Work in Progress Current bio: President Ángel Cabrera is president of Thunderbird School of Global Management, which is widely recognized as the No. 1 school in the international business field. For over 60 years Thunderbird has been dedicated to developing leaders with the global mindset, business skills, entrepreneurial spirit and social responsibility necessary to create real, sustainable value for their organizations, communities and the world. J. Dr. Cabrera's visual brand - Work in Progress 7

8 Summary and Recommendations for the Brand Ambassador Comparison to competitor in industry: Dr. Cabrera has a well-defined e-reputation that is established mainly by his own activity on Twitter, his professional associations and company blog posts. Overall, Dr. Cabrera has an excellent, consistent and active e-reputation that reflects positively on his institution. Name Shared With a Celebrity this is difficult. Recommend taking up golf. Other Common Name issues We recommend finding out how many of you there are in the U.S. Find out what social networks your name or brand name are available on and secure relevant services where the name is available to help make you more visible where you are more relevant than the pro golfer. Website Consider having an independent website or blog if the career at Thunderbird could change or there are other activities or passions that lend themselves to being expressed virtually so e-reputation is not entirely staked on association with Thunderbird. Blog It is not clear that the blog on the Thunderbird site is your blog. Is it? It is not clear that Global Leaders Can Be Made is a post title and you are the author of the post, not the blog. Recommend giving the Blog a name placed above the post titles and above the Topics on the right LinkedIn Current position should be updated if this is not intentionally showing Georgia Tech. Be sure to clarify the LinkedIn profile uses the A with an accent on business cards, etc. Recommend creating a summary that is consistent with and reinforces the Thunderbird bio page. Claim a vanity URL for the public profile page so it is easier to share. The Thunderbird blog posts are displayed twice in a row. Recommend deleting the old Typepad plugin and leaving the newer WordPress blog posts display. Other venues to establish thought leadership and therefore prestige for Thunderbird Wikipedia encourage an impartial party to create a page about Dr. Cabrera. Ted.com recommend contributing to Ted in relevant categories of thought leadership. Google+ - recommend creating a profile Conclusion: Dr. Cabrera has a few areas of improvement but overall his e-reputation is serving the mission of Thunderbird School as an exciting and relevant choice for pursuing an education in global business management. 8

9 III. BRAND E-REPUTATION AUDIT Brand website : Stated function of this brand : School of Global Management that provides MBA degrees A. Top searched-on keywords related to this brand Monthly average for keywords used in search for this service in U.S. in English university of phoenix 1,830,000 (this is an indirect competitor) distance learning 1,500,000 (a service offered by the school) mba business school 450,000 mba online 135,000 international school of business 74,000 harvard mba 60,500 wharton mba 40,000 thunderbird school 18,100 (this brand name) international business school 18,000 (globally 74,000 searches per month) global management school 9,900 (globally 22,200 searches per month) B. Top listings in Google search results for these terms: mba business schools Directories and London Business School and Harvard distance learning mba schools Most results are for directories that list or rank schools online mba schools Mostly directories returned for this search international school of business Thunderbird is on the first page of results global management school Thunderbird dominates the first page for this search term with the first listing Note: additional site pages are not listed 9

10 C. The Thunderbird website is currently optimized for what terms? (sample page) Two-word search terms Three-word search terms 1. distance learning 2. mba distance 3. global management 4. learning mba 5. thunderbird school 6. learning programs 7. global mba 8. truly global 9. online global 10. top 5 1. mba distance learning 2. distance learning mba 3. distance learning programs 4. truly global curriculum 5. learning mba programs 6. month program calendar 7. grad school prep 8. distance learning program 9. thunderbird international business 10. thunderbird emerging markets Competitor sample page 1. study mba 2. self study 3. edinburgh business 4. business school 5. mba uk 6. get started 7. mba programme 8. uk self 9. our prospectus 10. ebs merchandise 1. self study mba 2. edinburgh business school 3. study mba uk 4. latest ebs events 5. buy ebs merchandise 6. world's largest mba 7. innovative business schools 8. gets global. more ebs gets global. 10. testimonials accommodation scholarships 10

11 D. Alexa Rank the rank of each website on the Internet (the lower the number the closer to the top) Website : 57,196 th ranked site on the Internet Competitor : 2,383 rd ranked site on the Internet Competitor : 152,283 rd ranked site on the Internet E. Competitors Website comparison : Social Media Facebook fans: 8306 Facebook fans: 2692 Facebook posts in last day 0 to 3 times a week Facebook posts in last day 1-3 times per week Facebook comments/likes Twitter followers (main) Multiple Twitter profiles Twitter posts in last day LinkedIn average likes or comments. Tbird replies to comments Facebook comments/likes 4257 Twitter followers or more daily Monitor & reply Multiple groups including global alumni Twitter posts in last day LinkedIn 3 average likes or comments. EBS replies to comments weekly or less, looks like auto-posts from FB Monitor & reply 1 group F. Real-time Visibility Online : Addictomatic, Twinitor, Social Mention Twinitor Thunderbird School. Active conversation about corporate responsibility, a current topic at Thunderbird. Addictomatic Thunderbird School. YouTube and Flickr photos. Social Mention Thunderbird School 1% strength, 12:1 sentiment, 47% passion, 12% reach Mostly neutral sentiment Mentions every 17 hours on average 11

12 G. Thunderbird Search Engine Ranking for relevant terms 12

13 H. Trending : Over the past year, searches for this brand have been stable while searches for Harvard have a peak in January. 13

14 I. Relations TouchGraph of connections between Dr. Angel Cabrera, Thunderbird School and Angel Cabrera golfer 14

15 J. Thunderbird story Existing story: Thunderbird is the world s No. 1-ranked school of international business with more than 60 years of experience in developing leaders with the global mindset, business skills and social responsibility necessary to create real, sustainable value for their organizations, communities and the world. Dedicated to preparing students to be global leaders and committed global citizens, Thunderbird was the first graduate business school to adopt an official Professional Oath of Honor. Thunderbird is sought out by graduate students, working professionals and companies worldwide seeking to gain the leadership skills they need to succeed in today s global economy. Work in Progress K. Vision Board Work in Progress 15

16 Summary and Recommendations for the Brand Thunderbird School of Global Management has tough competition for the broad keywords such as MBA program or distance learning related to their service. Thunderbird has built visibility for a more specific idea of global management school by using this term on their website and in their messaging. They dominate the search results in Google for this term, but this is partly because competitors are not optimizing for this same term. Thunderbird also appears to be observing trending topics such as corporate responsibility and gaining visibility for these associated terms by by both on-page and off-page SEO. The SEO reflects the authentic activities of the brand and is a smart strategy. The brand is very active on social media networks where the target audience can be found. The social media presence is monitored and engages with followers and fans. They are not using social as a method for one-way traditional marketing messages but to actively express their brand online. The brand ambassador is also consistent and has a positive impact through his own online activities. There are no persistent or present negative brand impressions. In conclusion, Thunderbird has built a coherent, consistent and visible online e-reputation which is well-curated and should continue to foster this asset with the same level of care. This ongoing investment in building a positive image should be good insurance against the impact of any unexceptional negative issues. 16

17 Appendix TO BE COMPLETED Biographies TO BE COMPLETED 17

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