Telephone: 0844 967 0565 Email: info@pushon.co.uk

SAScon 2012: Reputation Management in a Digital Age

The fifth SAScon session is “Reputation Management in a Digital Age ” with:

Samantha Noble

Our takeaway points from the session can be found below:-

  • A brand isn’t what you think it is – it’s what your customers think (and say) it is
  • Good examples of brand reputation management online: BP and the oil spill, Primark and ethical trading
  • Bad example? Interflora on Valentine’s Day – didn’t deal with Tweets about missed deliveries, etc

Dealing with the negative

  • Uncover and respond to all mentions
  • Respond publically so others can see
  • Never respond posing as a happy customer
  • Don’t ignore negative press (it won’t go away)

Reward the positive

  • Acknowledge positive feedback
  • Keep a record of who they are
  • Dedicate a member of your team to ‘network’ with the followers
  • Respond to any questions they have
  • Engage with followers

Brand monitoring

  • If you don’t know what people are saying about you, how can you know the future of your business?
  • Analyse: negativity, positivity, competitors, content drivers, trademark infringement, counterfeit websites
  • Phrases to monitor: brand name, common misspellings, abbreviations, trademarks, senior managers, key products/services, your competitors
  • Website to monitor: social media, industry blogs, personal blogs, forums, reviews, articles, photos, competitors, video
  • How long does it take? Brand monitoring should form part of your day-to-day job. Koozai spend over 30 hours a month monitoring their brand

Brand Monitoring Tools (paid)

  • BrandsEye – $199 a month. Monitor phrases, competitors over time, sentiment
  • Brandwatch – £400 a month.
  • Trackur
  • Sprout Social

Brand Monitoring Tools (free)

  • TweetDeck
  • Google Alerts
  • HootSuite (similar to TweetDeck)
  • Social Mention

Monitoring Social Through Google Analytics

  • Use advanced segments to monitor negative brand mentions that are coming into your website – setup alerts
  • Monitor brand traffic decreases/increases (use Intelligence alerts)
  • Social Conversions is new to Analytics, see information about people who are actually interacting with your brand. See links, Google+, re-shares, reddit comments, etc
  • View Shared URL reports to see social shares from Google properties
  • View Social Network Interaction to see which networks interact best with your content
  • View Social Visitor Flow to see interaction points
  • Setup brand monitoring dashboards in Analytics (i.e. monitoring brand visits, social visits, popular content, etc)
  • View example Analytics dashboard at: http://kooz.ai/brand-monitoring-dash

How to Protect your Brand

  • Trademark your brand – there’s nothing stopping somebody creating a brand similar to you without this
  • Establish your social media profiles, and update existing profiles with brand details (images, links, descriptions)
  • Secure relevant TLDs in relation to your brand (inc. misspells) – redirect these to your main domain

Getting Page 1 Google Domination

  • The aim is to “own” page one with positivity around your brand
  • Think about the Zero Moment of Truth - where are your customers looking (aside from your site?)
  • Look for relevant queries like “reviews”, etc, and make sure you have positive brand presence around these
  • Qantas is a good example of page 1 domination – same for 3M
  • Bad example? KFC. Lots of negativity. Groupon and Ryanair are other bad examples
  • What types of pages rank well for brand? Domains, wikipedia, news, financials, customers, social profiles, niche sites, vouchers, industry, videos
  • Use rank tracking to monitor your brand terms and work to improve them

To find out how PushON research & analysis services can give your company a competitive online edge, simply call 0844 967 0565 or contact us via our form.