Post on 08-May-2015
description
BRAND MONITORING/ON
LINE REPUTATION
MANAGEMENT
Kimberly Maier-Downing Jordan Miller@greendayrock92@kimberlymaierd
OPENING QUOTE
A good reputation is more valuable than money.”
- Publilius Syrus
Source
http://1upreputation.com/
WHAT IS BRAND MONITORING?
A strategy that allows you to track all mentions of a company name/product/service that has been added to any online resource
Tracks the following: Positive comments Negative comments Competition Content Drivers
BRAND MONITORING CONT’D
WHAT IS ONLINE REPUTATION MANAGEMENT?
The action of safeguarding an image
Ensures that a certain brand remains in favour on the internet
Gets rid of negative comments that would affect their rankings on search engine results The goal is to ethically create positive reviews, without
astroturfing
GOOD MANAGEMENT VS. BAD MANAGEMENT
Gain more customers Make better profit
overall Reach your target
audience all over the world
Reach customers that you may not have been able to reach at one time
Lose consumers due to the negative image
Loss of profit Laying off
employees due to lack of funds
Potentially shutting down
VIDEO TIME!!!
https://www.youtube.com/watch?v=PRhBPkXvv60
B2B VS. B2C
•Monitors competition•Monitors current marketing strategies•Measures online presence•Maximizes your benefits
•Monitor consumer thoughts•Engage through conversations•Provides a narrower market
B2B B2C
FOR-PROFIT/NON-PROFIT
McDonalds Uses social analytics
to reach real-time marketing goals
Tests and learns as it goes, putting together different marketing messages and evaluating responses before taking the next step
Livestrong More than 60% of the
website’s traffic comes from social networking sites
Brooke McMillan: “I make sure that the
@livestrong account is not just a place to put PR, that it actually has a voice.”
Brought in over $11 million through social media
GOOGLE ALERTS
E-mail updates of the latest relevant Google results based on your queries
Free to use and is delivered to your email daily
Some handy uses of Google Alerts include:• Current events• Monitoring competition• Sports and Entertainment news
EXAMPLE
SOCIAL MENTION
Tracks and measures what people are saying about you, your company, or a new product
Content is updated as it happens
Free to use
Monitors over 100 social media properties directly including: Twitter, Facebook, and YouTube
EXAMPLEStrength = % that a brand is being discussed in social media
Sentiment= Ratio of positive mentions versus negative mentions
Passion= % that people already talking about your brand will continue to do so in the future
Reach= # of unique authors mentioning your brand divided by the total number of mentions
TWILERTWhere you sign up to receive daily emails containing Twitter mentions of your brand, product, or service
Consists of a three step process
1.Connect by logging on to either your twitter account or your gmail account
2.Create your own twilert by typing in a certain hash tag and decide what time of the day you want to get your twilert emails
3.Manage and edit your current twilerts as the days go by
EXAMPLE
TWENTY FEETKeeps track of your own social media activities and monitor your results
Your personal Facebook and Twitter pages are absolutely free, but it only looks at your social activity from the past 30 days
Looks at…•Twitter•Facebook•YouTube•Google Analytics
COSTS
EXAMPLE
KLOUTMeasures your overall influence based on the ability to drive action on social media.
Enables everyone to discover and be recognized for how they influence the world
The Klout Score, a number between 1 and 100, is a representation of your overall social media influence
EXAMPLE
TOPSYDiscover, quantify, predict and make decisions using exact measurement of topics, hash tags, links, images, videos and trends.
Measures how many times that a certain brand has been mention via social media from the past hour to even all-time
Social search is free
Topsy Pro Analytics has a free 2-week trial
EXAMPLE
Around March 3rd, Target Canada got around 2700 mentions
By March 18th, when local stores opened, there were only around 500 mentions
However, on March 27th, Target Canada increased to over 1500 mentions, since the company announced they were going to open to the public on April 5th!
GRADERThis tool allows you to type in a certain brand’s website, where it is then graded based on how they engage and interact with their online community.
1.Analyze the company’s website entirely
2.They would then give a final grade based on how well they are attracting leads and turning them into potential customers
EXAMPLE
Top of the funnel
Shows how well the website is generating traffic and leads
Seneca College is doing a great job because of the fact that they have set up links on their homepage to their Facebook, Twitter, and YouTube pages.
They also inform people with what is currently happening around the campuses with their news feed
Middle of the funnel
How well your turning these leads and prospects into potential customers
By looking at the number, which is 33%, it shows that the website is doing poorly in terms of convincing people to take action.
One major disadvantage from this report is the fact that the last 10 tweets that Seneca College has posted were not replies to anyone else
This means that this school has not been engaging with their potential customers on Twitter
In this case, potential customers would include:•Current students•Future students•Alumni•Staff
HYPER ALERTS
A free tool where you sign up and set up an email alert in two possible ways
1. Adding an alert through a certain website URL2. Adding an alert from a certain Facebook fan page
Similar to Twilert, you get to decide how often you want to receive your email alert along with what certain time
EXAMPLE
TWITTER SEARCH
Searches information from Twitter so you can see the most recent updates related to any topic.
EXAMPLE
When searching for a specific topic, it gives the latest real-time tweets along with the top people, photos, and videos to view.
NUTSHELL MAILTakes copies of all your latest updates in your social networking accounts and places them in a snapshot email.
It is called Nutshell, since it gives you a glimpse of what is happening all around your brand’s social activities
A free tool where you set your own alert times
Connect through Facebook, Twitter, LinkedIn, Yelp, FourSquare, and YouTube
EXAMPLE
RANKURGives you six monitoring options
1.Brand2.Local Business3.Twitter account4.A specific person5.Advanced search on a
certain topic6.Facebook Fan Page
COSTS
EXAMPLE
TRACKURThis tool is designed to assist you in tracking what is said about you on the internet.
Monitors 10+ million media mentions a day across more than 100+ million news sites, blogs, forums, Twitter, Google+ and Facebook!
COSTS
EXAMPLE
WHOS TALKIN’
Allows you to search for conversations surrounding the topics that they care about the most.
This free tool allows you to search your favorite sport, favorite food, celebrity, or your company's brand name
EXAMPLE
REVIEW PUSH
This tool is used to monitor how others have reviewed your business through Google, Yelp, Foursquare, Yahoo, and Yellow Pages
It works for restaurants, hotels, salons, doctors offices etc.
When your business receives a new user review, you’ll be notified via email
This tool gives you the opportunity to respond to your online reviews
Generate more reviews and increase overall exposure with the custom review request tool
COSTS
$39 per location per month $15-$25 per location per month
ONLINE RESOURCES
ONLINE RESOURCES LINKS http://www.sysomos.com/products/overv
iew/heartbeat/ http://www.meltwater.com/ http://www.crimsonhexagon.com/ http://sproutsocial.com/ http://crowdbooster.com/ http://www.socialbro.com/ http://tweetdeck.com/ http://www.howsociable.com/ http://brandmonitor.thismoment.com/ http://hootsuite.com/
CLOSING QUOTE
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
- Warren Buffett
Source
http://1upreputation.com/
INFO. WORKS CITED “About Nutshell Mail.” Nutshell Mail. 2013. Web. 28 Mar. 2013. “About Topsy.” Topsy. 2013. Web. 28 Mar. 2013. “About Twenty Feet.” Twenty Feet. 2013. Web. 28 Mar. 2013. “About Whos Talkin.” Whos Talkin. 2013. Web. 28 Mar. 2013. “All you Need to Know About Trackur.” Trackur. 2013. Web. 28
Mar. 2013. “Features.” Review Push. 2013. Web. 28 Mar. 2013. “Four Easy to use Tools to Monitor Your Brand Online.” Linked Into
Business. 18 Oct. 2010. Web. 28 Mar. 2013. “Google Alerts.” Google. 2013. Web. 28 Mar. 2013. Hibbard, Casey. “How Livestrong Raised Millions to Fight Cancer
Using Social Media.” Social Media Examiner. 13 Apr. 2010. Web. 28 Mar. 2013.
Hosny Heba. “Social Media Real Time Analysis Made Easy by ‘Social Mention.’” Garious. 30 Nov. 2010. Web. 28 Mar. 2013.
Johnson, James. “McDonald’s “Positive” Twitter Campaign For Suppliers Turns Ugly As Users Revolt.” Social News Daily. 24 Jan. 2012. Web. 28 Mar. 2013.
INFO. WORKS CITED CONT’D “Online Reputation Management.” Hudson Horizons.
2013. Web. 21 Mar. 2013. “Social Media Glossary.” Ecreative Internet Marketing.
2012. Web. 28 Mar. 2013. “Social media marketing and fries: How McDonald’s
monitors social chatter for brand success.” Brafton. 09 Mar. 2013. Web. 28 Mar. 2013.
“Topsy Releases Topsy Pro Analytics, World's Most Powerful Social Analytics Tool.” Yahoo Finance. 21 Aug. 2012. Web. 28 Mar. 2013.
“Why It’s Important to have a Great Online Reputation.” 1-up Reputation. 2013. Web. 21 Mar. 2013.
Wong, C.Y. “A Guide to Monitor Your Brand Online.” SlideShare. 28 Jan. 2013. Web. 21 Mar. 2013.
PICTURES WORKS CITED
Campbell, Polly. “Seven Quick Ways to Feel Better Now.” Imperfect Spirituality. 01 Nov. 2010. Web. 28 Mar. 2013.
De Rosier, John. “Business Handshake.” Times Union. 27 Oct. 2010. Web. 02 Apr. 2013.
“Proven Growth Through Proactive vs. Reactive Affiliates.” 5 Cents Shine. 20 Feb. 2013. Web. 02 Apr. 2013.