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

EXAMPLE

http://www.reviewpush.com/video/

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.