Brand monitoring involves tracking various online channels to discover what is being said about a company, brand, or product and measuring their health against competitors. This includes search results, website content and links, and social media. Online reputation management allows companies to monitor and manage their online presence by addressing customer complaints, evaluating marketing campaigns, and mitigating negative discussions. It helps businesses protect their brand, evaluate campaigns, and stay aware of industry trends by monitoring competitors.
2. Brand
Monitoring
ORM
Helps
business
B2B or B2C
Brand Monitoring
• The process of investigating and tracking various channels online
to discover what is being said about a company, brand, or
product and to measure the overall health of a company, brand,
or product against its competitors (Web Analytics World).
These Channels Include:
• Search engine results
• Content and links from various websites
• Social media
4. Brand
Monitoring
ORM
Helps
Business
B2B or B2C
Online Reputation Management
Type of service that allows companies (or people) to
monitor and manage their online profile/presence.
Photo: http://www.poweredbysearch.com/getting-started-with-online-reputation-management/
5. Brand
Monitoring
ORM
Helps
Business
B2B or B2C
Protect your brand and its trademark from brand abuse, which in turn allows you to maintain
exclusivity of your brand
Evaluate the overall effectiveness of your marketing campaigns by analyzing and measuring real
time content
Address customer complaints and inquiries on different channels, & evaluate customer comments
in order to help develop and improve your products and services
Protect your brand reputation and mitigate negative opinions and discussions based around your
brand by tracking mentions and replying quickly to criticism
Recognize which websites (third-party included) are linking to your brand on the web and view
what kind of content or information they are displaying about your brand on their websites
Monitor the online reputation of competitor brands and conduct market research to learn and stay
up to date on industry news, topics and trends
6. Brand
Monitoring
ORM
Helps
Business
B2B or B2C
Offers professional service and advice to maintain
positive online rep.
Monitor content that may effect desired image
Mostly works to push down negative content
Max. control possible over what people view about
them online
Photo: http://sandstormdigital.com/digital-solutions/online-reputation-management-orm/
Photo: http://www.internetreputation.com/services/reputation-management/
7. Brand
Monitoring
ORM
Helps
Business
B2B or B2C
44% of online adults have searched for info about services or advice they seek in a professional capacity (doctor,
lawyer, plumber, etc.)
50% of ALL Internet users 18+ users have left a review online
78% of Internet users conduct product research online; they believe reviews are the most creditable form of
advertising
80% of people surveyed had changed a purchase decision due to a bad review they saw online
20. Profit/Charitable
Sources
Questions
Provide a real life example of how ORM could be used to enhance a brand’s online
reputation.
Can brand monitoring be used to enhance product sales ? If so, how?
What is the worst ORM you have witnessed from a company and why?
Name 3 resources you can use as a business to monitor your brand.
Name 2 ways that brand monitoring helps a business.
