Brand Monitoring/Online Reputation Management
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This slideshow was created by Kimberly Maier-Downing and Jordan Miller for MRK 634 at Seneca College
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Brand Monitoring/Online Reputation Management
- 1. Kimberly Maier-Downing Jordan Miller @kimberlymaierd @greendayrock92
- 2. A good reputation is more valuable than money.” - Publilius Syrus Source http://1upreputation.com/
- 3. 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
- 5. 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
- 6. Gain more customers Lose consumers due Make better profit to the negative image overall Loss of profit Reach your target Laying off employees audience all over the due to lack of funds world Potentially shutting Reach customers that down you may not have been able to reach at one time
- 8. B2B B2C •Monitors competition •Monitor consumer thoughts •Monitors current marketing •Engage through strategies conversations •Measures online presence •Provides a narrower market •Maximizes your benefits
- 9. McDonalds Livestrong Uses social analytics to More than 60% of the reach real-time marketing website‟s traffic goals Tests and learns as it goes, comes from social putting together different networking sites marketing messages and Brooke McMillan: evaluating responses before taking the next step “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
- 10. 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
- 12. 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
- 13. Strength = % 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
- 14. Where 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
- 17. Keeps 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
- 20. Measures 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
- 22. Discover, 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
- 24. 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!
- 25. This 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
- 26. Top of the funnel Middle of the funnel Shows how well the website is generating How well your turning these leads traffic and leads and prospects into potential customers Seneca College is doing a great job because of the fact that they have set up By looking at the number, which is links on their homepage to their 33%, it shows that the website is Facebook, Twitter, and YouTube pages. doing poorly in terms of convincing people to take action. They also inform people with what is currently happening around the campuses with their news feed
- 27. 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
- 28. 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 URL 2. 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
- 30. Searches information from Twitter so you can see the most recent updates related to any topic.
- 31. When searching for a specific topic, it gives the latest real-time tweets along with the top people, photos, and videos to view.
- 32. Takes 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
- 34. Gives you six monitoring options 1. Brand 2. Local Business 3. Twitter account 4. A specific person 5. Advanced search on a certain topic 6. Facebook Fan Page
- 37. This 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!
- 40. 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
- 42. This tool is used to monitor how others This tool gives you the have reviewed your business through opportunity to respond to your Google, Yelp, Foursquare, Yahoo, and online reviews Yellow Pages Generate more reviews and It works for restaurants, hotels, salons, increase overall exposure with doctors offices etc. the custom review request tool When your business receives a new user review, you‟ll be notified via email
- 43. $39 per location per month $15-$25 per location per month
- 46. http://www.sysomos.com/products/overvie w/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/
- 47. “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/
- 48. “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.
- 49. “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.
- 50. 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.
Editor's Notes
- http://www.slideshare.net/cywong_/kz-brand-monitoring-guideLet’s take a familiar brand like Red Bull as an example:Positive example: Someone is monitoring the brand Red Bull online and he comes across a tweet that says: “I really enjoy the new Red Bull Cranberry”From there, our brand angel can tweet back and say… “Cool I’m glad you like it, have you ever considered trying our new Blueberry flavour?”Negative example: Dude, I really hate the new Red Bull Cranberry. It blows!!!Competition: In the case of Red Bull, we would be monitoring the latest activities from Monster and Rock StarContent Drivers: For example, Red Bull did an ad called “Jesus Walks on Water,” and people on YouTube were typing in negative comments saying that the ad was offensive
- By looking at this diagram, here are some examples of online resources that are monitored:Blog Posts (Tumblr)Review Sites (Yelp…Restaurant critic site)ForumsPress Releases (A form of PR)Competitive websites (Monitoring their recent marketing activities and their consumer feedback)MOST IMPORTANTLY… Social Networks (Facebook, Twitter etc.)
- This involves being proactive, where instead of just sitting back and letting the negative comments pile up, you take action and monitor to ensure that favourable comments are at the top of search engines/social websites and the negative are completely erasedYou do not want your company to suffer too much negativity and hate, which would lead to poor rankingsAstroturfing refers to paying someone who writes something positive about a certain company online. It is a form of bribing, since they have not disclosed their financial connectionhttp://online-reputation-management-review.toptenreviews.com/http://reputationmanagementx.com/reputation-management-online-reputation-management-is-more-important-than-you-thinkhttp://www.searchenginejournal.com/online-reputation-management-infographic/47307/
- http://www.defendmyname.com/Reputation_Management_Facts.htmlSo how does Online Reputation Management help one’s business?A Good management strategy for example would help you…Gain more customersMake a better overall profit Reach your target audience all over the world Reach customers that you may not have been able to reach at one time On the flip side, a Bad management strategy, which is comparable to doing absolutely nothing can lead to…Losing consumers due to the negative image Loss of profitHaving to lay off employees due to lack of funds In the most extreme cases, your business shutting down
- Now, please direct your attention to this video, where Professor Hans Von Puppet, a spokesperson from Goal Clicks gives a little input and some facts on Reputation Management *STOP AT 1:00*
- B2BMonitor competitorsMonitor current marketing strategiesMeasuring online presence, which would lead to a solid reputation Maximizing benefits and filtering out negative reviewsAll these factors would link directly to B2C, since every company wants to have a positive image, which would in term affect their reputation with consumersFor consumers it would increase their overall buying potential because, according to the video that we just showed, the puppet mentioned that 90% of people would look online before making a final purchase, such as user reviews!If you monitor your brand properly, you will receive a higher ranking in search engines, which would make these pages very visible to consumersAt all comes down to being on page #1!
- A positive image for a for-profit company would lead to higher brand loyalty and annual revenuesWhile a positive image for a non-profit organization would lead to an increase in your cause and, in turn, more donationsThis is important because, if a certain charity, such as Heart and Stroke, had a bad image, nobody would want to donate their money, time, and energy towards their causeWhen monitoring non-profit organizations, the most important thing to look at would be
- Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries.Enter a search query you wish to monitor. You will see a preview of the type of results you'll receive. Some handy uses of Google Alerts include:monitoring a developing news storykeeping up to date on a competitor or industrygetting the latest on a celebrity or eventkeeping tabs on your favorite sports teams
- http://socialmention.com/Easily tracks and measures what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Monitors over 100 social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, GoogleLike Google Alerts but for social media.You can also set daily email alerts. However, that function is currently disabled and will resume in about a week
- Strength:The likelihood that your brand is being discussed in social mediaSentiment:The ratio of positive mentions versus negative mentionsPassion:The likelihood that people already talking about your brand will continue to do so in the futureReach:The number of unique authors mentioning your brand divided by the total number of mentionshttp://garious.com/blog/2010/11/social-media-real-time-analysis-made-easy-by-socialmention/
- http://www.twilert.com/ Where you sign up to receive emails that would contains Twitter mentions of your brand, product, or serviceConsists of a three step processConnect by logging on to either your twitter account or your gmail accountCreate your own twilert by typing in a certain hash tag and decide what time of the day you want to get your twilert emailsManaging and editing your current twilerts as the days go by
- #mrk634
- https://www.twentyfeet.com/help you keep track of your own social media activities and monitor your resultsYour personal Facebook and twitter pages are absolutely free but it only looks at your social activity from the past 30 daysLooks at…TwitterFacebookYouTubeGoogle Analytics
- Every service you add is free of charge for the first 30 days. If you want to extend your tracking afterwards, you can buy some credits which you exchange for services. Each account costs between 1 and 3 credits PER YEAR (see "Pricing Scheme" below).You can buy credits in bundles (the more you buy, the cheaper they get). The smallest bundle of 5 credits costs only 12.45 US$ (see "Credits Bundles" below).Buy new credits through PayPal. You don't need to have a PayPal account to pay, though. You can pay by credit card or automatic debit transfer as well.Apart from that, one account with twitter and one profile with Facebook are free of charge forever. These accounts have only a limited feature set (e.g. no export, no detail information).
- http://klout.com/Klout measures influence based on the ability to drive action on social media.vision is to enable everyone to discover and be recognized for how they influence the worldKlout Score, a number between one and 100, is a representation of your overall social media influenceSome of the biggest brand names are currently using Klout in order to find out what their overall score is based on social activity
- http://topsy.com/provides deep, comprehensive analyses of hundreds of billions of Tweets and web pages gathered from millions of unique websites, blogs and social media services.With instant access to conversations from moments ago or years ago, Topsy enables users to discover, quantify, predict and make decisions using the world’s most powerful social analytics productsThis means that Topsy measures how many times that a certain brand has been mention vis social media from the past hour to even all-time!!!
- Around March 3rd, the company got around 2700 mentionsBy March 18th, when local stores opened, there were only around 500 mentionsHowever, 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!
- http://marketing.grader.com/This 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.Analyze the company’s website entirelyThey would then give a final grade based on how well they are attracting leads and turning them into potential customers
- Top of the funnelHow well the website is generating traffic and leadsThey are 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 feedMiddle of the funnelHow well your turning these leads and prospects into potential customersBy looking at the number, which is 33%, it shows that the website is doing poorly in terms of convincing people to take actionThe site does not really have a strong “call to action,” since they don’t engage
- One major disadvantage from this report is the fact that the last 10 tweets that Seneca College has posted were not replies to anyone elseThis means that this school has not done been engaging with their potential customers on TwitterIn this case, potential customers would include:Current studentsFuture studentsAlumniStaff
- http://www.hyperalerts.no/A free website where you sign up and set up an email alert in two possibleAdding an alert through a certain website URLAdding an alert from a certain Facebook fan pageSimilar to Twilert, you get to decide how often you want to receive your email alert along with what certain time
- http://nutshellmail.com/Takes 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 activitiesFreeConnect through Facebook, Twitter, LinkedIn, Yelp, FourSquare, and YouTubeSet your own alert timeshttp://linkedintobusiness.com/tag/free-online-monitoring/
- Under settings, I said for Nutshell to send me a daily email at 3 pm estFor each email, it states in the top right hand corner the exact number of tweets, followers, and followings that I currently haveAlso shows my latest tweet along with the 20 most recent tweets that have been composed by people I followNutshell also gives me information on my latest Facebook and YouTube activities from my friends and followers
- http://rankur.com/Processes more than 100M blog posts, 1M online reviews, 100K mainstream news posts and analyses the messages from more than 1 000 000 000 users of major social media networksGives six optionsBrandLocal BusinessTwitter accountA specific personAdvanced search on a certain topicFacebook Fan Page
- Free Account only allows you keep one saved search but you can always edit your search at any timeAlso gives me monitoring access to certain news/blogs along with social media but I cannot monitor actual reviews and cannot set alertsAgency account goes up to 150 saved searches and looks at over 5 million mentions per month
- This diagram outlines activity in my twitter account over the past week and a halfHad 51 actions last Thursday, where 31 were neutral, 17 were positive and only 3 were negativeThis graph outlines how my twitter activity and interaction was over the past week and a half
- http://www.trackur.com/Designed to assist you in tracking what is said about you on the internet.More than 60,000+ registered users trust Trackur to monitor 10+ million media mentions a day across more than 100+ million news sites, blogs, forums, Twitter, Google+ and Facebook!
- Offers a 10-day free trial for each plan that you end up choosingGives a recommendation on top as to who would be best suited for this plan
- If you take a look at the only twitter comment that has a red dot, it shows that this person wrote something negative about Starbucks, as a brandThis example down here shows the tweet in its entirety and it gives you the actual twitter name who composed this tweet.From there, you would have the option to save the tweet for future, reply, retweet, or favourite
- http://www.whostalkin.com/Allows users to search for conversations surrounding the topics that they care about most. Whether it be your favorite sport, favorite food, celebrity, or your company's brand name; Whostalkin.com can help you join in on the conversations that you care about most.
- http://www.reviewpush.com/ReviewPush works forRestaurantsHotelsSalonsDoctorsMulti-Size MonitoringGoogle, Yelp, Foursquare, Yahoo, YellowPagesEmail alertsWhen your business receives new reviews you’ll be notified via e-mail.Response OptionsWithin your e-mail alerts you’ll have the option to respond to your online reviews.Request New ReviewsGenerate more customer reviews and increase your exposure on the web with our custom review request tool.Simple Feed PageManage your online reviews with our simple feed management system.Monthly ReportsRecap your online reviews with our monthly report and analysis.
- Store by Store RankingCompare how your stores rank against each other with our custom ranking system. Multi-Store Review RequestGenerate more positive reviews for all of your stores by utilizing our review request tool.Regional and Store Level DashboardsProvide dashboard access to your regional and local store managers, which allows them to manage their regional and store specific reviews.
- In closing, we will leave you with these words of wisdom from a very successful business man named Warren Buffett.