How can we control threats to the brand's reputation, gain a loyal audience, and find business development points? We share the secrets of online reputation management.
.webp)
The key trend of reputation management is to combine all areas of ORM into a well—coordinated structure and use them at all stages of the customer's journey.: - awareness and formation of the need; - finding information on how to solve your problem; - choosing a company that will help close the need; - studying brand information on the web; - making an order and purchase.
At each of these stages, users are exposed to information about the company — media and social media materials, and blog posts. Potential clients independently search for information about the brands they plan to contact to cover their needs: they visit the websites of organizations and platforms with reviews, read cases. The company's reputation is formed from these messages at various points of contact. A poorly functioning website, inactive brand social networks, low ratings on reviews, compromising news about the company and the product, and criticism on social media can negatively affect the perception of the organization and the product. Most likely, a potential customer, when confronted with such messages on the Internet, will want to choose a different brand. Therefore, it is important to take a comprehensive approach to reputation management in the media and social networks in order to respond quickly at critical moments and eliminate reputational threats.
1. Media and social media monitoring
ORM monitoring is about actively listening to everything that is said and written about you: in the media, blogs, and social networks. Media and social media monitoring is a necessary part of reputation management, as it allows you to detect and collect brand mentions in the public field in time. The data collected during monitoring can then be analyzed. For example, you can do a quantitative analysis of messages. This will provide an understanding of the dynamics — how the audience's attention to a brand or product changes over time. It is important not to stop at quantitative analysis and look deeper: at the tone of messages, the channels where they appear, to understand what potential and existing customers are writing about. How to use media monitoring for reputation management: an example of Vkusville The content of media mentions is almost impossible to control. Therefore, it is important to keep track of what is being written about the company in the media and social networks, as well as timely respond to messages in the public field. In 2021, VkusVill faced a situation where an incident that occurred in a store of another chain was attributed to the brand. In Moscow, employees of a grocery retailer's outlet saw a bag of catnip fall out of a customer's pocket at the checkout. The store employees mistook the contents of the package for drugs and called the Rosgvardiya. The case got into social networks and federal news media. At the same time, it happened in a store of a completely different retail chain, and not in VkusVille. The retailer's reputation management specialists were able to track the information flow in time and quickly responded to the situation. The Vkusville team compiled and sent an official brand comment with a rebuttal to the media, where the compromising news was published.
2. Working with reviews in ORM
Reviews of the brand, individual products, and services appear on various platforms.: - review aggregators, - marketplaces, - geoservices,
and app download services such as the App Store and Google Store. Each of these platforms can and should be used to build a positive reputation for the company. Positive feedback from customers helps to win new customers. In addition to the actual brand rating on the reviews, the amount of positive feedback is useful for SEO. Companies with a rating of more than 4* and a large number of reviews increase their chances of getting into the top search results. According to a BrightLocal study, Google's top 3 sites are more likely to include those brands with an average rating of 4.47* and at least 47 reviews. The main problem with working with reviews on the Internet is that most consumers tend to write about negative situations and problems, and rarely share examples when they are satisfied with the interaction with the brand. According to the data hiverhq.com Poor service is talked about more often than a good experience— with a ratio of 15 negative cases to 11 positive ones. How to encourage customers to leave positive feedback: - Collect customer feedback: send out newsletters with the NPS survey, vote on social networks, and take questionnaires.; - Use competitive mechanics, UGC, and provide bonuses in return. - 20 minutes to respond to the user: Aviasales case The speed of monitoring is important when tracking mentions in social media. A quick response to user messages in channels, communities, and personal pages works for brand reputation and audience loyalty. In 2018, Aviasales acquired a customer support line for such tasks. The flow of messages from the Aviasales audience is very large. Users often write to companies on social media asking them to add a new feature to the app and web service, and share expert travel recommendations.
To be able to react with lightning speed, Aviasales has Brand Analytics integration configured with Angry.Space. Messages from selected sources, such as feedback, immediately fall into Angry.Space and are sent to work with specialists. Mentions in social media channels to an audience of more than 10,000 users are automatically sent to the Telegram support chat. With this solution, the support team can ensure that messages that potentially affect their reputation are accurately processed. Support has already set its own time criterion for quality: specialists manage to respond to messages on social media within 20 minutes.
3. The introduction of agents of influence in the ORM
To create a positive brand reputation on the web, you can use the introduction of influencers — opinion leaders and ordinary users, who will help you carefully, not directly, promote the value of the company and its products or services. For example, to promote the coffee brand, Topface Media has launched spot comments on which type of grain is better in social media and reviews on external platforms.
At the same time, the brand was not mentioned directly anywhere. If a user searched for this type of coffee in search engines, he found it only from the promoted brand. Thus, the brand appeared in the top of the search results for the target query. 4. SERM
Search reputation management — Search Engine Reputation Management or SERM — implies the formation of search results in a way that is beneficial to the brand: - what kind of materials will be included in search engines with what tone, - what rating the company will have on geoservices and reviews, - what information channels and company news in the media will be in the output, and so on. On average, Internet users view the first 3 links in search results. If the company does not control how messages get to Yandex and Google for the brand queries, you risk losing potential buyers. SERM includes several tools: - SERM articles; - SERM reviews; - promoting positive content; - removing unwanted content. Search results are flexible and change quickly, so you need to act in all directions at once. It is important that the top search engines include not only the brand's website and other neutral mentions, but also positive customer reviews and media reviews with a good reputation — messages that shape the opinion of potential buyers about the company and its products. 5. Employer Reputation Management
The trend towards employer reputation management is only gaining momentum every year.: - for 59% of users, the stability of the company is important, according to hr-director.ru . They will most likely check the organization's position in the market based on employee feedback.; - 86% of applicants study the employer's reviews and rating before accepting an offer, it is estimated glassdoor.com; - 50% of candidates will not choose a company with a bad reputation even for the sake of money. How to control what employees write about a company: Brand Analytics Customer Cases Read our clients' cases on HR branding and employer reputation management: How to build a technological brand and conquer the market of IT specialists: Alfa-Bank's case How Magnit measures an employer's brand on social media using social media analytics
6. Community management or community management
The main task of community management is to take care of the audience. Working with the community can become a business reputation management tool and help a brand win more loyal users. To do this, it is important to be interested in the community and to organize communication with its members. A strong brand community helps to form an emotional connection with the audience throughout the life cycle — from dating to repeat purchases and recommendations. The brand community has a positive impact on reputation if: - community managers manage to hear users and solve their problem.; - support ensures a high response rate — the audience does not have to wait for their question to be considered and remain in the dark.; - Community managers are able to respond with care and support the participants.; brand representatives are always ready to help, even if the issue does not relate directly to the company and its products.
How to use the community to manage your reputation and create attractive advertising: the Yota case Yota analyzes social media using Brand Analytics and promptly responds to user messages. Over time, the public communications team discovered this feature: the audience often writes in private messages to the brand to solve the problem, and in open comments — just to chat. Yota has allocated a group of technical support specialists to respond to mentions on social media. The public communications team is currently working 24/7. In addition to monitoring, he prepares message analytics for other departments — PR, HR, marketing. This is how Yota uses the lively response of the audience from social networks to improve communications. For example, marketing constantly adapts advertising campaigns in response to customer feedback.
Twitter user Artyom asked Yota for a special tariff, and the team prepared a new tariff and a promotional video to tell about it specifically for Artyom and potential customers. Thus, the company gradually developed its own style of communication with the audience on social networks. Learn from the case study how Yota has built two-way communication with users and is developing its products through social media monitoring. 7. Brand Advocates
If an active community has already formed around the company and the product, you can start nurturing brand advocates. These are loyal users who root for the brand with all their hearts, are ready to talk about it to their audience, promote the values and advantages of the company and the product. Who should I raise from? Brand advocates can include: - regular customers who come back again and again, - partners, - opinion leaders, - employees.
How to Use Loyal Customer Stories to Promote a Product: A Case of Netology Working with brand advocates is part of a reputation management strategy for Netology. The company is actively looking for graduates through Brand Analytics monitoring. Netology tells their success stories and thereby confirms the quality of online educational programs. Graduate cases help the company build brand confidence and attract new students, which has a positive effect on sales growth. To search for brand advocates, Netology uses a separate topic in the Brand Analytics system. All social media posts about graduation get there. SMM managers work out every mention: they thank users and ask them to share their impressions of the courses they have completed. The collected feedback is then passed on to other teams. Read more about how Netology searches for ambassadors, analyzes competitors, and monitors online course flows in the case study. 8. Insight management
Digital reputation management does not end with creating the right search results, encouraging customers to leave positive feedback, nurturing a community, and finding brand advocates. When all areas of ORM are launched, you can think about finding insights. For example, find out what the audience needs, what they think about the product, and use this information to strengthen their reputation, improve their promotion and communication strategies. How and why a brand should look for insights in social media: the case of Inventive Retail Group To find insights, it is necessary to conduct a deeper study of brand mentions in social media. At the same time, it is important to analyze the maximum number of sources where users leave feedback about the brand. The re command:The Store, which is part of the Inventive Retail Group, used the Brand Analytics system to gain wide coverage of social media and media channels. Marketing Department re:The Store has organized regular monitoring of social media and collects all mentions of the chain's stores. An analysis is based on a large volume of messages to find insights. The team examines brand mentions to understand the advantages of the re network.:The store is appreciated by customers. Due to the large coverage of re sources:We were able to find factors important to the target audience that we hadn't even realized before. The benefits were packaged in advertising messages and added to communication for all clients.
Comments
Post a Comment