Brand Monitoring and Online Reputation Managemen

Brand Monitoring &

Online Reputation Management

Negin Pourmokhtar

Image source: http://www.fortune3.com/blog/wp-content/uploads/2012/02/brand-reputation.jpg

Agenda• What is brand monitoring?• What is online reputation management?• Benefits for businesses• How is it used?• Various BM and ORM tools• For profit/non-for profit example• Who is it beneficial for?• Conclusion• Resources

What is Brand Monitoring?

Summary….• Tracking reaction towards brand, product,

service etc…• Companies use various tools to track what is

being said about them

What is Online Reputation Management?

Summary….• Actual process of measuring, monitoring and

shaping conversation • 3-Step process:

ListenUnderstandInteract (Action)

Benefits for Businesses? • Tracking health of brand • Being aware of negative publicity (ability to take action)– Taking control of situation

• Brand image: consistent • Opportunities: “Turning weaknesses to strengths” • Overall customer feedback: future…– social media campaigns– identify influencers– Product development– Customer service– Possibility repositions of brand

How is Brand Monitoring used?

• Many Tools available (free and monthly fee)• Why not take advantage of the following

tools…

TO:Improve brand image Track what is being said

Tool #1

Tool #2

Tool #3

http://www.youtube.com/watch?feature=player_embedded&list=PL1AA9A1C91596A9E1&v=XFDr3Y8xadc

Tool #4

Tool #5

Tool #6

Tool #7

Tool #8

Tool #9

http://www.youtube.com/watch?v=Bq7a_o0Tcto

Tool #10

Tool #11

For Profit company Using Brand Monitoring

Non-for-Profit company using Brand Monitoring

Who is brand monitoring and reputation management beneficial

for? • B2B• B2C• For profit• Non-for-profit

Keeping Track of what is being said

Positioning, Connecting with Customer

Take Advantage of

Free Tools!

Conclusion• (Feedback) Aware of negative publicity and

addressing concerns• Opportunities • Image of brand is consistent • Aid with future…marketing programs,

identifying influencers, product development and customer experience

• Recommendation: Social Mention and Twenty Feet

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Resources

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