Brand Monitoring & Online Reputation Management Negin Pourmokhtar Image source: http://www.fortune3.com/blog/wp-content/uploads/2012/02/brand-
Brand Monitoring and Online Reputation Managemen
Nov 27, 2014
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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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