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Brand Monitoring Tools and Techniques
- 1. Brand Monitoring Shanice Narain, Aline Kirimli, Salman Allidina, LaToya Hamilton & Octavio Coloma
- 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
- 3. Brand Monitoring ORM Helps business B2B or B2C Photo: http://synergemasearch.com/online-reputation-management-made-right/
- 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
- 8. Brand Monitoring ORM B2B Helps Business B2C Specific to business Engaging directly with brand Manage their interactions Activity related to product offering B2B or B2C
- 9. Profit/Charitable Sources Questions Non for Profit Organizations Business Reasons Reputation Transparency Money
- 11. Profit/Charitable Sources Questions Analyzes Tweets and webpages Ranks new and old content Cumulative Exposure Photo:http://about.topsy.com/company/topsyoverview/
- 12. Profit/Charitable Sources Questions E-mail Alerts Hourly , Daily, Weekly, Monthly Quick Photo: http://www.hyperalerts.no/
- 13. Profit/Charitable Sources Questions Reports and Alerts Market Analysis Multilingual Text Analysis Photo: http://rankur.com/
- 15. Profit/Charitable Sources Questions Via E-mail Collection Tool Google Related Content
- 16. Profit/Charitable Sources Questions Twitter Based Content Includes all words Small fraction of Content
- 17. Profit/Charitable Sources Questions Paid Monitors many social media networks Report Generator
- 18. Profit/Charitable Sources Questions Uses Metrics Searches large content base Refined Search
- 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.