Reputation Management
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Date: 2007-08-17 08:50:08
Brands turn to the internet to manage their reputa
A new service launches today which aims to manage brands’ perceptions on the internet. Online Perception tracks the internet for mentions of brands and categories and keeps brand managers up to speed on what their consumers really think about them.
The internet has shifted the balance of power away from big advertisers and towards the consumer. Whereas previously the information flow was one-way, and advertisers pumped messages into our houses via key shows like Coronation Street, today the information flow is much more balanced. Upset consumers can easily post on discussion forums or ratings sites. If they post on shopping portals, the sales of the product criticised are directly affected.
In the “real” world, if a thousand people grouped together to discuss or criticise a brand, the brand manager would want to know about it, and would probably ensure someone was there to monitor the situation. On the internet these discussions take place over weeks or months, with often only one or two people taking part at a time. However the record of the conversation lasts forever – and as the social networking sites and forums rank well in Google and other search engines, future customers will easily find out about problems previous customers have had.
Many big brands have a very poor reputation on the internet, which often misrepresents the excellent reputation a company might have in the “real world”. Retailers and service providers in particular suffer from a negative Online Perception.
The Online Perception service aims to address this balance. Says Paul Smith, Managing Director, “Our aim is to help brands achieve the same reputation that they have offline, on the internet. A brand’s value is based on its reputation, Online Perception will help brands to protect their value ”.
Online Perception breaks down into two parts, strategy and monitoring . Based on a subscription basis, the company starts by conducting a full web audit of the brand and presents back the survey results and a detailed web strategy recommendation. “Very few people proactively visit brand sites. We produce a strategy which will take your brand to the consumers , where they are actively engaging already. At the moment that means social networking sites, such as Facebook, but we’re constantly monitoring trends to ensure that our clients remain at the cutting edge”, says Smith. Online Perception then works with existing creative agencies to implement agreed strategies.
Ongoing, the service tracks and monitors the brand’s perception via the Internet . Each month the client is presented with a qualitative report detailing the brand’s reputation, along with notable trends that could affect the brand. Serious issues are responded to or flagged immediately, presenting an early warning system for brand managers. This enables the marketing department to respond quickly to potential issues – either feeding customer details into a customer care team, or when necessary taking legal action in the face of defamatory or slanderous accusations.
For further information, please contact:
Paul Smith
Managing Director, moolife Ltd
Paul.smith@onlineperception.co.uk
www.onlineperception.co.uk
01327 810144
The internet has shifted the balance of power away from big advertisers and towards the consumer. Whereas previously the information flow was one-way, and advertisers pumped messages into our houses via key shows like Coronation Street, today the information flow is much more balanced. Upset consumers can easily post on discussion forums or ratings sites. If they post on shopping portals, the sales of the product criticised are directly affected.
In the “real” world, if a thousand people grouped together to discuss or criticise a brand, the brand manager would want to know about it, and would probably ensure someone was there to monitor the situation. On the internet these discussions take place over weeks or months, with often only one or two people taking part at a time. However the record of the conversation lasts forever – and as the social networking sites and forums rank well in Google and other search engines, future customers will easily find out about problems previous customers have had.
Many big brands have a very poor reputation on the internet, which often misrepresents the excellent reputation a company might have in the “real world”. Retailers and service providers in particular suffer from a negative Online Perception.
The Online Perception service aims to address this balance. Says Paul Smith, Managing Director, “Our aim is to help brands achieve the same reputation that they have offline, on the internet. A brand’s value is based on its reputation, Online Perception will help brands to protect their value ”.
Online Perception breaks down into two parts, strategy and monitoring . Based on a subscription basis, the company starts by conducting a full web audit of the brand and presents back the survey results and a detailed web strategy recommendation. “Very few people proactively visit brand sites. We produce a strategy which will take your brand to the consumers , where they are actively engaging already. At the moment that means social networking sites, such as Facebook, but we’re constantly monitoring trends to ensure that our clients remain at the cutting edge”, says Smith. Online Perception then works with existing creative agencies to implement agreed strategies.
Ongoing, the service tracks and monitors the brand’s perception via the Internet . Each month the client is presented with a qualitative report detailing the brand’s reputation, along with notable trends that could affect the brand. Serious issues are responded to or flagged immediately, presenting an early warning system for brand managers. This enables the marketing department to respond quickly to potential issues – either feeding customer details into a customer care team, or when necessary taking legal action in the face of defamatory or slanderous accusations.
For further information, please contact:
Paul Smith
Managing Director, moolife Ltd
Paul.smith@onlineperception.co.uk
www.onlineperception.co.uk
01327 810144
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