What is reputation management on the Internet and who needs this service

Who and why reputation management service on the Internet

Reputation Management - the systematic impact on the factors that affect the reputation of business organizations or individuals. With the development of social networks, this service has become popular on the internet and apply to the reputation of the brand background, exerting influence on the results of the SERPs.

Entrepreneurs and marketers are thinking about managing reputation on the Internet in two ways:

1. When they find on the web a lot of negative comments about the company or its products. On the negative can be reported as the company's employees and customers. It happens that business owner he finds the negative comments in the SERPs for «brand + reviews".
2. When a company is concerned about the increase in the level of customer service and receives letters of recall site as an additional channel of communication with consumers.

Ideally, however, engage in reputation management is necessary before entering the market.

Regardless of the business areas work on reputation at the start will create a positive brand image and manage the information field.

As a result, the company will be able to attract loyal consumers to quickly identify and solve their problems and achieve the main goal - to become profitable.

Unfortunately, the majority of clients and agencies do not understand the essence of the management of reputation. For example, the usual story when a customer offers SERM - reputation management in the SERP, but in fact employees of the agency monitor only mention the brand and the positive reviews of the place it.

Many market players and the customers do not know the basic terminology and do not understand the difference between the hidden marketing (Hidden Marketing), reputation management on the web (ORM) and reputation management search extradition. As a result, the market does not develop, the agency did not offer customers the services they need.

Details will explain what these abbreviations and what tasks should be decided by each instrument.

What reputation management techniques to choose

Hidden Marketing (Hidden Marketing)

Principle of operation

Unlike traditional advertising in social networks or forums where agents influence or opinion leaders directly promote the product and provide links to the company website, hidden marketing is not so obvious. The user compares goods or services to peers, talks about the use of personal experience or give tips unobtrusive.

Opinion leaders can be any well-known person, the audience is the same as the target - from Yuri to Dudya Tutty Larsen. But when it comes to cooperation with the odious person, the reference brand subscribers is likely to be perceived as advertising. Another thing - the agents of influence. These are ordinary users of forums and social networks, behind which lurk agency staff, casually mentioning the brand.

Consider the example of the promotion of the furniture factory. The forum for interior designers agent of influence asks where you can buy sofa with two opposing backs. He is supported by other site visitors who are also interested in unusual furniture. Third user wrote that he knew exactly what the well-known factories do not produce such models. The fourth participant in the dialogue called the company that makes the sofas with two backs. The forum operates four users, through the efforts of the agency which promotes the factory.

Another possible course of events - the creation of branches in the popular discussion forum about repairs or tips on design. Agent of influence asks where to buy a sofa "Atlanta" - one of the most popular models, which is available from most manufacturers. Another user says that trying to buy a sofa in two stores, but one of them could not in time to deliver the furniture. So dialogue agents of influence will push the audience to select the desired company.

Features

The stealth marketing are important platforms that host the mention of the brand, rather than their quantity. Therefore, the competent agency approach to strategic branding, such as use of search engine optimization tools.

Before recommending a forum for the furniture factory, the agency analyzed the results of the SERPs for «what company makes the fastest kitchen furniture." A person who reads advice on specialized areas, will meet regularly brand name.

pros

• Increase brand awareness.
• The increase in the interest of the target audience of goods or services, because they recommend ordinary people (agents of influence) and the stars, who believe that the audience trusts.
• Low cost of promotion through agents of influence in comparison with the classical advertising.

Minuses

• The difficulty of assessing effectiveness. For example, the effectiveness of direct advertising in the blogger can be analyzed on the number of transmissions to the site or the number of Redeem, which he offered to subscribers. Hidden marketing does not provide references or indicators by which you can track its effectiveness. Part of the success of the promotion may indicate traffic growth or an increase in sales. However, the surge of user activity can be recorded on account of the hidden marketing only if no other parallel campaigns are running.
• Work exclusively with positive reviews. Using only the hidden marketing, the company does not know about the negative publicity which could scare off potential buyers.

suitable for

A new brand or a product, overlooking the B2C market. It works great for businesses of any subject, especially for the real estate and pharmaceuticals.

Manage your online reputation (Online Reputation Management)

Principle of operation

With semantic search services, such as YouScan, IQBuzz or Brand Analytics, the agency monitors the mention of the brand. Every 10-20 minutes browsing own services base sites and report on new reviews.

The next stage - the analysis and processing of: resolve customer issues, questions and answers on the goods or services, and thanks for the positive feedback.

The number of positive responses can be increased due to the motivation of current clients to share their impressions about the company, such as giving a discount for Placed review. If for some reason the tool is ineffective, the positive reviews posted in the name of agents of influence.

Consider the situation where an automatic monitoring service notifies you when a negative review for laundry. User complains about the poor quality cleaning coat. Agency staff, the leading communications on behalf of the brand, asking him to clarify the order number, finds in the laundry cause of the problem and informs decision - offers a re-clean. Once the conflict is settled, the client is asked to remove the negative feedback, because the problem is solved.

In the case of a positive response agency can use email-mailing. If a person goes to the laundry more than once, most likely, he was pleased with the quality of services. In this case, he receives a letter with the request to provide feedback on the website or in the popular laundry revocable resource.

To a large extent the ORM - an additional channel of communication with current customers at their convenience markets, less - a tool to attract new audiences.

Features

Some companies publish the same type relax and positive posts on different sites, resulting in a negative impact on the brand. Otzoviki easily calculate the cheaters on IP-address or location and mark accounts of unscrupulous companies.

For example, one of the callable resources conducts regular antireyting brands that are often placed false reviews. You can avoid problems if competently approach to writing reviews and use automated services that substitute location and IP-address of the account.

pros

• An additional customer service channel and the communication with the target audience.
• Search and elimination of the negative reviews.
• Increasing the number of positive publications.
• Identification of problems in the quality of goods, services or services in a systemic use of the tool.

Minuses

• Automatic monitoring of revocable platforms shows no publication without mentioning the brand. On some sites where reviews are posted on company pages, the user can write: "They threw me." And automatic services will not see this publication. To solve the problem, you can use additional manual monitoring.
• A limited number of sites that scan the automatic services. Some agencies that offer ORM service argue that analyze the entire Internet. In fact, automatic indexing services only popular social networks and forums, which make up less than 5% of Runet.
• One-way evaluation. On the one hand, the majority of agencies report to the customer on the number of published positive reviews. On the other - very few people think about how these publications influence the decision to buy or order services. The usual story, when the agency puts reviews on some sites, and the majority of potential buyers is reading very different resources.

suitable for

Any brands already operating in the market and having a pool of customers. ORM is suitable for any business in the B2C segment and has shown good results in the field of medicine and the automotive business. The tool can be useful and B2B-companies, except in very narrow markets with a limited number of players and consumers.

Reputation Management in the SERP (Search Engine Reputation Management)

Principle of operation

When users want to leave a review about the company, they open the search engine, write the query "brand + reviews", and comes to your site from the first page of results issue. Therefore, the main task of SERM - display the first page of search engines sites that can be controlled, that is, remove the used film.

Consider the example of a SERM works on the network of medical clinics. Agency employees are constantly monitoring the search results for «hospital [name] + reviews". You can do it manually by browsing each site, but soon to solve the problem by connecting the automatic services. For example, you can use SERMometer, which every day collects the search results and generates a thermal map of the environment of the brand reputation.

At the same time, agency staff are working to remove the negative publicity, where the problem has been solved. Reputational background clinic network becomes positive. It is these platforms Agency promotes the top issue by using SEO-tools. The agency initiates controlled branches on the forums and create brand pages on popular sites are well indexed by search engines.

In parallel, necessary to create from scratch or to actively develop the section reviews on their own website, which is highly ranked at the request of "brand + reviews". As a result, the first page will manage the site.

The effectiveness of the instrument is estimated based on a comparison of reputational background in the issuance of the type "was / was."

Given that users looking for reviews about the brand, are the last stage of the sales funnel and the company has already invested heavily in their involvement, it is important to motivate potential customers to become real. SERM can play a crucial role in the monetization of advertising expenses, because it allows you to control what the user sees in the issue.

Features

Part of the brand, finding in the SERP negative reviews, hide their flow of positive publications. As a result, in the top search engines are sites that can not be controlled.

It is better to solve the problem on all platforms and publish positive reviews on managed resources by promoting them search engines. The sooner the company will connect a SERM, the easier it will be to bring in the top-otzoviki controlled sites.

pros

• Creating a positive image of the brand in the search results.
• Interaction with users who are in the last stage sales funnel.
• Impact on the decision to buy goods or order services.
• Opportunity to see the goods, services or brand through the eyes of potential customers.
• Find and neutralize the negative reviews.
• Identify quality problems of the goods or services and customer service.

Minuses

Reputation Management in the search results without ORM are not efficient enough. Promotion-driven sites in top issue without working off of negative feedback and motivate existing customers to share opinions about the quality of products and level of service - a half measure. Therefore, the competent agencies combine two tools.

suitable for

Any business and public figures. SERM works well in the field of furniture and finance.