A Guide to Monitor Your Brand Online
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A Guide to Monitor Your Brand Online

A Guide to Monitor Your Brand Online

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A Guide to Monitor Your Brand Online Document Transcript

  • 1. A Guide to Monitoring Your Brand OnlineA Little Bit About Koozai: ............................................................................................... 3How to get in Touch: .................................................................................................... 3About the Author: ......................................................................................................... 4About This Whitepaper: ................................................................................................. 4What is Brand Monitoring? ............................................................................................. 5 Positive Comments .................................................................................................... 5 Negative Comments ................................................................................................... 5 Competitors .............................................................................................................. 5 Trademark Infringement ............................................................................................ 5 Counterfeit Sites ........................................................................................................ 6 Content Drivers ......................................................................................................... 6The Importance of Brand Monitoring .............................................................................. 6What Phrases to Monitor ............................................................................................... 7Which Sites to Monitor................................................................................................... 8Dealing with Negative Mentions...................................................................................... 8Dealing with Positive Mentions ....................................................................................... 9Protecting your Brand.................................................................................................... 95 Paid Tools ................................................................................................................10 BrandsEye ................................................................................................................10 Brandwatch ..............................................................................................................11 Trackur ....................................................................................................................12 Sproutsocial .............................................................................................................13 Brand Listen .............................................................................................................135 Free Tools ................................................................................................................14 TweetDeck ...............................................................................................................14 Google Alerts............................................................................................................14 HootSuite .................................................................................................................15 Social Mention ..........................................................................................................15 TOPSY .....................................................................................................................16Summary ....................................................................................................................16
  • 2. A Little Bit About Koozai:Koozai are a multi-award winning digital marketing agency.We’re one of the UK’s fastest growing technology companies having been ranked 23rd in theDeloitte Technology Fast50.We help businesses connect with their customers online – providing a range of industryleading services from Organic Search Engine Optimisation (SEO) and Pay Per Click (PPC)Management to Link Building, Social Media and Brand Management.We thrive on building long lasting client relationships and delivering true value for money.We’re passionate about what we do - and that shows in our work.No lengthy contracts, just world class Digital Marketing. Koozai will help you build yourbrand online and achieve ROI that can be clearly measured against your bottom line.How To Get In Touch:If you would like to get in touch with us, please visit the website (www.koozai.com) or useone of the methods below:
  • 3. About The Author:Samantha Noble has worked within the marketing industry for nine years, five of which havebeen in search marketing. Her marketing career started off in the offline marketing sectorworking for a leading tour operator company, before moving into an online role managingthe PPC and SEO campaigns for a financial services company.She joined the team at Koozai back in 2009 as a Digital Marketing Executive and now headsup the Search Team as Digital Marketing Director. She is a regular contributor to the Koozaiblog and other industry blogs including State of Search. Sam can often be found at variousindustry conferences and has recently spoken at OMN London on the subject of Page OneDomination.About This Whitepaper:With the continuous rise in the number of forums, review sites, blogs and social networks itis now more important than ever for you to protect and monitor your brand name online.This whitepaper has been created to provide you with a detailed guide on how to effectivelymonitor your brand online.
  • 4. What Is Brand Monitoring?Brand Monitoring is a strategy that allows you to track all mentions of a company name,product or service that has been added to any online resource. It allows you to track: Positive Comments Content Negative Drivers Comments BRAND Counterfeit Competitors Sites Trademark InfingementPositive CommentsWhen people think about monitoring a brand, the first thing that springs to mind is often thenegative comments that may be out there. Although it is important to identify and deal withany such issues, positive comments are often just as important. You should be interactingwith your ‘Brand Angels’ to ensure they keep portraying your brand in a positive light.Negative CommentsThis is where brand monitoring becomes incredibly important. No company wants theirbrand being mentioned online in a bad light so if you are monitoring these commentsfrequently, you should be able to find them and deal with them before they get out of hand.CompetitorsKeeping an eye on how your competitors are performing can help you uncover ways inwhich you can promote your own brand. If a competitor has written a blog post that wentviral quickly, you could look at piggybacking the idea and writing something similar of yourown.Trademark InfringementBrand monitoring will also uncover any trademark infringements. The last thing a companywants after they have gone to so much effort securing a trademark for their brand is tohave another company out there pretending to be them.
  • 5. Counterfeit SitesCompanies that sell high value products have the added problem when it comes to websitesselling counterfeit items. Brands like ghd Hair (http://www.ghdhair.com) and Links ofLondon (http://www.linksoflondon.com/) regularly suffer from counterfeiting, so both go togreat lengths to combat the problem. Brand monitoring is just one of the strategies theyhave in place to assist with this.Content DriversIt is always good to know which blog posts or pieces of content that you have written havebeen received well. If you are aware of the content that drove the most shares online, youcan work with this and ensure you keep creating content that other people want to share.The Importance Of Brand MonitoringBrand monitoring is one of the most important everyday tasks all companies should bedoing. The internet is continuing to grow at an extremely fast rate and the number of sitesout there that allow people to share their thoughts on a company, product or service aregrowing even faster. If you are not monitoring mentions of your brand currently, you arevery much in the dark and could be in for a nasty shock a little later down the line.All companies need to be aware of what is being said about them online, who is saying itand the nature of the comments to ensure they can act on any positive or negativementions in the correct way.So all in all, brand monitoring is quickly becoming one of the most important strategies thatyou or your clients need to have in place. Site D Site C Site E Site B Site F Your Site A Site G Brand
  • 6. What Phrases To MonitorDepending on the tool(s) that you choose, there will be different limits with the number ofphrases that you can monitor. It is important that you consider the various keywords thatpeople may be using if they are mentioning your brand online.Some of the main phrases I would recommend you consider monitoring include: Your brand name Common misspellings of your brand name Any abbreviations of your brand name Trademarks and/or copyrights Senior management team names Key products (if names are not generic) CompetitorsOnce you start tracking your chosen keywords you will quickly be able to see which oneshave the most benefit for you.If your brand name contains generic phrases, you will get a lot of mentions that will not berelevant your business. Here are a few examples of some well-known companies that wouldhave to go to great lengths to monitor mentions of their brand as the name will bementioned all over the internet with a totally different context.If you are thinking of starting up a new business, this is something that you will want totake into consideration. Choosing a brand name that is unique will save you a lot of timeand investment when it comes to monitoring brand mentions at a later date.Brands like the ones shown below, will find monitoring mentions of their brand less timeconsuming as the majority of the mentions that any tools find will be to do with them.
  • 7. Which Sites To MonitorThere are so many different sites that people can mention you on and it is important thatyou have a strategy in place so that can monitor them all. Later on in this whitepaper, I willbe providing you with a list of tools (free and paid) that can help you to achieve this. Someof the most popular types of sites that you will see mentions of your brand include: Social media sites Industry related blogs Personal blogs Forums Review sites Article sites Video sites Photo sites Competitor websites Consumer websitesSome of the social media sites that are locked behind closed doors (Facebook) will make itimpossible to monitor mentions of your brand, but those that are in the open forum(Twitter) are easy to track.Depending on your niche, you may get more mentions from one type of site than another.As a digital marketing agency, we tend to find that we pick up a large majority of ourmentions on Twitter and less mentions on sites like Flickr.Dealing With Negative MentionsIf you come across a negative comment about your brand or product, the most importantthing to remember is to deal with it as quickly as possible. Ignoring negative mentions willonly entice others to add their comments, which is when you will start seeing significanttrails of feedback about your company.My recommendation with anything negative is to approach the person who left the commenteither on the particular site or via another contact method. You don’t want to get into aconversation online, so if you can bring it offline and discuss the issue via the phone oremail that is the best action to take.If a negative comment is left in a forum or on a review site, it is worthwhile posting aresponse apologising for any problems caused to show that you are on top of things andwant to keep your customers happy.
  • 8. Dealing With Positive MentionsIn the same light as the negative mentions online, you want to keep on top of your positivecomments too. A lot of brands tend to find that they have a group of people thatcontinuously portray their brand in a positive light. These are what I would call your ‘BrandAngels’.Interacting with people that share your content or give your brand a bit of a push will go along way. This is especially easy if you are being mentioned on Twitter as you can easilyinteract with your followers and thank them directly.Protecting Your BrandWe have looked at the importance of monitoring brand mentions but there is also the needto protect your brand online. There are over 300 social networks and as a brand you needto ensure that you have secured a spot on all of them.You may look at some of the social networks and think that it is not worth registering foryour brand, but there is nothing to stop a competitor, disgruntled customer or Joe Bloggsdoing it for you.Five years ago who would have thought Twitter would become as big as it has today? If youwere a brand back then and didn’t secure your company Twitter handle, it is very likely thatif you went to register it today, it would be taken by someone else and once they are gone,it is very hard to try and reclaim them.My recommendation here would be to use a site like Knowem (http://knowem.com/). Forjust $599 they will sign you up to 300 social media websites so you don’t even need to do allthe leg work. All you need to do is provide them with the top level information about yourcompany and they do the rest. A worthwhile investment!
  • 9. 5 Paid ToolsBrandsEyeThe first on my list for the paid tools that you canuse for brand monitoring is BrandsEye. This is atool that we use at Koozai on a daily basis toreally understand what is being said about usacross the web.From within the platform you can actively manage all your online conversations with regularnotifications and turn the data into accurate insights to really understand what the mentionsyou are receiving do for your online presence.It is also fantastic for creating custom reports and graphs that you can share amongst yourteams. They demonstrate how everyone in the company working together helps to grow thebrand.There is a varying pricing structure that has an option to suit most businesses whether youare large or small.
  • 10. BrandwatchBrandwatch offers a full range of social media monitoringtools to suit every need. If you are looking for in-depthanalyst reporting or API integration, they have a solutionto help.The main tool that I would recommend for brand monitoring from their suite of tools is theonline tool that will measure how much buzz you and your competitors are generating. Itwill also highlight the specific details of what is being said so that you can act on anymentions accordingly.As with BrandsEye, Brandwatch also has a good pricing structure. It is more for the mid tolarge size companies with pricing starting at £400 per month.
  • 11. TrackurThis tool is designed to assist you in tracking what peopleare saying about you across the internet. Using the toolyou can monitor your reputation, news mentions, PRcampaigns, employee names and your competitors allfrom an easy to use dashboard.One of the USPs that Trackur has is that they guarantee that you will be up and running inless than 60 seconds.They have a diverse pricing platform tailored to suit all types of businesses. There is also afree version but I would recommend paying to get the full suite of powerful tools.
  • 12. SproutsocialThis isn’t a tool that I have used personally, but I haveheard good things said about its functionally so wanted toinclude it within this list.The pricing starts at just $9 per month but if you want to take brand monitoring seriouslyyou should really look at either their Small Biz or Deluxe packages.Brand ListenThe final paid tool on my list is Brand Listen which is byfar the cheapest option out of the five.The paid packages start from just £10 per month up to £25 per month so if you are juststarting out with brand monitoring this could be a good option for you.
  • 13. 5 Free ToolsTweetDeckThis is a tool that I personally use every day whilst in the office and on the go, using theiriPhone application. It is a real-time browser which connects you with your contacts acrossTwitter and other platforms keeping them all in the same place.For brand monitoring you can setup custom search columns to look for mentions of yourbrand name and related terms. As I mentioned above, it updates in real time so you will beable to keep track of all your brand comments and links on Twitter as and when theyhappen.Google AlertsThis is one of the most frequently used monitoring tools and you can get regular emailupdates of the latest relevant Google results based on the search queries you enter.
  • 14. HootSuiteThis is another tool that I can recommend from personal use. It works in a similar way toTweekDeck and it is down to personal preference as to which you would prefer to use. Halfmy team use TweetDeck and the other half use HootSuite. There is a free and paid versionof the tool so if you decide to give it a try, I would test it using the free version first to seehow you get on before committing to the premium package.Social MentionThis is another great free tool which should be used to quickly show you whether theconversation surrounding your brand is positive, negative or neutral.
  • 15. TOPSYThis is a simple and easy to use real-time search tool for the social web. It will aggregate allthe content that is related to your search from a large number of social platforms and pullsthem into a manageable stream.SummaryThank you very much for reading this whitepaper. I do hope that you have taken some tipsfrom it that you can put into practice.As I mentioned at the start, brand monitoring should be at the top of every company’spriority list. Unless you know what people are saying about you online, you are very much inthe dark and could be in for a nasty surprise a few months down the line.If you do need any further information or assistance, you can get in touch with us easilyusing any of the options below.