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Reputation Monitoring for Large Brands


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Reputation Monitoring for Large Brands

  1. 1. Reputation Monitoring for Large Brands Brian Chappell Ignite Social Media
  2. 2. How Do Large Companies Monitor Their Reputations?
  3. 3. Obtain the most important information
  4. 4. Identify your important keywords: <ul><li>Brand name </li></ul><ul><li>Key executives </li></ul><ul><li>Important employees </li></ul><ul><li>Products </li></ul><ul><li>Your competitors </li></ul>
  5. 5. Eliminate Noise
  6. 6. Utilize tools that allow advanced Boolean queries
  7. 7. NEAR7((Brand OR Brandspelling2) AND (product OR products OR product1)) AND NOT (unrelated product)
  8. 8. Important sites and forums in your vertical should be whitelisted
  9. 9. Whitelisting and Blacklisting of sites isn't enough
  10. 10. Automate Blacklisting with Rules
  11. 11. Amazon affiliate code + Adsense + 3 keywords in domain + keyword “buy”
  12. 12. Clean stream of mentions. Ahhh much better, right?
  13. 14. Automated alerts in the form of Email or SMS
  14. 15. Understand your brands overall health
  15. 16. Automated sentiment analysis is unreliable and often very inaccurate
  16. 17. If you automate make sure you analyze enough data to meet statistical relevance
  17. 18. Look for tools that do feature level sentiment scoring
  18. 19. Feature Level Examples <ul><li>Entities (persons, companies) </li></ul><ul><li>Topics (&quot;hotel room&quot; &quot;room service&quot; &quot;location&quot;) </li></ul><ul><li>Concepts (&quot;cleanliness&quot; &quot;value&quot;) </li></ul>
  19. 20. Reputation Monitoring Tools For Big Brands <ul><li>Sysomos </li></ul><ul><li>Radian6 </li></ul><ul><li>Buzzmetrics </li></ul><ul><li>Alterian SM2 </li></ul><ul><li>Converseon </li></ul><ul><li>Cymfony </li></ul><ul><li>Visible Technologies </li></ul>
  20. 21. Hire a Social API Engineer - Build an internal tool
  21. 22. Its not all about the tools
  22. 23. You cant afford to fully automate monitoring
  23. 24. Take actionable steps based off of daily monitoring and make iterative improvements
  24. 25. Summary <ul><li>Improve Products </li></ul><ul><li>Optimize Customer Service Pipeline </li></ul><ul><li>Establish Unique Selling point </li></ul><ul><li>Mitigate Brand Damage </li></ul>
  25. 26. Thank You <ul><li>Follow me on Twitter @brianchappell </li></ul><ul><li>Email me: </li></ul>