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Brand reputation: case history Patrizia Pepe

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Il caso Patrizia Pepe visto dai brand reputation tools gratuiti

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Brand reputation: case history Patrizia Pepe

  1. 1. Brand Reputation Tools Analisi dei principali strumenti di brand reputation monitoring e management Case History - Patrizia Pepesabato 23 aprile 2011
  2. 2. Brand Reputation toolssabato 23 aprile 2011
  3. 3. Cos’è la brand reputation Il social web ha cambiato il modo in cui le aziende interagiscono, nel web 2.0 ogni consumatore può esprimere le proprie opinioni su brand e prodotti, influenzando a sua volta il pensiero degli altri, in modo positivo o negativo. Ascoltare il mood online e monitorare le voci degli utenti è importante non solo per capire le opinioni sul prodotto, ma anche per individuare chi parla del brand, i principali influenzatori e brand evangelist, e l’eventuale presenza di community di marca con cui interagire. Di seguito proponiamo uno spaccato dei tools di Sentiment Analysis e di Brand Reputation Monitoring e Management più utilizzati da aziende ed agenzie di settore.sabato 23 aprile 2011
  4. 4. Patrizia Pepe - Un brand sotto attacco Analisi del post http://www.ninjamarketing.it/2011/04/14/patrizia-pepe-social-media- management-case-history/ sviluppata con Wordle.comsabato 23 aprile 2011
  5. 5. Patrizia Pepe - Un brand sotto attacco (http://www.video.mediaset.it/video/iene/puntata/222150/golia-patrizia- pepe.html#tc-s1-c1-o1-p1)sabato 23 aprile 2011
  6. 6. Blogpulse • Nome: Blogpulse • URL: http://www.blogpulse.com/ • Tipo: gratuitosabato 23 aprile 2011
  7. 7. Blogpulsesabato 23 aprile 2011
  8. 8. Addictomatic • Nome: Addictomatic • URL: http://addictomatic.com/ • Tipo: gratuitosabato 23 aprile 2011
  9. 9. Addictomaticsabato 23 aprile 2011
  10. 10. SocialMention • Nome: SocialMention • URL: http://www.socialmention.com/ • Tipo: gratuitosabato 23 aprile 2011
  11. 11. SocialMentionsabato 23 aprile 2011
  12. 12. Topsy • Nome: Topsy • URL: http://topsy.com/ • Tipo: gratuitosabato 23 aprile 2011
  13. 13. Topsysabato 23 aprile 2011
  14. 14. Monitter • Nome: Monitter • URL: http://www.monitter.com/ • Tipo: gratuitosabato 23 aprile 2011
  15. 15. Monittersabato 23 aprile 2011
  16. 16. Klout • Nome: Klout • URL: http://klout.com/ • Tipo: gratuitosabato 23 aprile 2011
  17. 17. Kloutsabato 23 aprile 2011
  18. 18. Icerocket • Nome: Icerocket • URL: http://www.icerocket.com/ • Tipo: gratuitosabato 23 aprile 2011
  19. 19. Icerocketsabato 23 aprile 2011
  20. 20. Twazzup • Nome: Twazzup • URL: http://www.twazzup.com/ • Tipo: gratuitosabato 23 aprile 2011
  21. 21. Twazzupsabato 23 aprile 2011
  22. 22. Twitrratr • Nome: Twitrratr • URL: http://twitrratr.com/ • Tipo: gratuitosabato 23 aprile 2011
  23. 23. Twitrratrsabato 23 aprile 2011
  24. 24. MentionMapp • Nome: MentionMapp • URL: http://apps.asterisq.com/mentionmap/# • Tipo: gratuitosabato 23 aprile 2011
  25. 25. MentionMappsabato 23 aprile 2011
  26. 26. Glossariosabato 23 aprile 2011
  27. 27. Glossario • Brand Evangelist: sono gli ambasciatori del brand, ovvero consumatori o utenti che godono di autorevolezza e credibilità on line (come bloggers, o collaboratori) ed influenzano la reputazione di marca. • Brand reputation: la reputazione di marca è l’insieme delle opinioni positive o negative espresse da un gruppo di persone in merito ad una marca o prodotto di un’azienda. In un contesto di rete la brand reputation può essere influenzata anche pesantemente dalle azioni degli utenti. • Brand Reputation Management: insieme delle attività di gestione della reputazione online; in genere si distinguono tre fasi: ✓ascolto ✓analisi ✓azionesabato 23 aprile 2011
  28. 28. Glossario • Community: spazi di interazione che nascono dalla volontà degli appassionati di una determinata marca per confrontare le proprie opinioni ed esperienze sulla stessa. Recentemente le aziende promuovono community di brand. • Mood: umore, ovvero lo stato d’animo del consumatore verso la marca. • Sentiment Analysis: analisi di tipo statistico volta a creare uno schema che fotografi il più dettagliatamente possibile il pensiero degli utenti; può essere eseguito manualmente o attraverso sistemi di Intelligence, che attraverso un complesso di algoritmi sono in grado di categorizzare un testo.sabato 23 aprile 2011
  29. 29. Marketingarena.it Thanks to: • Ilaria Guarnieri • Chiara Cioni Per approfondire • Brand Reputation Tools • Sentiment Analysis Follow us • Facebook • Twittersabato 23 aprile 2011

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