Monitorización de la Reputación de la Marca Online con BrandsEye

Monitorización y gestión de la reputación Online Joaquín Hermoso | www.brandseye.com

Agenda

Qué es BrandsEye 1

Demostración de BrandsEye 2

Propuesta para la monitorización de tu marca 3

¿Qué es BrandsEye?

Enterrado entre millones de no.cias, reviews, blog posts y conversaciones de redes sociales, está la

INTELIGENCIA DE MERCADO que espera a ser analizada con el obje.vo de MEJORAR LA EXPERIENCIA DEL CONSUMIDOR

de tu marca.



BrandsEye IDENTIFICA, AGREGA, VERIFICA Y ANALIZA CONVERSACIONES ONLINE

(marca, industria, competencia, consumidores, concesionarios)

y la ac.vidad social generada por una marca a través de los canales Online

BrandsEye is the world's

FIRST CROWD-‐SUPPORTED ONLINE INSIGHTS PROVIDER


Inteligencia de Mercado local verificada por EXPERTOS LOCALES para obtener INSIGHTS LOCALES

¿Qué significa ser la primera herramienta “Crowd-‐Supported”?

!   La verificación humana se traduce en escuchas más relevantes

!   Identificación del slang, eufemismos y doble-sentido, en español, inglés, francés y catalán

!   Mayor acierto en el sentimiento hacia la marca

!   Reducción del periodo de latencia de datos (rápida identificación)

!   Mayor tiempo para centrarse solo en el análisis con mayor valor añadido

¿Qué significa ser la primera herramienta “Crowd-‐Supported”?

BrandsEye searches

Todos nuestros datos se recogen a través de una combinación de fuentes customizadas, motores de busqueda, acceso directo a fuentes, feeds RSS … (Social, No*cias &

Búsquedas) ESTAMOS EN UN PROCESO CONTÍNUO DE AUMENTO

DE NUESTRA RED DE DATOS POR MEDIO DE LA ADHESIÓN A NUEVAS FUENTES DE DATOS


Areas de la empresa que pueden hacer uso de BrandsEye

¿Para qué sirve?

¿Qué mide BrandsEye?

Métrica Descripción

Análisis del volumen Volumen de las conversaciones y su evolución en el ]empo

Análisis de la Credibilidad

Cómo de influyentes son las fuentes de tus conversaciones

Análisis del Sen]miento

Si tus conversaciones son nega]vas, posi]vas o neutras

OTS El número máximo de veces que las conversaciones podrían llegar a ser vistas(Opportuni2es-‐To-‐See)

AVE El valor equivalente de las converasciones (Advert Value Equivalent)

Métrica Descripción

Distribución de los Medios

Qué fuentes de Medios generan tus conversaciones (consumidores, prensa, corpora]vo…)

Distribución de los dominios

Las principales plataformas que generan la mayoría de tus conversaciones Online

Principales temas Cuáles son las principales temá]cas de las conversaciones

Top influencers Quiénes son los autores con mayor credibiliad

Top contributors Quiénes son los autores con mayor ac]vidad

Content Analysis (Ad-‐hoc)

Insights y aprendizajes del contenido de las conversaciones

¿Qué mide BrandsEye?

MEDICIÓN

•  ROI •  AVE •  Desarrollo de KPIs relevantes para marcas •  Benchmarking de la industria •  Evidencias de case studies sólidos

PRECISIÓN Y FIABILIDAD •  Datos verificados de forma humana •  Iden.ficación de slang local, doble-‐

sen.do y los dis.ntos idiomas locales •  Auditorías en la fiabilidad •  Algoritmo: aprendizaje de Inteligencia

ar.ficial

INSIGHTS ACCESIBLES

•  Basado en obje.vos de negocio •  Mul.ples usuarios y Displays •  Mul.ples usos •  APIs para la integración de datos •  UX (user experience) orientado al

cliente

ANÁLISIS DE INSIGHT ONLINE RESOURCE-‐EFFECTIVE •  Focus group en .empo real •  Paquetes escalables •  Dashboards en .empo real y descargables •  “Verificación Humana” para Data

Management escalable y económico

¿Por qué BrandsEye?

¿Por qué BrandsEye?

Agenda

Qué es BrandsEye 1



BrandsEye set up sec]on

Intui.ve

Step by step guidance

Define conversa.on relevant to objec.ves

All data is collected through a combina.on of custom search engines and RSS

feeds

(Social, News & Search)

We con.nuously increase the breath of our data net by adding new data sources

BrandsEye men]ons sec]on

Quick detail check

Integrate online Insights with internal data sources

Tag to topic

Mouse over men.on to reveal deeper insights

Powerful filter sets

Adjust informa.on by men.on or on mass

Engagement – RT

Export to CSV

BrandsEye repor]ng sec]on

Mul.ple dashboards

Sec.ons of focus

Metric customisa.on

Quick comparison using easy filters

Rename dashboards

Design dashboards to fit your objec.ves

Community Management

Campaign Measurement

BrandsEye account management sec]on

Edit currency values

Work flow management

Access control

Alert set up

Mul.ple collabora.ons

Personal & team no.fica.ons

Increase data verifica.on

Agenda

Qué es BrandsEye 1



Realizar la escucha de todas las conversaciones online en torno a la

marca en Redes Sociales, noticias, reviews, blogs, etc. para verificar la correcta

aplicación de la marca y realizar las acciones correctivas cuando no se

aplique correctamente.

Objetivo

Metodología

Monitorización de la conversación

1 Diagnóstico

ORM* Plan de acción

de mejora

2 3

• Volumen y valor de las conversaciones

• Reputación de la marca • ROI* de campañas y del Social Media

• CRM* • Atención al cliente • Desarrollo de nuevos productos

• Identificación de riesgos (situaciones de crisis) y oportunidades (tendencias)

(*) ORM: Gestión de la reputación online (Online Reputation Management) ROI: Retorno de la inversión (Return On Investment) CRM: Gestión de la relación con los clientes (Customer Relationship Management)

• Estrategia de contenidos Online

• Producción de contenidos y plataformas digitales

• Dinamización de los contenidos, aumento de la visibilidad y el tráfico.

• Plan de medios online y mejora del posicionamiento en buscadores y redes sociales

• Marca, productos, servicios • Campañas de comunicación, eventos

• La competencia • El sector • Monitorización específica por por canales (ej.: Twitter, prensa), idioma, país, etc.

• Seguimiento mensual y en tiempo real

Tecnología y entregables

• Seguimiento en tiempo real: el cliente tendrá acceso directo a los paneles de control de BrandsEye, desde PC y iPhone.

• Sistema de alertas: el cliente recibirá automáticamente en su correo electrónico alertas de interés.

• Informe mensual: el cliente recibirá un informe semanal: volumen total de menciones de la marca, reputación de la marca, fuentes dónde aparece, principales prescriptores/retractores de la marca, menciones donde se hace mal uso de la marca, etc.

Detalle de cada fase

Diagnóstico ORM*

Plan de acción de mejora

2 3 Monitorización de la

conversación

1

Se definirán los términos sobre los que se desea realizar la escucha, los

países y el idioma.


Así como los objetivos de la escucha:



Marca Productos, servicios Sector Campañas de comunicación, eventos La competencia Ámbito Etc.







Conocer la reputación de la marca Identificar actores más influyentes Anticiparse a posibles situaciones de crisis Identificar oportunidades de mercado (Ej.: productos/funcionalidades más demandados, nuevos usos, etc.) Analizar la atención al cliente Detectar tendencias de mercado Etc.



3 Monitorización de la

conversación

1 Diagnóstico

ORM*

2

Diagnóstico ORM

•  El análisis de la información obtenida a través de BransdEye nos indicará si el posicionamiento de marca* es el apropiado; si vamos por el buen camino o si existen áreas de mejora:

¿Cuánta gente habla de mi marca en los soportes Online?

¿Qué personas y medios hablan de mi marca?

¿Qué es lo que dicen de mi marca? ¿Es esto lo que quiero que la gente opine de mi marca? (Posicionamiento Actual) ¿Existe otro posicionamiento de marca* que permita aumentar el volumen y el valor de mis ventas? (Posicionamiento Deseado)

¿Cuál es el posicionamiento de la competencia?

¿Existe alguna oportunidad de mercado que los consumidores manifiesten y no esté correctamente satisfecha?

(*) El Posicionamiento de Marca es la percepción que los consumidores tienen en su mente acerca de una marca; y se define en una palabra o una frase corta (Ej.: el posicionamiento de Volvo es “seguridad”)

Diagnóstico ORM

•  Cada mes se realizará un informe de la reputación online de la marca.

⇒ Ver un ejemplo de Informe mensual de la Reputación Online en el Anexo I



3 Monitorización de la

conversación

1 Diagnóstico

ORM*

2


Si en la fase anterior identificamos que nuestro Posicionamiento Actual

no corresponde con el Posicionamiento Deseado,

desarrollaremos el Plan de Acciones online que nos permitirá pasar de uno a otro

el en menor tiempo posible con la inversión mínima necesaria y suficiente.


Estrategia de contenidos

Producción de contenidos

Dinamización y visibilidad





• A partir de los resultados de obtenidos de BrandsEye se definirá una estrategia de contenidos online:

• Qué quiero comunicar y qué quiero transmitir • A quién • En qué tono • En qué soportes • Con qué estilo visual • En qué periodo de tiempo





• Se realizará la producción de contenidos y soportes digitales (audiovisual, textual y gráfico) necesarios para lograr el posicionamiento de marca deseado.

•  Se generarán una línea de contenidos específica para la marca, con el fin de diferenciar su presencia digital con el tono y el estilo del acordes al posicionamiento de marca: videos, posts, infografías, white-papers, presentaciones, etc.





• Una vez creado el material audiovisual, para asegurarnos que nuestro público objetivo verá y consumirá dichos contenidos realizaremos lo siguiente:

•  Dinamización de contenidos en la red, aumento de la visibilidad, el tráfico, la presencia en blogs y en soportes de alto posicionamiento y segmentación (según nuestro público objetivo y palabras clave).

•  Consultor SEO: nos ayudrá a posicionar los contenidos de manera natural en el buscador con los mejores resultados.

•  Planes de medios online: nos permitirá tener mayor cobertura y llegar a mayor número de usuarios en menor tiempo. Se definirá un plan de medios a medida de las necesidades y el presupuesto del cliente.

Listado de Precios

Listado de Precios

Nota: revisar úl.mas tarifas actualizadas. Los precios no incluyen IVA.

ANEXO I: Ejemplo de informe mensual de la reputación online

Executive summary

There were a total of 22 497 relevant mentions picked up during the reporting period. This represents a decrease of 5.2%. During the reporting period, BRAND’s reputation score fluctuated between 50 and 52 (down from a score of 56 of last month)

There were 34 225 015 Opportunities-To-See (OTS) the BRAND’s conversation online. This generated an Advert Value Equivalent (AVE) of $ 767 782. This represents a decrease of 4.5% in both values.

Sentiment distribution was as follows: 87.7% neutral, 10.6% positive and 1.7% negative.

Negative conversation returned to usual levels after the furor caused by the race poll last month. Negative conversation was primarily focused on BRAND’s staff, session scheduling and automated e-mails.

Press conversation remained relatively stable and accounted for 5.2% of the conversation. Consumers generated 90.2% of the conversation with the remaining 4.6% being generated by enterprise sources.

Value summary

Conversation measures

Volume Opportunities-To-See Advert-Value Equivalent

22 497 34 225 015 $ 767 782

Media distribution

Consumer Press Enterprise

90.2% 5.2% 4.6%

Sentiment breakdown

Downplay Listing Endorsement

1.7% 87.7% 10.6%

Domain breakdown

Twitter Facebook Other

78.5% 11.2% 10.3%

Total volume of conversation during the reporting period: 22 497

1 1 070 mentions – 86 mentions about X Personality’s talk at BRAND. 79 mentions reporting on events held at the venue. There were 62 mentions updating consumers on transport issues.

2 1 192 mentions – The primary topics of conversation were a consumer using a BRAND’s facilities to Saadiq Moolla develop a mobile isiXhosa translator (focusing on medical terms) and 51 mentions discussing a campaign hashtag #BRANDCAMPAIGN for BRAND’s local branch.

3 1 020 mentions – 112 mentions noting that transport services resumed as normal. There were 56 RT’s of an @BRAND_HANDLE’s mention covering this story.

4 1 086 mentions – 80 mentions regarding a conference held at the venue (these mentions were primarily quotes from the event). There were also 32 RT’s of mentions by the BRAND’s local branch.

Credibility

Understanding credibility: The greater the online audience a particular source is able to reach, the more credible the source. A respected source is deemed as having the potential to reach over 4 000 people. An authoritative source is expected to reach over 1 000 000 people.

The most credible sources were all press mentions

published on news.yahoo.com or news.howzit.msn.com.

These articles primarily focused on BRAND’s international

standings.

The most credible Twitter author was @QuadeCooper (550 199 followers).

Other highly credible authors included @helenzille

(280 952 followers) and @MinnieDlamini (271 012 followers).

Once again, Reddit.com proved a relatively popular platform for BRAND discussion. 8 mentions were picked up

from Reddit. The most popular topic was a foreign

consumer’s generally positive perspective on the BRAND and

Cape Town in general.

34 225 015 During the reporting period, there were

Opportunities-To-See BRAND’s online conversation.

$ 767 782 This amounted to an Advert Value Equivalent (AVE) of

This equates to $ 30per mention.

0

5.000

10.000

15.000

20.000

25.000

30.000

SEPT – OCT OCT – NOV NOV – DEC DEC – JAN JAN – FEB FEB -‐MAR MAR -‐ APR APR -‐MAY

Volume

Volume

Monthly exposure

VIRAL CONVERSATION 1

VIRAL CONVERSATION 2

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

35.000.000

40.000.000

SEPT – OCT OCT – NOV NOV – DEC DEC – JAN JAN – FEB FEB -‐MAR MAR -‐ APR APR -‐MAY

OTS & AVE

OTS AVE

Media source of conversation

Consumer Mentions – 20 297

Consumer authors accounted for the majority of conversation

volume and generated 21 279 600 OTS, exposure

equivalent to $ 439 149.

Press Mentions – 1 162

Press mentions generated 9 793 315 OTS exposure equivalent to $ 211 768. Press mentions commonly referenced a report

published by BRAND about South African consumers, and new services offered by the

local branch.

Enterprise Mentions – 1 030

Enterprise mentions generated 3 102 100 OTS, exposure

equivalent to $ 75 556.

Example of press conversation

Headline Source Article Summary

“South African consumers and their habits”

LINK What was the article about?

“BRAND opens more African branches” LINK What was the article about?

“Staff members selected for international award”


“BRAND right up there with the world’s best”


Domains

All sources included Facebook and Twitter removed

1 17 654 Twitter mentions generated 19 718 815 OTS, exposure equivalent to $ 4 68 225.

2 2 530 Facebook mentions generated 702 000 OTS, exposure equivalent to $ 16 890.

3 207 iol.co.za mentions generated 824 010 OTS, exposure equivalent $ 16 917.

4 59 newspaper.co.za mentions generated 2 950 OTS, exposure equivalent to $ 106.

5 39 thepost.co.za mentions generated 1 950 OTS, exposure equivalent to $ 71.

Top Twitter authors (by credibility)

Name / Twitter handle Conversation Themes # of mentions AVE

Quade Cooper @QuadeCooper 550 215 followers

Looking forward to a conference held at BRAND 1 $ 4 994

Helen Zille @helenzille 280 994 followers

Speaking at a conference held at a BRAND venue 1 $ 4 994

Minenhle Dlamini @MinnieDlamini 271 067 followers

Discussing her experience of BRAND 1 $ 4 994

Loyiso Gola @loyisogola 215 139 followers

Interest in the consumer study report 1 $ 4 994

Euphonik @euphonik 212 026 followers.

Discussing an evening event held at a brand venue 1 $ 4 994

An analysis of sentiment

20 168 mentions were neutral towards BRAND. The common discussion themes included discussion

about transport issues, the conferences and evening events as well as general service discussion and

engagement with @BRANDHANDLE.

416 mentions were negative towards BRAND. Consumers commonly complained about its staff

(describing them as rude and cold hearted), irritation with automated e-mails and complaints about poor

service and availability of staff.

2 650 mentions were positive towards BRAND. The most common theme was consumers looking forward

to the release of a new service. Other common themes were prospective consumers indicating

having a positive experience with the sales staff and praise for the BRAND’s executives.

Examples of the consumer conversation

The South African consumers study was not

only extensively covered by press sources but it also captured the attention of

consumers as it seemed to resonate with them.

Consumer conversation was heavily focused on

service provision. Consumers discussed

about the pros and cons of using brands in this

category, most of which included complaints about

erratic service.

Sample Tweet

Sample Tweet

Sample Tweet

Sample Tweet

Sample Tweet

Sample Tweet

BRAND conversation themes

All conversation included.

Keyword # Description Sentiment

x 1 014 Primarily used to in relation to the transport issues Neutral.

x 1404 104 mentions by @BRANDHANDLE itself. Most commonly used in service provision conversation and general consumer queries. Neutral.

x 538 Relating the results of various sporting fixtures and potential students seeking guidance about which tertiary institution to attend. Neutral.

x 257 Potential consumers discussing which brand of the category they would choose. Positive

Brand terms removed

Authors of interest

Author Volume OTS AVE Engagement Engagement AVE

@NAME 36 144 000 $ 3 663 283 $ 3 821

@NAME2 104 416 000 $ 9 361 1 348 $ 13 833

@NAME3 327 1 308 000 $ 26 693 465 $ 24 311

@NAME4 209 62 700 $ 1 672 146 $ 2 900

@NAME expanded his conversational topics this month, focusing on service provision and BRAND’s key features. He engaged with @NAME2 regularly about what he likes and doesn’t like about brands in the category.

Of the 104 @BRANDHANDLE tweets, 47 were re-tweets of other authors. Mentions were largely focused on motivating service provision. There was also a significant amount of conversation where @NAME2 reported on an incident involving a consumer

at BRAND’s head office.

@NAME3’s conversation was heavily focused on the upcoming conference (these mentions were commonly tagged with the hashtag #CONFERENCE2013. The other two primary conversational topics were last month’s

conference and an overseas award for the local branch.

@NAME4’s converstaion was heavily focused on discussion about which language should be used to communicate. The major topics they covered were the lack of avid readers, the poor quality of popular literature and the question of English's

preeminence in a country that has 11 official languages.

Observations

There were 9 928 unique authors who contributed to BRAND’s online conversation. Of these, 2 852 mentioned the brand twice or more.

A new BRAND conversation generator appeared this month, a Facebook group entitled “BRAND Opinions” (LINK). The page focuses on the opinions of BRAND consumers. The page currently has 5 559 “Likes” and has reached the 767th opinion, proving to be a popular discussion platform.

The most extensively discussed topic by press sources this month was the results of the BRAND’s report about South African consumers. The study was referenced in 87 press mentions, generating 2 325 690 OTS, exposure equivalent to $ 53 828. Consumers most commonly linked to articles which covered the details of the study and often highlighted specific sections (such as the buying power or vehicle ownership of South Africans) and also seemed to use the results as measure of progress in South Africa.

In terms of other brands in the category, BRAND2 was the most commonly referenced in conjunction with BRAND this month (518 mentions). Conversation was primarily generated by prospective consumers asking for advice about which brand to use and a debate about the pros and cons of each brand.

BRAND Competitor Monthly Overview 25 April – 24 May 2013

Value summary of BRAND in conjunction with competitors

Conversation measures

Volume Opportunities-To-See Advert-Value Equivalent

2 645 4 004 780 $ 90 729

Media distribution

Consumer Press Enterprise

85.2% 11.6% 3.1%

Sentiment distribution*

Downplay Listing Endorsement

1.1% 88.8% 10.1%

Domain breakdown

Twitter Facebook Other

67.3% 17.1% 15.6%

*Sentiment with respect to competitors.

Top themes

Wordcloud showing the most prominent BRANDS in the category based on 4 compe.tor brands added to BRAND’s account as search phrases.

As well as a theme analysis on each compe.tor

Appendix Definitions

Opportunities-To-See (OTS)

OTS reflects the number of people who would have had the opportunity to see a mention. A tweet from a user with 8 000 followers would account for 8 000 in the total OTS of the conversation. This does not account for the possibility that the mention may not have been seen by the user in their Twitter feed.

Advert Value Equivalent (AVE)

AVE offers a monetary value of the earned conversation. The aim behind the AVE measure is to capture what a company would have paid to expose their brand to the number of people reached by the conversation.

Sentiment analysis

The exact opinion and feeling towards a brand scored according to a 10-point scale:

5 (Celebration) - the highest form of brand endorsement and brand loyalty (very rare) 4 (Acclamation) - when a brand is endorsed and very highly commended 3 (Praise) – when a brand is recognized very positively 2 (Endorsement) – encouraging other readers to use the brand

1 (Listing) – neutral mention of a brand.

-1 (Downplay) - mildly negative sentiment about a brand. -2 (Concern) – distress/worry about a brand -3 (Rebuke) – disgust towards a brand -4 (Anger) - resentment towards a brand -5 (Emergency) - severe threat to the brand or the community’s safety

Monitorización de la Reputación de la Marca Online con BrandsEye

Marketing

Transcript of Monitorización de la Reputación de la Marca Online con BrandsEye