SERM
Brands are more succesptible to attack online than offline…
Look at Kleenex and Wal-Mart.
Like the giant retailer brands are at risk.
They can come under pressure from organized pressure groups, dissatisfied customers or disgruntled present and former employees.
All types of pressure groups can inflict pain on sales and brand value.
Ok with all the bs floating around the Net, and the unruley attitudes many trashy netizens get once they get themselves a MySpace/blogger soapbox to spiel on, there is needed management to be done to corral the negative and inaccurate posts that plaugue the corners of the web where robots and spiders crawl just the same as our well written press releases.Thus I control this crisis risk too - enter Search Engine Reputation Management. (SERM)Here are some of the terms I’ve come across. They all are part of the equation:
- Blog monitoring
- Brand monitoring (Forrester)
Initially we crawl the Internet; identify web pages and documents that contain references to the issue for a brand being analysed. The documents are downloaded and analysed for citations. (Citations are links or references to organisations appearing in the context of the issue or brand we are analysing).
Harvest all entities that play some sort of direct or indirect role in relation to the discussion on ‘keyword’
after gathering this list, consider the authority each one has in it’s ‘web gravity space’ go to alexa for help on this.- So next index which urls are influential and which are aggressive entities attacking
- Consumer-generated media measurement (Nielsen BuzzMetrics)
- Conversation mining (Converseon)
- Internet word of mouth and competitive intelligence research (CIC Data)
- word-of-mouth analysis helps clients answer questions such as
- What are existing and potential customers, bloggers and the media saying about an issue or brand and who is listening?
- What triggers a positive or negative recommendation of a product or service?
- How do our products compare against our competitors?
- What should we amplify and where do we need to improve?
- Market influence analytics (Cymfony)
- there are lots of things organizations can do, many things they can only encourage and a some things they should stay away from. focus on ways to help develop influence and word-of-mouth strategies, participate in brainstorms or assess the viability of projects.
Focus on answering questions such as:
· Who have influence on the public debate on a particular topic?
· From where are those who have influence getting this influence?
· What are they saying? What’s their sentiment towards the issue and what is their angle or interest?
· Who do the influencers trust on the issue and take their information from?
· What characterises the various clusters of influential stakeholders of the issue?
Below is a range of issues to focus on for tackling the concept overall - blending the concepts where you want to combine your Brand’s influence measurement with online monitoring.
- When we discussed the parallels with how a client may approach social media, Mark suggested some stages of client motivation:
- Awareness/fear
- Listening/monitoring
- Indentifying influencers
- Focused engagement
- Company name
- Company URL
- Public facing figures
- Product names
- Product URLs
- The industry “hang outs”
- Employee activity/blogs
- Conversations
- Brand image
- Competitors
- Images/video like YouTube, Flickr, TVEyes, Google Video and Yahoo Video
- Tags and Social search tools like del.icio.us
- Social Voting tools like digg.com
- Memetrackers like Techmeme.com
- “Advanced Listening”
- Feedback URL and link threads
- “Voice of the Customer” log to track sentiment, instance, and/or voice.
- Develop new roles to such “Brand Monitor” or “Blogosphere Watcher”
- Self-clipping services like Google or Yahoo alerts for keyword mentions, but also audio and video hits as well…services like PODZINGER for example to ascertain conversational audio levels
- Media mentions by news features in search engines such as Google or Yahoo
- Relevant media news wires, such as Reuters (Intl.), AP News (U.S.), U.S. Newswire, CCN Matthews (U.K., Canada, Intl.), CNW Group (Canada), Mercopress (South Africa), allAfrica (Africa, general) and HR Net (Eastern Europe).
- Utilize RSS and aggregators like Bloglines in order to aggregate, integrate and assimilate all relevant incoming and outgoing moments of truth (perceived truth perhaps, or even truthiness according to Rob Stevens)
- Use wikis like PmWiki to discuss and debate pretty much everything from 1-19 and most importantly attempt to turn all the talk/conversation into walk/action.
- Repeat steps 1-20 to look outside of your own circle. Evolve the perspective from yourself, through your direct competitive set to your indirect competitive set and ultimately to your aspirational/non-endemic/non-competitive set. This is where you want to follow the leaders so to speak - Apples, Nikes, Googles or whichever company you admire.
- Create a PROACTIVE capability/budget in order to QUICKLY execute against everything you’re monitoring - specifically opportunities like Fedex Furniture, Tiger Chipping in on the 16th.
- Conversely, have a REACTIVE process in place to comprehensively and compellingly respond, especially when you’re on the bumpy receiving end of the stick.
- Search Term Volume
- Search Term Rank
- Relevant Wikipedia Entries
- Third Party Influencers
- Key Stakeholders
- Press release pickups
- Blog pickups using services like Technorati
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May 3rd, 2007 at 7:14 am
http://www.copyscape.com/ is a good resource for hunting for discharacterization