Brand Monitoring & Response
In August 2009, ComScore found that more than 70 percent of Internet users in Australia – or nearly 9 million people – visited a social networking site in June of the same year. This represents a year-on-year increase of 29 percent.
According to a recent PostRank study, “as the mind-share of these social hubs grows, the conversations and discussions about the content are increasingly happening off the publisher’s property. Between 2007 and 2009, the amount of on-site engagement has dropped by over 50%, while the off-site engagement has skyrocketed.”
This means that the discussion about your brand increasingly now occurs away from your own website. What you say about your brand is now only a part of the story.
The rest now comes from comments, complaints, and referrals on blogs, forums, hundreds of social networks and even the short-format messages of Twitter and Plurk. The first step for clients wishing to enter the social space is to hear and understand that part of the discussion that happens beyond their current influence.
And contrary to the beliefs of some advertising agencies, customers don’t just talk about you during advertising campaigns. Frequently the topics extend well beyond the latest ad campaign and don’t stop continue between advertising flights.
Constant monitoring can be time and resource consuming. We track the brand discussion for each of our clients every day so that they don’t need to. Using a of mix of industry standard tracking software, proprietary tools and specialist search tools as a safety net, we monitor and report on the volume, nature and sentiment of the conversation and flag issues before they gain momentum.
Unlike research companies we don’t simply provide a historical record. We are actively involved in the process and are therefore able to respond quickly on our clients behalf if required in order to provide customers with a first line of response and give clients the time to plan a genuine considered response.
The information gained over time also provides the context for engagement programs to bring the brand actively into the discussion and identifies customer needs that can be used for new acquisition campaigns.
Contact us to discuss our brand monitoring services and how this can benefit your brand.
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