e-Reputation and trend watching

Not a month goes by without a new scandal flooding the web, forums, blogs and social networks: horse meat found in lasagne, an airline company abusing its staff and ignoring its customers, unreliable public transport, mobile companies offering poor service despite charging exorbitant prices, a mouse head found in a jar of jam, etc…

What is said on the web about your brand? What is said about your services? How are your public statements actually received? Are online discussions about your company good or bad? Who are the influencers, opinion leaders and brand ambassadors?

Nowadays it is essential to be constantly alert by listening to web conversations, and developing a communication strategy and a crisis communication plan. At all costs, you must avoid your brand becoming the centre of a controversy. It takes a lifetime to build a brand’s reputation, but only a few seconds to destroy it on the web. Treat crises by developing a strategy which leaves nothing to chance, and especially avoids any of the common triggers.

Besides protecting your reputation, monitoring trends also helps to keep abreast of competition.

A training programme of two half-days covers the following points, among others:

• Social CRM and measuring your customers’ tone of speech
• analysis of consumer habits and demographics
• competition marketing and brand intelligence and analysis
• real-time monitoring of conversations and ‘trending topics’
• setting up alerts
• identification of opinion leaders, ambassadors and brand loyalists
• multilingual analysis and geolocation
• establishment of an appropriate Communications Crisis Strategy

Part 1 – 1st half-day (e-REPUTATION BASICS)

• Examples of poor reputation
• Brand watch and monitoring your E-Reputation
  • manage and shape your reputation
  • Knowing how to address your community
  • safeguarding your E-reputation
  • monitoring E-reputation
• Klout score, +K topics & Klout bombing
• Some tools

Part 2 – 2nd half-day (e-REPUTATION ADVANCED)

• Implementing monitoring
  • What are RSS feeds?
  • Examples of sites offering RSS feeds
  • RSS Aggregators
  • Other Monitoring and e-Reputation tools
  • Example: STIB analysis
• Cases Studies (B2C – B2B)
• Social Media Policies
  • Defining usage rules within the company (in-house legal definition)
  • Treat ‘crises’ with the greatest possible respect and transparency
• In Conclusion – Question & Answer session