Brand Reputation

Qualche articolo fa vi avevamo promesso un approfondimento sulla web reputation aziendale, e bene eccoci di nuovo a qui ad affrontare questo tema..

Ma facciamo prima un breve riepilogo:

In una società perennemente interconnessa come quella in cui viviamo è fondamentale stare sempre sul pezzo, e dove poterlo fare al meglio?

Ma ovviamente all’interno di quel contenitore selvaggio di informazioni dove è possibile reperire tutte le novità a cui si vuole accedere e che si chiama World Wide Web.

La brand reputation rappresenta proprio l’insieme di tutte quelle informazioni che girano costantemente in Internet circa un dato marchio o azienda e che misura il grado di apprezzamento da parte del pubblico. Quello che viene detto su un’attività commerciale online ha una cassa di risonanza immensa se si pensa al numero potenzialmente infinito di persone in grado di accedere al determinato commento. Non a caso, le scelte delle persone sono sempre più guidate dalla reputazione online e dai consigli che possono arrivare da un proprio simile, fosse anche, come quasi sempre è, un totale sconosciuto.

Che si voglia provare un ristorante nuovo, comprare delle scarpe o prenotare un albergo è diventato un’irrinunciabile routine quella di consultare le app alla ricerca di commenti, perché mai come ora il passa parola è la chiave di volta del marketing, sopratutto digital: se un consiglio sopraggiunge da un proprio simile acquisisce un valore inestimabile piuttosto che provenire dall’alto.

Davanti a questa prospettiva come si deve comportare un’azienda?

Prima di svolgere qualsivoglia attività è fondamentale innanzitutto interrogarsi sugli obiettivi che l’azienda vuole raggiungere e applicare così la debita strategia.

La prima attività da mettere in atto è l’ascolto attivo del web, al fine di individuare post, news o video riguardante l’azienda e potenzialmente pericolosi per la reputazione. Il “Web Listening” è quel processo di ascolto attivo che non si acquieta mai, è un’attività continua e ciclica perché il web non vai mai a dormire.

Il Web Listening deve avvenire all’interno di specifiche fonti selezionate, luoghi digitali come social network, forum o blogs, ovvero tutti quei terreni fertili alla nascita di conversazioni sul brand.

Dopo una corretta selezione delle fonti in cui poter rintracciare le informazioni a cui si vuole giungere si deve procedere alla raccolta quotidiana delle news che però è intimamente connessa al tool di Web Reputation selezionato. Per ricavare i risultati generati dal matching tra tutte queste informazioni si deve procedere con un’operazione di analisi dei dati che risulterà diversa a seconda di quale sia l’oggetto in analisi.

Per avere un quadro della situazione che risulti quanto più chiaro possibile, è necessario realizzare un report intuitivo e che faccia prendere coscienza delle reali condizioni dell’azienda dando adeguata importanza alla motivazione iniziale dell’analisi e che risulti di facile interpretazione all’utente finale.

Le attività online debbono servire ad acquisire maggiore consapevolezza del proprio brand,  fare propri i feedback sui prodotti, migliorare l’esperienza del servizio al cliente e in definitiva aumentare il suo livello di soddisfazione.

Il Marketing nel 2015 non può prescindere dal Web e per questo occorre non soltanto presenziare nel mondo digitale, ma anche curare costantemente la propria immagine per evitare di sottovalutare qualcosa che potrebbe tramutarsi in un pesante boomerang.

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