Wednesday 17 August 2016

Online Business -Brand Reputation Management


Every brand has a reputation regardless if they think they do or not. Your brand is the sum of what people think, say and tell other people about you. You can spend all the money in the world to create a beautiful brand inclusive of digital elements and visuals, fancy logo, website, blog and social media channels and profiles. However, if you don't deliver on your brand promise it's all for nothing.

Your brand is the foundation of your business. It doesn't matter if you are a small business, corporation or something in between you impact your brand with every action you take. Every tweet, call, post on Facebook, Instagram photo, Google+ update is a representation of your brand. Every employee that works for you is leaving hundreds of brand impressions every day online and offline.

It's obvious that a mobile presence is an extension of your brand, but what many app marketers might not realize is just how much their mobile channels influence their brand's general reputation.

Today's consumers have come to expect their customer experience with a brand will match across all of its channels (in-store, online, mobile, apps, etc.), and brands want the same; after all, they've invested too much time and energy into creating a five-star customer experience for one neglected channel to cause damage to the entire brand.

To start segmenting your customers effectively, consider these three tips:

1.    Start by understanding your goals. Do you want to boost your ratings and reviews? Do you want to hear from your unhappy customers to understand how to make their experience better? Do you want to know what keeps your most active customers coming back to your app? Once you know your goals, you'll be able to determine the right audience to target.

2.    Next, define your audience segment. You can create segments based on your customers' device specifications (device data), which version of your app they are using, how active they are within your app, or any other information that is specific to your business (custom data—both person and device).

3.    Finally, evaluate your results. Were you able to achieve your goals with the segment(s) used? If not, work to understand how you can set up a different segment that's more relevant to your desired outcome.

They are talking about you! Yes, people are talking about your brand, your executives, your service and your employees. They are talking about what you do right and what you have screwed up on. The question is do you know what they are saying? Are you part of the conversation? Or are you choosing to ignore it? The truth is, the conversations are not going to go away. You might as well be proactive and understand how you can leverage the same social technologies and strategies that may scare you half to death to your advantage. It's all about perspective and how you choose to look at it and manage it.

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