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-INTRODUCTION
-INFOGRAPHIC
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[TITLE] How to Conduct an e-Reputation Audit
[INTRODUCTION]
More and more, for both brands and people, the perception others have of your identity is composed of information on the Internet, or your e-Reputation. Looking into a mirror to see the reflection of your e-Reputation can be daunting but is an essential process for a brand today.
In Paris e-Reputation companies are flourishing. 68% of the population in France are "Internauts" (the French coined this word for Internet users, internauts are akin to astronauts in virtual space).
Students at a private Paris university performed 36 audits of brands or celebrities in an e-Reputation class taught by Julie Vetter of Hoi Moon Marketing and Bernadette Martin of Visibility Branding . The audits were conducted using tools available for free online. The story of conducting an e-Reputation audit using our process is shared in the Infographic below.
--------------------[INFOGRAPHIC goes here]----------------------
[TITLE] How to Conduct an e-Reputation Audit
[STATISTICS]
---Worldwide Internet Usage---
Population: 6,930,055,154
Internet users in 2000: 360,985,492
Internet users in 2011: 2,095,006,005
Internet users out of the total population: 30.2 %
Growth of Internet users since 2000: 480.4 %
----Time Spent Online-----
Social networks are the top online destination in Australia, Brazil, France, Germany, Italy, Japan, Spain, Switzerland, U.S. and U.K. Nearly 75% of active Internet users visit social networks and blogs.
Nearly 40% of social media users access social media content via their mobile phone.
53% of active adult social networkers follow a brand, 32% follow a celebrity
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[Step 1]: STORY
What's the story about this brand?
TO DO: Start with a Google search for your brand's name and see what comes up on the first page. Find the website or social profiles and check "about" or "info" for the brand's description of itself. Look for consistency in word, image and choice of medium. See if what a brand expresses about itself, what is said internally and what is said about a brand externally all reflect the same story
TOOL: Google Search
TIP: For CEO's check LinkedIn profiles and company pages.
For celebrities check Facebook pages and YouTube channels.
Fifty years ago, a small group of concerned scientists, naturalists, and business and political leaders joined together as the World Wildlife Fund to save our Earth’s wildlife from extinction. http://www.worldwildlife.org/who/index.html
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Amnesty International has been campaigning since 1961 to stop the abuse of human rights globally, with over 3 million supporters, members and activists. http://www.amnesty.org/en/who-we-are
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[step 2] CLARITY:
Is the brand identity clearly recognizable?
TO DO: Visit the brand's website, social profiles, ads and create a brand vision board of the brand graphics you find. (Use the Yannis Bertrand vision board)
TOOL: Your web browser and a screen capture tool.
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[step 3] COVERAGE:
Is the brand visible across networks?
TO DO: Check the social networks for "official" brand profiles.
Is the brand seen in all the right places for the right audience?
TOOLS: http://knowem.com/
http://www.stumbleupon.com
TIP: Don't forget mobile apps and maps and places.
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[step 4] CONSTANCY:
Does the brand presence online persist over time?
TOOLS: http://www.twinitor.com/
http://www.socialmention.com/
http://addictomatic.com/
TO DO: Check aggregators for real-time mentions of the brand.
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[step 5] SENTIMENT:
Is the conversation about the brand positive, neutral, negative, trending on a topic?
TO DO: Note where there are negative and positive comments about the brand while researching.
TOOLS:
http://hootsuite.com
http://www.google.com/alerts
Pen and notepad or https://docs.google.com
TIP: lack of information sometimes speaks as loudly as intentional messaging, look at both what is being said and not being said and by whom.
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[step 6] CONCLUSION:
Summarize the STORY the information you gathered reveals about your subject. Is it easy to recognize the brand or person across the web? Are profiles CLEARLY the "official" ones? Is there COVERAGE of the brand on the networks the audience will be on? How CONSTANT is the conversation? Do you get a good FEELING about this brand's e-Reputation?
The observations made about the impressions of a brand by an outsider are usually eye-opening. If you offer online identity services, include recommendations as appropriate.
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Infographic by:
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[End of Infographic and post]
-TITLE
-INTRODUCTION
-INFOGRAPHIC
---------------------------------------------------
[TITLE] How to Conduct an e-Reputation Audit
[INTRODUCTION]
More and more, for both brands and people, the perception others have of your identity is composed of information on the Internet, or your e-Reputation. Looking into a mirror to see the reflection of your e-Reputation can be daunting but is an essential process for a brand today.
In Paris e-Reputation companies are flourishing. 68% of the population in France are "Internauts" (the French coined this word for Internet users, internauts are akin to astronauts in virtual space).
Students at a private Paris university performed 36 audits of brands or celebrities in an e-Reputation class taught by Julie Vetter of Hoi Moon Marketing and Bernadette Martin of Visibility Branding . The audits were conducted using tools available for free online. The story of conducting an e-Reputation audit using our process is shared in the Infographic below.
--------------------[INFOGRAPHIC goes here]----------------------
[TITLE] How to Conduct an e-Reputation Audit
[STATISTICS]
---Worldwide Internet Usage---
Population: 6,930,055,154
Internet users in 2000: 360,985,492
Internet users in 2011: 2,095,006,005
Internet users out of the total population: 30.2 %
Growth of Internet users since 2000: 480.4 %
----Time Spent Online-----
Social networks are the top online destination in Australia, Brazil, France, Germany, Italy, Japan, Spain, Switzerland, U.S. and U.K. Nearly 75% of active Internet users visit social networks and blogs.
Nearly 40% of social media users access social media content via their mobile phone.
53% of active adult social networkers follow a brand, 32% follow a celebrity
----------------------------------------------------------------------------------------------
[Step 1]: STORY
What's the story about this brand?
TO DO: Start with a Google search for your brand's name and see what comes up on the first page. Find the website or social profiles and check "about" or "info" for the brand's description of itself. Look for consistency in word, image and choice of medium. See if what a brand expresses about itself, what is said internally and what is said about a brand externally all reflect the same story
TOOL: Google Search
TIP: For CEO's check LinkedIn profiles and company pages.
For celebrities check Facebook pages and YouTube channels.
Fifty years ago, a small group of concerned scientists, naturalists, and business and political leaders joined together as the World Wildlife Fund to save our Earth’s wildlife from extinction. http://www.worldwildlife.org/who/index.html
------------------------------
Amnesty International has been campaigning since 1961 to stop the abuse of human rights globally, with over 3 million supporters, members and activists. http://www.amnesty.org/en/who-we-are
-------------------------------------------------------------------------------------
[step 2] CLARITY:
Is the brand identity clearly recognizable?
TO DO: Visit the brand's website, social profiles, ads and create a brand vision board of the brand graphics you find. (Use the Yannis Bertrand vision board)
TOOL: Your web browser and a screen capture tool.
---------------------------------------------------------------------------------------
[step 3] COVERAGE:
Is the brand visible across networks?
TO DO: Check the social networks for "official" brand profiles.
Is the brand seen in all the right places for the right audience?
TOOLS: http://knowem.com/
http://www.stumbleupon.com
TIP: Don't forget mobile apps and maps and places.
------------------------------------------------------------------------------------
[step 4] CONSTANCY:
Does the brand presence online persist over time?
TOOLS: http://www.twinitor.com/
http://www.socialmention.com/
http://addictomatic.com/
TO DO: Check aggregators for real-time mentions of the brand.
-----------------------------------------------------------------------------------------
[step 5] SENTIMENT:
Is the conversation about the brand positive, neutral, negative, trending on a topic?
TO DO: Note where there are negative and positive comments about the brand while researching.
TOOLS:
http://hootsuite.com
http://www.google.com/alerts
Pen and notepad or https://docs.google.com
TIP: lack of information sometimes speaks as loudly as intentional messaging, look at both what is being said and not being said and by whom.
----------------------------------------------------------------------------------------
[step 6] CONCLUSION:
Summarize the STORY the information you gathered reveals about your subject. Is it easy to recognize the brand or person across the web? Are profiles CLEARLY the "official" ones? Is there COVERAGE of the brand on the networks the audience will be on? How CONSTANT is the conversation? Do you get a good FEELING about this brand's e-Reputation?
The observations made about the impressions of a brand by an outsider are usually eye-opening. If you offer online identity services, include recommendations as appropriate.
---------------------------------------------------------------------------------------
Infographic by:
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[End of Infographic and post]