Novanate

A CHANGING ENVIRONMENT

In 2008 most organisations are aware of the power the online sector holds for their business yet very few have managed to really encapsulate this and use it their advantage.

 

Most organisations have the attitude "but we have a website so we are fine thanks" .. If only this were true.  In 2008 having a corporate website is simply not enough! Chances are your website has not been updated for several months and the information that is up there is now out of date or factually incorrect - todays consumer DEMANDS MORE!
 

WHO DOES THE CONSUMER TRUST?

Without question the number one source of today’s consumer trust is generated from opinions published online! The dominance of consumer generated media sites such as blogs, forums and message boards ensures the general public can quickly receive the latest news and express their views  - views which could easily make or break a product or brand.
 

It is not all doom and gloom.  The same people that can cause devastation to your organisation also base the majority of their purchase decisions on similar reviews and we can use this power to our advantage.
 

WHAT CAN BE DONE

Organisations can begin managing the information available by beginning bloggs and discussion threads of information pertaining to particular products or services they offer.  Correct management of this resource will see organisations begin to leverage consumers personal expertise to enrich online reputation management.

 

The same information resource can be used to enlist support of the online community and media to any new product / service launch.  This medium can then be used to gauge customer feedback to effect changes as desired by the vast majority of users.

 

By building up this knowledgebase of consumer reviews, user opinions and company knowledge you will soon be seen as a somewhat open assement to the community.  Through this you will also be seen as a reputable source of information to the major search engines - a move that - if disaster occurs - will prove invaluable. 

 

High search engine rankings and greater visibility are essential for good publicity as they tend to push any bad publicity published on the web further down the search web page listings and even out of public view. The objective of Internet based Reputation Management is to build goodwill while ensuring higher rankings & indexing in top search engines for all high priority web assets like corporate websites and product/service blogs / microsites / landing pages.
 

WHEN TROUBLE COMES

Now that the integrated marketing leveraging branding, public relations and effective search engine marketing has been done we are in a position to have a better chance of controlling the flow of information   Once a crisis situation has commenced all media related searches (and they will search) will end up at in a controlled information environment giving you the best chance to repair any damage immediately.  It will become evident - through past correspondence and activity - that you are an organisation that is open to your consumers.  This builds trust and your messages have a better chance of being received. 

 

Do not wait until a crisis occurs to try and setup a website to control the damage.  Most likely it will not be found or trusted by the search engines, and anyone who does stumble accross the information will automatically dismiss it as an organisations scrambling to save face.  
 

POINTS TO REMEMBER

//  Investigate facts thoroughly, often taking expert opinion, before taking action – is this a competitor spreading rumors?
//  Always tell the truth!
//  Explainall  activities undertaken to rectify any issue
//  Offer to resolve complaints using a senior-level staff member and if needed continue discussions offline too
//  Rally clients, experts, opinion leaders, friends, peers and utilise all your allies/partners

//  Never create new “personas” to support your position in web posts as you can be easily caught and create undue embarrassment for yourself / organisation.  
 

Novanate delivers a co-ordinated and consistent online effort to enhance consumer trust and gain a better chance at receiving a positive web presence by actively contributing to the outcome of search engine results.  It is a process that requires careful monitoring and well planned set of strategic actions.

 

Novanate has the technology to deliver the required tools with the public relations experts on hand to deliver the crucial key messages and engage the target audience.

We provide services that will regularly promote and monitor selected online media channels with positive information to promote brands, manage consumer opinion and boost conversion rates of ongoing sales initiatives.

These online communication assets consist of driving and building:

//  Forums
//  Blogs
//  Opinion Sites
//  Discussion boards
//  Social Network Sites
//  Consumer Complaint Sites
//  Competitor intelligence
//  Crisis Management Developments 

At the end of each month Novanate submits a report to the organisation with collated activities pertaining to all targeted efforts. This report includes:

 

// Key Messages for the past period.

// Contributed activity.
// Search Engine Organic Positions
// Snapshots of top ten search engine results

// Analytical study of your current website statistics.

// Relevant News Associations of your brand/activities.

// Competitor Activity.

// Consumer generated media activity (blog/forum/social networking site posts)

 

To find out more information about this service fill out the contact form or simply give us a call.  For an small fee we will conduct a full trust analysis of your online strategic position.