Online reviews are the face of any business. According to research, 79% of users make a purchase after studying reviews of a product, service or brand. They are trusted more than advertising and the company’s official website. ORM (online reputation management) shapes public opinion about a product, service or company on the Internet. Traditional work in this area is carried out by writing reviews on thematic sites and forums. Online Reputation Management Without Reviews: A Gaming Case.
That is, reviews are the main tool in the hands of specialists. The main one, but not the only one. Sometimes the situation requires an unconventional approach, using your imagination and close communication with … gamers.
This is what our story will be about, in which we will tell you how you can increase the number of positive reviews without writing them.
About the project
In mid-2021, a very unconventional project came to i-Media. At first glance, the task was simple: to work out the reputation of one product segment from a computer equipment manufacturer. Immediately, scope for creativity and interesting prospects open up, since the sphere covered almost the entire RuNet. But everything turned out to be not so simple. Online Reputation Management Without Reviews: A Gaming Case.
At the start, we studied the client’s reputation and identified three problems:
Some users had a bad experience using the manufacturer’s equipment. Old-generation components earned a similar reputation.
User prejudices were transmitted through word of mouth. The negative trail also spread to newer, more advanced products.
*Here and below, the brand name is hidden under an NDA (non-disclosure agreement)
New users did not want to delve into technical documentation and track changes in the product.
The project turned out to be both simple and complex. After the analysis, the point origin of the negativity was revealed – we did not have cambodia phone number library to identify haters all over the Internet.
The difficulty lay in the specifics of the product. This is a fairly narrow segment that required technical expertise and an understanding of the operating processes of complex devices.
Order ORM
Analysis of brand reputation on the Internet
The Youscan service was chosen for constant google from various sources monitoring of mentions.
At the first stage, we made a detailed brand upload to identify the main tracking factors:
Identified the overall scale of the problem.
Formed a main base of six sources of negativity. The upload snbd host mainly included the sites 4pda and ixbt.ru, the social network vk.com and the video hosting YouTube. Sometimes there were comments on Yandex.Market and Facebook, but we mainly worked with the above-mentioned sites.
Identified sites that cannot be worked with. These sites included Ozon and Wildberries, since only buyers can leave a review.
A total of 620 comments were collected.
Studying the product and creating a response matrix
An important stage in working with reputation is studying the material part. The client’s specialists paid special attention to the product range, target audience, technical nuances, possible problems with the product and ways to eliminate them. Together with the client, we worked out the main triggers that cause user dissatisfaction.
Having received
All the information, we prepared a response matrix that contained a typology of negativity and ways to neutralize it.
In addition to negativity, neutral publications were received asking for help in choosing.
We expanded the response matrix — we provided relevant and reliable information, useful recommendations to new users. In this way, we received new potential clients.
As a result, our matrix consisted of six blocks:
And if you can simply write to prejudices: “If you don’t try, you won’t know,” then other objections required more painstaking work.
The matrix greatly simplified and accelerated the work. However, there were messages that were difficult to cluster. Therefore, for each such response, we additionally studied the slang and values of gamers, clarified the non-obvious characteristics of the product with “advanced” colleagues.
All information received from various sources, of course, was also included in the matrix. Our working tool was constantly being improved.
Preparatory stage of work
Monitoring in Youscan was done several times a week. We studied and grouped all mentions of the product.
