How to Improve the Brand Reputation and Successfully Mitigate the Negativity?

 

Online reputation is how opinions about the business are formed. It can be based on project reviews, articles, frequency of its mentions online, etc. Online reputation plays a significant role when a user decides whether to use/buy the product or not.

According to the research, more than 70% of people study reviews in detail before purchasing. A positive online reputation can effectively attract new customers, develop trust and loyalty to the project, and increase the level of respect and recognition of the business among partners. 

¿Cómo mejorar la reputación de la marca y mitigar con éxito la negatividad?

Why Is It Important?

  • Gives You a Competitive Advantage
  • Can Make You More Money and Attract New Clients Mitigates the Impact of Bad Reviews
  • Increases Trust: People Trust People
  • Word of Mouth Marketing is Fast Moving

How to Start Building Reputation?

  • Assess the current online reputation of the Brand (use monitoring services - Determ, YouScan, etc.)
  • Identify key weaknesses/growth points
  • Use a holistic approach for maximum impact 

Background

  • The project is a crypto ecosystem that includes a range of services - own token, wallet, crypto card, and so on,
  • There is a large number of negative reviews on major feedback sites - Trustpilot, Quora, Scamadviser,
  • Presence of negativity in the main queries on the project, including the search query about reviews, the founder of the project,
  • There were negative comments on the project pages on social networks (Facebook, Instagram, Twitter) and negative mentions of the project in the network as a whole.

Goals and Objectives

  • Exclude harmful sites from the main requests about the project in the 4 main languages - English, German, Russian, Spanish,
  • Improve the situation of feedback on the project, and increase the percentage of positive reviews, thereby neutralising the presence of negativity,
  • Work with negative messages in the project’s social networks, deleting messages from bots and irrelevant mass mailings,
  • Enhance the project’s image in social networks by publishing positive comments about the project under relevant posts.

Stage 1

Working With the Reviews

The leading platforms for work were identified to improve the situation with feedback on the project, considering its specifics and primary target audience. In addition to the existing pages of the project on the review platforms, the page was added to the new platform - Sitejabber. In addition, the Quora platform allows you to add new topics about the project, which work like threads on Twitter or Reddit. Thus, several new positive threads were created on this platform to overlap and displace the existing negative ones.

Next, the writing of positive reviews for the project and their subsequent publication on platforms such as Trustpilot, Scamadviser, Quora, Sitejabber, and Facebook was started. Positive reviews were written based on key points and more detailed requests from the project. At this stage, it is essential to understand that real users are less likely to write positive reviews online (people tend to spend their time most often only if they do not like something), so it was necessary to make the written reviews look realistic (add slang, mistakes, use different writing style). 

Examples of the reviews: 

The most significant part of the reviews was done in English, but considering the specifics of the prominent geographical positions of the project users, such languages as German, Spanish, and Russian were also used. The average number of published reviews per month was about 120-130 reviews. Most reviews were posted on Facebook, followed by Scamadviser, Quora, Trustpilot, and Sitejabber.

Stage 2

Search Engine Reputation Management (SERM)

Improving the brand image by optimising the search results for the project’s keywords. 90% of users form an impression of the project on the basis of the first page. Optimisation of the search engine ranking is achieved by:

  1. SEO promotion tools
  2. Buying links
  3. Writing articles with keywords 
  4. Removing the spam sites

Work on SERM was carried out in 4 directions - English, German, Spanish, and Russian. During the working period, the primary strategies were to raise the positive pages from the Top 20 (basically, these pages were various services of the project), with the help of which the harmful pages were knocked out and lowered in the ranking. These services were promoted by link building (placing links in blogs, service sites, forums, etc.) and tweaking the behavioural factor. In addition, to displace negative articles and publications about the project from the main search results, articles in different languages were written containing the optimal number of keywords.

According to the results of our work, SERM worked best with queries in the United States. This result was achieved because the link-building database is designed mainly for the U.S. and the English-speaking market. Thus, during our work, we have almost eliminated negative responses to several requests about the project in the U.S. Top 10 output. The number of negative links in Spanish and German search results was optimised to 30% of the total links in the output.

Results of work with negative links in the top 10:

  1. More than 10 negative links were displaced across different queries
  2. Negative links were moved from positions 6-8 to positions 15+
  3. The most effective tool - displacement / replacement with positive links

Results of working with positive links in the Top 10:

  1. More than 20 positive links were brought into the Top 10 across different queries 
  2. The most effective way to promote positivity was buying links and posting them on Web 2.0

Stage 3

Real Time Monitoring of the Mentions

The main objective of this service is to increase awareness of the project, attract new audiences and create a positive reputation by adding a positive image of the project in social networks. These tasks are done by monitoring relevant mentions of previously identified keywords (by tracking the selection of the most relevant posts under which comments are left) and smart shilling.

As part of this service, we created a unique output of relevant comments and posts about the project on Twitter, Facebook, and Instagram based on the selected keywords. We then used our accounts to leave appropriate comments under the most relevant Facebook and Instagram posts. Every such comment included a mention of the project in hashtag format, a direct link, or a mention of the project name in text format. In the comments, we told users about the benefits of the project, its features, and positive experiences with it.

During our work, we left more than 4,650 comments mentioning the project on Facebook and Instagram.

Examples of the mentions: 

Stage 4

Community Management

As part of this direction, we performed 2 main tasks - removal of negative comments from the project accounts on Instagram, Twitter, and Facebook (comments written by bots, comments without explaining the negative attitude to the project, etc.), as well as a response to positive statements or comments with objective negativity (for example, a person encountered a problem with the withdrawal of funds) on behalf of the project. The community manager daily checked the project accounts and deleted negative comments at intervals of no more than 4 hours.

Examples of the replies:

Results

  • Key query results for the project in 4 languages - English, Russian, German, and Spanish - have become 80% positive
  • The credibility of the project increased due to the addition of more than 750 positive reviews on major platforms and positive comments on social networks

  • The work with feedback from clients in the project’s social networks has been organised, contributing to an increase in trust in the project

Testimonios

Bahram Ahmedzade

Perfil en LinkedIn
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Nos complació conocer a ICODA antes de emprender nuestro viaje. Su visión de poder entender lo que necesitábamos era en realidad mucho más clara que la nuestra. El equipo ofreció algunas opciones que fueron bien explicadas y decidimos elegir los airdrops e influencers de youtube. En general estamos satisfechos al 100% y definitivamente volveremos a elegirlos de nuevo

Aaron Tsai

Perfil en LinkedIn
logo-project

ICODA está muy bien informado sobre la industria de blockchain y cuenta con un equipo profesional para ayudar a nuestros inversionistas y socios estratégicos en la originación. Los servicios que brindan son de alta calidad. Lo que nos convenció de trabajar con ICODA es su oferta de múltiples servicios de subcontratación, incluidos marketing y tecnología.

ICODA nos hizo un gran trabajo , su equipo nos dio un gran apoyo, por eso recomiendo sus servicios ampliamente . trabajaremos de nuevo con ellos para todo lo relacionado con promocion. Gracias ICODA y Anna, cliente muy satisfecho aquí.

Shenshen Hu

Perfil en LinkedIn
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Es un placer trabajar con ICODA son muy profesionales y tiene un profundo conocimiento en la industria y Siempre respondieron con rapidez ofreciendo soluciones creativas.

Hannah Kang

Perfil en LinkedIn
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ICODA estuvo dispuesto a ayudarnos en un momento de dificiles circunstancias .fue sorprendente como el equipo pudo resolver todo en muy corto tiempo, El trabajo de PR, Youtube y twitter con influencers fue increible, Gran experiencia, Vamos a trabajar con ellos por largo tiempo.

James O'Connor

Perfil en LinkedIn
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ICODA nos proporcionó el máximo nivel profesional de trabajo y conectó nuestros artículos de relaciones públicas a muchas plataformas de primer nivel. Siempre fueron rápidos y claros con sus respuestas.

Dmitriy Dervoed

Perfil en LinkedIn
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El equipo de ICODA ha obtenido resultados realmente excelentes en el desarrollo de estrategias de marketing, campañas de PPC, SEO, marketing por correo electrónico y más para nuestra empresa. Alex es uno de los mejores gestores de proyectos. Aplica las formas más eficientes para lograr los resultados que tienen una fuerte influencia en el crecimiento del negocio.

Vid David Mihelic

Perfil en LinkedIn
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El equipo de ICODA tiene un enfoque muy profesional y, además, siempre encuentran la solución para cualquier problema. Son receptivos, leales y siempre estan dispuestos a ayudar.

Hemos trabajado con ICODA con el objetivo principal de ingresar a los mercados de Rusia y Ucrania. De esta manera, nos beneficiamos de la experiencia, conocimiento y profesionalismo de ICODA para ingresar a este mercado en especifico.

Charlie Bussat

Perfil en LinkedIn
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Hemos intentado utilizar agencias diferentes para penetrar el mercado Ruso. Solo ICODA hizo todo lo posible, entregó contenido y consejos de alta calidad para ingresar a este complicado mercado. Definitivamente volveríamos a trabajar con Vlad y su equipo.

Trabajar con un equipo fuera de Corea a menudo se siente un poco arriesgado: ¿entenderán el idioma nativo, los matices, los detalles? Bueno, puedo decir que las interacciones que he tenido con ICODA han sido mejores que la mayoría de mis socios en Corea.

Arabdha Sudhir

Perfil en LinkedIn
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Trabajamos con ICODA en nuestro proyecto. Los encontré muy profesionales y atentos en todo momento. Lidiando con problemas y desafíos rápidamente. Tienen una gran experiencia en y alrededor del crypto marketing y promoción.

Henning Rokling

Perfil en LinkedIn
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Personal amable, servicial y fácil de trabajar. Generalmente, es genial tratar con ICODA. También apreciamos la calidad de su trabajo.

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