Background

The Brand (redacted) team wants to better understand the conversation related to industry-standard reputation pillars and how it compares to competitors and best-in-class brands.

Research Questions

• How is Brand discussed relative to reputation pillars in earned conversation and do these findings shift over time?

• In earned conversation, how does Brand’s alignment with reputation pillars compare and contrast to key competitors and best-in-class brands? Do these findings shift over time?

• In owned social content, how does Brand’s alignment with reputation pillars compare and contrast to key competitors and best-in-class brands?

Stakeholders

Head of Corporate Communications

VP of Consumer and Market Insights 

Approach

• Owned the client management and communications from a project perspective.

• Extensively implemented and optimized the complex social listening infrastructure in Brandwatch.

• Managed contractor relations as she and I jointly executed the analysis.

• Singularly provided the Communications strategic learnings and recommendations.

Results

• Distilled insights from 6 reputation pillars to advise the Brand’s data-driven strategy for a “shorthand brand” by focusing on 1 pillar with specific keywords in Communications/Marketing messaging.

• Identified the 3 reputation pillars peer and best-in-class brands were not prioritizing, offering whitespace opportunities for the Brand.

• Uncovered blind spots across the Brand’s omnichannel coverage, and suggested ways to encourage discussion among news outlets and consumers.

• Quantified the length of time 1 bad story can damage a brand’s reputation from an online conversation perspective.