Online Brand Monitoring

A Social Network Audit analyses what people are saying about your brand, product, people, organisation or company on internet blogs, websites and social networking sites.

The technique uses a robot to detect all the instances of mentions appearing on the internet and citation analysis to examine the frequency and pattern of citations to understand the importance of the commentary.

KMP offers a range of internet monitoring services to compare your brand or organisational “authority and approval” in the marketplace with that of your major competitors.

Stakeholder analysis - Who has influence in the market?

We identify key stakeholders online, analyse their influence groups and help companies understand the positioning they should adopt for marketing, public relations, investor relations, customer service and corporate social responsibility using the new internet channels leading to increased authority, search engine rankings and sales.

Net Promoters Index - Understanding the attitudes in the market

The Net Promoters Index establishes the number of people who are positive towards your brand or organisation and those that are negative towards it. Deducting negative from positive gives you the Net Promoters Index and allows you to track the impact of a campaign.

Live Buzz - Who is saying what about your product?

In order to understand what is being said about your brand - we monitor the internet to pick up views and opinions to understand how much "buzz" the product is generating. We deliver the Live Buzz Feeds of web conversation, key issues and concerns about your brand or organisation to your desktop on a daily, weekly or monthly basis.

AVIS Car Rental - A brand U-turn

In 2005 Avis UK recognised blogs and social media were having a big impact on how customers were renting cars. If Avis could get involved in social media, it believed it could serve its customers better and reinvigorate its 'we try harder' brand promise. The question was, how to do it?
Online discussions about Avis were analysed to identify key authorities and topics of conversation. The research highlighted specific customer demands:

• A clearer contract
• Satnav/GPS
• Enhancements to the loyalty programme

As a result Avis made a number of changes to the products and services it offers its customers. It introduced GPS, simplified the rental contract and offered the possibility for loyal customers to hire Aston Martins. Avis also made the bold decision to launch a blog wetryharder.co.uk.