Isentia takes reputation analysis mainstream

A blend of organic social conversation and survey data to get a fuller picture of how an organisation is perceived

Isentia has launched a new form of reputation analysis, which blends organic social media conversations and survey data to provide a more comprehensive view of what the public says, thinks and feels about an organisation.

The aim is to help organisations across APAC benchmark, strategise, and better measure reputation.

Isentia’s Reputation Analysis uses an integrated framework that examines the three most important drivers of organisational reputation: Strategy, culture and delivery. All three drivers are analysed independently, and the report includes an overall RepID score on a scale of -10 to +10 which integrates the strategy, culture and delivery scores, as well as providing detailed information on performance across each driver.

Isentia head of insights in New Zealand, Ngaire Crawford, said reputation is what people say about you when you leave the room, and the way people make decisions about what organisations they purchase from, or partner with, will only continue to get more niche as digital communities intensify and media audiences fragment.

"Knowing why people love you is one thing, but knowing why they may not even care about you is gold," Crawford told CMO.   

"Our reputation analysis is really about that wider view that the public have on your organisation, rather than only your customers. We wanted to provide research on how people feel about an organisation more broadly, what that audience looks like and what's driving their views. Understanding reputation is crucial to knowing how or why people are - or aren't - engaging with you in the first place, rather than what's driving their decisions once they are a customer. 

"Reputation should be a clearly prized and protected metric for any organisation, regardless of where it might sit. It belongs to everyone, and should be measured with the same care and rigour as financial results."

Crawford agreed every organisation is different, and that one magic metric can vary. "We've designed a clear, simple and transparent score that can fit in with any other metrics of choice; one which will tell you what people think of your company when you aren't the one prompting them," she said. 

“What they say, what they don’t say, or whether they say anything at all, are all contributing factors to an organisation’s reputation. By using a combination of social media and survey analysis to reveal what people are saying, as well as what they think of an organisation at a given point in time, we are able to provide a more robust, accurate and tactical view of reputation." 

According to Crawford, the problem with traditional long-form market research is by the time you get the results and the analysis, reputation may have already shifted, and it’s too late to make decisions based on outdated data. Reputation analysis provides communications professionals, marketers and business leaders with insights and recommendations on areas of opportunity and weak spots, with a particular focus on ‘neutral’ audiences, to help move the needle.

Isentia said one of the biggest opportunities for organisations to sway their reputation to a more favourable state is to tap into their neutral or ambivalent audience – the segment which usually represents a larger portion of their target audience.

“The ones who think negatively about a company are usually too far gone to be won over, whereas the ones who sit on the fence, are the low-hanging fruit," Crawford said.

"Reputation analysis helps businesses identify the ‘gold in the gray’ and spot the opportunities to influence or change the right people’s behaviours, perceptions and beliefs around a brand, further expanding advocacy base, increasing reputation value, and leading to an upward trend in their overall RepID score. Our goal is to help marketers and business leaders turn apathy into advocacy." 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in