CASE STUDY #1

Online Reputation Management For Corporations

Fast-moving Consumer Goods (FMCG)

Background

A large corporation in the food industry operating globally with its main market in North America had its reputation tarnished by a report that drew a possible link between an ingredient used and a possible health condition. While any evidence of harm turned out to be circumstantial in the end and the consumer lawsuit over this issue was dismissed, the damage to the company's name had already been done.

Challenges

1

A large number of the negative results on Google search pages came from reputable high ranking publications.

2

The corporation had no open channel and little direct communication with distributors of its products.

3

Many separate agencies were involved in various aspects of the corporation’s crisis strategy (one for social media, one public relations, one for online communications), making collaboration necessary between different working parts.

Strategy Implementation

We changed the conversation to regain trust by:

  • Building online resources and a specialized website with accurate information about the health condition discussed in the report and the court case as well as other food-health related issues.
  • Shifting the tone of the company’s communications from one that was less reactive and defensive to one that was more personable.
  • Utilizing existing industry relationships to create a network which supported and amplified the company’s messaging.
  • Focusing on brand perception to create a culture of openness and transparency.

We optimized the company’s online real estate by:

  • Implementing creative SEO practices across all company-owned web assets to maximize their Google ranking potential.
  • Providing recommendations to the client’s PR agency and inhouse communications team on how to best publicize new press releases and articles.
  • Promoting existing positive links to rank higher on Google’s first pages.
  • Enhancing the client’s official social media channels to rank higher on Google. 

We managed the client’s customer relationships by:

  • Building and maintaining an open positive relationship with customers.
  • Creating online assets directed at customers and encouraging user-generated content.
  • Engaging with customers directly across all platforms, forums and social media sites, from Facebook, Twitter and Instagram to Reddit, Quora, and Pinterest, thus creating an unmediated open channel for communication.

We collaborated with partner agencies by:

  • Developing close relationships with the other teams and working synergistically throughout the entire project
  • Improving the client’s online image by exploring more opportunities to utilize real-life events, conventions, product launches and philanthropic activities.

Results

Average Increase of Controlled Results Out of First 20 on Google (%)

Increased control over first two pages of Google with double the number of client-controlled links.

Activity in Online Conversation (%)

With more open channels, the client was able to communicate directly with distributors, invest more time and effort in customer engagement, and control/temper the conversation.

0
Initial
0
After 6 Months
Suppressed Negative Results

Within six months, all but one of the search terms showed only positive, neutral and controlled results on the first page of Google.

Search Term 1

Initial

positive

0%

After 6 Months

positive

0%

Search Term 2

Initial

positive

0%

After 6 Months

positive

0%

Search Term 3

Initial

positive

0%

After 6 Months

positive

0%

CASE STUDY #2

Online Reputation Management for Corporations

Natural Resources Industry

Background

A leading company fought a takeover attempt initiated by a minority shareholder with strong connections in the local and international media.

Challenges

1

The minority shareholder used his media contacts to create and promote negative articles about the majority shareholder, thus distracting from the company’s work and causing it damage. As these articles were published on central media outlets, they ranked well on Google and were difficult to combat.

2

For years, the company had maintained a low profile, especially online. It had no social media accounts or HR-related profiles, such as Glassdoor. It hardly had any positive articles published about it, and it had only one outdated website under its control. As a result, it had very little digital means with which to fight back against the shareholder’s attack.

3

The company’s industry was a reputation minefield.

Strategy Implementation

We highlighted key positive aspects of the company, which had never before formally been revealed:
  • Good employee benefits, perks, and company culture
  • The utility of the company’s product
  • Innovative product portfolio that creates a better future for people
  • The personas of the management and majority shareholder
We optimized the company’s website through:

  • UX, design, and SEO improvements.
  • major content updates.
  • the addition of professional bios for senior management.
  • the addition of a blog section featuring frequent posts about the company’s achievements and philanthropic activities

We created new online assets, such as:

  • an engaging niche site for the company that would focus on company news, human resources, and career opportunities.
  • social and professional profiles for the company and majority shareholder.
  • a personal website for the majority shareholder in order to increase transparency about the company overall.

We built a website that was “powered by” the company and dedicated to the greater industry by providing relevant news, environmental developments, and information about initiatives by industry leaders.

Result Analysis over a 14 Month Period

Control Panel

%

Before & during takeover attempt

%

After 8 months

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