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Success Stories: Media Monitoring
Each day, CyberAlert
CyberAlert 4.0 automatically mines the Web each day to dig out "gold nuggets" from news articles and consumer forums. The "finds" include:
- News mentions about your brand
- Reviews and editorials about your product
- Company and brand perceptions
- Brand attributes that consumers consider important
- Consumers' view of a company or brand compared with competitors
- Quality and service issues associated with your company or brand
- Market trends, changes in consumer opinion
- Competitive threats
- Emerging issues
- And much more
Such timely insights can help you:
- Make more informed corporate communications and marketing decisions
- Spend your time acting on timely information, not finding it
- Better position your company and its products against competitors, and defend against competitive threats
- Adjust and enhance your public relations, marketing, and advertising programs
| Cases: Internet Monitoring Success |
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Case in Point: Financial — A credit card company discovered a pattern of complaints in which customers accused it of intentionally delaying the posting of payments in order to collect late charges. Action: In investigating, the company found that an outsource supplier was in a continual state of backlog. They hired a new supplier. Case in Point: Consumer Goods — A sporting goods company uncovered activists planning a demonstration and boycott. Action: The company briefed the press in advance of the demonstration, thereby getting balanced press coverage. Case in Point: Technology — Within days after product launch, a software firm found customer dissatisfaction with specific product features. Action: The firm's programmers fixed the bugs and made a patch available within days for download. Case in Point: Pharmaceutical — A pharmaceutical firm found specialist MDs recommending its product inappropriately. Action: A professional relations staff member published corrective information wherever and whenever doctors posted incorrect recommendations. Case in Point: Telecommunications — A telco uncovered a competitor's strategy. Action: The company used the intelligence to refine its presentations during legislative hearings — with the legislature ultimately upholding the company's position. Case in Point: Insurance — An insurance company found independent brokers misrepresenting features of products. Action: Using the Internet to monitor its retail channel, the insurer forced the brokers to correct the online product information. Case in Point: Fashion — A clothing manufacturer found young customers buzzing about a new "thing". Action: The manufacturer incorporated the new "thing" into their next run advertising campaign. Case in Point: Packaging — A glass manufacturer uncovered the location, size, capacity, and employment levels for a competitor's new manufacturing plant - information which could not be found elsewhere. Action: The manufacturer incorporated the information into their next year's competitive strategy. Case in Point: Chemical — A major manufacturer became the focal point for activists' crusades against genetically-modified foods. Action: The company positioned itself to "own" the issue so that public debate on the Internet takes place largely on the company's terms. Case in Point: Software — On its first day of formal monitoring, an established software company discovered another newly-created software company with virtually the same name and similar software products, potentially causing confusion in the marketplace. Action: The company notified its legal department which took immediate action to force the new company to change its name. |
Call a CyberAlert customer care counselor at 203-375-7200 or 1-800-461-7353 to order daily monitoring for your company or brand — and start achieving your own success story.
