Enhance Corporate Reputation & Viral Marketing Strategies

Posted on Apr 5, 2025 in Business Management and Marketing

Corporate Reputation Improvement Plan

1. Tools

  • Google Alerts
  • RSS Feeds
  • Social Media Internal Search Engines
  • Search Engines: Google, Yahoo…
  • Blog Search Engines
  • Monitoring Tools: Trackur, etc.

2. Choosing Words to Monitor

  • Company Name
  • Name of Subsidiary Companies
  • Brand Name
  • Names of Products and Services
  • Company, Brand, and Product Slogans
  • Sector Name
  • Names of Partners and Shareholders
  • Names of Company Directors
  • Names of Important Employees

3. Life Cycle of an Opinion

  1. It begins with a user experience (positive or negative), strong enough to express it on the Internet.
  2. This experience becomes a comment on any online channel.
  3. The comment is diffused through the user.
  4. If the comment is shared by other users with similar opinions, it spreads across more online channels.
  5. The comment is consolidated on the web, being indexed by search engines and gaining visibility on the Internet.

4. Valuation of Opinions

We should try to get the information that answers these questions:

  • What is being said?
    • How many are good/neutral/bad?
    • What is the cause of opinions?
    • Are the criticisms true?
    • Which department is involved in the problem?
    • Can the problem be solved?
  • Where is it being said? (customers, shareholders, employees, suppliers…)
  • Who is saying it?

5. Execution

  • Reactive Participation:
    • Respond to negative opinions as long as it is prudent.
    • Increase and improve information provided by critical users.
    • Act on the cause that caused the negative opinion.
  • Proactive Participation: It helps us to prevent negative opinions:
    • Check if your web content is being correctly positioned.
    • Publish corporate news.
    • Create and maintain a corporate blog related to the products.
    • Create and maintain a company profile on social networks.
    • Register additional web domains of brand, company, and product names.

Viral Marketing

1. What is Viral Marketing?

Techniques that use social networking to generate brand awareness by encouraging websites or users to pass on a message to other sites or users, creating exponential growth in the message’s visibility and effect. It is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution. The distribution, in most cases, is generated organically.

2. The Viral Marketing Campaign

  1. A strong emotional resonance: Most of the world’s effective viral campaigns usually inspire strong emotional reactions from viewers.
  2. A big name or a good cause: One of the single biggest viral campaigns in recent memory requested us not just to share a video, post a hashtag, or take a simple photo. It compelled us to literally dump a bucket full of ice water on ourselves on video and tag friends to join in – and it worked.
  3. A unique view of the times: Nothing gets people quite as riled up or determined to join and share a line than divisive social agendas.
  4. A familiarity with your audience: Unless you know who you’re talking to, you won’t get your message out there. To really make a campaign resonate, you should know what they’re looking for. Make sure your brand is on-trend, unique, and can illustrate a lifestyle that many people aspire to.
  5. Simplicity: Most viral videos are shot on iPhones and uploaded on Vine. There’s no need for a big budget to make a viral video.
  6. Reach your audience: Nothing goes viral on its own; you need to push your own audience so they can share it.

3. Most Effective Types of Viral Marketing

  • Pass-along: most common.
  • Incentivized viral: reward for passing the message.
  • Buzz marketing: gossip or topic of discussion.