Naumen and YouScan: monitoring of social media and support of reputation of a brand

The companies NAUMEN also YouScan presented to the market the complete solution for user support and reputation management of a brand in network. The new solution is created based on two leading products in the segments, – systems for process automation of service business management Naumen Service Desk and monitoring systems social media from YouScan, the press service reported NAUMEN on May 21, 2013.

The importance of a product for a trademark

In Russia use of social media (social networks, Twitter, blogs and forums) for reputation management of a brand - rather new and still gaining popularity direction in market researches. At the same time, social media become one of the most significant channels for marketing communications and an online customer support. The offered complex tool from NAUMEN and YouScan allows the companies to trace references of the brand by users in social media, if necessary timely to react, initiating corrective actions, to analyze a negative and to support dialog with users, responding to their addresses in real time.

According to Alexey Orap, the CEO of YouScan company, using the complete solution created on the basis of Naumen Service Desk and YouScan it will be possible not only to respond quickly to the requests of the existing clients, to conduct effective work on attraction new, but also to manage reputation of a brand in network in a complex, namely: automate and formalize process at different stages, define areas of responsibility of departments and employees, a required response time.

"Today all consumer brands want to monitor that they write about them on the Internet. Business understands that it is important to know about it quickly to react and increase loyalty of the clients as modern consumers make consumer decisions, being guided, first of all, by responses of acquaintances and friends on social networks and also – under the influence of information from forums, blogs where discussion of brands happens not less actively, than in social networks, – Alexey Orap noted. – So, according to researches, Russian the Internet users spend in social media on average several hours a day. There they including exchange views on different goods and services, ask councils and make each other recommendations".

Decrease in reputational risks

Managing reputation of a brand, the complete solution can be used also for risk minimization, the personnel connected with negative mentioning, for example, of top management of the company. Possibilities of the integrated system allow to regulate processing of such references. It is crucial for ensuring accomplishment of tasks of this kind in a short time.

Data collection

Possibilities of the solution allow to aggregate large volumes of data from social networks, information sources in the automatic mode and are designed to save time, so - money, for processing of the found information. Data analysis of monitoring gives the chance to reveal on what websites most often people discuss a brand which of users most often writes about it, a ratio of positive and negative references of a brand and so on.

Additional channels of interaction

The complete solution gives an opportunity of use of the additional channel of addresses for clients of the company. An opportunity to address not only by phone, often an unavailable hot line or by means of sending the request by e-mail, but also via channels, convenient for the modern user, there are social networks, blogs, forums is an important step in the direction of quality improvement of customer interaction for any company. It is also possible to automate processing of all similar addresses on the basis of the complete solution.

"We integrated two the software products, known in the market, to give to business the tool with a little big set of opportunities which is most meeting their needs for solving of tasks of a customer support, reputation management of a brand and strengthening of positions of the company in the market. The proposed complete solution will allow at the modern level to build dialog with target audience, will give the chance to minimize the number of complaints and not contents from clients and also – will provide automation of a process component of each of the specified tasks", – Kirill Fedulov, the head on promotion of the product NAUMEN emphasized.