Crowd marketing, SMM, reputation management. What is the difference?

Often I hear about the identification of crowd marketing, smm and reputation management from customers, colleagues, commentators under various publications and in personal communication.

And this is understandable, because The tools used are very similar:

  • social networks;
  • communication with the audience;
  • Internet monitoring services.

But the goals of these actions are different.

Let's try to define each of them.

Crowdfunding is the interaction with the target audience on third-party sites on behalf of the company or an ordinary user in order to draw attention to the necessary brand.

SMM is building relationships between the brand and its followers on the official pages in order to increase their loyalty and create new fans of the brand.

Reputation management is the interaction with customers or other people who have mentioned your brand in any documents of the web space in order to neutralize the negative and return the client.


Comparison criteria
Crowd marketing

SMM

Reputation Management

Lecture hall

New people. Potential clients

Brand followers

Customers experts

Who interacts

On behalf of the company, more often on behalf of the average user

On behalf of the brand

On behalf of the brand

Platforms for communication

Any congestion of the target audience. Mostly forums, discussion in comments, groups / public posts on social networks

Official representatives

Any brand mentioning documents

Tools

Search engines, social networks, software for monitoring web space and automation

Social networks, software for automation of publication, creative

Brand Query Monitoring Software

purpose

Lead generation, brand awareness, seo effect.

Increasing the loyalty of existing brand followers, attracting the attention of a new audience

Neutralizing negative reactions from customers, returning customers, turning brand detractors into promoters



Table 1. Comparison of crowd marketing, smm, reputation management.

For each criterion, we compare three areas of activity.

Audience and interaction with her


The first and significant difference is the people and their mood with whom to communicate.

Crowd marketing


involves communicating with new audiences of people who have not previously heard of your product. The most important thing is not to try to immediately make a “forehead sale”. Do not try to immediately get the target action from the person. Help him in the necessary question, show your expertise and he will come to you.

The second option, help the person asking the same ordinary user, without showing that you are a company representative. The specificity of a person is such that even if he reads a recommendation and a positive comment about a product from an unknown person, he will take it into account anyway.

Important! You cannot cheat a person. Even if for the first time you can sell him low-quality goods, this will cause him indignation and he will go to talk about it on the same platform where they started talking with him.

SMM and reputation management are aimed at interacting with people who already had a touch with your brand.

In SMM,


if users follow the brand, then most likely they are positive about it. It is necessary to involve them, to make it clear that they are needed, to offer additional value, which they can share with their friends. Great contests, games, promotions.

I recommend watching the Intertop case presented at iforum2015 promoting niche brands.

In reputation management,


if a person mentions a brand on some site, in most cases he does it because he is unhappy.

The most important thing is to quickly find this note and try to make a difference. The worst thing that can be done is to answer with prepared template phrases, this will further fuel the situation. Try to solve a specific problem and do not forget to write about it. After all, other users, seeing that you have resolved the issue, will be confident that if they fall into a similar situation, they can also count on support.

Platforms for communication


SMM


For smm communication channels are:

  • official company page on facebook;
  • VKontakte official page;
  • page in classmates;
  • Twitter account
  • YouTube video channel
  • pages on other specialized sites.

Crowd marketing and reputation management


Use an unlimited set of platforms and channels.

For crowd marketing, it’s important to find all the habitats of the right new audience.

For reputation management, it is important to track brand references on any site in time and respond to them.

Tools


Crowd marketing and reputation management


The main tool is software for monitoring web space to capture the appearance of the necessary key queries.

For crowd marketing, these are keywords related to products or goods, for example, “buy a vacuum cleaner”, “which monitor to buy”, “where to go for the weekend”.

For reputation management, these are:

  1. brand name;
  2. its variations in different languages;
  3. brand typos;
  4. names of key employees;
  5. name of individual company products;
  6. addresses of shops;
  7. trademark.

To do this, we recommend using special software that allows you to automate the work:

  • talkwalker;
  • Google Alerts
  • mention.com;
  • youscan;
  • Kribrum;
  • and so on.

Using this software, you can not only quickly find the desired user reactions, but also answer them directly through these services (for example, mention.com), and through them you can facilitate registration at new sites (for example, buzzbundle).

SMM


Does not need such tools. However, it is very convenient to use services that facilitate the process of conducting one advertising campaign, but on different platforms, as well as conduct several at once.

The most successful application for this, in my opinion, is hootsuite.com. It has wide functionality that allows you to solve most problems:

  • Planned posting
  • simultaneous work with a large number of accounts;
  • teamwork;
  • additional analytics.

Goals


The goal of crowd marketing


  • Attracting a new audience.
  • Getting attention to the product.
  • Getting feedback from the target audience.
  • Plus for external seo.

Smm target


  • Formation of a loyal brand audience.
  • Audience retention.
  • Attracting new brand fans.

Reputation Management Goal


  • Neutralization of a negative reaction.
  • Getting feedback.
  • Customer return.

These areas have some functional intersections, but in general, they have completely different goals and methods for achieving them. Using them, you can solve many questions to promote your company.

Which of these methods do you use?

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