Large Construction Company
Situation
Under NDA
Financial Damage
Budget: ₽3,408,000/year
Problem
Consumer extremism: clients sought out non-existent defects in purchased apartments and demanded penalties. Lawyers profiting from litigation advertised their services, offered to recover penalties from the developer for any reason, advertised on negative news about the brand (often generating it themselves), or created social media communities to collect and amplify this information.
Tasks
- •Create and deploy influence agents in residents' messenger groups
- •Monitor and promptly identify information triggers and crises in messengers and open information space
- •Manage public opinion in messengers and open information space
- •Reduce the ratio of negative to positive mentions
- •Increase organic positivity and user loyalty to the brand
- •Work with search results (SERM): reduce negativity, increase positive content islands, improve ratings on industry and general recommendation platforms
Solutions
- •Monitoring and analytics of the information field around the brand, including manual monitoring in messenger communities organized by shareholders/residents
- •Identifying the most active users, analyzing their actions, compiling reports on each activist
- •Creating and promoting unofficial communities on social networks
- •Creating new content islands and promoting them in the top-10 search results for brand and reputation queries
- •Developing methods to stimulate loyal clients and employees to publish on priority recommendation platforms
- •Guerrilla marketing to increase brand loyalty in social networks
Results
- •Number of unique URLs decreased from 47 to 29
- •Number of repeats reduced from 143 to 99
- •Share of negativity dropped from 72% to 44%
- •Share of positive information in Yandex/Google top-10 increased, negative share decreased, despite ongoing negative campaigns
- •Positive ratings formed on key recommendation and thematic portals
- •Significant decrease in trust towards activist lawyers and the initiative group led by a professional 'blackmailer'
Financial Effect
Improved ratings and positive content led to increased sales and trust in the brand, strengthening the company's market position.
Conclusions
Proactive monitoring and engagement in resident communities is crucial for managing reputation in the construction sector.
Combining SERM, content creation, and guerrilla marketing can significantly shift the balance of online sentiment.
Reducing the influence of negative activists requires both information and community management strategies.