Major Gas Station Network
Under NDA
Reputation Management
Duration
8 years
Budget
$75K/year
Difficulty
Easy
Industries
Other
Reputation Management
ORM
Monitoring
Content Creation
HR
Situation
Under NDA
Financial Damage
Budget: ₽6,000,000/year
Problem
Problems in the information field: car breakdowns linked to fuel quality; customer complaints about queues and service quality. At the start: 45% negativity, 15% positivity, 40% neutral. In search engines, most negativity was on recommendation platforms in 5 regions. Total negativity was about 60%.
Tasks
- •Neutralize negativity by engaging brand advocates
- •Increase organic user activity
Solutions
- •Form a community of brand advocates and involve them in neutralizing negativity
- •Work with public opinion by publishing videos from auto experts and bloggers sharing alternative views and advice for motorists
Results
- •Achieved positive dynamics: negativity dropped from 45% to 20% (–25%), positivity increased from 15% to 38% (+23%, 8% due to influence agents), neutral 42% (+2%)
- •By changing tone and increasing ratings on recommendation platforms, negativity in search results dropped from 60% to 10%
Financial Effect
Improved ratings and positive content led to increased sales and trust in the brand, strengthening the company's market position.
Conclusions
1
Brand advocate communities and expert content can shift public sentiment and search results.
2
Regional focus and platform-specific work are crucial for large networks.
3
Continuous monitoring and tone management are key to long-term reputation improvement.