Reputation Audit: Global communications giant Lebara

Background

Lebara, one of Europe’s fastest growing mobile companies, approached Igniyte to audit and review their presence online.

The company wanted to understand Lebara’s online reputation, the competitor landscape and where the brand sits in the market.

This in-depth audit resulted in detailed analysis, reporting and recommendations. Lebara scored well against close competitors, with a similar share of voice such as Lyca Mobile, Giff Gaff and Three.

Key areas of for improvement and action points included: increasing the number of PR referrals and positive 3rd party online mentions with development of an effective PR plan; improving social media sentiment (from 9.68%); increasing the amount of owned content ranking for Lebara and secondary search terms; ongoing review site monitoring and positive review strategy; and challenging outdated or negative conversations.

Index Scores are reviewed at monthly/quarterly intervals to measure the success of agreed actions.

Solution

Using the Igniyte Online Reputation Index and other specialist reputation tools we explored which 20 Lebara-related keywords performed the best and worst online.

We also delved deep into Lebara brand mentions over time, to include both online brand sentiment and better understand conversations about its products and services. The audit examined where people were talking, what they were saying and who was talking about the brand.

Results

This in-depth audit resulted in detailed analysis, reporting and recommendations. Lebara scored well against close competitors, with a similar share of voice such as Lyca Mobile, Giff Gaff and Three.

Key areas of for improvement and action points included: increasing the number of PR referrals and positive 3rd party online mentions with development of an effective PR plan; improving social media sentiment (from 9.68%); increasing the amount of owned content ranking for Lebara and secondary search terms; ongoing review site monitoring and positive review strategy; and challenging outdated or negative conversations.

Index Scores are reviewed at monthly/quarterly intervals to measure the success of agreed actions.

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