Futurelab 1000 Days: Futurelab Romania 75

by: Alain Thys

This is a love-hate ranking which gives an indication of the online reputation of 75 of Romania’s most important brands. It has been compiled by Futurelab’s Iasi based research office, which for each brand reviewed what was being said online and translated this into a simple, yet significant score.

Last week the project got formally announced to a packed room by Ramona Patrascanu at the Zilele Biz conference and the full study, plus background information can be read in today’s issue of Biz Magazine.

But, for the 98.7% of our  readers who aren’t that well versed in Romanian, we provide a quick summary below. And yes, we will be looking for magazines in other markets to set up similar projects. Because in the end it’s not what you say about your brand that matters.

BTW: a big thanks to Alex, Mirela, Ramona, Stefan, Marta and all involved!

Futurelab Online Reputation Indicator (Romania October 2008)

For each brand in the list we performed a series of internet searches. Here, we combined the name of the brand with positive and negative colloquial expressions. These we totaled and based on this we calculated:

–          a Net Online Reputation Score. Slightly inspired by the Net Promoter™ Score this is a relative measure of the “positive” vs. the “negative” statements. It is calculated by deducting the negative from the positive statements and dividing this by the total. 

–          An Online Reputation Indicator. This provides an absolute indication of the total positive statements that a brand is able to generate (positive – negative statements).

While the numbers in their own right don’t mean that much, both metrics do act as a “rough” indicator of the online reputation of any given brand. This matters, as the ratio of positive to negative statements determines the chances that anyone researching a brand online gets a positive or negative image of it. For more information about this survey, feel free to get in touch.

Trademarks

Futurelab is a registered trademark of Futurelab BVBA

Net Promoter ™ Score is a registered trademark of Satmetrix, Bain & Company and Fred Reichheld