Les résultats en un coup d'œil
- Reputation research down from 1–2 weeks to 2 hours per client
- Crisis detection down from 3 days to 30 minutes
- 80–85% less manual effort across the ORM team
- Self-reputation investment grew from 5% to 25% of focus
Comment Ralecon a réduit la durée de ses études ORM de deux semaines à deux heures grâce à Brand24
Principaux enseignements
- Ralecon treats online reputation management as a growth engine, not damage control. They neutralize negativity early so it doesn't snowball into AI-generated answers about their clients.
- They use Brand24 to monitor sentiment and geography in real time, catch spikes the moment they form. This helps to step in before a client even knows there's a problem.
- Le Assistant de marque AI lets anyone on the floor pull client insights in seconds. They confirm: no hallucinations, no waiting on senior staff.
- Advanced monitoring helps them walk into new-client pitches already understanding the conversation around a prospect.
- With the media monitoring tool, the team stopped fetching data and started analyzing it. That is what clients actually pay for.
Improve your online reputation management!
S'inscrire gratuitementAbout Ralecon
Nous nous sommes entretenus avec :
Ralecon is a digital marketing agency based in Bangalore and one of the city’s top players. It has 14+ years in the business and a client roster that includes RedBus and Paytm.
Priyanka oversees process building, tooling, onboarding, training, and the agency's highest-revenue accounts. She works closely with the CEO and brings around a decade of experience, including an IT background.
What stands out about Ralecon is that they don't just run SEO or build websites. They've been selling ORM for roughly eight years, long before "we need to win on Reddit" became something every agency says out loud.
Problème
Ralecon serves a client base where reputation is everything.
Around 60% of their revenue comes from the IT and education sectors, and in India specifically, that's a high-stakes space.
Parents research schools thoroughly before enrolling their children, as they rarely switch later. Employers, students, and employees all go online to find out what is really happening within a school or the IT sector.
But a lot of the good work these clients do never makes it online, often for privacy reasons. So the negatives travel, and the positives stay invisible or neutral.
Before Brand24, the monitoring was almost entirely manual:
- Checking reviews and presence by hand across Google, Bing, YouTube, and social
- Pulling whatever the SERPs surfaced, dropping it into a sheet, and sending it across
- Effectively limited to the client's home region. They couldn't see what was being said nationally, let alone globally
That worked when this segment was ~5% of the book.
After COVID, when audiences moved en masse to Instagram, YouTube, and X, volume exploded, and clients got far more demanding. Manual research started eating the team's time. Time Priyanka wanted spent on analysis, not tab-juggling.
The real value is in the insights, and very few tools deliver insights without hallucinating. We tested Brand24 thoroughly, no hallucination. That was the selling point for us.
Comment ils utilisent Brand24
01 Contain a crisis before it spreads to AI
Ralecon's monitoring is built around two things: sentiment et geography. Sentiment is the early-warning system; geography keeps the focus on the audience that matters (most of their clients are India-based).
That setup paid off when a premium client went viral over a fee issue.
The discussion never used an obvious hashtag like "fees," so a keyword query would have missed it. Instead, the team filtered the client’s project by date, negative sentiment, and geography to capture the whole conversation as it jumped from Instagram to X.
The filters Ralecon used for this crisis helped them find all relevant mentions.
From there, they neutralized rather than spun. They acknowledged the concern, pointed people to the client's official statement, and backed it up with SEO content that addressed the issue head-on.
Real value: Spotting a spike in real time means you shape the story while you still can. Instead of cleaning it up after it's already in everyone's feed, and in AI answers.
By neutralizing the narrative, AI platforms stop pushing negative sentiment, which travels fast in the AI ecosystem. So ORM feeds directly into AI presence.
02 Monitoring a whole sector = protecting your own clients proactively
When a reputational incident hit the Indian IT sector, it started with a company that wasn't a Ralecon client. The team didn't wait to see if it would reach them.
From day one, they monitored every IT client's dashboard, added queries to check whether the news was getting linked to any of them, and mapped those queries across the book.
It never touched their clients. But the point is, they'd have known the second it did.
That kind of sector-wide, client-level drill-down simply isn't possible by hand. Search a query manually, and everything floods in, with no way to isolate who's actually talking about votre client.
Real value: As an agency, you can watch an entire industry and still pinpoint exactly who's talking about votre brand. That is something manual searching simply can't do.
Improve your online reputation management!
S'inscrire gratuitementThat kind of proactivity wouldn't be possible manually. If you search a query by hand, everything comes up, and you can't filter who's actually talking about your client. With Brand24, we can drill down to the client level and see whether national news is being connected to them.
03 Reporting that's client-ready in minutes
Clients don’t want raw numbers. They want to know why they're at X and what's being said. Brand24's reports cover that: the team downloads the PDF, adds the Ralecon logo, and the insights are ready to send.
Example of a PDF report generated for one of Ralecon’s clients.
And when a client comes in with a specific question, Priyanka doesn't go digging through the data. "I use the AI Brand Assistant for pretty much all projects. Rather than digging through all the data, we just ask: 'What was being said around this keyword over the last six months? Is there positive sentiment? All of that can be pulled up through the Assistant."
The answer comes back scoped to exactly what the client asked, in seconds.
AI Brand Assistant summarizing Ralecon’s project.
Real value: When insights take minutes instead of days, your team spends its time analyzing and advising. That is the work clients actually pay for, not pulling data.
The reporting is excellent. You just download the PDF, add your logo, and you have all the insights ready. Clients now want those insights, not just raw data: not 'we're at X,' but why we're at X and what's being said.
04 Turning prospect research into a winning sales pitch
For Ralecon, Brand24 isn't only a tool for managing existing clients. It's part of how they win new ones.
Before a sales call, the team sets up a project for the prospect and quickly learns what's being said about that company: the themes, the sentiment, the conversations they're part of.
Walking into a pitch with that picture already mapped out lands differently. Prospects feel genuinely researched, and it shows Ralecon understands their world before any contract is signed.
As Priyanka puts it, this kind of preparation is exactly how the agency scales: understanding a company deeply, then showing them the space they have to grow.
Real value: Set up a project on any company in minutes, and you walk into the call with real data instead of a generic pitch. This is often what tips a prospect into a client.
New project setup takes 30 seconds.
Note: Here is a rapport generated 5 minutes after setting up a new project. This is everything you can know about your future client within this time.
Manually, understanding how the environment was talking about a single client could take three days. Now it takes about 30 minutes; I just open the dashboard.
Résultats
Ralecon's gains aren't one big campaign. They're a faster, calmer, more scalable way of working:
- Understanding a client's monthly conversation: from 1–2 weeks → ~2 hours
- Detecting how the environment is talking about a single client: from ~3 days → ~30 minutes
- Overall manual effort: down by roughly 80–85%
- Coverage: from "mostly the client's home region" → all of India and beyond, across Instagram, X, and Facebook
There's an internal result too.
Because the team isn't buried in data fetching, they can do analyse. And Ralecon now applies the same rigor to itself: investment in its own reputation has gone from ~5% to ~25% of focus, with a dedicated team member, strong LinkedIn and Facebook growth, and a feature in The India Times.
That self-monitoring paid off directly.
When a competitor began impersonating Ralecon in recruitment calls to damage their hiring reputation, Brand24 flagged it. Ralecon posted a clarification on its own site, warned candidates, noted that legal action was underway, and resolved the whole thing within two weeks, before it ever reached their team or created internal unease.
Improve your online reputation management!
S'inscrire gratuitementLa marge de manœuvre pour d'autres marques
Priyanka's advice is blunt: there's no room left to be a reactive agency.
"By the time you act, the fire has already spread through the forest, you can't just put water around the edges," says Priyanka.
The repeatable moves any brand or agency can copy from Ralecon:
- Monitor early, not after the fact. Set sentiment alerts so you get a spike before it hits the news.
- Don't over-engineer your filters. Sentiment + geography + date caught a crisis that no keyword query would have.
- Neutralize, don't spin. Acknowledge the concern, support the official response, and let credibility do the work.
- Treat ORM as AI-visibility work. What you contain on social is what AI platforms stop repeating about you.
- Go to the client first. "This is happening, and here's what we're doing" is the value. If they have to tell you, you've already lost the account.
Bonjour !
Waleria Pagowska
Spécialiste du marketing produit