MM Online Reputation Management

transcript

Online Reputation Management

A Media Moments Presentation

Our Digital Experience: •  Esprit- 2010 •  Van Heusen Mens Fashion Week- 2011 •  Indian Fashion Forum- 2013 •  Tamara- The Luxury Resort, Coorg- 2013 •  Zivame- 2013 •  Deccan Chargers- IPL 2012 •  Metro- Cash & Carry- 2013 •  Submerge Music- Events- 2012 •  Storm Festival- 2011 •  Myntra •  Zovi •  Bangalore Fashion Week- 2014 •  Avirate •  SRM Jewellers •  Dancing Turkey •  Louis Philippe •  Allen Solly •  Van Heusen

What’s happening with my Brand, On the Online Space

What do I do ?

How the Online Media Universe is evolving ?

Company’s Own Platforms: •  Websites •  Microsites •  Blogs •  Social Media

Media- Online & Offline •  Traditional

Offline Media •  Newspapers,

Magazines and TV Channels

•  Newswires •  Other News

Onlines

Other Websites: •  Other

Companies websites

•  Ecommerce platforms

Blogs: •  Fashion Blogs •  Business Blogs •  Lifestyle Blogs •  Forums and

Communities Blogs

Social Media Enthusiasts: •  Social Media

active consumers

•  Opinion leaders and Influencers

•  Bloggers, Media and Content experts

Online Space is broadly split into 5 spaces:

What is Online Reputation Management ?

To monitor, read and analyze the Online Space conversations, image and

impression of a Company through specific tools and methods

Is the first step to the

Create Positive Content for the Brand in the Online Space through,

Meaningful conversations, Brands strengths and case studies and more….

Is the second step to the

Optimize and Promote the Good News/ Stories/ Conversations over the Bad news

in the Online space through expert techniques

Is the third step to the

Why Online Reputation Management so

critical in today’s world ?

India is the fastest growing Online Market

75% of the Internet users are below 35 years

To think it, is to Blog it: 180 mio. bloggers

70% of the purchases are influenced by search

35-45 yrs. Women, Men 18-24 yrs. are the heaviest Internet users

Smartphones reach has made internet easily available anywhere and at anytime

How you plan your Online Reputation Management

for the maximum ROI ?

Rules of Branding has

changed

Understand your Online Presence

What is my Online Strategy

Build your unique Online Personality

Start with the First Steps

Evolve

Analyze, Strategies & Plan

Monitor: Through ORM Tools like Google Analytics, Trackur etc.

Analyze: Social Media Mentions Online Conversations Online Articles

Target Audience: Who is My Target Audience in the Online Space: Consumer, Media, Opinion Leaders, Bloggers etc.

Consumer: Who is My Direct Consumer

Consumer: Understand my Consumer Journey, how should I engage him

What should be my Online Strategy ?

Where shall I put my

Marketing Money

Evolve

You cant be everywhere, select your space?

Web is Social • Social Media=

Facebook + Twitter • Conversations are

Happening everywhere

• You cant be in Facebook because you have to be

• What is the Social Media Deliverable

Understand the Consumer ‘s Journey •  In the Online Space,

where your consumers are

• What are they talking • How can you engage

and positively influence

Build Your Online Strategy: Who, Where and What

How to Build your Brand Personality

Evolve

How do I look ?

Develop Your Brand Online Personality.

Brand Image: Basic, Vibrant, Corporate, Functional, Thoughtful ….

Content: Tone of Voice, Key Messaging, Content Type, Key Talk Points, Visuals Type and more

Where do I start ?

Evolve

FIRST STEPS: 1.  Build Brands Platforms First: Websites, Social Media

Platforms etc.

2.  Domain Name Strategy is Key

3.  SEF/ SEO: Make it Search Engine Friendly and Optimize

4.  SMO Strategy: Social Media optimization strategy

5.  Content: Start with the Relevant Content you have

1. Build The Platforms

2. Develop and Collate the

Content

3. Amplify and Optimize the

Web Presence

How to Amplify and

generate ROI

Evolve

From Beds to Being on Top of Guest Reviews, Starwood is Brilliant at Focusing on the Obvious Global Hotel Company Gets What Matters Most to Guests: Listening & Responding

When Westin Hotels and Resorts unveiled the Heavenly Bed hoteliers around the world could be heard saying, “Why didn’t we think of that?” From that point on brands started to focus on what many have since argued should be the focal point in a business where you are paying for a good night’s sleep: the hotel bed. Guests want to be listened to; they want to be heard. And responded to. By keeping a finger on the pulse of what is being said, and staying on top of management responses, brand loyalty -- and brand advocates -- are born. Globally Starwood has captured nearly 528,930 new reviews this year (through mid September 2013) and responded to as many as 48% of reviews in some months, significantly higher than the industry average of around 25%. Let’s not forget that reviews, directly and indirectly, translate into revenue. Here’s a look at some of the numbers: • Hotels that respond to online guest reviews, whether positive or negative, average 6% higher review scores than those who don’t. • Higher-ranking hotels earn better visibility on review sites, which lends itself to a greater appeal amongst travelers, which in turn results in more bookings and revenue. • TripAdvisor studies have shown that 71% of travelers think that management responses are important. Hotels that respond to guests average 147% more reviews than those who don’t. (No surprise that Starwood gets hundreds of thousands of reviews in a few months!) Courtesy: TrustYou

International Case Study

1.  New Media can be your friend: Attacking is the best kind of defense. Address issues with sincerity and honesty. People understand. Emotionally engage. A You Tube video addressing people is better than a formal Press Release.

Thumb rule in Online

Reputation Management

2.  Build Inner Circle of Friends: People will trust third parties more than your in-house experts. Media, social media enthusiasts, opinion leaders, influencers, bloggers can all be part of it. Develop long term meaningful relationships with few.

3.  Respond Quickly and Effectively: News travel fast, address and arrest a crisis fast to control the damage. Take Online conversations offline. Admitting mistakes, acknowledging issues can go in the Company’s favour. Train the Team, manage efficiency.

4.  Engage and Build: Indian is an intelligent and an emotional nation. Keep their best interest of the audience as the top-priority. Value, appreciate and acknowledge their support. Build brand champions from the Social Media.

5.  Humanize the Brand: People don’t talk to Brands, they talk to people. Involve employees who are passionate about certain talk points to represent the Brand in the Social Media space. Train and empower them to talk on behalf of the Brand occasionally.

So Far So Good,

Lets Analyze, Plan and Action J

Evolve

• Immediate Business Needs

• Desired Imagery

Brand Objective

• Demographics Profiling • Understanding Needs & Func:onality

Online Audience Profiling • Engaging, Thought

provoking videos

Content Marke:ng

•  Designing Websites & Microsites • SEO, SEM & PPC • Digital Newsroom • Digital PR • Opinion Leaders and influencers • Bloggers outreach • Digital Advocacy • Seeding • Social Media • Customer Sa:sfac:on

Campaign Roll Out • Insight to Customer Feedback and Conversions • Campaign and Crisis management

Customer Capture

• Analy:cs Report • Achievement against Deliverables

Measurement

Digital Journey: Analytics, Plan and Campaign Roll Out

Digital Journey: ROI

Brand Recall Consumers Engagement

Sales and Conversions Crisis, if any

What do you want to achieve ?

What are the defined deliverables ?

How do you Measure it ?

Thank You !