Date post: | 08-Apr-2017 |
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Fiammetta BonannoMaria la Luz Muñoz
Paola SalgadoPaola Franco
Saket ToshniwalJeanne Darrieus
Online Reputation Management
“We seek to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.”
PROMISE“To continue to offer quality products
and services using the best technology available and at a reasonable price. This results in highly loyal customers, while maintaining shareholders interest and company profits in mind. By working hard and having fun we seek to offer the best working environment to our employees, promoting career opportunities, and to increase our responsibility towards environment and the society.”
MISSION
Customer Obsession
Invent & Simplify
Think Big Earn Trust
Deliver Results *http://www.amazon.jobs/principles
Price
ConvenienceSelection
VALUES OF THE BRAND
Media Segment Electronics General Merchandise
Ebay Best Buy LeBonCoin
Netflix RadioShack Flipkart/ MercadoLibre
Google Play/ iTunes Walmart LaRedoute
COMPETITORS
TARGET MARKETB2C
B2B C2
C
BRAND IDENTITY PRISMCapabilities• E-commerce product oriented
• Wide range of products
• Value Innovation for CustomersPesonality• Competence• Creative• Simple and Easy
Culture• Customer Support• Employee Growth Opportunities• Commitment• Respect (Human and Environment
Shared values and community• Genuine Quality Product• Best Price• Fast Delivery of Products• Best Industry Practices
Aspirational Self Image• Safe and Secure• Frugality• Pioneer in E-commerce
Noble Purpose• Belong to People• Coonecting Sellers and Buyersthrough Marketplace• Personalisation
POINT OF PARITY
They all sell in Market Place
Offers Premium account with benefits for loyal users
Customer Service (easy delivery & returns)
Customer Experience
UNIQUE SELLING PROPOSITION
POINT OF DIFFFERENCE
They handle the rational and the emotional side of the customer experience equally well
Wider range of products per category
Consumer centric approach, results claims, all about the customer experience.
Recommendations: Cross-selling and Up-selling. Effective useage of Big Data.
More Innovative and Integrated (Multichannel Purchase mobile, laptopiOS, Kiosks in Metros NYC example, scanner)
POINTS OF PARITY VS POINTS OF DIFFERENCE
PERSONALITY
Truthful Innovative
Customer Centric Protecting
Friendly user
Almost for 20 years Amazon has been providing its customers wider choice of products at the same time as protecting personal information and garantued the right product at the right price.
REASONS WHY WE BELIEVE IN THE PROMISE
CONSUMER END BENEFIT
The consumer can find the right product at the right place at the right time and with the right experience.
Low pricesBooks
ConvenienceWide selectionE-tailor Pioneer
Products
All marketing activities must be coherent
CORE VALUES AND PERIPHERICAL ASSOCIATIONS
Community engagement
Selling website
Credibility Big Data
GOOGLE RESULTS
55%
45%
Results
Third parties(earned media) Amazon
GOOGLE RESULTS
Confidence and
consistency
Online coporate contents consistent with identity
Earned media Results consistent
with identity
Online corporate contents non consistent with identity
Earned media Results non
consistent with identity
Brand Identity: Innovation & Customer Experience
Links to Amazon different services Links to innovations that improve Customer Experience (Drone delivery) Links to the different social network account that is consistent with brand
identity (be close to the customers) Links to the multi channel distribution of media (Google Play, Itunes)
Topics keywords
1st Pag
e
Company website,Twitter Page
Online retailer, Movies, games, electronics, toys, apparel, sports, tolos
“In the News”>>>release sci-fi Creative ControlWikipedia Page,Amazon JobsAmazon Facebook
PS4- Xbox Ultimate edition, Jobs, american electronic commerce
Shopping: GooglePlay, iTunes AppNews: in TNYT
Shopping, app, application, Movies, games, electronics, toys, apparel, sports, tolosNews, Information
2nd Page
Twitter Page Twitter,
Yahoo FinanceJobs, american electronic commerce
Financial results, compare AmazonSpecies Places
CBS News CNBCAmazon Storeacrd
Futuristic plan, e’commerce retailer, businessonline market place, amazon account
Topics keywords
3rd Page
Ecology, Conservation, wilderness
Forbes, Innovation, crunchbase
Most innovative, online, retail, shopping, services, e’commerce retailer
Australian websiteLinkedin Article
Kindle, inside amazon,
Youtube channel,Job Opportunities
Customers, find, discover, anything, customer-centric– Jobs, associate Jobs, shoppers, everywhere
News about sci-fi creative control
Technology, independently, satire, tech industry
POSSIBLE KEYWORDS AS BRAND ASSOCIATIONSKeywords Chosen : Payment, Delivery, Service , Customer ExperiencePeriod: 01/09/2015 – 01/10/2015Country: U.K.
Social Media Monitoring & Engagement
The Graph Indicates the Grobal Volume of Use of Keywords – Monthly – Software Used: Synthesio
GLOBAL VOLUME OF CONVERSATION
20,670 Mentions
Social Media Monitoring & Engagement
PLACES OF CONVERSATIONSSHARE OF VOICE
Ebay 85%
Amazon 15%
38%
15%14%
10%
9%
6%4% 2%2%1%0%0%0%0%0%
Forum Video and Photo Sharing Blog General newsMicro-Blogging Professional news Regional newspaper TVSocial network Comments Consumer opinions National newspaperCompany News agency Institution
Ebay generated buzz previous its 20th anniversary and it’sreflected in this chart.
Social Media Monitoring & Engagement
INFLUENCERS
Most of them talk about news regarding Amazon and community of “bargain hunters”.
Social Media Monitoring & Engagement
OVERALL SENTIMENTS TOPICS
Delivery: Customers complaints/congrats about delivery time.
Service: Complaints about the customer service.
Negative8%
Neutral60%
Positive32%
Social Media Monitoring & Engagement
ONLINE REPUTATION ASSESMENT
Frequency:2 to 3 posts per
dayTopics:
Promotions of products, of Halloween costumes,
seasonal, contests, tickets, Funny
Frequency:1 to 3 posts per
day Promotional, funny, contest
Frequency:1 to 3 posts per
dayTopics:
Beauty tutorials, amazon pets, how to bricolaje, promo
their Prime products
Frequency:Every hour
Topics:Funny, contest,
promotion, share comments, helps customer doubts
WHAT IS THE ACTIVITY & HOW FREQUENTLY THEY POST
Response Time:
12 to 24hrs to the first
comments.
Response Time:Never
Response Time:They do not show their
comments in their videos but
they allow viewers to leave
comments.
Response Time:Rarely.
Only share very good positive
comments.
HOW FREQUENTLY THEY ANSWER
132,342- People Talking About This
26,154,347-Total Page Likes
53,657 - New Page Likes this week
Posts by Pages Posts per Day: 3.98 Likes, Comments & Shares per post: 1,876
Posts by Customers Everyone can post to your timeline? Yes. Posts by fans: Happens on a daily basis. Response Rate: Bad (26%).You need to respond to posts that others write to you. Response Time: 86 minutes.
Posts per type: 54.2% 41.7% 4.2% By having a good variety in your posts, your fans never get bored and they can always expect something new and exciting. The variety in your posts is A-OK!
Timing: Perfect timing!
Length of posts: Between 100 and 500 characters.The majority of your posts are between 100 and 500 characters. It is recommended that you write shorter posts since shorter posts generates more response from your followers.
Curiosity: You should ask more questions.
Hashtags: Using.Comments:Your fans seems to responding best to Photos. Especially Photos posted between 21 - 24 (GMT).
AMAZON FACEBOOKSocial Media Monitoring & Engagement
TOP 5 UNANSWERED POSTS THIS MONTH
FACEBOOK TOP 5 PAGESRETAIL AND CONSUMER MERCHANDISE CATEGORY
FACEBOOK TOP 6 PAGESRETAIL AND CONSUMER MERCHANDISE CATEGORY IN U.K.
TOP 5 POSTS BY AMAZON.COM
ONLINE REPUTATION RISKS Malfunctions or quality below expectations
lead to negative reviews can affect our online reputation.
Avoiding tax (U.K.) – Stakeholders
Working together with other companies and not knowing if the quality will satisfy the customer.
• Stricter seller rating programme.• Increase Amazon fulfillment centers.
Product Quality
• Reinforce the CSR actions to be prepared for any crisis.
• Have one official spoke person in the country.
Legal Scandals
• Chanalize their supply chain – inword and outword
• Train the customer service of Amazon to answer customers questions.
Service & Delivery
CHALLENGES AND MITIGATION
MANAGING AMAZON’S ONLINE REPUTATION :THE PROCESS
LISTEN & ANALIZE
• Identify relevant social media / monitoring tools.• Discover what is said about you and your market.
ENGAGE IN CONVERSATION
• Answer to attacks and negative reviews• Create a brand community and engage with it• Develop online visibility to prevent and manage crisis
MEASURE AND REFINE
• Measure the online communities and policies• Refine consumer engagement process and online
reputation management system
Thank You
TEAM