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Team Name: Managers of MayhemName of Participants Harjas Bakshi Prathamesh PatilEmail of Participant harjasbakshi@gmail.com prathamesh.patil14@gim.ac.inContact number 7768004098 9028798138

Building an online marketing strategy centered around the existing IFB installed base of 3.5 million customers to ensure:

Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT. It has been seen that people are increasingly making these decisions at the Zero Moment—the precise moment when they have a need, intent or question they want answered online. These questions can be anything from "Which brand of diapers will help my baby sleep through the night?" to "What toothpaste is going to make my smile brighter?" A brand that answers these questions at just the right time scores a double win: It helps improve a consumer’s life and stands to gain a competitive advantage over brands that don’t.The objective is to improve the ZMOT of IFB using online reputation management techniques. Google defines the moment a customer is considering to purchase as the Zero Moment of Truth (ZMOT). ZERO because the customer comes online to zero on the decision to buy. If a brand is not present or is present negatively, the decision to convert becomes zero as well. To understand the current ZMOT status of IFB and its competitors, a thorough research using primary data online should be done.

Online Reputation Techniques Identified and Implemented

o Online Video Testimonials:

Sharing customer testimonial video on social media and the IFB website can enhance the online reputation and increase incoming traffic. Studies have shown that: 1. For a text based testimonial: On an average a user spends only 10 sec before clicking elsewhere 2. For a Video Based Testimonial: On an average a user spend 100 sec before clicking elsewhere and can result in increased viewership of 45 % for every video that is added.

*Having customer testimonials on video help ensure that the reviews are genuine Purpose: Video testimonials from customers can be used for promotional purposes on YouTube

Webcam Videos look much more genuine and hence add to credibility of the Video

Concept: Contact happy and satisfied customers for an online feedback via web - conference.

The customers testimonial will be guided based on the below questions How has your experience been with IFB ? (Compulsory)

How has it simplified your daily routine ? (Compulsory)

Did you like any particular product feature or customer service feature ? (Optional)

Would you like to mention anything else about your experience with IFB ? (Optional)

Would you like to recommend IFB to any of your friends or colleagues ? (Recommended)

Implementation Process : Identified key points for a successful Online Video Testimonial.

Created script which will be used when addressing customers for feedback.

Identified incentive scheme to convince customers to give testimonials.

Framed set of questions to help customers address key topics during the testimonial.

Software package to be used for pilot test study has been identified.

Tested the system by doing a demo dry run with 3 test subjects a. The demo videos have been submitted to the company b. Identified the different problem areas that we can face while getting an online video testimonial as well as the benefits of using this particular system.

o Utilizing Press Release Websites

By having regular scheduled press releases, search rankings can be improved. Reporters and writers are the main readers of press releases websites. Posting an article on one of the major press release websites can help create a buzz, improve visibility of your website and help drive traffic inward to your site. Key Points important for a press release: 1. Create a release schedule using keywords Create press release schedules using keywords that rank highly for your brand or industry. Your releases should incorporate keywords to give the release the best chance at creating ranking for both phrase and brand. Ideas for press release examples: a. Industry trend updates c. Testimonials b. Specific problem/solution case studies d. How to guides

The content needs to be optimized for keywords to make it SEO friendly. Difference between Free and Paid Press release sites? Free: Usually emphasize on keywords, links, tag and meta tags which increase incoming traffic. Paid: Usually guarantee media placements and syndication. Implementation Process : Identify the top 5 free and paid press release websites

Understanding the guidelines setup by each of these websites for a press article to be accepted.

Writing a press article for IFB Spice Secrets Master chef , which is a new reality cooking show created by IFB where IFB customers will be competing against each other for the coveted title of being the first ever microwave master chef.

For the Press Article the guidelines set out by IndiaPRWire are to be adhered to since it’s the most popular press release portal.

The Press Article has been submitted to the marketing team for further review.

Top press release website available: Top Free Press Release Websites:

SrNo

Name Website

1 India PRwire www.indiaprwire.com2 Made From India www.made-from-india.com3 BusinessWire India www.businesswireindia.co

m4 Marketwire www.marketwired.com5 PRWeb www.prweb.com

*Source from www.topseos.in

o PiggyBack off Trusted Sites Using this technique we can improve our search rankings by posting content on well reputed sites which is frequented by users. In order for this to be successful the keyword needs to be come early in the title of your content, and google will start ranking the article. Identified all the major sites which had high online traffic and which could be used. The websites comprised of the following list and were mainly comprised of social media portals: 1. Pinterest 4. Wikipedia 7. Wikipedia 2. Instagram 5. Google Places 3. Twitter 6. Bing for Business

The above social sites were chosen since IFB already has a presence on Facebook, YouTube and Google+, hence these are kept out of the selection. Before creating a profile on any of chosen websites, a document is to be created which would identify all the hygiene factors which should be met when creating a profile. The document included the following details: 1. The details of the company which need to be entered when registering for the profile ex. username, address, company profile, etc. 2. The media content guidelines

a. Dimensions and format guidelines for the pictures, clips and articles which can be hosted on the website. b. Creative content ideas and sources for the same. These content ideas included posting interesting articles which would contain tips and tricks. So that consumers could derive maximum benefit out of their product. A list of all these content ideas have been created.

Implementation Process : Identification of all relevant sites for Piggybacking.

Identifying the hygiene factors necessary to host content on the Identified portals.

Bing Places for Business: Created a new Microsoft account to list the different IFB Points on Bing Places for Business o A total of 265 IFB Points all across India were chosen and were to be listed on Bing Places for Business o Bing Places for business has a particular format for data entry hence , all the source data (list of IFB Points) was converted to Bing accepted format

Sr No Name Website1 PR Log www.prlog.org2 PR.com www.pr.com3 Newsvine www.newsvine.com4 PR

Urgentwww.prurgent.com

5 SB Wire www.sbwire.com

o 183 of the IFB locations met all the requisite criteria and hence were listed on Bing Places for business , the rest 83 have been catalogued as data needs to be added or modified before they can be listed

Wikipedia: Wikipedia is a very popular source for information, since it’s free and generates a high amount of user traffic. Creation of Wikipedia Page for IFB o Understanding all the requisite rules and guidelines for content to be hosted on Wikipedia o Wikipedia guidelines explicitly state that promotional content is prohibited and if found will be deleted by the moderators. o Hence all information concerning IFB need to be re-written in a neutral tone so as to adhere to Wikipedia standards. All content used on Wikipedia needs to be referenced to be valid o Developing a Wikipedia page for IFB. IFB had very less online coverage in the past and hence there were very few articles online regarding the brand. Wikipedia gives higher weightage to articles from reputed sites such as press release articles. To get additional data about the organization during its early years, a documentation was creation having requisite questions which was presented to senior IFB management. The initial page setup was set to be developed in sandbox development mode . The current content and design of the page has been approved by my mentor.

Social Media Platforms: Social media plays a very important role in online marketing, each of the social media websites have a huge user base and generate high user traffic. Popular Sites Identified: Pinterest, Facebook, Twitter, Google +, Linked in, YouTube, Pinterest, Facebook, Twitter were benchmarked to identify new creative content ideas. A benchmark documentation was created for each social platform.

o Address Complaint Portals Complaint portal are an important step into managing a brands online reputation, IFB has already registered into several complaint portals to address consumer complaints and help improve brand image. While observing the current online content being generated for IFB, two new complaint portals were identified, on which IFB was not registered. www.complaintbox.in

www.bookcomplaints.com (New user account has been created and details communicated to service team) These portals have been bought to the notice of the service team and requisite accounts have been created.

Benchmarking the Greats!Features IFB LG Samsung Godrej Panasonic

UI Very Good Cluttered Good Good Average

Simplicity of navigation

Excellent Complex Good Excellent Average

Filter by/ Refine Search

No Yes Yes Yes Yes

Video based Description

No Yes Yes No No

Microsites No Yes No No No

Social media box for product

Yes Yes Yes Yes Yes

Quick Glance No Yes Yes Yes No

Login during checkout

Yes Yes Yes No Yes

Zoom in images No Yes Yes Yes Yes

Login through Google

No Yes Yes Yes Yes

Online Chat No No No Yes No

Pdf Catalogue No Yes Yes Yes Yes

Making website, the one stop solution for Home Appliances

1) IFB On Wheels

a. Creating a customized state of the art truck/vehicle which can carry products.

b. Vehicle must have all the facilities like water, electricity to demonstrate the

product.

c. How will this system work?

d. No need for the customer to go to showroom

e. Customer gets look and feel of the product sitting at home

2) Creating interactive software

3) Creating an interactive software in which customer can get a feel of how product operates.

4) Creating an interactive washing machine panel where customer can try it out using

mouse clicks

5) Video based product description

a. The company must provide video based product description.

b. Each and every product feature must be explained in depth.

c. Animated videos help in customer engagement.

6) Webcam Demo

a. Provide customer experience similar to that of showroom on the website.

b. Live demo of the product on webcam

c. Integrating website to Google Hangouts, Skype .

7) 3 D view of the products

a. Using interactive software on the website to show a 3D view of products

8) Use of mobile based augmented reality

Customer Requests for the demo

Vehicle is dispatched to the

residence of customer

Customer will get the demo in the vehicle itself w/o

visiting store

Option to place order since vehicle has wi fi capability

Order conversion

Using social media and other channels for Online Brand Reputation

Facebook:

Images are Key!!!It is the most important content on a FB Page• Why ??

• More Appealing• Text Embossed on an Image is most often read• Larger footprint on FB page. Helps move out old and negative content if any

• Event specific posts Mother’s Day, World Environment Day

Reason: Help gain likes and shares

• Uses

• Competitions can be hosted using #Hashtags on certain occasions (e.g. Mother’s Day)

• Recently LG had the #Evercool campaign where people had to tell their favorite image, dish or destination with #Evercool Hashtag in the comments .

Images

Promoting other Social platforms

Instagram Pinterest Twitter YouTube

Teaser\Promo

Occasion Specific

Lifestyle Tips

Cooking Home Décor

Washing Tips

Health Tips

Product Specific

Pinterest

• Type of content for boards:

• Should include a mix of both IFB content as well as content from other pinners.

• In this reference BOSCH and Samsung relied heavily on external content along with their own.

• While LG preferred to showcase only their products.

There are basically two types of content which can be used on Pinterest

• Official/Product related : Consists of data concerning product features and official contests (e.g. Spice Secrets)

• Others: Consists of data from other websites and boards e.g. Cookery Sites, Tips and Tricks on cleaning and home decor

Twitter

• Content Break Up : 90% Official , 10% Others

• Hygiene Factors: Complete profile information i.e. profile pic, banner, account info, etc.

• Content should always redirect user to official website or blog in most cases

• Utilize official video content from YouTube, especially when talking about product features

• Source content from third party sites if needed

• Utilize images wherever possible

• Rate : 1 tweet per day

Content Similarities across platforms:

1. LG USA : 98% of the content is same across both Twitter and Facebook. All twitter content on Facebook albeit under different titles and taglines

2. Samsung USA : Certain content is common between Twitter and Facebook , however the content is released first on Facebook than Twitter .Also Facebook seems to have more content on it . Around 85% of Twitter content is present on Facebook but not vice versa.

3. Bosch UK : Around 85 % of twitter content is available on Facebook. However Facebook has more content than twitter. Also common content is released simultaneously on both and things such as banners and profile pic is different across both platforms

• Funny tips or humorous incidents which happen in everyday life

• #Momconfessions campaign:

• LG created this campaign which tweets about funny instances which Mom’s face every day.

• Along with the tweets, an official page has also been created to host all the content

References:

http://www.slideshare.net/nahid786khan/a-summer-internship-report-on-ifb

https://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html

https://resources.bellycard.com/h/i/35256725-12-techniques-for-managing-your-online-reputation