Date post: | 05-Jul-2015 |
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Marketing |
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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
Pages
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
Online Reputation Management
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
Online Reputation Management
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
Online Reputation Management
Why Online Reputation Management so
critical in today’s world ?
OMG !
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
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan
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
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan
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 ?
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan
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
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan
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
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan
• 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 !