Digital strategy for our business & Brand

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  • 1. Rcom Wireless Digital Strategy Approach Note Marketing Team Approved by Peshwa Acharya
  • 2. Confidential Slide Presentation Scope  Where are we ?  Why are we there?  Where do we want to be ?  How do we get there ?  Are we getting there ? 2
  • 3. Confidential Slide Where are we ? Our current status 3
  • 4. Confidential Slide Presence on Search Engine SEM & SEO .
  • 5. Confidential Slide 5 +
  • 6. Confidential Slide Site & competitor analysis – PR, domain age & content Page Rank: 7 | Domain Age: 3 Yrs 9 Mths | Content-Code%: 8.21% Page Rank: 6 | Domain Age: Unknown | Content-Code%: 9.09% Page Rank: 6 | Domain Age: 8 Yrs 10 Mths | Content-Code%: 2.59%  Rcom has a home page rank of (7) higher then Airtel (6), Vodafone (6) & Idea (6). Comparable to Tata Indicom (7)  Rcom has a low domain age as compared to all major competitors.  Rcom has a average content to code ratio (8.21%). This causes the page to load slower Page Rank: 7 | Domain Age: 7 Yrs 10 Mths | Content-Code%: 7.1% Rcom Airtel Vodafone Idea Cellular Tata Indicom Page Rank: 6 | Domain Age: 6 Yrs 0 Mnths | Content-Code%: 2.14% Competitor Analysis
  • 7. Confidential Slide Site & competitor analysis – pages indexed in GYB  Rcom has good number of pages indexed in (29,100) as compared to all major competitors  Rcom has good number of pages indexed in Yahoo (19,095) as compared to all major competitors  Rcom has less number of pages indexed in Bing (2,690) as compared to Vodafone(5,941) Google: 27,100 | Yahoo: 19,095 | Bing: 2,690 Google: 9,390 | Yahoo: 5,941 | Bing: 4,420 Google: 1,460 | Yahoo: 1,321 | Bing: 572 Google: 1,360 | Yahoo: 883 | Bing: 813 Google: 7,200 | Yahoo: 2,658 | Bing: 3,010 INDEXE D PAGES Rcom Airtel VodafoneIdea Cellular Tata Indicom
  • 8. Confidential Slide Site & competitor analysis – back-links on G & Y  Rcom has less number of domain back-links in Google (245) as compared to Airtel (278)  Rcom has less number of backlinks in Yahoo as compared to Tata Indicom (15,758) Google: 245 | Yahoo: 11,400 Google: 158 | Yahoo: 15,758 Google: 116 | Yahoo: 7,333 Google: 176 | Yahoo: 11,581 BACK LINKS Rcom Airtel VodafoneIdea Cellular Tata Indicom Google: 278 | Yahoo: 19,842
  • 9. Confidential Slide Site & competitor analysis – SEO best practices In terms of optimization, Rcom is doing well in comparison to other competitors. Focus on improving meta tags, header tags, internal links, off page factors will help in improving keyword ranks and earning quality online traffic to Parameter Rcom Airtel Vodafone Idea Cellular Tata Indicom DMOZ Listing Present Present Present Present Present Anchor Text Brand Specific Brand + KW Brand + KW Brand + KW Brand + KW URL Naming Average Average Fair Poor Good Image Naming Poor Fair Fair Average Average Header Tags Missing Present Present Missing Present 404 Error Present Not Present Not Present Not Present Not Present XML Sitemap Not Present at Sitemap.xml Not Present at Sitemap.xml Present at Sitemap.xml Not Present at Sitemap.xml Not Present at Sitemap.xml HTML Sitemap Present Not Present Present Present Present
  • 10. Confidential Slide SEO best practice - URL canonicalization  URL Canonicalization Issue Google considers &, as different URL. This affects the page rank and brand reputation of the website URL Canonicalization also reduces the page rank distributed on other website pages, hence losing on search engine popularity Redirect should be applied at
  • 11. Confidential Slide SEO best practice - content duplication  Content Duplication Issue Google considers content duplication as a deliberate attempt to manipulate search engine rankings or win more traffic Each URL must have unique content to improve keyword SERP and enhance user experience
  • 12. Confidential Slide SEO best practice – no follow / no index  No Follow / No Index Issue Non SEO friendly links are being crawled by search engines Solution: Set no follow / no Index to all non SEO friendly links / pages
  • 13. Confidential Slide Paid Media on Search Engines we are NOT present .
  • 14. Confidential Slide Competitive keyword ranking analysis  Proposed 100 keywords for optimization have a search potential of over 700k Sample Keywords Local searche s Rcom Vodafone mobile caller tunes 9,900 13 1 international roaming 9,900 23 2 postpaid connection 5,400 13 1 calling cards in india 5,400 Nil 3 prepaid international roaming 1,600 11 1 mobile roaming 1,600 18 2 international roaming charges 1,000 11 1 national roaming 1,000 22 5 blackberry for business 1,000 Nil 6 prepaid calling cards 880 30 3 international calling card in india 880 27 3 pre paid calling cards 880 20 4 international calling cards in india 880 29 4 mobile recharge voucher 590 13 5 mobile internet charges 590 Nil 6 international roaming rates 390 12 1 activate international roaming 320 31 1 global mobile roaming 260 Nil 5 international roaming tariff 210 18 1 mobile roaming charges 140 22 1 international roaming services 73 42 2 global calling cards in india 73 13 5 buy international calling card 46 14 3 mobile roaming rates 22 Nil 2 best international calling card 22 Nil 2 • A detailed analysis will be done by keeping the various business in mind • Shortlist 100 keywords for 6 months, with high local searches, business relevance and currently not present in the top 10 ranks • SERP targets to be decided within top 3, 5, and 10 SERPs • Analysis of the current organic & referral traffic as the base, set targets for 6, 9 & 12 months
  • 15. Confidential Slide ORM: We haven’t even scratched the surface .
  • 16. Confidential Slide The need for STRONG ORM  ORM Issue Online reputation management is the practice of monitoring the internet reputation of a brand, with the goal of suppressing negative entries Solution: Pushing the negative entries lower on search engine results pages to decrease their visibility
  • 17. Confidential Slide SNS space: 128 million vs 3000 .
  • 18. Confidential Slide 18 + Lacks emotional quotient (connect) + A space to ‘ Register Complaint ’ + Presently, user initiated… + Need to leverage as an SN tool
  • 19. Confidential Slide Why are we there ? Rain check 19
  • 20. Confidential Slide  Large consumer base that’s off digital space / world  Digital medium low on priority  Tactical adoption of medium till date  Lack consistency: Medium touch-point & messaging 20
  • 21. Confidential Slide Where do we want to be ? Goals… 21
  • 22. Confidential Slide  Top 3 TELCO brands in the digital space  Create affinity towards youth & technology  Create sustained opportunities of engagement with the brand  Adopt the medium to drive leads 22 Measureable -SNS: Max fan pages (6mths) - Max registered youth - 2 activities per quarter - 5 active blogs per quarter - 3G : - Netconnect : - VAS : - Handset :
  • 23. Confidential Slide Some questions… 23
  • 24. Confidential Slide Targeted objectives:  What do we want to achieve in the digital space ?  Brand perspective  Business objective (3G / Netconnect / VAS / CSD)  Imagery POV  Technology sheen  Youth oriented  Customer friendly  Online transaction  Sell products (Life Insurance)  Couponing + Specific (McD/Hotels)  Lead generation  24
  • 25. Confidential Slide Where do we want to be ? Strategy 25
  • 26. Confidential Slide 26
  • 27. Confidential Slide Recommendation… 27 Ensure basic brand presence (SEM / SEO) Neutralize brand –ves (ORM) Parallel Leverage to establish brand connect + SNS + Blog + Forums + Virals + Contextual comm (other sites) + Enrich Customer experience (CSD) - Live chat / B’day call / Idea Incubator + Brand Leadership + Clutter breaking communication solution + High target marketing
  • 28. Competition Review
  • 29. Digital / On line ..Competition Review
  • 30. Airtel
  • 31. Confidential Slide Airtel  Airtel & twitter- “Airtel joined hands with twitter” (October 2009) and jumped into the twitter pond. In order to continue with its commitment in serving its customers, brand stratified itself into three categories – - Airtel_in (1512 followers) - Airtel_Presence (5,416 followers) - Airtelnews (3,765 followers) Each of these forums as per their names are conveying as well as listening to consumers actively. The policy of pacifying the angry customers and also appreciating the loyalists has revived the Airtel’s good customer care services times.  Airtel & Facebook- Biggest problem for Airtel is that facebook search for AIRTEL shows more than fifteen pages; therefore it becomes really tedious to choose the relevant one. Moreover pages which are not active and the ones which are not heeding to consumers voices are adding to Airtel pain. Loyalists and consumers of Airtel are biggest sufferers as they have no clue whom to contact and how to choose the right one.  Other Social Media-  youtube - Discover, watch and share the latest videos and TVC’s Airtel Communities- Whether you are a cricket follower or a soccer fan, catch all the action here, participate in discussions, speak your mind out and much more!  Linkedin Followers- 14790
  • 32. Tata Docomo
  • 33. Confidential Slide Tata Docomo  Tata Docomo & twitter- Twitter typically has a more evolved and techie audience that other Social Media platforms. Tata DOCOMO acknowledged the importance of these thought leaders and made sure they got their worth by following the brand. o All products, offers and schemes were first announced to their Twitter followers before they were allowed on any other media. o On many occasions Twitter followers were given teasers and prelaunch feelers much before the product was even in a state of launch readiness. o Today Tata DOCOMO has more than 7500 followers. Docomo have solved their telecom problems, passed on their messages to relevant people in the company and brought about resolutions or simply just said a hello when someone was missing in action for an extended period of time.  Tata Docomo & Facebook- Facebook clearly has a large influential community that was identified right at the start as being a major influencer of brand advocacy. Tata DOCOMO set about creating conversations among its fans on Facebook. o one-on-one communication was maintained with all its fans helping resolve problems, providing information and escalating issues. oThe community was kept engaged through a variety of status updated including discussions on TV commercials, jingles, product service launches and fun and games. 
  • 34. Confidential Slide Tata Docomo Tata Docomo & Orkut- Orkut has a mass user base and was identified as an important element in managing mass sentiment around the brand. The forum has been used both as a community feedback tool as well as a platform where free discussions were enabled on specific topics (either product-service related or band related). The platform has also extensively been used for contests to keep community members engaged. Tata Docomo & Youtube- Youtube has been a central repository for all brand commercials and videos. Tata DOCOMO has made a departure from the traditional way of only uploading videos created by the brand to also showcasing user generated content, specifically animation videos submitted by users at the platform.  Tata Docomo myspace, Bharat student, HI5, Rediffmypages- In continuation of its strategy to be omnipresent in Social Media, Tata DOCOMO is perhaps one of the few Indian brands to have reached out to less popular social networking and community portals in India. It carries through the same brand promise of being everywhere that out potential consumers could be however small the reach of the portal might be.  Tata Docomo & Third Party blogs & forums- Orkut has a mass user base and was identified as an important element in managing mass sentiment around the brand. The forum has been used both as a community feedback tool as well as a platform where free discussions were enabled on specific topics (either product- service related or band related). The platform has also extensively been used for contests to keep community members engaged.
  • 35. Vodafone
  • 36. Confidential Slide Vodafone  Super Zoozoo and 3G  Week long teaser ad in digital medium  Final commercial made available first to more than 12.5 lakh fans of ZooZoos on Facebook and 5.5 lakh fans on Youtube before the telecast during the match.  Website- 3G World  Digital forms a large part of the communication, because they are talking to the early adopters of 3G.  The website is an interesting site that allows one to navigate using the Super Zoozoo character.  Vodafone & Facebook- MoreThan 600,000 People have liked the Vodafone’s Zoozoo page in facebook (subject to change). Vodafone has actively involved in promoting different Plans and Stuff with their amazing zoozoo ads, wallpapers, widgets through their official fan page in Facebook.  Vodafone & Twitter- Vodafone has recently even entered the twitter buzz with @VodafoneIN.Serves its users listening to customers complaints and suggestions. Vodafone has around 3400 followers almost nearing the 2000th tweet.
  • 37. Tata Docomo- Social Media Strategy
  • 38. Confidential Slide Tata Docomo Social Media Strategy Why Social Media ? o Social Media became the first opportunity which had not been picked up by most Indian brands in June 2009 leave alone the telecom operators. o It was unchartered waters but we knew that Social Media connects us with the exact TG that the brand wanted to associate with. It further had the wow element and was clearly doing the New. o The perfect reason for Tata DOCOMO to draw up an extensive strategy to harness the power of Social Media and build the brand with its consumers. Tata Docomo’s Social Media Strategy o Humanizing a telecom brand and make it warm, friendly and conversational. o Reach out to every corner of the web and to every possible TG not as a corporate brand but as a friend willing to engage the consumer in a one-on-one dialogue on anything and everything pertaining to the brand, its offers, its deficiencies as well as anything to do with telecom per se. o To build the most loyal set of beta customers who will champion the brand in their micro- communities at every moment.
  • 39. Confidential Slide Tata Docomo Social Media Strategy Docomo’s Social Media Strategy execution o A dedicated Social Media team at Interface was built to execute the plan. Twitter, Facebook, Orkut, Youtube accounts were opened up and optimized even before the brand launch took place. o The website itself actively solicited visitors to signup to the Tata DOCOMO communities months before it became a fad for others. The Social Media team set about targeting each of the Social Media platforms differently.
  • 40. Confidential Slide Tata Docomo Social Media Strategy Demystifying the strategy The Tata DOCOMO social media strategy has been carefully built on five pillars. Pillar 1: Build consumer engagement Beyond the day to day and one-on-one interactions with our fans and followers, Tata DOCOMO has constantly launched consumer engagement programs with a heavy social media angle. This has helped us build repeat engagement points with a large number of our fans. Be it dietsms which was rolled out exclusively through social media, ageekthing which involved Orkut, gadgets , Facebook applications and automated Twitter tools or happy DOYear which could be played through Facebook, Twitter and Orkut. Pillar 2: Address and resolve complaints Even before the launch of social media engagements, a dedicated customer response mechanism was laid out for priority resolution of all social media grievances / enquiries. Top management at Tata DOCOMO has taken great pains to make sure that literally the buck stops when an issue is raised through social media channels. From activation problems, network issues, handset settings or billing related matters, every single issue has been promptly addressed and resolved. Comes as no wonder therefore that initially the Tata DOCOMO Twitter account was nicknamed the “unofficial helpline”.
  • 41. Confidential Slide Tata Docomo Social Media Strategy Pillar 3: Crowd sourcing Very early in the social lifecycle of the brand Tata DOCOMO realized it had hundreds of well wishers who were all brimming with ideas on new product-service offerings that could be a real differentiator for the company. The social team has repeatedly engaged with its beta consumers, collecting feedback about usage, preferences, bounced off product ideas and pretested concepts to help the product team develop compelling product service offerings. The icing on the cake was when we involved our techy Twitter followers to hack into a social game launched by Tata DOCOMO as part of the ageekthing contest and suggest ways to prevent others from doing so. Many of the recent product service launches like gprs packs and parts of the buddyNet program have been built on crowd sourcing inputs. Pillar4: Build brand advocacy Continuous engagement and proactive problem resolution has helped Tata DOCOMO build extremely loyal fans on social media. Innovative ways of recognizing such efforts through fan of the week on Facebook and Twitter has further enhanced the cause. Pillar5: Micro communication With close to 100,000 direct followers and over 6 million secondary reach, all communication from Tata DOCOMO enjoys a sizeable instant audience. However the social team remembers the names, occupations and past communications with thousands and thousands of the fans. This helps them micro communicate with each individual building a personal touch and therefore a high impact to their messaging.
  • 42. Confidential Slide Tata Docomo Social Media Strategy The Outcome Each media of the social media strategy has helped Tata DOCOMO build a strong and loyal fanbase amongst the youth and has unmistakably taken ownership of the innovator platform this firmly establishing the brand essence of do the New. The brand values of honesty, transparency and sincerity have been well established in the minds of consumers. Tata DOCOMO social presence is not seen to be a marketing gimmick but a genuine effort to connect and engage with every fan and follower with sincerity and with the authority to solve their problems. Perhaps the apt summary of the success of Tata DOCOMO’s social media has been a comment posted on Twitter.
  • 43. Aircel- Communication Social Media Strategy
  • 44. Confidential Slide Aircel Communication Strategy
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