Total reputation management_Blue Current


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BlueCurrent Group

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Total reputation management_Blue Current

  1. 1. March, 2010<br />1<br />
  2. 2. We are a new breed of agency that specializes in Total Reputation Management <br />You are the company you keep….<br />And never more so than in the online world…<br />BlueCurrent is a boutique consultancy based in Hong Kong but serving Greater China<br />We combine insight and intuition to help prominent individuals, companies and organizations manage their reputationsand build brand value<br />We operate in the sweet spot where social media, search and public relations converge<br />2<br />
  3. 3. What we do<br />3<br />
  4. 4. We provide practical and measurable ways to<br />Protect, build and enhance reputations<br />Change brand perceptions<br />We can help you to<br />Build and engage communities around your brand<br />Identify the stages and triggers of influence<br />Monitor what people are saying about you <br />Manage crises online and offline <br />4<br />
  5. 5. We provide 8 specialist Services<br />5<br />
  6. 6. 6<br />
  7. 7. Our approach is simple<br />Our cross-disciplinary teams of specialists use insight and instinct to interpret how you are perceived both online and offline <br />We then apply fresh thinking to develop the best strategy for you and your business<br />We’re flexible, and deliver results with passion and determination<br />7<br />
  8. 8. Our clients include…<br />8<br />One of the most successful hotel groups in the world<br />The fastest growing company in the world<br />One of the largest healthcare companies in the world<br />One of the largest telco companies in the world<br />
  9. 9. 9<br />… but our services are aimed at a diverse group of customers including<br />
  10. 10. Who ARE WE?<br />10<br />
  11. 11. We are specialists<br />We have first-hand knowledge of Greater China and APAC’s complex Media, Search and Social Media landscape<br />11<br /><New picture><br /><br />
  12. 12. We are part of a larger family <br />We are part of the Omnicom Group, one of the world’s largest agency groups<br />Being part of one of the world’s largest communications agencies, Fleishman-Hillard, means we can tap into a diverse network of PR practitioners, analysts and digital specialists in over 80 offices around the world<br />As a Fleishman-Hillard business, we have their 100% support<br />12<br />
  13. 13. We have global cross-industry experience<br />Max Sim<br />Vice President<br />10+ years digital expertise<br />Accenture, News Corp subsidiaries, <br />Experian Hitwise (Asia, Middle East, Europe)<br />James Hacking<br />Vice President<br />7+ years communications expertise<br />British Airways, RIM, Fox International Networks, Huawei, Bosch, TCS, Pfizer, BMS, Motorola<br />13<br />
  14. 14. The types of things we’ve done<br />14<br />
  15. 15. Anyone can set up a Facebook page but can you build a community?<br />15<br />
  16. 16. Community building is an art<br />BlueCurrent provides outsourced community managers to seed new communities, acquire members and build a fan base.<br />16<br />
  17. 17. Do you know WHAT to do in a crisis? <br />17<br />
  18. 18. Managing a crises is about being prepared<br />18<br />
  19. 19. How do I know what consumers think of my brand?<br />19<br />
  20. 20. • The complaint<br /> • The compliment<br /> • The problem<br /> • The question or inquiry<br /> • The campaign impact<br /> • The crisis<br /> • The competitor<br /> • The crowd<br /> • The influencer<br /> • The point of need<br /> • Customer service team<br /> • Marketing and product team<br /> • Customer service team<br /> • Sales team<br /> • Marketing team<br /> • Marketing team<br /> • Marketing team and product team<br /> • The Marketing team<br /> • The Marketing team<br /> • The Marketing team and Product team<br />Monitor with <br />Using our proprietary online monitoring tool – SONAR – we help organisations understand how their brands or products are perceived<br />20<br />
  21. 21. How do you increase your marketing effectiveness?<br />21<br />
  22. 22. Effective marketing starts with insights… <br />Using first research and then insight, BlueCurrent determines what media matters at each stage of the purchase funnel <br />We then co-create content for you (Search engine results, eBooks, Editorial articles, Online videos)<br />22<br />Successful owner of a restaurant chain<br />Source: Tec target<br />
  23. 23. … like industry-specific customer journey insights<br />23<br /> AWARENESS CONSIDERATION COMPARISON PURCHASE POST PURCHASE <br />I am going to check what people are saying. Is it really a laptop replacement? <br />I heard on the news that Apple has released a new tablet PC that will replace my heavy laptop<br />I have decided that the Apple Ipad is perfect for me. What is the best deal out there?<br />It has really changed my life. I am going to tell my friends about it<br />Ok, so people are saying it’s pretty good, so what are the alternatives? i am going to check what people are saying. How does it compare with the Samsung Galaxy and other Android tablets or small netbooks. Is Apple’s product really worth the price?<br />
  24. 24. How do you make sure you are using the right Keywords for search engines?<br />24<br />
  25. 25. Search engine monitoring and response<br />Hundreds of major search engine pages are monitored weekly for sentiment<br />BlueCurrent finds untargeted opportunities, landing page opportunities and content mismatches<br />25<br />SEGMENT 1 - VC search behaviour <br />“ubuyibuy”<br />“youbuyibuy”<br />“ubuyibuy hk”<br />“ibuyubuy”<br />“ibuyyoubuy”<br />SEGMENT 2 - Vendor search behaviour<br />“small business marketing”<br />“restaurant marketing”<br />SEGMENT 3 - Bargain hunter search behaviour<br />“Pizza Express voucher”<br />“Papa johns voucher”<br />“Tony and Guy voucher”<br />Untargeted Google result. Neither Chinese or English users get the result they want. Overall a bad experience for VCs, merchants and customers<br />
  26. 26. How do you make sure people trust your website instantly?<br />26<br />
  27. 27. Make sure all the elements of ‘trust’ are there<br />BlueCurrent ensures you are not losing customers at your front door<br />Your customer acquisition funnel leaks are optimised<br />27<br />Clear simple benefit<br />Tech error<br />Dominant negative message<br />Confusing benefit statement<br />Single action funnel<br />As seen on Bloomberg obscured<br />
  28. 28. 28<br />We’re listening…<br />
  29. 29.<br />Ph: 9388 5181 <br /><br />Ph: 9474 6682<br /><br /><br />