Pitch Presentation 5

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Proprietary and Confidential, Copyright © 2016, Netscribes, Inc. All Rights Reserved
The content of this document is confidential and meant for the review of the recipient.
Disclaimer: The names or logos of other companies and products mentioned herein are the trademarks of their respective owners
July 28, 2017
PROPOSAL &
ENGAGEMENT
PLAN
Social Media Monitoring and Listening

2
Table of
Contents  Introduction
» Netscribes – Company Overview
» Engagement Objectives
» Domain Experience
» Achievements in ORM
 Social Media Capabilities
» Netscribes’ Social Media Solutions Framework
» Social Media Monitoring and Listening Diagram
» Platform-agnostic approach
 Case Studies
» Social Media Monitoring and Listening
 Future Group
 HDFC Bank
» SMMI
 PepsiCo – Consumer Behavior for Beverage Brands
 Social Media Brand Analysis – Vodafone
» Social Media Dashboard – Vodafone vs Competitors
» Twitter Sentiment Analysis – Vodafone vs
Competitors
» Summary Dashboard
» SWOT Analysis
» Key Takeaways
» Influencers
 Missed Opportunities
» Missed Opportunities – Twitter
» Missed Opportunities – Forum Sites
 Customers Annoyed over Getting
Inadequate Resolution
 Team Structure
» Proposed Team Background and Reporting
 Deliverables
» Key Output and Periodicity
 Review Plan
» Ensuring quality best practices and quick
resolutions
 Commercials
» Fee and Other Costs

Proposal and Engagement Plan for Vodafone 4
Netscribes – Company Overview
MBA
28%
Graduates
22%
BE
20%
BCA/MCA
12%
CPA/CA/CFA
8%
Others
10%
Well-qualified team
Netscribes provides end-to-end research-driven solutions that help clients meet their growth objectives by collaboratively transforming information into business advantage
In-House Research Data VisualizationGlobal CoveragePanel Expertise Premium Databases
We utilise an in-house
resource model to provide
our clients with actionable
insights
Specialized panel of senior
executives, analysts and
practitioners
Access to and extensive
experience of working on
various premium databases
Ability to conduct research
across the globe in
multiple languages
Ability to present complex
data and concepts in crisp,
easy-to-understand formats
Global market
intelligence and content
management firm –
services across the
research and
information value chain
Venture-funded by US
and Singapore private
equity firms
500+ member delivery
team across Mumbai,
Kolkata and Gurgaon,
and sales presence in
USA, UK, Singapore,
Dubai and Israel
Revenue composition:
USA: 50%
Europe/MENA: 20%
APAC: 30%
ISO 9001:2008
certified by DNV GL
since 2014
Owns:
• Inrea Research
• OnSense
• Research on Global
Markets

Engagement Objectives
Build capability around social platforms and community management tasks of listening, responding, analysis, reporting, and publishing.
Brand Protection
Competitive Insights and
Research
Marketing Campaign,
Sentiment, Feedback and
Insights
Reputation
Management

Domain Experience
Our Expertise and Capabilities in ORM
Among the first in the market to create personalized responses (Future Group – 2011)
Offer a unique combination of tool tracking and manual searches to increase relevance of results and analyses
Employed a self-devised ‘potential to trend’ index to forecast trends
Fastest TAT in the banking sector. Social Samosa named HDFC Bank as the most responsive bank online (2013)
Combine in-house content skills to leverage content seeding as an option for our clients.
Received a commendable CSAT rating of 5/5 on parameters such as delivery TAT, quality of delivery, and engagement

Achievements
Achievements in ORM
Recognized as the Most
Responsive Online Brand by
Economic Times, July 2015.
PayZapp App rating on
Google Play Store has been
improved from 3 to 3.9
Maintaining the quality of
responses at 98% and above
Maintaining a TAT of 97%

Netscribes’ Social Media Solutions Framework
Value-added Services
ORM
App Tracking and
Responding
Competitive
Intelligence
Social Media
Monitoring and
Listening
Social Media Market
Intelligence
Brand
Advocacy
Industry
Trend
Ethnography

Social Media Monitoring and Listening Diagram
Monitoring
Sentiment Understanding
Customer Relationship
Management
(CRM)
Competition Benchmarking
Business Intelligence
Sales Opportunities
PR Crisis Management

Platform-agnostic approach
Tracking conversations from various social platforms such as:
Twitter
LinkedIn
Facebook
Blogs
Forums
Mainstream News
YouTube
Quora

Case Studies – Future Group
The client wanted to monitor the
most recent developments and the
sentiments of their customers in
the social media space. An early
warning system was required to
mitigate future risks and develop
counter strategies and execute
them on an ongoing basis
Netscribes offered end-to-end
online reputation management
services from social media
monitoring activities to analyzing
the captured data and eventually
sharing periodic reports with the
client
A daily monitoring of the social media
space was undertaken which included
the leading social networking sites,
review sites, microblogging sites, and
others on a 7 days a week, 9 hours a
day basis for 17 brands. Counter
responses and complaint redressals
were monitored, analyzed, and duly
responded to
Netscribes’ solutions helped the
client address customer
concerns and regain their trust
and loyalty by creating a positive
or neutral sentiment towards the
brand. Appreciation is received
from the customers on a daily
basis for resolving their issues

Case Studies – HDFC Bank
The client, who receives around
40,000 social mentions on an
average per month about its
products and services, wanted to
assess its brand’s presence and
opinions on digital and social
media platforms
Netscribes offered end-to-end
online reputation management
services from social media
monitoring activities to analyzing
the captured data and eventually
sharing periodic reports with the
client
• Monitoring conversations on
owned channels and other sources
• Response management for
customers and non-customers
• Escalations on critical items and
crisis management
• Daily, weekly, and monthly insights
and granular-level analysis on
products and services
• Ad hoc reports and studies on
trending topics, competitors, and
campaigns
• Over a year, the number of
customer complaints on sources
outside social media like customer
review sites reduced by a
whopping 60-65%
• The client also received positive
feedback from some of the biggest
social media players in the
industry on the quality of the work
that was put across on online
platforms
• An international social review
organization rated the client in the
Top 5 Socially Devoted Brands on
Facebook with the highest
response rate at 98%

Case Studies – PepsiCo
Consumer Behavior for Beverage Brands
What are the social media conversations for PepsiCo as a brand?
• The study is based on the data captured in the last 7 days (17th – 23rd June 2015)
• We have analyzed 10,000 recent conversations for each brand to cull out detailed information about customer chatter

16
Social Media Brand Analysis –
Vodafone

Social Media Brand Analysis – Vodafone
Social Media Dashboard – Vodafone vs Competitors
Social Platform Vodafone Airtel Idea Tata Docomo
Twitter
Separate handle for customer
support
No Yes Yes No
Average first-level TAT 25 minutes 45 minutes 35 minutes 25 minutes
Average final resolution 4-5 days 7-8 days 5-6 days 4-5 days
Facebook
Everyone can post to your
timeline?
Yes Yes Yes Yes
Posts by fans
Happens on a daily
basis
Happens on a daily
basis
Happens on a daily
basis
Happens on a daily
basis
Response time 6 minutes Not good at all 140 minutes 161 minutes.
Response rate
Poor (56%). To create
satisfied followers and
customers, you need to
respond to more posts
by others.
Grievous (Users post
reviews but very rarely
are responded to)
Bad (46%). Need to
respond to posts that
others write
Good (86%). The
majority of all who
writes receives
response
Complaint
Forums
Responded to complaints/queries No Yes Yes Yes
Note* The data mentioned in the above table is extracted since last 7 days

Twitter Sentiment Analysis – Vodafone vs Competitors
Note* The graph for sentiment analysis contains data from the past seven days
Twitter page demographics:

78%
22%
Sentiment Break-up
Negative Positive
Average Response TAT – Twitter
• 25 minutes
Customers Concern
• No responses on the weekends and usually on weekdays after 7 PM
What led the Negative Buzz?
• SIM Activation
• 3G/4G Network Issues
• Bill Overcharges
• Customer Service
• MNP
What led the Positive Buzz?
• Offers
• Quick Resolutions
• Advertisements
Summary Dashboard

SWOT Analysis
•The second largest
mobile network
operator in India
•High awareness due
to aggressive TV,
online and print media
marketing
•Providing quick final
resolutions to
customer complaints
•Responding to
complaints on
customer review
sites/forums
•Minimal presence on
various social media
platforms
•Covering the spread
of post by detractors
and influencers
•Average first-level
TAT is 25 minutes; this
can be brought down
to 10-15 mins
•Converting the
delighted customer by
turning them into
brand advocates
TO
WS

Key Takeaways
Social media gives businesses the ability to build strong relationships with their consumers and online communities in ways that
traditional media never has.
Yet many brands still struggle to effectively listen, understand, and connect with their consumers.
Suggestions:
• Engage with complaints or concerns in a personalized manner
• Don’t just reply to positive posts by customers but also engage
• Unresolved complaints that are closed online can hamper Brand Reputation..
• There were a lot of complaints by the customers on various consumer forums.
• Addressing tweets by influencers on priority can help convert them into brand advocates.

Influencers
• Follower count – 51.6K
• Number of two-way replies –
58
• Main concern – 3G network
issues
• Highlight – Customer is based
in Delhi and has had frequent
network issues since
November 2014
• Recent complaint - April 2016a
33
• Main concern – 3G/4G issues,
bill overcharges
• Highlight – Customer is from
Mumbai and is facing network
and Internet issues since June
2010
• Recent complaint - April 2016
146
• Main concern – DND activation
• Highlight – Customer is
struggling since April 2014 to
block unwanted telemarketing
calls; the issue is unresolved
• Recent complaint – April 2016
40
• Main concern – 3G/4G issues,
bill overcharges
• Highlight –Customer is from
and Internet issues since April
2012
• Recent complaint - April 2016
• Follower count – 18K
30
• Main concern – Network Issues
• Highlight – Customer is from
and Internet issues since
March 2010
• Recent complaint – March
2016

Missed Opportunities – Twitter
As per research 42% of customers
complain on social media
Customers expect a response within
60 minutes of submitting a
complaint/query
It is very important to reply to your
customers to build a customer-
centric relationship
Below are the snapshots of some unanswered complaints:
Comments: We have observed
that the average TAT is 25 minutes
for first level responses to the
complaints on Twitter. However,
the customers are dissatisfied with
the TAT for the final resolutions
and are annoyed with their
unresolved issues

Missed Opportunities – Forum Sites
Forum Site
April 2016
Count
consumercomplaints.in 210
grahakseva.com 35
Indiaconsumerforum.org 30
consumerforums.in 20
consumercourt.in 12
Comments: The table above shows
the count of complaints on the Top 5
complaint review sites for last month.
Mostly, complaints on consumer
review sites remained unanswered.
This can be a concern for Vodafone’s
brand reputation.

Customers Annoyed over Getting Inadequate Resolution
Comments: Customer has misspelled and
failed to tag the Twitter property of
Vodafone. Hence, the complaint was
missed.
The customer has clearly cited his problem
in the screen shot that he has shared on
Twitter where he had the Facebook
conversation with the customer support
team.

Team Structure
Proposed Team Members and their Background
Project Manager
• 8-10 years experience in social media
intelligence and ORM
Team Leader
• 4-6 years experience in social media intelligence
and ORM
Analyst
• Listening analyst with 2-3 years experience; exposure
to social listening tools; experience in ORM
Response Manager
• 2-3 years experience in social response
management; good written communication
skills; experience in ORM
Time to come on board – The Netscribes team will deploy the resources within 45 days of the contract being signed.

Proposed Team – Team Structure and Reporting (24x7/40,000 Mentions)
Response Manager (5) Analyst (2)
Project Manager
Team Leader Team Leader
Response Manager (5) Analyst (2)

Proposal and Engagement Plan for Vodafone
Team Leader
30
Project Manager
Team Leader Team Leader
Response
Manager (4)
Analyst (2)
Response
Manager (5)
Analyst (2)
Response
Manager (5)
Analyst (2)

Project Manager
Team Leader
Response
Manager (5)
Analyst (2)
Team Leader
Response
Manager (5)
Analyst (2)
Team Leader
Response
Manager (5)
Analyst (2)
Team Leader
Response
Manager (5)
Analyst (2)

Deliverable Plan
• Updated tracking dashboard
with criticality scores and
categorization
• Response MIS
• Most critical comments and
action summary
• Shared in MS Excel format by
EOD
Daily
• Weekly dashboard with
categorized data
• Response MIS
• TAT analysis report
• Shared in MS Excel format
every Monday
Weekly
• Monthly insights and
analysis report
• Most critical comments and
action summary
• Trends in conversations and
key influencers
• Shared in PowerPoint format
within first 10 days of
following month
Monthly
Key Output and Periodicity

Review Plan
Monthly review between the Project Manager and
team members to discuss performance, client
feedback, issues and challenges, team efficiency and
TAT, and outline goals for next month.
Presentation of key insights, trends, and challenges.
Meeting with senior management teams of
Netscribes and Vodafone to review trends and
performance.
Ensuring Quality Best Practices and Quick Resolutions

Commercials – Fee and Other Costs
Resource Costs Resource Type Resource Count Monthly Rate (INR) Total Cost (INR)
7-Day Tracking
24*7
40,000 mentions
Project Manager 1 130000
15,10,000
Team Leader 2 200000
Analysts 4 280000
Response Manager 10 1000000
7-Day Tracking
24*7
60,000 mentions
21,10,000
Analysts 6 420000
7-Day Tracking
24*7
80,000 mentions
28,90,000
Analysts 8 560000
Terms and Conditions
Service tax @14% will be levied separately
Please remit the payment within 15 days of receipt of invoice

37
Corporate Office and Mailing
Address: Mumbai
Podar Center
85 Parel P.O. Lane, Parel East
Mumbai - 400 012, India
Phone: +91‐22‐4098-7600
Marketing Office: USA
41 East, 11th Street,
New York
NY10003, USA
Phone: +1-917-885-5983
Business Office: Kolkata
3rd Floor, Saberwal House
55B Mirza Ghalib Street,
Kolkata - 700 016
West Bengal, India
Phone: +91-33-4027-6200
Business Office: Gurgaon
Sector 44, Plot No 130,
2nd Floor
Gurgaon - 122 003
Haryana, India
Phone: +91-124-491-4800
Get in touch with us
Contact details
Priyanko Sinha
Phone: +91-75-0694-4055
Email: priyanko.sinha@netscribes.com

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