The document discusses how social media monitoring and engagement can help brands build relationships with customers and drive business results. It presents a case study of a hotel brand that used social listening and targeted responses to understand customers, convert interested prospects, provide real-time feedback, solve customer issues, and gain brand advocates. This led to increased conversions, cross-sales, positive reviews, and loyal customers who recommend the brand to others. The key steps involve understanding audiences, mapping conversations to keywords, detecting discussions, analyzing connections, engaging with prospects and customers, and delivering business value through the relationship-building process.

1. proudly presents

2. Tweet to Tap
Using twitter to help build a brand or business

3. So, what’s our process?

4. LEAD
ENGAGE
ANALYZE
DETECT
MAP
UNDERSTAND
Understand
the consumer
better via a
psychographic
analysis.
Map his
behavior into
specific
keywords.
Detect and
capture
conversations
across the
web.
FILTER
Filter using a
human layer.
Analyze the
connections
between a
conversation, a
n individual
and a brand.
Engage with
the prospect
via a
conversation
RESULT
Lead and
deliver
business ROI

5. How does this translate into
ROI for our clients?

6. To illustrate, we are showing some of our work
for our client

7. I. From interest to lead to conversion to cross selling to a
review

8. Using the process of monitoring & response:
• Understood our target group
• We monitored relevant conversations
• Got a potential guest interested
• Converted the lead into a booking
• While, at the Hotel, we cross sold experiences at the restaurants
• Finally, got her to review us on Trip Advisor whilst she also referred us
to her friends in New York.
And this is just one such conversation!!

9. II. Getting real time guest feedback

10. The focus for any luxury hospitality brand is to
customize experiences basis guest feedback.
And what better if we can do it in real time?!
While monitoring conversations around the Hotel, we respond with a
quicker turnaround time to the guests staying at the Hotel. This helps
customize the experience basis their feedback & gives them an experience
they absolutely love!!

11. III. From ‘crappy sandwiches’
to a ‘happy customer’

12. There is nothing better than reaching out to a
customer when he would truly need you to.
We understand the guest/consumer’s need by understanding their
psychographics better, which we map to certain keywords.
In this case the idea was to promote the hotel’s ‘Day Use Room’ wherein
guests can stay for 6 hours at the Hotel anytime from 9 am to 9 pm; if
they have a flight to catch. We monitored conversations on Twitter
mentioning the airport & checkins on Foursquare. Apart from that we
also tried to understand typical behavior at the airport for a customer
whose flight gets delayed.
An example being - Food at the airport is typically considered bad so we
pitched to a client who was ‘eating crappy sandwiches’ at the airport and
successfully converted him.

13. IV.From a criticism to a bravo!

14. IV. And Respect

15. It is always a good idea to reach out to anyone &
everyone talking about you – good or bad.
Because only when you take care of the
negative’s, will you add more positive’s!
We always make sure we don’t avoid any feedback even in cases where
the person is not directly talking to us since every conversation
influences brand perception & more so the negative ones. Responding
gives a chance to share our side of the story & as in the case above even
get’s a ‘bravo’!

16. HOW we use ORM for
Sahara Star as a brand
across conversation categories ..

17. Pssst…The idea was to show how hard we work for our clients

18. For our brand – SAHARA STAR

19. For our brand – SAHARA STAR

20. For our brand – SAHARA STAR

21. For its elements (Restaurants) -

22. For its elements
(Restaurants) -

23. For its elements
(Restaurants) -

24. Our customer experiences -

25. Our customer experiences -

26. While also -

27. Poaching from Competitors -

28. Even their valued members !

29. Tapping influencers -

30. Tapping influencers -

31. Tapping influencers -

32. Really connecting with them

33. Solving issues -

34. Solving issues -

35. And just being nice !

36. The impact..

37. Great brand
experiences create
loyalists who defend
your brand when
it’s under attack!

38. Great brand experiences stay on &
deliver the ROI you are looking for !
(Refer back to slide 7)

39. Still not convinced ??

40. This Happened

41. Then this…

42. Want to know how ?

43. The secret ingredient . . .
To know how we can help you:
Call - +91-9899386832 (Abhik) or +91-9999849497 (Saurabh)
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