A restaurant + pub, completely devasted in a few days owing to a storm of negative reviews across media. Things that they did wrong, how the reputation was managed (albeit late) and what metrics looked controlled after some time. Know all about, ideas, processes, metrics and results of INDIA'S WORST ORM NIGHTMARE

1. How we cured some social
hangover !
{Case study of Lemp Brewpub}

2. Single Malt? Who are
we?

3. What is ?
Specialized conversations Agency, with focus on
Social, Mobile & Local
Blogs & ContentBlogs & Content
Social Media
Strategy
Social Media
Strategy
Online Reputation
Management
Online Reputation
Management
MobileMobile
Local Digital ActivationLocal Digital Activation
Our focus is to create marketing value for brands by creating meaningful conversations powered
by consumer insights and led by metrics based strategic planning.
Analytics & InsightsAnalytics & Insights

4. Our Brewhouse !

5. Over 15 years in digital &
social media. Ex-COO of
OLX India. Earlier worked
in Google, Bharti Airtel
and Ibibo group.
Over 15 years in digital &
social media. Ex-COO of
OLX India. Earlier worked
in Google, Bharti Airtel
and Ibibo group. Saurabh Pandey
CEO
My Blog:

6. Sometime in the past

7. An unnamed blog post alleging a bad experience at Lemp Brewpub suddenly
Spread like wild-fire This, coupled with an amateur response management
and handling of the social conversations by Lemp- further fuelled the anger
of the community.
Their was a clear & loud negative perception about Lemp Spread on
social web.
Things were bad in June!

8. Lemp-Key Objectives

9. Key Objectives
1. To neutralize the negative sentiment on social and reviews platforms
2. To create user confidence in the brand
3. Increase overall engagement and reach
dotConverse started work on Lemp Brewpub & Kitchen from July 1st
2013.

10. Our Craft!

11. Our ORM Methodology
We started off with creating an ORM
policy framework- which included listening
& communication strategy,
communication face & tone, influencer
identification and connect, building
consumer confidence, letting users
participate in creating a better Lemp and
being prepared for a similar future
situation

12. Our Activity Map
We focused on creating various
programs, each connecting with one of
our ORM objectives, and measured
against specific metrics. Our focus was
largely Facebook but we leveraged Twitter
and YouTube very strategically

13. Tools for Research,
Collaboration & Analytics
Tools
Tools

14. Response & Review Platform
Management
We responded to everyone and every negative review. We plugged in a new face for Lemp in the form of the
other director Akshay Luthria- and won hearts by way of our response strategy, quick action and personalized
updates on complaints and suggestions
About 10% detractors reverted back with a positive intent of trying Lemp once again. Most of these are top
reviewers and foodies .

15. Over 250 spam reviews got removed between July & August. Zomato is a very proactive &
independent platform and we presented them with our genuine pointers & findings as a part of our
overall ORM strategy which involved listening and identifying patterns of fake or spam looking
reviews.
Response & Review Platform
Management
July 1st
Week
(836 reviews)
August last week
(583 reviews)

16. Twitter-Presence
104 followers to 281 followers.
A list of 60 influencers (foodies, journalists etc.) created and engaged.

17. Building a Positive Vibe
Regular contests and interaction
programs with foodies
Resulted in a buoyant twitter community
And a growing positive sentiment around
Lemp

18. #meetSRK Contest-Twitter
Duration: 2.5 days.
Nature: Non-Stop
Contest and
promotion of a paid
entry event

19. Check-in Programs
Leveraged Facebook check-ins (in-property and in-special events) motivating guests to check-in to Lemp.
This created Virality and customer Confidence. Moved from 0 in July to 900 in August

20. Direct to CEO
A special tab was created for Facebook, where people can interact with the CEO directly.
Guests can write feedback directly from Facebook, and their feedback would go straight to the CEO.
Guests would receive an actionable mail from CEO.

21. Guests & Employee
Recognition Program
Weekly guest of the week photographs were uploaded and gifts sent.
Employees who received best reviews, were recognized on social platforms
Word about special women employees intermittently on social platforms
Overall- a confidence boosting measure

22. Live Event Promotion
Live events were promoted via YouTube and other social platforms, via
Pre event hype/contests; at –the-event-live clippings; and post event recordings and fun images +
snippets

23. The Resulting Brew!

24. Overall Opinion Shift
The survey was opened on Facebook, Twitter and was mailed to the past guests. 106 entries were
received. Lemp was rated better than the competition on most major attributes and over 55% people
said that they would recommend Lemp to their friends.

25. Monthly People
Talking About
Increased at an impressive rate of over 56% between the peak time in June (crisis time)
and end of August 2013

26. Organic & Viral Reach
The contribution of organic and viral reach in (total reach) increased. This is an important metric
To illustrate that our focus was on igniting organic and unpaid conversations

27. Likes by Female Fans
Female fan following increased by 64% (May & June compared with July & August)

28. Average Daily Negative
Feedback
While our viral and organic reach increased + the conversation among female audience showed
healthy upward trend, the negative feedback on Facebook also showed a clear decreasing trend
between May and August 2013.

29. Conclusion
On most parameters Lemp is now regaining ground. This does not mean that Lemp is in great health
now . They need to strive hard and continue creating social proof of guest endorsement and
engagement.
This was a 60 days project only and we stopped working on 31st
August 2013
Brands, however, should take these projects for long term, and engrain the best practices in the
company genetics.

30. Our Key Clients

31. We would love to work with you
too!
dotConverse believes in crafting a customized strategy
for you, so we’d like to hear your marketing challenges
so that we can come back with our strategy &
execution plan for you. Please feel free to connect with
us.
We are available at:
Tel: 9560366870 (Saurabh Pandey)
Email: saurabh@dotconverse.com
Twitter: @pandeysaurabh www.dotconverse.com