MM Online Reputation Management

Online Reputation Management
A Media Moments Presentation

Our Digital Experience:
• Esprit- 2010
• Van Heusen Mens Fashion Week- 2011
• Indian Fashion Forum- 2013
• Tamara- The Luxury Resort, Coorg- 2013
• Zivame- 2013
• Deccan Chargers- IPL 2012
• Metro- Cash & Carry- 2013
• Submerge Music- Events- 2012
• Storm Festival- 2011
• Myntra
• Zovi
• Bangalore Fashion Week- 2014
• Avirate
• SRM Jewellers
• Dancing Turkey
• Louis Philippe
• Allen Solly
• Van Heusen

What’s happening with my Brand,
On the Online Space
What do I do ?

How the Online Media Universe is
evolving ?

Company’s Own
Platforms:
• Websites
• Microsites
• Blogs
• Social Media
Pages
Media- Online &
Offline
• Traditional
Offline Media
• Newspapers,
Magazines and
TV Channels
• Newswires
• Other News
Onlines
Other Websites:
• Other
Companies
websites
• Ecommerce
platforms
Blogs:
• Fashion Blogs
• Business Blogs
• Lifestyle Blogs
• Forums and
Communities
Blogs
Social Media
Enthusiasts:
• Social Media
active
consumers
• Opinion leaders
and Influencers
• Bloggers,
Media and
Content experts
Online Space is broadly split into 5 spaces:

What is Online Reputation
Management ?

To monitor, read and analyze the Online
Space conversations, image and
impression of a Company through specific
tools and methods
Is the first step to the

Create Positive Content
for the Brand in the Online Space through,
Meaningful conversations, Brands
strengths and case studies and more….
Is the second step to the

Optimize and Promote the Good News/
Stories/ Conversations over the Bad news
in the Online space through expert
techniques
Is the third step to the

Why
Online Reputation Management so
critical in today’s world ?

OMG !
India is the fastest growing Online Market
75% of the Internet users are below 35 years
To think it, is to Blog it: 180 mio. bloggers
70% of the purchases are influenced by search
35-45 yrs. Women, Men 18-24 yrs. are the heaviest
Internet users
Smartphones reach has made internet easily available
anywhere and at anytime

How you plan your
for the maximum ROI ?

Rules of
Branding has
changed
Understand your Online Presence
What is my Online Strategy
Build your unique Online Personality
Start with the First Steps
Evolve
Analyze, Strategies & Plan

Monitor:
Through ORM Tools like
Google Analytics, Trackur etc.
Analyze:
Social Media Mentions
Online Conversations
Online Articles
Target Audience:
Who is My Target Audience
in the Online Space: Consumer, Media,
Opinion Leaders, Bloggers etc.
Consumer:
Who is My Direct
Consumer
Consumer:
Understand my
Consumer Journey,
how should I engage him
What should be my
Online Strategy ?

Where shall I
put my
Marketing
Money
Evolve

You cant be everywhere, select your space?
Web is Social
• Social Media=
Facebook + Twitter
• Conversations are
Happening
everywhere
• You cant be in
Facebook because
you have to be
• What is the Social
Media Deliverable
Understand the
Consumer ‘s
Journey
• In the Online Space,
where your consumers
are
• What are they talking
• How can you engage
and positively influence
Build Your Online Strategy:
Who, Where and What

How to Build
your Brand
Personality
Evolve

How do I look ?
Develop Your Brand Online Personality.
Brand Image: Basic, Vibrant, Corporate, Functional,
Thoughtful ….
Content: Tone of Voice, Key Messaging, Content Type,
Key Talk Points, Visuals Type and more

Where do I
start ?
Evolve

FIRST STEPS:
1. Build Brands Platforms First: Websites, Social Media
Platforms etc.
2. Domain Name Strategy is Key
3. SEF/ SEO: Make it Search Engine Friendly and Optimize
4. SMO Strategy: Social Media optimization strategy
5. Content: Start with the Relevant Content you have
1.
Build The
Platforms
2.
Develop and
Collate the
Content
3.
Amplify and
Optimize the
Web Presence

How to
Amplify and
generate ROI
Evolve

From Beds to Being on Top of Guest Reviews, Starwood is Brilliant at Focusing on the Obvious
Global Hotel Company Gets What Matters Most to Guests: Listening & Responding
When Westin Hotels and Resorts unveiled the Heavenly Bed hoteliers around the world
could be heard saying, “Why didn’t we think of that?” From that point on brands started to
focus on what many have since argued should be the focal point in a business where you are
paying for a good night’s sleep: the hotel bed.
Guests want to be listened to; they want to be heard. And responded to. By keeping a finger on the pulse of what is being said, and
staying on top of management responses, brand loyalty -- and brand advocates -- are born. Globally Starwood has captured nearly
528,930 new reviews this year (through mid September 2013) and responded to as many as 48% of reviews in some months,
significantly higher than the industry average of around 25%.
Let’s not forget that reviews, directly and indirectly, translate into revenue. Here’s a look at some of the numbers:
• Hotels that respond to online guest reviews, whether positive or negative, average 6% higher review scores than those who don’t.
• Higher-ranking hotels earn better visibility on review sites, which lends itself to a greater appeal amongst travelers, which in turn
results in more bookings and revenue.
• TripAdvisor studies have shown that 71% of travelers think that management responses are important. Hotels that respond to
guests average 147% more reviews than those who don’t. (No surprise that Starwood gets hundreds of thousands of reviews in a
few months!)
Courtesy: TrustYou
International Case Study

1. New Media can be your friend: Attacking is the best kind of defense.
Address issues with sincerity and honesty. People understand. Emotionally engage.
A You Tube video addressing people is better than a formal Press Release.
Thumb rule
in Online
Reputation
Management
2. Build Inner Circle of Friends: People will trust third parties more than your
in-house experts. Media, social media enthusiasts, opinion leaders, influencers, bloggers
can all be part of it. Develop long term meaningful relationships with few.
3. Respond Quickly and Effectively: News travel fast, address and arrest
a crisis fast to control the damage. Take Online conversations offline. Admitting mistakes,
acknowledging issues can go in the Company’s favour. Train the Team, manage efficiency.
4. Engage and Build: Indian is an intelligent and an emotional nation. Keep their
best interest of the audience as the top-priority. Value, appreciate and acknowledge their
support. Build brand champions from the Social Media.
5. Humanize the Brand: People don’t talk to Brands, they talk to people. Involve
employees who are passionate about certain talk points to represent the Brand in the
Social Media space. Train and empower them to talk on behalf of the Brand occasionally.

So Far So
Good,
Lets Analyze, Plan and
Action
J
Evolve

• Immediate Business
Needs
• Desired Imagery
Brand Objective
Online Audience
Profiling • Engaging,
Thought
• Demographics
Profiling
• Understanding
Needs
&
Func:onality
provoking
videos
Content
Marke:ng
Campaign
Roll
Out
•
Designing
Websites
&
Microsites
• SEO,
SEM
&
PPC
• Digital
Newsroom
• Digital
PR
• Opinion
Leaders
and
influencers
• Bloggers
outreach
• Digital
Advocacy
• Seeding
• Social
Media
• Customer
Sa:sfac:on
• Insight
to
Customer
Feedback
and
Conversions
• Campaign
and
Crisis
management
Customer
Capture
Measurement
• Analy:cs
Report
• Achievement
against
Deliverables
Digital Journey: Analytics, Plan and Campaign Roll Out

Digital Journey: ROI
Brand Recall Consumers
Engagement
Sales and
Conversions Crisis, if any
What do you want to achieve ?
What are the defined deliverables ?
How do you Measure it ?

MM Online Reputation Management

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