The document summarizes a summer training presentation on online reputation and digital crisis management for Samsung Mobiles in India. The key points covered in the presentation include: 1) How brands can communicate with and engage customers on social media by segmenting them based on keywords, search, and profiling their online activities and influence levels. 2) Tools and techniques for monitoring and analyzing online conversations, campaigns, and customer relationships to cultivate advocacy for the brand. 3) How digital crises can threaten a brand's reputation and the importance of managing crises online. 4) Examples of profiling 900+ Samsung customers on Facebook and Twitter to better understand their conversations, devices, and influence, as a pilot project

1. Summer Training Presentation on
Online Reputation and Digital Crisis
Management for Samsung Mobiles
India
External Mentor: Mr. Praval Singh
Co- Founder
Internal Mentor: Mr. V. P. Arora
Faculty Jims

2. Introduction
To start with, think about
people, not platforms/ tools/
channels.
Platforms might change with time
– people remain the same, pretty
much.
People connect with each other
on ‘social objects’.
Agencies, brands and individuals
need to identify them and rework
their communication

3. Learning at Media Redefined
How do brands communicate with people and engage them.
How to segment customers on the basis of keywords search, and
profiling them.
Analyzing the difference between potential customers, Influencers
and starters and monitoring their activity.
Use of social media tools to influence, engage and identify the social
objects around which consumer would want to connect with brand.
Analyze how the campaign’s reward and recognitions helps in
cultivating the relation between brand and the customer.
Learn how digital Crisis effects the reputation of an brand and how
threaten it would be at times.

4. Social Profiling
Bucketing & Profiling of Customers/ Fans
At Media Redefined, we culled out the
customers of Samsung Mobiles across social .
Bucketed and Profiled them on the basis of
Conversations, Handsets and their Influence
levels.
As a pilot, 900+ Customers were profiled 2
months; across Facebook and twitter.
Some 150+ bloggers in the same time.
“Social Media Marketing: Enabling Others to Advocate for Your Brand/
Business Through a Focused Approach & Compelling Content”

5. Measuring Tools

6. A Fine Print
own
purchased
got
bought
have
Tracking Sales and Prospects using contexts

7. A Fine Print( Cont.)

8. Customer Profiling: Device based
(Macro)
Galaxy S
Wave
Other Samsung Mobiles
(Jet, Metro, Omnia, etc.)
Corby
Galaxy Models
Monte
Galaxy Tab
Star

9. What Do We Measure
Volume of reactions -
comments, tweets, retweets, shares, like
s, video views, check-ins
Quality of reactions
(followers, Klout, PeerIndex, etc)
Top Influencers/ commenters/ content
creators (youtube)
Traffic (bit.ly)
Impressions per post, overall, etc.
Profiling customers into Buckets – Think
of a Facebook app with classified
content!

10. Reporting and Analysis

11. Finding and Learning's
There were more than 25+ product updates made on the landing page of Samsung
Mobiles
On the daily basis there were more than 14950+ active users participating on the page.
The facebook fan pages was the most traffic drawn tool for Samsung followed by
twitter updates regarding products and services.
People were communicating about the product and services offered by Samsung among
each other’s and assistance if required, by member of page were immediately
entertained.

12. Digital Crisis and Management