STRATEGIC COMMUNICATIONS & REPUTATION MANAGEMENT

Transcription

1 STRATEGIC COMMUNICATIONS & REPUTATION MANAGEMENT

2 It takes 20 years to build a REPUTATION and five minutes to ruin it Warrent BUFFETT

3 BRAND INFLUENCERS

4 INFLUENCERS OF A BRAND TWO types of Influencers Journalist / Reporter Individuals

5 INFLUENCERS OF A BRAND A Journalist / Reporter is indeed an influencer for a brand on Print, Electronic and Web

6 INFLUENCERS OF A BRAND An INDIVIDUAL is equally treated as an influencer thanks to availability of various Social Media platforms

7 we are into CONVERSATION

8 CONVERSATIONS Lots of Conversations are happening every moment on various brands across the platform.

9 we do LISTEN

10 LISTENING The first step is to get engaged into the conversation by LISTENING Advanced LISTENING Tool can be deployed for this purpose. socilion uses its own LISTENING tool and use Software as a Service(SaaS).

11 LISTENING The LISTENING Tool to generate dashboard of a brand from across the platform

12 LISTENING The LISTENING Tool can monitor the Strength, Passion, Reach and Sentiment Strength is the likelihood that the brand is being discussed in media, could be news or in social media. A very simple calculation is used: phrase mentioned within the last 24 hours divided by total possible mentions. Sentiment is the ratio of mentions that are generally positive to those that are generally negative. Passion is a measure of the likelihood that individuals talking about your brand will do repeatedly. Eg, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher "Passion" Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions.

13 LISTENING The LISTENING Tool can also generates Keywords and Key Influencers Top Keywords would make you understand penetration of your brand in a particular demography Top Users would let you identify influencers so that a proper engagement plan can be worked out

14 LISTENING Identify Measure LISTEN Strategize Engage Listening Tool can help a brand to Measure, Identify, Strategize and Engage Influencers

15 we formulate STRATEGIES

16 MEASURING BEHAVIOUR It can be measured by observing, then quantifying certain key activities on media channels: Retweets Likes Follows Shares Report Comments Mentions Sentiment BUSINESS Business Measurement goes side-byside with behaviour measurement. Net new customers Changes in buy rate Loyalty metrics Word of mouth New product sales Customer satisfaction Increased operational efficiency New online orders Return on Investment (RoI)

17 IDENTIFICATION WHY INFLUENCERS Track / measure sentiments and competitors Let audiences know you re listening & their opinions matter Convert brand advocates & supporters by addressing key concerns and needs Engage them meaningfully in events / campaigns Generate buzz by providing exclusive information on new products/services to these influencers 5 ATTRIBUTES of INFLUENCERS Activists: influencers get involved, with their communities, political movements, charities and so on. Connected: influencers have large media and social networks Impact: influencers are looked up to and are trusted by others Active minds: influencers have multiple and diverse interests Trendsetters: influencers tend to be early adopters (or leavers) in markets

18 STRATEGIZING WHY STRATEGIZE Communication strategies, systems, and practices do play a central role in high-performance. Information, understanding, and knowledge are the lifeblood of the organizational body. A thoughtful and comprehensive communication strategy is a vital component to any successful change and improvement. The education and communication strategy sets the tone and direction of improvement efforts. EFFECTIVE COMMUNICATION STRATEGIES Deliver clear and consistent messages Simple, direct, and fast with a minimal number of filters and interpreters Inspire and energize User-friendly, human, and personal Move Information, experiences, learning ideas, direction, and feedback equally well in all directions Provide multiple channel Work out Crisis Communication plan

19 ENGAGEMENT ENGAGEMENT is emotional bond or attachment that customers and employees develop with the brand or organization during repeated, ongoing positive interactions. Corporate Social Responsibility (CSR) is considered to be as approache to engage influencers meaningfully. INTERNAL ENGAGEMENT Internal Engagement planning for internal public of the brand e.g. employees, investors etc. Helps to retain talents and talents get attracted towards the brand. Employers branding and loyalty. Positive Word of Mouth Increases productivity, decreases supervisions EXTERNAL ENGAGEMENT External Engagement planning for external public of the brand e.g. customers, vendors, suppliers etc. High in satisfaction, loyalty, renewal Positive Word of Mouth Higher price and premiums Positive visibility, less Crisis

20 we do BENCHMARKING

21 BENCHMARKING STUDY SAMPLE SENTIMENT BENCHMARKING STUDY* GENERAL INSURANCE SECTOR as on DECEMBER 30, 2011 Brand Strength Sentiment Passion Reach Unique Authors Retweets Remarks IFFO Tokio 1% 16:0 38% 8% 35 0 TATA AIG 3% 7:1 40% 16% ICICI Lombard 1% 6:1 49% 17% Future Generali 1% 4:1 48% 12% Industry AVERAGE 2% NA 44% 13% * This is a sample report for demonstration only and not based on actual facts and figures The BENCHMARKING study would help you to understand POSITION of your brand, vis-à-vis with your competitors and STRATEGY to be formulated

22 we are into EXECUTIONS

23 EXECUTIONS Positive Sentiment Manage Neutral Sentiment Monitor Negative Sentiment Measure, Engage / CSR

24 EXECUTIONS we create OPPORTUNITIES

25 OPPORTUNITIES Creating Opportunities Increasing Visibility of your brand Meaningful Engagement of your Stakeholders Monitoring your Competitors

26 CASE STUDY Values Stronger Than Steel Campaign by TATA

27 CASE STUDY The Tata Group Around 100 operating companies Seven business sectors - from salt to software: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. Operations in more than 80 countries across six continents Exporting to 85 countries The total revenue was $83.3 billion (around Rs3, billion) in , Around 58% of total revenue coming from business outside India Employs over 425,000 people worldwide In India Tata name is known for 140 years for strong values and business ethics.

28 CASE STUDY October, 2010 to September, 2011 was the troublesome and CRISIS period for TATA Group and its Chairman Mr. Ratan Tata 140 years brand image was at stake because of : TATA Nano 2 G Spectrum

29 CASE STUDY TATA Nano Source:

30 CASE STUDY TATA Nano Report: Tata Nano sales plunge to just 589 units in November, 2010: Bloomberg reports that only 589 Nano models were sold in November; a minuscule total for a mass-market car. Tata CEO Carl- Peter Forster reportedly blames a lack of financing options as the reason customers aren't buying. But while bank loans are one problem, another issue could stem from the fact that the Nano has been in the news for catching fire. Source: Autoblog, December 2, 2010 They should offer a free fire extinguisher with each NANO.

31 CASE STUDY 2G SPECTRUM ALLOCATION TATA got the clean chit The Central Bureau of Investigation (CBI) probing the 2G spectrum scam on June 4, 2011 gave a clean chit to the Tata Group saying Tata was not a beneficiary in the scam. Niira Radia closed Vaishnavi Niira Radia, the high profile public relations consultant decided to shut down her companies Vaishnavi Communications and Neucom Consulting totalling to Rs 1000 cr emperor.

32 CASE STUDY TATA s APPROACH Engaging a dedicated team for upholding ethics and values in media Resolving open issues Offering freebies to boost sales of Tata Nano Source:

33 CASE STUDY TATA s APPROACH Roped Ogilvy & Mather with a mandate for image makeover O&M took the CSR root, launched Values Stronger Than Steel campaign The campaign presents TATA s own achievers like R&D Chief- Mark Denys, head of Tata Steel Adventure Foundation - Bachendri Pal, the young talent in Archery Deepika Kumari, etc The campaign rolls out in print, radio, TVCs, digital commercials and outdoors

34 CASE STUDY TATA s APPROACH Engagement: Honesty with Good Corporate Governance and Value Chain Business through a portal a free, open digital platform which is an aggregator of opinions and voices on what are the values that shape modern India. Integrated with Facebook and Twitter.

35 CASE STUDY OUTCOME Values Stronger Than Steel - campaign sends a message across India that values are the core of sustainable development Ambassadors for this campaign aren t typical celebrities but people who have made a difference on the strength of their values The Values Stronger than Steel campaign, highlights how Tata Group company has always focussed on ethical practices and employee and society development. Tata was successful to gain the huge brand recall

36 WHO ARE we

37 ABOUT US socilion Communications is a division of Info Data Soft Technologies (IDS Technologies A Special Purpose Vehicle (SPV) to provide Strategic Communications and Reputation Management Consultancy services to Entities, Brands Registered Office in Vadodara, Gujarat, India Regional offices in Ahmedabad, Chennai, Delhi, Mumbai Ability to deliver campaigns globally with well-knit communications Highly Networked with Print and Electronic Media Media-centric approach with on-board Journalists In-depth sector and vertical expertise with more than 15 years of experience Expertise in Social Media, Media Monitoring, Media Analysis, Sentiment Monitoring, Reputation Management and Strategic Intelligence Predictable cost predictable outcome model

38 DIVISIONS we HAVE

39 OUR DIVISIONS Reputation Management: Advertising, Media & Marketing: Outsourcing: Technology:

40 ABOUT US WHAT we DO

41 OUR SERVICES Public Relations Investors Communications Strategic Intelligence Maintain Goodwill of the brand, organization Measure and evaluate existing public relations programs and campaigns Bring new skills to support, augment existing public relations efforts Internal and External Communications Stakeholders Management Media Materials, Press Releases Distribution of Press Releases Development of Media Grids and Opportunity Managing Media Relations Media Advocacy Crisis Communications

42 OUR SERVICES Social Media Effective Use of Social Media Monitoring people s sentiment Formulating Strategies Increase positive visibility Identification of Opportunities Creating Event, Campaign Using Technology to measure impact and RoI Training Corporate Social Responsibility (CSR) Increase overall reputation, image and goodwill Strengthen community relations Cause-related marketing Corporate Social Responsibility (CSR) under CDM Carbon Credit Corporate affairs and government relations

43 we ARE ASSOCIATED WITH

44 OUR ASSOCIATION socilion is proudly associated with InfiniteLatitude InfiniteLatitude is a global alliance of top-tier Corporate Communications experts

45 WHAT NEXT Do YOU wish to increase VISIBILITY of your Brand? Do YOU wish to find new OPPORTUNITIES for your Organization? Do YOU wish to manage REPUTATION of your Brand? Do YOU wish to have definite RETURN on your investment on Communications? It s the time for YOU to get in touch with us

46 Visit Us Web: Blog: Follow Us Linkedin: Twitter: Facebook: Write to Us socilion FF, Kedar, Opp SBI Ellora Park, Subhanpura, Vadodara, Gujarat , India Call: MEET US IM with Us Skype: toam03 Gtalk: toam03 socilion 1/12, Sahajivan Co-Operative Housing Society, Bhatwadi, Ghatkopar (W), Mumbai Maharashtra , India SCAN CODE

47 THANK YOU