ORM Makemytrip Case Study

2012 (c) Copyrights NexZenPro

Online Reputation Management

For

About Us

is fast upcoming Social Media Marketing Platform in India.

The technology implemented is used by over 35 agencies in India.

Where we started?

Introduction to

Nexzenpro Social Media

Initiative


• Nexzenpro was founded in July 2010• The company is headed by India’s prominent Media Experts and

Analysts - Sanjay Sinha , Subrata Roy & Surabhi Sinha• The company is head-quartered in NOIDA, and has regional office in

Mumbai • Having set strong foot-hold in the Ad Network space, the company has

now made a successful entry into the Social Media Space

Our Social Media Team

Introduction to

Nexzenpro Social Media

Initiative


OBJECTIVE

Implementing Social Media monitoring to analyze and interpret how your brand is

perceived and the language used to describe your products and

offeringsSCOPE


EVERYONE’S HERE

PEOPLE (Readers)•70% of social media users in India accessed a social networking site every day (Nielson)•37% of heavy social media users in India fall in the age group of 21-30 years (alootechie.coM)

COMPETITORS•Competitors are leveraging the power of social media in every possible way•40% of organisations in India spend more than 10% of their marketing and communication budget on digital media

LinkedIn has over 100 MILLION users and adds about 1 MILLION new users to its service every week

Twitter has more than 145 MILLION users and adds about 6 MILLION new users a month

Facebook currently has over 500 MILLION active users around the globe

YouTube has 2 BILLION views per day, and 24 hours of video is uploaded every minute

Sample Of

Research

Findings

What Can We

Do?

How Will We

Do ?


Why Make My Trip Needs ORM

Make My Trip.com has multiple online assets on multiple platforms

• Facebook: -MMT Deals-MMT Careers-Offisial Atyachar

• Twitter- @makemytripdeals- @makemytripcare

• Blog• LinkedIn• YouTube• Flickr

Sample Of

Research

Findings

How Will We

Do ?

What Can We

Do?


Why Make My Trip Needs ORM

• With so many platforms catering to so many fans can become difficult

• It is easy to miss the sparks that could fan into a fire

• It is recommended that you have a finger on the pulse of the conversations being had about and around the brand properties

• ORM can help nip possible PR disasters in the bud and steer the conversation in a more favorable direction

Sample Of

Research

Findings

How Will We

Do ?

What Can We

Do?


What’s The Danger Here?

• Till a few years back, customers had nowhere to vent or make their opinions public

• Now, they are empowered with social media and anonymity

• They are tech-savvy and tell their friends and acquaintances about their experiences

What one person writes

… is read by many people!

Sample Of

Research

Findings

How Will We

Do ?

What Can We

Do?


Samples Of Data Captured - MakeMyTrip

The number of negative comments went up significantly on March 28

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings



Close to 49% of customers are happy with MMT

17% of customers are women

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings



Majority of the conversations take

place on Twitter

A snapshot of the most frequently

occurring keywords for MMT

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings



Classification of keywords based on the sentiment of the conversation

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings


MakeMyTrip – Twitter Conversations

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings


MakeMyTrip – Facebook Conversations

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings


MakeMyTrip – News Sites

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings


MakeMyTrip – Facebook Influencer Identification

Some of the most vocal people on Facebook about Make My Trip.com

Why ORM?

Objective &

Scope

How Will We

Do ?

What Can We

Do?

Sample Of

Research

Findings


Online Reputation Management:

What Can We

Do?

Objective &

Scope


• Monitoring Blogs/News Sites/Consumer Complaint Forums

• 1st Level damage Control on Blogs/ News Sites

• Monitoring Forums

• 1st Level damage Control in Forums

• Article Posting and Comment Management

• Social Media Releases for major events

* Not limited to this list; Will depend on client’s requirement

WHAT CAN WE DO*

What Can We

Do?

Objective &

Scope



Where Nexzenpro Adds Value?

What Can We

Do?

Objective &

Scope

To understand how consumers feel about the brand/ products and its positioning among the competitors

Comparing the Demographics interest among the Competition Brands

Kind of data which will be collected:• Mentions in the articles.• Number of Comments related to the keywords.• Number of unique profiles engaging in the discussion.• If possible, finding the gender/sex of the profile.

Getting insights into the sentiments of ConsumersProactively engaging with such conversations.

What Can We

Do?

Objective &

Scope


To track the buzz around Offline/Online Campaigns.

Tracking the conversation surrounding the Offline/Online campaign.

Tracking the popular posts and finding its social presence on Twitter, Facebook, Digg and other Networking sites.

What Can We

Do?

Objective &

Scope


To leverage Word of Mouth to proactively increase the credibility of the brand.

Using the Online Insights to design relevant polls and

connecting with online audience.

What Can We

Do?

Objective &

Scope


Alerts System for capturing any specific events or trends that are influencing consumers

Finding viral content is difficult due to its random presence in the internet. • (Any content from anywhere can go viral, therefore the best would be to keep a close track over mediums like YouTube's new videos, upcoming articles in Digg, Reddit, Twitter etc )• Further, we need to find active communities who are active in promoting videos and content. (Highly Resource Intensive and depends upon the community)

Strategy:Do contextual search with relevance to the brand then track steep rise in the data trend and notify immediately.

Most videos can go viral within 24hrs, therefore every minute is

of utmost importance.

Detecting Rise

What Can We

Do?

Objective &

Scope


To identify specific issues that are being discussed around the product/brand

Strategy:Finding Brand associated keywords and identifying the popular issues being discussed online.

Strategy:Finding Brand associated keywords and identifying the popular issues being discussed online.

What Can We

Do?

Objective &

Scope


To Measure the performance of your social profiles (Twitter/Facebook)

Trend Analysis on the Post and

Likes/Comments

Trend Analysis on the Post and

Likes/Comments

Identifying your TOP fans on Twitter and Facebook based on

Engagement

Identifying your TOP fans on Twitter and Facebook based on

Engagement

Tracking User activity on the Facebook Page

Tracking User activity on the Facebook Page

What Can We

Do?

Objective &

Scope

Benefits of using Nexzenpro

What Can We

Do?

Objective &

Scope


What Can We

Do?

Objective &

Scope

Information Dissemination Through SMRs

• Creating Social Media Releases about brands

• Adding links (community, fan page), videos & photos for greater engagement

• Publishing the SMR on key news sites & online directories– These sites are very high on SEO

Bestezine.comIndiaprwire.comPRUrgent.comPR.comPressexposure.comLivepr.comEpicpr.com


METHODOLOGYObjectiv

e & Scope

What Can We

Do?

How Will We

Do?


High Level Social FrameworkObjectiv

e & Scope

What Can We

Do?

How Will We

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Defined Deliverables

Reporting Possibilities•Daily Leads for processing•Daily Progress Report•Weekly Performance Report•Daily Automated Mailer to the concerned person about previous day’s performance•Monthly Competition Report for Social Channel Use•Monthly Industry Report on Market Buzz•Quarterly Strategic Report•Indian Social Media Overview Report

Targeted Achievements•100% increase in Brand Buzz in 6 months.•50% Reduction in Brand Negativity on the Social Web•80% Management of Online Complaints•Setting up great footprint in the market as the latest Technology Adopter•Set the stage for next generation technology Use

Objective &

Scope

What Can We

Do?

How Will We

Do?


For Details, Contact -

Samir AnandM: +91-9810170858Mail : [email protected] : samilpi

Start Using Nexzenpro Today

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ORM Makemytrip Case Study