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Corporate Reputation Management using Digital Media for telecom Giant Vodafone
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Vodafone India. Corporate reputation – social media recommendations
Today we will talk about..
• Recapping objectives
• Online research and Findings
• Observation and Challenges
• Recommended way ahead• Content• Campaigns• Platforms• Influencer engagement• From theory to execution....
Objectives
• Enhance the reputation of Vodafone India, building on acceptability and loyalty for the brand through a focused communication effort
• Project Vodafone as a corporate that understands India and is firmly rooted in the country
• Present Vodafone as a brand that has a strong commitment towards society and invests regularly
• Project Vodafone as a financially sound leader
Online research
We’ve considered chatter, conversations and content around Vodafone India from a corporate reputation perspective
We’ve not considered content, conversations around consumer complaints
Online research was conducted using key words on Google and Brandwatch (a monitoring tool) and the most prominent conversations were grouped and recorded., Online dipstick was done with 82 individuals
Online Research
Brand Messaging What people remember Conversations
21 MbpsDongle (Product/Tech) Talkative girl(Campaign) 21 MbpsDongle(Product/Tech)
Apps(Product/Tech) Har ek Friend(Campaign) 4G Launch(Service)
iPhone 5s plan(Service) iPhone 5s plan(Service) iPhone 5s plan(Service)
121 (Service) Honey Bunny(Campaign) 3G Netsetter (Products)
Connection@ doorstep(Service) Ranbir as old man(Campaign) Coverage in Kerala(Service)
Findings
No of subscribe
rs*
Mentions
Dipstick:
Brand Recall
• Expectedly the chatter is around product and services
• Mentions and recall don’t seem to be dependent on the number of subscribers
* 2013 TRAI
Observations and challenges
• While Vodafone has its share of negatives/ issues at a product level, it is seen as a young and innovative brand
• Most of the conversations and content are around products and services
• Strong corporate programs exist around which interesting stories can be told – however currently these are “hidden away” and not on the radar of people
- It is extremely difficult to come by content around these programs on the India website
• People perceive Vodafone as a “non-Indian” brand with no story on India
• A strong admired brand but weak on corporate profile
We just need to tell the world
the story about Vodafone
India’s corporate programs,
initiatives and performance in a thorough a
focused systematic
effort
Who should we engage with
External stakeholders
Internal stakeholders
Inst
ituti
onal
auth
ori
ty
• Senior Managers
• Experts
• Business partners
• NGOs
• Media
• Government officials
• Think-tanks & academia
Pers
onal
netw
ork
• Student fraternity
• Customers/ consumers
• Potential employees
• Current Employees
An indicator of things to come?
Majority of India is youth...with ambitions, expectation, aspirations and outlook to life much different from what people had earlier
We are seeing four shifts happening in society
PEOPLEEnd of trust: People have more information than ever before and people don’t trust organizations. In fact, trust in all organizations, including corporations and governments, is at an all-time low across the world
Power to the People: People have new sources of power and people believe that only they themselves can come up with innovative solutions to our most pressing problems, not governments or corporations.
Quest for Meaning: People are searching for meaning connections with communities andorganizations around a shared purpose, and expect organizations to enable such connections.
Rise of Shared Value: People are demanding that organizations not only rediscover their socialpurpose but also put it at the core of how they conduct their business and engage with their stakeholders, to create shared value.
WHAT’S IN IT FOR ORGANISATIONS
Engagement and participation with stakeholders - hence enhance loyalty and acceptability
Strong differentiator amongst competition
Attract new audiences
Attract and retain talent
Increase in sales/ profits
A. Purpose driven messaging and campaigns
PurPle (Purpose + People) is MSLGROUP’s global offering for helping business leaders drive positive change by catalyzing collaborative social innovation and grassroots change movements.
PurPle: Purpose + People
1
2
3
4
A purpose to inspire people
Comms platform to organize people
Stories to spark participation
Programs to energize people
PurPle storytelling framework
• Tell stories that will spark engagement and energize people• Three types of stories told in sequence. The stories about Why (PURPOSE), What (CHANGE) and How (QUEST)
21WHY? THE PURPOSEWho are we and what is our purpose, our reason for being? What is our Shared Purpose, or Social Heartbeat, that can inspire all our stakeholders?
3WHAT? THE CHANGEWhat needs to change? What does change mean for individuals, stakeholders and communities?
HOW? THE QUESTWhat happens when we try to catalyze positive change? What if the only way we can win is by helping all our stakeholders win?
Purpose and comms platform
Why: The story of Purpose-Vodafone believes that empowerment is a critical catalyst for positive changeVodafone brings alive its purpose of empowerment by enabling stakeholders to contribute, participate and co-create
What: The story of change-Vodafone recognizes that it needs to constantly innovate solutions to touch all stakeholders. In this constantly evolving world, innovation broadens perspectives raises expectations and makes the world knit closer
How: The Story of quest-Through a series of inclusive participative programs, Vodafone believes that the best measure of success is when the people speak positively
Stories to spark participation
Empowering CustomersThrough a series of films on Vodafone’s technological innovation , we will bring forth the concept of how Vodafone empowers users to communicate better, and thus, impact their lives positively
ObjectivesPoV from community members, shares, likes, comments across the social ecosystem
Empowering SuppliersStories that capture Vodafone’s initiatives aimed at improvingtransparency, efficiency and sourcing practices in orderto better empower the suppliers.
ObjectivesParticipation from influencers from different spheres of businesses.articles on business journals,shares, likes, comments across the social ecosystem
Stories to spark participation (Contd I)
Mobile and HealthThird party/ syndicated report on the perceived health hazards/ radiation and mobile telephony
ObjectivesStories via likes, comments,shares and views,ReportDownloads and POV of expertsfrom academia, government,industry associations, handset and technology suppliers, NGO
World of DifferenceVideo series that highlight the WOD programme and the selection process of 25 Vodafone employees who get to work for a causeTalking about what they aspire and how Vodafone is making it happen
ObjectivesShares across Vodafoneemployees’ socialnetwork,Tweets, Views, Likes &comments from people in general
Stories to spark participation (Contd II)
Empowerment through Education Stories around how Vodafone is leveraging it’s cutting edge technology to impart education to children in need. Highlight will be solutions like virtual classroom,circle initiaves etc.
ObjectivesStories via likes, comments,shares and views
Networks that deliverStories that say how Vodafone makes things available to us for consumption on a day-to-day basis. Little do people know about the effort,innovation and technology in the backgroundEg: Story of how Dabbawallas’ efficiencies depend on a robust network like Vodafone
ObjectivesShares,Tweets, Views, Likes &comments from people in general
Programs that energize people
Empowering employeesLoyal and passionate employees will be invited to participatethrough an essay, ppt, video, graphic, poster – anything that represents their perspective on ”How I can better Vodafone’s capabilities/process to lead to superlative consumer experience
ObjectivesShares across Vodafone employees’ socialnetwork,Tweets, Views, Likes &comments from people in general
Story of New IndiaVodafone teams up with influencers and bloggers and gets them to travel and discover the new India. As they progress with their journey, they chronicle their experiences (video, visuals, text) live using innovative Vodafone technologies. Relate new India and Vodafone
ObjectivesInfluencer Engagement
Programs that energize people (Contd I )
Shakti: Empowering CommunityStories of ordinary humans with extraordinary grit and passion that have change the world- this could be an extension of the “Woman of Pure Wonder” Program, only difference being that we can make it more participative by asking people to nominate their heroes
ObjectivesInfluencer Engagement+ Communityoutreach
Road Safety In line with Vodafone’s commitment to Road Safety program – we can showcase a series of videos that capture survivors, relatives’ experiences, celebrity and traffic police endorsement. A mobile app that routes your phone to a pre-detemined voicemail# whenever you driving
ObjectivesApp installs,Tweets, views etc
Programs that energize people (Contd II )
Power GamesHunt for India’s most innovative talent across leading engineering and business colleges. Vodafone sponsors a case study competition around purposeful new-age thinking.like micro financing/social entrepreneurship. Winners get to intern with Vodafone
ObjectivesCrowdsourcing solutions to enable brand goodwill and get Votes,views,shares, ideas etc
Recharge Happiness Vodafone’s Mobile-based loyalty programs that help communities living at the bottom of the pyramid get the most out of their spend by connecting it to development rewards – safe water, education, healthcare and energy products and services
Objectives Brand goodwill, mainstream coverage without spending on media
Social Media Ecosystem
Function and Purpose
Repository/ Store images
Repository/ Store videos
AmplificationEnable discoveryDrive engagementAmplificationEnable discoveryDrive engagementEnable discovery
Drive EE
Repository/ Store documents
Stage 1 • Build, store and aggregate fresh content on Vodafone• Facilitate discovery and amplification of content•Post discovery and amplification, prompt engagement•Refresh ongoing content areas with emphasis on Power to You•Analyze content consumption, acceptance, measure engagement and community growth and behavior
Stage 2 •Activate and manage campaigns
-Influencer activation-Employee activation
•Evaluate success of activation
Rolling out
People’s Lab Employees
Month 1
Month 2
MONTH 1 to 12: ONGOING CONTENT - STORIES: WHY-PURPOSE | WHAT-CHANGE | HOW-QUEST
Month 5
Month 6
Empowered@Vodafo
ne Campaign
Month 7
ShaktiCampaign
Month 9
Power gameCampaign
Month 11
Month 12
Power to India
Campaign
People’s Lab Students
My Power Campaign
Recharge Happiness Campaign
Month 10
Month 8
Power to help
Campaign
Month 4
Safety First
Campaign
From theory to practice
From theory to practice
Communication Strategy
Shakti: Power to the woman
Corporate Microsite
Digital Marketing Objective – Capture “Relevance”
Corporate Microsite
Right Intent
Right Context
Right Audience
Right Content
Relevance
Corporate Microsite
Capturing right intent
Paid Search
Organic Search
Capturing Right Intent (Shakti: Power to the woman)
Paid SearchOrganic Search
SEO Objective SEM ObjectiveSample Target Theme
Shakti: Power to the Woman
To compliment the overall brand strategy by displaying targeted ads to our (defined) audience sets at various touch-points in the Google Ecosystem.
Assist brand strategy by establishing relevance across the organic medium, by using white-hat optimization techniques
Capturing right intent: Further drill down)
SEO Page TitleWomen of Pure Wonder| Celebrate the spirit of womanhood with Vodafone
SEO Meta DescriptionVodafone salutes the extraordinary deeds of real women who have courageously braved all social, economic, and familial odds to find success in their chosen field of work.
SEO Header TagsVodafone pays tribute to Malala Yousafzai
SEM Sample Ads
Paid SearchOrganic Search
Vodafone Shakti: Power to the WomanOrdinary Women with ExtraordinaryTalent – Our Heroes. Are they Yours?Corp.Vodafone.in/Our-HeroesVodafone Shakti: Power to the WomanUnsung Heroism, Unmatched Talent -Saluted by Us. What About You?Corp.Vodafone.in/Our-Heroes
Capturing right context
Remarketing
LP Remarketing
Event Based
Page View Based
Time Based
Website Remarketing
Event Based
Page View Based
Time Based
Search Remarketing
Search Intent Based
Cross Channel
Remarketing
Cookie Based
Social Media
YouTube
GDN Remarketing Solutions
Capturing right context - Contextual themes
News• Latest News• Breaking News• <city> News• Entertainment News• Sports News• National News
Sports• Cricket• Football• Hockey• Sporting Personalities
Real Estate
Finance Auto Travel
Business
GDN and Affinity Segment• Auto Enthusiasts• Movie Lovers• News Junkies• Sports Fans• Travel Buffs
Capturing right context - Contextual examples - #1
Display Advertising basis the contextual themes chosen
Capturing Right Context - Contextual Examples - #2
Video Content from the campaigns can be promoted on YouTube as Video Ads
The targeting for the same can be around the contextual themes, interest categories & affinity segments mentioned
Capturing Right Context – Other contextual examples
Times Of India Economic Times Money Control
The Hindu BBC Must See India
Yahoo CarTrade In.com
Capturing Right Audience (Segments)
Site-specific Search
Content Browsing
Social Sharing
Product Comparison
ONLINE AUDIENCE
DataAggregation
Data Point 1
Data Point 2
Data Point 3
Data Point 4
DMP Data Analysi
s
Trait 1
Trait 2
Trait 3
Trait 4
Cookies classified into
Segments
Segments
Intent
Interest
Descriptors
Target defined audience sets through DSPs
Capturing Right Content (Platforms & Partnerships)
Forge Partnerships with relevant platforms and syndicate exclusive brand-influenced content through these channels
SEO Process
SEM Process
Digital Media Buying Process
I: Objective and TG as defined
by client
II: Calculating the TG reach in
internet universe
III: Identifying the Passion points and
digital hangouts of the TG
IV: List the genres relevant to reach the TG
and the top websites
V: Duplication and reach
mapping for budget
allocation to sites
VI: Finalize plan as per reach, engagement and passion
points
Comscore shows the top websites frequented by
the TG
Duplication calculation identifies
effective reach of each portal
The final plan aims to reach
the relevant TG at relevant
touch points
Digital Media Buying Process
This will define the media mix
and the recommended
reach
What is the effective base of
relevant audience
available on internet
Comscore shows the genre where TG spends their
online time based on Age and gender targeting
B. Building an army of influence
Once influence is found it is essential to establish regular communication channels, developing relationships and tracking all results in a manner that improves all future connections and engagement
We live in a world of influence
Because now everyone can go from consumer to influencer.
This makes understanding influence more complicated than ever. It also makes harnessing influence more powerful than ever.
The Process: Managing influencers
define01
determine
02
discover03
enable04
measure05
DEFINE
DETERMINE
DISCOVER
ENABLE
the categories of influence that we care about
social thresholds and social tools
influencer research, identification and segmentation
the network to share and drive social activity across products
and optimize real-time across all major social channels
MEASURE
telecomentertain
ment
Lifestyle – travel - leisure
HR
Industry - business
Generalists / social media
Define
Categories of influence we would be interested in
Define
Determine
•Publications like TOI, Economic Times and Moneycontrol with average 5000+ Followers
•Mix of male and female. Age between 25 - 30
•Media professionals, Passionate Travelers, Stock market experts/enthusiasts
•Primary interests: Finance, technology, digital marketing and Entrepreneurship
•Have personal blogs - write frequently about diverse topics ranging from Technology to Telecom Industry trends
•Primary interaction via Retweets of Vodafone information and Service launches tweeted by the official handle
Key influencers who are following Vodafone
Discover
TechnologyNDTV Gadgets@NDTVGadgetshttp://gadgets.ndtv.com/
Tweets on Breaking tech news, the latest reviews, opinions, analysis, videos, photos and more. - 47,902 followers
Think Digit@digitindiahttp://www.thinkdigit.com/
India's most popular destination for personal technology news, views & reviews. - 22,451 followers
Avinash [email protected]/avinash
Author, Web Analytics 2.0 & Web Analytics: An Hour A Day | Digital Marketing Evangelist, Google | Co-Founder, Market Motive – 126,195 followers
Tech2 - [email protected]
India's biggest technology website. Shares the latest news, reviews and other fun tech stuff.
Reuters India Tech@RtrsIN_Techin.reuters.com/news/technology
Technology news from Reuters India. 2,749 followers
Key influencers who we can tap (indicative)
Discover
BusinessEconomic [email protected]
Official account of Economic Times India with 243,544 followers
Forbes India@forbes_indiawww.forbesindia.com
Forbes India, a business magazine from Network18 in alliance with Forbes. With 47,127 followers
Business Today Verified account@BT_Indiabusinesstoday.intoday.in
Business Today, India's leading business magazine, tweets magazine features and latest on business. 10,273 followers
Zee Business Verified [email protected]/business/
ZEE BUSINESS is India’s 1st 24-hour Hindi business channel. With10,963
Key influencers who we can tap (indicative)
Enable
CREATE THE “POWER TO YOU” PORTAL POWERED BY THE MSLGROUP PEOPLE’S LAB. Influencers will converge, engage on this hub
Enable
• Members can share content created by the brand- to their personal social communities.
• Members can share content created by fellow community members
• Members actively participate in improving, supporting and suggesting Drivers of Growth.
• Unique, Visual and custom experience
• ‘Breathable’ data base for all member profiles.
• Multi-media content capable
• Private: (identified influencers) or • Public: (fans and
followers)
• Content is backend coded to track entire content journey.
INFLUENCERCONTENTPORTAL
The “POWER TO YOU” portal will be a Private Portal: powered by social shares
Summarising the roll out
Part A: Purpose driven message and campaignsPart B: Build an Army of Influence
Recapping the roll out
People’s Lab Employees
Month 1
Month 2
MONTH 1 to 12: ONGOING CONTENT - STORIES: WHY-PURPOSE | WHAT-CHANGE | HOW-QUEST
Month 5
Month 6
Empowered@Vodafo
ne Campaign
Month 7
ShaktiCampaign
Month 9
Power gameCampaign
Month 11
Month 12
Power to India
Campaign
People’s Lab Students
My Power Campaign
Recharge Happiness Campaign
Month 10
Month 8
Power to help
Campaign
Month 4
Safety First
Campaign
Month 1
Month 2
DEFINE | DETERMINE| DISCOVER ENABLE
Month 3
Month 4
BUILDING AN ARMY OF INFLUENCE
Online Reputation Management Real-Time Response
Management Reporting – Daily and Monthly Suggested Handle
Our process
WHEREWe prioritize on the basis of where the comment was made — our own platforms are always more important.
The process we use to identify and respond to queries
CATEGORIZEOn the basis of the type of the comment. If it is a genuine customer query we either respond/highlight client-side
TRACK INFLUENCERSIf we see people giving us kudos, we check their influence and categorize them as Super Fans
VODAFONE PLATFORM
LISTEN
ELSEWHERE
COMPLAINT
RANT
KUDOS
CUSTOMER QUERY
FORMED RESPONSE
IGNORE
CATEGORIZE RESOLVE
ACKNOWLEDGE AND ENGAGE
ORM: Classification of conversations and action points
Footer
CLASSIFY CONVERSATIONS
RESPOND TO CONVERSATION
-ve
+ve
Misinformation Correct by presenting appropriate evidence in the form of article/info
Corporate or brand website
Plan for crisis scenarios
Counter twice with relevant links, post that delete/block user
Problem Solve Support forum Identify root cause
Try to engage one on one to build positive reputation
Enquiry Answer Support forum or CRM tool
Identify root cause
NA
Passing remark Let it be
Suggestion Thank Ideation platform Implement change
Create ambassadors
Kudos Thank Fan community Create ambassadors
NA
LINK TO SOCIAL PAGES
LINK TO BUSINESS PROCESS
SPECIAL ACTIONS
ORM execution
Product/service Related queries
Disgruntled consumers/ complaints
Non product related conversations/queri
es
• Acknowledgement of the user query on the social media platform
• Notify the appropriate Social Media team of the respective brand about the query
• Respond requesting for details• Inform the CE team or escalate, as required
• Thank/request for feedback based on what the user comment is
Have a generic pre approved response in place for each category. Over a period, create an faqs document
No Approvals Required on responses
In case of customized response, share recommendation for suggested response and communicate post approval
Client Approval/inputs
required on responses
To streamline the process to complaint redressal and resolution, it is recommended that each user query be assigned a unique reference number. This will facilitate timely resolution, avoid duplication and facilitate prompt follow ups - MSLGROUP Social Hive will work with the Vodafone Customer
Service team to set this up
Footer
Check Sentiment
Assign to others / Send for approval
Set Priority and status for mention
Footer
Decide action as per SOP
Record mention for reporting and analysis
Identify and establish
influencers and involve them in
future conversations
Setting up a separate handle for Customer Care: @VodafonecareIN
• We suggest a separate handle for Care
• Over a period of time volume of complaints on Brand handle reduce when consumers switch over to Care handles
• Brand handle can be used (solely) to communicate the purpose of the brand
• Care handle can be centrally taken care by CRM aligned teams.
• A representative profile of CRM team can give a human face to the brand
• Competitors like Airtel, Reliance and Tata Docomo have already implemented this
Reporting
Daily reporting
Snapshopts of Daily Brand Posts on Vodafone Social
Media Ecosystem
Total complaints/queries Received vs. Acknowledged
vs. Tagged to respective CRM teams@Vodafone
Top Daily Contributors/Conversationali
st for Vodafone and competitors on their
respective social media ecosystems & Open web
Top conversations for Vodafone and competitors on their respective social
media ecosystems & Open web
Monthly reporting
Platforms’ summary
Qualitative Impact
Metrics: Month on month metrics for Vodafone and
competitors on their respective social media ecosystems & Open web
Content: analysis for Vodafone and competitors on their respective social
media ecosystems & Open web
MetricLikes, PTA,
followers, re-tweets, reach,
views, hits, comments, shares,
subscriptions
Content Sources - for all of the mentions that
are captured for the brand.
Share of Voice
Content Summary: Theme/topic wise
posts across Social Media Ecosystem -
highlights the content focus of the
month.
Sentiment Analysis: This captures mentions
for the brand segregating it into
positive, neutral and negative
Content Type: Videos vs Links vs Pictures vs
Text
Summary of popular content formats with respect to user responsiveness and interaction
Summary of platform-wise performance independently
Over to you
