CASIA 2013

STAGE 2: “Have your say”!

Team ILLUMINATYIndian Institute of Foreign Trade

What kind of research would you undertake before moving ahead with your plan?

• Qualitative research can be undertaken using both primary and secondary data• Primary data collection can be through online surveys• Secondary data can be collected from online platforms like facebook and twitter• Google alerts can be used to monitor online Google results of the brand as well as its

competitorsIdentify target group

Gauge Online presence of target group

Identify major social networking sites used by

target group

Analysing existing data regarding number of fans,

likes and shares they receive

Conduct an online survey for gauging public sentiment via their

responses

Analyse competitors online presence

Complaints Brands Recive on Social Media Platforms

S. No Complaint Action

1 Product Unavailable Contact responsible distribution agents

2 Quality complaints Check manufacturing units regarding the same

3 Unsatisfactory quantity Conduct checks at the factory

4 Against ingredients used Check with marketing and manufacturing team

5 Unresponsive customer service

Take it up with the marketing and consumer care department. Consumer is king and should be given first priority

6 Unwanted photo/video gone viral spoiling brand image

Be proactive and react on online platforms immediately, justifying the brand’s name

What benchmarks you will be using to establish KPIs for reporting purpose for a FNB company like Crux Foods?

Number of replies/comments per post

Size of audience under direct influence

Number of shares per post

Expressed sentiments towards any posts by the brand

Number of appreciations per post

•For a FNB company like Crux Foods, brand name is highly important and influences consumer’s buying behaviour•Thus it is essential for such a company to maintain a proactive online presence so that it can maintain its reputation under any circumstance•For doing the same it can monitor the brand’s online footprint by considering the following benchmarks to establish the KPIs for reporting purpose

Reference Manual for Crisis Handling

• Be proactive : – Complaints are bound to happen, be sure to respond to them immediately– Set appropriate KPIs so that the crisis management team is notified immediately

in case of a crisis

• Google returns high ranking negative search results first :– If there is any negative publicity the brand is gaining, try to generate maximum

positive content online, so as to camouflage the negative publicity– A photo/video contest can be launched which will help gather positive content– In case of an unwanted video going viral, contact the person responsible, solve

their issues with the brand and request to remove the content

• Reward the person who bought the issue into light with freebies to thank them for their contributions towards helping the organisation grow

What factors you will consider while comparing your ORM efforts with that of the competiton’s?

Virtual presence of the competitors

Handling of complaintsNumber of shares/ re-

tweetsNumber of responses they gather for each

post

Promotional offers launched online

Contest participation by audience

THANK YOU!