orm framework: case solution submitted by team navitus from sdmimd
DESCRIPTION
ORM Framework: Case Solution submitted by J Aditya and S Shubhanjali from SDMIMD The Case Study: About Crux Foods: Crux Foods Limited, is a multi-million dollar FNB conglomerate with a massive variety of products, their premium brands are Delite Snacks (Potato Chips), Fresshh (carbonated cola drink), Chocbite (nuts chocolate) and Minti ( a mint candy ), Crux is perfectly poised in the Indian market, where all their premium brands are enjoying more than 40% market share, One day, a twitter user posts a picture of a packet of Delite chips in which almost every single chip is rotten, the problem comes into the notice of Crux’s marketing team when a popular newspaper posts the picture along with the tweet, as that single tweet has achieved more than 200 retweets in just one single day! Crux team couldn’t do much about the incident as they responded pretty late thereby causing damage, and a big blot has been cast upon Delite’s brand image. Following this incident, Delite’s next quarter sales report showed a decline of 20%, which sent shivers down Crux’s spine! Taking a serious lesson from this incident, Crux decides to setup a digital team whose only job is to track every single conversation happening on the web about the company and its brands. Shikha, who is heading the digital team, has been assigned to come up with a reporting framework for Online Reputation Management of Crux Foods. The top management of Crux Foods, wants Shikha and her team to measure and track the brand’s online activities and to find out how their offline initiatives impact their online presence. Brief description for ORM Framework - Daily ORM reports will contain conversations from social platforms like FB, twitter etc. and other review sites. - ORM reports need to be in excel format indicating the sentiment of the conversation (positive, negative, neutral) - The top priority of the report should be to reflect any negative conversation which Crux’s brands receive everyday. - The framework should be able to successfully measure their online efforts - The framework should also have a provision to assess the competition’s online efforts - The framework should cater to all the four premium brands of Crux Foods Ltd. The Assignment: The digital team at Crux Foods Ltd., wants to develop a robust framework which can cater to the needs of brand teams of tracking all the negative conversations happening around the brand and how their competitors are doing on the same front.TRANSCRIPT
PRESENT’S
CASIA 2013Submitted by:Team Navitus S. ShubhanjaliJ. AdityaSDMIMD, Mysore
Name for our ORM would be:
Aduro Solutions
Aduro a Latin word for light is chosen as we feel the visibility if it is positive is like a light which would help shine the whole company.
Research before implementing ORM◦ Study about the company’s digital presence
◦ Average media consumption made by the company
◦ Search about the company on google whether or not we get +ve news on the 1st page
Key Performance Indicators
◦On the basis of customers, the benchmarking of KPI’s could be:◦ Customer Retention Rate◦ Customer Turnover Rate◦ Customer Engagement◦ Customer Complaints
◦On the basis of employees:◦ Employee Satisfaction Index◦ Employee Engagement Level
◦ No of times company is mentioned positively on social media◦ Measuring ROI
Key Performance Indicators (cont.)
◦Market growth rate vs company’s growth rate
◦ Comparing the company’s performance with the industry
◦ Change in market share
◦ Reach and impact on audience
◦ Conversational exchange - no of replies to a particular post of/about the company
◦ Content appreciation – appreciation per post
Factors to consider while comparing your ORM efforts with competition’s
Factors are:◦No. of complaints◦No. of positive and negative feedback.◦ Conversational Exchange◦ Reach and impact◦ Change in market share◦ Content Appreciation
Tools that can be used◦ A few tools that can help managing reputation online are:
◦Google alerts◦ Google alerts are used when a company wants to know whenever it is being mentioned. The
company can select the type of results it wants and also how many times it wants to be updated.
◦ TweetBeep◦ It works much like google alerts. Whenever the company is mentioned on twitter it will
update the company.
◦ Social mention◦ Social Media creates a list of mentions and ranks them as positive, negative or neutral. This
platform pulls data from so many sources so the only drawback with this is that non-relevant are sometimes listed in the search.
◦ Brandseye◦ This tool offers all of the basics of reputation management, but also offers competitive
analysis.
Annexure◦ In the attached excel sheet
◦ We have given the format of how the ORM report should look like.◦ We have mentioned a column named ‘Sentiment’ which is formatted to show the
negative comments first◦ We have also attached the ideal responses(according to us) to some common complaints
on social media.
Bibliography
◦ http://socialmediatoday.com/amanda-disilvestro/1227146/top-10-seo-reputation-management-tools-online
◦ http://en.wikipedia.org/wiki/Key_performance_indicator
Thank You!