Brand Equity Based Online reputation management
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Transcript of Brand Equity Based Online reputation management
Online Reputation Management in India
Brand Equity based
Online Reputation Management
Online Reputation Management in India
The Agenda
Online Reputation Management in India
• What is Online Reputation Management
• Importance of Online Reputation Management
in India
• The Brand Equity perspective
• Brand Responsiveness
• Building Relationships
• Brand Trust
• The Return on Investment (ROI)
• Key metrics
• Present Online Reputation Management Services
Online Reputation Management in India
What is Online Reputation Management?
Online Reputation Management in India
Online Reputation Management
Online reputation management (ORM) - Servicing that
enables companies and brands to easily monitor and manage
their online profile.
As millions of users on internet consume
your brand, they also talk about you.
Sharing features of internet and social
media can quickly make these
conversations spread
This makes your reputation volatile.
Online Reputation Management in India
Is Online Reputation Management important in
India?
Online Reputation Management in India
The Indian Internet Scenario
With 243 million users by 2014, India will beat
United States in internet reach. These 243 million
users consumer your products, services and thus
contribute to brand equity.
Mobile Internet usage has also risen sharply from
the 2012 penetration levels. A recent study says
that penetration level of mobile Internet users has
quadrupled.
Rural base: India has now 137 million internet
users in urban India and 68 million in rural India
making reputation of brands volatile.
Online Reputation Management in India
Can Online Reputation Management help a
brand?
Online Reputation Management in India
The Brand Equity Perspective
Net Digital Brand Equity is a sum
of positive and negative brand
equity
Positive brand equity is
generated by loyal consumers
indulging in positive word of
mouth
It increased by enhancing the
consumption experience
Negative brand equity originates
from brand haters and negative
consumer experiences
Online Reputation Management in India
The objective of brand equity based Online
Reputation Management is to enhance positive
equity and reduce negative equity
Online Reputation Management in India
Brand Responsiveness as a measure
Online Reputation Management's foremost
and most important task is to listen and
monitor the web.
Online reputation management and its impact
on brand equity majorly depends on the
responsiveness shown by the brand
Metrics
Key Metric to evaluate brand responsiveness is
Turn Around Time (TAT).
Greater
responsiveness
gives a signal
to the
customer that
the brand
cares!
Online Reputation Management in India
Brand relationships as a measure
Relationships are important in building loyal
consumers
Loyalists can improve online reputation by
increasing positive brand equity
Relationships are formed by understanding
and interacting in a human manner
A first step is polite communication, regular
follow up
Relationship development also leads to
increased trust on the brand
Online Reputation Management in India
Brand trust as a measure
Brand trust only builds when you demonstrate
performance on a regular basis
This means regular responsiveness, and
orientation to relational development
Trust leads to commitment by the consumer
This commitment contributes to positive brand
equity
Trust also means recommendation and a loyal
consumer
Online Reputation Management in India
And what is my Return on Investment in Online
Reputation Management?
Online Reputation Management in India
The ROI
Greater digital brand equity can transform a
business by reducing advertising expenditure
Brand responsiveness, relationships and trust
lead to purchase intentions
Increase brand recall and build positive brand
associations
Brand communities can be easily facilitated
Reduces cost of new product launches
Provides safety net against product/service
failures
Online Reputation Management in India
How do I measure my Online Reputation
Management Service Performance?
Online Reputation Management in India
Key Metrics
• Responsiveness • Turn around Time (TAT): Time between
query notification and first response
• Resolution Status: Time to resolve a query
• Relationship • Response rating: The relational
orientation of response
• Consumer knowledge: Insight about the
consumer collected
• Follow-up: Follow up with consumers
• Trust • Positive EWOM: Positive electronic word
of mouth by consumers
Online Reputation Management in India
Present Online reputation Management services
use reactive response as opposed to
transformative response
Online Reputation Management in India
Learn more about our proprietary brand equity
based online reputation management service.