Socilion Reputation Management and Public Relations

STRATEGIC COMMUNICATIONS&

REPUTATION MANAGEMENT

http://www.socilion.comsocilion Communications – PR & Reputation Management Agency |

socilion Communications – PR & Reputation Management Agency |

It takes 20 years to build a REPUTATION and five minutes to ruin it

Warrent BUFFETT

http://www.socilion.com

BRAND INFLUENCERS


INFLUENCERS OF A BRAND

TWO types of Influencers

Journalist / Reporter Individuals

socilion Communications – PR & Reputation Management Agency | http://www.socilion.com


A Journalist / Reporter is indeed an influencer for a brand on Print, Electronic and Web



An INDIVIDUAL is equally treated as an influencer thanks to availability ofvarious Social Media platforms


we are into CONVERSATION


CONVERSATIONS

Lots of Conversations are happening every moment on various brands across the

platform.


we do LISTEN


LISTENING

The first step is to get engaged into the conversation by

LISTENING

Advanced LISTENING Tool can be deployed

for this purpose.

socilion uses its own LISTENING tool and use Software as a

Service(SaaS).


LISTENING

The LISTENING Tool to generate dashboard of a brand from across the platform


LISTENING

Strength is the likelihood that the brand isbeing discussed in media, could be news or insocial media. A very simple calculation isused: phrase mentioned within the last 24hours divided by total possible mentions.

Sentiment is the ratio of mentionsthat are generally positive to thosethat are generally negative.

Passion is a measure of the likelihood thatindividuals talking about your brand will dorepeatedly. Eg, if you have a small group ofvery passionate advocates who talk aboutyour products or brand all the time you willhave a higher "Passion"

Reach is a measure of the range ofinfluence. It is the number of uniqueauthors referencing your brand divided bythe total number of mentions.

The LISTENING Tool can monitor the Strength, Passion, Reach and Sentiment


LISTENING

The LISTENING Tool can also generates Keywords and Key Influencers

Top Keywords would make you understand penetration of your brand in a particular demography

Top Users would let you identify “influencers” so that a proper engagement plan can be worked out


LISTEN

Identify

Strategize

Engage

Measure

LISTENING

Listening Tool can help a brand to

Measure, Identify, Strategize and

Engage Influencers


we formulate STRATEGIES


MEASURING

BEHAVIOUR

It can be measured by observing,then quantifying certain keyactivities on media channels:

RetweetsLikesFollowsSharesReportCommentsMentionsSentiment

BUSINESSBusiness Measurement goes side-by-side with behaviour measurement.

Net new customersChanges in buy rateLoyalty metricsWord of mouthNew product salesCustomer satisfactionIncreased operational efficiencyNew online ordersReturn on Investment (RoI)


IDENTIFICATION

WHY INFLUENCERS

Track / measure sentiments andcompetitors Let audiences know you’relistening & their opinions matter Convert ‘brand advocates’ &supporters by addressing keyconcerns and needs Engage them meaningfully inevents / campaigns Generate buzz by providingexclusive information on newproducts/services to theseinfluencers

5 ATTRIBUTES of INFLUENCERS

Activists: influencers get involved,

with their communities, political

movements, charities and so on.

Connected: influencers have large

media and social networks

Impact: influencers are looked up to

and are trusted by others

Active minds: influencers have

multiple and diverse interests

Trendsetters: influencers tend to be

early adopters (or leavers) in markets


STRATEGIZING

WHY STRATEGIZE

Communication strategies,systems, and practices do play acentral role in high-performance.

Information, understanding, andknowledge are the lifeblood of theorganizational body.

A thoughtful and comprehensivecommunication strategy is a vitalcomponent to any successful changeand improvement.

The education and communicationstrategy sets the tone and directionof improvement efforts.

EFFECTIVE COMMUNICATION STRATEGIES

Deliver clear and consistent messages

Simple, direct, and fast with a minimal

number of filters and interpreters

Inspire and energize

User-friendly, human, and personal

Move Information, experiences, learning

ideas, direction, and feedback equally well

in all directions

Provide multiple channel

Work out Crisis Communication plan


ENGAGEMENT

ENGAGEMENT is “emotional bond” or “attachment” that customers andemployees develop with the brand or organization during repeated, ongoingpositive interactions. Corporate Social Responsibility (CSR) is considered to be asapproache to engage influencers meaningfully.

INTERNAL ENGAGEMENT

Internal Engagement planning forinternal public of the brand – e.g.employees, investors etc.

Helps to retain talents and talents getattracted towards the brand.

Employers branding and loyalty.

Positive Word of Mouth

Increases productivity, decreasessupervisions

EXTERNAL ENGAGEMENT

External Engagement planning forexternal public of the brand – e.g.customers, vendors, suppliers etc.

High in satisfaction, loyalty, renewal

Positive Word of Mouth

Higher price and premiums

Positive visibility, less Crisis


we do BENCHMARKING


SAMPLE SENTIMENT BENCHMARKING STUDY*

GENERAL INSURANCE SECTOR as on DECEMBER 30, 2011

Brand Strength Sentiment Passion ReachUnique Authors Retweets Remarks

IFFO Tokio 1% 16:0 38% 8% 35 0

TATA AIG 3% 7:1 40% 16% 131 2

ICICI Lombard 1% 6:1 49% 17% 134 7

Future Generali 1% 4:1 48% 12% 101 0Industry AVERAGE 2% NA 44% 13% 131 3

BENCHMARKING STUDY

* This is a sample report for demonstration only and not based on actual facts and figures

The BENCHMARKING study would help you to understand POSITION of your

brand, vis-à-vis with your competitors and STRATEGY to be formulated


we are into EXECUTIONS


EXECUTIONS

Positive SentimentManage

Neutral SentimentMonitor

Negative SentimentMeasure, Engage / CSR


EXECUTIONS

we create OPPORTUNITIES


OPPORTUNITIES

Creating Opportunities

Increasing Visibility of your brand

Meaningful Engagement

of your Stakeholders

Monitoring your

Competitors


CASE STUDYValues Stronger Than Steel Campaign by TATA


CASE STUDY

The Tata Group

Around 100 operating companies

Seven business sectors - from salt to software: communications and information

technology, engineering, materials, services, energy, consumer products and

chemicals.

Operations in more than 80 countries across six continents

Exporting to 85 countries

The total revenue was $83.3 billion (around Rs3,796.75 billion) in 2010-11,

Around 58% of total revenue coming from business outside India

Employs over 425,000 people worldwide

In India Tata name is known for 140 years for strong values and business ethics.


October, 2010 to September, 2011 was the troublesome and CRISIS period for TATA Group and its Chairman Mr. Ratan Tata

140 years brand image was at stake because of :

TATA Nano 2 G Spectrum

CASE STUDY


TATA Nano

Source: http://business.rediff.com/slide-show/2010/oct/26/slide-show-1-tata-motors-is-indias-top-brand.htm

CASE STUDY


TATA Nano

Report: Tata Nano sales plunge tojust 589 units in November, 2010:Bloomberg reports that only 589Nano models were sold inNovember; a minuscule total for amass-market car. Tata CEO Carl-Peter Forster reportedly blames alack of financing options as thereason customers aren't buying.But while bank loans are oneproblem, another issue could stemfrom the fact that the Nano hasbeen in the news for catching fire.

Source: Autoblog, December 2, 2010 They should offer a free fire extinguisher with each NANO.

CASE STUDY


http://www.idstonline.com/images/presentation/nano.pdf



2G SPECTRUM ALLOCATION

TATA got the clean chit Niira Radia closed Vaishnavi

The Central Bureau of Investigation (CBI)probing the 2G spectrum scam on June 4, 2011gave a clean chit to the Tata Group saying Tatawas not a “beneficiary” in the scam.

Niira Radia, the high profile public relationsconsultant decided to shut down hercompanies Vaishnavi Communications andNeucom Consulting totalling to Rs 1000 cremperor.

CASE STUDY


TATA’s APPROACH

Engaging a dedicated team for upholding ethics and values in mediaResolving open issuesOffering freebies to boost sales of Tata Nano

Source: http://www.rediff.com/business/slide-show/slide-show-1-cbi-gives-clean-chit-to-tata-in-2g-scam/20110602.htm

CASE STUDY


TATA’s APPROACH

Roped Ogilvy & Mather with a mandate for image makeover

O&M took the CSR root, launched Values Stronger Than Steel campaign

The campaign presents TATA’s own achievers like R&D Chief- Mark Denys, head

of Tata Steel Adventure Foundation - Bachendri Pal, the young talent in Archery

Deepika Kumari, etc

The campaign rolls out in print, radio, TVCs, digital commercials and outdoors

CASE STUDY


TATA’s APPROACH

Engagement: Honesty with Good Corporate Governance and Value ChainBusiness through a portal http://www.valueabled.com, a free, open digitalplatform which is an aggregator of opinions and voices on what are thevalues that shape modern India. Integrated with Facebook and Twitter.

CASE STUDY


OUTCOME

Values Stronger Than Steel - campaign sends a message across India thatvalues are the core of sustainable development

Ambassadors for this campaign aren’t typical celebrities but people whohave made a difference on the strength of their values

The ‘Values Stronger than Steel’ campaign, highlights how Tata Groupcompany has always focussed on ethical practices and employee and societydevelopment.

Tata was successful to gain the huge brand recall

CASE STUDY


WHO ARE we


socilion Communications is a division of Info Data Soft Technologies

(IDS Technologies – www.idstonline.com)

A Special Purpose Vehicle (SPV) to provide Strategic Communications andReputation Management Consultancy services to Entities, Brands

Registered Office in Vadodara, Gujarat, India

Regional offices in Ahmedabad, Chennai, Delhi, Mumbai

Ability to deliver campaigns globally with well-knit communications

Highly Networked with Print and Electronic Media

Media-centric approach with on-board Journalists

In-depth sector and vertical expertise with more than 15 years of experience

Expertise in Social Media, Media Monitoring, Media Analysis, SentimentMonitoring, Reputation Management and Strategic Intelligence

Predictable cost—predictable outcome model

ABOUT US


DIVISIONS we HAVE


OUR DIVISIONS

Reputation Management: www.socilion.comAdvertising, Media & Marketing: www.indian-advertising.comOutsourcing: www.outsourcesindia.comTechnology: www.idstonline.com


ABOUT US

WHAT we DO


OUR SERVICES

Investors CommunicationsStrategic IntelligenceMaintain Goodwill of the brand, organizationMeasure and evaluate existing public relations programs and campaignsBring new skills to support, augment existing public relations efforts Internal and External Communications

Stakeholders ManagementMedia Materials, Press ReleasesDistribution of Press ReleasesDevelopment of Media Grids and OpportunityManaging Media RelationsMedia Advocacy Crisis Communications

Public Relations


OUR SERVICES

Social MediaEffective Use of Social MediaMonitoring people’s sentimentFormulating StrategiesIncrease positive visibilityIdentification of OpportunitiesCreating Event, CampaignUsing Technology to measure impact and RoI Training

Corporate Social Responsibility (CSR)Increase overall reputation, image and goodwillStrengthen community relations Cause-related marketing Corporate Social Responsibility (CSR) under CDM Carbon CreditCorporate affairs and government relations


we ARE ASSOCIATED WITH


socilion is proudly associated with

InfiniteLatitude

InfiniteLatitude is a global alliance of top-tier Corporate Communications expertshttp://infinitelatitude.com/

OUR ASSOCIATION


Do YOU wish to increase VISIBILITY of your Brand?

Do YOU wish to find new OPPORTUNITIES for your Organization?

Do YOU wish to manage REPUTATION of your Brand?

Do YOU wish to have definite RETURN on your investment on Communications?

It’s the time for YOU to get in touch with us

WHAT NEXT


socilionFF, Kedar, Opp SBI Ellora Park,

Subhanpura, Vadodara,

Gujarat 390023, India

Call: +91- 265 - 229 0692

socilion1/12, Sahajivan Co-Operative

Housing Society, Bhatwadi,

Ghatkopar (W), Mumbai

Maharashtra - 400 084, India

MEET US

Visit UsWeb: http://www.socilion.comBlog: http://socilion.blogspot.com

Follow Us

Linkedin: www.linkedin.com/in/idstonline

Twitter: http://twitter.com/@idstpr

Facebook: www.facebook.com/socilion

Write to UsEmail: [email protected]

IM with Us

Skype: toam03

Gtalk: toam03

SCAN CODE


THANK YOU


Socilion Reputation Management and Public Relations

Business

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