6. Confidential Slide
Site & competitor analysis – PR, domain age & content
Page Rank: 7 | Domain Age: 3 Yrs 9 Mths | Content-Code%: 8.21%
Page Rank: 6 | Domain Age: Unknown | Content-Code%: 9.09%
Page Rank: 6 | Domain Age: 8 Yrs 10 Mths | Content-Code%: 2.59%
Rcom has a home page rank of (7) higher then Airtel (6), Vodafone (6) & Idea (6). Comparable to Tata Indicom (7)
Rcom has a low domain age as compared to all major competitors.
Rcom has a average content to code ratio (8.21%). This causes the page to load slower
Page Rank: 7 | Domain Age: 7 Yrs 10 Mths | Content-Code%: 7.1%
Rcom
Airtel
Vodafone
Idea
Cellular
Tata
Indicom
Page Rank: 6 | Domain Age: 6 Yrs 0 Mnths | Content-Code%: 2.14%
Competitor
Analysis
7. Confidential Slide
Site & competitor analysis – pages indexed in GYB
Rcom has good number of pages indexed in Google.co.in (29,100) as compared to all major competitors
Rcom has good number of pages indexed in Yahoo (19,095) as compared to all major competitors
Rcom has less number of pages indexed in Bing (2,690) as compared to Vodafone(5,941)
Google: 27,100 | Yahoo: 19,095 | Bing: 2,690
Google: 9,390 | Yahoo: 5,941 | Bing: 4,420
Google: 1,460 | Yahoo: 1,321 | Bing: 572
Google: 1,360 | Yahoo: 883 | Bing: 813
Google: 7,200 | Yahoo: 2,658 | Bing: 3,010
INDEXE
D
PAGES
Rcom
Airtel
VodafoneIdea
Cellular
Tata
Indicom
8. Confidential Slide
Site & competitor analysis – back-links on G & Y
Rcom has less number of domain back-links in Google (245) as compared to Airtel (278)
Rcom has less number of backlinks in Yahoo as compared to Tata Indicom (15,758)
Google: 245 | Yahoo: 11,400
Google: 158 | Yahoo: 15,758
Google: 116 | Yahoo: 7,333
Google: 176 | Yahoo: 11,581
BACK
LINKS
Rcom
Airtel
VodafoneIdea
Cellular
Tata
Indicom
Google: 278 | Yahoo: 19,842
9. Confidential Slide
Site & competitor analysis – SEO best practices
In terms of optimization, Rcom is doing well in comparison to other competitors. Focus on
improving meta tags, header tags, internal links, off page factors will help in improving
keyword ranks and earning quality online traffic to http://www.rcom.co.in
Parameter Rcom Airtel Vodafone Idea Cellular Tata Indicom
DMOZ Listing Present Present Present Present Present
Anchor Text Brand Specific Brand + KW Brand + KW Brand + KW Brand + KW
URL Naming Average Average Fair Poor Good
Image Naming Poor Fair Fair Average Average
Header Tags Missing Present Present Missing Present
404 Error Present Not Present Not Present Not Present Not Present
XML Sitemap
Not Present at
Sitemap.xml
Not Present at
Sitemap.xml
Present at
Sitemap.xml
Not Present at
Sitemap.xml
Not Present at
Sitemap.xml
HTML Sitemap Present Not Present Present Present Present
10. Confidential Slide
SEO best practice - URL canonicalization
URL Canonicalization Issue
Google considers http://www.rcom.co.in & http://rcom.co.in, as different URL. This affects
the page rank and brand reputation of the website
URL Canonicalization also reduces the page rank distributed on other website pages, hence
losing on search engine popularity
Redirect should be applied at http://rcom.co.in
http://www.rcom.co.in http://rcom.co.in
11. Confidential Slide
SEO best practice - content duplication
Content Duplication Issue
Google considers content duplication as a deliberate attempt to manipulate search
engine rankings or win more traffic
Each URL must have unique content to improve keyword SERP and enhance user
experience
http://www.rcom.co.in/index.html http://www.rcom.co.in
12. Confidential Slide
SEO best practice – no follow / no index
No Follow / No Index Issue
Non SEO friendly links are being crawled by search engines
Solution: Set no follow / no Index to all non SEO friendly links / pages
http://www.rcom.co.in
14. Confidential Slide
Competitive keyword ranking analysis
Proposed 100 keywords for optimization have
a search potential of over 700k
Sample Keywords
Local
searche
s
Rcom Vodafone
mobile caller tunes 9,900 13 1
international roaming 9,900 23 2
postpaid connection 5,400 13 1
calling cards in india 5,400 Nil 3
prepaid international roaming 1,600 11 1
mobile roaming 1,600 18 2
international roaming charges 1,000 11 1
national roaming 1,000 22 5
blackberry for business 1,000 Nil 6
prepaid calling cards 880 30 3
international calling card in india 880 27 3
pre paid calling cards 880 20 4
international calling cards in
india 880 29 4
mobile recharge voucher 590 13 5
mobile internet charges 590 Nil 6
international roaming rates 390 12 1
activate international roaming 320 31 1
global mobile roaming 260 Nil 5
international roaming tariff 210 18 1
mobile roaming charges 140 22 1
international roaming services 73 42 2
global calling cards in india 73 13 5
buy international calling card 46 14 3
mobile roaming rates 22 Nil 2
best international calling card 22 Nil 2
• A detailed analysis will be done
by keeping the various
business in mind
• Shortlist 100 keywords for 6
months, with high local
searches, business relevance
and currently not present in the
top 10 ranks
• SERP targets to be decided
within top 3, 5, and 10 SERPs
• Analysis of the current organic
& referral traffic as the base,
set targets for 6, 9 & 12
months
16. Confidential Slide
The need for STRONG ORM
ORM Issue
Online reputation management is the practice of monitoring the internet reputation of a brand,
with the goal of suppressing negative entries
Solution: Pushing the negative entries lower on search engine results pages to decrease their visibility
18. Confidential Slide 18
+ Lacks emotional quotient (connect)
+ A space to ‘ Register Complaint ’
+ Presently, user initiated…
+ Need to leverage as an SN tool
20. Confidential Slide
Large consumer base that’s off digital space / world
Digital medium low on priority
Tactical adoption of medium till date
Lack consistency: Medium touch-point & messaging
20
22. Confidential Slide
Top 3 TELCO brands in the digital
space
Create affinity towards youth &
technology
Create sustained opportunities of
engagement with the brand
Adopt the medium to drive leads
22
Measureable
-SNS: Max fan pages (6mths)
- Max registered youth
- 2 activities per quarter
- 5 active blogs per quarter
- 3G :
- Netconnect :
- VAS :
- Handset :
24. Confidential Slide
Targeted objectives:
What do we want to achieve in the digital space ?
Brand perspective
Business objective (3G / Netconnect / VAS / CSD)
Imagery POV
Technology sheen
Youth oriented
Customer friendly
Online transaction
Sell products (Life Insurance)
Couponing + Specific (McD/Hotels)
Lead generation
24
31. Confidential Slide
Airtel
Airtel & twitter- “Airtel joined hands with twitter” (October 2009) and jumped into the twitter pond. In order to
continue with its commitment in serving its customers, brand stratified itself into three categories –
- Airtel_in (1512 followers)
- Airtel_Presence (5,416 followers)
- Airtelnews (3,765 followers)
Each of these forums as per their names are conveying as well as listening to consumers actively. The policy of
pacifying the angry customers and also appreciating the loyalists has revived the Airtel’s good customer care
services times.
Airtel & Facebook- Biggest problem for Airtel is that facebook search for AIRTEL shows more than fifteen
pages; therefore it becomes really tedious to choose the relevant one. Moreover pages which are not active
and the ones which are not heeding to consumers voices are adding to Airtel pain. Loyalists and consumers of
Airtel are biggest sufferers as they have no clue whom to contact and how to choose the right one.
Other Social Media-
youtube - Discover, watch and share the latest videos and TVC’s
Airtel Communities- Whether you are a cricket follower or a soccer fan, catch all the action here,
participate in discussions, speak your mind out and much more!
Linkedin Followers- 14790
33. Confidential Slide
Tata Docomo
Tata Docomo & twitter- Twitter typically has a more evolved and techie audience that other Social Media
platforms. Tata DOCOMO acknowledged the importance of these thought leaders and made sure they got their
worth by following the brand.
o All products, offers and schemes were first announced to their Twitter followers before they were
allowed on any other media.
o On many occasions Twitter followers were given teasers and prelaunch feelers much before the
product was even in a state of launch readiness.
o Today Tata DOCOMO has more than 7500 followers. Docomo have solved their telecom
problems, passed on their messages to relevant people in the company and brought about
resolutions or simply just said a hello when someone was missing in action for an extended period
of time.
Tata Docomo & Facebook- Facebook clearly has a large influential community that was identified right at the
start as being a major influencer of brand advocacy. Tata DOCOMO set about creating conversations among its
fans on Facebook.
o one-on-one communication was maintained with all its fans helping resolve problems,
providing information and escalating issues.
oThe community was kept engaged through a variety of status updated including discussions
on TV commercials, jingles, product service launches and fun and games.
34. Confidential Slide
Tata Docomo
Tata Docomo & Orkut- Orkut has a mass user base and was identified as an important element in managing
mass sentiment around the brand. The forum has been used both as a community feedback tool as well as a
platform where free discussions were enabled on specific topics (either product-service related or band
related). The platform has also extensively been used for contests to keep community members engaged.
Tata Docomo & Youtube- Youtube has been a central repository for all brand commercials and videos. Tata
DOCOMO has made a departure from the traditional way of only uploading videos created by the brand to also
showcasing user generated content, specifically animation videos submitted by users at the
create.tatadocomo.com platform.
Tata Docomo myspace, Bharat student, HI5, Rediffmypages- In continuation of its strategy to be
omnipresent in Social Media, Tata DOCOMO is perhaps one of the few Indian brands to have reached out to
less popular social networking and community portals in India. It carries through the same brand promise of
being everywhere that out potential consumers could be however small the reach of the portal might be.
Tata Docomo & Third Party blogs & forums- Orkut has a mass user base and was identified as an important
element in managing mass sentiment around the brand. The forum has been used both as a community
feedback tool as well as a platform where free discussions were enabled on specific topics (either product-
service related or band related). The platform has also extensively been used for contests to keep community
members engaged.
36. Confidential Slide
Vodafone
Super Zoozoo and 3G
Week long teaser ad in digital medium
Final commercial made available first to more than 12.5 lakh fans of ZooZoos on Facebook and 5.5
lakh fans on Youtube before the telecast during the match.
Website- 3G World
Digital forms a large part of the communication, because they are talking to the early adopters of 3G.
The website is an interesting site that allows one to navigate using the Super Zoozoo character.
Vodafone & Facebook- MoreThan 600,000 People have liked the Vodafone’s Zoozoo page in facebook
(subject to change). Vodafone has actively involved in promoting different Plans and Stuff with their amazing
zoozoo ads, wallpapers, widgets through their official fan page in Facebook.
Vodafone & Twitter- Vodafone has recently even entered the twitter buzz with @VodafoneIN.Serves its
users listening to customers complaints and suggestions. Vodafone has around 3400 followers almost nearing
the 2000th tweet.
38. Confidential Slide
Tata Docomo Social Media Strategy
Why Social Media ?
o Social Media became the first opportunity which had not been picked up by most Indian brands in
June 2009 leave alone the telecom operators.
o It was unchartered waters but we knew that Social Media connects us with the exact TG that the
brand wanted to associate with. It further had the wow element and was clearly doing the New.
o The perfect reason for Tata DOCOMO to draw up an extensive strategy to harness the power of
Social Media and build the brand with its consumers.
Tata Docomo’s Social Media Strategy
o Humanizing a telecom brand and make it warm, friendly and conversational.
o Reach out to every corner of the web and to every possible TG not as a corporate brand but as a
friend willing to engage the consumer in a one-on-one dialogue on anything and everything
pertaining to the brand, its offers, its deficiencies as well as anything to do with telecom per se.
o To build the most loyal set of beta customers who will champion the brand in their micro-
communities at every moment.
39. Confidential Slide
Tata Docomo Social Media Strategy
Docomo’s Social Media Strategy execution
o A dedicated Social Media team at Interface was built to execute the plan. Twitter, Facebook,
Orkut, Youtube accounts were opened up and optimized even before the brand launch took place.
o The website itself actively solicited visitors to signup to the Tata DOCOMO communities months
before it became a fad for others. The Social Media team set about targeting each of the Social
Media platforms differently.
40. Confidential Slide
Tata Docomo Social Media Strategy
Demystifying the strategy
The Tata DOCOMO social media strategy has been carefully built on five pillars.
Pillar 1: Build consumer engagement
Beyond the day to day and one-on-one interactions with our fans and followers, Tata DOCOMO has constantly
launched consumer engagement programs with a heavy social media angle. This has helped us build repeat
engagement points with a large number of our fans. Be it dietsms which was rolled out exclusively through
social media, ageekthing which involved Orkut, gadgets , Facebook applications and automated Twitter tools or
happy DOYear which could be played through Facebook, Twitter and Orkut.
Pillar 2: Address and resolve complaints
Even before the launch of social media engagements, a dedicated customer response mechanism was laid out
for priority resolution of all social media grievances / enquiries. Top management at Tata DOCOMO has taken
great pains to make sure that literally the buck stops when an issue is raised through social media channels.
From activation problems, network issues, handset settings or billing related matters, every single issue has
been promptly addressed and resolved. Comes as no wonder therefore that initially the Tata DOCOMO Twitter
account was nicknamed the “unofficial helpline”.
41. Confidential Slide
Tata Docomo Social Media Strategy
Pillar 3: Crowd sourcing
Very early in the social lifecycle of the brand Tata DOCOMO realized it had hundreds of well wishers who were
all brimming with ideas on new product-service offerings that could be a real differentiator for the company. The
social team has repeatedly engaged with its beta consumers, collecting feedback about usage, preferences,
bounced off product ideas and pretested concepts to help the product team develop compelling product service
offerings. The icing on the cake was when we involved our techy Twitter followers to hack into a social game
launched by Tata DOCOMO as part of the ageekthing contest and suggest ways to prevent others from doing
so. Many of the recent product service launches like gprs packs and parts of the buddyNet program have been
built on crowd sourcing inputs.
Pillar4: Build brand advocacy
Continuous engagement and proactive problem resolution has helped Tata DOCOMO build extremely loyal
fans on social media. Innovative ways of recognizing such efforts through fan of the week on Facebook and
Twitter has further enhanced the cause.
Pillar5: Micro communication
With close to 100,000 direct followers and over 6 million secondary reach, all communication from Tata
DOCOMO enjoys a sizeable instant audience. However the social team remembers the names, occupations
and past communications with thousands and thousands of the fans. This helps them micro communicate with
each individual building a personal touch and therefore a high impact to their messaging.
42. Confidential Slide
Tata Docomo Social Media Strategy
The Outcome
Each media of the social media strategy has helped Tata DOCOMO build a strong and loyal fanbase amongst
the youth and has unmistakably taken ownership of the innovator platform this firmly establishing the brand
essence of do the New. The brand values of honesty, transparency and sincerity have been well established in
the minds of consumers. Tata DOCOMO social presence is not seen to be a marketing gimmick but a genuine
effort to connect and engage with every fan and follower with sincerity and with the authority to solve their
problems. Perhaps the apt summary of the success of Tata DOCOMO’s social media has been a comment
posted on Twitter.
