Corporate Reputation Management using Digital Media for telecom Giant Vodafone

1. Vodafone India. Corporate reputation –
social media recommendations

2. Today we will talk about..
•
Recapping objectives
•
Online research and Findings
•
Observation and Challenges
•
Recommended way ahead
• Content
• Campaigns
• Platforms
• Influencer engagement
• From theory to execution....

3. Objectives
•
Enhance the reputation of Vodafone India, building on acceptability and loyalty for the brand
through a focused communication effort
•
Project Vodafone as a corporate that understands India and is firmly rooted in the country
•
Present Vodafone as a brand that has a strong commitment towards society and invests regularly
•
Project Vodafone as a financially sound leader

4. Online research
We‘ve considered chatter,
conversations and content around
Vodafone India from a corporate
reputation perspective
We‘ve not considered content,
conversations around consumer
complaints
Online research was conducted using
key words on Google and Brandwatch
(a monitoring tool) and the most
prominent conversations were grouped
and recorded., Online dipstick was
done with 82 individuals

5. Online Research
Brand Messaging
21 MbpsDongle (Product/Tech)
Apps(Product/Tech)
iPhone 5s plan(Service)
Connection@ doorstep(Service)
121 (Service)
What people remember
Conversations
Talkative girl(Campaign)
Har ek Friend(Campaign)
iPhone 5s plan(Service)
Ranbir as old man(Campaign)
Honey Bunny(Campaign)
21 MbpsDongle(Product/Tech)
4G Launch(Service)
iPhone 5s plan(Service)
Coverage in Kerala(Service)
3G Netsetter (Products)

6. Findings
No of
subscribe
rs*
Menti
ons
Dipstic
k:
Brand
Recall
• Expectedly the chatter is around product and
services
• Mentions and recall don‘t seem to be dependent
on the number of subscribers

7. Observations and challenges
• While Vodafone has its share of negatives/ issues at a
product level, it is seen as a young and innovative brand
• Most of the conversations and content are around products
and services
• Strong corporate programs exist around which interesting
stories can be told – however currently these are ―hidden
away‖ and not on the radar of people
- It is extremely difficult to come by content around these
programs on the India website
• People perceive Vodafone as a ―non-Indian‖ brand with no
story on India
• A strong admired brand but weak on corporate profile
We just need
to tell the
world the
story about
Vodafone
India’s
corporate
programs,
initiatives and
performance

8. • Current Employees
Personal
network
Who should we engage with
• Student fraternity
• Customers/
consumers
• Potential employees
External
stakeholder
s
• Business partners
• Senior Managers
• Experts
Institutional
authority
Internal
stakeholder
s
• NGOs
• Media
• Government officials
• Think-tanks &
academia

9. An indicator of things to come?
Majority of India is
youth...with ambitions,
expectation,
aspirations and
outlook to life much

10. We are seeing four shifts happening in society
PEOPLE
End of trust: People have more information than ever before
and people don‘t trust organizations. In fact, trust in all
organizations, including corporations and governments, is at an
all-time low across the world
Power to the People: People have new sources of power and
people believe that only they themselves can come up with
innovative solutions to our most pressing problems, not
governments or corporations.
Quest for Meaning: People are searching for meaning
connections with communities and
organizations around a shared purpose, and expect
organizations to enable such connections.
Rise of Shared Value: People are demanding that
organizations not only rediscover their social
purpose but also put it at the core of how they conduct their
business and engage with their stakeholders, to create shared
value.
WHAT’S IN IT FOR
ORGANISATIONS
Engagement and participation with stakeholders - hence enhance
loyalty and acceptability
Strong differentiator amongst competition
Attract new audiences
Attract and retain talent
Increase in sales/ profits

11. A. Purpose driven messaging and campaigns

12. PurPle: Purpose + People
PurPle (Purpose + People) is MSLGROUP‘s global offering for helping business leaders drive
positive change by catalyzing collaborative social innovation and grassroots change movements.
1
A purpose to inspire people
2
Comms platform to organize people
3
Stories to spark participation
4
Programs to energize people

13. PurPle storytelling framework
• Tell stories that will spark engagement and energize people
• Three types of stories told in sequence. The stories about Why (PURPOSE), What (CHANGE) and How (QUEST)
1
WHY? THE PURPOSE
Who are we and what is our
purpose, our reason for being? What
is our Shared Purpose, or Social
Heartbeat, that can inspire all our
stakeholders?
2
WHAT? THE CHANGE
What needs to change? What does
change mean for individuals,
stakeholders and communities?
3
HOW? THE QUEST
What happens when we try to
catalyze positive change? What if
the only way we can win is by
helping all our stakeholders win?

14. Purpose and comms platform
Why: The story of PurposeVodafone believes that
empowerment is a critical
catalyst for positive change
Vodafone brings alive its
purpose of empowerment
by enabling stakeholders to
contribute, participate and
co-create
What: The story of
changeVodafone recognizes that
it needs to constantly
innovate solutions to touch
all stakeholders. In this
constantly evolving world,
innovation broadens
perspectives raises
expectations and makes
the world knit closer
How: The Story of questThrough a series of inclusive participative programs, Vodafone believes
that the best measure of success is when the people speak positively

15. Stories to spark participation
Empowering Customers
Through a series of films on Vodafone‘s
technological innovation , we will bring forth
the concept of how Vodafone empowers
users to communicate better, and thus,
impact their lives positively
Empowering Suppliers
Stories that capture Vodafone‘s initiatives
aimed at improving
transparency, efficiency and sourcing
practices in order
to better empower the suppliers.
Objectives
PoV from community members, shares,
likes, comments across the social
ecosystem
Objectives
Participation from influencers from different
spheres of businesses.articles on business
journals,shares, likes, comments across the
social ecosystem

16. Stories to spark participation (Contd I)
Mobile and Health
Third party/ syndicated report on the
perceived health hazards/ radiation and
mobile telephony
Objectives
Stories via likes, comments,
shares and views,Report
Downloads and POV of experts
from academia, government,
industry associations, handset and
technology suppliers, NGO
World of Difference
Video series that highlight the WOD
programme and the selection process of 25
Vodafone employees who get to work for a
cause
Talking about what they aspire and how
Vodafone is making it happen
Objectives
Shares across Vodafone
employees‘ social
network,Tweets, Views, Likes &
comments from people in general

17. Stories to spark participation (Contd II)
Empowerment through Education Stories
around how Vodafone is leveraging it‘s
cutting edge technology to impart education
to children in need. Highlight will be solutions
like virtual classroom,circle initiaves etc.
Objectives
Stories via likes, comments,
shares and views
Networks that deliver
Stories that say how Vodafone makes things
available to us for consumption on a day-today basis. Little do people know about the
effort,innovation and technology in the
background
Eg: Story of how Dabbawallas‘ efficiencies
depend on a robust network like Vodafone
Objectives
Shares,Tweets, Views, Likes &
comments from people in general

18. Programs that energize people
Empowering employees
Loyal and passionate employees will be
invited to participate
through an essay, ppt, video, graphic, poster
– anything that represents their perspective
on ‖How I can better Vodafone‘s
capabilities/process to lead to superlative
consumer experience
Story of New India
Vodafone teams up with influencers and
bloggers and gets them to travel and
discover the new India. As they progress
with their journey, they chronicle their
experiences (video, visuals, text) live using
innovative Vodafone technologies. Relate
new India and Vodafone
Objectives
Shares across Vodafone
employees‘ social
network,Tweets, Views, Likes &
comments from people in general
Objectives
Influencer Engagement

19. Programs that energize people (Contd I )
Shakti: Empowering Community
Stories of ordinary humans with
extraordinary grit and passion that have
change the world- this could be an extension
of the ―Woman of Pure Wonder‖ Program,
only difference being that we can make it
more participative by asking people to
nominate their heroes
Road Safety
In line with Vodafone‘s commitment to Road
Safety program – we can showcase a
series of videos that capture survivors,
relatives‘ experiences, celebrity and traffic
police endorsement. A mobile app that
routes your phone to a pre-detemined
voicemail# whenever you driving
Objectives
Influencer Engagement+ Community
outreach
Objectives
App installs,Tweets, views etc

20. Programs that energize people (Contd II )
Power Games
Hunt for India‘s most innovative talent across
leading engineering and business colleges.
Vodafone sponsors a case study competition
around purposeful new-age thinking.like
micro financing/social entrepreneurship.
Winners get to intern with Vodafone
Objectives
Crowdsourcing solutions to
enable brand goodwill and get
Votes,views,shares, ideas etc
Recharge Happiness
Vodafone‘s Mobile-based loyalty programs that
help communities living at the bottom of the
pyramid get the most out of their spend by
connecting it to development rewards – safe
water, education, healthcare and energy
products and services
Objectives
Brand goodwill, mainstream coverage without
spending on media

21. Social Media Ecosystem

22. Function and Purpose
Repository/
Store videos
Stage 1
• Build, store and aggregate fresh content on Vodafone
• Facilitate discovery and amplification of content
•Post discovery and amplification, prompt engagement
•Refresh ongoing content areas with emphasis on Power to
You
•Analyze content consumption, acceptance, measure
engagement and community growth and behavior
epository/ Store
documents
epository/ Store
images
Stage 2
•Activate and manage campaigns
-Influencer activation
-Employee activation
•Evaluate success of activation
Drive EE
Amplificat
Enable
discovery
Drive
Amplificat
engagemen
Enable
discovery
Drive
engagemen
Enable
discovery

23. Rolling out
Empowered
@Vodafone
Campaign
Safety First
Campaign
Month
1
Month
2
Shakti
Campaign
My Power
Campaign
Month Month
4
5
People‘s
Lab
Employees
Power game
Campaign
Recharge
Happiness
Campaign
Power to help
Campaign
Month
6
Month
7
Month
8
Power to India
Campaign
Month Month MonthMonth
10
12
11
9
People‘s
Lab
Students
MONTH 1 to 12: ONGOING CONTENT - STORIES: WHY-PURPOSE | WHAT-CHANGE | HOW-QUEST

24. From theory to practice

25. From theory to practice
Communication Strategy
Corporate Microsite
Shakti: Power to the woman

26. Digital Marketing Objective – Capture ―Relevance‖
Right Intent
Right Context
Right Audience
Right Content
Corporate
Microsite
Corporate Microsite
Relevance

27. Capturing right intent
Paid Search
Organic
Search

28. Capturing Right Intent (Shakti: Power to the woman)
Organic
Search
Paid Search
Sample Target Theme
SEO Objective
Assist brand strategy by establishing
relevance across the organic medium,
by using white-hat optimization
techniques
Shakti: Power to the Woman
SEM Objective
To compliment the overall brand
strategy by displaying targeted ads to
our (defined) audience sets at various
touch-points in the Google Ecosystem.

29. Capturing right intent: Further drill down)
Organic
Search
SEO Page Title
Women of Pure Wonder|
Celebrate the spirit of
womanhood with Vodafone
SEO Meta Description
Vodafone salutes the
extraordinary deeds of real
women who have courageously
braved all social, economic,
and familial odds to find
success in their chosen field of
work.
SEO Header Tags
Vodafone pays tribute to Malala
Yousafzai
Paid Search
SEM Sample Ads
Vodafone Shakti: Power to the
Woman
Ordinary Women with Extraordinary
Talent – Our Heroes. Are they Yours?
Corp.Vodafone.in/Our-Heroes
Vodafone Shakti: Power to the
Woman
Unsung Heroism, Unmatched Talent Saluted by Us. What About You?
Corp.Vodafone.in/Our-Heroes

30. Capturing right context
Remarketing Solutions
GDN
Remarketing
LP
Remarketing
Website
Remarketing
Search
Remarketing
Search Intent
Based
Cross
Channel
Remarketing
Event Based
Event Based
Cookie Based
Page View
Based
Page View
Based
Social Media
Time Based
Time Based
YouTube
Email

31. Capturing right context - Contextual themes
News
Sports
• Latest News
• Breaking News
• <city> News
• Entertainment News
• Sports News
• National News
• Cricket
• Football
• Hockey
• Sporting Personalities
Finance
Auto
GDN and Affinity
Segment
Business
• Auto Enthusiasts
• Movie Lovers
• News Junkies
• Sports Fans
• Travel Buffs
Real Estate
Travel

32. Capturing right context - Contextual examples - #1
Display Advertising basis the contextual themes chosen

33. Capturing Right Context - Contextual Examples - #2
Video Content from the campaigns can be promoted on YouTube as Video Ads
The targeting for the same can be around the contextual themes, interest categories & affinity segments mentioned

34. Capturing Right Context – Other contextual examples
Times Of India
Economic Times
Money Control
The Hindu
BBC
Must See India
Yahoo
CarTrade
In.com

35. Capturing Right Audience (Segments)
Data Point 1
Trait 1
Data Point 2
Trait 2
Data
Aggregation
ONLINE
AUDIENCE
Data Point 3
DMP
Data
Analysis
Data Point 4
Trait 3
Trait 4
Cookies
classifie
d into
Segment
s
Intent
Interest
Descriptors
Target defined audience sets through DSPs
Segments

36. Capturing Right Content (Platforms & Partnerships)
Forge Partnerships with relevant platforms and syndicate exclusive brand-influenced content through these channels

37. SEO Process

38. SEM Process

39. Digital Media Buying Process
Digital Media Buying Process
I: Objective and
TG as defined by
client
II: Calculating the
TG reach in
internet universe
III: Identifying the
Passion points
and digital
hangouts of the
TG
This will define the
media mix and the
recommended
reach
What is the
effective base of
relevant audience
available on
internet
Comscore shows
the genre where
TG spends their
online time based
on Age and
gender targeting
IV: List the genres
relevant to reach
the TG and the top
websites
V: Duplication and
reach mapping for
budget allocation
to sites
VI: Finalize plan
as per reach,
engagement and
passion points
Comscore shows
the top websites
frequented by the
TG
Duplication
calculation
identifies effective
reach of each
portal
The final plan aims
to reach the
relevant TG at
relevant touch
points

40. B. Building an army of influence

41. We live in a world of influence
Because now everyone can go
from consumer to influencer.
This makes understanding
influence more complicated
than ever. It also makes
harnessing influence more
powerful than ever.
Once influence is found it is essential to establish regular
communication channels, developing relationships and
tracking all results in a manner that improves all future

42. The Process: Managing influencers
determin
e
define
measure
03
04
05
social thresholds
and social tools
the categories of
influence that we
care about
enable
02
01
discover
influencer research,
identification
and segmentation
the network to share
and drive social
activity across
products
DEFINE
DETERMINE
DISCOVER
ENABLE
MEASURE
and optimize realtime across all major
social channels

43. Define
Define
telecom
entertain
ment
Lifestyle –
travel leisure
Industry business
HR
Generalists /
social media
Categories of
influence we
would be
interested in

44. Determine
Key influencers who are following Vodafone
• Publications like TOI, Economic Times and Moneycontrol with
average 5000+ Followers
•
Mix of male and female. Age between 25 - 30
• Media professionals, Passionate Travelers, Stock market
experts/enthusiasts
• Primary interests: Finance, technology, digital marketing and
Entrepreneurship
• Have personal blogs - write frequently about diverse topics
ranging from Technology to Telecom Industry trends
• Primary interaction via Retweets of Vodafone information and
Service launches tweeted by the official handle

45. Discover
Key influencers who we can tap (indicative)
Technology
NDTV Gadgets
@NDTVGadgets
http://gadgets.ndtv.com/
Tweets on Breaking tech news, the latest reviews, opinions, analysis, videos,
photos and more. - 47,902 followers
Think Digit
@digitindia
http://www.thinkdigit.com/
India's most popular destination for personal technology news, views & reviews. 22,451 followers
Avinash Kaushik
@avinash
kaushik.net/avinash
Author, Web Analytics 2.0 & Web Analytics: An Hour A Day | Digital Marketing
Evangelist, Google | Co-Founder, Market Motive – 126,195 followers
Tech2 - Firstpost
@tech2eets
tech.firstpost.com
India's biggest technology website. Shares the latest news, reviews and other fun
tech stuff.
Reuters India Tech
@RtrsIN_Tech
in.reuters.com/news/technology
Technology news from Reuters India. 2,749 followers

46. Discover
Key influencers who we can tap (indicative)
Business
Economic Times
@EconomicTimes
www.economictimes.indiatimes.com
Official account of Economic Times India with 243,544 followers
Forbes India
@forbes_india
www.forbesindia.com
Forbes India, a business magazine from Network18 in alliance with Forbes.
With 47,127 followers
Business Today Verified account
@BT_India
businesstoday.intoday.in
Business Today, India's leading business magazine, tweets magazine
features and latest on business. 10,273 followers
Zee Business Verified account
@ZeeBusiness
zeenews.india.com/business/
ZEE BUSINESS is India‘s 1st 24-hour Hindi business channel. With10,963

47. Enable
CREATE THE “POWER TO YOU” PORTAL
POWERED BY THE MSLGROUP PEOPLE’S
LAB. Influencers will converge, engage
on this hub

48. Enable
The ―POWER TO YOU‖ portal will be a Private Portal: powered by social shares
• Unique, Visual and custom
experience
• Members can share
content created by the
brand- to their personal
social communities.
• ‗Breathable‘ data base for all
member profiles.
• Multi-media content capable
• Members can share
content created by
fellow community
members
• Members actively
participate in
improving, supporting
and suggesting Drivers
of Growth.
INFLUENCER
CONTENT
PORTAL
• Private: (identified
•
influencers)
or
Public: (fans and followers)
• Content is backend coded to
track entire content journey.

49. Summarising the roll out
Part A: Purpose driven
message and campaigns
Part B: Build an Army of
Influence

50. Recapping the roll out
Empowered
@Vodafone
Campaign
Safety First
Campaign
Month
1
Month
2
Shakti
Campaign
My Power
Campaign
Month Month
4
5
Power game
Campaign
Recharge
Happiness
Campaign
Power to help
Campaign
Month
6
Month
7
Month
8
People‘s
Lab
Employees
Power to India
Campaign
Month Month MonthMonth
10
12
11
9
People‘s
Lab
Students
MONTH 1 to 12: ONGOING CONTENT - STORIES: WHY-PURPOSE | WHAT-CHANGE | HOW-QUEST
BUILDING AN ARMY OF INFLUENCE
Month
1
DEFINE | DETERMINE|
DISCOVER
Month
2
Month
3
Month
4
ENABLE

51. Online Reputation Management
 Real-Time Response Management
 Reporting – Daily and Monthly
 Suggested Handle

52. Our process
The process we use to identify and respond to queries
CUSTOMER QUERY
VODAFONE PLATFORM
CATEGORIZE
RESOLVE
COMPLAINT
FORMED RESPONSE
LISTEN
ELSEWHERE
RANT
IGNORE
KUDOS
ACKNOWLEDGE AND ENGAGE
WHERE
CATEGORIZE
TRACK INFLUENCERS
We prioritize on the basis of
where the comment was made
— our own platforms are
always more important.
On the basis of the type of the
comment. If it is a genuine
customer query we either
respond/highlight client-side
If we see people giving us kudos,
we check their influence and
categorize them as Super Fans

53. ORM: Classification of conversations and action points
CLASSIFY
CONVERSATI
ONS
-ve Misinformation
RESPOND TO
CONVERSATI
ON
LINK TO
SOCIAL
PAGES
LINK TO
BUSINESS
PROCESS
SPECIAL
ACTIONS
Counter twice with relevant
links, post that delete/block
user
Solve
Support forum
Identify root cause
Try to engage one on one
to build positive reputation
Enquiry
Answer
Support forum or
CRM tool
Identify root cause
NA
Passing remark
Let it be
Suggestion
Footer
Plan for crisis
scenarios
Problem
+ve
Correct by
Corporate or brand
presenting
website
appropriate evidence
in the form of
article/info
Thank
Ideation platform
Implement change
Create ambassadors
Kudos
Thank
Fan community
Create
ambassadors
NA

54. ORM execution
Product/ser
vice Related
queries
Disgruntled
consumers/
complaints
Non product
related
conversations/que
ries
• Acknowledgement of the user
query on the social media
platform
• Notify the appropriate Social
Media team of the respective
brand about the query
• Respond requesting for
details
• Inform the CE team or
escalate, as required
No Approvals
Required on
responses
Have a generic pre
approved response in
place for each
category. Over a
period, create an faqs
document
• Thank/request for feedback
based on what the user
comment is
To streamline the process to complaint redressal and resolution, it is recommended that
each user query be assigned a unique reference number. This will facilitate timely
resolution, avoid duplication and facilitate prompt follow ups - MSLGROUP Social Hive will
work with the Vodafone Customer Service team to set this up
Client
Approval/inputs
required on
responses
In case of
customized
response, share
recommendation for
suggested response
and communicate
post approval

55. Check Sentiment
Assign to others /
Send for approval
Set Priority and status
for mention
Footer

56. Decide action as
per SOP
Record mention
for reporting and
analysis
Footer
Identify and
establish
influencers and
involve them in
future
conversations

57. Setting up a separate handle for Customer Care: @VodafonecareIN
•
We suggest a separate handle for Care
•
Over a period of time volume of
complaints on Brand handle reduce
when consumers switch over to Care
handles
•
Brand handle can be used (solely) to
communicate the purpose of the brand
•
Care handle can be centrally taken care
by CRM aligned teams.
•
A representative profile of CRM team
can give a human face to the brand
•
Competitors like Airtel, Reliance and
Tata Docomo have already implemented
this

58. Reporting

59. Daily reporting
Top conversations for
Vodafone and competitors
on their respective social
media ecosystems & Open
web
Top Daily
Contributors/Conversation
alist for Vodafone and
competitors on their
respective social media
ecosystems & Open web
Total complaints/queries
Received vs. Acknowledged
vs. Tagged to respective
CRM teams@Vodafone
Snapshopts of Daily Brand
Posts on Vodafone Social
Media Ecosystem

60. Monthly reporting
Content: analysis for
Vodafone and competitors
on their respective social
media ecosystems & Open
web
Metrics: Month on month
metrics for Vodafone and
competitors on their
respective social media
ecosystems & Open web
Qualitative Impact
Platforms’ summary
Content Summary:
Theme/topic wise posts
across Social Media
Ecosystem - highlights
the content focus of the
month.
Content Sources - for all
of the mentions that are
captured for the brand.
Metric
Likes, PTA,
followers, re-tweets,
reach, views, hits,
comments, shares,
subscriptions
Share of Voice
Content Type: Videos vs
Links vs Pictures vs Text
Sentiment Analysis: This
captures mentions for the
brand segregating it into
positive, neutral and
negative
Summary of popular content formats with respect to user responsiveness and
interaction
Summary of platform-wise performance independently

61. Over to you