Total reputation management_Blue Current

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MAY, 2011

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We are a new breed of agency that specializes

in Total Reputation Management • You are the company you keep….

• And never more so than in the online world…

• BlueCurrent is a boutique consultancy based in Hong Kong

but serving Greater China

• We combine insight and intuition to help prominent

individuals, companies and organizations manage their

reputations and strengthen their brands

• We operate in the sweet spot where social media, search

and public relations converge

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WHAT WE DO

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We provide practical and measurable ways to• Protect, build and enhance reputations

• Change brand perceptions

We can help you to• Build and engage communities around your

brand

• Identify the stages and triggers of influence

• Monitor what people are saying about you

• Manage crises online and offline

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WE PROVIDE 8 SPECIALIST SERVICES

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Reputation & brand

perception monitoring

Influencer identification

& tracking

Media relations and

publicity management

Content creation &

distribution

Search engine results

improvement/optimisation

Crisis preparedness

& management

Professional training

Community Management

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Our approach is simple

• Our cross-disciplinary teams of specialists use insight and instinct to interpret how you are perceived both online and offline

• We then apply fresh thinking to develop the best strategy for you and your business

• We’re flexible, and deliver results with passion and determination

PR professional

Social media strategist

Search engine

strategistData analyst

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Our clients include…

One of the largest healthcare companies in the world

One of the largest telco companies in the world

The fastest growing company in the world

One of the most successful hotel groups in the world

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Big business

Governments

Individuals

Small business

NGOs

… but our services are aimed at a diverse group of customers including

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WHO ARE WE?

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We are specialists• We have first-hand knowledge of Greater China and APAC’s

complex Media, Search and Social Media landscape

http://www.luxuo.com/wp-content/uploads/street-china.jpg

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We are part of a larger family

• We are part of the Omnicom Group, one of the world’s largest agency groups

• We are a member of the Fleishman-Hillard family of brands and we can tap into their diverse network of PR practitioners, analysts and digital specialists in over 80 offices around the world

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We have global cross-industry experience

Max Sim• Vice President• 10+ years digital expertise• Accenture, News Corp subsidiaries, • Experian Hitwise (Asia, Middle East,

Europe)

James Hacking• Vice President• 7+ years communications expertise• British Airways, RIM, Fox International

Networks, Huawei, Bosch, TCS, Pfizer, BMS, Motorola

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THE TYPES OF THINGS WE’VE DONE

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ANYONE CAN SET UP A FACEBOOK PAGE BUT CAN YOU BUILD A COMMUNITY?

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Community building is an art

• BlueCurrent provides outsourced community managers to seed new communities, acquire members and build a fan base.

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DO YOU KNOW WHAT TO DO IN A CRISIS?

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Managing a crises is about being prepared

Pre crisis training and

strategy

Crisis response team (online and offline)

Post crisis recovery

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HOW DO I KNOW WHAT CONSUMERS THINK OF MY BRAND?

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• The complaint• The compliment• The problem• The question or inquiry• The campaign impact• The crisis• The competitor• The crowd• The influencer• The point of need

• Customer service team• Marketing and product team• Customer service team• Sales team• Marketing team• Marketing team• Marketing team and product team• The Marketing team• The Marketing team• The Marketing team and Product team

Monitor with

• Using our proprietary online monitoring tool – SONAR – we help organisations understand how their brands or products are perceived

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HOW DO YOU INCREASE YOUR

MARKETING EFFECTIVENESS?

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Effective marketing starts with insights…

• Using first research and then insight, BlueCurrent determines what media matters at each stage of the purchase funnel

• We then co-create content for you (Search engine results, eBooks, Editorial articles, Online videos)

Successful owner of a restaurant chain

Source: Tec target

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… like industry-specific customer journey insights

I heard on the news that Apple has released a new tablet PC that will replace my heavy laptop

I am going to check what people are saying. Is it really a laptop replacement?

AWARENESS CONSIDERATION COMPARISON PURCHASE POST PURCHASE

I have decided that the Apple Ipad is perfect for me. What is the best deal out there?

Ok, so people are saying it’s pretty good, so what are the alternatives? i am going to check what people are saying. How does it compare with the Samsung Galaxy and other Android tablets or small netbooks. Is Apple’s product really worth the price?

It has really changed my life. I am going to tell my friends about it

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HOW DO YOU MAKE SURE YOU ARE USING THE RIGHT KEYWORDS FOR SEARCH ENGINES?

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Search engine monitoring and response

• Hundreds of major search engine pages are monitored weekly for sentiment

• BlueCurrent finds untargeted opportunities, landing page opportunities and content mismatches

SEGMENT 1 - VC search behaviour

“ubuyibuy”“youbuyibuy”“ubuyibuy hk”“ibuyubuy”“ibuyyoubuy”

SEGMENT 2 - Vendor search behaviour

“small business marketing”“restaurant marketing”

SEGMENT 3 - Bargain hunter search behaviour

“Pizza Express voucher”“Papa johns voucher”“Tony and Guy voucher”

Untargeted Google result. Neither Chinese or English users get the result they want. Overall a bad experience for VCs, merchants and customers

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HOW DO YOU MAKE SURE

PEOPLE TRUST YOUR

WEBSITE INSTANTLY?

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Make sure all the elements of ‘trust’ are there

• BlueCurrent ensures you are not losing customers at your front door

• Your customer acquisition funnel leaks are optimised

Clear simple benefit Tech error

Dominant negative message

Confusing benefit

statement

As seen on Bloomberg obscured

Single action funnel

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We’re listening…

http://cn.linkedin.com/in/maxsim

max.sim@bluecurrentgroup.comPh: 9388 5181

james.hacking@bluecurrentgroup.comPh: 9474 6682

http://www.linkedin.com/pub/james-hacking/16/b12/3a7