Brand Equity Based Online reputation management

Online Reputation Management in India

Brand Equity based

Online Reputation Management


The Agenda


• 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


What is Online Reputation Management?


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.


Is Online Reputation Management important 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.


Can Online Reputation Management help a

brand?


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


The objective of brand equity based Online

Reputation Management is to enhance positive

equity and reduce negative equity


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!


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


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


And what is my Return on Investment in Online

Reputation Management?


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


How do I measure my Online Reputation

Management Service Performance?


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


Present Online reputation Management services

use reactive response as opposed to

transformative response


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Learn more about our proprietary brand equity

based online reputation management service.

Brand Equity Based Online reputation management

Social Media

reputation volatile

brand relationships

brand haters

brand cares

online profile

proprietary brand equity

objective of brand equity

reputation of brands