Managing Loyalty through Social Networks- Canara Pinto Travels

By Group I Apoorva Bansal Ashish Shetty Bhavnita Naresh Deep Surti Deepannwita Sen

Presentation Outline
Customers on social media Usage of Social Media Frequency of usage Customer Connections Value addition to brands on having social media presence

Canara Pinto on social media Customer Feedback

Art of listening Onlinereputationmanagement Frameworkformanagingloyaltyon socialmedia

Usage of Social Media

Highest potential
120% 100% 100% 80% 60% 40% 20% 0% Facebook LinkedIn Twitter Google Plus + Pinterest 33% 29% 5% 71%

Percentage of users using social media platforms

Frequency of Usage
100% 90% 80% 70% 60% 50% 40% 30% Facebook LinkedIn Twitter Google Plus + Pinterest

Facebook: Daily usage Highest potential

20%
10% 0% Almost daily Almost twice a week Almost once a week Almost once in 2 weeks Almost once a month Never

Customer Connections
Entities customers are connected to
Organizations & Brands Celebrities/Bands etc Technology Information Current Affairs/News Alumni/Colleagues Immediate Friends/Family 0% 20% 40% 60% 80% 50% 62%

Brands have good connect on social media with customers

48%
74% 93% 100% 100% 120%

Value addition to brands on having social media presence

5

Issues addressed faster

Building loyalty

Increasing awareness and reach to customers Customer retention

2 Customer engagement and relationship enhancement 1

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Effect of customer opinion in social media on branding

2% 17% 5%

Damage Improvement Both Neither

76%

Canara Pinto on social media

Platform Facebook LinkedIn Twitter Pinterest Google Plus + Presence Yes No No No Yes State Inactive NA NA NA Inactive

Quite a few videos on YouTube

Canara Pinto on social media - Facebook

FB page started in 2012

Canara Pinto on social media - Facebook

FB page started in 2012

Canara Pinto on social media Google Plus +

Customer feedback of FB page (from sample study)

None of the respondents follow this page Very few likes (100) Nothing in the About section Poor updating/inactive/minimal activity only one post since its inception 1 year back Beautiful buses and colorful Customer claims that service received is below the service standard, in contrary to how it seems on this platform No/less information/content Lack of photos

Customer feedback and reviews online

Sulekha

Customer feedback and reviews online

Makemytrip

Customer feedback and reviews online

JustDial

Art of Listening
Know your Organization:
Vision and mission Purpose of specific program/initiative Mainstream topics/issues Most influential individuals/organizations/thought leaders

Generate a list of Buzz terms and influencers:

Buzz terms helps to identify trending topics on Twitter/Facebook Influencers provide group of key individuals

Art of Listening (Contd)

Follow mainstream/alternative media Sources:
Follow News breaks on Twitter/Facebook

Determine what's hot and what's not:

Twitter search - Through use of hashtags Facebook Graph search - Allows to search user accounts and to listen

Online Reputation Management

Monitoring brand image online Suppressing false and negative information Ensure positive impression on potential and existing customers

Ones online reputation management is a function of:

Online Reputation Management (contd)

Step 1: Assess current reputation

Conduct searches for company/brand name and other phrases on search engines and study them Study social media environment of the brand

Step 2: Identify changes needed

Negative Choose between deleting or pushing further down Positive To promote, move them up on rankings

Step 3: Determine best arenas

Social media, blogs, YouTube where do you show up more? Publish more information and influence reputation

Step 4: Create a Reputation Strategy

Focus on: What, Where, Content, Message, How

Step 5: Start Building

Promote in search engines with SEO techniques

Framework for managing loyalty on social media

Identify target group to communicate via social media Determine purpose of sales & promotional activities Dene Roles and Responsibilities: Approval needed? What kind of posts? Create Dos and Don'ts: Dos should incentivize usage of social media Guidelines to protect the organizations image Clear plan for trouble shooting: Response to negative comments Connect with customers old/lost, current, potential Create a campaign Create a social experience at point of purchase (monitor)