GROUP I_CRMT_Managing Loyalty Through Social Networks

8/13/2019 GROUP I_CRMT_Managing Loyalty Through Social Networks

1/20

Managing Loyalty through SocialNetworks- Canara Pinto Travels

By Group I

Apoorva Bansal

Ashish Shetty

Bhavnita Naresh

Deep Surti

Deepannwita Sen


2/20

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

Online reputation management

Framework for managing loyalty on social media


3/20

Usage of Social Media

100%

71%

33%29%

5%

0%

20%

40%

60%

80%

100%

120%

Facebook LinkedIn Twitter Google Plus + Pinterest

Percentage of users using social media platforms

Highestpotential


4/20

Frequency of Usage

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Almost daily Almost twice aweek

Almost once aweek

Almost once in 2weeks

Almost once amonth

Never

Facebook:

Daily usage

Highest

potential


5/20

Customer Connections

93%

74%

48%

50%

62%

0% 20% 40% 60% 80% 10

Immediate Friends/Family

Alumni/Colleagues

Current Affairs/News

Technology Information

Celebrities/Bands etc

Organizations & Brands

Entities customers are connected to

Brands ha

good conne

on social

media wit

customer


6/20

Value addition to brands on having social med

presence

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

1

2

3

4

5

Issues addressed

Building loyalty

Increasing awarecustomers

Customer retentio

Customer engageenhancement


7/20

Effect of customer opinion in social media on

branding

17%

5%

76%

2%

Da

Imp

Bot

Ne


8/20

Canara Pinto on social media

Platform Presence State

Facebook Yes Inactive

LinkedIn No NA

Twitter No NA

Pinterest No NA

Google Plus + Yes Inactive

Quite a few videos on YouTube


9/20

Canara Pinto on social media - Facebook FB page started in 2012


10/20

Canara Pinto on social media - Facebook FB page started in 2012


11/20

Canara Pinto on social media Google Plus +


12/20

Customer feedback of FB page (from sample st

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 ince

year back

Beautiful buses and colorful

Customer claims that service received is below the service standard, to how it seems on this platform

No/less information/content

Lack of photos


13/20

Customer feedback and reviews onlineSulekha


14/20

Customer feedback and reviews online

Makemytrip


15/20

Customer feedback and reviews onlineJustDial


16/20

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


17/20

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


18/20

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:


19/20

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


20/20

Framework for managing loyalty on social media

Identify target group to communicate via social media

Determine purpose of sales & promotional activities

Define 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)

Documents

GROUP I_CRMT_Managing Loyalty Through Social Networks