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Online Reputation
Management
by
E-Commerce
companies
What is online reputation management?
Online Reputation Management means managing your brand’s
reputation on the internet
It includes the following:
Generating more positive search results for the brand than
negative
Actively responding to customer complaints and queries
Promoting positive sentiment about the brand on various sites
Controlling negative sentiment about brand
Online engagement with customers to promote brand
Increasing the number of mentions of the brand
ORM by e-commerce companies
Likes
(m)
Followers
(K)
Mentions
(Past 30
days)
+VE
Sentiment
Score
4.5 298 51 K 75
4.6 103 17 K 88
4.16 73.5 6.6 K 78
1.4 14.2 1.6 K 54
1 16 318 52
2.7 98.9 33 K 87
3.6 105 7.6 K 73
The following represent the social media fan following of selected
e-commerce companies
¥ Both amazon and Flipkart respond to complaints/queries on
Facebook. Flipkart is more responsive to complaints on twitter than
Amazon . Amazon holds more contests/quizzes. Snapdeal is not
very active w.r.t dealing with customer complaints.
¥ Goibibo and Yatra are both responsive on Facebook to
customers, however, Yatra is more responsive on twitter to
complaints. Goibibo re-tweets positive fan messages on twitter.
¥ Jabong mostly posts promotional messages, but Myntra is better
at posting media that promotes fashion in general.
¥ Book My Show posts on-set pictures from upcoming Bollywood
films as we see images of stars, from various events and shootingsets.
SUMMARY
Immediate
responses
to customer
complaints
Flipkart is quick on customer complaints
Flipkart engages users
to contribute to the
PMO’s Relief Fund and
promises to match the
amount.
This connects Flipkart
to those users donating
to the fund and
showcases Flipkart in a
positive light
Flipkart does social marketing
On twitter, Flipkart is
the most followed
Indian e-commerce
brand.
Flipkart responds
customer queries ,
complaints and also
just talks to
customers, by
sometimes
responding to
generic tweets and
engaging in light
banter
Flipkart answers queries on Twitter
Flipkart engages with
customers:
•Posts picture showing off
their packaging
warehouse, giving a
peek into their
distribution process.
•Replies to positive
messages by users.
Responses are usually
within the same hour.
Flipkart shares, keeps it light
Amazon India is also
prompt in replying to
customer complaints and
queries.
Amazon also adds the
name of the customer
service representative
responding to the
complaint, at the end of
their messages.
They too usually respond
within the same hour as
the complaint
Amazon adds personal touch
Amazon adds personal touch
This post received 135
comments in 6 hours.
These are the kind of
posts which are the most
popular among
customers
Amazon mostly engages by holding regular contests on twitter. Their
conversations with followers usually consists of answering question about the
contest and announcing winners
Recently, Amazon had a twitter Q & A with author Durjoy Datta, to promtoe his
new book- ‘The World’s Best Boyfriend’
Amazon engages on twitter
Goibibo posts pictures of
tourist destinations urging
people to visit these places
Goibibo responds to
customer complaints
Goibibo reaches out to the tourist
Goibibo retweets +ve messagesGoibibo also declares best
reviewers on their website
Goibibo introduces a referral
promgram- retweets postive
positive messages from fans
Yatra provides travel trips to followers
Yatra goes the extra mile
Yatra follows
up on
complaints
and keeps in
touch with
users
Yatra is quick and active in responding to customer complaints
BookMyShow promotes Bollywood on Facebook
BookMyShow posts promotional stills
from upcoming Bollywood movies as
well as photos of actors. This brings in
the necessary traffic for people
interested in Bollywood movies
BookMyShow responds to customer complaints
Late responses may be superfluous as customers would have moved on
However, BookMyShow is very polite in responding to customer complaints.
They are apologetic and end their responses by thanking the customers for
using their service.
BookMyShow holds contests on Twitter
BookMyShow
holds regular
contests on Twitter,
where followers
can win tickets to
plays, movies and
other events
Occasionally, they
respond to positive
tweets from
followers
Myntra talk to customers on Facebook
Apart from responding to customer
complaints and posting
promotional offers, Myntra also
designs poster for its Facebook
posts
Jabong signs off on all responses to customer complaints, with the
representatives name.
Jabong mostly posts promotional messages on Facebook
Jabong responds to customer complaints
Simplify360, is a leading social business intelligence firm.
Simplify360 is the world’s first integrated enterprise solutions provider; our latest
offerings are Social Marketing Suite for agencies, Social Contact Center for
BPOs and Social Command Center for Enterprises. We enable businesses to
perform Online Reputation Management, Customer Service, Community
Management, Social Media Research & Brand Auditing; Online Sales Lead
Generation, and Consumer Sentiment Analysis.
We have already provided solutions through their tool for industry leaders like
Wipro, Coffee Day, Star TV, Mahindra Retail and ITC Foods. Simplify360 is also
the only company to work with the top media agency groups in the world like
WPP and Publicis.
Simplify360 operates directly or through partners in the US, Malaysia, Korea,
South Africa, Saudi Arabia and the Netherlands to name a few. The company’s
products and services are sold in over 100 countries.
If you are interested to know more about Simplify360 and its offering, you can
contact us at [email protected]
About the Author
Nikhila Vijay is a marketing student and an intern at Simplify360. She enjoy
watching television and surfing the internet.
About Simplify360
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