April 2019 - Amazon S3 · • Responsible for community relations, brand management, communications, and community education at the ... Lithium social media publishing tools publish

Corporate Affairs Study

April 2019

22

Evolution of Corporate Affairs: Advent of social media and other digital platforms is diverting the corporate affairs division to include corporate and digital strategy development

Note: The represented data has been analysed using DRAUP Proprietary Talent Database

Global Corporate Affairs(GCA) is designed to solicit, monitor, and respond to multiple view points from the organization stakeholders. GCA has evolved from being involved in crisis management to shaping a company’s overall strategy through use of new age technologies

• The beginning of 24/7 news cycle

• GCA primarily focused on the crisis management

• Transition from Agency use to development of in-house capabilities

• Dramatic increase in internet users world wide

• Decreased Regulations

• Technology inventions and high market competition driven the growth for IP creation

• Unparalleled economic growth and internet led to rapid increase in globalization

• Growth of media which intended to reach audience through mass communication

• Changes in consumer definitions and expectations of brands

• Increased data consumption by the internet users

• Proliferation of global media platforms

• Increased usage of global social media platforms

• Adoption of mobile & social media has driven the need of AI & ML tools for monitoring various corporate affairs functions such as social listening, review responding etc

• Before the rise of social media and smartphones, the role of the corporate affairs officers relied much more heavily on traditional media

• With the rise of social media and review sites, reputation management has become a priority for corporate leaders which lead to the increased demand for Chief Corporate affairs Officer

Role of Chief Corporate Affairs Officer

• Provide strategic guidance to the CEO and oversee corporate branding, communications, media relations, federal and state government affairs, global policy and corporate responsibility

• Develop and lead public policy campaigns across the full range of policy areas

• Responsible for community relations, brand management, communications, and community education at the organisation

Evolution of Global Corporate Affairs

Rise of Chief Corporate Affairs Officer

1990 1995 2000 2005 2010 Post 2015

Rise of internet and television created the need for monitoring corporate affairs for IP and crisis

management

Globalization, Brand Adoption along with high speed internet created the need for brand

protection, reputation, etc.

Growth of Mobile, Social Media and other new age digital platforms created demand for new age corporate affairs functions such as social

media monitoring/analytics, brand intelligence

Internet & Television Era Globalization & Brand Era Mobile Social Media & Digital Platforms Era

33

Corporate Affairs Stack spans across 3 major clusters: Brand Protection, Monitoring Services and PR/Communication & Management

Brand Protection

Social media tracking and

analytics

Crisis Monitoring

E-mail tracking

Social Listening

Domain name Monitoring

Public Relations/Communication & Management

Review Responding

Social Publishing

Corporate Reputation

Corporate Communication

Monitoring Services

Social Media and Mobile App Monitoring

Web Monitoring

Online Server Monitoring Services

Social Media Monitoring

Paid Search Monitoring

Co

rpo

rate

Aff

air

sTe

chn

olo

gy

Focu

s

Brand Security Comprehensive

Management

Crisis and Reputation Risk

Brand abusive e-mails

Online Brand Abuse Monitoring and

Protection

Brand and IP Enforcement

Services

Brand Intelligence

Brand Abuse Protection

Digital Brand Compliance

Brand Security Services

Brand Jacking and Cybersquatting

Brand Journalism

Crisis Management

Public Affairs Risk Management

Media Relations Management

Business IntelligenceData Analytics/

Big DataArtificial Intelligence/

Machine LearningCloud Computing


Other Areas

Regulatory Development

Government Affairs Management

Public Policy

Corporate Social Responsibility

Consumers Employees, Partners Shareholders,

Investors, AnalystsMedia (Internet, TV,

Newspapers)GovernmentRegulators

Civil Groups (NGOs, Activists)St

ake

-h

old

ers

44

PR

/Co

mm

un

icat

ion

&

Man

age

men

t

Public Affairs Risk Management Corporate Communication

Social Publishing Brand Journalism

Major Companies across clusters

Note: The represented data has been analysed using DRAUP Proprietary Talent DatabaseNote: The represented companies are analysed based on the services, not exhaustive

Market Landscape: Corporate Affairs service providers such as Fraudwatch, Edelman, Talkwalker, Spreadfast and MarkMonitor offer major Brand protection, Monitoring and PR/ Communication Services

Review Responding


Major sectors contributing to Corporate Affair services

Crisis & Reputation Management

Bra

nd

Pro

tect

ion

Brand Jacking and CybersquattingBrand Intelligence Digital Brand Compliance



Brand Abuse E-mails Brand and IP Enforcement Services

Mo

nit

ori

ng

Serv

ices Social Media Tracking and AnalyticsSocial Media Monitoring

Social Media Mobile App MonitoringPaid Search Monitoring

Web Monitoring

Domain Name Monitoring

Online Server Monitoring

55

Digitalization of Corporate Affairs: Monitoring and Analytics areas have high digital adoption whereas Public Relations, Compliance and Reputation Management related have high manual dependency



Brand Intelligence


Brand Jacking and Cybersquatting


Social Media Tracking and Analytics

Paid search Monitoring

Social Media Mobile App Monitoring


Crisis and Reputation

Management

Brand Journalism

Online Brand Abuse Monitoring and Protection

Online Server Monitoring

Social Publishing

Web Monitoring


Public Affairs Risk Management


Review Responding

Brand Abusive e-mails

Bubble size represents technology adoption

Digitalization of Corporate Affairs Insights

• The digital and social media build and sustain the corporate brand reputation which includes both product brands and service brands

• Social Media Monitoring, Web Monitoring, Social Media and Mobile App Monitoring services use machine learning, deep learning, and expert systems designed for intelligent processing to analyse social media and all forms of unstructured data at scale

• Brand Protection services use Machine Learning algorithms to automate the updating process of search parameters based on the trends to increase the efficiency of corporate affairs

• Digital brand services such as Online Brand Protection services, Brand abusive e-mails and Brand Abuse Protection adopt digital services for the development of products that offer brand protection services


Brand Protection Monitoring Services PR/Communication and Management

Dig

ital

Pro

du

ct D

eve

lop

me

nt

Services/Manually Driven

66

Products

Brand Protection: Brand Security services, Digital Brand Compliance, Brand Abuse and E-mail Protection are the major product application areas. Brand Intelligence, Brand Jacking & Cybersquatting and Brand IP Enforcement are the major service use cases

• Identification of domain threats• Detection of phishing attacks• Discovery of fraudulent and unofficial

websites

Brand SecurityRiskIQ's Illuminate PlatformMonitor organization's internet exposed to digital attack surface external threat investigation

Services

• Use case driven optimization to eliminate manual classification

• Improve data transparency to drive critical business decisions

Brand Intelligence Provide brand equity services and monitor brand perception across feedback channels for brand loyalty

Brand Jacking/Cybersquatting

• Maintenance of online identity structures for trademark infringement

• Track domain names to prevent identity threats using cybersquatting

Track email and web pages featuring online advertising, social networking using Brandjacking Index

Brand and IP Enforcement

• Define social media enforcement with arbitration of IP services

• Monitor secured online presence through real-time monitoring activities

Provide social media enforcement and infringing content removal services against online infringements



• Creation of digital compliance workflows with specific standards

• Manage brand consistency with brand compliance guidelines

Online Digital Platform scan the web to spot fake applications, social media profiles and the website looking to profit from the brand image


• Identification of brand impersonation and domain name abuse strategies

• Define instances to detect and resolve threats and counterfeits

External Threat Management platform provides brand abuse protection by identifying organization requirements and detecting threats

Brand Abuse E-mails

• Monitor and track incoming emails to prevent threat attacks

• Automate email phishing prevention to secure brand username

Secure Email Cloud and Security tools identify, track, and manage third-party senders without risking e-mail deliverability through DMRAC solution

USE CASES USE CASES

77

Products

Monitoring Services: Online Server Monitoring, Social Media Tracking & Analytics, Paid Search and Domain Name Monitoring are the major product application areas. Web Monitoring, Social Media Monitoring and Social Media Mobile App Monitoring are the major service use cases

• Monitor web servers to collect online key performance metrics

• Define instances to get alerts for intruders and other internet resources

Online Server MonitoringPingdom Server Monitor automatically monitors new servers when they come online and create flexible thresholds for alerts

Services

Social Media Tracking and Analytics

• Automation of real-time alerts and immediate responses

• Monitor social post sentiment analytics to track social sites

Crowd analyser platform track and analyse the conversation across social channels to surface the influencers driving the conversation

Paid Search Monitoring

• Identify and remove harmful advertisements on branded products

• Protect affiliate channels and gateway from unauthorized payments

Paid search monitoring tool provide real time competitive intelligence to analyse brand, trademarks, affiliates and web content on paid search


• Monitor domain name and analyse results for fraudulent alerts

• Track the domain name path with domain name monitoring tools

Safebrands domain name monitoring tool monitor and analyse the products for real-time fraudulent alerts

• Define brand auditing, campaign analysis and benchmarking services

• Monitor media forums, blogs and sites relevant to the business and products


Create custom streams of social content and filter conversations for social media monitoring

Web Monitoring

• Monitor content change of website using Real user monitoring services

• Provide Synthetic web transaction and web content auditing services

Identify and analyse uncontrolled mentions on the indexed web page content to eliminate infringements using monitoring solutions

Mobile App Monitoring

• Monitor unauthorized mobile application in mobile app download sites on the internet

Provide a comprehensive monitoring solution to monitor rogue and unauthorised Mobile Apps using the client’s brand


USE CASES USE CASES

88

Products

PR/Communication & Management: Crisis & Reputation Management, Social Publishing, Review Responding are the major product application areas. Media Relations Management, Public Affairs Risk Management, Corporate Communication & Brand Journalism are the major service use cases

Services

Crisis & Reputation Management

• Detection of reputational risk through early warning system & predictive alerts

• Manage organizational structure crisis based on strategy and values

Talkwalker Reputation framework monitor potential issues with instant, predictive alerting and unique AI-powered sentiment

Social Publishing

• Provide streamlined content publishing in social accounts to build loyal users

Lithium social media publishing tools publish better content with collaborative planning and valuable data in client’s social sites

Review Responding

• Monitor reviews using analytics to control online brand reputation

Podium Review Management software monitor invitation status and conversion, progress review goals and identifies competitive data

• Identify and reduce public affairs risk to create better compliance with regulatory requirements

• Define public affairs strategies and proactive communication plans

Public Affairs Risk Management Edelman help organisation to build long-term stakeholder relationships and manage threat of global societal issues

Corporate Communication• Create communication strategies to

support policy and monetization of products

• Monitor stability to maintain credible reputation among social sites

Provide Corporate digital communication service with content development and strategies for corporate responsibility and sustainability

Brand Journalism• Define technology focused process to

scaleup content excellence in platforms and channels

• Identify unique brand specifications to promote brand services

Provide traditional marketing methods and brand promoting services such as building stories and content to highlight organization’s value

• Manage media and content landscape in a holistic view using frameworks

• Identify new media opportunities and trends to respond media queries

Media Relations Management Identify, track and report media relation strategies for comprehensive digital and media relations management


USE CASESUSE CASES

99

AI/ML

Big Data

Cloud

New Age Technology Adoption In Corporate Affairs Services


Technology Adoption: Adoption of new age technologies such as AI/ML, Cloud and Big Data Analytics is prominent in Brand Protection, Monitoring Services and PR Services

Brand Intelligence Social Media Monitoring Review Responding

Social media tracking & analytics Corporate Communication Brand Abuse Protection

Brand abusive e-mails Brand Abuse Protection Social Media Monitoring

• Provide real-time intelligence platform to obtain real time data and customize alerts

• The platform manage in time crisis of brand

• Recorded Future use ML and Natural Language Processing to alert real time threats instantly create links to other threat sources

• Track indicators of threat feeds with social media posts

• Provides Smart Review Response, a Reputation Management Software to provide resource and time-saving automation for brands

• Respond to customer feedback using Machine Learning and AI technologies

• Talkwalker provides social media analytics tool for sentiment analysis, image recognition and hashtag & campaign tracking

• The tool track the content spreads across the web and social media

• Provide communication platform using big data and analytics to capture and interpret large amount of data in real time

• Use big data to neutralize the fraudsters’ resources network

• Prevent financial and reputational damage caused to businesses by brand abuse

• Use cloud technology to facilitate the mail flow

• Cleanse the abusive emails before it touches the network

• Protect the brand from phishing attacks using cloud

• Prevent counterfeit sales in digital channels

• Identify and expose illicit manufacturers

• Use cloud service in social media monitoring tool to cover a wide range of social media websites

Clients Clients Clients



1010

Problem

Solution

Services & Products

Tech Adoption

Case Study

A Social Data Intelligence firm that provides actionable social media insights and empowers digital communication globally through real-time listening, advanced social media analytics and influencer marketing software

Brand Abuse ProtectionTalkwalker Social Listening tool analyses brand exposure and threats using AI-powered scaling and accuracy

Online Monitoring ServicesTalkwalker AI Engine provides image recognition and sentiment analysis to obtain brand insights and detect themes that impact business

Corporate CommunicationReputation framework protect the online reputation and manage risks globally in real-time

Artificial Intelligence

Data AnalyticsNatural Language

ProcessingBusiness

Intelligence

Allianz Group is one of the leading integrated financial service company which offer a wide range of products, services and solutions in insurance and asset management

• Monitored and identified social media strategies using social listening tool to visualize global online sentiment analysis and benchmarked media performance

• Provided a deep level brand insights to support Allianz over social media

The demand for digital transformation, internet, social media and mobile channel communication in insurance firms to create positive experiences, secure customer loyalty and insurer’s profitability

Case Studies (1/3)

Received a negative tweet which resulted in the reduction of the brand value in the market

Problem

Solution

Service & Products

Tech Adoption

Case Study

A global communications marketing firm which offers PR, Crisis communication and Social media monitoring services to evolve, promote and protect partner organizations brands and reputation

Corporate CommunicationProvide an aggregate analysis to develop multi-channel, integrated, communication campaigns to support business needs

Crisis and Reputation RiskManage reputational risk on a broad range of crisis such as ethics and integrity, service and security risks through Business Intelligence

Media RelationsCreate visual assets and build a relationship with media to provide larger integrated campaigns for clients

Business Intelligence

A leading technology company that develop smartphones, wearable devices, tablets, digital appliances, network systems, semiconductors and LED solutions

• Created a visual asset using social media analytics• Resulted in viral engagement, new audience exposure and 52% increase in

brand praise week over week

Data Analytics


1111

Problem

Solution

Services & Products

Tech Adoption

Case Study

A leading brand protection company that provides solutions and services to protect the business firms from brand abuse, online threats and unauthorized channels

Domain Name MonitoringDelivers key metrics and actionable intelligence to evaluate and improve domain portfolio performance

Paid Search MonitoringIdentify and remove paid search ads using the trademark and identify ads shown to limited locales using global geo-proxy network

Web MonitoringPatent-pending and self-learning machine discover patterns of abuse and take action on the visible organic search results


• Developed a multi-pronged enforcement strategy to counteract the brandjackers and institute appropriate enforcement measures to curb the abuse

• It lead to decreased cost for paid search advertising by 41% and increased web traffic by 50%

Cybersquatters and counterfeiters included trademarks within domain names and led potential customers to rogue sites

Case Studies (2/3)


A London Jewelry Retailer

Cyber Intelligence

Problem

Solution

Services & Products

Tech Adoption

Case Study


Data Analytics

A unique multi-channel retailer that offers a range of technology products and electronics such as tablets, laptops, Chromebooks, iPads, LED TVs etc.,

• Provided a Social listening platform created using NLP to understand the basic sentiment of consumers towards the new stores

• Argos understood the performance of each stores individually and identified the areas of improvement

To manage, dissect and digest the huge volume of company, products as well as industry related data from social media channels

A leading social media listening and analytics technology company that provides content marketing and business decision solutions to the clients

Crisis and Reputation RiskBrandwatchtools detect emerging crises and send automatic, real-time notifications to relevant internal and external stakeholders

Social Media MonitoringBrand watch Analytics use AI technology to discover faster and smarter insights across the web

1212

Problem

Solution

Services & Products

Tech Adoption

Case Study

A global leader in providing protection, authentication and enhancement to the customer brands, services and revenues

Social Media MonitoringProvide tools to ensure effective enforcement and continuous monitoring against illicit activity across top social media platforms

Brand and IP Enforcement Services

The Online Insight platform identifies and removes web pages that infringe the intellectual property


• OpSec offered a tailored solution, utilising the Online InSight platform• OpSec’s marketplace monitoring solution provided brand protection insights

to the online sales activity occurring on global e-commerce platforms • Resulted in the significant reduction of counterfeiters attack

Counterfeit goods being imported and sold due to the power of the internet and online market places

Case Studies (3/3)


Problem

Solution

Services & Products

Tech Adoption

Case Study


Data Analytics

A leading retail company

• Provided proprietary monitoring tools to locate any fraudulent social media pages, profiles or groups using client’s branding across a range of social media networks

• Provided significant methods to find the legitimate Social Media pages which drastically reduced the impact of fraudulent social media pages

Fraudulent web pages that lead users to malicious websites or downloads and trick users to give personal/sensitive information

FraudWatch International is an online cyber security company providing a range of brand protection solutions such as fraud loss, brand damage and online abuse

Brand Abuse ProtectionEvaluate potential brand abuse issues to determine infringing

brand content using brand impersonation methods

Social Media MonitoringDetect fraudulent social media pages initializing cyber threats

using AI

A consumer goods company specialised in retail promotions, TV home shopping and e-commerce

1313

India

China

IndonesiaBrazil

South Africa

Mexico

Philippines

Argentina

Egypt Thailand

MalaysiaVietnam

Poland

TurkeyRomaniaCzech Republic

Corporate Affairs Talent Distribution (Low cost locations): A significant talent across all functions of corporate affairs is distributed across low cost locations such as India, China, Indonesia and Philippines which is a major source for the local GICs to hire relevant talent

Low High

Talent spread across low cost locations

Brand Protection

25% 50% 75%

20-23% of the Brand Protection talent is spread across

low cost locations globally

Low High


Monitoring Services

25% 50% 75%

22-25% of Monitoring Services talent is spread across


Low High


Public Relations/

Communication & Management

25% 50% 75%

27-30% of the brand protection talent is spread across


Total Global Talent Pool: ~3.5-4K

Total Global Talent Pool: ~80-90K

Total Global Talent Pool: ~200-250K

Note: The represented data has been analysed using DRAUP Proprietary Talent DatabaseNote: Low cost locations are defined based on the salaries & operational cost

Major MSAs in low cost locations with relevant Corporate Affairs talent

India

Bengaluru NCR Region Mumbai Hyderabad

China Indonesia Philippines South Africa Egypt

Shanghai Beijing Jakarta NCR Region Johannesburg Cairo

Romania

Bucharest

Poland

Warsaw Krakow

Brazil

Sao Paulo

Major low cost locations with Corporate Affairs talent and roles

Brand Protection Manager

Brand Protection Analyst

Brand AnalystBrand Protection

SpecialistBrand Security

Manager

Social Media SpecialistSocial Media CoordinatorSocial Media AnalystCrisis Management

AnalystPR Manager

Key job roles spread across low cost locations

Brand Protection

Monitoring Services

PR & Communication

1414

Corporate Affairs Talent Stack: Brand Protection Analyst, Social Media Analyst and Public Relation Manager are the major roles span across 3 major cluster such as Brand Protection, Monitoring Services and PR/Communication & Management

Brand ProtectionPublic Relations/

Communication & ManagementMonitoring Services Other Areas

Major Roles

Major Skills

Product BrandingAnti

Counterfeiting

Brand Marketing Brand Strategy

OSINT toolDomain

Monitoring

Intellectual Property Right

Brand Intelligence

Brand Protection

Analyst

Brand Security Analyst

Brand Protection

Investigator

Brand Protection Manager

Digital Brand Strategist

Brand Protection

Coordinator

Social Media Analyst

Digital Security Analyst

Cyber Threat Analyst

Media Monitoring

Analyst

Social Intelligence

Analyst

Social Media Specialist

Social Media Coordinator

Media&Online Reputation

Specialist

Social Media Researcher

Public Relation

Strategist

Crisis Management

Analyst

Content Strategist

Public Affair Coordinator

Compliance Monitoring Consultant

Social Media Content

Moderator

Media Public Relations Specialist

Public Relation Manager

Public Relation

Coordinator

Government Affair Specialist

Corporate Responsibility

Manager

Communication Manager-Corporate

Responsibility

Regulatory Affairs

Specialist

Public Policy Specialist

Corporate Business

Intelligence Analyst

Brand Security Manager

Brand Analyst

Brand-Cyber Intelligence

Analyst

Major Roles Major Roles Major Roles

Major Skills

Media Monitorization

Threat Management

FirewallData Science &

Analytics

eClincher Sprinklr

Data Visualization Radian6

Major Skills

Strategic Communication

ReviewPush Software

Crisis IntelligenceMedia Relation

Strategy

Online Advertising and Integrated

MarketingCompliance GRC

Major Skills



SMM Platform MS OfficeMS Office PRWeb

Project Management

MS Office

Program Management

1515

Talent Upskilling: Global companies employ Digital/Social Media Marketing Analyst roles at several low cost locations which can be upskilled to Corporate Affairs roles such as Social Monitoring Analyst, PR Specialist through certifications & trainings

Social Media

Analyst / Coordinator

PR Coordinator / Specialist

Content Creation

Content Marketing

Content Measurement


Campaign Management

Common Skills Major Skills to be trained

Email Marketing

Google Analytics

CSS

CSS

SEO/ SEMSocial Media Advertising

Management

Channel containment

Brand Management

Social Media Platform Management

Online Investigation Social Media Abuse

Management

Transcript Analysis

Crisis Management

Response Management

Content Review

Corporate Affairs Roles

Social Listening


Brand Awareness

Reputation Management

Inquiries Management

Media Management

Campaign Management

Press Management

Feedback Monitoring

Note: List of common skills and skills to be trained are not exhaustive, top skills are taken for the analysis

Common Role spread across low cost locations / GICs

Digital / Social Media

Marketing Specialist

Google’s India GIC has more than 100 Digital Marketing Specialist / Executives

Adobe’s India GIC employs more than 75 people for its Global Digital Marketing activities

• Google has more than 100 digital marketing specialists in India which works for both the local and global entity on Digital strategies and Social Media strategies

• A large chunk of this talent can be realigned into Corporate Affairs roles such as Social Media Analyst / Coordinator and PR Coordinator / Specialist with specific training on the core skills required for these roles

• Adobe has more than 75 professionals with major skills such as Campaign Management and Content Marketing

• Significant talent from this group can be upskilled to Corporate Affairs roles such as Social Media Analyst or PR Specialist if they are trained across specific skills such as Brand Management, Social Media Platform Monitoring, Corporate Communication etc.

Case Studies – Digital Marketing Specialists in Low Cost GICs

• Strategic Learning and Public Relations Certificate

• Certification in Public Relation and Communication Planning

Sample Certifications

• Certified Social Media Intelligence Expert(CSMIE)

• Certification in Social Media Listening & Analytics

1616

LocationsCorporate Affairs Service

Providers Global Companies Work Areas

India• Creation of communication messages for efficient and active

addressal of key issues• Identification of issues and build image relationship activities

Romania

• Development of targeted publicity strategies/campaigns for online and offline media

• Preparation of defined strategy for the management of crises and ongoing issues

Poland

• Development of comprehensive strategies for communication of companies and products with media

• Manage crisis in the field of communication which includes modern cyber threats and online crime

Brazil

• Development of crisis response plans and toolkits for best and worst case scenarios

• Manage and monitor risk assessment audits and notification system

Low Cost Location Analysis: Service Provider partnerships with top Global companies at low cost locations


1717

LocationsCorporate Affairs Service

Providers Global Companies Work Areas

Portugal

• Design algorithm to optimize media relationship based on brand performance and data

• Development of programmatic platform to audit geographic accuracy for a brand safe environment

Malaysia

• Build and maintain reputation value using the right channels and techniques using digital and public relations

• Manage relevant outcomes across shared and paid media outcomes such as increased preference, support and intention

Indonesia

• Manage client relationship with integrated communication planning and brand strategies

• Development of content strategies for crisis and issue management

Mexico• Build and execute strategic communication plans• Implement communication plans to address the concerns of

key stakeholders to maintain the company’s reputation

Low Cost Location Analysis: Service Provider partnerships with top Global companies at low cost locations


Source : DRAUP

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Documents

April 2019 - Amazon S3 · • Responsible for community relations, brand management, communications, and community education at the ... Lithium social media publishing tools publish