Fiammetta BonannoMaria la Luz Muñoz

Paola SalgadoPaola Franco

Saket ToshniwalJeanne Darrieus

Online Reputation Management

“We seek to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.”

PROMISE“To continue to offer quality products

and services using the best technology available and at a reasonable price. This results in highly loyal customers, while maintaining shareholders interest and company profits in mind. By working hard and having fun we seek to offer the best working environment to our employees, promoting career opportunities, and to increase our responsibility towards environment and the society.”

MISSION

Customer Obsession

Invent & Simplify

Think Big Earn Trust

Deliver Results *http://www.amazon.jobs/principles

Price

ConvenienceSelection

VALUES OF THE BRAND

Media Segment Electronics General Merchandise

Ebay Best Buy LeBonCoin

Netflix RadioShack Flipkart/ MercadoLibre

Google Play/ iTunes Walmart LaRedoute

COMPETITORS

TARGET MARKETB2C

B2B C2

C

BRAND IDENTITY PRISMCapabilities• E-commerce product oriented

• Wide range of products

• Value Innovation for CustomersPesonality• Competence• Creative• Simple and Easy

Culture• Customer Support• Employee Growth Opportunities• Commitment• Respect (Human and Environment

Shared values and community• Genuine Quality Product• Best Price• Fast Delivery of Products• Best Industry Practices

Aspirational Self Image• Safe and Secure• Frugality• Pioneer in E-commerce

Noble Purpose• Belong to People• Coonecting Sellers and Buyersthrough Marketplace• Personalisation

POINT OF PARITY

They all sell in Market Place

Offers Premium account with benefits for loyal users

Customer Service (easy delivery & returns)

Customer Experience

UNIQUE SELLING PROPOSITION

POINT OF DIFFFERENCE

They handle the rational and the emotional side of the customer experience equally well

Wider range of products per category

Consumer centric approach, results claims, all about the customer experience.

Recommendations: Cross-selling and Up-selling. Effective useage of Big Data.

More Innovative and Integrated (Multichannel Purchase mobile, laptopiOS, Kiosks in Metros NYC example, scanner)

POINTS OF PARITY VS POINTS OF DIFFERENCE

PERSONALITY

Truthful Innovative

Customer Centric Protecting

Friendly user

Almost for 20 years Amazon has been providing its customers wider choice of products at the same time as protecting personal information and garantued the right product at the right price.

REASONS WHY WE BELIEVE IN THE PROMISE

CONSUMER END BENEFIT

The consumer can find the right product at the right place at the right time and with the right experience.

Low pricesBooks

ConvenienceWide selectionE-tailor Pioneer

Products

All marketing activities must be coherent

CORE VALUES AND PERIPHERICAL ASSOCIATIONS

Community engagement

Selling website

Credibility Big Data

GOOGLE RESULTS

55%

45%

Results

Third parties(earned media) Amazon

GOOGLE RESULTS

Confidence and

consistency

Online coporate contents consistent with identity

Earned media Results consistent

with identity

Online corporate contents non consistent with identity

Earned media Results non

consistent with identity

Brand Identity: Innovation & Customer Experience

Links to Amazon different services Links to innovations that improve Customer Experience (Drone delivery) Links to the different social network account that is consistent with brand

identity (be close to the customers) Links to the multi channel distribution of media (Google Play, Itunes)

Topics keywords

1st Pag

e

Company website,Twitter Page

Online retailer, Movies, games, electronics, toys, apparel, sports, tolos

“In the News”>>>release sci-fi Creative ControlWikipedia Page,Amazon JobsAmazon Facebook

PS4- Xbox Ultimate edition, Jobs, american electronic commerce

Shopping: GooglePlay, iTunes AppNews: in TNYT

Shopping, app, application, Movies, games, electronics, toys, apparel, sports, tolosNews, Information

2nd Page

Twitter Page Twitter,

Yahoo FinanceJobs, american electronic commerce

Financial results, compare AmazonSpecies Places

CBS News CNBCAmazon Storeacrd

Futuristic plan, e’commerce retailer, businessonline market place, amazon account

Topics keywords

3rd Page

Ecology, Conservation, wilderness

Forbes, Innovation, crunchbase

Most innovative, online, retail, shopping, services, e’commerce retailer

Australian websiteLinkedin Article

Kindle, inside amazon,

Youtube channel,Job Opportunities

Customers, find, discover, anything, customer-centric– Jobs, associate Jobs, shoppers, everywhere

News about sci-fi creative control

Technology, independently, satire, tech industry

POSSIBLE KEYWORDS AS BRAND ASSOCIATIONSKeywords Chosen : Payment, Delivery, Service , Customer ExperiencePeriod: 01/09/2015 – 01/10/2015Country: U.K.

Social Media Monitoring & Engagement

The Graph Indicates the Grobal Volume of Use of Keywords – Monthly – Software Used: Synthesio

GLOBAL VOLUME OF CONVERSATION

20,670 Mentions

Social Media Monitoring & Engagement

PLACES OF CONVERSATIONSSHARE OF VOICE

Ebay 85%

Amazon 15%

38%

15%14%

10%

9%

6%4% 2%2%1%0%0%0%0%0%

Forum Video and Photo Sharing Blog General newsMicro-Blogging Professional news Regional newspaper TVSocial network Comments Consumer opinions National newspaperCompany News agency Institution

Ebay generated buzz previous its 20th anniversary and it’sreflected in this chart.

Social Media Monitoring & Engagement

INFLUENCERS

Most of them talk about news regarding Amazon and community of “bargain hunters”.

Social Media Monitoring & Engagement

OVERALL SENTIMENTS TOPICS

Delivery: Customers complaints/congrats about delivery time.

Service: Complaints about the customer service.

Negative8%

Neutral60%

Positive32%

Social Media Monitoring & Engagement

ONLINE REPUTATION ASSESMENT

Frequency:2 to 3 posts per

dayTopics:

Promotions of products, of Halloween costumes,

seasonal, contests, tickets, Funny

Frequency:1 to 3 posts per

day Promotional, funny, contest

Frequency:1 to 3 posts per

dayTopics:

Beauty tutorials, amazon pets, how to bricolaje, promo

their Prime products

Frequency:Every hour

Topics:Funny, contest,

promotion, share comments, helps customer doubts

WHAT IS THE ACTIVITY & HOW FREQUENTLY THEY POST

Response Time:

12 to 24hrs to the first

comments.

Response Time:Never

Response Time:They do not show their

comments in their videos but

they allow viewers to leave

comments.

Response Time:Rarely.

Only share very good positive

comments.

HOW FREQUENTLY THEY ANSWER

132,342- People Talking About This

26,154,347-Total Page Likes

53,657 - New Page Likes this week 

Posts by Pages Posts per Day: 3.98  Likes, Comments & Shares per post: 1,876  

Posts by Customers Everyone can post to your timeline? Yes. Posts by fans: Happens on a daily basis. Response Rate: Bad (26%).You need to respond to posts that others write to you. Response Time: 86 minutes.

Posts per type: 54.2%    41.7%    4.2%  By having a good variety in your posts, your fans never get bored and they can always expect something new and exciting. The variety in your posts is A-OK!

 Timing: Perfect timing!

 Length of posts: Between 100 and 500 characters.The majority of your posts are between 100 and 500 characters. It is recommended that you write shorter posts since shorter posts generates more response from your followers.

 Curiosity: You should ask more questions.

 Hashtags: Using.Comments:Your fans seems to responding best to Photos. Especially Photos posted between 21 - 24 (GMT).

AMAZON FACEBOOKSocial Media Monitoring & Engagement

TOP 5 UNANSWERED POSTS THIS MONTH

FACEBOOK TOP 5 PAGESRETAIL AND CONSUMER MERCHANDISE CATEGORY

FACEBOOK TOP 6 PAGESRETAIL AND CONSUMER MERCHANDISE CATEGORY IN U.K.

TOP 5 POSTS BY AMAZON.COM

ONLINE REPUTATION RISKS Malfunctions or quality below expectations

lead to negative reviews can affect our online reputation.

Avoiding tax (U.K.) – Stakeholders

Working together with other companies and not knowing if the quality will satisfy the customer.

• Stricter seller rating programme.• Increase Amazon fulfillment centers.

Product Quality

• Reinforce the CSR actions to be prepared for any crisis.

• Have one official spoke person in the country.

Legal Scandals

• Chanalize their supply chain – inword and outword

• Train the customer service of Amazon to answer customers questions.

Service & Delivery

CHALLENGES AND MITIGATION

MANAGING AMAZON’S ONLINE REPUTATION :THE PROCESS

LISTEN & ANALIZE

• Identify relevant social media / monitoring tools.• Discover what is said about you and your market.

ENGAGE IN CONVERSATION

• Answer to attacks and negative reviews• Create a brand community and engage with it• Develop online visibility to prevent and manage crisis

MEASURE AND REFINE

• Measure the online communities and policies• Refine consumer engagement process and online

reputation management system

Thank You

TEAM