Manage Online Brand Reputation presented by Iim Fahima Jachja, COO Virtual Consuting Indonesia and Digital Marcomm Specialist.

2. Zero online presence
=
Zero online reputation ?

3. Zero online presence # zero online reputation
zero online presence can be bad reputation

4. Zero online presence can be bad reputation
 No official information source from brand/ corporation when
the consumers need them.
 Our online presence is filled by other people, can be good or
bad. The situation can be bad when the brand / corporation is
having a crisis.

5. Reputation is what people think of you.
You harvest what you’ve planted.
What are the things that need to be planted Online?

6. Things need to be planted online
1. Website
2. Social Media Presence
3. Media and Conversation Monitoring

8. Website
• Convenience:
- easy of use and navigation
- Fast response time
- Familiarity
- Relevant and accurate information
• Content :
- relevant, useful and updated information
• Customer Care :
customer support at all stages of the interaction is important, and can be provided
through e-mail, online chat, toll-free telephone numbers, and FAQ pages
(Frequently Asked Questions) to solve problems.

9. Social Media Presence
Your constant involvement on the digital scene
builds your online reputation

10. Social Media Presence
Monitor:
Listen what your consumers were saying about
your product.
Mingle:
Jump into the conversation and mingle with
customers.
Measure:
create specific programs or sales program only
for fans/follower in social media.

11. Things to prepare before jumping into social
media?
Internal buy in
Social media is not only marketing team’s responsibility, it’s a
corporate responsibility. The involvements of senior
managers, marketing, public relation, IT, human resource and
legal team, plus the social media enthusiasts determine the
success of brand / corporate social media.

12. Things to prepare before jumping into social media?
Developing social media strategy
- Market Research
- Decide Where to Concentrate Our Effort
- Plot Our Objective & Strategy
- How to Measure Efforts

13. Things to prepare before jumping into social media?
Socmed Team
• Social Media Expert
• Social Media Monitoring & Admin
• Social Media Analyst
• Content Developer
• Creative Designer
• Social Media Programmer

14. Media and conversation Monitoring
• Google Alerts (http://www.google.com/alert)
• Google Blog Search (http://www.blogsearch.google.com)
• Twitter Search (http://search.twitter.com)
• SocialMentions (http://www.socialmention.com)
• Topsy (http://www.topsy.com)
• Facebook Search (http://www.facebook.com/search)

15. SOYJOY STUDY CASE

16. Building a Fit Online Brand
Reputation from Zero
Using the Hype of Social Media

17. Communication Background
• SOYJOY is new product new category (price & taste)
• Healthy product offering healthy benefit
Education is very important, need a two way
communications / interaction with Fast feedback.

18. Brand strategy before online communication
• Traditional (TVC, Print Ad, Radio, POS)
• Promotion team (sampling)
• One way communication (traditional ads)
• Slow and less efficient (sampling)
A communication strategy needed not only to widens communication
channels, but it also needs to answer existing challenges.

19. Before Online Communication

20. Before Online Communication
• Minimum info on Soyjoy brand up to page 8 on search engine
results.
• An official info on Soyjoy was available on page 3 on the search
result, the link leads to corporate site www.otsuka.co.id
• Soyjoy content on Otsuka’s site doesn’t match Soyjoy’s image that
was being build offline.
• Indonesian consumers are not familiar with the term ‘Low GI’.
(Soyjoy’s term on low sugar intakes indicator).
• Many tv campaigns, still not enough online brand recognition.

21. Online Communication Challenge
• To educate that Soyjoy is a healthy snack that doesn’t make you
fat.
• To educate Soyjoy’s Low GI mission.

22. Online Communication Objectives
• Building an integrated online presence
• Building Soyjoy awareness
• Education on Low GI based on the
ongoing umbrella campaign
• Building engagement with Soyjoy’s
consumers

23. KPI
• www.soyjoy.co.id will deliver Soyjoy’s image according to its offline
campaign
• To put www.soyjoy.co.id on page 1-3 search engine result with the
keyword ‘Soyjoy’
• To create engagement and conversation on social media
• To put www.soyjoy.co.id on page 1-5 search engine result with
keywords related to ‘low GI’

26. Website Strategy - Wireframe
Wireframe
(Consumer Insight +
Information Architecture
+ Online Behavior)

27. Website Strategy - Design
Design
(Brand + Consumer
Insight + Information
Architecture + Online
Behavior)

28. Website Strategy – High GI Fact

29. Awareness & Social Media
Conversation STRATEGY

30. Insight
Most of the time,
healthy life remains a
resolutions

31. SOYJOY HEALTHYLICIOUS
The First Indonesia Online Reality Show

32. RESULT

33. • 7200 registrants in 2 weeks
• 13. 450 Twitter mentions in this 5 months.
Followers : 1.517
Following : 1.714
• 42 Publicity on blogs
• 14.8514 comment on Koprol
• Appear on 60 medias online offline with PR Value Rp. 2 Billion
• All conversation and publicity: 40% positive, 55% neutral,
5% negative

34. Related Keyword
Search

35. www.soyjoy.co.id appear 2nd after
www.soyjoy.com on Google result
with the keyword ‘soyjoy’.

36. Google search for keyword ‘Soyjoy
Healthylicious’ has 1950 results.

37. www.soyjoy.co.id appeared as the
only website with Indonesian language
on the 1st page Google Search, with
keywords ‘what is low GI’

38. www.soyjoy.co.id appeared as the
only website with Indonesian language
on the 1st page Google Search, with
keywords ‘apa itu low GI’

39. No.1 on page 1 Google Search with
keyword ‘definisi low GI’

40. On page 1 Google Search with
keyword ‘makanan low GI’

41. No.1 on page 1 Google Search with
keyword ‘cemilan low GI’

42. Thank You
Iim Fahima Jachja
Online Marketing Communication Strategist
COO Virtual Consulting
Email: iim@virtual.co.id
Twitter: @iimfahima