Reputation Management Using Social Media Accounts

Not too long ago, I started doing reputation management for a company that offers a beauty product. The product has been on the market a long time but recently updated to improve its efficacy and value.  Unfortunately the original business owners had never focused on reputation management for their company or this specific product, and the new owners inherited a reputation mess.

After a complete review of the website, page one and two search results, we put together a plan to leverage existing digital assets and build new ones that would serve as an effective way to enhance page one search results.  Primary social assets such as the Scalp Med Facebook Page, Scalp Med Linkedin Account, Twitter, etc. were all optimized for better search engine presence.  This involved reviewing each account, completing profile information, and embedding target keywords.

The second part of the strategy is leveraging citations.  Not a lot of people are familiar with the term but essentially, in addition to focusing on national search, we focused on Local Search.  Google is placing much more emphasis on business listings and local related factors that help verify business information and authority.

By combining both the optimization of existing social media assets as well as citations, we have been able to positively influence page one search results for the client.  However, some negative listings still persist.  In addition to the before-mentioned strategies, we also reached out to select affiliates who have authoritative websites and could rank assets rather quickly that are in support of the brand. This third prong of the strategy is proving effective as they have been able to influence rankings quickly with a positive result.

Some of you may be asking, "What's next?"  If you've created a reputation marketing plan and are now in a better position but still not showing a pristine online reputation, where do you go from here?  And the answer is that you remain persistent and continue to reinforce the assets that are appearing on page one and page two.  Slow and steady wins the race.  By focusing your efforts on a few, very authoritative assets, you can win in the long run, which should be your goal.

If you simple focus on trying to win the reputation game overnight, you'll have a really difficult time improving your online company view.  I like to use the phrase, "pick your square" which means that you need to focus on the digital assets that give you the best chance of showing up organically and pushing down negative results.

Reputation management and improving online search results for assets that reside on other pages (like your Facebook profile) can take time.  Be patient, continue to optimize, build quality inbound links, and you're sure to win!

Brand Update : Cadbury rebrands Eclairs to Choclairs

Brand : Cholairs

Company : Cadbury India 

Brand Analysis : # 534

In an interesting move, Cadbury's has rebranded its eclair brand to Choclairs. The brand is now running a TVC communicating this rebranding. Cadbury have two brands in the Eclairs segment - Cadbury Dairy Milk Eclairs and Cadbury Eclairs Rich. 

According to Business Standard, echlair market in India is worth around Rs 1000 crore( 2011statistics) and is witnessing intense competition for share between the players like Nestle, Parle, Cadbury and Perfetti. It is estimated that Cadbury is leading the market with its CDM Eclairs.

What can be the possible logic behind the rebranding of a very well known brand ?

One reason can be to handle the issue of generic nature of the term Eclairs. As I understand, eclairs stands for the special type of candy and is used by all the players in  the market. So when a consumer ask for an eclairs, it is retailer that decides which brand to be given. So by changing the name of CDM Eclairs to Choclairs, Cadbury's expect that problem to subside and with the new TVC the brand is trying to teach the consumer to tell the new name Choclairs.

Watch the TVC here : Candbury Choclairs

Second reason can be to remove the endorsement of Dairy Milk from this category. In my earlier posts on this brand, it may be recalled that Cadbury's had earlier renamed its eclair to Cadbury's Dairy Milk Eclairs .In effect, the eclair was a Product line extension of Dairy Milk brand. Now the brand owners may want to restrict the use of Dairy Milk to the chocolate bar category. So since the endorsement is removed, the eclairs would need an identity and Choclairs has become a new independent brand. 

Third reason can be that Choclairs is the brand which is owned by Cadbury's and is a leading brand in UK and China. Choclairs was created in 1996. So this move can be seen as a global alignment of the brands by Cadbury.

The positioning of Choclairs in India is funny. The new brand's main message is that it will not stick on the teeth. The brand has  the tagline " jo dimag mein chipke, daaton mein nahi "  which translates to " It will stick to your mind and not on teeth ". I wonder why the brand has taken such an attribute in a rebranding exercise. 

It is true that eclairs have a tendency to stick to gum and teeth and may be the brand feels that it may be prompting many consumers away from the category. But as a tagline, I feel that the brand deserves a better treatment.

Related post

Eclairs : Brand Update

Successful Affiliate Marketers' Best Tips And Tricks

Has someone ever told you to go into a place of business and tell them that they sent you? Well, if you have, you are already familiar with affiliate marketing. Though word of mouth is important, there are other web marketing campaigns that you can use to help your business and this article provides you with the tips you need to make it happen.

If your program is proving to be profitable, you should not hesitate to inquire about making more money for the work that you do. If you have made yourself valuable to the program through the amount of sales you are generating, they will want to do anything in their power to keep you.

An efficient blog or website is going to create far more affiliate traffic than almost anything else you can do. Be sure that your site is always streamlined and easy to use. A complicated site stuffed with junk content is going to immediately turn traffic away. So, make sure the site is clean and easy to navigate.

If you try one affiliate program and do not see the results that you were hoping for, do not hesitate to try another. Check into the affiliate program you are using to see if they offer any other products, services or payment structures. Some programs offer flexible plans so do your homework and find the one that fits best.

Even though this is the Internet, remember that the customer is always right. You do not want to lose customers because you are being too solid on your stance against someone you feel is incorrect. People talk and that can result in a serious loss in profits for the business.

Blogs are a great way to make money. If you do it right, internet marketing can really pay off. Blogs are a great way to give details about a company's products. A company may not have room on their website catalog to give you the information you need. Giving first hand usage information can pay off.

Some vendors want you to make use of their tracking software, which are generally scams. Avoid any trouble by using a respected, professional tracking system.

Keep track of your affiliate program results. Successful affiliate sales come from watching what works and what doesn't. Most affiliate programs include some type of tracking function that helps you see which links are working well and which ones need to be tweaked. Vary page positions, see what products sell where, which wording helps links perform better, and use it to plan your future affiliate program strategies.

If you are interested in getting involved in web marketing it is extremely important that you educate yourself on the subject. Search out all the pertinent information that you can find. Learn the basic principles of programming, HTML, data feed manipulation, and creating custom links. The more knowledge that you have, the better off you will be.

We are all familiar with the concept of affiliate marketing, we just may not understand its formulation. Hopefully, this article has provided you with the basics you need to start your affiliate promotion campaign in as formal or informal a manner as you might like. By following the tips from this article, you are helping to ensure the success of your program.

Nexcare : Differentiate through creativity

Brand : Nexcare
Company : 3M
Brand Analysis : # 533

Indian wound-care market is dominated by the brand Band-Aid by Johnson & Johnson. This category is created and owned by Band-aid and Band-aid has a generic status in this category. Brands like Dettol had earlier tried to break into this category without much success.

It is in this market that 3M has launched its Nexcare brand. Nexcare has subtly launched itself in the Indian market without much above-the-line promotions. What needs to be appreciated is the traction that Nexcare has got interms of the distribution reach. Nexcare is now very well promoted in most of the medical retail outlets. 

So what makes Nexcare standout from the market-leader ? The main USP of Nexcare is the form-factor and licensed branding. Nexcare has a unique form-factor in the shape of diamond. According to brand's micro-site, the shape provides for a 360 degree protection and makes it more waterproof.The entire packaging of the brand is highlighting the diamond shape to convey the unique form-factor.

Another differentiator is through the launch of  bandages for kids using licensed brands like Barbie, Ben10,Hot Wheels etc. 3M has positioned these bandages as tattoo bandages which instantly appeal to kids. Infact my daughter pestered me into buying  a Barbie tattoo . 

Being waterproof and having a unique shape are not very sustainable brand attributes. Any competitors can copy these attributes. However, Nexcare has effectively placed itself in the market using this USP.Another wise move from 3M is that the brand has not restricted to wound-care but has extended its scope to skincare. Under the skincare range, the brand has launched skin-care pads in its portfolio. 

Market Statistics : Male Cosmetics

According to ET, Male cosmetics market in India is worth Rs 3800 crore growing at 21% and expected to reach Rs 5270 crore in three years ( Link)

Maruti Suzuki Stingray : My Thing ,Everything

Brand : Stingray
Company : Maruti Suzuki

Brand Analysis : #532

Maruti Suzuki recently launched another brand in the crowded Indian hatchback market. The new brand is Stingray. The launch has created a hell lot of confusion in the branding of the new car. While most of the media has touted the new brand as a variant of Wagon-R , actually the company intended it as a brand separate from Wagon-R. But media killed that scheme. If you look at the campaigns and the brand micro-site, Maruti had intended to position this brand differently from Wagon-R.

Wagon-R has been one of the best-selling models of Maruti. All though the looks were not the best, it was one of the most practical cars especially for city drives. Launched in 1999, the brand had sold a phenomenal 12.77 lakh units till date.

Maruti had tried to push the car through its life-cycle through incremental product and design changes. The latest was the " Blue-eyed Boy" campaign in 2010. However, the intense competition has somewhat pushed Wagon-R behind. According to ET, the brand was now in the fourth position in the segment ( link).

According to reports, Stingray was first launched in Japan as a sportier variant of Wagon-R. 

Stingray is targeting the younger crowd. The brand is positioned as a cool car that have it all. The ads typically is trying to convey hip & cool attribute. Watch the ad here : Stingray

The new trend in the market seems to be the mad rush to attract the youngsters. Tata Nano is the new entrant in the mad rush with their new " Awesomeness" campaign.

The tagline of Stingray is " My thing, Everything" which in a way is trying to be everything that an young consumer needs.Stingray is priced premium over the Wagon-R. The starting range of Stingray starts with Rs 4.09 lakh while that of Wagon-R is Rs 3.5 Lakh.

What is interesting about this brand is the unique situation that it fell into. The brand tried to distance itself from Wagon-R but media has forced the label of Wagon-R Stingray into it. One cannot wish away the power of association. The new brand looks very very similar to Wagon-R so one cannot blame for this association. Similar issue is there with Vista which was launched as a new brand but is strongly associated with Indica.

I am not implying that the company doesn't know that such a kind of association will happen, its commonsense that it will happen. But its interesting that media explicitly put Stingray as an extension of Wagon-R without blinking an eye. 

The association with Wagon-R is good for Stingray because of the immense equity that Wagon-R enjoys in the market. Maruti feels that the life-cycle for Wagon-R will slowly move to the decline stage . So there needs to be a replacement for this bestselling car. By launching the new product without the endorsement of Wagon-R, Maruti hopes that the young consumer will not consider it as a " Old and Dated " brand and over a period of time, Stingray will have a position distinct from Wagon-R and in future will takeover the position of Wagon-R.

First Steps to Successful Internet Marketing

Internet marketing is crucial to developing a modern, effective business that makes the most of this excellent way to reach new and existing customers. Internet marketing has become a major industry, and it’s possible to spend hundreds of thousands of dollars on professional web design and search engine optimization. 

This may well be beyond the budgets of most small businesses, but even if this is the case there are many simple techniques businesses can employ for free or for a small fee to make their online presence much stronger.

1. Fix Up Your Website

The vast majority of businesses have websites, but a lot of these existing sites aren’t designed effectively or with the customer in mind. One of the most effective Internet marketing strategies is simply making sure that your website is easy to use, which makes it easy for customers to find the information they’re looking for. 

Take a fresh look over your site and ask the questions that a potential customer would ask such as “What is the contact phone number?" or “Can I email the business with my question?”. Are the answers to these questions obvious from the front page of your site? If not, consider adding these details or changing how the existing information is laid out.

2. Try Out Search Engine Advertising

Pay-per-click advertising is a simple system operated by most search engines. You choose search terms relevant to your business, and the search engine places your ad on the results page every time someone types that specific term. You then pay a set amount every time an Internet user clicks on your ad. This can be an excellent way to bring more potential customers to your newly revamped website, and increase knowledge of your business. 

The search terms you choose can be quite general, such as “cake shop,” or they can be much more specific to your business; for example, “cupcake shop Baltimore”. Generally speaking, the more specific the term, the fewer people who will type that term. However, the people who do click on your ad are more likely to be potential customers.

3. Team Up With Other Businesses

Placing ads on the website of a business in a similar industry to you can be a very effective way to bring in people who are already interested in your area of business. Do you sell car parts? Then why not place an ad on the website of a local car magazine? The people likely to browse the car magazine site are much more likely to be interested in your services than people using a general website or search engine. 

Try to enter into reciprocal deals with other businesses so that you can each benefit from the other's customers. A bridal boutique could place its ad on the site of a bakery that makes wedding cakes, and vice versa. If you make an exchange agreement with another company this method of advertising should be free, and the ads will reach the people most likely to be interested in your services.

Internet marketing doesn’t require a huge amount of knowledge, at least not to get started. Try out these first steps and see how Internet marketing can benefit your business.

Connect with Alicia on Google+. Alicia Lawrence is a content coordinator for an Internet marketing company serving clients like 12 Palms private rehab center. Her work has been published by the Association for Business Communication, Yahoo! Small Business, and Spin Sucks. 

Titan Company : Rebranding to a Lifestyle Brand

Corporate Brand : Titan Company

Brand Analysis # 531

Titan Industries was born in 1985 as a joint-venture between Tata Group and Tamilnadu Industrial Development Corporation. Titan Industries introduced Titan Quartz watches to the Indian market in 1986 and virtually transformed the Indian watch market dominated by the likes of HMT and Allwyn. 

With smart branding and some cool advertisements, Titan Watches quickly became the market leader and had created a strong premium image in the market. Titan Industries later build various brands targeting different segments in the Rs 4000-4200 crore Indian time-wear market ( source : Business Standard)

Titan Industries' brand portfolio consists of 

Fastrack : targeting youngsters

Tanishq : lightweight jewelry 

Sonata.: Low priced

Xylys : premium end

The Titan brand adopts a sub-branding strategy where various sub-brands target various segments in the market. The notable sub-brands are   Titan Raga, Titan Zoop,Titan Edge, Orion, Purple, Obaku, Tycoon, Bandhan, Octane, Automatic and HTSE series. ( source : Titan Website)

Titan Industries also diversified into jewelry with the brand Tanishq and then to eye-wear with Titan Eye+ brands.

This year, Titan Industries decided to rebrand itself as Titan Company Ltd. According to news-reports, the name change was to signify the corporate brand's movement from a watch company to a lifestyle company. The company leaders thought that the term " industries" now is not relevant in the firm's new directions.

The current corporate rebranding of Titan Industries to Titan Company has also given a new logo for the corporate brand. The new brand elements were designed by the famed agency Ray + Keshavan.

The current rebranding has also an interesting offshoot. Now there are two brands - Corporate brand Titan Company with its own logo and the watch brand - Titan with another logo. Newsreports suggest that the watch brand will retain the existing logo and the tagline - Be More. Since the Titan Watch brand is the most recognized and recalled brand, I am not sure how the name change of the corporate brand will help build a lifestyle image. 

Titan Industries started with a single brand- single product company. The initial portfolio strategy was to build a branded house where all the product ( watches ) had the same brand name ( Titan) which incidentally was the corporate brand. The brand architecture was to have sub-brands targeting various segments. This strategy was changed with the introduction of brands like Sonata , Tanishq etc. Fastrack which was launched as a sub-brand later became an individual brand.

Hence over the period of time, Titan Industries' brand portfolio became a mix of House of Brand and Branded House strategy. There were  many individual brands in the portfolio, at the same time bulk of the mid-range watches were endorsed by the corporate brand - Titan. Titan brand was also used to endorse categories like eye-wear .The company also plans to include categories like fragrances in the near future.

With the launch of a logo and name Titan Company, it is to be assumed that the company now wants to develop a corporate brand different from the watch-brand.  The issue here  is that both the brands are the same. 

Confusing isn't it !