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5 Awesome Things About #OperaCoastSurprise Experiential Marketing Campaign

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Experiential Marketing has always been my favorite subject! When people experience your marketing gimmick by involving themselves there is nothing better than it! Like how Cashkaro.com decided to send customised Mugs to the top influencers of Twitter thanking them for their amazing contribution to the Twitter world in a similar way Opera Browser Team reached out to creative professionals in India who use iphones or ipads with a unique #OperaCoastSurprise to introduce them to Opera Coast Browser.

The team sent across a surprise package of kinetic sand (Easy-to-shape sand that molds into simple desktop designs) along with the personal note to each professional. Since creative people are well known to have cracked a big idea while wasting time instead of consciously working on it, the team thought Opera Coast would be a great app for them to help them waste time well.

5 things I absolutely loved about #OperaCoastSurprise Campaign are:

1. The idea was absolutely brilliant! Kinetic Sand made the creative professionals waste their time wisely and still feel happy about it! – Experiential Marketing Phenomenon!!

  1. It went along with a Personal Note! – That’s even more brilliant! Any personalized message has a larger impact. However, I feel they could have sent a bigger note than that small piece of paper.
  2. The hashtag was wisely introduced in the personal note requesting people to tweet about it or share it on Facebook / Instagram – Here are some of the interesting tweets coming for the popular creative Tweeters of India.

4. The communications specialist from Opera Browser – @Mrunmaiy on Twitter and Opera’s official Twitter handle (@OperaIndia) was available to respond to tweeters who were confused about what was sand sent for! – Giving it a even more personal and humane approach.

5. I personally loved the idea of capturing the experiential moments in a video and publishing it on YouTube – Makes the campaign completely experiential for users who didn’t receive the kinetic sand!

Good Job Opera Coast Team! I am impressed!

5 Essentials Things to Remember While Doing Online Reputation Management

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Online Reputation Management

Case Study: The recent case of Deepika Padukone protesting against her cleavage reporting in an abrupt way by Times of India has showcased importance of Online outrage and how a brand should really perform during these times. We are all aware of the fact, Deepika made a tweet and later wrote an open letter to Times of India to which TOI gave a defensive reply instead of apologising or remaining silent made more celebrities, media houses go furious against Times of India.

Though TOI is a giant they should really learn the importance of apologizing at-least when the outrage was Digital and when the media houses are already against the giant brand for competitive or ethical reasons! TOI’s reputation is on stake and the brand should really do something about it than making more remarks on the actress and loosing it all – There is more power to Women after all!

Having said all this, we all know it possibly could be a publicity stunt by the leading actress to promote her movie Finding Fanny! In this article today, I am trying to put across necessary points for a brand to take care of its Online Reputation and act accordingly!

It is interesting to note how more and more business/individuals are investing in online reputation management (ORM). People tend to set up accounts on Facebook, Twitter, and LinkedIn in order build their online brand reputation and personal identity. But that’s is not enough, monitoring and protecting your brand is an important task. An interesting infographic from mashable explain things you need to know to protect your online reputation.

However, we generally face off social media attacks, bad reviews from competitor, off-putting press and forum posts and other negative search engine result that can destroy our brand or business name. So, one should mainly understand that ORM is an ongoing process and requires getting truly proactive. Apart from following various paramount for reputation management you should follow these 5 essential things while doing ORM: resume

Start with Monitoring / Listening –

Start your ORM with monitoring what is already been said. Today, Internet serves as a tool for people to express their views, opinion and even smallest of complaint about a company or person. Customer may leave their valuable reviews, comments and mentions anywhere on your online presence pages. If you have various accounts across web make sure you monitor them often. Biggest thing is they miss out on local listing and other industry specific review sites like Yelp, ComplaintBoard, CitySearch, Google+ Local and Zagat.

While Google Alert is already there to avoid such mistake, you can make use of “Me on the Web” in Google Dashboard that allows to search result for your name. “Your online identity is determined not only by what you post, but also by what others post about you — whether a mention in a blog post, a photo tag or a reply to a public status update,” says Google. Choosing daily, weekly or monthly alert is your choice, but don’t limit yourself also try Hootsuite  and other monitoring tools like TwitterSearch, Socialmention, TechnoratiSearch  to check updates in real-time for further action.

Use Your Brand Name Wisely

First understand having your personal brand identity is necessary even for your business. Because a great website or brand will mean nothing if people don’t know who designed or own it. So, to build your online reputation make sure you register your username and purchase relevant domains. Make use of Knowem that allows you to check for the use of your brand, product, personal name or username instantly on over 550 popular and emerging social media websites.

Your brand name should be appearing on any work that you do online. Use your brand in URLs, titles, social media profiles etc, so that you get maximum hits in search engine result. But unnecessarily stuffing your name everywhere can actually make it look cheap and break your online brand. Also, concentrate on your offline reputation as it will automatically travel online!

Be Up-to-date on Social Media Platforms

Social media platforms have become a part of people’s life today and neglecting them can create bad impression. Nestle for example damaged their online reputation by responding poorly on Facebook for the complaints received about environmental practices few years ago and another case of Such blunders get spread like fire and can potentially damage the brand.

You should pull out time to update and check all your social media accounts because B2C companies use social media to “track and follow up”  on brand mentions. Further, people generally post reviews and comments on it with an expectation of sooner reply. Remember, by paying attention to your online profiles you are engaging with your customer, building customer loyalty and discovering where you need to improve. Make sure you update your status at least once in 2 days and make people read what is posted on your blogs, websites etc. Because the more you engage readers more happy your search engine will be. While people consider most appropriate social network as Twitter, Facebook or LinkedIn, Ning makes it easy to launch your own social network in a matter of minutes.

Follow White-Hat SEO –

With ever changing Google’s algorithm, one cannot survive longer while doing black-hat SEO techniques. Some of the spamdexing practice includes content spinning, keyword stuffing, interlinking, doorway pages and invisible text. Such unethical way of doing SEO is banned by search engines.

Read White-hat SEO Tutorial and follow some of these methods for ORM:

  • For high ranking of keywords always use original and valuable content.
  • Integrate a responsive blog and share interesting content often!
  • Get one-way backlink from high PR sites by creating guest posts on other blogs. Ensure to post as many positive news as possible about your brand through guest blogging or sponsored blog posts.
  • Bookmarking way of Digg and reddit still works.
  • Be smart and place each profile and pages on various servers so that search engine will review it authentically.
  • Google+ profile matters the most, share your content and create a +1 strategy around it

Listen and React Positively

Biggest mistake people do while doing ORM is to respond over defensively to negative feedback. Understand, Internet is huge and you will find lot of reasons why people write a negative feedback. The bigger your brand/company, the more negative feedback you may discover, but note that everything goes under search engine result. In negative comment writers, some may be your competitor but others may actually be your customer with valid complaint. You may find complaints on social network sites, blogs, websites and complaint sites like Pissedconsumer and other 22 relevant sites (click for the list), See how you can deal with them:

  • Don’t be too defensive, just apologize and promise them that they will not have such issue in future.
  • Handle small customer issues before they grow large.
  • Be available to customer to avoid most online reputation problem.
  • Reply within 24 hours or let your customer know the time frame for solving the issue.
  • Make them aware of the steps taken to resolve the issue.
  • Try taking the issue over the phone or offline instead of building the conversation offline.
  • Offer refund and free service when required.
  • Ask people to remove negative comment after resolution.

When just replying doesn’t work, learn how to respond to negative reviews to retain your brand loyalty and online reputation.

Note – Once the issue is solved ask your customer to post a testimonial and product review. Later you can add them to your sites and track them to your social networks.

What is Re-Targeting and Why is it The Next Best Tool for Digital Marketing?

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Retargeting advertisements

What is Re-Targeting?

An interesting process that makes your advertisement more reliable, more precise and niche targeted! In this process the advertisers generate a code from Facebook or Google called the Custom Audience or Re-Targeting Pixel code and is integrated with the website.

This code tracks the visitors and places your advertisements on their Facebook timeline. Lets do a simple task:

  1. Visit echovme.in and go back to your Facebook channel you will start receiving ads from Echovme on your Facebook timeline.
  2. Visit drpaulsonline.com and you will start receiving ads from Dr Paul’s about Hair Loss on your Facebook timeline or on Google Ads Network.

You would have noticed this quite often with e-commerce sites the moment you check out shoes or T-shirts but decide not to buy. You later start receiving ads of the same shoes that you showed interest in on Facebook and Google ad network. In this case, there are different pixel codes raised for different URLs and products in order to make for a precise targeting.

Re-Targeting is one of the smartest ways to impress or haunt your audience. Some people feel excited about the ad and some really get annoyed so you need to be smart enough in creating different ad variants and not to target your customers with the same ad copy!

Always remember, your visitors on website come from across different sources (Twitter, Facebook, LinkedIn, Google Search, Direct visitors and more) and they spend more time on Facebook or they are searching for stuff on Google most of the time! Wherever they land after they visit your site, they see your ads and that’s just the BEST WAY FOR STRONG BRAND RECALL! J

 5 Reasons Why Re-targeting Should be Done:

  1. Re-targeting click through rates are usually higher than other ads.
  2. Helps your brand stay on top of your customer’s mind.
  3. Email marketing is now passé – Re-targeting is the best solution as you are not spamming your visitor’s inbox.
  4. Re-Targeting can help you answer the most common query raised by placing answers on the relevant audience’s timeline.
  5. Re-targeting for a different product or post sale service can also be done post purchase as it shall help you discover a Repeat Customer!

Echovme is Awarded the Best Display Campaign of the year by VIT Business School & Think Media!

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image On the internet, what makes you stop and stare at an image when you’re surrounded by a clutter of advertisements? Especially when the subject is hair loss treatment? What attracts the viewer the most? The colours? The text? Numbers? GIFs? And what attracts the advertisers the most are the results. Carefully considering these factors, the ads were created with all of the above mentioned elements. Creatives with human interaction depicting the situation at hand with the precise content in clear, simple language is a must. Jarring content or pictures lacking ambiguity does not quite go well with the campaign. Careful integration of ads in Facebook to audience who visited the website and retargeting the ads to the custom audience. With the ads we custom targeted our audience with Google Adwords, GIF animated ads were placed on content platforms frequented by the prospective audience. This played played a key role in helping us achieve business leads by 200%!

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Receiving the award!

We thank Think Media and VIT Business School for recognizing our efforts and awarding us the Best Display Campaign of the year and Raunaq Zaidi, the Brand Manager of Dr.Paul (the client) for being exceptional in supporting our creative ideas and guiding us throughout the campaign. Click below to view our client’s page: pauls

Social Media Day Celebrated in echoVme was Fun! #SMDayChennai

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Social Media Day Chennai #SmDay #Smdaychennai

Social Media Day was first recognised and celebrated in 2010 by Mashable.com, a US news and blog site. The tradition has followed till 2014 for the 5th consecutive time, successfully propelling a global revolution that is currently being followed by countries around the world. India too is not far behind.

This year, 4 major Indian cities celebrated Social Media Day on 30th June; Chennai, Pune, Kochi, Vadodara. Kochi’s theme strives to aim for an empowered tomorrow through SM Day. Pune’s Joint Commissioner of Police who joined the celebrations spoke about the implications of Social Media by Pune Police. Vadodara continues its celebrations of The Social Conclave by discussing Social Media’s changing landscape in business, powerful video marketing strategies, etc.

In Chennai, Social Media Day started with an interesting turn of events. The rain blessed us all with a very generous downpour and helped us set in the mood. Conducted by Echovme Digital Marketing services, the day kick started with an Instagram like option – get clicked at our photo booth but choose a prop of your choice displayed alongside the booth. An assortment of sun glasses, hats and ties were displayed, free to choose. One by one the social media enthusiasts arrived, only to be scurried off to the photo booth!

Enthusiasts present were beginners, experts, students and social media aficionados who could not have asked for a better meeting. After the round of introductions, the fun began. As addiction yielded formidable results, the inevitable question on whether it’s for the good or for the bad was popped. There was uproar and the discussions started pouring in: social media will become a virtual disease in years to come, but hey, how many times has a blood requirement status was shared and saved someone’s life? Alright then what about cyber bullying, suicides, stalking and the like stemming from social media? Yes but ain’t it the individual’s responsibility to draw the line and think for one self? During the many power cuts Chennai faces, don’t we all peek into our neighbors’ to check if the power cut is not just our house? Likewise, social media is simply an updated version of peeking into each others’ lives. Don’t you all agree? And what about the many scams that circulate social media? The pretends and wannabees? But hey, aren’t they all haunting us in real life too? But for the shy and socially awkward, social media is the place to be. I can be myself. I have a very active following and have made quite a number of friends too! But…the discussion went on and on! The event was live tweeted with hashtags #SMDayChennai and #echovme.

The objective of Social Media Day is to educate and engage, too. Social Media Tambola (desi version of Bingo) served well the purpose. What is the profile picture size of Facebook? The first Instant Messaging tool? What’s the 2nd biggest and popular social networking site? Were some of the many questions posed to the audience to be checked off the Tambola box. Thus, some social media gyan were also induced in the minds of the audience. The winners were presented with a copy of my book, “Social Media for Business”

 But the fun part was yet to begin. Confession pages on Facebook can be passé but not on Social Media Day. The audience was asked to ‘fess up their confessions and their most embarrassing moments. It was no surprise that hacked statuses were one of them, accidental ‘Likes’, public bashing were a notable few.  Social Media for business soon took over the discussion with inputs and doubts.

A quick photo session and feedback was followed by dinner. The night of selfies, tweeting and brainstorming sessions ended with the ideal networking touch, by exchanging of social media identities with promises to connect and network.

Check more images about the event here: Social Media Day in Chennai pictures!

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