Case Study- Amazon- Online Reputation Management Masters in Digital marketing Crises Management

1. Fiammetta Bonanno
Maria la Luz Muñoz
Paola Salgado
Paola Franco
Saket Toshniwal
Jeanne Darrieus
Online Reputation Management

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

3. Customer
Obsession
Invent &
Simplify
Think Big
Earn Trust
Deliver
Results
*http://www.amazon.jobs/principles
Price
ConvenienceSelection

4. Media Segment Electronics General Merchandise
Ebay Best Buy LeBonCoin
Netflix RadioShack Flipkart/ MercadoLibre
Google Play/ iTunes Walmart LaRedoute
B2C
B2B
C2C

5. Capabilities
• E-commerce product oriented
• Wide range of products
• Value Innovation for Customers
Pesonality
• 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 Buyers
through Marketplace
• Personalisation

6. P
O
I
N
T
O
F
P
A
R
I
T
Y
They all sell in Market
Place
Offers Premium account
with benefits for loyal users
Customer Service (easy
delivery & returns)
Customer Experience
UNIQUE SELLING PROPOSITION
P
O
I
N
T
O
F
D
I
F
F
F
E
R
E
N
C
E
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)

7. Truthful Innovative
Customer
Centric
Protecting
Friendly
user

8.  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.
 The consumer can find the right product at the
right place at the right time and with the right
experience.

9. Low prices
Books
Convenience
Wide selection
E-tailor Pioneer
Products
All marketing activities must be coherent
Community engagement
Selling website
Credibility Big Data

10. 55%
45%
45%
Results
Third parties(earned media) Amazon

11. 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)

12. Topics keywords
1
s
t
P
a
g
e
Company website,
Twitter Page
Online retailer, Movies, games,
electronics, toys, apparel, sports,
tolos
“In the News”>>>release sci-fi
Creative Control
Wikipedia Page,
Amazon Jobs
Amazon Facebook
PS4- Xbox Ultimate edition,
Jobs, american electronic
commerce
Shopping: GooglePlay, iTunes
App
News: in TNYT
Shopping, app, application,
Movies, games, electronics, toys,
apparel, sports, tolos
News, Information
2
n
d
P
a
g
e
Twitter Page Twitter,
Yahoo Finance
Jobs, american electronic
commerce
Financial results, compare
AmazonSpecies Places
CBS News CNBC
Amazon Storeacrd
Futuristic plan, e’commerce
retailer, businessonline market
place, amazon account
Topics keywords
3
r
d
P
a
g
e
Ecology, Conservation, wilderness
Forbes, Innovation,
crunchbase
Most innovative, online, retail,
shopping, services, e’commerce
retailer
Australian website
Linkedin 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

13. Keywords Chosen : Payment, Delivery, Service , Customer Experience
Period: 01/09/2015 – 01/10/2015
Country: U.K.
Social Media Monitoring & Engagement

14. The Graph Indicates the Grobal Volume of Use of Keywords – Monthly – Software Used: Synthesio
20,670 Mentions
Social Media Monitoring & Engagement

15. Ebay 85%
Amazon 15%
37%
15%
14%
10%
9%
6%
4%
2%2%1%0%0%0%0%0%
Forum Video and Photo Sharing Blog
General news Micro-Blogging Professional news
Regional newspaper TV Social network
Comments Consumer opinions National newspaper
Ebay generated buzz previous its 20th anniversary and it’s
reflected in this chart.
Social Media Monitoring & Engagement

16. Most of them talk about news regarding Amazon and community of “bargain hunters”.
Social Media Monitoring & Engagement

17.  Delivery: Customers complaints/congrats about
delivery time.
 Service: Complaints about the customer service.
Negative
8%
Neutral
60%
Positive
32%
Social Media Monitoring & Engagement

19. Frequency:
2 to 3 posts per day
Topics:
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 day
Topics:
Beauty tutorials,
amazon pets, how to
bricolaje, promo their
Prime products
Frequency:
Every hour
Topics:
Funny, contest,
promotion, share
comments, helps
customer doubts

20. 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.

21. 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).
Social Media Monitoring & Engagement

26.  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.

27. • 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

28. 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

29. TEAM