One of India’s largest conglomerates was in the middle of a
public rift among senior leaders. Germin8 was brought in to monitor the digital crisis that was
brewing.
Dedicated analysts to monitor conversations
for over 100 subsidiary companies
10,000 + conversations monitored daily
for 4 months during the crisis
Round-the-clock, insight driven reporting
for the entire duration
Brand reputation is crucial for corporates because everything from subsidiary
companies to stock prices and investor sentiment and can get affected
Who:
One of India’s largest conglomerates
What:
The conglomerate, with close to 100 subsidiary companies, was dealing
with a public rift among senior leaders
The Tasks:
Track trending conversations that would occasionally go up to 10,000 in a span
of 3-4 hours, to stay on top of the situation
Assess conversations for positive and negative sentiments and advise brand on
next steps based on a comprehensive analysis
Ensure brand’s communications team is up-to-date with trends in real time for
timely response and action
How?
Tools Deployed
Germin8 Social Listening
Trooya
The Solution:
A dedicated team of analysts was set up to monitor digital conversation trends
around the brand and subsidiary companies
Real-time trends and updates were shared multiple times a day and all through
the week to ensure that the communications team could take prompt decisions on issuing
statements
A separate Twitter handle was created to counter misinformation. Germin8 was
consulted on the content strategy for the handle to respond to negative trends swiftly
Germin8’s Impact:
One particular trending conversation threatened to damage the image of a
key senior leader. Germin8 recommended that the company engage with an influencer and clarify
their position rather than taking a defensive stance.
This created the right impact and the response was perceived positively and covered widely.
The Impact:
The communication’s team was fully equipped to respond to the situation on
digital based on Germin8’s comprehensive trend reports
Despite a challenging situation, the brand was able to present its counter
view effectively and emerge from the crisis, unscathed