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External communications

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Communication Department

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External communications

The External Communications Department plays a fundamental part in the identity and reputation management of a brand, a product, a company and its key individuals.

Its responsibility is to set up a communication plan that provides meaning and relevance in the midst of present and upcoming communication actions and media (social networks, events, press, corporate website, emails, community websites…).

The External Communications Department must work very closely with Marketing/Digital marketing Departments and the Executive Management to implement a new sales channel. Redsen promotes this omnichannel approach and supports External Communications Departments on three major challenges:

  • Provide a consistent digital identity
  • Control company identity on every media (e-reputation)
  • Manage the efficiency of communication campaigns

Provide a consistent digital environment

E-commerce websites, mobile app, social networks, online partners… The quantity of communication channels is blooming and practices are changing. How can you provide a consistent user experience on all these media? How can you manage a harmonized, more efficient and more customized communication?

Redsen helps Communications and/or Marketing departments define, formalize and manage the harmonization of your digital activity:

  • Formalizing expectations in terms of content, services and user experience, in a detailed functional specifications document.
  • Identifying potential impacts on the Information System.
  • Making a feasibility study for the set up of a centralized and unified customer database (Data Management Platform)
  • Optimizing the operating process of the Communications Department
  • Formalizing roadmap orientations and identifying missions in a transformation program
  • Writing business case which includes an analysis of the project added value (MAREVA method) to promote the opportunity to the Executive Management.

This strategy enables the External Communications Department to advertize this transformation opportunity towards the Executive Management and launch the transformation program with comprehensive specifications.

Business Case

Redsen helps a public Education organization redesign its digital universe. The stake is to be able to combine an enhancement of cross-selling and up-selling by offering a customized and consistent experience, based on quality customer knowledge.

E-reputation or e-bodyguarding

50% of the people do check your personal and company’s reputation before engaging in a business relation. Do you have the means to perceive what is said about you, your brand, your company? How can you measure your e-reputation? How do you assess the relevance and efficiency of your content? What kind of communication and action plan should you carry out to avoid a crisis? How do you manage your communication mix to comply with strategic challenges?

Our consultants help you choose and implement the e-reputation solution that suits your needs:

  • We design scenarios and related action plans to handle your e-reputation, on the web and on social networks.
  • We define the organization needed to lead this activity
  • We identify surveillance and measurement axes in the digital ecosystem, monitored brands or people to feed those web analysis indicators.
  • We identify relevant technical solution(s) to manage your e-reputation
  • We design dashboards to help the company enter a continuous improvement process.
  • We support the internal team, and guide them in the change management process.

This well-equipped approach enables you to set up action plans in full awareness of the stakes faced by your business, your brand, your employees and to control your online reputation.

Business Case

Redsen supports a hospital organization in the selection and implementation process of an e-reputation solution, aiming to identify unsatisfied customers, opinion leaders, and potential signals of disinformation about an activity, in order to step into crisis communication management.

Social Dashboard

Given the multiplication of channels and interactions with customers, it becomes even more difficult to manage crisis communication. How can you unify web analysis data from all these channels? How can you automate those dashboards to gain efficiency?

Redsen provides all the necessary tools to help Communications and/or Marketing Departments manage their multichannel campaigns:

  • We define relevant web analysis indicators, depending on the channel (Website, Facebook®, Twitter®, LinkedIn®, Viadeo®…)
  • We create and implement digital and social activity monitoring dashboards (Digital Dashboard and Social Dashboard) that structure data from all the actions made by a prospect on different channels.
  • We set up an automated data quality check
  • We automate data collection, generation of recommandations and publication of monthly reports.

Those automated and transversal management tools enable External Communications Departments to be more reactive in taking corrective actions to increase campaign efficiency.

Business Case

The Computer industry world leader came to Redsen to implement and automate performance monitoring of their campaigns, on about 10 French websites and social networks.

Arnaud Bugeat

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