"At first we saw a significant drop in demand and we were quite worried about it. And then as consumers came to understand that this was really a media driven thing, and not a real danger with the car, our sales have improved steadily since then, and continued to improve since that initial news.” "I think it's great that we live in an era where there's the internet and social media so that when the fans are flamed literally by the media there is at least a path for consumers to understand what is really going on. In the absence of social media, I'm not sure we would have been able to correct the misperception." http://www.businessinsider.com/elon-musk-social-media-and-tesla-fires-2014-2#ixzz2tsn4sB1o
33% of customers who received a reply to their negative review turned around and posted a positive review and 34% deleted their original negative review The Retail Consumer Report, RightNow, January 2011
The biggest customer panel you’ve have ever had Immediacy See what’s happening now Comparison Within the sector/competitor context Early warning Emerging trends over time Prediction Scenario planning based on real-life examples Understanding Cause/effect, emotion/behaviour Best practice Effective communications Prioritise Where to put resources
Extremely negative opinions: normalised Jan – Sept 2012 Analysis of emotion
Analysis by theme Analysis of ‘disgust’ reveals that stores are an issue but biggest problem is Morrisons food with no clear demographic divide Disgusting Food Disgusting Stores
Analysis of reputation risks Drill-down to identify and quantify key operational risks and emotional associations
Analysis of trends Association Rising / Sentiment Improving Association Falling / Sentiment Worsening Association Rising + Sentiment Worsening Association Falling + Sentiment Improving Changes in Association with Issue and Sentiment during QX 2013 (Size of circle reflects degree of association) Associations Sentiment
5 Rules for Reputation Management in a Digital Age 1.Establish a method for acute listening. 2.Rise above the noise to see the overall trends and themes. 3.Be proactive and minimise causes of reputation risk – remembering that internal practice will equal external reputation. 4.Proactively engage and communicate on reputation themes – don’t leave a vacuum for others to fill (unless that’s the right thing to do). 5.Repeat until fade…..this is a process that never stops.
Thanks for your time Steve Leigh – Partner Reputation Consultancy 07734 805 499 email@example.com www.reputationconsultancy.co.uk
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