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Reputation Management in a Digital Age May 2014 Steve Leigh, Founding Partner.

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1 Reputation Management in a Digital Age May 2014 Steve Leigh, Founding Partner

2 “Everybody’s talking at me, I don’t hear a word they’re saying, Only the echoes of my mind.” Harry Nilsson

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4 Financial Times, March Where are the risks? Not always where you think

5 The extent of your ‘unconscious transparency’ Source: Weber Shandwick: Employees Rising Report 2014

6 Customers expect you to be listening

7 Leaders who ‘get it’

8 "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."

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11 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

12 Complete reputation management

13 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

14 Extremely negative opinions: normalised Jan – Sept 2012 Analysis of emotion

15 Analysis by locality Data: 2012

16 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

17 Analysis of reputation risks Drill-down to identify and quantify key operational risks and emotional associations

18 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

19 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.

20 Thanks for your time Steve Leigh – Partner Reputation Consultancy


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