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Workshop E
Driving the Future: Reputation
in the Banking Industry
Workshop Day Sponsor
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Presenters
• Enrique Johnson, Director Spain & Latam, Reputation Institute
• Iñigo Roy, Head of Communication, Brand, and Reputation Metrics,
CaixaBank
• Patricia Junyent, Chief Product Officer, Acceso
Moderator
• Ángel Alloza, CEO, Corporate Excellence – Centre for Reputation
Leadership & former Global Director of Communications Strategy,
Brand, Reputation and Metrics, BBVA
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Ángel Alloza
CEO, Corporate Excellence – Centre for Reputation
Leadership
@aalloza
@CE4reputation
www.corporateexcellence.org
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Corporate Excellence - Centre for Reputation Leadership
A Think Tank of applied research and knowledge in intangible assets measurement and management
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Working together
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Navigating in the Intangible & Reputation´s
Economy Half of the value of Companies is based in its intangible assets
Intangible
assets(52%)
Tangible assets(48%)
Source: 2017 BrandFinance® Global Intangible Finance Tracker (GIFT™)
Global Enterprise Value 2001 – 2016 (%)
Source: Brand Finance, 2017
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Roadmap for integrated management of intangibles
Source: Corporate Excellence – Centre for Reputation Leadership,
2018
STEP 1
Corporate Purpose
Identify keystakeholders, contactpoints and importanttasks. Diagnosis of theidentity (mission and vision), positioning(brand and communication) and reputation: risks and opportunities.
Initial Stage Control Stage Advanced Stage
STEP 2
Advanced
Measurement
Regularly evaluatecommunication, reputation, brand and experience of keystakeholders in connection withimportant tasks as wellas key markets and operations.
STEP 3
Breaking Silos
Structured process(firmwide committeedriven by the CEO) tocut through divisional barriers and involvekey directors intomanagement of intangibles and internal control.
STEP 4
Key Intangibles´sKPY
Link non-financialindicators with businessresults in order tointroduce them into theagenda of theManagement Committee.*Reputation, brand, experience, customersatisfaction, commitment of the employees and thepropensity to recommend.
STEP 5
Differentiaton &
Reputation
Development of a sustainabledifferentiation strategyintegrated in business: reputation, brand, communication, publicaffairs and measurement tools.
Know-How developed over 15 years of business practice for efficient implementation of intangible assets management.
Source:Corporate Excellence – Centrefor Reputation Leadership,2018Source:Corporate Excellence – Centrefor Reputation Leadership,2018Source:Corporate Excellence – Centrefor Reputation Leadership,2018Source:Corporate Excellence – Centrefor Reputation Leadership,2018
ReputationIdentity,
Aligment & Brand
Sustainability,
CSR & Governance
Communication Prospective &
Public AffairsTalent
Advanced
Metrics
Corporate Excellence
Academy
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Communication, Brand & Reputation Scorecard demonstrating brand & reputation impact on
business
Advertising & Sponsorship
Processes
Products
TO DO
Experience
Reputation
Brand
Recommendati
on
Consideration
Purchase
Invest in
Work for
Advocate
for
Perceptions Attitudes Behaviours
CAUSES CONSEQUENCES
TO COMMUNICATE
Employee
Social media
Media
Source: Corporate Excellence – Centre for Reputation Leadership, 2018
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Methodoly for measuring and managing reputation RepTrak® system
10
Source: Reputation Institute
PRODUCTS & SERVICES
INNOVATION
WORKPLACE
GOVERNANCE
CITIZENSHIP
LEADERSHIP
PERFORMANCE
REPTRAK® DIMENSIONS
Rational Drivers
REPTRAK® PULSE
Overall Reputation
SUPPORTIVE BEHAVIOURS
Outcomes
PURCHASE
ADVOCATE FOR
ACCEPT
DEFEND
WORK FOR
INVEST IN
KPYs
Business Impact
RETENTION
SALES
RENTABILITY
SATISFACTION
ROI
MARLET SHARE
LOYALTY
…
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Measuring Reputation The banking sector ranks last in the reputation industries ranking in
Spain
Source: Reputation Institute
Retail-Varios(9)
Tecnología(15)
Alimentación(14)
Automoción(12)
Bebidas(3)
ProductosdeConsumo(9)
Textil(8)
Retail-Alimentación(8)
Transporteylogística(6)
Farma(1)
Informaciónymedios(6)
Seguros(8)
Aerolíneas(4)
Hostelería/Restauración(4)
Energía(8)
Construcción(3)
Telecomunicaciones(7)
Banca(12)
72,1
71,3
71,1
69,9
69,0
68,1
67,6
67,2
65,7
65,7
64,8
62,4
61,8
60,4
58,8
57,5
56,3
53,0
-1,9
2,0
0,8
Vs‘17
-2,2
-4,8
-2,1
-2,4
-2,0
-0,8
-5,0
-0,9
-3,0
-1,6
0,3
-0,9
-3,1
-1,1
Retail-Varios(9)
Tecnología(15)
Alimentación(14)
Automoción(12)
Bebidas(3)
ProductosdeConsumo(9)
Textil(8)
Retail-Alimentación(8)
Transporteylogística(6)
Farma(1)
Informaciónymedios(6)
Seguros(8)
Aerolíneas(4)
Hostelería/Restauración(4)
Energía(8)
Construcción(3)
Telecomunicaciones(7)
Banca(12)
72,1
71,3
71,1
69,9
69,0
68,1
67,6
67,2
65,7
65,7
64,8
62,4
61,8
60,4
58,8
57,5
56,3
53,0
Excellent > 80
Strong 70-79
Middle 60-69
Weak 40-59
Poor < 40
Excellence in
Performance Excellence in
Communication
Social context + Industry Reputation
Realistic
Reputation Goal
X
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71,6% Market share
Reputation in the Banking Industry in
Spain 7 Banks are measuring reputation using the same methodology provided by
Reputation Institute and supervised by Corporate Excellence Centre for
Reputation Leadership
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Enrique Johnson
Director Spain & Latam, Reputation
Institute
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A difficult context
Infoxication Hyper-
transparency Trust
*Edelman TRUST Barometer 2018
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Consequences…
“Commoditization”
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R2 = 0,69
Starting point:
RepTrak® is a registered trademark of Reputation Institute. © 2016 Reputation Institute, all rights reserved.
Banking
RepTrak® Model:
Participation of the 5 banks
In depth interviews with Top
Management of each bank
Focus Groups among the general
public & clients in Spain
List of attributes
Workshop with all the clients
Define the final industry model
(decision & Statistics results)
How we developed the project
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R2 = 0,83
Banking
RepTrak® Model:
RepTrak® is a registered trademark of Reputation Institute. © 2016 Reputation Institute, all rights reserved.
R2 = 0,69
Starting point:
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Reputation in the Banking Industry –
Spain
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How is the sector addressing this situation?
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It is a sector-specific issue
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New platforms
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Back to Basics
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Differentiation
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Iñigo Roy
Head of Brand, Communication and Reputation
Metrics, CaixaBank
Reputation and Brand metrics in financial companies:
from self-justification to leading long run goals
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Metrics of crisis vs metrics of achievement
Two historical examples
World War I
5 years of chaos and destruction
18 million deaths and 23 million wounded
Collective failure
The Parthenon
Finest example of Greek architecture
Finished in 9 years by 10.000 citizens
Collective success
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It won´t happen again: Reputational Risk Management
The ECB, the League of Nations and mother-son relationships
Common Framework
Reputational metrics
Quarterly reporting
Promotion of World Peace 1919
Enhance cooperation
¿Historical success?
‘Behave’
‘I didn´t do it’
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Aspirational approach: Reputation and Strategic Plans
The key to a successful and healthy relationship with our clients
Progress
Trust Dialogue Support
Metrics: are we getting any closer to where we want to arrive?
What about my peers?
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What are we measuring and why?
Different metrics for different stories
1. PREVENTION AND CRISIS MANAGEMENT
Anticipation, detection and crisis management
• Transversal Prevention Plan
• Media & Social Media Analytics
• Crisis management in media and social media
• Measuring the impact of crises on stakeholder perception
2. REPUTATIONAL ENHACEMENT
Contribution to the strategic objective
• Promotion of key values in advertising, media and social media
• Economic calculation of contribution to the business
• Measurement of social impact (return)
• Contrast of the perception with the social expectation on the financial sector
3. EFFICIENCY OF INTANGIBLES
Profitability of diffusion channels
• Return metrics in all areas (Communication / Sponsorship / Advertising & Brand / Institutional Relations)
• Optimal mix of Owned & Paid & Earned channels
• Balancing offline and online dimensions
Supervisory approach
Customer and Social approach
Corporate Approach
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1 relevant figure always better than a soup of numbers
Avoid self-referential metrics and doctoral thesis on the impact of a campaign
Customer/Society point of view Corporate self-centered point of view
Hi, I´m a bipedal hominin characterized by having higher
and vertical forehead, brain volume of about 1,400 cc, smaller
teeth and jaw, and prominent chin relative to earlier hominins. I
solve problems through sense and reasoning, use symbols and
language and create complex social structures
Hi, I´m Matt, I´m into team sports, TV
comedies and hanging around with my
friends
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Speaking Reputation Language to a Financial Board
Be accurate but don´t get boring: it´s our customer’s illusions and our social impact we´re talking about
Efficiency Owned Paid Earned
Media Offline + Online
Social Media Owned/Earned
Sponsorship Soccer / Basket / Running
Brand & Advertising Tracking / Impacts / Engagement
Institutional Rel. Events / internal Consulting
Contribution
to Reputation
Reputation Brand Business
New channels
(liquidity)
Brand
values Commercial
return
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Patricia Junyet
Chief Product Officer, Acceso
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IMPACT OF SOCIAL, MEDIA, WOM IN REPUTATION
INDUSTRY APPROACH
OPPORTUNITIES FOR EVOLUTION
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Communication is essential to influence people’s perceptions, and
these perceptions have an impact on business
COMMUNICATION REPUTATION BUSINESS
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Good communication can help increase reputation
For each % point in Awareness, we could get 2,8 pp in Reputation (avg)
Top2B People that recall communication from Companies
Re
pu
tatio
n P
uls
e R
ep
tra
ck®
Source: Data Reptrack 2017. Elaboration Acceso.
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Reputation can help increase recommendation.
Source: US Reptrack 2017
Reputation +5 points -> Recommendation + 7.4% Reputation +5 points -> Recommendation + 6.2%
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Why is recommendation important?
Source: Acceso Owned Studies.
It plays a central role in today’s communication to change perceptions.
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WOM, Trial/Experience, Social, and Expert endorsements have a
significant impact on perceptions and business results (sales)
Source: Acceso Proprietary Studies. Survey Consumers. Modelling for contribution according to Survey & Investment
.
Wom CONTRIBUTION to Brand Perception: 8.7% INFLUENCE of Touchpoints to … be aware, form an opinion, or choose a brand
Illustrative Data
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INDUSTRY APPROACH
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Reputation Pulse by Industry
Source: RepTrack 2017 (Mar)
Reputation of the banking industry has not yet recovered as a consequence
of the financial crisis, later scandals, and the political situation
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There is an opportunity to address new targets, citizens
It is no longer sufficient to understand and address technical stakeholders.
CITIZENS became KEY PLAYERS in building brand reputation.
24% of Social Media users follow influencers, 23% follow brands, and
12% are talking about products they’ve buyed or want to buy.
Source: IAB – Estudio anual RRSS 2017. Muestra 1.068 individuos.
After academic and technical experts, “A person like yourself” is the
most credible spokesperson when forming the opinion of a brand
Source: Merco 2017 (800 empresas españolas de mejor
reputación) Posición en el Ranking Reputación.
Ranking in Reputation for the Banking Industry.
Evaluation from different Stakeholders
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And an opportunity to better adjust the messages to their needs
Source: Havas. Meaningul brands. 2017
84% OF CONSUMERS
EXPECT BRANDS TO PROVIDE CONTENT
60% OF CONTENT IS
IRRELEVANT
60% of all content produced by
brands is declared as poor,
irrelevant or failing to deliver
To: Inspire / Educate / To
reward/ Inform / Help/ Entertain
Source: Reptrack Bank Industry 2017.
Acceso Monitoring Mentions per Territory.
Illustrative Data
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Awareness per channel, and Reputation per Channel (T2)
We could also improve the effectiveness of investments by channel
Illustrative - Fake Data
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OPPORTUNITES TO EVOLVE
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HOW TO BUILD REPUTATION?
WE NEED TO EARN IT, WE CANNOT BUY IT
UNDER NEW RULES
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TRANSPARENT, CLOSE LANGUAGE
“WHAT DOES IT MEAN FOR THEM?”
CONTENT VS ADVERTISING
“WHICH FORMATS, PLATFORMS, CHANNELS”
INFLUENCERS IN ADDITION TO MEDIA
“NEW WAYS FOR PERSUASION”
INCREASED CRISIS RISK
“ALLOW FOR ANSWERS.. & MANAGE THEM”
DATA & INTELLIGENCE TO DECIDE
“OPPORTUNITIES ON PLANNING & IMPACT”
CITIZENS DECIDE
“AND THERE IS NO WAY BACK”
GAFA: MAKE IT EASY, USER EXPERIENCE, TRANSPARENCY
ING Direct, Bankinter, EvoBank, mejores valorados
por consumidores. ¿why?
Que es lo que más valoran los consumidores de los
bancos?
1. Transparencia 2. Comisiones para él, no
para el banco 3. Hacerlo fácil, oficina en el
bolsillo
A CLEAR CHALLENGE. ASK THEM ! OWN CHANNELS, CLIENT SERVICE CHANNELS
NEW ALLIES THAT NEED TO BE ADDRESSED BETTER TO PREVENT THAN TO RECOVER
CITIZENS
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UNDERSTAND
CITIZENS
UNDERSTAND
KEY PLAYERS
STRATEGIC
PLANNING
MEASURE
IMPACT
CONTENT
PLANNING
REVIEW
OBJECTIVES
CITIZENS
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AND … MAKE IT SIMPLE
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Driving the Future: Reputation
in the Banking Industry
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