planning and measuring ambient reputation management
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Ambient Reputation Management presentation from Feb 2011 @ St Catherine's College, Oxford, UK.TRANSCRIPT
Ambient Reputation Management©
Defining Goals and Audiences
Feb 2011 @ UKAIS, OxfordDr. Pasi Tuominen
Ambient Reputation Management
Ambient [the immediate surroundings of something] – [denoting advertising that makes use of sites or objects other than the established media] (OED, 2012)
Reputation [the beliefs or opinions that are generally held about someone or something] (OED, 2012)
Management [the process of dealing with or controlling things or people] (OED, 2012)
Significance of Reputation
Building and sustaining a favourable corporate reputation is vital in the creation of corporate competitive
advantage enhancing an organisation’s financial valueassuring product/service qualityinfluencing customer and employee loyaltyoffering inimitability to the organisation
(Tuominen, 2011b. p.73).
Multidimensional construct
Economic perspective reputation is perceptions about an organisation’s strategy (Rindova
et al., 2010, pp.613-614).
Sociological perspective a broad collective knowledge and recognition (Rindova et al., 2010,
p.614).
Scholars from all disciplines unite on two points: the term reputation refers to social cognitions, such as
knowledge, impressions, perceptions, and beliefs, and these social cognitions reside in the minds of external observers
(Tuominen, 2011b, p.71).
ARM - Strategy
Management and the whole organisation are closely involved in ambient reputation management.
Nebulous boundaries between privacy and publicity, and the content origin are accepted.
Reputation management is based on the continuous and overlapping interaction and entertainment exchange with all stakeholders. (Tuominen, 2011b p.262)
ARM - Vital Attributes
Corporate GovernanceShareholder valueInnovationCorporate responsibility (CSR)Role and leadership of CEOSatisfied employees!Sustainable Value Creation
Measurable Reputation drivers
Customers
• Satisfaction survey
• Customer complaints
• Third-party ratings and awards
• Volume of discussion
• Sentiment of discussion
Employees
• Employee turnover
• Employee profiles (ability, gender, race)
• Employee satisfaction
• Volume of discussion
• Sentiment of disc.
Society
• Boycotts, marches, incidents
• License to operate
• Direct action
• Media reports
Partners
• Quantity of partnerships accepted, sanctioned or rejected on basis of stewardship criteria
• Health and safety records of partners
Shareholders
• Number of shareholder resolutions
• Results of shareholder satisfaction survey
Financial Indicators
• Cash flow
• Earnings
• Costs• Capital
expenditure
ARM – Bonded Loyalty
Buy
Experience
Enjoy
Satisfaction
Bond
Emotion
Loyalty
Trust
ARM – Framework
ARM – Tribal Loop
Ambient Reputation Management
Major change for the service providers Shift from a world of careful planning to one of continuous uncertainty and risks.
Loyalty of intangible brands and services is built up of attitudinal loyalty (consisting of commitment, trust, and satisfaction)• Leading to repeat patronage intentions, advocacy and tribalism
ARM Results
Fewer customers become dissatisfied and leave
Increases the probability that existing customers form a bonded loyalty
Accelerates the delivery of positive word-of-mouth
Intensifies the advocacy of the brand excellence
Provides opportunities for expanding the clientele. (Tuominen, P. 2011b)
Thank You