From Recognition to Reputation

Hi!

Why reputation is important?

The bad case studies

• Derek Simpson of Unite• Nestle• Facebook• Ben Bradshaw (MP)• BP• John Terry• Tiger Woods

Reach…..

• Broadcast to reach millions is now dead• Intrusive and interruptive• Reach is not about the numbers anymore• Market share not a definitive measure of a

co’s success• Reach now focused and on your business

community…..

Recognition….

• Ford• Recognition of what?• Recognition engages the many but perhaps

not the influential few• Market leader?• Attuned to your brand’s soul, not lots of

people who are absent from you…

Reputation….

• The real differentiator• Influence a number of influencers• Making a remarkable impression on the

people that matter, your business community• Don’t gain reputation through mass marketing• Identify how you deliberately build reputation• Share words….

Offline & Online

“You used to have to have an offline reputation to have an online

reputation, its not the other way round.”

Rob Glover

Managing Reputation

• We’ll have mechanisms for measuring it• A merging of personal and public• If you don’t manage it someone else will• We are exposed like nothing before• Synergise online and offline

Five principles

• Content• Influence• Trust• Community• How you use social media

• Surrounded by relationship

Lets not forget individuals

• People are replacing products• Key executives will be known for something • Our people will have high visibility• They will have influence• Not dictated your marketing teams

interpretation but your people & customers• WAR FOR TALENT…..

Celebrate & Protect

• Monitor – your brand, products, company, people. Make connections

• Optimise – relationships & connections

• Engage – contribute in the spaces and places. Participate, influence and deal

Beyond…..what?

The challenges

• Reputation is based on popularity, engagement & value to a network of people who you have a relationship with

• Its not focused on protecting your back it’s the complete opposite

• Its about being human focused• Bad and good experiences can be transmitted

so fast….

Reputation Ladder

Its switched and overnight

Questions