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Protecting your corporate reputation
in the digital world
8th June 2015
• You operate a huge mobile network – nearly 10 Million customers. It’s called O2.
• Your network goes down for 2 full days – 3G, 4G, broadband
• Millions, and millions of furious customers take to social media
“@O2 had to travel to Italy to get mobile signal – desperate times!!!”
WHAT WOULD YOU DO?
@JenJanson #8congresoPRORP
MULTIPLE CHOICE
@JenJanson #8congresoPRORP
• New Twitter followers of O2 increased from an average of 155 to 13,500 per day
• There was an increase of more than 4000% in people talking, replying and re-tweeting about O2 on twitter
• Honest and light-hearted
• A human voice
• Individual responses
• Reported in media as O2’s social media masterclass
Source: Ebiquity 2015
THE ANSWER…
• Speed and quality of response
• Ignoring or deleting critical tweets/ posts increases the likelihood of negative comment and escalation to other platforms
• Responding individually to customer complaints is preferable to using stock statements
WHAT WORKS IN A CRISIS…
@JenJanson #8congresoPRORP
CONTRIBUTING TO A WORLD WHERE BUSINESSES BEHAVE BETTER
According to Harris Poll 2015 Reputation Quotient Study “36% of the public would not do business with a company because of something they learned about how the company conducts itself”
According to Deloitte Touche: “25% of a company’s market value is directly attributable to its reputation.”
“88% of executives are explicitly focusing on reputation risk as a key business challenge”
DON’T START WITH COMMUNICATIONS
@JenJanson #8congresoPRORP
THE WINNING FORMULA
@JenJanson #8congresoPRORP
Building a reputation strategy
Remember, don’t start with communications
THE WINNING FORMULA
© Copyright J Janson
THE PROCESS
Source: Ebiquity 2015
REPUTATION STRATEGY
STEP 1: PURPOSE, VALUES,AUDIENCE
• Simon Sinek: Start with Why
• Core values
• Tone of voice
• Target audience
@JenJanson #8congresoPRORP
REPUTATION STRATEGY
STEP 2: GOAL SETTING
Three goals
• Based on your current reputation standing
• Linked to the reputation drivers you identified
• Reinforcing your purpose and core values
@JenJanson #8congresoPRORP
REPUTATION STRATEGY
STEP 3: STRATEGY
• Identify the strategy to get you there
• For example:
o Start small
o Focus on no more than two audiences at a time
o Create a reputation steering committee to gain buy-in and be accountable
@JenJanson #8congresoPRORP
REPUTATION STRATEGY
STEP 4: OBJECTIVES
• Link three specific, measurable and realistic objectives to each goal
Goal: To have a well-defined communications strategyObjective: To form a reputation management steering committee by end of next month.Goal: To be a sought after employerObjective: To be listed in the times top 100 companies to work for by next September
Goal: To be the supplier of choice in our niche industryObjective: To establish an independent benchmark of our performance by the end of Q3
REPUTATION STRATEGY
STEP 5: PLANS
• The fun bit!
• Identify specific actions, based on the objectives, that will move you towards the goals.
• This is where your content strategy comes in • List these and give them a specific timeframe• 30, 60 or 90 days
@JenJanson #8congresoPRORP
RESOURCES
www.thereputationplaybook.com@JenJanson
