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@briansolis @BrianSol is principal analyst & author

06 Brian Solis : Reputation War, Comment vaincre sans combattre !

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Intervebtion de Brian Solis à la conférence Reputation War organisé par la commission digitale du Syntec RP

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Page 1: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

@briansolis

@BrianSolisprincipal analyst & author

Page 2: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Ignorance is bliss until it’s not.

Page 3: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

There are over 400 MILLION TWEETS published on Twitter every day.

Real-time is the real world

Page 4: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

There is over 48 HOURS OF VIDEO uploaded every day on YouTube.

Real-time is the real world

Page 5: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !
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The internet has leveled the playing field between large corporations and individual activists.

Leslie Gaines Ross, author of Reputation Warfare

Attackers…are almost always highly emotional, if not irrational.

Business leaders have no advance notice or time to reflect.

Page 8: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

REPUTATIONThe beliefs or opinions that are generally held about someone or something

Page 9: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

REPUTATION WARFAREThe ongoing battle of tracking and converting negative expressions to amplify positive impressions

Page 10: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

REPUTATION SNIPERSStakeholders who take shots at brands with an intent to wound or debilitate a reputation for a cause, resolution or self-interest

Page 11: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

REPUTATION MERCENARIESPaid soldiers who attack reputations in concerted efforts to change how consumers perceive the brand and its products

Page 12: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Reputation is not something you should “react” to, it is something that you and your community should build and protect…relentlessly

Page 13: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Competitors – big and small

Your threats are many. Battle strategies must now

cover multiple fronts

CustomersActivists

Employees

Page 14: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Social media amplifies impressions and experiences…creating a collective

tsunami of shared sentiment

Page 15: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Conversations reach a boiling point that

spills into mainstream media fanning

the flames and prolonging the crisis

Page 16: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Crises impact sales, employee morale, advocacy, confidence, and worst of all, TRUST.

Page 17: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

How you are structured today. How you think about social media. How executives value the role of engagement are all designed to #FAIL in reputation warfare.

Page 18: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Think about how you respond to problems today.

Most businesses remain silent, hoping the problem will disappear. When they’re ready to respond, the message is run through layers of bureaucracy.

The final communiqué sounds mechanical and heartless.

Page 19: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

It is with good reason that trust falls.

When you hide behind a dark curtain, it’s impossible to be transparent.

Trust is earned…over and over.

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“Your brand is what someone says about you when you’re not in the

room.”

Jeff Bezos, Amazon

Page 21: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Winning a Reputation WAR starts with shifting from a reactive philosophy to a proactive and ongoing Reputation awareness campaign

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Community is much more than belonging to something, it's about

doing something together that makes belonging matter

What do you stand for?

Page 23: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

The best reputation warfare strategy is to define your brand in a time of peace…

Page 24: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

From listening to engagement, reputation warfare requires a triage process and a path between people, responses, and resolution…in real-time.

Page 25: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Example of a Triage Map

Page 26: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Threats are constant. Not all require engagement, but you do need to gauge virality, importance, and responsibility

Develop a Threat Level Gauge

Page 27: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

When your formulate a response…who are you writing or speaking to?

Often we “talk” to the people we want to approve the message not the people we’re trying to reach and sway.

Page 28: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Employees are often part of the problem. They are also part of the solution.

They need training, direction and empowerment to diffuse problems before and after they rise.

Page 29: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

You can’t do this alone. The social web is rich with detractors AND promoters.

Find your advocates and engage your influencers BEFORE you need them. Then arm them with social content and information in times of need to spread your side of the story.

Your Front Line

Page 30: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

Preparing for a Reputation War requires a vision, strategy and a trained AND equipped force force to shape and steer your reputation in good times and in crisis.

Dark Sites

Communities

Ambassadors

Influencers

SEO

Social Content (SMO)

Threat Gauge

Promise

Education

Triage

Page 31: 06 Brian Solis : Reputation War, Comment vaincre sans combattre !

In the end, it takes a culture of engagement and transparency to win in Reputation Warfare

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Brian Solis

[email protected]

briansolis.com

Twitter: @briansolis

For more information & to buy the

books,

please visit:

http://bit.ly/EndofBusiness

http://bit.ly/engage2