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

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    21-Oct-2014

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Intervebtion de Brian Solis la confrence Reputation War organis par la commission digitale du Syntec RP

Transcript

PowerPoint Presentation

@briansolis

@BrianSolis

principal analyst & author

Ignorance is bliss until its not.

The more the data banks record about each one of us, the less we exist.

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

Real-time is the real world

The world creates 2.5 quintillion bytes of new data every day according to IBM.

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

Real-time is the real world

The world creates 2.5 quintillion bytes of new data every day according to IBM.

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The world creates 2.5 quintillion bytes of new data every day according to IBM.

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The world creates 2.5 quintillion bytes of new data every day according to IBM.

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The internet has leveled the playing field between large corporations and individual activists.

Leslie Gaines Ross, author of Reputation Warfare

Attackersare almost always highly emotional, if not irrational.

Business leaders have no advance notice or time to reflect.

The more the data banks record about each one of us, the less we exist.

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

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

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

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

Reputation is not something you should react to, it is something that you and your community should build and protectrelentlessly

Competitors big and small

Your threats are many. Battle strategies must nowcover multiple fronts

Customers

Activists

Employees

http://blogs.cisco.com/news/the-internet-of-things-infographic/

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Social media amplifies impressions and experiencescreating a collective tsunami of shared sentiment

http://blogs.cisco.com/news/the-internet-of-things-infographic/

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Conversations reach a boiling point thatspills into mainstream media fanning the flames and prolonging the crisis

http://blogs.cisco.com/news/the-internet-of-things-infographic/

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

http://blogs.cisco.com/news/the-internet-of-things-infographic/

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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.

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Think about how you respond to problems today.

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

The final communiqu sounds mechanical and heartless.

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It is with good reason that trust falls.

When you hide behind a dark curtain, its impossible to be transparent.

Trust is earnedover and over.

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Your brand is what someone says about you when youre not in the room.

Jeff Bezos, Amazon

The more the data banks record about each one of us, the less we exist.

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

The more the data banks record about each one of us, the less we exist.

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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?

The more the data banks record about each one of us, the less we exist.

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

The more the data banks record about each one of us, the less we exist.

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

The more the data banks record about each one of us, the less we exist.

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Example of a Triage Map

The more the data banks record about each one of us, the less we exist.

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

Develop a Threat Level Gauge

The more the data banks record about each one of us, the less we exist.

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When your formulate a responsewho are you writing or speaking to?

Often we talk to the people we want to approve the message not the people were trying to reach and sway.

Its about a melding of the physical world and the virtual world.

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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.

Its about a melding of the physical world and the virtual world.

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You cant 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

Its about a melding of the physical world and the virtual world.

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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

Its about a melding of the physical world and the virtual world.

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

Brian Solisbrian@altimetergroup.combriansolis.comTwitter: @briansolis

For more information & to buy the books,please visit: http://bit.ly/EndofBusiness http://bit.ly/engage2

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