Présentation d'Henry Perret à la conférence Reputation War du 11 janvier 2013 / Table Ronde Developper le renseignement et l'écoute : Savoir déceler les signaux faibles et déterminer les influenceurs

1. Making Leaders Successful
Every Day

2. Values Driven World :
The Consumer changes the world
around his values
Henry Peyret, Principal Analyst
January, 2013

3. Each Marketing Media Is Generating Its Customer
Reaction. Activist Social Computing Is The Reaction
To Smart Computing
Enterprise
Smart Computing
Web 1.0 ( Web 3.0)
Internet of objects: RFID
Web commerce Google Nabaztag, smart items Crowdsourcing
Newsgroups Forums Wikipedia blogs Facebook Tribal Structured Consu Pedia
Twitter Networks Community
Web 2.0 = Web 4.0
Consumer Social computing 1.0 =
Activists Social Computing 2.0

4. The influencers and their power on brand and e-
reputation is changing with web version
Hard Social
Activists
Customer
Soft Social
0,01
Activists
0,6
0,1 Brand
Press
E-reputation 0,4
NGO
0,2 0,3
0,1
Analysts
Scoring
Bloggers
0,1 Represents the relative « power » (or impact) of that actor. 1 representing direct impact

5. Customers Will Force Companies their « values »
:
Enterpri
se
Marketing
message
Customer
advocacy
E-
Reputat
ion
Activists
Consumer
Social computing
Consumer values
The Exchange of Values Will Rebuild Trust Between
Consumers/Citizens and organisations, companies and governments

6. Scoring the ASC is key to rebuild trust
between consumers/citizen
 Influence is only one criteria
 But other criterias will be important as well:
– Credibility
– Power of activism
– Sustainable independance
– Democratic and social decision
– Privacy protection of activists

7. Thank you
Henry Peyret
+33 68482 9551 www.forrester.com/IPRAReputationWar
hpeyret@forrester.com

8. References
 Michael Porter Creating Shared Value : http://www.youtube.com/watch?v=s7i4FrkUK4g
 Edelman TrustBarometer and “Good purposes” 2012 white papers
 IBM CEO Survey 2012
 “La guérison du monde” de Frédéric Lenoir
 25-12-2012 Boston globe article : “Virtue Inc.”
http://www.bostonglobe.com/ideas/2012/11/25/virtue-inc/sMNhJRcOIgZ0rqjpLTALrN/story.html