The document discusses measuring and analyzing corporate reputation. It provides an overview of Judy Bromley's presentation on reputation measurement and analysis. The presentation covers defining reputation attributes, researching stakeholder perceptions, diagnosing reputation strengths and weaknesses compared to competitors, and developing solutions to improve reputation over time by changing behaviors, messaging, and stakeholder engagement. It also provides examples of reputation analyses conducted for global companies.
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What promotes a good reputation?
Trust in leadership
Proper damage recovery
Data security/ protection
Transparency
Responsive listening
Loyalty rewards
Technologically focused
Positive social media presence
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Measuring Reputation - Overview
Why is measuring reputation important for company success?
Ethics/ trust Security Financial strength
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Measuring Reputation - Overview
Why is measuring reputation important for company success?
Strong leadership Social responsibility Pioneer
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Example Question:
Failing to protect personal and financial information
When businesses are more concerned about their profits; less ethically responsible to customers and the community
Big fines, settlements, investigations with federal and state regulators
Not keeping up with new technology and service innovations
They have not changed how they operate and compensate enough creating the risk of another financial crisis
Not sure
Which of the following issues do you feel is the biggest threat to a financial service institutions’
reputation – such as your local bank, Mortgage Company, Loan Company, etc.?
Example: Live Customer Feedback
On behalf of Makovsky, Ebiquity polled a random sample of 1,008 adults representing the general U.S. population. The survey was polled online.
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18%
5%
6%
6%
23%
42%
Not sure
Big fines, settlements, investigations with federal and
state regulators
They have not changed how they operate and
compensate enough creating the risk of another…
Not keeping up with new technology and service
innovations
When businesses are more concerned about their profits;
less ethically responsible to customers and the…
Failing to protect personal and financial information
Which of the following issues do you feel is the biggest threat to a financial service institutions’
reputation – such as your local bank, Mortgage Company, Loan Company, etc.?
Example: Live Customer Feedback Results
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Please select one & answer through the webinar chat:
A. Security
B. Financial strength
C. Food safety
D. Product innovation
E. Not sure
What do you believe is the leading threat for reputation among
consumers who patron fast-food restaurants?
Brand Lab Live Poll
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Effects of Negative Reputation
Chipotle lost three years of earnings
between fiscal year 2014 and fiscal
year 2017 after suffering
through multiple food-related illness
outbreaks since last year.
Hadley Malcolm, USA TODAY5:05 p.m. EDT April 14, 2016
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CSR Study Overview
The 2015 Cone Communications/ Ebiquity
Global CSR Study reveals one major takeaway
for companies:
Global consumers have officially embraced
corporate social responsibility.
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Nearly all global
consumers expect
companies to act
responsibly, but half
need to hear or see
proof of a company’s
responsibility before
they will believe it.
Ebiquity/ Cone CSR Research
#1:
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Consumers say they pay
attention to two things:
companies that are
going above and
beyond with CSR efforts
and companies that are
being called out for poor
CSR performance.
Ebiquity/ Cone CSR Research
#2:
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When it comes to
purchasing with a
cause in mind,
consumers say they
consistently seek out
responsible products,
but they are not
necessarily following
through with action.
Ebiquity/ Cone CSR Research
#3:
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Understanding Reputation through Research
Define
• Agree on reputation research objectives
• Define stakeholder framework and reputation/communication criteria for auditing
existing research
• Determine internal accountabilities
Audit
• Assess and map research resources
• Mine existing data in relation to reputation and communication
• Populate stakeholder framework according to agreed criteria
Report
• Ensure holistic comparisons where possible
• Identify data and stakeholder gaps
• Provide summary of key findings and practical recommendations
Counsel
• Counsel on communication implications in relation to messaging and relationships across
each stakeholder group
• Develop a defined Corporate Reputation Measurement framework and objectives of
future research to ensure full alignment, consistency and valued insights in support of the
business going forward
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Determining your Scope
Agree on reputation research objectives
Define stakeholder framework
Outline reputation/communication criteria
Determine internal accountabilities
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Reporting
Ensure holistic comparisons where
possible
Identify data and stakeholder gaps
Provide summary of key findings
and practical recommendations
Example: Perception Analysis, global animal health company
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Counsel Framework
Counsel on communication implications in relation to
messaging and relationships across each stakeholder
group
Develop a defined Corporate Reputation Measurement
framework and objectives of future research to ensure full
alignment, consistency and valued insights in support of
the business going forward
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Diagnosis & Solutions Process
Understand
where we are
today
Map where we
need to go
Determine how
we can get there
Track progress
over time
Diagnosis Solutions
Baseline measures: how
are we perceived?
What do we do
particularly well / poorly?
How do we compare to
competitors?
What is the perceived
ideal reputation for a
group like ours?
How should we position
and differentiate
ourselves?
What does ‘success’ look
like?
What should we do or
say differently?
How should we
communicate and
engage with key
stakeholders?
How do we manage the
risks and opportunities?
How do we measure
success?
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Key Elements of Reputation Analysis
Reputation Attributes
• Innovation
• Workplace Environment
• Product/Service Quality
• Ethics/Governance/CSR
• Trust
• Management quality
• Leadership
• Financial Performance
• Customer Focus
Behaviors / Actions Affected by Reputation
• Awareness
• Overall Favorability
• Relevance
• Likelihood to Recommend
• Likelihood to Speak Positively
• Likelihood to Purchase
Research measures the importance of
these and other areas among each
stakeholder group, as well as the perceived
performance of the client and its competitive
set in these areas.
Research determines the impact of the
client and its competitors.
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How has food safety issues impacted
your opinion of restaurants in the fast
food industry?
Online surveys/polls are a great option for organizations seeking to conduct
their own research – they are more cost effective, less time consuming, they
achieve timely responses, and allow you to take immediate action and analysis.
Consumer Live Poll
Live poll question (pre-conducted):
Notes de l'éditeur
(recently…2008 crash, swing to procurement…2012 back to marketing…2015 marketing + procurement)
Insert timeline illustrating the need for savings, rise of procurement department, backlash as savings was emphasized ahead of quality, marketing+procurement working closer together
http://adage.com/article/cmo-strategy/marketers-procurement-learn-love/293011/
https://www.marketingweek.com/2015/12/01/is-there-still-a-role-for-marketing-procurement/
(recently…2008 crash, swing to procurement…2012 back to marketing…2015 marketing + procurement)
Insert timeline illustrating the need for savings, rise of procurement department, backlash as savings was emphasized ahead of quality, marketing+procurement working closer together
http://adage.com/article/cmo-strategy/marketers-procurement-learn-love/293011/
https://www.marketingweek.com/2015/12/01/is-there-still-a-role-for-marketing-procurement/
1. Faster
The time span needed to complete an online survey project is on average two-thirds shorter than that of traditional research methods. Because information is being gathered automatically, you don't have to wait for paper questionnaires to come back to you - response time is almost instant. Online marketing experts say that more than half of responses are received within the first three days of the research project.
2. Cheaper
Using online questionnaires reduces your research costs. You will save money on postage and you don't have to allocate time and resources to enter the information into a database. Responses are processed automatically and the results are accessible at any time.
3. More accurate
The margin of error is greatly reduced with online surveys because participants enter their responses directly into the system. Traditional methods rely on the attentiveness of staff to enter all details correctly, and naturally human error can creep in whenever a person has to perform a repetitive task.
4. Quick to analyse
The results of the online survey are ready to be analysed at any time. View results in real-time so you can act quickly, create graphs for reporting, export data for further analysis and share your results with anyone.
5. Easy to use for participants
The majority of people that have access to the Internet prefer to answer surveys online instead of using the telephone. With an online survey, participants can pick a moment that suits them best and the time needed to complete the survey is much shorter.
6. Easy to use for researchers
The main benefit of online surveys for researchers is that they increase productivity by saving time. Data is instantly available and can easily be transferred into specialised statistical software or spreadsheets when more detailed analysis is needed.
7. Easy to style
An online survey is an opportunity to imprint your brand in the user’s mind and remind them of the benefits you provide. Your survey can be styled to match your business website with customised backgrounds, images, logo, fonts, final re-direct page and even the URL of your survey. Ensure that your online survey provider supports mobile responsive surveys, enabling you to increase your reach, whilst maintaining your brand across all platforms.
8. More honest
Market researchers have found that participants overwhelmingly prefer to complete online surveys rather than take part in written questionnaires or telephone interviews and usually provide longer and more detailed answers. By designing and sending relevant and targeted surveys, people are more likely to respond with honest answers.
9. More selective
With an online survey you can pre-screen participants and allow only those who match your target profile to complete the survey.
10. More flexible
The order of the questions in an online survey can be changed, or questions can be skipped altogether, depending on the answer to a previous question. This way, a survey can be tailored to each participant as he or she proceeds.