Presentation given by Christophe Ginisty on March 17th 2016 in Brussels at a workshop lunch meeting organised by Euractiv

1. Reputation management:
«How to become a community driven organisation?
By Christophe Ginisty – 17 March 2016

2. • Senior Director, Head of Digital,
FTI Consulting EU
• Creator of the ReputationTime
conferences cycle,
• 2013 President of the
International Public Relations
Associations – Content Director
of the 2015 World Congress in
South Africa,
• European Digital Evangelist @
Edelman EMEA (2011-2012)
• Founder and Managing
Director Rumeur Publique
• Founder and President of
Internet sans Frontières (2008-
2011)
• Twitter: @cginisty
• Blogger: ginisty.eu

3. What defines
reputation?

4. Reputation is the sum of images that
people have of an organization nurtured
by the following critical components:
performance, behavior, as well a
communications.

5. What is the recipe?

6. Communications
Behaviors
Competition
Trends
Beliefs
Legacy
Feelings
Personal experiences
Media coverage
RATIONAL EMOTIONAL

7. What are the keys to manage reputation?

8. The first thing to understand:
What is a bad or a good reputation?

9. First, the eventuality that people
may not like your organisation,
your brand or your products
shouldn’t be a surprise…
And it does not necessary creates
a ‘reputation issue’

10. A reputation issue starts when
what the stakeholders believe
does not reflect what the
organization wants them to
remember.

11. Behavior
3 components will lead to a reputation crisis
Distrust
Incredulity

12. Incredulity:
People do not believe what you
say about the organizations, the
products, the value proposition,…

14. Distrust:
The decline of trust into
corporations, institutions, leaders,
traditional media is a massive and
global phenomenon

16. Behaviors:
The way the company (or any of
their employees) behaves inspire
people’s emotions and may
become viral.

19. Reputation management

20. Reputation management starts by assuming the following:
You work on your image
you earn your reputation

21. UNDERSTAND
3 strategic objectives to become a
community driven organisation
STAND OUT PROTECT

22. Understand 3 elements through
Social media intelligence
WHAT?
WHO?
WHERE?

23. Emotional
powerExisting
beliefsDesire to
interact
Perception
gap
Existing
building
blocks
The 5 main areas
of reputation
measurement
WHAT?

24. Existing building blocks Perception gap Desire to interact
Beliefs Emotional power

25. The 5 main actors
of online influence
WHO?
VIEWERS
COMMENTATORS
CURATORS
AMPLIFIERS
IDEA
STARTERS

26. WHERE?
What are the information flows?
(and where are the platforms that count?)

27. “Conformity no
longer leads to
comfort. But the
good news is that
creativity is scarce,
and more valuable
than ever”
Seth Godin
STAND OUT

29. PROTECT
At the social media era, the connected crowds have
become media and they are mainly sharing emotions.

31. The community contribution
Ready to praise or punish

33. The new communication challenge:
Bring facts that matter

35. MONITOR
(Get inspired)
SPEAK
(Capture and Inspire)
ENGAGE
(Interact and
be social)
DIVERSIFY CONTENT
Become Community Driven

36. The key lessons on reputation management in the digital era…

38. Be public Be easy to follow
The crowd is news
New followers emulate followers
Leadership is over glorified
There is no movement without the first follower
Show others how to follow

39. Thank you.
christophe.ginisty@fticonsulting.com