How to effectively measure your reputation ?
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Presentation given on June 24th by Christophe Ginisty at a workshop session on Evaluation during the workshop day of the European Communication Summit organized by EACD
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How to effectively measure your reputation ?
- 1. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY How to effectively measure your reputation ?" …and transform stakeholders' emotions on social networks into valuable insights!" " Christophe@Ginisty.com
- 2. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY What is reputation?
- 3. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Reputation is the sum of images that people have of an organization nurtured by the following critical components: performance, behavior, as well a communications.
- 4. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY What is reputation made of?
- 5. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Communications Behaviors Competition Trends Beliefs Legacy Feelings Personal experiences Media coverage RATIONAL EMOTIONAL
- 6. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY What are the keys for measurement?
- 7. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY The first thing to understand: What will you appreciate as a bad or a good reputation?
- 8. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY First, the eventuality that people may not like you shouldn’t be a surprise …and it does not necessary creates a ‘reputation issue’
- 9. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY A reputation issue starts when What the stakeholders believe does not reflect what the organization wants them to remember.
- 10. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Behavior 3 components will lead to a reputation crisis Distrust Incredulity
- 11. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Incredulity factor: People do not believe what you say about the organizations, the products, the value proposition,…
- 12. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Distrust factor: The decline of trust into corporations, institutions, leaders, traditional media is a massive and global phenomenon
- 13. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Behavioral factor: The way the company (or any of their employees) behaves inspire people’s emotions and may become viral.
- 14. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Measurement?
- 15. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 16. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY 1. Existing building blocks You don’t start from scratch. You need to understand what has nurtured your existing reputation
- 17. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 18. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY 2. The perception gap Understand the difference between the organization’s statements and people’s understanding
- 19. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 20. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY 3. The desire to interact What are the forces that will spontaneously foster the engagement as well the obstacles that may limit it?
- 21. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 22. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY 4. The existing beliefs Before you do or say anything, people strongly believe something about your products or your industry or even about your values
- 23. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 24. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY 5. The emotional power Since people are sharing emotions on social networks, understand the emotional power of your content
- 25. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY
- 26. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Emotional power Existing beliefs Desire to interact Perception gap Existing building blocks The 5 main areas of reputation measurement
- 27. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Measuring reputation: You work on your image you earn your reputation
- 28. HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION JUNE 24TH 2015 CHRISTOPHE GINISTY | @CGINISTY Thank you.