Ambient Reputation Management presentation from Feb 2011 @ St Catherine's College, Oxford, UK.

1. Ambient Reputation
Management ©
Defining Goals and
Audiences
Feb 2011 @ UKAIS, Oxford
Dr. Pasi Tuominen

2. Ambient Reputation
Management
 Ambient [the immediate surroundings of
something] – [denoting advertising that makes use of
sites or objects other than the established media]
(OED, 2012)
 Reputation [the beliefs or opinions that are
generally held about someone or something] (OED, 2012)
 Management [the process of dealing with or
controlling things or people] (OED, 2012)

3. Significance of Reputation
 Building and sustaining a favourable
corporate reputation is vital in the
creation of corporate competitive
advantage
enhancing an organisation’s financial
value
assuring product/service quality
influencing customer and employee
loyalty

4. Multidimensional construct
 Economic perspective
 reputation is perceptions about an organisation’s
strategy (Rindova et al., 2010, pp.613-614).
 Sociological perspective
 a broad collective knowledge and recognition (Rindova et
al., 2010, p.614).
 Scholars from all disciplines unite on two
points:
 the term reputation refers to social cognitions, such as
knowledge, impressions, perceptions, and beliefs, and
 these social cognitions reside in the minds of external
observers (Tuominen, 2011b, p.71).

5. ARM - Strategy
 Management and the whole
organisation are closely involved in
ambient reputation management.
 Nebulous boundaries between
privacy and publicity, and the
content origin are accepted.
 Reputation management is based
on the continuous and overlapping
interaction and entertainment

6. ARM - Vital Attributes
Corporate Governance
Shareholder value
Innovation
Corporate responsibility (CSR)
Role and leadership of CEO
Satisfied employees!
Sustainable Value Creation

7. Measurable Reputation drivers
Customers Employees Society Partners Shareholders
Financial
• Satisfaction survey • Employee turnover • Boycotts, marches, incidents • Quantity of partnerships • Number of shareholder
Indicators
• Cash flow
• Customer complaints • Employee profiles (ability, • License to operate accepted, sanctioned or resolutions • Earnings
• Third-party ratings and awards gender, race) • Direct action rejected on basis of stewardship • Results of shareholder • Costs
• Employee satisfaction criteria satisfaction survey
• Volume of discussion • Media reports • Capital expenditure
• Volume of discussion • Health and safety records of
• Sentiment of discussion
partners
• Sentiment of disc.

8. ARM – Bonded Loyalty
Buy Enjoy Bond Loyalty
Experience Satisfaction Emotion Trust

9. ARM – Framework

10. ARM – Tribal Loop

11. Ambient Reputation
Management
 Major change for the service
providers
Shift from a world of careful
planning to one of continuous
uncertainty and risks.
Loyalty of intangible brands and
services is built up of attitudinal
loyalty (consisting of
commitment, trust, and
satisfaction)

12. ARM Results
Fewer customers become
dissatisfied and leave
Increases the probability that
existing customers form a bonded
loyalty
Accelerates the delivery of positive
word-of-mouth
Intensifies the advocacy of the
brand excellence

13. Thank You 