How to effectively measure your reputation ?

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

JUNE 24TH 2015

What is reputation?

JUNE 24TH 2015

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

JUNE 24TH 2015

What is reputation made of?

JUNE 24TH 2015

Communications

Behaviors

Competition

Trends

Beliefs

Legacy

Feelings

Personal experiences

Media coverage

RATIONAL EMOTIONAL

JUNE 24TH 2015

What are the keys for measurement?

JUNE 24TH 2015

The first thing to understand:

What will you appreciate as a bad or a good reputation?

JUNE 24TH 2015

First, the eventuality that people may not like you shouldn’t be a surprise …and it does not necessary creates a ‘reputation issue’

JUNE 24TH 2015

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

JUNE 24TH 2015

Behavior

3 components will lead to a reputation crisis

Distrust

Incredulity

JUNE 24TH 2015

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

JUNE 24TH 2015

Distrust factor: The decline of trust into

corporations, institutions, leaders, traditional media is a massive and

global phenomenon

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

JUNE 24TH 2015

Measurement?

JUNE 24TH 2015

1. Existing building blocks You don’t start from scratch. You need to understand what has nurtured your existing reputation

JUNE 24TH 2015

2. The perception gap Understand the difference between the organization’s statements and people’s understanding

JUNE 24TH 2015

3. The desire to interact What are the forces that will spontaneously foster the engagement as well the obstacles that may

limit it?

JUNE 24TH 2015

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

JUNE 24TH 2015

5. The emotional power Since people are sharing emotions on social networks, understand the emotional power of your content

JUNE 24TH 2015

Emotional power Existing

beliefs Desire to interact

Perception gap Existing

building blocks The 5 main areas

of reputation measurement

JUNE 24TH 2015

Measuring reputation:

You work on your image you earn your reputation

JUNE 24TH 2015

Thank you.

How to effectively measure your reputation ?

Marketing

Transcript of How to effectively measure your reputation ?

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