Benvenuti nella Reputation Economy - linkontronielsen.it · Ma quali sono i driver reputazionali in...
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Benvenuti nella Reputation Economy 1 Michele Tesoro-Tess – Senior Managing Director EMEA Il silenzio non è un opzione...
Transcript of Benvenuti nella Reputation Economy - linkontronielsen.it · Ma quali sono i driver reputazionali in...
Benvenuti nella Reputation Economy
1
Michele Tesoro-Tess – Senior Managing Director EMEA
Il silenzio non è un opzione...
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Il mondo cambia a velocità supersoniche ma il fine è sempre lo stesso…
2
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
…e noi adattiamo, modifichiamo, rivalutiamo… ma con che risultati?
L. Carroll, Alice attraverso lo specchio
La Regina Rossa
è una donna formidabile
che corre all’impazzata
per rimanere sempre
nello stesso posto
3
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
POOR WEAK AVERAGE STRONG EXCELLENT
…la reputazione è tornata ai livelli del 2014…
Source: Reputation Institute – Italy RepTrak® Pulse 2011-2018
1/1/1900 1/2/1900 1/3/1900 1/4/1900 1/5/1900 1/6/1900 1/7/1900 1/8/1900
66,2
2017 2015 2014 2016 2013 2012 2011 2018
66,6 66,6
67,4
66,9
69,6
67,3
70,8
Re
pT
ra
k®
Pu
lse
4
Italy RepTrak® 2011 – 2018
~350 aziende/anno
~20 settori
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
…perchè ciò che fa la differenza oggi è diverso…
43,2%
56,8%
Source: Reputation Institute – Italy RepTrak® Pulse 2014 VS 2018
2014
34,9%
65,1%
2018
+8,3 p.p.
PRODUCT
ENTERPRISE
5
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
…la brand awareness non è sufficiente nella Reputation Economy
RepTrak® score
10%
30%
50%
70%
90%
20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0
% A
wa
re
ne
ss
(N
oto
rie
tà)
12%
71,5
88%
70,1
Awareness
RepTrak® score
6
74%
75,6
69%
56,8
Awareness
RepTrak® score
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Quale opportunità?
7
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Awareness vs. Familiarità
Familiarità
Scarsa Sufficiente Eccellente
Re
pT
ra
k®
Sc
or
e
Buona
Aware
61,2%
Awareness Familiarità
Not Aware
38,8% Not Aware
37,9%
Not Aware
38,8%
Scarsa
11,9%
Sufficiente
21,0%
Buona
8,1%
Eccellente
20,3%
57,8
65,6
69,8
78,3
Il grado di relazione che il consumatore ha con voi è ciò che fa la differenza…
Reputazione
8
Italy RepTrak® 2018: 375 aziende 20 settori
+20,5
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Familiarità
Scarsa Sufficiente Eccellente
Re
pT
ra
k®
Sc
or
e
Buona
57,8
65,6
69,8
78,3
…con impatti sul business molto importanti
Reputazione
9
Comprerei prodotti/servizi
Lavorerei per
Darei il beneficio del dubbio
+35,3p.p. +30,1p.p. +27,2p.p.
Business Impact
28,8%
58,9% 41,7%
14,5%
61,2%
25,9%
+20,5 pt.
Business impact
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
...(3) the inversion of influence
Ma quali sono i driver reputazionali in Italia nel 2018?
Products
Prodotti & Servizi
34.9%
Ruolo Sociale 40.3%
10
Leadership & Performance
24.8%
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
...(3) the inversion of influence
L’opportunità: non quanti Detractor/Ambassador MA quanti sono nel mezzo!
Prodotti & servizi
Ruolo Sociale
51%
53%
52%
Leadership & performance
Indecisi Non so
9%
3%
22% 40.3%
34.9%
24.8%
11
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
I canali di ingaggio maggiormente utilizzati sono quelli a meno impatto, come aumentare la penetrazione degli owned media?
Impatto reputazione
Reach %
Paid Media Earned Media Owned Media
+5.6
37.2%
+7.0
37.7%
+8.7
23.3%
12
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
...(3) the inversion of influence …gli influencer sono un owned media ad alto potenziale, ma molto spesso vengono scelti per quanto sono famosi e non per la loro reale influenza!
Jennifer Aniston
13
Testimonial
Budget
Risultato (visualizzazioni)
Blogger sconosciuto (cliente)
25 mio € 0 mio €
5 mio (Youtube)
50 mio (Twitter, FB, Instagram)
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Qual è l’opportuinità
Quale ruolo per i CEO?
14
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Internamente, è il vostro mestiere creare valore…
17%
32%
68%
80% 81%
87%
83% 68% 32% 20% 19% 13%
1975 1985 1995 2005 2009 2015
Capitalizzazione S&P 500
Tangible Assets Intangible Assets
Capitalizzazione FTSE MIB = € 688 Mld
Valore Intangible Assets
€ 600 Mld
Reputazione € 6 Mld
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Assumendo… reputazione = 1% Intangible Asset
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
…esternamente, nella Reputation Economy, potete moltiplicare il valore
CEO (s)conosciuti
CEO conosciuti
Comprerei prodotti/servizi
Reputazione +9.1
+15.1 p.p.
vs.
5,9%
16
94,1% Italy RepTrak® 2018:
375 aziende
20 settori
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved. 17
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