Future of Reputation - Rajesh Lalwani, blogworks at the IndiaSocial Summit 2012
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Transcript of Future of Reputation - Rajesh Lalwani, blogworks at the IndiaSocial Summit 2012
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Helping create
brands for the
future
Where: IndiaSocial Summit 2012
What: Future of Reputation
When: 4 April 2012
April 10, 2012
Ironies of our
times
2
Ironies of our
times
3
It’s the powerful who are vulnerable
Ironies of our
times
4
It’s the powerful who are vulnerable
• Omar Abdullah
Ironies of our
times
5
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Ironies of our
times
6
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
Ironies of our
times
7
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
Ironies of our
times
8
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
Ironies of our
times
9
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
You will be judged for your virtual actions too
Ironies of our
times
10
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
You will be judged for your virtual actions too
Sometimes only for your virtual actions
Ironies of our
times
11
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
You will be judged for your virtual actions too
Sometimes only for your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
Ironies of our
times
12
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
You will be judged for your virtual actions too
Sometimes only for your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
Ironies of our
times
13
It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
Whoever speaks first is deemed right
• Revolving door syndrome
You will be judged for your virtual actions too
Sometimes only by your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
Transient impact on reputation?
Drivers of
reputation Drivers of reputation- Harris-Fombrun model
Reputation
Vision & Leadership
Products & Services
Financial Results
Work Environment
Community
Emotional Connect
14
Drivers of
reputation Hard business focus
Reputation
Vision & Leadership
Products & Services
Financial Results
Work Environment
Community
Emotional Connect
15
Drivers of
reputation Soft focus
Reputation
Vision & Leadership
Products & Services
Financial Results
Work Environment
Community
Emotional Connect
16
The A, B, C of reputation
The future of
reputation
Authenticity = Do you
do what you say?
A
Nike – Girl effect
19
20
Big data = Dorothy
B
22
Data shows the volume trend for
all the mentions on Twitter for
4 January to 19 January, 2012
10,675
6,806
1,281
0
2,000
4,000
6,000
8,000
10,000
12,000
Company A Company B Company C
Source: Radian6
Volume
23
75%
59%
74%
5%
19%
16%
8% 11%
4%
13% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Company A Company B Company C
Positive
Somewhat positive
Neutral
Somewhat negative
Negative
% variance = (+/- ) 1
Sample size: 600 mentions
Channel: Twitter.com
Sentiment
Overall, users shared negative sentiments for network and services across all the brands followed by customer
service.
24
Source: Radian6
1% 2% 2% 3% 3%
13%
19% 5%
28%
42% 14%
51% 54%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Company A Company B Company C
Network and services
Customer service
Brand communication and advertisement
Tariffs and offers
Website and online payment
% variance = (+/- ) 1
Sample size: 600 mentions
Channel: Twitter.com
Conversation
break-up
Network and services was the most talked about category and lack or insufficient network was the most
discussed topic across the brands. Longer response time, inadequate customer service and inability to resolve
customer issues were the most discussed topic in the ‘Customer service’ category.
Big data
Sentiment change over time
25
Note: Sample size: 148
Reviews
* Q4 has Oct 2011 data only
*
25% 25% 20% 19% 22%
40% 24%
9% 0%
8% 0%
6%
75% 69% 72% 81% 78%
60% 71%
91% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2009 2010 2011
Positive
Neutral
Negative
20 16 25 16 27 15 17 11 1
Source: Radian6
Community
C
Community
Sparktherise.com
27
Spark the Rise is a
platform where “project
champions” can submit
projects in 5 categories
and where volunteers
can get involved to help
people Rise.
The 5 categories are :
Technology
Infrastructure &
Transportation
Energy
Agriculture & Rural
Development
Social Entrepreneurship
(includes Health,
Education, Arts &
Culture, Sports and
Environment-related
fields)
Thank you
Blogworks.in