How to effectively measure your reputation ?
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Transcript of How to effectively measure your reputation ?
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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!"
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What is reputation?
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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.
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What is reputation made of?
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What are the keys for measurement?
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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?
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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’
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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.
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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
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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,…
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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
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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.
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Measurement?
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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?
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
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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
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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
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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Thank you.