Measuring corporate reputation, 13 July 2013
-
Upload
wcg-london -
Category
Business
-
view
543 -
download
2
description
Transcript of Measuring corporate reputation, 13 July 2013
![Page 1: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/1.jpg)
Contents are proprietary and confidential.
Managing Corporate Reputation
Kingston MBA Seminar
Dr Sam Knowles
10am-1pm, 13 July 2013
![Page 2: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/2.jpg)
Today’s agenda
10.00-10.15 Introductions
10.15-11.00 What is corporate reputation?
11.00-11.30 Coffee break
11.30-12.20 Team exercise
12.20-12.50 Team presentations
12.50-13.00 Learnings and takeaways
2 Contents are proprietary and confidential.
![Page 3: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/3.jpg)
What’s your name, where
are you from?
Where do you work and what’s your company’s
reputation?
What are you looking to get out of today?
![Page 4: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/4.jpg)
![Page 5: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/5.jpg)
Our Mission
5 Contents are proprietary and confidential.
![Page 6: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/6.jpg)
Our Fuel
6 Contents are proprietary and confidential.
![Page 7: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/7.jpg)
What is corporate reputation?
Contents are proprietary and confidential.
![Page 8: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/8.jpg)
8 Contents are proprietary and confidential.
![Page 9: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/9.jpg)
The tweet that started it
9 Contents are proprietary and confidential.
![Page 10: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/10.jpg)
Defining reputation
10 Contents are proprietary and confidential.
![Page 11: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/11.jpg)
• The symbols and nomenclature an organisation uses to identify itself to people
• For example, corporate name, logo, advertising slogan, livery, etc.
What? | Corporate Identity
![Page 12: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/12.jpg)
Images and associations
12 Contents are proprietary and confidential.
![Page 13: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/13.jpg)
•The evaluation (comprised of a set of beliefs & feelings) a person has about an organisation
•For example, is the organisation authentic? is it honest? is it responsible? does it have integrity?
What? | Corporate Image
![Page 14: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/14.jpg)
Shaping perceptions ofauthenticity at Unilever
14 Contents are proprietary and confidential.
![Page 15: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/15.jpg)
•The trust, confidence and support that flows from stakeholders’ image of and trust in an organisation
•For example, confidently expecting a service from a company, accepting an organisation’s expertise, giving support to an organisation
What? | Corporate Reputation
![Page 16: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/16.jpg)
Barclays’ reputation in the firing line
16 Contents are proprietary and confidential.
![Page 17: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/17.jpg)
Does a bad reputation matter to a bank?
17 Contents are proprietary and confidential.
![Page 18: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/18.jpg)
Rebuilding corporate reputation
18 Contents are proprietary and confidential.
![Page 19: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/19.jpg)
Key factors determining corporate reputation
19 Contents are proprietary and confidential.• Contents are proprietary and confidential.
Corporate culture
Internal Controls
Critical Self Analysis
Quality of Management
Disclosure & Transparency
Organizational Agility
Corporate Culture – the way we do things around here
Internal Controls – the rules that govern employee behaviors
Critical Self Analysis – asking Why? not just How? When?
Quality of Management – do we really have the best leaders for the job?
Disclosure & Transparency – do we tell our stakeholders what we are doing?
Organizational Agility – are we nimble enough to stay ahead of the curve?
![Page 20: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/20.jpg)
Why does reputation matter?
Recruit & retain talent Productivity Innovation
Enhanced
Charge a premium price Investment potential Higher NPD acceptance
Sustained investor support Supply chain relationships Market confidence
Diminished
Attract & keep customers Cost of winning new business Third-party partnerships
Internal
External
Business Value Increase Decrease
![Page 21: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/21.jpg)
Tesco | What a difference a decade makes
Circa 1992 Circa 2002
From this To this
![Page 22: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/22.jpg)
Tesco | A decade of change
1992 19971993 1995 1996 2000 2004
![Page 23: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/23.jpg)
Tesco | Reputation has real value
0
125
250
375
500
Year
Sha
re v
alue
£
Tesco share price FTSE 100 Av.
![Page 24: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/24.jpg)
And Tesco today?
24 Contents are proprietary and confidential.
![Page 25: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/25.jpg)
1/1/
2010
3/1/
2010
5/1/
2010
7/1/
2010
9/1/
2010
11/1
/201
0
1/1/
2011
3/1/
2011
5/1/
2011
7/1/
2011
9/1/
2011
11/1
/201
1
1/1/
2012
3/1/
2012
5/1/
2012
7/1/
2012
9/1/
2012
11/1
/201
2
1/1/
2013
3/1/
2013
5/1/
2013
7/1/
2013
0
50
100
150
200
250
300
350
400
450
500
Tesco share price, 2010-2013
![Page 26: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/26.jpg)
Who cares about corporate reputation?
• PR/Comms – communicating news, strategy
• IR – convincing the city, securing finance
• Public Affairs – dealing with Government, regulators
• Marketing – selling to customers and consumers
• Social media – engaging with the world
• Internal comms – retaining and inspiring employees
• C-suite – increasingly common KPI
• Everyone in the company – the corporate glue
26 Contents are proprietary and confidential.
![Page 27: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/27.jpg)
Contents are proprietary and confidential.
27
Measurement =/ management
![Page 28: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/28.jpg)
Contents are proprietary and confidential.
![Page 29: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/29.jpg)
![Page 30: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/30.jpg)
Contents are proprietary and confidential.
![Page 31: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/31.jpg)
Reputation in an always-on world
• Media landscape increasingly diverse and chaotic
• Brand management no longer owned by brand custodians – if it ever was
• Connected/influential consumers, customers and stakeholders can break corporate, brand reputation
• Always-on consumer and stakeholder groups require new ways of working
• Wall of big data provides wealth of new information to drive strategy
31 Contents are proprietary and confidential.
![Page 32: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/32.jpg)
<50 Drive Conversation Share for Most Brands
32 Contents are proprietary and confidential.
Thousands of key
phrases.
Millions of webpages.
100+ Metrics.
Hundreds of Outlets.
200 Top Influencers.
Have complete clarity intowho influences your world, and how to engage them with your people, ideas and content.
![Page 33: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/33.jpg)
Understanding the Chain of Influence
33 Contents are proprietary and confidential.
Tablet Smartphone Laptop Ultrabook
Dana Wollman [2]www.engadget.com
51.7, #58
Donald Melanson [1]www.engadget.com
52.5, #55
Josh Smith [2]notebooks.com
64.5, #28
Chippy [1]umpcportal.com
50.7, #66
Joanna Stern [11][ www.engadget.com ]
The Verge68.0, #18
Nilay Patel [7][ www.engadget.com ]
47.8, #81
Tim Stevens [7]www.engadget.com
53.8, #47
Thomas Ricker [6][ www.engadget.com ]
The Verge60.7, #33
Brad Linder #2 liliputing.com
160/1188 258/88372
![Page 34: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/34.jpg)
Web 2.0 and corporate reputation management
• Shift from broadcast to engagement
• Change in style, content, tempo and language
• Measurement in real time
• Evidence-based marketing communications
• Test and learn
• Openness and transparency
• Live up to your promises
• No more siloes any more
34 Contents are proprietary and confidential.
![Page 35: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/35.jpg)
Corporate reputation
• Based on perceptions and understanding of financial performance, business ethics, value as employer etc.
• Collective folk memory of the words and deeds of the organisation
• Beliefs or opinions generally held about brand + history
• A company’s most valuable, intangible asset
• Hard to measure meaningfully (we’ll come back to that)
• And a real opportunity for you to make your mark
35 Contents are proprietary and confidential.
![Page 36: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/36.jpg)
Contents are proprietary and confidential.
![Page 37: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/37.jpg)
Welcome back
Contents are proprietary and confidential.
![Page 38: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/38.jpg)
Team exercise
Boeing hits turbulence after 787 Dreamliner fire at Heathrow
Google is required to pay corporation tax on all UK revenue
Tesco lasagne is found to contain 100% horsemeat
38 Contents are proprietary and confidential.
![Page 39: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/39.jpg)
39
![Page 40: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/40.jpg)
40 Contents are proprietary and confidential.
![Page 41: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/41.jpg)
![Page 42: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/42.jpg)
Team exercise | What do you do?
• Today
• Tomorrow
• Within a month
• Within 6 months
• Set KPIs for what success looks like at every step
• You may use the internet
• You have 50 minutes42 Contents are proprietary and confidential.
![Page 43: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/43.jpg)
Exercise | Learnings
1.Manage crises with finesse, honestly, frankly- But would Tylenol approach work today?
2.Fix it right the first time- Don’t behave like the BBC over Saville
3.Never underestimate the public’s cynicism- Beyond Petroleum, Bill Gates Foundation
4.Being defensive is offensive- “United breaks guitars”
5. If all else fails, change your name- Altria, Accenture, Consignia
43 Contents are proprietary and confidential.
![Page 44: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/44.jpg)
Any questions?
44 Contents are proprietary and confidential.
![Page 45: Measuring corporate reputation, 13 July 2013](https://reader036.fdocuments.in/reader036/viewer/2022062418/554ace0db4c90524738b53fd/html5/thumbnails/45.jpg)
Contents are proprietary and confidential.