How to become a community driven organisation

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Reputation management: «How to become a community driven organisation? By Christophe Ginisty – 17 March 2016

Transcript of How to become a community driven organisation

Page 1: How to become a community driven organisation

Reputation management:

«How to become a community driven organisation?

By Christophe Ginisty – 17 March 2016

Page 2: How to become a community driven organisation

• Senior Director, Head of Digital,

FTI Consulting EU

• Creator of the ReputationTime

conferences cycle,

• 2013 President of the

International Public Relations

Associations – Content Director

of the 2015 World Congress in

South Africa,

• European Digital Evangelist @

Edelman EMEA (2011-2012)

• Founder and Managing

Director Rumeur Publique

• Founder and President of

Internet sans Frontières (2008-

2011)

• Twitter: @cginisty

• Blogger: ginisty.eu

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What defines

reputation?

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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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What is the recipe?

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Communications

Behaviors

Competition

Trends

Beliefs

Legacy

Feelings

Personal experiences

Media coverage

RATIONAL EMOTIONAL

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What are the keys to manage reputation?

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The first thing to understand:

What is a bad or a good reputation?

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First, the eventuality that people

may not like your organisation,

your brand or your products

shouldn’t be a surprise…

And it does not necessary creates

a ‘reputation issue’

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A reputation issue starts when

what the stakeholders believe

does not reflect what the

organization wants them to

remember.

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Behavior

3 components will lead to a reputation crisis

Distrust

Incredulity

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Incredulity:

People do not believe what you

say about the organizations, the

products, the value proposition,…

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Distrust:

The decline of trust into

corporations, institutions, leaders,

traditional media is a massive and

global phenomenon

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Behaviors:

The way the company (or any of

their employees) behaves inspire

people’s emotions and may

become viral.

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Reputation management

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Reputation management starts by assuming the following:

You work on your image you earn your reputation

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UNDERSTAND

3 strategic objectives to become a

community driven organisation

STAND OUT PROTECT

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Understand 3 elements through

Social media intelligence

WHAT?

WHO?

WHERE?

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Emotional

power Existing

beliefs Desire to

interact Perception

gap Existing

building

blocks The 5 main areas

of reputation

measurement

WHAT?

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Existing building blocks Perception gap Desire to interact

Beliefs Emotional power

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The 5 main actors

of online influence

WHO?

VIEWERS

COMMENTATORS

CURATORS

AMPLIFIERS

IDEA STARTERS

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WHERE?

What are the information flows? (and where are the platforms that count?)

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“Conformity no

longer leads to

comfort. But the

good news is that

creativity is scarce,

and more valuable

than ever”

Seth Godin

STAND OUT

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PROTECT

At the social media era, the connected crowds have

become media and they are mainly sharing emotions.

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The community contribution

Ready to praise or punish

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The new communication challenge:

Bring facts that matter

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MONITOR (Get inspired)

SPEAK (Capture and Inspire)

ENGAGE (Interact and

be social)

DIVERSIFY CONTENT

Become Community Driven

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The key lessons on reputation management in the digital era…

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Be public Be easy to follow

The crowd is news New followers emulate followers Leadership is over glorified

There is no movement without the first follower

Show others how to follow

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Thank you. [email protected]