How to become a community driven organisation

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Transcript of How to become a community driven organisation

  • Reputation management:

    How to become a community driven organisation?

    By Christophe Ginisty 17 March 2016

  • 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 Frontires (2008-

    2011)

    Twitter: @cginisty

    Blogger: ginisty.eu

  • What defines

    reputation?

  • Reputation is the sum of images that

    people have of an organization nurtured

    by the following critical components:

    performance, behavior, as well a

    communications.

  • What is the recipe?

  • Communications

    Behaviors

    Competition

    Trends

    Beliefs

    Legacy

    Feelings

    Personal experiences

    Media coverage

    RATIONAL EMOTIONAL

  • What are the keys to manage reputation?

  • The first thing to understand:

    What is a bad or a good reputation?

  • First, the eventuality that people

    may not like your organisation,

    your brand or your products

    shouldnt be a surprise

    And it does not necessary creates

    a reputation issue

  • A reputation issue starts when

    what the stakeholders believe

    does not reflect what the

    organization wants them to

    remember.

  • Behavior

    3 components will lead to a reputation crisis

    Distrust

    Incredulity

  • Incredulity:

    People do not believe what you

    say about the organizations, the

    products, the value proposition,

  • Distrust:

    The decline of trust into

    corporations, institutions, leaders,

    traditional media is a massive and

    global phenomenon

  • Behaviors:

    The way the company (or any of

    their employees) behaves inspire

    peoples emotions and may

    become viral.

  • Reputation management

  • Reputation management starts by assuming the following:

    You work on your image you earn your reputation

  • UNDERSTAND

    3 strategic objectives to become a

    community driven organisation

    STAND OUT PROTECT

  • Understand 3 elements through

    Social media intelligence

    WHAT?

    WHO?

    WHERE?

  • Emotional

    power Existing

    beliefs Desire to

    interact Perception

    gap Existing

    building

    blocks The 5 main areas

    of reputation

    measurement

    WHAT?

  • Existing building blocks Perception gap Desire to interact

    Beliefs Emotional power

  • The 5 main actors

    of online influence

    WHO?

    VIEWERS

    COMMENTATORS

    CURATORS

    AMPLIFIERS

    IDEA STARTERS

  • WHERE?

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

  • Conformity no

    longer leads to

    comfort. But the

    good news is that

    creativity is scarce,

    and more valuable

    than ever

    Seth Godin

    STAND OUT

  • PROTECT

    At the social media era, the connected crowds have

    become media and they are mainly sharing emotions.

  • The community contribution

    Ready to praise or punish

  • The new communication challenge:

    Bring facts that matter

  • MONITOR (Get inspired)

    SPEAK (Capture and Inspire)

    ENGAGE (Interact and

    be social)

    DIVERSIFY CONTENT

    Become Community Driven

  • The key lessons on reputation management in the digital era

  • 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

  • Thank you. [email protected]