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Conall McDevittMCIPR MPRII

What is reputation?

Reputation is the opinion (more technically, a social evaluation) of the public toward a person, a group of people, or an organisation. It is an important factor in many fields, such as business, online communities or social status.

The opinion, supposition or view of one about something, the common or general estimate of a person with respect to character or other qualities, the relative estimation or esteem in which a person is held, the honor or credit of a particular person, one’s good name, good report, or fame in ...

The strategic standing of the organisation in the eyes of its customers

In a world of overwhelming noise…How do you manage it?

‘The line it is drawnThe curse it is castThe slow one nowWill later be fastAs the present nowWill later be pastThe order isRapidly fadin'.And the first one nowWill later be lastFor the times they are a-changin'.

Bob Dylan

They are the believers

They wear the colors

They speak out

They stand on a virtual soapbox

They influence what we buy

They Pull Others Along

They can change everything

They can change everything

Twitter trends

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They can change everything

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ADVOCATES

INFLUENTIALS

OPINION ELITES

BADVOCATES

Source: Weber Shandwick’s New Wave of Advocacy™ global research study in nine countries with KRC Research

• Share advice

• Make recommendations

• Make their loyalty visible

• Wide reach/connectivity

• Fast speed-to-decision

• Take action

MORE THAN JUSTWORD-OF-MOUTH45%

20%

Rise of mass advocacy

With people turning to each other (vs. traditional authorities) for information and advice globally, advocacy has become the most powerful source of influence and communication

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its competitors

Advocates canhelp a company grow

an average rate of

Source: Bain & Co

Advocacy delivers impact

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...And drives business growth

Source: Weber Shandwick’s European Advocacy Study with Paul Marsden

The battle lines

Traditional Marketing• Public Relations

• Advertising

• Marketing Communications

Advocacy• Capturing conversation

• Influencing group think

• Seeding debate

Media• Newspapers

• TV

• Radio

New Media (Social and Digital)• Web

• Blogs

• Digital social networks

WE MUST NOW ALSO…WE STILL NEED TO…

Tell our own story

Communicate the right message

Deliver public relations programs

Maximize traditional media

Enlist advocates early

Activate communities of people

Launch advocacy campaigns

Increase channels of engagement

Why advocacy is important

We need to think differently to deliver results

How we can ignite advocacy in all that we do

CORPORATE PUBLIC AFFAIRS B2B CONSUMER

Area of Practice

A comprehensive strategic planning process to develop ideas to harness the most powerful sources of advocacy—from the start

Insights• What insights do

we discover about the marketplace, target audience/s, and how advocacy occurs to shape powerful communications?

• How do we counter badvocacy?

MEASUREMENTINSIGHTDISCOVERY

IGNITIONPLATFORM

ENGAGEMENTCAMPAIGN

WINNABLEOUTCOME

Objectives• Where is the

client organization now?

• Where does it want to be?

• What should the focus of the campaign be?

Ideas• What is the

simple, smart powerful idea that cuts through to ignite advocacy?

• What is the creative expression and set of messages that communicate it?

Development• Which creative

programs will inspire audience engagement and ignite advocacy?

Execution• How will we

activate the programs and execute with a high level of excellence?

Evaluation• How did the

campaign measure up?

• Where does opportunity still exist?

five-step process

Powerful approaches and value-added tools guide the development and implementation of idea-driven integrated campaigns

AdvocacyDynamics

MEASUREMENTINSIGHTDISCOVERY

IGNITIONPLATFORM

ENGAGEMENTCAMPAIGN

WINNABLEOUTCOME

Focalpoint Firestorm SurroundSound ARROW

Insights• Client (e.g.,

brand, organization, etc.)

• Communications• Culture• Community of

interest• Hubs of advocacy• Advocates

Objectives• Opportunities• Challenges• Communication

goals• Definitions of

success

Ideas• Strategic ignition

statement• Creative idea or

expression• Key messages

and support

Development• Creative content

and programs• Cross-discipline

Execution• Activation plans• Allocation

Evaluation• Measurement of

outcome

tools and resources

What activities were performed?

Did you reach your target audience?

Did your key messages resonate?

What business

results did you achieve?

What is the dollar value of

your PR efforts?

Activity Mix• Media

Relations• Financial

Relations• Web Relations• Grass Roots• Multicultural• Employee

Communications• And more…

• Articles • Readers• Bloggers• Web site hits• Event

attendees• Participating

employees• Advocates

• Tone • Message

adoption• Industry reports

And spur:• WOM• Pass along• Supportive

behaviors

• Share of Advocacy • Market share• Behavioral

shifts• Partner

recruitment• Employee

satisfaction• Category

creation• Revenue/sales• Stock price

• ROI Indicators• Key

PerformanceIndicators• PR Agency

Spend• Sales Increase• Ad Equivalency

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