The Reputation Paradigm Corporate Reputation and Competitiveness Lecture 3.
The role of corporate advertising in building reputation
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Transcript of The role of corporate advertising in building reputation
The role of corporate advertising in building reputation
Serge GiacomoHead of Corporate IdentityShell International
London, 9 October 2009
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Business depends on stakeholder views
The success of business decisions turns largely on how stakeholders respond
• Effective relationships create value • Good communications leverages trust – gaining recognition and differentiation
from our peers.
Will Governments
allow our projects?
Will investors value our
strategy?
Will staff deliver our objectives
and plans?Will customers
buy our products and services?
Will communities accept our presence?
BiasesHopesPerceptionsFearsSelf-interest
Effective relationshi
ps
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Stakeholders and their expectationsCustomers, business partners
Delivery, responsive, professional Employees
Stability, participation,
rewards
Media Stories, reality check
AnalystsInvestors
Shareholders
TransparencyPredictable
growthGovernments
RegulatorsCommunities
Responsive dependable
jobs
NGOs - NonGovernmentalOrganizations
Responsibility, sustainability
AcademicsRecruits
Cooperation
career openings
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Groups of external stakeholders whose opinions, economic and/or political decisions have a potential significant impact on Shell’s business performance
and/or reputation:
Governments, Policy makersNOCs/IOCs
Business decision-makersNGOs/IGOsAcademics
MediaInformation brokers / Next generation SPs
Prioritizing our Corporate Special Publics
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The Special Publics Engagement Programme (SPEP) is a core element of Shell’s external
communications, with a clear focus on creative and proactive communication, involving PR, advertising
and sponsorships. This activity generates opportunities for direct and face-to-face
engagement opportunities with Shell’s Special Publics
Engaging with Special Publics globally and in key markets
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Forecourts
High control Low/No control
Website
Display Advertising
TVDigital OutdoorLoyalty
Scheme
SponsorshipsPartnerships Viral
Seeding
SocialMedia
PR
Cove
rage
+
-
Owned Media
Bought Media
Earned Media
From forecourt to face-to-face
Loyalty Awareness Favourability
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Role of advertising: pave the way to engagement
• Always-n strategy. Continued presence in international media and in key markets
• Serves to keep “the company’s flag flying” in a relevant opinion setting
8 AUG SEP OCT NOV DEC
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OWNED MEDIA PLATFORM
DIGITAL DISPLAY DIGITAL DISPLAY DIGITAL DISPLAY
TACT
ICAL
ONLINE FILM
NEFNEF
NEFDIGITAL DISPLAY
DIGITAL DISPLAY
DIGITAL DISPLAY
PPs rest of Shell.com PPs rest of Shell.com
NEF PRESS& DIGITAL DISPLAY
LONG TERM STRATEGIC MEDIA PARTNERSHIPS (OFFLINE & ONLINE)
‘PERMANENT’, HIGH IMPACT, BOLD OUTDOOR ALONG CORRIDORS OF POWER
MEDIA PARTNERSHIPS PRINT DISPLAYDIGITAL DISPLAY
ONLINE FILM
WEBCHAT
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EVEN
TST
RATE
GIC
HONE BLOG
WEBCHAT
WEBHAT
REVIEW REVIEW
ONLINE FILM
COPE
NHAG
EN
Owned Channels
Bought Channels
Earned Exposure
N.B. Additional bought media may be required in response to unpredictable occurrences
Example - implementation
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Global Key markets
Paving the way for engagement through
advertising, sponsorships and
other creative tools
- Adapt and use global materials in local media -Create opportunities to reach out to local SPs by using the global tools -Optimize participation in projects bringing in local perspective
- Implement Energy Dialogues
-Invite local SPs to join web chats, create follow-up engagement opportunities
- Bring local SPs to participate in global events taking place in country-Use global partnerships as template for development of
local/national similar ones
Creating and optimizing
engagement opportunities
The SPEP as an integrated programme