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Harnessing Content to Build Reputation and Combat Risk
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Harnessing Content to Build Reputation and Combat Risk

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Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the …

Google tells us that 84% of North Americans turn to the web to research before making any purchasing decisions. When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever. As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation. At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad. In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.

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  • 1:10 – 1:50Harnessing Content to Build Reputation and Combat RiskAndrew Lane, VP, Content + Platforms, Weber Shandwick CanadaGoogle tells us that 84% of North Americans turn to the web to research before making any purchasing decisions.  When we consider this statistic, the visibility and sentiment around your brand in the online space are more critical than ever.  As social media platforms now drive unprecedented amounts of content on a daily basis, the ability for both the positive and the negative stories about your brand to be amplified exponentially is redefining the way brands think about risk and building reputation.  At the same time major brands around the world are hedging their bets that content marketing, integrated with a strong presence for amplification across social and emerging platforms, is the way to reach consumers today and grow mindshare and loyalty to see their brand through good times and bad.  In this session, Andrew delves into a methodology that enables brands to look at content and story at the centre of their marketing and communications mix to help build a strong and lasting reputation in a world where your brand is only as good as it's last search result.
  • Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising -- an increase of 18% since 2007, according to a new Nielsen study released Monday (April 2012). Online consumer reviews are the second most trusted form of advertising with 70% of global consumers surveyed online indicating they trust this platform, an increase of 15% in four years. A lesser percentage (58%) of global online consumers trust “owned media,” such as messages on company websites; 50% find content in emails they consented to receive to be credible
  • Tell the PR Newswire stats story
  • Talk about the challenge of consistency
  • Tell the AA mobile widget and the #Fruitypebbles WWE story
  • Transcript

    • 1. content marketingINTRODUCING WEBER SHANDWICK TO KELLOGG DECEMBER 6,, 2011 | PAGE 1 1 CANON | | SEPTEMBER 21, 2011 | PAGE
    • 2. this is not a presentation – it is a discussion
    • 3. “Content marketing, an idea thats been kicking around since companies started firing up MovableType blogs, is in the full flush of its industrial revolution.” Matt Creamer, Ad Age Digital February 28, 2012
    • 4. Every individual on the planet has the power to create and share stories at a level previously reserved for major media outlets… 24 hours 200 million of video tweets uploaded delivered daily to YouTube each minute800 million+ All of the content active created in the history Facebook users of the world up until(over 300 million 2003 is now replicated via mobile) every 48 hours - Google
    • 5. Content Fusion provides direction for an organization to become its own media outlet that owns its message with a consistency designed to drive stakeholder loyalty and business results Content Fusion is not a product – it’s a new way of approaching brand storytelling
    • 6. think about it this way
    • 7. everyorganizationcan use its assetsto forge news tools knowledge leadership resources history people
    • 8. formats every story can be told in multipletext photo image video audio
    • 9. every vehicle desti-has multiplenationswebsitemicrositeblog advocates events apps scribd internal policy flickr youtube ustream OOH tv radio magazineEmployees facebook twitter newswire intranetDM linkedIN newspaper retail forums
    • 10. every destination creates multipleconver-sations
    • 11. listening to theseconversations generates more (and so the story goes)
    • 12. news toolsleadership knowledge STORYresources conversations history people
    • 13. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographiccontent vehicle
    • 14. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographiccontent vehicle brand ground common ground user ground
    • 15. whitepaper tweet slideshow email news tools faq news release leadership knowledge fb post image STORY resources conversations blog post video comments history people podcast paid media infographiccontent vehicle brand ground common ground user ground conversations
    • 16. every business liveswithin a wholly uniquestorytellingecosystem
    • 17. this ecosystem exists, whetheryou choose to harness it or not
    • 18. but what does that mean for a brand?
    • 19. reputation
    • 20. today 63% of company’s market value is attributed to reputation and The Economist Intelligence Unit rates Reputation Risk as the highest risk factor to a business – greater than regulatory risk or crime41% of Global executives regardconfidential or leaked informationappearing online as a top risk to theircompany’s reputation.In the global media, the words“media” and “leak” appearedtogether in 6,449 stories in 2008, a118% increase from 1998 implication: a socially connected world accelerates reputation damage from CEOs down to employees – but can also be used to protect against it
    • 21. relationships
    • 22. today people want their relationships with organizations to mirror their personal relationships – personal, accessible, empathetic and responsibleIn his book “GROW” Jim Stengel studiedhigh growth companies over 10 years,noting their differentiating factors asbeing able to connect with consumersto elicit joy, Inspire exploration, evokepride, impact society and enableconnectionAccording to Time Magazine, 40% ofconsumers in 2009 said they purchased aproduct in 2009 because they implication:appreciated the values of the company Consumers, stakeholdersfrom which they purchased it and employees want to associate themselves with brands that demonstrate human qualities, leading to trust and loyalty
    • 23. recruitment & retention
    • 24. todayBooz + Co. reports that Americansin 2011 have developed a different set companies struggle to fill a talent gap and build loyalty with an emerging workforce who have grown up digitalof expectations from companies: desirefor “kindness and empathy” went up391 percent since 2006, “friendly,” 148%and “socially responsible,” 63 percent.The Rockefeller Foundation reports that88% of customers leave a companybecause they feel you don’t careabout them, only 14% because they’redissatisfied with service. implications: with a workforce that has increasingly been “raised social” it is critical companies embrace a new kind of worker or risk being unable to retain them
    • 25. brandBrandequity recognition
    • 26. today studies argue that consumers are subject to between 500 and 3,000 media messages on a daily basisThe combination of brand, earned andpaid media resulted in a 61% lift in brandawareness according to a June 2011Financial Post articleExecutives are finding that the winningdifferentiator is no longer product or price,but the level of customer engagementrelative to the competition. implication: breaking through in a fragmented and cluttered media environment requires a strategy that shares a consistent message across multiple touchpoints
    • 27. SEOdrive sales
    • 28. today consumers have more access to information than ever before and use it to make smarter decisions with their moneyGallup reports that organizations withoptimized engagement haveoutperformed competitors by 26% ingross margin and 85% in sales growthAccording to Google, 84% of consumersresearch a brand or product onlinebefore they reach a purchasing decision implication: today’s consumer is highly invested in the process of researching their purchasing decisions and access to information and content through search play a major role in this shift
    • 29. recapContent Marketing, when leveraged effectively,is a powerful tool that empowers brands to: Proactively build reputation against attack Build deep and meaningful relationships with customers and stakeholders Impact recruitment and retention efforts and overall brand perception Drive brand equity Contribute to SEO – a critical element for visibility with consumers and stakeholders
    • 30. any more questions?
    • 31. contactAndrew LaneVP, Content + PlatformsWeber Shandwick Canadaalane@webershandwick.com@LaneAndrewhttp://slideshare.net/LaneAndrewhttp://webershandwickdigital.com@WeberShandwick@WSCanada

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