Reputation in Real Time
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Reputation in Real Time

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Rohit Bhargava snakker om viktigheten av et selskaps personlighet på Omdømmedagen 2011.

Rohit Bhargava snakker om viktigheten av et selskaps personlighet på Omdømmedagen 2011.

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  • This new power that anyone has, also leads to a real effect for corporations, which is that they must practice a new form of “hyper-transparency” where they share more about their operations to a public that now expects this new level of openness. Use the Dole example of their www.planetdole.com website to show how this is playing out for some companies.
  • This new power that anyone has, also leads to a real effect for corporations, which is that they must practice a new form of “hyper-transparency” where they share more about their operations to a public that now expects this new level of openness. Use the Dole example of their www.planetdole.com website to show how this is playing out for some companies.
  • The bigger overarching trend that all of this points to is that our understanding of influence has changed. In this final point, I will talk about some of the newest research available around the science of influence and how this has led us to merge thinking from other authors and build it into a new influencer network model that we can share with SABMiller.
  • Discuss how media is evolving and the way that people get and share information is shifting. This means that journalism is changing from being focused on breaking news to being more focused on the analysis, curation and vetting of information to validate it.
  • Relate this piece to the revolutions in the Middle East and what that shows about the place for social media and how people are influenced for something as big and world changing as a revolution.
  • When it comes to a reputation actually happening, the speed of social media and real time sharing, as well as the soapboxes of bloggers who can analyse and share the story means that crisis can not only rapidly go viral, but also affect unexpected markets so we need to be sure that the response and prevention is global and not only regional.
  • The Pepsi Refresh project and also efforts by AMEX are setting a higher standard for new CSR programs that leverage the power of the web for trends like co-creation and engagement of consumers online.
  • Kendra Wilkinson

Reputation in Real Time Presentation Transcript

  • 1. Reputation In Real Time How Personality Can Win Customers, Build Brands, And Save Your Business Rohit Bhargava Author, Personality Not Included Professor, Georgetown University
  • 2. Everybody stand up.
  • 3. 85% of all brands will experience a crisis in the next 5 years that results in a decline in at least 20% of brand value.
  • 4. Intel ’s Big Problem
  • 5. What Was Their Story?
  • 6. What Did They Want To Stand For?
  • 7.  
  • 8.
  • 9.
  • 10.  
  • 11.  
  • 12. What Do These Stories Tell Us About How Today Is Different From Yesterday?
  • 13. Yesterday …
  • 14. Today …
  • 15. Ed Keller Co-author “The Influentials” Duncan Watts Research Scientist at Yahoo! Research How Influence Models Are Shifting Network Model This model says “the Influential” doesn’t matter and the network does… “ The Influential” 1 in 10 influences the other 9
  • 16. The NEW Influencer Network Model Influencer Network Model Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales
  • 17. The 5 New Truths Of Global Media
  • 18. 1. News no longer breaks in print.
  • 19. “ The internet was a place where people could actually find information and react to it. The revolution was made easier by widespread information made available on the internet” - Houeida Anouar, Tunisian Digital Activist
  • 20. 2. Virtual trust is real and powerful.
  • 21. 3. Brands must be open to letting others take ownership.
  • 22. 4. Content creation is augmented by the growth of content curation.
  • 23. 5. “Mindful consumption” allows reputation to go beyond products.
  • 24. 6 Ways To Use Personality To Grow Your Corporate Reputation
  • 25. Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. ” “ (pûr'sə-nāl'ĭ-tē)
  • 26. Help your employees behave like individuals instead of faceless people . #1
  • 27. #2 Embrace your accidental spokespeople.
  • 28. Use the “UAT” Filter Is it U nique? Is it A uthentic? Is it Talkable? Personality #3
  • 29. #4 Craft a backstory people can believe.
  • 30. Conquer the 4 fear-based barriers to personality. 1. Success – ”What we’re doing is already working.” 2. Uncertainty – ”We don’t know what will happen.” 3. Tradition – ”We have always done it this way.” 4. Precedent – ”No one else is doing it that way.” #5
  • 31. Use your personality moments. #6
  • 32. Get a 2011 PDF Trend Report: Follow on Twitter: @rohitbhargava Blog: www.influentialmarketingblog.com