REPUTATION MANAGEMENT FOR CXO
If you lose money for the firm, I will be very
understanding. If you lose reputation for the
firm, I will be ruthless.
   ...
Reputation takes time and
   dedication to build, but can
    be lost extremely quickly
    with devastating results




R...
Active commitment to
           reputation management by
              top management is
                    essential



...
“In today’s world, where ideas are
                increasingly displacing the physical in
                  the productio...
company can lose in excess of
             30 percent of its share value as
              a result of a highly publicized
...
60 percent of market value
                     is attributable to
                         reputation
                 (W...
1 percent reputation increase
               results in 3 percent increase of
                         market value
      ...
2 percent reduction in negative
                 word of mouth boosts sales
                     growth by 1 percent

    ...
93 percent of senior executives
                                                                                    believ...
79 percent of senior executives
                                                                                       bel...
40 percent of senior executives
                                                                                       bel...
investors are prepared to pay a
                 12-30 percent price premium
                     to a good governance
   ...
70 percent of global
                 corporations see increasing
                  interest from mainstream
             ...
“CEO reputation represents
          65% of corporate reputation.”

               CEO Capital Research




CEO REPUTATION...
9% of customers are lured
                    away by competitors, but as
                      many as 68% are lost by
  ...
“About 60% of all
        management problems are
          due to poor or faulty
           communication.”
             ...
73% of surveyed MBA students
       said that corporate reputation is
        either an "extremely" or "very"
       impor...
it’s about bringing your values
               to life ….communicate what
                you stand for, to all of your
  ...
40 percent of my time I communicate our
company’s credo
                     Jim Burke, Johnson&Johnson CEO




      REPU...
Reputation Increases
                                      investors` interest and
                                       ...
Reputation Increases
                                      customer, consumer, client
                                    ...
Reputation enhances
                                  employees` satisfaction and
                                        ...
Reputation Improves
                                  understanding and support
                                    among ...
reputation Increases
                                 customer, consumer, client
                                   prefer...
Reputation helps faster
                           recovery from business crises




YOU CAN STILL SHAPE AND PARTICIPATE I...
In a transparent world, your
                           reputation is more than the
                           difference ...
Reputation management is not about keeping out
of the media............ it is about having a
professional media strategy a...
C’S OF SUCCESSFUL CXO BRANDING
Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” b...
COMMUNICATION IS A PROCESS…
        IDENTITY                                       IMAGE                                  ...
every intelligent person (and quite
                                       a few unintelligent ones) will have
           ...
AN APPROACH TO BEING REAL

           UNDERSTAND                                   ACT                            EVOLVE

...
REPUTATION MANAGEMENT ..
                                                                                                 ...
WHAT DO CXO WANT FROM CUSTOMERS ?
BRAND MONITORING             Track, quantify, engage, and analyze conversations
(TALK AB...
Your personal brand is the powerful, clear, positive idea that comes to mind
   whenever other people think of you. It’s w...
Building A Compelling
                             Personal Brand




SOCIAL MEDIA FOR REPUTATION MANAGEMENT


   Personal...
Your Personal Brand is about
           understanding what is truly unique
            about you - your strengths, skills,...
OTHER COLLATERALS FOR YOUR PERSONAL BRAND
MUST HAVE TOOLS FOR PERSONAL BRANDING                          COMMUNICATE YOUR ...
Unsolved      Bad         Lost
 Bad Experience
                   Issues    Reputation   Revenue




IGNORANCE IS THROWING...
THANKS
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Online Reputation Management for CEO

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Online Reputation Management for CEO

  1. 1. REPUTATION MANAGEMENT FOR CXO
  2. 2. If you lose money for the firm, I will be very understanding. If you lose reputation for the firm, I will be ruthless. Warren Buffet – Renowned businessman and philanthropist IS REPUTATION IMPORTANT?
  3. 3. Reputation takes time and dedication to build, but can be lost extremely quickly with devastating results REPUTATION IS FRAGILE
  4. 4. Active commitment to reputation management by top management is essential REPUTATION NEEDS INVOLVEMENT
  5. 5. “In today’s world, where ideas are increasingly displacing the physical in the production of economic value, competition for REPUTATION becomes a significant driving force, propelling our economy forward.” Alan Greenspan, former chairman, Federal Reserve REPUTATION CREATES ECONOMIC VALUE
  6. 6. company can lose in excess of 30 percent of its share value as a result of a highly publicized crisis (Weber Shandwick, 2007) REPUTATION IMPACTS SHARE VALUE
  7. 7. 60 percent of market value is attributable to reputation (Weber Shandwick, 2006) REPUTATION INCREASES MARKET VALUE
  8. 8. 1 percent reputation increase results in 3 percent increase of market value (Weber Shandwick, 2006) REPUTATION CREATES MARKET VALUE
  9. 9. 2 percent reduction in negative word of mouth boosts sales growth by 1 percent London School of Economics REPUTATION IMPACTS MARKET VALUE
  10. 10. 93 percent of senior executives believe that customers consider corporate reputation important or extremely important REPUTATION IS IMPORTANT – CUSTOMERS Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)
  11. 11. 79 percent of senior executives believe that investors and lenders consider Corporate Reputation either important or very important REPUTATION IS IMPORTANT – INVESTORS Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)
  12. 12. 40 percent of senior executives believed that strong corporate governance is a critical factor that potential investors consider before committing CORPORATE GOVERNANCE IS IMPORTANT Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)
  13. 13. investors are prepared to pay a 12-30 percent price premium to a good governance (McKinsey, 2002) GOOD GOVERNANCE ATTRACTS PREMIUM
  14. 14. 70 percent of global corporations see increasing interest from mainstream investors in corporate citizenship CORPORATE CITIZENSHIP IS IMPORTANT
  15. 15. “CEO reputation represents 65% of corporate reputation.” CEO Capital Research CEO REPUTATION IS IMPORTANT
  16. 16. 9% of customers are lured away by competitors, but as many as 68% are lost by employees’ indifference. Journal of Marketing EMPLOYEE INDIFFERENCE CAN KILL BRAND
  17. 17. “About 60% of all management problems are due to poor or faulty communication.” Peter Drucker COMMUNICATION IS THE KEY
  18. 18. 73% of surveyed MBA students said that corporate reputation is either an "extremely" or "very" important factor when deciding where they will work Hill and Knowlton, 2007 REPUTATION FOR EMPLOYEE
  19. 19. it’s about bringing your values to life ….communicate what you stand for, to all of your stakeholders! COMMUNICATION IS THE KEY – CXO
  20. 20. 40 percent of my time I communicate our company’s credo Jim Burke, Johnson&Johnson CEO REPUTATION FOR CXO IS IMPORTANT
  21. 21. Reputation Increases investors` interest and willingness to invest OBJECTIVE: BE PART OF THE “RECOMMENDATION CHAIN” SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  22. 22. Reputation Increases customer, consumer, client engagement and participation CHANGE: CREATING A BETTER CUSTOMER EXPERIENCE SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  23. 23. Reputation enhances employees` satisfaction and productivity IMPLICATION: SHIFTING GEAR IN SUPPORT, PRODUCT MARKETING, SALES, AND MARKETING SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  24. 24. Reputation Improves understanding and support among opinion leaders REALIZATION: SOCIAL MEDIA IS A CROSS FUNCTIONAL BUSINESS INITIATIVE – NOT A MARKETING CAMPAIGN SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  25. 25. reputation Increases customer, consumer, client preference and loyalty GOAL: BUSINESS GROWTH THROUGH ADVOCACY SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  26. 26. Reputation helps faster recovery from business crises YOU CAN STILL SHAPE AND PARTICIPATE IN THE DISCUSSION. SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  27. 27. In a transparent world, your reputation is more than the difference between success and failure AFFECTS THE BOTTOM LINE SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT
  28. 28. Reputation management is not about keeping out of the media............ it is about having a professional media strategy and managing it effectively through a media relationship programme PLANNING COMMUNICATION
  29. 29. C’S OF SUCCESSFUL CXO BRANDING Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)
  30. 30. COMMUNICATION IS A PROCESS… IDENTITY IMAGE REPUTATION OBJECTIVE, SUBJECTIVE, JUDGMENT STATIC CATEGORY DYNAMIC CATEGORY Defined specific Establish EXO image in the Engage and establish COMMUNICATION personality traits (part of COMMUNICATION public as the image of the relationship with day-to-day life) of CXO corporation; shareholders and which matches Establish positive, friendly stakeholders. organization goal. and engaging perception Identify visual tools EXPERIENCE reflecting it and communicating with publics
  31. 31. every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world. -- SETH GODIN REPUTATION A CHANGING REALITY Who you are What you know Who you know Who knows you
  32. 32. AN APPROACH TO BEING REAL UNDERSTAND ACT EVOLVE CXO need to understand customers, CXO need to act transparently and To evolve, CXO must always be ready followers and ways to handle them. honestly to learn, teach, and evolve.
  33. 33. REPUTATION MANAGEMENT .. REVISION AND COUNTDOWN FIRST 100 DAYS FIRST YEAR TURNING POINT REINVENTION • Quiet period • Opportunity – • People, programs • CEO has prepared • CEO is comfortable in • CEO plans the future interest in new CEO and actions in place the organization for his role • Learns about country, • Delicate balance of • Everything may not the future • He is living the people, action and listening have been resolved • Now it is time to company's vision • programs and • Listens and learns to or changed produce! • Complete team is activities gain the support • Stakeholders see • Everyone coldly collaborating on • Sets the stage • Proactive in progress and feel the evaluates CEO's developing new completing CEO is leading the vision and actions strategies and unfinished company in the right • CEO has generated executing new tactics direction personal and professional capital CEO Capital, A Guide to Building CEO Reputation and Company Success, Dr. Leslie Gaines-Ross, John Wiley & Sons, Inc.
  34. 34. WHAT DO CXO WANT FROM CUSTOMERS ? BRAND MONITORING Track, quantify, engage, and analyze conversations (TALK ABOUT THEM ) Discuss CXO around a brand, competitors, and industry Content and engagement spread on parameters like how CONTENT TRACKING far, how fast (SPREAD CONTENT ) Nature of content on parameters like video, widget, article COMMUNITY MANAGEMENT Qualify and analyze social interaction levels , community (ENGAGE DIRECTLY ) health, sentiment, and engagement levels
  35. 35. Your personal brand is the powerful, clear, positive idea that comes to mind whenever other people think of you. It’s what you stand for – the values, abilities and actions that others associate with you. It’s a professional alter ego designed for the purpose of influencing how others perceive you, and turning that perception into opportunity. Peter Montoya Personal Branding Guru MANAGING YOUR PERSONAL BRAND Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)
  36. 36. Building A Compelling Personal Brand SOCIAL MEDIA FOR REPUTATION MANAGEMENT Personal YOU Blog
  37. 37. Your Personal Brand is about understanding what is truly unique about you - your strengths, skills, values, and passions – and using those attributes to differentiate yourself COMMUNICATING YOUR PERSONAL BRAND Personal Connect Discover Collaborate Publish Blog
  38. 38. OTHER COLLATERALS FOR YOUR PERSONAL BRAND MUST HAVE TOOLS FOR PERSONAL BRANDING COMMUNICATE YOUR BRAND: • A portfolio or resume that communicates quality • Use power tools to remodel your brand image. • A strong logo • Be a refined individual. • Personalized stationary • Seek out opportunities and new business. • Business cards • Become an expert. • Voice mail messages • Speak out, and extend the reach of your message. • Web sites and E-mail templates • Take action. • Print marketing materials (brochures, case studies, etc.)
  39. 39. Unsolved Bad Lost Bad Experience Issues Reputation Revenue IGNORANCE IS THROWING MONEY AWAY ..
  40. 40. THANKS

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