The Future of Reputation

773 views
751 views

Published on

My talk at IndiaSocial 2012 —In a world where audiences, media and messages are increasingly fragmented, what is the future of reputation?

I look at three possible futures: one where there are microreputations dependent on audiences, another where audiences ignore each other entirely and lead to a reputational multiverse, and the third where reputation exists as a continuously evolving narrative.

I also ask whether reputation is dead and if brands should focus on significance and relevance,

Published in: Business, Technology, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
773
On SlideShare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • The Future of Reputation

    1. 1. #indiasocial 2012the futureof reputation@narendranag
    2. 2. reputationnouna widespread belief that someone orsomething has a particular habit ofcharacteristic: his knowledge of his subjectearned him a reputation as an expert.ORIGIN Middle English: from Latin
    3. 3. reputationnouna widespread belief that someone orsomething has a particular habit ofcharacteristic: his knowledge of his subjectearned him a reputation as an expert.ORIGIN Middle English: from Latin
    4. 4. fragmentationtime,audiences,channels,conversations,culture,belief...
    5. 5. fragmentationtime,audiences,channels,conversations,culture,belief...so, three possible futures:
    6. 6. 1 micro-reputations • reputation being impacted continuously by influencers • a different reputation with different audiences • is the aggregate of all reputations an indicator of overall reputation?
    7. 7. II the reputational multiverse • audiences exist in parallel universes, rarely interacting or influencing each other • each reputation is as true as the other, but independent of each other • messaging designed for each universe?
    8. 8. III reputation as narrative • the brand and its audiences are both protagonists in a story they are co-creating • think of a scale, with a soap opera on one end (RIM/Facebook) and a mythical epic on the the other (Apple?) • ergo, is it time to forget reputation and start measuring the power of the story you are co-creating? how?
    9. 9. one lastthought
    10. 10. one lastthought: isreputationdead?should we just forgeahead, despite whatpeople say?
    11. 11. #kittehthank younarendra nag | naren |co-lead MSLGROUP |general manager 2020SOCIALnarendra@2020social.com@narendranag

    ×