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Henry Perret : Developper le renseignement et l'écoute
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Henry Perret : Developper le renseignement et l'écoute

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Présentation d'Henry Perret à la conférence Reputation War du 11 janvier 2013 / …

Présentation d'Henry Perret à la conférence Reputation War du 11 janvier 2013 /
Table Ronde Developper le renseignement et l'écoute : Savoir déceler les signaux faibles et déterminer les influenceurs


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  • 1. Making Leaders SuccessfulEvery Day
  • 2. Values Driven World :The Consumer changes the worldaround his valuesHenry Peyret, Principal AnalystJanuary, 2013
  • 3. Each Marketing Media Is Generating Its Customer Reaction. Activist Social Computing Is The Reaction To Smart ComputingEnterprise Smart Computing Web 1.0 ( Web 3.0) Internet of objects: RFID Web commerce Google Nabaztag, smart items Crowdsourcing Newsgroups Forums Wikipedia blogs Facebook Tribal Structured Consu Pedia Twitter Networks Community Web 2.0 = Web 4.0 Consumer Social computing 1.0 = Activists Social Computing 2.0
  • 4. The influencers and their power on brand and e-reputation is changing with web version Hard Social Activists Customer Soft Social 0,01 Activists 0,6 0,1 Brand Press E-reputation 0,4 NGO 0,2 0,3 0,1 Analysts Scoring Bloggers 0,1 Represents the relative « power » (or impact) of that actor. 1 representing direct impact
  • 5. Customers Will Force Companies their « values »: Enterpri se Marketing message Customer advocacy E- Reputat ion Activists Consumer Social computing Consumer values The Exchange of Values Will Rebuild Trust Between Consumers/Citizens and organisations, companies and governments
  • 6. Scoring the ASC is key to rebuild trustbetween consumers/citizen Influence is only one criteria But other criterias will be important as well: – Credibility – Power of activism – Sustainable independance – Democratic and social decision – Privacy protection of activists
  • 7. Thank youHenry Peyret+33 68482 9551 www.forrester.com/IPRAReputationWarhpeyret@forrester.com
  • 8. References Michael Porter Creating Shared Value : http://www.youtube.com/watch?v=s7i4FrkUK4g Edelman TrustBarometer and “Good purposes” 2012 white papers IBM CEO Survey 2012 “La guérison du monde” de Frédéric Lenoir 25-12-2012 Boston globe article : “Virtue Inc.” http://www.bostonglobe.com/ideas/2012/11/25/virtue-inc/sMNhJRcOIgZ0rqjpLTALrN/story.html