New Rules of Managing Brand Reputation

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    New Rules of Managing Brand Reputation - Presentation Transcript

    1. Corporate Reputation & The CEO Speaking For a Brand In the Digital Age European PR Congress – Kyiv, Ukraine October 3, 2008 Rohit Bhargava SVP, Digital Marketing & Strategy | Ogilvy PR Author, Personality Not Included
    2. THE BIG QUESTION: Who owns a company’s reputation?
    3. Reputation is not about ownership anymore. It is about conversation.
    4. Why is this true?
    5. 5 Ways Reputation Is Shifting …
    6. Then: Crisis Now: Viral Crisis
    7. Then: Spokespeople Now: Accidental Spokespeople
    8. Then: Media Influence Now: Individual Influence Flickr Photo Credit: Thomas Hawk
    9. Then: One-way media Now: Dialogue
    10. Then: Controlled Branding Now: Authentic Experiences Flickr Photo Credit: www.ambibo.com
    11. Implications for CEOs … 1. Having a platform matters 2. Social media is searchable 3. Participate in the dialogue 4. React and respond faster 5. Embrace your accidental spokespeople
    12. Getting started … 1. Create listening posts 2. Socialize communications 3. Start small & measurable 4. Build a new metric
    13. Thank You! Read my blogs: Get my book*: Connect with me: Search for: “rohitbhargava” *Russian & Spanish versions in 2009 1. blog.ogilvypr.com 2. influentialmarketingblog.com 3. personalitynotincluded.com

    Rohit BhargavaRohit Bhargava, 9 months ago

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