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New Rules of Managing Brand Reputation
 

New Rules of Managing Brand Reputation

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The keynote presentation given at the European PR Congress 2008 in Kyiv, Ukraine.

The keynote presentation given at the European PR Congress 2008 in Kyiv, Ukraine.

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    New Rules of Managing Brand Reputation New Rules of Managing Brand Reputation Presentation Transcript

    • 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
    • THE BIG QUESTION: Who owns a company’s reputation?
    • Reputation is not about ownership anymore. It is about conversation.
    • Why is this true?
    • 5 Ways Reputation Is Shifting …
    • Then: Crisis Now: Viral Crisis
    • Then: Spokespeople Now: Accidental Spokespeople
    • Then: Media Influence Now: Individual Influence Flickr Photo Credit: Thomas Hawk
    • Then: One-way media Now: Dialogue
    • Then: Controlled Branding Now: Authentic Experiences Flickr Photo Credit: www.ambibo.com
    • 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
    • Getting started … 1. Create listening posts 2. Socialize communications 3. Start small & measurable 4. Build a new metric
    • 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