New Rules of Managing Brand Reputation

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

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New Rules of Managing Brand Reputation

by Rohit Bhargava on Oct 02, 2008

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New Rules of Managing Brand Reputation — Presentation Transcript