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Executive summary - Online Comments Report BEO 2016

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5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership.

The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies.

In particular, this issue has evaluated the digital fingerprint of 71 brands of 15 sectors from a total of 88,950 URLs and 28,000 mentions.

The report assesses the 100 first findings that analysed brands positioned in four key environments on the Internet: Google, Facebook, Twitter and YouTube, and offers specific findings by sectors dimensions, stakeholders and networks. Thus, the analysis allows identifying those sectors, topics, stakeholders and networks that are most and least favourable in terms of recognition (how it is evaluated) and recognition (how much it is evaluated). It also offers strategic insights to design positioning strategies online.

BEO 2016 has been already applied to more than 70 companies around the world and aims to become an international standard to manage the reputation of organisations online.

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Executive summary - Online Comments Report BEO 2016

  1. 1. Online Comments Report 2016 Executive Summary
  2. 2. Online Comments Report - BEO 2016 In its 5th year, the Online Comments Report establishes itself as a global benchmark for the management of reputation on the Internet Trends 2016 The digital society opens up the door to a new relationship ecosystem, where constant innovation, lifelong learning, co-creation and collaboration offer great opportunities to those able to adapt themselves to this new way of understanding the market and developing new and disruptive workplaces and business models. How are companies facing this transformation? What is their digital fingerprint? What are the biggest challenges and most important trends in technological innovation and digital transformation? How are companies being perceived and how can they improve their online reputation? The Online Comments Report (BEO) tries to answer these and other questions. The Online Comments Report, developed by Corporate Excellence – Centre for Reputation Leadership and LLORENTE & CUENCA, rigorously analyses comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation. Thereportcontainsamapofstakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. It also identifies relevant content for different audiences and helps to map key reputational risk areas for companies. Until now, this strategic focus has been applied to 70 companies based in Spain, Argentina, Brazil, Colombia, Ecuador, Peru and Portugal; it aims to become an international standard to manage the reputation of organisations online. AnalysisoftheOnline CommentsReport 2016 88,950 URLs 28,000 mentions 71 corporate brands 15 industries Fashion displaces Consumer Electronics as the main sector in terms of reputation Unlike previous years, in this issue Fashion becomes the chart leader and generates greater knowledge. In addition to the efforts made in the past years to position its corporate channels and invest in Innovation, this year’s findings show a positive assessment regarding the quality of the products. Economic recovery of companies is in sight Finance is the best-assessed dimension by the stakeholders compared to the rest. This year it has scored better than Innovation and Leadership and it is especially well positioned in terms of awareness and recognition in industries such as Retail and Consumer Electronics. The challenge of hyper- transparency and active listening The limits between public and priva- te are vanishing, forcing companies to communicate in a responsible way and include all valuable infor- mation. However, most organisa- tions have not reacted yet the way they are supposed to. As the report shows, Governance is still the worst rated dimension, highlighting the lack of transparency in organisations. Nowadays, companies need to listen to what their stakeholders want and need, and meet these expectations efficiently to boost corporate reputa- tion. Critical conversation regarding employment For the second year in a row, topics regarding “working conditions” and “job creation” are judged by negative scoring in the conversation. Bad comments related to Workplace have been doubled this year compared to the previous report, and this had an impact on the 15 industries analysed. Workplace is the worst ranked dimension in terms of recognition, only behind Governance.
  3. 3. Results by sectors 2016 Critics are harsh on Facebook As it happened two years ago, Facebook shifts from being neutral to be the most criti- cal network, replacing Twitter as the main hostile environment. The Public Opinion and Customers often use this social network to express their discontent regarding products and services offered by companies. Only Consumer Electronics, Automotive, Fashion and Food Production have obtained a good score in this network. Need of communicating corporate purpose and values Companies are developing many pro- jects to create a positive impact on the societies they operate in and try to align their actions with their raison d’être. Yet, the results of this report show that their efforts to generate a positive social impact are not being recognised in the dimension of Citi- zenship, in view of the little knowled- ge there is on the Internet about this issue. • Awareness refers to expression of intensive knowledge about a company over the Internet. How well it is known. • Recognition stands for expression of evaluations referring to companies exchanged over the Internet. How it is evaluated. Analysis variables Brand journalism and Transmedia storytelling Quality and credible content aligned with the corporate purpose and values and adapted to what it is really interesting for stakeholders. Active listening and social intelligence Organisations need more effective and deeper analysis of the Conversation 2.0 to understand what their stakeholders expect from them at all times. Digital identity of corporate leaders Willingness to create bonds with the users based on trust and exchange ideas to generate a real dialogue with key stakeholders. Challenges 2016 Insights 2016 INFOXICATION It is getting increasingly complicated for companies to assure that their contents reach the audience. The reason? Thousands of contents compete for the users’ attention and positioning content is becoming more and more difficult. ADVOCACY The corporate discourse is losing its credibility. Users will more easily believe other users — which inspire them trust and to which they can relate— than a brand. TRANSPARENCY Consumers, citizens, journalists, political actors, etc. ask questions to the companies and are many times left without answers. It is necessary to have honest content and corporate leaders that can embody and voice the initiatives. Companies lack of a network of ambassadors The Online Comments Report unders- cores the absence of people with di- gital identity linked to companies that are able to humanise or personalise the brand communication. Employees are one of the less present stakeholders on the Internet, together with Share- holders and Investors. They are still the third most critical group with compa- nies, only behind NGOs, trade unions and activist groups and Customers. -500% 10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 10% -400% -300% -200% -100% 0% 100% 200% 300% 400% 500% 600% RECOGNITION AWARENESS Consumer Electronics Food Production Beer Production Transport Infrastructure Power Supply Insurance Banking Oil and Gas companies Delivery Services Telecommunications Water Supply Facilities Retail Automotive Fashion
  4. 4. Leading by reputation www.corporateexcellence.org ©2016, Llorente & Cuenca LLORENTE & CUENCA is the leading Communication and Public Affairs management consultancy in Spain, Portugal and Latin America. The team is integrated by 22 partners, along with 482 professionals through 16 offices in 12 countries. ©2016, Corporate Excellence – Centre for Reputation Leadership A foundation established by major companies aiming to excel in the management of intangible assets and facilitate promotion of strong brands with a good reputation and a capacity to compete on the global markets. Our objective is to become the driving force, which would lead and consolidate professional reputation management as a strategic asset, fundamental for building value of companies around the world. Disclaimer This document is a property of Corporate Excellence – Centre for Reputation Leadership developed with an objective to share business knowledge about management of reputation, brand, communication and public affairs. Corporate Excellence – Centre for Reputation Leadership is the owner of all rights to the intellectual property related to images, texts, drawings or any other content or elements of this product. Corporate Excellence – Centre for Reputation Leadership is the holder of all necessary permissions for the use of the document and therefore any reproduction, distribution, publishing or modification of the document without its express permission is prohibited.

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