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Study. 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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Study. Online Comments Report BEO 2016

  1. 1. Results and Conclusions V ONLINE COMMENTS REPORT Reputation
  2. 2. www.corporateexcellence.org Sagasta 27, 3º left B 28004 Madrid (Spain) +34 91 445 18 18 info@corporateexcellence.org Document preparedy by Corporate Excellence – Centre for Reputation Leadership Llorente & Cuenca 2016 www.llorenteycuenca.com Lagasca, 88 - 3º. 28001 Madrid (Spain) + 34 91 563 77 22 ipino@llorenteycuenca.com @llorenteycuenca
  3. 3. Contents 01. Introduction 04 02. Trends 09 03. Results 13 By Sectors 14 By Dimensions 18 By Stakeholders 20 By Networks 22 04. Model 24 Analysis Variables 26 Dimensions and Stakeholders 28
  4. 4. 01 Introduction
  5. 5. V ONLINE COMMENTS REPORT5 The digital economy is characterised by the availability of large amounts of information and how immediate the dissemination and distribution of this information is. Nowadays, 94% of the world population has access to a mobile phone and 28% has a mobile data plan1 . In 2015, e-commerce in Spain grew by 20% and reached the record of 20,000 million euros. Around 40% of Spanish population under 35 get online more often through their mobile devices than through their computers. 71% of Internet users in Spain watch videos online at least once per week, rising up to 93% in the case of people under 35 2 . All these data suggest that both people and devices should be considered potential transmitters on a global scale, for that they shape a new information ecosystem, where the power of the opinions of advocators and critics is multiplied. Democratisation of new technologies allows everyone to generate content and be able to create their own communities and audiences. We are living a change of era, in all senses: work, education, relationships... So much so that the biggest world leaders are talking about a 4th industrial revolution. Klaus Schwab, founder and CEO of the World Economic Forum, says that we are experiencing a radical change, boosted by billions of devices connected in real time, big technological breakthroughs and artificialintelligence,whichistransforming not only the society and the economy as we know them, but also the very human nature. It is, therefore, a turning point in every respect. We are moving towards a digital transformation, a technological and cultural change, which introduces a new way of building relationships and developing. In this context, organisations need to get going, learn how to do things in a different way and introduce profound changes to adapt themselves. Everything we know is mutating into a new reality: limits between businesses and industries are vanishing; business functions and responsibilities evolve... All fully in line with the predictions made by Zygmunt Bauman in Liquid Modernity or Antonio Muñoz Molina in Todo lo que era sólido. The key lies on the word “transformation”. Countries, companies, institutions and people need to include the new mechanisms offered by digital economy, where new technologies are the main character... This digital society opens up In its 5th year, the Online Comments Report establishes itself as a global benchmark for the management of reputation on the Internet Introduction 1. Internet Society (2015). Informe Global de Internet 2015. 2. Google (2015). The Consumer Barometer.
  6. 6. V ONLINE COMMENTS REPORT 6 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 research, developed by LLORENTE & CUENCAandCorporateExcellence–Centre for Reputation Leadership, celebrates its 5th issue this year. It was born as a R+D+i project, but today it is an internationally tested methodology, which analyses the impact of the comments voluntarily made on the Internet on the dimensions of corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance. In particular, this issue has evaluated the digitalfingerprintof71brandsof15sectors 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. Oneofthebiggestchallengesforcompanies and institutions is to make sure that their content reaches their audiences among the current, incredibly large amount of information. Many experts are even talking about the “attention economy”. One more year, the results of the Online Comments Report let us identify which topics generate more and less positive assessments. This year’s issue shows that Google still maintains its favourable positioning in terms of awareness and recognition. This environment is considered to be the best space to enhance corporate reputation. The findings also show that search engines, owned media and social networks are
  7. 7. V ONLINE COMMENTS REPORT7 known to be the most trusted sources. This disintermediation encourages companies to generate relevant contents for their audiences and introduce new narrative formats, which allow them to establish value relationships with their stakeholders. 84% of citizens think that companies need to combine generation of profits with a positive contribution to the society where they operate. Seems clear then that only those organisations willing to face the biggest global challenges and meet the expectations of their stakeholders would be able to guarantee the sustainability of their business plan on the long run. In turn, the findings on the Edelman Trust Barometer 2016 show that companies and institutions are less and less trustworthy compared to other social actors such as employees or “people like you and me”, users that are closer and inspire more confidence. This warning is also reflected in the analysis of the BEO 2016. The importance of generating authentic advocacy processes gives employees a leading role and sets up the need of promoting a system of beliefs shared with the corporate purpose and goals. This helps employees to feel part of a greater purpose and encourage them to speak in favour of their company and its global reputation. Today, only 63% of the employees in Spain say they trust the organisation they work for3 ; to reach 100%, companies need to include new ways of doing, working and relating. This report explains these many changes, which are being applied by companies in the way they communicate with their stakeholders. Despite all the progress made in this area, there is still a long way to go. In fact, only 6% of global companies have incorporated the profile of the Chief Digital Officer in their structure to address digital transformation and technology acceleration4 . There are many challenges organisations need to face regarding digital transformation, and in order to enhance their reputation on the Internet. The 2016 Online Comments Report highlights the following: • 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. • Brand journalism and Transmedia storytelling. Quality and credible 3. Edelman (2016). Trust Barometer 2016. 4. PwC (2015). Adapt, disrupt, transform, disappear: The 2015 Chief Digital Officer Study. Strategy&.
  8. 8. V ONLINE COMMENTS REPORT 8 content aligned with the corporate purposeandvaluesandadaptedtowhat it is really interesting for stakeholders. • 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. The Online Comments Report has been already applied to more than 70 companies around the world and it aims to become an international standard to manage the reputation of organisations online. Corporate reputation has become one of the most promising resources to create value in companies. With this report, we want to help organisations to understand the new information ecosystem, which requires managing an increasing number of stakeholders, who are technologically inter-connected, and knowing the tools and drive levers to improve their reputation in this new and constantly changing environment.
  9. 9. 02 Trends
  10. 10. V ONLINE COMMENTS REPORT10 Analysis of 88,950 URLs, 28,000 mentions, 71 corporate brands and 15 industries in the following digital ecosystems was carried for the 5th issue of OnlineCommentsReport:Google,hyper-textualnetwork;YouTube,multimedia network; Facebook, social network; and Twitter, real-time network. These data allow us to pinpoint some communication trends to help companies design their road map and identify future challenge in regards to their reputation and the relationship with their main stakeholders on the Internet. These are the main conclusions of this year’s issue: 1. 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. 2. 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. 3. The challenge of hyper-transparency and active listening The limits between public and private are vanishing, forcing companies to communicate in a responsible way and include all valuable information. However, most organisations 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 reputation.  4. 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. Trends
  11. 11. V ONLINE COMMENTS REPORT 11 5. Companies lack of a network of ambassadors The Online Comments Report underscores the absence of people with digital 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 Shareholders and Investors. They are still the third most critical group with companies, only behind NGOs, trade unions and activist groups and Customers. 6. Need of communicating corporate purpose and values Companies are developing many projects 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 Citizenship, in view of the little knowledge there is on the Internet about this issue.  7. Critics are harsh on Facebook As it happened two years ago, Facebook shifts from being neutral to be the most critical 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.
  12. 12. 03 Results
  13. 13. V ONLINE COMMENTS REPORT14 Below are detailed the findings of the report, presenting them by sectors, dimensions, stakeholders and networks. This year, in order to monitor data dynamics year on year, the 5th issue of the Online Comments Report analysed 88,950 URLs, 28,000 mentions, 71 corporate brands and 15 industries. Research analyses the data as of December 20155 . 3.1 By Sectors Compared to the previous issue, new corporate brands have been incorporated to expand the analysis focus: 1) Suez Water Spain has been included instead of Aquology in the Water Supply sector; 2) Ibercaja has joined Banking; 3) Sanitas has been included in Insurance; and 4) Ericsson has been included in the group of companies within Consumer Electronics. The 4th issue of the Online Comments Report has shown some positive changes regarding recognition (evaluation contained in comments) in Fashion, Food Production, Facilities, Delivery Services, Power Generation and Water Supply. In all these sectors, the number of positive comments published by users has increased. On the contrary, there are more sectors with higher negative ratings. This is the case of Consumer Electronics, Telecommunications, Automotive, Oil and Gas companies and Banking. Intermsofawareness,somevariationscan be spotted in Fashion, a sector that leads the chart in awareness and recognition and has notably increased its presence thanks to a greater knowledge regarding Governance, Products and Services and Workplace. Telecommunications reduce their awareness and receive more negative comments. Food Production generates fewer comments, but improves the assessment on them. Finally, it is important to underscore the position of Oil and Gas companies, which maintain the trend of the previous year: reduction of awareness and increase of critical comments. In terms of recognition, there are five important changes: • Fashion displaces Consumer Electronics as the leading sector in terms of awareness and recognition. Fashion becomes the chart leader and generates greater knowledge this year. In addition to the efforts made in the last years to position its corporate channels and invest in Innovation, the 2016 report shows that customers have positively assess Products and Services —particularly, regarding the quality of the products— and Governance, which has managed to maintain a favourable assessment compared to the rest of dimensions thanks to the good positioning of corporate leaders and executives, who have begun to create Results 5. Since we are not using any universal reputation measurement tool that could serve as a reference for absolute values, the findings are presented as the difference between the company’s result and an average for analysed elements, in relative terms.
  14. 14. V ONLINE COMMENTS REPORT 15 more interesting and closer contents. However, while the positioning of Fashion is in general positive, it is important to take into account the Workplace dimension, as it generates a great amount of knowledge and critical commentsregardingworkingconditions and the responsible management of its supply chain. In this context, the sector has failed to convey its message clearly to its main audiences. • Food Production’s awareness is still below average, but its recognition has improved in two points. This slightly improvement is due to the recognition bythegroupJournalistsinthedimension of Leadership, comments that acquire an important presence in Google. • Telecommunications has scored worse in recognition, unlike other sectors. Its biggest weaknesses are related to the dimensions Governance and Workplace, and the most critical stakeholders are Journalists and Employees. It needs to be stressed that Telecommunications leads the chart in terms of awareness regarding Citizenship dimension, thanks to the visibility given to its social projects. • Oil and Gas companies, as in the previous analysis, scores lower in awareness and receives more negative comments. This can be explained by the positioning of critical comments regarding the ethical behaviour of companies, published by the media and the employees in platforms such as Google and Twitter. • Power Generation is the worst ranked sectorintermsofreputationanditisstill below average in terms of awareness. In recognition, however, the scores have slightly improved. Good assessments can be found in the dimension of Governance and Workplace, despite their low awareness, and the main critics are addressed to Leadership and Products and Services. According to the research, this is the list of sectors by awareness (from highest to lowest results): “Fashion”, “Consumer Electronics”, “Telecommunications”, “Automotive”, “Food Production”, “Retail”, “Oil and Gas companies”, “Facilities”, “Delivery Services”, “Beer Production”, “Banking”, “Transport Infrastructure”, “Insurance”, “Power Generation” and “Water Supply”. In respect of recognition, as stated above, Fashion displaces Consumer Electronics as the chart leader. This is this year’s list, from highest to lowest results by recognition: “Fashion”, “Consumer Electronics”, “Food Production”, “Retail”, “Beer Production”, “Automotive”, “Water”, “Facilities”, “Transport Infrastructure”, “Telecommunications”, “Delivery Services”, “Insurance”, “Power Generation”, “Banking” and “Oil and Gas companies”. Positioning in detail Further below each sector’s percentages by awareness (nt) and recognition (nb) are presented: • Fashion (nt 513%; nb 5%): Adolfo Domínguez, H&M, Mango and Zara. • Consumer Electronics (nt 250%; nb 4%): Apple, Ericsson, Nokia, Samsung and Sony. • Telecommunications (nt 70%; nb -1%):
  15. 15. V ONLINE COMMENTS REPORT16 Ono, Orange, Telefónica and Vodafone. • Automotive (nt 62%; nb -0.1%): Citroën, Peugeot, Renault, Seat and Volkswagen. • Food Production (nt -23%; nb 2.9%): Calidad Pascual, Coca-Cola, Danone and Nestlé. • Retail (nt -29%; nb 1.6%): Amazon, El Corte Inglés, Inditex and Mercadona. • Oil and Gas companies (nt -47%; nb -4.4%): BP, Cepsa, Repsol and Shell. • Facilities (nt -71%; nb -0.3%): Abertis, Acciona, FCC and Ferrovial. • Delivery Services (nt -68%; nb -1%): Correos, Fedex, MRW and Seur. • Beer Production (nt -81%; nb 0.8%): Cruzcampo, Estrella Damm, Estrella Galicia,Heineken,MahouandSanMiguel. • Water Supply (nt -81%; nb 0.8%): Agbar, Canal de Isabel II and Suez Water Spain. • Banking (nt -88%; nb -0.2%): Bankia, Bankinter, Banco Popular, BBVA, Ibercaja, ING Direct, La Caixa/CaixaBank and Santander. • Transport Infrastructure (nt -84%; nb -0.7%): Alsa, Iberia and Renfe. -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 Results by sectors
  16. 16. V ONLINE COMMENTS REPORT 17 • Insurance (nt -94%; nb -1%): Axa, Catalana Occidente, DKV Seguros Médicos, MAPFRE, Mutua Madrileña and Sanitas. • Power Supply (nt -95%; nb -1.2%): Enagás, Endesa, Eon, Gas Natural Fenosa, Iberdrola and Red Eléctrica.
  17. 17. V ONLINE COMMENTS REPORT18 Significant changes have been observed regarding Products and Services and Finance. Likewise, as stated in the previous issue, all dimensions have scored lower in awareness, but Products and Services, which lead the chart in terms of awareness for the fourth year in a row. However, it must be underscored that, as it happened last year, positive comments have slightly decreased, being now on the average. Financereducesitsawareness,butincreases the positive assessment of the comments generated, becoming the best assessed dimension and surpassing Innovation and -7% 0% -1% -2% -3% -4% -5% -6% 1% 2% 3% 4% 5% 6% 7% -400% -300% -200% -100% 0% 100% 200% 300% 400% 500% RECOGNITION AWARENESS Finance Leadership Products and ServicesCitizenship Workplace Innovation Governance Results by dimensions Leadership, which have maintained their score in terms of recognition compared to the previous analysis. It is worth stressing the changes in Workplace, which doubles its negative comments compared to the 4th issue of the Report and holds its second place regarding recognition. Governance is, again, the worst rated dimension. Finally,nobigchangeshavebeenobserved in Citizenship. It is below average in awareness and on the average in terms of recognition, as it was in 2014. 3.2 By Dimensions
  18. 18. V ONLINE COMMENTS REPORT 19 Positioning in detail Furtherbelowthepercentagesofpositioning in each one of the dimensions by awareness (nt) and recognition (nb) are presented: • Products and Services (nt 430%; nb -0.4%): Efficient claim management, meeting the customer needs, value for moneyrelationship,qualityofproducts/ services, good customer service. • Finance (nt -53%; nb 4.4%): Growth potential, generation of profit, good results. • Citizenship (nt -62%; nb -0.4%): Protection of the environment, positive contribution to the society, support of social causes. • Workplace (nt -67%; nb -4.1%): A good place to work, fair remuneration, equal opportunities, care about health and well-being of the employees. • Governance (nt -70%; nb -5.7%): Ethical behaviour, responsible use of power, open access to information and transparency. • Innovation (nt -85%; nb 2.7%): Launch of innovative products or services, easy adjustment to changes, business innovations. • Leadership (nt -92%; nb 3.4%): Strong and respected leadership, good organisation, clear vision of the future.
  19. 19. V ONLINE COMMENTS REPORT20 As for the recognition and awareness of the comments made online by the different stakeholders, the main changes in awareness are the following: • Companies stand out in terms of awareness regarding the generation of their own content. Sectors such as Retail, Beer Production, Consumer Electronics, Automotive, Fashion, Food Production and Telecommunications are especially active in this sense. Yet, the dimensions where they create more content are: Products and Services, Governance, Leadership, Workplace and Innovation. • The group Journalists keeps losing its positioning in terms of awareness, following last year’s trend. However, they still maintain a clearly positive position regarding the different sectors, partially due to the good outcomes in the dimension Finance, and they lead the chart in terms of recognition. • Finally, Professionals still are the stakeholders, who generate more content online; the recognition of their comments is still on the average compared to the rest of stakeholders. As for recognition, the following variations should be noted: • NGOs, trade unions and activist groups are the most critical stakeholder with companies, particularly with those operating in Oil and Gas, Consumer Electronics, Water Supply and Power Generation. • Customers’ awareness continues to decline as it happened in previous years, and they are posting harder comments online regarding companies. Facebook is the primary space used for customers to express their discontent. PublicOpinion’sawarenessdeclines,while its recognition is still in a neutral area. • Finally, Employees, together with Shareholders and Investors don’t show a strong online presence. Besides, this group is the fourth most critical stakeholders with companies. The list of stakeholders by awareness (from top to bottom): “Professionals”, “Companies”, “Journalists”, “Customers”, “Public Opinion”, “NGOs, trade unions and activist groups”, “Employees”, “Public Institutions”,“Shareholders”and“Investors”. The list of stakeholders by recognition (from top to bottom): “Journalists”, “Companies”, “Public Institutions”, “Shareholders”, “Public Opinion”, “Professionals”, “Employees”, “Customers”, “Investors”, “NGOs, trade unions and activist groups”. Positioning in detail Further below each stakeholder’s percentages by awareness (nt) and recognition (nb) are presented: • Professionals (nt 300%; nb -0.1%): Contributors or competitors in the sector who talk about the brand, covering different dimensions of its reputation. • Companies (nt 200%; nb 2.3%): Corporate channels managed by the companies. • Journalists (nt 27%; nb 4.9%): Communication professionals who express an opinion or inform others 3.3 By Stakeholders
  20. 20. V ONLINE COMMENTS REPORT 21 about the brand with respect to the Financedimension(economicsectionsor the mass media), Products and Services, Leadership and Innovation (specialised publications), Citizenship (general/local mass media) or Governance (general or political publications). • Customers (nt -27%; nb -2.1%): Physical orlegalpersonswhorefertobrandsfrom the viewpoint of Products and Services and express an opinion about the quality or price of the product or service. • Public Opinion (nt -46%; nb 0%): Physical persons or legal entities that express an opinion about a brand without clear association with any other category. • NGOs, trade unions and activist groups (nt -77%; nb -2.8%): Physical or legal personswhosecriticismaffectsdifferent dimensions of the brand reputation, for example: Workplace (trade unions), Citizenship (NGOs), Governance (political arties), Products and Services (associations of consumers), etc. • Employees (nt -88%; nb -1.2%): People that claim to be working in a specific company. • Public Institutions (nt -92%; nb 0.7%): Representatives of the authorities (physical or legal persons) who express opinions or inform others about the brand based on their competencies and with regard to different reputation dimensions. • Shareholders (nt -96%; nb 0.7%): People that identify themselves as founding partners of the company. • Investors (nt -99%; nb -2.4%): Physical or legal persons who express an opinion about a brand related to the Finance dimension. -12,5% 5% 2,5% 0% -2,5% -5% -7,5% -10% 7,5% 10% 12,5% -300% -200% -100% 0% 100% 200% 300% 400% RECOGNITION AWARENESS Shareholders Employees Investors Professionals Public Opinion Customers NGOs, trade unions and activist groups Journalists Companies Public Institutions Results by stakeholders
  21. 21. V ONLINE COMMENTS REPORT22 From the viewpoint of perception on the Internet and its key networks and their effect on reputation, the following conclusions have been made: • Google is still the main platform to enhance corporate reputation. • It needs to be highlighted the increase of the awareness regarding YouTube, which is now above average compared to other benchmarks, such as Facebook and Twitter. • As it happened two years ago, Facebook shifts from being neutral to being the most critical network, replacing Twitter as the main hostile environment. • Finally, the real-time network Twitter slightly improves its recognition, on the same level of YouTube. Thus, the list of networks by awareness (from top to bottom): Google, YouTube, Facebook and Twitter. The list of networks by recognition (from top to bottom): Google, YouTube, Twitter and Facebook. 3.4 By Networks -7% 0% -1% -2% -3% -4% -5% -6% 1% 2% 3% 4% 5% 6% 7% -125% -100% -75% -50% -25% 0% 25% 50% 75% 100% 125% 150% RECOGNITION AWARENESS Twitter Google Facebook YouTube Results by platforms or networks
  22. 22. V ONLINE COMMENTS REPORT 23 Positioning in detail Here there is list of networks both by awareness (nt) and recognition (nb): • Hyper textual network (nt 119%; nb 5.6%): Google. • Multimedia network (nt 12%; nb -0.7%): YouTube. • Social network (nt -28%; nb -4%): Facebook. • Real-time network (nt -79%; nb -0.9%): Twitter.
  23. 23. 04 Model
  24. 24. V ONLINE COMMENTS REPORT25 In order to analyse online comments that may affect corporate reputation, research focused on the universe and sample described below. Universe The universe of the study was defined as all messages about analysed companies published through different networks on the Internet. We define these messages as direct expressions of stakeholders’ knowledge of the companies’ activities and their evaluation of these activities made over the Internet. In order to reflect the heterogeneity of the analysed messages and in order to be able to use coherent normalisation elements, we divided the research universe into four big parts: • Hyper textual network. Refers to all permanently open formats that are used above all for reading hypertexts (expanded text content): websites, online media, blogs, forums, etc. This format is usually accessed through large search engines (Google, Bing, etc.). • Multimedia network. This format is defined by the nature of its content based on graphic and audio-visual elements (videos, presentations, picture galleries, etc.). The spaces that channel the traffic in this environment are websites like YouTube, Flickr or Slideshare, among others. • Social network. This format is characterised by a closed communication environment based on interpersonal relations, whose main objective is to maintain and facilitate communication between individuals with common interests rather than mere publication of content. This category includes services like Facebook, Google+ or LinkedIn. • Real-time network. This format is characterised by the interpersonal communication environment with closed interaction and open publication based on rapid exchange of short and concise messages. The most representative service in this category is Twitter. Research Sample Selection of the sample for the research aimed to achieve adequate representation of each of the aforementioned four categories. In order to achieve it, we first identified the most important networks by each category and thus picked samples for further analysis. More specifically, we chose the following networks: The Report of Online Comments developed by LLORENTE & CUENCA with Corporate Excellence – Centre for Reputation Leadership is an instrument for managing corporate reputation online, providing useful information to reputation managers thus improving the evaluation of companies by stakeholders. Model
  25. 25. V ONLINE COMMENTS REPORT 26 • Hyper textual network→ Google • Multimedia network → YouTube • Social network → Facebook • Real-time network → Twitter After that, a search of study objects was carried out using the search engines of each network. The mechanism of these search engines is set to show search results by relevance, thus yielding the most representative results for each platform. We then held flexibility tests in order to determine the number of results to analyse, i.e. the minimum number of analysis units to which our metrics may apply. We have chosen 100 results per each network. Finally, we established coefficients by assigning weight to each network category of the study, based on their relative importance in public communication over the Internet: • Hyper textual network→ Google → 50% • Multimedia network → YouTube → 20% • Social network → Facebook → 20% • Real-time network → Twitter →10% 4.1 Analysis Variables In order to evaluate online comments that mayaffectreputation,weusedtwoanalysis variables that helped us to understand and describe this phenomenon using the following definitions: • Awareness (Notoriedad, Nt) refers to expression of intensive knowledge about a company over the Internet, which may be influenced by the accuracy of interpretation, planning, execution/evaluation of resources (web pages and social media profiles) and channels that host online content. When applied to reputation, it reflects an expression of knowledge about a company published on the Internet. How well it is known. • Recognition (Notabilidad, Nb) stands for expression of evaluations referring to companies exchanged over the Internet between persons, which may be influenced by the accuracy of interpretation, planning, execution/ evaluationofthecompany’sparticipation in online interactions. Recognition is defined as the quality of being noticed, something worth noting, attention or care. The term may also refer to a person known for their good qualities or merits. When applied to reputation, it reflects an evaluation received by a company from its stakeholders on the Internet. How it is evaluated. The analysis thus yields indices that reflect each dimension, which then may be represented in the Cartesian coordinate system, where the X–axis represents awareness and Y–axis represents recognition or evaluation. A) Awareness Awareness index combines two indicators: presence and reach. Online Awareness = Σ4 i=1 ci* i(presence i, reach i)f Presence Presence is defined as the number or volume of messages that make a reference
  26. 26. V ONLINE COMMENTS REPORT27 B) Recognition Recognition index combines three indicators:relevance,qualityandauthority. Online Recognition Σ4 i=1 ci* i(quality i, authority i, relevance i)f Relevance First, we analysed relevance defined as the level of intensity related to the mention of the study object in analysed sample messages. In order to analyse this indicator, we used a scale from 1 to 5, where 1 stands for “very low” and 5 stands for “very high”. Analysts assigned scale value to each of the sample messages by estimating the visibility of its key content elements (title, URL, bold font, images, etc.). Quality After that, we studied quality or evaluation defined as the positive or negative charge of the opinion about an object, transmitted in the message chosen for the sample by applying corresponding attributes of reputation dimensions. In order to analyse this indicator, we used a scale from 1 to 7, where 1 stands for “strongly disagree” and 7 stands for “strongly agree”. Analysts assigned a scale value to each of the messages in the sample by carrying out a denotative and connotative analysis of its meaningful content (title, body of the message, comments, images, etc.). 6. Relevance Score is based on a weighted score that combines various factors. The factors include the influence of the authors of all the citations, the extent to which each citation matches the query terms, and the time distribution of the citations matching the query term. Citations are tweets that have been retweeted or tweets that have links (Source: Brandwatch). to the object of study at different Internet networks. In order to analyse this parameter, we employ the following metrics: • Hypertextual network: Number of results yielded by a search at google. com (100 most relevant results on the Internet). • Multimedia network: Number of results yielded by a search at youtube. com (100 most relevant results on the Internet). • Social network: Number of results yielded by a search at facebook.com (100 most relevant results on the Internet). • Real-time network: Selection of 100 most relevant tweets on the global level, according to the relevance algorithm developed by Brandwatch6 , a tool for online monitoring. Reach Reach is defined as the global impact of messages included into the presence indicator. The following metrics are used to analyse this parameter: • Hypertextual network: Number of links that contain text related to the reference search at google.com. • Multimedia network: Number of video reproductions achieved by the reference search at youtube.com. • Social network: Number of members or followers achieved by the reference search at facebook.com. • Real-time network: Number of RT in the last few days of the reference search at twitter.com.
  27. 27. V ONLINE COMMENTS REPORT 28 Authority Finally, we estimated authority, defined as the influence potential associated with the source of message included in the sample. In order to analyse this parameter, we employ the following metrics: • Hyper textual network: Number of links related to the main domain in each message of the sample (100 most relevant results of the Google search). • Multimedia network: Number of reproductions of each of the YouTube videos included in the sample (100 most relevant results). • Social network: Number of members or followers of all Facebook pages or groups included in the sample (100 most relevant results). • Real-time network: Number of followers of those Twitter users whose messages were included into the sample (100 most relevant results). 4.2 Dimensions and Stakeholders Apart from the variables, Analysis of Online Comments estimates two key factors: reputation dimensions and involved stakeholders. Dimensions Each of the messages included in the sample were studied by analysts who analysed their content and determined which reputation attributes they affect, linking each analysis unit with one of the following reputation dimensions (established by Reputation Institute in their RepTrakTM® methodology): • Products and Services: efficient claim management, meeting the customer needs, quality–price relationship, quality of products/services, good customer service. • Workplace: a good place to work, fair remuneration, equal opportunities, care about health and well–being of the employees. • Governance: ethical behaviour, responsible use of power, open access to information and transparency. • Innovation: launch of innovative products or services, easy adjustment to changes, business innovations. • Leadership: strong and respected leadership, good organisation, clear vision of the future. • Citizenship: protection of the environment, positive contribution to the society, and support of social causes. • Finance: growth potential, generation of profit, good results. Stakeholders Analysts studied each of the messages included in the sample, analysed their content and infer the communicating parties: 1. Public Opinion: physical persons or legal entities that express an opinion about a brand without clear association with any other category. 2. Customers: physical or legal persons who refer to brands from the viewpoint of Products and Services and express an opinion about the quality or price of the product or service.
  28. 28. V ONLINE COMMENTS REPORT29 3. Professionals:collaboratorsorcompetitorsin the sector who talk about the brand, covering different dimensions of its reputation. If they identify themselves as employees of the company they are called Employees. 4. Investors: physical or legal persons who express an opinion about a brand related to the Finance dimension. If they identify themselves as business partners, they are called Shareholders. 5. Journalists: communication professionals who express an opinion or inform others about the brand with respect to the Finance dimension (economic sections or the mass media), Products and Services, Leadership and Innovation (specialised publications), Citizenship (general/local mass media) or Governance (general or political publications). 6. Public Institutions: representatives of the authorities (physical or legal persons) who express opinions or inform others about the brand based on their competencies and with regard to different reputation dimensions. 7. NGOs, Trade Unions and Associations: physical or legal persons whose criticism affects different dimensions of the brand reputation, for example: Workplace (trade unions), Citizenship (NGOs), Governance (parties), Products and Services (associations of consumers), etc. 8. Companies: corporate and public relations channels used by the company.
  29. 29. ©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. Leading by reputation

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