Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Return on relationships: Getting the most out of reputation measurement by Bjorn Edlund

1,197 views

Published on

Bjorn Edlund, Executive Vice President, Communications for Royal Dutch Shell plc 2005-2010, talks about his experiences at The Group's Measuring corporate brand reputation seminar, 18 May 2010

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Return on relationships: Getting the most out of reputation measurement by Bjorn Edlund

  1. 1. Return on relationships: Getting the most out of reputation measurement Bjorn Edlund Executive Vice President, Communications Royal Dutch Shell (2005-2010)
  2. 2. Brand and Reputation management How we see & portray ourselves Overall estimation by stakeholders Interaction with stakeholders Behaviour Corporate Identity Who we are and what we stand for Communication Fears Hope Biases Self-interest Trust Effective relationships Performance Corporate Reputation Employees Government NGOs Academics Investors Customers Communities/ Citizens Media
  3. 3. The media – the interaction spectrum PR MR GR IR SD Forecourts High control Low/No control Website Display Advertising TV Digital Outdoor Loyalty Scheme Sponsorships Media Partnerships Viral Seeding Coverage Owned Media Bought Media Earned Media Awareness (=Loyalty) Favourability Advocacy Increasingly, conversation is king. Content is just something to talk about S O C I A L M E D I A
  4. 4. <ul><li>Independent annual survey to track attitudes towards Shell and competitors in some 12-15 countries </li></ul><ul><li>Audiences: special publics, general public and staff </li></ul><ul><li>Special publics are: government, media, NGO’s, academics </li></ul>Shell Reputation Tracker 0 10 20 30 40 50 60 70 2003 2004 2005 2006 2007 2008 Z Shell Y Net favourability over time - special publics 0 5 10 15 20 25 30 35 40 2003 2004 2005 2006 2007 2008 Z Shell Y Net favourability over time - general public
  5. 5. Advocacy…and high expectations Would speak highly of them Would speak critically of them 42% 11% 47% What will special publics say about you when you’re not in the room? Versus competitor 1 Versus competitor 2 6 7 8 9 6 7 8 9 Environmental responsibility Health and safety Integrity Quality of products & services Responsible on climate change Long-term perspective Alternative energy sources Respect for communities Technology Well managed Human rights Financial performance Economic contribution
  6. 6. Communication from company silos Internal Communications Social Performance Employees Communities Marketing /Retail Motorist/ General public Media Relations Media
  7. 7. Target stakeholder Do you take the hierarchical route? Or do you have a power map? Communication from the company bunker
  8. 8. The world according to the stakeholder <ul><li>Patterns of influence on the target stakeholder are multiple </li></ul><ul><li>Target is exposed to, and seeks out, interaction with third parties </li></ul><ul><li>We need to understand the other dialogues before filling the direct channel with messages </li></ul><ul><li>Testing how measurement can help us with this </li></ul>Target Stakeholder Media SHELL Motorist/ General public Academia (Science) Economic NGOs Environmental NGOs Human Rights NGOs Communities
  9. 9. Innovation - who’s influencing whom? <ul><li>Can we influence other stakeholders surrounding the target to make their dialogue with these stakeholders more informed? </li></ul><ul><li>If we can measure and predict a certain level of behaviours of stakeholders, then engagement becomes a highly tactical channel strategy </li></ul><ul><li>We are testing this with data of the Reputation Tracker and our Henley partner </li></ul>Government Media SHELL Motorist/ General public Academia (Science) Economic NGOs Environmental NGOs Human Rights NGOs Communities
  10. 10. Innovation - who’s influencing whom? <ul><li>Channel approach to achieve objective </li></ul><ul><li>If this works, then measurement truly becomes the basis of stakeholder engagement </li></ul>Government Media SHELL Motorist/ General public Academia (Science) Economic NGOs Environmental NGOs Human Rights NGOs Communities
  11. 11. Return on Relationships <ul><li>Build productive relationships and alliances, partnerships </li></ul><ul><li>Proactively tell the story of how you deal with your stakeholder-relevant business challenges </li></ul><ul><li>Broaden and escalate direct dialogues, create and use toolkits </li></ul><ul><li>Minimising risks by understanding and acting on societal expectations </li></ul><ul><li>Utilise your USP, e.g. your technology position </li></ul><ul><li>Spend smarter </li></ul>
  12. 12. Strategy and Global Reputation Plan One worldwide reputation plan Primary themes The energy challenge Technology and innovation Respect for people and the environment Preferred partner Underlying themes Delivering corporate strategy and business performance Management excellence Key messages on Shell’s position per theme Finding factual proof points on all messages Mining for authentic and human stories Basis for all internal and external communication channels and stakeholder meetings Marrying desirable message components as emotional appeal, factual data and authenticity Helping leaders to improve story-telling
  13. 13. More Upstream, Profitable Downstream Three Hard Truths Priority projects Public Relations incl engagement Brand campaign Government Relations Integrated programmes Internal Comms
  14. 14. Strong impact new media – early hits in 2009 <ul><li>Tell Shell 1998 – Forum serving as window into global corporation </li></ul><ul><li>Shell Dialogues – 32,000 visitors, 1500 participants in 5 web chats </li></ul><ul><li>Technology podcasts – 4.5 million listeners per podcast in US </li></ul><ul><li>Web activity and corporate advertising </li></ul><ul><ul><li>550 million impressions </li></ul></ul><ul><ul><li>1 million visits Shell campaign site </li></ul></ul><ul><ul><li>39% saw 6 minutes Gas to Liquid film </li></ul></ul>Web Q&A with Jeremy Bentham
  15. 15. <ul><li>end </li></ul>

×