Recognition to Reputation

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A presentation on how its now vital not just to have recognition in your market sector but actually an enviable reputation in what you do. It's all about being remarkable.

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Recognition to Reputation

  1. 1. From Recognition to Reputation Hi!
  2. 2. Why reputation is important?
  3. 3. The bad case studies <ul><li>Derek Simpson of Unite </li></ul><ul><li>Nestle </li></ul><ul><li>Facebook </li></ul><ul><li>Ben Bradshaw (MP) </li></ul><ul><li>BP </li></ul><ul><li>John Terry </li></ul><ul><li>Tiger Woods </li></ul>
  4. 4. Reach….. <ul><li>Broadcast to reach millions is now dead </li></ul><ul><li>Intrusive and interruptive </li></ul><ul><li>Reach is not about the numbers anymore </li></ul><ul><li>Market share not a definitive measure of a co’s success </li></ul><ul><li>Reach now focused and on your business community….. </li></ul>
  5. 5. Recognition…. <ul><li>Ford </li></ul><ul><li>Recognition of what? </li></ul><ul><li>Recognition engages the many but perhaps not the influential few </li></ul><ul><li>Market leader? </li></ul><ul><li>Attuned to your brand’s soul, not lots of people who are absent from you… </li></ul>
  6. 6. Reputation…. <ul><li>The real differentiator </li></ul><ul><li>Influence a number of influencers </li></ul><ul><li>Making a remarkable impression on the people that matter, your business community </li></ul><ul><li>Don’t gain reputation through mass marketing </li></ul><ul><li>Identify how you deliberately build reputation </li></ul><ul><li>Share words…. </li></ul>
  7. 7. Offline & Online “ You used to have to have an offline reputation to have an online reputation, its not the other way round.” Rob Glover
  8. 8. Managing Reputation <ul><li>We’ll have mechanisms for measuring it </li></ul><ul><li>A merging of personal and public </li></ul><ul><li>If you don’t manage it someone else will </li></ul><ul><li>We are exposed like nothing before </li></ul><ul><li>Synergise online and offline </li></ul>
  9. 9. Five principles <ul><li>Content </li></ul><ul><li>Influence </li></ul><ul><li>Trust </li></ul><ul><li>Community </li></ul><ul><li>How you use social media </li></ul><ul><li>Surrounded by relationship </li></ul>
  10. 10. Lets not forget individuals <ul><li>People are replacing products </li></ul><ul><li>Key executives will be known for something </li></ul><ul><li>Our people will have high visibility </li></ul><ul><li>They will have influence </li></ul><ul><li>Not dictated your marketing teams interpretation but your people & customers </li></ul><ul><li>WAR FOR TALENT….. </li></ul>
  11. 11. Celebrate & Protect <ul><li>Monitor – your brand, products, company, people. Make connections </li></ul><ul><li>Optimise – relationships & connections </li></ul><ul><li>Engage – contribute in the spaces and places. Participate, influence and deal </li></ul>
  12. 12. Beyond…..what?
  13. 13. The challenges <ul><li>Reputation is based on popularity, engagement & value to a network of people who you have a relationship with </li></ul><ul><li>Its not focused on protecting your back it’s the complete opposite </li></ul><ul><li>Its about being human focused </li></ul><ul><li>Bad and good experiences can be transmitted so fast…. </li></ul>
  14. 14. Reputation Ladder Its switched and overnight
  15. 15. Questions

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