Hva kan vi lære av årets omdømmemåling?<br /> Professor Peggy SimcicBrønn, BI<br />Leder, Senter for VirksomhetsKommunikas...
Analyses<br />Quantitative<br />Descriptive, oftensimplistic<br />Qualitative<br />People’svoices, ofteninsightful<br />
Qualitative: Two Questions<br />When you think of NAME, what first comes to mind?<br />What would you recommend that NAME ...
When you think of Vinmonopol, what first comes to mind?<br />Ca 350 comments<br />Statseid monopol som selger alkohol<br /...
What would you recommend that Vinmonopol do to improve its reputation?<br />Smile mer og ha kunden i fokus. Mer synlig med...
When you think of Terra, what first comes to mind?<br />Kommuner har tapt penger.  Terra har bidratt til det<br />Skandale...
What would you recommend that Terra do to improve its reputation?<br />Positiv omtale i media<br />Tilby god tjennester ti...
Statnettvs Statkraft<br />Statkraft<br />Strøm<br />Kraft master<br />Energi<br />Monopol<br />Dyrt<br />Statnett<br />Str...
Statkraft<br />Statkraft er størst i Europa innen fornybar energi. <br /> Fornybar mentioned one time  <br />
Conclusion<br />The Norwegianpublic is prettyinsightful<br />Dangerous to underestimatetheknowledgeofthe general public<br...
Quantitative<br />ReputationDimensions<br />Communication Variables<br />Trends<br />
Dimensions’ Importance   2011<br />9,9%<br />24,2%<br />16,1%<br />11,6%<br />12,3%<br />10,8%<br />15,1%<br />
US<br />The Netherlands<br />Germany<br />
Dimensions’ Importance, Norway, 2006-2011<br />
Trends<br />Products and Services steadily losing ground to less tangibleattributes<br />Peoplearepayingattention to the g...
Distinktivt<br />Autentisk<br />Konsistent<br />Most ImportantCommunication Drivers ofReputation<br />Omdømme<br />Synlig<...
Åpen<br />Er åpen angående sine synspunkter<br />Deler uoppfordret informasjon med omgivelsene<br />Er åpen for og svarer ...
CommunicationFactorsarePeople-Driven<br />Peoplearesincere, not products<br />Organizations, not products, areopen<br />Pe...
Average Scores onCommunication Variables & Organizations withHighest Scores<br />
People in organizations build reputation; through their actions and relationships with stakeholders. The perceptions of th...
Two ofthefourfirmswithstrongperformanceonauthenticity, transparency and responsiveness have strong, visible leaders.<br />
The goodofothersbeforeprofit. From thefinancialsector!!??<br />
CommunicationLeaders in Authentic Organizations<br />Take lead in: <br />Defining and instilling company values;<br />Buil...
Reputation is an implicitcontractbetween an organization and its stakeholders. <br />But the capacity to influence and sha...
Future<br />Quantitative<br />Need for deeperanalysis, longitudinal studies<br />Qualitative<br />Richsource to provideins...
Congratulations and ’takk for meg’<br />
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Hva kan vi lære av årets omdømmemåling?

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Professor Peggy Simcic Brønn snakker om årets omdømmeresultater fra Reputation Institute, presentert på Omdømmedagen 2011.

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Hva kan vi lære av årets omdømmemåling?

  1. 1. Hva kan vi lære av årets omdømmemåling?<br /> Professor Peggy SimcicBrønn, BI<br />Leder, Senter for VirksomhetsKommunikasjon<br />
  2. 2. Analyses<br />Quantitative<br />Descriptive, oftensimplistic<br />Qualitative<br />People’svoices, ofteninsightful<br />
  3. 3. Qualitative: Two Questions<br />When you think of NAME, what first comes to mind?<br />What would you recommend that NAME do to improve its reputation?<br />
  4. 4. When you think of Vinmonopol, what first comes to mind?<br />Ca 350 comments<br />Statseid monopol som selger alkohol<br />God vin, hjelpsom betjening<br />Handel av alkoholholdig drikke, god service, høyt kunnskapsnivå og blid betjening, godt utvalg<br />Vin, seriøs, rådgivende<br />
  5. 5. What would you recommend that Vinmonopol do to improve its reputation?<br />Smile mer og ha kunden i fokus. Mer synlig med reklame av ting de gjør.<br />Vinmonopolet har vel greit nok omdømme som det er det er tross alt et monopol<br />Satse på kultur<br />At de er engasjert og tydelig motsetter seg rusMISBRUK.<br />Vimonopolet burde hatt mer "reklame", vist seg mer fram. De er litt usynlige - de burde sende ut fler vareoversikter.<br />
  6. 6. When you think of Terra, what first comes to mind?<br />Kommuner har tapt penger. Terra har bidratt til det<br />Skandale<br />Dårlig rykte<br />Min bank<br />Forsikring<br />Finans<br />God kommunikasjon med kundebehandlere vedr. forsikring. God oppfølging fra dem ang. forsikringssaker.<br />
  7. 7. What would you recommend that Terra do to improve its reputation?<br />Positiv omtale i media<br />Tilby god tjennester til sine kunder og være ærlig i møtet med kunder<br />De har begynt å få det bedre omdømme nå etter tv reklame kampanjen som går nå. Men tror mange husker den dårlige tiden for noen år siden.<br />Det kommer til å ta lang tid, så de må bare ta tiden til hjelp<br />
  8. 8. Statnettvs Statkraft<br />Statkraft<br />Strøm<br />Kraft master<br />Energi<br />Monopol<br />Dyrt<br />Statnett<br />Strøm<br />Monster mast<br />Energi<br />Monopol<br />Dyrt<br />
  9. 9. Statkraft<br />Statkraft er størst i Europa innen fornybar energi. <br /> Fornybar mentioned one time <br />
  10. 10. Conclusion<br />The Norwegianpublic is prettyinsightful<br />Dangerous to underestimatetheknowledgeofthe general public<br />Theyareaware , theyareengaged and theyaredefinitely not dumb<br />Someorganizationsbenefit from a positive industry halo effect, others from a negative effect (energysector)<br />Somemessagesareeither not gettingthrough, are not remembered, or just don’tresonate<br />
  11. 11. Quantitative<br />ReputationDimensions<br />Communication Variables<br />Trends<br />
  12. 12. Dimensions’ Importance 2011<br />9,9%<br />24,2%<br />16,1%<br />11,6%<br />12,3%<br />10,8%<br />15,1%<br />
  13. 13. US<br />The Netherlands<br />Germany<br />
  14. 14. Dimensions’ Importance, Norway, 2006-2011<br />
  15. 15. Trends<br />Products and Services steadily losing ground to less tangibleattributes<br />Peoplearepayingattention to the general behavioroforganizations and ofleaders in particular<br />An internationalphenomena? <br />
  16. 16. Distinktivt<br />Autentisk<br />Konsistent<br />Most ImportantCommunication Drivers ofReputation<br />Omdømme<br />Synlig<br />Mottakelig<br />Åpen<br />
  17. 17. Åpen<br />Er åpen angående sine synspunkter<br />Deler uoppfordret informasjon med omgivelsene<br />Er åpen for og svarer alle sine interessenter<br /> <br />Autentisk<br />Er troverdig i sin kommunikasjon<br />Er ærlig <br />Er tiltalende å ha med å gjøre<br />
  18. 18. CommunicationFactorsarePeople-Driven<br />Peoplearesincere, not products<br />Organizations, not products, areopen<br />People, not products, areresponsive<br />
  19. 19. Average Scores onCommunication Variables & Organizations withHighest Scores<br />
  20. 20. People in organizations build reputation; through their actions and relationships with stakeholders. The perceptions of their actions are then transferred or attributed to the organization. <br />
  21. 21. Two ofthefourfirmswithstrongperformanceonauthenticity, transparency and responsiveness have strong, visible leaders.<br />
  22. 22.
  23. 23. The goodofothersbeforeprofit. From thefinancialsector!!??<br />
  24. 24. CommunicationLeaders in Authentic Organizations<br />Take lead in: <br />Defining and instilling company values;<br />Building and managing multi stakeholder relationships;<br />Enabling the enterprise with “new media” skills and tools; and<br />Building and managing trust, in all itsdimensions.<br />From: Arthur W. Page Society, theAuthentic Enterprise<br />
  25. 25. Reputation is an implicitcontractbetween an organization and its stakeholders. <br />But the capacity to influence and shape reputation is available to all<br />
  26. 26. Future<br />Quantitative<br />Need for deeperanalysis, longitudinal studies<br />Qualitative<br />Richsource to provideinsightintoquantitativeresults<br />
  27. 27. Congratulations and ’takk for meg’<br />

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