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Reputation crisis in the real world

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Keynote address by Christophe Ginisty at the ReputationTime Riga conference 2017 about Reputation crisis examples

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Reputation crisis in the real world

  1. 1. REPUTATION CRISIS IN THE REAL WORLD Christophe Ginisty Friday 12 May 2017 @cginisty
  2. 2. There is no post truth era without believers @cginisty
  3. 3. Are we responsibleand are we all going to become stupid? @cginisty
  4. 4. Here is how it spreads… IDEA STARTER AMPLIFIERS CURATORS COMMENTATORS VIEWERS @cginisty
  5. 5. Here is how it spreads… IDEA STARTER AMPLIFIERS CURATORS COMMENTATORS VIEWERS @cginisty
  6. 6. @cginisty
  7. 7. 2 STORIES @cginisty
  8. 8. @cginisty
  9. 9. @cginisty
  10. 10. “Women Barred From Entering Saudi Arabia Starbucks” @cginisty
  11. 11. Members of feminist group went so far as to picket a Paris Starbucks, carrying signs that likened the alleged incident to Nazi Germany’s discriminatory treatment of Jews. @cginisty
  12. 12. “Enough is enough! I am sick with some of my colleagues who treat the "Starbucks" news in Riyadh as an Info while it is just fake news. It’s not because everybody talks about it that you can consider it real. We all have to be extra careful in the social media era.” Clarence Rodriguez @cginisty
  13. 13. After just a week, 2000+ articles worldwide and thousands of passionate posts on social networks, the Starbucks has reopened in Ryad, and has continued to operate like the 58 other ones in Saudi. @cginisty
  14. 14. @cginisty The US$500M crisis
  15. 15. • March 2014: a four-pack of masala-flavored Maggi noodles from a low shelf at Easyday, a well-maintained mini-mart on the western edge of Barabanki. • The results, which arrived a few weeks later, surprised the inspector. The Maggi sample had tested positive for monosodium glutamate, a controversial ingredient that’s legal in India but requires disclosure and a warning that the product is not recommended for children under 12 months old • The fact that the Maggi sample contained MSG when its packaging said it didn’t was a violation punishable with a fine of up to 300,000 rupees—or about $4,500 • But when Nestlé India was notified, the company denied adding MSG and appealed the finding • A second Maggi sample is sent to a different government laboratory more than 600 miles away in Kolkata • Nearly a year later, in April 2015, the second sample finally came back from Kolkata • According to the report, the Maggi sample contained more than seven times the permissible level of lead—over 1,000 times more than the company claimed was in the product. @cginisty
  16. 16. The quality manager’s confidence in his company’s quality assurance systems is such that, he does not consider for a minute that any packages of Maggi could have left a factory with lead in them. “To anyone at Nestlé, being told your product is unsafe and hazardous is an insult” Nestlé will officially state: “we have no order to recall Maggi Noodles being sold” and the product was “safe to eat.” @cginisty
  17. 17. Yudhvir Singh Malik, CEO of India’s central food regulator, will temporarily ban Maggi from shelves in June 2015. @cginisty
  18. 18. @cginisty
  19. 19. @cginisty
  20. 20. • Nestlé lost at least $277 million in missed sales. • Another $70 million was spent to execute one of the largest food recalls in history. • Add the damage to its brand value — which one consultancy pegged at $200 million
  21. 21. WHAT CAN WE LEARN FROM THESE 2 STORIES ? @cginisty
  22. 22. 1. Traditional media have merged with social networks 2. Journalismhas been corrupted by social networks 3. Distrust is the fertile ground for wrong assumptions 4. What seems to be real become viral 5. Share first, verify second 6. Emotion prevailson facts 7. We livein closed circles Key learnings @cginisty
  23. 23. So, are we all going to become stupid? @cginisty
  24. 24. @cginisty
  25. 25. THANK YOU! @cginisty

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