The Value of Reputation

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The Value of reputation and intangible assets

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The Value of Reputation

  1. 1. <ul><li>Have we entered an era when what a company stands for is more important than what it sells? </li></ul>Brand Reputation Survival of the nicest? <ul><li>&quot;A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to do so.“ </li></ul><ul><li>M Gandhi </li></ul>
  2. 2. Social Media Benefits Category of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √   √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √   Special offers to subscribers Affiliation √ √   Viral sales Member-Member commerce √ √   Packaging brand products to serve customer's own network Offline events √ √   Forms deeper relationships Competitive research √ √ √ Access to opinions using polls/surveys Product & service co-creation √ √ √ Lower service development costs Peer-to-peer self-help √ √ √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member
  3. 3. Intangibles – the prize
  4. 4. Intangibles <ul><li>Greatest Value </li></ul><ul><ul><li>Brand can become part of the social fabric </li></ul></ul><ul><ul><ul><li>Part of the customer’s ‘cycle of need’ </li></ul></ul></ul><ul><ul><li>Accurate measure of goodwill </li></ul></ul><ul><ul><ul><li>Share price </li></ul></ul></ul><ul><ul><ul><li>Transparency </li></ul></ul></ul><ul><ul><ul><ul><li>Information about past performance </li></ul></ul></ul></ul><ul><li>Hardest to measure </li></ul><ul><ul><li>Relationship capital </li></ul></ul><ul><ul><ul><li>What is it? </li></ul></ul></ul><ul><ul><ul><ul><li>Research efforts. Academic & business. </li></ul></ul></ul></ul><ul><ul><ul><li>What’s it worth? </li></ul></ul></ul><ul><ul><ul><ul><li>The Enron post mortem </li></ul></ul></ul></ul>
  5. 5. What does this mean for moderation? <ul><li>“ Markets are conversations” </li></ul><ul><ul><li>It’s going to get busy </li></ul></ul><ul><li>Metrics, data and industry reporting should be a major future revenue stream </li></ul><ul><ul><ul><li>Facebook & Twitter hint at charging for ‘sentiment’ data and analysis </li></ul></ul></ul><ul><ul><ul><ul><li>Why can’t Tempero? </li></ul></ul></ul></ul><ul><li>Perhaps conduct some research? </li></ul><ul><ul><li>Providing data that enables stock markets to value companies is big business </li></ul></ul>

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