Planning and measuring ambient reputation management


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Ambient Reputation Management presentation from Feb 2011 @ St Catherine's College, Oxford, UK.

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  • Attainment is the domain, where both the brand reputation attributes and experience-based reactions construct conceivable association within the consumers’ minds, who already may or may not embrace expectations based on their personal experience or peer reference. Despite the division in two sections, the attainments can overlap and they can be based on personal or collective interpretation or untainted predictions. Consumer mindis a assembled, imaginary pathway within the consumer’s mind; evolving from the existence of the service/product to reputation predictions and perceptions, joining the brand tribe, and becoming an advocate for reputational capital. The process draws from the interpretation of reputation being an representation of the company’s former actions, precense and future potential. Appearance is the representation of the consumer mind, portraying the measurable signs and appearances of the different stages within the reputation formation. Management tools presents the means for the managers to manage and measure the ambient reputation management framework. Within the managerial toolbox, many traditional tasks, disciplines, departments and responsibilities are overlapping, and in mastering the ambient reputation management process, these departments and responsibilities have to cooperate and interact with clear strategic vision and support provided by the top management of the company. Within the management tools, the IMC conveys advertising, marketing (communications), public relations and social networking services. Although considered a significant part of the IMC, dialogue has been listed distinctly in the tribalism and reputational capital steps, to further emphasise its importance.  The framework comprises four interrelating levels portraying the advanced approach to reputation management. The framework integrates all operations within the organisation, and portrays the measurements adopted to assess the consumer’s mind set along the path of creating reputational capital for the brand concerned. Based on the multiple examples of committed tribal membership and advocacy by a member of a tribe who has never experienced the product or the service of the advocated brand, this framework has been constructed in the realisation that peer communications and cybernetic information can substitute the means of genuine experience. Within this framework, the imprecise boundaries between privacy and publicity and stakeholders and media are accepted and the management of reputation is based on overlapping and continuous internal and external interaction. Furthermore, the framework emphasises the altruistic approach towards the stakeholders with the aim of deepening the emotional connection (attitudinal loyalty and tribe formation) and gaining more reputational capital.
  • Planning and measuring ambient reputation management

    1. 1. Ambient Reputation Management © Defining Goals and Audiences Feb 2011 @ UKAIS, Oxford Dr. Pasi Tuominen
    2. 2. Ambient Reputation Management Ambient [the immediate surroundings of something] – [denoting advertising that makes use of sites or objects other than the established media] (OED, 2012) Reputation [the beliefs or opinions that are generally held about someone or something] (OED, 2012) Management [the process of dealing with or controlling things or people] (OED, 2012)
    3. 3. Significance of Reputation Building and sustaining a favourable corporate reputation is vital in the creation of corporate competitive advantage enhancing an organisation’s financial value assuring product/service quality influencing customer and employee loyalty
    4. 4. Multidimensional construct Economic perspective  reputation is perceptions about an organisation’s strategy (Rindova et al., 2010, pp.613-614). Sociological perspective  a broad collective knowledge and recognition (Rindova et al., 2010, p.614). Scholars from all disciplines unite on two points:  the term reputation refers to social cognitions, such as knowledge, impressions, perceptions, and beliefs, and  these social cognitions reside in the minds of external observers (Tuominen, 2011b, p.71).
    5. 5. ARM - Strategy Management and the whole organisation are closely involved in ambient reputation management. Nebulous boundaries between privacy and publicity, and the content origin are accepted. Reputation management is based on the continuous and overlapping interaction and entertainment
    6. 6. ARM - Vital AttributesCorporate GovernanceShareholder valueInnovationCorporate responsibility (CSR)Role and leadership of CEOSatisfied employees!Sustainable Value Creation
    7. 7. Measurable Reputation drivers Customers Employees Society Partners Shareholders Financial• Satisfaction survey • Employee turnover • Boycotts, marches, incidents • Quantity of partnerships • Number of shareholder Indicators • Cash flow• Customer complaints • Employee profiles (ability, • License to operate accepted, sanctioned or resolutions • Earnings• Third-party ratings and awards gender, race) • Direct action rejected on basis of stewardship • Results of shareholder • Costs • Employee satisfaction criteria satisfaction survey• Volume of discussion • Media reports • Capital expenditure • Volume of discussion • Health and safety records of• Sentiment of discussion partners • Sentiment of disc.
    8. 8. ARM – Bonded Loyalty Buy Enjoy Bond LoyaltyExperience Satisfaction Emotion Trust
    9. 9. ARM – Framework
    10. 10. ARM – Tribal Loop
    11. 11. Ambient Reputation Management Major change for the service providers Shift from a world of careful planning to one of continuous uncertainty and risks. Loyalty of intangible brands and services is built up of attitudinal loyalty (consisting of commitment, trust, and satisfaction)
    12. 12. ARM ResultsFewer customers become dissatisfied and leaveIncreases the probability that existing customers form a bonded loyaltyAccelerates the delivery of positive word-of-mouthIntensifies the advocacy of the brand excellence
    13. 13. Thank You 