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Reputation management in a digital world

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Reputation Management in a digital world - presentation given to Health Care Association conference on 10 October 2010.

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Reputation management in a digital world

  1. 1. Reputation management in a digital world Presentation by Ross Taylor, Group Digital Director Dr. Nick Broughton, Pharmaceuticalethics.com
  2. 2. <ul><li>“ Lose money and I will forgive you, but lose even a shred of reputation and I will be ruthless…. We will not trade reputation for money” </li></ul><ul><li>Warren Buffet, 2009 </li></ul>
  3. 3. <ul><li>A 7 per cent increase in word of mouth advocacy unlocks 1 per cent additional company growth. </li></ul><ul><li>A 2 per cent reduction in negative word of mouth boosts sales growth by 1 per cent. </li></ul><ul><li>“ The economics of buzz study” London School of Economics, 2005 </li></ul>
  4. 4. <ul><li>average consumer is worth $210 </li></ul><ul><li>average detractor costs the company $57 </li></ul><ul><li>average promoter generates $328 </li></ul>
  5. 5. Where to start?
  6. 6. Structure <ul><li>The value of reputation </li></ul><ul><li>How </li></ul><ul><ul><li>Prepare </li></ul></ul><ul><ul><ul><li>Understand the audience </li></ul></ul></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><ul><li>For what? Zicam….? iPhone4 </li></ul></ul></ul><ul><ul><li>Plan </li></ul></ul><ul><ul><ul><li>What will happen when you open the door? </li></ul></ul></ul><ul><ul><ul><li>Kitkat/Greenpeace/Palm Oil </li></ul></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><ul><li>How? </li></ul></ul></ul><ul><ul><ul><li>BP? </li></ul></ul></ul><ul><ul><ul><li>iPhone </li></ul></ul></ul><ul><ul><li>Integrate </li></ul></ul><ul><ul><ul><li>Reputation management doesn’t happen in isolation – storing nuts for winter </li></ul></ul></ul><ul><ul><ul><li>Dell? </li></ul></ul></ul><ul><ul><li>Analyse </li></ul></ul><ul><li>Challenge </li></ul><ul><ul><li>What are the barriers stopping you from effective reputation management </li></ul></ul><ul><ul><li>How could you overcome these? </li></ul></ul><ul><li>Feedback </li></ul>
  7. 7. 1. Prepare 3. Plan 2. Listen 4. Engage 5. Integrate 6. Measure
  8. 8. 1. Prepare 1. Be Prepared!
  9. 11. EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
  10. 12. 2. Listen….
  11. 14. <ul><ul><li>Company Name </li></ul></ul><ul><ul><li>Company URL </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Public Facing Employees </li></ul></ul><ul><ul><li>Competing Products </li></ul></ul><ul><ul><li>Descriptions </li></ul></ul>
  12. 15. Avastin rejected by NICE
  13. 16. <ul><li>Listening – Motrin </li></ul>
  14. 24. 3. Plan ahead
  15. 25. OPPORTUNITY 1 PLANNING 2 PROPOSITION 3 EXECUTE 4 MEASURE AND EVOLVE 5
  16. 34. 4. Engage
  17. 46. iPhone4 <ul><li>Apple stock lost $12 BILLION over 4 days! </li></ul>
  18. 47. 5. Integrate
  19. 52. 6. Analyse
  20. 53. the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages
  21. 54. <ul><li>Your challenge </li></ul>EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
  22. 55. <ul><li>What are the top 5 reasons that are preventing you from engaging in effective reputation management (both positive and negative)? </li></ul><ul><li>How could these best be overcome? </li></ul><ul><li>What would you most like to change in how you approach reputation management? </li></ul>Challenge
  23. 56. Areas of challenge <ul><li>Compliance </li></ul><ul><li>Operational </li></ul><ul><li>Financial </li></ul><ul><li>Resources </li></ul><ul><li>Priorities </li></ul>
  24. 57. <ul><li>Thank You! </li></ul><ul><li>This presentation is available on Slideboom: </li></ul><ul><li>www.slideboom.com/presentations/220225/HCA-Reputation-management-presentation </li></ul><ul><li>Ross Taylor </li></ul><ul><li>@rosstmw </li></ul><ul><li>[email_address] </li></ul>EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU) <ul><li>Dr. Nick Broughton </li></ul><ul><li>[email_address] </li></ul>

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