In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Social media leads to fundamental change in companies, it is far more than marketing or simply new marketing tools. This presentation outlines the impact of social media on business and how business should deal with it.
There isn’t a right way or wrong way to structure your content teams. Every company is different. Culture, leadership and business objectives vary and are often times dynamic. This usually results in you having to shift roles and responsibilities, general team structure or alter your content strategy in order to adapt to the current business climate.
Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
소셜 미디어 시대, 기업 커뮤니케이션 차원의 소셜 미디어 커뮤니케이션 활동은 지속적으로 증가되고 있으나, 글로벌 Top 50 기업 64%의 CEO들은 소셜 미디어 대화 공간에서 특별한 활동을 진행하고 있지 않다.
조사 대상: 글로벌 TOP 50대 기업 60 여명의 CEO 대상 대외 활동 조사(미국 20명, 유럽 27명, 아태 9명, 남미 4명 대상)
조사 방식: 팩티바(Factiva), 검색 엔진, 기업 웹사이트, 학계 강연, 컨퍼런스 발표 및 소셜 미디어 채널 등
주요 리포트 내용:
-글로벌 TOP 50 기업 CEO들의 커뮤니케이션 현황(93%CEO의 의견이 기존 미디어 뉴스 보도에 소개되고 있는 것에 반해, 36% CEO만이 기업 웹사이트 및 소셜 미디어 채널을 통해 대외 커뮤니케이션 활동에 참여) 고 40%가 오프라인 대외 커뮤니케이션 활동에 참여)
-Social CEO의 의미
-Social CEO가 주로 이용하는 채널
-CEO들이 소셜 미디어 대화에 참여하지 않는 이유
-CEO들이 소셜 미디어 대화에 참여해야 하는 이유
-Social CEO가 될 수 있는 방안
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
We are in the age of connectivity where there are over 4.33 billion active internet users worldwide and 3.9 billion unique mobile users. DIGITAL is here to stay.
Digital Marketing is a valuable asset to your businesses’ growth. It creates equal opportunity for SMEs, helps establish your presence online, enables you to track and monitor campaigns easily and most importantly, drives leads which in turn converts into sales. This presentation will teach you how to leverage digital marketing to drive awareness and grow.
Life is a PITCH - Brand Communications and Public Relations 101Creative For More
If you are an entrepreneur, SME owner, or just looking to home your media skills, this webinar will help you understand the fundamentals of brand communications & public relations. You will learn the fundamentals of brand communications, how to build a purpose-driven narrative alongside a media strategy, and how to get media coverage for your business. We will also cover what it means to run a PR campaign and what angles are most likely newsworthy.
Purpose: This Social Media Strategy is primarily a resource to sharpen the focus on current Social Media initiatives using customer-centric methodologies that can be seamlessly integrated back into products to achieve core business objectives. Ultimately stepping up the level of engagement by providing actionable insight into emerging trends in the customer experience. Proposing guidelines that can be used by Stakeholders (on all levels) when collaborating with Marketing to measure success and get the envisioned results from Social Media endeavors. This strategy is not intended as a proposal for a Community but as response to customer needs to give the enterprise a common approach in order to reach customers in a “Right Here, Right Now” society. Therefore recognizing the benefits of a convergence strategy that leverages people’s passion for our products and the ability to collaborate in the social spaces where people live online.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Written by Job Muscroft and Andrew Needham, FACE.
Co-creation is the commercial practice of developing insights, brands, products and other forms of intellectual property or activity via collaboration with external consumers.
The essential and distinctive point about co-creation is that it brings brands and consumers together on a level footing and at all stages of the process rather than calling the public in for a limited role at a middling or advanced stage in the development of a new product or message.
Increasingly, co-creation is being applied to three specific areas, each raising different issues. These areas are co-creating insights, co-creating ideas and co-creating brands.
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
Can you teach an old doc new tricks? Techonomy Bio 2015W2O Group
Greg Matthews' presentation at the Techonomy Bio confernce 2015 in Mountain View, CA (http://techonomy.com/conf/bio15/). Introduces the context of the global health ecosystem.
W2O Group Function Optimization 2014 reportW2O Group
Over the course of our existence, W2O Group has been working with global organizations, specifically Chief Communications Officers (CCOs), to better organize, structure and fully develop corporate communications as a function, a system, and a set of capabilities to better align with strategic priorities. The report is a compilation of lessons learned, insights gleaned and recommendations for companies of all sizes.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
소셜 미디어 시대, 기업 커뮤니케이션 차원의 소셜 미디어 커뮤니케이션 활동은 지속적으로 증가되고 있으나, 글로벌 Top 50 기업 64%의 CEO들은 소셜 미디어 대화 공간에서 특별한 활동을 진행하고 있지 않다.
조사 대상: 글로벌 TOP 50대 기업 60 여명의 CEO 대상 대외 활동 조사(미국 20명, 유럽 27명, 아태 9명, 남미 4명 대상)
조사 방식: 팩티바(Factiva), 검색 엔진, 기업 웹사이트, 학계 강연, 컨퍼런스 발표 및 소셜 미디어 채널 등
주요 리포트 내용:
-글로벌 TOP 50 기업 CEO들의 커뮤니케이션 현황(93%CEO의 의견이 기존 미디어 뉴스 보도에 소개되고 있는 것에 반해, 36% CEO만이 기업 웹사이트 및 소셜 미디어 채널을 통해 대외 커뮤니케이션 활동에 참여) 고 40%가 오프라인 대외 커뮤니케이션 활동에 참여)
-Social CEO의 의미
-Social CEO가 주로 이용하는 채널
-CEO들이 소셜 미디어 대화에 참여하지 않는 이유
-CEO들이 소셜 미디어 대화에 참여해야 하는 이유
-Social CEO가 될 수 있는 방안
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
We are in the age of connectivity where there are over 4.33 billion active internet users worldwide and 3.9 billion unique mobile users. DIGITAL is here to stay.
Digital Marketing is a valuable asset to your businesses’ growth. It creates equal opportunity for SMEs, helps establish your presence online, enables you to track and monitor campaigns easily and most importantly, drives leads which in turn converts into sales. This presentation will teach you how to leverage digital marketing to drive awareness and grow.
Life is a PITCH - Brand Communications and Public Relations 101Creative For More
If you are an entrepreneur, SME owner, or just looking to home your media skills, this webinar will help you understand the fundamentals of brand communications & public relations. You will learn the fundamentals of brand communications, how to build a purpose-driven narrative alongside a media strategy, and how to get media coverage for your business. We will also cover what it means to run a PR campaign and what angles are most likely newsworthy.
Purpose: This Social Media Strategy is primarily a resource to sharpen the focus on current Social Media initiatives using customer-centric methodologies that can be seamlessly integrated back into products to achieve core business objectives. Ultimately stepping up the level of engagement by providing actionable insight into emerging trends in the customer experience. Proposing guidelines that can be used by Stakeholders (on all levels) when collaborating with Marketing to measure success and get the envisioned results from Social Media endeavors. This strategy is not intended as a proposal for a Community but as response to customer needs to give the enterprise a common approach in order to reach customers in a “Right Here, Right Now” society. Therefore recognizing the benefits of a convergence strategy that leverages people’s passion for our products and the ability to collaborate in the social spaces where people live online.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
The power of brand advocates.
Do you know other great Brand Advocacy Cases?
Let us know and we’ll add them to this presentation!
Be sure to check out the other presentations we gave at our LBi Client Afternoon.
Written by Job Muscroft and Andrew Needham, FACE.
Co-creation is the commercial practice of developing insights, brands, products and other forms of intellectual property or activity via collaboration with external consumers.
The essential and distinctive point about co-creation is that it brings brands and consumers together on a level footing and at all stages of the process rather than calling the public in for a limited role at a middling or advanced stage in the development of a new product or message.
Increasingly, co-creation is being applied to three specific areas, each raising different issues. These areas are co-creating insights, co-creating ideas and co-creating brands.
People trust word-of-mouth recommendations over brand advertisements. And that's why influencer marketing is disrupting traditional advertising as we know it. In this white paper, you will learn what influencer marketing is and how to run influencer-driven social media campaigns.
Can you teach an old doc new tricks? Techonomy Bio 2015W2O Group
Greg Matthews' presentation at the Techonomy Bio confernce 2015 in Mountain View, CA (http://techonomy.com/conf/bio15/). Introduces the context of the global health ecosystem.
W2O Group Function Optimization 2014 reportW2O Group
Over the course of our existence, W2O Group has been working with global organizations, specifically Chief Communications Officers (CCOs), to better organize, structure and fully develop corporate communications as a function, a system, and a set of capabilities to better align with strategic priorities. The report is a compilation of lessons learned, insights gleaned and recommendations for companies of all sizes.
Using Facebook 'Live' to Activate InfluencersW2O Group
Facebook introduced 'Live' for Facebook Mentions, allowing verified Pages (only) to share real-time video with fans. Athletes, celebrities, actors and influencers can authentically engage with the Facebook community at any time, with the simple click of a 'Go Live' button. At the end of a broadcast, videos will be saved to the verified Page for viewing later purposes, but can be removed as well.
Twitter Removes 140-Character Limit for Direct MessagesW2O Group
Twitter made the decision to remove the 140-character limit for direct messages. Users can now have stronger, more detailed conversations with other Twitter users, including brand handles. How does this impact brands overall? Read more to find out!
Online Conversations: From Understanding to Action and SuccessW2O Group
Article by Dana M Lewis illustrating the MDigitalLife Integrated Healthcare Approach developed exclusively for clients of the W2O Group. Article originally appeared in Healthcare Strategy Alert! Issue 1 2016, published by the Forum for Healthcare Strategists.
Understanding Physician/ Patient Conversations OnlineW2O Group
MDigitalLife's Managing Director & Founder, Greg Matthews led a webinar discussing the evolution of online interactions between patients and Healthcare Providers (HCPs) and what healthcare companies need to know to stay ahead of the curve.
The 2015 MDigitalLIfe Social Oncology Project ReportW2O Group
This is the third edition of our Social Oncology Project report, which seeks to understand the nature of the online conversation about cancer by looking in-depth at both what information is shared via online channels, as well as the kind of individuals who are sharing that data.
This year, we took a different approach. We did not seek to pull the largest possible dataset, regardless of author. Instead, we used broad—but carefully curated—communities for whom cancer is an especially pertinent topic, and we examined both those specific communities discussed.
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
http://synthesio.com/corporate/en/resources/#guides | Intelligence on social media interaction is constantly evolving. In the increasingly interconnected world we live in today, the need for a model to encompass this topic has become very relevant for businesses and organizations. Synthesio answers this with the social intelligence maturity model.
This is the presentation I gave at PRSA which talks about where PR fits within Social CRM and how as well as what is needed to make that fit work. Feel free to share it around and provide feedback!
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
Social Media and the Customer Journey
Recognizing the notion of a customer journey within social media is bringing great reward to organizations. Connect with customers seamlessly across platforms, channels & departments for unrivalled customer experience.
50+ leading corporate speakers | 15 C-suite Executives | 350+ Corporate Peers | 4 tailored tracks
More info here: http://ow.ly/I0f0X
Innovations in Healthcare - US Chamber of CommerceW2O Group
W2O Group's president and author of Storytizing, Bob Pearson spoke at the US Chamber of Commerce's #healthforward event. He shared key insights on innovations in healthcare.
Network scoring for 2015 healthcare conferencesW2O Group
Using the proprietary MDigitalLife Online Network Scoring Algorithm, we compared 8 different healthcare conferences from the past year. The presentation debuted during the JP Morgan Healthcare Conference in January of 2016. A full writeup of the results and methodology can be found here (Scoring online networks – and why ASH and ASCO are better | http://bit.ly/1n3zRk4)
Digital Media Trends: Audience ArchitectureW2O Group
The future of marketing is to first understand the market and your audience. Once you do that you can surround sound them with stories and content that matter.
How to Chose the Right Social Media Partners W2O Group
W2O Group's President, Bob Pearson, outlines key factors to consider while choosing social media partners and agencies for your business. This was originally presented at the Internet Retailers Conference in Chicago.
The evolution of online cancer conversationsW2O Group
The first ever report to effectively quantify the evolution of the online conversation about cancer. Companion to the MDigitalLife Social Oncology Project Report.
A look at SxSW Health 2015 through the eyes of the online health ecosystemW2O Group
Presentation shared as a part of the Mayo Clinic Social Media Health Network's monthly webinar for April, 2015. A look at the trends and topics that captured the hearts and minds of the global online health ecosystem.
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
Modern Database Management 12th Global Edition by Hoffer solution manual.docxssuserf63bd7
https://qidiantiku.com/solution-manual-for-modern-database-management-12th-global-edition-by-hoffer.shtml
name:Solution manual for Modern Database Management 12th Global Edition by Hoffer
Edition:12th Global Edition
author:by Hoffer
ISBN:ISBN 10: 0133544613 / ISBN 13: 9780133544619
type:solution manual
format:word/zip
All chapter include
Focusing on what leading database practitioners say are the most important aspects to database development, Modern Database Management presents sound pedagogy, and topics that are critical for the practical success of database professionals. The 12th Edition further facilitates learning with illustrations that clarify important concepts and new media resources that make some of the more challenging material more engaging. Also included are general updates and expanded material in the areas undergoing rapid change due to improved managerial practices, database design tools and methodologies, and database technology.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
W.H.Bender Quote 65 - The Team Member and Guest Experience
Common Sense for the C-Suite: Relevance is the New Reputation
1. VOL. 5 | ISSUE 2 | NOVEMBER 2016COMMON SENSE FOR THE C-SUITE
Relevance is the
New Reputation…
A New Way for Communicators and Marketers to Drive
Growth and Sustain Efficacy in a Social/Digital Age
2. WCG | COMMON SENSE FOR THE C-SUITE VOL. 5 | ISSUE 2 | NOVEMBER 2016 2
Relevance is the
New Reputation…
In today’s social/digital reality, Relevance has become the new reputation.
This means that an organization must connect consistently and
authentically on multiple levels with its key audiences — in areas that are
both meaningful to the business— its core purpose and strategic direction
— as well as areas that are meaningful to its audiences. What makes this
different is the speed at which relevance forms and dissipates and the agility
necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject
to another in the blink of an eye, if your brand, product, service or company
isn’t on their radar, you don’t exist.
It’s all about connection.
3. WCG | COMMON SENSE FOR THE C-SUITE VOL. 5 | ISSUE 2 | NOVEMBER 2016 3
In a word, Relevance is about being meaningful
to the matter at hand. From an organizational
perspective, it’s more about consistency
of behavior vs. consistency of message or
communications. Reputation is more vulnerable
than at any time in history. Yet, Relevance is
more valuable than at any time in history.
Given the speed, veracity, and lack of controls,
conversation in a digital world impacts
relevance at will. Consumers and influencers
now place relevance in a different position
interspersing individual ideals and beliefs
with that of the organization to determine
value. We are living in a time where the entire
balance of power has shifted and organizations
no longer control the dialogue or even their
own brands. Rather, consumers, customers,
employees and influencers all have the
capability to characterize and shape opinion
and perspective on products, policies, and
initiatives virtually every minute.
The biggest challenge, then, for organizations
who want to increase their Relevance is to
move from a coverage/broadcast communications
model to one that reflects the rise of influence
as a means of opinion formation. The term
“citizen journalism” now pervades our lives
as anyone with an opinion and a web address
has the ability to reach the world. In this
environment, media is not only fragmented
but so are their audiences. To fill the void,
individuals and organizations alike are
creating new content and distributing it on
diverse platforms and in multiple formats
to increase interactions and generate new
learnings about behavior and interest. Instead
of the five or six traditional media outlets who
cover your industry and company, you may be
looking at 50-100 (or more) influencers driving
conversation about topics or areas linked to
your business creating multiple ecosystems
where your brand either thrives or dies.
Relevance is the
New Reputation…
A new way for communicators and marketers to drive growth
and sustain efficacy in a social/digital age
■■ A NEW MODEL FOR AUDIENCE ENGAGEMENT IS NEEDED
The age of transparency
Customers, employees,
shareholders, investor
community are privy to higher
levels of product information
and company knowledge
A new corporate
ecosystem
The lines between stake-
holders are blurred; all are
integral parts of one ecosystem
Growing sense of distrust
Recent events have elevated
concern about corporate
governance
A new balance of power
Power is shifting away from
management to employees,
suppliers, distributors,
customers, business partners
and other stakeholders
4. VOL. 5 | ISSUE 2 | NOVEMBER 2016 4
Relevance is the
New Reputation…
WCG | COMMON SENSE FOR THE C-SUITE
It’s about understanding precisely:
• How your organization’s priority
initiatives and strategy are
resonating in real time
• How your communities of
influencers and stakeholders
are talking about relevant issues
positive, negative, neutral:
how their conversations are
resonating and what risks and
opportunities that may pose to
your organization and brand
• How to predict the trend of
an issue: is it a “slow burn,”
blowing up, or burning out
and not having a plan to act and
engage appropriately (vs. reacting)
• The most appropriate content
and channels to use with specific
stakeholders at specific times
• Determining new conversations
and interest streams that allow
you to convey your story and
enhance learning
■■ A NEW MODEL FOR AUDIENCE ENGAGEMENT IS NEEDED
EMPLOYEES
CUSTOMER/
PROSPECTS
INFLUENCERS
GOVERNMENT/
POLICY MAKERS
FINANCIAL
COMMUNITY
ADVOCATES
CONSUMERS/
GENERAL PUBLIC
RELEVANT ISSUES
STAKEHOLDER AFFINITIESDemocratized
Transparent
1-9-90
Hyper-fragmented Media
INFLUENCE
INFORMATIONAL MODEL
MEDIUMMESSAGECOMPANY
INFLUENCERS
CUSTOMER/
PROSPECTS
EMPLOYEES
ADVOCATES
GOVERNMENT/
POLICY MAKERS
Unidirectional
Opaque
One-to-Few
Concentrated Media
BROADCAST/COVERAGE
COMMUNICATIONS MODEL
5. VOL. 5 | ISSUE 2 | NOVEMBER 2016 5
Relevance is the
New Reputation…
WCG | COMMON SENSE FOR THE C-SUITE
It begins with a comprehensive understanding of
your audience’s reality, or what we call Audience
Architecture. Dissecting interests, networks,
communities, topics — the entire ecosystem
of belief — into a relatable data set that can be
assimilated and acted upon in real time. From
there, it’s about grasping your company’s core
beliefs, capabilities, and business strategy and
distilling them into a Narrative, or how your story
melds with the marketplace.
The Narrative is the foundational platform
from which to dimensionalize the myriad
stories that comprise your organization
and provide the connection to Relevance.
Segmenting your content into different story
lines (aka Narrative Cubes) so you can target
those who lead the conversation (influencers)
in your category, those who share content
(advocates), and those who prefer to “lurk
and learn” (the market). The result provides
audiences with the fuel to discover the
organization for themselves, where and when
they want it, the full picture of a company,
brand, product, service, policy, subject or issue.
■■ WHAT’S NEEDED TO WIN STAY AHEAD? A NEW INTEGRATED MODEL...
Why Relevance?
Reality: Social/Digital Age Ushered
in Awareness, Voice...
1. Consumers, customers, employees
actively participate in commerce and
societal discourse
2. Reputation is now defined as “what did
you do for me today?”
3. If an organization is not important
or meaningful to core audiences it
doesn’t really exist
4. Branding that doesn’t track with relevance
is on a path to nowhere
5. Relevance can lead to white space —
places where organizations can make
greater impact and achieve greater levels
of success
6. Communicators and marketers have
the tools and technology to keep ahead
of the curve; comprehend influence;
assimilate how communities and
ecosystems learn; discern needs and
benefits sought; and capture relevance
CORPORATE REPUTATION
WHAT’S IMPORTANT
(Point in Time Dashboard KPIs)
Benchmarking/ KPI driven methodology
based on important, but often not
actionable, stakeholder perceptions
CORPORATE RELEVANCE
WHAT’S URGENT ACTIONABLE
(Context, Targeting, Ongoing KPIs)
An approach based on understanding the
full spectrum of what matters to a modern
company – moving from a focus on just what
stakeholder recall, to the specific, observable
behaviors that are foundational to driving
key business objectives
AUDIENCE ARCHITECTURE
Cutting-edge insights, based on
actual stakeholder behavior,
developed at the pace and scale
of digital technology
TRADITIONAL MARKET
RESEARCH
Traditional primary research,
usually in the form of stakeholder
surveys and interviews.
6. VOL. 5 | ISSUE 2 | NOVEMBER 2016 6
Relevance is the
New Reputation…
WCG | COMMON SENSE FOR THE C-SUITE
Finding Relevance
At W2O Group, we employ proprietary analytics
to identify and comprehend Relevance in
multiple sectors and industries. This is a
crucial first step to calibrating an organization’s
or brand’s efficacy and positioning against
where a market is tracking. In each of the
examples below you can discern where the
conversation and influence is moving and begin
to reconcile where you might be in terms of
communications and direction.
FOOD | CPG
FROM: Calories and Ingredients
TO: Lifestyle and Health Well-Being
IMPLICATION OPPORTUNITY:
SUPPLY CHAIN
HOTELS/HOSPITALITY
FROM: Location Amenities
TO: Cultural Immersion Experiences
IMPLICATION OPPORTUNITY:
LOCALIZATION GEO-FENCING
FROM: In-Person, Location-Based
Support
TO: Hyper-Personalized, Self-Service
— Anytime, Anywhere
IMPLICATION OPPORTUNITY:
EMPLOYEES LOCAL ECONOMIES
HEALTHCAREBANKING
FROM: Volume Efficacy of a Pill or Procedure
TO: Outcomes and Overall Health Wellness
IMPLICATION OPPORTUNITY:
SYSTEMIC INCENTIVES INDIVIDUAL IMPACT
AUTO
ENERGY
FROM: Manufacturing Selling Vehicles
TO: Mobility
IMPLICATION OPPORTUNITY:
TECH CULTURE FLEET NETWORKS
FROM: Global Green
TO: National / Local Secure
IMPLICATION OPPORTUNITY:
HYPER-LOCAL VALUES POLITICS
TELECOMMUNICATIONS
FROM: Network Performance
TO: Delivery of Solutions Experiences
IMPLICATION OPPORTUNITY:
USER EXPERIENCE TECH ECOSYSTEM
7. WCG | COMMON SENSE FOR THE C-SUITE VOL. 5 | ISSUE 2 | NOVEMBER 2016 7
Relevance is the
New Reputation…
WHITESPACE ADJACENCIES CONNECTING
BUSINESS OBJECTIVES SOCIETAL PRESSURES
AUDIENCE
BEHAVIOR
BUSINESS
OBJECTIVES
Capabilities Community
Lines
of Business
Policy
Future Growth Demographic
SOCIETAL
PRESSURES
■■ WHAT IS CORPORATE RELEVANCE?
Relevance as your Northstar
Fortunately, communicators and marketers
now have an unprecedented ability to
provide audiences with content they find
interesting and valuable utilizing analytics
to track impact – what they search, click-on,
spend time on, talk about, and share. New
analytics approaches now make it possible
to much more precisely understand how to
create the right stories and experiences, in
the right places, to spark deeper audience
engagement and action.
Relevance is the measure that any
organization, regardless of size, scope, or
category, can employ to truly understand
and address the reality facing its audiences
in a manner that provides mutual benefit.
When you wake up tomorrow it might be a
good idea to ask yourself one question:
Are we relevant?
8. WCG | COMMON SENSE FOR THE C-SUITE VOL. 5 | ISSUE 2 | NOVEMBER 2016 8
Relevance is the
New Reputation…
For more information, please contact:
Rob Jekielek
rjekielek@w2ogroup.com
646-503-2733
Gary Grates
ggrates@w2ogroup.com
212-257-6994
WCG is a leading communications and marketing
firm specializing in healthcare, technology, and global
brands. The firm is a unit of W2O Group, a leading
network of independent, global strategic marketing,
digital, and corporate communications firms.
The Corporate and Strategy practice advises and supports organizations in
effectively addressing reputational risk, change management, leadership
positioning, market/product supremacy, and brand relevance.
The group offers distinctive expertise in culture transformation, strategy
implementation, CEO transitions, leadership positioning, internal branding,
MA post-merger integration, labor-management relations, advocacy and
issues management, internal communications, employee engagement, investor
relations, executive training and development, and research/measurement
through a proprietary combination of analytics/insights that fuel distinctive
models, methodologies, and approaches designed to achieve sustainable
business results.
wcgworld.comw2ogroup.com