From communication to reputation: the critical change in the social media era

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Presentation given by Christophe Ginisty in Brussels on 16 december 2016 at the Social Media Summit about the strategic challenges of reputation management

Marketing

@cginisty
FROM COMMUNICATION TO
REPUTATION, THE CRITICAL
CHANGE IN THE SOCIAL MEDIA ERA
16/12/2017
CHRISTOPHE GINISTY
Head of Digital Benelux
Creator of the ReputationTime conference
@cginisty

@cginisty
What’s the
difference between
communications
and reputation?

@cginisty
You work on your image, You earn your reputation

@cginisty
Reputation is made of a series of rational and emotional inputs

@cginisty
Forget about the
‘shout & shine’
good old days

@cginisty
Every organization
has to know what
people are
commenting about
them and about the
ecosystem around.
This is NOT an option
anymore!
-| LISTEN |-

@cginisty
Listening creates
‘Community Driven Organizations’
that get inspired by their audience and
understand the need for transparency
-| OPEN |-

@cginisty
“Conformity no
longer leads to
comfort. But the
good news is that
creativity is scarce,
and more valuable
than ever”
Seth Godin
-| STAND OUT |-

@cginisty
It is a social revolution:
Creativity is devoted to
generate stakeholders’
participation, and this will
generate engagement
-| RESPOND |-

@cginisty
So many super brands
super missed the social
media revolution.
Rethink the entire communications journey

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From communication to reputation: the critical change in the social media era

1. @cginisty FROM COMMUNICATION TO REPUTATION, THE CRITICAL CHANGE IN THE SOCIAL MEDIA ERA 16/12/2017 CHRISTOPHE GINISTY Head of Digital Benelux Creator of the ReputationTime conference @cginisty

2. @cginisty What’s the difference between communications and reputation?

3. @cginisty This is communication…

4. @cginisty This is reputation

5. @cginisty This is how it happened…

6. @cginisty You work on your image, You earn your reputation

7. @cginisty Reputation is made of a series of rational and emotional inputs

8. @cginisty Driven by emotions

9. @cginisty So how to deal with this?

10. @cginisty BEHAVE STAND OUT OPEN RESPOND

11. @cginisty Forget about the ‘shout & shine’ good old days

12. @cginisty Every organization has to know what people are commenting about them and about the ecosystem around. This is NOT an option anymore! -| LISTEN |-

13. @cginisty

14. @cginisty Listening creates ‘Community Driven Organizations’ that get inspired by their audience and understand the need for transparency -| OPEN |-

15. @cginisty “Conformity no longer leads to comfort. But the good news is that creativity is scarce, and more valuable than ever” Seth Godin -| STAND OUT |-

16. @cginisty It is a social revolution: Creativity is devoted to generate stakeholders’ participation, and this will generate engagement -| RESPOND |-

17. @cginisty So many super brands super missed the social media revolution. Rethink the entire communications journey

18. @cginisty www.reputationtime.com

19. @cginisty

20. @cginisty Thank you for your attention.

From communication to reputation: the critical change in the social media era

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