Designing a Stakeholder Reputation Market Research project

1. Shareholders,
Investors
Essential to have good
relations at all times
“stake”: mostly financial
Stakeholder
Reputation
Research
April 2014Proposal for Research
George Tsakraklides
Investment Banking

2. What is Trust?
Ethics Behaviour
…There are many layers to trust

3. Investors
Can I Trust you
with my money?
Regulators
Can I Trust you
are complying?
Media
Can I Trust your
information?
Analysts
Do I Trust your
figures?
Lobbying groups
Can I Trust you with the
environment /
community?
Can I Trust that my
job and future are
safe?
Employees
What is Trust?
…and there are different types of trust

4. Shareholders,
Investors,
Private/ corporate clients
Essential to have good
relations at all times
“stake”: mostly financial
Regulatory bodies,
Government/IGOs,
Politicians/Legislators
Trade Associations
They set the policy
“stake”: legal compliance
Media,
Journalists
Ratings agencies
Key influencers of Public
opinion
“stake”: Public and private interest
Financial Analysts,
Think tanks,
Academics
Experts and KOLs with
gravitas in the industry
“stake”: academic interst, financial, their
own reputation
NGOs
CSR Affiliates
Local Communities
Lobbying groups
Maintain your link to
community, society
“stake”: protect the community
internal Reputation
Stakeholders
Employees by Division,
Grade,
Front/Middle/Office,
Territory etc.
Who?
Why?
Who you interact with
Who you are accountable to
Who the key influencers are
Stakeholder 360

5. • Main presence / revenue-generation territories
• Strategic markets e.g. emerging economies
• Important investment banking centres
• Ad-hoc locations of individual experts
US
Europe
Middle E. / Africa
Asia
New York
City of London
Frankfurt
Hong Kong
Tokyo

6. • Short 15 min Online quantitative survey - 1000
respondents across markets and audiences
• Statistically robust subgroups TBC
• Mix of contacts supplied by <client> (e.g.
investors/clients/shareholders) and
supplied/recruited by MB (e.g. media,
journalists)
Sample SourceOverview
1. Reputation Health-Check and Benchmarking

7. What is driving your Reputation?
How strong is your reputation?
How does it compare to competition?
How has it changed / why?
Which audiences are most challenging?
Hygiene
Factors
Selling
Points
Additional
DriversLow Yield
Measuring: Reputation and
Brand Strength metrics
What are strengths / weaknesses of the brand?
Where does trust sit within the brand?
What drives current opinion?
What drives trust?
Understanding: Derived Importance /
Brand Mapping/ KDA
trust and confidence will be
much stronger if inspired
through leveraging existing
brand strengths rather than re-
inventing from zero
Ease of doing business
Transparency
Timeliness of response
Competency
Flexibility
Trust
Reliability
Friendliness of staff
Helpfulness
Innovation
CSR

8. How well are you communicating?
Where do you score on specific issues?
How about on-going initiatives?
Are there specific “thorny”
issues for some audiences?
Communications effectiveness
e.g. F2F vs. Social Media
Awareness, appeal, impact
Level of engagement
Very well
1 2 3 4 5 6 7 8 9 10
CSR
Transparency
Reliability
Credibility
Investors
Analysts
Local Gov
Media
Regulators
Not well at all
Quite well
About average
Not so well
Is the communications
machine “well oiled” ?
Q How well, in your opinion, does the Investor Relations team
engage with you regarding…
Q To what extent do you agree that <XX> is committed to providing you
with accurate information regarding your investment?
WHAT HOW

9. • Short 15 min Online quantitative survey - 1000
respondents across markets and audiences
• Statistically robust subgroups TBC
Overview
1. Reputation Health-Check and Benchmarking
2. Quantitative Insights Discussion and Planning
• Selection or respondents for next stage of
research, topic guide development
3. Qualitative Research – Bolstering Reputation
• What is trust? What breaks trust? What can
restore it?

10. “Your reputation is what people
say about you when you’re not in
the room”

11. Relationship Talk - What breaks trust?
What comes to mind…brand associations
Emotional associations
Nature of their relationship day-to-day
Good/bad experiences
Are their needs being met?
Revisiting the Trauma - What breaks trust?
LETS TALK ABOUT TRUST
e.g. pre-post Lehman
How did the relationship change?
What was the decisive factor/trigger?
What is the relationship like now?
Completely spontaneous
They set the agenda
More honest
Only important issues come out Is it systemic or isolated?
Is it the service, the product, the brand values?

12. What does trust mean to them?
How are they talking about it?
What is important to them?
What else are they thinking?
Define the context around Trust
What words are they using?
What do these words mean to them?
What are they feeling?
How can they emotionally re-engage
…seeking to “reframe” the conversation around
trust based on their terms, their agenda, their
priorities. What does real trust look like, feel like,
to them?
…seeking to identify the visual, emotional and
other language by which trust can be
communicated back to them through the
coms, the brand values and various vehicles
trust
Understand the semiotics involved

13. • Short 15 min Online quantitative survey - 1000
respondents across markets and audiences
• Statistically robust subgroups TBC
Overview
1. Reputation Health-Check and Benchmarking
2. Quantitative Insights Discussion and Planning
• Selection or respondents for next stage of
research, topic guide development
3. Qualitative Research – Bolstering Reputation
• What is trust? What breaks trust? What can
restore it?
4. Coms strategy development
• Making the best out of the insights
5. Monitoring

14. Making the Research
COUNT
Planning and coordination of insights
dissemination within the organisation in
order to raise the profile of the
research and get internal stakeholders
on-board
Working with the coms teams,
marketing heads, brand strategy and
creative agencies to develop coms
content based on the insights
Message testing / copy testing if further
evidence is needed

15. Thank You