Keynote address by Christophe Ginisty at the ReputationTime Riga conference 2017 about Reputation crisis examples

1. REPUTATION CRISIS IN THE
REAL WORLD
Christophe Ginisty
Friday 12 May 2017
@cginisty

2. There is no post truth era without believers
@cginisty

3. Are we responsibleand are we all going to become stupid?
@cginisty

4. Here is how it spreads…
IDEA
STARTER
AMPLIFIERS
CURATORS
COMMENTATORS
VIEWERS
@cginisty

5. Here is how it spreads…
IDEA
STARTER
AMPLIFIERS
CURATORS
COMMENTATORS
VIEWERS
@cginisty

6. @cginisty

7. 2 STORIES
@cginisty

8. @cginisty

9. @cginisty

10. “Women Barred From Entering Saudi Arabia Starbucks”
@cginisty

11. Members of feminist
group went so far as to
picket a Paris
Starbucks, carrying
signs that likened the
alleged incident to
Nazi Germany’s
discriminatory
treatment of Jews.
@cginisty

12. “Enough is enough! I am sick with some of my
colleagues who treat the "Starbucks" news in Riyadh
as an Info while it is just fake news.
It’s not because everybody talks about it that you can
consider it real. We all have to be extra careful in the
social media era.”
Clarence Rodriguez
@cginisty

13. After just a week, 2000+ articles worldwide and thousands of
passionate posts on social networks, the Starbucks has reopened in
Ryad, and has continued to operate like the 58 other ones in Saudi.
@cginisty

14. @cginisty
The US$500M crisis

15. • March 2014: a four-pack of masala-flavored Maggi noodles from a low shelf at Easyday, a
well-maintained mini-mart on the western edge of Barabanki.
• The results, which arrived a few weeks later, surprised the inspector. The Maggi sample
had tested positive for monosodium glutamate, a controversial ingredient that’s legal in
India but requires disclosure and a warning that the product is not recommended for
children under 12 months old
• The fact that the Maggi sample contained MSG when its packaging said it didn’t was a
violation punishable with a fine of up to 300,000 rupees—or about $4,500
• But when Nestlé India was notified, the company denied adding MSG and appealed the
finding
• A second Maggi sample is sent to a different government laboratory more than 600 miles
away in Kolkata
• Nearly a year later, in April 2015, the second sample finally came back from Kolkata
• According to the report, the Maggi sample contained more than seven times the
permissible level of lead—over 1,000 times more than the company claimed was in the
product.
@cginisty

16. The quality manager’s confidence in his
company’s quality assurance systems is
such that, he does not consider for a minute
that any packages of Maggi could have left a
factory with lead in them. “To anyone at
Nestlé, being told your product is unsafe and
hazardous is an insult”
Nestlé will officially state: “we have no order
to recall Maggi Noodles being sold” and the
product was “safe to eat.”
@cginisty

17. Yudhvir Singh Malik, CEO of
India’s central food
regulator, will temporarily
ban Maggi from shelves in
June 2015.
@cginisty

18. @cginisty

19. @cginisty

20. • Nestlé lost at least $277 million in missed
sales.
• Another $70 million was spent to execute
one of the largest food recalls in history.
• Add the damage to its brand value —
which one consultancy pegged at $200
million

21. WHAT CAN WE LEARN FROM
THESE 2 STORIES ?
@cginisty

22. 1. Traditional media have merged with social networks
2. Journalismhas been corrupted by social networks
3. Distrust is the fertile ground for wrong assumptions
4. What seems to be real become viral
5. Share first, verify second
6. Emotion prevailson facts
7. We livein closed circles
Key learnings
@cginisty

23. So, are we all going to become stupid?
@cginisty

24. @cginisty

25. THANK YOU!
@cginisty