The document discusses reputation warfare in the modern internet age. Companies must protect their reputations from dissatisfied customers, ex-employees, and other detractors online. The threats are greater now due to the widespread availability and speed of the internet, allowing negative comments to spread virally. Some strategies for companies to use include responding quickly to complaints, empowering frontline customer service teams, leveraging social media as both a threat and asset, utilizing third-party endorsements, and highlighting past achievements and credentials to improve their reputation.

1. Reputation Warfare
By Manish Manghnani

2. Reputation
• A widespread belief that someone or
something has a particular habit or
characteristic

3. Overview
• Companies trying to protect their good names
from increasing attacks by –
– Dissatisfied customers
– Ex- Employees
– Any person having access to internet
– Antagonist
• Traditional medium still present but major
threat from new reputation snipers

4. Scenario
• Easy availability of internet
• Internet has became cheap and fast medium
of data sharing
• 2,405,518,376 internet users worldwide

5. “Food at XYZ is soooo
bad ,don’t go there”

6. Some strategies
1. Avoid show of force
2. Respond at high speed
3. Empower frontline team
4. Use of social media
5. Force multipliers
6. Credentials

7. Avoid show of force
• It’s not necessary that larger parties with deep
resources will have a upper hand
• They have greater obligations
• Companies should take care in highlighting
any issue as it could backfire

8. Respond at high speed
Slow & steady don’t
always wins the race

9. • Companies should opt for timely actions
• Messages on social networking websites are
Viral in nature

10. Empower frontline teams
• People don’t interact with CEO’s
• Give them power to take decision
• Save time and create a favorable image

11. FB, Twitter threat or Asset
• Double edged sword
• Such fires could be used to correct the
problems

12. Force Multipliers
• At time of hardship this could act as a savior
• Third party come into play
• Hits the human psychology

13. Credentials
• Speak to the company’s good work
• Mostly result of force multipliers
• Ratings from agencies like fortune or business
awards

14. Mischievous competitors
• Social media websites could be used by the
competitors to deteriorate the brand name
and value

16. What Pepsi did
Sponsored various sports events and ran several events to regain the lost image

17. Example to Indian context

18. Thank You