The story of Brand Anarchy

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As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact is that they have never had control.
The question is what they can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before.
Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy.
In Brand Anarchy, Steve Earl and Stephen Waddington draw on insight from opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and Philip Sheldrake to explore how reputations can be better managed and the new challenges that the future of media may bring.
They investigate the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover what it teaches us about the future of reputation. This plain-speaking, shrewd book pulls no punches.
It's a survival guide for anyone concerned what others think or say about them.

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The story of Brand Anarchy

  1. 1. The story of Brand AnarchyImage by Vikki Chowney
  2. 2. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  3. 3. “This is a really good book for anyoneinvolved in journalism, marketing orcommunications. Unlike so many bookson the subject, it is grounded incommon sense, properly analytical andsupports its propositions withinstructive case studies and anecdotes.”“It’s also well written.”
  4. 4. “I agree with a lot of the thesis thatthese guys have put together.”“Anarchy obviously is just a word to tryto get a bit of attention, but actually, interms of the communicator and what itmeans to have this phenomenal kind ofchange sweeping through not just thePR industry, but every industry in theworld, I think it is a really exciting time.”
  5. 5. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  6. 6. Source: Flickr/jamescridland http://wadds.co/RRXN8xA brand is a connection between and organisation and itsaudience. Brands are running scared because thoseconnections are multiplying beyond their control.
  7. 7. You Can Stick It http://wadds.co/RRY37nBut brands have never had control of their reputation.Perception of a brand has always rested on building arelationship between brand and audience.
  8. 8. Source: Flickr/anniemole http://wadds.co/RRYn68Public relations is a catch-all term for the craft ofpublicity, and the business of strategic communications
  9. 9. Source: Flickr/electricinca http://wadds.co/RRYwXgCommunicators face two challenges: an adjustment tomedia that cannot be controlled and organisationalstructures that prevent decisions from being made quickly.
  10. 10. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  11. 11. Daily and weekly deadlines are an anachronism of print.Today a deadline is simply as soon as someone types theiropinion and hits publish.
  12. 12. Today’s business executives don’t just need to becomfortable communicating in front of traditional media.They need to be comfortable in front of the world.
  13. 13. Source: Flickr/NS Newsflash http://wadds.co/RRYKxGFor now, a print source has authority over the Internet.But it is changing fast. Broadsheet and tabloid printaudiences are declining by 10 per cent per annum.
  14. 14. Storyful http://wadds.co/RRYXB5The news business no longer resides with a small numberof newspaper publishers and TV channels.Disintermediation makes it difficult to make money.
  15. 15. Our appetite for media is insatiable. UK consumers spendmore than seven hours per day consuming media. 20% ofthis time is spent using more than one form of media.
  16. 16. Print maybe in trouble but video is booming. The Internetdisconnects content from a schedule, enables anyone toshare content at low cost, and makes TV social.
  17. 17. Huffington Post http://wadds.co/RRYXB5Anyone with a web browser and an Internet connectioncan become a publisher, and sometimes enjoy moresuccess than a traditional publisher.
  18. 18. Sichuan Earthquake Source: Flickr/pestanarui http://wadds.co/PUx1J4User generated content is not journalism. It has animportant role to play in newsgathering but lacks theauthority, neutrality and verification of traditional media.
  19. 19. Source: Wikipedia http://wadds.co/RS0jMbEvery man should have a built-in crap detector operatinginside him – Ernest Hemmingway.
  20. 20. The reconstruction of traditional media is a work inprogress. Digital editions, pay walls, clubs, and advertisingare all attempts to build a viable business model.
  21. 21. Owning the audience channel is the big game to play for inthe media and technology industries. It’s whereAmazon, Apple and Google are focussing their efforts.
  22. 22. The media is no longer a brick wall between brands andtheir audiences. Now you can go straight to thepeople, onto their mobile phones, right into their kitchens.
  23. 23. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  24. 24. The Asda Green Room http://wadds.co/QBXPw3 Via Rachel MillerThe internet gives employers an opportunity to whip upand maintain excitement but the people at the top need tocede control.
  25. 25. Target Ovarian http://wadds.co/QBY8a1 Via Rachel MillerOriginal content can be orchestrated to entice commentfrom employees, encourage sharing, and take on a life ofits own as part or a cohesive communication plan.
  26. 26. Greater Manchester Police http://wadds.co/QBYtJTInnovative brands are using social media to engageemployees in conversation and information sharing aboutwhat’s going on at the top of the organisation.
  27. 27. Dean Royles, NHS http://wadds.co/QBYM7v Via Rachel MillerBanning social media in the workplace is futile and has thepotential to backfire spectacularly. The separationbetween personal and professional is blurring.
  28. 28. RBS http://wadds.co/QBZ1zo Via Rachel MillerBrands that talk at staff rather than engage are bores.Brands must first engage, and then actively encourageparticipation by learning and listening.
  29. 29. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  30. 30. DoubleClick Adplanner http://wadds.co/RS0y9RMedia planners need to consider four types of media in abid to engage with their audience: bought, owned, earnedand social.
  31. 31. #EssexLion http://wadds.co/RS1iffBrands need to recognise that media has become a two-way street. The audience play an active role in how a storyis communicated and develops.
  32. 32. Sprout Social sproutsocial.comSocial networks mean that organisations can have a farmore accurate and immediate barometer of customeropinion about themselves and their activities.
  33. 33. Never Seconds Source: JustGiving http://wadds.co/MaI11bConversations are visible to anyone with a connection tothe Internet. You can’t stop conventional media picking upon shared content.
  34. 34. Alastair Campbell alastaircampbell.orgIt’s no longer possible to control a media agenda. Thedigitisation and speed of media has changed the gameforever – Alastair Campbell.
  35. 35. Organisation Market CompetitorsThe Business of Influence reframes influence flows aroundan organisation. It brings a refreshing perspective toorganisational communication.
  36. 36. Wikileaks Source: Flickr/acidpolly http://wadds.co/NVQwhXThe Internet has laid bare the fact that transparency is theonly possible form of organisational communication. Askthe US Government.
  37. 37. Model Name Type of Characteristics CommunicationPress agent / One-way Uses persuasion and manipulation to influence audiencespublicity communication to behave as the organisation desires.Public information One-way Uses press releases and other one-way communicationmodel communication techniques to distribute organisational information. The public relations practitioner is often referred to as the in- house journalist.Two-way Two-way Uses persuasion and manipulation to influence audiencesasymmetrical model communication to behave as the organisation desires. Does not use (imbalanced) research to find out how stakeholders feel about the organisation.Two-way symmetrical Two-way Uses communication to negotiate with the public, resolvemodel communication conflict and promote mutual understanding and respect between the organisation and its stakeholdersJames E. Grunig and Todd Hunt’s Four Models of PublicRelations are as relevant today as they were when theywere first published in 1984.
  38. 38. Cadbury Daily Milk Source: FacebookWhile social media allows organisations to engage withtheir audiences, for now very few are actually doing so.Organisations remain wedded to propaganda relations.
  39. 39. Source: Flickr/jameswest http://wadds.co/RS2kYxThe majority of press releases (1.7 billion issued per year)do not contain news. They are general purpose documentsused to satisfy multiple audiences.
  40. 40. David Carroll Source: YouTube http://wadds.co/NVP2ElAudiences are holding organisations to account bybrandjacking, and for now it places an organisation in adifficult relationship with its audiences.
  41. 41. Source: YouTube http://wadds.co/RSgLMdEveryone working for a brand is a spokesperson. But thatalways been the case. The difference now is that thanks tothe Internet everyone has an audience.
  42. 42. Nestle Source: FacebookA conversation that begins between a brand and aconsumer can escalate in minutes to involve thousands ofcomments from around the world.
  43. 43. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  44. 44. Twitter Search Source: SproutSocialConversations about your organisation and its market arealmost certainly taking place on the social web right now.Are you listening?
  45. 45. Deepwater Horizon Source: Flickr http://wadds.co/PmLLy4During the Deepwater Horizon crisis BP had 50 peopleworking 24/7 to counter inaccurate information on thesocial web – former CEO, Tony Hayward.
  46. 46. Source: Risk Issues and Crisis Management in Public Relations 1. Develop a positive attitude towards crisis management 2. Bring the organisation’s performance into line with public expectation 3. Build credibility through a succession of responsible deeds 4. Be prepared to act on opportunities during a crisis 5. Appoint appropriate teams to act on opportunities during a crisis 6. Catalogue potential crisis situations and devise policies for their prevention 7. Put the plan in writing 8. Test, test and test againSocial media enables a crisis to be monitored at grassroots before it breaks. Anyone can share or comment on acrisis but proven management techniques hold up.
  47. 47. Google Analytics http://wadds.co/RS2PlqTools are helping brands make sense of the massiveamounts of online data. Consumers are no longer definedby demographics but their online history.
  48. 48. Kred Story kred.comPeer metrics are a shortcut to calculate an individual’sinfluence in a social network. Organisations are starting touse them to prioritise customer service responses.
  49. 49. Source: Flickr/bensutherland http://wadds.co/RS6qQxThe judiciary’s attitude to social media is to treat it as anyother form of media. New legal definitions are a work inprogress. It’s booming business for lawyers.
  50. 50. Twitter Help Centre http://wadds.co/RS6NdQSocial networks have well established processes and dealquickly with trademark infringements and cases ofdeliberate misinformation.
  51. 51. Source: Flickr/sterlic http://wadds.co/RSoGsRReputation is a sod of a thing to measure. The publicrelations industry has become preoccupied with countingoutputs rather than linking investment to outcomes.
  52. 52. Admin Page FacebookBut organisations have access to more insight than everbefore to assess the value of their reputation. Yet thislargely remains guess work.
  53. 53. Valid Metrics amecorg.comAVE was finally buried as a means of evaluation in June2010 by AMEC as part of the Barcelona Principals. It hassubsequently developed the Valid Metrics Framework.
  54. 54. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  55. 55. History is repeating itself. We’re heading back to the Two-Way Street – Eric Goldman. The public relations industryfaces dramatic upheaval in a bid to modernise.
  56. 56. Google+ plus.google.comSearch marketing is part of that change. Search is givingway to social networks as a means of discovery.
  57. 57. Northumberland CC Source: FacebookAs the fragmentation of media continuesapace, organisations are creating their own media
  58. 58. Heinz We Are SocialSavvy organisations are starting to harness theconversations taking place about them, and theirmarkets, and develop their own communities.
  59. 59. Source: Flickr/cmakin http://wadds.co/RS7e85Shifting from traditional forms of corporatecommunication to social forms of communication requiresa change in language and style.
  60. 60. Lissted lissted.comThe public relations industry is locked into a workflow thathas its origins in the 1950s. If the industry is to have afuture that must change.
  61. 61. Participation based on two-way communication between abrand and an audience is the future of organisationalcommunication.
  62. 62. Inconvenient PR Truth inconvenientprtruth.comYet distributing irrelevant content and calling journalists toask did you get my press release arethe industry’s primaryactivity – Andrew Smith.
  63. 63. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  64. 64. CIPR CPD Dashboard http://wadds.co/RSmv8FThe modern practitioner needs to understand media andnetworks, how brands develop their own forms of mediaand content, and develop communities online.
  65. 65. Northumberland Social http://northumberlandsocial.co.uk1. Branded media – curate or generate content and share itdirectly with an audience as a means of engagement.
  66. 66. @wadds Twitter http://twitter.com/wadds2. Engagement and conversation – develop personalnetworks, and engage with your peers, competitors andmarkets online – in an appropriate tone of voice.
  67. 67. Source: Flickr/Kris Hoet http://wadds.co/TjR56d3. Speed – deadlines no longer exist. Everyone needs to beable to engage in a real time conversation online andoffline.
  68. 68. Google Keyword Tool http://wadds.co/RSmIc84. Planning – use tools to understand an online audienceand what influences its motivation.
  69. 69. Bit.ly Dashboard http://bit.ly5. Monitoring – the clipping book is dead. Organisationsneed real time data to respond and adapt programmes.
  70. 70. @ASOS Twitter http://twitter.com/asos6. Integration – social media democratisescommunication. Functional departments must worktogether because the audience expects it.
  71. 71. Valid Metrics amecorg.com7. Measurement – AVEs are dead. Investigate modernmeasurement frameworks that connect investment withoutcomes.
  72. 72. 8. Technology –a willingness to try-out newplatforms, products and services is critical to anyonewanting to stay ahead.
  73. 73. Finally, manage your web footprint. It will increase yourconnections and access to opportunities. It will make youmore lucky – Antony Mayfield.
  74. 74. Reviews and commentWhat is Brand Anarchy?Changing mediaLife on the insideAuthentic communicationPlanning and insightShift to participationNew skillsAcknowledgements
  75. 75. AcknowledgementsMark Adams (@cluetrainee); Richard Bagnall (@richardbagnall); Richard Bailey(@behindthespin); Charles Bell (@thistoomustpass); Rob Brown (@robbrown); DominicBurch (@dom_asdapr); Alastair Campbell (@campbellclaret); Lisa Carden; Michael Chaplin(michaelchaplin2); Neil Chapman (@najchapman); Margaret Clow (@executivetyping); DavidCushman (@davidcushman); Greg Dyke; Cliff Ettridge (@cliffettridge); Russell Goldsmith(@russgoldsmith); Andrew Grill (@andrewgrill); James E. Grunig; Dan Howe (@danhowe);Neville Hobson (@jangles); Dan Ilett (@danielilett); Francis Ingham (@prcaingham); PeterKirwan (@petekirwan); Howard Kosky (@howardkosky); Quentin Langley (@brandjack);Barry Leggetter (@barryleggetter); Antony Mayfield (@amayfield); Rachel Miller(@rach_miller); Adam Parker (@adparker); David G. H. Phillips (@davidghphillips); MichaelRegester; Howard Rheingold (@hrheingold); Phillip Sheldrake (@Sheldrake); JonathanSimnett (@westfour); Andrew Bruce Smith (@andismit); Jeremy Thompson@jeremycthompson; Mike Walsh; Sally Whittle (@swhittle); Will Whitehorn; Daryl Willcox(@darylwillcox); Ross Wigham (@rosswigham); Heather Yaxley (@greenbanana); and PhilipYoung (@mediations).
  76. 76. About the authorsSteve Earl (@mynameisearl) and Stephen Waddington(@wadds) worked together since the popular rise of theInternet and the dawn of digital media.They’ve helped brands such as the AssociatedPress, Cisco, The Economist, IBM, Tesco and Virgin Media tomanage their reputations. Their views are formed from 20years spent working in one of the most competitive mediaand public relations environments in the world.
  77. 77. Steve Earlmynameisearl.eu@mynameisearlStephen Waddingtonwadds.co.uk@wadds

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