ReputationPlus Introduction

ReputationPLUS+ IntroductionBryant Park GrillJune 15, 2010

The Strategic Interactive Research Company™www.visioncritical.com

WelcomeMatthew WordenDirectorReputationPLUS+

Vision Critical

OpeningRemarks Angus Reid

Chief Executive OfficerVision CriticalAngus Reid Public Opinion

OpeningRemarks

Vision Critical - the strategic interactive research and technology company

Angus Reid Public Opinion Global Vision UK Election – Innovative Partnership with The Economist. Global Insights – June 15, 2010

ReputationPLUS+ - reputation measurement in the context of social, political and marketing realities

OpeningRemarks

Backlash against business part of the public anger

In an anti-big government environment, willingness to legislate against banks, corporate speech and CEO salaries.

Companies need guidance that is more closely tied to marketing, social and political dynamics.

Why ReputationPLUS+ Now

Segmentingthe Citizenry Andrew Grenville

Chief Research OfficerVision Critical

Segmentingthe Citizenry

Segmentation - a well-recognized tool in marketing, politics and communication.

ReputationPLUS+ analyzes reputation results in contact of six proprietary segmentations related to:

Social/traditional media usage Financial/investment confidence Technology adoption Eco-sensitivity Shopping behaviors Citizen activism - our newest

Community Joiners16% US

Knowledge

low high

Unengaged35% US

Armchair Commentators

36% US

Segmentation created using cluster analysis. Bubble size

reflects relative proportion of the

population

Activism Segmentation:Active Leaders

13% US

Introducing the Activism SegmentsActive Leaders – See themselves as very knowledgeable about politics/the government and are extraordinarily outspoken. More likely to volunteer and donate money to political/community organizations. At the extremes of the political spectrum. Virtually all registered to vote.

Armchair Commentators – Very knowledgeable and outspoken about politics, but non-participants. Do not participate in volunteer activities. Some donate money to political/ community organizations.

Community Joiners – Reasonably knowledgeable about politics and willing to volunteer time. Not outspoken. Active with community organizations but don’t tend to donate money.

Unengaged – Disengaged moderates. Not knowledgeable nor outspoken about politics/the government. Do not participate in/donate money to community organizations. Least likely to be registered to vote.

ReputationPLUS+

A Peek into the Tent John GilfeatherConsultant to Vision CriticalCorporate Reputation

HighlightsBacklash Blues

Presence of Negatives

Social Media Reach

Affinity Works

Activists Matter

Data Source

10,800Interviews

From Vision Critical Springboard Panel US (April 29-May 30, 2010)

54 Companies Studied

800 interviewsper company

What We Know About All 54 Companies• Awareness

• Familiarity• Overall Favorability• 1-2 words come to mind• 1-2 good points• 1-2 bad points• 23 Attributes• Deal/ever dealt with company• Recommend products/services• Recommend stock

• Recall news – Traditional Media – Positive, negative, neutral– Attitudes more/less favorable

• Recall news – Social Media– Positive, negative, neutral– Attitudes more/less favorable

Highlights Backlash Blues

Hostility released on companies who have transgressed.

Average company seen as trustworthy by a third.

But greedy, secretive and arrogant by more than a quarter.

There is ample evidence that companies have not told their stories well and are losing ground because of this.

Highlights Affinity WorksOverall, people who know more about a company like it better.

Shows communications potential.

True for all companies studied – even the villains du jour.

Interesting to look at how familiarity and favorability interact.

Highlights Affinity Works

N = 800 for each company studied

FavorabilityTop 2 Box

(54 Companies)

A Simple TypologyFavorability

Low High

Familiarity

FallingStars

Low Unknown & Unloved

Meteors or Cults

Highlights Presence of Negatives

Most studies look at presence or absence of positive attributes.

That is not the Angus Reid way.

ReputationPLUS+ confronts the negatives we all know are out there.

AverageAll Companies

Has top executives who are more concerned about how much money they make than long term health of company

Puts profits ahead of whatis good for the US

A company whose best daysare behind it

AverageAll Companies

Highlights Activists Matter"All animals are equal but some animals are more equal than others.” George Orwell, "Animal Farm”

Same is true in corporate communications.

Vision Critical created an Activist Citizen Segmentation based on knowledge and behavior.

Here are the results:

Community Joiners16% US

Knowledge

low high

Unengaged35% US

Armchair Commentators

36% US

Segmentation created using cluster analysis. Bubble size

reflects relative proportion of the

population

Activism Segmentation:Active Leaders

13% US

Benefits of ReputationPLUS+

Your Reputation Now - in the crucible of citizen activists, social media and key issues facing business and society.Actionable Guidance for communications strategies and tactics (messaging, targeting, channels, etc.)Competitive Advantage. Your strengths and weaknesses vs. industry competition and gold standards. Accountability. Establishing benchmarks.Consistent Metrics to evaluate relationships across a wide range of constituencies.

Thank You!

ReputationPlus Introduction

weve split

long term

company studiedaverageall

line media

graph introduces

populationactivism

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Business

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