Reputation management in a digital world Presentation by Ross Taylor, Group Digital Director Dr. Nick Broughton, Pharmaceuticalethics.com
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Reputation management in a digital world
Presentation byRoss Taylor, Group Digital Director
Dr. Nick Broughton, Pharmaceuticalethics.com
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“Lose money and I will forgive you, but lose even a shred of reputation and I will be ruthless…. We will not trade reputation for money”
Warren Buffet, 2009
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A 7 per cent increase in word of mouth advocacy unlocks 1 per cent additional company growth.
A 2 per cent reduction in negative word of mouth boosts sales growth by 1 per cent.
“The economics of buzz study” London School of Economics, 2005
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average consumer is worth $210
average detractor costs the company
$57
average promoter generates $328
Where to start?
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1. Prepare
2. Listen
3. Plan
4. Engage
5. Integrate
6. Measure
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1. Prepare1. Be Prepared!
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2. Listen….
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1. Company Name2. Company URL3. Products4. Public Facing
Employees5. Competing Products6. Descriptions
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Avastin rejected by NICE
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Listening – Motrin
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243. Plan ahead
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OP
PO
RT
UN
ITY
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PL
AN
NIN
G
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PR
OP
OS
ITIO
N
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EX
EC
UT
E
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ME
AS
UR
E A
ND
EV
OL
VE
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4. Engage
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iPhone4
Apple stock lost $12 BILLION over 4 days!
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5. Integrate
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6. Analyse
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the iab framework
intent awarenessappreciation
actionadvocacy
benchmark
Establish intentions and objectives in order to define
which KPIs are most pertinent
Define core KPI metrics by social media platform
(soft metrics & hard financials)
Compare benchmarks with other SM activity, channels, industry
averages
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Your challenge
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What are the top 5 reasons that are preventing you from engaging in effective reputation management (both positive and negative)?
How could these best be overcome?
What would you most like to change in how you approach reputation management?
Challenge
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Areas of challenge
Compliance
Operational
Financial
Resources
Priorities
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Thank You!
This presentation is available on Slideboom: www.slideboom.com/presentations/220225/HCA-Repu
tation-management-presentation
Ross Taylor @rosstmw [email protected]
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Dr. Nick [email protected]
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