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Your Brand On the Social Web: A Key to Corporate Reputation
May 10, 2015
You’ve spent a lot of time building your brand, but what do people say about you when you’re not in the room? That's what defines your reputation - so it's wise to pay attention to those conversations. How do you stay actively involved in conversations about your company or products when it's impossible to be everywhere at once?
When comments and commenters do damage to your brand, you need to have a plan to regroup and recover, while showcasing the best positive conversation in the right places. Do you know how to go beyond focus groups and surveys to create real connections with your customers and make sure your reputation is true to your brand promise?
If you’re building a strong brand that’s worth defending, you shouldn't miss this webinar. Join us and our panelists as we discuss:
-What does a strong brand really look like?
-Can an apparently strong brand prove otherwise?
-Where do you draw the line between healthy conversation and brand attacks?
-How does big data play into reputation management on the social web?
When comments and commenters do damage to your brand, you need to have a plan to regroup and recover, while showcasing the best positive conversation in the right places. Do you know how to go beyond focus groups and surveys to create real connections with your customers and make sure your reputation is true to your brand promise?
If you’re building a strong brand that’s worth defending, you shouldn't miss this webinar. Join us and our panelists as we discuss:
-What does a strong brand really look like?
-Can an apparently strong brand prove otherwise?
-Where do you draw the line between healthy conversation and brand attacks?
-How does big data play into reputation management on the social web?
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Transcript
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Brought to you by
Social Media Today presents:
Your Brand On the Social Web: A Key to Corporate Reputation
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About the Moderator
Emily Yellin is a journalist, author and consultant. Her most recent book, Your Call Is (Not That) Important to Us -- Customer Service and What It Reveals About Our World and Our Lives, was published by Simon & Schuster. Currently, Emily is a consultant with Peppercomm, a strategic communications firm in New York. She also regularly speaks at conferences and in the news media about customer service, marketing, social media and journalism, and is on the advisory board for TheSocialCustomer.com. Emily was a longtime contributor to The New York Times, and has written for Time, The Washington Post, The International Herald Tribune, Newsweek, Smithsonian Magazine, and other publications. She has lived in New York City, Chicago, Los Angeles, and London, but is currently based in Memphis. Website: www.emilyyellin.com Twitter: @eyellin
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Our Speakers
#smtlive
Anthony Johndrow is a Managing Partner at Reputation Institute where he leads a team of consultants who enable business leaders to make decisions that build and protect reputation capital and drive competitive advantage.After his start with P&G, Anthony founded his own “dotcom” during the late 90’s, which he followed by founding The Coca-Cola Think Tank in 2000. Before that, he taught Economics and Statistics at Harvard, and continues to teach, most recently as host of “Navigating the Reputation Economy”, RI’s annual global conference. @Reputation_Inst
Ekaterina Walter is a co-founder and CMO at Branderati. She is a social media trailblazer and an author of the Wall Street Journal bestseller “Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg”. A recognized business and marketing thought leader, she is a sought-after international speaker and a regular contributor to leading-edge print and online publications such as Fast Company, HuffingtonPost, Mashable, etc. @Ekaterina. Blog:www.ekaterinawalter.com.
Beth Thomas-Kim is a senior executive with extensive experience implementing cutting-edge customer relationship management strategies. She has successfully built and led world-class customer-focused teams for consumer packaged goods companies and retail operations. She excels at designing and implementing creative programs that leverage and integrate the voice of the customer into enterprise-wide business strategies. Ms. Thomas-Kim is currently Sr. Director, Global Consumer Insights and Communications for Johnson & Johnson’s Consumer Companies.@beththomaskim
RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute, all rights reserved. 6
Kill the Jargon – Two Sets of Perceptions at Play
Product
Corporate
RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute, all rights reserved. 7
In 2013, Who You Are Matters More than What You Produce
CorporatePerception
ProductPerception
Source: 2013 Forbes U.S. RepTrak™ 150 Study
Say Something Positive 38%62%
Recommend to Others 43%57%
Would Purchase 44%56%
46%54%Stay Loyal
8RepTrak® is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute, all rights reserved. 8
WHERE ARE YOU ON YOUR
REPUTATION JOURNEY?
Source: 2013 Reputation Institute, Reputation Leader Study (Based on responses from 313 leaders at 292 of the world’s largest and most influential companies)
Effective Reputation Management Takes Work
17%32%
36%
12%
3%
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PHASEEXPLORATION & BUSINESS RATIONALE
MANAGEMENT & MEASUREMENT FRAMEWORK DEVELOPMENT
BUSINESS PLANNING INTEGRATION
FULL INTEGRATION INTO LONG-TERM STRATEGY & INVESTMENTS
CROSS-FUNCTIONALIMPLEMENTATION & ACCOUNTABILITY
% COMPANIES
9RepTrak® is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute, all rights reserved. 9
Benchmark Yourself Against Global Leaders
www.reputationinstitute.com
Johnson & Johnson Credo
• Based on Robert Wood Johnson’s personal beliefs and philosophy; written in 1943
• Outlines responsibilitiesfar beyond the requirements of stockholders
• Johnson was one offirst to speak and write about corporate social responsibility
• Embedded into our culture and provided guidance on how to respond to the 1982 Tylenol crisis
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Our Credo
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We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices. Customers’ orders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit.
We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe. We must be mindful of ways to help our employees fulfill their family responsibilities. Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, development and advancement for those qualified. We must provide competent management, and their actions must be just and ethical.
We are responsible to the communities in which we live and work and to the world community as well. We must be good citizens — support good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education. We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.
Our final responsibility is to our stockholders. Business must make a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed and mistakes paid for. New equipment must be purchased, new facilities provided and new products launched. Reserves must be created to provide for adverse times. When we operate according to these principles, the stockholders should realize a fair return.
Join next week’s webinar…
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Talking to the C-Suite: How to Get Buy-in for Your Social Strategy
http://socialmediatoday.com/c-suite-social-strategy
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community members to find out what they are doing and how it can impact your business. All webinar attendees get 25% using code:
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