The Reputation Complex - Navigating the Blur in a Liquid World

The Reputation Complex

t: @pbeucler

“When the winds of change blow, some people build walls and others build windmills.�

Agenda

I trust your clients are asking you many questions, these days, like‌

‌and most importantly: why Reputation Management is such a challenge in a world where‌

That’s what The Reputation Complex is:

What is Corporate Reputation?

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Why Corporate Reputation matters, today: • • •

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Corporate Reputation is what supports Corporate Equity •

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A fast-changing ecosystem •

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Reputation Management has to face a very unfriendly, suspicious, negative environment

L’air du temps: Seen in a restaurant in Berlin

Few years ago, Reputation was a somewhat elusive intangible asset, in the hands of a little number of gatekeepers.

Photo from untitlism on Flickr

In a nutshell, we’re dealing with low predictability

Low level of public trust vs.

High level of people’s empowerment: =

RISK ZONE

Reputation as the #1 risk

Reputation as the #1 risk •

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Reputation as the #1 risk •

It takes 20 years to build A reputation and five minutes to ruin it.

If you think about that you’ll do things differently.

The “post-disintermediation” Age • •

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From Public Affairs to People’s Affairs.

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The power of empowered people.

The power of empowered people.

FROM LOW INTENSITY CONTROVERSIES TO HIGH INTENSITY CRISIS:

Every issue is potentially global, social, viral.

Photo from Gamma-Ray Productions on Flickr

1. Interplay between mainstream and social

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2. Interplay between local and global

photo from h.koppdelaney n Flickr

3. Interplay between planning and responding •

The news curve

The crisis curve

The ‘real world’ crisis

Example: BP Gulf of Mexico oil spill

Example: BP Gulf of Mexico oil spill

The ‘flash mob’ crisis •

Example: Greenpeace vs.

NestlĂŠ KitKat

Example: Greenpeace vs.

NestlĂŠ KitKat

Government officials inspecting road

Why a Command Center matters today • •

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So, what is it about?

It’s mainly about two essential dimensions:

It’s primarily about articulating the key components of Reputation today • •

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It’s then about rightly engaging with all stakeholders: content & relationship •

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Building & managing a reputation today is firstly building and managing a content strategy, then rightly engaging ON IT with ALL RELEVANT AUDIENCES A few examples‌

Stakeholders today care about a variety of topics which are directly impacting firms’ reputation: •

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Over the past few years, some companies which happened to be at stake did better than others, because‌ • •

The Power of a Strong Purpose: IBM

The Power of a Clear Positioning: PricewaterhouseCoopers

The Power of Consistency: Munich Re

The Power of being an Employer of Choice: Dow Chemical

The Power of being a Good Corporate Citizen: Tata Group

The Power of Cultural Leadership: GE

investors

clients

public

Corporate Reputation

So, what are the core pillars?

Purpose:

Corporate Citizenship:

Employer Value Proposition:

Social Openness:

See Coca Cola Enterprises: