navigating the reputation economy
DESCRIPTION
Managing Director Henrik Strøier i Reputation Institute International gir litt bakgrunnsinformasjon om omdømmeanalysen til Reputation InstituteTRANSCRIPT
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Copyright © 2011 Reputation Institute. All rights reserved.
MAY 11th 2011
NORWAY : NAVIGATING THE REPUTATION ECONOMY
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building on facts & feelings
Research Advice
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‘The Reputation Standard’
Global Local
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"It takes 20 years to build a reputation and 5 minutes to ruin it …
.. if you think about that, you'll do things differently.”
Warren Buffett
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“…a reputation is a highly
efficient mechanism
of social control…”
a powerful gut feeling …
Niklas LuhmannProminent thinker on sociological systems theory
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one global currency …
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US Drivers UK Drivers Germany Drivers
drivers vary by market …
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… what drives behavior ?
Recommend
Intent to buy
42%
39%
58%
61%
Recommend
Intent to buy
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We like our ‘home’ corporationsbut every year the number of internationals in top 10 grow;
- In the UK the number is 5- In the US 3 are non American- In Ireland only 2 are Irish
global versus local
1
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TECHNOLOGY
CULTURE
the big accelerator
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strategic friction …
2Converting according to plan is more important than generating profit ;
- Noncore stakeholder gain influence- License to operate across the board - Establish a ‘shared motive’
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Across 25 industries * in 50 markets * general public
an accurate indicator an accurate indicator
source; aggregated data from RI Global Pulse
o.88
GFI = .911NFI = .944
TRUST
ESTEEM
GOOD FEELING
ADMIRATION
PULSE
INTENT TO BUY
RECOMMEND
SUPPORT
WORK / INVEST
SUPPORT
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NIMBY = growth blocker NIMBY = growth blocker
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in an economy driven by trust the winners demonstrate the ability to
stay fairengage in dialogue
… and above all listen !
sustaining trust …
3
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fighting its way back …
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Adj-R2 = 0.845
10
15
20
25
30
35
40
45
50
55
60
65
70
75
25 35 45 55 65 75 85
U.S. Pulse Score
% R
esp
on
den
ts w
ho
Wo
uld
Reco
mm
en
d
lost momentumlost momentum
Pulse score
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the winners obsess with creating multi stakeholder goodwill
and have all displayed extraordinary commitment to engage
… demand vs. goodwill
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… to sum up
Increase your stakeholder focus !
Even “non-core” stakeholders can obstruct the license to operate
Make sure MarCom drives behavior
Brilliant advertising is never the goal
Break down the silos
Communication silos take on a life of their own.
Design a governance system
gather, analyze and plan for what stakeholder expect from you.
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