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HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
How to effectively measure your reputation ?"…and transform stakeholders' emotions on social networks into valuable insights!"
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What is reputation?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Reputation is the sum of images that people have of an organization nurtured by the following critical components: performance, behavior, as well a communications.
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What is reputation made of?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Communications
Behaviors
Competition
Trends
Beliefs
Legacy
Feelings
Personal experiences
Media coverage
RATIONAL EMOTIONAL
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
What are the keys for measurement?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
The first thing to understand:
What will you appreciate as a bad or a good reputation?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
First, the eventuality that people may not like you shouldn’t be a surprise …and it does not necessary creates a ‘reputation issue’
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
A reputation issue starts when What the stakeholders believe does not reflect what the organization wants them to remember.
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Behavior
3 components will lead to a reputation crisis
Distrust
Incredulity
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Incredulity factor: People do not believe what you say about the organizations, the products, the value proposition,…
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Distrust factor: The decline of trust into
corporations, institutions, leaders, traditional media is a massive and
global phenomenon
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Behavioral factor: The way the company (or any of their employees) behaves inspire people’s emotions and may become viral.
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Measurement?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
1. Existing building blocks You don’t start from scratch. You need to understand what has nurtured your existing reputation
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
2. The perception gap Understand the difference between the organization’s statements and people’s understanding
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
3. The desire to interact What are the forces that will spontaneously foster the engagement as well the obstacles that may
limit it?
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
4. The existing beliefs Before you do or say anything, people strongly believe something about your products or your industry or even about your values
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
5. The emotional power Since people are sharing emotions on social networks, understand the emotional power of your content
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Emotional power Existing
beliefs Desire to interact
Perception gap Existing
building blocks The 5 main areas
of reputation measurement
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Measuring reputation:
You work on your image you earn your reputation
HOW TO MEASURE REPUTATION? EACD WORKING GROUP MEETING ON EVALUATION
JUNE 24TH 2015
CHRISTOPHE GINISTY | @CGINISTY
Thank you.
