Reputation Warfare By Manish Manghnani

Reputation

• A widespread belief that someone or something has a particular habit or characteristic

Overview

• Companies trying to protect their good names from increasing attacks by –– Dissatisfied customers – Ex- Employees – Any person having access to internet – Antagonist

• Traditional medium still present but major threat from new reputation snipers

Scenario

• Easy availability of internet

• Internet has became cheap and fast medium of data sharing

• 2,405,518,376 internet users worldwide

“Food at XYZ is soooo bad ,don’t go there”

Some strategies

1. Avoid show of force 2. Respond at high speed 3. Empower frontline team 4. Use of social media 5. Force multipliers 6. Credentials

Avoid show of force

• It’s not necessary that larger parties with deep resources will have a upper hand

• They have greater obligations

• Companies should take care in highlighting any issue as it could backfire

Respond at high speed

Slow & steady don’t always wins the race

• Companies should opt for timely actions

• Messages on social networking websites are Viral in nature

Empower frontline teams

• People don’t interact with CEO’s

• Give them power to take decision

• Save time and create a favorable image

FB, Twitter threat or Asset

• Double edged sword

• Such fires could be used to correct the problems

Force Multipliers

• At time of hardship this could act as a savior

• Third party come into play

• Hits the human psychology

Credentials

• Speak to the company’s good work

• Mostly result of force multipliers

• Ratings from agencies like fortune or business awards

Mischievous competitors

• Social media websites could be used by the competitors to deteriorate the brand name and value

What Pepsi did

Sponsored various sports events and ran several events to regain the lost image

Example to Indian context

Thank You