Is Your Brand’s Reputation on the Line?

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Presenter

ACCOUNT DIRECTOR, MARKET INTELLIGENCE

Judy Bromley

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This session will cover…

Measuring Reputation1

Research & Methodology2

Reputation Analysis: From Diagnosis to Solutions 3

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Measuring Reputation

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What promotes a good reputation?

Trust in leadership

Proper damage recovery

Data security/ protection

Transparency

Responsive listening

Loyalty rewards

Technologically focused

Positive social media presence

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Measuring Reputation - Overview

Why is measuring reputation important for company success?

Ethics/ trust Security Financial strength

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Measuring Reputation - Overview

Why is measuring reputation important for company success?

Strong leadership Social responsibility Pioneer

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Example Question:

Failing to protect personal and financial information

When businesses are more concerned about their profits; less ethically responsible to customers and the community

Big fines, settlements, investigations with federal and state regulators

Not keeping up with new technology and service innovations

They have not changed how they operate and compensate enough creating the risk of another financial crisis

Not sure

Which of the following issues do you feel is the biggest threat to a financial service institutions’

reputation – such as your local bank, Mortgage Company, Loan Company, etc.?

Example: Live Customer Feedback

On behalf of Makovsky, Ebiquity polled a random sample of 1,008 adults representing the general U.S. population. The survey was polled online.

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18%

5%

6%

6%

23%

42%

Not sure

Big fines, settlements, investigations with federal andstate regulators

They have not changed how they operate andcompensate enough creating the risk of another…

Not keeping up with new technology and serviceinnovations

When businesses are more concerned about their profits;less ethically responsible to customers and the…

Failing to protect personal and financial information

Which of the following issues do you feel is the biggest threat to a financial service institutions’

reputation – such as your local bank, Mortgage Company, Loan Company, etc.?

Example: Live Customer Feedback Results

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Please select one & answer through the webinar chat:

A. Security

B. Financial strength

C. Food safety

D. Product innovation

E. Not sure

What do you believe is the leading threat for reputation among

consumers who patron fast-food restaurants?

Brand Lab Live Poll

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Effects of Negative Reputation

Chipotle lost three years of earnings

between fiscal year 2014 and fiscal

year 2017 after suffering

through multiple food-related illness

outbreaks since last year.

Hadley Malcolm, USA TODAY5:05 p.m. EDT April 14, 2016

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Research and Methodology

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CSR Study Overview

The 2015 Cone Communications/ Ebiquity Global CSR Study reveals one major takeaway for companies:

Global consumers have officially embraced

corporate social responsibility.

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Nearly all global consumers expect companies to act responsibly, but half need to hear or see proof of a company’s responsibility before they will believe it.

Ebiquity/ Cone CSR Research

#1:

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Consumers say they pay attention to two things: companies that are going above and beyond with CSR efforts and companies that are being called out for poor CSR performance.

Ebiquity/ Cone CSR Research

#2:

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When it comes to purchasing with a cause in mind, consumers say they consistently seek out responsible products, but they are not necessarily following through with action.

Ebiquity/ Cone CSR Research

#3:

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Determining Methodology

EBIQUITY RESEARCH

Customer Segmen-

tation

Competitive Intelligence &

Brand Positioning

Product Innovation &

Business Forecasting

Public Opinion Polling

Reputation Auditing

Advertising Research

Stakeholder Research

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Understanding Reputation through Research

Define

• Agree on reputation research objectives

• Define stakeholder framework and reputation/communication criteria for auditing

existing research

• Determine internal accountabilities

Audit

• Assess and map research resources

• Mine existing data in relation to reputation and communication

• Populate stakeholder framework according to agreed criteria

Report

• Ensure holistic comparisons where possible

• Identify data and stakeholder gaps

• Provide summary of key findings and practical recommendations

Counsel

• Counsel on communication implications in relation to messaging and relationships across

each stakeholder group

• Develop a defined Corporate Reputation Measurement framework and objectives of

future research to ensure full alignment, consistency and valued insights in support of the

business going forward

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Determining your Scope

Agree on reputation research objectives

Define stakeholder framework

Outline reputation/communication criteria

Determine internal accountabilities

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Audit Process

Assess and map research resources

Mine existing data

Populate stakeholder framework

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Reporting

Ensure holistic comparisons where

possible

Identify data and stakeholder gaps

Provide summary of key findings

and practical recommendations

Example: Perception Analysis, global animal health company

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Counsel Framework

Counsel on communication implications in relation to

messaging and relationships across each stakeholder

group

Develop a defined Corporate Reputation Measurement

framework and objectives of future research to ensure full

alignment, consistency and valued insights in support of

the business going forward

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Reputation Analysis: From Diagnosis to Solutions

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Diagnosis & Solutions Process

Understand where we are

today

Map where we need to go

Determine how we can get there

Track progress over time

Diagnosis Solutions

Baseline measures: how

are we perceived?

What do we do

particularly well / poorly?

How do we compare to

competitors?

What is the perceived

ideal reputation for a

group like ours?

How should we position

and differentiate

ourselves?

What does ‘success’ look

like?

What should we do or

say differently?

How should we

communicate and

engage with key

stakeholders?

How do we manage the

risks and opportunities?

How do we measure

success?

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Key Elements of Reputation Analysis

Reputation Attributes

• Innovation

• Workplace Environment

• Product/Service Quality

• Ethics/Governance/CSR

• Trust

• Management quality

• Leadership

• Financial Performance

• Customer Focus

Behaviors / Actions Affected by Reputation

• Awareness

• Overall Favorability

• Relevance

• Likelihood to Recommend

• Likelihood to Speak Positively

• Likelihood to Purchase

Research measures the importance of

these and other areas among each

stakeholder group, as well as the perceived

performance of the client and its competitive

set in these areas.

Research determines the impact of the

client and its competitors.

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How has food safety issues impacted your opinion of restaurants in the fast food industry?

Online surveys/polls are a great option for organizations seeking to conduct

their own research – they are more cost effective, less time consuming, they

achieve timely responses, and allow you to take immediate action and analysis.

Consumer Live Poll

Live poll question (pre-conducted):