REPUTATION MANAGEMENT FOR CXO

IS REPUTATION IMPORTANT?

If you lose money for the firm, I will be veryunderstanding. If you lose reputation for thefirm, I will be ruthless.

Warren Buffet – Renowned businessman and philanthropist

REPUTATION IS FRAGILE

Reputation takes time and dedication to build, but can

be lost extremely quickly with devastating results

REPUTATION NEEDS INVOLVEMENT

Active commitment to reputation management by

top management is essential

REPUTATION CREATES ECONOMIC VALUE

“In today’s world, where ideas are increasingly displacing the physical in

the production of economic value, competition for REPUTATION becomes a significant driving force, propelling

our economy forward.” Alan Greenspan, former chairman,

Federal Reserve

REPUTATION IMPACTS SHARE VALUE

company can lose in excess of 30 percent of its share value as

a result of a highly publicized crisis

(Weber Shandwick, 2007)

REPUTATION INCREASES MARKET VALUE

60 percent of market value is attributable to

reputation (Weber Shandwick, 2006)

REPUTATION CREATES MARKET VALUE

1 percent reputation increase results in 3 percent increase of

market value(Weber Shandwick, 2006)

REPUTATION IMPACTS MARKET VALUE

2 percent reduction in negative word of mouth boosts sales

growth by 1 percent

London School of Economics

REPUTATION IS IMPORTANT – CUSTOMERS

93 percent of senior executives believe that customers consider corporate reputation important

or extremely important

Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)

REPUTATION IS IMPORTANT – INVESTORS

79 percent of senior executives believe that investors and

lenders consider Corporate Reputation either important or

very important

Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)

CORPORATE GOVERNANCE IS IMPORTANT

40 percent of senior executives believed that strong corporate

governance is a critical factor that potential investors consider before

committing

Hill and Knowlton’s Corporate Reputation Watch 2004 Survey: Some key findings (www.hillandknowlton.com)

GOOD GOVERNANCE ATTRACTS PREMIUM

investors are prepared to pay a 12-30 percent price premium

to a good governance (McKinsey, 2002)

CORPORATE CITIZENSHIP IS IMPORTANT

70 percent of global corporations see increasing interest from mainstream

investors in corporate citizenship

CEO REPUTATION IS IMPORTANT

“CEO reputation represents 65% of corporate reputation.”

CEO Capital Research

EMPLOYEE INDIFFERENCE CAN KILL BRAND

9% of customers are lured away by competitors, but as

many as 68% are lost by employees’ indifference.

Journal of Marketing

COMMUNICATION IS THE KEY

“About 60% of all management problems are

due to poor or faultycommunication.”

Peter Drucker

REPUTATION FOR EMPLOYEE

73% of surveyed MBA students said that corporate reputation is either an "extremely" or "very" important factor when deciding

where they will work Hill and Knowlton, 2007

COMMUNICATION IS THE KEY – CXO

it’s about bringing your values to life ….communicate what you stand for, to all of your

stakeholders!

REPUTATION FOR CXO IS IMPORTANT

40 percent of my time I communicate ourcompany’s credo

Jim Burke, Johnson&Johnson CEO

OBJECTIVE: BE PART OF THE “RECOMMENDATION CHAIN”

Reputation Increases investors` interest and willingness to invest

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

CHANGE: CREATING A BETTER CUSTOMER EXPERIENCE

Reputation Increases customer, consumer, client

engagement and participation

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

IMPLICATION: SHIFTING GEAR IN SUPPORT, PRODUCT MARKETING, SALES, AND MARKETING

Reputation enhances employees` satisfaction and

productivity

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

REALIZATION: SOCIAL MEDIA IS A CROSS FUNCTIONAL BUSINESS INITIATIVE – NOT A MARKETING CAMPAIGN

Reputation Improves understanding and support

among opinion leaders

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

GOAL: BUSINESS GROWTH THROUGH ADVOCACY

reputation Increases customer, consumer, client

preference and loyalty

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

YOU CAN STILL SHAPE AND PARTICIPATE IN THE DISCUSSION.

Reputation helps faster recovery from business crises

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

AFFECTS THE BOTTOM LINE

In a transparent world, your reputation is more than the difference between success

and failure

SOCIAL MEDIA FOR CXO REPUTATION MANAGEMENT

PLANNING COMMUNICATION

Reputation management is not about keeping outof the media............ it is about having aprofessional media strategy and managing iteffectively through a media relationshipprogramme

C’S OF SUCCESSFUL CXO BRANDINGNote: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

COMMUNICATION IS A PROCESS…

IDENTITY IMAGE REPUTATION

COMMUNICATION

EXPERIENCE

COMMUNICATIONDefined specific personality traits (part of day-to-day life) of CXO which matches organization goal. Identify visual tools reflecting it and communicating with publics

Establish EXO image in the public as the image of the corporation; Establish positive, friendly and engaging perception

Engage and establish relationship with shareholders and stakeholders.

OBJECTIVE, STATIC CATEGORY

SUBJECTIVE, DYNAMIC CATEGORY

JUDGMENT

REPUTATION A CHANGING REALITY

Who you are What you know Who you know Who knows you

every intelligent person (and quite a few unintelligent ones) will have

a media platform where they share what they care about with

the world. -- SETH GODIN

AN APPROACH TO BEING REAL

UNDERSTAND ACT EVOLVE

CXO need to understand customers, followers and ways to handle them.

CXO need to act transparently andhonestly

To evolve, CXO must always be ready to learn, teach, and evolve.

REPUTATION MANAGEMENT ..

COUNTDOWN

• Quiet period

• CEO plans the future

• Learns about country, people,

• programs and activities

• Sets the stage

FIRST 100 DAYS

• Opportunity –interest in new CEO

• Delicate balance of action and listening

• Listens and learns to gain the support

• Proactive in completingunfinished

FIRST YEAR

• People, programs and actions in place

• Everything may not have been resolved or changed

• Stakeholders see progress and feel the CEO is leading the company in the right direction

TURNING POINT

• CEO has preparedthe organization for the future

• Now it is time to produce!

• Everyone coldly evaluates CEO's vision and actions

• CEO has generated personal and professional capital

REVISION AND REINVENTION

• CEO is comfortable in his role

• He is living the company's vision

• Complete team is collaborating on developing new strategies and executing new tactics

CEO Capital, A Guide to Building CEO Reputation and Company Success, Dr. Leslie Gaines-Ross, John Wiley & Sons, Inc.

WHAT DO CXO WANT FROM CUSTOMERS ?

BRAND MONITORING(TALK ABOUT THEM )

CONTENT TRACKING(SPREAD CONTENT )

COMMUNITY MANAGEMENT(ENGAGE DIRECTLY )

Track, quantify, engage, and analyze conversations

Discuss CXO around a brand, competitors, and industry

Content and engagement spread on parameters like how far, how fastNature of content on parameters like video, widget, article

Qualify and analyze social interaction levels , community health, sentiment, and engagement levels

MANAGING YOUR PERSONAL BRAND

Your personal brand is the powerful, clear, positive idea that comes to mindwhenever other people think of you. It’s what you stand for – the values, abilitiesand actions that others associate with you. It’s a professional alter ego designedfor the purpose of influencing how others perceive you, and turning thatperception into opportunity.

Peter Montoya Personal Branding Guru

Note: This presentation is based on the E-Book, “Three Steps to a Winning Personal Brand” by William Arruda of Reach Communications. (www.reachcc.com)

SOCIAL MEDIA FOR REPUTATION MANAGEMENT

Personal Blog

YOU

Building A Compelling Personal Brand

COMMUNICATING YOUR PERSONAL BRAND

Personal Blog

Connect Discover Collaborate Publish

Your Personal Brand is about understanding what is truly unique about you - your strengths, skills, values, and passions – and using those attributes to differentiate

yourself

OTHER COLLATERALS FOR YOUR PERSONAL BRAND

COMMUNICATE YOUR BRAND:

• Use power tools to remodel your brand image.

• Be a refined individual.

• Seek out opportunities and new business.

• Become an expert.

• Speak out, and extend the reach of your message.

• Take action.

MUST HAVE TOOLS FOR PERSONAL BRANDING

• A portfolio or resume that communicates quality

• A strong logo

• Personalized stationary

• Business cards

• Voice mail messages

• Web sites and E-mail templates

• Print marketing materials (brochures, case studies, etc.)

IGNORANCE IS THROWING MONEY AWAY ..

Bad ExperienceUnsolved

IssuesBad

ReputationLost

Revenue

THANKS