how to become a community driven organisation

Reputation management:

«How to become a community driven organisation?

By Christophe Ginisty – 17 March 2016

• Senior Director, Head of Digital,

FTI Consulting EU

• Creator of the ReputationTime

conferences cycle,

• 2013 President of the

International Public Relations

Associations – Content Director

of the 2015 World Congress in

South Africa,

• European Digital Evangelist @

Edelman EMEA (2011-2012)

• Founder and Managing

Director Rumeur Publique

• Founder and President of

Internet sans Frontières (2008-

2011)

• Twitter: @cginisty

• Blogger: ginisty.eu

What defines

reputation?

Reputation is the sum of images that

people have of an organization nurtured

by the following critical components:

performance, behavior, as well a

communications.

What is the recipe?

Communications

Behaviors

Competition

Trends

Beliefs

Legacy

Feelings

Personal experiences

Media coverage

RATIONAL EMOTIONAL

What are the keys to manage reputation?

The first thing to understand:

What is a bad or a good reputation?

First, the eventuality that people

may not like your organisation,

your brand or your products

shouldn’t be a surprise…

And it does not necessary creates

a ‘reputation issue’

A reputation issue starts when

what the stakeholders believe

does not reflect what the

organization wants them to

remember.

Behavior

3 components will lead to a reputation crisis

Distrust

Incredulity

Incredulity:

People do not believe what you

say about the organizations, the

products, the value proposition,…

Distrust:

The decline of trust into

corporations, institutions, leaders,

traditional media is a massive and

global phenomenon

Behaviors:

The way the company (or any of

their employees) behaves inspire

people’s emotions and may

become viral.

Reputation management

Reputation management starts by assuming the following:

You work on your image you earn your reputation

UNDERSTAND

3 strategic objectives to become a

community driven organisation

STAND OUT PROTECT

Understand 3 elements through

Social media intelligence

WHAT?

WHO?

WHERE?

Emotional

power Existing

beliefs Desire to

interact Perception

gap Existing

building

blocks The 5 main areas

of reputation

measurement

WHAT?

Existing building blocks Perception gap Desire to interact

Beliefs Emotional power

The 5 main actors

of online influence

WHO?

VIEWERS

COMMENTATORS

CURATORS

AMPLIFIERS

IDEA STARTERS

WHERE?

What are the information flows? (and where are the platforms that count?)

“Conformity no

longer leads to

comfort. But the

good news is that

creativity is scarce,

and more valuable

than ever”

Seth Godin

STAND OUT

PROTECT

At the social media era, the connected crowds have

become media and they are mainly sharing emotions.

The community contribution

Ready to praise or punish

The new communication challenge:

Bring facts that matter

MONITOR (Get inspired)

SPEAK (Capture and Inspire)

ENGAGE (Interact and

be social)

DIVERSIFY CONTENT

Become Community Driven

The key lessons on reputation management in the digital era…

Be public Be easy to follow

The crowd is news New followers emulate followers Leadership is over glorified

There is no movement without the first follower

Show others how to follow

Thank you. christophe.ginisty@fticonsulting.com