brandslab market intelligence session 1 | is your reputation oin the line?
TRANSCRIPT
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):