Download - ReputationPlus Introduction
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ReputationPLUS+ IntroductionBryant Park GrillJune 15, 2010
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The Strategic Interactive Research Company™www.visioncritical.com
WelcomeMatthew WordenDirectorReputationPLUS+
Vision Critical
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The Strategic Interactive Research Company™www.visioncritical.com
OpeningRemarks Angus Reid
Chief Executive OfficerVision CriticalAngus Reid Public Opinion
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The Strategic Interactive Research Company™www.visioncritical.com
OpeningRemarks
Vision Critical - the strategic interactive research and technology company
Angus Reid Public Opinion Global Vision UK Election – Innovative Partnership with The Economist. Global Insights – June 15, 2010
ReputationPLUS+ - reputation measurement in the context of social, political and marketing realities
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The Strategic Interactive Research Company™www.visioncritical.com
OpeningRemarks
Backlash against business part of the public anger
In an anti-big government environment, willingness to legislate against banks, corporate speech and CEO salaries.
Companies need guidance that is more closely tied to marketing, social and political dynamics.
Why ReputationPLUS+ Now
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The Strategic Interactive Research Company™www.visioncritical.com
Segmentingthe Citizenry Andrew Grenville
Chief Research OfficerVision Critical
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The Strategic Interactive Research Company™www.visioncritical.com
Segmentingthe Citizenry
Segmentation - a well-recognized tool in marketing, politics and communication.
ReputationPLUS+ analyzes reputation results in contact of six proprietary segmentations related to:
Social/traditional media usage Financial/investment confidence Technology adoption Eco-sensitivity Shopping behaviors Citizen activism - our newest
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The Strategic Interactive Research Company™www.visioncritical.com
Community Joiners16% US
Knowledge
Out
spok
enne
ss
low high
high
Unengaged35% US
Armchair Commentators
36% US
Segmentation created using cluster analysis. Bubble size
reflects relative proportion of the
population
Activism Segmentation:Active Leaders
13% US
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The Strategic Interactive Research Company™www.visioncritical.com
Introducing the Activism SegmentsActive Leaders – See themselves as very knowledgeable about politics/the government and are extraordinarily outspoken. More likely to volunteer and donate money to political/community organizations. At the extremes of the political spectrum. Virtually all registered to vote.
Armchair Commentators – Very knowledgeable and outspoken about politics, but non-participants. Do not participate in volunteer activities. Some donate money to political/ community organizations.
Community Joiners – Reasonably knowledgeable about politics and willing to volunteer time. Not outspoken. Active with community organizations but don’t tend to donate money.
Unengaged – Disengaged moderates. Not knowledgeable nor outspoken about politics/the government. Do not participate in/donate money to community organizations. Least likely to be registered to vote.
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The Strategic Interactive Research Company™www.visioncritical.com
ReputationPLUS+
A Peek into the Tent John GilfeatherConsultant to Vision CriticalCorporate Reputation
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The Strategic Interactive Research Company™www.visioncritical.com
HighlightsBacklash Blues
Presence of Negatives
Social Media Reach
Affinity Works
Activists Matter
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The Strategic Interactive Research Company™www.visioncritical.com
Data Source
10,800Interviews
From Vision Critical Springboard Panel US (April 29-May 30, 2010)
54 Companies Studied
800 interviewsper company
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The Strategic Interactive Research Company™www.visioncritical.com
What We Know About All 54 Companies• Awareness
• Familiarity• Overall Favorability• 1-2 words come to mind• 1-2 good points• 1-2 bad points• 23 Attributes• Deal/ever dealt with company• Recommend products/services• Recommend stock
• Recall news – Traditional Media – Positive, negative, neutral– Attitudes more/less favorable
• Recall news – Social Media– Positive, negative, neutral– Attitudes more/less favorable
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Backlash Blues
Hostility released on companies who have transgressed.
Average company seen as trustworthy by a third.
But greedy, secretive and arrogant by more than a quarter.
There is ample evidence that companies have not told their stories well and are losing ground because of this.
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Affinity WorksOverall, people who know more about a company like it better.
Shows communications potential.
True for all companies studied – even the villains du jour.
Interesting to look at how familiarity and favorability interact.
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Affinity Works
N = 800 for each company studied
FavorabilityTop 2 Box
(54 Companies)
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The Strategic Interactive Research Company™www.visioncritical.com
A Simple TypologyFavorability
Low High
Familiarity
High
FallingStars
Blue
Chips
Low Unknown & Unloved
Meteors or Cults
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Presence of Negatives
Most studies look at presence or absence of positive attributes.
That is not the Angus Reid way.
ReputationPLUS+ confronts the negatives we all know are out there.
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Presence of Negatives
N = 800 for each company studied
AverageAll Companies
Has top executives who are more concerned about how much money they make than long term health of company
Puts profits ahead of whatis good for the US
A company whose best daysare behind it
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Presence of Negatives
N = 800 for each company studied
AverageAll Companies
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The Strategic Interactive Research Company™www.visioncritical.com
Highlights Activists Matter"All animals are equal but some animals are more equal than others.” George Orwell, "Animal Farm”
Same is true in corporate communications.
Vision Critical created an Activist Citizen Segmentation based on knowledge and behavior.
Here are the results:
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The Strategic Interactive Research Company™www.visioncritical.com
Community Joiners16% US
Knowledge
Out
spok
enne
ss
low high
high
Unengaged35% US
Armchair Commentators
36% US
Segmentation created using cluster analysis. Bubble size
reflects relative proportion of the
population
Activism Segmentation:Active Leaders
13% US
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The Strategic Interactive Research Company™www.visioncritical.com
Benefits of ReputationPLUS+
Your Reputation Now - in the crucible of citizen activists, social media and key issues facing business and society.Actionable Guidance for communications strategies and tactics (messaging, targeting, channels, etc.)Competitive Advantage. Your strengths and weaknesses vs. industry competition and gold standards. Accountability. Establishing benchmarks.Consistent Metrics to evaluate relationships across a wide range of constituencies.
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Thank You!