Reputation In Real TimeHow Personality Can Win Customers, Build Brands, And Save Your Business

Rohit BhargavaAuthor, Personality Not IncludedProfessor, Georgetown University

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Everybody stand up.

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85% of all brands will experience a crisis in the next 5 years that results in a decline in at least 20% of brand value.

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Intel’s Big Problem

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What Was Their Story?

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What Did They Want To Stand For?

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What Do These Stories Tell Us About How Today Is Different From Yesterday?

Yesterday …

Today …

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Ed KellerCo-author “The Influentials”

Duncan WattsResearch Scientist at Yahoo! Research

How Influence Models Are Shifting

Network Model

This model says “the Influential” doesn’t matter and the network does…

“The Influential”

1 in 10 influences the

other 9

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The NEW Influencer Network Model

Influencer Network ModelCombining Influencers and how ideas and content move

across clusters and spark sharing across big networks gives us a single model to plan social media that scales

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The 5 New Truths Of Global Media

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1. News no longer breaks in print.

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“The internet was a place where people could actually find information and react to it. The revolution was made easier by widespread information made available on the internet”

- Houeida Anouar, Tunisian Digital Activist

2. Virtual trust is real and powerful.

3. Brands must be open to letting others take ownership.

4. Content creation is augmented by the growth of content curation.

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5. “Mindful consumption” allows reputation to go beyond products.

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6 Ways To Use Personality To Grow Your Corporate Reputation

Personality is the unique, authentic, and

talkable soul of your brand

that people can get passionate

about. ”

“

(pûr'sə-nāl'ĭ-tē)

Help your employees

behave likeindividuals instead of

faceless people.

#1

#2

Embrace your accidental spokespeople.

Use the “UAT” Filter

Is it Unique?

Is it Authentic?

Is it Talkable?

Personality

#3

#4Craft a

backstory people can

believe.

Conquer the4 fear-based barriers to personality.

1. Success – ”What we’re doing is already working.”2. Uncertainty – ”We don’t know what will happen.”3. Tradition – ”We have always done it this way.”4. Precedent – ”No one else is doing it that way.”

#5

Use your personality moments.

#6

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