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New Rules of Managing Brand Reputation
The keynote presentation given at the European PR Congress 2008 in Kyiv, Ukraine.
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Slideshow Transcript
- Slide 1: Corporate Reputation & The CEO Speaking For a Brand In the Digital Age European PR Congress – Kyiv, Ukraine October 3, 2008 Rohit Bhargava SVP, Digital Marketing & Strategy | Ogilvy PR Author, Personality Not Included
- Slide 2: THE BIG QUESTION: Who owns a company’s reputation?
- Slide 3: Reputation is not about ownership anymore. It is about conversation.
- Slide 4: Why is this true?
- Slide 5: 5 Ways Reputation Is Shifting …
- Slide 6: Then: Crisis Now: Viral Crisis
- Slide 7: Then: Spokespeople Now: Accidental Spokespeople
- Slide 8: Then: Media Influence Now: Individual Influence Flickr Photo Credit: Thomas Hawk
- Slide 9: Then: One-way media Now: Dialogue
- Slide 10: Then: Controlled Branding Now: Authentic Experiences Flickr Photo Credit: www.ambibo.com
- Slide 11: Implications for CEOs … 1. Having a platform matters 2. Social media is searchable 3. Participate in the dialogue 4. React and respond faster 5. Embrace your accidental spokespeople
- Slide 12: Getting started … 1. Create listening posts 2. Socialize communications 3. Start small & measurable 4. Build a new metric
- Slide 13: Thank You! Read my blogs: Get my book*: Connect with me: Search for: “rohitbhargava” *Russian & Spanish versions in 2009 1. blog.ogilvypr.com 2. influentialmarketingblog.com 3. personalitynotincluded.com
