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Helping create

brands for the

future

Where: IndiaSocial Summit 2012

What: Future of Reputation

When: 4 April 2012

April 10, 2012

Ironies of our

times

2

Ironies of our

times

3

It’s the powerful who are vulnerable

Ironies of our

times

4

It’s the powerful who are vulnerable

• Omar Abdullah

Ironies of our

times

5

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Ironies of our

times

6

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

Ironies of our

times

7

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

Ironies of our

times

8

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

Ironies of our

times

9

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

You will be judged for your virtual actions too

Ironies of our

times

10

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

You will be judged for your virtual actions too

Sometimes only for your virtual actions

Ironies of our

times

11

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

You will be judged for your virtual actions too

Sometimes only for your virtual actions

• In that lies a big paradox of future of reputation

– Perceived actions could help create virtual reputations

Ironies of our

times

12

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

You will be judged for your virtual actions too

Sometimes only for your virtual actions

• In that lies a big paradox of future of reputation

– Perceived actions could help create virtual reputations

Ironies of our

times

13

It’s the powerful who are vulnerable

• Omar Abdullah

• Barkha Dutt

Whoever speaks first is deemed right

• Revolving door syndrome

You will be judged for your virtual actions too

Sometimes only by your virtual actions

• In that lies a big paradox of future of reputation

– Perceived actions could help create virtual reputations

Transient impact on reputation?

Drivers of

reputation Drivers of reputation- Harris-Fombrun model

Reputation

Vision & Leadership

Products & Services

Financial Results

Work Environment

Community

Emotional Connect

14

Drivers of

reputation Hard business focus

Reputation

Vision & Leadership

Products & Services

Financial Results

Work Environment

Community

Emotional Connect

15

Drivers of

reputation Soft focus

Reputation

Vision & Leadership

Products & Services

Financial Results

Work Environment

Community

Emotional Connect

16

The A, B, C of reputation

The future of

reputation

Authenticity = Do you

do what you say?

A

Nike – Girl effect

19

20

Big data = Dorothy

B

22

Data shows the volume trend for

all the mentions on Twitter for

4 January to 19 January, 2012

10,675

6,806

1,281

0

2,000

4,000

6,000

8,000

10,000

12,000

Company A Company B Company C

Source: Radian6

Volume

23

75%

59%

74%

5%

19%

16%

8% 11%

4%

13% 15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Company A Company B Company C

Positive

Somewhat positive

Neutral

Somewhat negative

Negative

% variance = (+/- ) 1

Sample size: 600 mentions

Channel: Twitter.com

Sentiment

Overall, users shared negative sentiments for network and services across all the brands followed by customer

service.

24

Source: Radian6

1% 2% 2% 3% 3%

13%

19% 5%

28%

42% 14%

51% 54%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Company A Company B Company C

Network and services

Customer service

Brand communication and advertisement

Tariffs and offers

Website and online payment

% variance = (+/- ) 1

Sample size: 600 mentions

Channel: Twitter.com

Conversation

break-up

Network and services was the most talked about category and lack or insufficient network was the most

discussed topic across the brands. Longer response time, inadequate customer service and inability to resolve

customer issues were the most discussed topic in the ‘Customer service’ category.

Big data

Sentiment change over time

25

Note: Sample size: 148

Reviews

* Q4 has Oct 2011 data only

*

25% 25% 20% 19% 22%

40% 24%

9% 0%

8% 0%

6%

75% 69% 72% 81% 78%

60% 71%

91% 100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

2009 2010 2011

Positive

Neutral

Negative

20 16 25 16 27 15 17 11 1

Source: Radian6

Community

C

Community

Sparktherise.com

27

Spark the Rise is a

platform where “project

champions” can submit

projects in 5 categories

and where volunteers

can get involved to help

people Rise.

The 5 categories are :

Technology

Infrastructure &

Transportation

Energy

Agriculture & Rural

Development

Social Entrepreneurship

(includes Health,

Education, Arts &

Culture, Sports and

Environment-related

fields)

Thank you

Blogworks.in