How to Measure Your Brand’s Reputation During and After a Crisis? · 2020. 1. 1. · • Timing...

transcript

How to Measure Your Brand’s Reputation During and After a Crisis?

Martin Murtland, VP & Managing Director Factiva for Communicators 18 April 2012 PR Measurement Conference

Outline

• Timing is everything

• Case Studies: – Netflix – Goldman Sachs – Costa Concordia

• 3 Big Changes due to Digital

Reputation

“It takes 20 years to build a reputation

and five minutes to ruin it.”

Secret to Being Nimble and Smart?

Timing is Critical... Anticipate

Issue Identification

Interest Group Formation

Legislation Administration Enforcement

Adapt to change Affect development of issue

Compliance & damage control

Strategy Focus:

Levi Strauss – Created policies & not focused on by activists Nike – Did nothing was attacked by activists & had to focus on damage control Apple – Foxconn and Apple to increase wages & working conditions as a consequence of Fair Labor Association report

Example: Working Conditions of Suppliers

Case Studies: Safer to Learn from Someone Else!

1. Netflix 2. Goldman Sachs 3. Costa Concordia

Netflix: There’s No Business Like Bungled Communication

How Does the Popcorn Taste Now?

Jul 5 Jul19

Dec 6 Dec20

Jan 3 Jan17

Stock Price and Dow Jones Insight Media Index Score

Stock Price Media Index

Media Index Score has Recovered

Stock Price still not as Tasty

Analysis by Dow Jones Insight

Goldman Sachs: Why I Am… Starting a Media Storm

Source: YouTube

An Op-Ed Goes Viral Social Media Reaction Press & Web Reaction

Blogosphere and Twitterati jumped in

Spike in coverage vs. peers

Unfavorability spiked

Increase in stories around regulation and clients

Words & Names Catch the Bug, Too… Sticks & Stones

• “Greg Smith” became prominent • “Muppets” and “evil empire”, too

Analysis by Dow Jones Insight

Coverage “Fever” Spikes, Price Declines

• Media “pile on” for surge in stories, posts, Tweets, videos • Goldman Sachs stock price declined 3% but since recovered • Will “names” hurt them?

Source: Factiva

Issue Life Cycle: Timing is Critical... Anticipate

Issue Identification

Interest Group Formation

Legislation Administration Enforcement

Adapt to change Affect development of issue

Compliance & damage control

Strategy Focus:

Costa Concordia & Carnival: Charting a Disaster

Source: Guardia di Finanza/Associated Press

Carnival Share Price: Rough Waters

Carnival stock falls after tragedy

Quality of coverage is showing gradual recovery

Cruise Industry: Navigating Heavy Seas

Royal Caribbean also saw price decline

Positive media coverage helped stock recover

Traditional Media: Taking the Helm

• Traditional news dominated coverage

• Unlike other disasters, social media coverage was NOT a driver

Is Social Media the Whole Story?

Source: The State of News Media 2012 by Pew Research Center

Scouts Motto “Be Prepared”

• Define reputation goals & drivers

• Measure it and set a baseline

• Present goals & metrics to C-suite – Pre, During & Post crisis – During: more frequent and add

recommendations

• Ensure crisis playbook covers digital e.g. response site

Photo Source: Wikipedia

Pre-crisis level

Use Metrics to Guide Your Response

Photo Source: Wikipedia

“I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who.” Rudyard Kipling (1865-1936)

3 Big Changes Due to Digital

Changes due to digital What to do? Media faster & more fragmented • Tools to filter content but not panacea

• Dynamic metrics to keep pace with media • Track trends & industry players • Know influencers & channels to respond to & in • Experiment, learn & train

Dialogue + Message delivery • Invite and engage in dialogue during crisis • Listen and adjust messaging (resonate) • Not just press releases & scripts • Build relationships with influencers now

No secrets… need to be more transparent

• Align business practices to positioning • Be sincere and authentic • Use medium of detractors

Questions?

Factiva Solutions for Communications Professionals

The Conversational Corporation

www.theconversationalcorporation.com Trends & best practices in PR, Media evaluation & Social media

How to Measure Your Brand’s Reputation During and After a Crisis? · 2020. 1. 1. · • Timing...

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