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Reputation Now Should companies and individuals even care about their digital footprint in todays hyper-connected world? Roy Murphy bam-mobile.com
Reputation Now
Should companies and individuals even care about their digital footprint in todays
hyper-connected world?
Roy Murphy
bam-mobile.com
• Quick background
• Reputation definition
• History
• Does is matter today
• Business case studies
• Individual case studies
• Privacy
• Resources
•Future of reputation
Hello and this morning
• Experience across digital with brands, agencies and start-ups
• Co-wrote UK’s first book on personal reputation management
• Things have changed - a lot - since the book was written
• Have a very random Facebook cover photo history (what does
that tell you about perception & reputation!)
A quick bit of background
Reputation in book form
Main learnings
•Most books don’t sell very much•Books can still generate a million pounds•Things move very fast
Benjamin Franklin
“It takes many good deeds to build a good reputation, and only one bad one to lose it.”
(Goalkeepers)
William Aruda, Branding expert
“The most critical impact of your professional life isn’t what your friends, colleagues or even employers think of you”
It’s what Google thinks of you”
The exponential growth of our internet livesLiving online
- More mobile devices on the planet than people (7 billion)
- More time being spent than ever online (up to 8 hours)
More time spent online - more digital footprints left behind.
History of reputation
From the caves to the wild west. How you are perceived effects your life more than you think...
History of reputation
• Platform choices – Apple iOS or both • Customer discoverability – finding • App store visiblity • Competitive analysis• Apple platform and device imps
C A V E M E N
In the beginning, your reputation get you thrownto the wolves (or sabre-toothed Tigers anyway)
Look different from the tribe? Act different. Wear different clothes?
Your funeral.
History of reputation
S A L E M
Have a turbulent reputation?(i.e. you’ve got an opinion)Female?
You could have a big problem
History of reputation
W I L D W E S T
“Quick on the draw or dead before dawn”
G U T E N B U R G
By 1450 a ideas can be distributed.
A massive sea-change in what went before - word of mouth storytelling culture,
History of reputation
W I L D W E S T
Bang Bang you dead
Reputation goes where the outlaw goes. You can be seen. People know what you look like.
Reputation today for brands and individuals
Does it still matter?
Who does Google think you areIsn’t search dying? Do the results still matter?
(Note: Has anyone here really not ever Googled themselves?)
•45% Of employers Google prospective hires
•Some good news:23% of those found information that led directly to hiring
However, Google isn’t the only game in town
Its not that bad - choose your battlegroundHow useful they are depends on what your objective is
•Your objective as an individual or company - Defence? attack? telling
the world? showing the world? CSR?
•Professional status - Beginning, middle, senior management, start-up
•Your company - Disruptor, challenger, incumbent
•Choose your reputation platforms - multiple choices, down to you
(Just be aware of rep overload and dead platformsInstagram,Ello, Snapchat, WhatsApp,TenCent, Tumblr, MySp..Second...Beb....)
•84% used Google search•65% used Linkedin•58% used Facebook•48% used twitter•54% searched for personal web
Reputation case studies - brands
•Conversely, of the top 1000 companies in the US, 834 have had a decrease in value over the last 5 years due to ‘reputation’ issues. That decrease average is 20%
Does it matter?Reputation and business
In the UK reputational value of FTSE 350 has grown to £750bn
From most admired brand to nowReputation case study -Tesco
Britain’s most admired brand:
•6 times winners
•Top 3 every year 2008-2011
Reputation value crucial to high street retailers
£17 billion of market cap in Dec 07 - to £3 billion in Dec 2014:
Deepwater Horizon Gulf Oil spill in 2010Reputation case study - BP
•A contentious political area•Speed of admission of issue•Size of issue•A hot topic subject kept online•Google Search for BP still focus on disaster on multiple search and social media sites
BP own ‘The energy frontier’ Drilling as deep as planes fly
Does reputation matter?•Wiped £5Bn of company value•Takeover target in weakened state•£75bn potential cost to company
Reputation case studies - people
Change for good, trials by internet, physical and virtual worlds collide
From the sublime to the ridiculousIndividual reputation trashing abounds online
Individual celebrity reputationsRevenge on bad dates
Media storm
Revenge on United Airlines
The internet - A scary place to say anything or powering the individual?
But, the law is changing.......
In the real world reputations are made and lost online(Bad) reputations - a force for good
As a way of holding up a mirror to reputationIgnoring the moral issues, the tools, resources and distribution is available for all (is this a good thing? are there enough checks?)
Viral video get 10 million views in a week on you tube - knock on effect of raising $30 million. 3 years later 3 of 5 warlords are in jail. However, conflicting reports on the company who made the video - Invisible Children - also abound...
A crime, a changing attitude in sportFootball calls foul - the real world
Ched Evans - an issue that has superceded sport - Prime minister of UK, Malta, questions in Parliament. From a reputation perspective it now involvesSport as a whole, communities, tribal loyalties, business interests, governing bodies, the tourism reputation of sovereign states.
Proving online reputation in the real worldThe Silk Road and ‘DreadPirateRoberts’
The Silk road, site trafficking various illegal cargo taken down by Federal Bureau. Allegedly ran by Ross Ulbricht
•The case hinges on connecting the real Ross with the online persona ‘DreadPirateRoberts’ persona online. •Goverment has ‘online forensics’ linking Ross to Roberts•Ultimately the still need a real person to point the finger and say ‘that’s him’
Privacy and reputation
The changing face of online behaviour,
“I only use WhatsApp to communicate and send pictures. I don’t want the whole world to know what I’m doing” Twenty-something Londoner
Privacy and behaviour change
•Privacy is a big concern with heavy and younger skewed internet users
•Half of iPhones in Uk have WhatsApp installed
•Mobile generation more comfortable with private chat - don’t want whole world, boss and everyone knowing what they are doing
•Massive use of online and in particular mobile devices
•More unwilling than previous generations to give up personal data
•Prefer to chat to people they know in the real world - not random assortment of virtual friends
Not everyone wants to sharePrivacy is key
Will the tide turn back to the unsharing economy?
The right to be forgottenForget about me
Top reasons why people exercise their ‘right to be forgotten’
•Invasion of privacy•Negative opinions•Redundancy•Origin, nationality or ethnic identity•Sexual orientation•Income•Philosophical belief
Resources
Control your Google results
Links to help understand strategies, context and execution of reputationTools and resources
Find out whats being said
The future of people, businessconcept of ‘Identity manager’
Social media checks Free copy of Repped: https://reputationrefinery.com/online-reputation-management-books
The future
Is reputation relevant in the connected world?
The internet of things - fridge in francethe future is tracked
More reason to share, more connectivity, more dataQuantified self
For health, sport, the future is already here. Will you or your businesses reputation thrive?
A whole new world to connect with and understandThe Internet of things
Does your fridge have a reputation?
•Today your reputation won’t kill you (mostly)
•Brands that understand reputation management perception are winning
•The world isn’t getting quieter
•The tools are available, cheap and in lots of cases completely free
•The future is yours...
RecapDoes reputation matter in 2015?
Exciting times
Whatever you feel aboutowning, managing you or your businessesreputation
This isn’t an option...
