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The Reputation Complex - Navigating the Blur in a Liquid World

Date post: 06-Apr-2016
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The 'Reputation Complex' is a moving combination of various reputational factors, components and drivers that are linked in a close and complicated way. This combination brings with it, for all organizations, equal risks and opportunities – the first to be managed and the second to be exploited in the right manner. MSLGROUP's SVP and Chief Strategy Officer, Pascal Beculer shares his thoughts on the fast transformation of Reputation Management, everywhere in the world, and what it means for our clients and for us.
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The Reputation Complex t: @pbeucler
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Page 1: The Reputation Complex - Navigating the Blur in a Liquid World

The Reputation Complex

t: @pbeucler

Page 2: The Reputation Complex - Navigating the Blur in a Liquid World

“When the winds of change blow,

some people build walls and others

build windmills.”

Page 3: The Reputation Complex - Navigating the Blur in a Liquid World
Page 4: The Reputation Complex - Navigating the Blur in a Liquid World
Page 5: The Reputation Complex - Navigating the Blur in a Liquid World

Agenda

Page 6: The Reputation Complex - Navigating the Blur in a Liquid World
Page 7: The Reputation Complex - Navigating the Blur in a Liquid World

I trust your clients are

asking you many

questions, these days,

like…

Page 8: The Reputation Complex - Navigating the Blur in a Liquid World
Page 9: The Reputation Complex - Navigating the Blur in a Liquid World

…and most importantly: why

Reputation Management is such a

challenge in a world where…

Page 10: The Reputation Complex - Navigating the Blur in a Liquid World

That’s what The Reputation

Complex is:

Page 11: The Reputation Complex - Navigating the Blur in a Liquid World

What is Corporate Reputation?

Page 12: The Reputation Complex - Navigating the Blur in a Liquid World

Why Corporate Reputation matters, today:

Page 13: The Reputation Complex - Navigating the Blur in a Liquid World

Corporate Reputation is what supports Corporate Equity

Page 14: The Reputation Complex - Navigating the Blur in a Liquid World

A fast-changing ecosystem

Page 15: The Reputation Complex - Navigating the Blur in a Liquid World
Page 16: The Reputation Complex - Navigating the Blur in a Liquid World

Reputation Management has to face

a very unfriendly, suspicious,

negative environment

Page 17: The Reputation Complex - Navigating the Blur in a Liquid World

L’air du temps:

Seen in a restaurant

in Berlin

Page 18: The Reputation Complex - Navigating the Blur in a Liquid World

Few years ago, Reputation was a somewhat

elusive intangible asset, in the hands of a

little number of gatekeepers.

Photo from untitlism on Flickr

Page 19: The Reputation Complex - Navigating the Blur in a Liquid World

In a nutshell, we’re dealing with low predictability

Page 20: The Reputation Complex - Navigating the Blur in a Liquid World

Low level of public trust

vs.

High level of people’s

empowerment:

=

RISK ZONE

Page 21: The Reputation Complex - Navigating the Blur in a Liquid World

Reputation as the #1 risk

Page 22: The Reputation Complex - Navigating the Blur in a Liquid World

Reputation as the #1 risk

Page 23: The Reputation Complex - Navigating the Blur in a Liquid World

Reputation as the #1 risk

Page 24: The Reputation Complex - Navigating the Blur in a Liquid World

It takes 20 years to build

A reputation and five

minutes to ruin it.

If you think about that

you’ll do things

differently.

Page 25: The Reputation Complex - Navigating the Blur in a Liquid World

The “post-disintermediation” Age

Page 26: The Reputation Complex - Navigating the Blur in a Liquid World

From Public Affairs to People’s Affairs.

Page 27: The Reputation Complex - Navigating the Blur in a Liquid World

The power of

empowered

people.

Page 28: The Reputation Complex - Navigating the Blur in a Liquid World

The power of

empowered

people.

Page 29: The Reputation Complex - Navigating the Blur in a Liquid World

FROM LOW

INTENSITY

CONTROVERSIES

TO HIGH

INTENSITY CRISIS:

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Every issue is potentially global, social, viral.

Photo from Gamma-Ray Productions on Flickr

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1. Interplay between mainstream and social

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2. Interplay between local and global

photo from h.koppdelaney n Flickr

Page 33: The Reputation Complex - Navigating the Blur in a Liquid World

3. Interplay between planning and responding

Page 34: The Reputation Complex - Navigating the Blur in a Liquid World

The news curve

Page 35: The Reputation Complex - Navigating the Blur in a Liquid World

The crisis curve

Page 36: The Reputation Complex - Navigating the Blur in a Liquid World

The ‘real world’ crisis

Page 37: The Reputation Complex - Navigating the Blur in a Liquid World

Example: BP

Gulf of Mexico

oil spill

Page 38: The Reputation Complex - Navigating the Blur in a Liquid World

Example: BP

Gulf of Mexico

oil spill

Page 39: The Reputation Complex - Navigating the Blur in a Liquid World

The ‘flash mob’ crisis

Page 40: The Reputation Complex - Navigating the Blur in a Liquid World

Example:

Greenpeace vs.

Nestlé KitKat

Page 41: The Reputation Complex - Navigating the Blur in a Liquid World

Example:

Greenpeace vs.

Nestlé KitKat

Page 42: The Reputation Complex - Navigating the Blur in a Liquid World

Government

officials

inspecting road

Page 43: The Reputation Complex - Navigating the Blur in a Liquid World

Why a Command Center matters today

Page 44: The Reputation Complex - Navigating the Blur in a Liquid World
Page 45: The Reputation Complex - Navigating the Blur in a Liquid World

So, what is

it about?

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It’s mainly about two essential dimensions:

Page 47: The Reputation Complex - Navigating the Blur in a Liquid World

It’s primarily about articulating the key components

of Reputation today

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It’s then about rightly engaging with all stakeholders:

content & relationship

Page 49: The Reputation Complex - Navigating the Blur in a Liquid World

Building & managing a reputation today is

firstly building and managing a content

strategy, then rightly engaging ON IT with

ALL RELEVANT AUDIENCES

A few examples…

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Stakeholders today

care about a variety

of topics which are

directly impacting

firms’ reputation:•

Page 51: The Reputation Complex - Navigating the Blur in a Liquid World

Over the past few

years, some

companies which

happened to be at

stake did better

than others,

because…•

Page 56: The Reputation Complex - Navigating the Blur in a Liquid World

The Power of being a Good Corporate Citizen: Tata Group

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investors clients public

Page 59: The Reputation Complex - Navigating the Blur in a Liquid World

Corporate

Reputation

Page 60: The Reputation Complex - Navigating the Blur in a Liquid World

So, what are the

core pillars?

Page 61: The Reputation Complex - Navigating the Blur in a Liquid World

Purpose:

Corporate Citizenship:

Employer Value Proposition:

Social Openness:

Page 62: The Reputation Complex - Navigating the Blur in a Liquid World
Page 63: The Reputation Complex - Navigating the Blur in a Liquid World

See Coca Cola Enterprises:

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