Оглавление
Foster Chris. Reputation Strategy and Analytics in a Hyper-Connected World
Acknowledgments
Introduction
Brand Does Not Equal Reputation
Reputation Strategy: The Proof of a Successful Brand Management Program
A Delicate Balance of Multiple Inputs
New Tools for Extracting Value from Streams of Data
Reputation Exists in a Complex Communications Ecosystem
Prediction Is Key to Better Outcomes
Reputation Is Not a Momentary Phenomenon
Don’t Try This at Home
Net Takeaway
Chapter One. Welcome to the Networked Ecosystem
Changing the Culture
The Digital Revolution Has Rewritten the Rules
Collaborating, Crowdsourcing, and Co-Creating
Constant Change Is the New Normal: Welcome to the “Always On” Era
Dynamic Engagement versus Traditional Communication
Applying the ER Model to PR
Follow the Conversation – Wherever It Goes
Time Is Not on Our Side
Go with the Data? Not Always
Four Common Mistakes
Chapter Two. Progress through the Revolutionary Storm: Why Data Science Matters
Taking an Iterative Approach
Not a Replacement for Good Judgment
Blending and Observing Data in Real Time
Combining Data Science and Behavioral Economics
Break Down the Silos
Overcoming Big Data Fatigue
Chapter Three. The Digital Media Revolution Creates Completely New Business Models
Relational versus Transactional
Chapter Four. Breaking the Branding Sound Barrier: The Role of Reputation Strategy
The Dark Matter of Marketing
Why Reputation Matters
Building Reputation over Time
Boots on the Ground
Chapter Five. Reputation and Your Brand’s DNA
New Times Demand New Ideas
Put Your Best Foot Forward
Customers Reward Brands That Share Information
Chapter Six. The Economics of Reputation
Reputation: An Asset of Increasing Value
A Competitive Factor
In Pursuit of “Perfect Information”
Who Owns Reputation?
Reputation, Risk, and Creating Opportunity
Chapter Seven. Co-Creation Is Essential for Aligning Brands and Customers
Relationships Still Matter
Shared and Aligned Values
Have We Reached the Summit?
The Realm of Reverse Marketing
It’s Not a Race – It’s a Dance
Don’t Forget about IT
It Isn’t Easy Being Transparent
Chapter Eight. The Data Safety Net: Leveraging Evidence in the Midst of Crisis
Word of Mouth versus Digital Listening
Understanding When a Message Resonates
Chapter Nine. Reputational Partnering
Developing an Objective Process
Partnerships Are Essential
Employee Engagement
Generating Value for All Parties
Chapter Ten. The Reputation Culture
Focus on the Customer Experience
Back to the Future?
A/B Testing and Randomized Controlled Trials
Managing Change
Chapter Eleven. The Reputation Payoff: The High Stakes of Crisis Leadership
The Crisis Never Reads Your Plan
Dealing with the Psychology of Crisis
Chapter Twelve. The Future of Reputation Strategy
What Next?
Conclusion
Recommended Reading
About the Book
Meet Our Experts
About the Author
Index
WILEY END USER LICENSE AGREEMENT
Отрывок из книги
The contents of this book are based primarily on my hands-on experiences in the corporate communications field over the past two decades. The book also represents a process of discovery, in which I sought the opinions and wisdom of numerous experts. In that respect, the book is a trove of collected knowledge and insight, enriched by persistent research and interviews with many expert sources, including Erin Byrne, Lauren Coleman, Yasmin Crowther, Patrick “Pat” Ford, Martis “Marty” Davis, Bronwyn Kunhardt, Eric McNulty, and Ame Wadler, who generously shared their stories and insight with me. I thank them sincerely for their time, their energy, their intelligence, and their kindness.
This book would not have been possible without the effort, attention, and steady guidance of Jeanine Moss, the founder and president of Turning Point Solutions. Jeanine is truly one of the best strategic communications advisors in the field, and I greatly value her friendship.
.....
Big data and real-time analytics create essential capabilities for modeling, comparing, and predicting outcomes of reputational issues. I recently led an engagement in which an interdisciplinary team of experts generated real-time predictive indicators of reputational impact for a client and tested multiple scenarios for how to address a situation based on our Reputation Analytics Framework (Figure I.2). We also created a reporting framework that helped our client understand their reputation globally and develop strategies for protecting and enhancing their reputation over time.
Figure I.2 Reputation Analytics Framework
.....
