Study. Online Comments Report BEO 2016

Results and Conclusions
V ONLINE COMMENTS
REPORT
Reputation

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Document preparedy by
Corporate Excellence – Centre for Reputation Leadership
Llorente & Cuenca
2016
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Contents
01. Introduction 04
02. Trends 09
03. Results 13
By Sectors 14
By Dimensions 18
By Stakeholders 20
By Networks 22
04. Model 24
Analysis Variables 26
Dimensions and Stakeholders 28

V ONLINE COMMENTS REPORT5
The digital economy is characterised
by the availability of large amounts of
information and how immediate the
dissemination and distribution of this
information is. Nowadays, 94% of the
world population has access to a mobile
phone and 28% has a mobile data plan1
. In
2015, e-commerce in Spain grew by 20%
and reached the record of 20,000 million
euros. Around 40% of Spanish population
under 35 get online more often through
their mobile devices than through their
computers. 71% of Internet users in
Spain watch videos online at least once
per week, rising up to 93% in the case of
people under 35 2
. All these data suggest
that both people and devices should be
considered potential transmitters on a
global scale, for that they shape a new
information ecosystem, where the power
of the opinions of advocators and critics
is multiplied. Democratisation of new
technologies allows everyone to generate
content and be able to create their own
communities and audiences.
We are living a change of era, in all senses:
work, education, relationships... So much
so that the biggest world leaders are
talking about a 4th industrial revolution.
Klaus Schwab, founder and CEO of the
World Economic Forum, says that we are
experiencing a radical change, boosted
by billions of devices connected in real
time, big technological breakthroughs and
artificialintelligence,whichistransforming
not only the society and the economy as
we know them, but also the very human
nature. It is, therefore, a turning point in
every respect. We are moving towards a
digital transformation, a technological
and cultural change, which introduces
a new way of building relationships and
developing.
In this context, organisations need to
get going, learn how to do things in a
different way and introduce profound
changes to adapt themselves. Everything
we know is mutating into a new reality:
limits between businesses and industries
are vanishing; business functions and
responsibilities evolve... All fully in line
with the predictions made by Zygmunt
Bauman in Liquid Modernity or Antonio
Muñoz Molina in Todo lo que era sólido.
The key lies on the word “transformation”.
Countries, companies, institutions
and people need to include the new
mechanisms offered by digital economy,
where new technologies are the main
character... This digital society opens up
In its 5th year, the Online Comments Report establishes itself as a global
benchmark for the management of reputation on the Internet
Introduction
1. Internet Society (2015). Informe Global de Internet 2015.
2. Google (2015). The Consumer Barometer.

V ONLINE COMMENTS REPORT 6
the door to a new relationship ecosystem,
where constant innovation, lifelong
learning, co-creation and collaboration
offer great opportunities to those able
to adapt themselves to this new way of
understanding the market and developing
new and disruptive workplaces and
business models. How are companies
facing this transformation? What is their
digital fingerprint? What are the biggest
challenges and most important trends
in technological innovation and digital
transformation? How are companies being
perceived and how can they improve their
online reputation? The Online Comments
Report (BEO) tries to answer these and
other questions.
The research, developed by LLORENTE &
CUENCAandCorporateExcellence–Centre
for Reputation Leadership, celebrates its
5th issue this year. It was born as a R+D+i
project, but today it is an internationally
tested methodology, which analyses
the impact of the comments voluntarily
made on the Internet on the dimensions
of corporate reputation: Products and
Services, Innovation, Finance, Workplace,
Citizenship, Leadership and Governance.
In particular, this issue has evaluated the
digitalfingerprintof71brandsof15sectors
from a total of 88,950 URLs and 28,000
mentions. The report assesses the 100 first
findings that analysed brands positioned
in four key environments on the Internet:
Google, Facebook, Twitter and YouTube,
and offers specific findings by sectors
dimensions, stakeholders and networks.
Thus, the analysis allows identifying those
sectors, topics, stakeholders and networks
that are most and least favourable in terms
of recognition (how it is evaluated) and
recognition (how much it is evaluated).
It also offers strategic insights to design
positioning strategies online.
Oneofthebiggestchallengesforcompanies
and institutions is to make sure that their
content reaches their audiences among
the current, incredibly large amount of
information. Many experts are even talking
about the “attention economy”. One more
year, the results of the Online Comments
Report let us identify which topics generate
more and less positive assessments.
This year’s issue shows that Google still
maintains its favourable positioning in
terms of awareness and recognition. This
environment is considered to be the best
space to enhance corporate reputation.
The findings also show that search engines,
owned media and social networks are

known to be the most trusted sources.
This disintermediation encourages
companies to generate relevant contents
for their audiences and introduce new
narrative formats, which allow them to
establish value relationships with their
stakeholders. 84% of citizens think that
companies need to combine generation of
profits with a positive contribution to the
society where they operate. Seems clear
then that only those organisations willing
to face the biggest global challenges
and meet the expectations of their
stakeholders would be able to guarantee
the sustainability of their business plan on
the long run.
In turn, the findings on the Edelman Trust
Barometer 2016 show that companies and
institutions are less and less trustworthy
compared to other social actors such
as employees or “people like you and
me”, users that are closer and inspire
more confidence. This warning is also
reflected in the analysis of the BEO 2016.
The importance of generating authentic
advocacy processes gives employees
a leading role and sets up the need of
promoting a system of beliefs shared
with the corporate purpose and goals.
This helps employees to feel part of a
greater purpose and encourage them
to speak in favour of their company and
its global reputation. Today, only 63%
of the employees in Spain say they trust
the organisation they work for3
; to reach
100%, companies need to include new
ways of doing, working and relating.
This report explains these many changes,
which are being applied by companies
in the way they communicate with their
stakeholders. Despite all the progress
made in this area, there is still a long way
to go. In fact, only 6% of global companies
have incorporated the profile of the Chief
Digital Officer in their structure to address
digital transformation and technology
acceleration4
. There are many challenges
organisations need to face regarding
digital transformation, and in order to
enhance their reputation on the Internet.
The 2016 Online Comments Report
highlights the following:
• Active listening and social intelligence.
Organisations need more effective and
deeper analysis of the Conversation 2.0
to understand what their stakeholders
expect from them at all times.
• Brand journalism and Transmedia
storytelling. Quality and credible
3. Edelman (2016). Trust Barometer 2016.
4. PwC (2015). Adapt, disrupt, transform, disappear: The 2015 Chief Digital Officer Study. Strategy&.

content aligned with the corporate
purposeandvaluesandadaptedtowhat
it is really interesting for stakeholders.
• Digital identity of corporate leaders.
Willingness to create bonds with the
users based on trust and exchange
ideas to generate a real dialogue with
key stakeholders.
The Online Comments Report has
been already applied to more than 70
companies around the world and it aims
to become an international standard to
manage the reputation of organisations
online. Corporate reputation has become
one of the most promising resources
to create value in companies. With this
report, we want to help organisations
to understand the new information
ecosystem, which requires managing an
increasing number of stakeholders, who
are technologically inter-connected, and
knowing the tools and drive levers to
improve their reputation in this new and
constantly changing environment.

Analysis of 88,950 URLs, 28,000 mentions, 71 corporate brands and 15
industries in the following digital ecosystems was carried for the 5th issue of
OnlineCommentsReport:Google,hyper-textualnetwork;YouTube,multimedia
network; Facebook, social network; and Twitter, real-time network.
These data allow us to pinpoint some
communication trends to help companies
design their road map and identify future
challenge in regards to their reputation
and the relationship with their main
stakeholders on the Internet. These are the
main conclusions of this year’s issue:
1. Fashion displaces Consumer Electronics
as the main sector in terms of reputation
Unlike previous years, in this issue Fashion
becomes the chart leader and generates
greater knowledge. In addition to the
efforts made in the past years to position
its corporate channels and invest in
Innovation, this year’s findings show a
positive assessment regarding the quality
of the products.
2. Economic recovery of companies
is in sight
Finance is the best-assessed dimension
by the stakeholders compared to the
rest. This year it has scored better than
Innovation and Leadership and it is
especially well positioned in terms of
awareness and recognition in industries
such as Retail and Consumer Electronics.
3. The challenge of hyper-transparency
and active listening
The limits between public and private
are vanishing, forcing companies to
communicate in a responsible way and
include all valuable information. However,
most organisations have not reacted yet
the way they are supposed to. As the
report shows, Governance is still the worst
rated dimension, highlighting the lack of
transparency in organisations. Nowadays,
companies need to listen to what their
stakeholders want and need, and meet
these expectations efficiently to boost
corporate reputation.
4. Critical conversation regarding
employment
For the second year in a row, topics
regarding “working conditions” and “job
creation” are judged by negative scoring in
the conversation. Bad comments related
to Workplace have been doubled this
year compared to the previous report, and
this had an impact on the 15 industries
analysed. Workplace is the worst ranked
dimension in terms of recognition, only
behind Governance.
Trends

5. Companies lack of a network of
ambassadors
The Online Comments Report underscores
the absence of people with digital
identity linked to companies that are able
to humanise or personalise the brand
communication. Employees are one of the
less present stakeholders on the Internet,
together with Shareholders and Investors.
They are still the third most critical group
with companies, only behind NGOs, trade
unions and activist groups and Customers.
6. Need of communicating corporate
purpose and values
Companies are developing many projects
to create a positive impact on the societies
they operate in and try to align their
actions with their raison d’être. Yet, the
results of this report show that their efforts
to generate a positive social impact are
not being recognised in the dimension of
Citizenship, in view of the little knowledge
there is on the Internet about this issue.
7. Critics are harsh on Facebook
As it happened two years ago, Facebook
shifts from being neutral to be the most
critical network, replacing Twitter as the
main hostile environment. The Public
Opinion and Customers often use this
social network to express their discontent
regarding products and services offered by
companies. Only Consumer Electronics,
Automotive, Fashion and Food Production
have obtained a good score in this network.

Below are detailed the findings of the report, presenting them by sectors,
dimensions, stakeholders and networks. This year, in order to monitor
data dynamics year on year, the 5th issue of the Online Comments Report
analysed 88,950 URLs, 28,000 mentions, 71 corporate brands and 15
industries. Research analyses the data as of December 20155
.
3.1 By Sectors
Compared to the previous issue, new
corporate brands have been incorporated
to expand the analysis focus: 1) Suez
Water Spain has been included instead
of Aquology in the Water Supply sector;
2) Ibercaja has joined Banking; 3) Sanitas
has been included in Insurance; and 4)
Ericsson has been included in the group of
companies within Consumer Electronics.
The 4th issue of the Online Comments
Report has shown some positive changes
regarding recognition (evaluation
contained in comments) in Fashion,
Food Production, Facilities, Delivery
Services, Power Generation and Water
Supply. In all these sectors, the number
of positive comments published by users
has increased. On the contrary, there are
more sectors with higher negative ratings.
This is the case of Consumer Electronics,
Telecommunications, Automotive, Oil
and Gas companies and Banking.
Intermsofawareness,somevariationscan
be spotted in Fashion, a sector that leads
the chart in awareness and recognition
and has notably increased its presence
thanks to a greater knowledge regarding
Governance, Products and Services and
Workplace. Telecommunications reduce
their awareness and receive more negative
comments. Food Production generates
fewer comments, but improves the
assessment on them. Finally, it is important
to underscore the position of Oil and Gas
companies, which maintain the trend of
the previous year: reduction of awareness
and increase of critical comments.
In terms of recognition, there are five
important changes:
• Fashion displaces Consumer
Electronics as the leading sector in
terms of awareness and recognition.
Fashion becomes the chart leader and
generates greater knowledge this year.
In addition to the efforts made in the
last years to position its corporate
channels and invest in Innovation, the
2016 report shows that customers have
positively assess Products and Services
—particularly, regarding the quality of
the products— and Governance, which
has managed to maintain a favourable
assessment compared to the rest
of dimensions thanks to the good
positioning of corporate leaders and
executives, who have begun to create
Results
5. Since we are not using any universal reputation measurement tool that could serve as a reference for absolute values, the
findings are presented as the difference between the company’s result and an average for analysed elements, in relative
terms.

more interesting and closer contents.
However, while the positioning of
Fashion is in general positive, it is
important to take into account the
Workplace dimension, as it generates a
great amount of knowledge and critical
commentsregardingworkingconditions
and the responsible management of its
supply chain. In this context, the sector
has failed to convey its message clearly
to its main audiences.
• Food Production’s awareness is still
below average, but its recognition has
improved in two points. This slightly
improvement is due to the recognition
bythegroupJournalistsinthedimension
of Leadership, comments that acquire
an important presence in Google.
• Telecommunications has scored worse
in recognition, unlike other sectors.
Its biggest weaknesses are related
to the dimensions Governance and
Workplace, and the most critical
stakeholders are Journalists and
Employees. It needs to be stressed
that Telecommunications leads the
chart in terms of awareness regarding
Citizenship dimension, thanks to the
visibility given to its social projects.
• Oil and Gas companies, as in the
previous analysis, scores lower in
awareness and receives more negative
comments. This can be explained by
the positioning of critical comments
regarding the ethical behaviour of
companies, published by the media
and the employees in platforms such as
Google and Twitter.
• Power Generation is the worst ranked
sectorintermsofreputationanditisstill
below average in terms of awareness.
In recognition, however, the scores have
slightly improved. Good assessments
can be found in the dimension of
Governance and Workplace, despite
their low awareness, and the main
critics are addressed to Leadership and
Products and Services.
According to the research, this is the list
of sectors by awareness (from highest
to lowest results): “Fashion”, “Consumer
Electronics”, “Telecommunications”,
“Automotive”, “Food Production”, “Retail”,
“Oil and Gas companies”, “Facilities”,
“Delivery Services”, “Beer Production”,
“Banking”, “Transport Infrastructure”,
“Insurance”, “Power Generation” and
“Water Supply”.
In respect of recognition, as stated
above, Fashion displaces Consumer
Electronics as the chart leader. This is this
year’s list, from highest to lowest results
by recognition: “Fashion”, “Consumer
Electronics”, “Food Production”, “Retail”,
“Beer Production”, “Automotive”,
“Water”, “Facilities”, “Transport
Infrastructure”, “Telecommunications”,
“Delivery Services”, “Insurance”, “Power
Generation”, “Banking” and “Oil and Gas
companies”.
Positioning in detail
Further below each sector’s percentages
by awareness (nt) and recognition (nb) are
presented:
• Fashion (nt 513%; nb 5%): Adolfo
Domínguez, H&M, Mango and Zara.
• Consumer Electronics (nt 250%; nb
4%): Apple, Ericsson, Nokia, Samsung
and Sony.
• Telecommunications (nt 70%; nb -1%):

Ono, Orange, Telefónica and Vodafone.
• Automotive (nt 62%; nb -0.1%):
Citroën, Peugeot, Renault, Seat and
Volkswagen.
• Food Production (nt -23%; nb 2.9%):
Calidad Pascual, Coca-Cola, Danone
and Nestlé.
• Retail (nt -29%; nb 1.6%): Amazon, El
Corte Inglés, Inditex and Mercadona.
• Oil and Gas companies (nt -47%; nb
-4.4%): BP, Cepsa, Repsol and Shell.
• Facilities (nt -71%; nb -0.3%): Abertis,
Acciona, FCC and Ferrovial.
• Delivery Services (nt -68%; nb -1%):
Correos, Fedex, MRW and Seur.
• Beer Production (nt -81%; nb 0.8%):
Cruzcampo, Estrella Damm, Estrella
Galicia,Heineken,MahouandSanMiguel.
• Water Supply (nt -81%; nb 0.8%): Agbar,
Canal de Isabel II and Suez Water Spain.
• Banking (nt -88%; nb -0.2%): Bankia,
Bankinter, Banco Popular, BBVA,
Ibercaja, ING Direct, La Caixa/CaixaBank
and Santander.
• Transport Infrastructure (nt -84%; nb
-0.7%): Alsa, Iberia and Renfe.
-500%
10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
-400% -300% -200% -100% 0% 100% 200% 300% 400% 500% 600%
RECOGNITION
AWARENESS
Consumer Electronics
Food Production
Beer Production
Transport Infrastructure
Power Supply
Insurance
Banking
Oil and Gas companies
Delivery Services
Telecommunications
Water Supply
Facilities
Retail
Automotive
Fashion
Results by sectors

• Insurance (nt -94%; nb -1%): Axa,
Catalana Occidente, DKV Seguros
Médicos, MAPFRE, Mutua Madrileña
and Sanitas.
• Power Supply (nt -95%; nb -1.2%):
Enagás, Endesa, Eon, Gas Natural
Fenosa, Iberdrola and Red Eléctrica.

Significant changes have been observed
regarding Products and Services and
Finance. Likewise, as stated in the previous
issue, all dimensions have scored lower in
awareness, but Products and Services,
which lead the chart in terms of awareness
for the fourth year in a row. However, it
must be underscored that, as it happened
last year, positive comments have slightly
decreased, being now on the average.
Financereducesitsawareness,butincreases
the positive assessment of the comments
generated, becoming the best assessed
dimension and surpassing Innovation and
-7%
0%
-1%
-2%
-3%
-4%
-5%
-6%
1%
2%
3%
4%
5%
6%
7%
-400% -300% -200% -100% 0% 100% 200% 300% 400% 500%
RECOGNITION
AWARENESS
Finance
Leadership
Products and ServicesCitizenship
Workplace
Innovation
Governance
Results by dimensions
Leadership, which have maintained their
score in terms of recognition compared to
the previous analysis.
It is worth stressing the changes in
Workplace, which doubles its negative
comments compared to the 4th issue of
the Report and holds its second place
regarding recognition. Governance is,
again, the worst rated dimension.
Finally,nobigchangeshavebeenobserved
in Citizenship. It is below average in
awareness and on the average in terms of
recognition, as it was in 2014.
3.2 By Dimensions

Furtherbelowthepercentagesofpositioning
in each one of the dimensions by awareness
(nt) and recognition (nb) are presented:
• Products and Services (nt 430%; nb
-0.4%): Efficient claim management,
meeting the customer needs, value for
moneyrelationship,qualityofproducts/
services, good customer service.
• Finance (nt -53%; nb 4.4%): Growth
potential, generation of profit, good
results.
• Citizenship (nt -62%; nb -0.4%):
Protection of the environment, positive
contribution to the society, support of
social causes.
• Workplace (nt -67%; nb -4.1%): A good
place to work, fair remuneration, equal
opportunities, care about health and
well-being of the employees.
• Governance (nt -70%; nb -5.7%):
Ethical behaviour, responsible use of
power, open access to information and
transparency.
• Innovation (nt -85%; nb 2.7%): Launch
of innovative products or services,
easy adjustment to changes, business
innovations.
• Leadership (nt -92%; nb 3.4%): Strong
and respected leadership, good
organisation, clear vision of the future.

As for the recognition and awareness
of the comments made online by the
different stakeholders, the main changes
in awareness are the following:
• Companies stand out in terms of
awareness regarding the generation
of their own content. Sectors such as
Retail, Beer Production, Consumer
Electronics, Automotive, Fashion, Food
Production and Telecommunications
are especially active in this sense. Yet,
the dimensions where they create more
content are: Products and Services,
Governance, Leadership, Workplace
and Innovation.
• The group Journalists keeps losing
its positioning in terms of awareness,
following last year’s trend. However,
they still maintain a clearly positive
position regarding the different sectors,
partially due to the good outcomes in
the dimension Finance, and they lead
the chart in terms of recognition.
• Finally, Professionals still are the
stakeholders, who generate more
content online; the recognition of
their comments is still on the average
compared to the rest of stakeholders.
As for recognition, the following variations
should be noted:
• NGOs, trade unions and activist groups
are the most critical stakeholder with
companies, particularly with those
operating in Oil and Gas, Consumer
Electronics, Water Supply and Power
Generation.
• Customers’ awareness continues to
decline as it happened in previous
years, and they are posting harder
comments online regarding companies.
Facebook is the primary space used for
customers to express their discontent.
PublicOpinion’sawarenessdeclines,while
its recognition is still in a neutral area.
• Finally, Employees, together with
Shareholders and Investors don’t show
a strong online presence. Besides,
this group is the fourth most critical
stakeholders with companies.
The list of stakeholders by awareness
(from top to bottom): “Professionals”,
“Companies”, “Journalists”, “Customers”,
“Public Opinion”, “NGOs, trade unions
and activist groups”, “Employees”, “Public
Institutions”,“Shareholders”and“Investors”.
The list of stakeholders by recognition (from
top to bottom): “Journalists”, “Companies”,
“Public Institutions”, “Shareholders”, “Public
Opinion”, “Professionals”, “Employees”,
“Customers”, “Investors”, “NGOs, trade
unions and activist groups”.
Further below each stakeholder’s
percentages by awareness (nt) and
recognition (nb) are presented:
• Professionals (nt 300%; nb -0.1%):
Contributors or competitors in the
sector who talk about the brand,
covering different dimensions of its
reputation.
• Companies (nt 200%; nb 2.3%):
Corporate channels managed by the
companies.
• Journalists (nt 27%; nb 4.9%):
Communication professionals who
express an opinion or inform others
3.3 By Stakeholders

about the brand with respect to the
Financedimension(economicsectionsor
the mass media), Products and Services,
Leadership and Innovation (specialised
publications), Citizenship (general/local
mass media) or Governance (general or
political publications).
• Customers (nt -27%; nb -2.1%): Physical
orlegalpersonswhorefertobrandsfrom
the viewpoint of Products and Services
and express an opinion about the quality
or price of the product or service.
• Public Opinion (nt -46%; nb 0%):
Physical persons or legal entities that
express an opinion about a brand
without clear association with any
other category.
• NGOs, trade unions and activist groups
(nt -77%; nb -2.8%): Physical or legal
personswhosecriticismaffectsdifferent
dimensions of the brand reputation, for
example: Workplace (trade unions),
Citizenship (NGOs), Governance
(political arties), Products and Services
(associations of consumers), etc.
• Employees (nt -88%; nb -1.2%): People
that claim to be working in a specific
company.
• Public Institutions (nt -92%; nb 0.7%):
Representatives of the authorities
(physical or legal persons) who express
opinions or inform others about the
brand based on their competencies
and with regard to different reputation
dimensions.
• Shareholders (nt -96%; nb 0.7%):
People that identify themselves as
founding partners of the company.
• Investors (nt -99%; nb -2.4%): Physical
or legal persons who express an opinion
about a brand related to the Finance
dimension.
-12,5%
5%
2,5%
0%
-2,5%
-5%
-7,5%
-10%
7,5%
10%
12,5%
-300% -200% -100% 0% 100% 200% 300% 400%
RECOGNITION
AWARENESS
Shareholders
Employees
Investors
Professionals
Public Opinion
Customers
NGOs, trade unions
and activist groups
Journalists
Companies
Public Institutions
Results by stakeholders

From the viewpoint of perception on
the Internet and its key networks and
their effect on reputation, the following
conclusions have been made:
• Google is still the main platform to
enhance corporate reputation.
• It needs to be highlighted the increase
of the awareness regarding YouTube,
which is now above average compared
to other benchmarks, such as Facebook
and Twitter.
• As it happened two years ago,
Facebook shifts from being neutral
to being the most critical network,
replacing Twitter as the main hostile
environment.
• Finally, the real-time network Twitter
slightly improves its recognition, on
the same level of YouTube.
Thus, the list of networks by awareness
(from top to bottom): Google, YouTube,
Facebook and Twitter.
The list of networks by recognition (from
top to bottom): Google, YouTube, Twitter
and Facebook.
3.4 By Networks
-7%
0%
-1%
-2%
-3%
-4%
-5%
-6%
1%
2%
3%
4%
5%
6%
7%
-125% -100% -75% -50% -25% 0% 25% 50% 75% 100% 125% 150%
RECOGNITION
AWARENESS
Twitter
Google
Facebook
YouTube
Results by platforms or networks

Here there is list of networks both by
awareness (nt) and recognition (nb):
• Hyper textual network (nt 119%; nb
5.6%): Google.
• Multimedia network (nt 12%; nb
-0.7%): YouTube.
• Social network (nt -28%; nb -4%):
Facebook.
• Real-time network (nt -79%; nb -0.9%):
Twitter.

In order to analyse online comments that
may affect corporate reputation, research
focused on the universe and sample
described below.
Universe
The universe of the study was defined as
all messages about analysed companies
published through different networks on
the Internet.
We define these messages as direct
expressions of stakeholders’ knowledge
of the companies’ activities and their
evaluation of these activities made over
the Internet.
In order to reflect the heterogeneity of the
analysed messages and in order to be able
to use coherent normalisation elements,
we divided the research universe into four
big parts:
• Hyper textual network. Refers to all
permanently open formats that are
used above all for reading hypertexts
(expanded text content): websites,
online media, blogs, forums, etc. This
format is usually accessed through large
search engines (Google, Bing, etc.).
• Multimedia network. This format is
defined by the nature of its content
based on graphic and audio-visual
elements (videos, presentations,
picture galleries, etc.). The spaces that
channel the traffic in this environment
are websites like YouTube, Flickr or
Slideshare, among others.
• Social network. This format
is characterised by a closed
communication environment based on
interpersonal relations, whose main
objective is to maintain and facilitate
communication between individuals
with common interests rather
than mere publication of content.
This category includes services like
Facebook, Google+ or LinkedIn.
• Real-time network. This format is
characterised by the interpersonal
communication environment with
closed interaction and open publication
based on rapid exchange of short
and concise messages. The most
representative service in this category
is Twitter.
Research Sample
Selection of the sample for the research
aimed to achieve adequate representation
of each of the aforementioned four
categories. In order to achieve it, we first
identified the most important networks
by each category and thus picked samples
for further analysis. More specifically, we
chose the following networks:
The Report of Online Comments developed by LLORENTE & CUENCA with
Corporate Excellence – Centre for Reputation Leadership is an instrument
for managing corporate reputation online, providing useful information
to reputation managers thus improving the evaluation of companies by
stakeholders.
Model

• Hyper textual network→ Google
• Multimedia network → YouTube
• Social network → Facebook
• Real-time network → Twitter
After that, a search of study objects was
carried out using the search engines of
each network. The mechanism of these
search engines is set to show search
results by relevance, thus yielding the most
representative results for each platform.
We then held flexibility tests in order
to determine the number of results to
analyse, i.e. the minimum number of
analysis units to which our metrics may
apply. We have chosen 100 results per
each network.
Finally, we established coefficients by
assigning weight to each network category
of the study, based on their relative
importance in public communication over
the Internet:
• Hyper textual network→ Google → 50%
• Multimedia network → YouTube → 20%
• Social network → Facebook → 20%
• Real-time network → Twitter →10%
4.1 Analysis Variables
In order to evaluate online comments that
mayaffectreputation,weusedtwoanalysis
variables that helped us to understand
and describe this phenomenon using the
following definitions:
• Awareness (Notoriedad, Nt) refers
to expression of intensive knowledge
about a company over the Internet,
which may be influenced by the
accuracy of interpretation, planning,
execution/evaluation of resources
(web pages and social media profiles)
and channels that host online content.
When applied to reputation, it reflects
an expression of knowledge about a
company published on the Internet.
How well it is known.
• Recognition (Notabilidad, Nb) stands
for expression of evaluations referring
to companies exchanged over the
Internet between persons, which
may be influenced by the accuracy of
interpretation, planning, execution/
evaluationofthecompany’sparticipation
in online interactions. Recognition is
defined as the quality of being noticed,
something worth noting, attention or
care. The term may also refer to a person
known for their good qualities or merits.
When applied to reputation, it reflects
an evaluation received by a company
from its stakeholders on the Internet.
How it is evaluated.
The analysis thus yields indices that reflect
each dimension, which then may be
represented in the Cartesian coordinate
system, where the X–axis represents
awareness and Y–axis represents
recognition or evaluation.
A) Awareness
Awareness index combines two indicators:
presence and reach.
Online Awareness = Σ4
i=1
ci* i(presence i, reach i)f
Presence
Presence is defined as the number or
volume of messages that make a reference

B) Recognition
Recognition index combines three
indicators:relevance,qualityandauthority.
Online Recognition
Σ4
i=1
ci* i(quality i, authority i, relevance i)f
Relevance
First, we analysed relevance defined
as the level of intensity related to the
mention of the study object in analysed
sample messages. In order to analyse
this indicator, we used a scale from 1 to
5, where 1 stands for “very low” and 5
stands for “very high”.
Analysts assigned scale value to each of
the sample messages by estimating the
visibility of its key content elements (title,
URL, bold font, images, etc.).
Quality
After that, we studied quality or
evaluation defined as the positive or
negative charge of the opinion about
an object, transmitted in the message
chosen for the sample by applying
corresponding attributes of reputation
dimensions. In order to analyse this
indicator, we used a scale from 1 to 7,
where 1 stands for “strongly disagree”
and 7 stands for “strongly agree”.
Analysts assigned a scale value to each of
the messages in the sample by carrying
out a denotative and connotative analysis
of its meaningful content (title, body of
the message, comments, images, etc.).
6. Relevance Score is based on a weighted score that combines various factors. The factors include the influence of the
authors of all the citations, the extent to which each citation matches the query terms, and the time distribution of the
citations matching the query term. Citations are tweets that have been retweeted or tweets that have links (Source:
Brandwatch).
to the object of study at different
Internet networks. In order to analyse
this parameter, we employ the following
metrics:
• Hypertextual network: Number of
results yielded by a search at google.
com (100 most relevant results on the
Internet).
• Multimedia network: Number of
results yielded by a search at youtube.
com (100 most relevant results on the
Internet).
• Social network: Number of results
yielded by a search at facebook.com
(100 most relevant results on the
Internet).
• Real-time network: Selection of 100
most relevant tweets on the global
level, according to the relevance
algorithm developed by Brandwatch6
, a
tool for online monitoring.
Reach
Reach is defined as the global impact
of messages included into the presence
indicator. The following metrics are used
to analyse this parameter:
• Hypertextual network: Number of
links that contain text related to the
reference search at google.com.
video reproductions achieved by
the reference search at youtube.com.
• Social network: Number of members or
followers achieved by
the reference search at facebook.com.
• Real-time network: Number of RT in
the last few days of the reference search
at twitter.com.

Authority
Finally, we estimated authority, defined as
the influence potential associated with the
source of message included in the sample.
In order to analyse this parameter, we
employ the following metrics:
• Hyper textual network: Number of
links related to the main domain in
each message of the sample (100 most
relevant results of the Google search).
reproductions of each of the YouTube
videos included in the sample (100
most relevant results).
• Social network: Number of members
or followers of all Facebook pages or
groups included in the sample (100
most relevant results).
• Real-time network: Number of
followers of those Twitter users whose
messages were included into the
sample (100 most relevant results).
4.2 Dimensions and Stakeholders
Apart from the variables, Analysis of
Online Comments estimates two key
factors: reputation dimensions and
involved stakeholders.
Dimensions
Each of the messages included in the
sample were studied by analysts who
analysed their content and determined
which reputation attributes they affect,
linking each analysis unit with one of
the following reputation dimensions
(established by Reputation Institute in
their RepTrakTM® methodology):
• Products and Services: efficient claim
management, meeting the customer
needs, quality–price relationship,
quality of products/services, good
customer service.
• Workplace: a good place to work, fair
remuneration, equal opportunities,
care about health and well–being of the
employees.
• Governance: ethical behaviour,
responsible use of power, open access
to information and transparency.
• Innovation: launch of innovative
products or services, easy adjustment
to changes, business innovations.
• Leadership: strong and respected
leadership, good organisation, clear
vision of the future.
• Citizenship: protection of the
environment, positive contribution
to the society, and support of social
causes.
• Finance: growth potential, generation
of profit, good results.
Stakeholders
Analysts studied each of the messages
included in the sample, analysed their
content and infer the communicating
parties:
1. Public Opinion: physical persons or
legal entities that express an opinion
about a brand without clear association
with any other category.
2. Customers: physical or legal persons
who refer to brands from the viewpoint
of Products and Services and express
an opinion about the quality or price of
the product or service.

3. Professionals:collaboratorsorcompetitorsin
the sector who talk about the brand, covering
different dimensions of its reputation. If they
identify themselves as employees of the
company they are called Employees.
4. Investors: physical or legal persons who
express an opinion about a brand related
to the Finance dimension. If they identify
themselves as business partners, they are
called Shareholders.
5. Journalists: communication professionals
who express an opinion or inform others
about the brand with respect to the Finance
dimension (economic sections or the mass
media), Products and Services, Leadership
and Innovation (specialised publications),
Citizenship (general/local mass media) or
Governance (general or political publications).
6. Public Institutions: representatives of the
authorities (physical or legal persons) who
express opinions or inform others about the
brand based on their competencies and with
regard to different reputation dimensions.
7. NGOs, Trade Unions and Associations:
physical or legal persons whose criticism
affects different dimensions of the brand
reputation, for example: Workplace (trade
unions), Citizenship (NGOs), Governance
(parties), Products and Services (associations
of consumers), etc.
8. Companies: corporate and public relations
channels used by the company.

©2016, Llorente & Cuenca
LLORENTE & CUENCA is the leading Communication and Public Affairs management consultancy in Spain, Portugal and Latin America. The team is integrated
by 22 partners, along with 482 professionals through 16 offices in 12 countries.
©2016, Corporate Excellence – Centre for Reputation Leadership
A foundation established by major companies aiming to excel in the management of intangible assets and facilitate promotion of strong brands with a good
reputation and a capacity to compete on the global markets. Our objective is to become the driving force, which would lead and consolidate professional
reputation management as a strategic asset, fundamental for building value of companies around the world.
Disclaimer
This document is a property of Corporate Excellence – Centre for Reputation Leadership developed with an objective to share business knowledge about management of reputation,
brand, communication and public affairs.
Corporate Excellence – Centre for Reputation Leadership is the owner of all rights to the intellectual property related to images, texts, drawings or any other content or elements
of this product. Corporate Excellence – Centre for Reputation Leadership is the holder of all necessary permissions for the use of the document and therefore any reproduction,
distribution, publishing or modification of the document without its express permission is prohibited.
Leading by
reputation

Study. Online Comments Report BEO 2016

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