5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership. The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies. In particular, this issue has evaluated the digital fingerprint of 71 brands of 15 sectors 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. BEO 2016 has been already applied to more than 70 companies around the world and aims to become an international standard to manage the reputation of organisations online.

1. Online
Comments
Report 2016
Executive Summary

2. Online Comments Report - BEO 2016
In its 5th year, the Online Comments Report establishes itself as a global benchmark for the
management of reputation on the Internet
Trends 2016
The digital society opens up 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 Online Comments Report,
developed by Corporate Excellence –
Centre for Reputation Leadership and
LLORENTE & CUENCA, rigorously
analyses comments made voluntarily on
the Internet as well as their impact by
the dimensions that constitute corporate
reputation.
Thereportcontainsamapofstakeholders
that actively use the Internet and the
networks that should be taken into
account at the time of developing a
strategy of positioning on the Internet:
the real–time network Twitter, the social
network Facebook, the multimedia
network YouTube, and the hypertextual
network Google. It also identifies
relevant content for different audiences
and helps to map key reputational risk
areas for companies. Until now, this
strategic focus has been applied to 70
companies based in Spain, Argentina,
Brazil, Colombia, Ecuador, Peru
and Portugal; it aims to become an
international standard to manage the
reputation of organisations online.
AnalysisoftheOnline
CommentsReport 2016
88,950 URLs
28,000 mentions
71 corporate brands
15 industries
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.
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.
The challenge of hyper-
transparency and active listening
The limits between public and priva-
te are vanishing, forcing companies
to communicate in a responsible
way and include all valuable infor-
mation. However, most organisa-
tions 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 reputa-
tion.
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.

3. Results by sectors 2016
Critics are harsh on Facebook
As it happened two years ago, Facebook shifts from being neutral to be the most criti-
cal 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.
Need of communicating
corporate purpose and values
Companies are developing many pro-
jects 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 Citi-
zenship, in view of the little knowled-
ge there is on the Internet about this
issue.
• Awareness refers to expression of intensive knowledge about a company over
the Internet. How well it is known.
• Recognition stands for expression of evaluations referring to companies
exchanged over the Internet. How it is evaluated.
Analysis variables
Brand journalism and Transmedia
storytelling
Quality and credible content aligned
with the corporate purpose and
values and adapted to what it is really
interesting for stakeholders.
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.
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.
Challenges 2016
Insights 2016
INFOXICATION
It is getting increasingly complicated
for companies to assure that their
contents reach the audience. The
reason? Thousands of contents
compete for the users’ attention and
positioning content is becoming
more and more difficult.
ADVOCACY
The corporate discourse is losing
its credibility. Users will more easily
believe other users — which inspire
them trust and to which they can
relate— than a brand.
TRANSPARENCY
Consumers, citizens, journalists,
political actors, etc. ask questions to
the companies and are many times
left without answers. It is necessary to
have honest content and corporate
leaders that can embody and voice
the initiatives.
Companies lack of a network of
ambassadors
The Online Comments Report unders-
cores the absence of people with di-
gital 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 Share-
holders and Investors. They are still the
third most critical group with compa-
nies, only behind NGOs, trade unions
and activist groups and Customers.
-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

4. Leading by
reputation
www.corporateexcellence.org
©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.
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