Rajesh Lalwani’s presentation on the Power Panel: Future of Reputation at the IndiaSocial Summit 2012

1. Helping create
brands for the
future
Where: IndiaSocial Summit 2012
What: Future of Reputation
When: 4 April 2012
April 10, 2012 | All content copyright

2. Ironies of our
times
2

3. Ironies of our
times
 It’s the powerful who are vulnerable
3

4. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
4

5. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
5

6. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
6

7. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
7

8. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
8

9. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
 You will be judged for your virtual actions too
9

10. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
 You will be judged for your virtual actions too
 Sometimes only for your virtual actions
10

11. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
 You will be judged for your virtual actions too
 Sometimes only for your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
11

12. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
 You will be judged for your virtual actions too
 Sometimes only for your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
12

13. Ironies of our
times
 It’s the powerful who are vulnerable
• Omar Abdullah
• Barkha Dutt
 Whoever speaks first is deemed right
• Revolving door syndrome
 You will be judged for your virtual actions too
 Sometimes only by your virtual actions
• In that lies a big paradox of future of reputation
– Perceived actions could help create virtual reputations
 Transient impact on reputation?
13

14. Drivers of
reputation Drivers of reputation- Harris-Fombrun model
Vision &
Leadership
Emotional Products &
Connect Services
Reputation
Financial
Community
Results
Work
Environment
14

15. Drivers of
reputation Hard business focus
Vision &
Leadership
Emotional Products &
Connect Services
Reputation
Financial
Community
Results
Work
Environment
15

16. Drivers of
reputation Soft focus
Vision &
Leadership
Emotional Products &
Connect Services
Reputation
Financial
Community
Results
Work
Environment
16

17. The future of
reputation
The A, B, C of reputation

18. A
Authenticity = Do you
do what you say?

19. Nike – Girl effect
19

20. 20

21. B
Big data = Dorothy

22. Source: Radian6
Volume
12,000
10,675
10,000
Data shows the volume trend for 8,000
all the mentions on Twitter for
4 January to 19 January, 2012 6,806
6,000
4,000
2,000
1,281
0
Company A Company B Company C
22

23. Sentiment
100%
4%
13% 15%
90%
16%
8%
80% 11%
5%
70% 19%
% variance = (+/- ) 1
60% Positive
Sample size: 600 mentions Somewhat positive
Channel: Twitter.com 50%
Neutral
Somewhat negative
40%
75% 74% Negative
30% 59%
20%
10%
0%
Company A Company B Company C
Overall, users shared negative sentiments for network and services across all the brands followed by customer
service.
23

24. Source: Radian6
Conversation
break-up
100%
90%
80%
51%
54%
70% Network and services
68%
% variance = (+/- ) 1
60% Customer service
Sample size: 600 mentions
Channel: Twitter.com 50% Brand communication and
advertisement
40% Tariffs and offers
28%
30% Website and online payment
42% 14%
20%
5%
19%
10%
13%
3% 3%
0% 1% 2% 2%
Company A Company B Company C
Network and services was the most talked about category and lack or insufficient network was the most
discussed topic across the brands. Longer response time, inadequate customer service and inability to resolve
customer issues were the most discussed topic in the ‘Customer service’ category.
24

25. Source: Radian6
Big data
Sentiment change over time
20 16 25 16 27 15 17 11 1
100%
90%
80%
Note: Sample size: 148
70% 60%
Reviews 69% 72% 71%
60% 75% 81% 78%
91%
* Q4 has Oct 2011 data only 50% 100%
40%
30%
8% 6%
20% 0% 40%
10% 25% 25% 20% 19% 22% 24%
9%
0% 0%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 *
2009 2010 2011
Positive
Neutral
Negative
25

26. C
Community

27. Community
Sparktherise.com
Spark the Rise is a
platform where “project
champions” can submit
projects in 5 categories
and where volunteers
can get involved to help
people Rise.
The 5 categories are :
Technology
Infrastructure &
Transportation
Energy
Agriculture & Rural
Development
Social Entrepreneurship
(includes Health,
Education, Arts &
Culture, Sports and
Environment-related
fields)
27

28. Thank you
Blogworks.in