Intervebtion de Brian Solis à la conférence Reputation War organisé par la commission digitale du Syntec RP

1. @BrianSolis
principal analyst & author
@briansolis

2. Ignorance is bliss until it’s not.

3. Real-time is the real world
There are over
400 MILLION TWEETS
published on Twitter every day.

4. Real-time is the real world
There is over
48 HOURS OF VIDEO
uploaded every day on YouTube.

7. Leslie Gaines Ross, author of Reputation Warfare
The internet has leveled the playing field between
large corporations and individual activists.
Attackers…are almost always highly
emotional, if not irrational.
Business leaders have no advance notice
or time to reflect.

8. REPUTATION
The beliefs or opinions that are generally
held about someone or something

9. REPUTATION WARFARE
The ongoing battle of tracking and
converting negative expressions to
amplify positive impressions

10. REPUTATION SNIPERS
Stakeholders who take shots at brands
with an intent to wound or debilitate a
reputation for a cause, resolution or self-
interest

11. REPUTATION MERCENARIES
Paid soldiers who attack reputations in
concerted efforts to change how consumers
perceive the brand and its products

12. Reputation is not something you should
“react” to, it is something that you and your
community should build and
protect…relentlessly

13. Your threats are many.
Battle strategies must now
cover multiple fronts
Competitors – big and small
Employees
Customers
Activists

14. Social media amplifies impressions and
experiences…creating a collective
tsunami of shared sentiment

15. Conversations reach a boiling point that
spills into mainstream media fanning
the flames and prolonging the crisis

16. Crises impact sales,
employee morale,
advocacy,
confidence, and
worst of all, TRUST.

17. How you are structured
today. How you think
about social media.
How executives value
the role of engagement
are all designed to
#FAIL in reputation
warfare.

18. Think about how you respond to
problems today.
Most businesses remain silent,
hoping the problem will disappear.
When they’re ready to respond,
the message is run through layers
of bureaucracy.
The final communiqué sounds
mechanical and heartless.

19. It is with good
reason that trust falls.
When you hide
behind a dark curtain,
it’s impossible to be
transparent.
Trust is
earned…over and
over.

20. Jeff Bezos, Amazon
“Your brand is what someone says about
you when you’re not in the room.”

21. Winning a Reputation WAR starts
with shifting from a reactive
philosophy to a proactive and
ongoing Reputation awareness
campaign

22. What do you stand for?
Community is much more than belonging
to something, it's about doing something
together that makes belonging matter

23. The best reputation warfare strategy is to define your brand in
a time of peace…

24. From listening to
engagement, reputation
warfare requires a triage
process and a path
between people,
responses, and
resolution…in real-time.

25. Example of a Triage Map

26. Develop a Threat Level Gauge
Threats are constant.
Not all require
engagement, but you
do need to gauge
virality, importance,
and responsibility

27. When your
formulate a
response…who are
you writing or
speaking to?
Often we “talk” to
the people we want
to approve the
message not the
people we’re trying
to reach and sway.

28. Employees are
often part of the
problem. They are
also part of the
solution.
They need training,
direction and
empowerment to
diffuse problems
before and after
they rise.

29. You can’t do this alone.
The social web is rich
with detractors AND
promoters.
Find your advocates and
engage your influencers
BEFORE you need
them. Then arm them Your Front Line
with social content and
information in times of
need to spread your side
of the story.

30. Preparing for a Education Threat Gauge
Reputation War
requires a vision, Promise Communities
strategy and a
trained AND SEO
Dark Sites
equipped force
force to shape and Triage
steer your Ambassadors
reputation in good Social
times and in crisis. Content (SMO)
Influencers

31. In the end, it takes a culture
of engagement and
transparency to win in
Reputation Warfare