ReputationPlus Introduction
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The document introduces ReputationPlus+, presented by Vision Critical, which focuses on analyzing corporate reputation using proprietary market segmentation related to media usage, financial confidence, and citizen activism. It highlights the importance of understanding public perception, especially in the context of social media and activism, to develop effective communication strategies. Ultimately, ReputationPlus+ aims to provide actionable insights for companies to enhance their reputation, accountability, and competitive positioning.
ReputationPlus Introduction
- 1. ReputationPLUS+ IntroductionBryant Park GrillJune 15, 2010
- 3. OpeningRemarksAngus ReidChief Executive OfficerVision CriticalAngus Reid Public Opinion
- 6. Segmentingthe CitizenryAndrew GrenvilleChief Research OfficerVision Critical
- 7. Segmentingthe CitizenrySegmentation - a well-recognized tool in marketing, politics and communication.ReputationPLUS+ analyzes reputation results in contact of six proprietary segmentations related to: Social/traditional media usage Financial/investment confidence Technology adoption Eco-sensitivity Shopping behaviors Citizen activism - our newest
- 8. Active Leaders13% UShighArmchair Commentators36% USCommunity Joiners16% USOutspokennessUnengaged35% USSegmentation created using cluster analysis. Bubble size reflects relative proportion of the populationlowKnowledgehighActivism Segmentation:
- 9. Introducing the Activism Segments
- 10. ReputationPLUS+A Peek into the TentJohn GilfeatherConsultant to Vision CriticalCorporate Reputation
- 11. HighlightsBacklash BluesAffinity WorksPresence of NegativesActivists MatterSocial Media Reach
- 12. Data Source
- 13. What We Know About All 54 CompaniesAwareness FamiliarityOverall Favorability1-2 words come to mind1-2 good points1-2 bad points23 AttributesDeal/ever dealt with companyRecommend products/servicesRecommend stockRecall news – Traditional Media Positive, negative, neutralAttitudes more/less favorableRecall news – Social MediaPositive, negative, neutralAttitudes more/less favorable
- 16. HighlightsAffinity WorksFavorabilityTop 2 Box(54 Companies)N = 800 for each company studied
- 19. HighlightsPresence of NegativesAverageAll CompaniesN = 800 for each company studied
- 20. HighlightsPresence of NegativesAverageAll CompaniesN = 800 for each company studied
- 22. Active Leaders13% UShighArmchair Commentators36% USCommunity Joiners16% USOutspokennessUnengaged35% USSegmentation created using cluster analysis. Bubble size reflects relative proportion of the populationlowKnowledgehighActivism Segmentation:
- 23. Benefits of ReputationPLUS+Your Reputation Now - in the crucible of citizen activists, social media and key issues facing business and society.Actionable Guidance for communications strategies and tactics (messaging, targeting, channels, etc.)Competitive Advantage. Your strengths and weaknesses vs. industry competition and gold standards. Accountability. Establishing benchmarks.Consistent Metrics to evaluate relationships across a wide range of constituencies.
- 24. Thank You!
Editor's Notes
- #9: A five segment solution best fit the data. This graph introduces them. We’ve split people here on two dimensions: how much on-line media they consume and how much they consume through traditional media.
- #23: A five segment solution best fit the data. This graph introduces them. We’ve split people here on two dimensions: how much on-line media they consume and how much they consume through traditional media.