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Reputation Strategy and Analytics in a Hyper-Connected World

Book Description

Reputation management techniques that work amidst the unceasing flow of information

Reputation Strategy and Analytics in a Hyper-Connected World is a complete guide to corporate communications and reputation management. Covering a range of scenarios from ideal to catastrophic, this book provides a clear blueprint for preparation, execution, and beyond. The discussion focuses on data-driven, evidence-based strategies for the modern digital economy, providing actionable frameworks, practical roadmaps, and step-by-step blueprints for deploying advance analytics, predictive modeling, and big data techniques to successfully manage communications and reputation. You'll learn how the right tools and people get the job done quickly, effectively, and cost-effectively, and how to identify and acquire the ones you need. Coverage includes the latest technology and cutting-edge applications, bringing you up to speed on what excellence in communications can realistically be.

We live in an age of interconnectedness and transparency, and information travels at the speed of light to reach nearly every corner of the globe. This book shows you the key strategies and operational tactics required to respond successfully to financially damaging assaults on your company's reputation.

  • Execute world-class corporate communications
  • Prepare for best- and worst-possible case scenarios
  • Manage organizational reputation in the digital economy
  • Pick the right team and the right tools to get the job done

Stories, rumors, lies — there is no safe haven. Big data, cloud, and mobile technologies are fueling a perfect storm of immense proportions, overwhelming the capabilities of organizations and individuals attempting to manage their brands and reputations when hit with damaging information or harmful stories. Reputation Strategy and Analytics in a Hyper-Connected World shows you navigate the never-ending information stream to keep your company out of the undertow.

Table of Contents

  1. Acknowledgments
  2. Introduction
    1. Brand Does Not Equal Reputation
    2. Reputation Strategy: The Proof of a Successful Brand Management Program
    3. A Delicate Balance of Multiple Inputs
    4. New Tools for Extracting Value from Streams of Data
    5. Reputation Exists in a Complex Communications Ecosystem
    6. Prediction Is Key to Better Outcomes
    7. Reputation Is Not a Momentary Phenomenon
    8. Don’t Try This at Home
    9. Net Takeaway
  3. Chapter 1: Welcome to the Networked Ecosystem
    1. Changing the Culture
    2. The Digital Revolution Has Rewritten the Rules
    3. Collaborating, Crowdsourcing, and Co-Creating
    4. Constant Change Is the New Normal: Welcome to the “Always On” Era
    5. Dynamic Engagement versus Traditional Communication
    6. Applying the ER Model to PR
    7. Follow the Conversation—Wherever It Goes
    8. Time Is Not on Our Side
    9. Go with the Data? Not Always . . .
    10. Four Common Mistakes
    11. Note
  4. Chapter 2: Progress through the Revolutionary Storm: Why Data Science Matters
    1. Taking an Iterative Approach
    2. Not a Replacement for Good Judgment
    3. Blending and Observing Data in Real Time
    4. Combining Data Science and Behavioral Economics
    5. Break Down the Silos
    6. Overcoming Big Data Fatigue
    7. Note
  5. Chapter 3: The Digital Media Revolution Creates Completely New Business Models
    1. Relational versus Transactional
  6. Chapter 4: Breaking the Branding Sound Barrier: The Role of Reputation Strategy
    1. The Dark Matter of Marketing
    2. Why Reputation Matters
    3. Building Reputation over Time
    4. Boots on the Ground
  7. Chapter 5: Reputation and Your Brand’s DNA
    1. New Times Demand New Ideas
    2. Put Your Best Foot Forward
    3. Customers Reward Brands That Share Information
    4. Note
  8. Chapter 6: The Economics of Reputation
    1. Reputation: An Asset of Increasing Value
    2. A Competitive Factor
    3. In Pursuit of “Perfect Information”
    4. Who Owns Reputation?
    5. Reputation, Risk, and Creating Opportunity
  9. Chapter 7: Co-Creation Is Essential for Aligning Brands and Customers
    1. Relationships Still Matter
    2. Shared and Aligned Values
    3. Have We Reached the Summit?
    4. The Realm of Reverse Marketing
    5. It’s Not a Race—It’s a Dance
    6. Don’t Forget about IT
    7. It Isn’t Easy Being Transparent
    8. Note
  10. Chapter 8: The Data Safety Net: Leveraging Evidence in the Midst of Crisis
    1. Word of Mouth versus Digital Listening
    2. Understanding When a Message Resonates
  11. Chapter 9: Reputational Partnering
    1. Developing an Objective Process
    2. Partnerships Are Essential
    3. Employee Engagement
    4. Generating Value for All Parties
  12. Chapter 10: The Reputation Culture
    1. Focus on the Customer Experience
    2. Back to the Future?
    3. A/B Testing and Randomized Controlled Trials
    4. Managing Change
    5. Note
  13. Chapter 11: The Reputation Payoff: The High Stakes of Crisis Leadership
    1. The Crisis Never Reads Your Plan
    2. Dealing with the Psychology of Crisis
    3. Notes
  14. Chapter 12: The Future of Reputation Strategy
    1. What Next?
    2. Conclusion
  15. Recommended Reading
  16. About the Book
    1. Meet Our Experts
    2. About the Author
  17. Index
  18. EULA