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Reputation management in a digital world Presentation by Ross Taylor, Group Digital Director Dr. Nick Broughton, Pharmaceuticalethics.com

“Lose money and I will forgive you, but lose even a shred of reputation and I will be ruthless…. We will not trade reputation for money” Warren Buffet, 2009

A 7 per cent increase in word of mouth advocacy unlocks 1 per cent additional company growth. A 2 per cent reduction in negative word of mouth boosts sales growth by 1 per cent. “The economics of buzz study” London School of Economics, 2005

average consumer is worth $210 average detractor costs the company $57 average promoter generates $328

Where to start?

Structure The value of reputation How Prepare Understand the audience Listen For what? Zicam….? iPhone4 Plan What will happen when you open the door? Kitkat/Greenpeace/Palm Oil Engage How? BP? iPhone Integrate Reputation management doesn’t happen in isolation – storing nuts for winter Dell? Analyse Challenge What are the barriers stopping you from effective reputation management How could you overcome these? Feedback

1. Prepare 3. Plan

1. Prepare 1. Be Prepared!

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2. Listen….

Company Name Company URL Products Public Facing Employees Competing Products Descriptions

Avastin rejected by NICE

Listening – Motrin

3. Plan ahead

4. Engage

iPhone4 Apple stock lost $12 BILLION over 4 days!

5. Integrate

6. Analyse

53 the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages

Your challenge EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)

What are the top 5 reasons that are preventing you from engaging in effective reputation management (both positive and negative)? How could these best be overcome? What would you most like to change in how you approach reputation management? Challenge

Areas of challenge Compliance Operational Financial Resources Priorities

Thank You! This presentation is available on Slideboom: www.slideboom.com/presentations/220225/HCA-Reputation-management-presentation Ross Taylor @rosstmw rtaylor@tmw.co.uk EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU) Dr. Nick Broughton nick.broughton@pharmaceuticalethics.com