Reputation strategy and analytics in a hyper-connected world
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 c...
| Other Authors: | |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, New Jersey :
Wiley
2016.
|
| Edition: | 1st edition |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629863406719 |
Table of Contents:
- Intro
- Reputation Strategy and Analytics in a Hyper-Connected World
- Contents
- Acknowledgments
- Introduction
- Brand Does Not Equal Reputation
- Reputation Strategy: The Proof of a Successful Brand Management Program
- A Delicate Balance of Multiple Inputs
- New Tools for Extracting Value from Streams of Data
- Reputation Exists in a Complex Communications Ecosystem
- Prediction Is Key to Better Outcomes
- Reputation Is Not a Momentary Phenomenon
- Don't Try This at Home
- Net Takeaway
- Chapter One Welcome to the Networked Ecosystem
- Changing the Culture
- The Digital Revolution Has Rewritten the Rules
- Collaborating, Crowdsourcing, and Co-Creating
- Constant Change Is the New Normal: Welcome to the "Always On" Era
- Dynamic Engagement versus Traditional Communication
- Applying the ER Model to PR
- Consider the Communication Ecosystem
- Follow the Conversation-Wherever It Goes
- Time Is Not on Our Side
- Go with the Data? Not Always . . .
- Four Common Mistakes
- Note
- Chapter Two Progress through the Revolutionary Storm: Why Data Science Matters
- Taking an Iterative Approach
- Not a Replacement for Good Judgment
- Blending and Observing Data in Real Time
- Combining Data Science and Behavioral Economics
- Break Down the Silos
- Overcoming Big Data Fatigue
- Note
- Chapter Three The Digital Media Revolution Creates Completely New Business Models
- Relational versus Transactional
- Chapter Four Breaking the Branding Sound Barrier: The Role of Reputation Strategy
- The Dark Matter of Marketing
- Why Reputation Matters
- Building Reputation over Time
- Boots on the Ground
- Chapter Five Reputation and Your Brand's DNA
- New Times Demand New Ideas
- Put Your Best Foot Forward
- Customers Reward Brands That Share Information
- Note
- Chapter Six The Economics of Reputation.
- Reputation: An Asset of Increasing Value
- A Competitive Factor
- In Pursuit of "Perfect Information"
- Who Owns Reputation?
- Reputation, Risk, and Creating Opportunity
- Chapter Seven Co-Creation Is Essential for Aligning Brands and Customers
- Relationships Still Matter
- Shared and Aligned Values
- Have We Reached the Summit?
- The Realm of Reverse Marketing
- It's Not a Race-It's a Dance
- Don't Forget about IT
- It Isn't Easy Being Transparent
- Note
- Chapter Eight The Data Safety Net: Leveraging Evidence in the Midst of Crisis
- Word of Mouth versus Digital Listening
- Understanding When a Message Resonates
- Chapter Nine Reputational Partnering
- Developing an Objective Process
- Partnerships Are Essential
- Employee Engagement
- Generating Value for All Parties
- Chapter Ten The Reputation Culture
- Focus on the Customer Experience
- Back to the Future?
- A/B Testing and Randomized Controlled Trials
- Managing Change
- Note
- Chapter Eleven The Reputation Payoff: The High Stakes of Crisis Leadership
- The Crisis Never Reads Your Plan
- Dealing with the Psychology of Crisis
- Notes
- Chapter Twelve The Future of Reputation Strategy
- What Next?
- Conclusion
- Recommended Reading
- About the Book
- Meet Our Experts
- About the Author
- Index
- EULA.
