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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 provid...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Somerset :
Wiley,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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-CreatingConstant 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 SilosOvercoming 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 FactorIn 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 PartneringDeveloping 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.