WHY REPUTATION MATTERS FOR CEOs

Christophe Ginisty

Friday 12 May, 2017

ME, MYSELF AND I…- FOUNDER OF AGOREP (SOCIAL MEDIA INTELLIGENCE

CONSULTANCY) - CREATOR OF THE REPUTATIONTIME CYCLE OF CONFERENCES - HEAD OF DIGITAL FOR THE BENELUX @KETCHUM - HEAD OF DIGITAL AT FTI CONSULTING EU - FORMER IPRA PRESIDENT - EDELMAN’S EUROPEAN DIGITAL EVANGELIST (2011 – 2012)- FOUNDER OF INTERNET SANS FRONTIERES- CREATOR & MD RUMEUR PUBLIQUE- TV CONSULTANT - BLOGGER SINCE 2004 - VISITING PROFESSOR

What are CEOs’ specific reputation challenges?

Distrust

Credibility

Accountability

Empathy

WHAT IS REPUTATION?

RATIONAL IRRATIONAL

Reputation is the sum of images that people have of a leader nurtured by the following criticalcomponents: performance, history, behavior, as well as communications.

You work on your image, You earn your reputation

But here is what most CEO are understanding about reputationchallenges…

Social media users, journalists…

7 GOLDEN RULES TO SURVIVE

§ In control § Public § Inspirational§ Clear§ Accessible § Convinced§ Accountable

BE

BE IN CONTROL SHOULD YOU WANT IT OR NOT, PEOPLE ARE TALKING ABOUT YOU –DON’T LET PEOPLE SPEAK ON YOUR BEHALF –DON’T LET PEOPLE INTERPRET YOUR SILENCE –MANAGE THE AGENDA –SELECT WHAT YOU WANT TO SHARE –SET THE TONE –BECOME THE MAIN CHARACTER OF YOUR OWN STORY

BE PUBLIC STAND OUT BY PROACTIVELY BECOMING AN IDEA STARTER –COMMUNICATE–EXPRESS YOUR VALUES –SHARE YOUR PURPOSE–SET YOUR GOALS –BE SPECIFIC

BE PUBLIC STAND OUT BY PROACTIVELY BECOMING AN IDEA STARTER –COMMUNICATE–EXPRESS YOUR VALUES –SHARE YOUR PURPOSE–SET YOUR GOALS –BE SPECIFIC

BE INSPIRATIONAL IN THE SOCIAL MEDIA ERA, REAL LEADERS ARE EASY TO FOLLOW –COMMUNICATE WHERE YOUR TARGET AUDIENCE IS–THINK “IMPACT” –TELL STORIES THAT MOVE PEOPLE –EXPRESS DOUBTS AND ASK QUESTIONS –SHOW YOU CARE

BE CLEAR PEOPLE DON’T HAVE TIME TO DEAL WITH CONFUSION- BE STRAIGHTFORWARD - BE BRIEF- BE SINCERE- BE CONSISTENT ON THE LONG TERM - BE FOCUSED - DON’T SPEAK TOO MUCH

BE ACCESSIBLE SOCIAL NETWORKS HAVE CONTRIBUTED TO BUILD BRIDGES BETWEEN PEOPLE –BE CONNECTED–BE LIVE (SOMETIMES) –BE YOUR OWN AUTHOR–BE AS TRANSPARENT AS POSSIBLE –BE HUMAN

BE CONVINCED AS THE CEO, YOU ARE THE ONE WHO DECIDES AND SET THE AGENDA FOR THE ORGANISATION –DON’T BE SHY TO EXPRESS DECISIONS–DON’T BE SCARED TO BE PUBLICLY CRITICIZED–DON’T BE VISIBLY MOVED BY HOSTILITY–BECOME THE MESSAGE –FREQUENTLY REMIND THE KEY MESSAGES –UPDATE ON PROGRESS

BE ACCOUNTABLE AS THE LEADER, YOU ARE RESPONSIBLE FOR THE ENTIRE ORGANISATION –ALWAYS SHOW YOU CARE–CONDEMN ANY UNACCEPTABLE ATTITUDE– APOLOGIZE WHEN APPROPRIATE–FIX THE PROBLEMS–TURN ISSUES INTO OPPORTUNITIES

Onemorething…

Onemorething…

BE FAST!

One{final}morething…

HAVE YOUR TRIBE BELIEVE IN YOU

IS YOUR CEO

IN CONTROL PUBLIC

INSPIRATIONAL CLEAR

ACCESSIBLE CONVINCED

ACCOUNTABLEAND FAST

AND SUPPORTED

?

§ In control § Public § Inspirational§ Clear§ Accessible § Convinced§ Accountable§ Fast§ Supported

BE

WHERE TO START?

YOU

WHATDOYOUDO?

HOWDOYOUDOIT?

WHYDOYOUDOIT?

These are the 3 building blocks on anybody’sreputation. And thisis what people wantto know about you.

THEM

WHATTHEYKNOW

WHATTHEY

ASSUME

WHATTHEYCAREABOUT

WHATTHEYGETFROMYOU

How can youinfluence this?

Thank you.