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Blog post
June 25, 2019

How Much Is Reputation Worth?

When customers first hear your brand’s name, what do they think?

Business is a money-driven sector, with revenues, profits and cash flow important considerations.

Many functions can impact on a company’s ability to generate positive revenue, and your reputation is one of the most vital.

Reputation a key business concern

A recent report from professional services and advisory firm Deloitte investigates how much companies value their reputation.

The 2013 edition found damage to a reputation was the No. 1 concern for business executives. This year, Deloitte partnered with Forbes Insight to delve deeper into reputation risk.

Released in October, the 2014 Global Survey on Reputation Risk found that:

“87 per cent of executives believe reputation is more important this year than in previous years”

“88 per cent say they are explicitly focusing on reputation as a key business challenge”

Reputation closely tied to revenue and value

Reputation problems tend to have the biggest impact on revenue and brand value, according to the survey. Respondents who have experienced a negative reputation event said the areas which were affected the most included revenue (41 percent), loss of brand value (41 percent) and regulatory investigations (37 percent).

In Asia Pacific, the concern over revenue and earnings was even higher, with 56 per cent of respondents from this region naming this as most significant factor impacted by damage to their reputation.

Who is responsible for reputation risk?

Most communications professionals would be quick to put up their hand when asked who was in charge of protecting their company’s reputation.

However, the Deloitte survey found that the responsibility for managing reputation risk actually falls on the shoulders of those in the executive-suite. Just over one-third (36 per cent) of respondents named the CEO as the key player, followed by the chief risk officer (21 per cent), board of directors (14 per cent) and chief financial officer (11 per cent).

What should you be keeping an eye out for?

There are unfortunately many things that could potentially damage your company’s reputation the public eye. These include ethics and integrity risks (55 per cent), such as fraud and corruption. This is followed by security risks (45 per cent), like physical break-ins and cyber breaches. Finally, respondents also named product and service risks (43 per cent), including those that may impact on safety, health and the environment.

Looking to the future

Reputational risk is a growing concern across the globe, so it is not surprising that many companies are planning to increase their investment in risk management strategies.

In particular, more than three-quarters of companies in the Asia-Pacific region (78 per cent) are planning to invest more in data collection related to reputation. This includes media monitoring and surveying tools to track mentions on traditional and digital media platforms.

This report demonstrates how important it is for any business to be keeping tabs on their reputation. Receiving real-time updates and media analysis can give companies the ability to respond and manage negative reputation events before they affect the organisation as a whole.

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Here are ways you can use Snapchat in your business

Rather than reaching a mass audience, Snapchat allows you to send messages directly to your group of subscribers. Snapchat messages or ‘stories’ allow you to combine photo, video, text and audio in a unique way to interact directly with fans.

Before you start using Snapchat for business, get to know the platform by using a personal account. Snapchat has lots of great features like filters, emoji and music effects, and you should know your way around these before you start messaging on behalf of your business.

Be original when you use it. Ensure you’re posting content that’s specifically created for Snapchat and get creative. Follow a few other brands and businesses and get a feel for what they’re posting.

Once you’ve got the hang of the platform, you’re ready to examine your audience. Snapchat users tend to be younger, so if you’re looking to reach the 18 to 24 audience, you’re in luck. And once users pick up Snapchat, they get hooked – there are over one billion views of Snapchat stories daily.

Send a special offer or discount

Your Snapchat subscribers are engaging with you in a different way to fans on Facebook or followers on Twitter. They’re agreeing to receive your content directly to their phone, and you should treat them in the same way you would your mailing list subscribers. So be generous and turn them into powerful advocates for your business. A great way to do this is to develop Snapchat-only offers that they can redeem using the code or URL you provide in the message.

Access influencer networks

If you’re not prepared to invest the time to build an audience, or if you want to use Snapchat as part of a broader marketing campaign on a one-off basis, partner with an influencer. They will broadcast your sponsored content to their audience, and you’ll reap the benefits. Alternatively, have an influencer take over your account. You’ll get their creative take on your business while accessing their audience.

Broadcast from ‘behind the scenes’

Give your audience a unique point of view by using Snapchat to ‘broadcast’. Whether it’s a scene from your office, a conference or a product launch, a Snapchat story gives a unique point of view to your audience and gives them a deeper understanding of what your business is about.

Deliver ‘private’ content

Unlike other social platforms such as Twitter or Facebook, where the aim is to show your content to as many people as possible, Snapchat allows you to send content directly to your subscribers. This can be a benefit if you’re looking to trial a new offer or want to reward people who are committed advocates for your brand. Making content exclusive to Snapchat creates another level of access for your audience, so the more effort you put into creating this ‘exclusive’ content, the more you’ll gain from it.

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How To Grow Your Business With Snapchat?

Rather than reaching a mass audience, Snapchat allows you to send messages directly to your group of subscribers. Snapchat messages or ‘stories’ allow you to combine photo, video, text and audio in a unique way to interact directly with fans.

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Credit keeps the world economy moving, with Visa, MasterCard and American Express brand names easily identifiable. As time passes by, we can see a definitive shift taking place, with each of these brands increasingly becoming part of conversations taking place around the world.

This Global Report, powered by Isentia and Pulsar's data, analyses international trends and zeroes in how credit card incentives are discussed in Singapore.

Fill up the form below to download the whitepaper and read more.

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Whitepaper
[Pulsar Report] Transactions & Reactions: The Online Credit Card Conversation

Credit keeps the world economy moving, with Visa, MasterCard and American Express brand names easily identifiable. This Global report sheds light on international trends and zeroing in on how credit card incentives are discussed in Singapore.

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The social trends and audience behind healthy drinking behaviour

While the pandemic and lockdowns made some people more likely to grab an alcoholic drink, audience interest in low alcohol or no alcohol drinks keeps growing online, both globally and in Australia. 

But what events are driving Australians towards the #sobercurious lifestyle? And which brands are piquing their interest?

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According to data from our sister company Pulsar, social conversation and search interest in low-no-alcohol peaked in April '21-Oct '21 as the press announced a $1 million government grant (as part of the Australian Government’s Modern Manufacturing Strategy) was awarded to Modus Operandi Brewery to manufacture a non-alcoholic ale, NORT. The mentions of low/no-alcohol experienced a peak in June, leading to Dry July and Sober October.

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Mention metrics show that health and socialising are major motivational drivers for Australians when choosing a drink of the low/no-alcohol variety. The two are closely related, as prominent tags associated with low/no-alcohol mentions are #mindfuldrinking, #soberissexy, and #soberdating.

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Meanwhile, popular millennial and gen z media outlets like Fashion Journal and Refinery29 are reporting on how-tos and the benefits of sober dating. Young Australians are reading that by avoiding the booze, their anxiety is reduced, and they are setting themselves up for relationship success.

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Mental health improvements associated with the trend aren’t the only benefits being publicised; the physical gains are too. Australian media personality Erin Holland told Women’s Health Magazine that her preparation for the popular reality series SAS Australia involved a strict no-alcohol rule. Rugby union Wallaby player Radiko Samo credited a no-alcohol stance to his improved performance on the field.

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The data also suggests Australians genuinely enjoy the taste of low/no-alcohol beverages followed by ethical reasons. For centuries, abstinence from alcoholic drinking has been tied to ethical beliefs, but open discussion and acknowledgment of Australia’s amoral history keep this motivator current. Aboriginal-owned and led non-alcoholic craft brewers SOBAH advocate for this and aim to break toxic Indigenous stereotypes by providing “healing opportunities outside the reliance on government funding and control."

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Globally, drinks like beer, vodka, and whiskey tend to be more popular, but Australian consumers are hitting the spirits and mixers. Non-alcoholic cocktail bars were springing up across Australian metropolitan areas like Brunswick Aces in Melbourne, giving non-drinkers a chance to socialise without feeling left out. From hotels to online delivery services, hospitality businesses connect with Aussies’ healthier lifestyle choices. In particular, small-batch distilleries and breweries utilising bush tucker flavours are getting covered in widely read hospitality and entertainment sites like Broadsheet. 

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Australian-made distilleries are also proud to represent the small-batch, independent ethos which aligns with the Aussie tendency to support one-of-kind artisanal producers over big-name brands.

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British and Australian brands Seedlip and Lyre’s appear as the most mentioned across media platforms between July-November 21. In the news, Aussie founded Lyres had taken out best non-alcoholic spirit for their Italian spritz at the San Francisco World Spirits Competition. Seedlip took out two non-alcoholic spirit awards in the Australian Drinks Awards held in November 2021.

While we might expect fitness enthusiasts to be discussing the benefits of lowering alcohol consumption online, a deep dive into the different audiences talking about low alcohol brands reveals this is a popular conversation amongst more niche subcultures.

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Across twitter, discussions of non-alcohol spirits are popular amongst Australian bookworms. Popular non-alcoholic brands like Lyres and Seadrift use old-fashioned or themed storytelling as part of their branding language—an aesthetic that lets  literary lovers know they ”can enjoy the mirth and merriment of a soiree or shindig” without alcohol. This group is also keen to share with their community the book they are currently reading and a matching mocktail.

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This trend continues to grow as Aussies aspire for optimal performance at work, in their social and romantic lives, and for their overall wellness. The data shows Aussies celebrating and sharing their alcohol-free experiences with their digital communities, and with the backing from the government and smaller brands taking out big awards, this trend continues to offer Australians an opportunity to get on the wagon.

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This blog was produced using data from our sister company 
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Thought Leadership
Australia gets on the wagon: what’s driving low and no alcohol trends
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The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements.

Isentia, the leading media intelligence and insights solutions provider in the Philippines and Asia-Pacific, has created a report documenting the first 30 days of the Philippine Presidential Election campaigns.

The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022.

Fill up the form below to download the whitepaper and read more.

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Whitepaper
ISENTIA PHILIPPINES – The First 30 Days: The Philippine Presidential Race Campaign Period at a Glance

The Philippine presidential candidates have had various strategies for their campaigns since their announcements via mainstream and social media. The public has had varied reactions to their movements. The study seeks to comprehend the themes and sentiment of the media and digital public discussions on the identified candidates since the official campaign period from 8 February 2022 to 9 March 2022. Fill up the form to download the whitepaper and read more.

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