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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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How Do Consumers Perceive Corporate Social Responsibility? [Infographic]

How Do Consumers Perceive Corporate Social Responsibility? [Infographic] | Integrated Brand Communications | Scoop.it

Some 84% of consumers are willing to pay more for a good or service from a company they feel is socially responsible, according to a a recent survey by Lab42.

 

In fact, "buying from a socially conscious brand" ranks in the top 5 drivers (after price, quality, customer service, and variety) that influence purchase decisions.

 

So, how do consumers view companies as socially responsible?

The biggest indicator for consumers is that the company offers high-quality products, according to 70% of respondents.

Some 69% mentioned the company's reputation for being employee-friendly and fair as an indication of social responsibility.

 

To find out more about the five most (and the five least) socially responsible brands, check out the infographic based on the survey, which was fielded among 500 adults, age 18 and older, in the United States from August 14-18, 2014.

 

Russ Merz, Ph.D.'s insight:

What are some of the key social responsibility factors that determine the perception of your brand's social responsibility? Here are some useful insights. How does your brand rank?

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What’s in a Name? The Importance of Online Brand Reputation & Customer Relations [VIDEO] | Business 2 Community

What’s in a Name? The Importance of Online Brand Reputation & Customer Relations [VIDEO] | Business 2 Community | Integrated Brand Communications | Scoop.it

Watch this video to learn more about the importance of customer service via social media and how to uphold a good reputation for your brand. 


Learn how to respond to unhappy followers and customers all the while being cautious about what and how you share online.


Within our fast pace world, news travels like wildfire. Make sure your brand is on point and have a plan for the worst-case scenario. Set up social media listening tools, like Google alerts, so you are able to catch comments as they happen, promptly and directly respond to any unsatisfied customers, and test out any creative campaigns you plan on releasing via social media.



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America's 9 Most Damaged Brands

America's 9 Most Damaged Brands | Integrated Brand Communications | Scoop.it

From 24/7 Wall St.: Brand reputations are among the most prized assets major corporations have. A look at relevant surveys shows that brand valuations are often so high that they compare to the market values of the public companies that own them. But brands can fall as fast and as hard as they have climbed.

 

While a reputation can take years to build, it can be battered or ruined in a very short time. This certainly happened to J.P. Morgan after it reported a $6.2 billion trading loss in its London office. It happened to Hyundai after it overstated the gas mileage for many of its cars. In each case, customers began to worry. Many even became suspicious not only about the company’s ability to manage its business, but also about its candor with the public.

Russ Merz, Ph.D.'s insight:

Lots of ground to make up for these brands.

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Reputation And Crisis Management In The Digital World

Reputation And Crisis Management In The Digital World | Integrated Brand Communications | Scoop.it

In life, and in business, reputation is everything.That said, reputation is very fragile and it only takes one mistake to cause irreparable damage to your company’s image.This is especially true in the digital world where radical transparency and high customer expectations reign supreme. Ignoring strong public digital voices isn't an option any more. Companies have to learn to not only communicate effectively in the social media age, but to truly listen to the social chatter and respond in the way that align with both brand and customer expectations.

Russ Merz, Ph.D.'s insight:

Useful managerial advice for how to handle a crisis that could damage the reputation of a #brand or company.

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Managing Online Reputation: What to Listen for, and Where

Managing Online Reputation: What to Listen for, and Where | Integrated Brand Communications | Scoop.it

The cost of managing an online crisis or reputation issue can seem limitless:  PR, advertising, loss of sales, lost productivity, distracted executives,  competitive maneuvers, additional customer service, litigation—all can burst  budgets.

 

Worse, bad news travels online at turbo-charged speeds: A negative tweet or  nasty video can end up on mainstream media within hours. Think Domino's pizza prank, Kenneth Cole's Cairo tweet, or Gap's logo redesign.

A 2011 global study on crisis preparedness by Burson-Marsteller & PSB  found that 79% of business executives expected a crisis within 12 months, about  59% had experienced a crisis in their current or previous company. Yet, although  81% said digital and social media increasingly influence reputation during a  crisis, half the companies polled still didn't have a crisis plan.

 

Companies know to factor in social media as a key—if not foundational—element  of a reputation monitoring strategy, but they fall short in having a systematic  approach:

What to listen forHow to structure crisis listeningHow to identify critical issues

Read more: http://www.marketingprofs.com/articles/2013/10518/managing-online-reputation-what-to-listen-for-and-where#ixzz2QAhzeeM6

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Jacki's curator insight, August 5, 2014 6:35 PM

Worth a read