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European Communication Monitor 2018

Published by Unai Admin

18/07/2025

European Communication Monitor 2018






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The Impact of digital and social media on reputation management

Published by Unai Admin

17/07/2025





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¿Cuál es el futuro de la comunicación y las relaciones públicas?

Published by Unai Admin

18/07/2025

¿Cuál es el futuro de la comunicación y las relaciones públicas?

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Viernes de lectura especial: Black Mirror

Published by Unai Admin

18/07/2025

Viernes de lectura especial: Black Mirror

Viernes de lectura especial: Black Mirror

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Nieves Jiménez (El Corte Inglés) nos habla sobre la medición de la marca y reputación en El Corte Inglés

Published by Unai Admin

17/07/2025

Nieves Jiménez (El Corte Inglés) nos habla sobre la medición de la marca y reputación en El Corte Inglés







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Principales conclusiones de la presentación del Anuario de la Comunicación 2015 de DIRCOM

Published by Unai Admin

18/07/2025

Principales conclusiones de la presentación del Anuario de la Comunicación 2015 de DIRCOM



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La comunicación móvil, clave para la gestión de stakeholders. Se presenta el European Communication Monitor en Madrid

Published by Unai Admin

18/07/2025

La comunicación móvil, clave para la gestión de stakeholders. Se presenta el European Communication Monitor en Madrid



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Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Published by Unai Admin

18/07/2025

Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.


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Trust is key for building the reputation

Published by Unai Admin

18/07/2025

Trust is key for building the reputation

Trust is key for building the reputation

Madrid, January 26, 2012. Trust in companies, governments and NGOs decreased significantly in Spain, according to the results of Edelman’s Trust Barometer 2012, a report presented today in Madrid in the Spanish office of the European Commission. The study reveals a sharp decline of trust in governments, year on year (27 points). Business also demonstrates a decrease in the level of trust from 53% to 32%. According to Alan VanderMolen, President and CEO of Edelman Global Practices, this may mean a great opportunity for companies. In terms of industries, Technology companies are still the most trusted companies in Spain (72%), followed by the sector of Food and Beverages (67%). Financial Services and Banking are the least trusted sectors, coming in the last two lines of the rating respectively. The study reveals differences between the expectations of the society and performance of companies. Values such as “treating the employees well”, “placing customers ahead of profits” and “offering high quality products or services” are of paramount importance at the time when it is necessary to build trust. Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, stressed that today power is in the hands of stakeholders and that reputation management implies responsiveness to the expectations of stakeholders. According to Alloza, the key is to do what one promises and to do it well. Alloza also emphasised the need to create a common roadmap for the public and private sectors in order to develop new trusted brands based on integrity, transparency and long-term vision. Growing credibility of the employees and “someone like you”. As for the credibility of information sources, results of the study point to a significant change of roles. Employees and the figure of “someone like you” are becoming more and more important, 24 points higher in both cases – a significant increase of trust. On the opposite, trust in the CEO plunged dramatically (18 points), hitting the last but one position. NGOs are still reported to be the most trusted institution by the society. Growth of trust in the social media With respect to the sources of information, the study shows a significant growth (7%) of trust in the social media, which comes 6 points ahead of the corporate information sources. Traditional mass media are still the most trusted sources, although the level of trust decreased slightly. Participants of the presentation included Alan VanderMolen, President and CEO of Edelman Global Practices, Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, Javier Noya, Chief Researcher for International Studies of Real Instituto Elcano, and Miguel Ángel Aguirre, CEO of Edelman Spain.


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LATAM - Approaching the Future 2021: Tendencias en reputación y gestión de intangibles

Published by Unai Admin

18/07/2025









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Trends & reputation: Stories of Tomorrow

Published by Unai Admin

18/07/2025





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Webinar Trends & Reputation: Buenas prácticas en comunicación publicitaria (Exclusivo Empresas Miembro)

Published by Unai Admin

18/07/2025





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