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Findings and Conclusions from the Online Comments Report 2015

Published by Unai Admin

18/07/2025

Findings and Conclusions from the Online Comments Report 2015

The Online Comments Report is an analysis model that evaluates comments made voluntarily on the Internet by the stakeholders as well as their impact by the dimensions that constitute corporate reputation. According to the researchers, the online Comments Report has become a "management tool". On its 4th year, the Online Comments Report consolidated itself as a worldwide standard for reputation management on the Internet. The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account when developing a strategy of positioning on the Internet. For the 4th issue of Online Comments Report, analysis of 47,903 URLs, 24,692 mentions, 68 corporate brands and 15 industries and the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google were carried out. One more year, the Report evaluates comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance. This strategic focus has been applied to 70 companies based in Spain, Argentina, Brazil, Colombia, Ecuador, Peru and Portugal. The Report's conclusions highlight that, one year later "Consumer Electronics" still leads the chart in terms of awareness and recognition. This sector increased in more than three points positive evaluation contained in comments thanks to the positive assessment of the categories of Workplace, Citizenship and Products and Services. By dimensions, Innovation and Leadership achieved the best results regarding recognition Companies are now generating their own content, confirming the trend identified in last year’s report. Last but not least, regarding the findings by networks, the report shows that after four years, Google is still the network that scores better in terms of awareness. The Online Comments Report, a Pioneering Model The Online Comments Report is a research tool that enables the evaluation of the impact that online comments have on corporate reputation. It is used as a diagnostic tool and allows the classification of comments made on the Internet according the seven key dimensions driving corporate reputation and established by Reputation Institute: Products/Services, Innovation, Workplace, Governance, Citizenship, Leadership and Financial Performance. The Report provides a clear idea of what stakeholders are saying about a brand and what those comments mean. It also shows the positioning of a brand regarding its competitors in specific markets and helps companies to identify important trends and insights. Until now, companies in nine different countries around the world have used this model for more than seventy ad-hoc researches. Besides, this initiative was a finalist for the prestigious Digital Communication Award 2013 within the Digital Monitoring and Evaluation category, where it competed with Bosch Siemens and Wikipedia.


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A New Communication Model - Roger Bolton

Published by Unai Admin

18/07/2025

A New Communication Model - Roger Bolton

A New Communication Model - Roger Bolton

Masterclass on Communication by Roger Bolton (President, Arthur W. Page Society), where he presents a new communication model: Building Belief. Besides, Bolton talks about the key points of the research Corporate Character: How Leading Companies Are Defining, Activating & Aligning Values.




21/10/2014

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Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Its Contribution to Reputation Follow live video streaming of the masterclass by Paul A. Argenti

Madrid, 16 October, 2014. Today we are holding a presentation of the newly published title in the Corporate Excellence Series, Comunicación estratégica y su contribución a la reputación (Strategic Communication and Its Contribution to Reputation). This is the Spanish version of Corporate Communication, a comprehensive manual by Paul A. Argenti.Corporate Excellence Series also includes Alinear para ganar (The Alignment Factor) by Cees van Riel and Reputación Corporativa (Corporate Reputation) by Carreras, Alloza and Carreras. Today, at 7 p.m. we will start a live broadcast of the masterclass delivered by the book’s author, a renowned expert in corporate communication. Paul A. Argenti, Professor of Corporate Communication at Tuck School of Business (Dartmouth), one of the top international experts both in the academic domain and strategic consulting, and a member of Corporate Excellence’s Advisory Board. The expert will deliver a masterclass for all participants of the presentation. He will also sign copies of the book and take part in the discussion and a networking cocktail which will conclude the event. Click here to watch the interview the expert gave to the Corporate Excellence team during our Global CCO course at Tuck School. The strategic function of corporate communication as well as the urge to find its right place within the organizational structure at the same level as other key corporate areas such as finance, strategy, human resource or operations, is an unstoppable trend. This is because all companies in the 21st century need to manage their intangible assets and resources in an excellent and integrated way in order to achieve success and continuity both in terms of brand and corporate reputation. The book is a practical guide designed to help organizations implement advanced communications strategies which will differentiate them from competitors and through a good reputation build strong relations with customers, employees, investors and the society in general. In order to illustrate this point, the book uses the cases of Abertis, Agbar, Banco Santander, Bankinter, BBVA, CaixaBank, Corporate Excellence - Centre for Reputation Leadership, Correos, Danone, DKV Seguros Médicos, Ferrovial, Gas Natural Fenosa, Iberdrola, MAPFRE, REPSOL and Telefónica. A great contribution of this book is its review of major Spanish companies’ success stories which allow the reader to apply the knowledge and expertise provided by Paul A. Argenti to his or her own organization. In line with our objective to share knowledge, we are offering the book’s first chapter and contents for a free download. The book’s review is also available. This and other titles are available in Corporate Excellence Series.


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Sustainability as a Driver for Brand Value Creation

Published by Unai Admin

18/07/2025

Sustainability as a Driver for Brand Value Creation

Sustainability as a Driver for Brand Value Creation

Workshop «Sustainability as a driver for brand value» held in March 2014 jointly Between-Us. Bodegas Torres Business Case is presented at the workshop as a best pratice. Bodegas Torres is a Spanish wine factory created in 1870 by two brothers, Jaime and Miguel Torres. Since 1870, five generations of the Torres family were able to make a place among the wine world. Bodegas Torres case tells how this small family business has introduced the sustainability perspective inside the business strategy and over time, it has turned into an empire, retaining its prestigious reputation and the exceptional quality of its products. Interview with Jan der Kaaij, Managing Partner Between-Us, at the Workshop "Sustainability as a Driver for Brand Value" held in March 2014. Jan der Kaaij explains us the importance of sustainability to engage and align stakeholders with the global strategy.

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08/10/2014

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Strategic Communication and Reputation - Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Reputation - Paul A. Argenti

Strategic Communication and Reputation - Paul A. Argenti

Masterclass by Paul A. Argenti (professor, Tuck School of Business and Advisory Board, Corporate Excellence - Centre for Reputation Leadership), where he talks about Strategic Communication and Reputation. There he also talks about his book, published jointly with Corporate Excellence.




03/10/2014

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