David Rockland, Partner and MD, Ketchum Global research Network
Dow case study ( diversified Chemicals company)
- Hired Ketchum in 2000 prior to purchase of Union Carbide ( of Bhopal Gas tragedy)
- How will merger help the reputation of these two companies. Both have legal issues. Dow needed a reputation management system to track progress of reputation management campaigns.
- Evaluation is on how messaging – all ways of messaging – of how what and when they need to say things..one of the things that happened is that their messaging and their advertising is around technology ; of how innovative they are…and also this doesn’t resonate well. To grow reputation, one has to put a human face and a personality about the company.
- Focused on a group called Influentials. Top 10-12 of a country’s population. They lead public opinion. If you isolate this group of people, it is a very effective way to lead the campaign…as the rest of the country will come along with them – this survey also validated that we need to put a human face to the chemical company
Stake holders groups: desired outcomes
- Employees – stay loyal
- Customers – loyal
- Shareholders – buy and hold Dow stock
- Communities – perceive Dow as respected corporate citizen
- Infleuntials – Likelihood to recommend Dow stocks
- Media – recognized as a business leader
The idea was to pull these groups together and keep them glued in.
“The Human element campaign “
In the periodic table, add the Human Element. Launched globally and successful throughout. Brand equity – gone up 25 % and Stock price gone up 29 % .
So, does this work and how does it work ?? IN our tracking we did every six months, our surveys bring out the fact that people know about this. The real test of the campaign is that through 2007, as a result their equity and stock prices have gone up. They are way ahead of their competitiors and a lot of this is being attributed to it.
How you do it ?
Look at connecting the dots statistically. You know what ppl should do, and what values and attributes drive the message The survey is to check about values, attributes etc.. and also you correlate these things. Look for drivers for each stake holders group where such data are available.
Values which are emphasized In each country
Honest – UK, US, India
Responsible – US, UK, India
Visionary – S. Africa, India
Accountable – US, Spain, Germany, India
Proactive – Netherlands, Russia
Intriguing – Netherlands, Spain
Respected – UK, US, Netherlands, Russia
What do you want people to do and what messages are going out for them to act on these messages ??
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