You only learn to appreciate a lot when you have lost it. Large companies with valuable brands have long been aware of this. They know (or have painfully experienced) that it is above all immaterial values that determine the success or failure of their business. Reputational risks usually emanate less from your own product than from the behaviour and decisions of managers: corruption, misuse of data, lies. Reputational risk has many faces. Today, companies know that the resulting damage cannot always be directly reflected financially, but leaves deep traces in the confidence of consumers, investors and employees, and that it can take a long time to deal with such damage. The actual loss in value is then preceded by painfully noticeable restrictions on the “licence to operate”. It’s like private life: Anyone who misbehaves does not necessarily lose their job immediately. But you are no longer invited to parties so often.
The Social Web has provided new qualities in every respect. It has dramatically accelerated the spread of reputation-effective information and increases the pressure to be able to act and speak at all times. In some companies the idea still prevails today that one could escape this pressure by simply avoiding the social channels. Experience shows that this can be all the more expensive for a company’s reputation. Because it’s still true: “The net doesn’t forget” and “What you can’t find in Google doesn’t exist”. Clever companies have drawn the conclusion from this that they should use their own channels (“owned media”) to ensure that their own positions and content are available unadulterated and that the desired interactions and dialogue are made possible through their own social media offering.
In the consulting approach of crossrelations, we deal with the constituent factors of reputation. An important central aspect is the ethical profile of a brand or a company. All studies show that companies are increasingly measured along their approach to Corporate Social Responsibility. Aspects such as good leadership, sustainability or good civic behavior are in many cases more important today for a company’s reputation than its products and services.
See for yourself: Companies with high reputation values have achieved this by standing with openness and reliability for things that are also important to people around the globe, such as fairness, diversity and integration, environmental protection or education. As consultants, we are at home on this terrain: we are familiar with the issues of responsibility, know the key stakeholders and know how credible and effective content must be. In this way, we ensure a strategic position in your stakeholder environment, strengthen your topic profile and handle critical issues for you.
The expectations and challenges of the stakeholder environment are high. With convincing content and effective dialogue formats, we ensure that you meet these expectations. Content is beautiful, but does a lot of work.
Content is King! So you can read at each agency wall. Basically the sentence is right. Since we don’t just want to swim in the floods of content that are now flooding the Internet, but want to be on top, we stick to the motto: Outstanding content is King! The times in which companies can generate attention simply by generating content are over. Only those who pursue their goal with clear, authentic messages do not drown in the masses. It is therefore important to answer a number of questions in advance:
– How can the interests of my brand be protected in the spheres of the social web?
– How can we understand what is happening to our content?
– Will we be equal to the accompanying dialogue?
The aim of content marketing is to bind target groups on the net and deepen dialogue and trust relationships. “Enlightened” brands no longer crowd into every crack of perception. Instead, they formulate communication offers and open up their own media space. Only content that has relevance for the addressee and an attitude characterized by a sincere interest in dialogue achieves the brand goals.
This shows the strength of true cross-relations, in which we link PR and marketing as well as web analysis and SEO strategies. With our own editorial resource, SEO experts and proven specialists in the field of inbound content marketing, we can meet the challenges of our customers.
It cannot be ignored: While the Internet was still a space of possibilities and promise on the way to transferring traditional business models into the digital realm, the Social Web has radically changed the scope of corporate and product communication. In just a few years, new channels and players have emerged outside the old media system, posing new communication challenges for companies. Today, the Social Web is no longer an experimental laboratory and certainly no playground for freedom-loving grassroots activists. The major social platforms have made it part of a comprehensive business model that is based on closely binding people to these networks in order to influence their behaviour – as customers, voters, citizens – and sell this opportunity to the highest bidder.
Former target groups have now become authors themselves through social media and their platforms have become media in which they directly articulate their opinions, interests and needs. Potential reach and topic relevance have led some stakeholders to become “influencers”, influencing the public agenda and the behaviour of important target groups. These actors in the digital environment can become decisive multipliers of product or company messages due to their exponential forwarding capabilities. But they are also associated with risks. They are not subject to any code or professional ethics and can therefore ignite or accelerate fires.
Our customers have mixed feelings about this development. Many would like to tap the new potential for their business model, but at the same time they find themselves exposed to an unpredictable force field of threats and falsifications that they find unmanageable.
Together with our clients, we analyse their needs and initial situation and draw conclusions for the communicative approach. We develop campaigns, content and dialogue platforms along the agreed strategy. This is how we bring your topics to the web and into conversation. But even if social listening or the observation of competitors or risk issues are in the foreground of your interest, we help you to systematically use social media as a source of information.
Further focal points of our work:
– Advocacy Marketing
– Community Content and Conversation
– Digital Storytelling
– Influencer Marketing
– Social Video