Archive for October, 2010

For BusinessCast #171 Robert and I sat down with Dave Fleet,VP, Digital at Edelman (Toronto) to address a scenario that businesses around the world are increasingly having to address. And, the stakes could not be higher: your business reputation…which, of course means either the success of your business success or its downfall.

Here is the scenario (as applied to a large financial institution):

A Canadian-based financial services company has launched a campaign that renews one of its seasonal consumer-based investment products (e.g. RRSPs). They have spent their resources on traditional media (including television, radio, direct mail, in-branch literature and outbound telemarketing) as well as leveraged their permission-based email program, search engine marketing and ad-buys on some well-known consumer sites (e.g. national and local newspapers as well as investment sites).

Everything seems to be going on as expected but, then they get thrown a curve ball: Four days ago their call centre started receiving a dramatic increase in calls revealing that a message is floating across Facebook that their investment product is somehow unreliable.  At the same time, one of the SVPs has just seen that a local financial community influencer with nearly 10,000 loyal Twitter followers has just posted a message slamming the product. Finally, the spill-over is having an impact on in-branch conversations with consumers as well as in the B2B areas of the bank.

In BusinessCast #171 Dave provides insights about how to use social media to protect the business reputation by answering the following questions — questions that are applicable to all businesses facing this type of scenario:

• What are the most immediate actions that you would advise the company to take?
• What is the best way to evaluate the damage done to the reputation of the brand and its product?
• What can the company do to make sure that there is little spill-over into other areas of the its business?
• What are the measures of success that you would recommend to demonstrate success?
• What kind of timetable is required to execute the key recommendations?
• In what areas are the major hard dollar costs associated with the key recommendations?
• What are the most common knee-jerk reaction activities that the company should avoid taking?

Listen to BusinessCast #171 for Dave`s insights on how to use social media to protect and enhance the reputation of your business.

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Whether you’re new to managing a business or are an old hand at using management tools, practices and literature, there is no doubt that you’ve been touched one way or another by the writings and insights of management/leadership guru, Dr. Henry Mintzberg. For over 40 years, Mintzberg has been the Canadian business thought-leader.

With 15 internationally acclaimed inventive and practical business books to his credit, Dr. Mintzberg has added a new title to his repertoire — and, it just may make him a household name on the scale of Malcolm Gladwell (The Tipping Point), Jim Collins (Good to Great) and Tom Peters (In Search of Excellence). The new book, entitled,  “Management? It’s Not What You Think!” is written for today’s busy manager/leader — in that its structure, content and language reads more like a series of provocative and insightful blog articles than a lengthy academic tome.

For BusinessCast #170, Robert and I sat down with Henry Mintzberg to talk about his new co-authored book, some of his previous best selling books, and to get his insights into today’s most critical management/leadership issues. We were surprised with his take on some of the challenges central to the success of all managers/leaders…and we suspect you will be too.

Listen to BusinessCast #170 and find out what the Nation’s business thought-leader has up his sleeve.

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