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Exploring Trust
Kellem Emanuele
Attego ESG Impact Solutions
Copyright Attego ESG Impact Solutions - A Division of RTI Inte...
THIS SLIDE DECK WAS ORIGINALLY PRESENTED AT THE
NOVEMBER 2017 SUSTAINABLE BRANDS NEW METRICS CONFERENCE.
FOR THE BENEFIT O...
THERE IS A SCIENCE TO TRUST
ACTIONABLE SCIENCE REQUIRES METRICS
*WHILE NEARLY EVERYONE AGREES THAT TRUST IS IMPORTANT TO B...
WE KNOW TRUST IS
TIED TO SUSTAINABILITY
*THE ISSUES THAT INFLUENCE STAKEHOLDER TRUST, AND
ARE IMPORTANT TO BUSINESS SUSTAI...
*FOR SOME STAKEHOLDERS, THE TOP PRIORITIES INCLUDE OPERATIONS, EXTERNALITIES, AND THE COMMUNITIES
AND ECOSYSTEMS THAT ARE ...
*OTHER STAKEHOLDERS ARE PRIMARILY CONCERNED WITH ISSUES RELATED TO COMPETITION BETWEEN HABITAT
PRESERVATION AND RESOURCE N...
*WHILE OTHERS ARE FOCUSED ON ENSURING EFFECTIVE STAKEHOLDER ENGAGEMENT ACROSS VALUE CHAINS.
Copyright Attego ESG Impact So...
*AND FOR OTHERS, PRODUCT LIFECYCLE, WASTE, AND THE CIRCULAR ECONOMY MOST INFLUENCE TRUST.
Copyright Attego ESG Impact Solu...
WE KNOW SOCIAL MEDIA
INFLUENCES BUSINESS VALUE
*SOCIAL MEDIA PROVIDES AN OUTLET FOR PEOPLE TO COMMUNICATE
WHAT THEY FEEL I...
IN A STUDY OF 2,000 PR CRISES
28% SPREAD INTERNATIONALLY WITHIN AN HOUR
69% REACH 11 COUNTRIES IN 24 HOURS
ONE YEAR LATER,...
COMMUNICATION CONVEYS
PRIORITY AND SENTIMENT
*SOCIAL MEDIA AND OTHER PUBLIC COMMUNICATIONS PROVIDE THE DATA
SOURCE THAT IN...
AIR QUALITY ISSUE TRACKING FOR A LARGE INDUSTRIAL PROJECT
*WE COMBINE DATA SCIENCE WITH SUBJECT MATTER EXPERTISE TO COLLEC...
POSITIVE (OR NEGATIVE) SENTIMENT
DEMONSTRATES PRESENCE (OR ABSENCE) OF TRUST
*WE CREATE AN INDEX BY PLOTTING A TRUST SCORE...
-0.12
-0.08
-0.03
0.02
0.06
0.11
MACD Signal
INCLINING (OR DECLINING) TRENDS IN SENTIMENT
REVEAL MOMENTUM GAINS (OR LOSSES...
*IDENTIFYING THE LEVEL OF TRUST AND TRACKING IT OVER TIME IS ONE PART OF A
LARGER ANALYTICAL APPROACH. WE ALSO APPLY SOCIA...
DIFFERENT EMOTIONS REQUIRE
DIFFERENT RESPONSES
Copyright Attego ESG Impact Solutions - A Division of RTI International
-1.00
-0.65
-0.30
0.05
0.40
6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 9/29 10/6 10/13...
COMMUNICATION IS NETWORKED
*EQUALLY IMPORTANT TO IDENTIFYING THE UNDERLYING EMOTIONS DRIVING
STAKEHOLDER SENTIMENT AND BEH...
*THROUGH THE APPLICATION OF THE TRUST INDEX AND OUR ANALYTICAL TOOLS, WE NOT ONLY OBJECTIVELY
IDENTIFY WHAT’S IMPORTANT, T...
IN CONCLUSION
WHILE TRUST IS LARGELY REGARDING AS INTANGIBLE, IT HAS SIGNIFICANT VALUE - TO BUSINESS,
SUSTAINABILITY, AND ...
REFERENCES
• INTANGIBLE VALUE
Prahalad, Deepa. Why Trust Matters More Than Ever for Brands https://hbr.org/2011/12/why-tru...
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Attego Trust Index

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We explore a science-based approach to measuring, monitoring, and understanding trust to facilitate meaningful stakeholder engagement and drive sustainable business. This approach, called The Trust Index, is a key component of the altumINSIGHT platform developed by Attego ESG Impact Solutions, a division of RTI International. This presentation is an annotated version of the original, which was delivered at the 2017 Sustainable Brands New Metrics Conference.

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Attego Trust Index

  1. 1. Exploring Trust Kellem Emanuele Attego ESG Impact Solutions Copyright Attego ESG Impact Solutions - A Division of RTI International
  2. 2. THIS SLIDE DECK WAS ORIGINALLY PRESENTED AT THE NOVEMBER 2017 SUSTAINABLE BRANDS NEW METRICS CONFERENCE. FOR THE BENEFIT OF THOSE WHO DID NOT EXPERIENCE THE ORIGINAL PRESENTATION, A FEW TAKEAWAY NOTES HAVE BEEN ADDED TO EACH SLIDE, INDICATED BY *. CONTACT KELLEM EMANUELE AT KEMANUELE@ATTEGO.COM WITH ANY QUESTIONS OR COMMENTS. INTRODUCTION Copyright Attego ESG Impact Solutions - A Division of RTI International
  3. 3. THERE IS A SCIENCE TO TRUST ACTIONABLE SCIENCE REQUIRES METRICS *WHILE NEARLY EVERYONE AGREES THAT TRUST IS IMPORTANT TO BUSINESS, WHAT’S MISSING IS AN OBJECTIVE, DATA-DRIVEN APPROACH TO UNDERSTAND IT. WE CREATED THE TRUST INDEX TO ADDRESS THIS CHALLENGE. Copyright Attego ESG Impact Solutions - A Division of RTI International
  4. 4. WE KNOW TRUST IS TIED TO SUSTAINABILITY *THE ISSUES THAT INFLUENCE STAKEHOLDER TRUST, AND ARE IMPORTANT TO BUSINESS SUSTAINABILITY, ARE NUMEROUS, VARIABLE, AND SUBJECT TO CHANGE. FOR EXAMPLE... Copyright Attego ESG Impact Solutions - A Division of RTI International
  5. 5. *FOR SOME STAKEHOLDERS, THE TOP PRIORITIES INCLUDE OPERATIONS, EXTERNALITIES, AND THE COMMUNITIES AND ECOSYSTEMS THAT ARE AFFECTED BY THESE. Copyright Attego ESG Impact Solutions - A Division of RTI International
  6. 6. *OTHER STAKEHOLDERS ARE PRIMARILY CONCERNED WITH ISSUES RELATED TO COMPETITION BETWEEN HABITAT PRESERVATION AND RESOURCE NEEDS TO SUPPORT A GROWING POPULATION’S RIGHT TO TRANSITION FROM POVERTY TO PROSPERITY. Copyright Attego ESG Impact Solutions - A Division of RTI International
  7. 7. *WHILE OTHERS ARE FOCUSED ON ENSURING EFFECTIVE STAKEHOLDER ENGAGEMENT ACROSS VALUE CHAINS. Copyright Attego ESG Impact Solutions - A Division of RTI International
  8. 8. *AND FOR OTHERS, PRODUCT LIFECYCLE, WASTE, AND THE CIRCULAR ECONOMY MOST INFLUENCE TRUST. Copyright Attego ESG Impact Solutions - A Division of RTI International
  9. 9. WE KNOW SOCIAL MEDIA INFLUENCES BUSINESS VALUE *SOCIAL MEDIA PROVIDES AN OUTLET FOR PEOPLE TO COMMUNICATE WHAT THEY FEEL IS IMPORTANT. WE KNOW THAT SOCIAL MEDIA MOVES AT A RAPID PACE, IS UNFILTERED, HAS RAPIDLY INCREASING USE, AND IS ACCESSIBLE ACROSS KEY STAKEHOLDER GROUPS: CUSTOMERS, VALUE CHAINS, COMMUNITIES, AND INVESTORS. Copyright Attego ESG Impact Solutions - A Division of RTI International
  10. 10. IN A STUDY OF 2,000 PR CRISES 28% SPREAD INTERNATIONALLY WITHIN AN HOUR 69% REACH 11 COUNTRIES IN 24 HOURS ONE YEAR LATER, 53% OF COMPANIES INVOLVED HADN’T RECOVERED THEIR STOCK PRICE Copyright Attego ESG Impact Solutions - A Division of RTI International
  11. 11. COMMUNICATION CONVEYS PRIORITY AND SENTIMENT *SOCIAL MEDIA AND OTHER PUBLIC COMMUNICATIONS PROVIDE THE DATA SOURCE THAT INFORMS THE TRUST INDEX. FOR A GIVEN COMPANY, ISSUE, OR LOCATION, WE IDENTIFY BOTH THE PRIORITY TOPICS AS WELL AS THE SENTIMENT TOWARD THEM. Copyright Attego ESG Impact Solutions - A Division of RTI International
  12. 12. AIR QUALITY ISSUE TRACKING FOR A LARGE INDUSTRIAL PROJECT *WE COMBINE DATA SCIENCE WITH SUBJECT MATTER EXPERTISE TO COLLECT AND INTERPRET THE DATA. THIS PROCESS IS TUNED AND RETUNED OVER TIME TO KEEP PACE WITH COMMUNICATION TRENDS SUCH AS THE USE OF ACRONYMS AND EMOTICONS. THIS GRAPH PROVIDES ONE EXAMPLE OF AN IMPORTANT ISSUE AT AN INDUSTRIAL PROJECT SITE. Copyright Attego ESG Impact Solutions - A Division of RTI International
  13. 13. POSITIVE (OR NEGATIVE) SENTIMENT DEMONSTRATES PRESENCE (OR ABSENCE) OF TRUST *WE CREATE AN INDEX BY PLOTTING A TRUST SCORE OVER TIME. THE SCORE IS CALCULATED AS A FUNCTION OF POSITIVE AND NEGATIVE SENTIMENT. Copyright Attego ESG Impact Solutions - A Division of RTI International
  14. 14. -0.12 -0.08 -0.03 0.02 0.06 0.11 MACD Signal INCLINING (OR DECLINING) TRENDS IN SENTIMENT REVEAL MOMENTUM GAINS (OR LOSSES) OF TRUST *WE APPLY BUSINESS METHODOLOGIES, SUCH AS MOVING AVERAGE CONVERGENCE DIVERGENCE (MACD), TO EXPLORE POSSIBLE TRENDS THOUGH APPROACHES THAT RESONATE WITH BUSINESS DECISION MAKERS. Copyright Attego ESG Impact Solutions - A Division of RTI International
  15. 15. *IDENTIFYING THE LEVEL OF TRUST AND TRACKING IT OVER TIME IS ONE PART OF A LARGER ANALYTICAL APPROACH. WE ALSO APPLY SOCIAL SCIENCE EXPERTISE TO IDENTIFY AND UNDERSTAND THE EMOTIONS UNDERLYING SENTIMENT. EMOTION DRIVES BEHAVIOR Copyright Attego ESG Impact Solutions - A Division of RTI International
  16. 16. DIFFERENT EMOTIONS REQUIRE DIFFERENT RESPONSES Copyright Attego ESG Impact Solutions - A Division of RTI International
  17. 17. -1.00 -0.65 -0.30 0.05 0.40 6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18 8/25 9/1 9/8 9/15 9/22 9/29 10/6 10/13 TrustIndex 0 6 12 18 24 30 JOY SURPRISE NEUTRAL SADNESS FEAR DISGUST ANGER 0 6 13 19 25 JOY SURPRISE NEUTRAL SADNESS FEAR DISGUST ANGER *FOR EXAMPLE, BOTH ANGER AND FEAR CONVEY NEGATIVE SENTIMENT AND CAN PRODUCE THE SAME TRUST INDEX SCORE. HOWEVER, WE KNOW THAT EACH REQUIRES A DIFFERENT RESPONSE IN ORDER TO BUILD TRUST. Copyright Attego ESG Impact Solutions - A Division of RTI International
  18. 18. COMMUNICATION IS NETWORKED *EQUALLY IMPORTANT TO IDENTIFYING THE UNDERLYING EMOTIONS DRIVING STAKEHOLDER SENTIMENT AND BEHAVIOR IS UNDERSTANDING HOW THAT COMMUNICATION IS NETWORKED. THIS INCLUDES IDENTIFYING THE COMMUNICATION HUBS THAT HAVE THE GREATEST INFLUENCE. Copyright Attego ESG Impact Solutions - A Division of RTI International
  19. 19. *THROUGH THE APPLICATION OF THE TRUST INDEX AND OUR ANALYTICAL TOOLS, WE NOT ONLY OBJECTIVELY IDENTIFY WHAT’S IMPORTANT, TO WHOM, AND HOW, WE ARE ABLE TO IDENTIFY HOW TO RESPOND AND PROACTIVELY ENGAGE TO STRENGTHEN THIS KEY COMPONENT OF BUSINESS VALUE. Copyright Attego ESG Impact Solutions - A Division of RTI International
  20. 20. IN CONCLUSION WHILE TRUST IS LARGELY REGARDING AS INTANGIBLE, IT HAS SIGNIFICANT VALUE - TO BUSINESS, SUSTAINABILITY, AND BUSINESS SUSTAINABILITY. AS SUCH, THE MEASUREMENT OF TRUST IS CRITICALLY IMPORTANT, AND CAN BE ACCOMPLISHED. THANK YOU. BY COMBINING DATA SCIENCE WITH SUBJECT MATTER EXPERTISE, WE CAN 1. MONITOR AND MEASURE THE PRESENCE OR ABSENCE OF TRUST 2. IDENTIFY THE UNDERLYING EMOTIONS AND KEY ISSUES THAT INFORM STAKEHOLDER BEHAVIOR 3. MAP THE STRATEGIC PATHWAYS AND INTERVENTIONS TO OBJECTIVELY UNDERSTAND AND ENGAGE TO ULTIMATELY REDUCE BUSINESS RISK AND ACHIEVE GREATER POSITIVE IMPACT Copyright Attego ESG Impact Solutions - A Division of RTI International
  21. 21. REFERENCES • INTANGIBLE VALUE Prahalad, Deepa. Why Trust Matters More Than Ever for Brands https://hbr.org/2011/12/why-trust-matters-more-than-ev • SOCIAL MEDIA - DELOITTE https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-051315.pdf • CONNECTION BETWEEN EMOTIONS & BEHAVIOR https://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf • PR CRISIS https://www.freshfields.com/globalassets/campaign-landing/cyber-security/containing-a-crisis.pdf Copyright Attego ESG Impact Solutions - A Division of RTI International

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