Thanks! Most valuable. On 10/04/2013 03:05 a.m., Peter Van Roste wrote:
Hi Everyone,
As requested by the Council on Monday I attended the session on ICANN's reputational study.
My report is below, let me know if there are any questions.
Regards,
Peter
Wednesday April 10^th , 12.30 -- 13.30
ICANN Reputation Audit -- Interim findings
Goal:
-Establishing a reputational baseline as ICANN's presence in the world expands.
-What do we right, what wrong, what to improve.
Part of a survey series
4 objectives
-Imagine and reputation of ICANN (int. and ext. view)
-Uncover perceptions with respect to the management team
-Establish baseline metrics
-Deliver evidence based insights and recommendations
Reputation audit model (I3) based on:
-Identity
-Image
-influence
Methodology:
-Start in Toronto
-14 senior internal stakeholders interviews
-25 External interviews
-Data synthesized
-Survey instrument based on that synthesis
-327 respondents
-525 media items analyzed and pushed through rating system
Summary of results
-Multi-stakeholder: very favorable
-Internationalization, communication and new gTLD services have most room for improvement; big difference in perception between internal and external stakeholders.
-Influencers (media etc.) are neutral in most categories which would lead externals to fall back to their own (biased perceptions)
-Very favorable media coverage on the international aspects of ICANN by the media
-Numbers are in general pretty low
-37% of internal and 40% of external stakeholders say that they are critical of ICANN
-Media coverage is more or less 33% for unfavourable, favourable and neutral with a slight tendency towards positive
-Trust and ethics rate higher amongst external stakeholders than internal stakeholders (54% thinks 'ICANN is a company I trust')
-Very interesting (but too detailed to report) overview of the engagement perception: especially the order is essential
-Is ICANN truly global? About 25% says yes
-61% does not think the ITU is an alternative
-The perception on the new gTLD services is very poor. Both internal and external perception ratings hover around 65-70% Just Fair/Poor
-Internal stakeholders find direct contact (meetings) most valuable communication channel for corp comm. External stakeholders prefer indirect channels (newsletters etc.)
*cid:image001.jpg@01CCF0BC.D352D240***
*Peter Van Roste***
*General Manager*
**
*CENTR - Belliardstraat 20, 1040 Brussels, Belgium***
*tel +32 2 627 5550 - fax +32 2 627 5559 *
*www.centr.org <http://www.centr.org>****-- twitter: centrnews***
**
--
