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Päätösseminaarin materiaalit June 16, 2011

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Kiitos Dire-tiimin puolesta kaikille eiliseen päätösseminaariin osallistuneille! Keskustelu esitysten välissä ja lopuksi oli erityisen vilkasta, ja saimme nipun uusia tutkimusideoita jatkoa ajatellen. Ohessa linkit esitysten kalvoihin, sekä Kurt Linderoosin ja Jarmo Lahden tekemiin tallenteisiin seminaarista – suuret kiitokset myös heille!

Hankkeessa tehdyt mittaukset vahvistivat, että hyvä maine on myös emotionaalista vetovoimaa, ja että organisaatiomaine on tekijä, jolla on merkitystä digitaalisen julkisuuden viestejä tulkittaessa. Lisäksi yrityksiä koskevia uutisia ja verkkokommentteja ärsykemateriaalina hyödyntänyt koeasetelma osoitti, että symmetria viehättää myös maineessa: yhtiön mainetta tukevat uutiset ja kommentit saavat paremman vastaanoton ja herättävät enemmän tarkkaavaisuutta. Täten syntyy positiivinen tai negatiivinen mainekierre.

Viestinnän- ja organisaatiotutkimuksen avulla tutkimme lisäksi maineriskin muodostumista digitaalisessa verkkojulkisuudessa. Haastateltujen viestinnän ja riskinhallinnan ammattilaisten määritelmän mukaan maineriski on riski, joka vaikuttaa organisaation aineettomaan pääomaan, ja jolla on myös taloudellisia vaikutuksia ja siten hyvin konkreettisia seurauksia. Digitaalisen julkisuuden he kokivat julkiseksi ja avoimuutta korostavaksi areenaksi, jossa voi seurata keskustelua ja aistia mielipiteitä, mutta joka kuitenkin on vaikea työkalu maineenhallintaan.

Hankkeen tulokset julkaistaan kirjallisen loppuraportin muodossa syksyllä 2011.

Seminaarin materiaalit:

Linkki Facebook-tapahtumaan.

– – A short description of the project results will be published in English shortly!

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Kohti neuromainetta -päätösseminaari April 28, 2011

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(invitation to the final seminar, unfortunately in Finnish)

Onko maineen valta tunnevaltaa?
Jylläävätkö tunteet digitaalisessa julkisuudessa?
Miten maine vaikuttaa uutisten tulkintaan?

KOHTI NEUROMAINETTA -SEMINAARI

Tervetuloa Digital Reputation -hankkeen päätösseminaariin Helsingin yliopistolle (Siltavuorenpenger 10, sali 2) 15.6.2011 klo 9-12.

Monitieteinen tutkimushankkeemme selvitti organisaatiomaineen muodostumista digitaalisissa ympäristöissä kahdesta näkökulmasta. Viestinnän- ja organisaatiotutkimuksen avulla tutkimme maineriskin muodostumista digitaalisessa verkkojulkisuudessa. Psykofysiologisten mittausten avulla puolestaan selvitimme, minkälaisia emotionaalisia kokemuksia yritysmaineeseen ja yrityksiä koskeviin uutisiin liittyy.

Tutkimuksemme muun muassa osoittaa, että hyvä maine on organisaatioiden emotionaalista vetovoimaa, joka vaikuttaa siihen, miten yritystä koskevia uutisia tulkitaan. Tunteet ovat merkityksellisiä erityisesti digitaalisessa mediassa, jossa viestinnällisen vallan väitetään siirtyneen organisaatiolta sidosryhmille.

Ilmoittaudu verkkolomakkeella mahdollisimman pian, viimeistään 12.6.

Tervetuloa mukaan kuulemaan ainutlaatuisen mainetutkimuksen tuloksia!

Seminaarin ohjelma:

  • 08.30–09.00 Aamukahvi
  • 09.15–09.30 Avaus (Pekka Aula, hankkeen johtaja, CRC) – kalvot (pdf)
  • 09.30–10.30 Aineeton pääoma vaakalaudalla – maine ja maineriski digitaalisessa julkisuudessa (Salla-Maaria Laaksonen, CRC), kommenttipuheenvuoro – esityksen kalvot (pdf)
  • 10.30-11.15 Mittausten tulokset: kohti neuromainetta (Mikko Salminen, CKIR), kommenttipuheenvuoro – kalvot (pdf)
  • 11.15-11.45 Yleisökeskustelu (puheenjohtajana Antti Ainamo, IASM)
  • 11.45-11.50 Seminaarin päätös (Pekka Aula, CRC)

Digital Reputation (DiRe) on Tekes-rahoitteinen tutkimusprojekti on käynnissä 1.1.2010 – 30.6.2011. Hankkeen partnereina ovat Helsingin yliopisto (Viestinnän tutkimuskeskus CRC), Aalto yliopiston Kauppakorkeakoulu (CKIR) sekä Turun yliopisto (IASM).

Linkki Facebook-eventtiin.

Measurements are finished! December 2, 2010

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We are happy to inform that all the measurements for the experiments are just finished last week! In total we recorded 59 participants for the experiment 1 (focusing on company names and overall reputation) and 40 subjects for the experiment 2 (focusing on news concerning the companies).

It was a about four months long job to run the recordings, which were mainly carried out by Alessio Falco at CKIR lab. Our aim was to recruit business students in order to ensure they would be familiar with most of the publicly listed companies.

“Collecting participants during the summer was challenging! However, the recruitment process got easier once we decided to expand the recruiting to several universities instead of only one” says Alessio.

Once at the lab, all the participants showed curiosity and willingness to cooperate. Many of them were also interested on the project and its goals and hypothesis – and also on getting their own EEG on paper, which we unfortunately didn’t deliver. Nevertheless, the length and repetitiveness of the two experiments occasionally caused a loss of interest. To prevent this from altering the results, the order of all news and all companies was randomized throughout the experiments.

“According to the comments straight after the experiment a favorite piece of news seemed to be a story about a ferry company selling overfermented wine.” Alessio remarks, waiting to see the actual measurements on that.

Some of the 20 companies used in the experiments might have to be removed from the final results if they were not known widely enough within the participants. We can assume that the ratings regarding these companies are not reliable.

The next – potentially even bigger – task is to analyze the results. We have about 2 000 lines of data on each subject, so it will take some time and some serious calculating. The EEG data have to be combined with other psychophysiological measures and ratings. By now, we have taken a look at some preliminary test results already, but the final analysis will be finished around February 2011.

Giving some demos August 23, 2010

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The official kick off for the DiRe autumn was the board meeting last Friday. As a project funded by Tekes we have a nominated board of business representatives supervising the project. This time we were pleased to give them a demo on the measurements we are running.

Our researcher Alessio got the honor to try the equipment he is usually placing on others. In the photo below you can see Mikko and Pentti from CKIR explaning what the graph is showing (and the rest of us were busy making some ad hoc stimuli to see the reactions live).

Dire meeting

[click here to see the pic bigger]

In other good news it seems that according to the preliminary analysis we will gather some very interesting results from the experiments! Before running the final analysis we will need a few subjects more, and we expect to have the final-final results by the end of the year. It’s probably needless to mention we are getting very excited!

Conference postings May 28, 2010

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More conference news: you can now read and download our paper Wired reputation: the psychophysiology of interpretations presented at Reputation Institute Conference in Rio May 20th. The reception was delightful, which hopefully Pekka will find time to write more about later on. Our paper was also awarded as The third best paper presented in a Round Table Session by the organizers!

Download the conference article pdf here and presentation here.

Our next presentation will be right after summer in Jyväskylä in Euprera Congress 2010, focusing on “Communication in a changing society; dynamics, risks and uncertainty”. But the main activity before that is to begin our experiments, which is estimated to happen in June already as the setting is being prepared in CKIR at the very moment.

DiRe-project presented in RI conference at Rio April 15, 2010

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Here at the DiRe project we have been busy writing the last few weeks, since our paper “Wired reputation: the psychophysiology of interpretations” got accepted to the Reputation Institute annual conference (14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness). The conference theme for this year is “The Sustainability Imperative: A Strategic Role for Reputation Management”.

The conference is held in Rio de Janeiro, Brazil on May 19 to 21. 2010, and our presentation will be on May 20th at a Round Table Session. In the paper we review research behind the idea of studying reputation in connection with emotions and present our research setting for the psychophysiological experiments.

Reputation Institute (RI), founded in 1997,  is an international organization devoted to advancing knowledge about corporate reputations and to providing professional assistance to companies interested in measuring and managing their reputations proactively.

The beginning. February 12, 2010

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This blog is the website of a Tekes funded project called Digital Reputation; Characterizing and parameterizing reputation, reputation risks and the impact of digital publicity on client/customer intelligence and the competitive advantage of service organizations. Partners in the project are University of Helsinki, Aalto University School of Economics and University of Turku.

More information coming shortly.