Events
IAGA SUMMIT New York 2017
Richard Torrenzano, CEO, Te Torrenzano Group
Richard Torrenzano is chief executive of The Torrenzano Group, a reputation and high-stakes issues management firm specialising in building and protecting corporate reputations, helping clients grow their business and enhance brand and shareholder value. The Torrenzano Group helps organisations take control of how they are perceived. Richard is a sought-after expert and leading commentator on crisis, brands, reputation and social media.
In the future, everyone will have ‘15 minutes of shame’
In mid-April, United Airlines forcibly removed a Taiwanese doctor from its flight to Louisville, causing a Twitter-storm for the airline that plunged the business into crisis. It’s an issue that brings into sharp relief the topics Richard Torrenzano will be discussing at the IAGA Summit in New York, concerning the digital assassination of reputations, brands and businesses in the modern digital-first era
There’s about seven and a half billion people in the world and of that number, two and a half billion are mobile social users. The thing that’s significant is not only the numbers, but that the figures increased by 30 per cent last year, almost 600 million, and I predict that will increase significantly over the next two-three years. The world has gone mobile - first and foremost, and if your digital presence is not ‘mobile- optimised,’ then you’re missing out on everything.
At the IAGA Summit in New York, Richard Torrenzano is to discuss how businesses can thrive in an increasingly complex digital world. Speaking to Richard ahead of the event taking place in his home town of New York, he explains that he wants the audience to consider three things: what’s happening in the digital world, why it’s happening and what we should be thinking about right now.
“For me, the most significant issue right now is mobile,” states Richard. “Tere’s about seven and a half billion people in the world and of that number, two and a half billion are mobile social users. Te thing that’s significant is not only the numbers, but that the figures increased by 30 per cent last year, almost 600 million, and I predict that will increase significantly over the next two-three years. Te world has gone mobile - first and foremost, and if your digital presence is not ‘mobile-optimised,’ which is not the same as ‘mobile-friendly,’ then you’re missing out on everything.”
It’s not surprising that North America, South America, Eastern European and Western Europe have the greatest penetration of mobile users, with central Asia, Middle East etc., lagging behind, but expected to dramatically catch-up in the next few years. And it’s this global connectivity of mobile phone users that’s a key ingredient in ability of millions of socially connected people to create both an ‘audience’ and a ‘jury’ for brands and businesses.
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“If you think about the Internet today, what happens in 60 seconds is astonishing. Tere are two and a half million Google searches that begin in that time, three
million video views on Youtube, Facebook has more than 700,000 logins, and close to 350,000 tweets are sent in 60 seconds,” describes Richard. “If you look at other posts on the Internet the number is equally astonishing.”
Te Internet has become a driver in both our lives and economy, and as far as Richard is concerned, unless you are a master of it in both your personal and business life, you are going to left behind. “What’s happening primarily is that people are taking advantage of this Wild West arena - in my book, Digital Assassination: Protecting Your Reputation, Brand or Business Against Online Attacks - we say that in the future, which is now, everyone will have their ‘15 minutes of shame,” explains Mr. Torrenzano. “Digital combat is taking place between corporations and disgruntled employees, trolls, competitors and even through government oversight. What’s most important is that you have to understand these attacks, be prepared for them with the right resources, talent, and training to address them. And if you don’t, just look at what’s happened to United.”
Once videos hit the Internet of the bloodied passenger, United Airlines CEO, Oscar Muñoz, was seen not only trying to put out the fires his employees lit during the incident, but he was made to repeatedly clarify his own comments directly after the event, having tweeted publicly and emailed internally to his employees, which were subsequently leaked to the public. Two days after the event he was appearing in front of news channels trying to calm down calls to boycott the brand and make amends by clarifying his own position and that of his airline.
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