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Pedro Gonçalves

Why You Should Never Pay For Online Reputation Defense - 0 views

www.readwriteweb.com/...-online-reputation-defense.php

Online Reputation Social Media

shared by Pedro Gonçalves on 26 Sep 12 - No Cached
  • the best approach may be to get your fans to support your reputation for you.
  • Reputation defenders will do anything from passively monitoring social media to creating paid, positive reviews in order to counteract negative posts - and dominate the first page of search results. (For more insight on how the process works, see Brian Proffitt's post: Inside The Mysterious World Of Reputation Management.)
  • Wyer's advice for businesses looking at negative reviews is to stay positive. In almost every instance, an aggressive rebuttal will look defensive. “Our experience is that, in most cases, this approach only antagonizes the attacker and this, in fact, can escalate the online conversation, accusations and attacks.”
Pedro Gonçalves

BBC News - Top US universities put their reputations online - 0 views

www.bbc.co.uk/...business-18191589

Education Online Learning

shared by Pedro Gonçalves on 31 Jul 12 - No Cached
  • Harvard and the Massachusetts Institute of Technology have formed a $60m (£38m) alliance to launch edX, a platform to deliver courses online - with the modest ambition of "revolutionising education around the world".
  • With roots in Silicon Valley, Stanford academics have set up another online platform, Coursera, which will provide courses from Stanford and Princeton and other leading US institutions.
  • The first online course from MITx earlier this year had more students than the entire number of living students who have graduated from the university.
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  • In fact, it isn't far from the total of all the students who have ever been there since the 19th Century.
  • Daphne Koller, co-founder of Coursera, says the expansion of online courses will raise difficult questions about what mainstream universities offer for such high fees.
  • if the content of university courses becomes freely available, what is it that students are paying for? Is it the interactions with staff? Or is it the time with other students? Is it something to put on a CV? "This is causing universities to rethink their value to students," says Professor Koller, who is from Stanford University's computer science department. The most prestigious universities are always going to have enough demand for places - but the emergence of high-quality online courses could be tougher for middle-ranking institutions. Why would you pay high fees to sit through a mediocre lecture, when you could go online and watch world experts at another university, even if it's in another country? "The universities in the middle will really have to think about their proposition," she says.
Pedro Gonçalves

Gartner Finds Corporate Websites Still A Higher Digital Marketing Priority For U.S. Mar... - 0 views

techcrunch.com/...-digital-marketing-survey-2012

Online Marketing Social Marketing Digital Advertising Online Publishing

shared by Pedro Gonçalves on 22 Mar 13 - No Cached
  • According to a new poll of U.S. marketers conducted by Gartner, corporate websites are ranked as the top digital activity for marketing “success” — beating marketing on social networks such as Facebook, Twitter and LinkedIn. Social media marketing, however, ranked as the next most important activity, equal in importance to online advertising.
  • The survey, conducted in November and December of 2012, polled a relatively small sample of 250+ marketers from U.S.-based companies with more than $500 million in annual revenue
  • Design, development and maintenance of the corporate website was cited by 45% of survey respondents as contributing to marketing success, with marketing on social networks such as Facebook, LinkedIn and Twitter cited by 43%. Digital/online advertising was also cited by 43%
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  • Corporate websites perhaps have a key reputational role to play in the marketing mix, supplementing and underpining social media marketing spending — by providing reassurance of a brand’s professionalism where a Facebook page can provide evidence of user engagement/approval (or otherwise).
  • The results indicate that corporate websites still have a key role to play when it comes to marketing a company’s offerings, despite the big role also played by social media. It’s also notable that mobile marketing is still relatively low down the priorities list, with an aggregated percentage of 24%. It’s still far better than the poor unloved (and doubtless rarely updated) company blog, though, with just 6%.
  • The survey asked respondents to rank different marketing activities first, second and third in importance, collating all three preferences to get the overall percentage. On first place preference, corporate websites came out joint top with online advertising, cited by 18% apiece as the most important activity. Social media slumped in importance on this measure — cited by just six per cent of respondents as the most important activity (and second only to the company blog):
  • The top priorities for increased budgets in 2013 are commerce experiences, social and mobile marketing, and content creation and management
Pedro Gonçalves

Marketing Is Dead - Bill Lee - Harvard Business Review - 0 views

blogs.hbr.org/...marketing_is_dead.html

Marketing Online Marketing

shared by Pedro Gonçalves on 10 Aug 12 - No Cached
  • Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
  • First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
  • Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.
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  • Help them build social capital. Practitioners of this new, community-oriented marketing are also rethinking their customer value proposition for such MVP (or "Customer Champion" or "Rockstar") customer advocates and influencers. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave.
  • Get your customer advocates involved in the solution you provide
  • Florida won half of the "non-buyers" of its anti-teen-smoking "product" away from its much bigger, much better funded competitor. They did so by tapping the best source of buyer motivation: peer influence.
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