Tag Archives: good manners

Online Reputation Management

20 May

Understanding and managing a company’s online reputation are not easy tasks. A lot of what is said online is beyond the control of the firm.

So, what can be done? According to Jacob Warren, an online reputation management consultant at Logik:

“The nature of the Internet is that any random user can make their opinion known at any time on a number of established sites. Because many of these sites have high Page Rank values, negative reviews can often appear in the search engine results above a company’s own Web site. Very often reviews are negative in nature. Even though a firm may deliver high quality customer service, clients must be invited to share positive stories. Otherwise, negative reviews will show an unbalanced view and will not reflect the level of service provided.”

“Positive reviews will boost sales: Shoppers who refine Web searches by customer rating average a 22% increase in sales per visit, increasing to 41% over several years (BazaarVoice Research). Reviews will raise customer loyalty and sales alike (Deloitte & Touche). Customer reviews will have a positive impact on average order amounts, with 27% of shoppers increasing spend by 5-10% (Hayes and Jarvis). To get positive customer reviews, you’ll have to ask for them. The good news is many people will respond to your request and provide a positive review.”

Click the Logik icon to read a lot more from Warren.
 

 

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How Do Consumers Feel About “Native Advertising”?

18 May

What is “native advertising” and why are some people upset about it?

Consider this commentary from eMarketer:

“Social networks, news sites, digital content aggregators, and streaming media services are rife with ads that are integrated into the content experience. According to a new eMarketer report, Native Advertising: An Emerging Consensus for a New Kind of Ad, these so-called ‘native ads’ are providing new ways for marketers to reach target audiences and new avenues of monetization for content sites that are under intense revenue pressure.”

“Although business prospects for native advertising are positive, the medium has its detractors. Some media executives and marketers are wary of the blurring of lines between content and advertising that occurs with native ads, particularly in the context of news sites. Others question the return on investment of these ads, arguing that native ads cannot scale for multiple placements.”

Take a look at the chart below and click on it for more from eMarketer.

 

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Is Sharing One’s Salary Data with Co-Workers OK?

16 May

Many (most) companies frown on their employees sharing their salary information — to avoid jealousy and possible legal complaints. Some firms even have explicit policies that prohibit sharing such information (even though this is typically illegal).

However, the times are changing. According to Lauren Weber and Rachel Emma Silverman, writing for the Wall Street Journal: “Comparing salaries among colleagues has long been a taboo of workplace chatter, but that is changing as Millennials — individuals born in the 1980s and 1990s — join the labor force. Accustomed to documenting their lives in real time on social-media forums like Facebook and Twitter, they are bringing their embrace of self-disclosure into the office with them. And they’re using this information to negotiate raises at their current employer or higher salaries when moving to a new job.”

In their article, Weber and Silverman summarize several tips on how to behave.

Click the image for a video clip.

Illustration by James Yang

 

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Netflix Is Streaming Ahead

11 May

In late 2011, Netflix CEO Reed Hastings was widely criticized for the way in which he decided to separate the Netflix DVD-rental business from its Web streaming service. Some customers were confused by the new pricing strategy; others were angry. But, in this era, things sure turnaround quickly.

In the most recent issue of Businessweek, Reed Hastings is on the cover, with the caption: “The Man Who Ate the Internet” (a title bestowed because of the amount of bandwidth consumed by Netflix and it customers).

As Ashlee Vance writes: “On a normal weeknight, Netflix accounts for almost a third of all Internet traffic entering North American homes. That’s more than YouTube, Hulu, Amazon.com, HBO Go, iTunes, and BitTorrent combined. Traffic to Netflix usually peaks at around 10 P.M. in each time zone, at which point a chart of Internet consumption looks like a python that swallowed a cow. By midnight Pacific time, streaming volume falls off dramatically.”

Click Hastings’ photo to read more.
 

Photo by Bryce Duffy

 

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Hyundai Ad Gets Clobbered — and Withdrawn

1 May

Hyundai had a not-so-brilliant idea for a TV ad: Highlight the low emissions of its new ix35 crossover vehicle by showing a guy trying to commit suicide could not do so in this car.

After getting blasted by social media — as well as traditional media — Hyundai pulled the ad. Even though the commercial only aired in Great Britain, Hyundai received negative feedback around the world.

Here’s the ad.
 

 

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