Robin Good: If you are interested in learning what the "reputation economy" is all about and why it will trump traditional approaches to marketing in the next few years, I highly recommend reading this Wired feature article.
In it you will find not only lots of good information on what measuring reputation really means, and how reputation may be used in the near future, but you will also get a shortlist of the key companies moving in this space and a simple ten-step reputation plan that you can use to start steering in the right direction.
Here a few excerpts from it:
"When asked for the sources upon which a user's trustworthiness is based, reputation startups list the usual suspects -- LinkedIn, Facebook, Twitter -- but refuse to go further, saying that the algorithm is proprietary.
For these trust-validation services to become credible they're going to need to differentiate their products from those offered by companies such as PeerIndex, Kred and Klout, which collect digital information from different social-media sources.
Their metrics -- who I "follow", who "follows" me, who I know professionally, where I check in, what I chat about -- are measuring social influence, not reputation.
"Influence measures your ability to drag someone into action," says Joe Fernandez, cofounder of San Francisco-based Klout (wired 08.12). "Reputation is an indicator of whether a person is good or bad and, ultimately, are they trustworthy?"
"...reputation is largely contextual, so it's tricky to transport it to other situations. Sure, you might be an impeccable Airbnb host, but does that mean I would trust you with my car?"
"...Many of the ventures starting to make strides in the reputation economy are measuring different dimensions of reputation.
On Stack Overflow, for instance, reputation is a measure of knowledge; on Airbnb it's a measure of trust; on Wonga it's a measure of propensity to pay; on Klout and PeerIndex it's a measure of influence."
"The most basic level is verification of your true identity -- is this person a real person? Are they are who they say they are?
It's also foreseeable that data giving a good indicator of character, such as reliability and helpfulness, in one marketplace is a baseline of how you will behave in another marketplace.
Do we do what we say we are going to do? How well do we respect another person's property? Can we be trusted to pay on time?"
This is a guest post written by marketing strategist Mike Gospe who is co-founder of KickStart Alliance and the author of Marketing Campaign Deve (3 Tips for Better Internal Marketing Communication http://t.co/QgJmwWoK...)...
Present.me is your slides, and a video of you presenting them, side by side on the screen at the same time. It’s the next best thing to being in a room with people you want to communicate with, and as it’s on demand, it’s available for anyone to view whenever it suits them. The potential for Present.me for Educators is endless- it is perfect for the flipped classroom, for students to submit projects, practise their presentation skills and much, much more. And Present.me is now available in a new multi-user version. As an academic institution you can sign up for a Team account which provides your school, college or university with a private portal in which you can create, view and manage presentme’s. Discover Present.me for yourself here: http://present.me/
Collaboration between SEO and PR teams is becoming even more critical for the success of a B2B search engine optimization program. Twelve PR and communications professionals share their perspectives on how B2B SEO can better support this effort.
As Google continues to update its search engine technology, the requirements associated to gaining good keyword placement in search results, have become more difficult to attain. Industry relevance, influence, and brand trust all play a factor.
Social media has a greater impact on search engine optimization (SEO) as well, both on the website and pointing to the website. SEO professionals need to identify and network with key influencer’s in their client’s target markets, to develop trust, mentions, and links.
PR and marketing communications teams are key participants and often the owners of the messaging strategy for an organization. The best links, social media visibility, and relationships online, are won when PR and SEO combine forces.
In an effort to gain better perspective on this opportunity, I asked 12 PR and communications professionals on how B2B SEO can better support their effort.
Here are some of their perspectives on this topic.
The mind filters out 99 percent of information, but infographics tend to stick.
How meta: An infographic on infographics!
Neo Mammalian Studios has produced this infographic on how they are great marketing tools for businesses.
It’s full of fascinating facts. For example, it states that on average, a person is exposed to the equivalent of 174 newspapers filled with information daily, and that “99 percent of all sensory information is filtered out by the brain almost immediately.”
Infographics, apparently, help information get into that one percent that sticks.
According to Neo Mammalian, in a little more than two years, infographic search volumes on Google have increased by over 800 percent, and “publishers who use infographics grow in traffic an average of 12 percent more than those who don’t.”...
[Check note this infographic on infographics. Seriously. ~ Jeff]
Whether you work in brand marketing or corporate communications for a consumer brand, not-for-profit, b2b company, or at an advertising, public relations, branding or social media agency – there is one constant about the space: creativity.
Pinterest burst onto the social media scene and has managed to steal the limelight in this ever growing genre of websites. In just two years they've grown so fast that they now rank as the number 3 social network.
What’s the attraction you might ask?
Visuals. The site has tapped into the rapidly growing trend for images and videos. There are no blog posts or articles, just attractive, poignant, funny or touching images. It’s fun, effective and hugely popular with over users to date.
If you are considering adding Pinterest to your digital public relations toolkit take a look at how other brands are using the site. Learning from the pros can help you to avoid making mistakes and start achieving the benefits quickly.
It's pretty clear that RedBull knows what they're doing when it comes to content marketing. The Space Jump took place almost a month ago, and people are still talking about how genius it was for the company's marketing and PR.
The metrics in this post are proof that, if you find the right event and create the right content on the right channels, you can completely explode.
Also, check out the awesome "Event hijack" by Kit Kat.
In today’s EXPECTATION ECONOMY, consumers want the best, they want it now and first, and they want real, human connection, too. In fact, they demand all that. Thanks to crowdsourcing platforms and new manufacturing technologies that are finally tipping into the mainstream (and a cult of entrepreneurialism at large), consumers are increasingly PRESUMERS; able to satisfy those demands through engagement with products and services pre-launch. Whether it's all about the perfect product, or the excitement of being a passionate supporter, PRESUMERS love to get involved with, push, fund, and promote products and services before they are realized.
“Across the board, nobody wants to do accounting,” said Shivani Siroya, founder and CEO of inVenture, a global credit scoring company. ”It’s difficult or they’re lazy or they don’t see the purpose.”
Her company, currently working in India, is trying to change that with a product called InSight, an accounting tool that works through SMS to help low-income individuals and business owners do basic accounting and financial tracking. Within 15 days, the tool creates a unique credit score and links qualified users to various financial institutions to help them obtain capital, such as personal loans or insurance.
Instead of merely pitching the standard benefits of accounting, like driving sales or increasing savings, inVenture goes a step further and links customers to other consumer products, in hopes of improving “financial inclusion” for entrepreneurs seeking a way out of debt and poverty.
“It’s about empowering the user to do this themselves,” Siroya said. “It gives people a choice of financial products and creates a competitive and transparent financial ecosystem.”
She shared her observations about revolutionizing the financial services sector in a panel discussion on “Mobile Technologies in Development: Opportunities to Engage the Private Sector” at the 2012 Net Impact Conference in Baltimore.
With her company’s SMS tool still in open beta, one thing stands out so far: ”Women are getting the product much faster than men,” Siroya said.
She noticed marked differences between the men and women in her company’s “ecosystem:”
Here are highlights of the new research report by CMI and MarketingProfs: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America.
Just as we have seen in the previous two years, content marketing remains a top priority for marketers going into 2013: 9 out of 10 marketers are using content marketing. In many respects, content marketers are doing more, but uncertainty still exists. Here are some of the key findings from this year’s report.
Content marketers are using more tactics
This year, on average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics). Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent.
The use of all tactics has risen across the board, with one exception — print magazines have stayed the same, at 31 percent. Research reports, videos, mobile content, and virtual conferences are some of the tactics that have seen the biggest increases in adoption rates.
Companies today face communications challenges of a scale never seen before. Information flows worldwide and is interpreted instantly. The way a company tells its story and communicates in times of crisis, can affect every aspect of its business.
When it comes to identifying (and implementing) the best social practices, B2B marketers can learn from their B2C counterparts.
By now, surely you get it—your business needs to have a social presence and a larger digital marketing strategy to succeed in today’s socially driven digital landscape. Yet knowing that is only half the battle; you’ve got to identify and implement best practices, too.
Digital and social strategies are critical regardless of whether your company is B2B or B2C, but B2B marketers can learn a lot about best social practices from their B2C counterparts.
That topic sparked a lively discussion during a recent Social Media Group webinar: “What Are The Best B2B Social Practices Right Now?”
(Featured speakers included Jonathan Becher, CMO of SAP; Jason Breed, Global Lead for Social Media at Accenture; Paul Gillin, writer, speaker and online marketing consultant; and moderator Maggie Fox, founder and CEO of Social Media Group)
An Organizational Shift
Social strategies are typically viewed as outward-facing plans, with one of the goals being to encourage and maintain conversation with customers, clients and prospects.
Yet the critical thing to understand about a successful social strategy is that it requires an internal approach, too. Jonathan offered an example of what SAP is doing to encourage internal involvement—the creation of an internal portal site, “What Makes Me Run?” that helps employees tell the story about who they are and “how that ties to the overall corporate value proposition,” he says.
After all, if your employees aren’t on board with what you’re doing, how can you expect those outside your company to care? Your employees are, in essence, your brand ambassadors, and it’s important to not only treat them as such, but also train them to effectively use the available tools to tell brand stories and interact with customers. Paul mentioned several great examples of this approach, including Sprint’s Ninja program, as well as similar programs from Pepsi and Dell.
It’s All About Value You’ve probably heard marketers talk about the shift from push to pull—and we couldn’t agree more. Companies are no longer pushing information out to customers—instead, they’re using digital strategies and social platforms to pull an audience to them with relevant, engaging messages.
“Social media is THE way to create a pull funnel,” Jonathan says. “You’re helping people buy, and if you haven’t thought that through, that’s an important mindset shift. Social is at the heart and center of that.”
Because you’re pulling people in to help them make purchase decisions, that means you need to provide value on your social channels so that they can better and more easily make their decisions. The downside to the ongoing proliferation of social channels—and companies using them—is that the signal to noise ratio is making it harder to find interesting content, as Jonathan points out.
Content Is Critical If you provide valuable information that educates, informs and helps the customer or client, you’ve got a much greater chance at success. And that’s where content–and a content strategy–come in. “Relevance is such a key point in the signal to noise ratio,” Jason says. “Being relevant is more important than shoving out tons of content.”
Just as you break down the silos in your company in order to help multiple departments become invested in the digital and social strategies, those same groups need to become involved in the content creation process.
“What we figured out as a good model is to make departments/groups responsible for content, not individuals,” Jason says. “That way, they could collaborate as they produce the content.” Adds Paul, “Organizations have more content than they think—they just need to expose it. Share that information rather than keeping it close to the vest or for a small audience, which is what we’ve traditionally done.”
Embrace Mistakes And if you really want to create an effective social strategy that works? Don’t be afraid of failure. “The culture of most companies is risk-averse,” Paul says. “Until the organization can embrace from the top down the idea that you’re iterating and it’s OK to make mistakes, you’re never going to grasp the full potential of these tools.”
One asset that companies do not appear to be making the most of is the most obvious – the corporate website. These are the clear leader in online lead generation, according to a study by Demandbase. In it, the percentage of respondents citing corporate sites as their top lead source is 64% higher than the 14% citing email, the second-most-popular online lead source. In addition, respondents cited corporate sites at a rate more than seven times the 3% who cited social media.
The truth lies not in what people say. It is what they say and what they do while they say it that speaks the truth. The truth is revealed through microexpressions, subtle changes in the face that happens for only a fraction of a second. A microexpression is just like any other facial expression (e.g. a wide-open, slacked jaw expressing utter surprise) it is just expressed momentarily, before the person “recovers” to a lying expression that matches their lying words.
Once you understand how facial cues work, you can match your clients' words to their actions and “hear” the truth every single time. Here's the beginner's guide to reading facial cues and what your client is really telling you.
Just have to share this terrific visualization posted in a blog article by Lori Wizdo of Forrester Research, Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey.
"The buyer's journey looks at lot more like this," writes Lori, "than the linear models (e.g., the funnel) that we usually use as a graphical representation."
"This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle. Understanding the customer journey across these touchpoints is essential to the success of any marketing program."
Steven Woods of Eloqua has been talking about this transformative shift from sales to marketing for some time. I think it's clear that the vision has become reality.
Content has always played an essential part of effective Public Relations. However, PR pros that don't sink their teeth into content strategy, development and measurement quickly and effectively, will be left behind as the future of PR evolves. That’s a fairly strong statement, but it’s incredibly important and timely...
[Good post on content marketing with useful tips by Lee Odden ~ Jeff]