all posts tagged “reputation”
Pew Internet & American Life Project: Rating systems
Twenty-six percent of adult internet users in the U.S. have rated a product, service, or person using an online rating system. That amounts to more than 33 million people. These systems, also referred to as "reputation systems" are interactive word-of-mouth networks that assist people in making decisions about which users to trust, or to compare their opinions with the opinions expressed by others. Many Web sites utilize some form of this application, including eBay, Amazon, Moviefone and Amihot.
Manifesto for the Reputation Society
Abstract:
Information overload, challenges of evaluating quality, and the opportunity to benefit from experiences of others have spurred the development of reputation systems. Most Internet sites which mediate between large numbers of people use some form of reputation mechanism: Slashdot, eBay, ePinions, Amazon, and Google all make use of collaborative filtering, recommender systems, or shared judgements of quality.
But we suggest the potential utility of reputation services is far greater, touching nearly every aspect of society. By leveraging our limited and local human judgement power with collective networked filtering, it is possible to promote an interconnected ecology of socially beneficial reputation systems �?? to restrain the baser side of human nature, while unleashing positive social changes and enabling the realization of ever higher goals.
Via: Clay at Many-to-Many
Marketing Profs: How to Manage Your Corporate Reputation Online
Posted by: leelefever on March 24, 2004- 4:00pm
Categories: community, marketing, reputation, strategy
How to Manage Your Corporate Reputation Online
Online discussion forums�??commonly referred to as consumer generated media (CGM)�??are increasingly being used by consumers to ratify or criticize products and brands. Because consumers use these online discussion forums to check out other consumers’ opinions and experiences�??for pre- or post-shopping advice�??they are shaping the perspectives of millions of consumers globally.
Good perspectives, and the author provides good advice for companies to be aware of the power of these online discussions in shaping the market. But what about reacting to them? What can a company do to preserve an online reputation?
What is missing is the value of being *involved* in the online discussions. Being aware is only part of the picture- the real issue is being able influence the online discussions and provide resources that enable the company to have a real voice that shapes opinions.
Companies who are concerned about their online reputation need to look for ways to participate in the discussions with a personal and honest voice.
Involvement may mean creating an online community of customers or starting a weblog. Only by being a part of the discussion can a company truly stick up for itself when it's being trashed online.
You can't respond to a weblogger with a press release.
Link Via: Reach Customers Online's RSS Feed
Follow the Yellow Brick Road to Loyalty
This Marketing Profs article is entertaining and makes some good points. It makes clear something that I believe- that traditional marketing is dying.
We can no longer impress, cajole or delude our audience into remaining loyal. Today, our audience assumes we have great features and benefits and quality. And they assume that we have a positive image, competitive salary and benefits and a positive working environment… and lions and tigers and bears… oh my!
So now what? How do we get our audience to return to our show? How do we foster loyalty in a world full of product and price parity, and full of skeptics, cynics and other “freethinkers�??
In answering these questions, the author also illustrates the value of the customer feeling as if they are member of a community (online or off):
This feeling of “affiliation�? has been mastered by companies such as Harley-Davidson, Oprah, Starbucks and Apple, not to mention many emerging online communities. When I snap up the leather, hop on my Harley, and click my boots three times, I am transformed. I feel like a member of a special tribe. It’s not about horsepower and gas mileage; it’s about… feelings! A Harley executive was quoted as saying, “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.�? Forget altruism, forget deals, forget fear. This is about identity. There is no stronger bond.
So true.
Via: Business Pundit
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