Categories
市场营销 | marketing | 마케팅

Trust me, I’m just like you

Reading Time: 2 minutes

I got up early on Monday to go Edelman’s seventh annual Trust barometer roadshow thanks to an invite from Richard Edelman and Dr Stuart Smith. There was some interesting items that came out of the research conducted by their StrategyOne division. The rise of bloggers and individuals as pundits was a cornerstone of their presentation. People want to hear from their peers rather than a CEO, or a PR person and blogging is a key facilitator of this trend.This means that the standard ‘command and control’ way of corporate communications and dissemination of messaging has to adapt and yield to cope with these new company ambassadors.

Surprisingly, one of the speakers admitted that corporate reputation wouldn’t necessarily damage sales all that much, (with Nike’s success as a trainer manufacturer cited as a prime example). However, trust in a company and hence the company’s resistance to market shocks would be affected.US companies were seen to be less trusted by Europeans a so-called trust deficit. Where a company was from (headquartered) was seen as a key factor in how much trust we had in it. So if you’re setting up your Global MegaCorp, register it in Germany or Canada as these countries were universally trusted.

Edelman client Microsoft was considered the world’s most trusted company, despite the anti-trust ruling, Windows viruses, spam mail, spyware and software patches. Key to this shift was the repositioning of Bill Gates as human being with appearances on Live8 and Buckingham Palace collecting an honourary knighthood. I guess that means that there’s hope for a even poor sinner like Jim Bakker being redeemed in the public eye ;-).

Noticable by their absence, online brands had NO unprompted recall amongst those surveyed indicating that the giants of the web need to do more to build brand equity and trust amongst consumers.

More traditional technology companies benefited from a positive attitude and a lack of baggage like obesity for food companies, or global warming for energy companies. Though I couldn’t help but wonder how long is it before the likes of Greenpeace puts e-waste on the agenda with Dell and Apple in the dock?

Media and entertainment companies had a low level of trust, but are still relied upon as providers of trusted information.

I got buttonholed by a PR manager from a breast cancer charity who wanted to find some one with expertise about blogging so I gave her my business card. I am sure that she will be also availing herself of Edelman’s pro-bono consultancy carried out through the Media Trust.

Blogging seems to have worked corporate communications managers into a bit of a frenzy in the same way that webcasting did seven years ago. Things are about to get interesting…

On another note, it looks like Richard Edelman is about to start podcasting.

Categories
商业 | business | 상업

Movin’

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My first transaction online was registering and paying for a piece of shareware software at Kagi.com for my Mac whilst I was still in college. I can’t remember what it did now, but I remember that the author was a student at a Scottish university.


The first thing I purchased online in what most people would understand as e-commerce was a Kevin ‘Reese Saunderson CD under the name e-dancer from Boxman.com. I can remember why I loved Boxman.I had read about them in an article in the Sunday Times, it was a way of getting CDs from all over Europe in one place, Boxman would buy at the lowest price, consolidate their stock in one warehouse in Holland and pass on much of the savings to the consumer.

(CDWOW have a similar approach and have incurred the wraith of the record industry who like to have keep up market barriers to maximise profit margins.)I picked up an import copy of the Troubleman soundtrack by Marvin Gaye, when I couldn’t get a UK copy on back order from HMV. The mix of choice and price the e-commerce killer application for me.

Unfortunately Boxman.com unraveled for a number of reasons. Usability experts put it down the search function on the site being the only way for finding what you were looking for (although I had no trouble). Tony Salter, one of the directors in the business laid the fault at the foot of the software which controlled the supply chain of the site. In order to fulfill on its promise, Boxman needed to:

  • Track wholesale prices and cost of delivery across Europe, including comparison pricing for the same product with different national catalogue numbers
  • Organise shipping in the most effective and efficient manner
  • Track customer orders and trends
  • Calculate the most effective and efficient ways to ship goods

This was on top of the complex website functions visible to the consumer. The system would be much more complex than your typical JD Edwards ERP set-up, so Boxman got some of the brightest names in IT to help out: IBM. The project seems to have been a learning experience for IBM as the software failed to deliver on its promise. Anyway, Slate.com have a timely reminder on the importance of logistics management, before we all get lost in reverie around web services revolutionising the online world.

Categories
媒体与艺术 | culture | 미디어와 예술 市场营销 | marketing | 마케팅

Jack’s Back Baby, Jack’s Back

Reading Time: < 1 minute

 Those lucky buggers in the States now have series five of 24. Over at Slate.com they have an interview with the writers, where they talk about the methodology for ensuring plots that get the viewer to suspect their disbelief, why complexity engages audiences, how the real-time action concept came up and the renaissance in quality TV drama. On the downside it means the continued popularity of THAT pikey ringtone.

In show sponsorship All-American Jack Bauer has moved from the Detroit muscle of the Ford Motor Co. to automotive Gojira Toyota.

Jargon Watch

Arc – The length of a story line carried through a series, for instance in a soap opera like Coronation Street, plot lines and characters have run for decades, whereas in a series like the Love Boat would have an arc of one episode as each one was a self-contained story.