Marketing Pilgrim's Reputation Channel

Marketing Pilgrim's Reputation Channel is sponsored by Trackur.

Word-of-Mouth the Most Influential for B2B Execs

Over at eMarketer, they’ve compiled some recent reports that suggest executives in business to business industries rely heavily on referrals and word of mouth, when making buying decisions.

“One-to-one communications make the difference in the B2B industry,” says eMarketer Senior Analyst Lisa Phillips. “Word-of-mouth can be generated from trade events such as shows and conferences. The Internet helps to sustain marketing momentum.”

Internet channels also look like they’re playing a strong part in influence business buying decisions. Who’s influenced by what they see on the web?

  • Online magazines influence 36.5%
  • Search engine natural listing 24.1%
  • Technology blogs 19.6%
  • Media/analyst blogs 10%
  • Paid search ads 6.8%
  • Vendor blogs 4.6%
  • Unsolicited email 4%
  • RSS feeds 3.6%
  • Podcasts 2.7%

Why You Need a Chief Listening Officer

I love David Jackson’s suggestion that every company should have a CLO – Chief Listening Officer. He suggests that marketing shouldn’t be a one-way conversation, and you certainly shouldn’t rely on an annual survey of customers, when determining satisfaction.

In many companies, research into the customer experience is simplistic and ineffective, based on what I call the ‘annual do you love us survey’. To be effective, experience-based research has to gather feedback at all the key stages where a customer does business with you, as well as the overall relationship. Monitoring customer interactions provides valuable information on how the company is doing; actionable data to drive continuous improvement. It is this cycle of feedback and improvement that underpins many companies’ success in building a loyal customer base.

eBay Practices Damage Control with Virginia Tech Gunman Accusations

When you’re one of the world’s largest brands, the last thing you want is to be associated with a crime as heinous as the recent Virginia Tech shootings.

eBay has been accused of being the site from which Cho Seung-Hui purchased ammunition for his two handguns. The company has reacted quickly to refute this accusation, stating that it does not sell ammunition while conceding Cho Seung-Hui did purchase ammunition clips and gun holsters.

“Empty ammunition clips and gun holsters are unregulated items that can be legally bought and sold on eBay as well as in retail stores across the US. However, we are saddened that Mr. Cho purchased on eBay any item that may be linked with his actions last week,” the company said in a statement.

Distilled’s Reputation Monitor Simplifies Feed Monitoring

If you care about your company brand, you should already know that it is vital to monitor the web to determine what is being said about you and catch any potential reputation crisis early.

Up until now, monitoring your own reputation meant either using a reputation management firm or perhaps setting up your own series of alerts and feeds. The do-it-yourself approach just became a little easier thanks to Distilled’s Reputation Monitor.

Distilled is a former consulting client of mine, and they’ve developed Reputation Monitor to help businesses track what is being said about them, without having to trawl through multiple feeds each day. One of the additional strengths of Reputation Monitor is its ability to filter out duplication, focus in on particular keywords or URLs that truly relate to your company, and also assign a value to help you understand the likelihood the item is actually about your company.

Can Blogosphere Force Amazon to Withdraw Alexaholic Lawsuit?

Amazon CEO Jeff Bezos has been caught saying one thing and doing another. According to ZDNet, while Bezos was chatting at the Web 2.0 conference and promoting his company’s S3 hosting service to the crowd, he was quietly suing the pants off of Alexaholic.

Quietly that is, until host Tim O’Reilly put Bezos on the spot.

O’Reilly asked Bezos point blank about the whole Alexa versus Alexaholic…Bezos seemed to be caught completely off guard by this question and tried to explain Alexa’s stand with that age old “intellectual property” and “trademark” line. It was clear that all O’Reilly wanted to see was a shift in Alexa’s policies, to be more open with the Web 2.0 community, and to hopefully foster an amicable solution for a service that he really liked and respected. That being Statsaholic. 

Spock Hopes to Make Your Face the Final Frontier

I’m not quite sure where Spock got its name – maybe they picked up the domain for cheap and liked the name recognition – but the people search engine behind it, looks impressive.

Michael Arrington has the exclusive screenshots of the new service that aims to index and aggregate information on individuals, and help the many millions of us that use search engines to research the famous and not-so famous.

Similar services already exist – LinkedIn, Zoominfo and Naymz are among the many that come to mind – but Spock is aiming to scour the web, scrub it of duplication and even allow people to claim their profile page.

Your Online Identity Could Ruin Your Love Life

It’s not just potential employers that are Googling your name, you also have to worry about your next date doing the same. According to AP, more people than ever are using Google as a free background checker, before deciding whether to risk dinner and a movie with someone.

The results can be enlightening, surprising and, sometimes, a little disturbing…In her dating life, she regularly did online research on her dates and turned up, among other things, “bizarre” fetishes and a guy who was fascinated with vampires.

It’s not just Google potential mates use to get the 411 on a new beau. Many young daters are digging into their social networks, using MySpace or Facebook to see what they can learn about their next date.