Mark Rogers

Dell - Is the Social Media Cure Working?

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Why Is Consumer-generated Commentary So Negative?

by: Mark Rogers

A client, reviewing some of the sentiment scores on the net approval work we have been doing for them recently asked: “why are these people so negative? We don’t get these scores from our off-line net promoters work.”

The client was identifying a pattern we see quite regularly. Online commentary is more negative than off-line. Why? There is no systematic answer to this question, but if you were to attempt an answer you would divide it into three sections:

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Rules for Blog Response

by: Mark Rogers

A very good pull-together on how to respond to negative blogs from the folks at Multi-Channel Merchant. It suggests that a good initial response is to monitor what is being said, and recommends a thoughtful approach to response. Here are some excellent, clear rules on how to blog, courtesy of Stephan Spencer of NetConcepts:

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How Should Corporate Blog Monitoring Cope with Spam?

by: Mark Rogers

An excellent article in Red Herring reporting on work by Umbria in Boulder, Colorado, draws attention to the increasing problems posed by spam blogs or splogs. Apparently spam bloggers have targeted 44 out of the top 100 brands.

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Contextual Marketing

by: Mark Rogers

Google has reported that the UK population as a whole now spends more time online than they do watching TV. This is an epochal change for marketers. It means that they must finally get to grips with a medium (the internet) that has remained largely resistant to their wiles.

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Drinking and Driving: the Blogs

by: Mark Rogers

Two new UK business blogs launched this week, one for Honda and one for Guinness. The context of course is about building brand, but the two blogs are very different in style and content.

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BBC Report on Increasing Influence of Blogs

by: Mark Rogers

Julian Smith of Jupiter Research highlights the increasing influence of blogs in a piece for the BBC website in the context of the WeMedia forum. He mentions Market Sentinel’s Dell case study as an example of evidence showing that bloggers can be influential.

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Consumers Are the New Brand Managers

by: Mark Rogers

Internet World took place in London this week. Jonny Rosemont of Weber Shandwick has posted a nice summary of the key lessons. Here is part of it:

“Digitising is changing the world but it shouldn’t change communications strategies i.e. it is still all about giving people what they want.

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What Is It about John Lewis and Nationwide?

by: Mark Rogers

Department store John Lewis have announced that whilst their rivals may be suffering, they are growing market share. The Nationwide building society has seen a surge of deposits recently, partly the effect of the Northern Rock collapse.

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Benchmarking Brands without Features

by: Mark Rogers

When you are selling a product with features - like a car or a piece of functional equipment - the conversations about your product are very useful and practical. I hate feature X. Why did they add all this new stuff? I can’t figure it out. Why can’t they do the same as product A? With service industries conversations are full of feedback about the minutiae of how the service is delivered, complaints about mistakes, but delight about good things.

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