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FutureNow Article
Tuesday, Aug. 14, 2007

Not Everyone Can Withstand Transparency

August 14th, 2007

blurred by transparencyCorporate transparency is fickle these days. Of course, companies are still expected to be transparent with shareholders. But interactive media have changed the game, or at least distorted it. The mass marketing days are over and, today, public relations happens in real time.

In a mass market world, it’s easy to hide behind corporate spin because, hey, everyone’s doing it. In a world driven by interactive media and niche markets, though, not everyone can withstand transparency.

The Buzz Bin‘s Geoff Livingston wrote…

...continue to read "Not Everyone Can Withstand Transparency"

FutureNow Post
Thursday, Jul. 19, 2007 at 3:22 pm

Say What You Will About Wal-Mart — Seriously

July 19th, 2007

A 5-star move from Wal-MartRetail giant Wal-Mart announced today that it will allow customer reviews on for the first time. The move may be a small step e-commerce, but it’s a giant leap for corporate transparency and the growing popularity of word-of-mouth marketing.

The New York Times (Reuters) has the scoop:

[...] Chief Marketing Officer Cathy Halligan said in an interview the retailer decided to launch the new feature quickly following a three-week testing phase in which it received more than twice the number of reviews…

...continue to read "Say What You Will About Wal-Mart — Seriously"

FutureNow Post
Friday, Jul. 13, 2007 at 6:53 am

Blogging: Who Makes Up the Rules?

July 13th, 2007
FutureNow Post
Tuesday, Jul. 3, 2007 at 8:54 am

What’s The Value Of A Brand?

July 3rd, 2007

Hat tip to John Moore who pointed out a recent BusinessWeek article about the new science of reputation management.

A company’s reputation for being able to deliver growth, attract top talent, and avoid ethical mishaps can account for much of the 30%-to-70% gap between the book value of most companies and their market capitalizations. Reputation is a big reason Johnson & Johnson (JNJ ) trades at a much higher price-earnings ratio than Pfizer (PFE ), Procter & Gamble (PG ) than Unilever…

...continue to read "What’s The Value Of A Brand?"

FutureNow Post
Monday, Jun. 11, 2007 at 2:25 am

Why Testimonials Do (and Don’t) Work

June 11th, 2007

Brilliant testimonial from DistinctionBeauty.comTestimonials work really well.

Testimonials don’t work at all.

No, I’m NOT suffering from some sort of personality disorder (though some might disagree). There are times when testimonials are incredibly powerful, and times when they might actually hurt you.

Testimonials hurt you when people don’t think they’re real. Anything that sounds vague or cliché can smack of insincerity.

Three traits of strong testimonials… #1 – They’re Specific.

Vague testimonials don’t really tell the customer anything.

A vague testimonial reads like: “I was very satisfied with your hotel’s service.”…

...continue to read "Why Testimonials Do (and Don’t) Work"

FutureNow Post
Thursday, Feb. 22, 2007 at 4:34 am

Do Customer Reviews and Ratings Impact Conversion Rate?

February 22nd, 2007

shaq.jpgLet me give you two examples…

Example one

Example two

Ok, example two is clearly the superior page for several reasons. But here is my question:

What if example one did nothing else but add the high quality customer reviews (yes even the negative ones) found on example two?

Do you think they would sell more shoes?

Not sure? Our friends at Bazaarvoice have more insight.

And now the most important question: Do you think I would look cute in those shoes?

...continue to read "Do Customer Reviews and Ratings Impact Conversion Rate?"

FutureNow Post
Tuesday, Feb. 13, 2007 at 5:44 pm

GoDaddy’s Bob Parsons Really Cares

February 13th, 2007

Bob Parsons, CEO, CEO Bob Parsons is no stranger to controversy, but one thing’s for sure: he’s not afraid of your feedback. On his Hot Points blog, Parsons has anchored himself in a stream of apple-polishing praise, tepid commentary, thoughtful suggestions, and downright nasty personal attacks–all because of GoDaddy’s Super Bowl ads.

Recently, he blogged about their all “GoDaddy Girl” page. After one particularly scathing comment, Parsons countered with genuine diplomacy, thanked the guy for his input, and asked a follow-up question. Rather than…

...continue to read "GoDaddy’s Bob Parsons Really Cares"

FutureNow Post
Friday, Feb. 9, 2007 at 12:14 pm

The Promise of Interactive Advertising?

February 9th, 2007

When I read Walt Mossberg is at an industry event, and asking questions no less, I stop and pay attention. After all, his “new” column on personal technology (16 years, and counting) in my local paper (WSJ) is one I read regularly. The question he asked screamed to me:

Walt Mossberg [Courtesy of WIRED]

When will the online advertising industry actually deliver on its outstanding promise of the last decade to present the right ad to the right person at the right time? When will we…

...continue to read "The Promise of Interactive Advertising?"

FutureNow Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere.…

...continue to read "The Transparency Imperative: Moving Beyond the Suggestion Box"

FutureNow Article
Thursday, Apr. 1, 2004

Let the Purpose Guide You

April 1st, 2004

What you are trying to accomplish should always shape how you go about accomplishing it The other day, a guy comes up to me in the grocery store. “Hey, you’re that Martian what’s-it from GrokDotCom, aren’t you?”I plaster on my how-nice smile as I poke through the tomatoes. “That’s me, alright.”

He settles into a soap-box stance. “You know, I read that book on copywriting … you know, the one with the picture of you on the cover? It was pretty…

...continue to read "Let the Purpose Guide You"

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