CMO.com’s Top Ten Weekly Stories for 5/13/11

The top digital-marketing stories from around the Web.

In This Issue
“Reputation is like fine china: Once broken it’s very hard to repair.”  Wise words from Abraham Lincoln, and never more true than in the digital age, where words spread like wildfire. Such a fire is now chasing Sony, whose customers are unhappy with the company’s slo-mo announcement about a security breach. “Sony has so badly mismanaged this … they effectively created Xbox customers,” one customer told USA Today in “Reputation Of PlayStation, Sony Brands Take A Hit.” CMO.com’s Nick “Ask The Headhunter” Corcodilos takes a look at the reputation of another company: TheLadders.com, which appears to have misrepresented itself through some of its marketing. All that said, plenty of companies successfully weather such PR storms–and one in particular has been crowned MVB. Details from Mashable.

Until next week,
The Editors of CMO.com

Top 10 Stories

Top 10 Earners In Advertising (Adweek)
Despite the recessionary headwinds, the Big Four holding companies managed to grow their share prices and revenue. And, in most cases, their honchos saw their total pay rise handsomely.
Reputation Of PlayStation, Sony Brands Take A Hit (USA Today)
Most consumers complain that Sony should have let them know sooner about the possible compromise of personal and financial data.
Dell’s Purchase Data Shows Power Of Social Newsfeeds (ClickZ)
Consumers rarely go to brand pages on Facebook and Twitter while deciding what to buy.
60% Of Marketers To Increase Spend On Virtual Conferences (CMO.com)
In addition to finding that most providers and attendees like virtual events for trade shows, training sessions, networking, customer engagement, a new Unisfair survey uncovered some surprising findings.
Facebook Driving Traffic To News Websites (MarketingProfs)
At the high end is The Huffington Post, which generates 7.96% of total site traffic via links posted on Facebook, followed by ABC News (7.35%), CNN (7.05%), The New York Times (6.20%), The Examiner (5.98%), and The Washington Post (4.58%).
Apple Now World’s Most Valuable Brand (Mashable)
Apple’s brand value jumped 84% to $153.3 billion, driven largely by the company’s success with the iPad and iPhone 4, according to a study published by global research agency Millward Brown.
#Winning On Twitter: The Top 10 Promoted Tweets (AdAge.com)
The top marketers represented a broad cross-section of auto, tech, fast-food, and media marketers with a wide variety of products and messages.
Why Do Affluent Consumers Connect With Brands On Social Networks? (eMarketer)
Data from the Affluence Collaborative study also reveals that the affluent aren’t using the same social networks as the general population.
Overstock.com Offers $1 Million For Improved Recommendations (Fast Company)
The online retailer is pulling a Netflix, dangling the promise of a rich reward–not to mention some serious bragging rights–to the team that increases customer purchases.
Connected Devices: How We Use Tablets In The U.S. (Nielsenwire)
When asked whether they used other connected devices more often or less often since purchasing a tablet, 35 percent of tablet owners who also owned a desktop computer reported using their desktop less often or not at all, according to Nielsen.

Inside CMO.com

ASK THE HEADHUNTER: When Does Marketing Get Too Enthusiastic? (CMO.com)
You’ve read about exaggerated resumes claiming experience and credentials that a job candidate doesn’t have. Such clever misrepresentations might “close the deal” and get you hired, but most employers are going to find out–in the worst cases, after you’ve been hired, when you have no other immediate prospects. The same thing can happen to companies, such as TheLadders.
INSIGHT: Diet Coke: Brand Message In A ‘Cottle’ (CMO.com)
Understanding a product’s potential role in the evolution of cultural trends allows a brand to craft its messaging and evolve product benefits in step with emotion-driven needs and desires. One solid example of a company that “gets it” is Coca-Cola.
INSIGHT: Smart CMOs Tuning In To Smart TV (CMO.com)
The convergence of traditional TV and streaming Internet video is becoming a mainstream reality. Here’s a look at how CMOs should prepare for the day when consumers watch more content from the Web than from a TV network.
INTERVIEW: AMD CMO Nigel Dessau (CMO.com)
“The key to marketing is to understand that the market knows the answers; you just need to figure out the right questions. And to do that you need to listen to the market, and social media is a great way to do that,” says AMD CMO Nigel Dessau, in an exclusive interview conducted by the CMO Journal and CMO.com.

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