New Media ethics

So the question of the week is....

"Present your opinion on "New Media ethics" in a new media form, use a real life examples of an organization that has conducted an unethical activity in New Media"

So lets talk about ethics first.. Ethics is a term which describe the idea of right and wrong in humans' motive. Ethics defines morale, society norms and differ from laws and legal action. Ethics acts like a guideline in a society which people can follow the norms or patterns that they long value. So the motives and thinking are traditionally accepted by the eye of public. Different culture and geographic has a different ethics, which means one culture ethics doesn't apply to all other culture. It does sounds like culture, but it is ethics, more towards the motivation based on ideas of right and wrong. Or it can be said as philosophical moral values and rules.

So there are many businesses outside the world that could be unethical. In terms of copyrighting, defamation, and many more. Very often, all these happened on advertisements A LOT! Not in Malaysia, because Malaysia is kinda chinese oreinted kind of behavior where our action is very limited and controlled. So we tend to act carefully when deciding something what to be published. But organization conducting unethical activity in New Media is very rare, we can only see dumb employee who couldn't control their hatred towards customers and use company's social media to make unofficial and stupid announcement. But those were employee's individual bad behavior which lower the company reputation.

There are still many business that are unethical on new media, I am not talking about single employee who do stupid things now, but the entire department and the company. I still recall a commercial from USA where soft-drinks advertisement are fighting so hard against each other. Yes I am talking about CocaCola versus Pepsi, which Pepsi was positioning itself as the more popular soft drink over Coke. Normally, the one that is 'top of mind' is the one that sells more, but apparently, in that ad, it's strictly a popularity contest, a challenge of tastes as it were. Yeah this ad was banned officially on TV commercial. But yet thosse content were still exposed to the internet which makes Pepsi to be the super bad guy now. Pepsi really did a very negative action on defaming Coke back then. 

The commercial was one guy stepping on the CocaCola can just to get his pepsi drink, as simple as that but it humiliated the brand of CocaCola. It can be very unethical on publishing such unhealthy , unethical idea of ad to the public.  

:) yess.....

Weekly Assessment - New media plan!

Voice record
Sorry for the background notification voice at the beginning
This is a 5minutes voice record
My tongue is just too slow to talk for 4minutes~
:) hope you enjoy it~ 

B2B? B2C?

What is a B2B what is a B2C?

Let me start with the B2B first.

B2B
This terms refers to "business to business" 

It describes the process of "transection" that comes from between businesses ONLY. Typically everything involves purchasing is already a business. But B2B is describing the business relation between manufacturer and a wholesaler, or between a wholesaler and a retailer but not to consumers.

And the process is much more complex than B2C. In B2B process, we can see business men dealing with another business men where items are mostly categorized assets rather than daily product. Such as machinery like photostate machine, vehicles (van), stock and more.

On the other hand, B2C means business to consumers. Which describes business men that sell products to the end user consumers. Items sold are normally daily goods product. 

As an example for the whole picture.

B2B is where retailers purchase 2sets of photostate machine from wholesaler, then the photosate machines will work for the retailer. These assets produce photocopy that will provide services for consumers. This is how the business works.

A further explaination can be explained through this table, which I found very useful, it talks about marketing, relationship, and the innovation.

It is a very good summary :)

Differences between B2B and B2C marketing

B2B	B2C
Relationship driven	Product driven
Maximize the value of the relationship	Maximize the value of the transaction
Multi-step buying process, longer sales cycle	Single step buying process, shorter sales cycle
Brand identity created on personal relationship	Brand identity created through repetition and imagery
Educational and awareness building activities	Merchandising and point of purchase activities
Rational buying decision based on business value	Emotional buying decision based on status, desire, or price

Differences between B2B and B2C customers

B2B  buyer	B2C buyer
often understands your product/service better than you do	looking for the best price
wants or needs to buy products or services to help their company stay profitable, competitive, and successful	often looks for trusted brands
has high interest in – and understanding of – your product	will research the competition prior to shopping
interested in quality customer service	interested in quality customer service

B2B and B2C Customer Service innovations

from B2B to B2C	From B2C to B2B
provide value-based service	add human touch when automate online interactions
promise service levels and deliver on them	Exploit consumer-centric interaction channels and rich media
take a process-centric approach to customer service, allowing seamless and trackable collaboration	generate revenue from marketing and sales through POS (point of service) captive marketing
digitize and integrate paper-based communications	maximize customer service RAS (reliability, availability, and scalability)