422 research outputs found
How to Generate More Customer Loyalty, Advocacy, and Lifetime Value at Scale
No full text
Content is certainly a generic term.
Each time a prospective and existing customer sees or hears a piece of your business or organization’s content,
they should have a micro experience with it — a short experience that is both memorable and meaningful.
The word “meaningful” is also generic, so you should come up with a few specific adjectives that are aligned with your brand values
Remember, people do not care about your products or services; they care about their needs and wants. Your
products or services are a means to a customer’s end.
Therefore, memorable and meaningful should be perceived through the lens of your ideal customers’ eyes, not
through the lens of your business or organization. Or, as marketing and brand storytelling expert Bernadette
Jiwa wrote:
“Don’t see your content as a big old sales funnel. Treat it more like a flame, a campfire that people want to come back to. Intention is everything.”<span
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Ultimately, the goal of content experiences is to create “defining moments” for your prospective and existing customers, such that the more defining moments they have with your business or organization, the more money they will spend with you (customer loyalty) and the more they will recommend their family, friends, and colleagues do the same (customer advocacy).
A defining moment is created from one or more of the following elements:
Elevation: boosting sensory appeal, raising the stakes, or breaking the script
Insight: gain an accurate and deep intuitive understanding of yourself, someone else, or something
Pride: a feeling of deep pleasure or satisfaction derived from achievement, practicing courage, or being recognized
Connection: creating shared meaning and deepening ties
Once you have wrapped your head around how to deliver content experiences to your ideal customers, the next aspect to think about is the “content tilt” — or how to differentiate your content experiences from those already out there.
Joe Pulizzi, founder of the Content Marketing Institute and author of the book, Contect
Inc., describes the content tilt as “your unique perspective on your content niche, which creates an opportunity for you to attack, lead and, ultimately, own the category. Without ‘tilting’ your content just enough to tell a truly unique story, you risk blending into the rest of the noise and being forgotten.”<span
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In order to avoid this risk, there are four potential ways to successfully tilt your content strategy:
Focus on content that is different styles, angles, topics, and subjects.
Focus on content that is different in formats, and how it comes to life on various channels and
platforms.
Focus on content that covers certain topics and subjects to different extents and details (content
depth).
Focus on content that covers a different range of topics and subjects (content breadth).
Finally, you need a marketing strategy for your content experiences. First, identify the channels that are optimal for delivering the types of content experiences you plan to produce for your ideal customers.
For instance, do you want to launch a third-party website (separate from your existing one) like General Mills did with <a
href="https://tablespoon.com/" rel="nofollow ugc noopener">Tablespoon, which also has separate social media and email marketing channels?
Or, do you want to overhaul your current website and turn it into a content destination, like Red Bull and
Virgin? Either way, you may want to get your website indexed instantly by Google.
Will you develop a content production network like American Express did with OPEN Forum, using a combination of
internal and outside content creators, or do you want to keep the entire content production process
in-house?
Furthermore, how are you going to distribute content through paid media? How much will you invest, and through
which channels will you advertise?
Today more than ever, marketing systems and strategies (or what we call “content amplification”) are necessary
parts of content marketing because organic reach is dying a slow death across almost every social media
platform.
Additionally, content amplification enables you to save money by limiting how much you invest in paid media,
since content amplification is, in essence, earned media. In the Attention Economy, consistently and
continuously commanding your ideal customers’ attention through content experiences is just as valuable as
attracting paying customers.
Here’s why.
Since social media is an integral aspect of developing a community and distributing content experiences today, it
is important to embrace the network effect that is produced by each social media network. In other words,
everyone knows someone who will be ready, willing, and able to buy your product or service at some point.
By focusing on creating and distributing successful content experiences to your ideal customers, you will
maximize earned media over the long run, which means more people in your target audience will both engage with
and share your content. The result: an increase in organic reach (earned media) and a decrease in your reliance
on paid media as a means of reaching more people.
By maximizing earned media, your business or organization will be exposed (via more people sharing more of your
content) to other people who are in the market for your product or service, even if the people who originally
shared your content never buy what your business or organization sells.
Some businesses and organizations also develop a content sharing network — the distribution equivalent of a
content collaboration network. In short, it is a group of people, businesses, and/or organizations that you can
count on to consistently share your content.
The key to developing a robust content sharing network is to be selfless when creating content experiences. In
other words, involve as many people, places, and non-competing businesses and organizations in your content
experiences, as opposed to content that largely involves your business or organization (whether directly or
indirectly).
By involving others in your content experiences — through co-producing it or creating content about them, within
the context of your business or organization — they will share this content with their audiences.
While content experiences should be centered around the multidimensional identities of your ideal customers and how they intersect with your brand , your content experiences should also seamlessly merge with your — because, ultimately, your content experiences must reflect your business or organization.
There should be an obvious, almost intuitive connection between your content experiences and your brand, including your brand purpose, mission, credibility, values, personality, tone of voice, , , “ ,” and customer “ .”
In doing so, your business or organization will thrive where many are struggling: Customer cost-per-acquisition
and customer loyalty is at record highs and lows, respectively, because consumers have unprecedented access to
information about products and services, and more options from which to choose where they should buy them.
As a result, consumers no longer value products and services like they once did during the Service Economy, when
products and services were not nearly as commoditized as they are today — thanks to this unprecedented access to
information (the Attention Economy).
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Ambivalências de gênero e sexualidade nas narrativas danmei: uma análise da obra de Mo Xiang Tong Xiu
No full textThe paper discusses the work of Chinese author Mo Xiang Tong Xiu, whose novels have been achieving worldwide success. The author’s work is part of a literary genre known as danmei, which focuses on romantic relationships between male characters, commonly produced and consumed by women. The paper begins by exploring the ambivalences of gender and sexuality present in danmei works, as well as discussing the impact of Chinese state censorship on such content. Next, the text seeks to understand how Mo Xiang Tong Xiu's work incorporates these ambivalences, acting, paradoxically, with the reinforcement and the rupture of gender stereotypes.O presente ensaio discute a obra da autora chinesa Mo Xiang Tong Xiu, cujas novels vêm alcançando sucesso mundial. A obra da autora é parte de um gênero literário conhecido como danmei, que se concentra em relacionamentos românticos entre personagens masculinos, comumente produzido e consumido por mulheres. O texto começa por explorar as ambivalências de gênero e sexualidade presentes nas obras de danmei, além de discutir o impacto da censura do Estado chinês sobre tais conteúdos. Em seguida, através de uma análise descritiva, o texto busca compreender como a obra de Mo Xiang Tong Xiu incorpora essas ambivalências, atuando, paradoxalmente, com o reforço e a ruptura de estereótipos de gênero
Ambivalências de gênero e sexualidade nas narrativas danmei: uma análise da obra de Mo Xiang Tong Xiu
No full textThe paper discusses the work of Chinese author Mo Xiang Tong Xiu, whose novels have been achieving worldwide success. The author’s work is part of a literary genre known as danmei, which focuses on romantic relationships between male characters, commonly produced and consumed by women. The paper begins by exploring the ambivalences of gender and sexuality present in danmei works, as well as discussing the impact of Chinese state censorship on such content. Next, the text seeks to understand how Mo Xiang Tong Xiu's work incorporates these ambivalences, acting, paradoxically, with the reinforcement and the rupture of gender stereotypes.O presente ensaio discute a obra da autora chinesa Mo Xiang Tong Xiu, cujas novels vêm alcançando sucesso mundial. A obra da autora é parte de um gênero literário conhecido como danmei, que se concentra em relacionamentos românticos entre personagens masculinos, comumente produzido e consumido por mulheres. O texto começa por explorar as ambivalências de gênero e sexualidade presentes nas obras de danmei, além de discutir o impacto da censura do Estado chinês sobre tais conteúdos. Em seguida, através de uma análise descritiva, o texto busca compreender como a obra de Mo Xiang Tong Xiu incorpora essas ambivalências, atuando, paradoxalmente, com o reforço e a ruptura de estereótipos de gênero
«For the ages and for right now»: un’analisi dell’Antigone (2019) 229 di Merlynn Tong, con un’intervista all’autrice
No full textAbstract
«For the ages and for right now»: an analysis of Antigone (2019) by Merlynn Tong, with an interview with the author
The article analyzes one of the most recent adaptations of Sophocles’ Antigone, written in 2019 by the young Australian author and actress, Merlynn Tong. After providing a first synthetic evaluation of the reasons for continuity and innovation of the work (among which, the adoption of a Creon woman), the essay explores the drama, scene by scene, studying the operation carried out on the hypotext through a precise comparison with it. The conclusions are then subsequently summarized, with particular attention on the one hand to the actualizing solutions regarding the story of the external space (the city), but above all showing how – while depicting Antigone as an activist (according to a very common redefinition in the rewritings of recent years) – the focus of the drama is the picture of the human bonds between the characters and their suffering: an emotional approach to the tragedy, distant from the eminently political rewritings that the myth of Antigone has developed since the twentieth century. In the Appendix to the article, a short interview with the author is given
Samsung heirs use art trove to help pay $11 billion tax bill
No full textAn article about how the Lee Family will split the estate of Samsung CEO Lee Kun-Hee following his death last year. It is mentioned that 23,000 art works will be donated to help pay off the inheritance tax. Dali works are among those that will be donated but the titles and amount is not specified
Modeling Banks ’ Probability of Default
No full textCopyright: © 2014 Tong X. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. The unprecedented financial crisis of 2008-2009 has called attention to limitations of existing methods for estimating the default risk of financial intuitions. To address this need, I built and tested a time-adaptive statistical model that predicts the default probabilities of banks. The model inputs are a set of financial ratios suggested in the literature, and subsequently verified, to be effective in forecasting future bank failures. The model provides estimates of banks ’ cumulative default probability profiles from one to thirty years out, albeit with decreasing accuracy. The model was validated through out-of-sample testing regarding its ability to accurately predict the defaults of U.S. depository institutions between 1992 and 2012. This method provides out-of-sample testing as well as best mimics how the model will be used in practice. The model performed well at separating potential defaulting banks from non-defaults over one-year horizons. Although performance drops monotonically when predicting defaults over longer horizons, the model performs significantly above chance for time periods as long as five years from the scoring date
Yuan Zhesheng Tong Weige Gan Yaoming xiao shuo yan jiu
No full text鄉土文學是台灣文學的重要文學傳統，其發展始於1930年代，於1960、70年代走進巔峰時期，並在1980年代一度趨於沉寂。直至近年台灣文壇出現一批以鄉土為創作為重心的新世代作家，鄉土書寫漸漸重新成為一股潮流，論者更相繼提出「新鄉土」或「後鄉土」等的概念，用以概括上世紀九十年代以後台灣鄉土文學發展的整體現象，鄉土文學遂再次成為一個重要的研究課題。本文嘗試以回溯台灣鄉土文學發展史的方式切入上述研究課題，並透過深入考察三個新世代代表作家──袁哲生、童偉格、甘耀明──的鄉土寫作，藉以探究台灣鄉土文學從「鄉土」過度「新／後鄉土」的變異情況。本文共分五章。第一章緒論，說明本文的研究動機、範圍、方法和前人研究綜述，並概述台灣鄉土文學的發展狀況，勾勒重要概念，作為後文討論「新／後鄉土」的參照。第二章探討袁哲生如何結合抒情傳統，背離台灣鄉土文學的批判與憂患傳統。第三章探討童偉格如何打破城鄉二元對立格局，揭露台灣當代的城鄉處境；第四章配合甘耀明的「新尋根」理念，探討作家如何在鄉土書寫中重現台灣的歷史記憶與本土文化。第五章結語，總結新世代作家運用當代意識，反思並超越台灣鄉土文學傳統，藉以回應文學潮流的更替以及社會的變遷，為台灣鄉土文學開拓新的發展方向。Nativist literature has been an important literary tradition in Taiwan. It gained momentum since the 1930s and reached its pinnacle in the 1960s and 1970s, but fell into decline in the 1980s. However, the trend of nativist literature has revived since the 1990s as a number of young writers chose to focus their creative writing on nativism. Since then the concept of "new nativist literature" and "post nativist literature" appeared in academic discourse to describe this literary phenomenon. This thesis attempts to examine this phenomenon and to explore how "nativist" literature has morphed into "new/post nativist literature" by observing works of fiction by Yuan Zhesheng, Tong Weiger and Gan Yaoming.This thesis is divided into five chapters. The first chapter introduces the goal, scope and methodology of this thesis and gives a succinct account of the significance of the previous researches; it also summarizes the development of Taiwan Nativist literature and outlines the important concepts to serve as the reference for the later discussion about "new nativist" or "post nativist" literature. Chapter two examines how Yuan Zhesheng re-evaluated the tradition of Taiwanese nativist literature and established a new point of view towards nativist writing with the aid of lyricism. Chapter three investigates how Tong Weiger re-examined the dichotomy of rural and urban Taiwan and how he exposed aspects of contemporary urban and rural Taiwan. Chapter four explores how Gan Yaoming represented Taiwan history in the Japanese colonial period and the Hakka and aboriginal culture in his writing. Chapter five gives a conclusion on how the new generation of contemporary Taiwan novelists added new dimensions to the tradition of Taiwanese Nativist Literature as they re-examine and surpassed it.Detailed summary in vernacular field only.Detailed summary in vernacular field only.黃納禧."2013年12月"--Title page."2013 nian12 yue"--Title page.Parallel title from added title page.Thesis (M.Phil.) Chinese University of Hong Kong, 2014.Includes bibliographical references (leaves 111-118).Abstracts also in Chinese.Huang Naxi
Should you believe in the Shanghai ranking?
No full textThis paper proposes a critical analysis of the "Academic Ranking of World Universities", published every year by the Institute of Higher Education of the Jiao Tong University in Shanghai and more commonly known as the Shanghai ranking. After having recalled how the ranking is built, we first discuss the relevance of the criteria and then analyze the proposed aggregation method. Our analysis uses tools and concepts from Multiple Criteria Decision Making (MCDM). Our main conclusions are that the criteria that are used are not relevant, that the aggregation methodology is plagued by a number of major problems and that the whole exercise suffers from an insufficient attention paid to fundamental structuring issues. Hence, our view is that the Shanghai ranking, in spite of the media coverage it receives, does not qualify as a useful and pertinent tool to discuss the "quality" of academic institutions, let alone to guide the choice of students and family or to promote reforms of higher education systems. We outline the type of work that should be undertaken to oer sound alternatives to the Shanghai ranking.Shanghai ranking; multiple criteria decision analysis; evaluation models; higher education.
The Image of Women and the Reflection of her Emotions in the Novel “Wives and Concubines” by Su Tong
No full textSu Tun ir uzskatāms par vienu no Ķīnas izcilākajiem mūsdienu 20. gadsimta otrās puses rakstniekiem. Viņš ir piecu romānu un 14 īso stāstu autors. Darbi ir publicēti Ķīnas Tautas Republikā, Taivānā, ASV, Francijā, Itālijā un citās valstīs. Daudzi viņa darbi tika ekranizēti. Viņa literatūra aizrauj lasītāju ar savām detaļām un tēliem, kas paliek lasītāja prātā, liekot viņam domāt un pārdzīvot par varoņiem un viņu dzīvi. Maģistra darba tēma ir “Sievietes tēls un viņas emociju atainojums Su Tun romānā „Sievas un konkubīnes””. Darba mērķis bija veikt romāna „Sievas un konkubīnes” analīzi un atrast tā specifiskās iezīmes, lai iezīmētu sieviešu tēlus un lai noskaidrotu, kā autors Su Tun ar valodu, simbolismu un savu mākslas tehniku apzīmē viņu nozīmīgumu, iekšējo psiholoģisko stāvokli un to, kas sievietēm ir kopīgs un kas viņas atšķir. Darba rakstīšanas laikā tika izpētīts sievietes tēls un viņas pozīcija patriarhālā ģimenē Su Tun romānā, lai radītu vispārīgu priekšstatu par to, kādu lomu sievietes ieņēma konkrētajā Ķīnas vēstures posmā un kādu ietekmi tas atstāja uz sievietes psiholoģisko stāvokli. Padziļināti tika izpētīta rakstnieka Su Tun daiļrade, lai saprastu, kāpēc viņa darbos bieži parādās sievietes tēls un kāds ir sieviešu liktenis un pozīcija sabiedrībā. Tāpat tika pētīta autora romāņu simbolika un tēli, valoda un stilistika. Darbs sastāv no trīs daļām. Pirmajā daļā ir apskatīta autora daiļrade un darba specifiskās iezīmes. Otrajā daļā ir aprakstītas sieviešu tēlu īpatnības un sieviešu emocijas. Trešā daļa ir veltīta varoņu psiholoģijai caur tēliem un simbolismu. Romāns „Sievas un konkubīnes” ir pārtulkots daudzās pasaules valodās, tomēr latviešu valodā tulkojuma nav. Tāpēc šajā darbā autore arī tulko galvenās un svarīgākās romāna “Sievas un konkubīnes” daļas latviešu valodā. Atslēgvārdi: Modernā ķīniesu literatūra, proza, feminisms. Darba kopējais apjoms sastāda 63 lpp.Su Tong is considered to be one of the most outstanding writers of the second half of the 20th century. He is the author of five novels and 14 short stories. Works have been published in the People's Republic of China, Taiwan, the United States, France, Italy and other countries. Many of his works were filmed. His literature fascinates people with its details and images that remain in the mind of the reader, forcing him to think about the heroes and empathize them and their lives. The topic of the master's thesis is „The image of a woman and the reflections of her emotions in the novel „Wives and concubines” by Su Tong". The goal of this work was to make an analysis of the novel "Wives and concubines' and find its specific features to mark female characters and to find out how the authors Su Tong language, symbolism and its artistic technique refers to women importance, their internal psychological state of mind, along with what women have in common, and what does distinguish them . In the process of work was examined image of a woman and her position in a patriarchal family in Su Tong novel to create a general idea of what role women took at particular historical period in China and the impact it had on the woman's psychological state. Were deeply explored Su Tong literature and his works to understand why his fiction often portrays a women's image and the fate and position of women in society. In the process of of work author's novel symbols and characters, language and stylistics were also explored. The work consists of three parts. The first part deals with the author's fiction and the specific features of the works. The second part describes the peculiarities of women's images and introduces their emotions. The third part deals with the psychology of the heroes through characters and symbolism. The novel "Wives and Concubines" is translated into many world languages, but there is no Latvian translation. Therefore, in this work the author translates the main and most important parts of the novel "Wives and Concubines" into Latvian language. Keywords: Modern chinese literature, prose, feminism. The total volume of the work amounts to 63 pages
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