Daily Archives: 12 enero 2012

The One Thing Most Social Media Marketers Forget [Plus Infographic]

Christmas only comes once a year and it is fun to see the children tear off the paper and unwrap their presents.

It is more like a destruction derby than a party! Paper, string and wrapping fly in all directions as the journey of toy discovery unfolds.The One Thing Most Social Media Marketers Forget [Plus Infographic]

Parents and grandparents watch the unfolding scenario like the Super Bowl or the Football World Cup, cheering from the sidelines.

The Christmas card and the “thank you” is often forgotten and the focus is on discovering what exciting new present that Santa has delivered!

The toy is seized with shouts of glee and overt unbridled enthusiasm and for the next 10 minutes it is the centre of attention.

Soon the next toy is unwrapped and the now “old” toy is discarded, maybe to never be used again.
The Shiny New Toy Effect

Social media marketing is the “shiny new toy” and it has been unwrapped and it has us all enthralled and excited. The Facebook marketing, Twitter tweeting and YouTube videos have us running in all directions as we play with the social networks trying to work out how to make it all work effectively.

Amongst all the social media glitter there is a one little marketing tool that should not be forgotten, in fact it should be embraced and integrated into the new social web.

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Publicado en by Jeff Bullas, Facebook, Social media

Los códigos QR presentes en cada vez más sitios

Ahora algo no menos cierto es que tenemos que enseñar a nuestros clientes las ventajas que pueden tener al utilizarlos, porque como ya he mencionado en otros artículos, lo principal es hacerlo bien, si alguien que lee un QR, tiene una mala experiencia y es un consumidor, lo más probable es que se lo piense antes de leer otro código QR, pero si la mala experiencia la tiene un empresario, muy posiblemente desista de su utilización.

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Publicado en Marketingcomunidad.com, QR code

Is Gamification Right for Your Business? 7 Things to Consider

This year has lent itself to a slew of new buzzwords, andgamification is easily one of the most buzzed about in the marketing industry.

Businesses clamored this year to understand the concept of gamification and apply it to their digital and mobile products, offering badges and points galore … but how many of them actually understand the point of gamifying or if it’s even useful for their business goals?

Dustin DiTommaso, the experience design director at design studio Mad*Pow, recently spoke about designing meaningful interactions through game design thinking during his presentation at Geekend 2011, a techie conference presented by BFG Communications.

DiTommaso explained his framework for gamification and dished out seven essential steps for approaching the subject. Read on for a thorough encounter of DiTommaso’s model for creating more meaningful interactions and successful business goals, and let us know your thoughts on his method in the comments below.

1. Consider Why You Want to Gamify

Yes, gamification is a sexy word. No, it isn’t right for every business.

DiTommaso recommends that businesses looking to gamify their products or services ask themselves three critical questions before moving on:

What is the reason for gamifying your product or service?
How does it benefit the user?
Will they enjoy it?
If you can answer these questions with confidence, if gamification seems like a good fit for your business’ product or service and if the users enjoy it, then move on to exploring your business goals. DiTommaso recommends exploring the following three questions:

What are your business goals?
How do get the users to fulfill those business goals?
What actions do you want users to take?
If this exploratory phase yields positive feedback, your business is ready to move into user research.

2. Identify Your Users

It isn’t enough to understand your business goals when considering gamification — you also need to understand your users and what motivates them. Research your users before you begin designing your gamified product, focusing on how they use your software, what they want and what motivates them.

DiTommaso laid out a number of questions to help businesses achieve research-inspired design:

Who are your users?
What are their needs and goals? Why are they playing?
What’s holding them back from achieving their potential? Is it lack of volition (belief that completing the task at hand is valuable) or lack of faculty (ability to complete the task)?
What is their primary playing style (solo, competitive, cooperative)?
Who are they playing with?
What social actions do they find enjoyable, and why?
What metrics do they care about?
Game designers must also understand what motivates users to play their games. There are a number of motivational drivers, but DiTommaso recommends simplifying to four key factors. Decide if your users are motivated by:

Achievement of goals or enjoyment of experience
Structure and guidance or freedom to explore
Control of others or connecting with others
Self-interest in actions or social interest in actions
Knowing these details about users and their motivations will assist game designers in determining how the game should be laid out, how much autonomy to allow, what the users’ goals should be and so on. Let’s explore exactly what comes next in the designing process.

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Publicado en Gamification, Mashable.com

Games Dominate Mobile Apps, Set for Revenue Growth

Games (49%) and social networking (30%) capture the largest proportion of consumer’s time spent with mobile applications, according to January 2012 analysis from Flurry, which notes that it does not track Facebook usage, such that the social networking category is actually larger than represented. Entertainment (7%) and news (6%) are the other major categories by consumption, though both trail the frontrunners by a large margin.

Apps Increase Lead Over Mobile Web

Flurry’s analysis shows a significant shift in daily interactive consumption over the last 18 months between the web (both desktop and mobile) and mobile native apps. Using Flurry Analytics data for mobile consumption, and comparing it to publicly available data from comScore and Alexa for web consumption, the analysis finds that smartphone and tablet users spent 94 minutes per day using applications in December 2011, compared to 81 minutes in June 2011. By contrast, during that time period, the average time spent on the web shrunk, from 74 minutes to 72 minutes.

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Publicado en Marketingcharts.com, Mobile Apps

New Test Results: Google Rewires Search with Personal Touches

For some, it is a question about whether Google serves “the same Web” for the millions of users who rely on Google as their principal portal. For others, it is a matter of relevance, and whether the infusion of data gleaned from the personal interests of one’s friends impedes the visibility of material those friends might never have seen. At any rate, Google’s swift response this week to negative reviews of its first trials of personally adjusted search results, including Jon Mitchell’s fiery indictment, clearly demonstrate that it’s at least as sensitive as its own users.

It’s now extremely easy for any Google+ user to turn on and off personalized search results (called “Search + Your World”) at will, with a toggle switch in the upper right corner – part of Google’s rollout of changes today. Now, as a follow-up to our first tests of personalized search prior to the rollout, RWW looks into whether leaving the feature turns on necessarily improves the relevance of search results in various categories. At issue: Does Google elevate links to discussions about what you’re looking for on its own services, above what you’re looking for?

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Publicado en Google +, Readwriteweb.com

What to Expect From Mobile Marketing Tech in 2012

As new technologies emerge that seek to bridge the real world with the digital, the offline-to-online marketing learning curve only gets steeper.

For instance, what is the future of the QR code, and should we prepare to be wowed by augmented reality? Read on for my mobile marketing predictions of 2012.

1. Quick Response (QR) Codes

The Good: We’ll witness the disappearance of non-standard formats, an exponential rise in capable mobile devices, and a steady march toward improved calls-to-action spurred by more accountable analytics.

The Bad: Even though the arrival of native QR scanning in Android and/or iOS would be a boon for mainstream adoption, the move would elbow out increasingly popular third-party scanning apps and draw the ire of developers.

The Ugly: Overwhelmed by the variety of QR uses in marketing campaigns, bad “carpenters” keep blaming their tools, and repeat simple mistakes that disappoint many first-time consumer scanners. 

Whether you love or hate QR codes, they’ll become progressively more ubiquitous and useful as they mature from hype to marketing line item.

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Publicado en Mashable.com, QR code

5 Alternatives to Consider After Spotify’s Free Music Cutoff

Trendsetting music lovers who signed up for Spotify when it first hit the U.S. on July 14, 2011 will soon encounter roadblocks. For instance, come the six-month deadline to switch to Spotify Unlimited ($4.99 per month) or Spotify Premium ($9.99 per month), Spotify users will only be able to play their favorite songs a maximum of five times, and free streaming will cap at 10 hours per month.

It’s no doubt the unlimited access to a huge library of music — about 8 million tracks — is one of the features that loyal Spotify users love.

Other features include the ability to make playlists of favorite songs (up to 10,000 tracks per list) and social integration to Facebook. Songs you play automatically display on your Facebook Timeline and desktop sidebar. Plus, access content via share buttons and a convenient search bar. With Spotify Premium, users enjoy an offline mode, which means they can listen to playlists on the plane, train or beach. Finally, radio stations specifically tailor to a user’s specific artist or genre preferences.

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Publicado en Mashable.com
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Gabriel Catalano

enero 2012
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