Paradojas de internet: que (sí) es la reputación online


Miguel Del Fresno | Marketing Comunidad | http://bit.ly/JvRmzC

Entre las muchas paradojas a la que nos enfrenta Internet hay una que llama la atención especialmente: la convivencia de lo significativo con lo anecdótico, de la verdad con lo falso, lo imporante con lo vacuo, el conocimiento confundido en el mismo plano con necedades. Con el tema de la Reputación es otro ámbito donde se amalgaman todo tipo de opiniones desde diversas áreas y conviene tener en cuenta algunas ideas simples para no confundirse con la reputación, ya que el significado de algo, por muy relativistas que nos hayamos hecho, no todo depende desde donde quiera uno verlo.

Por ejemplo, algunos dedicados al SEO tienden a afirmar que gestionan -o peor- crean la reputación de una marca en función del orden de aparición en los resultados de Google bajo un número determinado de palabras o conceptos de búsqueda. Al mismo tiempo, aquellos que han desarrollado tecnologías de rastreo tienden a afirmar que interpretan el significado y sentido de las opiniones mostrando de manera automática la reputación de esa marca según susherramientas y desarrollos semánticos automáticos (estas herramientas con un twitt como el de la imagen tienden a mostrar una valoración muy positiva a pesar de su ironía o sarcasmo).

El SEO no será nunca reputación. El SEO es, importante sin duda, pero es visibilidad oencontrabilidad, ni las herramientas están ni tan siqueira cerca de hacer análisis semánticos y más lejos aún de extraer automáticamente la reputación de un clima de opinión online. En realidad,Confundir el SEO con la Reputación es como confundir el maquillaje con la belleza.

¿QUÉ (SÍ) ES REPUTACION ONLINE? Seguir leyendo “Paradojas de internet: que (sí) es la reputación online”

Conversaciones que todas las marcas deberían monitorizar en una crisis


Marketing Directo | http://bit.ly/JvR246

Con el advenimiento de las redes sociales, las empresas están más expuestas que nunca a las crisis de marca. En la Web Social, un comentario negativo puede fácilmente convertirse en una bola de nieve con capacidad para arrollar por completo a las marcas. Para manejar adecuadamente este tipo de crisis la clave está en escuchar y no perder el hilo de una serie deconversaciones. Así lo propone a continuación PR Daily:

1. La marca (en los nuevos medios): escuchar lo que los nuevos medios digitales dicen sobre una marca es imprescindible para detectar el sentimiento de lo que allí se dice.
2. La marca (en los medios tradicionales): los nuevos medios digitales tienen muchísima influencia, pero no más que medios tradicionales como la prensa, la radio y la televisión. Seguir leyendo “Conversaciones que todas las marcas deberían monitorizar en una crisis”

Diez trucos para hacer un buen eslogan


Roastbrief | http://bit.ly/JvQ1J6

¿Qué es un eslogan? La palabra eslogan, para ponernos etimológicos y locos, proviene de dos palabras gaélicas. Estas palabras, son: “sluagh” y “ghairm”. La primera significa “multitud”, y la segunda significa “grito”.

Un eslogan es un grito de guerra, un llamado a la acción. Digamos que un eslogan es la axiología de la emoción. Pero hacer un eslogan no es fácil. Redactar uno es como redactar un verso, un cierre literario, una síntesis del sentimiento, un mensaje celestial (vaya hipérboles).

Borges, en su Evaristo Carriego, hizo una colección de frases callejeras que puede sernos útil. Hoy, rumbo a la agencia y mientras fumaba para tolerar el tráfico, leí en un microbús esta belleza: “No corro, vuelo bajito”.

Queremos que la Comunidad Roastbrief se entere de diez trucos para ensamblar un eslogan poderoso. Empecemos:

1- Un eslogan tiene que insertarse fácilmente en la conversación cotidiana. No es obligatorio que lo haga, pero sí recomendable.

Frases como “Es de sabios cambiar de opinión”, pueden ser usadas para redactar un grito de guerra fácil de recordar (consejo de Goebbels). Aquí, algunos ejercicios: “Los conocedores cambian a X”, “La marca de los expertos”, “Adaptándonos al mundo”. Seguir leyendo “Diez trucos para hacer un buen eslogan”

How to avoid a bad QR code


QR Code Press | http://bit.ly/JvPCqa
QR Code Security

Not all forms of quick response code are friendly, so you need to learn smartphone security.

Though they may be fun to use, scanning a quick response code could put your device at risk, so make sure that you learn a few important tips in smartphone security to help to keep malicious software away.

QR code security is just a matter of a little common sense and well applied paranoia.

Knowing how to avoid a bad QR code can save your device and your privacy, regardless of what operating system it uses, from Android to iOS. The malicious software that is currently out there is designed to attack most of the major devices available.

The problem with QR code security is that it’s impossible to tell where scanning it will lead. Seguir leyendo “How to avoid a bad QR code”

Expert Online Business | By Silvia Pencak


 Expert Online Business | http://bit.ly/JvPd7e

Expert Online BusinessIf you want to grow your profits, then having an expert online business is a great way to do so.  Expert online business is one that can maximize the benefits of the internet.

Internet is home to a large pool of potential customers that search the web each day, for information on products and services.

Research has found that more and more consumers are opting to research their purchases online. Some estimates suggest that as many as 70% of all consumers find out the information they need about products via the web, or their mobile devices. What this means is that each day there may be literally thousands of people searching online for your product. If your business does not have an online presence, you are missing out on sale opportunities that may not come your way again.

In order to get your expert online business to work for you, you must have a very effective online marketing strategy in place. Internet marketing is all about getting more customers using the tools available. If you have a website, then the goal is to drive more traffic to the website.  You then have the opportunity to convert visitors to customers.  They can either buy online, or at physical store locations.

Some of the key components to consider when devising your online marketing strategy include:

  • Targeting the right audience
  • Attracting the right audience
  • Converting potential customers
  • Retaining customers

It is important to know the demographics of the audience you wish to target, and then create a strategic plan that will pull them to your business. Seguir leyendo “Expert Online Business | By Silvia Pencak”

Yahoo Release New Search Plug-In Axis (& It’s Quite Good)


http://bit.ly/KeIv89 | simplyzesty.com

Once regarded as one of the major search engines out there, Yahoo! has since been overtaken by both Google and recently Bing due to a number of poor business decisions and failing to innovate. And that’s before you get into the controversy the company has faced recently. Now it’s decided to enter the web browser market (incredibly late actually) with its new product, Axis.

Available as a mobile browser on iPad and iPhone and as a plug-in for the desktop browsers, IE, Firefox, Chrome and Safari, the name doesn’t exactly inspire confidence, but after testing it out, it turns out that it’s actually quite good.

Appearing at the bottom left-hand corner of your browser, the plug-in certainly provides a better way of finding and selecting sites. When you enter in a search term, you don’t get a results page. Instead, you get a list of thumbnail suggestions which you can scroll through left to right. It sounds basic, but it works really well as it’s integrated into the browser. Image searching works the same way with the thumbnail interface and there’s also Pinterest integration and sharing.

Seguir leyendo “Yahoo Release New Search Plug-In Axis (& It’s Quite Good)”

The 3-Step Process to Creating an Effective and Profitable Keyword Plan


http://bit.ly/JqiFPt | by NEIL PATEL | quicksprout.com

keyword research google

Would you rather get 1,000,000 visitors from Google each month or 1,000? Your gut is probably telling you to go with 1,000,000, but the reality is you don’t have enough information to make an educated decision.

The keyword game isn’t just about traffic, it’s also about quality. You have to look at conversion rates to make an educated decision.

This means you have to look at larger goals and breakthrough keyword volume.

In my ten years in the business I’ve made creating high-converting keyword research plans a priority…let me share my 3-step plan with you:

Step #1: Keyword research for SEO

When you research for keywords on your own site, it’s a lot easier to do because you know the content inside out. It’s almost instinct.

But if you are working on a new site, then it is best that you do a lot of keyword research. This means starting with a list of keywords. If you don’t have a list, then work through as much content as you can.

As you do that, think about this…

  • Think about any word or category you don’t understand – Drop these words into Google and see what kind of results come up.
  • Do these results match what you are trying to accomplish – Or does it look like their competitor? As you will see when we get into the conversion part of keyword research, keywords that don’t convert waste time and visitors.

When you find non-converting keywords, search through and remove any other keywords that are similar. As you do this your list of categories will probably change as you start to understand your site’s content. But it’s always easier to start with too many categories, which you can reduce later.

Check the estimated search volumes and make sure they match what you expect.

For instance, do more people search for “SEO consultant” or “SEO services.” Or do more people search for “florist” or “flowers”? Or do more people search for “washers” or “washing machines”?

While you may lean towards the more technically correct “SEO services,” you might find that more people are actually searching for SEO consultants, so you’ll want to work more references of “SEO consultants” into your copy.

And you are ready to use these 5 questions to maximize your keyword research. The following exercise is recommended by Jenny Halasz, and is a very helpful way to uncover keywords for clients efficiently and effectively…: Seguir leyendo “The 3-Step Process to Creating an Effective and Profitable Keyword Plan”