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Yes, Social Does Impact Sales | social.ogilvy.com


  Recent research from Forrester suggests that social media has an insignificant impact on sales. While this may be true within the specific context of the study, the study’s methodology makes it impossible to draw broad conclusions around the impact of

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Publicado en SOCIAL.OGILVY.COM

Facebook’s 6-Point Plan for Building Brands in the Social Media Age


It’s easy to see how this reflects a TV-dominated age. In the pre-social media days, you’d see a TV ad and become aware of a brand. Then, after you got familiar with the name, you might consider if you wanted to buy it. Next, you bought it. Then, you might decide you liked it. Finally, you identified yourself with the brand. (“I’m a Budweiser guy.”)

Here is what Facebook and Forrester are proposing as the successor to the purchase funnel. It looks more like a circle:

In this schematic, social media influences every stage of the process. They hear about new brands and investigate said brands via social media. When it comes time to buy something, consumers increasingly consult their friends via social media. Then, they expect to be able to interact with the brands through social media after they buy a product.

The new environment calls for new tactics. Facebook and Forrester propose a six-point plan for building brands in the social media age: articulate, connect, engage, influence, integrate and rejuvenate. We will look at each in greater detail.

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Publicado en Brand Content, Facebook, Facebook Pages, Mashable.com

5 Reasons Why Live Chat is The Untapped Potential for Your Business


Train your team! Your live chat representatives have to be extremely knowledgeable about your inventory and website navigation. Provide cheat sheets and FAQs to improve their performance and to make it easier for them to answer your customer’s questions quickly.
Be aware of your shopping hours. If you own an online soccer shop in California, there is a chance that most of your visitors are international. Use analytics to determine when most of your visitors are using your site. Don’t assume 9 to 5 chat hours will work. If you have a problem sourcing local employees to cover off hours, consider outsourcing help using services like Odesk or Elance.
Don’t be too robotic. The whole point of having live chat available is to provide warm, human help to a customer’s shopping experience. Having robotic greetings or responses can kill the effectiveness of live chat.
Consider hiring people with sales experience. For the most effective use of live chat, consider using inside sales people and not just customer service representatives. People who have sales experience will more likely lead customers towards sales and increase the possibility of upselling.
Don’t forget to boost your social. When your live chat representatives receive positive feedback from online visitors and customers, consider instructing your representatives (or sales people) to nicely remind your visitors to Like your Facebook page and leave a comment on it.
Be prepared for surges in chat volume. Customers need to understand that they are in a queue and a representative will be with them shortly, if not immediately.
Give your customers helpful chat features. Customers will also need to be able to modify the font size and to request a transcript of the chat.

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Publicado en Blog.kissmetrics.com

Most Americans still don’t have smartphones


Editor’s note: Amy Gahran writes about mobile tech for CNN.com. She is a San Francisco Bay Area writer and media consultant whose blog, Contentious.com, explores how people communicate in the online age.

(CNN) — If you’re a tech news junkie (and that’s why you’re reading CNN.com Tech, right?), you might have gotten the impression that everyone already has — or at least wants — a smartphone. Or that smartphones and tablets are the only mobile devices that matter.

But new research from Forrester indicates that while cell phone penetration is high across all U.S. demographics (82 percent of consumers own a cell phone, and 73 percent report that cell phones are their “most used device”), only 17 percent of Americans own a smartphone.

This is true even among the most digitally savvy generations: Gen X (roughly ages 31-40) and Gen Y (roughly ages 18-30).

According to Forrester, Gen Yers and Gen Xers are most likely to own smartphones. However, less than one-fourth of cell phone users in both of those age groups own a smartphone.

Also, Forrester reports that less than one-fourth of U.S. mobile phone owners have an unlimited data plan.

All of which means that the vast majority (more than 75 percent) of the “digital native” generations does not use smartphones. Instead, they rely on cheaper, simpler-feature phones and limited access to mobile data-supported services.

Of course, feature phones are getting smarter. Many of the the most popular feature phones can do a lot beyond voice calls — from text and multimedia messaging to e-mail, to social media, to web browsing, to even running simple apps based on JavaME.

Granted, feature phones generally offer a more difficult and limited digital experience (especially for web browsing). But that doesn’t stop people from using feature phones in sophisticated ways.

In fact, according to Forrester’s figures, just under half of all U.S. mobile owners have internet access from their cell phone. So, since only 17 percent of U.S. cell users have a smartphone, this means that the vast majority of Americans who are able access the mobile internet use feature phones.

But being able to do something is not the same as actually doing it. Just under a quarter of U.S. mobile owners report going online from their phones.

The simplest mobile activities remain the most popular across all types of cell phones. Topping Forrester’s list is SMS text messaging, which nearly 60 percent of all U.S. mobile owners use.

Despite the booming popularity of social networks like Facebook and Twitter, Forrester found that social networking services are one of the least popular non-voice mobile communication functions: Only 14 percent of U.S. mobile users access such services from their phones.

In this report, Forrester seems to be trying to spin its findings to make smartphones sound like the most important current mobile trend. For instance, the report says, “Gen Yers and Gen Xers are the most likely to have smartphones and unlimited data plans, providing the tools needed to lead in mobile Internet adoption” — despite the fact that they’re describing the behavior of a minority in that age range.

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Publicado en CNN

Valor social, un paso más hacia la segmentación de clientes


Muchos estudios demuestran la gran influencia que tienen las experiencias y valoraciones de otras personas en nuestras decisiones de compra.

Es más, las opiniones de los demás no impactan sólo en la valoración de productos y marcas por parte de los consumidores, sino también en su nivel de fidelidad a la marca (Gruen, Osmonbekov & Czaplewski).

El éxito de comunidades online de viajes como minube o tripadvisor es la prueba más palpable de que la opinión de otros conduce a la acción.

En esta línea, Forrester ha reconocido que cualquier inversión en medios sociales es una pérdida de tiempo a menos que las marcas dejen de valorar a sus clientes únicamente desde el punto de vista financiero, ignorando su faceta social.

Coherente con este planteamiento, Forrester ha creado una metodología llamada “The Social Value Scorecard” que permite evaluar el valor social de tus Clientes, para lo que recomienda dar dos pasos relativamente simples:

1. Saber qué hacen los consumidores. Aplicando herramientas como la escalera de Social Technographics y centrándose en el número y variedad de actividades realizadas por los distintos usuarios.
2. Medir cuál es el nivel de influencia de estos consumidores. No siempre es más interesante relacionarse con los clientes que más conexiones tienen. Es mejor vincular a aquellos que ejercen más influencia sobre sus contactos.

Una vez cuantificado el valor social de nuestros clientes, Forrester propone cruzarlo con la rentabilidad de nuestros Clientes, variable que muchas empresas llevan midiendo desde hace tiempo.

De este modo obtenemos la clasificación que nos permite identificar cuáles son nuestros clientes más valiosos y definir qué estrategias son más adecuadas para cada segmento. Esta es mi propuesta, adaptada del planteamiento de Forrester…

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Cómo enfrentar el lado oscuro de las redes sociales


Las compañías no pueden llevar un control estricto de las conversaciones que se suceden en las redes y los blogs, pero pueden responder a los usuarios más activos.

Por Joseph Hughes y Chris Boudreaux

Todas las bondades de los nuevos medios sociales están trayendo importantes problemas para muchas compañías. La interacción instantánea de información y opiniones sobre productos en Twitter, blogs y otros sitios está obligando a las empresas a intentar influenciar estas conversaciones con tecnología y una nueva forma de pensar.

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Study: Location-Based Services Users are Passionate but Niche


A new report released today from mobile media provider Myxer examines the current trends among “check-in” applications, that is, the particular group of location-based mobile social networks that allow users to announce their arrival at a specific venue in return for rewards, coupons, deals or other offers. The company found that among the top mobile check-in applications, there was a clear leader: Booyah Networks’ MyTown, a location-based game built around your own city’s local shops and businesses. MyTown is heavily favored by consumers, attracting 56% of the mobile audience that uses location-based applications such as these. Loopt was in second place, with 12% of users and Gowalla and Foursquare lagged even further behind, at only 8% each.

However, only 11% of mobile users are participating in the location-based social networking community, with the majority of mobile users claiming they’re simply “not interested” in these types services.

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