Archivo de la etiqueta: Social media

Social Media Advertising Not Making Friends With Consumers – thnx @david_vanamburg


In spite of a staggering 20% increase in user volume over the past year, user satisfaction with social media websites at 68 is still one of the lowest-scoring industries among all those measured by ACSI. It surpasses only Internet service (65), which indicates that users are displeased with multiple components of their online experience.

By David VanAmburg
Vía acsimatters.com

So what reasons do users most often cite as the cause for their low satisfaction? According to ACSI’s July 2013 report, the main contributor is an increase in advertising on social media sites. Other concerns include wariness about privacy violations and unhappiness with the ease of interface use.

Wikipedia, the leading company for a fourth straight year at 78, is notable for its lack of advertising and easy-to-use interface. Pinterest, at 72, was the only site to make a significant gain (+4%) and also benefits from a streamlined interface that allows users to create and access their accounts via Facebook and Twitter.

Social networking sites Facebook, Twitter, and LinkedIn are at the bottom of the category in spite of their popularity. Sites like these will likely need to step up their efforts in the crucial areas of advertising and interface development to improve customer satisfaction. In the meantime, they remain the lowest-rated companies in the e-business category.

Digital Marketing Roadmaps – @intersection1 by Mark Smiciklas


social media strategy roadmap

Are you a fan of those BIG strategic reports? You know… the ones that never get read, gather cobwebs at the back of your filing cabinet or get used to keep the door to your office propped open.

You will be happy to know that your Intersection Digital Marketing Road Map will be presented in a visual, concise and easy to read format.

You will receive a straightforward, no-nonsense plan that includes sets of strategies, tactics and objectives for your organization to work through over a six to twelve month period.

The following areas make up the framework that’s used to design your digital road map:

  1. Research
  2. Planning
  3. Implementation
  4. Management
  5. Measurement

The end result is a manageable plan that is customized to your specific marketing and communication needs – and takes into account the capacity of your organization.

Be Sociable, Share!

How Much For A Facebook Friend?|vía @cmo_com


While marketers agree on the importance of putting a price tag on social media interactions, they also say the area is wide open to interpretation–and very misunderstood. Heads of marketing from Sears, Kimberly-Clark, Comcast and other brands discuss how they measure social ROI. |

ARTICLE HIGHLIGHTS:

  • Most marketers repeatedly refer to pinning down the real value of Facebook likes, Twitter favorites, and Pinterest pins as the “Holy Grail.”
  • “You don’t understand the true value of a like unless you understand the value of paid media around it.”
  • A click-versus-revenue figure would be a simple answer to the ROI question, but is not necessarily the right answer for top management.

Backtracking Vs. Forecasting
Many marketers analyze effectiveness by looking at before-and-after results of a campaign and then use that to model future efforts. For example, Sigue leyendo

10 Brands with Great Google Plus Pages vía @jeffbullas


10 Brands with Great Google Plus Pages

Google+ has risen astronomically since it was launched in 2011. It overtook social media giant Twitter in January 2013, and is now second only to Facebook in popularity. With over 700 million registered users, companies have a lot to gain by maintaining a page on the service. However, some Google+ pages are more popular than others.

Take a look at this list of 10 brands with great Google plus pages, and get some tips, ideas and insights for your own business.

#1. Toyota

Toyota has an excellent Google+ page. They share industry news, inspirational photos and innovative concepts with their followers, and update their page regularly. However, it’s the ‘Toyota Collaborator’ feature which really stands out. Using Google+ Hangouts,

  • Users can invite friends to help them design and customise their new Toyota
  • Up to five people can collaborate on the project, changing paint colours and wheel rims, discussing the options, and rotating the car to view it from different angles
  • The interior of the car can be viewed through eye-tracking
  • The finished car can be taken for a virtual test drive on Google Maps

Toyota Google+ page

Source

#2. Cadbury

The layout of a Google+ page – wide and open – lends itself particularly well to visual content. Pages which recognise this tend to do better than those which rely solely on text. Cadbury has capitalised on this, ensuring that their page is full of large, bright, attractive images. Scrolling down the page reveals striking pictures of their various products, delicious-looking cakes and biscuits, and lashings of the distinctive Cadbury purple.

Cadbury Google+ page

Source 

#3. Hugo Boss

As a high-end fashion retailer, Hugo Boss are experts in visual design. They’ve carried the clean lines and defined colours of their clothing to their Google+ page, which reads like the pages of a glossy magazine. The page isn’t an advert for the brand so much as an aspirational luxury lifestyle guide – and as a result has gained a large number of followers.

 Hugo Boss Google+ page

Source

#4. H&M Sigue leyendo

“The Definition of Advertising Has Never Been More Unclear” @Adweek CC/ @r2rothenberg


…Source of both opportunity and crisis

For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on. The marketer called the agency of record’s account team. The account team composed a brief capturing the strategy and called in the wild and wooly creatives to bring it to life.

The writers and designers applied their art to one or more of these four finite canvases: the television commercial, full-page print ad, radio ad or billboard. Maybe they would sprinkle in a few coupons. The public played along, too; with no ad blockers or DVRs, they just consumed advertising (or ignored it) en masse. It all just worked.

But it doesn’t anymore. Now, there is no machine or even consensus on the basic definition of advertising. And that is the source of both opportunity and crisis.

Today’s media landscape keeps getting more diverse—it’s broadcast, cable and streaming; it’s online, tablet and smartphone; it’s video, rich media, social media, branded content, banners, apps, in-app advertising and interactive technology products like Sherwin-Williams’ Chip It! It’s even physical interactive gear, like Nike+ Fuelband. Pushed an inch farther, the new Google Chromecast dongle could fit under that marketing classification, and the smart watches on the horizon will be yet another platform. Sigue leyendo

Crowdfunding y social media: una evolución conjunta – vía @RedesSocialesES


Que el mundo social media ha cambiado muchas cosas en la red no es ningún secreto y creo que todos los que hemos podido navegar en la era anterior y en la actual, en la que las redes sociales se han apoderado de casi todo hemos sido conscientes de la evolución que ha sufrido. Y aunque hace un momento hemos hecho un análisis muy relacionado, cuando hablamos del ecommerce y del social media, en este caso vamos a pasarnos a un concepto de la época del nacimiento de los social media actuales, el crowdfunding, e intentaremos ver cómo los social media han influido en su evolución.

Crowdfunding y social media: una evolución conjunta

SOCIAL MEDIA CROWFUNDING

La verdad es que si en sí mismas las consideras redes sociales entonces es cierto que la influencia es aún mayor en este mundillo, porque para aquellos puristas que creen que social media lo son plataformas como Facebook o twitter, tampoco cabe duda el papel que juegan estas de cara al funcionamiento del crowdfunding, con lo que hablaríamos de una evolución de ambos conceptos prácticamente de la mano, y el éxito de las redes sociales en sí mismas ha garantizado que las plataformas de crodwfunding estén hoy dónde están.

Más info | Startups.fm

Socialbakers #panaderiasocial: Capitulo #1 – @socialbakers CC/ @peugeotarg


Peugeot Argentina | Most Popular Post

http://www.socialbakers.com/latam/

Building a Passion Brand: Key Findings and Insights from our 2013 Global Advocacy Study – vía @socialogilvy


“All human actions have one or more of these seven causes: chance, nature, compulsions, habit, reason, passion, desire” - Aristotle

When we think of how people express passion for a brand, do emotions trump reason?

We know brand advocacy is hugely important to making marketing more relevant and effective.  And advocacy via social channels is especially valuable because of its tremendous potential to scale.

But what really drives people to express their passion for a brand through advocacy in social media?   Our newest Social@Ogilvy research – the most comprehensive study of global social advocacy to date – analyzes millions of social brand mentions to help us better understand advocacy for brands online.  The data – which includes about 7 million mentions of 20+ brands and 8 feature films across 4 countries including China, Brazil, UK and US – provide us with insights and clues on how to build brand advocacy.

Here are some key findings:

1) Brands are largely failing at driving advocacy in social media.  Most brands are driving very low social advocacy from their satisfied customers. It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels.  This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.

2) Practicality trumps emotion.   Overall, advocates in all four countries were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.

3) True passion is rare.  For most brands, the majority of mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.

Based on these findings, we’ve come up with 5 key recommendations for brands interested in tackling the social advocacy gap. Take a look through our study to learn more about how brands can turn advocacy into passion.

A special thanks to Mark Bonchek at Think Orbit, for providing some invaluable suggestions on an earlier draft of our study.

 

Una de los Simpson. Ganar un cliente & Impact of Twitter, on scientific research


Cómo ganarle a Nelson

¿Conocen a Nelson de los Simpsons? Si no les  suena, tienen un problema grave de infancia o adolescencia.  Nelson, aquel inadaptado alumno de la Escuela de Springfield que se suele burlar con un molesto Haaa Haaa ante cualquier tipo de error ajeno.



Continúa leyendo…


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by 
 

Por qué es tan difícil captar clientes nuevos

La dificultad para captar clientes nuevos radica en que los clientes nuevos son como la energía, que no se crea ni se destruye, sino que se transforma. Los clientes

nuevos más interesantes son los furiosos, los insatisfechos, y por otra parte los más difíciles de conseguir. Descubre cómo detectarlos en este artículo.

- See more at: http://orlandocotado.com/#sthash.gE8nK1bm.dpuf

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Researchers’ Tweets Move Science Forward

This infographic illustrates the impact of social media, specifically Twitter, on scientific research. Credit: Catherine Pratt

Impact of social media, specifically Twitter, on scientific research. Credit: Catherine Pratt

Social media is changing the way thatscientists are interacting with each other and with the global community. One example is the way that researchers useTwitter to increase the impact of their research. David Shiffman, a Ph.D. student at the University of Miami‘s Abess Center for Ecosystem Science and Policy, describes the advantages of tweeting during the development of scientific publications.

Incorporating Twitter into the different stages of a scientific publication allows scientists to connect more quickly, facilitates interdisciplinary collaboration and makes it possible to communicate results to a large and diverse audience, according to Shiffman. It also encourages post-publication conversations about the findings.

“Social media, which allows information to be shared instantly around the world, gives internet-savvy scientists the ability to drastically accelerate the pace of scientific communication and collaboration,” says Shiffman, who was recently named one of the top biologists to follow on Twitter (@WhySharksMatter) by the Huffington Post.

 

Read more at: http://phys.org/news/2013-09-tweets-science.html#jCp

 

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McDonald’s lanza aplicación para pedidos móviles – Vía @MarketingHoy


El gigante de la comida rápida está probando una aplicación de pago en Salt Lake City, Utah y Austin, Texas. Con la aplicación, puedes ordenar previamente y recoger tu comida por las ventanillas del restaurant.  

Burger King y Chipotle ya permiten realizar compras a través de teléfonos móviles; Burger King exige un mínimo de 10 dólares para ese tipo de pedidos.

La aplicación de McDonald’s incluye ofertas especiales, cupones y programa de lealtad. Los pagos mobile es la última tendencia en tecnología de la marca en los últimos años.

http://www.marketinghoy.com/mcdonalds-lanza-aplicacion-para-pedidos-moviles/

Twitter adquiere Tendrr, especializada en medición de interacción con programas de TV


Twitter ha adquirido Trendrr, una compañía especializada en análisis de redes sociales y televisión. Entre sus funciones, los sistemas de la compañía permiten descubrir y mostrar aquellos ‘tuits’ especialmente importantes sobre ciertos eventos.

MADRID, 29 (Portaltic/EP)

http://goo.gl/ObSphm

No es la primera vez que hay noticias sobre el interés de la re de microblog Twitter de medir la interacción de sus usuarios con los programas de televisión. De hecho, a principios de año Twitter adquirió las empresas Bluefin Labs. Ahora, tras esta compra y otras adquisiciones Twitter continúa con su carrera hacia el análisis y la medición de audiencia a través de redes sociales.

El equipo de la compañía Tendrr, tal y como aseguran en su blog oficial, se une al equipo de Twitter. La razón de esta compra es mantener alejada a la competencia de cualquier tipo de trato con analistas de televisión y más teniendo en cuenta las ocasiones en las que Facebook ha dejado claro su interés en crear una televisión social

- Trendrr Blog (https://blog.trendrr.com/2013/08/28/trendrr-joins-twitter/)

The Main Differences Between Facebook & Google+ | vía @PlusDaily


Thanks so much to Paul Maplesden
Google Plus Daily

Facebook or Google Plus?  

Facebook, once the darling of the social media world, is starting to lose its sheen. With the new restrictions on what people can see, privacy issues, increasing advertising, promoted posts and less relevant content in news feeds, many people are starting to look for alternatives.

 
Fortunately, there’s an interactive, well supported, rapidly growing, easy to use social network that’s ready for you right now, Google Plus. In this article, we’ll explore some of the similarities, and differences between the two networks, answer some of your questions and let you know how to make the switch.

Hang on, isn’t Google Plus a ghost town?

Google Plus has certainly had this criticism levelled at it many times in the past, and once, that might have been true. When the network first launched, it was quite tricky to find other members and interact with them. Now, that’s all changed.

In late 2012, Google Plus launched Communities, interactive forums where people with common interests could gather and discuss the things important to them; some of these communities have around 50,000 members! 
 
They also improved their ‘Find People’ functionality, making it easy to find former colleagues and classmates, review your existing contact lists and providing suggestions for interesting people to follow.
 
This, together with Google’s continued promotion and support of the network means that it’s now the second biggest social media network in the world with 340 million users active there every month.

OK, so what is the main difference between Facebook and Google Plus?

If there’s one main difference, I’d say it’s this:
  • Facebook focuses on connecting you with your existing friends and your relationships with them
  • Google Plus helps you build new connections, find interesting people and discover content that can surprise and delight you
That’s not to say that Facebook can’t help you discover new things, or that Google Plus can’t help you stay in touch with your current friends, far from it. 

Google Plus is simply setup to let you define exactly what you want to see and from whom, whilst also highlighting some of the best people, content and thinking so you can expand your interests and horizons.

How does that work? How can I control what I (and others) see in Google Plus?

When you follow people in Google Plus (just like friending them on Facebook), you can add that person to one or more Google Plus ‘Circles’. You can make these circles about anything you like: you might have one for family members, one for business colleagues, another one for people that post awesome photographs and another for popular science.

Circles have two major advantages:
Sigue leyendo

The Top Industries in Social Customer Care – vía @socialbakers


Each quarter, we release a ranking of the most responsive industries on Facebook, so that you can benchmark your level of customer care against the market standards. Check out the latest results for Q2!

Since we introduced Socially Devoted as a standard in social customer care, brands have improved the way they deal with questions on their Facebook and Twitter walls.

Taking a look at a year’s worth of data, we’ve spotted some interesting trends. For example, our quarterly industry rankings show that Airline, Telecom, and Finance are consistently the three most responsive verticals on Facebook. The latest results show that the Airline industry is in the lead (with a 79.1% Response Rate), followed by companies in Finance (77.7%), and Telecom (75.2%).

Leaders in Respective Industries

The average Response Rate of all the studied brand pages (22 961) was 62% with an overall average response time of 1 153 minutes. That means that the FMCG, Electronics, Alcohol, and Automotive Industries performed below the overall average. Keep in mind that our Socially Devoted criteria state that brands must reach a 65% Response Rate.

1. Airlines

Royal Dutch Airlines (KLM) have the most responsive Facebook Page in their industry, with an outstanding 97.21% Response Rate and a Response Time of 45 minutes.

Airlines industry benchmark: Response Rate: 79%, Response Time: 475 minutes

2. Finance

South African FNB responded to 97.61% questions on Facebook in Q2 and did so within 60 minutes, on average.

Finance industry benchmark: Response Rate: 78%, Response Time: 575 minutes

3. Telcom

Clients of Claro, a mobile operator in Gautemala, can expect most of the answers to their questions (98.34% Response Rate) in about 32 minutes.

Telcom Industry benchmark: Response Rate: 75%, Response Time: 495 minutes

4. Retail

In case you have any inquiries concerning Tesco products, you can rely on a 93.35% Response Rate and a 98 minute Response Time.

Retail industry benchmark: Response Rate: 66%, Response Time: 743 minutes

5. Fashion

Hungry for fashion tips? Black Milk Clothing covered most of the questions during Q2 (91.06%) in 72 minutes on average.

Fashion industry benchmark: Response Rate: 65%, Response Time: 733 minutes

6. FMCG

Indonesian baby formula Aku Anak SGM dominates the FMCG industry with an 87.79% Response Rate and a 906 minute Response Time.

FMCG industry benchmark: Response Rate: 57%, Response Time: 1 026 minutes

7. Electronics

Samsung in Norway (Samsung Norge) reached a high Response Rate in Q2 (87.63%), however it takes them more than 17 hours to respond (1 062 minutes).

Electronics industry benchmark: Response Rate: 47%, Response Time: 1 166 minutes

8. Alcohol

Tequila Centenario became the most Socially Devoted brand in the alcohol industry with a 89.43% Response Rate and a 389 minute Response Time.

Alcohol industry benchmark: Response Rate: 38%, Response Time: 812 minutes

9. Automotive

SEAT Mexico customer service is nearly perfect thanks to a 93.26% Response Rate and a 547 Response Time.

Automotive industry benchmark: Response Rate: 38%, Response Time: 985 minutes

Don’t forget to check out www.socially-devoted.com! You’ll also be able to see the Twitter results for the last three quarters.

Mejorar la vinculación de cuentas de Analytics y AdWords


Vía
Central de ConversionesEl Blog oficial de las herramientas de medición de Google

Hoy estamos felices de anunciar algunas mejoras útiles que facilitan que los dueños de las cuentas de Google Analytics y AdWords vinculen sus cuentas.

Estos son unos beneficios específicos de combinar los datos de AdWords y Analytics:
Todas estas características dependen de la vinculación de las cuentas de AdWords y Analytics, y este proceso es más fácil que antes. Anteriormente, vincular las cuentas implicaba varios pasos en muchas páginas dispersas entre dos productos, y este proceso ahora se ha consolidado en unos cuantos pasos en un asistente de vinculación.

Una vez que el nuevo proceso de vinculación se lance en todas las cuentas de Analytics en las semanas venideras, podrás crear vínculos adicionales desde la sección de Administración de tu cuenta de Analytics. (Si iniciaste sesión en tu cuenta de AdWords, también puedes vincular las cuentas al ir a Tools and Analysis > Google Analytics [Herramientas y análisis > Google Analytics] y seguir estas mismas instrucciones). Solo haz clic en AdWords Linking (Vinculación de AdWords) en la columna Account (Cuenta) y luego haz clic en el botón New link (Vínculo nuevo) para iniciar el asistente de vinculación.

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