Archivo de la etiqueta: Social media
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:
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.
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. |
- 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 →
…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.
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.
Facebook engagement is an important part of marketing. The debate about whether or not it has a positive effect on SEO is ongoing, but what we know for sure is that more social engagement only helps across the board. Of course you want your customers and fans to engage, but sometimes the best way to get that started is to have your own employees engaging with your Facebook posts. Here’s a program that will help you make that happen and kick your social media marketing up to the next level.
¿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.
by Orlando Cotado
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
- See more at: http://orlandocotado.com/#sthash.gE8nK1bm.dpuf
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
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.
Hoy estamos felices de anunciar algunas mejoras útiles que facilitan que los dueños de las cuentas de Google Analytics y AdWords vinculen sus cuentas.
- Importar los objetivos de Analytics y las transacciones a AdWords permite a los comercializadores definir el éxito de maneras poderosas, a menudo sin tener que volver a etiquetar tu sitio
- Las estadísticas de actividad del sitio ayuda a los comercializadores a entender mejor el rendimiento del marketing y de qué manera optimizar
- El remarketing con Google Analytics permite a los comercializadores llegar a nuevas audiencias
- Importar datos de AdWords a Analytics permite a los comercializadores ver datos en muchas cuentas en conjunto y combinados con métricas enriquecidas del sitio
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.