Los anuncios en Twitter son más efectivos que otras formas de publicidad

Las primeras empresas que se han atrevido con las entradas patrocinadas en Twitter se muestran satisfechas con los resultados y afirman que el compromiso de los usuarios es mayor que con otras iniciativas similares, según una investigación publicada en AdWeek.

Una de las empresas que apostó por la esta nueva forma publicitaria desde un principio, Red Bull dijo sentirse satisfecha con el resultado, ya que la capacidad de llegar a los usuarios es muy superior que la que ofrecen otros canales.


Las primeras empresas que se han atrevido con las entradas patrocinadas en Twitter se muestran satisfechas con los resultados y afirman que el compromiso de los usuarios es mayor que con otras iniciativas similares, según una investigación publicada en AdWeek.

Una de las empresas que apostó por la esta nueva forma publicitaria desde un principio, Red Bull dijo sentirse satisfecha con el resultado, ya que la capacidad de llegar a los usuarios es muy superior que la que ofrecen otros canales. Leer más “Los anuncios en Twitter son más efectivos que otras formas de publicidad”

El éxito del marketing online pasa por el diálogo

Internet es un medio que propicia la interacción con el usuario y si esta función se descuida, el marketing online está abocado al fracaso. Ésta ha sido una de las conclusiones de los expertos reunidos hoy en Berlín en la conferencia Next 10.

“Las comunidades son el fundamento de internet”, asegura Zbigniew Braniecki, de Mozilla Firefox. Braniecki añade que la red está abierta constantemente a nuevos proyectos y que tales proyectos son la garantía de futuro del ciberespacio, pues sin ellos estaría condenado a la desaparición.


Internet es un medio que propicia la interacción con el usuario y si esta función se descuida, el marketing online está abocado al fracaso. Ésta ha sido una de las conclusiones de los expertos reunidos hoy en Berlín en la conferencia Next 10.

“Las comunidades son el fundamento de internet”, asegura Zbigniew Braniecki, de Mozilla Firefox. Braniecki añade que la red está abierta constantemente a nuevos proyectos y que tales proyectos son la garantía de futuro del ciberespacio, pues sin ellos estaría condenado a la desaparición. Leer más “El éxito del marketing online pasa por el diálogo”

How to be Open to Unsolicited Ideas While Staying Responsive and Efficient – Insights from Clorox

Time – with limited resources, could we fast enough assess submissions in a timely way? Fear – that painful negotiations and custom deals with inventors would jam our legal team. This week, we’re trying a new process that tackles both.


The stylized Clorox logo used on Clorox bleach...
Image via Wikipedia

Written by Dr. Andrew Gilicinski who leads Open Innovation Networks at Clorox, working with partners on breakthrough new products. Prior to Clorox, he worked in innovation roles at Gillette and Air Products.

For years I’ve watched open innovation evolved, impressed at the growing array of tools and capabilities. At Clorox we focused on supplier innovation relationships (Win-Balancing) for downstream “seamless” technology creation, a “Lab without Walls”. However, we’ve been slower to adopt external idea portals to engage inventors, for two reasons – time and fear. Leer más “How to be Open to Unsolicited Ideas While Staying Responsive and Efficient – Insights from Clorox”

Robert Solomon, el gran filósofo de la empresa

Para Solomon, el empresario cumple con una función noble dentro de la sociedad porque contribuye a la satisfacción de las necesidades. El profesionalismo del empresario, señalaba, consiste en brindar un servicio a cambio de una compensación, no a causa de la compensación.

Finalmente, advierte este especialista, para que una empresa funcione correctamente, es necesario que directivos y colaboradores cuenten con las virtudes que forman el buen carácter.


El mundo de los negocios avanza a ritmo frenético. Pero Robert Solomon se tomó unos instantes para reflexionar y construir una filosofía de la empresa…
Por Ricardo Crespo (IAE)

Nacido en Detroit en 1947, Robert C. Solomon es mundialmente reconocido por sus reflexiones filosóficas aplicadas al mundo empresarial. Si bien cursó estudios de grado en biología, Solomon reorientó su carrera hacia la filosofía, cursando un master y un doctorado en la Universidad de Michigan.

Tras sus estudios, emprendió una exitosa trayectoria académica en distintas cátedras universitarias de Princeton, UCLA y la Universidad de Texas, donde se desempeñó como profesor de filosofía y negocios hasta su muerte, el 2 de enero de 2007.

La celebridad en el ambiente empresarial llegó de la mano del libro Ethics and Excellence. Cooperation and Integrity in Business (1992), donde Solomon expone sus conceptos filosóficos aplicados al mundo de los negocios. Veamos algunas de sus reflexiones clave…
Leer más “Robert Solomon, el gran filósofo de la empresa”

Cuánto vale un contacto y cómo aprovechar las redes sociales

Valor de un fan y de un contacto
Creamos páginas en Facebook, tenemos seguidores en Twitter, tenemos contactos y pertenecemos a grupos en LinkedIn, entre otras cosas. ¿Y para qué? Muchos dirán que no tienen tiempo para “redes sociales” porque tienen mucho trabajo. Y es cierto que uno puede perder tiempo en cualquier red social, como también puede perder tiempo en el trabajo. Sin embargo, debemos tener presente que SIEMPRE un contacto tiene un valor potencial. En el artículo que citamos de iProfesional.com, valor a cada fan de FB puede estar cerca de US$ 5.- por la potencialidad de contacto, difusión y ventas. Mientras que en otros casos, donde el nombre pesa más, como Starbucks, el valor puede ser aún mayor.
Debemos dar un paso más y darnos cuenta de que el valor de cada contacto no se determina solamente por lo que el contacto vale como cliente, sino como un contacto que aporta información, referencias, feedback, influencia sobre otros, etc.
Por esta razón, debemos evaluar los contactos y fans de nuestras redes, tanto en Facebook, Twitter o LinkedIn, no solo en la cantidad, sino la calidad. Debemos preguntarnos quiénes y qué son exactamente esos contactos, y también cómo se relacionan entre sí.


Making Friends - Marketing Cartoon
Image by HubSpot via Flickr
Hace un tiempo leí un artículo sobre el valor de un fan en Facebook. Eso me llevó a pensar en el valor del contacto en una red social, en una red profesional como LinkedIn o en la vieja agenda de papel, ya amarilla. Los profesionales exitosos se diferencian no solamente por la calidad del trabajo que hacen, sino por que conocen a la gente correcta. El trabajo nunca lo hacemos solos. Siempre es el resultado de la interdependencia. Entonces, la gestión inteligente de una red generará beneficios importantes…

por Julio Grasso Leer más “Cuánto vale un contacto y cómo aprovechar las redes sociales”

Infographic: Evolution Of Privacy Policy On Facebook

There’s no denying that Facebook is one of the greatest social networking platform for both users and businesses up to this date. However, Facebook hasn’t always managed its users’ data well. Take for example, the most recent case where their Facebook chat’s privacy was compromised by a loophole in the system. They’ve also changed how your personal information is classified several times, sometimes in a manner that has been confusing for their users; like the most recent change.


Image representing Facebook as depicted in Cru...
Image via CrunchBase

There’s no denying that Facebook is one of the greatest social networking platform for both users and businesses up to this date. However, Facebook hasn’t always managed its users’ data well. Take for example, the most recent case where their Facebook chat’s privacy was compromised by a loophole in the system. They’ve also changed how your personal information is classified several times, sometimes in a manner that has been confusing for their users; like the most recent change. Leer más “Infographic: Evolution Of Privacy Policy On Facebook”

10 Internet of Things Blogs To Keep An Eye On


Written by Deane Rimerman

IoT_blogs.jpgEveryday objects with their own IP addresses may soon be the norm. This communication of objects with the Web is the latest version of a still-idyllic new vision of technology that claims it will improve our lives. Yet we’re at such an early stage of development of the Internet of Things that finding the best blogs to follow is a moving target. Leer más “10 Internet of Things Blogs To Keep An Eye On”

IBM Uses Emoticons, Social Media for Predictive Analytics

IBM uses natural language processing and adds other dimensions that can come from the emotions conveyed through the emoticons.

Additionally, the engine includes terminologies and 180 taxonomies related to an industry. This can help with differentiating brand names. For instance, orange can be the fruit or the telecommunications firm.

The analytics software pulls much of its data from the cloud even though it is on-premise technology. The next step is to provide the service in the cloud.


Image representing IBM as depicted in CrunchBase
Image via CrunchBase
Written by Alex Williams

The emoticon analysis is a capability that comes from IBM‘s improvements in its text analysis. It is intended to prove better analysis to text information that often is devoid of context.

This post is part of our ReadWriteCloud channel, which is dedicated to covering virtualization and cloud computing. The channel is sponsored by Intel and VMware. As you’re planning your Cloud Architecture, check out this helpful resource from our sponsors: Using a Data Center Relocation To Create A Virtual Infrastructure.

emoticon.jpgIBM is the latest to move into the social media analytics space and integrate it with internal information to do predictive analytics. Leer más “IBM Uses Emoticons, Social Media for Predictive Analytics”

B2B Content Strategy is Sexy

In most B2B organizations, marketing is slowly making its way out of the secretarial or admin pool perception. You will still get the order of isolated sponsoring ad and stand alone sell sheet (with fries on the side) and in some cases even the dictation of a cover letter in your voice mail.

That’s because many B2B organizations started life with a strong sales component, and now culture. Sales sees marketing as subservient, and not leading the charge when it comes to customer acquisition and retention.

However, in recent years, increased competitive forces and the faltering economy have opened the doors to marketing playing a key role in customer retention and acquisition efforts.


Whitepaper In most B2B organizations, marketing is slowly making its way out of the secretarial or admin pool perception. You will still get the order of isolated sponsoring ad and stand alone sell sheet (with fries on the side) and in some cases even the dictation of a cover letter in your voice mail.

That’s because many B2B organizations started life with a strong sales component, and now culture. Sales sees marketing as subservient, and not leading the charge when it comes to customer acquisition and retention.

However, in recent years, increased competitive forces and the faltering economy have opened the doors to marketing playing a key role in customer retention and acquisition efforts.

Thanks in part to the world wide web and organized content strategies that replace with scale the one to one initial conversations and check ins until a prospective customer is ready to buy. Leer más “B2B Content Strategy is Sexy”

Make LinkedIn help you find a job

There’s a lot you can do beyond the obvious.

From time-to-time after that I’d get invites and messages. Often I ignored them, or put them off for another day. Since Facebook seemed more fun, with its photos and games and fan pages, I spent much more time there, accumulating more than 200 “friends,” revising my bio several times, and posting my article links.

Then 10 months ago I started covering leadership and careers, and every career expert I interviewed, from coaches to headhunters to campus recruiters, told me that LinkedIn was an essential job search tool. Not only can you instantly get the word out to hundreds, if not thousands, of colleagues, bosses and potential employers about your latest accomplishments, ambitions and changes in employment status, but your LinkedIn profile can serve as a passive job magnet, since recruiters and hiring managers use the site as a gold mine for locating candidates.

I figured I would draw on my expert sources for advice on how to best polish up my LinkedIn profile and do whatever I could to make the most of the service. Then I’d offer my experience to you, my readers, as a kind of how-to guide. If I can do it, anyone can.

As a journalist, I was lucky enough to be able to start by talking to a LinkedIn staffer, career expert and spokeswoman Krista Canfield, who spent two patient hours with me on the phone, walking me through LinkedIn’s most essential steps. I quickly discovered that the site’s tools are so deep and rich that I ought to write more than one article about how to use it.


SUSAN ADAMS, FORBES.COM

Call me old-fashioned. At age 51, I still struggle with, and sometimes resist, 21st-century technology. When I first started getting invitations to connect on LinkedIn a few years ago, I winced. Do I have to do this, I wondered. But I begrudgingly spent a hasty five minutes clicking through one of those invitation e-mails and filling out some basic information about myself. Then I left the site.

Online networking…Tips on how to get the most out of LinkedIn.
Photo: Michel O’Sullivan

Online networking. Leer más “Make LinkedIn help you find a job”

Are you an elite?

In the developing world, there’s often a sharp dividing line between the elites and everyone else. The elites have money and/or an advanced education. It’s not unusual to go to the poorest places on earth and find a small cadre of people who aren’t poor at all. Sometimes, this is an unearned position, one that’s inherited or acquired in ways that take advantage of others. Regardless, you can’t just announce you’re an elite and become one.

In more and more societies, though (including my country and probably yours), I’d argue that there’s a different dividing line. This is the line between people who are actively engaged in new ideas, actively seeking out change, actively engaging–and people who accept what’s given and slog along. It starts in school, of course, and then the difference accelerates as we get older. Some people make the effort to encounter new challenges or to grapple with things they disagree with. They seek out new people and new opportunities and relish the discomfort that comes from being challenged to grow (and challenging others to do the same).


In the developing world, there’s often a sharp dividing line between the elites and everyone else. The elites have money and/or an advanced education. It’s not unusual to go to the poorest places on earth and find a small cadre of people who aren’t poor at all. Sometimes, this is an unearned position, one that’s inherited or acquired in ways that take advantage of others. Regardless, you can’t just announce you’re an elite and become one. Leer más “Are you an elite?”

Revisiting the media consumption diary

Almost three years ago, I started thinking about a media consumption diary while researching and analyzing advertising trends. When I finally got around to tracking my behavior, I found it difficult to keep track of time even while recording items up to several times a day.

Flash forward to last week, when I was speaking at a conference about social business and the need to compartmentalize data. Today, a site like Daytum provides a tool for tracking consumption with wonderful visuals to help make sense of the information.


The Economist
Image via Wikipedia

Almost three years ago, I started thinking about a media consumption diary while researching and analyzing advertising trends. When I finally got around to tracking my behavior, I found it difficult to keep track of time even while recording items up to several times a day.

Flash forward to last week, when I was speaking at a conference about social business and the need to compartmentalize data. Today, a site like Daytum provides a tool for tracking consumption with wonderful visuals to help make sense of the information. Leer más “Revisiting the media consumption diary”

Don’t Be Afraid of the S-Word

by Uzi Shmilovici

Seven years ago, I co-founded a web design and development agency. The basic notion was: we’ll do amazing work, and people will simply contract us. They’ll come out of the blue, or find us through the magical powers of the Internet… or something. The reality was distressingly different. We picked up some business here and there, but were incredibly frustrated when we lost potential deals. Perhaps even more alarmingly, when we won deals, they sucked: the projects were time-consuming, unprofitable, and uninspiring to our designers.


by Uzi Shmilovici
Seven years ago, I co-founded a web design and development agency. The basic notion was: we’ll do amazing work, and people will simply contract us.  They’ll come out of the blue, or find us through the magical powers of the Internet… or something. The reality was distressingly different. We picked up some business here and there, but were incredibly frustrated when we lost potential deals. Perhaps even more alarmingly, when we won deals, they sucked: the projects were time-consuming, unprofitable, and uninspiring to our designers. Leer más “Don’t Be Afraid of the S-Word”

Paid Brand Conversations to Rise

Brands are still more likely to compensate content creators with free products rather than cash. Non-cash sponsored conversation campaigns accounted for 78 percent of spending, with cash programs making up the rest. PQ found that cash programs rose 37 percent in 2009, which it attributes to brands looking to reach specific influentials rather than large consumer sectors.

Services like Izea and Ad.ly match up social media content creators with brands. Some celebrities have included paid tweets in their sponsorship agreements. Kim Kardashian has reportedly garnered $10,000 to update Twitter on behalf of advertisers. The Hollywood star has over 3.5 million followers.


– Brian Morrissey, Adweek
More brands will compensate bloggers and social media users in an attempt to generate chatter about their products, a new study found.

PQ Media said such “sponsored conversations” — which compensate social media users for discussing brands’ products — grew to $46 million in 2009, a 14 percent increase from a year earlier. Even so, that figure represented a tiny chunk (2.7 percent) of the word-of-mouth marketing category, according to PQ.

The firm now forecasts what it terms “social media sponsorship spending” to rise 26 percent this year to $56.8 million. Leer más “Paid Brand Conversations to Rise”

Brand Positioning Fundamentals – The Need

Understanding the customer’s needs usually goes awry because it seems so easy to do. You have a brand after all. You are passionate about using your brand to fix some problem. So you figure “the problem my brand fixes is their need.” This kind of thinking tends to create irrelevant positioning because you have assumed the customer’s needs, rather than authentically discovering them. Not only that, but you’ve probably also eliminated the competition from the equation with such a granular definition.


The classic brand positioning model we use here at Distility for 1day1brand. As well, we reviewed getting the target audience right. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are:

1. Your target customer
2. Their need
3. Their frame of reference
4. Your dramatic difference(s)
5. Your reason(s) to believe

https://i1.wp.com/www.distility.com/Portals/62026/images//Positioning_Template.jpg
Leer más “Brand Positioning Fundamentals – The Need”