Big Data + Social + Customers = Some Serious Mojo | By Keith Paul


Last week, I had the great honor of being part of the Grand Re-Opening of EMC’s Silicon Valley Executive Briefing Center in Santa Clara. Part of a renewed perspective in how @EMCcorp creates conversations with our customers, this new EBC has a modern and welcoming look-and-feel. Moving away from traditional board room layouts, EMC has moved to new, casual spaces appointed with comfy furniture to let us talk with customers, and not at them.


I’m particularly partial to the new Marketing Data Science lab that is at the heart of the rebooted EBC in Santa Clara. This lab is hosted in the space where the VMware-Cisco-EMC-backed Virtual Computing Company (VCE) was born. That *has* to be a good sign, right? Anyway, EMC data scientist Mike Foley is building a team to lead this effort. I’ll be leading thinking around how Mike’s team gets social data into the mix. Very exciting stuff!

MIke Foley and I put the new EBC space to good use, mapping out how we pull Twitter content into our data analysis.

There was a lot of fun too, leveraging the exciting work we’re doing with the Attensity Command Center to analyze social media conversations around the US Open, EMC’s customers and “big data.”

Stay tuned to this blog as I’ll chronicle the development, successes and challenges experienced in this lab. If you’re near Santa Clara and interested in checking-out the actual facility, shoot a tweet to @JohnD_Morley. He’d love to have you.

In the meantime, here’s some eye candy from the Command Center: Leer más “Big Data + Social + Customers = Some Serious Mojo | By Keith Paul”

6 Ways to Gamify Your Facebook Marketing | by Gabe Zichermann


http://on.mash.to/LDeTQU

Gabe Zichermann is the chair of Gamification Summit (June 19-21) and author of the books Game-Based Marketing, Gamification by Design and The Gamification Revolution out next year. He is also the founder of Dopamine, a strategic consultancy specializing in engagement science.

Despite recent issues with its stock, Facebook remains the juggernaut of social media. With the platform on track to reach a billion users, and a new emphasis on revenue, the company is increasingly focused on how to make social work for business customers.

Currently, the most prolific Facebook feature for business is the brand page. At last count, there were more than 42 million of them, with activity that ranged from 10 likes to millions. As a result, mainstream marketers are increasingly focused on attracting, retaining, and engaging audiences on the platform.

As marketing on Facebook pages grows, so does the interest in using gamification — or the process of leveraging game thinking and mechanics to engage audiences — to drive results. There are actually a number of core patterns and approaches used by the best practitioners. Here are the top six for Facebook marketing, and how to use them.

1. Know Your Funnel

Consider your users’ engagement over time through the shape of a funnel. At the top, there’s the simplest social action they can take — usually liking your page. At the bottom are complex actions like buy, subscribe or refer others. Your goal is to get as many people into the top of the funnel, and as many through it as possible. In order to do this, you need to start by identifying the major waypoints in the process (e.g. read, like, share, link, invite, buy, subscribe) and then track the metrics as users move through. These progress metrics should be shared by everyone on your team, and form an essential part of your dashboard. You can see an example on Fanzy.com, a Facebook gamification provider.

2. Assign Points for Social Actions

There are a wide range of social actions you might want to drive on Facebook, from likes and joins to invitations and messages. One of the simplest and most motivational elements of gamification is a point system for social action. Start by offering a small number of points for every action (say 5 to 10), and consider the relative values of subsequent behaviors. Allow users to see their progress in a score window and potentially in leader boards. Don’t worry just yet about how the points are going to be redeemed. Based on behavior, over time, you’ll add more meaning to the points by making them redemptive towards status and achievements. Of course, if you run a large loyalty program like JetBlue’s, then your Facebook app should leverage your existing point system.

3. Run a Contest

Contests are arguably the oldest gamified Facebook marketing strategy and a great way to use Facebook to drive interest. Generally, the key to running a good contest are clear rules, easy actions, a great prize, and lots of promotion. It’s important to understand however that most contests are not viral and self-perpetuating. There is a disincentive to letting others know about the contest if prizes are limited and not skill-based (e.g. the fewer people play the lottery, the better my odds). If you already have an established user base and want to bring them to Facebook, or you’re doing something skill based — like Panda Express’ Best Photo Contest “Raise the Steaks” — a Facebook contest can be powerful. Contests are also amplified by regularity so consider holding them at defined intervals to encourage appointment dynamics.

4. If You Must, Build a Classic Game… Leer más “6 Ways to Gamify Your Facebook Marketing | by Gabe Zichermann”

Facebook presenta los lugares más sociales del mundo


puromarketing.com

Ya que se acerca la temporada de verano, hemos medido los registros o checks-in que se hacen en Facebook en 25 ciudades de todo el mundo para determinar cuales son los lugares más sociales del planeta.

 

Entre los lugares que ocupan el primer puesto en esas 25 ciudades hemos visto lo siguiente:

  • 7 son estadios o espacios deportivos
  • 6 son zonas públicas: plazas, avenidas, parques, jardines
  • 2 son parques de atracciones
  • 2 son salas de conciertos
  • 2 están relacionados con las compras: centros comerciales

Si miramos detenidamente los datos, vemos que las compras son muy populares a nivel internacional: centros comerciales o mercados al aire libre se posicionan entre los 10 primeros puestos en 19 de las 25 ciudades analizadas e incluyen el Mercado Municipal de Sao Paolo, Dongdaeum de Seúl o el mercado Queen Victoria en Melbourne. Los parques de atracciones como Gold Reef en Johannesburgo, Gorky Park en Moscú, Tivoli Garden en Copenhague o el Lotte World de Seúl se encuentran entre los primeros 10 lugares donde la gente se registra. Restaurantes como el Hard Rock Café en Buenos Aires, Delhi en Barcelona, TGI Fridays en Noruega y Bella Paulista Casa de Paes en Sao Paulo son también algunos de los favoritos.

 

Las ciudades con climas más cálidos presentan más registros en espacios al aire libre como la playa St.Kilda en Melbourne o el muelle Wynyard Quarter en Auckland, mientras que las ciudades con climas más fríos registran más actividad en espacios para conciertos o bares. 6 de los 10 espacios más populares en Moscú son bares o clubs.

 

Si examinamos los registros por temporadas, identificamos las  principales tendencias en verano. Festivales de música como Glastonbury o Lollapalooza protagonizan los registros en verano. Asimismo, los espacios deportivos también mantienen una posición predominante en USA, con los estadios de Los Angeles, Chicago y San Francisco entre los 10 más destacados. El Baseball también es muy popular en Tokyo y su Dome barre a la competencia. En otras ciudades, el futbol, el rugby o los espacios para cricket también son muy populares durante el verano.

 

Cuando miramos ciudades de forma individual también surgen comparaciones interesantes. En Nueva York, el Museo Americano de Historia Natural recogió más registros que su vecino al otro lado de Central Park, el Museo Metropolitan de Arte. Las escaleras de la Plaza de España en Roma es uno de los puntos más sociales seguido de la Fontana de Trevi, que está a solo 10 minutos de distancia. Tesoros arquitectónicos y zonas verdes son muy populares en Nueva York, Berlín, Londres, Roma y Paris, donde los Campos Elíseos superan en registros a la Torre Eiffel.

 

Metodología

Leer más “Facebook presenta los lugares más sociales del mundo”