36 Tips to Build An Explosive Brand Using ONLY Social Media

A few random thoughts in no particular order.  Hopefully you will find some of them useful.  At the very least, they may kick-start some interesting conversations within your own company…

  1. Facebook applications still work. I’ve seen spends as little as $10,000 generate over 5m hits when targeted properly.
  2. 300,000 people join Twitter everyday. If you’ve not got a “conversation strategy“, get one!
  3. FourSquare WILL be huge. Plan to use it alongside your next event, festival or product launch.
  4. The biggest website for 2011 will be http://search.twitter. Find out where your customers are and talk to them.
  5. You should be on Google Blog search everyday, interacting with customers in your industry and leaving comments on their blogs.
  6. Become friends of EVERY Facebook fan page relevant to your brand. (And then find something relevant and interesting to say).
  7. The fastest growing brands tweet between 20-30 times per day. (That’s only a lot of tweets if you’ve got nothing good to say).
  8. If you don’t know what to tweet about – Trendsmap is a good place to start for high-traffic keywords.
  9. The worlds biggest brands (like Coca-Cola) have up to 30 times more traffic on Facebook than they do on their own website.
  10. Use the 80/20 rule. 80% leaving comments and remarks everywhere / 20% generating your own content. Seguir leyendo “36 Tips to Build An Explosive Brand Using ONLY Social Media”

Define tu identidad digital

Como sabéis, he hablado en varias ocasiones sobre la identidad digital. Se trata de aquellas plataformas en las cuales estamos presentes, como empresa o como persona. Para definir dónde hay que estar presente, creo que hay tres factores que nos ayudan a priorizar:

  • Público: Tienes que estar en aquellos lugares donde está tu público.
  • Sinergia: Debes seleccionar aquellas plataformas que encajan con tu proceso de trabajo actual y que no te supongan grandes esfuerzos.
  • Tiempo: Focalízate en aquellas que puedas gestionar con tu tiempo disponible. Es decir, aquellas a las que puedas dedicar un tiempo de aprendizaje inicial hasta que se conviertan en hábito. Seguir leyendo “Define tu identidad digital”

Six Social Media Trends For 2011


Screen shot 2010-12-10 at 9.20.28 AM

Originally published at Harvard Business Review

It was a banner year for social media growth and adoption. We witnessed Facebook overtake Google in most weekly site traffic, while some surveys reported nearly 95% of companies using LinkedIn to help in recruiting efforts. In my outlook for last year, I cited that mobile would become a lifeline to those looking for their social media fixes, and indeed the use of social media through mobile devices increased in the triple digits.

I also outlined how “social media would look less social” or more accurately exclusive, and indeed, we’ve seen the re-launch of Facebook groups, which focus on niche interactivity, and more recently, the emergence of Path, billed as “the social network for intimate friends” which limits your network to only 50 people. The past year also saw some brands go full throttle on Foursquare‘s game-like geo-location platform, attempting to reward mayors and creating custom badges for the network’s power users. Seguir leyendo “Six Social Media Trends For 2011”

Foursquare: Despite 5 Million Users, It’s Still Dumb

Foursquare Is DumbOh, did you really just eat lunch at Subway? Why the hell do you think anybody cares to know that? Foursquare is one startup that’s fueled by the idea that sharing the mundane details of our lives makes us feel more connected. Here’s a shocker for those who continue taking photos of their burger: nobody cares.

I apologize up front to my friends that checked in today on Foursquare: I still love you all. Trust me, I understand what it’s like to feel lonely sometimes. I have all these Facebook “friends” who take photo-ops with Princes and subsequently post those photos to Facebook to make me feel bad for having such a mediocre life. If you haven’t seen my office, let me paint a picture: I’m sitting at a desk by myself with nobody else around and a tear is dripping down my face as I sit in self-pity.

O.k., maybe my life isn’t that bad, but social media has gone too far. There are now countless tools that cater to people who are unable to have real social experiences. Let me paint you another picture to illustrate this. On Sunday I was sitting at brunch with my girlfriend when I noticed someone I knew sitting outside with his friends. In the midst of his conversation he stepped aside to take a photo of his coffee and post it to his numerous followers on Instagram. Are you kidding me?!?! This is not normal human behavior.

The latest social media “innovations” have gone too far in the wrong direction. Granted, Facebook was built so we can see how boring everybody else’s lives were, however at this point it has become a joke (hint: the real way to use it is as a photo album to share memories). Social media is not actually helping us become social. I’m happy saying that Foursquare is probably the most useless tool I’ve ever used because I know that there’s a bright future beyond the self-absorbed present that we live in. Read my lips (or my fingers that are typing this text): in the next 12 months we will see a massive wave of new “social” technologies that actually make us more social. Seguir leyendo “Foursquare: Despite 5 Million Users, It’s Still Dumb”

Do Loyalty Programs Really Work?

Via: http://www.dontdrinkthekoolaidblog.com/

We have a saying in our family: “Going broke saving money.” The philosophy of a traditional reward program is simple: reward customers for their purchases thus encouraging future purchases (and hopefully an increase in spending).  As a marketer I’m a fan of loyalty programs and as a consumer I love receiving my free drink from Starbucks every couple of weeks (I need to purchase 15 drinks to get a free drink. You do the math.) But as my interactions with brands move away from offline engagement and move toward Facebook, Twitter, Foursquare, etc., I’m starting to evaluate the effectiveness of the traditional loyalty program. Do loyalty programs really work? Apparently Mason Thelen from BrandWeek is asking this same question. Seguir leyendo “Do Loyalty Programs Really Work?”

Use of Geosocial Services is Underwhelming — for Now

Based on a Pew Internet survey released this morning, only 4 percent of American adults who go online on a regular basis are using any form of geosocial or location-based services like Foursquare. And on any given day, only 1 percent of internet users are taking advantage of these services. To complete the survey, Pew Research Center‘s Internet & American Life Project, based in Washington, D.C., contacted 3,001 ages 18 and older between Aug. 9 and Sept. 13, 2010.

Not surprisingly, the report shows that those who are in the habit of sharing their immediate location with their friends — or “checking in” with acquaintances who might be in the immediate neighborhood — are more likely to be young and mobile adults between the ages of 18 and 29. These geosocial gadflies who go online with their mobile phones use a location-based service like Foursquare or Gowalla, according to the study.

But perhaps we should take a second to describe the geosocial service to those who might be unfamiliar with the concept. Location-based services, which run on standalone software applications, or “apps,” permit users of smartphones and other mobile devices to notify friends when the user is nearby Seguir leyendo “Use of Geosocial Services is Underwhelming — for Now”

Beyond Foursquare: The Next Generation of Customer Loyalty – Michael Schneider and Anne Mai Bertelsen – The Conversation – Harvard Business Review

Today, loyalty programs are often siloed and limited to the interactions between two axes: the customer and spending. In the best of these programs, a brand knows exactly what the customer is spending and how frequently. On the other hand, while brands have spending data across their own locations, they lack knowledge of what kind of business the customer is giving competitors.

If location-based services began collecting the size and frequency of purchases across all locations and mining the data of check-ins (including likes and dislikes), they could begin to build the next generation of loyalty rewards programs comprised of customer, spending, location, and sentiment. Such a program would benefit location-based service providers, brands, and customers alike.

Take this example: if every day a consumer purchases a latte from Starbucks and then walks across the street to Dunkin’ Donuts to pick up a turkey sausage flatbread, both companies could benefit from that information. If many customers display similar habits, Starbucks could add a similar breakfast sandwich to their menu or even discontinue their current breakfast fare at that location.

That level of data provides a more holistic view of consumer behavior, and could ultimately help brands become more relevant and timely. In the example above, in addition to knowing consumers’ breakfast sandwich habits, Starbucks could also learn whether individuals go to Starbucks all or most of the time for coffee. The company could then use that market insight to offer coffee-consumers individual promotions to try their food items, instead of promotions for coffee which the consumer already gladly purchases at full price.

Beyond Foursquare: The Next Generation of Customer Loyalty – Michael Schneider and Anne Mai Bertelsen – The Conversation – Harvard Business Review.

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How to tell when a business is addicted to social media

Author of How to tell when a business is addicted to social media
by Lauren Fisher


There has been lots written about social media becoming an addiction for people – and indeed there are plenty of guides, videos and tests that support this. But the same can be just as true for companies both large and small, where an addiction or over-obsession with social media becomes more and more apparent. Social media is brilliant for companies to reach their customers in new and exciting ways and it can really support the business. But it’s tempting to become addicted and try every new site with no real strategy or reason behind it. So what are some of the classic signs that a business has become addicted to social media?

Half of their website is social icons

Screen shot 2010 10 04 at 12.17.11 200x169 How to tell when a business is addicted to social mediaI’ve seen this increasing trend among so many businesses now and it pops up in the most unlikely of websites. There is a real tendency by companies to make sure they have ticked every social media box there is going, and to overload their website with icons. There should really be a limit to the amount of social buttons you can put on a website. As much as this is frustrating or confusing to 9/10 of your visitors who have no interest in Digging something, it fundamentally detracts from the main aim of the site. I think the tweet & Like buttons have their place in many, if not all, websites but there is a danger of over-doing it. The fact is that if someone likes your content and they’re on reddit etc. they will probably go and share it anyway Seguir leyendo “How to tell when a business is addicted to social media”

How Fun is Your Website?

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How Fun is Your Website?

The secret to success for a website these days is really no secret at all. Websites that really bring home the bacon are the ones driven by loyal visitors who frequent the site on a regular basis. Building a community like this often takes a lot of time and loads of great content.

But is there a way to shortcut the tried and true methods of great material and great marketing?

What if a website were fun to play?

Games and gaming are two terms that are quickly finding themselves a new meaning on the web. What used to be associated with an acne-prone teenager alone in a windowless basement is being transformed into a socially hip hobby. The age range for gaming is expanding, and the activities that include gaming features are shifting as well.

Games in general are nothing new. For centuries, we have been enjoying sports, card games, and board games. In the past few decades, the evolution of video games has spawned the modern “casual game.” On the web, these games include online Flash games, mobile apps, and most recently, social networking and community-oriented websites.

Gaming, most recently, has entered the social media space, in incarnations such as Foursquare and Gowalla, as well as Facebook applications such as FarmVille, with great success. While the likes of location-aware social networking services like Foursquare and Gowalla may not seem like much of a game at first — don’t be fooled. Checking into your favorite locations in order to earn rewards such as points or badges is a solid game element.


Is gaming something that can be incorporated into a website in order to draw in a wider audience? And more importantly, can game mechanics keep our users coming back? Seguir leyendo “How Fun is Your Website?”

5 Keys to Avoiding Social Media Fatigue

It’s rare that you’ll see a well-rested, socially adjusted, and emotionally fulfilled individual publish rants to a blog or Twitter page. But if you take sleep, confidence, and satisfaction from the happiest of people you’ll quickly see sniveling, snapping beasts emerge.

They’re not evil. Just fatigued. Unfortunately, “I was tired” won’t fix the damage caused by unsightly outbursts. You can avoid many of their mistakes by putting the following into practice…: Seguir leyendo “5 Keys to Avoiding Social Media Fatigue”

How social media is really driving sales

4458502219 e44a10497b How social media is really driving salesThe question of whether or not social media can result in sales is pretty much as old as social media itself. What we’re seeing recently is an increase in social commerce – where both aspects are able to live happily next to each other and companies can track ROI for time and money invested in social media. For a number of reasons people now seem to be more comfortable with their social and purchasing behaviour moving closer together, as social technologies work their way into different platforms instead of just living in social networks themselves. This isn’t necessarily commerce as we know it though. The potential for social commerce to transform the way we purchase our products and services is huge. Just as consumers are now social, the products they buy and the companies they interact with have to be as well. It’s not just about having a presence on Twitter or Facebook, but using this to change the traditional purchasing process. Seguir leyendo “How social media is really driving sales”

Coke Australia lanza “hadas de la Coca-Cola” en Foursquare

Aunque Foursquare fue creado para personas individuales, las marcas han logrado hacer de esta plataforma una manera de llevar a cabo sus campañas basadas en la geolocalización y empiezan a utilizar objetos o productos de la cultura popular en lugar de gente real para facilitar los registros y los retos.

El último caso de una marca que ha puesto su nombre a un producto en Foursquare es Coke Australia, que creó The Coke Machine Fairy (El hada de la máquina de Coca-Cola), que regala una botella de Coca-Cola en una máquina de refrescos cada día, según ha publicado Mashable. El hada de la máquina de Coca-Cola va dando pistas sobre su paradero en Foursquare y Twitter y los usuarios, siguiendo estas pistas, se registran en el lugar correcto y pueden obtener así distintos regalos, desde billetes de avión a clases de cocina o entradas para conciertos. Seguir leyendo “Coke Australia lanza “hadas de la Coca-Cola” en Foursquare”

5 Important New Trends in Location

Jennifer Van Grove | //mashable.com

As Facebook enters into the location market with Facebook Places, the world’s largest social network will help to make the edgy concept of checkins and location-sharing a mainstream practice.

Facebook (Facebook) is just one company attempting to add location for context; there are countless others going above and beyond checkins to push the space forward. There’s also a noticeable uptick in consumer interest around applications and services that feature location for sharing or utility.

The geolocation space is the one to watch right now — celebrities are flocking to Foursquare (Foursquare), location is finding a unique purpose in many mobile apps, background location is becoming a commonplace feature on smartphones, geofencing is evolving in purpose and function, and location-based social networks are proving to be the perfect platforms for cause marketing. What follows is a more detailed look at these five huge trends in location and how they will influence consumer adoption and inspire developer creativity. Seguir leyendo “5 Important New Trends in Location”

Qué diablos tienen que ver los videojuegos con la fidelización

De un tiempo a esta parte la palabra de moda en marketing es engagement, que podríamos traducir como vinculación emocional. El problema es que cada vez es más difícil conectar con el consumidor porque hay cientos de iniciativas online que tratan de conseguir lo mismo: hacer que el usuario pase más tiempo con tu marca.

Quizá sea el momento de que aprendamos un poco de los verdaderos especialistas en engagement: los gamers.

Los diseñadores de videojuegos llevan desarrollando mecánicas de engagement desde hace muchos años, ya que se basan en necesidades psicológicas primarias como la competición, el estatus, el dinamismo, el juego, la recompensa, el logro o la destreza.

Veamos algunas de las tácticas que debemos aprender para vincular a nuestros clientes en entornos online. Seguir leyendo “Qué diablos tienen que ver los videojuegos con la fidelización”

Starbucks coloniza el marketing móvil y permite pagar con la Blackberry

Starbucks, una marca pionera en el uso de las redes sociales, la realidad aumentada y que se encuentra entre los primeros anunciantes en atreverse con los sistemas de pago en Twitter está probando un nuevo sistema de pago a través de la Blackberry en sus tiendas de Seattle y California.

Los sistemas de pago a través del móvil están muy masificados en Japón pero no han logrado integrarse en el resto del mundo y su implantación podría ser clave para el desarrollo del marketing móvil, ya que junto al pago se podrían incluir cupones de descuento y estrategias de fidelización. Seguir leyendo “Starbucks coloniza el marketing móvil y permite pagar con la Blackberry”