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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, Leer más “How Much For A Facebook Friend?|vía @cmo_com”
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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/
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Recommended: “The 2013 Social Media Landscape [Infographic]” – thnxz to @briansolis
Vía briansolis.com
(Abstract)
After almost two-and-half years, it is with great pleasure that I officially unveil the fourth edition of The Conversation Prism. Viewed and downloaded millions of times over, The Conversation Prism in its various stages has captures snapshot of important moments in the history and evolution of Social Media.
For those unfamiliar with The Conversation Prism, it is an evolving infographic that captures the state of social media, organized by how important social networks are used by professional and everyday consumers. It was created to serve as a visual tool for brands to consider unforeseen opportunities through a holistic lens. Over the years, it has served as a business tool as well as art decorating the walls and screens of offices, conference halls, and also homes.
With research beginning in 2007, the original Conversation Prism debuted in 2008 as a visual map of the social media landscape. Years and four iterations later, it remains an ongoing study in digital ethnography that tracks dominant and promising social networks and organizes them by how they’re used in everyday life.
It is provided as a free download in many sizes and shapes here.
Why is The Conversation Prism More Than a Pretty Infographic?
The Conversation Prism is important because it is the ONLY research-driven map that explores the evolution of the social web dating back to the rise of social media.
It is a combination of research and digital ethnography. It groups networks by how people use them. It includes both leading and promising networks. It’s not intended to show every network, but instead how the shape of the social web is changing and who the front runners are pushing social media in new directions.
The Conversation Prism was designed to help strategists see the bigger picture in the evolution of social media beyond the most popular and trendy sites. It is intended to help in a number of ways…
1. As a form of validation to show executives that social media is not a fad and that it’s bigger than Facebook, YouTube, Twitter, and Pinterest.
2. To motivate teams to find new ways to think about social media and explore new ways to improve experiences and relationships.
3. Provide a top-level view to help strategists study the landscape as they plan their next social media strategy.
History: When were the previous versions released?
1.0 = August 2008 (pictured above)
2.0 = March 2009
3.0 = October 2010
4.0 = July 2013
What’s new with Version 4.0?
Version 4.0 is the latest update in the two-and-half years since 3.0 (pictured above) was introduced in 2010. It also features an entirely new design.
Version 4.0 brings about some of the most significant changes since the beginning. In this round, we moved away from the flower-like motif to simplify and focus the landscape.
With all of the changes in social media, it would have been easier to expand the lens. Instead, we narrowed the view to focus on those that are on a path to mainstream understanding or acceptance.
The result was the removal of 122 services while only adding 113. This introduces an opportunity for a series of industry or vertical-specific Prisms to be introduced.
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K. vs K.: Klout Vs. Kred – qué podemos inferir a través de ellos?
by Gabriel Catalano – @gabrielcatalano
K. vs K. , Klout Vs. Kred el objetivo de ambos es conocer el nivel de influencia en las redes sociales. De la interpretación y análisis que podamos inferir a través de ellas podemos generar acciones de comunicación, con un grado de segmentación relativo en términos que se ajusta a la medición de una u otra herramienta.
*Un ejemplo, del ONLINE al OFFline y ON the AIR
De acuerdo a mi nivel de Influencia Digital (participación activa en medios y redes sociales) puedo obtener determinados PERKS (ventajas y beneficios).
Hace un tiempo, una línea aérea otorgó un PERKS a aquellos pasajeros que tenían determinado NIVEL DE INFLUENCIA, por encima de la media de 54 puntos / 100.
Es decir, mi cuenta de twitter me permitió un UPGRADE a de Turista a Primera Clase o una botella de Champagne de cortesía.
Una mecánica promocional tradicional, volcada a la red…
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Pinterest: What B2B Social Media Marketers Are Doing Wrong – thnxz @kuno
Posted by Courtney Moser
Vía Kuno Creative
Pinterest has introduced its business accounts, more and more B2B companies are joining the Pinterest party, and for them, it’s important to not only join, but to set their brands apart.
If you’re a B2B social media marketer who has joined Pinterest, but isn’t getting the followers (or consequential site traffic) you were hoping for, you could be making one or more of the following mistakes:
You don’t have a “Pin It” button on your site
You’re pinning too much third-party content
You’re pinning one thing to multiple boards
You’re flooding feeds
You’re using your name and not the name of your business
You aren’t interacting
You aren’t collaborating with others in your industry
You have too many fluff boards
Just like with all other forms of social media, there is a right way and a wrong way to use Pinterest. If you take the time to learn the dos and don’ts, you can reach a whole new audience.
What B2B companies do you feel are utilizing Pinterest to effectively drive leads? Share your thoughts in the comments below!
photo credit: Nrbelex via photopin
Courtney Moser is an Associate at Kuno Creative. She applies her passion for writing and editing to assist in creating content for Kuno and its clients. Courtney loves to read, expand her vocabulary and write engaging content for multiple audiences. You can connect with Courtney on LinkedIn.
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If Facebook Introduces Hashtags are you Ready? – thnxz to @socialbakers
1. Keep it Short and Sweet
When choosing a hashtag, make sure that it´s easy for users to remember and that it´s easy to spell. Short and concise hashtags are more effective and compelling than #verylongonesthatarehardtoread.
2. Pay Attention to Formatting
Hashtags should consist of a word or phrase with no spaces or punctuation in between in order for them to be clickable by users. The #underscore_is_an_exception but why would you do that when you can make hashtags more readable by starting each word with an uppercase letter like #PayAttentionToFormating? It looks neat and it will definitely eliminate the chance that your audience will forget to type the underscore and will therefore get lost in the conversation.
3. Create Unique Hashtags
Try to create one that will stand out of the crowd and differentiate you from your competition. Using hashtags like #conference or #webinar are too general to trigger conversations related exclusively to your company.
4. Promote Your Hashtag
To trigger the buzz and the volume of conversations you are aiming for, help your hashtag out with promoting it anywhere you can. Stick it on to your website, to all your social media channels, to your email signature and even to your marketing materials.
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