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. |
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”
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.
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.
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.
Vía Kuno Creative
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.
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.
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.
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.
Digital marketing has come a long way in the last few years. From something that was a nice addition to your marketing strategy, we’ve reached the point where having a social media presence for your business is a necessity. However, while most small and medium businesses (thankfully) avoid creating a social media presence for the sake of it, there are other traps that they fall into instead. Here are a list of the most common problems.
Curation is one of those buzzwords we all hear about today, but what does it mean exactly? New tools like Pinterest, Storify and Meograph make it easy to pull elements from social networks together to illustrate a theme or tell a story, whether you are a professional journalist or a local activist, a leader or a person with a story to share.
The most successful creators of Meograph and Storify pages are united by one thing: they’re skilled editors and curators who know how to look at content posted on multiple social networks and pull out the pieces that will best help them to tell a story.
Staci Baird, a journalist who currently is the Internet & Social Media Strategist for the Stanford School of Engineering, says “Aggregating, analyzing, providing context and insight is an important part of journalism today.”
According to Brandy Tuzon Boyd who runs Natomas Buzz, a hyperlocal news site for West Sacramento, Storify is one of the tools journalsits can use to easily wrangle contributed content and publish stories that involve their communities.
“I remember the first time I used Storify—I covered a blood drive,” says Boyd, who’s done 10 Storify pieces since she started in 2010 (see http://storify.com/natomasbuzz). “I used a hashtag and a lot of local Tweets. And it got a large audience.”
> Full article <
Storify users agree that the platform has particular strengths in capturing almost real-time news,reflecting back popular memes– or themes—and sharing community views on incidents or personalities. For Steve Beatty and his team at The Lens in New Orleans, LA, providing almost real time information about the state budget hearings was a worthy experiment.
Anne Galloway and the VT Digger team used Storify to capture the movement of Hurricane Sandy into Vermont. In Charlottesville, VA, Brian Wheeler and the team at Cville Tomorrow experimented with Storifying live events, including a two future of cities/urban planning discussions held downtown. Despite a lack of images, more than 1,093 people viewed one of the planning stories; more that 2,900 viewed the other (see News n’ Brews: The Evolution of West Main (with images, tweets) · cvilletomorrow · Storify http://bit.ly/Uwb5XU) .
Storify is good for capturing popular memes as well. CNN, for example, created a Storify tracking reader responses to the discovery that college football star Manti T’eo’s dead girlfriend was not a real person.
The community team at CBC News in Canada has done some excellent curation using Storify around popular memes. Andrew Yates, Andrea Lee-Greenberg, Lauren O’Neil and John Bpwman are all experienced news producers whose job is to shape and curate community content. One of their best Storifys is about Psy, the Korean pop star who launched Gangnam Style; see ‘Gangnam Style’ goes gangbusters: South Korea’s catchiest pop export. More than 51,000 people read this story.
Storify is also a terrific way to quickly aggregate breaking news from Twitter and other social media. Al Jazeera got international attention for their Storify of protests in Egypt and of Tunisians’ struggle to keep the reform movement energized. Hyperlocal site The Sacramento Press shared breaking news on a small scale with their Storify Arden Fair back open after teens start huge ruckus in food court (with images, tweets).
How to use Storify | > Full article <
With 70,000 attendees, 1,500 exhibitors and over 100 conference sessions, the Mobile World Congress can be an overwhelming experience. The conference ranges across all aspects of the mobile economy, from hardware and infrastructure to marketing and education. Fortunately, Martin Lange, Executive Marketing Director of Digital Strategy for Ogilvy & Mather, will be attending the conference.
Since Martin is deeply immersed in the mobile ecosystem, he’s keeping track of what really matters in this, the most rapidly evolving aspect of marketing and communications.
Martin will focus on the following top five mobile trends during the conference, including his perspective on some must-see keynotes and panels which will bring these trends into sharp relief. Be sure to follow Ogilvy at MWC 2013 on Tumblr or @OgilvyWW on Twitter for real-time updates of all things Mobile World Congress.
Here are Martin’s top 5 trends to watch for at Mobile World Congress 2013 (#MWC13). Below that is a more in-depth look into each trend.
No importa lo mucho que estemos vinculados o enganchados a Facebook, Twitter o Pinterest, tampoco a nuestro lector RSS o email, ni siquiera a los blogs. Todavía preferimos el contacto humano, mirar a los ojos cuando hablamos con alguien, conectar con los alumnos en clase, comprobar la reacción de la otra persona al vernos, emocionarnos con historias humanas o sentir el calor de las personas, que gran noticia. Es maravilloso saber que aún tratamos de permanecer humanos, a pesar de Internet y la web social.
THE SHORT ANSWER: NEITHER PRODUCED INNOVATIONS WORTH CELEBRATING. THE LONGER ONE? READ ON.
Illustration by Adam Simpson
Facebook and Twitter deserve special comment because they have been among the rare perennials, and their recent moves reveal two companies engaging in innovation’s evil twin: short-term thinking at the expense of long-term value. Facebook’s most notable product achievement in 2012 was Poke, a facsimile of Snapchat, the trendy-with-teens (and sexters) photo app. Poke stumbled almost immediately. In fact, Facebook has made a cottage industry out of chasing hot Internet services (Pinterest and Yelp included), instead of developing new ideas to delight its billion users. Similarly, Twitter’s product strategy feels wholly defensive. Its most notable new feature is photo filters, a plainly unoriginal addition.
Via Simply Zesty
LIFESTYLE - by Esther Herrero
Branding and Strategy for Business and Life
Cuando la imaginación y la creatividad suman infinito
fanzine bejarano de historietas hecho en los 80
imagination is the key
This WordPress.com site is the bee's knees
Compartir conocimientos 2.0 y Marketing Online
Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación
LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO
Poesías, relatos, diario de sueños
Taking unsubstantiation to new levels
Un Pont entre la Psique i les Emocions
De Lilian Lanzieri
Dirección estratégica para la vida
Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.
4 out of 5 dentists recommend this WordPress.com site
Stuff and things.
Noticias de Tecnologia.
Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento
Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides
Experiencias creativas en la clase de español.
La mejor música de la historia
Identity + Dressing + Colour
Ver para contar & contar para ver. / Чтобы рассказать
Expertos en estrategia y auditoria de marketing
El camino hacia el éxito
Mi Pasión en un Blog
“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.
Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.
Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción
Ensalada de Manjares
be. Intelligent Multimedia Education
Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban
Tecnologías de la Información y Estrategia
"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost
A healthy balance of the mind, body and spirit
Fashion Trends and News
News, Headlines, Stories, Video from Around the Nation