Tu propia taza de café de Starbucks en casa – thnz @Biz_Tec


Incursionar en el mercado de café soluble le dará la oportunidad a la cadena de extender su mercado y seguir captando consumidores en México, donde siete de cada diez tazas de café que se consumen son solubles. Starbucks ahora venderá café soluble

Saraí Jiménez Además, la subdirectora de Comunicación de Starbucks Coffee, dijo en entrevista para Notimex que su objetivo no es entrar como un competidor del café soluble, sino extender la experiencia Starbucks a otros espacios, como a las oficinas u hogares de las personas y de esta manera ofrecer un producto de gran calidad. Leer más “Tu propia taza de café de Starbucks en casa – thnz @Biz_Tec”

HubSpot Launches Free Tool to Analyze the Shareability of Your Tweets – by Dan Zarrella vía @hubspot


 

twitterI love data. I’ve spent the last 5 years of my career dedicated to doing research on huge datasets of hundreds of thousands and millions of rows to reach best practice conclusions. And those conclusions are great for experimentation with specific brands and audiences.

But the real power comes when you begin analyzing your own, individual sets of data so you can find out what kinds of content, timing, and behaviors work best for your specific audience.

Enter RetweetLab.com! Using this free tool, you can analyze any Twitter account — including your account or a competitor’s account — to unearth the data you need to get more retweets. The tool works by allowing you to compare your current behaviors (the small graphs in the text) with the behaviors that are correlated with your account getting more retweets. Here’s how you can use this new, free tool to analyze and improve your own Twitter presence.

How to Use RetweetLab to Analyze Your Twitter Marketing

Let’s start with something we’re all familiar with — the Twitter hashtag. Ever wonder how important it is to spreading your Twitter content? RetweetLab can help you understand that.

The graph above details the effect of hashtags on retweets for my account, @DanZarrella. You’ll notice that the vast majority (93.4%) of my tweets do not contain a hashtag; but those tweets thatdo contain a hashtag tend to get more retweets. I may want to think about experimenting with more hashtags in light of this data, right?

Time of day, especially in the cluttered Twitter stream, can have a huge impact on your effectiveness, too. Take a look at what the hour of day breakdown shows us, this time from an example using the @HubSpot account:

We see that our account sends the most tweets at 2 p.m., but that tweets at that time seem to get fewer retweets than the rest of the day. Based on this, maybe we should experiment with more tweets in the morning, rather than afternoon — as you can see, around 8 a.m. we do quite well with retweets, and even much later in the night, around 10 p.m. Leer más “HubSpot Launches Free Tool to Analyze the Shareability of Your Tweets – by Dan Zarrella vía @hubspot”

Best Customer Experience Awards: calidad, atención al cliente y experiencia de compra


por Jaime Aguirre Sans
Marketing Comunidad

Recientemente se han publicado los datos de los Best Customer Experience Awards Spain 2012, el primer ranking en España centrado en la Calidad, Atención al Cliente y Experiencia de Compra, donde más de 2.000 consumidores han elegido a las 500 mejores empresas en España y mediante un riguroso proceso de investigación de mercado, se han testado sus canales de atención. Empresas como Apple,Nespresso o Coca-Cola lideran el ranking en España en su primera edición, que se celebra en más de 10 países con gran interés y expectación.El estudio revela claves interesantes como que las empresas y marcas líderes de los sectores bancario, restauración y moda son las mejor valoradas en su conjunto. MangoNespresso yPhoneHouse son tres claros ejemplos de una atención al cliente innovadora en punto de venta donde cuidan hasta el más mínimo detalle la satisfacción del cliente.Por otra parte, existe un ligera contradicción entre lo que los consumidores expresan en una primera encuesta de percepción y la realidad con las evaluaciones y tests a los establecimientos a través de Mystery Shoppers y evaluaciones de sus canales de Atención al Cliente. Empresas como AudiStarbucks o McDonald’s son las más citadas en recomendación a amigos o familiares. Leer más “Best Customer Experience Awards: calidad, atención al cliente y experiencia de compra”

A Product Brand vs A Service Brand? | theideabrand.com


Building a Brand Management Service Vision’

1. What’s the difference between a Product brand and a Service brand?

Product brands are about products. Mars, a classic Product brand, doesn’t answer back, doesn’t get tired, isn’t anxious, is always ready to perform and always tastes the same. Every experience with a Product brand is/should be identical. Service brands aren’t like that. Service brands are about people. People who represent the organization lose their tempers, get tired and anxious, and sometimes have just had enough that day. Every experience with a Service brand is therefore different. 

Starbucks

Whatever you feel the Starbucks brand stands for, one thing all Starbucks customers can agree upon is that the chain has elevated the ubiquitous coffee house to much more than a commodity by making it a special, customer oriented experience, it’s become a Service Brand.

Similarly, Virgin has done the same with everything from air and space travel to music festivals.

The Virgin ‘Service’ brand revolves around delivering value pricing, high quality, fun, innovation, while being authentic, people-oriented, hip, and associated with Virgin founder Sir Richard Branson and his personal reputation. Not to mention – great customer service.

Many of the people who are in charge of managing Service brands (CMO’s, MD’s, Call Centre Directors, Customer Service Directors) have been trained in the traditional school of creating great consumer product brands. Their attempt to manage Service brands as though they are Product brands has created vast problems.

Virgin Sir Richard Branson

For the customer, the person who represents the brand is the brand.

If the person representing the brand doesn’t perform properly, the relationship between the brand and the customer may collapse.
The implication of this is that service-based organizations have to focus on their internal employees to a far greater extent than product-based organizations.

Complete article
i.d.e.a.

Building a Crowd: Make Sure Your Book Has Readers Before You Publish


99U

by Sean Blanda
Ilustration: Oscar Ramos Orozco
It’s happened to most writers: we toil on a project for weeks, obsessing over every word. Then, when it comes time to release our work to the wild, we brace ourselves for everyone to sit up and take notice but instead … nothing happens. Why do some writing projects take off, while others never get off the ground?Occasionally, it’s luck. But mostly it’s because the savviest writers have already ensured there is a built-in group waiting in anticipation on the other side.Call it the “anti-marketing” plan: by building genuine connections with readers we can dramatically improve the chances of success and make the creative process more fun. As a bonus, when done correctly, community building efforts are cumulative – work hard to win over a supporter and you likely have a fan for years.Below we outline the steps to building an audience with the help and advice of a handful of industry experts.

1. You exist in a marketplace. Prepare to humble yourself.

We’re often deceived by the Hollywood narrative of being suddenly “discovered” and subsequently rocketing to notoriety. Chances are, we won’t run in to a literary agent at Starbucks who wants to hand us a three-book contract and arm us with a team of publicists.

Call it the ‘anti-marketing’ plan: by building genuine connections with readers we can dramatically improve the chances of success
As a result, many writers play the “publishing lottery,” blindly hoping that readers will magically gravitate to their work and, when they do, they’ll be so enamored with the book that they will feel immediately compelled to tell the world. Though some people get lucky, building an audience of readers typically takes months of research and trial-and-error.”Most people don’t do any research into their target audience, they are either too cocky or too scared,” says Dan Blank, founder of We Grow Media and advisor to authors and publishers about the best ways to get started building a community.Remember that you exist in a marketplace, and your job is to figure out where you fit iny testing who your audience is and what content resonates with them. With some up-front preparation work, you’ll save hours of heartache later.

But remember: “People can smell inauthentic community building a mile away,” says Pamela Slim, author of the blog and book Escape from Cubicle Nation. “Create something that means something to you and means something to your audience. If you’re in doubt about that, I’d suggest a different topic.”

2.Your goal will help put your work in context…  Leer más “Building a Crowd: Make Sure Your Book Has Readers Before You Publish”

Funniest Online Terms [infographic]


Grammar.net

Technology has claimed its own corner of English, and it’s not without humor. Here are 10 of the funniest words and terms from the “interwebz”.

To download high resolution poster click here.

 

1. Cappuccino cowboy/cowgirl
The first of our funny words was coined by attorney Robert Freilich. “Cappuccino cowboys” are people who desire a suburban/rural lifestyle but can’t let go of urban amenities, such as Starbucks or drive-thrus. Picture John Wayne in his 10-gallon hat with a Frappachino in one hand, scrolling through a text message on his cell with the other.

2. Double Geeking
This refers to using two computers at the same time. It is similar to, but not to be confused with, “geeking out”, which is watching t.v. with a computer nearby in order to surf during commercials; it also covers watching an NFL game on t.v. while simultaneously watching it on NFL.com. In both cases, technology is awesome. Leer más “Funniest Online Terms [infographic]”

The Meaning of Like


See on Scoop.itGabriel Catalano the name of the game

This Infographic by Symphony Teleca shows that consumers rely on peer recommendations: Links to user-generated content on social networks (Facebook, Twitter, Google +, Pinterest) make up a quarter of the search results for the top 20 brands in the world.

In response to that growing number, 85 % of people have already anticipated changes in their buying behavior.

Customer reviews, questions and answers, internet forums and user-generated videos are the social and community tools that influence consumers the most.

This Infographic also shows how mobile devices, real-time access to review sites and social networks impact consumers’ buying decisions and overall retail experience. Leer más “The Meaning of Like”

Yes, Social Does Impact Sales | social.ogilvy.com


 

Recent research from Forrester suggests that social media has an insignificant impact on sales. While this may be true within the specific context of the study, the study’s methodology makes it impossible to draw broad conclusions around the impact of social on sales across all of the “buyer journey.”

Here are three key reasons why:

  1. More comprehensive tracking of content engagement paints a very different portrait. The Forrester study tracked social as a driver of sales only if someone clicked a link on a social property and made an online purchase within 30 days. In fact, brand social strategy is about engaging people with the brand with the intent to increase sales in the future —  both online and offline. In a quick service restaurant study we did with partner ChatThreads last year, exposure to social media was a significant drive of sales increases. And, when combined with other media (for example, editorial and billboards) social exposure resulted in a 1.5-2x higher likelihood of purchase across all 5 restaurants in the category. Further, two more studies support a social-sales link: Edison Research’s study last year showed that 28% of social media users cited social networks as influencers of their purchase decision. And in a 2011 ROI Research study, just over 50% of respondents reported they would likely purchase a product after following the brand on Facebook or Twitter. Leer más “Yes, Social Does Impact Sales | social.ogilvy.com”

The Rules of Randomness & How You Can Stand Apart – http://99u.com


99U
by Frans Johansson
http://99u.com

The world is an unpredictable place. Everyone seems to agree with this statement. We all recognize that unpredictable things happen every day, from a chance conversation to an unexpected meeting; from the rapid rise of an Instagram to the dramatic fall of a Lehman Brothers. We don’t question random forces in our personal lives or the world around us. But what about in our careers or in business? Why don’t we account for unpredictability in these areas?

Let me start with a personal example: In 2004, I was waiting for the publication of my first book, The Medici Effect. I was nervous, hopeful and relieved to finally be done with a three-year obsession—an investigation into how groundbreaking innovation happens at the ‘intersection’ of different industries, cultures and disciplines.  But the timing couldn’t have been worse. Clayton Christensen’s book,Seeing What’s Next, was also coming out the same month, from the same publisher.Soon, I was knocking on the doors of Innovation Officers and strategy leaders at companies to ‘consult’ on innovation and maybe give a talk or two. Turns out, it was a bad plan. Everyone else, some better known than me—including Christensen—were doing the same thing.

One evening, my then-fiancée came home and announced that her boss at JP Morgan had tasked her to find a “business case for diversity.” As we discussed this, it became clear that my book—my ideas about the “Medici Effect”—fit the bill. Within a week, I was presenting to the head of the investment side of JP Morgan Chase.

I share this story because it was the moment when everything “clicked” for me. My entire strategy for a “brilliant career as an innovation though leader” had just been obliterated. Never in all my planning and careful analysis did I ever consider that the answer would lie in the Diversity Office, rather than Innovation. After embracing this possibility, everything changed—so much so, that I finally found the time to focus on finding out whether the success of other individuals and companies all hinged on a similar “click moment” as it did for me.

The answer is simply, yes. From Starbucks to Microsoft Windows to Diane von Furstenburg to Twilight, and its ‘inspired’ Fifty Shades of Grey.

The world is unpredictable, and that means we cannot foresee whether an idea or project will turn out as planned. In fact, the plan may very well become outdated before we even start to execute it. And if we can’t logically plan our way to success, then it must mean that success, when it happens, is a result of something unexpected—of something random. It is a revealing paradox.

The world is unpredictable, and that means we cannot foresee whether an idea or project will turn out as planned.

If Howard Schultz had never taken a stroll down a street in Milan and wandered into a café, Starbucks as we know it would probably never have happened. If Murray Sargent and Dave Weise hadn’t happened to meet at a party on the Microsoft campus one night, the operating system we know as Windows would have been killed off—and most likely the PC revolution would not have happened as quickly, if at all.

Yet, we resist this notion. We want to explain away success as being more than just good fortune or luck. Indeed, very few people I talked to had spent much time thinking deeply about how to incorporate randomness into their corporate or professional strategy. The reason seemed obvious: randomness defines the part of our lives that we can’t control, so how can we rely on it?

Simply put, randomness makes us stand apart. In The Click Moment, I talk about a number of different approaches for using randomness to our advantage. Here are a few of them:

1. Increase the number of click moments in our lives. This is a lot easier than we think. Most of us, by nature, are creatures of habit. We like the familiar and avoid placing ourselves in uncomfortable positions. In a crowded room, we tend to gravitate toward the people we know, rather than striking up a conversation with a stranger. And we become so immersed in a certain path—or the momentum has driven us so far down it—that we’re unwilling to question or take our eyes off it.

Instead, change up your routine. Go to a different café. Read a magazine you otherwise never would. Talk to someone in the elevator, on the plane, or in the park—and go beyond the weather and your busy schedules. Surround yourself with people who are different from you, be it their backgrounds, their professions, their cultures. Embrace that diversity.

Randomness defines the part of our lives that we can’t control, so how can we rely on it?

2. Reject the obvious path. If we do what’s logical—take the path that everyone ‘knows’ to do—we will do exactly what someone else is doing, and never stand apart. My friend Marcus Samuelsson, food activist, restaurateur, and chef-owner of Red Rooster, recounted to me how he came to be the guest chef for the White House’s state dinner for the Indian Prime Minister Mammohan Singh.

Every state dinner since 1874 has featured French-American cuisine. The White House invited 15 elite chefs, including Marcus, to present a menu for the dinner. Everyone presented a French-American menu with a meat dish, save Marcus. Knowing Prime Minister Singh is vegetarian, he presented a vegetarian menu inspired by Indian flavors. He was selected as the guest chef, and the White House broke its French-American state dinner tradition.

3. Make lots of bets—but purposefully.  Leer más “The Rules of Randomness & How You Can Stand Apart – http://99u.com”

¿Por qué no logran despegar los pagos móviles?


http://beagonpoz.visibli.com

El marketing mira hacia los pagos móviles como si fueran la nueva gran revolución para la industria, permitiendo que las marcas accedan a los datos de compra de los consumidores de forma instantánea y lanzar ofertas personalizadas. Además, los consumidores podrían pagar sólo con acercar sus móviles al escáner de check-out, sin tener que llevar consigo carteras con tarjetas y dinero en efectivo cada vez. Pero por alguna razón, ir a una tienda y finalizar una compra con el móvil no logra despegar.

El valor mundial de las transacciones realizadas a través de pagos móviles podría alcanzar un billón de dólares en 2014, según las estimaciones de The Yankee Group. En 2010, la cifra era de 162.000 millones de dólares. Pero lo que se preguntan las marcas y las tiendas es cuándo llegará el momento en que los usuarios utilizarán con naturalidad sus móviles para pagar su café en un Starbucks.

Los pagos móviles se consideran la combinación perfecta entre el e-commerce segmentado y las compras tradicionales, pero para los consumidores la situación con estos servicios sigue siendo bastante confusa. De hecho, sólo un 20% de los usuarios ha comprado un producto en una tienda a través de su móvil y, de los que tienen teléfonos con tecnología NFC, se espera que sólo un 2% la utilice en 2012. Leer más “¿Por qué no logran despegar los pagos móviles?”

Logo Starbucks


roastbrief.com.mx

RoastbriefCualquiera que haya vivido lo que Howard Schultz (CEO de Starbucks) describe como la “experiencia Starbucks” sin duda es capaz de identificar el logotipo sin la menor dificultad. Esto se debe a que, como digno representante de la marca, lo vemos por todos lados; afuera de la tienda, en los uniformes, en los vasos y hasta en las servilletas. Sin embargo ¿Cuántos de nosotros realmente nos hemos detenido a observar el logotipo?

Según sus fundadores, la historia de este logo comenzó en 1971 con la inauguración de la primera cafetería Starbucks en la ciudad de Seattle, Estados Unidos. El diseño a cargo de Terry Heckler está basado en la xilografía nórdica del siglo XVI y muestra

una sirena de doble cola con el pecho descubierto. En la imagen se puede apreciar cierta textura y ambas colas se muestran en su totalidad. El ícono es de color café y se encuentra rodeado por el nombre del establecimiento que en aquel entonces era: Starbucks Coffee, Tea and Spices. Éste diseño permaneció en uso hasta 1987.

En 1987 Starbucks fue comprado por el empresario Howard Schultz quien ya era dueño de su propia cadena de cafeterías llamadas Il Giornale (El Periódico). El logotipo que utilizaba Il Giornale consistía de un circulo color verde con el nombre del establecimiento escrito alrededor de la cabeza de Mercurio. Utilizaban al mensajero de los dioses como una analogía de la velocidad con la que preparaban las bebidas.

Nuevamente corrió a manos de Terry Heckler diseñar un (…) Leer más “Logo Starbucks”

10 Coffee Myths You Think Are True


10 Coffee Myths You Think Are True

flightline.co.uk

Wherever there are great things there are people out there who are set to ruin them, and coffee is no exception. From coffee connoisseurs to Starbucks sippers, coffee lovers everywhere are having their shots of espresso and morning cappuccinos ruined by rumours.

The myths surrounding the world’s day-starter have put the bean in a bad light and there are some misconceptions that need to be debunked. From what good coffee should look like to how much you should drink, there are a few things we need to set straight… so it’s time to wake up and smell the coffee and find out which ‘facts’ about coffee simply aren’t true.

It’s a diuretic

According to studies reviewed in 2007, people who drank beverages containing up to 550 milligrams of caffeine produced the same amount of urine as when drinking drinks free of caffeine. It is true however, that caffeinated beverages containing 575 milligrams of caffeine or more is a diuretic, but when a large sized coffee at most coffee shops contains about 330 milligrams of caffeine, you’re far more likely to be hydrated from your daily dose of caffeine than not.

It helps with weight loss

Apologies in advance if your weight lose regime is about to be flawed, but coffee does not help you lose weight. The sad truth is that although caffeine gives your metabolism a little boost (helping you burn up to an extra 100 calories), studies showed that both men and women who drank more java gained more weight than those who did not.

It causes heart disease Leer más “10 Coffee Myths You Think Are True”

Un simple ejemplo de la relación entre creatividad e innovación | Eduardo Kastika. Blog. Innovación y creatividad en Latinoamérica


http://eduardokastika.posterous.com
 De las 100 personas más creativas en los negocios (Revista Fast Company, 2012), Adam Brotman es el nro. 3.

Se trata del Chief Digital Office de Satarbucks. Y su aporte fue muy sencillo: creó una aplicación (gratuita) para que los clientes paguen con sus teléfonos móviles.

La idea no es totalmente novedosa. Existen muchas otrasposibilidades de pago vía teléfono móvil.

Pero lo interesante de esta “tarjeta virtual Starbucks”, es que Adam Brotman implementó la idea sin ningún tipo de complejidad tecnológica.

Los clientes cargan sus tarjetas plásticas de Starbucks, la persona que los atiende escanea sus teléfonos móviles y… listo. No hay asociaciones con tarjetas de crédito, ni de débito, ni PayPal, nipagos virtuales, ni nada.

8 marcas que están aprovechando todo el potencial “marketero” de Instagram


marketingdirecto.com

En una era digital dominada cada vez más por la imagen, Instagram pone a disposición de las marcas un nuevo canal para llegar sus mensajes de manera creativa y original a más de 50 millones de usuarios en todo el mundo.

Desde que fuera comprada por 1.000 millones de dólares por Facebook, Instagramestá en boca de todos, pero lo cierto es el potencial “marketero” ya había sido explorado antes por muchísimas marcas, que se han ganado por méritos propios el título de “maestras” en la famosa aplicación para compartir fotografías. Business Insider ha realizado una recopilación de lasmarcas que mejor lo están haciendo en Instagram:

1. Red Bull (245.019 seguidores)

Red Bull utiliza Instagram para interactuar con sus seguidores y lo consigue mediante “rutinas” como la publicación diaria de fotografías (“daily awesome potos”) y la celebración de los denominados “Flying Fridays”. Además, la famosa marca austriaca de bebidas energéticas hace clic a menudo en las fotografías de sus sus seguidores para ilustrar las diferentes maneras que Red Bull tiene de entender el lema de la compañía: “Red Bull te da alas”.

2. Playboy (96.195 seguidores)

Puesto la Instagram no permite la publicación de fotos de desnudos, Playboyutiliza su cuenta en la popular aplicación fotográfica para subir sugerentes imágenes de modelos vestidas que evocan un fuerte sentimiento de nostalgia.

3. Puma (5.865 seguidores)

Puma anima a sus seguidores en Instagram a cubrir eventos de todos los rincones del planeta y dar testimonio de ellos a través de fotografías. Para premiar la constancia de sus seguidores, la marca deportiva regaló en una ocasión varios viajes gratis para seguir en directo la Volvo Ocean Race. Leer más “8 marcas que están aprovechando todo el potencial “marketero” de Instagram”