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”

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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]”