Qué significa “medir” en Social Media Optimization – 29 métricas KPI


INESDI

Por: Pedro Rojas (@SeniorManager)

“Medir” un Plan de Social Media, o incluso medir acciones puntuales de socialmedia, es una cuestión de “perspectiva”; es decir, no se trata de una “foto” en dos dimensiones ni de un reporte plano con simples cifras, sino de darle a los resultados (en su conjunto) una nueva dimensión.

Cuando hablo de “medición” durante un proceso de Social Media Optimization(SMO) no me refiero a “estar cerca” de los resultados, ni a intentar de ver el detalle de cada resultado. Más bien se trata de alejarse poco a poco de la “foto” para poder analizarla en su conjunto. Sería algo parecido al efecto de alejarse del famoso retrato de Dalí: “Gala contemplando el Mediterráneo” que a veinte metros se convierte en el retrato de Abraham Lincoln.

Realizar este ejercicio de perspectiva cuando analizamos resultados en Social Media, nos ayuda a convencer a nuestro cliente, ávido de datos, de que laestrategia funciona; ya que podemos mostrarle lo que está buscando ver de nuestro trabajo; es decir, la evolución de los KPI (Key Performance Indicators); y al mismo tiempo, tenemos la oportunidad de verificar si nuestra estrategia funciona, si es necesario realizar cambios y si hemos estructurado correctamente los protocolos.

Para cumplir con lo anterior, resulta fundamental que previamente hayamos determinado y escogido los KPI que están en plena concordancia con nuestrosobjetivos.

Como guía, te dejo las KPI que he utilizado en los distintos planes de Social MediaOptimization que he puesto en marcha durante los últimos dos años, y más recientemente, los que he gestionado trabajando para íncipy.

Lista de KPI o métricas de participación que he utilizado en diferentes estrategias durante el SMO: Leer más “Qué significa “medir” en Social Media Optimization – 29 métricas KPI”

7 Reasons to Rethink Your Blogging Strategy: New Research

Technorati found that a surprising one-third of bloggers have work experience in traditional media as journalists and in other capacities. They also found that consumers are increasingly putting their trust in blogs versus traditional media.

This reflects a major shift in marketing for brands of all sizes. Brands must become friendly with bloggers. If 40% of all blogs are business-oriented, that means there are around 72 million business blogs. Many of these represent an opportunity for you to foster mutually beneficial relationships with bloggers.

Not convinced? Check this out: 65% of bloggers follow brands on social media and most bloggers write regularly about the brands they follow.


By

social media researchIs your business working with bloggers?

Do you blog?

This article examines new research that shows blogging is here to stay.

Like many social media tools, blogs have seen a steady increase in numbers and influence over the last several years.

Note the growth charted by Invesp. On Dec. 2, 2011, that number was 178,637,835 (according to BlogPulse).

Number of Blogs Grows

blogs according to technorati14 million blogs were added since July 2011 (as of 12/2/2011).

If people are adding nearly 3 million blogs per month, surely this is a tool worth understanding and maximizing. That is the conclusion Technorati reached in their 2011 State of the Blogosphere Report.

In this report, bloggers fall into one of five categories:

  1. Hobbyist—Someone who blogs for fun and doesn’t report any income from blogging (this represents 60% of the study).
  2. Professional Part-time—These people typically blog to supplement their income and blog about personal musings or technology (approximately 9% of respondents).
  3. Professional Fulltime—These individuals make their living by blogging, but typically work freelance (approximately 9% of respondents).
  4. Corporate—Corporate bloggers blog full-time as part of their job or are contracted to blog full-time for a company (8% of respondents).
  5. Entrepreneur—Entrepreneurs blog for a company or organization they own (13% of respondents).

***Please note that Technorati’s data is heavily skewed by the presence of 60% hobbyist bloggers—people who blog as a way to express themselves or influence their community, but don’t seek to make money. I will focus on results from the 40% of bloggers who have a business objective with their blogging.

#1: Bloggers are young, educated and experienced

Bloggers come from all over the world and span the age range. But with that diversity come some commonalities worth noting. (Go here to see all the statistical comparisons made by Technorati.)

Nearly 60% of bloggers are between the ages of 25 and 44.

ageMost business bloggers are ages 25-44, but nearly 50% of entrepreneurs are over 45. Leer más “7 Reasons to Rethink Your Blogging Strategy: New Research”

Por qué Facebook y Twitter están reemplazando a los blogs

Aunque actualmente puede ser un poco difícil darse cuenta, dado que existen un montón de blogs corporativos, los blogs nacieron como una herramienta para aficionados, y ahora éstos parecen estar abandonándolos o, al menos, recortando el tiempo que invierten en ellos. Pero, por otro lado, están aficionándose a otras plataformas, como las redes sociales o el microblogging, que ofrece las mismas satisfacciones pero son menos exigentes.

Según la encuesta anual “El estado de la blogosfera” de Technorati, el 53% de los bloggers aficionados actualiza sus blogs algo o mucho menos de lo que solía hacerlo antes. Sólo el 21% ha afirmado hacerlo más a menudo. Además, el 54% de los bloggers corporativos postea algo más o mucho más que antes.


http://www.marketingdirecto.com

Aunque actualmente puede ser un poco difícil darse cuenta, dado que existen un montón de blogs corporativos, los blogs nacieron como una herramienta para aficionados, y ahora éstos parecen estar abandonándolos o, al menos, recortando el tiempo que invierten en ellos. Pero, por otro lado, están aficionándose a otras plataformas, como las redes sociales o el microblogging, que ofrece las mismas satisfacciones pero son menos exigentes.

Según la encuesta anual “El estado de la blogosfera” de Technorati, el 53% de los bloggers aficionados actualiza sus blogs algo o mucho menos de lo que solía hacerlo antes. Sólo el 21% ha afirmado hacerlo más a menudo. Además, el 54% de los bloggers corporativos postea algo más o mucho más que antes. Leer más “Por qué Facebook y Twitter están reemplazando a los blogs”

State of the Blogosphere 2010 Introduction

The 2010 edition of State of the Blogosphere finds blogs in transition—no longer an upstart community, now with influence on mainstream narratives firmly entrenched, with bloggers still searching for the next steps forward. Bloggers’ use of and engagement with various social media tools is expanding, and the lines between blogs, micro-blogs, and social networks are disappearing. As the blogosphere converges with social media, sharing of blog posts is increasingly done through social networks—even while blogs remain significantly more influential on blog content than social networks are.

The significant growth of mobile blogging is a key trend this year. Though the smartphone and tablet markets are still relatively new and most analysts expect them to grow much larger, 25% of all bloggers are already engaged in mobile blogging. And 40% of bloggers who report blogging from their smartphone or tablet say that it has changed the way they blog, encouraging shorter and more spontaneous posts.

Another important trend is the influence of women and mom bloggers on the blogosphere, mainstream media, and brands. Their impact is perhaps felt most strongly by brands, as the women and mom blogger segment is the most likely of all to blog about brands. In addition to the conducting our blogger survey, we interviewed 15 of the most influential women in social media and the blogosphere.


Feature: State Of The Blogosphere 2010

Welcome to Technorati‘s State of the Blogosphere 2010 report. Since 2004, our annual study has followed growth and trends in the blogosphere. For 2010, we took a deeper dive into the entire blogosphere, with a focus on female bloggers. This year’s topics include: brands embracing social media, traditional media vs. social media, brands working with bloggers, monetization, smartphone and tablet usage, importance of Twitter and Facebook, niche blogging, and changes within the blogosphere over 2010.

SUMMARY OF KEY FINDINGS

The 2010 edition of State of the Blogosphere finds blogs in transition—no longer an upstart community, now with influence on mainstream narratives firmly entrenched, with bloggers still searching for the next steps forward. Bloggers’ use of and engagement with various social media tools is expanding, and the lines between blogs, micro-blogs, and social networks are disappearing. As the blogosphere converges with social media, sharing of blog posts is increasingly done through social networks—even while blogs remain significantly more influential on blog content than social networks are.

The significant growth of mobile blogging is a key trend this year. Though the smartphone and tablet markets are still relatively new and most analysts expect them to grow much larger, 25% of all bloggers are already engaged in mobile blogging. And 40% of bloggers who report blogging from their smartphone or tablet say that it has changed the way they blog, encouraging shorter and more spontaneous posts.

Another important trend is the influence of women and mom bloggers on the blogosphere, mainstream media, and brands. Their impact is perhaps felt most strongly by brands, as the women and mom blogger segment is the most likely of all to blog about brands. In addition to the conducting our blogger survey, we interviewed 15 of the most influential women in social media and the blogosphere.

These changes are occurring in the context of great optimism about the medium: over half of respondents plan on blogging more frequently in the future, and 43% plan on expanding the topics that they blog about. Bloggers who get revenue from blogging are generally blogging more this year than they were last year. And 48% of all bloggers believe that more people will be getting their news and entertainment from blogs in the next five years than from the traditional media. We’ve also asked consumers about their trust and attitudes toward blogs and other media: 40% agree with bloggers’ views, and their trust in mainstream media is dropping.

7,200 bloggers responded to our survey this year, our largest response ever. As with our report last year, we have chosen to display our results in terms of four different types of bloggers. Leer más “State of the Blogosphere 2010 Introduction”

2010 State Of The Blogosphere: Facebook And Twitter Drive The Most Traffic (Slides)

Earlier today, Technorati CEO Richard Jalichandra gave his annual State of The Blogosphere presentation at the ad:tech conference. Technorati will be blogging about the findings over the next few days, which is based on a survey of 7,200 bloggers. But we have the full slide presentation below. [Más…]

Some key takeaways:

* Self-employed bloggers now account for 21% of those surveyed, compared to 9% last year.
* But only 11% say their primary income comes from blogging.
* Hobbyists still make up the bulk of bloggers at 65%, but that is down from 72% last year
* Corporate bloggers now make up 4% of the total, up from 1% last year.
* Two thirds are male
* They use many types of social media (LinkedIn, YouTube, Flickr, StumbleUpon, Digg), but when it comes to driving traffic back to their blogs only two social media services really count: Facebook and Twitter
* Tablets and smartphones are impacting impacting blogging styles for 39% of bloggers
* Of those, 70% are writing shorter posts, 50% are posting photos from their smartphones, and 15% are using less Flash
* When writing about brands or products, 71% will only write about brands they approve of.
* One third boycott products, but only one fifth write about their boycotts


Earlier today, Technorati CEO Richard Jalichandra gave his annual State of The Blogosphere presentation at the ad:tech conference. Technorati will be blogging about the findings over the next few days, which is based on a survey of 7,200 bloggers. But we have the full slide presentation below. Leer más “2010 State Of The Blogosphere: Facebook And Twitter Drive The Most Traffic (Slides)”

Monopoly Gets an Unofficial Social Media Edition

Over the years, Monopoly, the classic Hasbro board game, has been re-imagined in a plethora of different ways — there’s even a UCLAOLOPY edition for Bruins fans — and also exists in Google Maps form. Crystal Gibson just one upped them all with her own ingenious version, the Social Media Monopoly Board game.

The game, which Gibson posted to Bite, is an elaborate version of Monopoly that includes direct and indirect references to our favorite — and not-so-favorite — social media entities. The game even comes with a complete set of Chance and Community Chest cards that play upon Technorati’s and Mashable’s themes.

In this unofficial edition of Monopoly, the traditional jail is replaced with a “Just Visiting” MySpace holding cell, and a cross-board Cyperpolice space which instructs players to, “Go to Myspace. Go Directly to Myspace. Do not pass Wi-Fi. Do not collect $200.”

The savvy social media user will recognize both popular and niche sites highlighted in spaces across the board. Facebook and Twitter are the priciest social properties, comprising the spaces generally known as Boardwalk and Park Place. YouTube, Vimeo, Metacafe, Foursquare and Gowalla also come with hefty price tags, but LinkedIn, Digg and Reddit are priced a bit more economically.


Jennifer Van Grove

Over the years, Monopoly, the classic Hasbro board game, has been re-imagined in a plethora of different ways — there’s even a UCLAOLOPY edition for Bruins fans — and also exists in Google Maps form. Crystal Gibson just one upped them all with her own ingenious version, the Social Media Monopoly Board game.

The game, which Gibson posted to Bite, is an elaborate version of Monopoly that includes direct and indirect references to our favorite — and not-so-favorite — social media entities. The game even comes with a complete set of Chance and Community Chest cards that play upon Technorati’s and Mashable’s themes.

In this unofficial edition of Monopoly, the traditional jail is replaced with a “Just Visiting” MySpace holding cell, and a cross-board Cyperpolice space which instructs players to, “Go to Myspace. Go Directly to Myspace. Do not pass Wi-Fi. Do not collect $200.”

The savvy social media user will recognize both popular and niche sites highlighted in spaces across the board. Facebook and Twitter are the priciest social properties, comprising the spaces generally known as Boardwalk and Park Place. YouTube, Vimeo, Metacafe, Foursquare and Gowalla also come with hefty price tags, but LinkedIn, Digg and Reddit are priced a bit more economically. Leer más “Monopoly Gets an Unofficial Social Media Edition”