PASIÓN POR EL MARKETING

blog de Buzz Marketing, Marketing viral, Social media marketing, word of mouth

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Drawing a customer journey, a marketing funnel, etc Are usual tasks markerters, we do everyday. However, I feel like many os us are still using the same paradigmas that the Gurus of 60′ were using.

Surfing my favourite blogs I found this great presentation by Dave Fleet which shows how the traditional funnel is dead and how it expands again right after the purchase happens.

social media funnel

social media for loyalty

…. BARILLA with BIENTORNATI A CASA!

I saw thousands of memes and Real Time Marketing campaigns, some good, some not that great and I can tell you this one below is my favourite by far…

Best suarez meme

Best suarez meme

Why this is the best Suarez’s bite Real Time Marketing campaign?

- It’s very italian as the brand is… Barilla represents the mass market of Italian pasta
- It uses 11 macarroni = 11 players and one has been bitten. Guess who? :-) Chiellini!
- The piece is totally on brand, it feels like any other Barilla advertisement or social media post
- It has a # to guide the audience as that this is for Calcio (Football) fans

What do you think? What it’s your favourite Real Time Marketing piece about Suarez?

If you are looking for an speaker for Real Time Marketing, Ps let me know at conversemos (at) juanmarketing.com

What is Brand Utility is one of the top questions marketers are asking themselves over the last 2-3 years. Nowadays, brand must go beyond promotions and bring a real value to the consumer.

Here is a very USEFUL presentation about brand utility with very interesting examples. Enjoy it!

To finish my post I would like to bring closer this excelent campaign by Coca Cola which for me represent the essence of brand utility somehow. What do you think?

What Causes a Trend to Explode? How can we identify what’s next?

Experts say there are several factors that need to work together:

How to spot trends

1. Advocates: A well respected evangelist or promoter of the trend, such as a celebrity chef.

2. Validity: Trends that are supported by “credible” scientific fact (like gluten free) are more likely to catch on.

3. Buzz Appeal : The exoticness or uniqueness of the trend can help it spread, especially with social media effort behind it.

4. Economic conditions: One of the factors that has made Kale and other super vegetables popular has been the movement away from meat due to cost.

5. Larger social benefits: Consumers like ingredients that are healthy for
the planet as well as the body, which is part of the popularity of Quinoa, grown without pesticides.

6. Consumer boredom: Underpinning any trend is the natural curiosity and demand among consumers for things that are new and different. That’s why most trends are short term, running their course in 18 months.

(Food Business.net, March 2013)

Everyone knows that Facebook has been heavily decreasing its organic reach and forcing brands to repurpose their strategy and include paid as a compulsory component to reach the targets. I think this is very interesting from a digital perspective (This is about Facebook) but also from a  PR point of view because it’s represent an opportunity to learn how a big fish is facing one of the most critical crisis they have since its inception. I don’t know if it’s the best way or not but the fact is that this is the way FB has decided to approach this huge issue. Key learnings:

  • Compile key direct questions and write insightful answers. It’s better to ask 5 key questions than 100 insipid critics
  • Sell the change as an improvement (Higher quality content and less Spam)
  • Use credible sources
  • Involve other competitors to show they are doing the same and this not only a FB issue (Industry trend VS Individual platform strategy)
  • Include examples / stories of success to show that brands can still be successful even if the organic reach is very very low
  • Give a powerful reason and always, always put the user up front.
  • Play with the language and be smart. For instance, instead of change say innovate :-)

 

Why Facebook is drecreasing organic reach

Why Facebook is drecreasing organic reach

Over the past few months, I’ve read articles and answered questions from many people who are concerned about declines in organic reach for their Facebook Pages. Organic reach refers to how many people you can reach for free on Facebook by posting to your Page. My colleagues and I at Facebook understand that this has been a pain point for many businesses, and we’re committed to helping you understand what’s driving this change so your business can succeed on Facebook. To that end, today I’d like to answer some questions we’ve been hearing.

Why is organic reach declining?

There are two main reasons.
The first reason involves a simple fact: More and more content is being created and shared every day. You’ve probably felt this change yourself. Just a few years ago, sharing important moments and experiences, articles you’ve read, and photos and videos of your loved ones was a relatively labor-intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.
There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
As a result, competition in News Feed — the place on Facebook where people view content from their family and friends, as well as businesses — is increasing, and it’s becoming harder for any story to gain exposure in News Feed. In addition to the growth in content, people are also liking more Pages. Facebook’s director of product management for News Feed told TechCrunch this April the total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.
The second reason involves how News Feed works. Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.
Over the past year, we’ve made some key changes to improve how News Feed chooses content:
As a result of these changes, News Feed is becoming more engaging, even as the amount of content being shared on Facebook continues to grow.

Why not just show everything — every piece of content from every friend and Page — and let people decide what they want to see?

Several other online feed platforms display all content in real time. But the real-time approach has limitations. People only have so much time to consume stories, and people often miss content that isn’t toward the top when they log on. This means they often do not see the content that’s most valuable to them.
In our tests, we’ve always found that the News Feed ranking system offers people a better, more engaging experience on Facebook. Additionally, given the amount of content in the average News Feed, using a real-time system for content would actually cause Pages’ organic reach to decrease further.

Is organic reach dropping because Facebook is trying to make more money?

No. Our goal is always to provide the best experience for the people that use Facebook. We believe that delivering the best experiences for people also benefits the businesses that use Facebook. If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.

Is Facebook the only marketing platform that’s seen declines in organic reach?

Many large marketing platforms have seen declines in organic reach. Online search engines, for instance, provided a great deal of free traffic to businesses and websites when they initially launched. People and businesses flocked to these platforms, and as the services grew there was more competition to rank highly in search results. Because the search engines had to work much harder to surface the most relevant and useful content, businesses eventually saw diminished organic reach.
While many platforms experience a change in organic reach, some are more transparent about these changes than others. Facebook has always valued clear, detailed, actionable reports that help businesses see what’s happening with their content. And over time we will continue to expand and improve our already strong reporting tools.
Ok, there’s more content now. But what’s the value of having more people like my Page? I paid good money for my fans on Facebook, and now I can’t reach as many of them.

Fans absolutely have value.
  • Fans make your ads more effective. When an ad has social context — in other words, when a person sees their friend likes your business — your ads drive, on average, 50% more recall and 35% higher online sales lift.
  • Fans also make the ads you run on Facebook more efficient in our ads auction. Ads with social context are a signal of positive quality of the ad, and lead to better auction prices.
  • You can use insights about your fans — like where they live, and their likes and interests — to inform decisions about reaching your current and prospective customers
  • Fans can give your business credibility
Fans may represent your best customers, but it’s important to note that they don’t represent all of your customers or potential customers. For example, if your auto dealership has 5,000 fans, those fans represent only a fraction of the people that matter to your business. Fans can help you achieve your business objectives on Facebook, but having fans should not be thought of as an end unto itself.

So, how should I use Facebook for my business?

Organic content still has value on Facebook, and Pages that publish great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed. However, anticipating organic reach can be unpredictable, and having a piece of content “go viral” rarely corresponds to a business’s core goals. Your business will see much greater value if you use Facebook to achieve specific business objectives, like driving in-store sales or boosting app downloads.
Like TV, search, newspapers, radio and virtually every other marketing platform, Facebook is far more effective when businesses use paid media to help meet their goals. Your business won’t always appear on the first page of a search result unless you’re paying to be part of that space. Similarly, paid media on Facebook allows businesses to reach broader audiences more predictably, and with much greater accuracy than organic content.
Can businesses succeed on Facebook with decreased organic reach?
Of course. Here are some businesses — big and small — that have seen strong results by using Facebook to reach beyond their fans:
  • Rice Creek Family Dentistry wanted to grow its client base to support a second location and increase appointments among existing patients. The practice now runs ads in News Feed linking patients to an easy-to-use appointment app.
  • Karaoke Heroes, a superhero-themed karaoke bar, uses its Page regularly to interact with customers, while also using Facebook Ads to show people when their friends have attended events at the bar
  • Cadbury saw business results that rivaled TV for efficiency by focusing on reaching 16-24-year-olds in News Feed
  • Salesforce initially viewed Facebook as a way to engage with existing customers, until using Facebook Ads to drive high-quality and cost-effective leads, cutting its cost-per-lead goal by more than 50%
You can visit our Success Stories section to see many more businesses that are growing with Facebook.

How do I know things won’t keep changing?

We’ll always innovate on behalf of the people who use Facebook. And we must be more transparent with and helpful to the businesses that market on Facebook. We’re working hard to improve our communications about upcoming product changes. For example, in April we let you know about how right column ads will be changing to increase engagement and to make it easier for businesses to create these ads. We’re committed to helping your business grow and making sure you get the most from your investment in Facebook.
Please let us know what you think and if you have more questions in the comments. Sincere thanks for working with us.
Brian Boland leads the Ads Product Marketing team at Facebook. Source: Facebook

ZMOT plays a major (and growing) role in CPG shopping in Asia. It offers a tremendous new way for marketers to reach shoppers and the public at large. Google commissioned a major study with research firm TNS to learn more about ZMOT moments for the CPG industry in Asia. TNS talked to 8,000+ female shoppers across 8 different Asian markets: China, India, Indonesia, Thailand, Korea, Malaysia, the Philippines, and Singapore. The results show which sources most influence buying decisions in 6 categories of consumer packaged goods. We share those results for the first time in a book we’ve created called “Winning the Zero Moment of Truth in Asia”.

ZMTAsia

APAC ecommerce landscape

APAC ecommerce landscape

This is indeed a really interesting report if you are looking at selling goods online in Asia.

Download full Ecommerce Asia report here

WOW, Twitter’s new profiles are finally here available to everyone and they just look like Facebook. I don’t know what you think but for me it’s obvious that these 2 big Tech companies are gonna be fighting for the same sweet spot. There won’t be Twitter or Facebook anymore but Social. Actually, Weibo was actually the one SN merging or adding features from each one and it seems that it will be the model which will lead the way.

MAIN CHANGES:

- The Facebook-like redesign features larger text for most engaging content, images and a customizable profile that is designed to be a full on summary about the user.

- Brands can now choose a larger header image, pin a Tweet to the top, and show off their best content.

- The more engaging, the bigger is the text font of the font.

- Brands can now filter feeds so that they only show tweets with images and/or video, regular tweets or tweets and replies.

- Information about the user falls under the profile image, followed by smaller photos of that user’s friends.

- Twitter’s “Following” and “Follower” lists are now cooler. Instead of an actual list, Brands get a Pinterest-like board of cards your followers and following. This allows Twitter to add more detail to each account listing (profile pic, header image, description, “Follow” link and an “Other actions” menu). Now it’s easy to see who follows you so can make best decision on your follow strategy.

KEY BENEFITS FOR BRANDS:

- Higher brand identification: The profile is much more visible and shows more information. Also, brands can select the colour to align it with the brand image specifications.

- Engagement is a priority: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find. Besides, you can pin your best performing tweets to the top.

- More Control on content: Now you can choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.

SOME COOL EXAMPLES

- Nike https://twitter.com/nike

New Nike Twitter profile

New Nike Twitter profile

- Ford - https://twitter.com/ford

Ford New Twitter profile

Ford New Twitter profile

- Sony - https://twitter.com/sony

Sony's new Twitter profile

Sony’s new Twitter profile

- GE - https://twitter.com/generalelectric

General Electric's New Twitter profile

General Electric’s New Twitter profile

- McDonalds - https://twitter.com/McDonalds

McDonalds' New Twitter profile

McDonalds’ New Twitter profile

Have you found any other cool Twitter profile? Ps, leave your comment.

Marketers say that content is king or queen, as well as constantly inventing new buzzwords. However, the reality is Facebook is the only social media site that is even above being king or queen. Indeed Facebook is the F@cking boss and here are 10+1 reasons why:

Facebook sucks

Facebook sucks

1) Facebook invented a KPI that has become the key metric for big and small brands all over the world. This is called NUMBER OF FANS / LIKES, and now its value is becoming more and more pointless. Note, the organic reach of fans is now about 2% and Facebook is encouraging brands to go wider and target Facebook users by interests and demographics. Why should I then build a community on Facebook?

buyfacebookfanscheap

2) Facebook is the only new media that dared to compare themselves in reach with TV and mass media and they are actually very strong among young and adult crowds.

Facebook vs TV reach Nielsen

Facebook vs TV reach Nielsen

3) Facebook has confused the entire online paid media industry and clients by basing its CTR in clicks inside Facebook and not clicks through an external site. While the post below got 17,282 clicks, only 51 are clicks on the external link (Standard Clicks as considered in the industry)

The lie about CTR on facebook

The lie about CTR on facebook

4) Facebook is the only site with big enough balls to dare kill a key metric that was an industry standard: PTAT (People Talking about this). If you download a new Facebook Insights report you will be surprised when you realise PTAT is not there anymore.

no PTAT in new Facebook Insights

no PTAT in new Facebook Insights

5) Facebook is the only social media site that permits itself to change the terms and conditions of things whenever they want and do it on their terms. Who remembers the T&C regarding competition and promotions? They went from saying “It must run through a tab” to “Just do it as a post”. Why? Because they realised that all the money that brands were spending on creating a tab could be invested on a promoted post which will generate higher impact and engagement (and more revenue for FB).

facebook-like-gate

6) Facebook made us create different assets in different places (Apps, Tabs, Content, Right Colum, etc) to finally say that the only and best place to host content is the NewsFeed. Indeed, the competence there has increased dramatically and became a ferocious battle.  The question now is What’s causing this decline in post visibility?

1. People have more friends. More friends equal more potential relevant posts. More potential posts equal less room for brand posts.

2. People are following more brands. As users like more and more brands, competition for newsfeed space has increased.

3. Make room for the news. Facebook recently changed their News Feed algorithm to allow more new content to show on users’ feeds, again, making the window of opportunity for brands even smaller.

how to improve newsfeed visibility

 

darwinian

 

7) Facebook has deleted FREQUENCY as a key metric, while it becomes more and more important for marketers.

Frequency on Facebook

8) Facebook is the only site that dares hide it to make it very complicated for brands to spend their money in a smarter way, and just target fans. While running an advertising campaign for “fans only” is supposed to be the most effective (Already impacted and kind of loyal), Facebook encourages brands to run ads in a very broader way by targeting Facebook users and paying by CPM

facebook ads only for fans

facebook ads only for fans

9) As everybody already knows, Facebook is the only that dares decrease the organic reach by 40% and deliver the message to barely 2% of your Fan base. The question now is what’s the point to have a community then?

oorganicreachchartfacebook

10) As Mobile was Facebook’s main pending nightmare, they decided to buy two of the most popular apps ever in less than a year at any price: Instagram and Whatsapp

12) Whether we want to admit or not, Mark Zuckerberg is one of the smartest guys on the planet and the dream of most of us wish we were living…

mark-zuckerberg rich

And now, please feel to share or comment :-)

Altough the Facebook algorithm (EdgeRank) seems to be the same for users than for branded pages, the truth is that it doesn’t work excatly the same way.

WHAT’S DIFFERENT FOR USERS AND BRANDED PAGES ON FACEBOOK (EDGE RANK)

Edgerank How it works for pages.

Edgerank How it works for pages.

1- The value of a fan like is barely pointless.

2- Fan shares are the most powerful way of engagement so we should encourage fans to do so. I would recommend you to measure viral reach and engagement as a key metric.

3- Fan comments are also very valuable but the brand needs to be present and answer comments actively.

Social media and especially Facebook have brought a series of new metrics that are part of every marketing action.  Indeed, nowadays marketers live immersed in the era of like, follow and engagement. Until now, everything looks normal; however there are some metrics that have disappeared with no rational reason and which still might remain relevant.

If we look back a few years ago, one of the key metrics that was present in every campaign or marketing action was frequency. However, nowadays it seems that no one is talking about it anymore. Frequency was traditionally associated to “Opportunity to See and it was stipulated that brands needed at least 5 OTS to achieve a decent impact. It’s true that times have changed and advertising has become less and less effective but frequency in social media should still remain important. Obviously, we are not referring to any Spam practice because we all know that over-impacting is one of the most important causes for fan / following abandonment.  Instead, we are talking about Frequency as a metric to measure fan / following retention. Keep in mind that retention is always more cost effective than acquisition, above all in social media that is starting to show signs of maturity.  

Fan retention

Fan retention


“FAN RETENTION: How often do fans interact with this Page? It would be great to have many fans that like and comment regularly”

At GolinHarris, we do use tools to be able to measure Frequency and therefore have a say on how often fans / followers interact with a given Facebook or Twitter page. At the end of the day, communications is no longer about one big shoot but having many fans that like and comment on a regular basis. What is the percentage of your fans / followers who engage with your page more than once?  

Source: GolinHarris blog Asia