PASIÓN POR EL MARKETING

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

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I believe that smart ideas can turn the city into a better place. Like a dancing traffic light that makes people wait and watch rather than walk through the red light.

Congrats Smart for creating this amazing piece that has already generated 5K + shares on Facebook and went Viral on Internet

For me, I think the idea of using normal people to do and record the movements in real time is without any doubt what brings the awesome to this campaign.

The dancing light

The dancing light

Pretty interesting and alternative approach of what’s going on in social media lately.

Always a pleasure to read these ppts Greg

As you might know, I’m a big fan of football. I love watching football / soccer but also playing it

A good friend of mine has passed me this new app called “FutBoard” which’s goal is to make easier and more efficient the life of amateur football players.

“Futboard’s mission is to bring amateur football players around the globe an easy-to-use app to track, share and organize their football life… For their whole life.”

Futboard

The target is clearly defined and I think it’s very smart because the audience is larger and more likely to find these app utile.

Football app

Also, I like the idea that you can connect it with wearable to track performance

Futball and wearables

Futball and wearables

And finally the video…

Voila, here is one of the most intriging questions every market has or has had in the past. Social networks are changing and evolving and seems that today each platform is compiting against each other. Here below are some tips to nail your posting frequency to get the best results in your social media strategy .

How often to post on Facebook, Twitter, Google+, LinkedIn and Pinterest

how often to post on social media, facebook, Twitter, etc

how often to post on social media, facebook, Twitter, etc

What do you think?

Uber, one of the most successful online businesses over the last decade has been copied and translated into many many other industries. Basically, Uber has broken the barriers between professionals and normal people and so far, it’s changed the taxi industry but also many more…

Uber similar businesses

Uber similar businesses

The Uberfication of Everything is here, and below you can see a really interesting list that compiles the most relevant Uber model aplied to different industries and areas.

The Uberfication of Everything: Directory / list

Source: DigitalIntelligenceToday.com

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