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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

Many marketers are looking to invest on Tumblr to reach younger audiences. Here are all the numbers, stats, users of Tumblr:

How Big is tumblr?
Source: WebsiteHostReview.com

Likes or Lies, Real or fake likes, clickfarms, etc. Watch this video and solve your doubts about what’s going on with Facebook ads…

Facebook scam fraud

Facebook scam fraud

Playing with your friends is the common denominator of social games however, those with more to offer beat the rest, and they emerge as the most popular. Below are popular social games and the reasons why gamers play them with addiction and gusto.

best social games

best social games

Candy Crush

There’s no doubt that Candy Crush is the social game that tops 2013. To prove that it has taken the number spot in Facebook social game chart is the 36.9 million people that play it almost nonstop. Candy Crush’s yummy candies are its main attraction and the challenging levels that keep gamers taken up for a few minutes clearing cells and matching up three colorful candies. What makes it different from other match-three games is it’s element of strategy in reaching a specific high score and clearing the stage within a limited moves. Friends enjoy it by helping each other unlocking stages and giving out lives and extra moves and keeps everybody on the game. Candy Crush for once proves that having friends really saves the day.

Texas Holde’m Poker

Zynga’s Texas Hold’em Poker in Facebook is a consistent Facebook’s top ranking social game. While new online casinos are equally popular, gamers play this poker variation with friends to have fun and enjoy the excitement that a poker game brings without spending. Zynga considered its poker game app in facebook as the biggest and those who have big dreams of emerging as a champion play Facebook Texas Hold’em Poker as this game of poker allows them to hone their skills while enjoying it with friends wherever they are. Those with little interest in Poker get some inspirations and it’s a great help in moving to real poker sites.

Criminal Case

This social game from Pretty Simple Games allows anybody to be a member of the police force solving criminal cases. It’s an invitation that hard to resists especially for players who want some pieces of excitement in solving brutal murder cases. What makes Criminal Case exciting is the leader board that allows friends to know who got the highest scores in finding the hidden objects. Showing off your custom-created avatar is another perk of playing of Criminal case.

Hit It Rich Casino Slot

Hit It Rich Casino Slot is another hit casino game from Zynga as Facebook users have ranked it among the top 5 social games in Facebook. People play this game to gain what playing slots on new online casinos offer but for free and for fun. The fun begins with the mythology-themed slots where friends can send gifts, take the challenges and get help to unlock new slots to play. Playing Hit It Rich Slots gets one to experience being a high roller casino player and that simply explain why slot lovers all over the world play it.

Social games have reached new heights as internet users choose to play them while passing off time and some are able to generate great attention to become among the top and most popular among the netizens.

Post sponsored

Will Facebook lose 80% of it users by 2017? The answer is NO… It might happen later but in 2017, as predicted by researchers at Princeton University, it’s quite soon to be honest.

Facebook will die

Facebook will die

I’m sure everybody has heard about the news today and probably felt a bit scared. No worries, for me, the conclusion is based in an element which is not fully representative. Why? The research only looks at searches of Facebook on Google (What a irony :-) ) as main element and doesn’t take into consideration the growing number of mobile users.

“The 870 million people using Facebook via their smartphones each month could explain the drop in Google searches — those looking to log on are no longer doing so by typing the word Facebook into Google.”

facebook death

facebook death

Facebook mobile users represent almost 60% worldwide and in some key markets it goes way beyond that.

Facebook mobile users worldwide

Facebook mobile users worldwide

For instance, in the US, Facebook revealed 78% Of US Users Are Mobile and in Asia numbers show a really optimistic future.

facebook mobile users asia

facebook mobile users asia

 

What are your thoughts? Will Facebook die soon or rather later?

Now that a New Year has started you might be looking for a good summary of 2013′s best social media and digital campaigns. Our friend Greg has launched his popular compilation and we are happy to share it!

Any campaign you would like to add in? I still think that there is no other like Oreo’s!

Best campaigns social media

Best campaigns social media

Check best social and digital campaigns of 2011

Check best social and digital campaigns of 2012

What is Bitcoin and How it works is becoming a trending topic lately after seeing the whole banking crisis in western countries. Here is a great Infographic to understand how Bitcoin works and why is different from the traditional system.
The Infographic also shows key stats of Bitcoin.

Would you use Bitcoin?

How Bitcoin works

Real Time Marketing has finally become a reality and many brands are effectively investing on it as a key marketing tactic.

Oreo. Starbucks. American Express.
Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises — as it does with increasing frequency these days.

Real-time is gaining traction for all kinds of reasons. A recent study by GolinHarris demonstrates real-time can raise literally all desirable marketing metrics.

Eighty-three percent of marketers say they plan to begin to use, or to increase their use of, real-time data in marketing campaigns this year, according to Infogroup Targeting Solutions and Yesmail Interactive (pdf). The movement toward RTM is undeniable.

real time marketing

real time marketing

Real-Time Marketing

As a research analyst, I’m currently digging into this topic (expect a report on the subject in early December). We’ve identified five real-time marketing use case scenarios. All of them support varying business goals; all require real-time capabilities (the advantages and challenges of which our report will address); yet, all require a different balance of strategy, tactics and preparation.

1. Breaking News

The most reactive form of real-time marketing is responding in a legitimate, relevant manner to unanticipated breaking news. This is often the most spontaneous, challenging and difficult type of RTM that a brand can face.

Advance preparation is all but impossible, and very frequently, breaking news isn’t good news, so an acute degree of sensitivity is called for. The requirement is often not just getting a polished message out in a short period of time in reaction to a news event, but also following the arc of a story as it unfolds. “Real time” can last many hours, days, or even weeks or months.

Examples: The BP Gulf oil spill; airlines reacting to the Icelandic volcano eruption; Boston Marathon bombing, etc.

2. Brand Events

Product launches, corporate conferences, media and customer-facing events, offers, and sales all are breaking news events, but of a very different sort. While they unfold in real time, this type of RTM requires a high degree of anticipatory preparation in addition to on-the-spot reactive work.

Content strategy, pre-approvals, media and channel plans, hashtags, creative elements, editorial calendars, etc., can all be prepared and approved in advance. On-the-ground “street teams” are often needed, but the environment is more controlled and guardrails are in place.

Examples: Pepsi’s introduction of a skinny can during Fashion Week; American Express Small Business Saturday; Pizza Hut/Foursquare/Super Bowl check-in promo, etc.

3. Customer Interaction

Customers have come to expect brands to respond to their digital queries and complaints in near-real time, a reality that has compelled more than one enterprise to adopt RTM. Real-time marketing related to customer interactions requires a combination of both reactive and anticipatory work: triage, determining what types of messaging will be responded to and in which channels (public or private), empowering staff to address complaints, having a breaking news communications plan ready for crises, etc.

Examples: CRM, customer service, crisis management, handling complaints, community management, etc.

4. Preparatory/Anticipatory

A growing number of organizations have become mature enough to prepare for real-time events in advance. By having business goals, strategies, teams, approvals, and content at the ready ahead of time, these businesses position themselves to make the most out of such opportunities. This “ducks in a row” approach is deployed by advertisers, sponsors, and consumer brands in advance of major events.

Examples: Oreo’s fully staffed Super Bowl “war room”; HBO preparing content for the Emmys that addressed all categories for which their programming was nominated so appropriate posts could be made for each win or lose scenario; Starbucks preparing assets for a warming beverage that’s deployed locally when snow falls, etc.

5. Location/Object-Based

A relatively small area of RTM, but one that promises perhaps the most future growth in the sector, is location and object-based real-time marketing. This form of RTM is moving far beyond the trend of local food trucks and @ChicagoCabbie publicizing specials and current locations.

Increasingly sophisticated mobile devices such as iBeacon can target a consumer’s location down to the store-shelf level. And devices with sensors create dazzling possibilities for RTM to exist in truly real time and with uncanny relevancy (not to mention creepiness, if handled incorrectly).

Example: Waze/Taco Bell Location ads appear on drivers’ smartphones when they are near a restaurant, but only when they are stopped at a red light.

Via: marketingland