PASIÓN POR EL MARKETING

On January, I wrote my social media predictions for 2012 (ES) and one of these were the exhaustion of Infographics and probably the video how we know until now. For my surprise, I’ve found this great example of interactive video which takes to the next level the concept of interactive video. The technology behind is GigaPan which allows you to create HUGE images which can be zoomed and zoomed until level never seen before. In addition to that, you replace photos for videos and you count with the popular music group Red Hot Chilli Peppers, and the result is basically amazing…

By the way, I also saw the future of TV this week thanks to DigitalBuzz - This is also amazing!

Things are changing – Get ready!

If you check social media blogs, top digital marketing magazines, you will surely find many articles about how to define a social media marketing plan; however, sometimes finding truly useful material takes for ages. That’s what happens when writers are too much oriented to SEO and they forget the “real sense” of content (Content must help!). Under the purpose of being a useful source of information about social media, I would like to share with you this PDF by Radian6 which compiles 30 great ideas for your social media marketing plan divided by the main areas within social media marketing: Strategy, Listening, Engaging, and Measuring.

30 great ideas for your social media marketing plan - Radian6

What are your TOP 3 ideas for social media marketing that you will pick from this PDF? See below my 3 top picks

Idea 8: Share the vision. Share and promote your social media strategy, governance and principles, not just low-level tips and orders. Don’t turn your team members into robots: they’ll feel frustrated, and so will your community. Instead, inspire them with the big picture. Then free them up to use their own voice and their own judgment as they engage online.

Idea 16: Monitor industry chatter. You need to be aware of what’s going on in your industry. Are your brand or your competitors’ being discussed in industry chatter? What’s your “share of voice”? In other words, how much are people talking about you instead of them? Listen for industry trends, issues, and news. As you do so, you’ll discover the key influencers in your industry. Find out what they care about and seek to influence them in turn. As you widen the net, you’ll discover how the larger business community perceives your industry. You might find ideas that had never occurred to any insiders. Finally, monitor changes in social media adoption in your industry. Adjust your own use of social media to stay ahead of the pack.

Idea 21: Tweak your advertising campaigns. Spending a pile of cash on advertising, with no feedback on how well it’s doing? Social media can help. Listen for social response to your campaigns. You can track:
• Advertising-specific keywords
• Unique URLs and phone numbers on your ads
• Conversations from trade shows
• Campaign- or brand-specific hashtags
• User-generated content you’ve solicited

Social media integration is one of the top “To Dos” and challenges that companies, but also agencies, have pending on their agendas. Perfectly aligned to that, I’ve founded this great research by InSites Consulting this morning and I couldn’t wait to share it

How to integrate social media research

Even though the research has only been run in US and UK and the sample is not very representative (400 senior marketing managers), the results are pretty interesting. I will actually highlight the following:

– Brands are investing more resources on largest social networks (E.g Facebook) than on “niche” ones. After Facebook, Twitter, LinkedIn and YouTube close the circle.
My thought: Well, companies have been seeing Social Media as a new marketing channel, so they might go for the hub where the mass audience is (Reminiscence of traditional marketing )

– 40% of companies are still in the early stages of integration of social media. 14% of companies affirm having social media fully integrated.
My thought:: fully integrated is a big word.

– Adoption of social networks is high, but integration is still low.
My thought:: Adoption is always the first step to integrate so no surprises here.

– Social media integration leads to more satisfied customer.
My thought:: The question is then – Why do marketers know about it but they are still doubting on integrate and adopt social media? I would say, the majority of them are afraid of potential communication crisis.

– LinkedIn is more relevant for B2B companies. Twitter remains the same for both B2B and B2C.
My thought:: LinkedIn is the top professional social network while Twitter can be used for both approaches.

– Service companies tend to use more social networks than product companies a exception of YouTube.
My thought:: I might think, this is due to the fact YouTube is more similar than TV commercials where marketers feel more comfortable. On the other hand, service companies are usually more likely to look for valuable feedback because they sell basically interactions

– Lead generation is still the most valuable performance indicator.
My thought:: This is comprehensible when we look to marketing goals and because engagement is still a new area, so many companies haven’t defined strategic goals for it yet.

– The main barriers to integrate social media seem to be: Lack of top management support (which is normal because they are not on social networks yet, so they don’t see the value ( Social media marketing Myopia); no fit with product offering (that’s pretty curious, because there are conversations about any product) and no clear financial results (which is normal if you don’t invest resources in measuring your social media efforts – ROI)
My thought:: See above in brackets.

– 28% of companies in USA and UK have a dedicated person / team assigned to integrate social media in their organization.
My thought:: This is a optimistic point and probably one this job will be one of the most well paid position soon . We have HR, we have finance, we have… So, why not Social media integration manager? People and culture are wildly growing as a relevant values for companies performance so…

How to integrate social media infographic

Social-Media Integration Infographic Resarch

Facebook IPO is buzzing across the entire web, but I haven’t seen any article able to gather all the most relevant data and all you need to know of Facebook IPO if you are considering to buy or take part of it. Under this purpose, I have compiled these interesting data, numbers and graphs about the Facebook IPO: (Everything you need to know is here!)

FACEBOOK IPO – WHO OWNS FACEBOOK

Facebook IPO stats - Who owns Facebook

FACEBOOK IPO – Facebook by the numbers:

• Facebook’s total ad revenue in 2011: $3.15 billion
• Share of revenue attributed to advertising: 83%
• Share of revenue that was advertising at the beginning of 2010: 99%
• Percentage of sales in the U.S.: 56%
• Amount of revenue sourced from Zynga: 12%
• Amount Netflix spent advertising on Facebook in 2011: $3.9 million
• Amount The Washington Post spent: $4.2 million
• Facebook 2011 profit: $1 billion
• Revenue generated from virtual goods: $557 million
• Global monthly active users: 845 million
• Daily likes and comments: 2.7 billion
• Amount Facebook spent on advertising in 2011: $28 million
• Age of oldest Facebook senior exec: 44
• Likely Facebook market valuation: $75 to $100 billion
• COO Sheryl Sandberg’s 2011 compensation: $31 million
• Ms. Sandberg’s ownership share in Facebook: 1%
• CEO Mark Zuckerberg’s total 2011 compensation: $1.5 million
• Mr. Zuckerberg’s ownership stake: 28.2%
• Mr. Zuckerberg’s voting power: 56.9%
• Mr. Zuckerberg’s annual salary starting in 2013: $1

FACEBOOK IPO – Key numbers behind Facebook INFOGRAPHIC

FACEBOOK IPO VALUE all you need to know to invest and buy facebook

By the way, I was checking some reactions to the new move of Facebook and I really liked this one

facebookIPO funny reactions

So, Are considering to grab a piece of Facebook?

Sources:
Advertising Age
Forbes
Mashable

L´Oreal París vuelve a marcar tendencia siendo el Maquillador y Peluquero Oficial de la Fashion Week Madrid. Durante la próxima edición, BtoB llevará a cabo una campaña que me ha llamado la atención por su originalidad y por intentar ser algo innovador en un medio como Twitter.

LOREAL - COLORTWEET

BTOB (por cierto, me mola su web) ha desarrollado una landing y una tab en Facebook para explicar y difundir la acción. En la landing podrá verse, además, el ranking de los tres colores que compiten cada día y el número de usuarios que han pujado por cada uno de ellos.

La verdad es que la acción me ha gustado por ser innovadora e intentar adaptar la realidad de la marca en un momento especifico a una red como Twitter, pero creo que se podria haber ido algo más lejos aunque entiendo perfectamente que Twitter no permite mucho. Si buscas campañas y acciones creativas en Twitter echale un vistazo a esto

Por dicho motivo, les voy a dar una breve recomendación como consultor en medios sociales.

- No se acaba de ver muy claro que es lo que puedo ganar twiteando la acción (Bases?). Es muy importante no olvidar el “Motivator”. ¿Cuál es el beneficio por Twittear esto? ¿Qué gano yo? (Os recomiendo este ejemplo para aumentar el engagement en Twitter)
- Cuando un usuario twitea, incluría un link que redigiera al microsite de la marca / campaña (No olvidemos siempre optimizar todo lo que podamos, cada impacto cuenta)
- Por desgracia la acción pierde fuerza porque el color solo se ve en texto standard, pero no el color que me inspira (PASION)

Y a ti, ¿Qué color te inspira? , ¿Qué te parece la acción?

Gracias Isabel, es uno de los primneros contenidos interesantes que me han enviado desde hace bastante tiempo.

How and Why people interact with brands is without any doubt one of the most relevant questions that we, marketers, always try to  answer. There is NO suitable strategy without a deep marketing behavior research. However, when the timing is short, many social media strategists are though using cool infographics and social media stats that can also help us to support our arguments and figure out why we should be using an specific social media amongst others . By this way, I bring you this other interesting social media infographic which shows 21 amazing stats about How people interact with brands. Even if the research (AYTM) carried for that is only focused on Twitter and Facebook and some few top brands, I consider the insights we can take from are pretty helpful. What do you think?

WHY and HOW people interact with brands - Social media stats

How People Interact With Brands – Amazing Social Media Stats, Facts and Figures

1) 85% of internet users have Facebook accounts; 49% are on Twitter. (Do you LIKE it? – then TWEET it !)

2) 74% of internet users use Facebook daily; 35% use Twitter daily. Do you LIKE it? – then TWEET it !)

3) 57% of internet users have more than 100 friends on Facebook; 25% have 100+ followers on Twitter. (Do you LIKE it? – then TWEET it !)

4) 19% of people follow a brand on Twitter. (Do you LIKE it? – then TWEET it !)

5) 39% of people have tweeted about a brand on Twitter. (Do you LIKE it? – then TWEET it !)

6) 29% of people have retweeted about a brand on Twitter. (Do you LIKE it? – then TWEET it !)

7) 58% of Facebook users have liked a brand on Facebook. (Tweet This Stat!)

8 ) 42% of people have mentioned a brand in a Facebook status update. (Tweet This Stat!)

9) 41% of people have shared a link, video, or story about a brand on Facebook. (Tweet This Stat!)

10) 50% more people say their brand mentions in Facebook status updates are only positive (versus negative or mixed). (Tweet This Stat!)

11) Almost twice as many users say their brand tweets are only positive (versus negative or mixed). (Tweet This Stat!)

12) Females are much kinder to brands on Twitter than males. (Tweet This Stat!)

13) 66% of Facebook users who have liked a brand have 100+ friends. (Tweet This Stat!)

14) 84% of Facebook users who have liked a brand are active on Facebook daily.(Tweet This Stat!)

15) 59% of Facebook users who have liked a brand have mentioned a brand in a status update.(Tweet This Stat!)

16) 57% of Facebook users who have liked a brand have shared a link/video about a brand. (Tweet This Stat!)

17) 80% of people prefer to get coupons, promos, and discounts from brands in social media. (Tweet This Stat!)

18) 8% of people prefer to get brand news in social media. (Tweet This Stat!)

19) 5% of people prefer to get answers to Qs and 5% prefer how-tos from brands in social media. (Tweet This Stat!)

20) 32% of people prefer updates from brands in the form of short social media updates. (Tweet This Stat!)

21) 27% of people prefer updates from brands in the form of email messages. (Tweet This Stat!)

Source: Hubspot blog

This morning I’ve founded this interesting infographic about Community Managers, a job position which has raised very rapidly during the last 5 years.

Basically, things haven’t changed that much since the beginning: More female than male, hard work and a lot time spent, Lower-medium salaries, etc. Maybe, something that has changed a bit is the fact that more Community Managers are now working on the brand side compared to those working within an Agency (this is a positive evolution).

Community Manager infographic 2012

What are your thoughts? Is Community Management a job role that is evolving positively? Leave your comment.

The first step to achieve and set up a SUITABLE social media strategy is knowing WHO, WHEN, WHY AND HOW to use each marketing channel. Note that each social media platforms has its own DNA.

Everybody seems to know that social media is awesome (Check the 60” in social media Infographics) but even though we need to analyse and decide which social media is better regarding our marketing goals. Under this purpose, I would like to share this interesting Infographics where you can check when to use each social media platform.

CLICK TO ENLARGE

Social media platforms - Pros and Cons

De verdad a veces creo que queremos ir de listos y empezamos a intentar cosas que aunque puedan traernos un beneficio a corto plazo, no lo hará ni al medio y menos al largo – ME PREGUNTO CUANDO DINERO LE HABRAN COBRADO A BARCELONA AIRPORT TRANSFER POR ESTA “ESTRATEGIA” EN YOUTUBE?

Como sabéis ayer fue la vuelta del CLASICO Barcelona 2-2 Real Madrid en el Camp Nou (por cierto partidazo del Madrid). Pues hoy al buscar los HIGHLIGHTS me encuentro con esto…

QUE NO HACER EN YOUTUBE

- Si lo piensas fríamente (muy fríamente) la idea no es mala. Planto mi comercial de Barcelona en inglés aprovechando las búsquedas extranjeras para el CLASICO y de este modo gano notoriedad. De paso, no dejo la posibilidad de comentar ni de votar y así hago oídos sordos… PERFECTO!

Barcelona Vs Real Madrid 2-2 All Highlights And Goals 25-1-2012 -2

PERO…

- Has olvidado que los comentarios y los votos son un importante elemento para el posicionamiento orgánico en Youtube!
- Actualmente todas las redes sociales y comunidades son capaces de autogestionarse naturalmente lo que hace que sólo las páginas y contenido aprobado por los usuarios suba.
- Cambia el thumbnail que huele mucho y se ve que no es el partido del CLASICO.

¿Y sabéis cual es el gran problema de todo esto? Pues básicamente que se siga haciendo y que además posiblemente funcione si el objetivo es ganar views… Dale al Like si estás de acuerdo con que no es una buena práctica de social media y deja tu comentario – EL DEBATE ESTA SERVIDO!

Que Google lleva vendiendo una filosofía barata a favor del usuario no es nuevo. De hecho lo lleva haciendo desde el principio de los tiempos para básicamente quitarle poder a los grandes grupos de comunicación. Si no, ¿Por qué te crees que los Blogs aparecen tan bien positionados en las búsquedas? Por supuesto esto beneficia al usuario, pero sobre todo a Google.

Ahora bien lo que está haciendo con Google+ (Su red social) es un poco demiasiado… Con todo el rollo en torno a la ley SOPA, creo que Google no está siendo muy transparente. Bajo la idea de luchar contra esto, Ingenieros de Facebook, Twitter y MySpace en colaboración con otras redes sociales han creado una iniciativa de protesta llamada “FOCUS ON THE USER.ORG” que estos dias está dando la vuelta a la web. Desde esta web te puedes descargar una especie de Script que te permitirá ver básicamente los resultados sin la dicha prioridad dada a Google Plus.

Focus on the User - Google+

[UPDATE 25/01/2012] Por cierto si quieres saber MAS te dejo esta interesantíasima Infografía sobre GOOGLE PLUS y SEO creada por Attachmedia que te dejará las cosas todavía más claras..

infografia Google plus y SEO

Como ya se ha dicho en muchas de las predicciones de los social media en 2011, Google será el nuevo Microsoft…. Recordemos que Microsoft tuvo un problemilla también por incluir gratis INTERNERT EXPLORER en Windows…

Juzgen ustedes mismos, pero lo que está claro es que Google ha metido la pata – ¿QUE PIENSAS?