PASIÓN POR EL MARKETING

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

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Estoy preparando un webminar sobre el Real Time Marketing para IEBS. Ahora que tengo algo de tiempo, estoy dedicando mi tiempo a volver a desarrollar esta faceta de profesor que siempre me ha encantado.

Real Time Marketing

Información General

Lo quiero ya, ahora, no quiero esperar y además quiero que sea relevante. El nuevo Internet del ‘Now‘ nos ha hecho más exigentes que nunca y las marcas deben tomar nota y adaptarse a ello o morir. Cada momento es una oportunidad para crear relevancia de marca, aunque eso no signifique que debamos participar en cada evento, noticia o momento. El Real Time Marketing es Storytelling impulsado por lo instantáneo.

Real time marketing Now

Consciente del desafío que esto supone, nos adentraremos en este viaje para entender cómo podemos planificar una campaña de Real Time Marketing, utilizar este paradigma a nuestro favor y salir victoriosos contra la vorágine del ‘Now’. Algunas de las claves son planificar posibles eventos, engancharnos a la escucha del mercado, tener un equipo creativo con gran intuición y definir protocolos de actuación.

¿Me acompañas? Tiene que ser ¡ahora! Puedes Insribirte aquī

I’ve just received the latest State of Social Marketing report by Simply Measured and I have to say that the report has improved a lot in terms of content quality. Specifically, I liked the section they dedicated to show how to map your social strategy and align it to business impact. Social business seems to be the big topic moving forward.

As they said “Once social marketers are able to quantify social’s area of impact, they can solve the issue of integration, which our survey highlighted as a major challenge”

Social metric map

I believe this graph “Social Metrics Map” is very suitable and helpful as it includes in the same table, not only metric and KPIs but also other items likes goal, social strategy, etc

Below you will find top key findings from the report State of Social Marketing 2006

KEY FINDINGS

• Social media is a growing focus for marketing teams: The percentage of social media teams that live within the marketing organization has grown from 49% in 2015 to 63.2% in 2016.
• Marketing teams have two distinct functions: To be stewards of the brand, and to drive revenue and demand.
• Measuring ROI is a massive problem: 61.1% of marketers identified “Measuring ROI” as their top challenge, and only 9.4% said that they’re able to quantify revenue driven by social.
• Social media marketers don’t have the budget they need for analytics software: 76.5% of marketers say they aren’t getting the budget they need to do their best work, and 43% cite analytics software as their biggest need.
• Instagram adoption is nearing complete penetration among brands: 94% of top brands have profiles, and 86% posted to the network in May.
• 100% of top brands have Twitter profiles, and 99% posted in the month of May.

Things continue to change in social media and digital. Messenger platforms are taking over email and soon over social networking, people are using the more and more emojis, paid becomes a must, new platforms are changing the way humans communicate, etc.

10 key trends in social media

I would like to share this presentation that I believe is a great compilation in an era of confusion and disruption.

Would you add any?

Eres un apasionado del marketing, estas estudiando marketing o has seguido este blog desde su creación y te apetecería colaborar escribiendo algún artículo interesante? En Pasión por el marketing encontrarás contenido sobre social media, content marketing, buzz & viral marketing, como desarrollar una estrategia digital, últimas campañas, etc

Estamos buscando relanzar el blog para tener una mayor participación y darle un nuevo push.

escribe en blog de marketing

Envíanos un email a conversemos@juanmarketing.com y hablemos!

Un saludo a los apasionados del marketing…

I’ve been always a fan of that kind of brands that enter a category and suddenly, with a proper positioning vision and a solid and smart strategy become leaders. This is the case of Gin Mare, the Mediterranean Gin. I’m amazed and cannot be more aligned with one of the greatest event ideas I’ve ever seen lately. Enjoy and distillyou life… Remember The Mediterranean is not a place but an attitude.

Mediterranean attitude

Below I’ve included the brand case developed by the consultancy Garrigos&Llopis. You will find a great analysis and many important things that define the this premium Gin and helped to build a powerful brand.

Although sites like Facebook offer a quick and nice view of what’s going on in the world (Note that Facebook prioritises news over brand posts), there are more insightful sites out here to identify relevant trends and what the future will look like. In this list I’m trying to avoid the big names like Forbes, Nielsen or Masahable.

Here below, it’s the list of 5 relevant sites for trends hunting I’ve subscribed and I follow:

1- STYLUS.
About: “We help businesses process global consumer lifestyle, product and engagement insights, stimulating innovation and growth”

Reason why I like it: Recommended by one of my greatest colleagues, Stylus offers great reports not only about trends but also consumer lifestyle, new products, etc. The blog is really good if you are looking for a quick dose of inspiration.

Stylus trends

2- TRENDHUNTER.
About: “With 60,000,000 monthly views, TrendHunter.com is the world’s largest, most popular trend community. Our head office is based in Toronto, Canada, and we are fueled by a global network of 155,000 members and 3,000,000 fans. Trend Hunter, Trend Hunter TV and Trend Hunter PRO feature 252,000 cutting edge ideas.”

Reason why I like it: Although a classic, I think the site still offers a nice mix of ideas, insights, product innovations, culture, etc. I like how each article is scored and it shows audience information. We can discuss whether this is really accurate or not but it adds a nice touch.

best trends sites

3- COOLHUNTING.
About: “Cool Hunting is an award-winning publication that uncovers the latest in design, technology, style, travel, art and culture. Since 2003 our original content has informed the creative community that’s designing the future.”

Reason why I like it: It’s fresh and it’s name says, the site is very focused on the cool. You can read but also listen, link, look, travel, etc. Get your attention grabbed by a cool image and read further if interested.

Best sites for trend hunting

4- TRENDWATCHING.
About: “Established in 2002, we help forward-thinking business professionals in 180+ countries understand the new consumer and subsequently uncover compelling, profitable innovation opportunities.”

Reason why I like it: Free publications are good and the site is very easy to navigate and visually appealing. Their methodology includes a Trend Framework that contains the 16 mega-trends that define the future of business and consumerism at large and which form the basis of their research process.
best research companies

5- YOURSELF!

Use these sources to get inspired and get some validation but never stop questioning things. Go underground and observe and identify insights and spot trends on your own. And remember, curiosity is the greatest tool ever designed.

As a marketer you might have seen a lot of social media campaign planning guides but they are either incomplete or not compelling enough. Checking one of my favourite blogs I’ve just found this one that looks very interesting and relevant for me.

Social media campaign guide

Social media campaign guide

1- Pre-campaign planning
a) Channel investigation
b) Building audience
c) Evaluating other campaigns
d) Create your Hashtag

2- Define your campaign goals and metrics

3- Targeting – who you are going to target and how

4- Map out your funnels

5- Create your content and build your editorial calendar

6- Get all your tracking in place – goals, URL builder, etc.

7- Campaign Launch

8- Optimization – assess and adjust

9- Evaluate at the end of project

For full detail check the original post here

Durante el 2015, he tenido la suerte de hablar con bastante gente y conocer varias marcas y projectos que me han gustado mucho. He experiementado con todos ellos.

1- GIN MARE

Una ginebra de claro carácter mediterráneo.Para su elaboración se utilizan diferentes elementos aromáticos muy típicos del mediterráneo como son la oliva arbequina, el tomillo, la albahaca o el romero. Todo infusionados en una base de cebada y destilado en una alambique de origen florentino

Gin Mare

QUE ME APASIONA:
– Todo el branding y packaging
– El aprovechamiento de una super tendencia en el mercado (El Gin&Tonic)
– Su marketing de diferenciación y premium approach
– En principio vienen a mi boda en Junio 🙂

UN CONSEJO:
– Keep it Premium! y no olvidéis la esencia mediterranéa

2- CALM

Meditation app. Muy sencilla, muy chula y con varios programas y opciones. He estado mirando otras varias y puedo asegurar que es mi preferida. De hecho, me he registrado en la versión de pago.

Algunos de vosotros me habréis visto compartir alguna sesión en social media. Estoy convencido que es ka nejor solución para aquellos que se inician y buscan sesiones de meditación sencillas, eficaces, anywhere, anytime.

Calm meditation

QUE ME APASIONA:
– Todo el branding. El nombre y claim es perfecto!
– Poder hacer tracking de todas las sesiones que relizas
– Muy visual, con varias opciones de backgrounds que realmente te relajan
– Su perfil de Instagram, aunque creo que deberian seguir publicando texto en las imágenes 🙂

UN CONSEJO:
– Keep it simple! La meditación es el futuro. Intentar ofrecer los servicios o branded sessions a empresas.

3- BOUTIQUERS

Marketplace curated de productos mediterráneos.

De la nostalgia por esa época en la que el tiempo transcurría más lento y las cosas se hacían con cariño y dedicación, nace este proyecto inspirado en los artesanos y diseñadores que sienten verdadera pasión por lo que hacen. Boutiquers es una delicada selección de Boutiques, o tiendas de productos selectos, que reúne el exquisito trabajo confeccionado en pequeños talleres del Mediterráneo.

Productos mediterraneos

QUE ME APASIONA:
– Todo el branding, la idea, la web, todos los materiales de marketing son genuinos.
– Ver como han ido creciendo poco a poco y añadiendo nuevos productos
– Me encanta lo claro de como se definen y los beneficios del proyecto

Boutiquers que es

UN CONSEJO:
– Keep it auténtico! Expandir la oferta de productos pero seguid fiel al Med!

4- DIGIMIND

Plataforma de Social listening con soluciones para analítica y Business Intelligence. Llevo como 2 años usando sus servicios en la agencia.

digimind dashboard

QUE ME APASIONA:
– El dashboard. Es muy intuitivo y sencillo. What, Who, Where, How and When!
– El servicio

UN CONSEJO:
– No tengo muy claro lo del icono animal hehehe, aunque me comentan que se trata de un suricato que en la sabana africana están siempre “alerta” de lo que pasa en su entorno 🙂

5- MELLERBRAND

Marca de gafas de sol low cost pero muy cómodas de con lentes polarizadas. Bueno ahora tambien relojes!

Meller low cost gafas de sol

QUE ME APASIONA:
– Los diseños son muy chulos
– Las gafas son muy cómodas
– Creo que es una gran idea porque el mercado de gafas de sol necesitaba un low cost que ofreciera gran valor. Uno no puede gastarse 200 euros en gafas que tiene que cambiar acda año debido a la moda.
– Su Instagram!

UN CONSEJO:
– Cuidado que hay bastante otros productos muy similares: WolfNoir, Cerodoscinco, pero sobre todo Curetbrand … Yo invertiria en crear un diferenciador fuerte y entraría en Asia!

6- TRIP.ME

Trip.me es una plataforma de Internet donde los viajeros que buscan experiencias únicas pueden seleccionar, personalizar sus viajes directamente con las agencias locales en todo el mundo. Nadie conoce mejor los destinos que ellos.

Trip.me

QUE ME APASIONA:
– La idea, creo que el sector del travel necesita otro nuevo gran cambio
– Todo lo relacionado con viajar creo que tiene negocio
– El business model. Sencillo y con (comision a negocios locales)
– The power of LOCAL

UN CONSEJO:
– Creo que la customización de los viajes que ofrecen no es tan genial. Me da que la idea supera en bastante a la implementación.
– Competencia está aumentando
– El branding en este caso no es mi favorito.

This is a very interesting TED talk that shows that you don’t need a perfect English accent to receive a loud series of applauses.

I do really like how Yves Morieux destroys the myth of the big 3: Clarity, Accountability and Measurement

Digital Disruption business models

Digital Disruption business models

  • The Subscription Model (Netflix, Dollar Shave Club, Apple Music) Disrupts through “lock-in” by taking a product or service that is traditionally purchased on an ad hoc basis,  and locking-in repeat custom by charging a subscription fee for continued access to the product/service
  • The Freemium Model (Spotify, LinkedIn, Dropbox) Disrupts through digital sampling, where users pay for a basic service or product with their data or ‘eyeballs’, rather than money, and then charging to upgrade to the full offer.  Works where marginal cost for extra units and distribution are lower than advertising revenue or the sale of personal data
  • The Free Model (Google, Facebook) Disrupts with an ‘if-you’re-not-paying-for-the-product-you-are-the-product’ model that involves selling personal data or ‘advertising eyeballs’ harvested by offering consumers a ‘free’ product or service that captures their data/attention
  • The Marketplace Model (eBay, iTunes, App Store, Uber, AirBnB) Disrupts with the provision of a digital marketplace that brings together buyers and sellers directly, in return for a transaction or placement fee or commission
  • The Access-over-Ownership Model (Zipcar, Peerbuy, AirBnB) Disrupts by providing temporary access to goods and services traditionally only available through purchase. Includes ‘Sharing Economy’ disruptors, which takes a commission from people monetising their assets (home, car, capital) by lending them to ‘borrowers’
  • The Hypermarket Model (Amazon, Apple) Disrupts by ‘brand bombing’ using sheer market power and scale to crush competition, often by selling below cost price
  • The Experience Model (Tesla, Apple) Disrupts by providing a superior experience, for which people are prepared to pay
  • The Pyramid Model (Amazon, Microsoft, Dropbox) Disrupts by recruiting an army of resellers and affiliates who are often paid on a commission-only model
  • The On-Demand Model (Uber, Operator, Taskrabbit) Disrupts by monetising time and selling instant-access at a premium.  Includes taking a commission from people with money but no time who pay for goods and services delivered or fulfilled by people with time but no money
  • The Ecosystem Model (Apple, Google) Disrupts by selling an interlocking and interdependent suite of products and services that increase in value as more are purchased. Creates consumer dependency

What business model does inspire you the most?