Cómo hacer un FODA para tus redes sociales. POR: Martha Elena Violante Twitter: @emeviolante Las redes sociales son una de las principales herramientas con las que la marca se relaciona con su consumidor gracias a la inmediatez que el internet aporta a la conversación. Por ello, también ofrecen una oportunidad de oro para realizar un análisis FODA útil para las estrategias de marketing ya se apara lanzamientos de producto o para hacer branding. ¿El truco? Saber qué preguntar. “Las redes sociales hacen que los estudios con los consumidores sean más “sencillos” que en fórmulas anteriores como focus grpups o encuestas porque la gente se expresa de manera más libre. Sí se puede hacer un análisis FODA en las cuentas de una marca, pero la medición tiene que ser más cualitativa que cuantitativa, es decir, analizar lo que dice el usuario sobre ti”, aseguró José Luis López Aguirre, coordinador de Investigación en Redes Sociales de la escuela de Comunicación de la Universidad Panamericana.
Calcula el ROI de las redes sociales. Las pequeñas agencias deben ir abandonando la especialización por el servicio completo. En un mundo en el que las grandes agencias y la constante consolidación son la norma, hay muchas pequeñas agencias que están encasillándose a sí mismas. Ahora hay agencias digitales, de aplicaciones, de e-commerce, de social media, que eligen un área en el mundo de la publicidad y promocionan su especialización. Una estrategia que puede parecer lógica teniendo en cuenta que con un número reducido de empleados es más efectivo aferrarse a algo que se sabe hacer, y hacerlo bien. Pero las pequeñas agencias tienen que empezar a aprender a mirar más allá. Tienen y pueden hacer todo lo que sus clientes necesitan, ser una agencia de servicio completo, para ofrecer un valor real. Y es que a no ser que su objetivo sea el de ser adquiridas por una agencia más grandes, los servicios diversificados son el camino para conseguir clientes importantes y crecer de forma sostenible a lo largo del tiempo.
La ventaja de ser una agencia pequeña seguirá ahí. 5 Things Your Digital Agency Isn’t Telling You. Jessica Payne is director of digital strategy at PAN Communications, a public relations and digital media leader. Follow the firm @PANcomm. Chances are your digital firm is a passionate bunch, devoted 100% to delivering sound, successful communications strategies to its clients. However, as part of any valued relationship, they should be providing you — the client — with counsel that may not always be easy to swallow.
Below are five things you may never hear from your digital half. It's the kind of stuff guaranteed to ruffle a few feathers and rate high on the squirm-factor scale. But that’s not always a bad thing. 1. Is your point of view in step with your organization? Your PR firm doesn't want to have to tell you this. 2. PR professionals aren’t soothsayers. The public are more savvy and skeptical than ever. 3. Social media has flipped traditional measurement on its head. Experienced digital strategists know integrated campaigns always contain some sort of calculated risk. 4. 5. How to Reach Out to Potential Employers on Social Media. Joshua Waldman is the author of the Jobjuice Social Media Job Search App, which is now available for download for iPad and iPhone in the App Store.
Connect with Joshua and Jobjuice on Twitter and Facebook. It's no secret that employers are incorporating social media into their recruiting plans to find top talent. For job seekers looking to stay current, you know the opportunities exist. But, knowing how to properly reach out may be the barrier between you and your dream job. Job candidates commonly struggle when it comes to effectively leveraging social media platforms to connect with employers. Out of fear of being a nuisance and making an awful first impression, many refrain from getting themselves a step ahead in the job search. Deciding what is appropriate in the eyes of recruiters and hiring managers online can be a daunting process to sort through.
Find People for Informational Interviews LinkedIn: LinkedIn is the professional online network most used by employers. Joshua Waldman. Web Analytics: Making the Connection with Social Media. Please note: we are currently updating this post to provide you the latest Salesforce Marketing Cloud capabilities (May 2013) Using some type of web analytics tracking is an essential part of any brand’s digital strategy. Whether it is tracking the traffic to their website or forecasting digital lead generation based upon their completed online sales funnel, web analytics gives a brand a concrete manner of tying metrics directly back to their investments and rewards. Many of the social media ROI formulas that have been pushed into the industry over the last few years have relied in some part on the results of web analytics data. This is especially true for the “Return” aspect of your social media investment. Through our web analytics providers, the Salesforce Radian6 platform can help to build this bridge between your digital strategy and your social media efforts.
What Providers Does Radian6 Integrate With? Google AnalyticsOmnitureWebtrends How Does this Integration Work? Topic Analysis.
35 Social Media Theses. Social Business: What Are Companies Really Doing? | Deloitte Insights video. There’s no doubt that social networking platforms such as Facebook and Twitter have transformed social norms and politics around the world, but the effect they’ve had on business is less clear. A study by the Massachusetts Institute of Technology Sloan Management Review (MIT SMR) and Deloitte sheds some light, finding that, while experiments and pilots are prevalent in organizations today, social business is expected to gain even more importance in the next three years.
Learn more about the study – which includes insights from more than 3,400 survey respondents from 115 countries and 24 industries – in this episode of Deloitte Insights. Speakers David Kiron, Executive Editor of Innovation Hubs, MIT Sloan Management ReviewDoug Palmer, Principal , Deloitte Consulting LLP Transcript It is time for Insights, a video news production of Deloitte LLP. Now, here is your host, Sean O’Grady. Sean O’Grady (Sean): Hello and welcome to Insights. Sean: How is that being measured? Pretty exciting stuff. Loading Up on Social Media for the Trucking Industry. Some industries have been knee-deep and front-and-center in social media more evidently than others. We know that retail, travel, and consumer packaged goods have especially been highlighted regularly, while nods in their direction for jobs well done are documented regularly. While it may be obvious how companies like McDonald’s and Southwest Airlines would need to incorporate social media into their customer service and marketing strategies, it’s perhaps less obvious how the trucking industry would need to get social.
Unless of course, you are the trucking industry. Recently I have found more and more evidence of interesting use cases for social media for transportation and freight companies. One such example is Freightliner Trucks, a leading manufacturer of several types of trucks. Not only is Freightliner on Twitter and Facebook, (I enjoy Freightliner Friday) but they’ve recently launched a new online community that aims to bring together and help owner/operators.
Engagement is a real metric. 10 Social Media Tips From a Top Media Agency. Whether your company is just getting its social sea legs or excelling in the digital world, there is a niche and opportunity for every brand on social media. OMD, one of the top media agencies in the world, works with clients of various size and social media exposure. Within the agency, OMD Word is the social intelligence arm that helps amplify clients through social media. The department ensures the client's social channels are leveraged and optimized to support traditional and digital solutions. According to Word's U.S. Director Colin Sutton, your level of understanding impacts your brand's ability to perform on social media. Generally, this is the first thing that brands should be thinking about when they want to launch a social campaign. "Social is touching so many pieces of a business these days that I'd be remiss to say it's just about the person we're interfacing with," says Sutton.
Setting goals ahead of time is another important factor. 1. 2. 3. 4. 5. 6. Data is available. 7. 8. Cómo Crear un Informe de Retorno de la Inversión Online - ROI - para Marcas y Sponsors - Isra García | Isra García - Un Mapmaker en en la era de la Disrupción de la Comunicación y el Marketing: blog sobre crear cambio, inspiración y la revolución de Socia.
Ago21 ºSeries “Actionable posts” – A la hora de confeccionar un informe online que pueda justificar la inversión de marcas y patrocinios, hay que tener en cuenta varios aspectos fundamentales y estos no son puramente de social media, ni digitales, sino todo aquello que podría aportar valor a la marca o al patrocinio que esté adherida a nuestra empresa. Otras maneras de utilizar este trabajo sería para atraer marcas o patrocinadores potenciales, conseguir mayores y mejores acuerdos con nuestros actuales partners y ganar fuerza en nuevos convenios. Ahora mismo, desde varios proyectos, nos encontramos en esta situación con marcas como Pioneer, Seat, MTV, BlackBerry, RA o Coca-Cola, entre otras. Es por eso que comparto algunos de los aspectos que estamos trabajando con ellos y con otras marcas satelite a la hora de crear informes de resultado de la inversión online.
Objetivos/Métricas Online – Website: visitas online al sitio web en lugar donde hayan presencia de marca y banners. Consideraciones. La mejor checklist de social media marketing para negocios. Aprenderlo todo sobre los social media conlleva tiempo y esfuerzo, más aún cuando es una marca la que está utilizando las herramientas sociales por primera vez. Y es que la riqueza de información sobre cuál es la mejor forma para usar plataformas como Twitter, Facebook, LinkedIn, Google+ o Pinterest, así como blogs o vídeo, puede llegar a ser estresante. Y ésta es la cruda realidad para el mundo del marketing: ¿por dónde empiezo? Gracias a Dios no está todo perdido y la ayuda siempre llega. Esta vez, además, en forma de infografía, de la mano de The Whole Brain Group, que nos ha brindado una recopilación visual de los mejores consejos de social media marketing para negocios.
11 Social Media Tips for the Public Sector. ¿Cómo debe abordar el sector de lujo los medios sociales? En el mundo del lujo el dicho “renovarse o morir” siempre se ha llevado a rajatabla, pero ¿debería este aforismo aplicarse de igual manera cuando se trata de entrar en el mundo 2.0? Las marcas de lujo llevan años mostrándose reacias al marketing digital. Temen que este canal de comunicación tan democratizado y accesible a todos desprestigie su marca y afecte al posicionamiento de aquellos productos que destacan porque solamente son accesibles para unos cuantos privilegiados. Pero parece que por fin se han dado cuenta de que internet es un elemento básico de su estrategia de marketing.
Tal vez por eso en los últimos años, las marcas más premium han desplegado su presencia en los medios sociales. Para tratar de dar respuesta al título de este post, vamos a tomar como base “los cinco mandamientos de marketing digital para marcas de lujo” de Duke Greenhill, fundador de la agencia de publicidad de marcas première Greenhill + Partners de Nueva York. 1. 2. 3. 4. 5. Nielsen Online - Brand Monitoring | Social Media Research | BuzzMetrics Services. Every day, millions of consumers converse in online communities, discussion boards, blogs and social networks. They turn to the Internet to share opinions, advice, grievances and recommendations.
Are you listening, connecting and responding in a way that protects and promotes your brand? Nielsen Onlines BuzzMetrics services deliver trusted brand metrics, meaningful consumer insights and real-time market intelligence to help clients apply the power of consumer-generated media (CGM) to their businesses. BuzzMetrics services give you the tools to understand: How consumers feel about your brand, product or servicein their words How online conversations can power or deflate your brand Specific issues that are being discussed around your company, brand or organization Events, trends and issues that may be influencing industry and brand buzz How your online and offline marketing campaigns resonate with consumers How to leverage word-of-mouth to drive brand credibility, and ultimatelysales.
B2B Brand Architecture | Architecting Brands To Build Leverage | expertise | our-expertise. As a business grows, the typical expansion plan is to diversify the variations or models of a particular product or to offer an even greater plethora of products catering to diverse needs and objectives. Given the complexity of the product portfolio of companies, how can companies create a meaningful relationship between their corporate brand and their product sub-brands such that their respective brand equities are sustained and enhanced in the long term?
There lies the importance and necessity of creating and developing a brand architecture system. Building coherent brand architecture is a critical part of a firm's overall brand strategy, because it provides a structure to launch strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. Just as architectural plans provide the basis for a sound building, good brand architecture establishes the plan for developing a sound brand strategy. Developer Claims Facebook Tried to Destroy His Business. The developer of a Facebook app has gone public with a post claiming that Facebook executives tried to hire him because the company was building a similar app. While the idea of an "aqui-hire" might not sound bad to some, Dalton Caldwell, the CEO of App.net, charges that Facebook uses its heft to intimidate developers like himself rather than help build up the app community. Reps from Facebook could not be reached for comment.
In a post entitled "Dear Mark Zuckerberg," Dalton claims he visited Facebook's Menlo Park, Calif., headquarters on June 13 and met with several execs at the company. "I was hoping the outcome of this meeting would be executive-level support for my impending product launch," Caldwell wrote. The meeting took an odd turn when the individuals in the room explained that the product I was building was competitive with your recently announced Facebook App Center product. Finding no sympathetic ears in the company, Caldwell penned the missive directed at Zuckerberg. ¿Qué esperan los ejecutivos de marketing de sus relaciones con las agencias? ¿Por qué no se debe apostar por infiltrados en redes sociales? Tres ideas para convertir a los clientes en defensores de una marca. Según ComScore, ver el contenido de Facebook predispone a la gente a comprar. Con sus acciones luchando contra las dudas de los inversores sobre la efectividad de su plataforma publicitaria, Facebook está anunciando la investigación realizada por un asociado –ComScore- que respalda el ROI de los productos para los anunciantes.
En un nuevo estudio conocido el martes y realizado en colaboración con Facebook, ComScore parece demostrar que la exposición a las impresiones del sitio resulta en mayores ventas. También asegura que los avisos premium en Facebook tienen un efecto similar. El estudio aparece justo cuando Facebook está abocada a probar que el poder de branding de los productos mencionados en el sitio social producirá más ventas a lo largo del tiempo, de la misma manera que lo hace la TV, y que la efectividad de los avisos de Facebook no debería ser medida en tasas de click-through o ventas directas.
ComScore realizó esta investigación con un test group que había sido expuesto a contenido orgánico de marca y un grupo de control que no lo estuvo. Cómo Medir de una Manera Más Real el “Engagement” en tu Página de Facebook. Most Organizations Still Fear Social Media - Anthony J. Bradley and Mark P. McDonald. No es lo mismo ROI que ROI en social media. O sí. Checklist de Social Media para Community Managers. A Simple Guide to Creating Social Media Sharing Links for Your Ebooks.
Hydra Social Media. Twitter, Buddy Media Join Forces to Create “Age-Screening” Solution for Brands. Las 100 empresas del Fortune Global son mencionadas en internet unos 10 millones de veces al mes. Exportly Tour. Forget About ROI, Start Thinking About 'ROE' What is Return on Engagement – ROE ? - Tips :: 99U. Oracle compra firma de marketing social. Social Network Users in Mexico Receptive to Ad Campaigns.
Lo sentimos marketers están tuiteando mal. España - Soluciones - Productos - Consumer Research - Nielsen | Winning Brands, Nielsen | Categorías de Winning Brands. Strategic Tweeting: Fewer Hashtags And Tweeting When People Are Busiest [STUDY] Why the Interest Graph Is a Marketer’s Best Friend. Inside Facebook - Tracking Facebook and the Facebook Platform for Developers and Marketers. Latinoamérica Es La Región Más Involucrada En Redes Sociales a Nivel Global. Community Managers Latam - Comunidad Latinoamericana de profesionales en Community Management.
Case Studies Archive. Facebook Privacy. The Social Media Manifesto. A Modern Marketing Strategy – Social Media Marketing & ZMOT from Google. What Makes People Want to Follow a Brand? Joost Van Nispen en Hoy es Marketing: Mitos y realidades social media | Social media, Buzz, Viral consultant blogger.