La economía explicada con dos vacas: un meme que tiene 80 años de historia

Se pueden explicar todos los sistemas económicos con la ayuda de dos vacas, como demuestra esta serie de comparaciones que lleva difundiéndose desde los años 30. La última vez, gracias al programa de radio neozelandés Mike Hosking Breakfast, que el 12 de agosto colgó su versión de este meme en su perfil de Facebook.

El pase de diapositivas requiere JavaScript.

El álbum de 14 imágenes se ha compartido 1,2 millones de veces y ha sumado más de medio millón de “me gusta”.

Guide to benchmarketing on Social Media

social media benchmarks

4 ways to benchmark your social media stats

One way that has been really helpful for me to think about benchmarking is splitting it into four key segments:

  1. Aspirational
  2. Trended
  3. Earned
  4. Competitive

I first heard of this method from Kevin Shively at Simply Measured. His blog post goes into great depth for each of the four types of benchmarks. Here’s a quick explanation:

1. Aspirational Benchmarking: Learning from social leaders.

2. Trended Benchmarking: Setting goals, projections, and standards based on previous activity.

3. Earned Benchmarking: Comparing campaign or promotional efforts against a standard for success.

4. Competitive Benchmarking: Setting goals and baselines for performance and growth based on your direct competitors.

The only edit I’d consider for the list is possibly changing competitive benchmarking to inspirational benchmarking, thereby including influencers in the mix along with competitors.

One of my big questions when I’m benchmarking is whether or not I’m doing it right. Seeing that there are four different ways to do it, chances are good that I’m following one of the four methods above!

Now before we explore each method in depth, there’re a couple questions to ask at the start.

Question 1: Which stats will you benchmark?

The first step for creating benchmarks is deciding which stats matter most to your social media strategy. Social media plans can differ greatly, so it’s likely that your specific metrics will depend greatly on your specific goals.

One possibility, brought about in a journal article by Mullen Advertising, is that you might seek to build relationships with your customers. In that case, quantitative measures like followers/fans and comments/replies would matter greatly.

smm goals

Traditionally, some of the key metrics on social media involve overall engagement, reach of your content, and clicks back to a website (and conversions beyond the clicks). In these cases, the stats that matter may include:

  • Total engagement (the sum of all likes, reshares, replies, and clicks)
  • Reach/impressions
  • Clicks

Question 2: What should these stats look like?

In my experience, I’ve tried many different ways to glean insights from social media metrics, and I’ve come to see these metrics as falling into three phases.

  1. Stats per day, e.g. total clicks
  2. Stats per post, e.g. average clicks
  3. Stats per follower, e.g. click rate

Stats per day aggregate your total number of, say, clicks into one big number. You can compare Monday’s clicks to Tuesday’s clicks, and so on. It’s great for a big-picture view of your social media success, though it fails to account for variables like the number of times you posted or the day of the week (Monday vs. Saturday, for instance).

Here’s an example of a clicks-per-day graph available at Twitter Analytics.

clicks per day

Stats per post take things one step further, normalizing the numbers according to each post you share. Instead of identifying really good days of sharing, you can now see your very good shares themselves. Often stats per post is calculated as a per-post average from a sample size of data.

In the example below, in looking at the clicks-per-post column, you might choose to find the average clicks based on the data here.

clicks per post data

The one missing piece here is that over time your audience may change. If a 200-click post was seen by 400 people, that’s awesome! If that 200-click post was seen by 4,000 people, the story changes a bit.

Stats per follower, then, seem to be the most consistent and true measure of a post’s success. Simply divide your chosen stat by the number of followers. If reach/impression data is available, even better: divide the metric by the number of people who saw the post.

Again, reference Twitter Analytics, the engagement rate graph shows engagements divided by impressions.

engagement rate

1. Aspirational benchmarks

How to set benchmarks to match your top influencers

I love the phrasing of “aspirational” benchmarks—goals and standards that you aspire to achieve. How motivating!

When you create these benchmarks, you’re encouraged to dream big. Aspirational benchmarks are often made by looking at the metrics for industry leaders—Fortune 500 companies, the Inc 5000, or Forbes 100 best small businesses, for instance.

To find the aspirational benchmark that’s right for your brand, you can keep an eye on the latest social media studies, which often use these large companies and large sample sizes for their data. A Google Scholar search is one of my favorite ways to track new social media studies.

Simply Measured puts together monthly studies on how the top brands, both large and small businesses, use social media. Here’s a chart.

simply measured report

2. Trended benchmarks

How to set benchmarks based on your own history

By looking at your own data, you identify a standard that you want to achieve.

In the above sections, I mentioned the value of finding per-follower stats, so let me show you the process of setting trended benchmarks based on these.

With Twitter, you can take either your total follower count or use the impressions data that Twitter gives you via Twitter Analytics. For instance, in the past 28 days, my tweets have received 73,556 impressions and 1,782 total engagements. Dividing the total engagements by the total impressions gives me an engagement rate of 2.4 percent.

My benchmark for Twitter engagement, then, is that 2.4 percent of those who see my tweet should click, favorite, retweet, or reply.

3. Earned benchmarks

How to set benchmarks for campaigns and promotions

This third type of benchmark deals specifically with campaigns and promotions, which are likely to differ from the standard you content you share—both in message and in goals.

The simplest way to set up earned benchmarks is to refer to how your campaigns have performed in the past. The performance of a previously successful campaign becomes the benchmark for your campaigns going forward.

For instance, we often promote our Buffer jobs page on our Twitter account. In my Buffer dashboard, I can see check out the clicks on each of these hiring tweets, come up with an average, and I’ll have a benchmark for future hiring updates. In our case, the hiring tweets average near 250 clicks per post—an awesome benchmark to aim for!

job openings

Not only can you dig into your own campaign archives for statistics, you can also learn from the case studies and transparent learnings of others. When you hear about a campaign that performed at a certain level, you can borrow inspiration for setting your own campaign goals.

4. Inspirational benchmarks

How to create benchmarks based on your competitors and influencers

Especially for those looking to gain a foothold in a new industry, inspirational benchmarks can be really useful. They share a bit of DNA with aspirational benchmarks as well—you’re setting standards that will motivate you to perform better.

To create an inspirational benchmark, you’ll need some data on the competitors/influencers in your niche or industry. Chances are you might know a few names of social leaders off the top of your head. If you aren’t sure about the influencers in your area, there are a few tools that can help.

  1. Perform a BuzzSumo Influencer search for your topic or industry
  2. Search Twitter bios via Followerwonk.
  3. Browse LinkedIn’s Pulse discover section to see the names of relevant influencers

Once you’ve identified influencers, the second step is to benchmark their statistics.

Let’s start with Facebook, which makes this process super easy. As a page administrator, you have the opportunity to watch other Facebook pages and to pull the high level stats from these pages directly into your own Facebook Insights.

At the bottom of your main Facebook Insights page, you’ll find the Pages to Watch section, and you can click on the Add Pages button to search and find the pages that inspire you.

facebook pages to watch

On Twitter, you can try a bit more of a manual process. (The process is the same for Facebook stats you might want to benchmark that aren’t shown in the Pages to Watch section.)

Go to an influencer’s profile, and jot down the notes on how their recent tweets have performed, according to the metrics that matter. For instance, if we were to check out Rand Fishkin’s Twitter profile, we’d see that a recent tweetreceived 34 retweets and 19 favorites. Combined with other posts from his account, you could create an average per-post metric and use this as an inspirational benchmark.

Of course, one of the easiest inspirational benchmarks to set is followers. Look at the other pages and profiles in your industry, average their follower count, and—-bingo!—you’ve got your benchmark for followers for your own accounts.


Knowing at-a-glance the success of your new social media updates is a huge time saver (and one of our best tips for managing multiple social media accounts). Whichever of the four benchmarking methods you choose, you’ll find a great standard to aim for with your new tweets.

  1. Aspirational – Shoot for the stars by benchmarking with some of the biggest and best brands
  2. Trended – Aim to meet the high standards you’ve achieved in the past
  3. Earned – Track new campaigns side-by-side with successful campaigns from before
  4. Inspirational – Find inspiring, influential accounts in your field and seek to reach their level

I’d love to hear how this process feels for you and if there are any questions about how to set up benchmarks for your social media strategy. Let me know in the comments! I’d love to chat more.

Image sources: The Noun Project, Blurgrounds, Unsplash, JIAD, Simply Measured

+complete note

Coca Cola, una máquina publicitaria en la jornada laboral

Ayer, luego de ver este anuncio publicitario de Coca Cola, pensé que estaría bueno remarcar ciertos aspectos publicitarios que alteran nuestra conducta cotidiana.

Recuerdo comentarios de mi abuela Celia, diciéndome que en el trabajo, cada tanto hacía una pausa y se tomaba una Coca. Esto no es casual, dado a que en 1950, las campañas de Coca Cola estaban destinadas a ese público en particular.

El tema es, habiendo redes sociales hoy por hoy y con cierta cultura que atenta sobre la “caja boba”, seguiremos siendo un público cuyas conductas son fáciles de alterar con el mensaje publicitario. ¿Cuáles serán los resultados de acá en adelante?

El marketing de contenidos en Internet

Leí una nota en IECO sobre el marketing de contenidos que me pareció importante para compartir en este blog.

Uno de los aspectos a destacar, a modo de crítica contructiva, es ¿cuánto más “barato” es este marketing de contenidos? Según esta nota, este, es uno de los factores por el cual, las marcas, hablan de manera subliminal de sus productos y siguen fomentando la venta desde otro enfoque.

La ruta del marketing digital #Infografía

Según la infografía que podemos ver, el social media marketing es la puerta de entrada donde las empresas pueden agregar valor a sus productos e interactuar con su público objetivo. Y el inbound marketing es el conjunto de técnicas que se utiliza para aumentar la interacción en las redes o la web digital.


Comprar + tirar + comprar

“Comprar, tirar, comprar” es un documental, dirigido por Cosima Dannoritzer, que nos revela el secreto de la obsolescencia programada, el motor de la economía moderna.

Hace un recorrido por la historia de una práctica empresarial que consiste en la reducción deliberada de la vida de un producto para incrementar su consumo porque, como ya publicaba en 1928 una influyente revista de publicidad norteamericana, “un artículo que no se desgasta es una tragedia para los negocios”.

Baterías que se ‘mueren’ a los 18 meses de ser estrenadas, impresoras que se bloquean al llegar a un número determinado de impresiones, bombillas que se funden a las mil horas… ¿Por qué, pese a los avances tecnológicos, los productos de consumo duran cada vez menos?

Comprar tirar comprar (Cosima Dannoritzer) from RubyNRK on Vimeo.

Los sueños, la meca publicitaria del futuro

Luego de ver este capítulo donde Fry y Leela hablan sobre la publicidad en los sueños, descubrí una nota donde esto parecería no estar tan lejano gracias a la agencia BBDO.

Sailor Jerry, tatuador americano, y un slogan con mucha fuerza!

Norman Keith Collins (January 14, 1911 - June 12, 1973)

Norman Keith Collins (January 14, 1911 – June 12, 1973)

Un slogan con el que me encontré el día de hoy fue “MY WORK SPEAKS FOR ITSELF” o bien “MI TRABAJO HABLA POR SÍ SOLO”… Una frase contundente y fácil de recordar. No estoy seguro si lo inventó Sailor Jerry, pero este fue el dato que encontré.

Sailor Jerry fue un afamador tatuador americano nacido en Reno y su técnica estaba vinculada a los marineros y con un estilo muy particular.

Si quieren saber más sobre este artista fallecido en los 70s´, entren a este link. 


4 Awesome Types of Successful Twitter #Contests

Using Twitter professionally for the past 3 years, I’ve seen my share of contests that were organized by both the bigger brands and smaller businesses.In fact, if you were to search with the phrase ‘RT to win’ on Twitter, you’ll find many interesting contests being held on a daily basis.

A Twitter contest is not only a great way to build buzz and increase brand engagement, but it also generates new followers and grows your brand presence.

There are even some who would suggest that Twitter contests are more effective at building engagement than any other online (paid) investments.

Clearly then, as Twitter grows its influence in social media, so too would the importance of Twitter contests.

There are several different types of Twitter contests.

1. Creative answer

In a ‘creative answer’ format, users are usually asked to answer a question from the organizers using a hashtag. The answers need to be as creative as possible, and the winners will be chosen by the organizers.

This format has been tried and tested in offline media over the years, where contestants usually have to write a creative answer within a certain amount of words (50 words, 100 words, 200 words, and so on). Twitter contest organizers have easily adapted this format, seeing that Tweets are already subjected to character limitations.

Here is one example:Back in 2010, KFC held a ‘creative answer’ Twitter contest. Winners were presented with a $20,000 scholarship by KFC. The applicants had to explain, in 140 characters or less, why they deserved to win and include the hashtag #KFCScholar in their tweets.To make this more relevant with the concept of advertising, we need to take a peek behind this $20,000 scholarship.

First let’s understand that the cost of this contest is the amount of scholarship. That’s $20,000. Then, throughout the contest, it was found that there were over 2,800 participants. So the average cost to gain 1 participant (or to gain 1 engagement) is $7.14! That’s not a bad amount to dish out in order to get 1 person to talk with your brand.

Amanda Russell (@arlp111) was the winner of the contest by tweeting “#KFCScholar Hey Colonel! Your scholarship’s the secret ingredient missing from my recipe for success! Got the grades, drive, just need cash”.

Essentially, from Amanda’s perspective, she is being paid $142.86 per character by KFC. I’m sure other participants were not shy about joining this contest because they were given a chance to get paid for tweeting 140 characters @ $142.86 per character.

Twitter Contests KFC

2. Sweepstakes

A sweepstakes is a contest where winners are chosen at random or through a ‘lucky’ draw. Sweepstakes can come in several different forms as well, namely:

1. Retweet to win

One of the most popular contests on Twitter. As the name suggests, participants are required to Retweet to stand a chance of winning. After the duration of the contest has ended, winners will be picked at random. It is one of the simplest contests to set up.

There are two ways that organizers can do this:

a. Manually

Organizers simply post a tweet on Twitter asking users to Retweet if they were to join the contest.

There are several downfalls of this, and one of the most critical ones is the organizers won’t be able to provide much information about the contest with the 140 character limitation on Twitter. Some organizers will have use their blogs, websites, or set up a new landing page to give more details about the contest such as the rules, the duration, and the prizes.It will be tough to pick winners too as organizers have to manually copy and paste the participants or use software like to pick random winners.

Here is a contest held by the National Lottery @tnluk, their tweet have been retweeted over 3000+ times.

Twitter contest National Lottery

Another issue with retweet to win contests is that an entrant does not agree by any rules before retweeting or specifically agree to enter the contest and be bound by their terms. This can have many legal implications.

b. Application

Alternatively, businesses who want to organize a Twitter contest (inclusive but not limited to ‘RT to win’) can also use an application. Binkd, an easy-to-use platform for promotions, recently just launched a free Twitter contest application that allows businesses to set up a branded Twitter contest efficiently. Using the application, users can set up a landing page with their company logo, give more information about the prizes, and more information about the contest. The winner of the contest will be picked automatically after the contest has ended.  By providing a dedicated entry form the legal implications of a manual contest is removed.

c. Follow to win

To get more followers, some businesses will ask participants to follow them to be included in the contest. All they need to do is to follow or retweet and follow. Winners will be randomly drawn after the contest has ended. Here is a contest held by @hairdazzle on Twitter.

Again, this bears the same legal implications as a manual Twitter contest.

Twitter contest hair dazzle Cosmopolitan

3. Photo Contest

A picture is worth more than 140 characters on Twitter. For this type of contest, users will have to send in a photo and they will stand a chance to win a prize, usually in a form of a small gift or a voucher. Like the ‘creative answer’ contest, the winner or winners will be picked by the organizers. Here is an example of a contest: @LaTasca, a Spanish Tapas restaurant in the UK, recently gave away a £50 La Tasca voucher for the customers who have sent a Twitpic of their tapas.

Twitter contest La Tasca

KFC, who have had great success with their creative answer contest back in 2010, decided to innovate their contest format last year and chose instead to organize a photo contest. The contest prize was another $20,000. In this contest, users had to tweet a photo showing an example of their commitment toward education and how they are enriching their communities. The winner was Daniel Galuppo, who shared a photo of his trip to Vietnam, where he photographed orphans so that they can have a photo of themselves to keep.

4. Question & Answer

A question and answer contest is very straight-forward. Organizers of the contest post a question on Twitter and the winners would be selected based on either the fastest time it is answered by a participant, the most accurate answer, or through sweepstakes (if the organizer loses control of the contest and has no other way of selecting the winner)

While this is not the most innovative type of contest, if it is done frequently enough, it would help in ensuring that users continuously visit your Twitter account to check for random questions.

Twitter is a great platform to easily set up a contest, but there are also potential for users to abuse the contest such as creating several Twitter accounts to get higher chance of winning a contest. Hashtags could also be abused to make your contest look like spam.

As a tip, mentions of your account should be required in the tweet used for entering the contest. Twitter’s search does not guarantee that it will return every tweet with your search term, including hashtags, only mentions are all guaranteed to be returned .

A good contest needs to be prepared for everything and have clear boundaries, such as allowing users to join/retweet only once a day.

If your company is new in organizing a Twitter contest, it is highly recommended that you use an application instead because it will help in creating a strong foundation for your contest (which would help to ‘be prepared for everything’).

If you have missed it above, the Binkd free Twitter contest platform would definitely help you to build a quick and complete contest.

What about you?

What kind of Twitter contest do you enjoy entering the most? What Twitter contests have impressed you?

Have you run a Twitter contest that you would like to share.

Love to hear your stories.

Guest Author: Aaron Lee is the social media manager for Binkd.

La tabla periódica para hacer SEO

SEO Tabla Periódica

Información más que necesaria para realizar una campaña exitosa en Internet

Hoy, luego de buscar un poco de información para mejorar el rendimiento de algunas campañas en internet logradas en base a SEO (search engine optimization); encontré esta tabla periódica que me recuerda a los días en el secundario estudiando Química… sólo que esta vez la usé para ver algo que sí me interesa mucho: El marketing online

Todos los factores de esta tabla periódica son importantes, pero los de nivel 3 son los más relevantes seguidos de los de nivel 2 y 1.

Por otro lado, los factores de color colorado son los que tienen una influencia negativa en nuestro ranking. Así que con esto podemos darle manos a la obra para mejorar nuestras posiciones en los buscadores! Mucha suerte!