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.


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 random.org 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.
Read more at http://www.jeffbullas.com/2012/05/14/4-awesome-types-of-successful-twitter-contests/#4OykGdq1fVmbzAhW.99

Trayectoria del Cliente en las Compras Online

  • Reconocimiento
  • Consideración
  • Intención
  • Decisión
Los canales de CONTRIBUCIÓN desarrollan el reconocimiento, la consideración y la intención antes en la ruta del cliente o en el “embudo de compra”.

Los canales de ÚLTIMA INTERACCIÓN son el último punto de contacto antes de la compra.

vía: http://www.google.com/intl/es-419/think/tools/customer-journey-to-online-purchase.html

¿Qué pasa en 60 segundos ONLINE ?

Linda infografía … Una traducción de la película de Dominic Sena, escrita por Scott Rosenberg. JA!

Mellow Mushroom, una cadena de pizzas que utilizó #Twitter al máximo

Gracias a la agencia Fitzgerald + Co se llegó a un concepto de campaña muy particular: “Follow Me and I’ll Follow You”

Qué lograron con esto? Un impacto viral con sus videos utilizando a la mascota, una especie de hongo amarillo, para seguir a las personas (seguidores) en la vida real … cual stalker de twitter REAL!

Dejo el video:

¿Qué son los HOA? #Google

HOA o “Hangouts On Air”, de Google, funcionan como una muy buena alternativa para darle valor a tu comunidad sin la necesidad de viajar hasta un evento puntual.

Por Guido Morcillo

Después de leer el claim, “Emite tu hangout al mundo de forma gratuita” y de probar la herramienta, podemos ver grandes ventajas a la hora de utilizarlo:

– Videoconferencias o webinars de hasta 10 personas (incluso hasta 15 bajo determinadas condiciones).

Aclaro que para que esto pase, deberías tener una cuenta en Gmail, donde vas a recibir la invitación de participación + una cuenta de  Google Plus

-Podés crear una cita vía Google Calendar y recordarles el evento a todos los participantes. En el momento en que la creás, aparece automáticamente un posteo en tu cuenta de Google + con el evento.

– Terminada la conferencia, se sube automáticamente a tu cuenta de Youtube.

Para cerrar un poco este mini “tutorial” de lo que puede ser HOA, les dejo un Hashtag para que sigan:


Que lo disfruten!

Youtube MastHead, caso de éxito #Heineken

Luego de explorar la Web promocional de Youtube , noté grandes cambios y una alternativa con resultados comprobados para la TV. Dicho de otra forma, más que una alternativa, sería un complemento:

Otro ejemplo, usando #QR code para la última película 007  “Skyfall”:

¿Cómo alguien puede decirse especialista en social media si los medios sociales son unos niños de 5 años?

Una interesante pregunta que me hicieron hace algunos días, un poco relacionada al tema de los Expertos en Social Media del que ya hemos hablado anteriormente. Hoy analizo y respondo esta pregunta.

Comencemos analizando la pregunta

En realidad Social Media no tiene 5 años, recordemos que Social Media bien podemos decir que es un término de moda, finalmente se usa para refererirse a la interacción digital que se da en los medios sociales.

A ver, entonces ¿qué son los medios sociales?

Bueno, los medios sociales son cualquier sitio de internet que cuenta con características “sociales“, como lo son los famosos “Me Gusta“, el poder comentar, el poder marcar algo como favorito, el poder reenviar el mensaje, el poder usar etiquetas, etc. Los sitios de redes sociales como Facebook y Twitter definitivamente son medios sociales, si tu blog cuenta con las características que mencioné, entonces tu blog también es un medio social (Blogger por ejemplo nace en 1998, y lo compra Google en el 2003).

Entonces ¿Social Media ya existía desde antes?

Efectivamente, la interacción digital se ha dado desde los primeros días de las redes, incluso antes del internet, sólo que los “medios sociales” no eran tan sofisticados (tecnologicamente hablando, porque en experiencia de uso ahora son más sencillos) como los de ahora. En aquel entonces existían los famosos BBS, el IRC entre otros mecanismos de comunicación, en donde podías entrar en canales o cuartos, podías reenviar el mensaje de otra persona, podías crear tus grupos abiertos o cerrados, y hacer prácticamente todo lo que puedes hacer ahora pero a través de una pantalla negra con un cursor parpadeando, al cual le tenías que dar comandos raros.

Desde aquellos tiempos existían las comunidades digitales, y claro, también existían los administradores de la comunidad, se les llamaba administradores, el equivalente al ahora famoso Community Manager.

Y estos administradores tenían que lidiar con muchas de las situaciones que hoy vive un Community Manager, como lo es el motivar a la comunidad, integrarla, crecerla, procurarla, calmarla, encausarla, y claro, lidiar con trolls.

Wow, entonces el atender comunidades es algo que viene desde mucho antes.

Definitivo, yo recuerdo cuando me conectaba a los BBS por módem por allá de finales de los 80′s. Y que no llegarás tarde porque se acaban las líneas disponibles. Después con el internet todo se aceleró.

Pero no todo existía desde antes…

Ahora, la pregunta tiene algo de razón en el hecho que el “Social Media” de antes no es igual al de ahora. ¿Por qué? Pues simplemente porque anteriormente la gente que estábamos en las comunidades era de un segmento más especifico, como profesionistas, empleados de centros de investigación o de alguna universidad. Y claro, el nivel técnico era mucho más alto, así que se podría decir que era gente con cierto grado de preparación (y claro, niños raros como yo que nos conectábamos a la brava por iniciativa propia).

El día de hoy encontramos una gama de usuarios muy diferentes, unos muy estudiados otros con poca preparación, unos por entretenimiento otros por profesión.

Ahora, lo que sí, es que desde siempre hemos encontramos una amplia variedad en el tema de madurez emocional, en donde tenemos gente muy madura para interactuar sobre un tema y aprender de los diferentes puntos de vista, y otra gente que va con el lema “si no estás conmigo estás en mi contra“.

Fuente: http://www.dosensocial.com/2012/11/21/como-alguien-puede-decirse-especialista-en-social-media-si-los-medios-sociales-son-unos-ninos-de-5-anos/

Un Community Manager sin blog, es como un cazador sin arma #CM

Si sos Community Manager, o te gustaría serlo, algo que tenés que tener en cuenta  es la importancia de poseer un blog para desarrollar tu carrera profesional.
Si no tienes un blog, eres como un cazador que quiere salir de caza pero no tiene arma, que vas a conseguir, absolutamente nada porque un blog para un Community Manager ayuda a tu personal branding puesto que te posiciona dentro de los temas que trates en el mismo, dando una visión más profesional de ti mismo a los demás. Ya sabemos que un blog con tu nombre, es el mejor personal branding.
El hecho de tener un blog dinamiza tu forma de redactar haciéndola más ágil y fresca, lo que hace que consigas lectores fieles que vuelven una y otra vez para leer tus actualizaciones y te ayuda en el modo de escribir para la hora de hacerlo en Redes Sociales.
Además, permite dar tanto tu opinión como ayudar a que otros construyan la suya propia e incluso hablar sobre herramientas o productos que recomiendan o que por el contrario no recomiendan, es decir,  un blog puede ayudar a un Community Manager a convertirse en un líder de opinión respetado en la red.
Si linkeás tus Redes Sociales en tu blog, conseguirás seguidores de una forma fácil puesto que está expuesto a un mayor público. Todas ellas ya permiten introducir sus widgets en la barra lateral de tu blog,
Cómo vemos, el blog es una herramienta básica en el trabajo del Community Manager, si consigue todos sus objetivos como blogger, conseguirá ser influyente.
Y VOS, considerás que el blog es un arma imprescindible para el Community Manager?

5 Remarketing Tips to Maximize Your Holiday SEM

, December 5, 2012

Remarketing works because you already know something about a user: at the very least, they’ve been to your site and therefore have some interest in whatever it is you’re offering. That’s really powerful knowledge.

Now that it’s December, you also know something else about people, which is that they will almost certainly make several purchases in the next few weeks. Here are some tips to make sure you maximize that knowledge and turn it into dollars.

1. Go Big or Go Home!

Even if you aren’t ecommerce, this applies. We’re in a time of year when the ad marketplace goes crazy. Dollars are flying everywhere.

Additionally, users are more amenable to seeing ads right now. In fact, they seek them out, doing things like buying newspapers just to see the local deals.

To ensure you maintain your impression share on your surely valuable remarketing campaigns, turn up the volume! Increase your bids (or CPA targets) and increase your budgets.

Additionally, ramp up your impression caps. You still don’t want to over-expose, but the threshold of tolerance is much higher to users right now.

2. Target Everything You Can

Again, people are in super-buying mode. Pixel your promotional emails to bring interested old customers back.

If you have a blog or other content that generally is made for SEO, pixel it and target those users too. Remarket to your YouTube video viewers. All the top-of-funnel purchase research that happens the rest of the year has a really high likelihood of coming to fruition in the next couple of weeks.

Also, if you typically stop remarketing when somebody converts, consider continuing to hit those users, as they may order again. I personally have made seven unique purchases on Amazon since Monday!

3. Target the “Wrong” Demographic

We’re now in Bizarro-land. It’s the only time of year when women buy lots of hunting gear, 25-year-olds buy Hummel figurines, and anybody can be compelled to stop in the middle of their “Words With Friends” session to go buy that gift they’ve been meaning to get. If you have any exclusions (genders, categories, placements) on your remarketing campaigns, consider taking them off.

Even better, create campaigns that specifically target everything you normally exclude with customized messaging (e.g., “Want to Buy Him the Perfect Hunting Vest?”).

4. Get on the ‘Remarketing Lists for Search Audiences’ Train


If you aren’t already using this feature, this is the perfect time to start, because right now, for this target, you know three things about a user:

  • They have been to your site.
  • They will buy something(s) very soon.
  • What keyword they just searched for.

This allows you to hit a way bigger keyword set than you use in your normal campaigns – you can bid to number one spots on head terms that generally don’t have ROAS for you, like “chair” or “toy” (along with super-cheap ones like “gift” and “free shipping”).

If figuring out those keywords is too much work, layer Google’s Dynamic Search Ads (the beta where you let Google “scrape” your content and serve search ads whenever they feel like it) with RLSA. Given all the things you know about these users, this level of targeting – broad match that’s so broad there aren’t even keywords – actually makes sense.

5. It’s Not Over When it’s Over!

If you’re planning to dial your remarketing back on December 26, think again! Spending tends to remain inflated until around Jan 20, when the credit card bills come.

There are people to target who want to buy themselves what they are disappointed wasn’t gifted to them (could make for a great creative concept or promo!). Additionally, if you’re an ecommerce business and you’re doing it right, on Dec 26 you’ve probably just collected the biggest remarketing bucket that you’ve ever had – and, hopefully, lots of satisfied customers.

Think of it like you think of your email list. There are huge opportunities at driving loyalty through remarketing that gets purchasers to write a review, engage with your social media, or purchase accessories. All the stuff you’d push in emails can also be pushed through remarketing.


By capitalizing on the universally higher intent to purchase this time of year with smart remarketing targets, you can drive serious profits – the best holiday gift of all!