Des de que empezamos el proyecto de i-Marketing Consutling , estamos realizando campañas de marketing social, y ejecutando planes de acciones sobre facebook, digg, youtube, etc. Pero en otros muchos casos nos encontramos que el siguiente problema ( ver video ), pero aconsegamos alternativas como la que verás en el video.
The Secret Sauce of Social Media:
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Tags: marketingsocial web 2.0
Categorías: web 2.0
Podeis seguir viendo nuestro blog en www.i-marketingconsulting.com/wordpress
Ahora hemos instalado wordpress en nuestro servidor, para poder optimizar el blog.
Saludos,
Xavier Rivera
CEO i-Marketing Consulting.
Categorías: Bienvenidos · Eventos - Jornadas · Marketing Digital Internacional · Posicionamiento SEO/SEM · web 2.0
Esta guia os puede servir de ayuda sobre todo para convencer a vuestro jefe que el Marketing Social en Internet no es un broma.
fuente: www.seomoz.org Posted by randfish
I’ve been asked several times to give presentations on the basics of social media marketing, and have now refined my 15 minute introductory tour to the point where I think it’s fairly good (and I’m really damn picky about my presentations). The following presentation (in visual and text form) should be helpful for anyone trying to convince their bosses, team or cohorts that investing in SMM is a worthwhile pursuit. Enjoy!
SECTION I: What is Social Media Marketing?
Before we ask that, we really need to start with the goals of online marketing as a whole!
Guess What? Social Media Marketing Can Help with All of These Things.
How, you might ask?
The first step is social interaction over the web. Platforms like Wikipedia (in the Web 2.0 world) or even forums and chatrooms (way back in the ’90’s) let ordinary users reach hundreds or thousands of other web-savvy people.
You + Wikipedia = Your Content in Front of Lots of Eyeballs
SMM also involves the practice of viral content creation and promotion. By building content on your website that’s inherently alluring to a web-based audience, you can attract positive attention of all kinds.
In the example above, this singles map, showing the distribution of cities in the US with high/low men-to-women ratios, was “spread” across the web after it was promoted on Digg. The content’s creator, National Geographic magazine, hadn’t enabled the map to be visible in an online format, so the owner of a dating website actually re-published the image and built up a considerable amount of mindshare and relevant links.
Technical goals, like control of the search results to help with reputation management, are also a part of SMM’s appeal. You can push down negative listings, swarm competitors, and build high ranking pages that can drive secondary traffic to your site(s).
The image above shows the power of social media profiles – a search at Google returns pages and pages of my profiles at various sites where I’m a regular contributor (and plenty where I’ve barely contributed at all, too).
Social media’s power lies in its ability to engage the “right” kind of participants. Key influencers are heavily overrepresented in social media (and the blogosphere), and immense value can come from getting your brand/content/product in front of their eyes.
SECTION II: Why is Engagement with Social Media Valuable?
Because social media supports both branding and mindshare goals
See? Branding on the left, mindshare on the right.
Social media participation can also bolster your search marketing goals. The engines want to see high quality, frequent, editorial links pointing to your site as a pre-requisite to rankings. The social web allows marketers to reach audiences who can provide these valuable links, giving them an edge on their less social competition.
SMM is also, obviously, great for traffic and even conversion rates. Social sites like Digg, Reddit, and popular blogs drive tens of thousands of visitors, and while those users frequently won’t engage directly with your brand right away, they’ve now had a “branded experience” and are more likely to have positive associations and a brand memory in the future, both of which will serve to increase conversion rates.
SECTION III: Why Now? Why Has Social Media Suddenly Become So Important?
Because social media has suddenly become very, very popular.
The chart above shows that year over year, 2007 was a breakout for user-generated content and participatory sites. The bottom half tells the story of opportunity – social media marketers have an opportunity to contribute and shape the social web before the noise of millions of users makes a single voice impossible to hear.
A few quotes from studies performed in the last 2 years stand out, including:
Brand Advocates have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand…
…Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence…
…Social Media is the Key – Study findings showed that Brand Advocates are taking full advantage of social media tools and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle…
Source: Yahoo! + ComScore Study on Brand Advocates - December 2006
Passionistas heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are more likely to create and share user-generated content online such as photos, blog posts or videos about their passions. Because of their intense engagement around sharing information about their passions through digital media, Passionistas are natural brand advocates and 52% more likely than typical users to recommend or influence others about brands aligning with them.
Brands that stimulate conversation among passionate consumers will be rewarded through the credibility that comes from trusted word of mouth,” said Jim Kite, President of Connections Research and Analytics at MediaVest. “Accessing Passionistas online also offers the ability to track this valuable group’s media consumption habits, enabling brands to optimally – and accountably – leverage their advocacy power
Source: Yahoo! Passionistas Report – September 2007
If that doesn’t convince you, read on:
It’s not surprising for most Internet users to find that influencers of all varieties are heavily engaged with the web in general (and the blogosphere in particular), but it’s amazing to imagine that US influencers are actually trailing countries like China, South Korea, & Japan in blog engagement.
SECTION IV: How Does SMM Help with SEM?
Remember back to a time long ago when search engines weren’t too smart? There it is – just about 1997. Altavista and Lycos and NorthernLight were scanning keywords and meta tags, trying to sort out who repeated the phrase “dancing baby gif” the most.
Obviously, these primitive engines didn’t last long, and with the evolution and popularization of link-based algorithms, search engines became smarter. However, the gaming continued. Once search marketers learned of the biases towards links, the Internet starting flooding with “non-editorially given links” based on a desire to manipulate the rankings of the engines. These links were never intended to be clicked, and the motivations behind them weren’t to “endorse the quality or relevance of another site’s content.”
The “links as votes” algorithms could only persist so long as links were truly meant as votes – and with the Pandora’s box of PageRank spilling across the web, the search engines had to resort to better and more careful analyses of which links to count. Thus, they developed advanced algorithms for calculating trust, segmenting pages, watching for spikes of unnatural link activity, and generally cramping down on the search world’s less cautious manipulators.
With tactics like link farms, reciprocal schemes, paid link networks,and forum, guestbook, and blog spamming all going the way of the Dodo, websites that wanted to rank atop the engines needed to return to the roots of organic marketing. This re-ignited the age old conflict of the marketer vs. the trusted source – how does a company get their product or service in front of the right people to let it spread editorially?
This phenomenon brings us to a string of fundamental questions… and their answers
#1 – Who Creates Links on the Web?
Oh, right… It’s these guys:
I like to call them the Linkerati, but they are, in essence, merely an extension of the offline world’s influencers – journalists, traveling salesmen, and your neighbor Jessica, who always has some new remarkable product or company to tell you about. The Linkerati are powerful – they own the editorially given link structure of the web, and this brings us to our second question…
#2 – How Can Marketers Reach the Linkerati?
Oh, right… Social Media Marketing! Through the sites and blogs that Linkerati frequent and are influenced by, we can build a marketing campaign that uses content-based strategies to get in front of the right people. But, is getting in front of them enough? Can we play a passive role once our brand has been seen? Or, do we need to do something more – perhaps ask another question.
#3 – How Do Influencers Spread Content?
Oh right… We’re going to need to know this if we want our Linkerati to socially spread our ideas. Lucikly, I’ve got this handy bullet point list:
Not all of these are inherently trackable, but many of them are, and by measuring successes against failures in the online world, we’ll be able to get a sense of what plays with the Linkerati.
#4 – What Types of Content Are Likely to Become Viral?
This final question comes after months and years of experience and in many cases, its uniquely tailored to your specific industry or niche. Luckily, we’re not really going to leave you hanging – Jane’s new linkbait guide is out today, and although it’s part of our premium content, it does a fantastic job of explaining the ins and outs of why some content succeeds while others falter. In the interim, this chart is pretty useful, too:
Hopefully, you’ve enjoyed this social media basics presentation in blog format. For those who’d prefer, you can download the whole thing in Microsoft Powerpoint here as well.
p.s. I did not end up giving this presentation at Pubcon Las Vegas – instead, I asked the audience to vote between this and a more advanced walkthrough of social media sites, and more than 90% opted for the latter. I’ve asked that no one blog or reveal the contents therein, but we will have it available for download behind the premium content curtain at the request of a very smart audience member 
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¿No sabes qué es un blog , ni para que sirve? este video te ayudará 
.
Blogs in plain English:
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Con nuestros clientes intentamos recomendarles que apuesten por el SEO 2.0, en otras palabras en el posicionamiento social en Internet.
Creo interesante este artículo como buena fuente de comparación.
fuente: http://seo2.0.onreact.com/seo-vs-seo-20-top-15-differences
SEO 2.0 | SEO vs SEO 2.0: Top 15 Differences
| SEO | SEO 2.0 |
| Link building, manually adding them, submitting static websites to directories, link exchange, paying for links | Getting links, enhancing it by certain actions like blogging, writing pillar content, creating link bait, socializing |
| On site optimization for spiders: example repetitive page titles concentrating (solely) on keywords | On site optimization for users. Example: Kick ass post titles |
| Competition: You compete with others to be on the first page/in the Google top 10 for keywords | Cooperation: You cooperate with each other submitting fellow bloggers to social media or voting for them, you link to them |
| Barter: You give me link and only then I will give you one | Giving: I link you regardless whether you link back, but in most cases you will, more than once |
| Hiding: We’re not doing SEO, we can’t show our client list publicly, impersonal SEO company | Being open: Welcome our new client xyz, we are proud to work together with them, Rand Fishkin and his team |
| keywords | tags |
| Optimization for links | Optimization for traffic |
| clicks, pageviews, visits | conversions, ROI, branding |
| DMOZ | del.icio.us |
| Main traffic sources: Google, Yahoo, MSN | Main traffic sources: StumbleUpon, Niche social news sites, Blogs |
| one way communication | dialog, conversation |
| top down | bottom up |
| undemocratic, who pays most is on top | democratic, who responds to popular demand is on top |
| 50% automated | 10% automated |
| technocratic | emotional |
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Tags: posicionamientosocial
Categorías: Posicionamiento SEO/SEM · web 2.0
Muy buen artículo sobre Facebook, espero que os sea de utilidad .
By Justin Smith [justin at insidefacebook dot com]
Introduction
A large and growing portion of some of the most valuable demographics in America and the world are spending more of their time and attention on Facebook and less on other channels and media. Not only are US college students and teenagers fully engaged in Facebook, but adults, professionals, and people from around the world now constitute a substantial portion of the Facebook userbase as well.
However, most marketers lack a comprehensive understanding of the vast array of explicit and implicit marketing channels Facebook offers – most of which are viral. My goal here is to provide an introduction to what’s possible on Facebook to the spectrum of marketers from brand advertisers to volunteer grassroots evangelists.
Facebook offers many ways to get the word out and bring the people in. Here’s how to get started.
Contents
I. Tools for Guerilla Marketers
1. Profile Page
2. Groups
3. Pages
4. Events
5. Notes and Photos
6. Messages
7. Marketplace
8. Share / Posted Items
9. Networks
10. Mini Feed and News Feed
II. Tools for Advertisers
11. Social Ads
12. Integrated Opportunities
13. Beacon
14. Polls
15. Facebook Platform Ad Networks
16. Facebook Platform Application Sponsorships
17. Sponsored Facebook Groups
III. Tools for Application Developers
18. Profile Box
19. Mini Feed
20. News Feed
21. Invitations
22. Facebook Notifications
23. Email Notifications
24. Application Directory
I. Tools for Guerilla Marketers
For the aggressive guerilla marketer, Facebook offers a bevy of viral channels to get the word out to your friends and creatively reach your target audience. The best part about these guerilla tactics is their cost: $free. Everyone on Facebook can use these strategies to recruit and evangelize their causes.
1. Profile Page
The starting point for your presence on Facebook is your profile page. Your profile page is basically a landing page that you design in order to convert your friends to engage with certain parts of your identity.
Not only is your profile the page that you have the most control over, it’s the place where you can most deeply and authentically express your passion for the brand, company, or product you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your products or services are so valuable. Take advantage of Personal Info, Work Info, Photos, and applications to tell bits and pieces of your narrative as it relates to your brand. If you’re not buying your own stuff, why should anyone else?
If you don’t want to associate your personal identity with the product or service you’re trying to promote, Facebook is not for you. Inherent in the current state of Facebook is a culture of transparency that devalues and ignores inauthenticity. If you’re afraid to show the real people behind your campaign, that’s okay–but save your time and money and go somewhere beside Facebook.
Finally, most people don’t realize how many page views profile pages generate. One of the most common habits of Facebook users is browsing the profile pages of friends and stalking the profile pages of people they want to learn more about. By connecting to hundreds of parters, customers, associates, and friends on Facebook, you’ll drive a TON of traffic to your profile page. Take advantage of that huge opportunity.
2. Facebook Groups
Groups are oldest and simplest way to build community around your brand or company on Facebook. By starting a group, you create a central place for customers, partners, and friends to participate in conversations around your brand. Facebook groups come with boards for posting discussion topics, photos, videos, and links right out of the box. You can also easily send news and updates to your group members as often as you like – messages arrive in their Facebook Inbox. And the best part about Groups is you can create as many as you like for free.
Groups are one of the simplest ways to do viral marketing on Facebook. Once members have joined your group, they can easily invite their friends to join the group via a built-in Invite feature. If your members are excited about your group, it can grow really quickly. (1,000,000 Strong for Stephen Colbert grew from zero to one million members in 9 days!) Additionally, your group name will usually appear on your members’ personal profile pages until they leave the group. Many people view groups as “Bumper Stickers” for their profile page in this regard. Because profile pages are highly trafficked, these links can generate a lot of clicks to your group page.
Of course, groups do have their problems. First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size. While Facebook is working on removing this limit, group owners are still currently experiencing this restriction at 1000-1500 members. Second, if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook. This can take a lot of time. Finally, while Groups do offer a reasonably robust feature set with no setup, you’re not able to extend their functionality with Facebook applications. In order to use those, you’ll need to get a Facebook Page.
3. Facebook Pages
Pages were launched by Facebook in November 2007 as a way for businesses of many types to easily establish a brand presence on Facebook. Pages are a lot like groups, with some important differences:
Pages are a good option for small or local businesses that want to establish a presence on Facebook. Like groups, they’re another free and easy way to do viral marketing.
4. Facebook Events
Facebook Events is a free application developed by Facebook that anyone can use to promote marketing events, sponsored parties, or even product launches, transactions, or company milestones.
When you create an event, it gets a fully-featured page, much like a group, that includes a wall, discussion, photos, videos, and links. You can invite all of your friends to the event; friends you invite will receive a special notification requesting their RSVP. You can also add admins to the event, who can also invite all of their friends.
Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event.
5. Facebook Notes and Photos
Notes and Photos are two Facebook applications that allow you to share blog posts and pictures with your friends. You can use these features to post content about your brand, but be careful to always do it authentically – don’t be spammy. If your photo albums are all company logos, for example, you’ll lose a lot of credibility.
One feature that often goes overlooked within Facebook Notes and Photos is “tagging.” When you publish a note or post a photo, Facebook allows you to “tag” that note or photo with the names of your friends who are “included” in it. When you “tag” a friend in your photo or note, he/she gets a special notification. However, you don’t have to use “tagging” only to tag people that are actually “included” in the note or photo–you can also use it to selectively choose certain people whose attention you want to bring to the content you’ve created. When they view your note or photo, they’ll see the other people you tagged in it – so make sure it’s a group of people they’d be complimented to be included in.
6. Facebook Messages
The rise of Facebook Messages as a popular alternative to email has confused many “old” people. Nevertheless, Messages can be a powerful vehicle for targeted marketing on Facebook.
Messages are like email, except a lot less fully featured – Facebook offers no way to search, sort, filter, categorize, or star messages. While Facebook’s default privacy settings prevent you from seeing the full profile page of most Facebook users, Facebook allows you to send messages to users you have no connection with.
However, Facebook has invested heavily in message spam prevention. If you use your Facebook account to message users you have no connection with in high volume, Facebook’s automated systems will shut down your account. While they do offer a direct line to a hard to find sales lead or potential job candidate, it is not smart to try to spam people using Facebook messages.
7. Facebook Marketplace
Marketplace is Facebook’s classifieds listing service. You can post a for-sale ad or wanted ad in any of your networks for free. However, if you want to post your ad in multiple networks, you have to pay $1 per network per listing.
Like with messages, spamming up the Marketplace will get your account deleted and your ads removed. It’s most likely not worth your time to try to evade their systems.
Unlike other Facebook-developed applications, Marketplace does not get heavily used by most members. My Marketplace ads have only yielded a few leads. However, unlike Craigslist, which is anonymous, all Marketplace responses are tied to real Facebook accounts. When you receive a response to your Marketplace listing, you can see the respondent’s profile page even if they’re not your friend.
8. Facebook Share / Posted Items
Facebook Share is a Facebook application that lets you promote any Group, Event, Photo, Link, or Application you come across by a) giving it real estate in your “Posted Items” list on your profile page, or b) sending it directly to your friends’ Inbox.
By posting it on your profile page, you can direct some clicks to the shared item. However, while this is an effective promotional tactic, it’s not as targeted as sending it directly to friends’ Inboxes. Those messages are more likely to convert into valuable clicks.
9. Facebook Networks
Facebook Networks are like group pages for everyone who’s a member of an Educational, Work, or Geographical network. While no Facebook members “own” any pieces of network pages, network pages offer 1) another way for users to discover events, posted items, and marketplace listings, and 2) discussion forums and walls which any members can post to.
Network pages are probably the most commonly accepted places to spam in Facebook. While you can post there, keep in mind that your messages may be considered spammy even if they’re real and relevant.
10. Mini Feed and News Feed
While all the channels I’ve described above are useful for grassroots marketing on Facebook, the wind that blows your marketing seeds is Facebook’s News Feed. While you’re not able to publish directly to the feeds (unless you’re willing to pay or build an application), Facebook’s Mini Feed and News Feed archive your users’ engagement with your brand and syndicate it to their friends, networks, and beyond, amplifying the reach of your campaign by orders of magnitude.
When Facebook users join your group, RSVP to your event, become fans of your page, share your photos, or further engage with your brand in any of these channels, Facebook automatically adds a feed item to their Mini Feed. That feed item exists for all to see, and is often in a prominent location on Facebook profile pages. Facebook’s News Feed, which occupies most of the login landing page, then amalgamates each user’s friends’ Mini Feeds into one unified stream of “recent news”. It’s possible that one Mini Feed item generated by a Facebook user could be seen in hundreds of their friends’ News Feeds.
The News Feed has revolutionized the way information is shared between friends on Facebook. This can mean great things for your campaign and your brand.
II. Tools for Advertisers
For marketers with a budget, Facebook offers both integrated and self-serve solutions to reach broader slices of the Facebook audience. Depending on your budget, you can get started as an advertiser on Facebook with as little as a few dollars for a short-run flyer or as much as several hundred thousand dollars for a customized “sponsored group” destination inside Facebook.
11. Social Ads
Social Ads replaced Facebook Flyers in November 2007 at the same time Facebook launched Pages. With Social Ads, Facebook offers advertisers the option to pay on a CPC or CPM basis, whichever they prefer. Social Ads offers very powerful targeting capabilities: when you create your ad, you have the option to limit who sees your ad by age, sex, location, keywords, education level, workplaces, political views, and relationship status.
Social Ads is completely self-serve and provides real time feedback on the size of your target audience and the suggested bid range to achieve impressions. While Facebook doesn’t guarantee your budget will be reached, I can’t imagine they’re anywhere close to filling their inventory.
Social Ads also offers placements in the News Feed which get much better click through. You can also target Social Ads to friends of users who have recently engaged with your brand via your Facebook Page or Facebook Beacon (for more details on Beacon, see below). These units convert at a much better rate.
12. Integrated Opportunities
If you represent a large account, Facebook has partnered with Microsoft to serve advertisers with higher campaign budgets (above around $50,000). Just contact Facebook, and a sales rep will work with you to explore more integrated advertising opportunities than are available via the self-serve Social Ads service.
13. Beacon
Beacon is Facebook’s new program (launched in November 2007) that allows partners to send Facebook information about the activities Facebook users do on partner websites, in order to be published inside Facebook via the Mini Feed and News Feed. For example, Amazon might use Beacon to send a feed item to Facebook about a book you just bought.
Initially, Beacon launched as an opt-out program that required users to explicitly prevent their Beacon feed items from being distributed to their friends on Facebook. However, after complaints by privacy advocates, Facebook modified Beacon to become an opt-in program. While the potential for Beacon to increase the flow of information valuable to marketers within Facebook is tremendous, it largely remains untested.
14. Polls
Polls offer an easy way for marketers to quickly conduct research within their targeted audience. Results are streamed in real time to a dashboard that allows marketers to break down results by gender and age. Based on your targeting preferences, you can get hundreds of responses within an hour.
15. Facebook Platform Ad Networks
When Facebook launched the Facebook Platform in May 2007, they also made a promise to allow application developers to monetize their applications however they like and keep 100% of the revenue. This market green-field led to the birth of a new niche of ad networks dedicated to serving the inventory created by Facebook Platform applications.
While the quality of these networks can be inconsistent, together they offer an important way to reach the Facebook audience often engaged in a particular vertical. Inventory is sold on a CPM, CPC, CPA, and CPI (cost per installation of YOUR application) basis. Leading firms include SocialMedia (disclosure: SocialMedia is a sponsor of this blog), RockYou, Lookery, and others.
16. Facebook Platform Application Sponsorships
Advertisers looking for more integrated opportunities inside Facebook applications can consider approaching application developers and negotiating a sponsorship directly. For example, beverage companies have sponsored “drink-sharing” applications, while contact lens companies have sponsored “winking” applications.
17. Sponsored Facebook Groups
Before Facebook Pages launched, the only option available to advertisers wanting to establish a certified presence on Facebook was through the Sponsored Group program. Sponsored Groups are Facebook Groups with the ability to customize the HTML of certain regions on the page.
Surprisingly, the cost to rent a Sponsored Group on Facebook starts at US $100,000 a month. Not surprisingly, the number of Sponsored Groups purchased over the years has remained small. I expect Facebook to phase out Sponsored Groups as they seek to bolster Social Ads and Pages.
III. Tools for Application Developers
For marketers who can harness technical resources, the Facebook Platform offers the most powerful way to create engaging connections with your target audience on Facebook. Thousands of third-party applications have already been built on the Platform APIs–many of which have allowed for new kinds of deep brand experiences, and many of which turned out to be transient ad delivery vehicles that failed to take user experience into account. While I can’t tell you how to dream up a good app for your business here, I will explain the channels that your applications must absolutely take advantage of in order to achieve maximum success.
18. Profile Box
Surprisingly, the most common way new users find applications is through application profile boxes on their friends’ profile pages. The challenge of profile box design is making it both compelling for an existing user to keep it on his/her profile, and appealing enough to a new user to click on and install the application. If your profile box doesn’t provide the profile owner sufficient value to merit its presence on the profile page, your user will hide your profile box, or worse, uninstall your application. Simultaneously, if your profile box is too spammy, your user will get rid of it instantly.
19. Mini Feed
The Mini Feed is a powerful part of the Facebook Platform API that allows developers to publish news about a user’s engagement with their applications. Like the profile box, your feed items must be compelling to the profile owner while not being spammy, AND attract your user’s friends to click on the feed item and explore the app. If you mess up in either direction, users will hide your feed item, and thanks to a recent new feature from Facebook, uninstall it in-line.
20. News Feed
As I mentioned earlier, the Facebook News Feed offers immense value by syndicating your feed items to thousands of users’ home pages inside Facebook. In a previous post, I examined some of the tactics application developers can employ to optimize their feed items for News Feed performance.
Recently, Facebook enabled a new way of increasing the selection frequency and distribution breadth of feed items called Feed Templates. By registering feed templates in your Developer Settings, your feed items can now be a) lumped together and shown more often, and b) shown to friends of your app’s users who don’t have the app installed (previously, only friends who had the app could see your app’s feed items in their News Feeds).
Testing, tracking, and optimizing your feed items is a worthwhile investment for any application developer.
21. Invitations
One of the most powerful viral channels available to Facebook Platform application developers is invitations. The invitations API allows users of your application to invite up to 20 of their friends per day to install your app. When maximized, invitations can lead to very quick growth.
However, encouraging your users to invite their friends to install your application is not as easy as you think. The scenario must be compelling enough for your users to send invitations on your behalf, and the invitation itself must be compelling enough for the recipient to convert.
22. Facebook Notifications
Notifications get less press than feed items and invitations because they’re not as effective at spreading your app. Because Facebook mysteriously assigns your apps a spamminess rating based on the number of notifications your apps send out, many developers choose to use notifications sparingly to prevent having their notification channel shut down by Facebook. However, notifications have been proven to be an effective tool for retaining existing users of your app.
23. Email Notifications
Email notifications are just like Facebook Notifications, except they are delivered directly to your users’ email address INSTEAD of to their Facebook Notifications inbox. While originally scheduled to be deprecated by Facebook, Facebook recently enabled a new API method for email notifications that allows developers to send users up to 5 email notifications per day.
24. Application Directory
Although hard to find, a surprising number of application installations come directly from the Application Directory. When submitting your application for inclusion in the directory, be sure to create compelling art and copy for the listing, as well as your application’s About page. Doing this up front will create a meaningful difference in the number of users that add your application from the directory in the long run!
Conclusion
Never before has a social platform emerged that combines the authenticity of Facebook’s culture with the raw power of Facebook’s multitude of viral channels to offer such an unprecedented marketing opportunity.
While some remain pessimistic about the potential of social networks to become viable direct marketing channels, I believe that direct marketers who craft intelligent strategies for the Facebook environment–which will require much more creativity than SEM campaigns–will find success. At the same time, Facebook offers brand marketers entirely new paradigms for designing immersive and persuasive brand experiences.
At the same time, we are still early in the game, and we have a lot left to learn. Only when marketers learn how to capture new kinds of value available for the first time ever inside Facebook will the markets realize just how valuable Facebook is.
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Categorías: web 2.0
Artículo de Lisa Barone, que nos da argumentos a empresas como i-marketingconutling para convencer a nuestros clientes .
How to Encourage Clients to Engage In Social Media
Dealing with clients sometimes means having to rein them in. Take Bob, for example. Bob was doing some reading on the Web the other day and he heard that making it to the front page of Digg will automatically make him a millionaire and turn his unborn children smarter, prettier and more well-liked. He wants to be on Digg. Right. Now. He doesn’t care what you have to do to get him there.
But not all clients are like Bob. Sometimes you get clients that are more like Susan — afraid of social media and convinced that “widgets” are what they call scary Australians. Susan would rather stick with traditional search engine optimization methods, than try anything new. It’s your job as her SEO to encourage her to try new things that may help with her Internet marketing efforts. You have to calm her fears.
Here are some of the common fears we see and some tips on how to get clients to Just Let Go.
Client Fear #1: Control! Don’t make me give up my control!
This is a big one. Most clients are terrified of giving up complete control of their brand or image. They’re afraid that entering the social space will open the door for their users (and maybe their competition) to start talking about them. And what if it’s negative?
There are two things you need clients to understand. First, their customers and competitors are already talking about them. By participating in the conversation, it at least gives them some ability to control what is being said. Second, realize that social media isn’t about giving up control of your brand to the masses; it’s about accepting the evolution that’s occurring. By connecting with users, you’re left better able to form positive relationships and act on the insight they provide. Don’t look at it as handing yourself over to the wolves; think of it as a way to get your customers to work for you.
An example of this in action: Customer Reviews.
Sure, you may be terrified to actually let customers comment on your products directly on your Web site, but you shouldn’t be. During the User Generated Content & Search panel at last month’s SES San Jose, Matt McGee told the audience that 85 percent of the reviews on Yelp are positive, and that 80 percent of the users leaving ratings on BazaarVoice.com are giving 4 or 5 stars. People aren’t as vicious as we tend to think they are (only Susan). And so what if you do get a few bad eggs? Negative comments help to build trust in a brand. People become skeptical when they only hear good things. In other words, haters give you street cred!
Client Fear #2: Social media has nothing to do with my industry!
Not every site is going to lend itself to social media, but many will. Sometimes it’s your job to help your clients to see that. Say you have a client who is an environmental planner. They may not feel that social networking can help them or that’s there’s even a place for them on the Web. They’re wrong. Take away this fear by doing some research and showing them the neighborhoods that care about the same things they do. Maybe they’re not familiar with sites like Care2 or BeGreenNow. Be their guide.
Don’t force your clients into social media, but if you feel like there’s an opportunity that they’re missing out on, show them that. Help them understand that just because they have a “traditional job” doesn’t mean they can’t benefit from social media.
An example of this in action: Your client is a veterinarian who just now decided to build a Web presence.
Encourage them to get involved with one of the million animal-related social networks out there (Dogster, MyCatSpace, Animal Buds, etc) and help answer animal-related health questions for users. Try to find a local version of these sites. Allow clients to ask questions directly on their site, or create their own animal board where users can join and talk about their pet hamsters. By simply joining the conversation, you can help your client build a strong community around their practice, while also setting themselves up as an expert.
Client Fear #3: Social Media is “silly”. If I try it, I’ll look silly too!
Plenty of large corporations have begun to realize the positive effect that “socializing” can have on their brand, but even more of them haven’t. To them, social media is that annoying thing that will be going away soon. It’s what all the kids are into. They are far too sophisticated for that.
Wrong. By not participating in social networking and somehow thinking you’re “above” it, it makes you look old and tragically unhip to your audience. By being anti-social and refusing to leave their bubble, these large corporations are actually hurting themselves. Ask them how they’re going to explain to their CEO why that little mom and pop shop doing all that silly viral stuff is outranking them for their site’s most important keywords? What big corporations sometimes fail to realize is that social media gives them a unique opportunity to interact with brand evangelists and potential customers.
An example of this in action: The Will It Blend video.
How much money does Apple have to spend on advertising and search engine optimization? I’m thinking a lot, right? So then explain to me why some folks armed with just a blender, a video camera and an iPhone were able to challenge them in the rankings for one of this year’s most highly competitive term – “iPhone”. In this case, Apple probably didn’t mind the all the fuss about the Will It Blend video, but it’s a good example of how the little guy can outrank even the biggest of dogs if they’re crafty enough.
Again, I’m not saying that social media is a perfect fit for everyone. If you don’t think it will work for your client, don’t waste your time trying to sell them. But if you do think it’s something they could really benefit from, don’t let their own fears stand in the way of their success. Sometimes a little education may be all they need to go from a total Susan to gung-ho Bob.
Blogged with Flock
Tags: socialmedia
Categorías: web 2.0
Categorías: web 2.0
Interesante post, sobre el éxito de Facebook.
Este articulo proviene del blog de Martin Varsavsky y esta escrito por Maria Frick.
Después de mi visita a sus oficinas, sigo maravillado con Facebook. Creo que representa claramente la filosofía y el éxito de la Web 2.0. Y explico por qué…
Facebook, con 25 millones de usuarios, es la segunda red social más exitosa de Internet después de MySpace (con 57 millones). Y crece con una rapidez increíble, que supera tres veces a la de su rival. ¿A qué se debe este éxito? A dos factores fundamentales.
En primer lugar, Facebook, que se creó como una versión en línea de los “facebooks” de las universidades americanas, abrió sus puertas a cualquier persona que cuente con una cuenta de correo electrónico. Los “facebooks” son publicaciones que hacen las mismas universidades al comienzo del año académico, que contienen las fotografías y nombres de todos los estudiantes y que tienen como objetivo ayudar a los estudiantes a conocerse mutuamente. Facebook llevó esta idea a Internet, primero para los estudiantes americanos y luego para el mundo entero.
Facebook nació en 2004 como un hobby de Mark Zuckerberg, en aquél momento estudiante de Harvard, y como un servicio para los estudiantes de su universidad. Pero el éxito marcó, desde este comienzo, el acelerado desarrollo de esta idea inicial: en su primer mes de funcionamiento Facebook contaba con la suscripción de más de la mitad de los estudiantes de Harvard, y se expandió luego a las universidades MIT, Boston University y Boston College y las más prestigiosas instituciones de Estados Unidos. Un año después, Facebook tenía más de un millón de usuarios, una oficina en Palo Alto y había recibido el apoyo financiero de Peter Thiel primero (co- fundador de Pay-Pal y inversor ángel) (500 mil U$D) y de Accel Partners después ($12.7 millones). Ese mismo año incorporó, además, a los alumnos de más de 25 mil escuelas secundarias y dos mil universidades (otras universidades de Estados Unidos y universidades extranjeras), logrando un total de 11 millones de usuarios. En 2006, Facebook introdujo más universidades extranjeras y desarrolló nuevos servicios en su plataforma, tales como Facebook Notes (una herramienta de blogging con tagging, imágenes y otras utilidades) o la importación de blogs de servicios como Xanga, LiveJournal o Blogger y (ya en 2007) Facebook Marketplace, que compite con Craigslist. También implementó acuerdos comerciales con iTunes y recibió una inversión de capital adicional de 25 millones de dólares por parte de Peter Thiel, Greylock Partners y Meritech Capital Partners.
Pero, más allá de lo increíble de este crecimiento, lo más importante es que en 2006 Facebook se “hizo público” permitiendo que no sólo los estudiantes de determinadas universidades o escuelas americanas participaran en él, sino que todas las personas que tengan correo electrónico puedan formar parte de su comunidad. Facebook se convirtió entonces en una comunidad de comunidades: en él se conectan estudiantes, empresas, y gente que – en base a sus intereses – puede elegir participar en una o más redes, en relación a su situación académica, su lugar de trabajo o región geográfica. Es una comunidad creada por y en función de sus miembros, ¡ése es justamente el espíritu de la Web 2.0!
En segundo lugar, en Mayo de este año, Facebook abrió su lanzó la Plataforma Facebook, una nueva herramienta para desarrolladores que permite integrar con la popular aplicación Facebook y, al mismo tiempo, crear nuevas oportunidades de negocios. La idea es integrar los productos de otros con la red social de Facebook y que los usuarios puedan utilizarlos desde Facebook. Por ejemplo: cualquier podría construir un sistema de recomendaciones de películas basándose en los contactos del usuario en Facebook y ofrecerlo dentro de la misma red.
La propuesta económica es esta: quienes construyan algo sobre Facebook se quedarán con el dinero generado por la publicidad o por las transacciones. Lo más importante, sin embargo, es la dimensión viral del sistema: “cuando un amigo agrega una aplicación aparece en su página y en su perfil. Cliquear lleva a la aplicación y permite interactuar directamente con ella”. Todos los amigos ven la elección y la consideran como un voto a favor lo cual los alienta a probarla ellos también. Así lo demuestran, además, los hechos. A los 10 días del lanzamiento, el número de aplicaciones disponibles había pasado de 85 a más de 300. ilike, la más popular, comenzó con mil abonados a la mañana siguiente del lanzamiento. A los dos días eran 300.000. Gana ahora 200.000 abonados por día y su presencia en Facebook superó al sitio original.
Esta ha sido, sin lugar a dudas, una estrategia muy interesante. Especialmente porque es radicalmente opuesta a la estrategia de la red social de más éxito, MySpace, que funciona como un universo cerrado en el que cada usuario puede utilizar en “su espacio”. La jugada de Facebook es la de ser una plataforma como lo puede ser Youtube, pero en lugar de con vídeos, con widgets que los usuarios puedan integrar en sus perfiles y que ofrezcan servicios extra. Porque el punto es que si logra convertirse en una plataforma tiene mucho que ganar: más servicios para sus usuarios y funcionalidades que por si mismo tardaría mucho en construir pero que las harán terceros. Y es que, en realidad, Facebook pretende volverse algo como un sistema operativo: el “sistema operativo social de la Web“, según llegó a declarar Mark Zuckerberg. O, en otras palabras, el anillo único de las redes sociales en línea, la madre de todas las comunidades del planeta. Y todo esto con un espíritu que – sin dejar de ser empresarial – promueve la apertura, las nuevas ideas y la interacción de las personas y los distintos proyectos. Una suma en la que ganan todos.
Articulo escrito por Maria Frick con la mayoría del material proveniente de la Wikipedia en inglés
Categorías: web 2.0
