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10 Genius Ideas That Changed Marketing Forever

10 Genius Ideas That Changed Marketing Forever | Mídias Sociais - Tendências 2012 | Scoop.it


Another excellent post and ebook from Hubspot :

 

Read about ten of the 100 ideas that changed the future of the marketing industry forever.


This is an excerpt from our new ebook, 100 Ideas That Changed MarketingDownload your free copy if you want to see the other 90 ideas that have changed our industry forever!

At the beginning of this year, we set out to create an infographic that gave a rundown of the history of marketing. And as we looked back, we found that one idea from all the way back in the 1400s -- the invention of the printing press that made mass media possible -- totally and completely changed the entire trajectory of our industry. Heck, you could argue it made our industry possible!

That made us think of all of the other advancements that have rocked the marketing world. Because we kind of have a thing for shaking things up :-) So, we compiled this ebook, 100 Ideas That Changed Marketing, and we wanted to share 10 of the highlights from it right here. Take a look, get inspired, and let us know if we should add a one-hundred and one'th (one'th? That's not right, right?) idea!

10 of the 100 Ideas That Changed Marketing Forever1) Agile

If you're agile, you can easily and gracefully move at a rapid pace. In 2001, through the Agile Manifesto, the idea of agile was introduced to software development, and it defines an
iterative approach that promotes flexibility and customer collaboration. “In many ways, marketing used to be a lot like software development,” wrote marketing technologist Scott Brinker. “Yearly plans of a few major initiatives would lumber forward with rigid hand-offs between the different stakeholders -- researchers, strategists, creatives, media buyers, etc. The end-to-end process was time consuming and difficult to alter midstream.”

By implementing an agile approach, marketers should be able to make iterations faster and respond to change rather than simply follow established processes. Today, with the proliferation of new technologies, the ability to adapt to the rapidly changing marketing landscape is becoming increasingly important and necessary for business success. As Michelle Accardi-Petersen wrote in her 2011 book Agile Marketing, “the old integrated marketing methods don’t work ... that is, unless you have an agile process that allows you to move much faster and to adapt to these marketing pressures on the fly where necessary.”

2) Blogging

As inbound marketers, I think we're all familiar with this ... but when's the last time you took a step back and realized, "Wow, blogging is one of the strongest marketing tools in my kit." The times they are a-changin' eh?

Short for web log, a blog is a term used to describe a series of online articles displayed in chronological order that generally encourage comments from digital readers. Blogs are usually maintained by an individual or group of people and will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and videos. A blog is a long-term marketing asset that brings traffic and leads to your business. It introduces you as a thought leader in your space and allows you to earn people’s trust.

Nearly 40% of U.S. companies use blogs for marketing purposes. “This platform, if done properly, can generate tremendous traffic, leads and sales for your business that you
otherwise would not have had,” wrote Marcus Sheridan, Partner at River Pools and Spas and Founder of The Sales Lion. First, business blogging helps you in respect to search engine optimization (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results. Second, your blog is an asset that introduces you as a thought leader -- it will help you earn people’s trust and stay top of mind for many in your
community. Finally, a blog gives you real estate to place calls-to-action in order to generate leads.

The thing about blogging is that anybody can do it, but remarkably, not everybody does. This gap represents a huge opportunity for serious marketers to differentiate themselves -- with their bosses, and their leads and customers.

3) Citizen Journalism

The new media landscape has reshaped the ways in which audiences access information. A Pew Research Center report showed that some 46% of Americans visit from four to six media platforms on a typical day, and only 7% have a single favorite one. For their daily information, online readers consult various sources, including newspaper sites, email, and social media. Additionally, social networking sites like Facebook and Twitter have fostered recommendation systems that increasingly shift the power of information distribution in the hands of non-journalists. In these environments, one’s community can make editorial decisions by endorsing stories.

Marketers need to recognize the participation of citizens in the process of newsgathering and always provide credible sources and references when sharing public information. Don’t underestimate the investigative spirit of today’s consumers and people’s ability to get to the truth through in-depth online research. Businesses need to be more alert than ever to the
way they present information and facts because inaccuracies can easily be exposed.

4) Copyright

Copyright is a legal concept that protects the work of an individual from being used without
their consent. It gives the creator of an original work exclusive rights, including the right to receive credit for their work and the right to choose who can use and remix their work.
With the rapid development of technological advances, it has become easier for people to create digital mashups of existing works, which has led to copywright wars and lawsuits.

American academic and political activist Lawrence Lessig argues that we now live in a Remix Culture which encourages people to engage in collaborative creation and stimulate their creativity in new ways. “It is time we stop wasting the resources of our federal courts, our police, and our universities to punish behavior that we need not punish,” he wrote in Remix: Making Art and Commerce Thrive in the Hybrid Economy.

Now that the role of a marketer is so intertwined with the role of a publisher, it’s not difficult to imagine the different ways in which copyright affects the marketing professional. Not only is pirating content just poor internet etiquette, but it also results in duplicate content that hurts both websites on which the content is featured in the search engine results pages. In fact, one of Google’s 2012 algorithm updates will be using the number of valid copyright removal notices as a signal for which websites should be displayed in the SERPs. To stay away from such punishments as a marketer, you need to ensure you are not stealing people’s content. Make sure you are
giving your sources credit in all of your content, including blog posts, webinars, ebooks, and even social media.

5) Gamification

Gamification describes the adoption of game design elements and game thinking by nongame
contexts. It’s applied to make less interactive situations more engaging to users. Some forms of gamification in marketing include awarding badges or providing incentives for participation in specific activities.

For instance, at HubSpot we often give away prizes to random attendees of our marketing webinars or people who share our content with their networks. “Games and research into human psychology have taught us that people are happier when they earn something, rather than when it is given to them,” wrote Darren Steele, the strategic director of Mindspace, and co-author of the gamification book, I’ll Eat this Cricket for a Cricket Badge.

6) Inbound Marketing

Inbound marketing is marketing that’s useful. It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service -- not interrupting them with annoying, useless messages. It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer.

“Consumers have learned how to ignore TV commercials with Tivo, radio commercials with Satellite radio, email marketing with filters, etc.” wrote in our LinkedIn discussion web presence strategist Linda Lovero-Waterhouse. “Now our goal is to give consumers the information they want *when* they want it. What a concept!”

Inbound marketing tactics tend to be cheaper than traditional marketing tactics, too. Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.

There are three key stages to inbound marketing: get found, convert, and analyze. Eventually, inbound marketing boils down to, as web marketing professional Jonathan Mallia noted, “knowing your customers’ needs and feeding them with the right content that ultimately links to the product you wish to market and finally sell. If this is cleverly executed in a strategic manner, you will realize that you have only spent a small fraction of your advertising budget to convert a good number of good quality, sales-ready leads. Why? Because Marketing = Educating.”

7) Social Networks

With the invention of the World Wide Web in 1990, the internet opened up multi-directional communication channels and embraced collaboration. Its digital format removed the physical limitations and expensive cost of producing and distributing information. Forums and chat rooms started to populate the digital landscape, often used to share news. Internet Relay Chat (IRC), for instance, was introduced to the general public in 1991, when the platform offered real-time coverage of the First Gulf War.

In the early 2000s, people joined the new participatory media culture by creating and disseminating content through their personal computers, smart phones and digital cameras. Online users started blogging, video broadcasting, and using social media. Social networking site Facebook, which was founded in 2002, now has more than 900 million active users. Then of course there are the other popular social networks like Twitter, LinkedIn, Pinterest, Google+ and YouTube.

“Social marketing changed marketing forever,” wrote Jose Antonio Sanchez, Communications Specialist at Uberflip, in our LinkedIn discussion. “Marketers have realized that they need to have valuable two-way conversations with their audience before getting it to ‘buy’ their product. Consumers can be convinced but not persuaded anymore.”

8) Social Proof

Social proof, also referred to as “informational social influence,” is the concept that people will
conform to the actions of others under the assumption that those actions are reflective of the
correct behavior. In other words, it’s the mentality that, if other people are doing it, and I trust
those people, that’s validation that I should also be doing it. This third-party validation can be a
very powerful motivator for your site visitors’ and prospects’ actions.

One traditional example of social proof is when TV shows play canned laughter or recorded applause to elevate the perception of funny or applaudable situations. So while the concept of social proof may be nothing new, the rise of the internet and social media adoption have certainly made social proof a lot easier to leverage and exploit, especially in a marketing context. Building and providing better visibility for your business’ social proof can be a powerful addition to your marketing strategy.

The forms of social proof in marketing can vary from social media praises and social advertising to case studies, testimonials and user reviews.

9) Virality

Viral marketing is word-of-mouth marketing that is carried out voluntarily by a company’s advocates. “Viral marketing,” wrote Seth Godin in 2008, “is an idea that spreads -- and an idea that while it is spreading actually helps market your business or cause.”

Godin goes on to describe two types of viral marketing: one in which the message that spreads is the product itself, and another in which the message isn’t related to the product. YouTube as a platform would be an example of the first one, and a video on YouTube would be an example of the second.

Email has facilitated the spread of the second type of viral marketing. Tools such as “send this page, article or website to a friend” encourage people to refer or recommend your newsletter, company, product, service or specific offers to other people. In order to leverage viral marketing, you need to have a strong community that will start the process of spreading your message. You can build your community even before you have a product. Letting users into the process early helps provide a sense of ownership while it gives a company valuable feedback needed to make the product better.

“Being viral isn’t the hard part,” observes Godin. “The hard part is making that viral element
actually produce something of value, not just entertainment for the client or your boss.”

10) Web 2.0

When the Web first became available to users, it was primarily about retrieving information. As it evolved in the 2000s, it became known as Web 2.0 -- a platform associated not only with consumption of information, but also with collaboration and participation. It is characterized by applications like blogging, search engine optimization, and social media. The term is associated with Tim O’Reilly because of the O’Reilly Media Web 2.0 conference in 2004.

O’Reilly explained that Web 2.0 is based on the principle that online databases improve as people use them. “It’s about how businesses work differently in the age of the network,” he said. Businesses have to figure out how to create more value for their customers than for themselves. Ultimately, customers and businesses are capable of building value together. Think about how you can build a platform online that enables the community to bring value to your business for you.

What other brilliant ideas do you think changed the marketing landscape forever?

Image credit: d4u.hu



Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33689/10-Genius-Ideas-That-Changed-Marketing-Forever.aspx#ixzz28tANO7lS



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33 Estatísticas que pintam o Futuro do Marketing - 33 Stats That Paint a Picture of the Future of Marketing

33 Estatísticas que pintam o Futuro do Marketing -  33 Stats That Paint a Picture of the Future of Marketing | Mídias Sociais - Tendências 2012 | Scoop.it

Um vislumbre sobre  o futuro do marketing com estas estatísticas de inbound marketing. 


Para adiantar o final do artigo : Fácil. Poderoso. Integrado. Isso é o que o marketing precisa.


Compartilho com vocês este ótimo post do Hubspot sobre o futuro do marketing, que pode ser encontrado em inglês no link original http://migre.me/aw6cH   .


Bem, uma coisa que todos concordamos é que a indústria do marketing stá mudando rapidamente . Segundo  o HubSpot, a boa notícia é que não precisamos de uma bola de cristal para ver onde ele está indo! 


Para os que conhecem o HubSpot, sabem que eles encontraram uma solução de software integrado de marketing que lhes permitiu ver como os diferentes esforços de marketing sao impactados nos sites e receitas dos negócios. 


Depois de apenas cinco anos, com o software e seus produtos de inteligência tendo alcançado grande sucesso, eles se voltaram para a análise de dados de seus clientes e do mercado para que possam saber o que eles estão ansiando no momento.


Segundo eles, as estatísticas de seu blog estão gritando em seus rostos, lhes  dizendo exatamente onde o futuro da nossa indústria se encontra.


Aqui estão 33 estatísticas que lhes dão um vislumbre de onde o futuro do marketing está indo:


Social Media e a Nutriçao de Leads Sociais


1) A falta de resposta através das mídias sociais pode levar a um aumento de até 15% na taxa de churn de clientes existentes. (Fonte: Gartner) 


2) 37% das marcas gostaria de usar engajamento da mídia social para criar campanhas de marketing sob medida para o cliente. (Fonte: Forrester) 


3) 75% das empresas B2B não medem ou quantificam engajamento de mídia social. (Fonte: Satmetrix) 


4) 51% dos top 20% dos profissionais de marketing B2B geram leads através da mídia social usando ferramentas de compartilhamento social, em comparação com a média da indústria que é de 39%. (Fonte: Aberdeen)


5) 84% dos profissionais de marketing B2B usar a mídia social de alguma forma. (Fonte: Aberdeen) 


6) Os profissionais de marketing gastam uma média de 4-6 horas por semana em redes sociais. (Fonte: Social Media Examiner) 


7) Atualmente, os profissionais de marketing alocam 7,6% de seus orçamentos para a mídia social. CMOs esperam que o número chegar a 18,8% nos próximos cinco anos. (Fonte: CMO Survey) 


8) 60,2% dos profissionais de marketing estão procurando opções de análise, bem como outras opções de análise, em suas ferramentas de mídia sociais de gestão. (Fonte: SEOmoz) 


9) Não obstante, os profissionais de marketing continuam a lutar com a integração de mídias sociais na estratégia global da empresa. Em uma escala de 1-7, apenas 6,8% dos entrevistados acreditam que a mídia social está "muito integrada" em sua estratégia (a mais alta classificação para a questão), enquanto 16,7% acreditam que não está integrada em tudo (o nível mais baixo para o questão). (Fonte: CMO Survey)


O que essas estatísticas de mídia social dizem sobre o futuro do marketing

Existem poucos takeaways chave destas estatísticas de mídia social. Primeiro, os profissionais de marketing estão usando cada vez mais as mídias sociais. Não é mais uma questão de "você tem que estar no social". É uma questão de "estamos ativos no social." O problema conduz ao segundo takeaway segundo. Os profissionais de marketing ainda estão em necessidade de um sistema que claramente forneça análises de mídia social,que indique onde usuários de mídia social estao e que mostre como seus esforços de mídia social estão impactando diretamente seus negócios. Finalmente, profissionais de marketing (e CMOs!) querem fazer tudo isso com um sistema integrado. Os profissionais de marketing não podem ficar andando de um lado para outro todo o tempo, de um blog CMS, para uma ferramenta de publicação social, a uma ferramenta de análise e etc. Eles precisam de um sistema que os deixem conectados e que faça tudo.


Relevância, personalização e conteúdo dinâmico.


10) e-mails personalizados melhoram as taxas de cliques de 14%, e as taxas de conversão de 10%.(Fonte: Aberdeen) 


11) As principais razões para os usuários de e-mail dos EUA  cancelarem a assinatura de um e-mail comercial ou sem fins lucrativos são:  muitos e-mails (69%) e de conteúdo que não é mais relevante (56%). (Fonte: Chadwick Martin Bailey) 


12) 80% dos usuários de internet móvel preferem anúncios locais  relevantes . (Fonte: JiWire) 


13) Uma recomendação de alto impacto de um amigo confiável transmitindo uma mensagem relevante tem até 50 vezes mais chances de desencadear uma compra do que uma recomendação de baixo impacto.


14) 62% dos adultos com menos de 34a nos estão dispostos a partilhar a sua localização para obter mais conteúdo relevante. (Fonte: JiWire) 


15) 53% dos varejistas planejam se concentrar em ferramentas de personalização da web em 2012. (Fonte: National Retail Federation)


16) 75% das pessoas preferem receber ofertas sobre qualquer outra forma de call to action. (Fonte: Texto Marketer)


17) Em um estudo de 650 campanhas de marketing multi-canais, campanhas personalizadas de forma consistente venceram esmagadoramente as campanhas estáticas na geração de uma alta taxa de resposta de destinatários. Enxergam um colapso da indústria aqui. (Fonte: Mindifire). 


O que Personalização, Relevância e Estatísticas sobre conteúdo dinâmico dizem sobre o futuro de Marketing


As pessoas querem conteúdo segmentado e relevante. Profissionais de marketing precisam fornecer. Mesmo que os comerciantes já saibam que devem ser segmentar seus contatos e compartilhar apenas o que o conteúdo que é mais valioso para o seu público, isso não está sempre acontecendo.Para resolver esse problema, os profissionais de marketing precisam de um sistema que possa personalizar a comunicação e desencadear as mensagens certas para serem enviadas para a pessoa certa no momento certo.


E-mail Marketing e Automação


18) 59% dos profissionais de marketing B2B dizem que o email é o canal mais eficaz para gerar receita. (Fonte: Revista BtoB) 


19) 49% dos profissionais de marketing B2B gastam mais tempo e recursos em e-mail do que em outros canais. (Fonte: Revista BtoB) 


20) Os Triggered emails ( em resposta a um opt in)  obtem  taxas de cliques 119% superiores  do que os emails simples. (Fonte: Epsilon) 


21) Mais de 50% dos entrevistados disseram que ainda não tinha percebido o valor de seu investimento em automação de marketing. (Fonte: Genius)


22) 61% das empresas de marketing planejam aumentar seus esforços de email marketing no próximo ano. (Fonte: Experian) 


23) Na adoção de tecnologia de automação de marketing é esperado um aumento de 50% em 2015. (Fonte:  Sirius Decision) 


O que estas estatísticas sobre Email Marketing e Automação dizem sobre o futuro de Marketing


Nós já entendemos que a personalização é uma obrigação. Mas longe vão os dias de ser apenas isso. Os profissionais de marketing precisam de uma ferramenta que irá acionar os seus e-mails por uma série de regras estabelecidas por eles mesmos para criar segmentos de forma dinâmica, e em evolução, e automatizar ações de marketing.  Ao fazer isso, os profissionas de marketing  vão entender o valor de automação de marketing e encontrarao uma maneira de melhorar o direcionamento de suas mensagens para melhorar a experiência do usuário enquanto beneficiam o seu negócio.


Análise de marketing e Integração


24) COM relatam que gastam 8% de seus orçamentos de marketing em análise de marketing, e esperam aumentar este nível nos próximos três anos. (Fonte: CMO Survey) 


25 Para os gastos em análise de marketing é esperado um aumento de 60% em 2015. (Fonte: CMO Survey) 


26) Em 2013, liderar campanhas de gestão integrando quatro ou mais canais digitais vai superar campanhas únicas ou de  dual-channel em 300%. (Fonte: Gartner) 


27) Em 2014, mais de 40% das grandes organizações de marketing complexas terao desenvolvido aplicativos de marketing integrado. (Fonte: Gartner) 


O que estas análises  de Marketing & Estatísticas  dizem sobre o futuro de Marketing


Como prenunciado pela história de Mike Volpe na introdução desse post, a integração é um elemento crucial do sucesso de uma equipe de marketing. Os profissionais de marketing precisam de um tipo de informação que você está lendo agora: dados. Dados que forneçam insights e visão para onde suas estratégias de marketing devem ser dirigidas. Ler as estatísticas gerais por meio de vários estudos de nada vai beneficiar o seu negócio, mas sim deverá  olhar para os dados específicos de reflexão de seus próprios esforços. Ter um sistema de análise que integre cada parte de seu marketing irá garantir que você está tomando as decisões corretas e alocando seu orçamento sabiamente baseado nos sucessos e fracassos de seus esforços de marketing.


Mobile Marketing e Aplicativos


28) Receita de publicidade móvel Mundial vai expandir 3,5 vezes o seu tamanho atual em 2016. (Fonte: Yankee Group) 


29) Comércio móvel será responsáveis por 24,4% das receitas globais de comércio eletrônico até o final de 2017. (Fonte: ABI Research) 


30) A abertura de emails  em smartphones e tablets aumentaram 80% nos últimos seis meses. (Fonte: Litmus) 


31) 45% das empresas norte-americanas estão  realizando algum tipo de marketing móvel, com sites móveis (70%), aplicações móveis (55%), e os códigos QR (49%), sendo as táticas mais comuns. (Fonte: StrongMail) 


32) 47% das empresas de marketing planejam aumentar seus esforços em aplicativos móveis no próximo ano. (Fonte: Experian)


33) 59% das empresas de marketing dos Estados Unidos coletam informações de contato móvel. (Fonte: Experian) 


O que estas estatisticas sobre Mobile Marketing & Apps Estatísticas falam sobre o futuro de Marketing


Todo mundo tem um smartphone! Sim, nós sabemos. Sabemos também que mais pessoas estão vendo anúncios em seus telefones  e que os sites precisam ser móvel otimizados. Mas isso é apenas a experiência do consumidor. E sobre a experiência de negócios? E sobre os profissionais de marketing que precisam entender como as pessoas estão interagindo com eles no celular? Ou o que dizer dos profssionais do marketing que estão correndo para o planejamento e implementação de estratégias e precisam de um aplicativo móvel ligado a suas análises e software de automação para ver exatamente como  estao as suas estratégias ? Os profissionais de marketing precisam de uma aplicação que lhes permita manter o controle sobre a sua geração de leads e conversões de clientes em movimento.

Em geral, o marketing está passando por uma transformação poderosa. Há necessidades a serem atendidas, idéias para serem criadas, e revoluções chegando.Se foi o tempo em  discutimos a mídia social como um brinquedo novo brilhante,o  e-mail marketing  algo valioso e  os aplicativos móveis  divertidos para clicar. Agora é hora de conectar todas essas diferentes partes. É hora de ver como cada um apoia o outro para executar a campanha de marketing perfeito - e ver comose  faz isso por em uma plataforma de análise integrada.


Fácil. Poderoso. Integrado. Isso é o que o marketing precisa.


Onde você vê o futuro do marketing está indo? Onde você quer ir?


Eu estou bem ligada nesses assuntos, previsoes e tendências e posso dizer que é imperioso que os profissionais de marketing se liguem o mais rapidamente possível para nao perderem o barco certo em suas profissoes. 






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Experiências e dicas de como utilizar Linkedin, Slideshare, Pinterest, Scoop It, Twitter e Facebook através de um Whitepaper sobre Presença Digital Relevante | Clear Educação

Experiências e dicas de como utilizar Linkedin, Slideshare, Pinterest, Scoop It, Twitter e Facebook através de um Whitepaper sobre Presença Digital Relevante | Clear Educação | Mídias Sociais - Tendências 2012 | Scoop.it

Compartilho com vocês um pouco sobre a minha experiência pessoal com o uso das redes sociais para a presença digital. O material está em uma landing page da Clear Educaçao. Todo feedback é bem vindo! 

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Como usar “Pagamento Social” para aumentar (e muito) os resultados em Marketing Digital

Como usar “Pagamento Social” para aumentar (e muito) os resultados em Marketing Digital | Mídias Sociais - Tendências 2012 | Scoop.it


Gostei muito deste post da Resultados Digitais sobre a modalidade de pagamento social em troca de conteúdo relevante, como por exemplo ebooks e webinars.

Na Clear Educação utilizamos o software da Resultados Digitais, o RD Station, que é um dashboard de marketing digital e que nos permite, dentre outras várias funcionalidades, criar e lançar Landing Pages, inclusive com a modalidade de pagamento social.

Se você tem dúvida sobre esta modalidade, creio que este post será bem esclarecedor.  


Implementar a mecânica de pagamento social pode ajudar sua empresa a ampliar o alcance em redes sociais e gerar mais oportunidades de negócio.


“Pagamento social” é uma técnica usada para garantir que uma oferta da empresa tenha um alcance muito maior via redes sociais.

Neste contexto, entende-se por oferta algo gratuito (financeiramente) mas que tenha um bom valor para o público. O formato mais comum de ofertas nesses casos são eBooks ou Webinars educativos, mas também podem ser ofertas de avaliações/consultorias gratuitas, um sorteio de algo valioso, etc.

Assim, para baixar o material, receber a avaliação ou participar do sorteio, o usuário precisa “pagar” com um Tweet ou com um post no Facebook.

Por que usar?

Quando os primeiros casos de pagamento social surgiram, muitos “gurus” das mídias sociais condenaram a prática. O argumento principal era que não era “certo” obrigar as pessoas a compartilharem em suas redes, e que, se os materiais fossem bons de verdade, as pessoas iam indicar naturalmente.

Sem entrar em discussões filosóficas, o fato é que pagamento social funciona. Acompanhando nossos exemplos e de diversos clientes, vemos que os conteúdos ricos oferecidos em troca de um Tweet ou post no Facebook têm em média mais de 10 vezes o número de compartilhamentos do que um conteúdo aberto.


O importante é que seja uma troca justa. As pessoas estão dispostas a pagar com um compartilhamento em mídias sociais se o conteúdo for aprofundado e de ótima qualidade.



Leia mais no post original da Resultados Digitais  http://resultadosdigitais.com.br/blog/pagamento-social-para-aumentar-resultados/

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Nove ideias de boards no Pinterest para quem trabalha com Marketing de Conteúdo - 9 Pinterest Board Ideas for Content Marketers - Content Marketing Institute

Nove ideias de boards no Pinterest para quem trabalha com Marketing de Conteúdo - 9 Pinterest Board Ideas for Content Marketers - Content Marketing Institute | Mídias Sociais - Tendências 2012 | Scoop.it

Este post da Jan Gordon fala das novas formas de utlizaçao do Pinterest, com foco especial para os que trabalham com marketing de conteúdo. 


Segundo ela, você provavelmente ja sabe que o Pinterest é a terceira rede social mais popular logo depois de Facebook e Twitter. Para algumas marcas, o Pinterest traz mais tráfego que o Linkedin, Google plus e Youtube combinados.


Entretanto, ainda se tem a ideia de que ele é mais para produtos, artesanatos e receitas. Mas agora podemos ver claramente que o Pinterest expandiu seu alcance para marketeiros, blogueiros, coaches, autores, consultores, negocios locais e praticamente todo mundo.


Com um pouco de criatividade, você pode usar a rede para trazer mais tráfego  e vendas para seu website. 


Algumas dicas:


1. Compartilhe videos

2. Destaque seus clientes.

3. Destaque livros interessantes.

4. Forneça dicas e how-tos.

5. Compartilhe seus recursos favoritos

6. Destaque seus pares.

7. Conte ao mundo sobre eventos e conferências.

8. Destaque e compartilhe infograficos e dados relevantes.

9. Inspire seus seguidores com quotes.


Leia mais em inglês no  http://bit.ly/SXG7F


Post do http://www.scoop.it/t/pinterest-watch via Jan Gordon    


Post original da Jan Gordon abaixo:  



"By now you probably know that Pinterest is the third most popular social media network, right behind Facebook and Twitter. For some brands, it drives more traffic than LinkedIn, Google Plus, and YouTube combined."


However, there’s a big a misconception that Pinterest is only for products, crafts, or recipes. While it may have started out that way, Pinterest has now expanded its reach to marketers, bloggers, coaches, authors, consultants, local businesses, and everyone in between. With a little creativity, you can use Pinterest to drive lots of traffic and sales back to your website.


1. Share videos
2. Feature your clients
3. Highlight books worth reading
4. Provide advice and how-tos
5. Share your favorite resources
6. Highlight your peers
7. Spread the word about upcoming events and conferences
8. Highlight relevant infographics and data
9. Inspire your followers with quotes


Read more: http://bit.ly/SXG7Fc


Via janlgordon
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janlgordon's comment, July 30, 2012 12:58 PM
Great information here John, thanks!!
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How Facebook Reach Is Calculated and What It Means For You

How Facebook Reach Is Calculated and What It Means For You | Mídias Sociais - Tendências 2012 | Scoop.it

Curated by Beth Kanter

http://www.bethkanter.org


Facebook has changed the way its metrics program calculates reach.    Reach is a simple concept - the number of who have seen any given Facebook post in their newsfeed.   The reach figures are fir the first 28 days after you publish a post and include people who view on your desktop and mobile.  Your post counts as having reached someone when it is loaded and show in the news feed.   As of July 2, your reach data includes both people who viewed your post via a desktop AND mobile.


There was also a tweak to FB reach metric.    "the desktop News Feed will no longer count Reach until a user scrolls and loads the Page's story."   What is a load is not defined, but FB is now loading fewer stories in the newsfeed.   It means that your reach numbers are more accurate because it reflects impressions that are more likely to have read your post - vs just scrolling past it in a full newsfeed.


What does that mean?


-Your reach numbers could look better or worse.   If you have a big mobile audience, your reach numbers will grow.    The fact that they only counting reach numbers of people who actually consumed your content means that the number is a better reflection of true reach.


My takeaway:  You need to also measure engagement - by looking at the metrics for interactivity as well.




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Usuários do Pinterest não apenas compram os produtos que eles "pinam" como também gastam mais do que os de outras redes, diz pesquisa.

Usuários do Pinterest não apenas compram os produtos que eles "pinam" como também gastam mais do que os de outras redes, diz pesquisa. | Mídias Sociais - Tendências 2012 | Scoop.it

Usuários do Pinterest não apenas compram os produtos que eles "pinam" como também gastam mais do que os de outras redes, diz pesquisa.


Achamos que vale dar uma olhada nestes números.


Na semana passada vendemos, aqui na Clear Educação e Inovação, pela  primeira vez, um  curso para um aluno vindo do Pinterest. Estamos bem ligados nesta tendência.

 


Pinterest users not only buy the products they pin, but spend more on average than their Facebook counterparts, according to new data from Shopify.


Via MediaThinkLabs, Renato Siqueira
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Social Media Is Going Corporate [INFOGRAPHIC]

Social Media Is Going Corporate [INFOGRAPHIC] | Mídias Sociais - Tendências 2012 | Scoop.it

94 percent of corporate businesses use social media, while 85 percent say that it’s given their business more exposure. The infographic below shows how and why businesses are blogging and going social.

 

Key takeaways:

- 94% of businesses use social media
- 85% say it’s given their business more exposure
- 92% says their favorite social media tool is Facebook
- 23% of 2011 Fortune 500 companies maintain a blog


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O Novo Papel do Marketing em um Mundo Interconectado : White paper com highlights e insghts sobre o seminário com Philip Kotler

O Novo Papel do Marketing em um Mundo Interconectado  : White paper com highlights e insghts sobre o seminário com Philip Kotler | Mídias Sociais - Tendências 2012 | Scoop.it

Estive na semana passada (dias 20 e 21 de junho) no seminário da HSM ”O Novo Papel do Marketing em um Mundo Interconectado” com Philip Kotler em São Paulo.


Só para fazerem uma ideia do que vem por aí, “Se, daqui a cinco anos, você estiver no mesmo ramo que está hoje, seu negócio não existirá mais.”Segundo Kotler, mesmo os que inovam constantemente tem que melhorar muito e mais rápido que seus concorrentes.

Tudo está mudando muito rápido no mundo interconectado, por isso as mudanças nas empresas e no marketing tem que ser muito significativas.

Em resumo, Kotler colocou foco total em inovação, mídias sociais, marketing de conteúdo, database, inteligência, valores, geração e nutrição de leads, co_criação, inovação em modelos de negócios, ZMET e outros.


O novo marketing e o novo profissional do marketing estiveram o tempo todo em destaque no cenário.


Em cima de todas as colocações de Philip Kotler no seminário, produzi um white paper super completo e denso, com highlights e insights. O material está disponível para download na nossa Landing Page.


Espero que seja útil para vocês.


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Patricia Peixoto de Arruda's comment, June 28, 2012 7:58 AM
Fernanda, adorei o material, será extremamente útil neste momento de re-definição da Comunicar. tks
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Nova ferramenta de curadoria: Learnist o Pinterest para aprendizado - New Content Curation Tool: Learnist Is Pinterest For Learning

Nova ferramenta de curadoria: Learnist o Pinterest para aprendizado - New Content Curation Tool: Learnist Is Pinterest For Learning | Mídias Sociais - Tendências 2012 | Scoop.it

 

Me pareceu bem interessante essa nova ferramenta que pretende ser o Pinterest para o aprendizado. Já solicitei o acesso via convite. Assim que experimentar, vou compartilhar com vocês as minhas opiniões.

Abaixo os comentários de Giuseppe Mauriello e partes do post do Mashable sobre a nova ferramenta.   

 

Giuseppe Mauriello: Learnist is a new site (still in beta) that aims to be like Pinterest but for sharing learning resources.

On Learnist you can create pinboards of materials organized around a topic.

You can pin images, videos, and text to your boards by using the Leanist bookmarklet, by manually entering the URL of a resource, or by uploading materials to your boards.

 

 

From article by Mashable:

 

"Grockit's latest product re-configures online content such as YouTube videos, Wikipedia entries and ebooks into ordered lesson plans.

 

Unlike Pinterest, however, creators suggest a path in which to consume each content component. Users can check off each component as they go or “re-add” it to one of their own learnings.

 

Grockit founder Farbood Nivi argues that expert curation helps avoid the misinformation, hacked-together how-to articles and other useless content one must weed through in a typical Google search. It also provides a clear learning path and eventually, he hopes, will include some form of assessment..."

 

Read full article: http://j.mp/MGkVD2

 

Request an invite and try it here: http://learni.st

 


Via Giuseppe Mauriello, Karen B Wehner
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Movendo os clientes do pinning para a compra - Moving Customers from Pinning to Purchase

Movendo os clientes do pinning para a compra - Moving Customers from Pinning to Purchase | Mídias Sociais - Tendências 2012 | Scoop.it
Pinterest surged into the spotlight earlier this year when it was revealed that it drives more web traffic than YouTube, Google+ and LinkedIn combined.

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John van den Brink's comment, May 20, 2012 11:13 AM
Jan thank you for this great post!
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The 10 Best Marketing Infographics of 2012 (So Far)

The 10 Best Marketing Infographics of 2012 (So Far) | Mídias Sociais - Tendências 2012 | Scoop.it

This is from the 10 best marketing infographics of 2012 so far. Take a look at the best marketing infographics that have been created so far in 2012.


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Pinterest Outperforms Twitter, Facebook For Purchase Power [INFOGRAPHIC]

Pinterest Outperforms Twitter, Facebook For Purchase Power [INFOGRAPHIC] | Mídias Sociais - Tendências 2012 | Scoop.it

Pinterest Outperforms Twitter, Facebook For Purchase Power

 

Is Pinterest here to stay? Perhaps. Certainly, the evidence is mounting that the pinboarding network of choice is making a big dent in the social space.

 

Studies have shown that users spend more time on Pinterest than on Twitter, LinkedIn and Google+ combined, and new data reveals that the (ahem) interest in Pinterest is now so strong that the platform is outperforming both Twitter and Facebook for click-through revenue.

 

Selected by Jan Gordon covering "Pinterest Watch"

 

Read full article here: [http://bit.ly/IktpOY]


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How Social Search and Social Shopping Are Transforming Retail [Infographic]

How Social Search and Social Shopping Are Transforming Retail [Infographic] | Mídias Sociais - Tendências 2012 | Scoop.it

This Infographic by Symphony Teleca shows that consumers rely on peer recommendations: Links to user-generated content on social networks (Facebook, Twitter, Google +, Pinterest) make up a quarter of the search results for the top 20 brands in the world.

In response to that growing number, 85 % of people have already anticipated changes in their buying behavior.

 


Infographic by  Symphony Teleca

By Mindjumpers. http://bit.ly/SsmHLV

Source. http://bit.ly/Vk5g0y


Via maxOz, Stephen Dale, YK Chau, Martin (Marty) Smith, donhornsby, Michael Gray, Fred Zimny
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What Panda, Penguin and Social Media Really Mean for Brands

What Panda, Penguin and Social Media Really Mean for Brands | Mídias Sociais - Tendências 2012 | Scoop.it

"An article recently published on Fast Company has caused a bit of a stir in the content marketing and search engine optimization (SEO) communities. Written by Veronica Fielding, CEO of Digital Brand Expressions, it explains how the recent Panda and Penguin Google algorithm updates mean that social engagement rather than search engine trickery yields top results.

 

Social media, including Facebook, Twitter, Pinterest, Google+, YouTube and LinkedIn, also plays a role in the updated algorithms but not in the exact manner Fielding described in her Fast Company article.


First, some social-media channels weigh far more than others, mainly because of technical barriers that search crawlers see when indexing them. The weight of these channels are based on how much information Google can crawl without being stonewalled by the social channels.

 

So, Let’s take a look at what Panda, Penguin and social media really mean for brands".


Read more at: http://www.business2community.com/seo/what-panda-penguin-and-social-media-really-mean-for-brands-0261288




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Research Reveals How Marketers Use Social Media [INFOGRAPHIC]

Research Reveals How Marketers Use Social Media [INFOGRAPHIC] | Mídias Sociais - Tendências 2012 | Scoop.it

Infographic highlighting data about social media marketing usage from the 2012 SEOmoz industry survey. on Hubspot


We all know that Facebook and Twitter lead as the mosst popular social network.....


Here's what caught my attention:


Google+ emerges as the third most popular network.      


**one theory behind this ranking could be the high impact Google+ has on SEO.


**While LinkedIn falls behind in fifth place, it turns out that 74.1% of marketers use LinkedIn for branding.    


**One theory behind this statistic could be branding via employees. LinkedIn is an excellent platform for showing off the wonderful talent your employees bring to your company.



Lastly, it turns out that 60.2% of marketers are looking for analysis options, as well as other analytics tools, in their social media management 


**Tools that report on social media analytics are becoming more and more in demand among marketers,


HubSpot team has worked so hard to provide reach metrics and CTR on all your social media messages, as well as ROI metrics like closed-loop reporting on leads and customers generated from social media, all within the HubSpot Social Media tool.


Selected by Jan Gordon covering, "Curation, Social Business and Beyond"


Read full article and see infographic here: [bit.ly/ORIjzC]


Via janlgordon
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janlgordon's comment, August 20, 2012 12:02 PM
Thanks Marty for sharing this!
Martin (Marty) Smith's comment, August 20, 2012 12:07 PM
Like your analysis (as usual) especially your note about G+. Keep hearing G+ is a ghost town and keep not caring since they are the keepers of the tablets and so deserve respect if only on the promise. I also agree with your take on LI. Lots of conversions live in there if you know how to bake them out. BTW, we looked hard at HubSpot and ended up using Marketo. Could argue they do different things (HubSpot good at filling the funnel and Marketo better at lead nurturing and end stage conversion). Wish we could afford both as I suspect each has a contribution to make to inbound marketing.
Thanks for your usual crystal clear insights.
Marty
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You’ve got to “work” LinkedIn to see results!

You’ve got to “work” LinkedIn to see results! | Mídias Sociais - Tendências 2012 | Scoop.it

 Are you one of the 160+ million users of LinkedIn? Did you get involved to grow your business? Are you hoping to grow your business by growing your LinkedIn network? It’s not going to happen if you’re not going to work it!

 

So, if you aren’t willing to spend some time every single week on LinkedIn, stop reading now. Go do something you are willing to do. If you are, however, willing to spend some time on LinkedIn, every single week, here are a few strategies to help you grow your LinkedIn network.


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E-book ajuda na implantação de SAC 2.0 em mídias sociais | Webinsider

E-book ajuda na implantação de SAC 2.0 em mídias sociais | Webinsider | Mídias Sociais - Tendências 2012 | Scoop.it

Artigos opinativos com alma e postura | Webinsider (E-book ajuda na implantação de SAC 2.0 em mídias sociais http://t.co/hA4ZmCaE...)...


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60% dos consumidores esperam respostas das marcas nas mídias sociais

60% dos consumidores esperam respostas das marcas nas mídias sociais | Mídias Sociais - Tendências 2012 | Scoop.it

Um novo estudo realizado na China, Brasil, EUA e Reino Unido por Arnold Worlwide, em abril de 2012, constatou que 60% das pessoas esperam respostas das marcas nas mídias sociais.

No Brasil este índice é de 68%. 

46% disseram que respeitam as marcas que respondem e contribuem para as discussões sobre seus serviços.    


Se a sua marca tem uma presença nas mídias sociais, seus clientes querem lhe ouvir. 


Post original em inglês via mashable :


http://mashable.com/2012/07/18/brand-social-media-comments/



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Social Media Marketing versus Marketing Tradicional (infografico) - Social Media Marketing vs. Traditional Marketing [INFOGRAPHIC]

Social Media Marketing versus Marketing Tradicional (infografico) - Social Media Marketing vs. Traditional Marketing [INFOGRAPHIC] | Mídias Sociais - Tendências 2012 | Scoop.it


O uso da social media como uma das estratégias de marketing,não está mais em questão. A questão é como usar. O infografico da Kuhcoon ( em inglês) mostra as diferenças entre o marketing tradicional e o social media marketing. Gostei bastante e compartilho com vocês!


Original via  Jonha Revesencio   ( abaixo) 


Using social media as one of your marketing strategies is no longer a question. It’s a question of how. The following infographic from Kuhcoon showcases the differences between traditional and social media marketing.


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Uma coleçao de mais de 750 campanhas de Facebook Marketing -A Collection of 750+ Facebook Marketing Campaigns: Facebook Studio

Uma coleçao de mais de 750 campanhas de Facebook Marketing -A Collection of 750+ Facebook Marketing Campaigns: Facebook Studio | Mídias Sociais - Tendências 2012 | Scoop.it

Muito  boa a dica do Robin Good. Realmente podemos encontrar ótimas campanhas no Facebook no Facebbok Studio. Lá as agências ou os profissionais podem criar seu perfil/ espaço e publicar as suas campanhas. 


É um ótimo espaço para previews onde os profissionais podem ser taggeados e mais facilmente encontrados. Estes perfis podem ser linkados aos perfis pessoais.


Fonte : http://www.youngupstarts.com/2012/07/13/digital-creatives-can-build-credibility-with-facebook-studio-and-facebook-studio-edge/



Confira aqui : http://www.facebook-studio.com/


Post via Robin Good ( abaixo) 


Robin Good: If you are looking for great examples of Facebook marketing at work, you may want to check the Facebook Studio, an official gallery/catalog of marketing campaigns using FB.


"...a place where creative agencies and marketers can deposit examples of great campaigns that leverages on the online social network to connect with audiences and have authentic conversations.


So far Facebook Studio has over 750 examples submitted and approved from around the world, and Facebook also holds the Facebook Studio Awards every year to recognize and laud the best work in the field.


Agencies can create an online profile on Facebook Studio that shows off their creative digital work, along with any of the awards accorded by Facebook.


These profiles go into a directory which is searchable and accessible, so you can preview the work.


Creatives who have worked on those projects or campaigns can be “tagged”, so people know who’s been involved in them. Creative individuals can also build their own profiles – which is separate from their regular Facebook profile (although they can be linked) – so that they can be tied to the work they’re involved in."


Source: http://www.youngupstarts.com/2012/07/13/digital-creatives-can-build-credibility-with-facebook-studio-and-facebook-studio-edge/


Get inspired.


Check it out here: http://www.facebook-studio.com/




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Novo estudo da ComScore sobre Facebook e Social Marketing - Facebook and comScore: “This is how to do social marketing”

Novo estudo da ComScore sobre Facebook e Social Marketing - Facebook and comScore: “This is how to do social marketing” | Mídias Sociais - Tendências 2012 | Scoop.it

ComScore released a new study with Facebook today explaining “how social marketing works.” If that sounds to suspicious minds like the fox explaining how to guard the chickens, that’s because it pretty much is. However, the study does contain a huge amount of useful information for social marketers.

Here are some highlights.


You’re more popular on Facebook


Social profiles on Facebook routinely get more attention than brands’ own websites. The example comScore gives is Skittles, which had 320,000 visitors to its Facebook page in March 2012, versus only 23,000 visitors to its corporate website. And that’s just visitors to the brand page; it does not count impressions of the company’s updates in fans’ news feeds.


The clear message from Facebook: pay attention to your Facebook presence.


Read more: http://bit.ly/Oyskmu


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Pinterest está se tornando advogado de marcas- Pinterest Is Turning Out Brand Advocates

Pinterest está se tornando advogado de marcas- Pinterest Is Turning Out Brand Advocates | Mídias Sociais - Tendências 2012 | Scoop.it

This piece was written by Christina Mannarino for Mediapost

 

**Entrepreneurs are not alone in recognizing the potential for sites that offer high user engagement, often tied to social networking and e-commerce

 

**Pinterest users spent an average 89 minutes on the site in January far passing Twitter and LinkedIn, tying with Tumblr and second only to Facebook.

 

**Because Pinterest has more than 10 million members

 

**should every brand have a presence?

 

**If so, how can it be impactful and ultimately drive brand participation?

 

According to comScore, the typical Pinterest user profile:

 

•68% of users are women

 

•80% are 25+

 

•50% have children

 

•28% have a household income of $100K+

 

Here's a few takeaways:

 

**Brand consistency: Emerging platforms, just like any digital platform, are an extension of your brand identity.

 

**Maintain consistency with your native site and other branding efforts. There is also no room to be stagnant on an emerging platform.

 

**Original and shared content: Many emerging platforms are designed to mix both.

 

**As evidenced by the sign on partnerships with Facebook and Twitter, engagement begets engagement.

 

**Test and learn: Emerging platforms are really a win-win in this area.

 

**Use analytics to understand site engagement, test new opportunities and learn the best way to engage with users on any given platform

 

Curated by Jan Gordon covering "Pinterest Watch"

 

Read full article here: [http://bit.ly/JKZotb]


Via janlgordon
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Perrine Crampton's comment, May 24, 2012 10:47 PM
Great find and thanks for your added takeaways.
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Facebook Privacy: This Service Alerts You When it Changes [INFOGRAPHIC]

Facebook Privacy: This Service Alerts You When it Changes [INFOGRAPHIC] | Mídias Sociais - Tendências 2012 | Scoop.it

A Abine, empresa que atua com privacidade online, lançou o serviço PrivacyWatch com objetivo de alertar os internautas quando suas configurações de privacidade no Facebook forem modificadas. O infográfico abaixo, criado pela Abine, mostra como está atualmente a política de privacidade do Facebook e como o sistema foi modificado em relação a segurança da rede social ao longo do tempo.


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Why Small Business Have A Huge Advantage Over Brands In Social Media

Why Small Business Have A Huge Advantage Over Brands In Social Media | Mídias Sociais - Tendências 2012 | Scoop.it
How small business can perform better than brands in social media by focusing on simple goals, being human, ensuring satisfaction and measuring ROI...

 

I currently have the fortune to experience two different fronts of digital marketing. Under Plural, I work with brands and, with SocialMouths I mostly jam with small business, personal brands, and bloggers.

 

One of the reasons I absolutely love this setup is that they are two different worlds in how the social web is approached, how it’s handled and how success is measured.

 

So I’m here to tell you that, despite the ridiculous budgets and unlimited resources, small business has a huuuge advantage over brands when it come to social media.

 

Here are my thoughts:

 

Strategy. Or Not?

 

Read more: http://bit.ly/JkdIDq


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