These seven factors make the difference between social media strategy success and failure.
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Un compendio de datos y tips, proporcionados por Luis Marán, que te ayudarán a utilizar Pinterest para vender y no solo ver imágenes
Fuente: Whitepaper – Vision Critical – From Social to Sale
Entrevista a Alejandro Moñino, Coordinador de Contenidos Digitales de Carvajal Educación.
Las cuatro métricas fundamentales deben ser monitorizadas a intervalos de tiempo regulares con el fin de permitirnos optimizar las acciones de social media y conseguir nuestros objetivos de marketing.
Google chrome is the most widely used web browser in the world. Apart from speed, the other most likable feature is the extensions. Chrome Extensions add extra functionality to your browser to make it interact with other apps including WordPress. In this article, we will show you 9 useful Google Chrome extensions for WordPress that will help you improve your WordPress workflow.
We hope this article helped you find some useful Google Chrome extensions for WordPress.
You’ve heard all about the importance of using Facebook to grow your business. You know that it has a large user base. You realize that it can help you find new customers. But actuallydoing marketing on Facebook is a whole other story.
Wouldn't it be nice to have a little pocket guide to navigating Facebook?
You're in luck: the psychics at Verticalresponse have read your mind. In order to make your life a little bit easier and help you break through all of the clutter on Facebook to finally get the results you’ve been hearing about, they created the infographic featured below.
Here are the 8 things you really need to know — and do — to create content that’s a gift to your constituents:
1. Content marketing should mean you begin with what you have to say. Bring together a multi-disciplinary team of staff and/or volunteers. Get out your easel. Brainstorm a list of what’s hot at your organization. Then brainstorm some more. Consider how what you do ties in with what’s going on in the news (and what may be top of mind for your potential supporters)? Draw a circle around those topics that have the greatest currency and relevance.
2. The next step is to figure out what your constituents want to hear. What are your most frequently asked questions? Ask your receptionist. Ask your program directors. Ask your volunteers. What content do you see your constituents sharing on social media? Jot down all this information.
3. Then determine where these two things intersect. Figure out how the content you previously brainstormed and circled might answer your readers’ burning questions or address their favorite subject areas. Use a marker and connect the hot, relevant topics to the hot, relevant questions and shares. That’s the content you want to put out into the universe – throughwhatever marketing communications mediums you have at your disposal or can realistically manage.
4. What kind of emotionally compelling stories might you have to tell that relate to this relevant content? Jot down any stories that come to mind. Go searching for others. As business and thought leader Jim Collins taught us: “We are known by the stories we can tell.” Make sharing stories a common practice within your organization. Infuse them into your culture. Share stories at board and staff meetings. Ask program staff to share stories with you. Share stories with them.
Effective storytelling is often the heart of an effective. attention-grabbing content marketing program. And, yes, “storytelling” is another meme du jour. But there’s a reason these phrases become buzzworthy. So don’t throw them out just because they’ve crept into jargon territory.People are wired for stories, and they’re more likely to understand, remember and share your content if it comes in a format that shows them the central challenge you seek to overcome — and how they can prevent tragedy.
5. Look for stories that show folks how they can prevent an unhappy ending. At the end of the day, the heart of your communications strategy – your purpose in writing – must be to persuade us that if your organization, and the donor, doesn’t help, something untenable will happen to your main character. The character may be a person, an animal, a place or a principle. Whatever person, place or thing is faced with a challenge, don’t let it suffer. Don’t let it wither. Don’t let it die.
6. Find ways you can get your audiences to interact with your content. Your goal is to get folks engaged with you, right? Then consider how you might kick-start this activity. There’s a reason those Publisher’s Clearing House mailings come with all sorts of stickers for you to affix before you mail off your entry. It gets you involved! For some ways to craft interactive content, click here.
7. Now you’re ready to create a content editorial calendar . This is where you begin to think about your mediums. Which content will work best in your newsletter? Which do you want to share via social media? What should go into your fundraising appeal? When are the best times to share your content, and with which constituencies? When will you piggyback, perhaps sharing your blog posts via links to your e-newsletter or Twitter feed? Who will be in charge of producing the content? Who will review it? What will the deadline be?
And so forth. Your content calendar gets you organized. It helps you to become strategic and consistent, rather than random and ad hoc. There are many different templates and content scheduling tools out there to choose from, so there’s no need to reinvent the wheel (It can be as simple as an Excel spreadsheet template; a Google calendar; a free Editorial Calendar Plug-inwith a simple drag and drop interface… or even a Word document or desk-top or wall calendar. It doesn’t need to be fancy; it just needs to be something with which you’re comfortable).
Content marketing does not mean you give up on all your different communications mediums. Your choice of communications platform does matter. It’s just that emphasizing the box rather than the gift inside the box is backwards. You don’t want to put the medium cart before the messaging horse.
8. Write a content marketing plan to efficiently disseminate your messaging to target constituents. Your written content marketing plan should embrace both fundraising and awareness-raising goals. It should include ways to create powerful content that will accomplish all your objectives. Plus it must identify platforms where the folks who you want to impress hang out (e.g., LinkedIn, Facebook, email, their curbside mailbox, their smart phone, etc.).
When you’re done, you’ll have a well-organized and integrated content marketing plan that includes: goals (why you want to do this); objectives (how you’ll do this, with measurable outcomes); strategies (what you’ll do, who will be responsible, and when you’ll target getting it done) and tactics (tools and platforms you’ll use and promotion strategy.
Get thee a content marketing plan that prioritizes the messages your constituents most want to hear. Then figure out the platforms — both online and offline — in which to deploy them. You’ll be well on your way to raising awareness and investment in your cause!
Imagen | Yoel Ben-Avraham
Generating more leads is a B2B marketer’s biggest challenge, with 61% of marketers ranking it as their top issue in 2013.
With dozens of different B2B demand generation tactics, how do you decide which strategy is worth your time?
B2B marketers use an average of 13 different marketing techniques, social media being the most frequently used. 87% of B2B marketers put forth some sort of effort on social media last year, indicating that most marketers understand the value of social sites.
Here’s a few more social media statistics you need to know, and what they mean to your business.66% of B2B marketers say that lead generation is one of the benefits of social media marketing.
What it means: Up from 61% last year, more and more marketers are seeing social media’s power to generate demand for their product or service. This increase indicates that marketers are seeing social media as a viable demand generation tool, as opposed to a place to share company new releases and awards.
Related Resources from B2C
What it means: B2B marketers see the value of social media for lead generation, but are having trouble taking the next steps. Take time to write out a social media plan for your company to help streamline the execution process.
To get started, write out a few relevant messages for your blog posts for LinkedIn, Facebook, and Twitter then take time to think of responses for anyone who comments or retweets. Once you get a feel for how it works, schedule out posts for the next few weeks.44% of B2B marketers have generated leads via LinkedIn, 39% have generated leads through Facebook, and 30% have done so through Twitter.
What it means: While LinkedIn still reigns supreme for B2B social media lead generation, Facebook and Twitter are holding their own. Facebook and Twitter are generally seen as the more B2C social media sites, but don’t discount them yet.
All three sites can build brand awareness through different dynamics. Share images or articles with a short insight on Twitter and use Facebook to share articles and start a conversation with your readers. Both sites can take a lighter tone than LinkedIn, so don’t be afraid to show your fun side!80% of social media conversions for B2B marketers come from LinkedIn.
What it means: As we stated above, LinkedIn is still converting the most readers to leads on social media. The study this stat is pulled from explains that a vast majority of LinkedIn leads come from posts in discussion groups, so branch out from your company page!
Find a few LinkedIn groups related to your industry and test out posting a few articles. Write an insightful takeaway and end with a question to start a discussion with the other readers. You can post your company articles too, but don’t spam the group and try to make it all about you.54% of B2B marketers have generated leads with social media marketing and 40% of those who generated leads have generated revenue.
What it means:
Don’t forget to follow up! It’s easy to say that your social media strategy isn’t working if you’re not following up with your leads.
Be sure to follow up with them in an appropriate manner and answer any questions they may have. Value your social media leads and you may find yourself with a new customer.Measure Your Progress
Like any other marketing initiative, don’t forget to measure your success.
80% of marketers using social media are using some sort of metric to track their progress. Common metrics other B2B companies are tracking are likes, clickthrough, reach, or conversions – these metrics can help you see what’s working and what isn’t.
Don’t be discouraged if your results aren’t what you would like to see right away. It will take a while to build brand presence on any social site – as long as you’re posting things your customer want to read, you’ll start to see positive results.
Mark Yolton of SAP explained, “Social media marketing is no longer a nice to have—it’s a must have. Our customers expect it. Our competitors are all doing it. And unless we embrace and excel at social media marketing integrated into the full marketing mix, we’ll be at a competitive disadvantage.”
Image credits: UTA Brand Studio, TechCrunch,
Tip #1: Analyze What You’re Doing with Social Media
68% of the marketers surveyed indicated that they measure the effectiveness of social media marketing. You can easily repeat this by creating landing pages specific to different campaigns and utilizing A/B testing of which landing pages work best for different forms of social media.
Related Resources from B2C
The majority of marketers reported that they either aren’t sure or they don’t feel that their Facebook marketing is working very well. The larger the business, however, the more they felt their efforts on Facebook were working. About 52% of businesses with over 1000 employees thought their Facebook marketing was on target but only 34% of small businesses felt their efforts were working.
The takeaway from this is that you should try different types of marketing and not only limit your efforts to Facebook. Programs like HootSuite can help you preschedule posts to different social media and may be a good solution for small business owners.Tip #3: Go Mobile
State of Mobile 2013 (view full infographic here).
More and more people are using mobile devices. According to the Pew Research Internet Project 58% of Americans have a smart phone and about 42% own a tablet. The marketing report shows that marketing experts are starting to embrace this trend. About 43% of marketers surveyed said that their blogs are optimated for mobile readers. This is still a minority, but that percentage is up 15% from 2013.
Another market study by Super Monitor states that:The average age for the first cell phone is now 13.Mobile web adoption is growing 8 times faster than web adoption did in the 1990s and early 2000s.50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online.Mobile-based searches make up one quarter of all searches.72% of tablet owners make purchases from their devices on a weekly basis.
What you can learn from this is that mobile browsing is on the rise and you should work toward a mobile-optimized blog.Tip #4: Invest a Little Time
Screenshot from Social Media Examiner’s 2014 Social Media Industry Report
The average time marketers spend on social media each week was 6 hours.
About 37% were engaging in social media for 11 hours or more. Even if you have a very small budget, you need to allot some time to social media marketing. If you can afford to hire a social media marketer to do this work for you, however, it will free up your time for writing and other marketing efforts and increase the time spent on this endeavor.Tip #5: Develop a Fan Base
The report states that 92% of marketers feel one of the biggest benefits of social media marketing is that company exposure is increased. They feel they gain new followers and that these followers are loyal fans. You can use this information to change the way you interact with your own followers. They are loyal friends to your business. Do you treat them that way? Do you engage them and post snippets that will interest them?Tip #6: Use Three or More Networks
The majority of marketers promote on at least three social networks. The big three are Facebook, Twitter and Google+, but there are dozens of others out there. Does your site sell products crafters would be interested in? Then getting engaged on Pinterest is an excellent idea since the user base on Pinterest is women.Tip #7: Plan Ahead
70% of marketers state that they post content on social media at least one time per day.
In order to keep up that type of pace, marketers must plan ahead. You should have an idea in mind for how you plan to promote for the month or even the quarter, content should be written ahead of time and posts scheduled to go up on social media in advance.Tip #8: Partner with Other Businesses
The report also showed that those who have been marketing for a year or more tend to build more partnerships with other businesses. This increases your social media exposure, because these partners will promote your products and vice versa. Once you’ve been marketing for a bit, you may be approached about a partnership or decide to approach someone else. Keep in mind that the other business should be complimentary but not competition. In addition, make sure you want to put your name behind the product. Ask for a sample, test it out, check out reviews of the business to make sure there are no serious complaints. When you recommend a product to your readers, they expect you to have done a bit of research on that other product.Tip #9: Get Engaged on the Top Platforms
Screenshot from Social Media Examiner’s 2014 Social Media Industry Report
As mentioned before, there are dozens upon dozens of different social media platforms to get involved in. However, one thing this report showed was that there are seven that are most frequently used by marketers. Those seven platforms were:FacebookTwitterLinkedInYouTubebloggingGoogle+Pinterest
There is a reason these are the top seven and that has to do with the number of users they have and how much those users utilize the site. Make sure you utilize these platforms first before moving to others for the best results.Tip #10: Videos Are on the Rise
Since 2013, blogging has slipped in rank slightly and YouTube has bumped it down. According to Invisia:Video was the fastest growing form of ad format in 2012.According to ComScore, 45.4 percent of users viewed at least one video online over the course of a month.86% of colleges and universities have a presence on YouTube, according to the University of Dartmouth.
Smart marketers are utilizing videos to engage readers. From how-to videos to funny viral videos, there are a lot of different techniques you can use to engage your readers. If you aren’t already on YouTube, set up a channel for your business and figure out what you have to offer viewers.
Son siete útiles libros de cabecera, para cualquier pequeño o mediano empresario que pretenda estar al día en las últimas tendencias del marketing online. El común denominador de todos ellos es su precio económico y disponibilidad en las principales librerías digitales de la Red. Y si quieres material formativo gratuito sobre el mundo2.0 no dudes en visitar nuestra biblioteca virtual con más de 20 ebooks sobre redes sociales, marketing online, SEO, etc.
Muchos señalan a Matías como el pionero en la Argentina de este fenómeno que tuvo su puntapié en México y España, y que está empezando a marcar tendencia en nuestro país. Porque aunque aquí los booktubers todavía son pocos, sus videos se viralizan entre sus pares. Y mientras ellos aseguran que solamente quieren hablar de los libros, las editoriales los señalan como referentes y formadores de nuevos lectores. "Hacen la diferencia", dicen desde Penguin Random House, uno de los grandes grupos editoriales, atento a estas nuevas voces: organiza reuniones y oye las sugerencias de estos fieles seguidores de escritores como J.K. Rowling, John Green, James Dashner y George R.R. Martin, que leen por placer e influyen mucho en el consumo entre los adolescentes que están hiperconectados.
Según Nadya Powell, managing director de MRY en Reino Unido, es posible y recomienda en Ticbeat:
1) Entiende cómo se organiza el cliente
Antes de adquirir cualquier compromiso, es crítico conocer estas dinámicas que determinarán cómo se estructura la relación de trabajo en el largo plazo
2) Sé imperativo
Si bien es verdad que es necesario crear contenido global también lo es que los mercados tengan la posibilidad de crear su propio contenido local. La clave es que el contenido sea consistente con la marca pero que además incorpore ese toque local, que le otorgue la relevancia necesaria.
Hacer esto significa que la campaña no tendrá repercusión en el mercado local e incluso peor, que la filial se niegue a ejecutarla. La colaboración es imprescindible. Por este motivo, es fundamental compartir la estrategia inicial y los conceptos con los mercados clave para identificar cualquier barrera lingüística o cultural. Esto no significa diseñar la campaña en comité sino mostrar empatía y tener en cuenta a los mercados locales en tu estrategia.
4) Establece unas directrices guía
A menudo a las reuniones que asisto, se culpabiliza a un determinado mercado por no ser lo suficientemente fiel a la marca en determinada plataforma. Desde luego, no es culpa de la filial sino de la empresa, que no suministra la documentación o el soporte necesario. Es importante invertir tiempo en crear guías de social media y kits de herramientas que ayuden a las filiales en sus acciones sociales. Incluso mejor: desarrolla un documento en línea que permita los cambios orgánicos que lo social demanda.
5) Demuestra lo que vales
Prioriza esta tarea, ya que en el caso de que la agencia no pueda demostrar su efectividad tendrá una conversación dura con el cliente sobre lo conseguido en el año que puede acabar con la relación.