Facebook vs. Twitter: Where spend on advertising? (Part II)

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World & Business - Marketing
Monday, 14 January 2013 10:41

Here is a second installment to help you focus on where to invest in Paid Media social media. As I said in the first post, it is important to understand the differences and advantages of the two major platforms that offer this service (Facebook and Twitter) to maximize the impact on our marketing efforts on one target community. We listing.

The top five aspects were evaluated: objectives, community, segmentation, platform features and advertising formats. Here I share other five:

6. Analytics

Facebook offers a more complete analytical than Twitter in terms of the profile of the community, offering segmentations demographic (age, gender and location). Regarding Paid Media, offers a management dashboard multiple campaigns and budgets.

Twitter, meanwhile, has no self-analytical about community and usually have to use external tools to do so, however, when you make an investment in Paid Media, not just the information needed for managing campaigns, but also offers insights from the community around sex, geographic location, and particularly important, their main interests in common, unfortunately, this demographic information is available only when you have done a Paid Media campaign and while the order is in force purchase (current method investment in Spain).

7. Experience multi device

Prior to the introduction of new advertising formats newsfeed to reach users, Facebook is at a distinct disadvantage to Twitter to impact on smartphones and tablets. However, these formats cause reluctance in some Facebook users who are not aware of the change and consider it an invasion of their privacy by the advertiser. Not to mention that you have to consider the use of appropriate image creativity, and works best for dynamic applications and native applications we usually insert the tabs of Facebook (nonexistent in the mobile version, should be an ad hoc development).

Twitter, the spontaneous use of reading or ego is an explosive mixture with mobile, can impact these devices with the same creativity and users are used to it. This will greatly impact in boosting conversion landing pages, provided they are also optimized for these devices for a friendly experience.

8. Aval "social" in advertising

A great strength of Facebook is the opportunity to sponsor the interactions that users do with the brand, with the Sponsored stories. Seeing our environment known users interacting with a piece of advertising, our interest increases as our affinity with that person. In short, we believe our peers more than brands and these interactions drive conversion rates.

9. SEO Impact

Facebook is a closed box for the Google spider, but it is not Twitter. Thus, with a positioning strategy with hashtags of interest, we can generate multiple alternatives to be found and many inbound links to our digital assets, that being retweeted be greater still. Strengthen our organic positioning.

10. Investment

The fundraising competition is asymmetric. Facebook, with more travel in advertising formats, allows investments to suit every pocket and self-managed. Twitter in Spain today, uses a Key Account Manager to manage client accounts through purchase orders and a minimum amount in a given time period, however, are quite nice people and versatile to compensate this intermediation and, in the future, they hope to enable self-management of the investment. ;-)

We closed the post with a maximum recall across Social Media Marketing strategy: the platforms are the last leg of the equation (Target> Community> Platforms). That said, when you match the objectives and impact the community, and there are insufficient resources to invest in Facebook and Twitter, we bet on the platform that we offer higher returns. This is a personal listing, not exhaustive, that experience has given us. Do you use some other criteria when both platforms are competing for the same resources? What?

Welcome to the community knowledge. :)


Facebook vs. Twitter: Where spend on advertising? (Part I)

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World & Business - Marketing
Friday, 11 January 2013 10:44

The fight for the same piggy bank in times of crisis

The fight for the same piggy bank in times of crisis

The average paid social media allows us to maximize the impact of our marketing activities, in or out of these platforms, as a channel to consider in our mix. When resources are limited (we are in crises mode "on") and we need to convince assertive redistribution thereof, is important to understand the differences and advantages of the two major platforms that offer this service: Facebook and Twitter.

Facebook is continually evolving in the supply of paid media (especially access formats and mobile ) and roll out in Twitter has reached Spain in the last quarter of 2012. In their eagerness to monetization, both platforms offer new this year probably. As long as we parangonables impacting communities, to make a comparison as fair as possible, I share ten aspects to consider when evaluating an investment in some of these platforms. Today we leave the first five:

1. Objectives

Both platforms are useful in the service of creating awareness, visibility, engagement, qualified traffic and loyalty actions. However, there are subtleties to consider:

  • When it comes to notoriety, Twitter is leading to the possibility that tweets (both internal and third party) can be indexed by Google and accessible without being registered on the platform. Moreover, easy to share messages between its travel unknown viral makes it wider, generating as many impacts Facebook. Of course, with a more diffuse social graph.
  • Twitter usually possess greater strength to the derived qualified traffic to other platforms (such as digital asset own website, online store, blog, etc.) While people are used to this platform as dynamic node. In the case of Facebook, users prefer to keep the experience within the platform and you have to adapt or integrate it our own digital assets, so the conversion rates to external sites is generally lower.
  • From the point of view of business intelligence and knowledge user , Facebook stands to have a record high of more number of fields, this allows us to parameterize their interests (sex, interests and tastes; affair, etc.) and more travel as far to develop interesting applications for users and they do not feel that their privacy is violated. On Twitter user knowledge is given mainly by semantic analysis of content sharing, so you have to be adept identifying hashtags and users "prototype" to which we want to look like.

2. Community

Without going into global data, only in Spain, Facebook has about 17.6 million registered users (January 2013 figures) and Twitter about 10 (July 2012 figures). Registered users have more guarantees, in theory, greater opportunity to impact, but depending on our target community Twitter is a social network more popular among people between 25 and 44 years (based study Adigital ) with a strong professional focus: learning, knowledge sharing and networking. Facebook, meanwhile, allows segmenting the long tail, if we so desire.

The possibility of contact with users outside your network is greater in Twitter, a scope-instead-outlines a more diffuse social graph than Facebook. In the latter, where the affinity between users is usually predetermined by a previous relationship to the social network, the social graph is defined redound positively on the predictability of network communication.

3. Segmentation

Segmentation in Twitter is limited to geographical location, interests and a user profile that may be similar to that of our community, or the community of an interest profile (eg competition).

On Facebook, however, the specific choice of interests and brands, sex, location, relationship status, etc.. expands opportunities for segmentation, to the point of being able to go to niches. There is also the possibility to identify users of our databases within Facebook (for campaigns inclusive or exclusive, high effectiveness) and doing retargeting, as previously collected in the post " Facebook: Integration with CRM remarketing + ". An opportunity to actually go to detail.

4. Features of the platform

Complexity editorial and publishing frequency platforms on the quantity of different creatives to use for a successful campaign. That said, while the experience has given us a standard two daily publications in Facebook for corporate brands, for a more relaxed and extended platform, Twitter requires six to ten tweets for the same brand, for a more dynamic user experience , with short periods of time.

That said, competition between advertising and advertising on Twitter is no more, so creativity is a key element in the writing.

5. Advertising formats

When an advertisement is strained between updates of the members of our network, either Twitter or Facebook, is more likely to see them and interact with them, because we have no visual blindness we develop when we know that there is a commercial intent, in a our screen space. That said, the important thing is to be in the place where social activity occurs.

Except via newsfeed formats, in acceptance by some users even when there is a sponsored story, the advertising formats in Facebook are clearly identifiable by their location on the right side of the screen ... and sometimes for visual omission . The ads in the newsfeed have better CTR, which explains the success of Sponsored Stories to support the impact of the other formats.

Twitter, meanwhile, distinguishes their advertising messages with an orange arrow in both its Promoted Tweets (within the timeline or search results), as Promoted Accounts and Promoted trending topics (in the left laterial). The choice of hashtags in tweets and keywords for your appearance will be paramount in its viral journey.

Next Monday, we will give the second part of this post. Tranquil @ s, is already written ... we just want to avoid saturating the neurons it is Friday. # TGIF ;-)


The blog of creative territory is a shame! (Read it before it gets deleted)

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World & Business - Marketing
Thursday, 10 January 2013 12:31

If you could not read this title stop puncturing despite the maelstrom of daily saturated links your social networks is that you experienced, in a few seconds, one of the effects of "disruption". Actually our blog does not seem at all a shame, on the contrary, what I wanted to do with this "deception" was to show you how to break away from what you would expect a reaction can generate as big as his aggressiveness.

With the example of the title itself have done something different, but beware, this is not enough. For there to be a disruption fledged not enough to "attract", will also retain your audience with content interesting enough for you to remember and share. Thus arises the really difficult and rewarding of this concept.

Therefore, an epidemic of fear unleashed by the crisis virus where the most common symptoms are "support" rather than "act", "hide" instead of "show" and conformism almost as contagious as a yawn the best thing is to get vaccinated heading into this 2013. Here you have the recipe for your brands curéis to the virus that has wiped out thousands of businesses since 2008 with five doses of "disruption INTRAVENOUS".

Warning: Not sure you consult the pharmacist who was also infected.

1. - Keep your brand in motion, the crisis strikes sedentary patients

I want to ask, after all the publicity empacho sure you have got the brands this Christmas, how many pieces you've been advertising? Three? A? None?

I think lying if I say more than two, and wonder: Why after so many millions spent on advertising not you stay with any? Simple: no one wants to risk much less cause ... - God forbid - is easier to join the little train of brands that do the same and pray that the crisis does not see through the pile. If you think you still will not bill the crisis, prepare for tremor.

Recommendation: take one pill every 12 hours of "Fail fail cheap and quick", dare to do new things, if nothing happens because failure is learning and, remember, if you do that is cheap and fast. Remember that failure may be your best friend when it comes to innovation.

2. - "Read good indications of the drug: Do not confuse disruption with invasion"

If by that terrible disruption think banner jumping on opening a website, the ad will not let you watch a video on Youtube or impossible in web ads that fill the screen of your mobile are experiencing a condition known as "LOGOMÁSGRANDE" that affects the majority of Spanish customers for decades.

Recommendation: Apply every 24 hours on your brand a double dose of "quality content" mixed with 1,000 grams of "experiences" that your consumer is anyone looking at your brand and not the other.

3. - Disruption without content is a "One Hit Wonder"

The "One Hit Wonder" are those groups that have gone down in history for making facile pop songs and after a mega-successful hit has been forgotten. The same can happen if you focus only on the mere sensationalism and make no real change. Being a "hot One wonders" is easy, the hard part is being a legend and a disruption to remain in time doing what they need to innovate but nobody expected that everyone needed.

Recommendation: 1.000 g. provocation.

4. - No no disruption insights

Disruption without knowing your audience are fireworks in the middle of the ocean, so when you raise any advertising campaign is to identify important insights that move to your community. Delve into what motivates them, understand their dreams, anticipate the answer before you ask, I like them, never underestimate them. Think of them as a relationship not numbers.

Recommendation: a tablespoon of Social Media on rising. There is no better way of knowing who see you every day with your community (rubbing makes the love). Besides interacting known statistics but do not be misled by the numbers, learn them and practice engagement with every action you do. Cautívalos!

5. - If something works Change it!

The deadliest of viruses is undoubtedly believe that you did it, how difficult it is to get it to stay. Be careful with the combination of "ego & fear" ego of believing that you know everything and afraid to risk, your competition does not have either and are hungry to be in your place on the podium. Do the opposite of what you should do, the great use this technique and it works. Be a provocateur.

Recommendation: drink a liter of "one more thing" from Steve Jobs every hour. One more thing is a phrase that Steve Jobs used in his keynotes to give that added value than anyone expected but possibly change everything, demonstrating that you always have to wonder (for all but indispensable to leaders in its segment).

6. - Forget the competition, if you stare can turn invisible

The brands and products that have revolutionized the world have ignored the footsteps of his competition and have followed their own path. Follow the footsteps of others can make you lose your way easily. Know your competition but first know yourself.

Recommendation: a self-branded injection every eight hours and two capsules of provocation to rise.

PS: If after all these tips your brand is still in coma, go immediately to the health center we have creative Territory located in Eloy Gonzalo Street 27 at any time.


Social conversations in the Internet of Things

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World & Business - Marketing
Wednesday, 09 January 2013 10:51

Bring us more than a decade and yet, still looks like a science fiction story. Is the Internet of things , the world in which each object has its own virtual identity and potential capacity to integrate and interact independently in the Network with any other individual, whether a machine ( M2M ) or a human.

According to the U.S. multinational CISCO, in just seven years the world will have more than 50,000 million connected objects . The key, thanks to the miniaturization of technology and the popularization of open hardware platforms like Arduino , is the widespread use of smart tags and sensors implanted in all kinds of tools and materials.

No wonder, the Internet of things is regarded as yet another technological revolution of our century, in line with other emerging phenomena such as Big Data . But its disruptive character comes not so much the number or quality of technical innovations and the associated carrying their social reach.

This planet of online objects opens, in fact, new and exciting horizons of reflection. For example, the idea that, by connecting massive things Internet, the World Wide Web is no longer a space exclusively human or become a virtual universe beyond which, paradoxically, the existence and identity of people will be increasingly unrecognizable.

No matter their size or nature. Everything can connect to the Internet. From a programmable mobile bulb to a scale that monitors Web via our physical state . Also, an infinite range of equipment dedicated to the management of household electricity consumption , the automatic control of crops or the collection of municipal solid waste . Even living things can be part of the Internet of things, whether an avid plant care , a sick cow or calving animal , or a person with cardiovascular problems . In the words of Jules Verne, a man just imagine one thing for another to turn into reality.

Our smartphones, without going any further, are part of this ecosystem animated: collect environmental stimuli (among others, the level of noise and the intensity of sunlight), the layers contextualized by additional information (such as photographs or social labels ) and "talk" with other devices (such as a printer or a wifi vending machine ). In this way, real-time release apprehended and share experiences on the Web (as, in some cases, the geographic positioning of the unit itself).

And objects connected to the Internet of Things offers four basic levels of interaction :

  1. Unique identification;
  2. Location itself;
  3. State and property description;
  4. Context recognition.

Our physical world becomes, in this way, in an almost infinite universe where the most valuable data is not the simple accumulation of these resources but its gradual transformation into information, knowledge and, ultimately, in global knowledge. This is possible due to increasingly complex levels of interaction between users within the system and / or between objects by manual analysis or automatic application of certain algorithms.

In any case, the extension of the Internet of things to all sectors and activities of the planet, from the automotive industry , the retail market , the telemedicine or environmental protection , open space for discussion even less explored than the networked learning or studying massive information.

Internet, not only human heritage

The first has to do with the social nature of the Internet, emerged at the end of the decade of the 60s of XX century to facilitate precisely human communication. But since 2008 it is estimated that there are now more things connected to the Internet than people. Today, probably more than 25,000 million objects in front of less than 2,300 million users .

Soon there will also be more objects "talking" to each other than people talking on the internet. Blinds, heating, refrigeration or lights of our home can intercommunicate with each other and independently change state according to the shared values ​​of time of day, temperature, humidity and ambient brightness. Even automatically sort certain purchases, request a repair service when it detects a fault itself or a particular message posted on the Internet.

What all this tells us is that, for the first time since its inception, the Network will no longer be exclusively human. Moreover, we can tell you there and stay "alive" without our participation.

Objects as promoters of the conversation

In this scenario, there is the paradox of the objects that are conducive to human conversations. We may, in fact, meet communities organized around the "comments" that generate certain objects and not the opinions of others. For example, about taking data and Internet broadcasts the weather station in our neighborhood or incidents that automatically diffuses into Twitter's network of roads in our region.

One example is in Facebook applications sharing the results of a personal physical activity-as a race for the park-and provide opinions on the subject of our followers on that social platform. keeper Run or Nike LunarTR1 are some cases of great popularity this area.

Similarly, draw a horizon in which the people will become an increasingly more necessary and yet potentially less active in online conversations. Entries will be generated in social networks or other technological platforms without our active and conscious participation, for example, may be published pedestrian traffic statistics on our way, just for a certain point in the city equipped with smart pavement .

Presence and digital ubiquity

Virtual and physical start to integrate into a single global network ecosystem, on one "anywhere" ( in Spanish, "anywhere" ). No matter where we are but what we have access to the Web in the Internet of things we can see thousands of miles away if it is on the coffee and let our coffee prepared a couple minutes before she gets home.

Paradoxically, as recalled by Emily Green , the location of objects in the ubiquitous space is essential to give value to information and generate those actions. The objects interact , necessarily, with the things and phenomena in their immediate environment. The pour coffee infusion only if the cup is prepared under the dispensing valve.

At the same time, gaining strength the idea that people with Internet identity which will have more resources and opportunities for social interaction. That is, the existence of individuals, organizations and companies in their own physical space could become increasingly unrecognizable if not backed by a definite presence on the Net

And that in a global world where humanity is increasingly "virtualized" and in which, as a curious fact, objects are progressively leading protagonists.

People like measurement units

We will be as important as units of measurement nodes as recipients of the messages on the Web Our most common routes, with their schedules, their activity indicators, its added social tags, pictures, data on noise pollution or the presence of CO 2 in the air ... all that collect our smartphone, our clothes, our shoes by sensors will be capable of joining as Internet information and enrich the conversations of others.

We become, ourselves, a sort of constant motion sensors.

Computer invisible to "alter-internet".

The proliferation of objects "animated" in the Network will rely basically on solutions in the cloud and in the " ubiquitous computing ", ie one that is invisible to our eyes but will be part of our lives in the form of tiny appliances everyday. A scenario that is drawn is that in which computers need not centralize the actions of objects but will each "thing" that operate as its own machine and dedicate their limited computer processing power to cooperate with the other elements environment, like ants in nature.

In parallel, the multiplication to new levels of information available online, as a result of the simultaneous connection of millions of objects, require alternatives to current Internet. By 2014, according to Qualcomm , 70 percent of consumer electronics devices will be connected to the Network

As a solution, what many experts are suggesting is almost an "alter-Internet" or "anti-Internet" low-speed, low capacity but very low cost. Is the Internet 0 , proposing, among others, Professor Neil Gershenfeld of MIT. After all, a light bulb or a refrigerator connected to the Internet need not ever the same bandwidth to operate than the people who now occupy.

The interaction between machines connected to the network without human participation may improve the effectiveness and efficiency of many procedures. Of these, no doubt, those related to management and traffic safety is one of the most recurrent and above.

However, the fear of losing control of the objects around us, or even to leave certain phenomena of everyday life in the hands of a virtual intelligence, remains a feeling too human. Will we trust in airliners which ignore its cabin crew? Precedence? One intelligent vehicle occupant integrity in case of accident or road safety and therefore the rest of the conductor?

I have no fear of computers. A fear that I have is the lack of them. "

(Isaac Asimov)

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