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"Search Engine Journal" - 2 new articles
- Foursquare – A Marketing Channel Not A Campaign
- Tweet With Your FACE: Why Big Brands Need Social Brand Ambassadors
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Foursquare – A Marketing Channel Not A Campaign
It was interesting to see this question (below) asked as a comment to a recent article on Foursquare that I was reading.
"I need to know my ROI on implementing another piece of social media? (referring to Foursquare as "another piece of social media."
There are several things about it that I would like to rip apart, but the kinder, more gentle, side of me will just "address" them (and try to educate), because its obvious some educating needs to happen. I mean, it may not even really be their fault for calling it this, they were probably just listening to another social media guru out there (who led them astray).
With all that said, the big standout, the thing that made me want to forehead slap myself was calling Foursquare "another piece of social media" (in regards to social campaigns). Let me make it very clear, if your approach with with Foursquare is "another piece of social media" … you will fail. Foursquare is a marketing channel, like, Yelp, GoWalla or Angies List - NOT "another place to implement a social media campaign". You need to spend some time figuring out the best ways your business can benefit from specific social media networks, and in this case (Foursquare) it's "location based marketing". The best way to do this, is to research and understand what the social network is all about. Dig in, see how other businesses are using it, check out their apps, get in, sign up and start checking in. See what your competitors are doing. There is no better way to learn then by getting your hands dirty (so to speak). There are many awesome posts out there explaining what Foursquare is, and a quick Google search will educate you, but simply put its a location check in service/game. People check into your business, add tips etc. etc. etc. blah blah blah!
I really do not want to get into explaining how Foursquare works, but rather help you understand that your focus should be creating a strategy for how to use it. I want to help you understand that you are not trying to create "content" that you hope will "go viral" . This is one of the biggest myths I see businesses falling into that do not understand social media. They take the "another social media" approach (and think they have to create the next amazing video to go viral on You Tube, or info graphic to make the front page of Digg), rather than to take a step back and understand what the network is about, and figure out how to grow their business with them.
Take the Foursquare survey that Will Scott and I conducted for an SMX Advanced presentation a month or so ago: (this chart clearly shows that businesses are not understanding Foursquare and that they need our help.)
I polled the businesses I personally talk to who are using Foursquare and most agree that it (Foursquare) is bringing people into their business, yet only 10% would be willing to pay for it (see graph below). Again, this tells me that there needs to be some educating about all the new marketing channels that are out there these days (especially in social media).
The big take-away here is that we (as an industry) need to help businesses understand that not all social media is created equally. You can't take the same approach with all networks. You must understand that something you create for one network, may not fit with another. Once businesses realize that there are different marketing channels, and each channel needs to have its own unique approach, we (marketers and biz owners) are going to have so much more success and WILL see that ROI on "social media" they are so desperately seeking!
Check out the SEO Tools guide at Search Engine Journal.
Foursquare – A Marketing Channel Not A Campaign
Tweet With Your FACE: Why Big Brands Need Social Brand Ambassadors
This is something Zappos has done for years that really needs to catch on more than it has, because:
- The rewards for corporations are huge, and
- Tthe competition is too risk-averse to do it. And avoiding all risks is not the way to run a winning company.
But first let me tell you what I'm talking about and what I'm NOT talking about.
You still should tweet with your fingers.
But seriously, what I mean is social media people who:
1. Are not the cofounders or CEO of a company
2. The company has empowered to be the or a brand ambassador
3. They do this as themselves, not behind a logo
4. Preferably, this is not a social media outlet, blog, or social media agency, but a company in an older industry
5. Size isn't a huge factor- but per #1 it probably has to have at least 3 people- all the way up to to a Fortune 100 company
I hate to pick on Bruce's Yams, because they really took a gutsy risk hiring Miss Destructo to do their social media. But they need to go further and let her be the FACE. Why? As she related to me today, when she went to a conference in New York City, everyone saw her and immediately asked about the yams. People are asking her to speak at social media conferences later this year and talk about the yams. It is impossible to separate the brand ambassador from their work, for good or ill. People already know.
Coca-cola has a funny video about the guys that created their Facebook page, but as far as I know, they are no longer involved. Mistake.
Look at Pandora- originally they had Lucia, who tweeted from behind the logo. Kudos to Pandora, they now have Aaron with his face and guitar, tweeting with his FACE! And Scott Monty is well known as a social brand ambassador and mover and shaker for Ford. His social media success has not only helped Ford's sales but also garnered them a huge amount of PR. And he tweets with his face.
The Only Thing We Have To Fear Is…
Corporate decision-makers are afraid that tying themselves to a person either limits them (stuck with that person), or increases risk of brand damage. Here's why those fears aren't realistic:
- We'll Be Stuck With Them: Pandora switched from Lucia to Aaron. No biggie. You aren't stuck with someone.
- They'll Tarnish Our Brand: Kodak and Jeffrey Hayzlett parted ways. Hayzlett for newer and bigger opportunities, and from what he's said in interviews, I'm guessing Kodak corporate PR is relieved. They didn't like when he tweeted the reply "Bite me", or when he said more politely "Please bite me." But there's no evidence that's the reason they parted ways, and there's no evidence that Kodak's brand was injured. In fact, there's plenty of evidence that the boisterous Hayzlett increased Kodak's brand visibility in social media.
Social Media Brands, Buying Decisions, and Stock Prices
If you think Kodak likes telling people "bite me", you're delusional. Get real. Kodak does cameras. If I buy a Kodak, it will be based on camera reviews, not because their FACE on Twitter said something questionable. If a social brand ambassador does say something inappropriate, just fire them and move on. That sends a clear message: this is not what our company is about.
One of the biggest things social media does is increase visibility and mindshare. Even the negative opinions social media moms had about Motrin won't keep me from buying Motrin if it's the right medication for the situation. I'd probably buy the CVS version, anyway. Motrin Moms didn't change my buying behavior. Regardless, this supposed debacle didn't affect their bottom line or stock price.
How Corporations Can Leverage Social Networking
Social networking is super powerful. It…
- Seeds word of mouth
- Builds trust
- Increases mindshare
- Increases repeat purchasing
The problem for big brands is: personality is required. I don't want to be friends with a logo. I want to be friends with a person. Social networking has major ROI in a variety of ways, but it only works between real people.
One way to mitigate the risk to your brand is take the Zappos approach. They've had 500+ employees on Twitter, tweeting with their own FACES, for years. Zappos saw themselves as a customer service company, and that's one of the reasons they dove headlong into Twitter. Amazon acquired them for nearly $1 billion dollars. Not too shabby.
What's funny is that Zappos never really told them what to tweet. Conversely, Coca Cola has 20 principles and you have to be certified. They can't get as simple as Sun's 3 social media principles. Does Coke just hired dumber people? More likely, they're more scared. They have the most valuable brand in the world; the brand itself was valued at $68 billion in 2009. Just the brand. But you know what's going to happen- some befaced Coca-Cola twitterer is going to tweet out a bad word and the brand is going to suddenly be worth $34 billion. Seriously?
I'm trying to think of a "get some guts" command that doesn't sound vulgar.
Oh well.
Nonetheless, you may want some Social Media policies, so here are 113 of them you can use as examples.
Check out the SEO Tools guide at Search Engine Journal.
Tweet With Your FACE: Why Big Brands Need Social Brand Ambassadors
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"Gizmos" - 4 new articles
- Teclado Bluetooth Flexible de Brando
- Con Kinect podrás sentarte, pero no tumbarte
- Asus anuncia la gráfica para gaming VGA ENGTX460
- El Motorola Charm se podría retrasar
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Teclado Bluetooth Flexible de Brando
El teclado flexible y enrollable de Brando viene a aportar un aire de novedad y una sensación de "tenemos un juguete nuevo" que vienen bien de vez en cuando. Se trata de un dispositivo para llevar contigo de viaje y hacer muy buena función como sustituto de tu teclado habitual.
Dispone de 85 teclas distribuidas en forma standard y además 5 de esas teclas tienen funciones exclusivas de teléfonos móviles: Cambiar de pantalla, Menú, SMS, Ok y Cancelar. Realmente útil en el momento en el que lo emparejes con tu teléfono móvil.
La superfice es de silicona, trata de mantener una buena relación con la ergonomía y en cuanto al diseño, podemos decir que te atreverás a sacarlo en cualquier reunión y dejarás a todos con la boca abierta, primero por la novedad y segundo por lo bien hecho que aparece este teclado.
El peso del pequeño teclado de Brando es de 96 g. y sus medidas de 256 X 92 X 16mm. Es totalmente compatible con Symbian S60, Mac OS, Windows Mobile, Window 7 / Vista / XP / 2000 y también con los iPad y iPhone 4 de Apple.
Ya está disponible a la venta en el sitio web de Brando, por tan sólo $40 (unos 31 EUR al cambio).
En Gizmos: Carcasas para discos duros con USB 3.0 de Brando - Retro-teléfono Bluetooth de Brando
Vía | Brando | Gottabemobile
Related posts:
- Brando MSI BK100, teclado Bluetooth para tu smartphone
- Freedom i-Connex, teclado Bluetooth para controlar tus dispositivos
- Teclado numérico inalámbrico con trackball, de Brando
- Teclado flexible con trackpad en la parte de atrás
- Concepto de PDA flexible
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Con Kinect podrás sentarte, pero no tumbarte
Desde el E3 2010, la feria de videojuegos donde Microsoft mostró la versión definitiva (o casi definitiva) de Kinect a la prensa, se ha hablado mucho sobre el dispositivo de Microsoft para su Xbox 360. Durante el propio evento apareció una duda: ¿podremos sentarnos jugando?, y Microsoft afirmó que sí, que podríamos hacerlo.
Por nuestra parte, sólo hemos podido probar Kinect estando de pie, pero se está comentando que podría haber problemas jugando tumbados.
Microsoft ha dejado bien claro que podremos sentarnos con Kinect si el juego al que vamos a jugar está preparado para ello. Pero desde Blitz Games, una compañía desarrolladora de videojuegos, comentan que han tenido problemas trabajando en The Biggest Loser: Ultimate Workout, un juego de ejercicios. Al parecer, los ejercicios en los que es necesario tumbarse en el suelo no son compatibles con el dispositivo, porque las cámaras 3D no pueden conseguir el marco de tu figura tal y como lo hace cuando estás levantado.
De momento parece que la cosa está en el aire, y que Microsoft
podría echar el resto para solucionar éste problema. Dado que el dispositivo se comercializará en noviembre, todavía tienen unos meses para cambios de última hora.
En Gizmos: Natal, el dispositivo de Microsoft, ahora se llama Kinect - Fecha de lanzamiento y precio para Natal, casi confirmado
Related posts:
- Microsoft anuncia la Xbox 360 Slim
- Natal, el dispositivo de Microsoft, ahora se llama Kinect
- El 3D y PlayStation Move, nuevas armas de Sony
- iFlyz, iPod + avión
- SIM Card Backup Tool, para hacer copias de seguridad de tarjetas SIM
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Asus anuncia la gráfica para gaming VGA ENGTX460
Ya sabemos que Asus está dispuesta a ofrecer la mejor experiencia en ordenadores para explotar al máximo el gaming. Bajo éste modelo de intenciones la fabricante anuncia la tarjeta gráfica ENGTX460, una generación añadida VGA para GeForce 400 de nVidia.
El modelo cuenta con notables mejoras y funciones inéditas, como tecnología de aceleración Voltage Tweak, seguridad GPU Guard, protección Fuse Protection, diseño térmico DirectCU, o aislamiento EMI.
La gráfica está optimizada para DirectX 11 y Windows 7, contando con 3D Vision Surround, soporte CUDA, y sistema PhysX. Además, la tecnología DirectCU, ayuda a mejorar la disipación de temperatura en un 20% y preparan al sistema para rendir de forma excelente, incluso en el overclocking.
Por otro lado, permite soporte nativo DirectX 11 en resolución de 2560 x 1600 píxeles, Full HD, y la tecnología de tres dimensiones 3D Vision Surround, utilizada cada vez en más juegos. Aunque inicialmente sólo se lanza el modelo ENGTX460 DirectCU TOP/2DI/768MD5 dentro de la gama, a lo largo del verano llegarán distintas propuestas adicionales. En el caso de éste producto, su precio es de 208.95 euros.
En Gizmos: Asus presenta la gráfica ecológica Bravo220 - Se precisa el lanzamiento en España de las gráficas GeForce GTX480 y GTX470
Related posts:
- Asus anuncia el portátil para gaming ROG G73Jh
- Roccat Gamerbook, para los amantes del gaming
- iBuypower lanza el portátil de gaming Battalion Touch CZ-11
- Se precisa el lanzamiento en España de las gráficas GeForce GTX480 y GTX470
- Asus presenta la placa base Rampage III Extreme
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El Motorola Charm se podría retrasar
Hace sólo unos días os hablábamos del Motorola Charm, un nuevo móvil con sistema Android de lo más interesante. La principal función de éste dispositivo era ofrecer a los amantes de las redes sociales una solución perfecta para todas sus necesidades.
Pero se rumorea que el Charm, que teóricamente se lanzaría en verano, podría retrasarse hasta finales de agosto.
Desde medios especializados en los productos de Motorola se comenta que el retraso sobre la fecha original de salida (el mes de julio) podría deberse a problemas con la batería del teléfono. Se dice que la distribuidora del teléfono en Estados Unidos, T-Mobile, podría verse obligada a vender baterías de duración extendida con el sello de Motorola para que el teléfono rinda de manera apropiada.
No obstante, por ahora son rumores y no hay nada confirmado. Dado que no queda demasiado para su salida, con retraso o sin él, suponemos que no tardaremos mucho en oír algo nuevo sobre el Charm.
En Gizmos: Motorola anuncia oficialmente el smartphone Charm - Motorola y la actualización del Cliq a Android 2.1
Related posts:
- Motorola anuncia oficialmente el smartphone Charm
- El Motorola MB810 podría ser el rumoreado Shadow
- 100.000 Motorola Droids en un fin de semana es mucho vender
- El Motorola WX404 estará pronto disponible
- Nuevo Motorola Z9
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viernes, 16 de julio de 2010
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