Archive for 26 abril 2009

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Word-of-mouth case study: HP 31 Days of the Dragon

26/04/2009

Y un ejemplo más de Word-of-Mouth a través de e-influencials. HP seleccionó 31 bloggers y les entregó 31 HP “HDX” Dragon para sus lectores, dejando abierto la manera que los bloggers querían para sortear o entregar el HP a sus lectores.

Inversión en medios convencionales = 0. Resultados = increibles…

Anuncios
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¿Es ético recibir dinero a cambio de posts? (Sponsored blogs come under fire)

22/04/2009

¿Es ético recibir dinero a cambio de posts? ¿Cuál es la definición de un post patrocinado? ¿A partir de cuando pierde en eficacia?

Son algunas preguntas que nos hemos hecho con Marc Cortés, Joan Jimenez y otros especialistas del social media.

Desde mi punto de vista, hay que dividir el patrocinio en 3 grupos:

1. el blogger recibe dinero a cambio de una revisión de producto, de la publicación de una noticia, etc.

2. el blogger recibe vales de descuento para probar un servicio

3. el blogger no recibe dinero pero recibe un producto para probarlo

El código ético de la Womma propone primero clarificar siempre la relación entre el blogger y la marca (“he recibido una compensación de XXX para probar el producto YYY, y esto es lo que pienso…”)

Segundo, recibir dinero en cash a cambio de una opinión no es sólo ilegal (hay una ley europea que impide el pago de dinero en cambio de publicidad o recomendaciones), si no que no me parece ético. ¿Cómo puedo guardar mi sentido neutro si recibo dinero a cambio de una opinión “positiva”? los lectores críticos notarán la diferencia.

Recibir vales de descuento para probar un servicio puede ser visto como dinero en cash, aunque sin el vale de descuento no probaría un servicio, por lo cual estamos en un punto medio entre recibir dinero en cash y no recibir dinero. Mmm… creo que aquí la prudencia es deseada. Pondría “he recibido un vale de 50 EUR para probar el servicio XXX y me ha parecido …”

En el tercer caso, cuando el blogger no recibe dinero, si no únicamente el producto, creo que su neutralidad es respetada y su opinión puede ser reforzada. “He recibido este producto de XXX y lo he probado. Mi opinión es…”

Un tema emergente en España, porque muchas agencias pagan bloggers para “comprar” sus opiniones. Personalmente veo bien que un blogger pueda percibir una remuneración, pero no a cambio de publicidad encubierta. Lo que cuenta, son opiniones reales y honestas.

¿Y que dicen nuestros vecinos de EE.UU. al respecto? A continuación un debate sobre cómo sponsorizar blogs.

Sponsored blogs come under fire

… Critics question ethics behind advertisers’ sponsorship of blog postings …

Corporate sponsorship is commonplace on the radio, behind celebrity endorsements and in professional sporting events. Now an increasing number of blog posts are brought to you courtesy of brands eager to reach consumers on the Web.

The rise of “sponsored conversation” is sparking spirited debate in the social media marketing industry, with a dichotomy forming between those who see compensation as a pragmatic option that benefits both companies and bloggers, and those who believe such practices could taint the legitimacy of writers and brands.

The discussion “gets to a really high level of where blogging fits into our culture and society, and whether it’s journalism or not,” said Sean Corcoran, an analyst at Forrester Research who believes sponsored conversation is becoming commonplace.

Forrester analysts say this approach can be a useful compromise between public relations, where companies have no guarantee of coverage, and advertising, where brands control the message. Bloggers can be seen as more authentic messengers because of their relationship with readers.

No one argues that bloggers should disclose compensation. Even when disclosure is made clearly, not all marketers are comfortable with payment.

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Word-of-Mouth, a Key Component of the Marketing Mix

21/04/2009

La directora executiva de la Word of Mouth Marketing Association, Kristen L. Smith, nos entrega un artículo muy interesante acerca de la eficacia de las campañas de boca-oreja.

So how do you find out where to get the best chicken vesuvio in town? It’s likely you’d ask a friend or colleague who knows the local restaurant scene and go try the dish?

Brand managers are harnessing that power of word-of-mouth to boost product images, company reputations and sales. Word-of-mouth marketing has become a science in its own right, founded on the principles of empowering consumers, valuing their opinions, leveraging their knowledge and experiences, and taking action in response to expressed concerns.

Lasting consumer trust can be built and expanded much more deeply and legitimately through word-of-mouth than is possible from relying mostly on traditional media advertising to get the word out. It’s all about credibility—getting it, maintaining it and growing it.

Facebook, MySpace, LinkedIn, Twitter and other social sites have fueled the stratospheric growth of word-of-mouth and brands need to be paying attention to who’s talking about them and what they’re saying. Word-of-mouth allows brands to join the crowd and participate appropriately in the dialogue.

Many veteran marketing executives and brand managers are evaluating word-of-mouth and asking, what is the strategic fit? Does word-of-mouth support or contradict a traditional media campaign? How effective is it compared to advertising? The answers lies in how technology is changing the ways consumers learn about brands and evaluate them.

“Word-of mouth marketing extends the attributes of your brands, such as confidence, trust and reliability, that have been conveyed through traditional media,” said Scott Wilder, group manager, Quickbooks Software and Business Services for Intuit. “The two-way dialogue online between consumers and brands help us better understand how customers are using our products and enables our employees to build stronger relations with them.”

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Paul Marsden visita trnd

20/04/2009

Paul Marsden de Londres nos ha visitado la semana pasada 🙂

paul_at_trnd

(de la izquieda, Paul, .Rob, Dottore, TheK)

Paul es conocido no solo como iniciador de la obra maestra “Connected Marketing”, si no que colabora en la página de Crowdsourcing Clickadvisor y investiga en la London School of Economics sobre los temas de Word-of-Mouth Marketing y del Net Promoter Score. Un buen intercambio de ideas y nuevas ideas rompedoras … Gracias Paul!

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Estadísticas y review de la industria sobre la eficacia del Word of Mouth

04/04/2009

Vuelvo de una reunión con una agencia de publicidad y me preguntaron más información al respecto de la eficiacia del Word-of-Mouth (o boca a boca), que sea off u online.  Fácil, hay un post muy completo al respecto!(

(Index: Power of Word of Mouth / Consumer Demand for Rating and Review / Marketer Demand for Rating and Review / Consumer Demand for Ask & Answer /Conversion Results / Average Order Value Results / User-generated Content beyond the web / Email campaign Results / SEO Results / Retrun Rates and Customer Satisfaction / Evolution of Advertising and Media / Industry articles)

Power of Word of Mouth

  • “Person like me” still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007)
  • Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases, according to ZenithOptimedia. (AdAge, April, 2008)
  • Recommendation is the number one reason for choosing a particular site. (Royal Mail’s Home Shopping Tracker Study, September 2007)
  • Users who contribute product reviews or post messages visit sites nine times as often as noncontributors do. Contributors also make purchases nearly twice as often. (McKinsey & Co./Jupiter Media Metrix study, January 2002)
  • Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)
  • Adult Internet users surveyed chose recommendations from friends as the one type of promotion they consider most worthwhile. (DoubleClick, May 2007)
  • Consumers trust friends above experts when it comes to product recommendations (65% trust friends, 27% trust experts, 8% trust celebrities). (Yankelovich)
  • Consumers say that word of mouth is still the number one influencer in their apparel (34.3%) and electronics (44.4%) purchases (Retail Advertising and Marketing Association/BIGresearch Study, November 2008)
  • According to a global Nielsen survey of 26,486 Internet users in 47 markets, consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. (Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”, October 2007)
  • The two leading reasons people contribute content to social shopping sites are the need to feel part of a community (31%) and recognition from peers (28%). (IBM Institute for Business Value, August 2007)
  • There were nearly 116 million US user-generated content consumers in 2008, along with 82.5 million content creators. Both numbers are set to climb significantly by 2013 (eMarketer, February 2009)
  • Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions. (“Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,” JupiterResearch, March 2007)
  • 86.9% of respondents said they would trust a friend’s recommendation over a review by a critic, while 83.8% said they would trust user reviews over a critic. (Marketing Sherpa, July 2007)
  • Two thirds of UK social networkers (66%) are more likely to buy a product as a result of a recommendation, compared to 52 per cent of non-social networkers. (Royal Mail’s Home Shopping Tracker Study, September 2007)
  • Tech decision makers give user-generated sites equal importance to traditional media sources when considering tech purchases. Decision makers consider their personal experience (58%) first when short-listing tech vendors, followed by word-of-mouth and industry analyst reports, tied at 51%. Advertising (17%) and direct marketing (21%) were listed as the least important information sources when short-listing possible vendors. (Study: “Tech Decision Maker,” Hill & Knowlton, January 2009)

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Analisis del wiki “social media marketing examples”

02/04/2009

Buscando la distribución delos tipos de marketing en social media encontré un post de Peter Kim, que, a su vez había recibido de Eyal Sela un estudio sobre la comunidad wiki of social media marketing examples (que tiene ahora 968 entradas). Interesante…

type-of-social-media-distribution

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How To Do Social Media Right In 2009 – presentación slideshare de Organic

01/04/2009

Gracias a Twitter y mi amigo TweetDeck, encuentro presentaciones y artículos muy interesantes relacionados al social media.

Hace un par de minutos me llega un Twitt con el link siguiente en slideshare. Abro, miro la presentación… al inicio puede ser que tenga una otra visión… pero luego la presentación mejora y mejora 🙂

¿Porque guardarla por mi? 71 slides y un approach interesante, con ejemplos, cómo hacer, case studies, marcas, etc. del social media a continuación. A parte de la simplificación web 1.0, 2.0 y 3.0, vale la pena mirarla.

Hecho por Marta Strickland de Organic (agencia interactiva)

y hop, twitteo el link del post… todo en 5 minutos gracias a twitter!

Fuente: mi amigo TwittDeck 😉