Archive for 22 junio 2009


Whose Word-of-Mouth Matters?


Real friends more believable than online friends.

Word-of-mouth recommendations can move consumers to make a purchase.

Word-of-blog, on the other hand, is far less persuasive.

According to Mintel, 34% of US Internet users who bought a product or service based on a recommendation got that tip from a friend or relative, while one-quarter bought based on advice from a spouse or domestic partner.


Lower on the list were bloggers and chat rooms.

While bloggers may bring buzz to a product, converting the buzz to sales is another matter—unless, of course, the blogger is a friend.

“It’s interesting to find that as much time as we spend online, we still prefer a personal recommendation from someone we know and trust,” said Chris Haack of Mintel.

The most common reason that Internet users recommended a product or service was price, followed by quality and convenience.


The sheer number of people that purchase based on recommendations proves marketers need to pay attention to word-of-mouth,” said Mr. Haack.

Build a good product and consumers will spread the word—probably to people they actually know.

For more information, see Trust Word-of-Mouth.

Fuente: emarketer


¿Es ético pagar Bloggers para que publiquen reviews?


Llega este articulo interesante de la Womma.

living ethics blogs

Is Paying Cash For Blog Reviews Ethical? Re-Opening the Debate

In the last formal, WOMMA Living Ethics Review the WOMMA Membership agreed to include the following language in the revised ethics code:

We stand against marketing practices whereby the consumer is paid cash by the manufacturer, supplier or one of their representatives to make recommendations, reviews or endorsements.”

Three WOMMA members, as part of the Living Ethics Review process, have formally asked that this issue be revisited.  Through this blog, we are hoping to generate comments from WOMMA members, industry insiders, bloggers and brands.  At the end of June, the WOMMA Board will consider whether to revise the Code, as currently written, or to leave it as it now stands until this Fall, when the formal review period commences.

Paid Blogging:  Ethical or Not

Forrester’s Josh Berhnoff, is an AdAge Article, stated that paying bloggers for recommendations is “easily the most contentious issue I’ve dealt with recently.”  He’s right.  It’s driving strong points of view on all sides.

So, please make your opinion heard.  Is it ethical or even acceptable for brands to pay bloggers cash to write reviews?

De nuestro punto de vista, no es que sea solo una práctica poco ética resultando en prescripciones poco creíbles. Es en Europa además ilegal de pagar personas no profesionales a cambio de su publicidad. En españa, parece que esta práctica se esta generalizado por ser muy fácil a vender al cliente.

Por 6.000 EUR te garantizo 120 posts. Da igual que tu producto sea bueno o malo. Vaya vaya, los blogs se están convirtiendo en un canal de publicidad convencional…

Fuente: womma ethics review


You’re boring


You’re boring

Sorry, someone had to say it.

Your products are predictable. Your insights are recycled. You don’t bring surprise with you when you enter a room.

That’s why people are ignoring you.

Which used to be fine, because you could just buy attention for your brand or your company or your sales efforts. But that half-price sale on attention is now over.

The only path left is to lean out of the edge and become interesting, noteworthy and yes, remarkable.

Fuente: Seth Godin


Estado de la blogosfera hispana 2009 (registrado en


Estamos leyendo el estado de la blogosfera hispana – gracias a un post de Eva Sanagustín Fernández. Gracias Eva! (os adjunto su post abajo – os recomiendo de pasar por su blog “downloading + media acaba de presentar su “Informe sobre el estado de la blogosfera hispana 2009” (en PDF y también en inglés). Lo interesante es que no se basa en encuestas sino en los datos que esta red social de bloggers almacena (bloggers registrados, blogs indexados…). Es por eso que sus datos pueden presumir de ser bastante cercanos a la realidad.


El perfil del blogger hispano (afiliado en Butacoras,com) que arroja este Informe es el siguiente:

  • sexo: 2 de cada 10 son mujeres o, dicho de otro modo, el 81% son hombres.
  • edad: entre los 25 y 34 años es el segmento más activo (38% sobre el total)
  • localización: Madrid, BCN, Sevilla y Valencia son las ciudades españolas con el porcentaje más alto de bloggers
  • número de blogs que mantiene: 1,23 (de media).

Otras conclusiones a tener en cuenta:

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WOMMA Guidebook on Measurement and Metrics for Word of Mouth Marketing



After the Interactive Advertising Bureau (IAB) guidelines on social media ad metrics, the Word of Mouth Marketing Association (WOMMA) has come out with a draft paper of its guidebook on measurement and metrics for word of mouth marketing (PDF).

The guidebook seeks to “offer a broad overview of the types of metrics available, key considerations for their use, and specific examples of their application.” WOMMA also cautions that “the guidebook is not intended to offer industry standards or a definitive statement on the one right way to measure word of mouth”.

The first draft of the guidebook looks at seven different types of metrics –

– Advocacy: Measures the intent and/ or behavior of making recommendations using approaches offline surveys or online network and content analysis.

– Conversation Share: Measures the volume and share of conversation using ongoing online buzz monitoring and offline syndicated research, and campaign specific custom research.

– Cost Per Conversion: Measures the cost of getting one person (prospect) to perform the desired action (purchase), after factoring in conversion value, conversion attribution and incremental conversions.

– Conversational Reach: Measures the cumulative penetration of a brand message within a given target audience through conversations, by using a multi-generational approach.

– The Influencer Factor: Identifies influencers and measure their word of mouth activities via self-report surveys, online buzz monitoring and sociometric network analysis.

– Cost Deflection: Measures the decrease in R&D, time to market and customer support costs through customer feedback and peer-to-peer support.

– Value of a Conversation: Measures how much a positive or negative conversation is worth to the brand’s bottom line by using customer lifetime value, WOM referral value and media mix models.

The draft says that sections on Sentiment Analysis, Overall ROI, Media Reference and Ratings & Reviews will be added to the final paper.

Gaurav Mishra, the author of this post, thinks the WOMMA guidebook has the “potential” to become an important resource for word of mouth measurement. He likes that it not only describes a metric but also explains what it means and how to measure it. Also, the focus is more on broad measurement approaches than narrow metrics. Finally, the guidebook includes both online and offline measurement of word of mouth, and sometimes even describes their relative merits and demerits.


Fuente: Gaurav Mishra


The Five Eras Of The Social Web


Pablo Melchior nos deja un post muy interesante en estrategia digital al respecto de la web social. El mismo lo tradujo de Jeremiah Owyang, que publicó hace poco un post acerca de uno de los últimos informes de Forrester: The Future of the Social Web.

El Futuro de la Web Social: las Cinco Eras

En la actualidad, la experiencia social está fragmentada porque los consumidores tienen diferentes identidades en cada una de las redes sociales que visitan. Pero pronto, un conjunto de tecnologías sencillas que permiten que la identidad sea “transportable” darán a los consumidores la capacidad de llevar sus identidades consigo –transformando el marketing, el comercio electrónico, el CRM y la publicidad–. Los IDs son sólo el inicio de esta transformación en la que la web evolucionará, pasando progresivamente de sitios sociales inconexos a una experiencia social compartida. Los consumidores confiarán en sus semejantes para tomar decisiones online, independientemente de si las marcas deciden participar o no. Los consumidores conectados socialmente reforzarán las comunidades y quitarán poder a las marcas y los sistemas de CRM; finalmente, el resultado será que estas comunidades reforzadas definirán las futuras generaciones de productos.

Las nuevas tecnologías provocan cambios en el consumidor y las marcas tendrán que adaptarse. Forrester distingue cinco diferentes oleadas en este proceso:

Las Cinco Eras de la Web Social

1. Era de las Relaciones Sociales: las personas se conectan entre sí y comparten
2. Era de la Funcionalidad Social: las redes sociales adquieren un papel similar al de un sistema operativo
3. Era de la Colonización Social: cada experiencia puede ahora ser social
4. Era del Contexto Social: contenido personalizado y optimizado para cada usuario
5. Era del Comercio Social: las comunidades definen los futuros productos y servicios

five eras of the social web

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