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Eurovisión 2017: análisis de resultados en redes sociales

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Marketing de contenidos: La piedra filosofal de la estrategia de Social Media

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Dron, la transformación digital del cielo

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Redes sociales en España: aún hay aspectos a mejorar

iAb ha presentado un año más el Estudio de las Redes Sociales en España. Analizándolo una cosa queda clara, aunque hay madurez, aún quedo mucho por mejorar

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Pon un GIF en tu vida

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Las 10 marcas tech más influyentes por valor de marca

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Al e-commerce en España aún le queda mucho por mejorar

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Social Listening: cómo aprender a seducir a tus usuarios

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Mejoras SEO, claves para el posicionamiento en buscadores

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#eShowBCN17: El futuro pertenece al e-Commerce

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5 enemigos de la creatividad y cómo vencerlos

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Redes sociales para vídeos en directo ¿Cuál es la mejor?

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Por qué debes empezar a optimizar el SEO en tus redes sociales

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La Super Bowl en 8 datos de Marketing Digital

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Instagram ya está en el podium

Instagram se ha consolidado en 2016 como una de las redes sociales con más proyección en el mundo y en España ya es la segunda red social más utilizada, desmarcando a Twitter.

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La inteligencia entra con fuerza en las relaciones entre consumidores y marcas

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Tendencias en Social Media para 2017: ¿realidad o utopía?

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Infografía: de esto hemos hablado en 2016 en Google, Facebook y Twitter.

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Tendencias SEO 2017: en busca de la Inteligencia

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¿Escribimos pensando demasiado en Google?

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Social Media – The Other Partner

The topic of social media has been discussed, debated and dissected in every manner and angle possible in efforts to grapple the phenomenon that is gripping our time, attention and lifestyles. There are the positive and the rebuttals. ´Sitting on the fence´ almost never gains as much respect, but, sometimes, it may be wiser to take a step back, and learn about the power and dependency on social media that trigger ripples.

Just a quick glance around you, everyone is in a relationship of all sorts. Whatever the base in purporting such bonds, it would be difficult to dismiss the importance of social media in creating, and even maintaining these ties. But just as tide and time changes, so do lifestyles. And priorities. Thus, one of the most important relationships from its very first initiation, would be the relationship between social media and its user.

According to Google, out of the 7.3 billion of Earth´s population, at least 2.67 billion social network users are estimated by 2018 from the 1.91 billion figure today. In short, social network penetration is only going to keep advancing. It ain´t just a passing phase.

Toy Story SM

By the nanosecond, social media is increasingly integrated into our day-today lives as the reliable partner that we accessibly have at hand – wherever, whenever. It isn´t a relationship that is demanding either. In fact, you could browse through multiple attractions at your own pace and liking. It doesn’t nag, it doesn’t force, it doesn’t complain.

But, it its perfect packaging, it pulls.

Social media8

And, once in too deep, just alike human relationships that inspire rap art and emotional ballads, it´ll leave you at loss in its absence. Although there is nothing wrong in spending time to network and connect with other humans in the virtual arena..there certainly calls for a limit when extricating from a world where you would still experience all of your five senses with:

Social media2

via GIPHY

 

The Ideal

Speaking of marketing…How many social media users do you see showcase those recurring hashtags #bodygoals #relationshipgoals and #lifegoals that they promote?

Amidst perfect backgrounds, ´candid moments´and attractive angles, therein lies the major lineage of fabricated ´realities´with promotional tendencies for personal gains. The more you scroll downtime countless illustrations of those from your social circle or public figures, the more aware you´ll be of the pattern of postings for desired ´likes´and comments. Though there is no fault in vying for the social world to appreciate your post, there is a fine line when it comes to prioritizing so for affirmation and validation towards your own self-worth, relationships and lifestyle.

Social media is a great platform and in partnership to market. But the product should not include your self-worth or the health of any of your relationships and lifestyle. As it would result in quite a heavy price to pay.

 

Naughty, or Nice?

Truly, social media is not necessarily a bad partner to build ties with. In fact, it can provide the best benefits when projecting or marketing an aim, image or business venture and even build connections and networks, which is vital in creating your path ahead in today´s world. According to Shelley Galasso Bonanno, M.A. (limited licensed psychologist, mediator, and psychodynamic psychotherapist. Twitter: @shelleybonanno):

¨Social support can be a strong predictor of positive mental health. Emotional support has been shown to protect us from a wide array of both pyschiatrict and physical ailments.¨

Yet, it is also mindful to be aware when too much independence is meted, as relying on one´s own two feet and capabilities after may prove challenging. While it is easy to stay within the online sphere and zone of a virtual community, it is definitely not as enriching as the 3D experience.

C55GX0 Young couple using their mobile phones in a park with backs against each other. Image shot 2011. Exact date unknown.

 

The Verdict…

Social media can be the best relationship to build and nurture. It provides the space and platform to exercise knowledge, creativity and connectivity. Nor will it disappoint with the providence of a community and bridging circumstantial hurdles.

But at the same time…

Enticing as its 24-hour presence it can be, learn to give it some space from you too..for you to be able to smell the roses from time to time.

via GIPHY

 

Content Marketing, Yes or No? E-Commerce Included

According to Google, 56% of widespread ads are never viewed and there is a 40% unlikelihood for a user to click on a banner (found through a CTR of 0.004%). With this bleak horizon for advertisers, the surfacing of newer large, invasive and intrusive formats has consequently only managed to worsen the situation: A flock of European users have joined the ad blocking phenomenon, amounting to the less than considerable figure of 35%.

Amidst this background photo, quality content takes a fairly significant dimension to attracting users. Now that consumer habits have changed completely, experts are advocating an advertising model that centers on the user (although it is clear that content marketing is not advertising). Remember that users are 20% more likely to have a ´pull´ rather than a ´push´ reaction towards an ad, and so towards the necessity for the user to know where it stands, is where content marketing (though yet still emerging), is established. But the question is…do we really have a clear concept about content marketing and know for sure what it is and what it is not?

Push marketing versus pull marketing

comohacermarketing.com

Content Marketing Is Not What It Seems

So far, our conception of content marketing in general is that of a post on a blog, a detailed article which disengages the bowels of content through computer graphics, video(s), podcast(s), and many other media formats…But, if this is the view you had of this ´cautious´ marketing concept, it is already far cry from reality as it truly goes further beyond! The content itself adds prime value to the target audience of the product or service to sell, it is intended to spark interest in users and hence create customers for that product or service.

 

What Content Marketing IS, and What Is It NOT

Apart from disseminating content through videos, infographics, podcasts, posts or social networks, the world of e-commerce is where more confusion is created when identifying content marketing. With these examples we saw in eShow Madrid 2016 you will surely have a clearer view of what is included (and excluded) in this classification:

 

Knowing now what content marketing really is and what e-commerce concerns, it may be easier to identify in other cases, but the line separating the two sides is very thin, and thus can still continue to create confusion. In this sense, if it is a product page as we have seen, will there be a selection of products? The next question: Do you offer comparisons with other products? Is there any detailed explanation thereof? Do you provide some extra information regarding? If the answers to these questions are negative, then clearly content marketing is void, neither it is a registration page.

The conclusion we can draw is that content marketing adds value to the target audience of the brand as it is a content that focuses on targeted interests, so any format it which it is disseminated is valid as long as they comply with a number of features (product description, details, benefits, comparisons to competition, etc.)

After this, has your concept of content marketing changed?

Source:  Advertising Age

Mobile Shopping Yet To Take Off In Spain

According to the study by PWE Research Centre, Spain is the 4th country in the world (after Australia, Israel and the United States) when it comes to smartphone penetration. In Europe, we are leaders.

mapa de penetración smartphones en el mundo

This may not be too surprising a fact (as it has persisted so in recent years), but the interesting part is that in regards to the important mobile sector, m-Commerce (mobile purchasing) does not take the lead, nor does it even tail as second string. Instead, United Kingdom reigns ahead (as per by eMarketer, to pertain so by 2020) with Germany following as runner-up.

What exactly do us Spaniards primarily use smartphones for? Indeed, for social and recreational activities. The average daily use (of 2 hrs. and 34 mins. with smartphones and 1hr. and 19 mins. with tablets) is for chatting, checking emails, surfing through social networks, listening to music, or gaming activities. However, Online shopping through mobile, although this year showed improvement somewhat, is still far from being a major trend. 

According to the two recent reports from IAB Mobile Marketing Spain (2015 and 2016), in 2015: 6 out of 10 users shop via mobile. This year, although we would expect it would be more, only about 41% utilize their mobile to buy a product or service. This year as well has obviated shopping applications so we might assume that the data in question is more or less similar.

Estudio Mobile IAB Spain

We must also take into account data from the other conducted survey: The market is not the same, and neither is the sample from both studies either. In 2015, 15.4 million Spaniards of ages 18-55 years with smartphones were recorded. In 2016 however, there was a rise in figure with 21.5 million, though with an increase in age to now 16-65 years.

However, even with the positivity from this study, m-Commerce still has not yet fully bloomed, and only around 41% of users consider it an easy and comfortable process. 

These figures have hardly changed as with the use of mobiles in the purchase process (9 out of 10 do, and mainly with purposes to be informed about the product, price and to read reviews), and which sectors with more sales include: Travel, leisure, fashion and electronics.


Is trust towards purchasing via mobiles still the big problem, or is it simply consumption habits that is hindering m-Commerce from taking off in Spain?

#InstaWedding: The Revolutionary Photography

We are living, breathing in the age and long the wavelengths of technology. Every hour or every day, people are seen glued to their mobiles, tablets and gadgets, connected to the Internet on a 24-hour basis.

Therefore, we find it hard to imagine a day when we have not taken a picture, send it via WhatsApp, or update a new Facebook profile picture. It is difficult to disconnect from a world in which millions of updates are published per second. In fact, more than 80 million photos are uploaded daily at end on Instagram. .

Bride squad #bat_gio #gioandoscar 👰🏻👭👭👭

Una foto publicada por Natalie Massenet (@nat_mass) el

 

What is the Evolution of photography figure in recent years?

We have become addicted to take pictures of anything and everything in our midst and horizons, ranging from: #instafood, #selfies to snapshots in the gym. We want the social spheres to know what we do, what we eat or even who we are with at all times. And of course, it would be a pity to miss photos of large events such as weddings. Ten years ago, the role of a photographer was pivotal to capture an important time such as this, thus to eliminate any worry or doubt is crucial when hiring services. Fast forward to the present however, since smartphones and other devices have evolved their camera pixels, and almost everyone now owns one at the very least, this professional work has been fogged by guests vying to embezzle the best snapshot of all time.

#mesadulce #candytable #boda #bodas #bodasunicas #bodasbarcelona #weddingplanner #wedding #weddings #weddingbarcelona #inspiration #matrimonio #eventos #inspiracion #events #details #instaboda #instawedding #dulces #bodasenlaplaya #beachwedding #bodasplayeras #organizaciondebodas #casarse #organizaciondeeventos #candybar #dessertbuffet #ideas Una foto publicada por TAILORED ILLUSIONS (@tailoredillusions) el

 
These people are dedicated to capture moments to upload on social networks and make their mark at the right time and step to usually – I must say – gain a extra follower (or ´like´). Guests want to capture the bride´s entrance, the kiss, launching of the bouquet, showering of rice or petals, the couple dance, etc etc. … Indirectly, we are enslaved. Thus, the rise of #InstaWedding.

Y seguimos apostando por el rojo para el cortejo del gran día 👰🏻🎩 El rojo le da el realce al banco puro de la novia, el contraste es genial y si @franciscoveliz1 está presente capta este momento para la eternidad. ✅ Insistimos en que esta combinación no ha pasado de moda representando la pasión, la energía, poder y riqueza. 😉 Escribe a Franciscoveliz1@gmail.com para que sea su fotógrafo de bodas 👰🏻🎩 Foto de @franciscoveliz1 📸 #bodas #instabride #ideasparanovios #bride #noiva #novias #ideasparanovias #consejosparabodas #fotografodebodas #fotografovenezuela #casateenlaisla #bodasmargarita #bodasvalencia #photographerwedding #photographervzla #fotografoenmargarita #haztuboda #franciscoveliz #instaboda #bodasvalencia #weddingdress #vestidodenovia #cortejo #bouquet Una foto publicada por Haztuboda (@haztuboda) el

 

Applications Derived From the #InstaWedding Movement

Taking advantage of this social tug, for example, the INSTAWEDDING app offers among other things..pictures of the couple in real time or book of signatures. Or the webpage Bodas.net putting a foot forward on a platform by the name of Wedshoots in which by using a code, will give your gusts access to the photos by a mere click on your link. According to Ana Poyo, current affairs and fashion editor of Vogue.es, #InstaWedding can be defined as the ¨nuptial link that is the meat of Instagram; 0% natural and 100% processed.¨

At any rate, Instagram also serves as a springboard for professionals in the photography industry who want to make themselves known.

And the digital transformation we are living in is also leading to changes in other bridal elements: For example, one of the emerging apps, http://wedreality.comallows the bride to even design her dress and try it on.

This reveals to us a significant fact, according to a study by The Knot this year: In a survey conducted upon more than 18,000 brides and grooms, 89% of the couples use their smartphones to plan their wedding.

Now, after knowing that we are gradually being developed as an elaborate product by our own social networks…The questions are: Are you in favor of it? Until what limit is reached regarding our shared love for #instantshare? 

¡Mesas bonitas! #weddings#bodas#banqueteboda#banquete#instawedding#instaboda#weddinginspirations#inspiracionbodas#weddingideas#ideasboda#instablogger#weddingblog#blogboda By: @cocottecatering   Una foto publicada por @uninstantesempiterno el

eShow MADRID 2016: Across The Seas

Have you ever experienced that moment when in front of your mirror while piecing together the last jigsaws of your image before taking a step out of the door, asking your suddenly still reflection:

´Am I really actually here right now?´

via GIPHY

Being an (international) intern at a marketing company like in Tilo Motion certainly brings about moments of learning and opportunity for growth in your field or sector (that hopefully leads to a fulfilling career path), especially when you take that step beyond your comfort zone. And in this case, I can finally say so happily, the sector that I have always loved for an opportunity to create a career path in. After all, having spent all those years of late nights, stress-inducing deadlines and doubts to graduate a degree…

Graduation

Apparently, it is not a step many would take. Hailing from a diverse multi-cultured Malaysia, and living abroad in Australia for the past seven years with travels in between for studies, events, work experiences and leisure in the United States, around Europe and Asia and more…it still astounds when it registers that I am now in another city, another state, another country and another continent at this point in time. And to add a cherry on top, gaining enriching international experience in my career interest.

Only a year ago on the other side of the world, I was mulling over why am I still stuck in a high-fashion retail job amidst other odd jobs to survive. Then a random encounter of an advertisement on Facebook, some research and connecting on social networks, an overseas phone interview while on my way from work by foot with The Intern Group (Madrid) and a few more months of extra jobs and paperwork after, I now find myself writing this at my desk in Tilo Motion with a horizontal view of Paseo de la Castellana in front of me.

Never have I thought any of these would be possible…
To be on an international internship after struggling to find a job in my field for the past two years since graduating in Melbourne Australia…and as follows the main point of this article, to have the chance to partake in conventions and social media involvements of relevance. Since this was my very first e-Commerce and Digital experience, it would only be fair to further divulge and share

Transforming digital companies

Held on the 21st and 22nd of September 2016 at the IFEMA Madrid, #eShowMAD16 made its mark in four primary social network sites which includes Facebook, LinkedIn, Google+ and Twitter (though noting its absence with Instagram was a little unfortunate). An eCommerce and Digital Marketing Exposition and Conference, it is also the biggest trade show in dedication to digital business in Spain and Latin America:

ShowMad1

According to a RetailMeNot conducted study and cohesion of a few, it is shown that e-commerce will increase by over 13% over the next two years, and what´s more, a likelihood of Internet sales in Spain in 2016 to reach 12.81 billion Euros.

Hence, as aptly emphasized by Augustin Torres, CEO of eShow, whether companies have a digital presence or not, ¨…It is a reality that is already being experienced in Spain, Latin America and around the world. In addition to having a business offline or not, the presence and coherent digital strategy today is a prerequisite for business growth¨.

With an array of professional speakers and relevant companies like Facebook, Google, LinkedIn, eBay, Hawkers, Uber, Iberia Express, BlaBlaCar, Red Refrigerator, Ulabox, Doctoralia, idealista.com and more…it was undoubtedly a social media haven for the passionate. There were both brief and detailed coverage on different aspects of the digital spectrum. Which includes business opportunities in shared mobility, marketing one-on-one, Marketing advancement, online travel, fashion, eLogística challenges and so forth. These talks were also highly interactive with active participation from attendees, allowing further insight into existing controversial issues, industry trend currants and the intricacies of social marketing.

Essential Tools

The smallest step goes the distance

From the number of stand-out talks provided, a prime example was the dynamic Bruno Vázquez-Dodero, Founder and Director of Aula CM and SEO and Marketing Consultant, who focused on the importance of sharpening SEO skills in changing the course of your business´ online presence. Highlighting the competitiveness within the SEO market, key points to keep in mind include:

ShowMad4

1. Keywords 2. Visibility 3. Traffic 4. Backlinks 5. Web Architecture

Mr. Vázquez-Dodero even proceeded to pull out a business venture from one of the attendees in the audience who markets the Thailand ointment product Tiger Balm. Showcasing the projected webpage, visual explanations and pointers were meted ranging from the pixel size of images to keywords and content strategies to incorporate or change, for more a successful and effective SEO marketing.

Other presented talks also touched upon other online sectors, such as content marketing, etc.

Next one, perhaps? Sí

As a beginner in this evolving industry, I highly recommend venturers of all levels´ active participation in expos and conventions such as these. No matter how much you already know, there is always another whole new world to learn. From this experience with eShow Madrid, I learned that not only do you garner tips to master your business and even personal social networks, you are also exposed to touch base with various apps and services to help provide you more information and guidance in expanding your relevant social media presence. Though I speak nil Japanese, I’m definitely making a point to head to the eCommerce EXPO 2017 Tokyo! (Or perhaps even the Berlin EXPO 2017?)

Time for some new basic language preps. Stat.

The #Rio2016 Olympic Games Viral(s)

Más allá de las medallas, nuevos récords y las imágenes de triunfo, los Juegos Olímpicos de Río 2016 también nos ha dejado este año con virales muy comentados y compartidos. El Social Media es una herramienta fundamental para los eventos en vivo. De esta forma podemos comentar, opinar, compartir fotos, vídeos y llegar a convertir todo ese contenido en viral. Hablaremos de algunos ejemplos de virales más destacados de los JJOO y del ranking en social media.

Beyond the medals, new records and images of spectacular triumph, the 2016 Rio Olympics this year has also left us with some of the most memorable and shared viral materials to date. Social media, truly, is an essential tool for live events. Through this platform, we can comment, post, share photos and videos and in totality, convert all that content into a viral result. We will discuss some of the viral highlights of the Olympics and its ranking in social media.

From the hands of protagonists in the networks or by the work of followers, countless images day by day of the games in Brazil were featured, generating a viral effect that circulated to every corner of the world.

Bolt JJOO

According to official data, Twitter gets the bronze medal, though its 75 billion imprints does instill further respect. In earning a total of 187 million tweets in relation to the event, the social network thus stands tall in its third placing.

The silver medal, on the other hand, is presented to Instagram. With a total of 916 million registered publications, it gains its second placing. An interesting face is that all that volume was produced by a mere 131 million users.

And of course, the gold medal is awarded to Facebook, who prides in its total of 1,500 million interactions. In this case, there were 277 million users who contributed their own material.

Some of the curiosities that have been part of the Olympic Games include:

 

What were the Virals?

JJOO volley

 

Dos Coreas

 

 

 

Which was your favorite viral?

Certainly the next #Tokyo2020 Olympics will pique even more virals, and we intend to support our athletes again!

 

Awaiting Your Comments!

The Rise of the Pokemon Go Fever!

La llegada de la aplicación Pokémon Go es, definitivamente, el suceso del verano, del año, e incluso, de la década.

Be it cruising along in your car or by foot, it is inevitable to cross paths with small groups of young people with their eyes superglued to the screens of their Smartphones. No one in verbal communication, no one looking to check the traffic, and all seemingly in search for the same thing. Almost overnight, this strange situation has converted into a normality. And though the outer circle may raise eyebrows towards these small herds of technology influenced zombies stalking the streets, there is no denying this phenomenon is changing the world.

Danny Caminal

Danny Caminal

 

The arrival of Pokemon Go is, undoubtedly, the raging success of the summer, of the year, and even, of the decade. It´s creator, John Hanke, is a great lover of maps and also a true visionary. Thus birthing the combination of the concepts of geolocation and video games, utilizing advantage on the current pull of augmented reality. And additionally, making dreams come true for kids from the 80s and 90s generation: To be Ash Kechum, i.e. Pokemon Hunter.

Youtube

Youtube

 

After its premiere some ventured to wave off the success of Pokemon Go as a phase, but the reality is that half the world lives and breathes this game. So it seems this phenomenon isn´t declining anytime soon. In fact, just the opposite. Proof of its success is annotated in 5 Guinness Records, already making this application in their first weeks in the market:

Records aside, what Pokemon Go is generating is also what has not been seen in a long time. Starting with the bad news (although somewhat predictable knowing self-destructive human nature) with disturbing cases like: The fatal accident in Japan causal by a driver who played while driving, a collision between a Pokemon player and the police in the United States, the case of a Norwegian lawmaker who was caught playing Pokemon Go in the Parliament, that swarm the front pages of the media everyday.

But..not everything bears negativity. Following the launch of Pokemon Go, it has managed to surface the best outcomes in exploit of the wake of success piqued by the app. A good example of this would be the emergence of job positions to cover the needs of users, jobs that never existed until only a couple months ago. They are:

Heraldpost.es

 

And, of course, travel agencies are taking well advantage of the Pokemon Go phenomenon by marketing related organized trips. For example, tours in Segway to effortlessly find the pocket monsters, boat trips to hunt water Pokemons, and safaris to ´hunt´in the most exotic places in the world.

There are so many new features, news and business opportunities related to this game that arise and increment daily…it would certainly come with a cost to ever see the end of this phenomenon.

Hopefully the tides will not turn for Pokemons to hunt us in return..

DARK SOCIAL – The Most Hidden Content Network

About 82% of global content shared in mobile phones are done by the act of copying and pasting via URL in emails, chat or SMS, according to a study released by RadiumOne. In hindsight, the data bears no harm on its own. But when we squarely factor in a digital marketing strategy as a whole, would then surface the surge of disadvantages.

82% of content in mobile phones are shared through email, chat or SMS

This practice is more common that it seems (to data referred) and in correlation to the Dark Social, a term coined by Alexis C. Madrigal in the magazine publication The Atlantic, in 2012. The term principally refers to web traffic that cannot be traced by web analytics programs, because it is shared through traditional mediums that are difficult to be measured (and in other cases, an impossibility). It is, in definition, content that is sent via e-mail by a user to another and also through chats, mobile apps and messages from mobile phones.

And why is it important to get to know the Dark Social? For various reasons. Not only it is essential for its volume, as the traffic generated by these sources varies according to the sector and profile of the user, but it can reach up to 50% of some generalist websites. It is also important because, in many cases, it is traffic that comes in from contact or reputable source and to appear in visitation after mention or recommendation made.

 

Identifying Dark Social Traffic in a Blog or Web

Links are shared in this manner sans of any identifiers, instead to be known more as referral tags annexed at the end of the URL. Without these referral tags, we would lapse in ¨darkness¨ (hence the term Dark Social) in determining where traffic is proceeded, and be able told educe the statistics of our blog or web than the rest of the content that has not been shared via social buttons from the Dark Social.

Screen_Shot_2016-02-15_at_16.43.01

 

Dark Social´s Direct Consequences
 
The Dark Social has presented practices that now play a vital part in digital marketing strategy:

 

Undoubtedly, knowing the origin of visits on your site is elementary to determine the target audience to base and focus you strategy upon. According the the RadiumOne study, 46% of consumers of above the age of 55 years share content through dark social, in contrast comparison to the age range of 16-43 tears, where the Dark Social only represents 19%.

Forefront with these data, we are called to start juicing the right ingredients to develop a Social Media strategy in further incremented segments and therefore, create a higher likelihood to hit targets successfully.

 

Awaiting Your Comments!

 

 

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