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The Social Marketing Contract: Evolving Brands and Changing Realities

The market requires a new contract - The Social Marketing Contract

Um outro livro que já mencionei aqui que adquiri, mas que ainda não terminei, mas termino hoje, é o livro "Marketing de Otimização de Buscas na Web" (Martha Gabriel).  Muito booooom! É fininho e extremamente interessante. Vale a pena comprar.

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1 - Profesional de la publicidad clásica imperturbable. No considera internet como un medio de interés ni válido. Lo ve como un medio poco util que no llega al público y que no aporta nada a sus campañas de publicidad. Aunque dudeis, existen. También es cierto que aún pueden quedar sectores en los que internet no suponga un valor publicitario, pero lo dudo mucho.

2 - Profesional de la publicidad clásica que utiliza internet bajo los mismos parametros de un medio clásico. El más habitual de los profesionales de publicidad clásica. Para él internet es un medio más y lo trata como tal, es un canal más para hacer publicidad tradicional y coloca su publicidad como si fuera una revista o una valla publicitaria o un tríptico. No considera internet como un medio con reglas propias que lo convierten en algo distinto.

3 - Profesional de la publicidad clásica que aprovecha el potencial de internet. El especimen menos común es el profesional de la publicidad que aplica sus conocimientos publicitarios en medios tradicionales a internet, adaptándolos, por un lado, y aprovechando el potencial de la red, por otro. Si teneis cerca uno de estos, aprended de él y ponerle cerca a los otros especímenes anteriores.

Y para terminar, habría un cuarto profesional de la publicidad que es el que solo considera internet como medio válido para hacer publicidad y llegar al cliente. Así son las nuevas hornadas, más o menos. ¿Esto es correcto, es incorrecto, es una locura?, pues como casi todas las cosas, depende de cual sea el producto, pero vamos, el mundo no empieza y acaba en internet, nos guste o no.

Si hay algo que resulta dificil de explicar sobre internet como medio son precisamente sus características principales: alcance universal, interacción con el usuario, poder medir sus datos, etc... Pero estas características propias tampoco deben hacernos olvidar que es un medio más, y que utilizado conjuntamente con los medios tradicionales puede ofrecer resultados óptimos en campañas de gran calado, y también es cierto que para pequeñas campañas o presupuestos reducidos es el medio más aprovechable.

Lo que hay que tener claro es que en el fondo hay que utilizar a los medios que hay para conseguir un objetivo concreto, como puede ser dar a conocer una marca. Para ese objetivo es tan válido internet, como la radio, la tv, los panfletos callejeros o los mupis, pero cada uno impactará de manera diferente en colectivos distintos (o no). Si partieramos de esta premisa tan sencilla y obvia, profesionales de publicidad clásica y de internet nos entenderiamos mejor, porque ni internet es el maná ni la solución a todo ni es tampoco el demonio en el que muchos quieren convertirlo.

El problema viene cuando nadie quiere dar su brazo a torcer y todo debe hacerse o bien pensando en las formulas clásicas o bien pensado en novedosos virales o mailings de internet. ¿La solución?, pues de todo un poco en función del presupuesto que tenga, así de sencillo, y en cuanto a lo de ser más o menos transigente la solución también es sencilla: la publicidad es la forma de dar a conocer algo a un sector de público determinado, pues sencillamente sigamos esa máxima, y si mi objetivo es un varón blanco de 20 años con estudios medios, usaré el 80% de mi presupuesto de publicidad en internet; pero si mi objetivo es una mujer de más de cincuenta años y nivel cultural medio-bajo, será mejor que utilice ese 80% en medios como prensa o radio.

A fin de cuentas, la publicidad es un vehículo para conseguir un fin y no una religión en la que tengamos que propagar dogmas de fe: para objetivos diferentes, estrategias publicitarias diferentes... en internet y fuera.

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Jedyne, czego się nauczyłem to umiejętność wyszukiwania i znajdowania interesujących mnie zagadnień. Tak będzie i tutaj - nie podam nikomu złotej recepty na sukces w internecie. Co więcej - fakt, iż trafiliście na tutaj i czytacie te słowa znaczy, że większość z Was uzna treści tutaj znalezione za 'nihil novi'. Mam jednak nadzieję, iż znajdą się wśród Was i tacy, którym w najdrobniejszy choć sposób pomogę uporządkować wiedzę na temat komercyjnego wykorzystania internetu. Mam taką nadzieję, gdyż na pewno pomogę uporządkować ją sobie, spisując myśli. ;)

Wierzę również (może naiwnie), że wystarczy mi silnej woli, by publikować kolejne "rozdziały" nie rzadziej niż co tydzień, pracując jednocześnie nad uszczegółowieniem poprzednich na podstawie dyskusji i komentarzy (na których obfitość nader mocno liczę ;).

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Miłej lektury!

SETTORE: consulenza aziendale

SITO WEB: www.alservicesrl.it

ATTIVITA' SVOLTE: sviluppo sito internet, attività di posizionamento, gestione globale dell'aspetto web marketing dell'azienda.

La AL Service SRL di Lamezia Terme è una nuova azienda con cui ho stretto una collaborazione di consulenza e assistenza per la gestione della sua presenza su internet.

La società, che vanta ormai un'esperienza ventennale e uno staff altamente professionale, offre consulenza e assistenza globale nel campo dell'adeguamento delle strutture aziendali alle norme sulla sicurezza del lavoro, all'implementazione dei sistemi di gestione della qualità e ambientali secondo le norme ISO e al raggiungimento delle certificazioni alimentari e agroalimentari.

La AL Service srl necessita di ottenere una visibilità a livello nazionale, in modo tale da tentare la vendita dei propri servizi anche ad imprese al di fuori del Sud Italia.

La soddisfazione del bisogno espresso dallo staff direttivo della AL Service, ha richiesto, richiede e richierà anche nel futuro, una serie di attività che si muovono lungo diverse direttrice.

Da una parte è stato necessario modificare tutto il sito: sono state create nuove sezioni; è stata sviluppata una nuova grafica; sono stati rivisti radicalmente tutti i testi per renderli maggiormente descrittivi e "persuasivi"; è stato inserito un sistema di tracciamento per monitorare qualitativi e quantitavimente i visitatori che giungono al sito.

Per permette alla AL Service di pubblicizzarsi e ottenere visibilità a livello nazionale il solo sito non può bastare. Questo perchè, in generale, un sito web rappresenta solamente la base per una successiva attività, ben più importante e complessa. Dall'altra parte è necessario quindi, portare l'azienda nelle prime posizione nei motori di ricerca attraverso il posizionemanto del sito. Solo così la AL Service ottiene visibilità su tutto il territorio nazionale con un investimento minimo, rispetto a tante altre forme di comunicazione.

Ciò comporta una serie di attività diverse, svolte sia all'interno del sito (monitoraggio e modifiche di miglioramento), che all'esterno, su internet in generale, attraverto azioni di web marketing. Si tratta di una gestione totale, globale e continuativo di tutta l'azienda per quanto rigurda l'aspetto web.

I primi risultati? Il sito si trova nelle prime pagine di Google per ricerche quali: certificazione brc, certificazione alimentare, "dlgs 81 08", certificazione agroalimentare, società consulenza "81 08" bologna, legge sulla sicurezza "81 08", marcatura ce prodotti alimentari, certificazione hccp, consulente per legge sul lavoro a palermo e tanti altri. Forse detta così non si è chiaro il risultato raggiunto: grazie alla visibilità ottenuta dal sito, la AL Service sta ricevendo contatti di richiesta preventivo da tutta Italia, da clienti che prima nemmeno immaginava di raggiungere. Per tradurla in termini economici, richieste di preventivi rappresentano nuovi potenziali clienti che, per dirla in termini poco eleganti, sono nuovi soldi!

Come già detto l'obiettivo posto dalla AL Service necessità di una attività collaborativa continuativa e di lungo termino. Presto quindi, vi saranno forniti nuovi dati sui risultati che di volta in volta saranno raggiunti.

Click en el logo para la certificación.

En el 2007 ya nos habian reconocido como "Google Qualified Individual" .
y obviamente en este 2008 esperabamos este salto...y lo logramos! jaja

Este es el logro de muchos esfuerzos que se plasman en esta certificación por parte de la Compania Google Inc.

Felicitaciones a todo el equipo de e-Bis, Silvana, Maria, Sabrina, Yanina, Eliana, Rocio, Gabriel, Simon, Martin, Alejandro, Ramiro, Rodrigo Prieto y tambien quien les escribe Rodrigo Durán, jajaja.

Tambien agradecemos el apoyo de Google y la permanente ayuda y trabajo en conjunto.

Ser Google Company nos pone entre una de las poquísimas Agencias con esta Certificacion en LatinoAmerica.

Estamos realmente muy contentos!!

Saludos para todos!

Soulbmx website SEM

Traffic/SEM:

· General SEO

· Back links from industry related websites

· Forum activity

· Video sharing sites

· Live internet tv sites

· Human edited directories

· Image sharing

· Social networking

· Press releases

· Wiki’s/factual articles

· New content

· Newsletters

· PPC campaigns for Adwords, Yahoo and MSN

· Classified internet advert campaign

· Ezines and other online media publications

· Papers, magazines and other advertising

· Adsense advertising

· Blogging

· Google tools, Google sites, Google pages

· Online shop to sell associated products (gives presence on Google product search and Ebay shop)

In no particular order, the following recommendations are proven methods of internet marketing which drive traffic to any website.

General SEO:

Meta tags need tweaking page per page, header tags also need looking at with more site associated titles, sub-titles used. More text content should be added, FAQ’s added and the news section should be added to as often as possible to give Google new content to index each time the site is crawled.

Back Links:

Integral part of search engine marketing to enable page rank and to drive traffic from other sites. Reciprocal link campaigns with bike related websites also worth thinking about.

Forum activity:

Forums are great for back links and also to advertise the main site. Perhaps even add a proper forum to the community pages on the Soulbmx.tv site. Forum posts help with getting back links, to advertise competitions etc and also for the general promotion of any website. There are a lot of bike and BMX or sport related forums out there that can be used to increase internet presence in a big way.

Video sharing sites:

The usual suspects like Youtube.com, Yahoo video and Dailymotion.com are great examples. Videos from the main site can be posted using RSS/API feeds or by hand and they assist hugely with increasing internet presence, driving traffic and obtaining good quality back links. Other potential members can also be sourced by searching for their BMX videos on these sites.

Internet TV sites:

Justin.tv and Sopcast.com are good examples where one can start ones own internet TV channel. Live streams can be started to show latest clips or live bike shows, videos can be posted and groups can be started which all help with the widening of Soulbmx.tv internet presence as well as creating something different for existing and potential new members to take part in.

Human edited directories:

These are a must for improving page rank and back links. Dmoz.org is the best example as Google uses it for its directory. Listings can be added on a regular basis to the highly ranked directories.

Image sharing:

Picasaweb, Flickr and also the social networking sites all have image sharing platforms where images can be posted either by hand or with API/RSS feeds. These are great when used correctly with quality, relevant tags as images associated with the main site are then shown in image searches and you will find that people start to use your images more. Copyright issues and permissions need to be thought out carefully!

Social networking:

Social network accounts are a no-brainer! For your particular industry and the fact that you want more members ALL possible social network accounts must be started and built on day by day. Groups, bulletins, images and videos, Blogs and more can be started and friends can be added so that more traffic is driven on a daily basis to the main site.

Press releases:

These are great ways to get back links to the main site and also to advertise absolutely everything about what is happening on the main site. There are thousands of sites which can be used and as long as new PR is wrote and published regularly, they assist well with SEM

Wiki’s and factual articles:

Listings on Wikipedia.com are a good example of helping with driving traffic to an existing site. As long as the articles are factual and don’t blatantly advertise a product or a service then they are mostly accepted. Existing members can be invited to add to the articles or to post their own on the main site and then these articles can be added to the exterior sites.

New content:

As mentioned above, new content is imperative to assist with achieving and sustaining high placements in search engine listings for any website. Members can be encouraged to post Blogs, image, videos via competitions or prize draws and then this new content can be added across the board on all of the sites/posts that Soulbmx.tv maintains. The news section should be added to on a regular basis and every newsletter sent out can also be posted across the board.

Newsletters:

Newsletters should be sent out at least once a month to existing members. They can also be used for attracting new members to the main site by approaching other organizations associated with bikes and BMX’s (shops, clubs and other websites) and inviting them to join/sign up to the main site. Data can be purchased which lists all these relevant organizations and then emails can be sent, snail-mail outs posted and the newsletter content added to the news section on the main site.

PPC (pay per click) campaigns:

This form of internet marketing can be used to great effect to really kick start the main website. Adverts can be run for a limited period to attract new visitors on Google Adwords, Yahoo and MSN. Paying for adverts on other sites like Facebook.com or highlighted listings on classified sites are also really worth thinking about as they can really start a major influx of new traffic and new members to the main site.

Classified internet adverts:

This is a tried and trusted method of driving traffic and obtaining back links. There are thousands upon thousands of classified sites out there which allow free posting of adverts on them. Most are geographic targeted but new pages can be added to the main site for each country/geographic area with perhaps a contact person/administrator chosen to deal with new enquiries from the adverts.

Ezines and online media publications:

There are a multitude of online publications out there on the net which would definitely be very glad to hear from Soulbmx.tv. Back links can be obtained and a share of their traffic. Sports Ezines and other similar genre related publications can be chosen and then approached with either a newsletter or personally, which would perhaps ensure a better response.

Papers, magazines and other advertising:

A presence in genre related magazines is always good. It is worth contacting all possible BMX and biking magazines to let them know about Soulbmx.tv and perhaps get some stories running in them about the site. It is also worth budgeting for running small adverts in these sorts of publications with references to the website and other online activites.

Adsense:

Adsense can help to generate revenue to pay for advertising like the above or for the PPC campaigns. The more site visitors, the more potential clicks you could get on the Adsense adverts which advertise other websites on your site. It is easy to set up and quite simple to maintain and also can be added to Blogs and other online activities.

Blogging:

Blogging is again, a no-brainer. It simply has to be done! Blogs can be set up both on the main site and on third party hosting sites and content can be posted regularly by the Soulbmx.tv team as well as members who are interested in guest Blog posts. Blogs are always great back links as they are controlled by the writers and they offer a more personal view of what happens behind the scenes of any company which helps with attracting new members.

Google tools:

Google offer a variety of different tools to assist with indexing a given websites content, driving more traffic and increasing internet presence in general. Some of the tools are being used already but they could do with more time being spent on them to optimize their true performance. Google Maps is being used but there should maybe be a maps section for every country where members are from. Administrators can be chosen from new and existing members and their contact details added to Maps to ensure a wider presence.

Other Google tools include:

• Google Analytics
• Google Webmaster tools
• Google sites (was Page Creator)
• Blogger
• Google video
• Adsense and Adwords (as mentioned above)
• Google Maps and local business listings
• Google groups (could be a great addition for your members to post on)
• Orkut (Google’s social network platform)
• Picasa (Photo sharing)
• Google book search partner program (for future paper/online publications from Soulbmx.tv)
• Google Base (for products, reviews, stories and more)

Online shop:

The main site does have a form of a shop at the moment but it’s not very good/user friendly. A new shop should be built, perhaps as a separate entity from the main site which will help with back linking selling product associated with bikes and BMX and also clothing. This could be a fantastic source of revenue and also encourages more traffic as one can obtain a presence on Google product search (Google Base), set up an Ebay store and also advertise individual products with back links to the main site.

Click here to visit IC247 for assistance with your website!

Yahoo's new site explorer has the following new features: None. It's just a design change as far as my exploration goes.

Simliarities Google webmaster central and Yahoo site explorer

Just like Google Webmaster central, Yahoo Explorer provides more detailed/advanced information about your site after you authenticate. You're required to either upload a file with a particular filename and a unique key (downloadable in your Yahoo site explorer login) or add some Yahoo meta tags, similar to Google WMC.

Boo Yahoo!

Your sites don't get authentcated instantly on Yahoo Site Explorer, unlike Google Webmaster central, where all you do is upload a file and you have all the info you'll ever require.

Before Google Webmaster Central

Before Google Webmaster Central came in, Yahoo! rocked. It gave you highly accrurate info about the number of incoming links to a site - any site, whether you owned it or not, which Google preferred to keep secret. After Google webmaster central, I realised that Google always had that info, only it was meant only for the website owner. Yahoo's site explorer still is and will continue to be the destination for SEO specialists worldwide looking for detailed site linking information.

Advantage Yahoo

Although both have pretty much standard features. The biggest Yahoo advantage is that it's open for all. You can go and see any site's indexed pages and incoming links. Very useful for Search engine marketing/ Internet marketing companies and SEO professionals.

Advantage Google Webmaster Central

1. Diagnostics: Detailed info about web crawl - HTTP errors, not found, URLs not followed, restricted by robots.txt, URLs timed out, unreachable URLs.

2. Content Analysis: Very important for your Google rankings - Duplicate meta descriptions, long meta descriptions, short meta descriptions, missing title tags, duplicate title tags, long title tags, short title tags, non-informative title tags (new) and non indexable content issues.

3. Search statistics: Top search queries (both impressions and clicks) (highly inaccurate in my case), what Googlebot sees - external link anchor text (very important again for your SEO), crawl stats (when was the site last crawled, no of pages crawled, PageRank of pages crawled etc), subscriber stats (how many people have subscribed to your site's feeds).

4. Other tools: Some advanced options like setting your web site's geographic target (for regional sites), set preferred domain (how do you want your site to display on Google - with www or without), analyse and generate robots.txt (for selective indexing of your pages), set crawl rate (for big sites that incur bandwidth expenses when spiders crawl their sites), enhance 404 pages (Google offers custom 404 - page not found pages so your users see the 404 page with relevant links in stead of an error page), enhanced image search (for sites that want to be listed on Google image search) and finally URL removal (if you want some URLs not to be indexed by Google).

In brief, if you're a webmaster and your site's not authenticated on Google webmaster central, you're probably losing out. Google's webmaster central has all the tools you require to diagnose and get your site polished and up those search rankings.

Yahoo will continue to sustain because of its "open to all" poilcy.

One of the limitations with SEO strategy is that it requires consistent changes in policy and implementation. SEO may generate a return on investment for a short period of time. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.According to notable technologist Jakob Nielsen, website operators should liberate themselves from dependence on search engine traffic. This view is based upon the logic that SEO should not be the only driving factor to bring in the cutomer base to become financially secrure.

In order to better understand internet marketing campaign and its impact on the financial numbers from a long term prospective, lets look at Korea SEM strategy. Pay per click (PPC) advertising allows you to pay to have your ad listed on the major search engines. They are the sponsored links you might see when you perform a search in a search engine. They usually appear at the top, bottom or right side of the search engine results page (SERP) and are identified as Paid Listings, Sponsored Links, Sponsored Listings, or Featured Listings. Pay per click (PPC) search engines call for you to pay to have your advertisement listed on the major search engines by allowing you to bid on keywords that are related to your business.

The rank or relative positioning of PPC campaign ads are based on an open bidding system. In this system, advertisers bid to have their advertisement listed. The bid amount is paid by the advertiser when a visitor clicks on the ad; hence, this is also known as a "cost per click" program. These terms are sometimes used interchangeably to describe Pay Per Click web advertising even though PPC refers to a payment method and CPC refers to the cost involved in each payment. Theoretically, whoever bids highest gets the highest listed position, although some search engines, such as Google, have made it a little harder by using a formula that bases position on more factors than just your bid. And as more of your competition enters into this developing market, the competition will only become more fierce. Optimizing your PPC campaign will keep you one step ahead of the pack.

The majority of advertisers who employ both SEO and SEM typically report very positive results, although a well-executed SEO plan over time can deliver more visitors at a lower overall cost than a PPC campaign.

For More Information

Visit: http://www.ilcorea.com/biz/korea-sem.asp

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Aqui uma lista de pessoas que nasceram para as tais profissoes !

(desculpa a acentuacao mas estou com problemas no teclado novamente =/ )