Stella Artois Facebook campaign for Cannes

Stella Artois has launched a Facebook centered campaign to promote its 4% brand in the build up to the Cannes Film Festival in May.

Stella Artois launches Facebook campaign for Cannes

Stella Artois launches Facebook campaign for Cannes

The idea, developed by advertising agency Mother, is based on the premise that a famous french film director, Jacques d’Azur has gone missing, presumed dead and his estate has made an appeal to the public to find his heir.

The really clever social media bit is when you sign up to the competition through Facebook, your profile picture becomes integrated in a film taking place in his solicitor’s office about the possible beneficiary of the estate – very cool.

The winner of the competition takes Jacques’s place as a VIP at the Cannes Film Festival.

The campaign is supported with a Twitter page and a FlickR photostream of Jacques’s life.

The preposterously glamorous life of Jacques is detailed on his Facebook page, introducing him as a “French film producer/director/actor/tennis player/chess master/ backgammon champion/waterskiing pioneer and full time bon-vivant known for his work on the red carpets and swimming pools of the French Riviera.”

Stella Artois debuted their faux ’60s themed campaign in November, with the gameshow Le Recyclage de Luxe.

Source: Furlong PR

Stella Artois Cannes Facebook campaign

Stella Artois Cannes Facebook campaign

What is Social Media?

What is Social Media?

One of the key factors in Social Media Marketing is the measurement of its success or impact. In order to measure, you have to monitor engagement and sentiment.

Make sure your online media monitoring solutions are able to bring relevant results and analyze sentiment with a machine learning algorithm platform or you will find yourself immersed in a sea of non-relevant results.

Remember that in Social Media, people comment on your brand in the language of their choice and that over 53% of the U.S. population growth between January 2010 and December 2015 will be driven by Hispanics.

Therefore, try to include these comments not with a mere translating tool but a platform that comprehends idioms and cultural expression of the countries of origin and even Spanglish!

Video Source: Marta Kagan

Why SMX Echo is the Leading Multicultural Social Media Monitoring Tool

I had the great pleasure of meeting Claudia Havi Goffan about a year ago. I quickly realized that Havi was an incredibly talented and driven person. She has been in the marketing space for more than 25 years — specializing in strategic planning. Havi has been recognized as an expert in Latino Marketing by CNN and more importantly she has been named one of the top 48 Public Relations Professionals by American Express.

Form relationships with other local businesses that cater to your customers. Ask them to offer a discount to their customers if they mention coming from their store when they purchase from you. Feel free to reciprocate. — Havi Goffan

When Havi is not busy with the Board for Latin Success or with the Argentine American Chamber of Commerce — she is busy running her company — Target Latino. As CEO, Havi has feverishly promoted the importance of the U.S. Hispanic market to American companies. She has worked with many top brands ranging from AT&T to XEROX. One of the most exciting partnerships that Havi and her team are working on is with SocialMetrix — developers of SMX Echo.

Read more of Ramon Nuez‘s article at the Huffington Post

Claudia Havi Goffan is the CEO of Target Latino and she specializes in generating Word-of-Mouth via Grassroots strategies online and off-line always with outstanding results.

Social Media Adoption Brings New Customers To Small Businesses

The third wave of the Small Business Success Index, by Network Solutions and the University of Maryland’s Robert H. Smith School of Business, reports social media adoption by small businesses has doubled from 12% to 24% in the last year. Small businesses are increasingly investing in applications including blogs, Facebook and LinkedIn profiles.

Small Business Social Media Sources and Usage

Social Media Exposure | % of Small Businesses Using

Company page on social networking site 75%

Post status updates and/or articles of interest on social networking sites 69%

Build network through sites like LinkedIn 57%

Monitor positive/negative feedback about own organization on social networks 54%

Have blog on areas of expertise 39%

Tweet about area of expertise 26%

Use Twitter as customer service channel 16%

Other 8%

Source: SBSI/NetSolutions, February 2010

Key social media usage highlights (% of respondents)

  • 75% surveyed have a company page on a social networking site
  • 61% use social media for identifying and attracting new customers
  • 57% have built a network through a site like LinkedIn
  • 45% expect social media to be profitable in the next twelve months

Dr. Alan Glazier, CEO and Founder of an eye and vision care center, said “… I was forced to consider alternative options to keep my business visible… with a very small investment in social media marketing, I was able to generate new business opportunities… (and) most importantly, my marketing budget has been reduced by more than 80%… ”

61% of the respondents use social media to identify new customers. The biggest expectation small business owners have from social media is expanding external marketing and engagement including identifying and attracting new customers, building brand awareness and staying engaged with customers.

50% of small business social media users say it takes more time than expected. While social media adoption has doubled in the last year, there are still some roadblocks to small businesses fully exploiting its potential. Another 17% feel that social media gives people a chance to criticize their business on the Internet. Related to this, only 6% feel that social media use has hurt the image of the business more than helped it.

Janet Wagner, director of the Center for Excellence in Service at the University of Maryland, says that “Social media levels the playing field for small businesses… ”

Other key findings from the December 2009 Small Business Success Index:

Small businesses experience positive effects from the economic downturn:

  • 72% have found ways to operate more efficiently (up significantly from 66% in June)
  • 47%have been led to find new products and services that benefit customers
  • 43% have become better teams as hard times force people to work together

Building online presence continues to be key focus for small businesses:

  • Company Web sites seem to be the top technology investment in the next two years, with small businesses either adding new features/functionality to their existing Web sites or building one from scratch
  • The ability to showcase their products and services online to attract new customers is second in the hierarchy of technology investments
  • Social media investments rank third in small business investments to be made in the next two years

Customer service the biggest strength of small business owners:

  • Small businesses are highly successful at answering customer questions, ensuring customer satisfaction, showing empathy, providing consistent service, resolving problems and winning repeat business
  • Four of the six customer service dimensions have gotten stronger compared to a year ago, and one of these, ensuring customer satisfaction, is significantly higher

Connie Steele, Director at Network Solutions, concludes that “… social media can be the best friend for small business owners who constantly seek new ways to maximize productivity while keeping costs low… ”

Source: Jack Loechner

Fortune 500 companies getting into Twitter

The Fortune 500’s use of blogs, online video, and podcasts continues to increase, but Twitter was the social media channel of choice in 2009, according to a study by the Society for New Communications Research (SNCR) and Financial Insite.

The study, “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” was conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Chair of the Society for New Communications Research and Chancellor Professor of Marketing at the University of Massachusetts Dartmouth and Eric Mattson, CEO of Financial Insite Inc., a Seattle-based research firm.

Large number of Fortune 500 companies got into Twitter, report says

Large number of Fortune 500 companies got into Twitter, report says

The new report is the outcome of a statistically sound study of the Fortune 500. The study examined the 2009 Fortune 500 in an attempt to quantify their adoption of social media tools and technologies. This is the second year that Barnes and Mattson have tracked social media adoption among the Fortune 500, and theirs is the only statistically sound longitudinal study of its kind.

The 2009 study’s key findings include:

  • 22% (108) of the primary corporations listed in the 2009 Fortune 500 have a public-facing corporate blog. This represents a six percent increase over the 2008 study.
  • 86% of these blogs (93) link directly to a corporate twitter account, a 300% increase over the 2008 study. (Note: More Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs.)
  • 35% (173) of the Fortune 500 have active Twitter accounts (a post within the past thirty days); and nearly 50% of the top 100 companies (47) have a Twitter account.
  • 80% — four of the top five corporations – Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently post on their Twitter accounts. The number one ranked company, Exxon Mobil, does not have a Twitter account.
  • The insurance industry has the most Twitter accounts (13).
  • 19% of the 2009 Fortune 500 is podcasting, a three percent increase over the 2008 study
  • 31% are incorporating online video into their blog sites, a 10% increase over 2008

“The continued steady adoption of blogs and the explosive growth of Twitter among Fortune 500 companies demonstrate the growing importance of social media in the business world,” stated Barnes. “These large and leading companies drive the American economy, and to a large extent, the world economy. Surely a willingness to interact more transparently via these new technologies with their stakeholders is a positive step. Where this leads will be fascinating to watch!”

“As social media become more integrated with a variety of business functions both internally and externally at companies, we continue to see a steadily growing adoption of blogs, Twitter, online video, podcasts and other new communications channels,” added Mattson.

About this study

A full copy of the 17-page research report, “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” can be downloaded at the link below.

Additionally, Barnes and Mattson will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research and will present the findings via a web-based briefing and at the Society for New Communications Research’s annual research symposium.

About the Center for Marketing Research at the University of Massachusetts Dartmouth

To facilitate the economic development of the region by providing an affordable, high-quality economic alternative to meeting business needs for research, training, and consulting in any and all aspects of Marketing. The Center for Marketing Research is associated with and maintains a close relationship with the Chambers of Commerce within southeastern Massachusetts. This unique relationship provides the Center with an effective business networking capability. For more information, visit http://www.umassd.edu/cmr/.

About the Society for New Communications Research (SNCR)

The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, visit http://sncr.org.

Social sites eclipse e-mail use

Social network sites such as Facebook and MySpace are now more popular than personal e-mail, finds a report.

The Nielsen survey of users’ habits found that 67% of all those going online were spending time at social network and blogging sites.

Social sites eclipse e-mail use - Facebook is grabbing more and more of web users' time.

Social sites eclipse e-mail use – Facebook is grabbing more and more of web users’ time.

Interest in the category is growing four times faster than the other top four sectors, said the report. In the UK one in every six minutes of the average web user is spent at a social site, it found.

“Social networking has become a fundamental part of the global online experience,” said John Burbank, chief executive of Nielsen Online in a statement.

“Social networking will continue to alter not just the global online landscape, but the consumer experience at large,” he said.

Nielsen measures interest in categories by the percentage of the web audience that regularly visit such sites. The latest statistics suggest that 65.1% of web users use web e-mail but 66.8% are turning up at social network sites.

This means, said Nielsen, that about one in every 11 minutes a web user is online is spent at one of the sites Nielsen counts in its “Member Communities” category which includes both blogs and social network sites.

Of these sites, Facebook has highest average time per user, found Nielsen.

The researchers also found that social networking sites are managing to reach a very broad swathe of web users. The fastest growing segment of users turning up and using social sites over the last year was among 35-49 year olds.

In particular, the report noted, almost a quarter of Facebook’s users were known to be over 50 years old.

More and more people want to get at their favourite social site and update via mobile, found Nielsen. In the UK the numbers of Britons looking at a social site via their phone was up 249%.

Source: BBC

Hispanics social media marketing strategy – a must

Any company that comes in contact with online Hispanic consumers would be negligent not to include them on its social media marketing strategy. The focal point should be the identification of the technologies and social media channels that are a strategic fit.

By Havi Goffan

Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy.

Any company that comes in contact with online Hispanic consumers would be negligent not to include them in its social media marketing strategy.

U.S.-based Hispanic consumers are significantly more likely to participate in online social media than their non-Hispanic counterparts, making a social media strategy a must for any marketer wanting to reach this group online, according to a new report from Forrester Research Inc.

The research findings are as follows:

Online Hispanics are more involved and likely to listen to word-of-mouth

  • 69% of 3,000 online Hispanics are Spectators, meaning that they watch, read or listen to what others have created online.
  • Only 42% of non-Hispanics online are Spectators

Online Hispanics are more active

  • 40% of online Hispanics have the highest level of online activity and are characterized as Creators, meaning that they take part in such online activities as blogging, publishing web pages and uploading audio and video.
  • Only 12% of non-Hispanics online consumers participate in these activities.

Online Hispanics have a higher level of “Influentials”

  • 77% of online Hispanic adults take part in some sort of online social activity: Forrester characterized this group as influential, reporting that on average 60% tell friends and family about products that interest them.
  • more than 70% of all Hispanics surveyed said they stay with brands they like, suggesting that marketers who successfully build relationships with them now will have advocates for the long term.

Why are Hispanics more predisposed toward online social networking?

  • First, Hispanics are customarily early adopters of entertainment technologies, and this corresponds online to the use of video, audio and other related social media technologies such as blogging.
  • Second, Hispanic culture emphasizes the group over the individual, therefore Hispanic consumers tend to look to others for advice or agreement on product choices.
  • Third, according to research, “even though many U.S.-born Hispanic consumers prefer to use the Spanish language, many media publishers and marketers in the U.S. don’t offer this option. Social networking provides Hispanics with opportunities to fill that online gap by contributing their own Spanish-language content”, Forrester says.

Hispanics social media marketing strategy – a must

Any company that comes in contact with online Hispanic consumers would be negligent not to include them on its social media marketing strategy. The focal point should be the identification of the technologies and social media channels that are a strategic fit.

25 social interaction metrics or how to measure your social media marketing campaign

by Claudia “Havi” Goffan

How do we measure the effectiveness of your brand's social media marketing campaigns?

How do we measure the effectiveness of your brand’s social media marketing campaigns?

Social media has evolved into an every day way of interaction and communication for a large part of the population. And this evolution started in the last century when social media commenced amidst the original chats in chatrooms and blogs. The first blog was created in the late 1980’s: http://www.netfunny.com/rhf/ and it is still alive and well today. Online dating sites, also a part of social media, started with online chats and became famous in 1988 with the movie “You’ve Got Mail”. In 2008, one out of nine couples that got married that year, actually met online. It is expected that the U.S. online dating market will reach $932 million in 2011.

Companies are starting 2010 with sparkling new social media campaigns and everybody knows it’s about the engagement, right? So, how do we measure the effectiveness of your brand’s social media marketing campaigns?

The ultimate approach to social media marketing campaign measurement will look at the things that really matter: sales, profits, customer satisfaction and loyalty. But that may take some time and you need to know how to gage the effectiveness of your social media marketing campaign to see if you are headed in the right direction in order to meet those objectives. Therefore, I wanted to share with you 25 social interaction metrics of key performance indicators to use with your social media marketing campaign. This is not an exhaustive list neither it is listed by order of importance and each social media marketer needs to identify the ones that are most suited for them.

I hope you find them useful and that you feel free to share additional ones with us and with our readers.

  1. CTR
  2. Re-Tweets/Mash-ups/Re-posting
  3. Bookmarks
  4. Comments
  5. Downloads
  6. Email / newsletter subscriptions
  7. Number of Fans/Followers
  8. Feedback
  9. Forward to a friend/Invite / Refer
  10. Amount of Group activity/interaction
  11. Number of downloads or widget installations
  12. Key page post-activity
  13. Ratings
  14. Onsite Messaging
  15. Posts
  16. Number of Registered users (new / total / active / dormant / churn)
  17. Report spam / abuse
  18. Reviews/ Testimonials
  19. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
  20. Tagging (user-generated metadata)
  21. Time spent on key pages
  22. Time spent on site (by source / by entry page)
  23. Total contributors (and % active contributors)
  24. Uploads (add an item, e.g. articles, links, images, videos)
  25. Views (videos, ads, rich images)

Quepasa Launches Developer Interface and Open Social Sandbox

Quepasa Corporation (Pink Sheets: QPSA), one of the world’s fastest-growing Latino social networks, today announced the launch of its Developer Interface and Open Social Sandbox. The launch of the Developer Interface is part of Quepasa’s overall strategy to open the site to third party Open Social developers who would like to develop applications for its global audience. The Company believes that this new Developer Interface and Open Social Sandbox will become an easy mechanism for developers to test and submit their applications for inclusion in the site’s Application and/or Games sections and thus enhance the overall user experience and drive site traffic and monetization.

The Developer Interface consists of a toolbox that developers use when submitting an Open Social application for inclusion on any social site. The toolbox includes documentation of the interfaces available, a news area, a community built for the developers where they can communicate and interact with other application developers as well as with Quepasa’s development team, and the Open Social Sandbox where they can test completed applications with valid test data. The Open Social Sandbox also includes details of how to include Quepasa’s new virtual currency, QDollars, as the payment mechanism for premium applications and virtual goods.

“Having an open platform that allows access to Quepasa members through the Open Social framework is imperative to the growth of rich functionality for Quepasa.com and its growing user base,” said Louis Bardov, CTO of Quepasa. “The activity on Quepasa.com is based on user interaction and our users like to play social games with other members on the site, especially when there are possible rewards in the form of contests and virtual currency. While these contests have been very popular on the site, we are now going to invite and encourage Open Social application developers to build interesting and fun applications for the Quepasa community and we hope and anticipate that these developers will make the minimal modifications required to get adoption of their applications from our rapidly growing user base on Quepasa.com.”

Quepasa’s release of the Developer Interface and the Open Social Sandbox is the latest news in Quepasa’s growing success story. Since its launch as a social network focused on the growing Latino population just over 16 months ago, Quepasa has seen its user base grow to over 5 million registered users. This number continues to grow at an impressive pace because of Quepasa’s differentiated strategy of premium Latino content and entertainment. To date, this growth has been achieved solely through the viral acquisition, powered by Quepasa’s user base.

About Quepasa Corporation

Quepasa Corporation (Pink Sheets: QPSA), headquartered in West Palm Beach, FL with offices in Los Angeles, CA; Sao Paulo, Brazil; Scottsdale, AZ; Miami, FL; and Hermosillo, MX, owns Quepasa.com (www.Quepasa.com), one of the world’s largest, trilingual, Latino social networks. Quepasa.com is an authentic Latino community that provides fun, interactive, and easy to use social tools, and rich multimedia content in English, Spanish and Portuguese to embrace Latinos everywhere, and empower them to connect online, compete in contests and games and share their interests, ideas, and activities.

Contact:
Mike Matte, Chief Financial Officer
Quepasa Corporation
(561) 491-4186

Source: Quepasa Corporation

Materialism in the Non-Material World

How many customers have you served at your café on Facebook, and how many friends have gifted you fertilizer or plants on FarmVille? The growing movement of social activity in the virtual world includes a great deal of very real economic activity, report researchers at the Helsinki Institute for Information Technology.

While many futurists believe that the growth of virtual worlds would encourage movement away from consumption, materialism is apparently trumping nonmaterialism. As people spend more time online socializing, they are also spending real money, such as making micropurchases of heart or balloon icons to favor their friends, family, or celebrity idols.

The reason is simple: Humans behave as humans whether it is in the corporeal world or online, notes infotech researcher Vili Lehdonvirta. What we buy proclaims our identity and denotes our status, and we want to have status online just as we do in real life.

The advantage that consumption may have in the nonmaterial world is that it permits economic activity with reduced environmental impacts, says Lehdonvirta.

SOURCE: Helsinki Institute for Information Technology