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Five Foundations For Online Marketing From Coca-Cola

It seems that Coca-Cola focuses on the fundamentals when it comes down to online marketing.

They use five key foundations for the online marketing efforts. Add value. Be transparent. Be consistent and follow through. Be receptive to change. Surprise and delight your customers.

These are some premises many talk about but not often delivered.

  1. Add value. Bring value into every interaction.
  2. Be transparent. Listen to what your brand owners are saying. You are not your brand owner. You are the steward of your brand.
  3. Be consistent and follow through. Stay on brand strategy and stay true to who you are. Make human connections, which we all share, better and more meaningful.
  4. Be receptive to change. Mix things up to keep it fresh.
  5. Surprise and delight your customers. Again, keep things interesting and fresh.

Online Marketing from Coca-Cola: Campaigns result

For the world and this one was for Friendship Day in Latin America, they created “La Máquina de la Felicidad” or “The Happiness Vending Machine” and the success was outstanding. See for yourselves.

This one took place in the U.S. and with a different twist and an amazing ending. Wouldn’t you share online what is taking place? 🙂

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

Mobile To Outpace Desktop Web By 2013

Looking ahead to 2014, Gartner estimates that 3 billion of the world's adult population will be able to conduct transactions via mobile or Internet technology.

Looking ahead to 2014, Gartner estimates that 3 billion of the world’s adult population will be able to conduct transactions via mobile or Internet technology.

Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013, according to a new forecast by research firm Gartner. That’s an even more aggressive outlook than Morgan Stanley’s projection that the mobile Web will outstrip the desktop Web in five years.

Gartner estimates the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.

But the firm warns that many sites still are not optimized for the mobile Web, even though cell users expect to make fewer clicks on their phones than on a PC. To successfully expand into mobile, publishers will have to reformat sites from the small form-factor of handheld devices.

Looking ahead to 2014, Gartner estimates that 3 billion of the world’s adult population will be able to conduct transactions via mobile or Internet technology. “Cash transactions will remain dominant in emerging markets by 2014, but the foundation for electronic transactions will be well underway for much of the adult world,” according to the firm.

In a more qualitative prediction, Gartner says that by 2015, context will be as key to mobile consumer services and relations as search engines are to the Web. Where search provides the key method for organizing information and services on the Internet, context will be critical to delivering personalized user experiences on smartphones.

“Context will center on observing patterns, particularly location, presence and social interactions. Furthermore, whereas search was based on a ‘pull’ of information from the Web, context-enriched services will, in many cases, prepopulate or push information to users,” stated the report. New offerings like Google’s “Near me now” feature — providing information on nearby business and services based on a mobile user’s location — come to mind in that vein.

Gartner added that any Web company that doesn’t become a mobile context provider risks handing over customer ownership to a competitor that is providing location-aware or other services that create context for users. As Gartner expects Facebook to be the hub of the social Web by 2012 (it’s not already?), it should also play a key role in social networking to mobile phones.

Three important issues are raised in the article by MediaPost on the Gartner research.

 

Mobile To Outpace Desktop Web By 2013

Mobile To Outpace Desktop Web By 2013

1. Most companies have not optimized their websites for the Mobile Web. To have a good presence on the Mobile Web, an adjusted website for the device must be set in place.

2. Context will be key for mobile just as search engines are for the Web. The context will be able to service the user personalized relevant content (in time).

3. Search engines were based upon pulling information to users at their request, mobile on the other hand will be able to prepopulate or push information on unique aspects as the context, the person and content wanted at that point of time.

Companies need to start thinking about any implications the Mobile Web might have for their business and target groups. Fast consecutive occuring life-cycles will make it much more difficult to intervene when the mobile has come to its peak of importance. A technology like Augmented Reality, which is going to grow the coming years, will even grow further by this, where it could be possible that Proximity Marketing will have a second more contextually relevant chance. Last but not least, this could impact media convergence as well, where TV, PC and Mobile will blend into new cross-media experiences which shall depend much on Mobile as well.

What is your take on this?

Source: Gartner Research

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)

An Aloe Vera Juice Site for the Hispanic Market?

Aloe Vera is a Hispanic folk remedy that has found its way into other cultures and into many skin creams. It has a strong soothing effect when applied directly from cut leaves. A bit gooey at first but oh so refreshing.

Aloe Vera is used to treat cuts and burns on the skin, it is believed to have skin rejuvenation powers and when in liquid form, it helps boost the immune system.

I still remember the words of one american surgeon that advised me to drink Aloe Vera juice during the 10 days before a surgery. How’s that for culture penetration?

Now US Farms, Inc., announced the launch of its new Hispanic focused web site  http://www.jugodealoevera.com, which will operate as a division of US Farms Inc.

Aloe Vera Plant

US Farms Aloe Vera Juice retails for $14.95 per bottle or wholesales for $89.95 per case (12 bottles). US Farms Aloe Vera Juice can be ordered online with Visa, Master Card, Discover, or American Express or by calling their customer service.

US Farms Aloe Vera Juice is an exclusive proprietary formulation which includes: Aloe Vera Juice (Barbadensis Miller), White Grape, Cranberry, Concord Grape and Black Cherry juice concentrate which are potent anti-oxidants and phyto-nutrients.

If you are interested in sampling their new and exciting Aloe Vera Juice will be offered for a limited time, a free 32 oz. bottle of US Farms Aloe Vera juice. Visit their website at http://jugodealoevera.com/sample.html

About US Farms Aloe Vera Juice

What sets US Farms Aloe Vera Juice apart from others is our farm fresh crop. Our Aloe Vera is hand harvested and cultivated using the best farming practices to ensure the highest quality. We blend our high-grade Aloe Vera with just the right amount of all-natural fruit juices to give it a great taste.

Aloe Vera has been known for centuries and used by people thought out the world. Aloe Barbadensis Miller (leaf inner gel) contains a wide variety of nutrients, including vitamins, minerals, and amino acids. These nutrients, along with the phyto-nutrients in the fruit juices, as well as the anti-oxidants they contain, they say makes their Aloe Vera juice the perfect complement to an active lifestyle.

We know all of us can enjoy the rewards of adding Aloe Vera Juice to our diets. Will we?

Source: US Farms, Inc.

Clear your mind here

Clear your mind here