Social media

Live fast, die young, just like in a rock song. Fast content is essentially the same phrase. It is created short to be destroyed soon, almost as if it were an expression of ephemeral art. This type of content, considered by marketing professionals as one of the trends in social media as early as 2019, is an essential today in a brand's content strategy. Fast content in digital marketing It's literally fast content. A short, ephemeral audiovisual content. This can be a video, a gif, an image, or an infographic. Brevity refers to the viewing time, which barely lasts a blink, and it sometimes also  refers to the time it is online. If we talk about stories on Instagram, we are talking about content with a short life, because it is only kept for 24 hours.  Although the concept of this type of social media content was created in 2011 when Snapchat was born under the name Picaboo, it was not until years later that it became popular in a massive way. Perishable content  made people fell in love with it, and it made Snapchat grow from 46 million active users in early 2014 to 186 million users in late 2018. Soon other social networks realized the effectiveness of the ephemeral and did not hesitate to include sections for their users to make use of that fast content that Snapchat created. This is how Instagram Stories, Facebook Stories and even Whatsapp statuses were born. This transience in content was born from a change in users' consumption habits and short content was ideal to cover this new way of receiving information. It loads earlier, is faster to consume and generates greater engagement than other content. Fast content types Snapchat snapshots Snapchat “snapshots” are limited-time photos and videos that users send and receive and disappear after 24 hours. It is the primeval fast content. Instagram Stories, Facebook Stories and Whatsapp statuses Instagram stories are posts that last 24 hours unless you set them as highlights on your Instagram profile. They are ideal for interacting and are currently used more than posts in the feed. Currently they are the easiest way to make fast content and include it in the content strategy of any brand. Like Instagram, Facebook and Whatsapp have built-in functionality with which you can post stories that disappear after 24 hours, Facebook Stories and so-called Whatsapp statuses. Bumper Ads These are ads with a maximum duration of 6 seconds that appear before a YouTube video. They are usually microvideos and one more option to include a brand's fast content. Live broadcasts You can do it from Instagram, Facebook or YouTube, and it's live content that is only available at a certain time, although the social networks where they are made allow you to keep it as a video if you want. They are especially effective when interacting with followers and bring a touch of freshness that plays with the idea of spontaneity, which does not mean that they cannot be prepared in advance. Imagine it as a live TV program: write a small script, set up the space that will be seen on live, and work it like any scheduled publication. Keys to achieving an efficient fast content - Be brief. Some people say Keep It Short & Simple, and in the case of fast content it is imperative that it be so. It must be content that is consumed quickly as its own name indicates. - Look for impact. The aim of fast content is to capture the user's attention from the first second. You have only 15 to capture the attention of your audience, so what you post should have an immediate impact on the person who receives it. - Go for the simple thing. In any social media content simplicity is always necessary to not saturate the user and divert their attention from us. Although it should be content that catches the eye, remember the premise of less is more. - Don't let go of creativity. Just because it's a fleeting content doesn't mean it shouldn't be a content you took time to prepare. Creativity is key to engaging a user who receives new information every few seconds. If you do the same thing as the rest, you will go unnoticed. - Give it an emotional touch. One of the keys to capturing the attention of a user is to touch their emotions. Look for your content to appeal to emotion. - Synthesize. A good fast content should be able to tell a story in the shortest possible time. An image that says a lot at just a glance, a story that hooks in a couple of seconds. Use storytelling in your favor so that the user will stay and remember you but be as brief as possible. - Focus on your target. Before you do anything, set out a social media strategy for your brand that includes a competition study, goals to be met, and an analysis of your audience. Do not try to reach 100% of the population and focus your attention on your target. How to integrate it into your content strategy The answer to this question is simple: treating it as one more content type. The best way to integrate fast content into your social media strategy is to work with it as you do with the rest of your publications, with effective planning. It is true that because it is an ephemeral content you can take advantage of it to make it more related to today, since the time to prepare it is usually shorter. Fast content is ideal to work with the instantaneity of the present but also to take advantage of all your tools and include content planned in advance. Fast content can change the way you connect with your audience, improve your reach numbers and your engagement. But it is essential, if you are looking for maximum efficiency, to have a team of experts to follow your steps. If you have questions write to us, we will be happy to walk you through.  
Escalera
Listening to what is said about your brand on the Internet is a fundamental step in any social media strategy. If you want to know your audience and get the most out of social networks you should start monitoring them. Online marketing is based on actions and reactions. Listening to the audience and responding to their needs is the key to success. With proper and well-planned monitoring you'll be able to obtain data that will help you create relevant content, monitor trends in the industry, analyze whether the actions you take are effective, and finally improve the strategy. However, finding information that interests you in the social media universe can be a big challenge. Here are the steps you should take to avoid getting lost in the process. 1: Set the goals. Before you start monitoring the networks you need to ask yourself what you really need to know. Define specific objectives: what data you want to find, what platforms you want to study, why you are interested in them and what value will they have for your business.  You can focus on analyzing conversations about your brand or opinions that appear online, observe the actions of competitors, identify new trends in the industry, analyze the performance of campaigns or detect a potential crisis. You are not going to measure everything the same way, you have to establish a personalized search strategy for each objective. To find data about your business you can guide the monitoring in searches by brand name, its possible variations and errors, or with hashtags and campaign slogans. To observe the competition and identify trends you should focus on the keywords or hashtags frequently used in the industry. The key is to test and improve, as there is no universal formula. 2: Choose the tools When you know what data you want to find, it's time to choose how to measure it. Choose a monitoring tool to make the task easier. There is a great variety of programs on the market, from the free and simple ones to the more complex and expensive. Establish how much you are willing to spend, analyze the options available and choose the one that best fits your budget and can meet your needs.  If you don't know where to start, here are three tools that can fit different budgets and goals: Brandwatch: is a rather expensive tool and one of the most complex options on the market. Brandwatch offers products not only to monitor millions of conversations across the web. With HelioSight, its program for rapid analysis of social networks, you can get personalized insights in real time on your sector, brand, campaigns, competition, and so on. All data can be exported as visual reports. Hootsuite: one of the most popular social media monitoring tools. Allows you to oversee conversations about a brand easily and in an organized way: you can create custom columns that monitor the data chosen, filter them by keywords or geographical locations. If you work with a team, Hootsuite also offers a system for response approval and assignment of tasks to different members. Alto Data Analytics: this real-time big data payment analysis tool features a human factor. It puts at the customer's service a team of data analysts and linguists who manually study the conversations that appear on different social networks around a brand. Their objective is to reduce the gap between users and the information they are looking for, which is why they facilitate the understanding of each piece of data by offering insights personalized by experts. 3: Find the insights. The data found in the networks will have no relevance if you do not interpret it in the context of your business. You must analyze them in detail and look for opportunities for the future. To begin with, you can focus on some of these results: Feedbacks and opinions: users are the best source of information about any business and the products and services you offer. With monitoring you can see if they speak well or badly of your brand, as insights are part of real conversations of customers. Being aware of your reputation helps you find the elements you need to improve. Questions: Pay attention to recurring questions you receive about specific topics related to your business or industry. Join the conversation, react in real time, and interact with the audience to build trust. Take advantage of opportunities to get inspired and create valuable content that clarifies doubts.  Pain points: conversations generated on the Internet are not under your control but are very important to online reputation. Thanks to monitoring you can identify moments of crisis before they explode. If you perceive that many customers have similar problems or complaints about the same issue, you can resolve the issue before it is too late.  Trends: monitoring popular topics gives you the opportunity to create marketing actions in real time before your competition takes advantage. Being aware of market trends can inspire you and help you deliver useful and relevant content to your audience. Influencers and brand advocates: listen to conversations to find the most important voices and know who to contact to carry out different marketing actions. With monitoring you can discover the brand advocates that support you through word of mouth and the influencers that fit your business.  As you can see, there are multiple tools and different approaches that can be applied when creating a social network monitoring strategy. Having clear objectives, metrics and tools is the basis, but you should not forget to spend time optimizing the plan and analyzing the data. Only with a good analysis will you know what to do, what not to do and how to improve to get the most out of online marketing. Main photo: Max Ostrozhinskiy
If you want to publish unique Instagram stories that reflect the style of your brand, the best way to do so is to design templates. With them you will be able to create homogeneous content that respects the corporate identity and has a continuous graphic line. According to Instagram data, more than 500 million accounts use Instagram stories every day, and that means you should use them too. Here's why they're so important and how you can make the most of them by creating your own templates.   The importance of Instagram stories In just 3 years Instagram stories have revolutionized the way brands think about the content they publish. Instagram is no longer just visual, now it's all about providing some value to your audience. The best performing content is the one that offers something you can't get anywhere else. Social media profiles work as an extension of your brand identity and should therefore be original, well thought out and designed. Stories offer the public a more authentic and humanized view of a company. Now, thanks to the new interactive options, they also help to reinforce their loyalty and encourage engagement. According to Instagram, 60% of companies that use Instagram Stories add some interactive element to their stories every month (hashtags, mentions or quiz and survey stickers). This allows you to interact directly with the audience, give them a voice and receive feedback.    Why you should create a template for Instagram stories A good design of the Instagram stories templates is fundamental to create and support the image of your brand online. It is very important that your content has visual coherence to give a professional impression. With templates you ensure that the images and videos shared in the stories have the same style as the rest of your feed. In addition, using the templates on the long run will save you a lot of time. Simply reuse the same designs by adding new content and stop worrying about things other than a powerful image and eye-catching text to create a professional publication.  By designing your own templates you add a creative touch to your stories. This helps you differentiate yourself from your competitors in the infinite amount of temporary content. Make your publications unique and recognizable so that no one can confuse them with those of other brands or people. If the stories are well elaborated and designed with original ideas, it directly gives a good image about your products or services and helps to create brand recognition.  We have already mentioned the importance of offering the audience valuable publications. Take advantage of stories to highlight non-visual content, entertain, increase engagement and drive traffic to your website. If you have more than 10k of followers you can do it directly from the stories thanks to direct links, an option that is not accessible from the photos published in the feed.    How to design your own templates Today to create quality templates you don't need a high level of knowledge of professional graphic programs. With free programs you can create good looking stories from your computer or phone in just a few minutes.    Adobe Spark Adobe has released a free tool, Adobe Spark, that allows you to design publications for websites and social networks quickly and easily, so that all types of users can create visual content on a day-to-day basis. It has both the website and a free app, to use them you simply need to create an Adobe Creative Cloud account.  There are several free templates available for all types of social networks, including Instagram stories. In addition to the available layouts, Adobe Spark allows you to create a story template, or any other format, from scratch by changing compositions, colors, fonts, and graphic elements. One of the most remarkable features is the resizing: the program adapts the created publication to any predetermined size of other social networks, such as Facebook, Twitter, Pinterest or YouTube. In this video you can see the possibilities offered by Adobe Spark:    Canva Canva is a free online image composition tool that is becoming more and more powerful. It allows you to easily and intuitively design images of social networks, presentations, posters or brochures, among others. It also has both an online website and a free mobile app. In the social media section you can find the option to create stories for Instagram, from scratch or using the default templates. The offer of free designs is much wider and more varied than in the case of Adobe Spark. It has a selection of filters for any image, many fonts, icons, elements and compositions. Get inspired by one of the default layouts, adapt it to your brand's visual style, or create something on your own. If you want to discover the options offered by Canva, take a look at this video:     Good practices for designing stories If you want your brand templates to be well designed for content promotion, keep these points in mind when creating them: Before you start designing anything, think about your goal and the type of content you want to promote in the stories. Plan different templates for videos, blogs or photos. This way you will have a variety prepared for any type of publication. Although the free templates available in the programs mentioned above and in other apps may be appealing, don't lose the visual style of your brand. Follow the corporate colors and typographies to maintain coherence. Include the name or any brand graphic, such as logo, secondary logo or watermark, in a non-intrusive way to sign any publication. If you use the swipe up function to redirect traffic to your website, keep that in mind when preparing the design. Use different features and designs to highlight that option, attract attention and make the Call to Action very visible. Make sure that the name of your profile that appears at the top left does not cover any important element of the design. Or vice versa, that no element of the design covers the logo of your brand.    Main photo: Austin Neill
Google Ads vs Facebook Ads
Facing Google Ads against Facebook Ads for an online marketing specialist is like asking a child who he or she loves more, dad or mom. The two giants of online advertising are positioned as competitors in the ever-growing market. If you still don't know which one might work best for your brand, we'll clarify your doubts here.   1. Main goal   Facebook Ads Google Ads Branding, give visibility, improve positioning and brand recognition. Attract customers who are already in the process of purchase research and have a certain interest, generate leads and increase sales.   One of the biggest differences between the two platforms is the main goal of the ads. Facebook campaigns are mainly used to give visibility to brands, improve positioning and recognition, while Google Ads' focus is to attract potential customers who have already done previous research and who are interested in making a purchase. Although both platforms offer multiple types of ads and objectives, when choosing you have to remember that each one of them has its strengths and can better adapt to your strategy. It's your turn to analyze your business.   2. Characteristics, functions and segmentation   Facebook Ads Google Ads The world's largest social network, includes ads on Facebook, Messenger and Instagram. Specific segmentation by location, demographics, language, interests, education, marital status, work, connections and interests of all kinds.   The world's largest display network includes all the sites belonging to Google and millions of other web pages. Segmentation by keywords in search results, geographical location, demographic data and interests based on the user's search history.     As the world's largest social network with more than 2.3 billion active users, Facebook has a very powerful advertising platform and is the pioneer of paid social media ads. It includes ads on Facebook, Messenger and Instagram and it potentially offers access to every user of those networks. Facebook's audience segmentation is very specific, which allows you to show ads to an audience that is more in line with your brand's values. People share every detail of their lives on Facebook and consume content based on their interests. Apart from basic demographic data and geographic location, you can know their marital status, job and connections of all kinds. With this amount of information you will be able to segment your ads to the maximum optimizing the investment. Google has the world's largest display network, made up of all its components, such as YouTube or Gmail, and more than two million other associated websites. As the world's most popular search engine, it offers access to an audience that actively searches for products or services. The foundation of Google Ads segmentation are the keywords. In order to get closer to the consumer who is closest to the purchase decision, Google matches the terms searched for by users with the keywords of a campaign and shows only those ads that match. In its Display Network, which covers most of the advertising spaces on the Internet, Google allows segmentation by geographic location, demographics and interests that are known thanks to the search history of a user.   3. Users' intentions   Facebook Ads Google Ads Users are not looking for information, they have no immediate purchase intention. They are at the beginning of their shopping journey. Users are proactively searching for information or results. They are at an advanced stage of their shopping journey.   The users' mentality is the reason why communication between the advertiser and the audience must be different on these two platforms. Keep this in mind when preparing ads. Facebook users are not looking for information and have no immediate purchase in mind. They browse the app for entertainment, photos, videos, comments, and discussions with friends. When you're preparing a campaign you need to create audience groups with interests and features that match your brand's values. Your potential customers are at the beginning of their shopping journey, so your main goal is to get their attention and create awareness of a need. One of the main benefits of investing in Google Ads is that people who are looking for a product or service on Google are already at an advanced stage of their shopping journey. They actively investigate to find an answer or solution and it is up to you to satisfy this need for information. Thus you reach directly the people who have shown their interest in your brand or industry and attract potential customers, all thanks to the keywords. The more relevant your ad, the better the customer experience. Your goal is to offer a solution to a user's problem.   4. Budget and payment models   Facebook Ads Google Ads Lower costs, PPC Higher costs, PPC     Both platforms use the pay-per-click system. Cost per click (CPC) may vary depending on the industry you're in, but Google Ads tend to cost more. Be careful! Although Google Ads generally has a higher click rate than Facebook, remember that CTR doesn't always mean conversions and campaign success. Facebook allows you to choose the price and one of the two types of bids: with CPM you will pay a price per thousand views of your ad, with CPC only for the clicks that people make in your publication. In Google Ads you can choose how to bid on your ads depending on the aspect that is most relevant to you: CPC bidding to prioritize clicks, CPA (cost per acquisition) for conversions, CPV (cost per view) for video views or CPM for search network impressions.   5. Ad placements   Facebook Ads Google Ads Facebook: Newsfeed, instant articles, in-stream video, right column, marketplace and stories. Messenger: Inbox and stories. Instagram: Newsfeed and stories. Search Network: In the search results and among the Shopping products. Display Network: banners on web sites that offer their advertising spaces, ads in videos and apps.   In Facebook Ads you can manage the placements of the ads by type of device and platform. Instagram allows you to choose between the main feed and the stories. On Facebook, you can upload your campaign to the newsfeed or choose between instant articles, in-stream videos, right column, marketplace and stories, while Messenger lets you place them in the inbox and stories. If you want to know more about campaign structure and ad formats on Facebook read our Facebook Ads guide. Google Ads placements are divided into two types: those that appear in the Search Network and those that appear in the Display Network websites. Along with the search results, text, call only and Shopping product ads are displayed, while the Display Network ad placements are used for responsive ads (which automatically adjust their size and format to fit available sites), app promotions, and image and video creativities.     6. Formats   Facebook Ads Google Ads Facebook: Advertisements with image, with video, also in vertical version for the stories. Presentation advertisements, carousels, Collections, Canvas. Instagram: Ads in stories, with photos, with videos, carousels, collections. Messenger: Ads with photos in the inbox, with photos and videos in portrait format of the stories. Search Network: Text-only, call-only, products in Shopping and product sample ads in Shopping. Display Network: Responsive ads, image formats, app promotions.   Facebook Ads formats are very visual and interactive, any ad must have at least one image. The most popular are the image ads accompanied by text, carousels of images and videos. In addition, Facebook allows you to create two exclusive formats for mobile phones that can increase sales and create a visually appealing micro-web experience: Canvas and Collection. Instagram offers very similar formats: the classic photo with text, a video, a carousel of images or the Stories of photos and videos that are displayed for five seconds by default. If you have a collection on Facebook, you can also use this format in Instagram. Messenger lets you upload ads with photos in the inbox, or the vertical format of stories. Messenger stories are the same stories that appear on Facebook and are shown to the same audience. The formats of Google Ads differ depending on their location. The most popular one in the Search Network is the text-only ad. This form of native advertising appears with the label "Ad" or "Ads", is displayed above or below the results and consists of a title, a URL, and a 90-character description. If you have a store, you can use Shopping Ads to promote products and increase sales. This format shows users a product photo, title, price, and store name in Google Shopping search results. If you want to direct calls to your company, Google offers you a format available only for mobile phones in which the click on the ad initiates a call. Display Network banners have more creative formats. They are automatically adjusted to fit the ad spaces available on websites associated with the Google ad network and better integrate with the content of the page on which they are displayed. Thanks to graphic content, images and videos or even interactive elements, the ad is more attractive and eye-catching. They appear on some or other websites depending on the orientation you choose: you can target your campaign by audience (i.e., show it to a specific group of users) or contextually (present ads on specific websites and choose specific topics or content contexts).   Conclusions As you can see, both Facebook and Google are very powerful platforms and do not necessarily have to be opponents. There is no single answer which one is better, as there are multiple options and each one may work better or worse for different types of business. Now that you know the differences it's your turn to consciously evaluate your goals and your target audience. You can choose just one of these platforms or combine them in your strategy. Remember that the use of Facebook does not rule out Google and vice versa. On the contrary, a mixture of the two can open up a new world of possibilities.     Main photo: Jamie Davies
Edificio futurista de la la ciudad de las artes y las ciencias de Valencia
The social media revolution has changed the way we communicate.   Both the rise of social networks and the Web 2.0 marketing have transformed our vocabulary.   We have coined new terms that have somehow become part of our daily lives.   Since the digital era has led us to include new words in our dictionary, you should start learning these terms if you want to succeed in the 2.0 world.   A. AddThis Web tracking technology company that offers a wide range of social media and content tools: from sharing buttons to personalized tracking buttons and recommended content plug-ins, all of them designed to increase participation on a website and gain more followers on social networks. Ads Acronym for Advertising. Most social networks include a section that allows brands to advertise. For example, "Facebook Ads" in the case of Facebook or "Linkedin Ads" in Linkedin. Adsense Together with AdWords, it is one of the main tools for advertising on the Internet. While Adwords is used for promotions in search engines and sites, Adsense includes ads in an own website. It is a way to monetize a blog or a website when used with control. A blog full of advertising can cause rejection or directly a high percentage of rebound and page exit. 
 Algorithm Set of formulas developed for a computer to perform a certain function. It is fundamental when developing content promotion strategies in social networks, since sites such as Facebook and Google use the algorithms. AMA Acronym for "ask me anything". It originated in a popular subreddit in which users use the term to ask questions to other users. Ambassadors People who demonstrate their support and help spread content and publications. They may arise spontaneously on social networks or be people from a closer circle. It is essential to know how to identify the best ambassadors and take care of them in order to continue generating positive links. API Acronym for "Application Programming Interface". It allows to connect several different platforms, link them together and use them for a specific purpose that we need to achieve. Avatar Image or username that represents a person online, especially in social networks and forums.     B. Badge Qualification, mark or award that an application or social network gives to users when they achieve some kind of goal or objective. In most cases it is part of gamification processes in which games between users are promoted. Banner Element of promotion or advertising of products or services that may appear at the top, bottom or side of a website. Bitly Free URL shortening service. Provides statistics for links shared by users. It is popularly used to condense long URLs and make them easier to share on social networks. Bio In social networks it refers to a short text in which the users share information and explain who they are. Blog Website, usually run by an individual or a company, with regular entries of content usually on a specific topic. Blogger Google-owned blogging platform that allows individuals and businesses to post a blog for free, usually in a sub-domain. 2. A person who writes blogs professionally or as an amateur. Bookmarking Action that allows users to save links to the websites they want to keep and/or share. Branding Set of strategies that are put into action to build and make visible the brand of a company or product. Various strategies can be developed through online marketing and social networks for a brand to increase its notoriety, the number of sales and its popularity.   C. Canva Design tool aimed at profiles with no technical knowledge of graphic design. Easy to use, offers several templates that adhere to the dimensions required in different social platforms. Chat Traditionally refers to one-to-one communication in a text-based chat application, commonly known as instant messaging (IM) applications. Clickbait Term used to describe the technique based on offering a sensationalist, inaccurate or false title in order to obtain a greater number of clicks and thus increase the income of a medium. Comment Response that is often provided as a reaction to a social network publication. Connections LinkedIn equivalent to a Facebook "friend". Connections are classified by: 1st grade, 2nd grade and 3rd grade. Content Any type of written or audiovisual publication generated by the user. CPC Acronym for "Cost per Click". A way of selling and financing Internet advertising in which the advertiser pays an agreed price only when users click on the ad. CPM Bidding strategy for online advertising. In this case, the advertiser pays according to the number of impressions, namely the number of times the ad is shown, without counting the clicks. Creative Commons Organization that grants public and flexible licenses to documents of general interest so that they can be used and reproduced by the rest of the users without commercial interest. Any user or author of content can register their documents in Creative Commons and choose between different types of CC licenses. CRM Acronym for "Customer Relationship Management". A type of platform through which a company manages all its commercial contacts, its web links and social networks. CRM has become a fundamental tool in commercial work teams. Crowdsourcing Action in which companies and brands generate creative content through their own clients, fans or internet users. This term has been generalized and put into practice above all to encourage participation in social networks. CTR Acronym for "Click Through Rate". A ratio to measure the effectiveness of a text or an online ad. It is used to know the percentage of clicks in an Adwords ad or for a Google result in SEO. It is a data expressed in percentage (%) that results from dividing the number of clicks by the number of impressions.   D. Dashboard Area of administration of a website, application or software tool. Delicious Free online bookmarking service. Allows users to store website addresses publicly or privately so that they can be accessed from any Internet-connected device and shared with others. Digg News website that allows members to submit and rate articles. The articles with the most votes appear on the home page and are subsequently viewed by most members of the site, as well as by other visitors. Disco effect Comparison used in marketing to refer to the negative effect of a publication that does not have any kind of participation. In an empty disco nobody wants to be the only one dancing. The behaviour of users in the face of a publication without comments is similar. As a general rule, few people like to be the first and the disco effect is produced. Disqus Worldwide blog comment hosting service for websites and online communities that use a networked platform. Dummie Novice or beginner. There are blogs, post and specific books for this profile of users in various topics.   E. E-Commerce Set of actions related to the online purchase and sale of products or services. EdgeRank (on Facebook) Algorithm that calculates and displays on each Facebook wall the most relevant news or publications of each page. It basically depends on three factors: the age or time that elapses from the time it is published on the Fan Page until a user makes it visible on his news wall, the affinity with the page and the participation or weight generated by each of the publications among users and fans. Email Marketing Set of strategies with the main objective of having the contact with customers, promoting and informing of products and services of a brand through email. Engagement Degree to which a consumer interacts with your brand. The commitment between the brand and the users. This is based on creating a certain loyalty and motivation for users to defend and feel part of the brand, and thus refer new users. Engagement rate  Popular social network metric used to describe the number of interactions (likes, actions, comments) that a fragment of content receives. Endorsement On LinkedIn it refers to an instance in which a user recognizes another by one of the skills he has included in his profile.   F. Facebook Social networking platform founded by Mark Zuckerberg in 2004. It connects people with friends, family, acquaintances and businesses around the world and allows them to publish, share and participate with a variety of content, such as photos and status updates. The platform currently has about 2.3 billion active users. Fans  People who like a Facebook page. Favorite  It's represented by the icon of a little star on Twitter. By favoriting a tweet, the creator receives a notification that someone has liked their content or publication. Feed Data format of social networks that provides users with a constant flow of updates and information. Flash Mob Large group of people who suddenly gather in a public place, perform an unusual and meaningless act for a short time and then quickly disperse. The term flash mob generally applies only to meetings organized through telecommunications, social networks or viral emails. Flickr Social network to share images. The service allows users to store photos online and then share them with others through profiles, groups, sets and other methods. Follower In the social media environment, a follower refers to a person who subscribes to your account to receive your updates. Friends Friends is the term used on Facebook to represent the connections that users have and the people they follow.   G. Gamification Marketing technique that introduces the dynamics of games and contests as part of the promotion and advertising of a product. Geolocation Term that refers to the positioning and geographical location of a business, person or place through coordinates that allow any element to be placed on the map. It is a fundamental tool for applications and sales through mobile marketing. Geo tag Directional coordinates that can be attached to part of the online content. For example, Instagram users often use geotags to highlight the location where the photo was taken. GIF Acronym for Graphics Interchange Format. In social networks, GIFs serve as small-scale animations and movie clips. Google+ Google's late social network. Served as a platform to connect users with friends, family and other professionals. At the same time allowed them to share photos, send messages and participate with the content. Google used the "+1" to serve as the equivalent of a Like on Facebook or Instagram.   H. Hangout Google´s video service that allows to video chat with up to 10 Google users simultaneously. Hashtag Label used on a variety of social networks as a way to write down a message. A hashtag is a word or phrase preceded by a "#" (i.e., #InboundMarketing). Social networks use hashtags to classify information and make it easy for users to search.   I. Image header Large photo shown at the top of a profile on Twitter, the banner image on LinkedIn or the cover image on Facebook. Impressions How advertisers and publishers track each time an ad is "searched" and recounted. Instagram Photo sharing application that allows users to take photos, apply filters to their images and share them instantly on the Instagram network. It already has more than 300 million users. Instant messaging IM is a form of direct text-based communication between two or more people, in real time. More advanced instant messaging software clients also enable enhanced communication modes, such as voice calls or live video. Inbound Marketing Set of non-aggressive marketing techniques addressed to potential customers or consumers that are characterized by having their strategy based on three fundamental pillars: SEO or positioning, content marketing and Social Media Marketing. Influencer Person who has the ability to viralize and share content on social networks with a large number of people. Infographics  Images that combine text and graphics and forms a visual scheme that transmits, quickly and intuitively, concepts and information. Some of the best known free tools to create your own infographics are: Pictochart, Visual.ly or Easel.ly   K. Keywords The most important words  of a message or text. By themselves they have meaning and embrace the general sense of the content. It is essential to make good use of Keywords to attract with titles and improve search engine positioning. Klout Social influence measurement service that allows users to connect multiple social accounts, such as Facebook, Flickr, YouTube, etc., and then provides each user with their Klout score. The score is out of 100: the higher the score, the greater the estimated influence on the online world. KPI’S Acronym for "Key Performance Indicator". They are the indicators and measurement tools from which useful information is obtained on the level of performance of a campaign or marketing strategy.   L. Lead Action by which a user who has given his data to a company, becomes part of its database. Normally they are generated from contents that can be downloaded through a form. Like Action that can be performed by a Facebook or Instagram user as a quick way to show approval. LinkedIn Business-oriented social network. It has more than 380 million members in more than 200 countries and territories. Founded in December 2002 and launched in May 2003, it is mainly used for professional networks. LinkedIn Publishing LinkedIn publishing platform. A place where members can publish their long format content related to their professional interests and experience. While this capability used to be limited to LinkedIn Influencers only, the platform was opened to all in 2014. LinkedIn SlideShare Social network that allows sharing presentations and documents. Users can upload presentations and share them on other social networks such as LinkedIn, Twitter and Facebook. Listed (on Twitter)  User that belongs to a list created by a third party in order to control their tweets more easily. Live Streaming Act of delivering content over the Internet in real time. This term was popularized in social networks by applications such as Meerkat and Periscope. Lurkers Participants of virtual communities that have only a receptive activity, without actively contributing with files, writing in discussion forums.   M. Mass Media  Type of communication that takes place through traditional mass media such as television, radio or the written press. Meerkat Application that allows users to transmit live videos from their mobile devices. Meme Image or video, usually with text, that is used on the Internet to describe a thought, idea, joke or concept and share it widely online.   Mention Way to quote another user of a social network so that they can respond directly. The symbol that precedes the user name to mention it is the @. Metadata Data administrator. Metadata structures and classifies information that in turn describes another element from which detailed information of its characteristics can be obtained. Microblogging Program or application that allows to generate contents in which the number of characters is limited.   N. Native advertising Native content refers to a type of online advertising in which the format and copy of the ad adhere to the format of a regular publication on the network in which it is published. The purpose is to make ads feel less like ads and more like part of the conversation. Newsjacking The practice of capitalizing on the popularity of a news story  to expand sales and achieve marketing success.   O. Online reputation Group of opinions and experiences (positive or negative) of users and consumers that revolve around a brand, product or company, generated in the 2.0 environment and social networks.   P. Page Rank Numerical value with which Google rates web pages and platforms, including social networks. It represents the quality and importance of a website. Pandora Online social radio station that allows users to create stations based on their favorite artists and music types. Periscope Social video application that allows users to stream live video from anywhere. Users can also interact with other videos, browse live or recent streams, and follow users to receive notifications. Permanent link Address or URL of a particular publication within a blog or website that remains unchanged indefinitely. Pinterest Social network to share, upload, save and classify "pins" through collections called "boards". Collections are usually organized by themes, such as: food and drink, women's fashion, gardening, etc. Users can "pin" and "repin" the content they like in their respective tables. Podcast Series of digital multimedia files, usually audio, that are released on a timely basis and often downloaded via an RSS feed. Pocket Application that allows users to manage a reading list of articles they have saved from the Internet for later reading. Pocket has an open API that allows it to connect to more than 500 applications, including social networks such as Twitter. PPC Aacronym for pay-per-click. It is an online advertising model in which advertisers display ads on various websites or search engines and pay when a visitor clicks. Bid-based PPC involves an auction in which advertisers compete with other advertisers by setting the maximum bid (or the highest amount they are willing to pay) per click. Each time a visitor activates the ad point, the auction process is performed to select the ad to be displayed.   Q. Quantcast Tool that provides traffic and demographics of a website. It is mainly used by online advertisers seeking to target specific demographic data.   R. Real-time marketing Strategy that requires marketers to take advantage of current events when publishing promotional content. Recommendation LinkedIn term used to describe a written note from another user that aims to reinforce their credibility or professional experience. Reddit Social news site that contains specific, issue-oriented communities where users share and comment on stories. Reply Twitter action that allows to respond to a tweet through a separate tweet that begins with the other user's name. This differs from a mention, because tweets that begin with an @ username only appear in the timelines of users who follow both parties. Report Informative document of the state of the action plans in different strategies of social media. Includes quantitative and qualitative data from the web analytics result. Retargeting Online marketing and advertising technique that allows professionals to show ads to people who have visited your website or are part of your contact database. ROI Acronym for Return on Investment. It is an indicator that measures the benefit against the expense of the investment of a project. RSS (Really Simple Syndication) type of format called XML that allows sharing, reading, receiving and storing information from blogs and web pages. RSS feed Family of web source formats that are used to publish frequently updated content, such as blogs and videos, in a standardized format. Content editors can syndicate a feed, which allows users to subscribe to content and read it whenever they want from a location other than the website (such as Feedly or other RSS readers). RSS reader Tool that allows users to add articles from multiple websites to a single location using RSS feeds. Its purpose is to enable faster and more efficient information consumption. RT Acronym for "Retweet", often used on Twitter. It consists of sharing someone else's tweet.   S. SEO Search engine optimization. The process of improving the volume or quality of unpaid traffic to a search engine website. Skype Free program that allows text, audio and video conversations between users. SMO Acronym for "Social Media Optimization". It is a set of actions that aim to boost and optimize the presence of a brand in different social networks, linking and uniting with each other. Snapchat  Social application that allows users to send and receive time-limited photos and videos known as "snapshots," which are hidden from recipients once the time limit runs out. However, images and videos remain on the Snapchat server. Users can add text and pictures to their photos and control the list of recipients they send them to. Social Inbox HubSpot software application that connects to the contact database and allows users to optimize their monitoring, publication and social analysis. Social media manager Professional in charge of planning the social network strategy of an organization, product or company. Social media monitoring Process of monitoring and responding to business-related mentions that occur on social networks. Social proof  Psychological phenomenon in which people seek the direction of those around them to determine how they should act or think in a given situation. In social networks, the social proof can be identified by the number of interactions a fragment of content or followers receives. If others are sharing something or following someone, it should be good Social selling Sales concept in which representatives take advantage of the power of social communication to interact with potential clients, answering their questions, providing useful content, clarifying information, etc.   T. Tag Feature commonly used on Facebook and Instagram. Allows users to create a link to the profile of the person shown in the image or to whom the update is directed. Target Target audience, the group of people that is the most receptive by their characteristics to a product, brand or service. Transcription Consists of writing textually an audiovisual content. As Google does not understand multimedia content, it is highly recommended to transcribe it to position it with that text. Trending topics Most commented topics in a social network through hashtags. These usually appear on networks such as Twitter and Facebook and serve as click links where users can join the conversation or simply browse related content. Transmedia Technique by which the same content can be transformed and adapted to other formats. Troll User known for providing destructive criticism and negative comments without much justification. Tumblr Microblogging platform that allows users to publish texts, images, videos, audios, links and quotes on their blog. Twitter Social network that allows users to share 280-character updates with their followers. Users can bookmark and retweet other people's posts, as well as engage in conversations using @mention, response and hashtags to categorize their content. Tweepi Social network management tool. Provides users with a platform to simplify the way they manage their social followers. It is usually used to follow or leave a group of people based on certain criteria. Tweetdeck Twitter tool that provides users with a way to manage their Twitter presence through custom columns. The platform integrates with the Twitter API to allow users to send and receive tweets. Twitterverse Also known as Twittersphere, Twitterverse is a nickname for the community of users who are active on Twitter.   U. Unfollow Action of ceasing to follow an account on a social network. UGC (User-generated content) content created and published by users of a given website, medium or platform.   V. Vine Founded in 2012, Vine was a video sharing social service in which users created and got involved with short six-second video clips. Viral Term used to describe an instance in which a content achieves a notorious consciousness. Viral distribution relies heavily on word-of-mouth and frequent exchange of particular content on the Internet. Vlogging Piece of content that uses video to tell a story or inform. Vlogs are common on video-sharing networks such as YouTube.   W. Webinar Online presentation organized by an individual or a company. Most of the time, the host requires attendees to complete a form before giving them access to stream the audio and slides. In marketing, webinars are conducted to educate audiences on a particular topic while opening the floor for social networking discussion using the unique webinar hashtag. Web traffic Amount of visits a website has. We can differentiate between number of visits, number of unique users and number of page views. Widget Small, easy-to-install software application that can bring a variety of functionalities to a website.   Y. Yammer Private social network for companies that is often described as "Facebook for companies". It is intended to be used by organizations for internal communication purposes.   Z. Zapier Software that uses zaps to connect applications and gives users a way to automate tasks. Zaps are automations that contain triggers and actions. For example, you can connect Twitter to Evernote to save your favorite tweets in a folder, or connect Facebook and Twitter to tweet posts from a Facebook page.   Main photo: Max Rentmeester
Building
A social networking strategy or social media plan is a document that defines how an organization will use social platforms to communicate with its audience and achieve its goals. The social media plan is part of the marketing plan and is an essential tool for working social networks professionally. The steps to create a strategy for social networks are as follows: 1. Sets goals The first step that is the basis of your social network strategy are the goals. Do you want to increase brand awareness, increase sales or get more engagement? No matter what the objective is, define it intelligently so that it is specific, realistic and measurable. So you can see if your actions add value to the brand. You can even set different goals for each platform you use, as long as they agree with the main objective of the strategy. Don't set too general goals. For example, instead of "increasing the number of followers" define that each week you will reach 50 new followers in Instagram. Instead of "increase engagement" define that in the next two months you want to get at least 10 comments and 80 likes in each photo on Facebook. If your goal is to increase traffic on the website, decide that this quarter you will increase by 5% the percentage of clicks from social networks. For specific purposes it will be easier to measure the results. Prepare the short-term planning always taking into account the main objective. It is essential that you are willing to introduce changes over time, depending on the results you are getting. 2. Study the competition     Your competition is probably using social networks. Analyze what they do well, find out what's wrong with them, be inspired by what's good and find spaces where your brand could succeed. Do it before you start creating content. You have to establish an approach that differentiates your brand's profiles from the competition. Discover competitors with Google keyword search. See what social platforms they're using, what content they upload, how many times a week they post. It is advisable to use tools that will facilitate the process of preparing a competitive analysis, such as SproutSocial, BuzzSumo or Social Insider. You will be able to discover new trends, prepare reports and compare your actions with the results of competitors' content without spending hours spying on their profiles. 3. Analyzes the audience You can't create your social network strategy based on assumptions. You have to study the audience before planning the platforms and actions you are going to include. You have to know who you are selling to and who you want to capture with your messages. In order to reach your target audience you have to be present where they are already spending their time. Different demographic groups have different communication needs, so the tone of the messages and the content you are going to publish will depend on the type of audience you want to attract. Create a person buyer: a figure of the ideal consumer, built on demographic data, their purchase motives, emotional needs, online behavior and relationship with your brand. By developing this archetype, you will get to know your target audience better, where you can find them and what content they might be interested in. When creating a person buyer you must include several details to make it as real as possible and avoid the most common mistakes. A summarized example of the potential client could be: Cristina García: 33-year-old freelance journalist, single, has an adopted dog and lives in the centre of Madrid. An adventurous spirit, she likes to run and practice yoga, travels by finger, earns 2000 euros a month. Her objectives and goals are: to enjoy time with her friends, to always get better, to lead a life full of exciting experiences. When it comes to shopping, she looks for good value for money and sustainability. Every day she spends an average of two hours on social networks: she uses Facebook to keep in touch with her friends, Instagram to share photos of her travels, Twitter to inform herself and Pinterest to look for inspirations. To get real data, not assumptions, use analytical tools such as Analytics, SproutSocial or SoTrender. They will help you collect real-world data, such as who the followers are and how they interact with your brand on each platform, which will let you optimize your strategy. 4. Study your social profiles If you start from zero, go straight to the next point. If your brand already has different profiles in several social networks, you have to analyze them before creating a strategy. Evaluate everything that worked until now and everything that failed. Having an idea of the results brought by the previous content you will have to evaluate everything you have to change and how you will have to do it. Evaluate if there are any social networks you could add to the strategy - the ones your target audience or competitors use and the ones that have a lot of potential. Decide if there are platforms you could delete from the plan - because the audience is not there or because they don't work for your goals. No brand has to be present on every social network that exists on the Internet: it optimizes its quantity and use. Once you have all your own audit done, you will have a good starting point to create a good strategy. 5. Create a SWOT analysis and a social media canvas A social network planning process should begin with a SWOT analysis that describes the brand situation at the time of departure and reviews the internal and external factors that may influence the success of the strategy. Start by analyzing internal Strengths and Weaknesses to get a clear picture of the brand's strengths and weaknesses. Know the external factors: take advantage of the possible Opportunities without losing sight of the Threats, so you will know what risks to face if necessary. A SWOT analysis will help you evaluate all the actions you plan from a different point of view. Prepare the social media canvas that summarizes all the fundamentals of the strategy. It should be a page that includes the returns that specify the main objectives, the activities that you are going to carry out, the channels that you want to include and the KPIs for each platform, a brief description of the objective audience, the format and tone of the content that you are going to publish and the strategies that you want to implement to reach the objectives. 6. Determine the platforms where you want to be present When you have your audience analyzed and you have chosen the best ways to reach the public, evaluate the social networks and decide which ones you want to focus on. Determine how you want to use each platform and create a goal for each one. For example, you can use Facebook and its paid ads to acquire new clients and Instagram to create and consolidate relationships with the audience. Reconsider the goals you set for each social network. Delete the accounts for which you cannot set a solid goal and keep the ones that serve to fulfill the goals of your strategy. It is better to use fewer platforms correctly than to die in an attempt to maintain a presence on every network that exists.   7. Define the themes of your content Nowadays people search social networks for quality content, entertainment or information. You must limit the amount of content that directly promotes your brand and focus on producing something that the audience will enjoy and share. The balance between entertaining content and promotions is the key to good social network planning. When defining topics, think about how to unite the idea of the brand, the objectives and the interests of the audience. To find ways to build relationships and interact with the public think of the principles of attraction marketing. Avoid invasive practices, offer inspirational and emotional content to attract more people who are loyal to your brand. If you want customers to feel identified and attracted by what you represent, the content you publish must provide some value to them. Be prepared to add relevant publications as well - real-time marketing can't be planned far in advance, but it has a lot of potential. Video is king of content. It is the format that most people see and share on different social networks. It is easy to consume, generates more interactions than other formats, favors engagement - use it! Focus on the aesthetic quality of the profiles. In an era of image saturation, visual harmony, high quality and originality are the key to attracting attention. Think of a brand's feeds as its business cards. Take advantage of the possibilities and prepare coherent, balanced and creative content. Stay up to date with all the features, even the less obvious ones, offered by different applications.   8. Create an editorial calendar When you have the aesthetic and entertaining content ready, it's time to organize your calendar! With good planning it's easier to manage its distribution and configuration to achieve maximum impact. Create a publication schedule. Don't upload the same content at the same time on each platform. Define the best publishing times to achieve maximum audience engagement - analytical tools will help. It's relatively safe to publish on weekdays between noon and 5:00 p.m., but universal truths may not apply to your target audience. Adapt your planning to your peak schedule, keeping in mind that each social network may have different traffic. Accurate response times for user interactions - your brand will gain respect from its audiences if it communicates and creates relationships with them. Customer service should be your priority when taking care of profiles. Prepare a calendar of events and important milestones for your brand. This way you will never forget important dates. Effectiveness will improve when you are ready to publish relevant content without leaving room for surprises.   9. Define the tools Learn how to save time and optimize work through the use of tools. Choose the ones that fit your needs and budget. The best solution is to choose applications that let you control all the channels and analyze all the results. If you can manage the content of the same site you will avoid chaos and disorganization. Use the analytical options they offer: measure and analyze the parameters that let you control whether the results bring you closer to your goal. Observe in real time the trends and keywords that appear on your platforms and throughout the industry. As you know, you have to be prepared to make changes at any time.   10. Create a crisis plan Everything on the Internet has the potential to viralize quickly. Social media crises explode without warning and a good crisis plan is your best option to save them. You have to identify all the possible risks that can appear in your social networks and prepare answers for each one. Establish a process of approval of the messages that will be published in your profiles and of action in the case of erroneous publications. Prepare an outline of the first communiqué of the brand that can be readapted in the event of a crisis. You should create a crisis management team. It is clear that its size will depend on the size of your company, but there must be people prepared to identify a crisis, manage it and know what measures need to be taken to solve it. Everyone needs to know their role and the responsibilities they have. Don't be silent, communicate. People will look for information - it's better to get it from your brand than from other sources. Decide how to handle negative comments - leave the audience free to express their opinion, as long as they don't express it with insults or threats. If you want to manage the crisis well, try to resolve critical consumer comments. Remember that everything leaves its mark on the Internet. 11. Create graphic and tone guidelines To create a coherent brand image on social networks prepare guidelines that will serve to unify the image and tone. No matter how many people manage the profiles, with social media guidelines a brand will have its own personality, it will be easier to avoid mistakes and the result will remain consistent. What elements should you include in the guidelines? Start with all existing social network profiles and point out guidelines for creating and naming profiles on new platforms. Define the tone of the brand that reflects its character. Brand voice is one of the characteristics that sets you apart from the competition. It establishes the visual guidelines: the style of the creativities, size of photographs for each platform, type of videos, aesthetics, theme. Most social networks are based on visual content. As you know, aesthetic quality is the key. When creating a theme do not forget to establish the typographies, the colors of your brand and the combinations of tones. Include your guidelines the frequency of publications in each platform, the length of the copys in each social network and the number and style of hashtags. 12. Define the statistical reports In order to assess whether your actions bring you closer to your goal, you need to track progress and measure results. Define which metrics you want to include in the report - they will depend on the goals you set at the beginning of creating the strategy. With good data measurement you will know whether you should continue with what you are doing or whether you need to make changes. Taking into account the context in which your brand finds itself, define whether you need daily, weekly, monthly or quarterly information, the metrics that interest you and the format of the report. A daily dashboard will allow you to monitor the flow of activities and quickly detect any changes. A weekly report of the KPIs you established will allow you to evaluate if your actions are still on the right track. Monthly reports are best used to assess long-term effects and compare data from different periods. Quarterly reports will serve more to gain insights, reflect on decisions made and plan better for the future. 13. Include all of the above in the social media plan Create a document that collects all of the above points. And finally, don't forget to keep it alive, adding new objectives and/or modifying the existing ones.    Main photo: Simone Hutsch
Guía rapida de Facebook Ads
If there's one online marketing platform that continues to work, and increasingly so, that's Facebook Ads. Gone are the days when everyone was able to advertise in any way and got repercussions. Facebook and Instagram have joined forces in this system for advertisers that is still today one of the most beneficial for any company, brand, business or professional. Whether to give visibility to products or to promote your own brand or services, the platform puts at your fingertips millions of people as a target audience.   Times have changed and Facebook has become more demanding than ever, so you will need a quick guide not to get lost in the process.   1. OBJECTIVE Facebook already has up to 11 different types of targets for your ads. But the platform has managed to unify them into 3 groups to facilitate the implementation of your campaign:                - Recognition This category includes Brand Recognition and Scope. With these objectives you will be able to generate interest in products or services that you offer, this being the first part of a basic funnel.   - Consideration This category includes Traffic, Interaction, Application Downloads, Video Playback, Lead Generation and Messaging. With these objectives you will focus on getting your audience interested in your company and you will give more information than usual to get those people to look for more information about their services or products.   - Conversión This category includes Conversions, Product Catalog Visits and Business Visits. It's time to turn your ads into profitability. No matter what your conversion: sales, downloads, subscriptions, requests ... The important thing is to make the target audience perform the action we want. In this case it is very important to have a tracking pixel installed in order to measure the results.      2. SEGMENTATION     It's time to choose to whom we're going to offer our ads. It is important to be clear about your target audience and analyze it calmly. It's very easy to waste our budget showing ads to people who won't be interested, so it's best to take your time to define your audience. Facebook Ads allows you to segment a lot your range of people, from the basics: language, sex, country, age ... to a more detailed segmentation that includes values such as demographics (education, work, etc..), interests (customs, hobbies, sports, etc..), behaviors (events, travel, etc.) and more interests that Facebook treasures like gold in a pirate trunk.   3. LOCATION If you already know who you're going to show your ads to, now it's time to choose where to show them. Facebook Ads gives you the option to choose different locations depending on your needs. Like almost everything else, Facebook gives you the option to set the autopilot and let him choose the best locations for you. But if your needs are different, you can customize the locations by choosing from: device type, ad display type, platform type and other more advanced settings. Our default ads will be published on Facebook, Instagram, Audience Network and Messenger. But we can always choose whether or not to appear on any of these platforms.   4.- OPTIMISE DELIVERY AND BIDDING Bearing in mind the budget that we want to give to our campaign, Facebook Ads offers us three types of optimization for our ad delivery. In this way, depending on which one we choose, Facebook will calculate for us the share price with our ads in one way or another. We can choose between: Interaction with a post: it will only show our ad to the people most likely to interact with our ad. Impressions: your ad will be shown to the public as often as possible. Unique daily reach: the ad will be shown the number of times per day we choose, at least once per user.   After choosing our delivery, we have to choose the bidding method. We can leave it on "autopilot" so that Facebook optimizes it in the best way, or we can choose between two manual options: CPM or PPM: With this option we will pay for every 1,000 times our ad is shown, even if it doesn't have any interaction. CPC or PPC: With this option we will pay every time one of our ads receives a click.   5.- STRUCTURE It's time to create your advertising campaign. To do this, the first thing you need to be clear about is the structure you must have in order to optimise it as much as possible and, above all, to have it organised. Although it may seem strange, many campaigns end up failing because there is no clear organization chart like the one we show you on Facebook Business. Thanks to this infographics we can see that the structure is: Campaign: With a single objective of the 11 we talked about earlier. Set of ads: Each with its budget, bid, location and segmentation. Ads: It is important that the ads have different combinations of calls to action, photos, texts, links, etc. This increases the success rate. To test A/B with an ad varying some element usually gives a very valuable short-term result of what works and what does not.   6.- FORMATS The visual variety of the ads is fundamental in order to get the attention and sympathy of our target audience. Facebook Ads allows a wide range of ad displays depending on our objectives. We can use photo support, video, carousel images, and even gif. Since a few months ago we can put ads in vertical format both photo and video for Stories. When it comes to promoting our product sales, Facebook Ads provides us with two exclusive formats for mobiles: the Canvas format and the Collection format. They are special to create a micro-web experience on the mobile whose only objective is to sell your product thanks to the visual attraction. Facebook also has a special format for attracting potential customers or Leads, in which with a single click appears on screen a registration form or contact, previously filled with our data that has facebook, and that once the customer click on "Send" will go directly to our database. A very easy system in two clicks to get those leads that cost us so much.   7.- ANALYSIS   All this would be useless if we do not pay a minimum of attention to the statistics that our ads throw at us. As we have said before, the first thing to do is to install in our website a tracking pixel to know the behavior of our ads once the target audience interacts with them. The Business Manager tool with which we control our ads has an almost infinite analytical system, you only have to know what you want to see and look for it. Analyze which are your best ads, your best formats, those that convert more and why they do it. What do those that work have in common? If you manage to answer this question, you will get the most out of your money. A tip: the more your campaigns, sets and ads are ranked by hierarchy and names, the easier it will be for you to analyse the results. Even if you know all the steps to follow to set up a Facebook Ads campaign, there are some very typical mistakes that everyone tends to make. When preparing your ads and reviewing the campaigns it is essential to remember about it in order to correct and avoid the errors. In this video you can see which are the most common mistakes and how to prevent them: Two years ago we told you about the potential of Facebook Ads in another article, but since then it has evolved considerably. As you can see, it's not an easy task but you can save time if you know what you have to do beforehand. Dedicating time to Facebook Ads means saving money and making your campaigns profitable in order to achieve the goal. Putting ads without paying attention to all these considerations is like paper advertising, most of the time ends up in the trash.   Main photo: Anders Jilden
Escaleras fachada azul
"LinkedIn is a network for professionals, LinkedIn is boring, LinkedIn is not a good promotional tool" How many times have you heard any of these phrases? and most important, are they right? Spain is still a market to discover for the American company that since its arrival in 2012 has been gaining users to get a position of honor in the world of social networks. A year after its launch, LinkedIn had 3 million users in our country, and 200 million worldwide. Nothing to do with the data with those that closed in 2018 where the number of Spanish users reached 10 million, and 500 million worldwide. Undoubtedly, the acquisition of the company by Microsoft gave it the boost it needed to take off worldwide. Today it has become one of the most important social networks in Spain where it has aroused the interest of companies and independent professionals to include it in its marketing strategy using it as a promotional tool. But how does this platform really work? What content works best? In this article, we will explain the LinkedIn algorithm and what content to post to get it viral. To differentiate the relevant content from the one that is not, LinkedIn uses spam filters and thanks to them is able to determine how many people are shown the content, where it is displayed or if it directly happens to be considered as spam, falling into oblivion . In the following graphic created by Hootsuite, it is clearly explained how the content review process of the Linkedin algorithm works. Do not worry if the diagrams are not your strong point, we will explain it to you.   The content review sequence on LinkedIn​   1. Content publication and first filter The first filter that passes our content when we publish on Linkedin is run by a bot that is responsible for categorizing it once we have given the "Publish" button. The three existing options are: spam, low quality and authorized. To the naked eye it can seem very drastic, since there are two that seem bad and one good. But do not worry if your content has been assigned the label of "low quality" because it is possible that after passing other filters get the label "authorized".   2. Engagement measurement in the feed and second filter When our content has been published for a few hours, this analysis is carried out. To achieve the engagement rate, Linkedin measures the number of recommendations, comments and shares that our publication has had in that time. Here what counts is the potential for attracting your content in the short term. The more it attracts the naked eye, the better.   3. Automatic viralization filter If your content has had good engagement at first, the algorithm goes on to determine the relevance and the real utility of your publication for users. For this, it takes into account other parameters than engagement, such as the users that have been reached by this publication, the connections they have with your profile and the content previously posted in your feed. Another important fact is the degree of relevance in the network of people who interact with your publication. There are so-called "prescribers", people with a high number of high-quality contacts within the network. If several of them interact with your content it is much easier to pass all the measurements of Linkedin and your content content is catapulted to the top of the feed. With this measurement, LinkedIn seeks to avoid publications of spam or "suspicious" type that are promoted through bots or techniques considered illegal by the platform. If the content is labeled as "suspicious" it will not be deleted, but it would be displayed in the feed queue or less frequently. Faced with this situation, the content is in the hands of the users since it is up to them to eliminate that label and that your content becomes "authorized".   4. Review at the hands of the human team Unlike other algorithms, LinkedIn does not have everything in the hands of bots, but the human criterion is crucial for a content to achieve the success we seek. Human staff of the platform is ultimately responsible for checking if after a period of time your content is good enough to continue showing it, or on the contrary it goes to the dark side of the feed. Exceptional content with very good real engagement and widespread dissemination has many possibilities to be shown on LinkedIn's own channel. Content with a month old can be located in the feed over one of an hour ago following this last selection criteria.   Now you know how the algorithm works, you need to get down to work and start generating and highlighting your LinkedIn content. Follow the rules and generate real, interesting and potentially attractive content and the next publication highlighted by Linkedin on your channel may be yours.   Main photo: Beasty
7 trucos de Instagram que no conocías
More than 800 million people or companies use Instagram and the vast majority do not get the most out of this platform. Are you one of those who believes that he is an expert? Let's check it out. When you search for "Instagram tricks" there are more than 200 million entries in Google, an indication that it is a social network much more complex than the user thinks. Today I'm going to reveal 7 tricks that will make you closer to becoming an Instagram pro. Change the cover of your highlights without uploading it to your stories How many times have you gone to see the stories of one of the influencers that you follow and have you come across a complete collection of icons? This was motivated by the need to upload these creatives to Instagram story in order to establish them as the cover of the Highlights. Many, including myself, tried to find an alternative option to prevent our fans from seeing the happy icons for 24 hours, but finally we had to go through the hoop. Months later, Instagram heard our prayers and since last August it is possible to upload these covers without having to upload them. Touché! In the next video I briefly explain how to do it.   Use the rainbow letters in your stories​ Surely you've seen how some brands and influencers use rainbow letters in their stories, some lyrics that you do not have, and no matter how hard you look, you do not find ... Quiet, it's not something exclusive that Instagram has given them! Following the steps I show you, you can also use them and give a colorful touch to your stories. But, I warn you, it's not easy. If it does not come out the first time, keep trying, it's a matter of skill. Note: The trick is to slide both fingers at the same time. You can do it! ​ See stories anonymously With the update of the web version of Instagram that allows us to see the stories from the computer came another of the tricks most desired by users, to see the stories without the user sees it. This is undoubtedly one of the most sought after tricks by users. So, if you are a brand you can spy on your competition without them knowing or if you have a personal profile you can gossip that ex with whom you no longer speak. It's up to you! To be able to enjoy this feature you have to install an extension of Google Chrome. Here are the steps to follow. Install Google IG Story. Click on the eye icon that appears in the right corner. Enjoy all the stories you want without being discovered. In addition, with this extension you can also download Stories to your computer.     Protect your account from phishing As a result of the increase of computer attacks that we are suffering, Instagram decided several months ago to include a second authentication system for users. That is, each time you log in from a different device it will be necessary to enter a verification code that will be sent to the mobile. To activate this option you just have to go to the configuration menu - Privacy and security - Authentication in two steps - Start. Once you have reached this point you will have to choose the security method (Text message or Authentication App). Finally, after entering your phone number, they will send you a text message with a verification code that you must enter and THAT`S IT.   Upload several stories at the same time This trick, previously available only for the Android users, has arrived to iOS as well!  Sometimes we want to post various stories but it takes a lot of time to upload them one by one. If you didn’t know yet, now you can post a whole set of stories, all in one go. To do it in Android, you just have to open the image gallery and press on the image for a few seconds. In iOS you need to open the gallery and press the multiple selection button that you can find on the top right of your screen. This allows you to post a carousel of images, just like in Facebook. Moreover, you can edit each and every photo individually and personalize them however you want to.  I made a short video to show you the whole process in Android, step by step. ​ Recover original Instagram filters​ The last of the tricks is aimed at melancholics. Since the launch of the Instagram platform in 2010, it has undergone many changes, including the elimination of some of the iconic filters such as Kelvin or Earlybird, to make way for the current Melbourne or Jakarta. If you are one of those who like to remember past times, you should know that these filters have not disappeared, you can still use them. When you upload an image pay attention to the last of the filters, where it says Manage, click on it and voilà, you already have the entire effects library again. You will only have to select the ones you want to appear and use them in your publications. ​ Share 4K images​ We arrive at the last of the tricks that I want to share with you. Although it is not directly related to Instagram app, is a very useful trick to have a nice and quality feed. How many headaches there will have been because of the loss of quality of the images when passing them from the computer to the mobile. Some have opted for Google Drive, others for iCloud ... but perhaps they do not know that through Facebook chat, Messenger, they can share 4K images without losing quality. A very easy way to transfer your photos from your computer to your mobile.   Do you still think you know everything about Instagram?   Main photo: Pierre Châtel-Innocenti
Perro olfateando un rastro
Without monitoring, you can not measure, understand, or replicate successful campaigns. Monitoring your marketing actions, including those of social networks or the newsletter, is crucial to make the most of your efforts. And this is where the Google Urchin Traffic Monitor (UTM) comes into play. UTM, what is it and how does it work? In a few words, UTMs are codes that are placed at the end of a URL. Thanks to them you can track various types of information, including the source of traffic, the search terms and the medium (such as email or social networks) for which you have obtained a new lead or carry traffic to your website. As the UTMs provide so much information to Google Analytics, your company should use them in all the content it publishes online. These codes help you to know how your work works, as well as to determine better where you should publish your content. But not only that. The use of UTM codes will also impress your customers. With them, you can show them which post generated the most traffic or which advertising campaign generated the most potential customers or leads when presenting your monthly report. This additional detail allows your clients to know that your services and marketing efforts are working and that the investment made will pay off.   Let's go slow, what exactly is a UTM? Urchin Traffic Monitor, our UTM, is a specific code that allows you to track in Google Analytics where the traffic comes from your website (such as a banner, newsletter, etc.). UTM tracking consists of 5 different "tags" that you can assign to a URL. Basically, just use the variables you really need. It is advisable that, at least, you put the source, the medium and the campaign. You can choose between the following 5 UTM labels, of which 3 are mandatory: Campaign source (utm_source): Source, origin that led the visitor to your website. Ejemplo: utm_source = newsletter Campaign medium (utm_medium): The medium indicates how the visitor received the link to access the site. Ejemplo: utm_medium = email Campaign name (utm_campaign): Name of the advertising campaign, attributed by the advertiser himself.  Ejemplo: utm_campaign = Web development Term of the campaign (utm_term): Term that refers to the keywords that the visitor used to reach your site - Ejemplo: utm_term = branding Campaign content (utm_content): Content is an identification for the version of the link that was used - Ejemplo: utm_content = September 2018 Optionally, you can continue using the link "utm_content" to define certain elements, such as an image or a specific CTA in a newsletter that has been clicked or if you want to distinguish between an A / B test. Common mistakes to avoid As much as we like to think we are the masters of the UTM we often make silly mistakes, especially when we start. These are some of the most common we should avoid: URLs are case-sensitive. This includes the UTM codes. If they do not agree with your entries, you will end up with several instances of the same campaign that complicate the analysis of your data. Check your spelling three times. As with everything else in Google Analytics, you can not correct mistakes made in the past. If you have made a spelling mistake, you will have to live with it in your analytical data. Use names that you will remember later. Having a utm_campaign = smr-15-18 may make sense at the beginning, but it will be hard to remember later that it was a summer dress promotion campaign that you did on August 15, 2018. In the future, you will appreciate it. Extend URLs Many of these errors can be traced to incorrect text entries or forget to add any UTM (we are all human, after all). That's why we recommend some tools that will make your life much easier. The always faithful spreadsheet Are you one of those who like the things of a lifetime? Good news, because using a spreadsheet is fine. There are a lot of templates for you to try and organize yourself as best suits you. Google URL Builder Google, to make the process even easier, has created a simple tool that allows you to generate a URL. The Google URL generator is a quick and easy way to build a UTM, you just have to complete the form and Google will do the rest for you.     If you are a Chrome extensions hoarder and can not live without them, this UTM creator is perfect for you. You can also track presets and each individual link that you generated in a spreadsheet. UTM in Ads Manager Facebook, added a feature to the Ad Manager that makes the use of UTM codes much easier. You just have to open your ad manager and when you're creating your ad, go down to the "URL parameters" field and click "Create a URL parameter".     Nothing better than a good practical example, so let's see how you can put a UTM link in a Facebook Ads campaign. Suppose we want to launch the next campaign: Landing page: https://wildwildweb.es/es/servicios Target: Startups in Madrid Medium:Facebook Ads campaign at cost-per-click to find starups that need a web development or social media services. Ad group: Focused on keywords related to these companies. Ad: We have chosen the 1st of the 4 ad that we have prepared especially for this campaign. This will be the UTM link that we would have for the campaign: https://wildwildweb.es/en/services?utm_source=Facebook&utm_medium=cpc&utm_campaign=starups_madrid&utm_term=starups&utm_content=ad1 A best practice is to use your Facebook ad campaign name as the utm_campaign parameter, your ad set name as the parameter utm_content y tu nombre de anuncio para el código utm_term. Why are UTM tags so important? Well because prepare and implement a campaign is anything but easy. Then, at least, you should know what the results are or what the campaign has achieved. If you do not add UTM tags your traffic in Google Analytics is saved under direct traffic. A pity, because from there it is no longer possible to track what visitors do on your website.   Google Analytics   The most important thing is that with this method you can measure your traffic correctly in Analytics. So be sure to set up a clear structure for yourself, especially if you start using different channels that Google Analytics does not automatically recognize. The content of the UTM tags can be determined completely and the most important thing is that you can easily track the traffic. So think very carefully what values ​​and tags you want to use! To know the traffic of a newsletter, for example, go to "Acquisition" in the menu on the left of Google Analytics. In the submenu that opens, to "All traffic" and then to the source / medium. Here you can see a general description of the campaigns and statistics. Using a UTM, you have the ability to track, improve your marketing campaigns and convert your users into customers. Doing so will maximize your current efforts and you can also generate better performance from your campaigns in the future. What are you waiting for to start it?   Main photo: Atanas Teodosiev
Carta de ajuste pintada sobre fachada
Who hasn`t heard about influencers? 24/7 trips that make`s us die of envy, parties typical of the New York jet set, breakfasts to feed a regiment... And all of this paid for by brands for advertising purposes. As we spoke in our article "Influencer Marketing, the star strategy", around 70% of users say that these personalities play a decisive role during the purchase decision process. These figures have led to more than 50% of companies investing part of their advertising budget in influence marketing actions. But do communication agencies know how to manage this type of campaign? The answer in that the vast majority of cases DON´T. Being normal people and not celebrities, they fall into the error of reaching agreements without real legal validity. In addition, the fact that a large part of these collaborations does not entail compensation by the brand, but is paid in products, leads companies to the false conclusion that it is not necessary to establish a contractual relationship between the two parties. The branded content, a pending issue Another big mistake comes from the lack of understanding the branded content. Branded content is not advertising, but content that entertains while informing but without becoming intrusive. Although all marketers surely know this definition, they still make the mistake of creating campaigns in which they impose on the influencers a type of publications that are far from an authentic branded content strategy. Here you can see an example: Makeup brand Real Technique launched the campaign #therealparty and from one day to the next the networks were flooded with photos of Spanish influencers using these brushes that until now they had never mentioned. Do you think campaigns like this awaken empathy in consumers or on the contrary rejection? From my experience, I say that when you see that a brand launches a massive campaign with influencers putting the focus on its product and not on its brand values, it can achieve a very high social reach, but the conversion, and therefore the return of the investment, will be very low. In addition, this type of content is not natural for consumers, but is seen manipulated. The selection, the key to success​ Talking about massive influence marketing campaigns leads us to another important point for the management of this type of strategy: the selection of influencers. This is undoubtedly the most important part of all the preparation of the campaign. Brand ambassadors according to the values of the company entail a greater performance. According to data from Puro Marketing, the engagement achieved with influencer marketing is 16 times higher than that of traditional advertising. Knowing the most typical mistakes of the campaigns of influence, it`s time to create the perfect briefing to get the Yes of the potential ambassadors of previously chosen brand. The briefing, the bible of the campaign​ Before starting to write, you should keep in mind two basic principles of any briefing: be concise and visual. That is, call the attention of who receives it and highlight the rest of the collaboration proposals. But without a doubt, the million dollar question is: What information should I include in the briefing? COMPANY BACKGROUND AND OF THE PRODUCT / SERVICE​   The document should begin with a brief presentation of the brand, its values. For this, a good option is to include the logo, photographs, as well as use the corporate colors in this section as well as in the rest. In order for the influencer to deepen this information it is good to include the links both to the company's website and to the landings created for the product or service that will be launched (if any). CAMPAIGN DESCRIPTION    It is very important to make clear in this section what is the main objective of the campaign (branding, awareness, traffic ...). Once this information is known, other secondary objectives that affect the influencer directly, such as: getting users to create their own content and share it on networks, share it with friends or comment on published posts.   KEY MESSAGES​   In this section you have to develop the messages that you want to convey to the consumer through the content. In addition, the hashtag chosen for the campaign that will appear in all publications will be displayed, as well as the CTAs that will be included along with the hashtags.   CREATIVE LINES​    To help influencers create their own content, a series of style rules can be offered, as well as moodboards to display it in a more visual way. You should not limit the creativity of the influencers or the photos will lose their naturalness, and that is exactly what we want to avoid, a traditional advertising. RIGHTS AND OBLIGATIONS​   Once the campaign is talked about, it is necessary to detail the dates, the number of publications, the format of the same, the hashtag, UMTs and accounts to be mentioned, as well as specific requirements of the type of content. At the same time it is necessary to include the existing limits for the influencers, so that they don`t leave the brand values or that they do not carry out an unfair competition (Talk about other competitors). TIMELINE AND SUMMARY SHEET​   This section is the one that includes the most relevant information for the influencer in a summarized way: number of publications, social networks to use, mentions, links and publication dates of the posts. You should know that the briefing is only an informative document and that you need a contract to be supported by law. Therefore, a contract can involve several campaigns, which in turn means different briefing for each of them. Now that you have been able to see the information that should be included in the briefings for influence marketing campaigns, you can`t say that you don`t know how to manage this type of actions.   Main photo: Muhd Asyraaf
Tracking de hashtags
It was in 1993 when we started using hashtags in the IRC to create categories and easily search for related topics. In 2007, Chis Messina proposed using this system on Twitter. This was how the sign of the pad followed by words or phrases began to gain importance. Currently, the reach of this powerful tool is so brutal that it has spread to almost all social networks and even to television and radio programs, who use them to increase the reach of their audience. What started on Twitter has been extended to other social networks such as Facebook, Instagram, Google+, YouTube, Pinterest ... Hashtags allow grouping conversations or publications under the same label. They are a way to create content, share it and encourage the audience to participate. In addition, they help us to spread information about events, raffles, products, etc. Why we have to monitor a hashtag Monitoring a hashtag allows us to measure and analyze the impact obtained from a given action, perform an active listening of our potential customers and identify relevant content for our business. And most importantly, this analysis helps us develop an effective marketing strategy. How to create a hashtag 1- It must be simple, easy to pronounce and memorize. Remember that Twitter still has character limitations so the shorter, the more the user can contribute. 2- It must be unique and original. Prior to choosing the hashtag, we must carry out a research work in the different networks to verify that the hashtag chosen has not been used previously. This that seems so simple, is the number one mistake that is committed. 3-It must make sense in the context of our action. For example, if it is a raffle, it must be related to the product or your brand so that it does not confuse the user. What metrics to choose When making a report there is an infinity of indicators that can be measured. The most important metrics to consider are the following: Reach Nº of tweets Tweets type (likes, retweets, comments) Most active accounts Most influential accounts Tweets with the greatest impact Golden hour (tweets time) and tweets per hour Keywords Trending Topic (if you get it, time, location and place) When extracting these metrics (adapted) from other social networks, we can find some problems. In Facebook, mainly, it can be a complicated task to collect them due to the change of their algorithm and their new privacy policies. The APIs from where our tools take the data do not allow collecting information from private Facebook accounts. Unlike Twitter or Instagram, on Facebook most accounts are private, so users who use this hashtag do not appear in the search of this social network. On the contrary, the accounts of the influencers and brands will. What tools to use There is an infinity of tools to monitor your hashtags, be it in a marketing campaign, the follow-up in an event or other actions. But, if you want a multi-account follow-up, these are the most complete that currently exist. Although there are many other really interesting as Metricool (paid and only for Twitter) and its strong functionality or for example others like: tracker ,Tweetreach, Tweet Binder... Brand24  This comprehensive tool allows you to get information about the hashtag that you are monitoring on Instagram and Twitter (as I mentioned earlier, Facebook does not work well). In addition, it gives you information on the most influential and active accounts, as well as the most popular mentions and those that have the greatest impact. Include a section of phrases posted during the event or during your campaign, which can shed light on your final report. As with most tools, you can download the document and test its functionality for 14 days. Keyhole  This tool also has free trial. It gives you basic information about Twitter and Instagram, such as: reach, number of publications, users, impressions, etc. It is less complete than Brand24 in this aspect. You can also find accounts and the most popular mentions. Other very interesting data that this application shows you are the geographical, demographic data, and the devices from where the publications have been made (computer, iPhone, etc.). Also, although you can download the document, you can use the graphics it generates to use it in your own report template.  Hashtracking  As in the previous tools, you can track the hashtag on Twitter and Instagram. On the other hand, it offers you the service that allows you to know the typology of the publications, the most influential accounts, as well as the most active ones. In the same way, it gives you the option of discovering the sources of the publications, their geolocation or the related words and hashtags. It stands out in this sense for the conclusions that it extracts with the extracted data of Instagram. Finally, we can`t forget that there is an option that analyzes the post based on the predominant colors. Monitor to get a Trending Topic The monitoring of hashtags during an event is one of the actions that more information will throw us and that will allow us to collect a large number of information. During the celebration of the act, you can create a point of union between the virtual and on-site attendees, who themselves disseminate the event by sharing what is happening live, as well as creating new content of their own with their comments. In this way, users who are connected through the hashtag can follow the event live through the eyes of the participants and their point of view. Through this network of opinions the audience peaks that are generated can become the famous Trending Tropics. This will depend on the impact generated by the influencers, as well as the active participation in the social networks of the attendees of the event. In summary, monitoring our hashtags is fundamental to create and improve our marketing strategy. Once we have found the tools that best suit our needs, we must collect the data and include them in our report, to later analyze them and use all that information. The results will help us to make decisions for future marketing actions.
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