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Evolution of Information Society in Spain

14 January, 2013/in Marketing, Mobile Marketing, SMM (Social Media Marketing)/by Peñarroya Montserrat

On Thursday 10 January, Telefónica presented its report on the Information Society in Spain. From my point of view this is one of the most comprehensive reports on this country, so throughout 2012've been working on my classes with the data presented last year and eagerly awaiting the report this year, to update difras data with 2012 (the 2012 report was created with data from 2011).

Thursday finally presented it and hung on the internet. This is a summary of the highlights.

The age group that grows more in terms of access to Internet is bringing together people between 55 and 64 years, Rising from 37.7% to 43.7%. It is the group with more penetration (are 16-24 years, with 96% of them connected to the Internet) but states that the digital divide because of age is decreasing.
Communication between people has also been digitized: We communicate daily with more people through social networks (with about 23 people on average) than personally (16 individuals per day). This is food for thought ... especially the detractors of social networks or those who consider the Internet is a tool that isolates individuals.
Applications grow exponentially, by 140% in 2012. We have "gone down" 2.7 million apps per day. Clearly the market for mobile applications is growing much faster than the computer software.
Smartphone penetration, with 63.2% of mobile phone users it is the highest in the EU5, and makes Spain one of the countries with the park's most advanced mobile world.
The mobile phone is the growth engine of the Internet, More than 43% of users are connected via these terminals; 210% more than in 2011. This is what the report says, but I fear that reality goes faster. The report uses data from June and July 2012 ... and in November it reported that Telefonica had already reached 50% of internet connections through a mobile phone.
The number of mobile devices with Internet access grew by 68% over to 2011 at the rate of a million a month high in the last quarter.
E-commerce is growing very significantlyDuring the first quarter of 2012 revenues reached 2,452 million euros, 19.3% more than in the same period last year. Although the figures showing the INE are not so good ... in fact, they are very low (only 14.2% of Spanish companies have sold something directly via internet).

Here I leave the video with the summary of this report.

The full report can read it here: Phone Information Society 2012

I hope you find it useful.

Report on the evolution of users of social networks in Spain

10 December, 2012/in SMM (Social Media Marketing)/by Peñarroya Montserrat

He was preparing a new agenda on Social Media for a master of the UOC when I have given to a report published by the Observatory of Social NetworksIn its fourth wave, which has been very useful to me.

This report describes the evolution of social networks used in Spain for the past four years is reported. We can see how Tuenti stagnates, as die networks like MySpace or Xing, as Facebook continues to grow ...

It also analyzes the use that brands give to social networks and how users search for information before you decide to buy (this kind of phenomenon has not been analyzed in other studies, so this report is especially interesting when you play this particular point) .

As with most reporting that require large amounts of data: in 2012 working with the collection made in 2011 ... and unfortunately, on issues of social networking this is a period too broad to capture the new trends, so this report does not pick up the rise of Pinterest (February 2012 approx.) but the Instagram and Google+.

Still, it is interesting and learned a lot reading it, so here it is embedded:

4th Wave Observatory Social Networking from The Cocktail Analysis

I hope you find it useful.

How to program an entry in your Facebook page

13 September, 2012/in SMM (Social Media Marketing)/by Peñarroya Montserrat

In late May Facebook incorporated a new feature in the timeline I see many people go unnoticed. So here's this post, if you can help.

Schedule an entry in Facebook

Until May, if we wanted to schedule an entry, we should use specific software for this: Hootsuite O TweetDeck, for example. With this new functionality, we can do it directly from the form in which you wish to post messages on Facebook, within the tool are entered.

The inputs can be programmed in future, or may be published in the past (very useful for new pages that we want to get old content).

How to program an entry

Paso 1Enter into Facebook and enter your page. (Note, this does not work on profiles, it is currently only possible to program entries on pages)

Paso 2Do as if you were to write an entry. Note that a clock icon appears at the bottom left of the box.

Paso 3: Click the clock and enter the date you want that entry is published.

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It could be that first you ask when you created the page (it will ask if you do not have this data FB). Put the date you want, but make sure it is old if you want to publish in the past and not the future.

It is done. That easy.

What it is to program an entry

Well for many things:
You can create an online course and every day to publish advice.
You can publish the joke of the day (and get all the jokes on the same day).
You can organize a campaign promotional messages making an offer every Friday, for example.

In short, you can program what you want to invest time once. Although you should not forget that This is a perversion of communication 2.0 in which by definition you are looking to establish a dialogue with the user. So do not overdo it. Do not programes all!

I go all right.

A hug.

New feature on Facebook that allows you to convert pages profiles

12 April, 2011/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

For a couple of weeks ago Facebook is facilitating the work of all those companies that have finally decided to spend their profiles pages. For it has created a new feature that allows conversion in a minimum of time.

This is a problem that affects a large number of companies and entities that once, instead of creating their chips as page, used a profile person. This practice, sometimes it was deliberate, because a profile of person you could write on the wall of someone, but from a page could not do it ... this changed a few months ago, and now no excuse for not doing things right:

From a page you can write on the wall of anyone.
The pages have statistics.
The registration forms pages are designed for businesses and institutions, not profiles (a profile asks age, sex, music you like, etc.)
Pages have an unlimited number of fans (which does not happen with the profiles, which are limited to 5,000 friends).
Pages allow the inclusion of HTML code that makes them more attractive and more features.
Facebook editorial standards indicate that businesses and other entities should not use pages and profiles.

So the reasons are many.

The problem until recently, was that you could only migrate a profile person to a company page by hand. With this new tool, Facebook facilitates the transfer of part of the profile information to a new page, but not all. Migra profile pictures and migrates all friends (this was the heaviest). But does not migrate the complementary content. What it does provide is information to download content and then re-upload it on the page.

We can perform the migration by clicking here: Profile Migration to pages

Find more information on the subject of migration and the facilities to migrate content clicking here: info on migration profiles to pages

I hope this information will be useful.

We talk to each other.

How Spanish brands use Twitter?

25 January, 2011/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

Interesting study on the use of Twitter by the Spanish Brands: Twiter use by the Spanish Brands

Every day someone asks me whether I should or should not start using Twitter. My answer is always the same: "... it depends." It depends on many factors: whether you want to use a personal level or at the corporate level, what are your goals, the time you spend surfing the Internet and reading online, etc.

For companies with a brand that must be managed properly, I think it is increasingly clear that Yes should be on Twitter.

Precisely this morning reached my hands (not via Twitter, if not via the newsletter Marketing UOC) a study on the use of Twitter by Spanish companies.

The study would highlight the following:

Twitter applications by companies:

Communication and News: 84% speak about company news (is that it is easier, really).
Promotions and Offers: 50% communicate offers and promotions (this is what they look for many users who follow companies).
Customer: 35% use it for customer service (it's a shame not to do more, but otherwise it is normal, as street level, Twitter is still taking off).

The study indicates that on average, companies continue to 812 users ... so perhaps we should include another use, that is to listen to their customers (their opinions, tastes, habits, etc.) the study does not address this possibility, although this is the essence of 2.0: establish a dialogue with the client (and therefore also to have him as an audience listening).

The volume of what they say:

Last Tweet: 22% have not published anything in the last 15 days (this is very common ... companies start with good intentions, but then do not allocate the necessary resources [in the form of staff or as outsourcing])
Age: 40% of accounts have less than one year (everyone is starting)
Volume of Tweets: Tweets 109 on average per month. Less than 4 Tweets per day. (Sounds good, espamear customer is the last thing to do).

The study is interesting and learned a lot reading it, so I recommend that, little as you can, you spend the 10 minutes required.

You can see here: Study Twiter use by the Spanish Brands

By the way, a couple of things over before saying goodbye:

Super fun app in which you will see your followers on Twitter (at the foot of literature), Try it makes very funny :-) http://isparade.jp (I discovered via @crhistis On twitter)
If you want to keep abreast of everything that I discover, follow me on Twitter: Montse Peñarroya

I go all right.

Customizing the Facebook URL

13 January, 2011/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

Few months ago Facebook allows you to customize Internet addresses in both profiles and pages. Thus, instead of having to remember a difficult address and full of numbers, you can get an address with your own name or that of your company (eg: http://www.facebook.com/Montserrat.Penarroya)

I write this article because when analyzing in class 2.0 strategy of some companies I realize that many are not using this feature (... I also meet students who spend their day on Facebook, but they are not aware that this can be done) .

Customizing the URL of a Facebook profile

Facebook profiles are meant for people, so the URL change is done via the menu "Account" (top right corner). A window with information like the attached image appears. What needs to change is the "User Name". That is:

Walk into "Account">> Edit"Username”

This does not change your login or your name on Facebook, you just make an alias for the URL and the search engine.

Customizing the URL of a page of Facebook

The pages are designed for businesses, and it is especially important that the sooner your company have a correct URL on Facebook, otherwise anyone can take that name and you should use another or stay with long numbers and difficult characters URL full recall .

URL change is managed from the menu "Manage pages" also in "Account". We choose the page you want to manage and that we load the page (you can reach the same place if we go directly on the page and the system recognizes us as stewards of that page).

Once we are on the page have to click on "edit page" (it's on the top of the left menu). Under "edit page" we must press on "Marketing" and it will open a menu like showing the attached image. To change the URL must go to "Create alias". That is to say:

Walk into "edit page” >> “Marketing” >> “Create Alias”

The name you choose for the URL can not be changed, so you have to think twice before giving the OK button.

What if it is not us "Create Alias" in the menu?

It may happen that our company has few fans (people who have indicated that you "like" your company page "). Facebook only lets change the URL to pages with more than 25 fans.

I hope this information will be useful and that your name or your company is still free and get a nice URL.

Study on the use of social networks by enterprises

16 November, 2010/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

This week has published an interesting study by Banesto, on the use of social networks by Spanish companies.

Interesting: the reasons that lead people to become a fan of a brand (slide 9).
Interesting: the reasons why people follow a brand on Twitter (the most interesting is the fact that seeking an offer in contreto for users of Twitter) (slide 10).
Facebook, Twitter, LinkedIn and a corporate blog are the 4 most used Web 2.0 tools by enterprises.
(... I do not follow. It's worth reading the study. They are only 36 slides.)

These are the slides that refer to the study:

Trends and uses of social networks in small and medium Spanish company

View more presentations from Emprendedores.

This study has reached me via profile Facebook de PMasters (JSC) . From here I thank you for the work of dissemination of knowledge carried out since college.

We talk to each other.

Mentionmap: visual tool to know Twitter mentions

11 November, 2010/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

Taking advantage of a lull, today I have been testing some tools related to Twitter that appear daily on the network. Among them I found Mention Map, Used to see a visually mentions your network (people you mentioned).

The image attached is my network of mentions. That is, I have asked Mention Map to analyze my own (@montsepenarroya).

As we see in the image also shows hashtags related to conversations that refer to my account.

But the tool may have other utilities, for example to find people who mention your competition (depends on the twitter user you instruct for analysis). Or what hashtags they are linked to the topics covered your competition ... this way you can try to publish more content related to these tags and get to draw attention to your account, people who otherwise would be reading the twits from your competition.

It seems to me that it is a useful tool for both both to analyze the image that you offer, to get new audiences.

I hope you also find it useful.

Using Advance Search Twitter for home fans

11 October, 2010/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

One of the main problems in making social media marketing locally is to find local followers (who are really part of our target audience). On Twitter we have a tool that can help us find these types of profiles: advanced search

This tool allows us to find people who meet a number of requirements related to the type of words used to tweeting with the attitude to do so (for example, whether used or not smiliesOr perform questions) or if the manner retweet messages from third parties. Among the requirements we are that we can select an exact geographic location or at a certain distance from one point.

For example, say you want to find twitters and twitteras living near Sabadell and talk about tourism. We simply select it in the search and find a whole list of people who meet the requirements.

How you can serve us this functionality useful?

Besides the mere fact of finding people with a certain profile, this can help in matters of Local Marketing because if we choose to follow people who meet the requirements to be our target audience, quite possibly they also follow us . If they do not immediately, we can at least start a dialogue with them (over several days) to get finally follow us.

How to apply Web 2.0 companies engaged in accounting / financial advice?

20 September, 2010/in Articles, SMM (Social Media Marketing)/by Peñarroya Montserrat

This is the issue that I've been working all week. Incompany morning two formations impart a company dedicated to the Accounting Advisory / Financial, and I want to help them improve their online communication tools based on 2.0.

This is not an easy task, these businesses, like law firms, and many other professional services, should maintain a serious image and to transmit confidenceThey should treat your customers with discretion and handle large amount of information that should not come to light ... so it's difficult to get establish relationships with leads and clients based on 2.0 tools while maintaining their standards in the form of to work.

Reading reports on the use of Web 2.0 by professional services firms, I found some statistics this year that refer to such companies in Milwaukee (USA) in stating that of the 613 professionals interviewed , 70% use social networks for professional networking, but only 30% of cases, your company maintains a clear policy.

This I think is the general trend in many cases: professionals use a personal level with professional / business purposes, but since companies do not take into account the use of the network and not the time devoted to it. Companies are already 2.0 but no thanks to them, is the initiative of its employees, and businesses are not aware of it ... Luckily, and the fact that today provide training to 2 groups of people from one of these companies, it is evidence that this is changing.

La comunicación a través de la web 2.0 tiene muchos objetivos: atracción de tráfico al sitio web de la empresa, conversión de leads en clientes, fidelización y desarrollo de clientes… estar presente en las redes sociales y trabajar con herramientas 2.0 no es solo una cuestión de relaciones públicas, es también una muy buena forma de enfocar el marketing de una empresa y de mejorar la comunicación tanto con no clientes como con clientes. Todo un reto si quiere hacerse bien y con profesionalidad.

Mientras preparaba la clase, he estado revisando estadísticas en Alexa para buscar buenos ejemplos de empresas de este tipo que son capaces de atraer tráfico en suficiente cantidad como para conseguir que Alexa lo registre… y los he encontrado. No en España, pero sí en EE.UU y en México. La mayor parte de las empresas que he analizado consiguen su tráfico gracias al posicionamiento en buscadores (no en vano sigue siendo la fuente número 1 de tráfico de la mayor parte de páginas web), pero hay empresas de asesoría que consiguen atraer tráfico también desde Facebook y desde Twitter.

En España, la mayor parte de este tipo de empresas sólo recibe tráfico a través de Google y en muchos casos es a través del servicio de Adwords (la técnica llamada SEM por Search Engine Marketing). Obviamente, este tráfico lo consiguen pagando y por lo tanto tiene un coste para la empresa. No es que el Social Media Marketing no tenga coste (hay que dedicarle bastantes horas), pero creo que se le puede sacar un buen partido si se hace bien y que el ROI, a medio plazo, es más alto.

Spanish examples discussed in class are mainly online publications dedicated to advising SMEs, but in some cases have a company behind, if not with independent professionals who are dedicated to creating content for this purpose. This is the case, for example, www.pymesyautonomos.com, Getting a good position in Alexa and showing that it is able to attract traffic to your website using web 2.0 tools (see its listing on Alexa and click on "Clickstream", we can see that in addition to Google and other publications of the same group of blogs, you get traffic from Facebook, Twitter and Digg).

Getting attract traffic should be one of the first targets a consulting firm arises, but should not be the only one. So you have to think of ways to achieve the other goals. One of the best practices I've found analyzing the use of Facebook by these businesses has been creating private groups, sólo para sus clientes. En estas zonas, los clientes (o la gente que ellos permitan registrar) pueden acceder documentos y a discusiones relacionados con la asesoría que se esté brindando. Es decir, el grupo en Facebook se convierte en una especie de extranet en la que empresa y clientes desarrollan una relación profesional que complementa los servicios prestados por la empresa.

Among the good practices analyzed is also creating channels on YouTube, creating tabs on Wikipedia (relating them complementary content), managing Twitter accounts, the systematic publication of content on Digg and many more. So it's a good opportunity for companies that know how to use it.

Let's see if I can convey all this to my students.

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