{"id":174,"date":"2011-04-29T15:47:19","date_gmt":"2011-04-29T15:47:19","guid":{"rendered":"http:\/\/blog.latinmedios.com\/?p=174"},"modified":"2011-07-25T15:18:10","modified_gmt":"2011-07-25T15:18:10","slug":"espanol-en-los-medios-de-comunicacion-social-esta-cambiando-la-forma-de-hacer-negocios","status":"publish","type":"post","link":"https:\/\/blog.latinmedios.com\/?p=174","title":{"rendered":"Is Social Media changing the way we do business? Part ILos medios de comunicaci\u00f3n social est\u00e1 cambiando la forma de hacer negocios. Parte I"},"content":{"rendered":"

\"\"<\/a><\/p>\n

IS SOCIAL MEDIA CHANGING ADVERTISING?\u00a0<\/strong><\/p>\n

Social networks cannot live off of their users\u2019 pictures, conversations and contacts alone and if you remove platforms that help you establish and manage professional contacts like Xing or LinkedIn, that charge premium fees, income generated by these sites is the result of the advertising within them.<\/p>\n

According to Emilio M\u00e1rquez, founder of Networking Activo (Active Networking), \u201cOnline advertising is not growing at the same rate it was in the in past years but it is the only area where it is not falling.\u201d<\/p>\n

What is interesting about social networks is that they offer a great amount data on individuals. Users populate their profiles with their geographical location, age, sexual tendency, likes and hobbies. This allows for \u201ca more accurate aim in advertising\u201d said \u00cdcaro Moyano, Director of Communication in Tuenti.<\/p>\n

F\u00e9lix Brezo, member of S3Lab laboratory at Deusto University, says, \u201cwe are adding personal information to social networks, this facilitates the segmentation of the markets that are of interest to us.\u201d He adds that people are not aware of the amount of data that is stored on the network.<\/p>\n

According to Juan Varela, journalist and media consultant, \u201ccurrently in Spain, social networks barely have any income in comparison to what they expect to earn in the future.\u201d This tendency is already visible in the United Kingdom. This past May, Facebook became the number one British platform for online advertising with 11,800 million ads, a 33% increase from the previous year.\"\"<\/a>LOS MEDIOS SOCIALES ESTAN CAMBIANDO LA PUBLICIDAD?<\/strong><\/p>\n

Las redes sociales no pueden vivir s\u00f3lo de las fotos, conversaciones y contactos que tengan sus usuarios y, quitando aquellas plataformas para gestionar y establecer contactos profesionales como Xing o LinkedIn, que cobran tarifas Premium, los ingresos de estas p\u00e1ginas provienen de la publicidad que hay en ellas.<\/p>\n

Para Emilio M\u00e1rquez, fundador de Networking Activo, \u201cLa publicidad online, no est\u00e1 creciendo al ritmo que iba subiendo en a\u00f1os anteriores, pero es en el \u00fanico \u00e1mbito en el que no se desploma\u201d.<\/p>\n

Lo interesante es que las redes sociales ofrecen una cantidad enorme de datos sobre particulares. En ellas, los usuarios cuelgan en sus perfiles su localizaci\u00f3n geogr\u00e1fica, su edad, tendencia sexual, gustos y aficiones. De esta forma, se permite que \u201cel disparo publicitario sea m\u00e1s certero\u201d afirma \u00cdcaro Moyano, director de comunicaci\u00f3n de Tuenti.<\/p>\n

F\u00e9lix Brezo, miembro del laboratorio de S3Lab de la Universidad de Deusto, dice que \u201cen las redes sociales estamos dando a conocer una informaci\u00f3n personal con la que facilitamos la segmentaci\u00f3n de los mercados que nos pueden interesar. Pero a\u00f1ade que la gente no es consciente de la cantidad de datos que se almacenan en la red.<\/p>\n

Until now, large audiences could only be reached through television, and even then, this would not ensure that every spectator was a potential customer. But with social networks the rules of the game have changed<\/em><\/strong>; brands know that those who have access to their advertising are receptive to them.<\/p>\n

In contrast to the uncomfortable and intrusive image given by Internet ads, \u201csocial networks are changing the traditional advertising model to one that has more to do with the personal relationship than it does with brands,\u201d affirms Juan Varela. The idea is to move away from the traditional banner and present promotions that encourage discounts, offers, or something that makes one \u201crelatively privileged.\u201d<\/p>\n

Sponsored events \u2013 this type of advertising campaigns generate 40 times more clicks than traditional modules of online advertising. We must create an experience that is close enough to users to generate a unique advertising campaign every time and \u201cdoes not always look the same.\u201d<\/p>\n

Para Juan Varela, periodista y consultor de medios, \u201cactualmente, en Espa\u00f1a, las redes sociales apenas ingresan dinero en comparaci\u00f3n con lo que se espera que ganen en el futuro\u201d. En Reino Unido ya se observa esta tendencia. Facebook se convirti\u00f3 en mayo en la primera plataforma de publicidad online brit\u00e1nica, con 11.800 millones de anuncios, un 33% m\u00e1s que el a\u00f1o anterior.<\/p>\n

Hasta ahora, s\u00f3lo se pod\u00eda llegar a las grandes audiencias a trav\u00e9s de la televisi\u00f3n y, adem\u00e1s, eso no aseguraba que todos los espectadores fueran clientes potenciales. Pero con las redes sociales se han cambiado las reglas del juego<\/em><\/strong> y las marcas saben que quienes tienen acceso a su publicidad son receptivos.<\/p>\n

Frente a la imagen inc\u00f3moda e intrusiva que daban los anuncios en internet, \u201clas redes sociales est\u00e1n cambiando la publicidad tradicional a un modelo que tiene que ver m\u00e1s con la relaci\u00f3n personal que con las marcas\u201d, afirma Juan Varela. Escapar del banner tradicional y ofrecer promociones que incentivan con descuentos, ofertas o algo que les haga \u201crelativamente privilegiados\u201d.<\/p>\n

Los eventos patrocinados, este tipo de campa\u00f1as publicitarias, consiguen 40 veces m\u00e1s clics que los m\u00f3dulos de publicidad online tradicionales. Hay que generar una experiencia lo suficientemente cercana con los usuarios para que cada campa\u00f1a de publicidad sea \u00fanica y \u201cno parezca siempre la misma\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

IS SOCIAL MEDIA CHANGING ADVERTISING?\u00a0 Social networks cannot live off of their users\u2019 pictures, conversations and contacts alone and if you remove platforms that help you establish and manage professional contacts like Xing or LinkedIn, that charge premium fees, income generated by these sites is the result of the advertising within them. According to Emilio… <\/p>\n

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