comScore adquiere Certifica

comScore adquiere Certifica, un Proveedor Líder de Medición Web en Tiempo-Real y de Soluciones Tecnológicas de Marketing en América Latina

comScore, Inc. (NASDAQ: SCOR), empresa líder en la medición del mundo digital, anunció en el día de hoy un acuerdo definitivo para la adquisición de Certifica.com, empresa líder en medición de sitios Web en América Latina. La adquisición ayuda a fortalecer la presencia y la marca de comScore en el mercado Latinoamericano, y deja a la compañía en una inmejorable posición para expansiones adicionales en la Región. Con sede en Santiago, Chile, Certifica tiene oficinas a través de América Latina, incluyendo México, Brasil, Argentina, Colombia y Perú. La compañía fue fundada en el 2000 con el objetivo de convertirse en el analista y auditor líder de mediciones de tráfico en Internet y se ha ganado el apoyo de IAB en varios países Latinoamericanos, lo que le ha permitido convertirse en un estándar de métricas de Internet en la Región. A partir de comienzos del 2010, los sitios medidos por Certifica estarán disponibles para inclusión (en base a su elección) en la solución de medición híbrida Media Metrix 360 de comScore, que combina datos de medición de audiencia basada en paneles de usuarios y datos analíticos del sitio Web, entregando una visión más completa de la actividad en los sitios. La mejorada metodología va a representar todo el universo del uso de Internet, incluyendo el tráfico de los caber cafés y también el proveniente de aparatos móviles.

Bajo la dirección de Alejandro Fosk, fundador y ex CEO de Certifica y ahora SVP y Gerente General de comScore América Latina, comScore planea vender y mantener la completa gama de productos de comScore en la Región.

“Estamos muy contentos de unir fuerzas con Certifica. Alejandro y su equipo han establecido una fuerte presencia local, un portafolio de servicios de alta calidad y una excelente reputación por el servicio al cliente,” dijo Linda Abraham, CMO (Chief Marketing Officer) de comScore y EVP (Executive Vice President) de Global Product Management. “Actualmente, Latinoamérica representa el 9% de la población mundial y pese a que la penetración del Internet es relativamente baja comparada con otras partes del mundo, está creciendo a pasos agigantados, representando las oportunidades de crecimiento para muchos avisadores y editores. Con un 57 por ciento de la población menor de 25 años, Latinoamérica también posee el título del continente más joven y representa una base de usuarios de Internet sofisticada, comprometida y conectada. Esta adquisición va a fortalecer nuestra presencia en la región y nos permitirá ofrecer mediciones híbridas como parte de nuestra iniciativa Media Metrix 360 usando las mismas tecnologías de mediciones de punta que usamos en otras partes del mundo. Le damos la cálida bienvenida a nuestros colegas de Certifica al equipo de comScore.

"comScore es un socio ideal para complementar el expertise y contactos de Certifica en Latinoamérica y para entregarle al mercado una plataforma de medición digital más integral que promueva el crecimiento del mercado publicitario online,” dijo Alejandro Fosk, fundador y ex CEO de Certifica. “Estamos muy contentos de que los clientes de Certifica van a tener acceso a una robusta plataforma de reporting de comScore, la que les permitirá comprender mejor el escenario digital en el que se desenvuelven y los llevará a nuevas formas de optimizar sus estrategias de marketing online.”

comScore no espera que la adquisición tenga un impacto material en los resultados financieros 2009. La Industria de los Medios Digitales de América Latina manifiesta su apoyo por la adquisición

“En un momento en que el mercado Latinoamericano está experimentando un punto de inflexión más allá que el resto de los mercados del mundo, estamos muy felices de ver la entrada de comScore unido a un jugador local tal como Certifica. Terra tiene una presencia local en 18 mercados en Latinoamérica y entre los Hispánicos de USA y comprende la importancia del concepto "glocal",” dijo Paulo Castro Gerente General de Terra Brasil y ex Presidente de IAB Brasil.

“La unión de Certifica y de comScore ciertamente implica un desarrollo positivo para el mercado digital Latinoamericano,” dijo Nicolás Berman, Director de Marketing de MercadoLibre (NASDAQ:MELI). “La unión de estas compañías líderes, para entregarle a Latinoamérica una medición digital unificada, le dará a la industria la visión comprensiva del comportamiento del consumidor, lo que facilitará la asignación de los presupuestos de marketing y de publicidad online.”

“La fusión comScore-Certifica representa una combinación natural, al unir a líderes en mediciones de datos de audiencias basadas en un panel de usuarios y datos analíticos de los websites,” dijo Rodrigo Donoso, Gerente de Medios Digitales del Grupo de Ediciones El Mercurio, parte de GDA. “Su oferta combinada le dará al mercado Latinoamericano la primera plataforma de medición digital que nos acercará a tener una verdadera moneda de medición en el mercado.”

“Creo que esta alianza representa un gran progreso para la industria digital de Latinoamérica. Para el desarrollo del mercado de la publicidad online, es fundamental contar con mediciones confiables que nos permitan probarle a nuestros clientes la efectividad de sus campañas y eso es lo que Certifica y comScore le están ofreciendo al mercado con esta alianza,” dijo Fernando Campos, Director General de New Media de TV Azteca.

Acerca de comScore

comScore, Inc. (NASDAQ: SCOR) es un líder global en mediciones del mundo global y es la fuente preferida de inteligencia de marketing digital. En un estudio independiente de 800 de los más influyentes editores, agencias de publicidad y avisadores en el mundo, conducido por William Blair & Company en Enero del 2009, comScore fue clasificado como “el servicio preferido de medición de audiencia online” por el 50% de los entrevistados, 25 puntos más delante de su competidor más cercano. Las capacidades de comScore están basadas en un grupo transversal, global y masivo de aproximadamente 2 millones de usuarios de Internet, quienes le han otorgado permiso a comScore para capturar, confidencialmente, su comportamiento en cuanto a búsquedas y transacciones, incluyendo las compras online y offline. Los panelistas de comScore también participan en investigaciones de encuestas que reúne e integra sus actitudes y sus intenciones. Usando su tecnología patentada, comScore mide lo que importa a través de un amplio espectro de comportamientos y actitudes digitales, ayudando a clientes a diseñar estrategias de marketing más potentes que entregan un ROI superior. Con la reciente adquisición de M:Metrics, comScore también es líder como fuente de datos en uso de celulares. Los servicios de comScore son usados por más de 1.100 clientes, incluyendo a líderes globales como AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal McCann, el Servicio de Correos de los Estados Unidos, la Universidad de Chicago, Verizon Services Group y ViaMichelin.

Para más informacion

Andrew Lipsman

comScore, Inc.

(312) 775-6510

press@comscore.com

vía: Infobrand

Socialnomics en Español

Mindshare analiza el consumo de Videos Online

El consumo de videos en la red, objeto de estudio de Mindshare Argentina

Mindshare Argentina, agencia de medios del grupo WPP, realizó una investigación acerca del consumo de Videos en Internet, cuyos resultados indican que si bien la mayoría de la gente sigue eligiendo ver los programas por TV, el 38% de las personas prefieren ver el programa cuando lo deseen, independientemente del día y horario que se emita en televisión, a través de la web.

El consumo de videos online en Argentina, según el estudio, concentra al 80% de los internautas, quienes resaltan que ’la disponibilidad de los videos, la variedad en los contenidos y la practicidad son las principales ventajas de los mismos’.

El estudio se realizó teniendo en cuenta la existencia de 3 perfiles de internautas: los Nativos digitales (generaciones nacidas a partir de mediados de la década de los ’80), los Inmigrantes digitales (nacidos previamente al grupo anterior), y los Inmigrantes adaptados (nacidos previamente a los Nativos, pero con patrones de consumo similares).

A pesar de que casi la totalidad de los que navegan por la red, miran videos (la mayoría lo hace en promedio al menos una vez por semana), los Nativos digitales, junto con los hombres en general, son los que muestran no solo mayor afinidad, sino también una frecuencia promedio significativamente mayor que la media.

El crecimiento de la exposición a Internet y con esto, el mayor consumo de videos online, ha generado que el tiempo destinado a realizar otras actividades se haya reducido: el 51% de las personas lo afirma, pero el porcentaje es mayor en el caso de los Nativos digitales (asciende a 68%) y menor en los Inmigrantes (46%). En lo que respecta al consumo de medios, los gráficos (diarios y revistas) resultan ser los más afectados por el crecimiento de Internet.

Al hablar de preferencias en el consumo de videos online, los musicales, los humorísticos y las películas son los géneros preferidos (los 3 por encima del 15% de preferencia) con un tipo de consumo distinto entre cada uno. Las películas y series tienden a ser vistas completas mientras que en los eventos deportivos y en los programas de TV se tiende a consumir fragmentos específicos. En línea con esto, algo menos de la mitad de los encuestados afirman mirar TV y navegar por Internet al mismo tiempo, si bien el mayor interés hacia uno u otro medio depende de la ocasión, es destacado el nivel de los que afirman prestarle mayor atención a Internet.

vía: http://www.latinadsales.com

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Social media research blows through Windy City

The Esomar Online Research Conference’s ‘Online Activation’ panel, hosted by Microsoft’s Steve Schwartz, promised attendees juicy case studies from the frontlines of social media research practice, and it didn’t disappoint.

First to speak was Volker Bilgram of HYVE Germany, describing the online co-creation community they built for jeweller and watchmaker Swarovski. The levels of co-creation involved ranged from simple customisation – though even at this level participants still spent plenty of time on the site – to highly innovative and creative watch designs submitted by members. Members of the community invited others, and this also served to spread the word about a new Swarovski brand: the kind of blurring of marketing and research which seems typical of brand-led communities and which will continue to spark serious debate.

Esomar Young Researcher of the Year, Annelies Verhaeghe, was next up, co-presenting a paper on ‘getting answers without asking questions’ with her client from Dutch broadcaster RTL. Information is out there, she said - it’s just a matter of scraping and analysing it to find the golden nuggets, and to back this up she presented a case study from Holland’s version of The X Factor. Information from social media was used to influence the choice of themes for each week’s show, but also the mined data revealed “bottom-up” insights: answers to questions the researchers hadn’t known to ask. Buzz, for instance, fell off after the initial live performances, so the broadcaster put more content online to lure fans back. And a particularly bland contestant was given a makeover after analysis of social media talk about him. Verhaeghe concluded with a description of the new skills these methods required, particularly the fusion of quantitative data handling and qualitative analysis.

Finally, Josephine Hansom of GfK NOP in the UK presented a paper on ‘bloggers as research partners’. In web 2.0 terms, blogging is almost as old hat as… well, the phrase ‘web 2.0’ – so at first I felt unfairly critical towards this paper. But I was wrong: Hansom was asking penetrating questions about the motivations and drivers behind online content sharing, with blogging simply the framework. She divided bloggers into three types: the ‘fast food’ blogger, who posts spontaneously and often with no concrete idea of who his audience are; the ‘dinner party’ blogger, who plans her content carefully and is keenly aware of audience and public; and the ‘lite’ blogger, who doesn’t think blogging is much fun and does it only when needed. Each requires different approaches and relationships from researchers.

The session content has obviously inspired the audience – a vigorous Q&A session had the panelists fielding questions on privacy, data scraping, the best text analytics software and ethical issues. As one tweet from the session by Twitter user @lovestats put it, “seems to me this is where research is going, has gone.”

Tom Ewing is social media knowledge leader at Kantar Operations, and a regular Research live blogger.

Coke takes targeted approach to social media

ATLANTA: Marketers using digital media must take a nuanced approach to measuring the impact of their activity on platforms such as mobile and social networks, according to Carol Kruse, vp, global interactive marketing, for The Coca-Cola Company.

As previously reported, Coke has outlined is intention to adopt a "far more aggressive digital presence" in the future, be it on the web or via other emerging interactive mediums.

The owner of Fanta and Sprite already has one of the most popular pages on Facebook, the social network, and has also developed a variety of "apps" for Apple's iPhone.

Kruse suggested that measuring the return on investment from these properties is essential, but added that achieving this aim depends in part on the exact nature of the organisation concerned.

"If you're a traditional sales funnel type of company – if you're selling something online – you could say, 'I know how many sales I got out of that social media app,'" she said.

By contrast, when assessing Coke's performance, this sort of metric does not apply, meaning that other indicators will offer greater insights.

"I can't measure it in actual incremental sales because I'm not selling something online. It's much safer to say we are focusing on measuring the business value of different types of digital marketing," argued Kruse.

"We are asking whether it's driving brand health or brand love. Is it driving purchase intent? In some cases, like search and online advertising, we have been able to measure ROI driving true incremental volumes and true increases in sales."

Despite the challenges for successfully establishing the success of digital media initiatives, Kruse suggested there are tools available which can help brands in this area.

"There are a lot of solutions for getting at engagement metrics-how many people participated, how much time was spent, did they tell a friend and are they a repeat visitor? I think there are perfectly adequate engagement metrics in place," Kruse said.

What is required of marketers, however, is to move beyond the raw data at their disposal, and take a nuanced approach to understanding how each specific action is impacting sales and broader perceptions among consumers.

"We want to take those to the next level which, for us, is driving brand value. It's about bringing incremental increases in brand love, purchase intent and actual purchase," Kruse stated.

One example of the importance of employing a flexible approach was the global launch ofVitaminwater, where tracking enabled Coca-Cola to gain a very clear picture of factors ranging from brand awareness to purchase intent.

This also applies to the Atlanta-based firm's loyalty and CRM schemes, such as My Coke Rewards, which enables customers to exchange "points" accrued from their purchases of its products for items ranging from consumer electronics to apparel goods.

"We have a lot of online promotions and online loyalty programs like My Coke Rewards, and we've certainly measured the amount of true incremental volume those type of programs drive," said Coke's interactive specialist.

One device that is currently "under-utilised by consumer packaged goods companies and other brand companies," she continued, is online search.

"Whether you're selling online or you're a travel company or even an automotive company, consumers are searching. They're raising their hands and expressing their interest. Search shouldn't be relegated to direct marketers," said Kruse.

A number of major advertisers, including Volkswagen, Sprint Nextel and Xerox, have recently adapted their search strategies, as they seek to drive up the payback from using this medium during the downturn.

Whatever channel is being used, however, it is crucial to ensure that any measurement activity does not interrupt consumers.

"If we're going to be there with our brands, we want to be enhancing the experience. You have to be careful how you go about the measurement because you might undo all the goodwill that you have built," Kruse concluded.

Data sourced from eMarketer; additional content by Warc staff

The Big Ideals y Digital Anthropology

Ogilvy UK ha publicado un informe titulado “Big Ideals are platforms for Big Ideas” [PDF, 3.71 MB.], en el que reflexiona sobre los ideales que hay detrás de cada marca y como representar su verdadero espíritu a la hora de crear mensajes y establecer conversaciones con sus consumidores, como es el caso de marcas como Dove o Adidas.

El otro documento es “Digital Anthropology” [PDF, 2.5 MB], publicado por Talk talk, en el que se muestra un “análisis antropológico” sobre los seis tipos de tribus (Digital Extroverts, Timid Techno-probes, Social Secretaries, First Lifers, E-ager Beavers y Web Boomers), relacionadas con la adopción y uso de las nuevas tecnologías digitales. Como es lógico, el estudio se centra en la población de UK, y ha sido realizado por la Universidad de Kent.

Junto a este estudio, también se han publicado varios videos, en los que se recoge algunas de las entrevistas realizadas para este estudio. Además hay un pequeño test en el que, con siete preguntas podemos saber a qué tribu, de las representadas en el estudio pertenecemos.

vía: http://www.algoquehacer.net

Digital Anthropology: the key to future tech developments

By Steve Mollman

(CNN) -- Professor Michael Wesch should be flattered. A cultural anthropologist at Kansas State University, over the past few years he's received a hundred-plus requests from people around the world eager to enroll in the school's graduate program for "digital ethnography," a subject that he's known for. One problem: no such program exists.

Wesch teaches anthropology to undergrads and heads up a working group on digital ethnography. The demand for his non-existent grad program is perhaps indicative, though, of a rising interest in the subject -- and in the skill.

As trained observers of how people in a society live, ethnographers can help companies figure out what people need and then work with designers to meet those needs with new (or more often tweaked) products and services. In a world in which ever more people are using technology products on a daily basis, such skills are increasingly in demand.

For ethnographers, anthropologists, and other social scientists, the upshot can be intriguing work around the globe.

Take Olga Morawczynski, a 20-something University of Edinburgh doctorate student who recently spent over a year in Kenya, where she studied the use of M-Pesa, a system for transferring money by cell phones.

Her research, which shows how M-Pesa is affecting family relationships and other aspects of daily life, was funded by a joint scholarship from the university and Microsoft Research.

The latter has also offered her an internship in Bangalore that will begin in a few months. If she enjoys the work and being in India, notes Morawczynski, "then an offer for something more permanent would be great." But otherwise she'll likely have plenty more opportunities from which to choose.

"Microsoft and many other companies realize that since it is, after all, people who use technology, it's critical for the company to understand how people adapt to technology," notes Kentaro Toyama, who leads the Technology for Emerging Markets research group at Microsoft Research India.

That helps explain why, as Wesch notes, digital ethnography is increasingly being integrated into other majors at universities.

Via: CNN http://edition.cnn.com/2009/TECH/10/22/digital.anthropology/

Conference: Qualitative Research in Web 2.0: The Next Leap!

25-26 March 2010, Berlin

About the conference:

The international conference on Qualitative Research in Web 2.0 (QRWEB2010) will be held on the 25 & 26 March 2010 in Berlin. This unique and highly interactive conference will bring together academics and industry practitioners to discuss and brainstorm the latest online methodologies for qualitative research.

Conference under development:

The qualitative research landscape has evolved dramatically since the inception of Web 2.0/3.0. Researchers can now perform qualitative research using online communities, focus groups, blogs, ethnographies as well as social networking platforms.

Programme Committee:

Will Gibson, Institute of Education - University of London (UK)

Bibi Hølge-Hazelton, Copenhagen Centre for Health & Community - (DK)

Silvana di Gregorio, Research Consultant - SdG Associates (UK)

Frank-Thomas Naether, Managing Director - NMRC (DE)

Hung-Pin Shih, Department of Information Management - Hsuan Chuang University (TW)

Bryan Mark Urbsaitis, Department of Humanities - City University of New York (US)

Guendalina Graffigna, Post-doc Fellow - Institute of Qualitative Methodology, University of Alberta (CA)

Yusniza Kamarulzaman, Department of Marketing & Information Systems - University of Malaya (MY)

Jerry van Leeuwen, Faculty of Economics and Business Administration - VU University Amsterdam (NL)

Preliminary Topics of Interests:

>Implementing the beginning stages of online research: what are the essential steps?

>Integrating Web 2.0/3.0 into qualitative research: what needs to be adapted?

>Evaluating the privacy issues and ethics of conducting qualitative research online

>Developing participant recruitment strategies: what are the challenges and pitfalls?

>Overcoming the handicaps of communicating online without non-verbal cues

>Using social media in relation to developing qualitative research in Web 2.0/3.0

>Ensuring the quality of the data collected and controlling the related processes

>Generating new data sources and developing analytical tools using new media

>Determining the depth of online data collection: how far should we go?

>Evaluating the advantages and disadvantages of using online and offline methods

>Justifying the use of online methods compared to traditional methods

>Dealing with verifiability, accountability, and plagiarism in online qualitative research

>Developing a standardised research vocabulary for online research methods

We are currently working with our Programme Committee to develop topics of interests for this conference. Share with us your ideas and help shape the conference programme now by filling the form below.

http://www.merlien.org/upcoming-events/qrw20-eu.html

App promises to turn iPhone into ethnographic toolkit

Ethnographic research specialist EverdayLives is weeks away from launching an application that turns an iPhone into a data collection tool for in-field researchers.

The app, currently in beta testing, allows users to record audio and video clips, take photos and make notes while observing subjects.

Collected material can be categorised by project themes and each item is geo-tagged to store the location in which it was recorded before being sent to the researcher’s email account to be reviewed later.

Alternatively, material can be emailed to other people categorised as ‘followers’ of the research, whether that be the commissioning client or project manager, who can alert the researcher to interesting behaviours or events that might warrant further exploration or follow-up questions.

Siamack Salari, a partner at EverydayLives, said the app would be working its way through Apple’s approval process for the next few weeks. He said it is likely to be a paid-for app. Although the price is yet to be decided, it is not expected to be more than £5.

Versions of the app for Google Android and BlackBerries will also be produced, Salari said. After that, he said, the next step is to develop “a server-based service” that would allow users to upload captured materials to a “specially created interface” for review and analysis.

A video of the app in action can be found at Salari’s blog, Ethnosnacker. Thanks to our blogger Tom Ewing for bringing this story to our attention. Check out his thoughts on the app here.

By Brian Tarran

Sense and Nesta invite brands to 'co-create insight'

Co-creation agency Sense Worldwide and innovation fund Nesta are inviting brands to join a pilot project to “collaborate around insight” through a Web 2.0 knowledge platform and a series of workshops.

The project is based on a study of young men aged 25 to 39 conducted last year by Sense for the Discovery Channel. Discovery is now opening up the research to other ‘complementary’ brands, with the hope of triggering conversations and adding depth to the existing material. The aim is to co-create new brand and product ideas and potentially spark joint ventures.

Sense’s managing director Nick Corston said it was an “exciting development” to be taking Sense’s co-creation experience and extending it to the client companies themselves.

The project is backed by Nesta (the National Endowment for Science, Technology and the Arts), a body charged with promoting innovation in the UK, which Corston said has invested “a six-figure sum”.

Roland Harwood, director of Nesta, said the initiative “promises to deliver invaluable learnings around how consumer brands can cost effectively work together on insight-driven collaborations.”

Discovery’s original study, called Species, looked into the changing lifestyles of young men in the EMEA region. It involved 12,000 participants in 16 countries, using quant and qual methods. Sense continues to produce quarterly updates on the trends that the research identified.

Claire O’Connor, EMEA research and insights boss at Discovery, said the firm was “delighted to be able to share this foundational insight with other brands”.

Corston told Research: “Getting people in companies to talk together internally is a major achievement – let alone people in different companies. If they’re lucky they might bump into each other at a conference over a coffee but this is two one-day workshops where these brands will be forced, if you like, to develop ideas together from what they’re bringing to the table and the insights they’ve gleaned from this database.

“In the future we could possibly even get brands together and say, Who wants to co-create a million pounds worth of research into young females, or silver surfers, or teen audiences, with a view to sharing it between complementary partners? Suddenly there’s an economy of scale that could cost justify some phenomenal pieces of research.”

Sense is inviting interested brands to a launch event on 17 November.

By Robert Bain via Research

TNS and Ipsos ASI have launched online tools for testing out ad creative.

TNS’s Mercury tool, which has been in development for the past 18 months, tests campaigns on members of TNS’s 130,000-strong online panel. The firm said that an advert would typically be tested by 300 respondents across the space of a week, before delivering the results back to the client within nine or 10 days of the ad being aired.

The tool measures respondents’ recognition, message take-out, branding and viewer involvement. Paul Baker, the project’s director, told Research it had proved so popular that TNS has appointed a dedicated sales director.

Baker said: “The beauty of Mercury is that it is very fast, robust and yet low-cost. It lets users respond to competitor ads or make changes to their own creative quickly, based on early consumer response. By testing and then comparing against ads that have already aired, advertisers get really meaningful benchmarks – not just some anonymous norm. A ten-day turnaround gives them the flexibility to respond far more easily than with traditional tracking.”

Meanwhile, Ipsos ASI has a new tool called Next*Connect, which aims to measure the effectiveness of ad creative “across all areas of the advertising spectrum – from emerging digital media to more traditional forms”.

The online tool aims to showcase ads “as they are experienced in media, creating an abundance of noise, and carefully masking the actual test ad”. Recall is then tested by recontacting respondents the following day.

The Economist: New Media Landscape

New study from Forrester: Market Research Online Communities

A new study from Forrester has found that a third of market researchers are using or planning to use online communities in the next 12 months – but a similar number have never even heard of them.

Forrester’s study, written by Tamara Barber, found growing experimentation with online communities, but warned that most buyers need service, support and encouragement, not just software.

Forrester surveyed 78 researchers and interviewed nine vendor companies, including Communispace, Vision Critical, Vovici, Globalpark and MarketTools.

“Researchers want to partner with trusted providers that can bring a flexible offering, methodological expertise, a superior service to the table,” writes Barber. “Given the number of new entrants into the MROC vendor space, expect to see more choices in service model options, better integration of community research with quantitative projects, and focus on insights from clientside market researchers.”

With more community vendors appearing, and existing agencies introducing communities to their offering, Barber said that buyers have an increasing array of services to choose from, including services shared between clients and services integrated with quantitative research services. Vendors with a ‘self service’ offering are likely to find themselves selling to larger reserach agencies looking to provide the service element themselves and sell the package on to end clients.

Barber also highlighted a degree of flexibility around what is and is not included in online community services, and a focus from clients on “insight and actionable output”.

via: http://www.research-live.com

Online Community Manager: Wikipedia Definition

"People in this position are working to build, grow and manage communities around a brand or cause."

Continue reading & editing: http://en.wikipedia.org/wiki/Online_community_manager

Brecha digital entre padres e hijos en las redes sociales

Por Lina María Ceballos (PulsoSocial)

Hoy les hablaré del estudio sobre La Juventud y las Redes Sociales en Internet, que realizó la Fundación Pfizer y del cual se han publicado los primeros resultados. En estos se aprecia la brecha digital que existen entre los hijos y los padres, y como estos últimos desconocen la importancia que las redes sociales por Internet tienen en la vida de los jóvenes.

Antes de continuar, hay que decir que esta encuesta sólo se realizó en jóvenes españoles, sin embargo debido a factores como la globalización y la penetración de la banda ancha en América latina, no considero que haya mucha difercia entre los jóvenes de cualquier país que tienen acceso a Internet. En general, según han de mostrado otros estudios, los hábitos, los usos y los comportamientos relacionados con las TIC se mantienen a pesar de las distancias geográficas.

Para llevar a cabo el estudio se entrevistaron 1.000 jóvenes de 11 a 20 años de edad. De igual manera, y a modo de contraste, se ha encuestaron a los padres.

A continuación algunos resultados que arrojó esta investigación, en los cuales se aprecia, insisto, la brecha digital que existe entre padres e hijos, en este caso frente a las redes sociales:

“Aunque 9 de cada 10 jóvenes (92,6 por ciento) afirman haber accedido o visitado alguna vez alguna red social online, tan solo 2 de cada 3 padres (63,9 por ciento) conocen el hecho de que sus hijos lo hagan. El 16,8 por ciento afirma que sus hijos no lo han hecho nunca, (frente a ese 7,4 por ciento confirmado por los jóvenes), mientras el 19,4 por ciento dice desconocerlo”.

“Los jóvenes citan mayor variabilidad de redes sociales en las que participan que las que sus padres conocen que usan. Las principales diferencias de uso las encontramos en Tuenti, Messenger y Youtube(en este último caso la diferencia llega a ser de más del doble). El 7,8 por ciento reconoce desconocer cuáles son las redes sociales que utilizan sus hijos”.

“La frecuencia de uso mencionada por unos y otros es básicamente coincidente, con la única salvedad de que el 7,3 por ciento de los progenitores afirma desconocer esta frecuencia”.

“La percepción de los padres respecto a la antigüedad de uso de estas redes sociales por parte de de sus hijos difiere algo frente a la realidad: tienden a mencionar una antigüedad superior. Así, por ejemplo, el 22,8 por ciento de los jóvenes afirma ser usuario desde hace menos de 6 meses, frente al 15,6 por ciento de los padres que afirman lo mismo”.

“Los progenitores conocen perfectamente que el medio de acceso a las redes sociales online de los hijos es el ordenador en la práctica totalidad de los casos.Sin embargo no siempre son consientes de que el acceso lo realizan también, en alguna medida, desde otro tipo de dispositivos, como el teléfono móvil o la consola de videojuegos”.

“Los jóvenes participan, acceden o visitan las redes sociales online desde más lugares de los que sus padres conocen, al menos, con más intensidad de la que sus padres afirman. Aunque los progenitores controlan claramente los accesos que se producen desde casa (9 de cada 10 se producen desde este lugar), citan en menor medida los accesos de sus hijos en casas de amigos, familiares, centros educativos o lugares públicos con WIFI”.

“Padres e hijos coinciden en que el principal uso que realizan los jóvenes de estas redes sociales es contactar con amigos a los que se ve con frecuencia. Sin embargo, el contacto con amigos a los que rara vez se ve en persona, o hacer planes con los amigos, son actividades que se realizan por parte de los jóvenes en mayor medida de lo que sus padres creen. La mayor diferencia la encontramos en hacer nuevos amigos: mientras 3 de cada 4 padres creen que es uno de los usos que sus hijos hacen de estas redes, tan solo el 38,2 por ciento de los jóvenes las utiliza para este fin”.

“En cuanto al tipo de comunicaciones que se mantienen en estas redes sociales, los datos revelan un significativo desconocimiento de los padres respecto de lo que hacen sus hijos en las mismas: solo la mitad más o menos de los padres conocen su participación real en forma de mensajes en páginas de amigos o comentarios en blogs. El envío de mensajes privados a amigos, aunque más conocido entre los progenitores, aún es inferior a la realidad (55,1 por ciento vs. 73,5 por ciento)”.

“8 de cada 10 jóvenes han creado un perfil propio en, al menos, una red social, mientras sólo 6 de cada 10 padres lo conocen. Los jóvenes facilitan más datos personales en estas redes sociales de lo que sus padres creen conocer. Las diferencias principales se producen en relación al nombre del chico/a y en la edad”.

“Uno de cada cinco progenitores desconoce el número de contactos que su hijo puede tener en la/s red/es social/es en la/s que participa. Y cuando afirman saberlo, el número medio dado se aleja bastante del real: 36 contactos según los padres vs. los 116 que dicen tener los hijos”.

Social networks and search benefit brands

Brands which combine official activity on social media services with paid-for search advertising typically enjoy a wide variety of benefits as a result, according to a new study by GroupM Search and comScore.

The Influenced: Social Media, Search and the Interplay of Consideration and Consumption report was produced by the two firms in conjunction with M80, the social media agency.

It aimed to assess the interaction between consumers and brands on the web, with a focus on three specific forms of internet content.

These were paid-for search, social media relevant to a product category – such as consumer reviews or blog posts – and "influenced social media", defined as sites containing "distributed social marketing content of a brand's social media programme."

Consumers who use social media were found to be 1.7 times more likely to "search with the intention of making a list of brands or products to consider purchasing" than the average web user.

Some 50% of people who were exposed to both social media and paid-for listings also searched for broad category terms every day, compared with a mean score of 33% among "non-exposed searchers".

Moreover, clickthrough rates on search ads increased by 50% when netizens had consumed both “influenced social media” and paid-for listings.

Members of this demographic also sought out information for particular brands with almost three times the frequency of those who only saw paid-for ads on sites such as Google and Ask.

When this group entered brand-specific enquiries on such portals, their clickthrough rates on search ads reached 11.8%, compared with a norm of 4.5%.

These users typically spend a total of 170 minutes a day surfing the web, compared with an overall average of 65 minutes, and are also extremely regular visitors to search platforms.

Paid-search alone delivered a 23% uptick in consumer penetration – or the “measurement of consumers who might use a search term” – with regard to brand-related queries, the study added.

When people viewed social media relevant to a category and paid search, this figure rose by an extra 15%, with a combination of "influenced social media" and paid-for listings driving totals up by a further 42%.

Consumers who had been "exposed to a brand's social marketing campaign" were also 2.4 times more likely to click on an "organic" link leading to an advertiser's website than an average user seeing a paid-for search ad.

Chris Copeland, ceo of GroupM Search in the Americas, and the author of the report, said “media discovery, specifically a brand's owned and earned media, is as important to success as the paid media we handle every day."

Generating awareness and influencing consideration through using social media can also help boost preference, action and loyalty levels among consumers, he added.

Data sourced from GroupM Search; additional content by Warc staff, 08 October 2009