|
ime. Elpopular
servicio about me -propie-
dadide AOL, que permite
alos usuarios crearuna pigina de
| bienvenida que agrega todoslos
| perfles que tengan en tinea~ides
‘un concurso simple pero de largo
alcance: la gente que tuviera mis yor
tos en su pigina aboutme ganatia
‘unanuncioen no delos espectaay
laces de Times Square, Esto mis in
Visjea Nueva York para ver ‘en vivo?
| supremio,
| Losconcursintes -motivados~
se pusieron a trabajar tuiteandoy
posteando en Facebook, con locual
rnultiplicaron por cinco el trfco
Jhabitual de vstantes de
aboutme, Induso algunos diseiia
zon campafas de video en YouTube
-ytepartieron volantes de papelen
partidos de futbol escolares. Ryan.
Fj, quien encabeza las asocia
cones yadquisicion de usuarios de
| aboutme, explica que el conurso
convitiéalos usuarios en.un
equipo de mercadoteenia de boca en
‘boca. “El marketing enlasredes so-
dials consisteen darle un ineentivo
tus usuarios para que hablen de tu
producto con sus amigos, compafe-
10s de trabajo fariliares’
‘sé exclusivo. Tes palabras:
blo por invtacién. “Eas in-
vitaciones tvieron mucha
| ‘demand ¢ hicieron que os
usuarios damaran por ser
parte del grupo coo” dice
Renz. Por su parte, Schaeler
agrega quelasustentai
liad dela camparia fue
igualmente importante
' “Cuando se lanzé Spotty,
estaba rodeado de rumores
{ comentarios provenientes
de todas partes: amigos,
nis hijos, Twitter, porque e}
Producto realmente pega”.
IS
‘Aumenta les expertativas,
Dalea tus lientesuna
razbn parainvolucrarse
contumarca "ylesestaris
ayidando aayudarte
Christopher Renz, cohanda-
dor de The brpr 6roup, una
‘agencia de nuevas medins
consede en Miami, Florida,
cestaca que a campaiia
esaté a vanidad inheren-
te de las usuarios delas
redes sociales ~incluido 6!
rmismo-, quenesimpulsa-
ron sus perilesen Twitter
yFacebook, “Buena parte
de las respuestas que recii
nose trataban cei perfil,
sino de gente que pregunta
ba ‘zqué es about me?" Asi
‘que cumplieron su isin”,
concluye
Tanzamiento de Spotify
en EEUU. Cuando
Spotif, un servicio para
escuchar mtisica via
streaming que tiene mas de 10
rillones de usuarios en Europa,
Uegé ala Union Americana el
verano pasado, despleg6 una
estrategia de lanzamiento que lo
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