Interest in Pinterest Reaches a Fever Pitch [INFOGRAPHIC]

1 五月

Could Pinterest be the silver bullet for retailers on social media?  Pinterest is clearly resonating with online consumers in a big way.  To put it simply, customers who find a product via Pinterest are more likely to purchase it than those who find the product via other social networks.

SEE ALSO: 10 Video Tips for Businesses on PinterestPinterest is hot. In fact, in March 2012 the site served up 2.3 billion page impressions to over 4 million unique visitors a day.

Who are these people? Why do Pinterest users respond so strongly to products that are pinned? This infographic from Tamba breaks down the stats, explaining why Pinterest is so powerful with its consumption-friendly audience.

By: http://mashable.com/2012/04/29/pinterest-interest/

支付產業聚焦 – 你知道 PayPal 怎麼賺錢嗎?

1 五月

發表於 <!––><!––> TechOrange

台灣網路以及 App 創業市場最近相當火紅,但是我自己覺得支付產業這個網路世界中的利潤高規模大的項目好像是大家相對不熟悉的一環,跟一些人聊過後我發現理由大都是因為金融相關東西容易讓人有距離感,因為金融產品都會跟法規有所牽扯相當麻煩,不然就是大家都習慣用現有的支付選擇,信用卡交易以及超商付款很安全很方便,何必去想什麼創新呢?但事實上支付產業在世界各地不斷地有著破壞式的創新,讓網路跟行動支付的風險更小成本更低,在科技使用發達的台灣絕對也有著不可小看的潛力;所以我決定開始一系列的文章介紹現在網路以及行動支付產業在全世界一些有名的案例,希望可以提供大家一些想法,待法規更趨成熟後能有更多創業的資源以及人才投入到這個領域!今天就讓我們從全球網路支付龍頭 – PayPal 開始吧!

相信大家都對於 PayPal 不陌生,用 PayPal 可以免除輸入信用卡號碼的麻煩,也可以避免信用卡資料外流的風險,但是大家知道 PayPal 到底是怎麼賺錢嗎?要解答這個問題錢,讓我們先看看金流是怎麼在這個平台上運作的,說穿了 PayPal 是一個結合了電子金流 (Payment Gateway) 以及電子錢包 (e-wallet) 的平台,電子金流連結了信用卡交易系統以及銀行清算系統,資金可以透過這兩個管道進到 PayPal 的銀行帳戶,不管你選擇先儲值在自己的帳戶中,還是將自己帳戶連結到一個信用卡號碼或者銀行帳戶,PayPal 最後都會把這筆金額轉換成電子貨幣的形式儲存在你的電子錢包裡。但是我們要記得當你使用信用卡交易的時候,銀行在把錢清算給 PayPal 時照樣會扣除一筆手續費,所以當你用信卡交易 100 元, PayPal 雖然在你帳戶顯示 100 元,但是實際上可能只收到了98 元;但是稍後當你把這 100 元拿去商家交易的時候,PayPal 若是跟商家收高於 2 元,那他就可以在這個過程中創造利潤,最後再扣掉壞帳損失 (例如帳戶被盜用等) 就會是它的毛利。下面我簡短介紹一下 PayPal 在這三個項目中做了哪些事情去增加它的毛利

1. 交易收入 (Take Rate):除了提高跟商家的收費以外,跨國交易所產生的手續費用以及外匯是另外一個很主要的收入來源,當全世界更多消費者以及商家加入 PayPal ,它就能夠創造更多跨國交易,這也是為什麼 PayPal 很積極地在國際上布局去創造網路效應,讓更多人用 PayPal 在全世界的網路商家都能消費。

2. 交易資金成本 (Transaction Expense):相對於信用卡交易,銀行轉帳其實是相對便宜的,所以你在各個國家都會發現 PayPal 很努力地在跟使用者推銷將 PayPal 帳號連接到銀行帳號,進而大幅降低它的交易資金成本,我自己在英國的 PayPal 帳戶就是直接連接到英國銀行帳戶,透過當地的即時清算系統 PayPal 可以在交易發生的同時間從我的銀行帳戶扣款, 一個 100 英鎊的交易成本瞬間從 1.25 英鎊降到 0.2 英鎊以下,直接就差了 1%。

3. 壞帳損失 (Loss Rate):大家也許不知道  PayPal 在剛起飛的時候,單月的壞帳金額曾經高達 100 萬美元, 創辦人 Max Levchin 當時傾全力針對交易資料做了側底分析後才打造了 PayPal 防盜以及防詐欺交易的系統,這套系統很少被提及,因為 PayPal 了解這個系統是一間支付公司能否成功的關鍵,所以他們盡可能不去洩漏任何關於他們在這各方面的知識以及經驗,也從來沒有申請專利,因為申請專利你就得把所有的資料公諸於世。

讓我們看一下PayPal Q1 2012 財報第 8 頁,你就可以看到這三個數字是 PayPal 商業模式中最重要的三個元素,也是他們每一季財報上的關鍵數字;PayPal 在過去五季中展現了他們優良的經營績效 – 交易收入不斷向上、交易資金成本持續向下、壞帳損失幾乎是持平,所以在單季交易金額從 280 億美元攀升到 330 億美元的過程中,毛利率盡然也能夠同時向上攀升,怪不得財報公布當天 eBay 的股價跳升超過 10 個百分點,因為這些數字證明了 PayPal 這個平台有能力在世界各個市場持續擴張並維持健全的投資報酬率,這絕對是其他競爭者短時間很難複製以及挑戰的。

另外這也是為什麼 PayPal 有著進軍實體通路的本錢;面對大型連鎖通路, PayPal 比起銀行更有議價的空間,當銀行服務費用大都得從 1.5% 談起的時候,PayPal 有著相對低的交易資金成本,面對小型商家的時候, PayPal Here 可以將它龐大的網路使用者帶到零售通路,提供一個更便捷且快速的交易選擇,這個戰場界線的模糊又再次地證明真正的贏家必須創造一個「實體 + 網路 + 行動」三個領域合一的消費者體驗,接下來我們應該可以看到 PayPal 更積極地在所有的領域全面開戰,因為當人們的生活以及消費隨著科技改變,最需要被解決的就是支付的問題,PayPal 應該比誰都清楚。

後記:有興趣的人可以想想 PayPal 怎麼進軍 B2B 支付市場去搶銀行的飯碗,以及 PayPal 如何在手機內應用交易 (In-app purchasing) 跟 Google、Apple 以及 Amazon 競爭,有些我會在之後的文章提到。

By: http://www.appguru.com.tw/appguru/blog/6729/payment-industry-focused-you-know-that-paypal-is-how-to-make-money-you

How to Track Social Media Traffic With Google Analytics

4 四月

Why Google Analytics?

Google Analytics allows you to see where your visitors come from and if they engage with your content or leave immediately. Additionally, you can set up goals that match your business goals and measure if visitors are meeting those goals.

With Google Analytics, you can get valuable insights about your visitors and in this article I am going to show you how to track social media traffic.

This will help you identify the social media sites that send the most visitors back to your website to see which one needs more attention.

You will also discover how you can learn more about the visitors who come to your site from Twitter, Facebook, Google+ or other social media sites.

Additionally, you will learn how to use a feature called Advanced Segments to segment your social media traffic and see how those visitors behave on your site.

Getting Started With Google Analytics

Before we dive into this, I want to make sure that you use the latest version of Google Analytics.

To do this, just login into your Google Analytics  account and click the New Version link from the top left section of your screen.

new version google analytics

Click the New Version link to switch to the latest version of Google Analytics.

Once you do that, you are all set up and ready to follow the rest of this article.

Identify Your Main Traffic Sources

First you will need to discover what social media sites send the most traffic to your website.

To do that, go to the Traffic Sources section, select Sources and All Traffic.

Here you will be able to see a list with all of the websites that send traffic back to your site. Right now, you will need to identify which are social media websites and keep the first three in mind.

google analytics traffic

Identify the main 3 social media sites that send you traffic.

From this example you can see that Twitter (t.co is Twitter’s shortened URL), Hacker News and Facebook are the main social media sites that drive traffic.

For you, the most important may be Google+ or StumbleUpon or any other site where you have an active profile.

Create Advanced Segments

Once you have identified your main social media traffic sources, you can create Advanced Segments for those websites and segment the traffic to individually analyze your visitors.

You can also set up multiple Advanced Segments and compare them to see the difference among them.

To make this easier to understand, I will show you how you can set up Advanced Segments for Twitter, Facebook and Google+ to compare their traffic and for multiple other social media sites to better analyze traffic.

Twitter Traffic Segment

You can create an Advanced Segment for Twitter to see how it compares with Facebook and Google+.

To do this, simply click on Advanced Segments from any Google Analytics report and click + New Custom Segment.

create advanced segments

Create Advanced Segments to individually analyze your visitors by traffic source.

Then add a name for your segment and start to include as sources the following containing terms that might send traffic to your website:

  • twitter.com
  • t.co
  • hootsuite
  • tweetdeck
  • bit.ly

As you can see, there are multiple filters that should be added using an OR statement because different Twitter clients might send traffic that will not get tagged as being from twitter.com or t.co.

While adding these filters, you will see that if you have traffic that matches, Google Analytics will insert the filters using an autocomplete function.

This way you can be sure that all the filters you apply actually match visits.

twitter segment

Create a Twitter traffic segment to see how the inbound traffic from Twitter compares with other social media sites.

Once you add all your filters, press the Test Segment button to see if everything is set up correctly. If so, save your segment.

Facebook Traffic Segment

Next on the list is the Facebook segment, which can be created exactly as you did for Twitter—just change the filters to:

  • facebook.com
  • m.facebook.com
facebook segment

Create a Facebook traffic segment and include as a source both facebook.com and the mobile version m.facebook.com.

From my analysis, Facebook sends traffic as facebook.com and m.facebook.com if the traffic comes from mobile devices. To make sure that your filter will match, you can simply use “facebook.”

Google+ Traffic

The Google+ segment is similar to Twitter and Facebook, but simpler. All you have to do is just filter:

  • plus.url.google.com
google plus segment

Create a Google+ traffic segment to analyze only the traffic that comes from Google+.

Google+ sends all traffic from plus.url.google.com. You may also see traffic from google.com, but do not include it, because that is something different.

Social Media Traffic

Now that you know how to create individual segments, you can create a more comprehensive segment that analyzes traffic from more than one social media outlet.

You can use this type of segment to include the traffic from StumbleUpon, Digg, Delicious, LinkedIn and any other social media site.

As an example, below are some of the sites you can include in this segment using the OR statement:

  • twitter.com
  • t.co
  • hootsuite
  • tweetdeck
  • bit.ly
  • facebook.com
  • m.facebook.com
  • plus.url.google.com
  • linkedin
  • youtube
  • reddit
  • digg
  • delicious
  • stumbleupon
  • ycombinator
  • flickr
  • myspace
  • popurls

A simpler version of this segment would be to select as a condition Matching RegExp, which will use a regular expression to detect the traffic that matches your condition.

The advantage of this will be the fact that you will not need to type in 10-20 conditions for this segment, but just one.

To create this segment, select Matching RegExp as condition and then type in brackets “()” the social media sites that send traffic to you, separated by a vertical bar “|”, just like the code below:

(twitter|t.co|hootsuite|tweetdeck|bit.ly|facebook|plus.url.google|linkedin|youtube| reddit|digg|delicious|stumbleupon|ycombinator|flickr|myspace|popurls)

You will need to make sure that there are no spaces in this code.

social media segment

Use a Regular Expression to create only one condition which includes all the social media sites from where you might get traffic.

You can also include other sites that send traffic to you.

Understanding Social Media Traffic

Now you have four powerful segments that will help you get more insights about your visitors.

You can use the first three to see how they compare to each other and if there are any big differences among them.

You can use the fourth to see how visitors who come from social media sites behave on your own site and how they convert.

We will cover more about this in future articles, but to start you should have a look at the Audience reports to determine their behavior, how engaged they are with your site (how much time they spend reading your content), how frequently they come to your site or the ratio of new visitors to returning visitors.

The Content section is the one that you should check next to see the pages your social media peers visit on your site, your site speed for their connection or what they search for on your website.

For example, you can see from the screenshot below that the visitors coming from Twitter (even if they have a higher number of visits) are less engaged with the content of the website, because the majority spend less than 10 seconds on the website.

social engagement

Use Advanced Segments to identify which social media sites send you valuable visitors.

You can use the above segment to compare the traffic from multiple social media outlets and see where you should invest more time, which one sends you more engaged visitors, visitors that convert and much more.

With the more comprehensive segment or if you apply only one segment, you can actually filter the traffic and see all of the Google Analytics reports for that specific segment.

This helps you identify visitors’ behavior and engagement for that specific segment of traffic.

Over to You

These are just a couple of examples, but I would love to see what other experiments you’ve done.

What do you think? Which of these examples have you successfully implemented? Plus, what other tutorials about Google Analytics would you like to see on Social Media Examiner? Leave your questions and comments in the box below.

By: http://www.socialmediaexaminer.com/how-to-track-social-media-traffic-with-google-analytics/

THE FUTURE OF MOBILE [SLIDE DECK]

31 三月

http://www.businessinsider.com/embed?id=4f6b71486bb3f7cd43000012&width=600&height=430

By: http://read.bi/GFBGsh

5 Tips for Moving Social Media Leads Into the Sales Funnel

27 三月

Do Fans Mean Business?

Marketers have made tremendous strides in growing their audiences on social media channels. There have been concerns over whether social media could only be successful in business-to-consumer (B2C) companies, but we’re starting to see great case studies in both business-to-business (B2B) and business-to-consumer (B2C) brands.

In looking at the B2B software space, we can see tremendous success from companies like HubSpot, InfusionSoft and HootSuite that have grown large numbers of followers by providing valuable content to their target audiences.

In the B2C space, our passion for brands like Old Spice, Coca-Cola and Ford have been reignited by creative social media campaigns. But what now?

Have these large followings contributed to revenue for these brands? The next natural question for C-level executives and marketers is, “Can we monetize our social media following?”

As pressures have risen for solid measurements and a demonstration of social media ROI, more companies are recognizing that revenue generation has to be a top priority of social media strategies.

This doesn’t give license for tacky sales pitches on Twitter. Rather, it opens the door for a more strategic approach to social media content, content distribution and measurement.

To get started, there are a few things you’ll need to prepare for.

Tip #1: Understand Your Sales Funnel

It’s pretty difficult to place leads into the sales funnel if you don’t have a clear understanding of the sales process that supports it.

The first step in monetizing the social media channel is to have a clear understanding of which marketing channels are currently contributing leads to the funnel, what the sales follow-up process is and how long it takes to close the sale.

You’ll need to figure out where social media fits into the equation.

  • Will social media leads respond to existing sales processes?
  • Where are social media leads in the buying process?
  • Will they convert at the same rates?

To truly understand how social media leads behave, you’ll need to do some testing. It is unlikely that social media leads will perform the same way that other types of marketing leads do.

This is because with social media, more commonly you are reaching potential buyers earlier in the sales process, before your competition. Getting potential buyers’ attention early has tremendous value that can be overlooked if expectations haven’t been set for how the social media lead will perform.

If you compare social media with traditional sales, in essence social media adds three levels that extend your sales funnel to provide more opportunities for conversion.

funnel with goals

Social media adds three levels of brand awareness to the sales funnel, providing more opportunities to convert prospects.

Tip #2: Optimize Your Path to Conversion

It’s important to make sure it is super-easy for potential buyers to buy. We tend to be fairly lazy consumers and if we have to search out how to buy from you, we are less likely to convert.

Therefore, take a look at your Facebook page. Does a potential buyer have to click on the Info tab to find your website, then go to your website and figure out how to buy your products or services? If so, you are likely missing out on the opportunity to convert Facebook fans into purchasers.

Create a tab that allows fans to convert within Facebook and you’ll likely see a spike in new revenue.

Success in social media relies on having strong content to share on social networks, which many times resides on the corporate blog.

Look at your blog and make sure there are conversion points that will in essence turn every post into a landing page. Make sure you test multiple calls to action to figure out what works best at converting social media traffic.

funnel graphics

Understand the path to conversion from social media so you can optimize each step.

Tip #3: Provide Opportunities for Soft Conversion

The social media lead likely enters the sales funnel earlier in the buying process. He or she may not be ready to make a purchase; however, you have an opportunity to convert interested social media fans and followers into email subscribers.

Soft leads are people willing to provide their email address in exchange for highly valuable and relevant content. These are valuable leads who have said they are interested in your content; but they haven’t necessarily said they are interested in your product yet.

If you combine email marketing campaigns that provide a mix of content that helps to push them through the sales funnel while providing valuable information, you will have a better opportunity to convert social media’s soft leads into potential buyers.

Tip #4: Nurture the Social Media Lead Differently

It’s important to understand the difference between the social media lead and the traditional lead because traditional sales-related email campaigns will kill the sale with the social media buyer.

Because social media leads may enter the sales funnel at an earlier stage in the buying process, you will need to adjust your email campaigns to provide value and content that will help drive the decision-making process.

This will require a strategy that includes decision-making content. Decision-making content is designed to answer questions that commonly arise when purchasing your product, overcome objections that are frequently heard in the sales process and provide opportunities to convert into a hard lead.

A hard lead is someone who has taken an action that directly indicates he or she is now interested in your product. This means the lead is now in the research and consideration phase of the buying cycle and you have an opportunity to convert the lead into a buyer.

Through your other social media efforts, you have been able to develop trust with prospects; therefore, if you continue to show thought leadership in helping them to make a decision, they will be more likely to purchase from you rather than the competitor they don’t have a relationship with.

Having a combination of decision-making and topically relevant content that is sent to soft leads will help you identify when the lead makes the jump to product interest.

At that point, you can follow up with traditional product-based information and put the lead in the traditional sales processMany times you can recognize this transition if you identify pages and calls to action that indicate product interest, such as signing up for a product demonstration, attending a product-based webinar or downloading decision-making content.

Tip #5: Measure Your Results

Finally, the only way to identify where leads are in the sales process is to measure your efforts.

The quickest and most cost-effective way to monitor social media conversions is to apply Google analytics campaign tracking to the links you shorten and post on social networks.

The combination of Google Analytics and HootSuite Pro makes this easy. Once you have the data, it is important to put it into a format that tells the management team what they want to know.

Use these metrics to demonstrate success through the sales funnel:

  • Cost per impression
  • Cost per engagement
  • Cost per soft lead
  • Cost per hard lead
  • Cost per sale

BY: http://www.socialmediaexaminer.com/5-tips-for-moving-social-media-leads-into-the-sales-funnel/

5 Productivity Tools to Make Your Job Easier

25 三月

Your time is valuable, so optimize it by using these productive tools. Do you:

  • Send the same emails over and over?
  • Have emails that you would rather automatically send later?
  • Wish you could have more information on who you’re emailing?
  • Wish you could have a better email signature to really show off your brand?
  • Need a robust project management system (that’s free)?

If you answered yes to any of these questions, the following tools will help you.


1. Yesware


Do you despise sending the same emails over and over? Would you like the ability to track open rates on your emails? How about the ability to track when, where and what device was used to open your email?

SEE ALSO: 5 Mobile Apps to Boost Small Business ProductivityYesware is a Chrome extension that allows you to save templated emails and also track open rates for each email that you send. It’s the perfect tool for people who use email frequently — it’ll save time and give you insights on your customers. You can also conveniently BCC emails to your customer relationship management (CRM) tool. And guess what? You can share templates to your team — more time saved!


2. Rapportive


If you need to find an easy way to connect with a person, Rapportive is your answer. This Chrome extension pulls together information on your prospect from different sources, such as LinkedIn, Facebook, Twitter, and Quora. If applicable, it’ll show you the person’s latest tweets or Facebook updates. Perhaps he just tweeted a question that you might be able to answer, or his favorite team just went down in triple overtime — great opportunities to connect on a personal level!


3. Wisestamp


Most email signatures I see are boring: name, title, phone number. People who aren’t making the best use of their email signatures are missing out on the opportunity to tell people what they’re all about.

For instance, showcase your latest blog post or your latest tweet so others can have more insight on you. Or include links to your social network profiles so they can connect with you. Your signature is that extra chance to shine and build more trust with others – so don’t squander it!

Wisestamp solves this problem by giving you various options to customize your signature. You can also create different signatures based on different situations (e.g. home, business).


4. Boomerang


Boomerang is a Chrome extension that allows you to send your emails at a later, specified time. You can even send recurring emails to people if you want.

Let’s say you send a high volume of emails and tend to lose track of things easily. No problem — you can tell Boomerang to send the message back to you if no one replies. No more waiting until the morning to send an email and no more digging for emails.


5. Trello


We all know project management tools can help prevent headache, but the challenge is finding an exceptional one to suit your needs. Trello is a free, intuitive project managementtool that can be used for multiple purposes. You might already have a great project management tool on your hands, but give Trello a shot and see how it might be able to help with other business processes.

Productive tools help us save valuable time, which we can then apply toward more important processes. Instead of manually searching for someone’s information or having a boring signature that doesn’t say much about you, why not let these tools simplify your life?

What other productivity tools do you like to use?

Image courtesy of iStockphoto, arakonyunus

By: http://mashable.com/2012/03/23/productivity-tools/

INFOGRAPHIC: How To Train Employees In Social Media So That They Don’t Ruin Your Reputation

24 三月

social media training mindflash

By: http://www.businessinsider.com/infographic-how-to-train-employees-in-social-media-so-that-they-dont-screw-everything-up-2012-3

Facebook Fan Page Timeline Tutorial [Infographic]

20 三月

 

Facebook Timeline

By: http://www.mindjumpers.com/blog/2012/03/fbtimelineinfographic/?awid=8467173961682224857-1265#more-15750

How Pinterest Can Turn Your Brand Red-Hot [INFOGRAPHIC]

20 三月

If your brand isn’t on Pinterest, you could be missing out on a growing stream of potential customers.

While shaping your brand’s image on Pinterest, remember to take into account the specifics of the site’s userbase. A recent study showed that home, arts and crafts,  style/fashion and food are the most popular categories on Pinterest.  The food category is the fastest growing segment of Pinterest.

SEE ALSO: Pinterest’s First Investor Explains the Secret to the Startup’s SuccessEven if your brand doesn’t directly specialize in these topics, there may be a way to include them in your brand’s boards to gain maximum exposure.  It’s also important to remember that while Pinterest’s audience is heavily female, the demographics of the site are changing.

Take a look at this infographic from web optimization company Maxymiser, and then let us know in the comments if you’re altering your plans to take advantage of the explosive growth of Pinterest.

Infographic courtesy Maxymiser

By: http://mashable.com/2012/03/18/pinterest-brand-attention/

10 Things You Need to Know About Facebook Timeline

13 三月