un gráfico interesante sobre blogs de enfermería.josé galán
divendres, 26 de novembre del 2010
Infografía. Datos de Blogs de Enfermería | Cosas sobre Marketing, Online
Infografía. Datos de Blogs de Enfermería | Cosas sobre Marketing, Online
un gráfico interesante sobre blogs de enfermería.josé galán
un gráfico interesante sobre blogs de enfermería.josé galán
Lo mejor de 2010: granjas de contenido | ReadWriteWeb España
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| (C) mf |
La Web siempre ha valorado más la cantidad que la calidad, pero durante este 2010 las granjas de contenido han elevado el lema exponencialmente. Se trata de empresas que crean miles de textos al día. La mayor parte son artículos sobre “cómo hacer algo”, un tipo de producción que no caduca ya que son temas que mantienen la vigencia más tiempo que las noticias.
A finales del año pasado dos de estas granjas de contenido, Demand Media y Answers.com, se posicionaron en el Top 20 de ranking de webs más valiosas de EEUU según comScore. Este año, Demand Media ha solicitado una Oferta Pública Inicial (OPI) y dos grandes portales de Internet- AOL y Yahoo se unieron a la moda. Echemos un vistazo ....
Publishers and Twitter
Ron Mwangaguhunga's Blog
4 ways publishers should be using Twitter
Magazines and particularly newspapers still have immense social power and influence despite their all too well publicized circulation and revenue slides. Twitter can help publishers capitalize on that social power, serving up a more effective user experience. Microblogging to its fullest potential means finding interesting solutions to common online publishing problems, for example:
Filtering out irrelevant comments. In the best of all possible worlds, moderators would be omnipresent. In reality, publishers of high traffic, lean staffed sites -- even with filters -- cannot be everywhere at once. Tweets, from respected community members in particular, can serve as some of the best tips in keeping comment sections -- the wild west of online publishing -- significantly less lawless.
The Huffington Post posted on the death of Segway founder Jimi Heselden today, and the commenters, as they sometimes do, went to a bad place. Journalist Staci D. Kramer soonafter tweeted: "For the HuffPo commenters who can't resist making fun of the Segway owner's death, try harder. Imagine your own family." A little over an hour later, Craig Kanalley, the Traffic & Trends Editor for The Huffington Post, responded "Yes, I couldn't agree more. Our moderators are all over it now, so thanks for the tip."
An elegant solution. In a little over two hours, the entire tenor of the comments section was more suited to an online publication that now considers their competition as comprised of news sites like CNN.com and NYTimes.com.
Promoting Live Events. Never underestimate the power of celebrity (or, "internet celebrity") on Twitter. The microblogging site, which is about to unveil its "Promoted Accounts" at Advertising Week, is also good forum for generating referrals to live events. Katie Couric of CBS News, for example, is celebrating the one-year anniversary of her web show today with a live Q&A. CBS News on Twitter is encouraging followers to ask questions by tweeting with the hashtag #askKC.
Trending topics. What is a trending topic in DC? In LA? In London? Localized Twitter Trending Topics algorithms are still evolving, but they are a pretty good gauge as to what people are talking about -- in 140 characters or less -- around the world on the site.
Feedback. Tips and comments and suggestions should always be welcome in the digital age. What stories work? What stories just aren't effective? In the old days those question were often answered at a glacial pace about the speed of a snail mail letter to the editor. No longer. Microblogging is a far more practical and immediate way to get editorial feedback and see, in real time, how, via the twitterverse, a story circulates acround the web.
4 ways publishers should be using Twitter
Magazines and particularly newspapers still have immense social power and influence despite their all too well publicized circulation and revenue slides. Twitter can help publishers capitalize on that social power, serving up a more effective user experience. Microblogging to its fullest potential means finding interesting solutions to common online publishing problems, for example:
Filtering out irrelevant comments. In the best of all possible worlds, moderators would be omnipresent. In reality, publishers of high traffic, lean staffed sites -- even with filters -- cannot be everywhere at once. Tweets, from respected community members in particular, can serve as some of the best tips in keeping comment sections -- the wild west of online publishing -- significantly less lawless.
The Huffington Post posted on the death of Segway founder Jimi Heselden today, and the commenters, as they sometimes do, went to a bad place. Journalist Staci D. Kramer soonafter tweeted: "For the HuffPo commenters who can't resist making fun of the Segway owner's death, try harder. Imagine your own family." A little over an hour later, Craig Kanalley, the Traffic & Trends Editor for The Huffington Post, responded "Yes, I couldn't agree more. Our moderators are all over it now, so thanks for the tip."
An elegant solution. In a little over two hours, the entire tenor of the comments section was more suited to an online publication that now considers their competition as comprised of news sites like CNN.com and NYTimes.com.
Promoting Live Events. Never underestimate the power of celebrity (or, "internet celebrity") on Twitter. The microblogging site, which is about to unveil its "Promoted Accounts" at Advertising Week, is also good forum for generating referrals to live events. Katie Couric of CBS News, for example, is celebrating the one-year anniversary of her web show today with a live Q&A. CBS News on Twitter is encouraging followers to ask questions by tweeting with the hashtag #askKC.
Trending topics. What is a trending topic in DC? In LA? In London? Localized Twitter Trending Topics algorithms are still evolving, but they are a pretty good gauge as to what people are talking about -- in 140 characters or less -- around the world on the site.
Feedback. Tips and comments and suggestions should always be welcome in the digital age. What stories work? What stories just aren't effective? In the old days those question were often answered at a glacial pace about the speed of a snail mail letter to the editor. No longer. Microblogging is a far more practical and immediate way to get editorial feedback and see, in real time, how, via the twitterverse, a story circulates acround the web.
A publisher's guide to Twitter hashtags
Ellie Behling's Blog
A publisher's guide to Twitter hashtags
Hashtags are Twitter's user-led taxonomy. They provide a way to link similar topics and events together amid the endless stream of tweets. Hashtags are a publisher's best friend for collecting and promoting topic-driven information via Twitter.
Hashtags are a great way to market content so that someone trolling for information about the topic will see it. The problem is finding the right balance. The trick is to avoid meaningless tags, over-tagging and inconsistent tags. Here are a few tips to make the best use of hashtags.
Pick a good hashtag
When considering a good hashtag for a topic you cover, it's usually best to be specific about the topic, but broad enough to make the hashtag recognizable to a large group of people ― all packed into your 140-character limit.
The best way to find out whether your hashtag will be useful is to do a quick search on Twitter.com for “#yourtopic” to make sure there's traction on the tag you want to use.
If it's a topic you write about a lot, it might be worth taking a deeper dive to find the best tag. Mashable offers a good list of tools to track and identify trends in hashtags.
A couple of things to keep in mind when you're hashtagging: Keep it simple ― one or two tags per tweet will usually suffice. #Nobody #likes #an #overzealous #hashtagger. And don't overthink it: Finding the right hashtag shouldn't take more than 30 seconds.
Promote your event hashtags
Many media companies have gotten the hang of using hashtags to promote events. But having an event hashtag isn't enough to get your attendees to use it; you still need to promote it heavily. Send the hashtag to attendees before the event and make sure to display it in obvious places: on the event website, on signs at the event, on name badges, etc.
The hashtags can easily be aggregated into a website widget or a big screen at the event to highlight what people are saying about the event.
Use contests and crowdsourcing
Hashtags are great tools for revving up your Twitter community about topics. The Huffington Post has used hashtags to involve readers in the editorial process, asking users to come up with a headline using the tag #headlinehelp.
Hashtags can also be used with advertisers to monitize some of your Twitter content. For instance, you can ask readers to tweet something specific with a hashtag for a gift certificate offered by a sponsor. For free stuff, people will tweet.
In some cases, readers don't even need much incentive. Perez Hilton was able to use hashtagging to get hundreds of followers to tweet about a sponsor. He tweeted: “Sponsored: I love to mix bright colors with classic styles to shake things up! Tweet style tips to #gapstyletips to appear on CocoPerez.com!” Of course, not everyone has 1.3 million followers.
On the other hand, hashtagging doesn't always go smoothly. A Starbucks contest was hacked last year when anti-Starbucks activists posted negative tweets in the stream. Like all user-generated content, the hashtag can sometimes get messy.
Have you had any positive or negative experiences with hashtagging as part of your Twitter strategy?
A publisher's guide to Twitter hashtags
Hashtags are Twitter's user-led taxonomy. They provide a way to link similar topics and events together amid the endless stream of tweets. Hashtags are a publisher's best friend for collecting and promoting topic-driven information via Twitter.
Hashtags are a great way to market content so that someone trolling for information about the topic will see it. The problem is finding the right balance. The trick is to avoid meaningless tags, over-tagging and inconsistent tags. Here are a few tips to make the best use of hashtags.
Pick a good hashtag
When considering a good hashtag for a topic you cover, it's usually best to be specific about the topic, but broad enough to make the hashtag recognizable to a large group of people ― all packed into your 140-character limit.
The best way to find out whether your hashtag will be useful is to do a quick search on Twitter.com for “#yourtopic” to make sure there's traction on the tag you want to use.
If it's a topic you write about a lot, it might be worth taking a deeper dive to find the best tag. Mashable offers a good list of tools to track and identify trends in hashtags.
A couple of things to keep in mind when you're hashtagging: Keep it simple ― one or two tags per tweet will usually suffice. #Nobody #likes #an #overzealous #hashtagger. And don't overthink it: Finding the right hashtag shouldn't take more than 30 seconds.
Promote your event hashtags
Many media companies have gotten the hang of using hashtags to promote events. But having an event hashtag isn't enough to get your attendees to use it; you still need to promote it heavily. Send the hashtag to attendees before the event and make sure to display it in obvious places: on the event website, on signs at the event, on name badges, etc.
The hashtags can easily be aggregated into a website widget or a big screen at the event to highlight what people are saying about the event.
Use contests and crowdsourcing
Hashtags are great tools for revving up your Twitter community about topics. The Huffington Post has used hashtags to involve readers in the editorial process, asking users to come up with a headline using the tag #headlinehelp.
Hashtags can also be used with advertisers to monitize some of your Twitter content. For instance, you can ask readers to tweet something specific with a hashtag for a gift certificate offered by a sponsor. For free stuff, people will tweet.
In some cases, readers don't even need much incentive. Perez Hilton was able to use hashtagging to get hundreds of followers to tweet about a sponsor. He tweeted: “Sponsored: I love to mix bright colors with classic styles to shake things up! Tweet style tips to #gapstyletips to appear on CocoPerez.com!” Of course, not everyone has 1.3 million followers.
On the other hand, hashtagging doesn't always go smoothly. A Starbucks contest was hacked last year when anti-Starbucks activists posted negative tweets in the stream. Like all user-generated content, the hashtag can sometimes get messy.
Have you had any positive or negative experiences with hashtagging as part of your Twitter strategy?
Cross Reference
PUBLISHING NEWS
Elsevier joins CrossRef Cited-by Linking
17 November 2010
Elsevier has joined CrossRef's Cited-by Linking Service. This service allows CrossRef member publishers to display links on an article page to other articles that cite that particular document. More than 200 publishers deposit references from their scholarly content and display citing links from CrossRef publishers back to that content.
Since August, CrossRef DOI-based cited-by links have been added to over 10 million Elsevier articles on SciVerse ScienceDirect. The next step in Elsevier's implementation will be to submit approximately 200 million references to CrossRef from its large library of scholarly publications. Depositing these references will allow other CrossRef members to display links to Elsevier articles that cite their content.
'Having Elsevier join Cited-by Linking is great news for researchers,' commented Ed Pentz, CrossRef's executive director. 'As with all CrossRef services, the more publishers who participate, the greater the benefit to those in the scholarly communications system. Adding the huge number of Elsevier articles and references to the system will greatly improve individual researchers' ability to evaluate the importance of the literature they look at and to navigate to related research.'
CrossRef Cited-by Linking, which was previously known as Forward Linking, was started in 2006. Today, almost 20 per cent of the 44 million CrossRef DOIs deposited also have their references available to create Cited-by Links.
Elsevier joins CrossRef Cited-by Linking
17 November 2010
Elsevier has joined CrossRef's Cited-by Linking Service. This service allows CrossRef member publishers to display links on an article page to other articles that cite that particular document. More than 200 publishers deposit references from their scholarly content and display citing links from CrossRef publishers back to that content.
Since August, CrossRef DOI-based cited-by links have been added to over 10 million Elsevier articles on SciVerse ScienceDirect. The next step in Elsevier's implementation will be to submit approximately 200 million references to CrossRef from its large library of scholarly publications. Depositing these references will allow other CrossRef members to display links to Elsevier articles that cite their content.
'Having Elsevier join Cited-by Linking is great news for researchers,' commented Ed Pentz, CrossRef's executive director. 'As with all CrossRef services, the more publishers who participate, the greater the benefit to those in the scholarly communications system. Adding the huge number of Elsevier articles and references to the system will greatly improve individual researchers' ability to evaluate the importance of the literature they look at and to navigate to related research.'
CrossRef Cited-by Linking, which was previously known as Forward Linking, was started in 2006. Today, almost 20 per cent of the 44 million CrossRef DOIs deposited also have their references available to create Cited-by Links.
Tablet Apps: five monetization strategies
Prescott Shibles's Blog
Tablet apps: five monetization strategies
The iPad has ushered in a new era for the magazine and newspaper industries, but many publishers are still launching products first and finding business models second. Luckily, five business models seem to be emerging as successful archetypes.
Subscription workarounds
In-app single purchases
Advertising
Location-based offerings
Social media sharing and aggregation
1. Subscription workarounds for iPad and tablets
While some publishers are pushing Apple for an iTunes-based subscription offering that provides end-user data, others are finding unique ways around this challenging issue. ESPN The Magazine, for instance, is offering free apps with premium content only available when you use your Insider login. ESPN is leveraging its existing subscription management system, which integrates online user accounts, premium online subscribers (Insiders), and print subscriptions. Existing subscribers can input their username and password in the same way that many Web-based apps do. Those who want to subscribe can via your website.
Pros: The revenue is sustainable and can auto-renew just as other Web-based subscriptions. It is easily extendable as an add-on bundle to existing subscriptions.
Cons: It requires that you have an integrated audience management solution. However, publishers should consider these solutions in any case so as to better manage their data. Another con is that it requires users to leave the app and visit the publisher's website to subscribe. While the usability issues aren't as much of a factor on the iPad as they would be with a smartphone, the conversion rates will be much lower than in-app purchases. Success in this strategy will ultimately depend on if the lifetime value of a subscriber is greater than the revenue lost from lower conversions.
More on monetizing your mobile content outside of Apple's ecosystem.
2. In-app, single-issue purchases
For those without a means of creating integrated subscriptions, single issue purchases are a viable strategy. The key, however, is to make the app free with some minimal content and take advantage of in-app purchases for issue sales. Wired reportedly sold over 100,000 copies of its premier, $4.99 app, and PixelMags recently reported a 235 percent increase in sales from its library in the four months following the iPad launch.
Pros: This is probably the easiest path to implementation and launch, and it's straightforward and proven.
Cons: There is no ongoing revenue stream, and you have no access to user data, which makes selling advertising difficult. One potential workaround is to build in-app surveys, which push data back. iPad users of the comic book app, ComiXology, have proven that consumers will respond to surveys in an iPad environment. This could be combined with an ad recall survey to further measure advertiser ROI.
3. Advertising
The Financial Times recently disclosed that it had generated over $1.59 million in ad revenues so far from its iPad app, and Conde Nast has released guidelines for iPad advertising. Through the company's usage software, Conde found that users are spending an average of 160 minutes per month with each downloaded edition across brands. The Vanity Fair app is averaging more than 200 minutes per issue, compared with the 65 minutes per issue that readers spend with the print edition, said Scott McDonald, Condé Nast’s SVP of Research.
The fact that most respondents to the in-app survey were not existing subscribers bodes well for incremental advertising sales, as iPad users are not cannibalizing time spent using the print product. What's more, Android mobile advertising is outpacing iOS/Apple, which means that you are well-positioned if you plan on publishing on Android-based tablets.
Pros: Tablets are new and hot, which means it's easier to command advertising premiums and less pressure to live up to metrics.
Cons: What budget is this going to come from? Apple's iAd strategy has been to target TV advertising, as mobile budgets just aren't well-defined. Also, how are you going to measure return-on-investment for customers? If every publisher uses different metrics, they all become meaningless.
4. Location-based offerings
Facebook Places, Foursquare and Gowalla have made consumers far more likely to allow apps access to their location. By integrating location-awareness into an app and combining it with Groupon or personalized coupon offers, magazines and newspapers can offer unique and customized marketing solutions that benefit readers as well as advertisers. Starbucks and L'Oreal are already experimenting with location-based coupons, and in this economy, it's a trend that's likely to continue.
Pros: This combines two of the hottest mobile offerings into a high-fidelity advertising environment.
Cons: There is complexity in integrating these systems, and it requires that the tablet be connected to the Web.
5. Social, sharing and aggregation
Flipboard, an app that aggregates content based on your social media connections, launched with incredible hype and has backed it up by selling over 10,000 apps at $4.99 with no original content. Hearst's LMK apps are more aggregator than sharing engine, but they've found a way to go from idea to app in under 60 minutes. With production scale like that, you can sell apps, sell advertising, and collect tons of data on what's driving engagement.
Pros: Cost-effective: Flipboard was built in one month with no investment. LMK is highly scalable and works with Facebook as well!
Cons: Getting advertiser support on a product as nebulous as this is challenging, but one has to wonder why more magazines and newspapers aren't taking advantage of social media integration in their apps.
Tablet apps: five monetization strategies
The iPad has ushered in a new era for the magazine and newspaper industries, but many publishers are still launching products first and finding business models second. Luckily, five business models seem to be emerging as successful archetypes.
Subscription workarounds
In-app single purchases
Advertising
Location-based offerings
Social media sharing and aggregation
1. Subscription workarounds for iPad and tablets
While some publishers are pushing Apple for an iTunes-based subscription offering that provides end-user data, others are finding unique ways around this challenging issue. ESPN The Magazine, for instance, is offering free apps with premium content only available when you use your Insider login. ESPN is leveraging its existing subscription management system, which integrates online user accounts, premium online subscribers (Insiders), and print subscriptions. Existing subscribers can input their username and password in the same way that many Web-based apps do. Those who want to subscribe can via your website.
Pros: The revenue is sustainable and can auto-renew just as other Web-based subscriptions. It is easily extendable as an add-on bundle to existing subscriptions.
Cons: It requires that you have an integrated audience management solution. However, publishers should consider these solutions in any case so as to better manage their data. Another con is that it requires users to leave the app and visit the publisher's website to subscribe. While the usability issues aren't as much of a factor on the iPad as they would be with a smartphone, the conversion rates will be much lower than in-app purchases. Success in this strategy will ultimately depend on if the lifetime value of a subscriber is greater than the revenue lost from lower conversions.
More on monetizing your mobile content outside of Apple's ecosystem.
2. In-app, single-issue purchases
For those without a means of creating integrated subscriptions, single issue purchases are a viable strategy. The key, however, is to make the app free with some minimal content and take advantage of in-app purchases for issue sales. Wired reportedly sold over 100,000 copies of its premier, $4.99 app, and PixelMags recently reported a 235 percent increase in sales from its library in the four months following the iPad launch.
Pros: This is probably the easiest path to implementation and launch, and it's straightforward and proven.
Cons: There is no ongoing revenue stream, and you have no access to user data, which makes selling advertising difficult. One potential workaround is to build in-app surveys, which push data back. iPad users of the comic book app, ComiXology, have proven that consumers will respond to surveys in an iPad environment. This could be combined with an ad recall survey to further measure advertiser ROI.
3. Advertising
The Financial Times recently disclosed that it had generated over $1.59 million in ad revenues so far from its iPad app, and Conde Nast has released guidelines for iPad advertising. Through the company's usage software, Conde found that users are spending an average of 160 minutes per month with each downloaded edition across brands. The Vanity Fair app is averaging more than 200 minutes per issue, compared with the 65 minutes per issue that readers spend with the print edition, said Scott McDonald, Condé Nast’s SVP of Research.
The fact that most respondents to the in-app survey were not existing subscribers bodes well for incremental advertising sales, as iPad users are not cannibalizing time spent using the print product. What's more, Android mobile advertising is outpacing iOS/Apple, which means that you are well-positioned if you plan on publishing on Android-based tablets.
Pros: Tablets are new and hot, which means it's easier to command advertising premiums and less pressure to live up to metrics.
Cons: What budget is this going to come from? Apple's iAd strategy has been to target TV advertising, as mobile budgets just aren't well-defined. Also, how are you going to measure return-on-investment for customers? If every publisher uses different metrics, they all become meaningless.
4. Location-based offerings
Facebook Places, Foursquare and Gowalla have made consumers far more likely to allow apps access to their location. By integrating location-awareness into an app and combining it with Groupon or personalized coupon offers, magazines and newspapers can offer unique and customized marketing solutions that benefit readers as well as advertisers. Starbucks and L'Oreal are already experimenting with location-based coupons, and in this economy, it's a trend that's likely to continue.
Pros: This combines two of the hottest mobile offerings into a high-fidelity advertising environment.
Cons: There is complexity in integrating these systems, and it requires that the tablet be connected to the Web.
5. Social, sharing and aggregation
Flipboard, an app that aggregates content based on your social media connections, launched with incredible hype and has backed it up by selling over 10,000 apps at $4.99 with no original content. Hearst's LMK apps are more aggregator than sharing engine, but they've found a way to go from idea to app in under 60 minutes. With production scale like that, you can sell apps, sell advertising, and collect tons of data on what's driving engagement.
Pros: Cost-effective: Flipboard was built in one month with no investment. LMK is highly scalable and works with Facebook as well!
Cons: Getting advertiser support on a product as nebulous as this is challenging, but one has to wonder why more magazines and newspapers aren't taking advantage of social media integration in their apps.
Dramatic rise of magazine content for tablets
Esto ha aparecido en la revista de la Federación Internacional de Prensa Profesional:
mediaIDEAS dataPoint: Dramatic rise of a new global magazine content market for tablets
This week's mediaIDEAS dataPoint chart shows the forecasted global sale of magazine content on or for tablet computers (e.g. Apple's iPad) over the next decade. This paginated media market for tablets will reach more than $12.8bn by 2020.
Tablet computers are one of the three e-reading device technologies, along with e-paper e-readers and smartphones, that are changing the publishing industry.
For more research, visit mediaIDEAS.
Last Updated: Tuesday, 23 November 2010, 18:49
mediaIDEAS dataPoint: Dramatic rise of a new global magazine content market for tablets
This week's mediaIDEAS dataPoint chart shows the forecasted global sale of magazine content on or for tablet computers (e.g. Apple's iPad) over the next decade. This paginated media market for tablets will reach more than $12.8bn by 2020.
Tablet computers are one of the three e-reading device technologies, along with e-paper e-readers and smartphones, that are changing the publishing industry.
For more research, visit mediaIDEAS.
Last Updated: Tuesday, 23 November 2010, 18:49
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