Est-ce la fin du social commerce ?

Est-ce la fin du social commerce ?:
Le Facebook Shopping est une pratique dont nous avons beaucoup parlé en 2011. Heureusement la frénésie autour des boutiques encapsulées s’est calmée et nous avons maintenant un regard plus serein sur ces pratiques (Mythes et réalités du social commerce). L’actualité récente fait néanmoins ressurgir le débat sur la viabilité de ces pratiques.

Personne n’arrive à vendre sur Facebook

Il y a ceux qui jettent l’éponge, comme Payvement qui vient d’être revendu (F-Commerce not paying out? Payvment sells its 200k users to Ecwid, is acquired by mystery company) ou Boosket qui s’est recentré sur le multi-canal.
Et il y a ceux qui y croient toujours, notamment Yes Pay qui propose une énième solution de boutique dans Facebook (Une 1ère sur Facebook : Le f-commerce se met aux bijoux, à voir sur la page de Diamondere) et Soldsie qui propose une solution d’achat via les commentaires (A New Take On F-Commerce: Soldsie Lets Retailers Sell Through Facebook Comments, à tester sur Stitched and Smocked).
Acheter des produits grâce aux commentaires de Facebook
Signalons qu’il existe des équivalents sur Twitter et Instagram avec Chirpify, un service adopté récemment par American Express : Amex Pay-by-Tweet Social Commerce Service Gets an Upgrade.
Si l’on fait abstraction des croyances et convictions, c’est le rapport de 8th Bridge qui met tout le monde d’accord : The Future of Social Commerce. Pour vous résumer un document particulièrement bien argumenté, Facebook et les réseaux sociaux traditionnels ne sont pas des canaux de vente très efficaces, ils sont beaucoup plus utiles pour des fonctions “périphériques” à l’acte d’achat en ligne (visibilité, données clients, SAV…). Vous noterez que ceci n’est pas une révélation dans la mesure où cela avait été plus ou moins dit au siècle dernier (“les marchés sont des conversations“).
Le rapport précise également que si Facebook ou Twitter sont les principaux apporteurs de trafic, il ne faut surtout pas négliger les plateformes sociales comme Pinterest, Polyvore, ou TheFancy.
Infographie sur le social commerce
Là encore ce n’est pas une révélation, car j’avais déjà abordé le sujet l’année dernière : Vers une structuration des pratiques de social commerce. Néanmoins, nous pouvons constater que ces plateformes proposent maintenant des offres dédiées aux marques (Pinterest paves the way for new business platform with brand options) et qu’elles finissent par inspirer Facebook lui-même (Facebook begins testing ‘Collections’ posts again with more retailers).
Bref, nous sommes tous d’accord sur le fait que Facebook (ou Twitter, ou YouTube…) n’est pas le meilleur endroit pour vendre (mise au panier et tunnel de commande), mais plutôt pour travailler l’image de marque et la visibilité des produits. Si vous cherchez à déporter l’achat en ligne sur une plateforme naturelle sociale, je vous recommande plutôt Amazon avec ses pages, qui ont déjà été adoptées par de nombreux marchands dont Monoprix en France.

Les médias sociaux jouent un rôle-clé en amont et en aval de l’acte d’achat

Pouvons-nous donc logiquement proclamer la mort du social commerce ? Non pas du tout, car ça serait prendre un dangereux raccourci qui ne refléterait pas le vrai potentiel des médias sociaux. Est-ce que le social marketing va remplacer le social commerce ? Non plus, et c’est bien là le coeur du problème : une confusion des genres. À partir du moment où l’on s’accorde sur les bons termes et que l’on replace le marketing sur sa fonction d’origine, tout s’éclaire.
La présence d’une marque sur les médias sociaux s’articule autour de quatre objectifs correspondant à quatre disciplines :

• Être à l’écoute des internautes et comprendre leurs besoins / contraintes / motivations / freins (social marketing) ;
• Surveiller la réputation de la marque et intensifier son rayonnement (social branding) ;
• Augmenter la valeur perçue et la visibilité des produits / services (social commerce) ;
• Améliorer la satisfaction et la fidélisation des clients (social CRM).

Quatre pratiques complémentaires liées à la présence d’une marque sur les médias sociaux
Avec cette clarification des objectifs et des métiers, nous y voyons beaucoup plus clair dans cette cacophonie : le marketing ne sert pas à vendre et/ou créer du trafic, mais à mieux comprendre les clients, sur les médias traditionnels tout comme sur les médias sociaux. Ces quatre disciplines (marketing, branding, commerce et CRM) sont complémentaires et elles jouent toutes un rôle-clé dans le processus de vente (reconnaissance du besoin, étude des alternatives, prise de décision, passage à l’acte et sentiment post-achat).
Moralité : le social commerce est mort, vive le social commerce !

Stop Clicking Here! 7 Superior SEO Alternatives to Generic Links

Stop Clicking Here! 7 Superior SEO Alternatives to Generic Links:
Posted by Cyrus Shepard
Ove the past year, we've seen a strange trend develop in the world of SEO: the rise of the “generic link.”
Generic links are bland phrases that avoid using keywords that search engines use to determine the context of what you are linking to. These include links like:

• 
  “Visit website”
• 
  “Read more”
• 
  “Useful site”
• 
  And, of course, “click here”

Google’s official SEO Starter Guide actually discourages webmasters from using generic links.

Google published this guide in 2010. Is it still relevant today?

Why some SEOs use generic links

After Google rolled out their Penguin update and over-optimization penalties in 2012, many SEOs discovered that too much exact-match anchor text was now a bad thing. Research suggests that successful backlink profiles actually contained a wide variety of anchor text including exact match, partial match, URL links, and even nofollow links.
To compensate for over-optimized backlink profiles, SEOs started to “balance” their link profiles with generic anchors like “click here.” For some, the trick seemed to work, a little.
Recently, my wife’s site was attacked by a black hat spambot. Take a look at the bot's link distribution:

The profile was exactly 30% generic links!
Yes, it’s a huge improvement on using all keyword-rich anchors, but this also creates obvious patterns that any search engine could easily sniff out. It’s also evident these links were produced at scale in a non-editorial way.
As a result, these bots must build 1,000s of links to only rank a few days at a time.

We can do better

Aside from issues of usability, the reason Google advises folks to use descriptive words when linking is because this passes relevancy signals to the page you link to. If you link to this page with the phrase "SEO", search engines may determine this page is about SEO, and rank it higher in search results for that term.
In fact, there's evidence through various patent filings, and the experience of countless webmasters, that links using generic or off-topic anchor text pass potentially much less value than descriptive links.

- Bill Slawski, 10 Most Important SEO Patents, Part 5

Let's be clear: Google does likely devalue over-optimized anchor text, but there is no evidence anywhere of Google penalizing a website for not having enough generic “click here” links.
Instead, we should seek out links that enhance context and usability for not only our readers, but search engines as well. The best links are the ones where you don't controll the anchor text, but in cases where you do control the anchor text, strive for variety.

1. Related text and Co-occurrence links

Instead of requiring exact match anchor text to achieve rankings, Google has proposed many methods of passing value through anchor text that don't require the exact keyword at all. One of these methods uses the idea of co-occurrence, documented here by Bill Slawski.
Put simply, search engines may judge relevance not only on the anchor phrase, but also on the "related phrases" found in both documents.
In Google's own patent example, the anchor phrase "Australian Shepard" is related to several other words:

Even though the second URL doesn't contain the words "Australian Shepard," it may still rank for this term if there are enough related phrases present. This helps closely related pages to pass more ranking relevance, while weakening unrelated anchor text (coincidently, a lack of related phrases is how search engines fight Google Bombs).

2. Party at Synonym City

Search for "funny pics" and search engines return results for "funny photos" and "funny pictures" instead. This gives us several possible alternatives to exact-match links.
One great way to find synonyms is through using Google's tilde (~) operator. The tilde tells Google to "search for pages that are synonyms or similar to the term that follows."

When combined with other operators, such as the negative (-), this gives you a powerful keyword research tool. In the example above, the search query "~inexpensive -inexpensive" returns "low cost", "cheap," and "affordable." All are synonyms for inexpensive.
Use synonyms in your anchor text for greater meaning.

3. Partial match – Variation for the reader

A partial match anchor uses at least one of your main keywords, without using the whole phrase. Matt Cutts gives a hilariously bad example of how not to construct text. In short, what he describes is...

Consider this anchor text: “Best Car Accident Law Firm Fort Worth.” If we saw this on a page, we would cringe in embarrassment for the SEO.
Natural anchor text is not stuffed with keywords, but is instead useful for the reader while acuratly describing what the text links to.
Better, more appropriate partial match anchors might include:

• 
  “… meet Ben Shallot, an experienced attorney running Fort Worth’s most recognized law firm.
• 
  "....the group of attorneys known best for their work with uninsured auto accidents.
• 
  "...says he's leaving his firm after a disagreement with his partners.

Like anything else, partial match anchors can be abused quickly. Use with care.

4. Company names and brands

Company and branded names make great links when called up. People can link to SEOmoz, Molly Moon's Ice Cream, or Lava Lamp all day long!
However, be careful when your business name matches highly commercial anchor text, such as "Los Angeles Flowers," for example. In this case, there's almost no line between branded anchor text and over-optimized, exact-match anchor text. This might send confusing mixed signals to search engines - as if you're trying to game the system.
If you're a smaller company without much branded visibility, it might be best to stick to other methods until you can build your brand credibility.

5. Get personal with names

Dan Shure provides the next tip from his NoBoard SEO series: link to people.
People's names (like your CEO, for instance) are rarely overused. Dan suggests attracting named-based links by creating strong "about" and profile pages for people in your company.
Dan's best quote: "People like to link to people."

6. URL links

In general, URLs are NOT ideal anchor texts. They're non-descriptive, clumsy to write, and pass very few relevancy signals to search engines.
That said, it's possible to use URLs for perfectly normal reasons, such as when you describe changing a website address, i.e. "The new URL is http://www.seomoz.org." URL links don't always include the full address:

• 
  www.seomoz.org
• 
  seomoz.org/blog/top-tips
• 
  seomoz.org

Although they don't pass few relevancy signals, URL links do offer marginally more value than generic anchors, so are offered here as a measure of last resort.

7. Link for the most important person - The reader

This post offers a number of linking examples, but for the most part the links flow as a natural part of the text, without artificial manipulation. The #1 priority of good content is not trying to outsmart the search engines, but creating usefulness and usability.
Shortcuts taken by scaling and repeating the same anchors over and over – even when they’re partial match or otherwise - are bound to get you in trouble.
Instead, craft each and every link you write to be as unique as the content holding it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

Increasing Traffic and Engagement … with Fun and Games

Increasing Traffic and Engagement … with Fun and Games:
This guest post is by Danny Iny of firepolemarketing.com.
When you blog all the time about a certain topic…
…even if you’re still completely passionate about it…
…it can sometimes get a little boring.
You feel it as a blogger, and your readers may feel it, too.
Now, of course, your readers can go elsewhere on the internet for new stimulation, but wouldn’t it be better if they stuck with you?
Or better yet, what if they had such interesting and engaging experiences on your site and with you that they wanted to tell their family and friends about it?
And what if they shared your content with their networks because doing so made them look really good?
This scenario is absolutely possible.
If you can keep enough novelty, challenge, and inspiration coming, your readers will want to spend more of their online time with you, giving you more opportunities to strengthen your relationships and make sales.
But before we talk about all of that, let’s explore why this usually doesn’t happen—even when we’re working our hardest and doing our genuine best to make our blogs worthwhile for our readers and subscribers.

Why the same old stuff gets stale

Do you have a certain route that you follow a lot?
It could be your drive to work, or to your Mom’s house. It’s a path that you travel frequently, and know intimately.
There’s nothing surprising or unusual that happens along this route; it’s the same every day, and if it weren’t hideously dangerous because of other drivers and pedestrians, you could do it with your eyes closed. It’s so boring that you don’t even think about it.
The same thing can happen with any task that you do again and again. Brushing your teeth. Putting on your shoes. And even reading your favorite blogs.
It’s so common—such a habit—that you do it automatically, and don’t really consider what it is you’re doing, or pay attention to the details.
As a consumer of blogs, this is kind of a shame.
As a producer of blog content, it’s absolutely catastrophic. You need your readers to be riveted! And as a reader of Problogger.NET, you’ve made sure you’re not making any of the common mistakes that bloggers make.
So how do you fix the problem?
What you need to do is shake things up a little bit—change the process of engaging with you on your blog from one of providing content that gets read and maybe commented on, to an experience that happens that gets your readers thinking and motivated to act.
One of the best, most fun and most effective ways to do this is through a contest, challenge, or game.

Do it through contests, games, and challenges

What makes a contest, game, or challenge fun?
Well, it lights up areas of your brain that you don’t usually get to use every day—and that’s interesting. Moreover, it’s exciting—your mind has to sit up and take note because, “hey, you’re making me work!”
There are some principles that are common to all successful games, and I’d like to go over them quickly here. The four principles are:

1. motivation and loss aversion
2. status and competition
3. surprise and hope
4. feedback and reward

Get them to start and keep them going with motivation and loss aversion

When you think about running a contest or challenge, I bet that the first thing you consider is the prize—it’s got to be amazing if it’s going to get people to play, right?
Not necessarily. People are more likely to act because they’re afraid of losing something they already have, then to gain something new.
You can apply this technique when you’re introducing your challenge. Paint a vivid picture of how wonderful winning and participating is. Outline all the benefits participants stand to gain. They could gain the prize, or knowledge, or networking, or glory—just make sure to make them feel like they already have it when you’re writing your description. If you do a good job at this, they’ll play to keep that feeling.

Status and reputation will help them take it further

Once people are playing a game or challenge, they’ll be dying to know how everyone else is doing, and how they stack up against the rest of the competitors. (Even if they’re too cool to admit it, or are just “playing for fun.” They want to know—trust me.)
Take advantage of this by providing frequent updates to contestants, and emphasizing again how wonderful it will be to win—and how possible that is for anyone. Someone who starts out with a strong lead will be desperate to keep it, and those who are only a few points behind another player will want nothing more than to inch up in the rankings.

Keep everyone involved with discovery and surprise

Obviously, not everyone is going to be occupying a top spot—that’s unavoidable. But the people who aren’t can be kept equally passionate and engaged with a little sense of discovery, surprise, and the possibility that this kind of excitement will happen again.
Think in terms of bonus challenges, opportunities to do a little extra, a funny note, a contestants-only joke. These kind of unexpected treats get people excited to be doing what they’re doing, and happy to keep going, even if they don’t expect they’ll win.

Make it worth their while with feedback and rewards

We all like to know that we’ve done a good job—and most of us are mature enough to at least grudgingly accept constructive feedback when we could have done better.
It’s no different in a contest than in life. If you can immediately, or very quickly, give someone feedback on how participants are performing, both on a personal level and as a part of the group, they’ll either want to continue to do well, or prove that they can do better.
Leaderboards and other tracking systems are good for this, as are personal emails, and contestants-only updates. Think of how valuable feedback is in your day-to-day life, and double that amount for your contestants.

Now you are the games master

Yes, the games master. Congratulations—you’re calling all the shots.
…But what shots are you calling, exactly?
Well that depends on what you want.
If you need more comments on your blog post, then run a comment competition. Let your readers know that for the next week or so you’re going to be looking at all of their valuable comments, picking a few favourites, and letting everyone vote on a winner. More comments will come.
If your social media presence isn’t that great, then run a guest post contest with the winner being the post that garnered the most Tweets or Facebook Likes. We did this recently on Firepole Marketing, and generated thousands of social media shares. (Not to mention a record traffic month!)
If your traffic is slow, create a wonderful new piece of giveaway content (for an opt-in!), and let your readers know that whoever directs the most people to it will win a fabulous prize—possibly in the form of your products or services.  For this option you’ll need to set up individual links for readers, but plugins like PrettyLink make that a snap!

A never-ending source of competition

You can use this idea in almost every aspect of your content calendar. You can promote a new product or series, you can use it to make your training and content more interesting and relevant, and you can use it to deliver content and training.
You can do it to teach, to engage, and to just have fun.
That’s what we’re trying to do right now with our Great Online Marketing Scavenger Hunt for bloggers and business owners; we’re using all of the gamification elements I’ve talked about here to teach contestants new marketing skills, to get them to experiment different technologies and techniques, and to help them extend their reach online.
So what are you going to do? What games will you play to boost your traffic, engage your readers, and keep them coming back for more?
Danny Iny (@DannyIny), a.k.a the “Freddy Kreuger of Blogging”, teaches marketing that works over at Firepole Marketing. Right now, there’s a hugely exciting Online Marketing Scavenger Hunt going on over there, and it’s not too late to get in on the action, expand your reach online, and engage with an amazing community of marketers.
Originally at: Blog Tips at ProBlogger

Nike: Casey Neistat Is Back With Do More

Last year filmmaker Casey Neistat turned the camera on himself while promoting Nike's latest product, the FuelBand. Instead of promoting the product directly, he used the sponsorship money to travel the world. He called this video, "Make It Count." The video reached over 8 million views on YouTube. Nike certainly got the viral video they wanted. There was only one problem. The FuelBand wasn't even out yet. During the whole video, the FuelBand is nowhere to be seen. Well now he is back with a new video to rectify the situation and continue to live his dreams. It's about 'doing more.' In his latest video he is able to revisit some of the places he went and actually use the device and show its true function. It's an inspiring and uplifting video that will certainly get you geared up to start the new year. We can only assume this video will be just as successful. What do you think? Let us know by commenting below! Original Post by Ryan Lum Creative Guerrilla Marketing - The #1 Site For Guerilla Marketing, Ambient Advertising, and Unconventional Marketing Examples.

Fashion Designers Create Coats from Motz Newspapers Posted: 07 Jan 2013 09:00 AM PST The collection is called the "Survival Collection Autumn/Winter 2014″. This ambient advertising campaign comes from Motz, a popular magazine for homeless people in the German capital. Glow agency in Berlin found some leading fashion designers to make the newspaper a little more chic. Designers from Blush, Mongrels, Liebig and Firma used Motz newspapers to dress homeless people to gain attention for their situation, especially in the winter months. I know if I were walking down the street and saw this, I'd certainly stop and look out of curiosity! What do you think? As they say in the fashion world, is it HOT or NOT? Let us know by commenting below. via   Original Post by Ryan Lum Creative Guerrilla Marketing - The #1 Site For Guerilla Marketing, Ambient Advertising, and Unconventional Marketing Examples.

from Creative Guerrilla Marketing

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Changez automatiquement et quand vous voulez la couverture de votre page Facebook

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Changez automatiquement et quand vous voulez la couverture de votre page Facebook Posted: 06 Jan 2013 09:23 PM PST LiveCover! est un service en Beta proposé par l'agence Le Grand Studio. Il permet de changer facilement et automatiquement la couverture de sa Page Facebook, quand on le souhaite et aussi souvent qu'on le veut. LiveCover! (à tester gratuitement ici) propose de suivre plusieurs étapes : Sélection de la Page Facebook dont on souhaite changer la couverture ; Sélection de la condition (appelée aussi « déclencheur ») de mise à jour de la couverture. On a le choix parmi 4 options : date et heure précise (vous auriez pu changer la couverture de votre Page le 31 décembre à minuit), nombre de fans (quand vous êtes sur le point d'atteindre les 1000 fans par exemple), condition basée sur un webservice ou mise à jour régulière (toutes les 45 minutes par exemple) ; Sélection de la source de l'image : il peut s'agir d'une image qui se trouve sur votre ordinateur, dans vos photos Facebook ou située à une URL précise ; Vérifier et sauvegarder votre couverture : vous pouvez lui donner un nom, choisir de la publier ou pas sur le mur, de synchroniser la photo du profil… C'est un service bien pratique (plus besoin d'attendre derrière son écran et de cliquer sur « Changer la couverture » !) et utile (la couverture est un véritable espace de communication et un tel outil permet de faire des choses originales), qui a un coût : 999 euros HT par an pour un abonnement Premium. Mais d'autres offres sont également proposées si vous n'avez que quelques opérations ponctuelles de prévues : De nombreuses marques l'utilisent déjà comme par exemple Biogaran, Nutella, FNAC.com… Attention, pour rappel, votre couverture doit respecter certaines règles, présentées ici : Les couvertures ne doivent pas contenir : 1. Prix ou informations d'achat, comme « 40 % de remise » ou « téléchargez-le sur socialmusic.com » ; 2. Coordonnées telles que l'adresse d'un site web, l'adresse électronique, l'adresse postale ou d'autres informations qui devraient apparaître dans la section À propos de votre Page ; 3. Références à des fonctionnalités ou actions sur Facebook, comme J'aime ou Partager ou une flèche allant de la photo de couverture vers une de ces fonctionnalités ; ou 4. Appels à l'action comme « téléchargez-le maintenant », « parlez-en à vos amis ». Cet article Changez automatiquement et quand vous voulez la couverture de votre page Facebook est apparu en premier sur Geek &Social.

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Robot Invasion or Unusual Guerrilla Marketing Campaign?

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Robot Invasion or Unusual Guerrilla Marketing Campaign? Posted: 31 Dec 2012 09:00 AM PST Imagine seeing Optimus Prime and Bumble Bee live and walking around California? I'd most likely jump for joy and do cartwheels. Robots are part of everyone's childhood and to see them roaming around the street, especially if it's Optimus Prime and Bumble Bee, would be like winning the lotto. As you grow older, you know you're never gonna meet Prime and Bee because they are not real.  However, Prime and Bee is like Santa Clause, you know they are not real but you still kind of hope that they are. So, when people online started talking about spotting robots all over California, the Transformers, Voltes V  and other robots fans started hoping it's Prime and Bee. It's Just a Stunt It is true that people saw robots all around California, different times, different kinds, different days, different places. There were a lot of speculations on what the stunt is for – a movie, a new product, a new technological breakthrough. The funniest are those who believe that we are being invaded by aliens. Turns out, it's just for a Tumblr account, http://brilliantmach.tumblr.com/. The tumblr account features the different robot sightings, photos, vidoes, and blog entries. But What is It For? The stunt is doing very well but it is yet to reveal the end of this whole stunt. There is still some space for it to grow. It hasn't reached a level of popularity that stirs millions into frenzy but if they keep on dragging this on, there is also the danger of others that are already into the campaign losing interest. They need one big kick to get this thing going and they need it soon or run the danger of becoming a could-have-been case. Original Post by Xath Cruz Creative Guerrilla Marketing - The #1 Site For Guerilla Marketing, Ambient Advertising, and Unconventional Marketing Examples.

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