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La Magnética

31 March, 2015

Social Media Analytics Workshop at Museums and the Web: what will we explore?

We are very excited about our Social Media Analytics Workshop at Museums and the Web on April 8th (MW2015). In this post, we will focus on some of the topics we will deal with in the workshop, and how and why we will introduce some SNA (Social Network Analysis) tools, to better understand Social Networks. Are you thinking about enrolling but have not yet made your mind up? We hope this post will help you to decide. We started to approach Social Network Analysis with a new methodology on 2012, as we were not satisfied with the current approach, based on aggregated values: number of followers, number of likes and comments per post, number of retweets, etc. Even if these variables are useful, they do not succeed in grasping the nature of social networks, the connections between users, the communities they form and the flow of information through the network. Moreover, we can use them to evaluate the result of an action, but they do not help much to understand why an action has succeeded or failed. These were the main reasons that lead us to work on Social Network Analysis through a new approach. The dissatisfaction with the old approach  was shared with some more people, as shown by the fact that several books on graph-based Social Network Analysis have been published on late 2013 and 2014. They share with us some of the concepts from the Graph Theory and Network Science

2 March, 2015

Social Selling and the new LinkedIn Sales Navigator

On 2014, LinkedIn officially introduced its new Sales Navigator update. This is not the first version of the product, but a huge update that we find useful to talk about. With this product, LinkedIn pretends to make the contact process with decision makers easy for salesmen, thanks to its more than 300 million high-qualified profiles on their database. This product is only available for premium users A little bit of history Back in August 2011, LinkedIn released a product called “LinkedIn for Salesforce” which, with time, would finally become the Sales Navigator. It allowed you to integrate your Salesforce and LinkedIn accounts, in order to have access to your Salesforce profiles and merge them with the social network, getting more information from your contacts. What is the new LinkedIn Sales Navigator? According to their blog’s explanation, “Sales Navigator is a data-driven product that enhances the buyer-seller relationship and makes it more efficient.  Tapping into the power of our network of 313 million members, and the data that underlies it, we make it easy for sales professionals to stay updated about key accounts, focus on the right people, and build trusted relationships along the way”. Some of the main key features are: Lead and account recommendations Job changes, common connections notifications CRM integration with Salesforce and

19 September, 2014

#AskACurator through Social Network Analysis

The Ask a Curator Day is an initiative that Jim Richardson started back in 2010, and Mar Dixon has continued as its main promoter since 2012. It is a journey that has been held each September on Twitter, and fosters the conversation between curators from museums, galleries and art centers all over the world with Twitter users. All the conversations and debates use the hashtag #AskACurator, which allowed us to analyze all the journey conversations. We have monitored all the tweets that contained the hashtag #askacurator and  those that mentioned @AskACurator. First tweet was gathered the 11th of August, 2014, and the last one, one day after the end of the conference, the 18th of September, 2014. The conference in numbers We have gathered 47.546 tweets, tweeted by 12.952 different users. This is, an average of 3,67 tweets per user. Tweets are distributed over time as you can see on the following graph: 77% of the tweets were published during the Ask A Curator day (Sep 18th), and 9% the day before. We stopped the analysis the day after the event, in order not to alter the result of the study, as a lot of conversations (including the ones from  LaMagnética) had a strong bias towards museum professionals, moving from AskACurator’s main objective: the conversations that emerged from museums and museum professionals with the general public. The objective of this study i

16 July, 2014

Museumnext 2014 through the prism of Social Network Analysis

Museum Next’s Conference was held from June the 18th until June the 20th. Participants from all over Europe joined to exchange ideas on museum’s innovation and technology, and we were able to follow this activity on Twitter. On June the 4th we started to monitor the hashtag #museumnext –in order to analyse the movement that the conference was creating on Twitter– and we published a post in our blog with the results prior to the beginning of the conference. So, now that the conference is over, we are going to analyse, using Social Network Analysis, the underlying relationships that have taken place on the #museumnext Twitter talk. We have collected a total of 7.359 tweets from 1.437 different users. Of all these tweets, over 85% have been published between June the 18th and June the 20th. Every user has published an average of 5.12 tweets using the #museumnext hashtag. In order to represent the relationship between these users we have focused on mentions and retweets (RTs) on the collected tweets. We have created a graph where every node is a user that has done or has received a mention in at least one of the collected tweets, and every arrow indicates a mention or a retweet from one user to another. This graph is formed by 1,604 users and 6,202 unique mentions and retweets between them (over 10,000 total). You can download the high-resolution

3 July, 2014

Aceleración web y mejora de los indicadores cualitativos de visita. Un caso de estudio.

La mejora de velocidad web o WPO (Web Performance Optimization) tiene dos beneficios fundamentales: Mejorar los indicadores cualitativos de tráfico: disminución del rebote, aumento del promedio de páginas por visita, aumento de conversiones. Mejorar el posicionamiento en Google (SEO) Acerca de la mejora SEO, el estudio de Moz, que analiza la correlación entre el posicionamiento de una web y diferentes características de ésta, establece una fuerte correlación negativa entre el tiempo de carga y el posicionamiento. La correlación es de -0,1 por cada segundo adicional. Como referencia, el factor que más influye tiene una correlación de 0,39. Si tenemos en cuenta que el factor del tiempo de carga está referido a cada segundo adicional, podemos ver que éste se ha convertido en uno de los principales factores del algoritmo de Google. En este post queremos centrarnos en el otro efecto de WPO: la mejora en la calidad de las visitas, y queremos hacerlo con un caso real. Mejoramos la velocidad web Trabajamos con las 15 webs del Grupo Ortodoncis, para las  cuales hemos definido un proyecto de mejora de velocidad web en dos fases. En la primera hemos abordado caches de usuario y de servidor, compresión de archivos de código y desarrollo de un plugin para que cada clínica pueda vaciar manualmente su cache cuando añade nuevas páginas, sin que ello afecte al

18 June, 2014

Do Museums Worldwide form a true Community on Twitter? Downloads

High resolution images of the graphs contained in our Social network Analysis' study Do museums Worldwide form a true community on Twitter? And some additional material not contained in the report. As the images are quite large, it is better to download them and open the graphs with your image viewer software. Opening them in the browser can lead to some issues due to lack of browser cache memory, particularly when opening several images in different tabs. You can also download all the images in this ZIP file (279 MB) and open it with your Photo Editor software.   Page 7: The whole graph with country communities: Download Page 10: Interactions within European museums rendered over Google Earth: Download Page 11: Europe - America connections on Google Earth: Download Page 11: Connections within America: Download Page 24: Visualization of US museums in the whole worldwide graph: Download Page 26: US museums isolated: Download Page 27: The UK community: Download   Museum environments: Louvre: Download Metropolitan Museum of Art: Download Museo del Prado: Download Museo Reina Sofia: Download Palazzo Madama: Download Queens Museum: Download Rijksmuseum: Download Smithsonian Institution: Download Tate Galery: Download Victoria and Albert: Download    

18 June, 2014

Following #museumnext through Social Network Analysis

We are going to follow on Twitter the talk around Museum Next’s Conference. We started to monitor the hashtag #museumnext on June 4. We present the graph with the tweets published up to the conference opening. So far we have 434 tweets published by 186 users. We will be updating the graph the next few days, and we will analyze the results. Each arrow in the graph represents mentions or retweets from one user to another. The size of each user’s name is related to its importance in the Twitter conversation.   Do you know the benefits that SNA can bring to your Social Network Strategy? Request a quote here

17 June, 2014

Analizamos por qué baja la rentabilidad de algunas de nuestras campañas de Adwords

Para muchos de nuestros clientes pymes las campañas en Google Adwords han sido durante mucho tiempo su segunda fuente de conversiones web (ventas y leads), únicamente superadas por el posicionamiento natural (SEO). En los últimos meses hemos detectado una caída brusca de la rentabilidad de Google Adwords en las campañas de nuestros clientes de ortodoncia. En este post analizamos las causas a partir de datos reales, aunque lógicamente ocultamos los datos confidenciales, mostramos las variaciones interanuales de las (visitas Adwords, CPC, % conversión, etc.) que es lo que necesitamos para el análisis. Comparamos los resultados de los cinco primeros meses de 2013 con los de 2014 Hay una caída generalizada, además de un aumento moderado del CPC (Coste por Clic). El resultado final es que: Tenemos una pérdida de dos terceras partes de los clientes aportados por Google Adwords: -68% Los costes de adquisición de clientes vía Adwords se duplican: +135%. Ante una caída a la mitad del porcentaje de conversión de las campañas, lo primero que hay que hacer es determinar si la causa está en las campañas de Google Adwords, o es un fenómeno general de la web o del mercado; la competencia puede haber evolucionado y nuestro discurso comercial haber perdido interés, o los precios haber quedado desfasados. Este no parece ser el caso ya que el porcentaje de

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