Sean Carlos

Sean Carlos is President of Antezeta Web Marketing, based in Milan Italy. As a web marketing teacher and consultant, Sean Carlos helps companies optimize their business results online. He is particularly interested in International SEO, Social Media and Web Analytics.

Performance Marketing

Nutella Tells Fan To Stop Promoting It, Social Media Backlash Ensues

In 2007, Sara Rosso, an American blogger living in Italy, created World Nutella Day to showcase her enthusiasm for Italy’s hazelnut-based spread, Nutella. Seven years on, someone at Nutella’s corporate parent, confectioner Ferrero SpA, decided they were not happy with this fan-led product promotion, prompting a social media backlash against the company. NOTE: See Nutella Gives In, Allows […]


Can Social Influence Be Distilled Into A Score? Part I, The Potential

If you’re planning a campaign to stimulate word of mouth discussion of a product or a brand, one question likely keeps arising — how influential is a particular person online? Is it worth reaching out to them? If you’ve been pondering how to measure or benchmark social media influence, several companies, including Klout, PeerIndex and Kred, […]

Performance Marketing

Google’s Betting On Advertising To Drive Google+ Uptake: Why Marketers Should Pay Attention

Over the last few months Google, the advertising-supported company that historically eschewed traditional advertising, has used print and TV media to promote Google+, its answer to the Facebook phenomena. TV viewers in the US may be familiar with Google+ commercials such as The Muppets Google+ hangout. Google is also promoting Google+ across Europe. Full page […]