The importance of original content on the Internet

It comes to my mind's blog Ramon Espadaler, deputy of the Parliament of Catalonia. Always, subtitled your posts, uses the expression “unpublished article” (unpublished article). In this case, expression refers to ineditado, new.

And there for less. When you surf the blogs using labels or tags, very often you find the same article in 16 blogs, more or less personal dressing. Usually it is news that caught our attention and reproduce literally (not going to be that adulteremos). Not a bad thing to echo the news, especially that we get more attention or which are related to our environment.

But in the midst of reproduction, we need to publish original content -unprecedented, as would Espadaler-. If we do not publish original content, our readers would not be our position clear. Yes, re-edit it is interesting, but it is even more when we.

Creating content is, simply, a combination of data, skills and time. Nothing else is needed. Journalists know it well. Getting the data is not too difficult if you enroll in some Google alerts and read the press regularly. The abilities (skills, in English, it sounds better) It is the most complicated part, since it depends on the grace having one to combine data, clothe them and raise them in an attractive way (storytelling), and add new ideas. Finally, time. Time is often what prevents draw out a lot of talent. You have to take time from anywhere, time should never be an excuse for not writing. If you have time to think, You have time to write.

The writing serves the same for blogs and to Twitter. Twitter is widely used in the resource retweet something we like. And this is good, but it is also one explain things, without reaching that of “taking morning coffee” that -frankly- does not interest anyone.

By the way, This post is unprecedented.

Ladies, Sirs… the curriculum is dead (Or so it seems)

Yesterday I had the opportunity to attend PERSONAL BRANDING / 1er meeting personal brand management which it took place at the Intercontinental Hotel in Madrid.

Coordinated by Mónica Deza, It had excellent speakers: Andrés Pérez Ortega (Own brand), José Manuel Casado (married Consulting), Eduardo García Matilla (Multimedia Corporation), Pablo Melchor (Honest&Smart), Oscar Bilbao (Heirs of Rowan), Javier Curtichs (network), Lourdes Molinero (agathos) and Juan Ramón Plana (AEA).

Interventions that were I remain especially with the first "Personal Brand" by the great Andrés Pérez Ortega and the latest "You are a brand" Veteran Juan Ramón Plana. Perhaps because they were much to my- the most related with the concept of personal branding.

Andrew was critical of large organizations that share something: Many companies do not retain talent, you stop. In this sense, personal branding seems vetoed workers employed. Big mistake, a positive image of professional results in a positive image for a company or brand.

Andres stressed his knowledge formula, based relevance, trust and reputation. At the end, it is people that create brand. Andrés, although not very pro-twitter, It is one of the best bloggers in this country, and I heartily recommend a visit to "their domains ".

Juan Ramón Plana, Director General of the AEA (Spanish Association of Advertisers), put offline counterpart to the creation of brands personales giving excellent examples of people he has crossed his life and that have left an indelible mark (personal branding).

With respect to the title of the post, and non-alarmist, there was much talk of the need "skipping selection processes”. Perhaps it is exaggerated, but the fact is it worth having established a career before coming to a selection process. Frankly, a CV written with fear and a half-hour interview are of little use when analyzing qualitative profiles. Perhaps the curriculum is not dead yet, but it is in the ICU. LinkedIn is the new professional standard of the people, and it will not take long to bury the paper (in the background, It would be more sustainable, ¿no?).

If any of you need more information about the meeting, I'm at your service.

2. What are some ways you create value?

For a company there are many ways to create value. The originality of a product, a service, or a production process can help the company to generate value.

And for a person? Yesterday we began the first question in this series What makes you essential?.

To reinforce our personal brand is essential create value. Others must perceive clear value in us, something that makes us different. From a supreme analytical capabilities to an intuitive musical creativity, we must be able to TO TRANSMIT our value. Many carry it inside and never take. Must be removed.

The recently disappeared Vicente Ferrer He is known for being faithful his strong personal values: simplicity, almost superhuman ability- work and the belief that people are good by nature.

Y tú, What are some ways you create value?

updated December 2016: I am pleased to participate in the initiative Digital Foundation volunteers.

If people have not heard of you, It will be difficult to do business with you

Who knows who you are? Make a test. Put your full name quoted in Google and see how many results appear últiles or relevant.

In these times one can not rely solely on the techniques of "networking"Suit symbols to meet new people. I organize meetings of neighbors or friends seems to have passed into history.

If you are looking for new horizons and new more related contacts, Clearly, one needs be discovered. What it was once complex, slow and expensive, It is now possible thanks to the influence of the web 2.0. Before, a guitarist was discovered in a club. He is now discovered in YouTube. And not only that: before it had the smell of a person (a producer, a manager). Now it boasts of thousands of people who can watch a video on a single day, appreciate and “pass it”. What works on the internet has viral nature, For better and for worse. In other words, If today we do not find on the Internet it is that we do not exist.

Internet It has become the main source of uptake, recruitment. We need the world to discover one hand, and that our message is associated RELEVANT. If we are not relevant, our reputation will be free and ephemeral. If people have not heard of you, It will be difficult to do business with you. It is blunt but obvious.

Personal branding techniques are aimed at discover the expert that behind each of us, gain visibility, generate a relevant message and thereby facilitating companies or individuals count on us.

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10 branding trends for 2010 (based on Brand Lounge)

It is impossible not to agree with this prospective drawn up by the prestigious brand marketing consultant Brand Lounge. It could have translated, but I'm not one to modify a mm the meaning of his words. There go the 10:

1) Value is the new black.
Excessive spending, even on sale items, will continue to be replaced by a reason-to-buy at all. This is trouble for brands with no authentic meaning, whether high-end or low.

2) Brands increasingly a surrogate for “value.” What makes goods and services valuable will increasingly be what’s wrapped up in the brand and what it stands for. Why J Crew instead of The Gap? J Crew stands for a new era in careful chic—
being smart and stylish. And the first family’s support of the brand doesn’t hurt either.

3) Brand differentiation is Brand Value.
The unique meaning of a brand will increase in importance as generic features continue to plague the brand landscape. Awareness as a meaningful market force has long been obsolete, and differentiation will be critical for success—meaning sales and profitability.

4) “Because I Said So” is so over.
Brand values can be established as a brand identity, but they must believably exist in the mind of the consumer. A brand can’t just say it stands for something and make it so. The consumer will decide, making it more important than ever for a brand to have measures of authenticity that will aid in brand differentiation and consumer engagement.

5) Consumer expectations are growing.
Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and only hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive – and prosper.

6) Old tricks don’t work/won’t work.
In case your brand didn’t get the memo here it is: consumers are on to brands trying to play their emotions for profit. In the wake of the financial debacle of this past year, people are more aware then ever of the hollowness of bank ads that claim “we’re all in this together” when those same banks have rescinded their credit and turned their retirement plan into case studies. The same is true for insincere
celebrity pairings: think Seinfeld & Microsoft or Tiger Woods & Buick. Celebrity values and brand values need to be in concert, like Tiger Woods & Accenture. That’s authenticity.

7) They won’t need to know you to love you.
As the buying space becomes even more online-driven and international (and uncontrolled by brands and corporations), front-end awareness will become less important. A brand with the right street cred can go viral in days, with awareness following, not leading, the conversation. After all, everybody
knows GM, but nobody’s buying the cars.

8) It’s not just buzz.
Conversation and community is all: ebay thrives based on consumer feedback. If consumers trust the community, they will extend trust to the brand. Not just word of mouth, but the right word of mouth within the community. This means the coming of a new era of customer care.

9) They’re talking to each other before talking to the brand.
Social Networking and exchange of information outside of the brand space will increase. Look for more websites using Facebook Connect to share information with the friends from those sites. More companies will become members of Linkedin. Twitter users will spend more money on the Internet than those who don’t tweet.

10) Engagement is not a fad; it’s the way today’s consumers do business.
Marketers will come to accept that there are four engagement methods including Platform (TV; online), Context (Program; webpage), Message (Ad or Communication), and Experience (Store/Event). But there is only one objective for the future: Brand Engagement. Marketers will continue realize that attaining real brand engagement is impossible using out-dated attitudinal models.

Thanks https://brandloungeme.blogspot.com

Tiickr, advertising in exchange for incentives

literally I transcribe an article which I found at yorokobu.es sobre una nueva fórmula (very side, in my view) para reclutar y fidelizar clientes a traves de las redes sociales:

A few months ago, Alberto Lorente (then marketing director phone operator MÁSmovil) He had a revelation. Preparing a small action that Mark gave its participants 7.000 condones in exchange for filling out a short form and discuss it with friends. Within minutes she was over 40 comments Facebook.

tiickr"Beyond the campaign itself, I realised that we have an army in Red sells us”, explains Llorente. He joined this idea of ​​revitalizing power of social networks with the philosophy of Bzz Agents, an American agency specializing in word of mouth offline, and he launched Tiickr.

"This is helping brands to spread and chat in real time. There are a large number of users willing to promote you if you win your confidence talking to them honestly. It is important that everyone can say without censorship ". Lorente The idea is based on building a community divided between the major social networks, to become involved in projects, in exchange for certain incentives. "For example, a balance of 10 euros on your mobile if you agree to give your opinion or participate in contests ".

In addition to helping move campaigns and marketing strategies, Tiickr offers other services. "In the past, while he is working in a multinational, we pay 100.000 euros for a study that took three months to complete. It was not bad, but now I have that information in real time through social media ", explains Llorente. And how you plan to convince marketing managers reluctant to bet on social media?

"At the end, budgets such actions are so small that no longer interesting experiments. In addition, the return is super measurable and can create a similar report to a clipping of PR ". The company, which will start operating in November, already you have Másmovil as first client.

Daring to change or let it die

Yesterday we had the opportunity to read the interesting interview La Vanguardia guys at Víctor Amela the advertising Toni Segarra. Beyond the topics success of some campaigns, Segarra delves into the concept of change and adaptation in a definitive way, as they did in their day Philip Kotler and Fernando Trias de Bes in his book “Lateral Marketing”, which it is removed the title of this post “Daring to change or let it die”.

Segarra argues that advertising is a global concept, holistic. Not a spot 20″ one TV, It is also locate a store 300 m on 5th Avenue in Manhattan. Many brands are defended today by strategies “parapublicitarias” (if you allow me the expression), not based on the classical parameters of outdoor advertising, patronage, press, journals, TV… Hyper-targeting advertising causes need to think about different strategies for different groups.

The digital aparatado takes on a new dimension, as it allows maximum precision segmentations. An announcement of refrigerators when I'm not looking fridge is absurd. Hence the importance of search engines like Google. In fractions of a second are the best places and prices to find our fridge, including interactive catalogs, 3D demos and store listings zones. It is the new advertising. Be where and when to be. Web tools 2.0 Like the blogs, twitter, Facebook are new advertising media and beyond (often) control of advertising agencies.

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Segarra still the issue of the fuerza White brand, and it does so with resignation: Advertising and the supposed value it generates It has not been a weapon to fight the white mark: the opposite. The new consumer “smells” marketing and flees from him. Between a Activia Danone and bifidus yogurt Farmer, What is the difference? A lot, but the consumer he gets a: Activia spend a lot on advertising and therefore more expensive. Little he has served Danone and Nestle have invested astronomical sums in developing new ferments to improve our health. Some invent and other cloned, and cloned into the Chinese way, cheaper.

Perhaps the new strategy consists trademarks reinventing every day, making obsolete the product two months ago. Or perhaps consists focus its efforts on cheapen the production process, distribution and communication. Or maybe manufacture for the maximum number of white marks. Or perhaps make the consumer the author of the formulas, I involve him, create an emotional bond Bulletproof.

Whatever it is, I am with Segarra, with Kotler and Trias de Bes: Daring to change or let it die.

The new consumer

Because of your interest, We reproduce article Lucas Carné, director Privalia, appeared today Five days.

elnuevoconsumidor1A democratization fashionable, economies of scale that has found its paradigm in Internet and the total introduction of new technologies in everyday life have resulted in a new establishment From the market, in which the consumer is the real protagonist: more informed, selective and unfaithful than ever.

In the eighties the phenomenon of the democratization of fashion began. Garments designed for life gave way to ephemeral and economic collections, quality levels and design more than acceptable. The phenomenon grew until, in the nineties, It spread to other sectors such as decoration, the trips, domestic consumption, restoration ...

In the case of the first brands, The growth of outlets It has been spectacular in recent years. The sector has exploded in all formats: outlet malls, multibrand or monobrand urban outlet ... And the last big leap has been the outlet online. Electronic payment or failure to prove gender, barriers that seemed insurmountable recently, have evaporated by the rules of a market each day more autonomous and fragmented. With this the low cost new link, the exclusive brands are put within reach of the middle pocket; If you also receive the sample and purchase at home, the revolution is served.

The land was paid for concepts such as low cost, White brand and outlet germinaran; the economic crisis has done the rest. Spend, yes, but selectively, It would be the motto. The data confirm that the new formula not only defended successfully in difficult economic times, but showing growth while most sectors lose bellows.

However, this model is not temporary. In a crisis environment wins competitive position, but the market opening, it remains, at least, largely. This we have seen: It is normal for women who wear great designer proposals for special occasions wear garments on their economic daily, or professionals who cross the pond in business escape weekend with economic packages.

Now also it supports someone acquires a great brand at a high price in a physical store and, parallel, buy a similar product at less than half price online. The current consumer knows that you have the option of disposing of goods and services at competitive prices, beyond their need for savings, enjoys finding opportunities and consuming more: the wardrobe thickens, the travel schedule, entertainment outlets and branded clothing dressing.

The low cost is no longer the secret of a few, euros less in the pocket or current account; It is the common territory of today's consumer, informed, sagacious and unfair, if you can consume twice, it will not only double the price.

"Excellent, but not enough "vs NUDGE . Similarities between Edward de Bono and new sources of inspiration for Obama.

In his message "new words" of 2 February, Edward de Bono It highlights the need to create new words to facilitate language. I was especially struck by the thought that De Bono on the new word “Abhne” (Excellent, but not enough, of English "Excellent But Not Enough”). Without that word it is hard to ask for a change without attacking what.

Not so much to seek perfection as search alternatives Once we have found the answer to a problem. The question here is whether we have found the right answer using the parameters of logic or whether we should review other possible answers, a priori "out of logic", but that lead us to the right path for other paths.

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Here I link with the philosophy of push or "NUDGE” (microingeniería social” by nudging ", mistranslated) that is inspiring policy Obama. Nudge, the book of Richard Thaler, It includes an illustrative story: an operator cleaning came up with an ingenious measure: draw a fly at a certain point the public urinal, aware that men pointed with great success in the Dutch public toilets. The problem was resolved quickly: men pointed to the insect and cleaning costs down.

Nudge is based on the need to correct, without resorting to prohibit or force, irrational behavior that neither meet the desires of the same individual. Maybe not the revolutionary change that many wanted Obama, but the philosophy of push results in health, education and more fields, insists Thaler. I think this philosophy coincides with the Ebne De Bono, because it stems from the concern to go beyond, keep looking, nonconformity with status quo.

For more information (in Spanish) about Nudge, I recommend you read this article La Vanguardia.