Reputation crisis in sight: It's not MBA all that glitters

This week I'm dealing with a misresolved online reputation case by a brand that soon went from nowhere to sell more than 12 millions of euros in online training with a successful product... but an equivocal marketing.

If you have little time, I invite you to watch this one-minute video summary:

August 2019: MBA programs go into crisis

Before we go any further, and although it may seem very obvious, M.b.a. stands for "Master in Business Administration". It is a degree that has enjoyed a lot of prestige since its graduate students had no problem finding a good job.

Less than a year ago the magazine Forbes, in its US edition, the US edition of the world. USA, Warned:

“…For the second year in a row, even the top-rated business schools in the U.S.. USA. are beginning to report significant decreases in MBA applications, with double-digit decreases. Last year, the top ten business schools combined saw a drop of about 3.400 MBA applicants.

The Ross School of Business at the University of Michigan experienced the worst drop, a decrease in the 8,5% of 3.485 to 3.188 Applications. Harvard fell 4.5%, UC-Berkeley Haas 7.5%, Wharton 6.7%, Stanford 4.6% and Stand 8.2%."

Causes?

Possibly the rise of programs that have to do with digitization, but there are multiple reasons.

Deans attributed the decline to factors that include a strong US economy. But it's not the first time, who maintained the occupation, Trump's immigration rhetoric, the rising cost of the full-time MBA market title and cannibalization by the success of graduate degrees in business, MBA programs and other factors.

Four people seized the moment

Borja Adanero, together with Rafael Gozalo, Hugo Arévalo and Kike Corral had a different vision: Offer real experiences of entrepreneurs explained in testimonial key and video.

The result was the launch of ThePowerMBA, a practical video study program that you could follow from your smartphone. Different media report sales in a year close to 12 millions of euros, what makes this project one of the best business ideas of recent years.

The best? they took advantage of the "gap" left by the big business schools, in two respects: digital and "lean" model. As for digital, some schools could have their MBA version online, but not "digital native". According to his own publicity, "you can see it like a Netflix series”. As for lightness, you'll finish it in a few months, nothing to do with an official college MBA, approaching two years.

The Cost comes into play aggressively: 490For ThePowerMBA vs. several thousand euros (depending on the center) for a college-certified MBA.

At the outing, you think you have to applaud

And I applaud, of course. Today, create a "legal" business model that makes you make so much money in such a short time, at least he deserves my respects and congratulations.

I had the opportunity to "play" with his application from the hands of a friend who was pursuing it. And the truth is that Engages. Zero theory, real cases, real problems, real opportunities told by their illustrious- protagonists.

Ok, I must warn you that ThePowerMBA is not an MBA. It's not comparable, nor in terms of study methodology, Certification, hours of study, Validation... That doesn't make it a bad plan., But you can't compare. It's not a shortcut., it's another way, and leads somewhere else.

So where's the problem?

The truth is that after my trial, I was willing to "enroll". And I made the mistake of "leaving a cookie" entering your website, and the nightmare began.

Wherever it went, he kept finding me his ads, with flashy headlines, even wrong, of the type "Have you studied Elon Musk at ThePowerMBA?" Or also "Try the Master created by youTube creators for free, Tesla, Shazam... and starts to understand the business like them”. Finally, better not to opt for an ethics Nobel.

It became a Persecution, and all because I didn't correctly select cookies before entering their website. I was getting so much publicity in so many places that I had to ask every social network not to show me their ads anymore. The reason: appear too often. But they kept popping up. I finally had to use the reporting method spam.

So far, me keep popping up. I don't discuss the good idea, but as an advertising I do not approve of these aggressive techniques of growth hacking. It's more, I don't put you the link to their website because I appreciate you as a reader/reader of my website and I don't want you to suffer their persecution.

That's funny.: the reputation crisis came for another cause

However, it wasn't the unbearable aggressiveness of their marketing that brought them a few days ago their first reputation crisis. It was the testimony of a UX expert who complained of having created free content for the entity without appearing in the credits. And then, following the success of her video pill, they put it in place - without asking- as part of your team.

Here's the origin of the reputation crisis: a simple tweet from Carlos Sanchez @chocotuits, a Spanish product designer working in New York with UX user experience methodology (And by the way, Magnificent photographer).

Are companies prepared to respond to a reputational crisis?

On paper yes. But the reality is stubborn. And many companies continue to make mistakes that are dealt with in 1st Communication.

ThePowerMBA's problem was not Carlos' tweet, was a cluster of wrong answers, many of them managed via fake profiles generated by bots and, so, that instead of reducing the problem made it bigger.

The head of marketing itself (now it's called CMO) promised Carlos to remove the content (your video) from the web, thing he didn't do, because by going viral, some students communicated with Carlos by sending him screenshots of his video - which had not been removed-.

The matter went so far that even many people who had finished ThePowerMBA - and the enthusiasm led them to place it on their CV- ended up eliminating it out of shame? possibly.

I think in future MAPs (certificates) this case will be studied under the title "how not managing a crisis brand reputation".

Some key to avoiding reputational crises like this

Of course. You'll think that "a bull passed, we are all Manolete". But real-time MBA explores ways to prevent reputation crises, a simpler and less expensive strategy than addressing them when they have occurred.

  • Naming: watch out for not confusing your audience. There are no MBA for 500 euros, so call it another way, because you can go from confusing to cheating.
  • Marketing: I understand certain "aggressive" marketing techniques in the launch phase. After the initial phase, if the product is good - and in its realm it is- will move better in mouth-ear, so it's better to have a campaign aimed at students of the style "Member get member" or affiliation.
  • Message: Is it so hard to call it "the favorite course of entrepreneurs"? Well, instead, they're using misleading advertising, as discussed above.
  • Crisis communication: If you use bots, your code of ethics falls through the floor. If you give your face, don't do it to attack, it's better to take the mistake, Rectify, compensate who you have to make up for (doesn't come from there), and point the point of "rectifying is wise".
  • The model of negocior Hifi. As you know, a hi-Fi hi-fi equipment sounds as good as the worst of its components. Well, with business models the same thing happens. Once a part makes water, the ship can sink. Beware that.

The thin line between success and failure

I think the creators of ThePowerMBA will move forward. The product is good, and its price justifies it. However, if I were the top boss, would change the entire marketing team and I would consider a rebranding with a serious company, as Grávita, for example.

A very thin line separates success from failure. It's good to keep active listening, leave the Arrogance sideways and keep in mind that David could with Goliath.

PD

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This week the Personal Branding Strategy online course begins

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You have all the info (and a small discount on tuition) on the page: Personal Branding Strategy online course.

Have a nice week!!

Stock Photos from Sichon / Shutterstock

The three digital activity stadiums of our personal brand, which one is yours?

This week he interviewed me Rosa Carvajal, Journalist, asking about aspects related to recruiters, candidates and candidates stadiums of digital activity on the Internet and social media.

One of the questions was to what extent non-internet presence could be equated to non-existence for recruiters. And that made me see that there really are three stages of digital presence of our personal brand: Absence, presence and essence.

This is where I develop these three stages of digital activity, with their pros and cons. If you have little time, I invite you to watch this one-minute video summary.

Absence. You're not. Nobody's going to find you there.

You're not. It is one of the stages of digital activity (in this case, Absence) that Represents, according to the IAB study 2019, to 15% of the adult population in Spain. Your attitude to the Internet and social media may be one of these:

  • If I'm already doing well off social media, do I?what the hell should I be there for?
  • Soy jealous of my privacy. Being on social media is going to steal it from me.
  • With email, Google and Whatsapp I communicate with the people I care about ?I need more?
  • That's it for people who have plenty of time, And it's not my case.

I don't expect to convince you otherwise., but at least let me list the pros and cons of that absence

Advantages of absence

  • Discretion Maximum. Best for some very specific profiles
  • You'll prevent search engines and networks from have data about you
  • Concentration total in your work or activities
  • Avoid "Illness" typical of the social media environment (Nomophobia, Cyberchondria...)

Inconvenient absence

  • Impossibility to be found by searching by name
  • Impossibility to be found by keyword search
  • Opportunities that are lost for being exclusive to digital environments
  • Difficulty managing a brand comprehensive personal
  • Total loss of brand control digital staff and their reputation in that environment

Continuing with the IAB Spain study 2019, the average profile of the non-social media user is, in greater proportion, male and adult, without showing differences between studies or professional activity (except there are fewer students among non-users).

Presence. 're. Little more

It is is the majority stage of the average netizen. Presence on a social network, using some digital tool. It is a mostly observant. Read, Look, But you don't act, thinking that's how you don't leave a mark. Your attitude corresponds to these patterns:

  • If you're looking for me you'll find me on some social network
  • I'd rather observe, to be watched
  • I use the social media in a personal capacity
  • Solo if there's anything exceptional interacting with people on the network

The pros and cons of this rather unobtrusive presence are:

Advantages of presence

  • Greater ease of being found
  • Greater knowledge of the digital medium online
  • Harnessing resources that are only found on the Internet
  • Greater personal brand control

Inconvenient presence

  • Lack of commitment continuity
  • Difficulty getting elected in the event of no history of interaction
  • Difficulty networking Qualitative
  • Fstrategic line high

Essence. 're, you create value, Share, the thanks, Manage, Connect

This is a minority stage, but very value-generator and opportunity-taking. We're talking about the advanced internet user. Here you will find the content creators and curators, the Wikipedians, and the people that social media need to survive. From the standpoint of personal branding, the essence would be a optimal stage for maximum performance in the digital environment.

If you belong to the most committed of the three stages of digital activity, you might think so.

  • Digital is already integrated into our lives, it's not an invading ente, it's a new reality worth living with
  • The Internet and social media are great sources of information and knowledge at your fingertips
  • It has never been easier to communicate our value proposition people you contribute to and care about
  • It's never been easier to connect with people selectively

The pros and cons of this essence stadium are:

Advantages of essence

  • Ease of encounter, with a value proposition established and clear
  • Ease of pre-election in a process
  • Improving professional relationships and personal, including long-distance
  • Harnessing the potential of knowledge to train, to form and to sell

Inconvenient presence

  • Absolute level of commitment, continuity and coherence
  • Loss of privacy
  • Requires specific training
  • Need solidify a new habit and put focus and action

It's your turn to assess which stadium may be most interesting to you

There is no rule to know in a minute whether it is appropriate to absolute discretion or reflect the real-life pattern in a medium like the Internet and bet on the essence.

Common sense says that we shouldn't be different people in and out of the network, that would be a logical situation. If we're kind, we will be networked. Are we generous?, as well. If we prefer closed and controlled environments, better to value a stadium of presence.

As a personal brand management consultant, experiences with my clients tell me that a controlled situation of "essence" is the one that produces the greatest satisfactions in terms of networking and social sales.

A hidden profile or troll benefits only one person. An open profile and value generator benefits a community. It's your turn. Have a nice week. There are three stadiums of digital activity are you satisfied with yours?

Stock Photos from Best Backgrounds/ Shutterstock

Will you google your name? Instead, google the keywords of what you do better than anyone else.

Those of us who are dedicated to this beautiful combination of art and science that is personal branding are clear. They're going to find us googled by our profession (example: personal branding expert) and if they find us there they'll google us by name and choose us - or not- by the strength of our personal brand.

In this post, I want to give you some clues to manage your personal brand in a medium as hostile and at the same time magical as internet.

If you have little time, I invite you to see this summary a minute (in Spanish):

Your digital "finding" depends on your specialty and your value proposition Do you google your name?

I've always given a lot of value to the former 10 results that appear in search engines like Google when they put your name there. Today I see that this is important for a second stage. I explain.

If a company is looking for a robotic engineering expert, in a first phase he doesn't give a damn about your name, won't look around, will seek "robotic engineering". That means if you're that expert, you need to make sure you show up on that first page of Google, at least in your geographic area of action when someone searches for that keyword.

How do you achieve that? Working hard, being relevant and besides -- and this is important- valuing what you do. You've got to make it on radio shows talking about it., on expert blogs talking about that, in some press article. Plus, you have to compete with all sponsored ads and the thousands of schools that teach that discipline.

If you also dare with your own blog (highly advisable), talk about your specialty adding value, without adding value your articles will not be read or shared.

For example, I have to worry that They find me in search of my specialties: executive branding, personal branding company and employee advocacy programs.

Second phase: Worry about the name and results it throws on Google

When you've managed to get found for what you do like no one else, which will take a while, comes the name. That's where I recognize that the singularity of the name + surname or surnames help. Calling you Juan Martinez, You've got it complicated, but not impossible. I know precisely the Juan Martinez who has done it.

If you have common last names, it can help you take a look at my series of articles But worst of García I called, II and III where I give some clues to overcome the lack of singularity of the name.

If you finally decide, for example, leave your "Garcia" as a "G." after the name and before the second surname, you'll have to work with that brand name in the real and digital realm. Consistency goes first.

You can google out those links whose results are what I call "digital garbage.". That includes, among others:

  • Links showing your personal data, as a personal phone, personal address...
  • Links to content made by third parties that negatively affect your personal brand.
  • Links on administrative positions in companies.
  • Y, in general, everything you don't want q Be public. For example, the stopwatch time of a competition in which you participated, membership to some club, Etc...

The most effective way to clean up is to generating new value links who go through the trash. Let's think that normally no one looks at the second page of Google results, so that work I'm thinking is not impossible.

Healing and creating content is an accelerator of our personal digital brand

There is only one 1% of people who create content. If you have blank page blocking syndrome, healing content is an ideal solution at your fingertips. It consists of classifying the best content you read or see about a subject, and share them. The important thing here is to add some homegrown, as a summary, a review, or a fusion of content that gives a novel result.

Other personal brand accelerators on the Internet are active presence on digital platforms. Here are the examples of About.me, professional directories, participation in newspaper articles or TV or radio shows, and social networks. In this last section consider not only the classic Linkedin, Facebook, Twitter, Instagram is, YouTube, but also BeBee (professional network very rich in content), Slideshare (network containing PDF content from all areas of knowledge), Pinterest (container of images and videos) etc.

concluding, remember that the Internet is a means more, but very powerful. It allows us to accelerate our knowledge through classic marketing strategies and inbound Marketing. It also allows us to accelerate our recognition (branding) thanks to recommendations from third parties, Reviews... The key is to be consistent, persistent and don't forget that by that channel we can access customers, Projects, job offers that would otherwise be difficult to access. When you Google your name, you diagnose your brand's health status, but remember first to define the keywords you want to be found (and work them thoroughly).

Stock Photos from antb / Shutterstock

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Your social networks are yours, they belong to your personal brand

 

 

Your social networks are yours. You'll think "this guy has gone crazy, whose are they going to be?”

The truth is that from time to time I observe how many people believe that their personal networks belong to the organization for which they work. And it is not like that. Not at all.

Your social networks are yours. Or rather, they are personal

Well, they are not exactly yours. They belong to Zuckerberg (Facebook, Whatsapp, Instagram is). They belong to Bill Gates / Microsoft (Linkedin). They belong to Jack Dorsey (Twitter). They belong to those of Google (YouTube)… So to be honest, your social networks are personal, even if they're not strictly yours.

Let's say their owners rent their space in exchange for something valuable: your data, your content and the analysis of your behavior (engagement).

If your social networks are personal, they are your treasure

To paraphrase Gollum, my personal social network "is my treasure". And that's why it is important to maintain that privacy from the moment to open your profile until you close it. To this end, think about taking the following precautions:

The contact mail for each social network should be personal

A classic mistake is to create a social network from a company email. Why not, we all have fallen into that trap sometime.

We're in business on a provisional basis. The same applies to collaborative projects. Work for life is over. Perhaps there is an exception for civil servants, little more. Now it's easy to get fired in American film format: You are fired, pack your things and go. Maybe it's you who's saying goodbye.

Since I went from branding to personal branding, a little more than 12 years old , I have negotiated with social networks the elimination of 200 profiles. These are profiles of professionals who had only put their former company's contact email address. So you know, use your Gmail, Hotmail or the email of your personal domain.

In your profile picture you should appear, without logos

... And if you show up with a logo, just do it with yours. In your profile picture is better to show your best, your best. And if it is possible that you are the one who hires the photographer, better; this way, f you leave the company you will be able to continue using the image without problems.

Profile picture bad example social networks

Example of what is not interesting to do

Of course, if you feel the colours, you are a true employee advocate and want to show off your company, there are ways to do it. For example, use the image that many networks leave us as background (Linkedin, Facebook, Twitter, YouTube…). Here are two examples:

Good example social networking profile

Good example of how to treat profile picture and background

 

YouTube application profile

Another example, now applied to YouTube

The Linkedin title and summary are yours 100%

Another subject: Your company can train you on how to improve your personal brand and how to be the best brand ambassador. But they can not “dictate” by the professional title or the summary from your Linkedin profile. That belongs to you. You are under no obligation to include your company's name in your title; I can recommend that you do so if you think it adds value, but the decision is yours alone. The extract or summary is yours, and there you have the opportunity to show your value proposition and your core values.

On the other hand, I can agree that the company information you provide is aligned with those responsible for HR and Marketing. It is a question of giving consensual information. As a description of your job, If you do not lie, the company should not impact it too much.

The other issue: Are your contents yours??

Big question. We can already see that “your social networks are yours” is a half-truth. And the contents? In theory, the content you share on the networks are yours. The problem is that networks "require" have certain permissions on these files. Requirements means that if you don't accept them, you can't create the profile. .

These permissions enable networks to (literally) "host, use, to distribute, modify, maintain, reproduce, publicly display or communicate and translate your content". In other words, when you upload a picture or video or text to a social network, they can share it at will without asking permission. This means, in practice, to state categorically that your content on social networks is not just yours.

If you close your account, you theoretically you revoke permission. But of course, If someone has shared it, you have a problem. that a lot of your content will wander through digital space for centuries to come... until the social network closes down.

In summary

You see, your social networks are yours. They belong to Personal Branding. But only from the perspective of your personal control. They don't belong to your company. They belong to each platform, who impose their rules, to the point of being able to use your content as they please.

Having control of your content can be considered a utopia. The closest thing to that control is to have your own blog, your true digital home. Are you ready?

 

Cover image by pathdoc on Shutterstock.com

New Intellectual Property Law: return to NO-DO

One of the common vices in absolute majority It is that the winners end up becoming the absolutisms. This is happening today with the absolute majority obtained by the PP in 2011, and that despite the current polls punished abuses of this game so far this term, its leaders refuse to adapt to changing times and still keep legislating as if public support seamless.

One consequence of this policy of forward flight is undoubtedly the new Intellectual Property Law, LPI, that would put Spain in times of NO-DO. The law, José Ignacio Wert driven, minister “culture”, due to pressure from lobbies media and restrict freedom of citizens, because it benefits more traditional rotary tax expense digital newspapers. as says Enrique Dans in its blog, It is a way to ensure that large-circulation newspapers follow the script of the government in its editorial.

The shameful law been passed by the only votes of the Popular Party and shall enter into force next 1 of January of 2015. The law includes in its sections known as Google or Canon rate aede, which will force us to pay for these daily news link (Should not it be the other way?) and remove links from Google News. Curiously, German newspapers have called back to be indexed by Google News after the spectacular crash of his visits in the network.

Pay attention to these news, a published by El Mundo (adscrito from aede) on 2012 and the other day not attached to AEDE few days ago

In these two years German newspapers have realized their mistake, but Wert and lobbie the Spanish press AEDE deaf to the warning and keeps its canon for next 2015. Sincerely, I hope the same thing happens in Spain than in Germany, although I fear it will be worse. Many of us are already using links from other newspapers not affiliated to AEDE (see list) and even many influencers call directly to boycott media AEDE.

But the new LPI not only affects the links in internet daily. As says Miguel Angel Mendez Gizmodo, LPI affects us directly in four areas:

  1. It limits our access to culture
  2. Restrict our right to information
  3. Creates legal and business uncertainty
  4. It encarecerá college tuition

Many attribute to Noa Chomsky written about the 10 media manipulation strategies. In this case, unfortunately, applies. I recommend to better understand the consequences of the new LPI read post Miguel Angel Mendez.

Welcome to NO-DO.

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Who killed Morgan Freeman?

The strange case of false deaths Internet

For some time this part is not strange to hear or read the news that such a famous, actor, He died musician ..., then it is not true. Did you spent?

Perhaps one of the most notorious and repetitive cases has been the actor Morgan Freeman, and hence the title of the post. Freeman seems that someone wants him dead and year after year announced his death. The day the great Freeman transferred we really do not believe until we see the picture of the corpse and family watching over him.

But Morgan Freeman is not the only: It has been given up for dead Cher, a Jeff Goldbum, a Jackie Chan, to Pedro Almodovar, Britney Spears, Miley Cirus, Adam Sandler, Oprah Winfrey, Paris Hilton, Will Smith, Rihanna, Jon Bon Jovi, Bill Cosby, Paul McCartney, Jordi Sánchez

And… What you explain "kill" virtually a famous? What kind of person does? What wins?

In each case the delusions have been created without following a different pattern pure whim, the mere reputation of its creator. I read a few days ago in NOW a professor at the University of Indiana called Mark Bell false patterns associated deaths that people would like to lie. There seems to be an emotional reward as overdose of dopamine when you get massively deceive people, and further behind the anonymity that protect social networks.

Believe it or not, there is Official generator fake deaths Internet call Fake a Wish where you can generate the death of who you prefer, and it makes it easy credible causes of death based on each character.

For example, Morgan Freeman attributed to an aneurysm. How to announce it is diverse. From creating a page on Facebook to a simple Tweet. But it must be well written to be credible. Something appeared on Facebook:

Around 11am today, our beloved actor Morgan Freeman has died of a coronary obstruction ". Morgan Freeman was born 1 June 1937 Memphis. We will miss him, but never forget you. We pray you to show your solidarity and condolences through your comments and likes on this page

CNN_guillemrecolons.com

False deaths are not exclusive Internet. The oldest known case is rumors death of Mark Twain on 1897, he himself was responsible for denying a brilliant phrase "The announcement of my death is an exaggeration”. Also circulates the legend that Paul McCartney died in 1966, and since then who holds his name is an impostor.

Either way, Internet brings us a propagation velocity of information that makes the news comes in a few minutes Dead false environment and a feeling of indescribable chaos generated.

The use of hashtags on Twitter or Facebook help to create an even more fantastic story, as the case of singer Justin Bieber, I been killed in night clubs, He has suffered terrible traffic accident and drug overdose.

The odd thing that there is an absolute impunity for those who created and circulated these false rumors. There is no legal framework to prevent the virtual murderers to continue acting.

In Spain, although not the same case, during this 2014 We have lived through two advanced deaths: the dead was still alive but social networks already gave up for dead. Such was the case of former Spanish Prime Minister Adolfo Suarez and former coach F.C. Barcelona Tito Vilanova, whose death he made a day earlier by time. Unfortunately, in this case it was actual deaths. Rest in peace.

How do you take those affected by a false death?

There is everything, but do not miss the great reaction Jeff Goldbum:

 

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online presence: the visibility of your company

In the company, each new technological breakthrough has been made reluctantly. At the time, the use of the cash register questioned, of the computer, fax, mobile phone or Internet. Adopt the technology in question at the right time is always a great competitive advantage, so getting late can be very expensive.

In the company, each new technological breakthrough has been made reluctantly

Nobody disputes and whether to be on the Internet, but while we are witnessing a stage of adoption of social networking on a personal and business level. However many companies, especially SMEs, They are confusing the introduction into social networks with the adoption of technology: must be on social networks and are.

To this end, with more or less success, responsible learning tools to one or more persons. That is to say, They are taught to use a hammer, a handsaw and a palette, and hope to build a house, although they do not have very clear how this should be, or they deliver them to the planes should continue to build. As in the physical world, in the online also we find many "abandoned works", for having started without criterion, without adequate social networking strategy or for the brand itself.

Late 2011 They were recorded over 500 millions of websites, almost half of them created in the same year. With this data, We can imagine how the Internet is growing and how it will continue in the coming years. As for users, The figures speak of 2.000 million users worldwide, although this figure will rise so fast that extends the use of Internet in emerging countries thanks to smartphones and tablets.

They estimated about 1.000 million accounts on Facebook and about 500 million in twitter

Data from social networks are no less impressive, with some 1.000 million estimated Facebook accounts and about 500 million twitter, plus a number of social networks that appear regularly and accumulating users.

As e-commerce, the estimated billing 2011 It was around 700.000 million worldwide and is expected to be reached 1,4 trillion in 2015.

So, It is open a great opportunity for companies that want to take advantage to the environment 2.0 offers, not only consist of selling. This environment also facilitates brand building, customer service, the test product and, from customer contact, knowledge of consumer tastes or detection of trends.

The online presence is more than just having a web and be in social networks

These appalling numbers suggest as one of the keys to thrive in this environment: obtain adequate visibility. The online presence is more than just having a web and be in social networks.

Was long ago surpassed that of "if you're not online, do not exist "and almost is also another maximum: "If Google does not find you, do not exist ". The important thing for your business is what happens after that search.

Once the prospective customer has reached your site should be able to easily access the information you want and must find a simple purchase process and to provide security. Security and authority are values ​​that, among others, They provide the content offered on your corporate blog and the relationship with your customers in different social networks, and their opinion about your products or services. It should also be easy for the customer to share their discoveries, give your opinion or ask for more information.

Although this may seem somewhat convoluted, actually it is not very different from how we've done things before existing Google or Internet.

Until recently, when you wanted to know something about a brand or product, for example, when you wanted to change cars, you bought several magazines to inform, consultabas the opinion of your friends and you basabas on the experiences of other users around you to make a purchase decision.

Now we consulted Google instead of buying magazines, We ask the opinion of our friends on social networks and value the brand reputation online before making the decision. Even, throught social media, We can contact a skilled person.

We have not done anything but replicate in the digital world what we already do in the world of atoms, adapting to the new environment.

In the physical world, sure you're very clear that if you were to start a business you would in a crowded place, there where potential buyers will pass in front of your window. Also quite obvious to say that you'd try your local be as comfortable as possible for your visitors and, placing both the products and the information concerning these, priority would ease to be found and understood. Likewise, you would take care of providing excellent service to the favorable opinions of satisfied customers were your best advertisement.

This, which it is so obvious in the physical world, It does not seem so easy when we talk about the digital environment. On the other hand, In this environment new resources and tools appear daily, which require a significant effort both in knowledge and in the learning phase.

This fact is causing increasingly important copper design adapted to a "social ecosystem" strategy, whose operation is quite different from its physical equivalent. Social networks are composed of people who interact and share interests, so they are not welcome intrusive marketing techniques, more widespread in the physical world.

Visibility can not be achieved anyway. A wrong or no strategy will be a time bomb of unpredictable effects. Good online presence strategies combine the presence in several networks and manage various resources, each adapted to its peculiarities and to the objectives.

Deploy the necessary actions to achieve visibility in the environment 2.0 It requires less financial investment than in other promotional platforms to achieve the same results. However, if it lacks a strategy, You can waste a lot of time and resources and, like that and everything, not get results.

And people spend more time online than in any other media and much of that time is spent interacting in social networks.

Of course, visibility exists even if your company or brand are not using these channels. The bad news is that visibility and, therefore the image of your company in the environment 2.0, is in the hands of third parties and may be a point negative comment is all that appears on a search, with consequent damage.

And people spend more time online than in any other media and much of that time is spent interacting in social networks.

More and more companies who value what you have opportunity this trend. In fact, of the 100 largest companies in the world, 87 They are present in, at least, a social network.

Thus, it is important to use resources 2.0 (Web page, blog, social networks and other) based on a strategy to achieve the objectives, using appropriate tools to optimize actions, analyzing interactions and measuring results. This strategy should be designed, executed and monitored with the help of good professionals to make profitable investments in time and money and get results.

Y… What will Mark Zuckerberg with 11.000 millions more?

The news of the IPO of Facebook will generate a value to the company 88.000 millions of dollars, a record in a dotcom since valued at Google by 23.000 million 2004.

It is clear that now all we can own a piece of Facebook, But that's not the point. The question is what will Zuckerberg with near 11.000 million dollars you can report this IPO. Be a little richer, yes, It is clear. But what will you do, which company will buy… Are you dare to Yahoo? Who will be the candidate?.

We have recently learned that Apple, the first market capitalization of the world, He has decided to distribute dividends to its shareholders. With that and you notice that Steve Jobs is not, because he sure had used the profits to buy other companies that do grow Apple. How Apple will grow now? Surely slower.

Clearly a Facebook IPO force Zuckerberg to grow steadily, and that means significant investments. That's probably why goes public, because it already has in mind buying a company key.

Bets are accepted.

Cooked something interesting in the environment of personal branding

Monday 4 October we will present something interesting. Put the radar.

Augmented Reality personal branding

The newspaper “The country” already he realized in November 2009 the phenomenon of “augmented reality“. A definition of wikipedia, This is augmented reality (WITH) is the term used to define a direct or indirect view of a physical real-world environment, the elements are combined with virtual elements to create a real-time mixed reality. It consists of a set of devices that add virtual information to the existing physical information. This is the main difference with the virtual reality, It does not replace physical reality, but superimposes data computer the real world.

Although augmented reality has multiple applications, we will focus on one very directly it affects the Personal Branding: The Swedish company TAT It has developed a software that enables AR record a video of someone and the application shows you the data of this person available on Internet. Someone may think this breaks privacy, but imagine what you would pay Facebook and other social networks for an application like this.

Do not you believe it? Take a look at this video:

[youtube=https://www.youtube.com/watch?v = tb0pMeg1UN0&fs=1&hl = en_US]