The phenomenon of “Tinderización” Linkedin is one of the al “CEOización”

Tinderización on Linkedin, no entry barriers

The phenomenon of “TINDERización” Linkedin is because social networks in general no barriers to entry. And in professional as Linkedin, maybe they should be somewhat cautious in accepting profiles, is exactly the same. Anyone can enter a profile is not required to put a real name, a photography. they can invent the sector, The charge…

Long ago wrote an article about the peculiar fact that Linkedin everyone is CEO, a complaint about the way in which a person calls himself CEO taxi driver or even have a company with two friends. And the worst, CEO should not be a title Linkedin, because it does not imply a value proposition.
For the same phenomenon CEOización It has moved to TINDERización, that is, trol profiles using a professional network like a dating site.


AMD's case is not unique, unfortunately

Recently, AMD placed a post on Linkedin reproduces a conversation in the area of ​​private messages that could have occurred either in Messenger, in Whatsapp or Tinder. A subject is presented and when asked what can I do for you? the guy has another speech “go for a drink”.


The Microsoft influence… Positive?

The changes that are taking place in this social network since it was acquired by Microsoft are somewhat incomprehensible if we think that Linkedin is a strictly professional network:
  • They have virtually eliminated all the benefits of Premium profiles,
  • They have “I ningunizado” discussion groups, forums in which it was possible to acquire knowledge, share content and generate valuable contacts. Now we can not even know which group each member belongs.
  • And to continue with the absurdities should be read expert Peter Vincent in his latest article Linkedin: What we have lost after changes 2017.
The question one might ask is exactly what Microsoft is doing with Linkedin? What is your roadmap? Is it a yellow network Linkedin? A place paid for lies?
The truth is that a while now, publications Linkedin groups or company profiles are leaving to have engagement, which it seems to favor a scenario of chaos, as the publications that work best are personal, but without a chronological timeline that order or sort by sector.
AMD's case is not unique nor the last. I think, and that no one offends, many job counselors are forcing long-term unemployed with no communication skills or knowledge of digital protocols to a profile on Linkedin be created because from there they will find work. Book error. Social networks are not for everyone, and even less professional.


The opportunity for bebee

While this occurs tinderización and CEOización, competitors are emerging as baby, very little time, but offering high quality content, taking advantage of the space left by exterminating Linkedin (not literally) their groups.
You can find these reflections and those of Eva Collado, Andrés Pérez Ortega, Fernanda Brunsizian (Linkedin) and the mine in an article Tino Fernández (Expansion Journal) called Can a professional network degenerating into a network to link?
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The world is already moving

Presented by DealSunny

You have millennial spirit?

Not all millennials behave as such or all previous generations (generation X, Baby Boomers…) They behave so differently to a Millennial.

Last Thursday the team Hearings and Broadcasting and Media Arena (group has) He presented the Seventh Wave Observatory Social Networks dedicated to Millennials, and it seems interesting break the belief that attitudes millennials are unique to their generation.

Who are the Millennials?

I imagine you know, but it is people born between 1980 and 1996. In this age of fifteen today would find those between 19 and 35 years about. To compare their generations, This picture is enlightening:

Generation born between age 2015
Silent generation 1928-1943 72-87
Baby Boomers 1944-1964 51-71
Gen X 1965-1979 36-50
Gen Y Millennials 1980-1996 19-35
Gen Z <1996 <19

How are the millennials?

  • optimists
  • ambitious
  • idealists
  • tolerant
  • Social
  • online
    • They can not live without being connected
    • Disconnect only one hour a day
    • They check the phone compulsively
  • Multitasking
  • They give more feedback to brands
  • share experiences
  • more global
    • Many have formed outside their country
    • Traveling is your favorite activity
  • Consume less traditional means, more internet and mobile
  • They are children of the crisis, They have learned to survive
  • They attach great importance to the work, a scarce resource
  • Embedded in the digital world
  • They are seeking constant stimulation
  • They are looking for quality content

How Millennials are connected?

Laptop Smartphone Tablet PC dessert





Greater 30





What social networks use?

Millennials are ahead of their previous generations in all social networks and digital platforms:

Consumo social media millennials

Source: Media Arena

For the rest of the information here I hang the complete presentation of Media Arena, but perhaps what is the absolute highlight preference for King video as communication format. Video or death.


The millennial spirit

I am on the border between the baby boomers and Gen Xers, but many of my consumption patterns in content refers is identical to that of millennials. I know not so with all of my generation, but the truth is that there is no network before seen in which I did not act with some frequency (I am admitting that I am a lousy user of Snapchat).

Where I encounter a vast difference is referents, that's where my millennial spirit away more.

Influencers de millennials, Arena Media Observatory

Influencers of millennials

I confess, I agree with very few references of millennials, and some even do not know who they are. This picture is far from Rollings, de The Beatles, Pink Floyd, de Natasha Kinsky, Kim Basinger the de la serie “Dallas”. But similarly use the media, so I consider myself an imperfect fusion baby boomer, Generation X and millennial.

Millennial photo by

Who to follow on social networks (II)

(II) Who to follow in networks: YouTube, Instagram is, Google+

If the other day we talked three social networks like are LinkedIn, Twitter y Facebook, Today we enter YouTube, Instagram and Google+. Each of these networks have different monitoring procedures. Let's see them:


There are several ways to follow a user to provide us with value YouTube, but first it is worth identifying those users, and we will do so in two ways, For the name (if we know) using the keywords in the search; If the video is well labeled it will appear in a ranking that we can sort by popularity, by date, and also for channels and playlists. How can we activate this network monitoring?

Channel subscription. It is the most interesting option, that will make every time the user will upload a new video email us letting us know.

Creating categories: If you do not want to follow a user but a category (example: leadership ), from the same video we will ask “sort out” and then create a category. This option is very interesting because it allows us to have a own channel YouTube without having uploaded one video. Who connect with our channel will find all those videos that have classified.

Like: another way to follow videos is simply putting a like. In this case there will be others who will see this preference but we ourselves who will see this like we have made a video of another.

Conversation: if we generate any comment on a video of someone else we can keep track of all the comments that come later as happens in Facebook or LinkedIn.

Instagram is

Selfie redes sociales Instagram YouTube Google+ Shutterstock

Images of post:

It is the social network par excellence labels. If the #hashtag was invented by Twitter, is in Instagram is where it develops its maximum potential. When we do a search on Instagram we have four results: Noted, people, hashtags and places.
Outstanding: here we see the most powerful being sharing in this network and give us an idea of ​​who are the people with profiles that we follow more closely.

People. Here you can search by the name of the person or put a @ in front. If that person is not using a nickname unknown find it quite easily. Tracking formula is similar to Twitter, We can follow who want regardless of whether or not still remains. The only difference is that there are many private profiles on Instagram. In such cases if the other party does not return us to follow we can not see images coming up this network.

Hashtags. It is the crown jewel of Instagram. It is the easiest way to search for content on the network and related concepts find what we seek. If you look closely the, Instagram each publication is followed by a number of hashtags. So if we want to see everything that is being published on drones only have to click on the hashtag #drone.

places. One feature of Instagram is the geolocation, ie every time you got a photograph asks us if we want to say where it has been made. Based on that we can also search for places that is, we can put a place such as the Escorial and see everything that is being published on the Escorial in real time. This will allow us to follow people who are posting about this topic.


This social network obtains maximum performance when other Google products are used such as browser Chrome or YouTube. In addition, to operate in this network need to have a Gmail account or associated with Google. Google+ distinguishes four follow-up formulas: your browser to find collections, communities, people and publications.
For example if we “abstract art” effectively find the four types of results.

The collections we can follow them to see all the new publications that include. It is important to know that if we keep a collection owner will know that we are following.

In the communities we can unite, and are simple as pressing the button together to follow everything that publishes community.

In the case of people Google+ is where perhaps has the greatest differential, because it allows us to track distinguishing whether they are family, friends, known or are followers.

Finally, in the case of publications, we appear those related to the search and may share the commenting or simply put the equivalent network like this, a +1.

We will continue talking about who to follow on social networks, we still Pinterest, Periscope, Snapchat, Slideshare, baby,, Vine, Swarm…

Who to follow on social networks (I)

(I) Who to follow in networks: Linkedin, Twitter, Facebook

Who do we follow in social networks? Obviously whoever you want, but as a general rule I usually opt for four profiles: who can give us value, who help us spread the message, to recruiters and those who want to return the courtesy, without further ado.

A quien seguir en las #RRSS / Personal Branding by Guillem Recolons

Photo credit:

1. Who can give us value

This is a public key that will keep us abreast of things that matter. Not only are they influencers, These are experts who share knowledge and we can add value to our profession. Ways to identify and follow vary depending on the social network:

A. Linkedin

experts: Is the network where more job move. To identify who is who on Linkedin worth using the advanced search, Powerful CRM that allows you to locate personal and professional profiles by keyword, name or last name, by previous or current employer, by geographical area ... The difficulty is that once applied for a contact, it does not always accept the return, implying that our profile must be impeccably written and very clear value proposals.

Business: Worth following companies, especially those in which our interest and convert them into professional affinity target (diana) of our professional aspirations. Company Profiles may follow, but we can also include comments in their publications, allowing us to start working our professional positioning.

groups: There are about two million groups on Linkedin. They are authentic specialized discussion forums. Some are networking, but the vast majority are themed, such as Soymimarca, focused on personal branding, and near 3.000 members. In groups we can monitor expert to learn from them, but we can also talk with them, an excellent chance to make our mark.

B. Twitter

People: It is the network that allows us to follow whoever you want without waiting to return us to follow. Follow experts in this network is very easy through your browser: simply put the matter in which we are interested and pressing search will appear several options: Featured, live, accounts, Photos, videos, more options. For example, if we journalists have to write the search word "journalist" and then click "Accounts", thus those who are defined as a journalist in your profile we appear. Although I am not a lover Klout (measuring online influence) there is a Chrome extension and other browsers that allow us to see directly the Klout index of each profile Twitter, that we can have a rough idea of ​​their influence.

Business: Companies have consolidated their presence in this network because of its direct influence on news and reputation. To follow companies use the same criteria to follow people.

concepts: Search for #hashtags is very effective and allows you to track the conversation around a theme. If we #personalbranding in the search box Twitter, and then we go to the featured tweets, We see all new developments that are taking place about at a time. Hootsuite using this monitoring tool is even easier, because it allows a column can continue to 3 hashtags, for example: #personalbranding #marcapersonal #employeebranding.

Twitter lists: selective option to see Twitter's search lists akin to what we seek, and subscribe. That prevents us follow all the members of the list, but instead yes we can see live what they are published. Locate Twitter lists is complex, since this network has not yet considered the listings in your browser or on your advanced search (also has), so we'll first for the concept through the hashtag and there, we will manually looking at who has created similar lists.

asset tracking: "Enable notifications on your mobile" is available when the person or company you keep track restores you or "follow". This means that every time you come Retweet tweeted or a notice on the phone screen. It is the most direct way to follow a profile.

C. Facebook

People: Here you will run into privacy options, which make it impossible in many cases to find a person. When we do, we can send friend request and in other cases to activate tracking Facebook. People have also profile page offer no difficulty to follow them through a "like" on your page, but do not forget to visit every day because only Shows Facebook Pages 5% what pages they publish their followers (unless payment made campaign).

Business: the vast majority have page, and through the finder generate page is very easy to access and make a "like".

public groups. There are very powerful clusters, response Zuckerberg LinkedIn to keep the professional conversation on Facebook. Whenever someone publishes a group comes a warning like someone had written on our wall, It is very easy to follow, and also very easy to talk with experts from the group's wall.

2. To who, besides providing value, help us to disseminate our messages

The inner circle of influence: Of the influencers we can learn, but unless they are friends, hardly share our reflections or content on their networks. Who has that role then? Our trusted environment, both personal and professional, but especially those who have good communities in networks. For us they are easier to identify because we know them, They are part of our environment. Imagine that we have created a content: a post in a blog, a video on YouTube, We have appeared in a radio interview, TV or in a newspaper article. Digital link we can get to go further, and we will do so through our close circle of influence.

A. Linkedin

Share (link) Profile. With this link clicaremos the option to share our content on Linkedin and all who follow us will see what we have shared.

Send to individuals: LinkedIn allows us to share that link individuals, to block 50 people. Worth changing the standard message "I think this may interest you" for something else worked and personalized. "I did a radio interview a few days ago that explain the effectiveness of systemic coaching in organizations. It would be helpful if you could share this link. Thank you!”.

Send to group. LinkedIn allows us to share content, own or others, to the 53 groups that can be members. This exponentially increases the chances of being seen, as there are some networking groups that have more than 100.000 members. To do it, We act as in the two previous cases. Since the news, post, link or share content on Linkedin with the "Send to group" and will be placing the names of the groups you want to reach.

B. Twitter

Direct message: with those people that we trust and follow us on Twitter we send them an MD (direct message) attaching the link to the content and asking if they can share in your community or simple-minded to make an RT (retweet) the tweet created by us that already includes link and hashtag. It is recommended not to abuse this practice.

Twitter Ads: If we have a small community and we want to see us (impressions, It is the technical name) 70.000 people, a good option is the Twitter Ads, very easy to hire ads in which you choose the type of audience you want to reach your tweet. For € 100 you can achieve a great extent, which then will result in leads (click the link, subscriptions to a blog ...).

C. Facebook

friends: Perhaps it is the easiest case. Since a profile is assumed that your friends are, friends, all we need is to say aloud that we need to share one of our content. Caution: you abuse this practice is considered spam, so better to reserve this ammunition to very specific cases and special.

groups: It is an excellent place to share content, and unlike the profiles of friends, professional groups are for that, content sharing value. Recall that before receiving must be given. It does not serve as a receptacle groups use our ideas and not interact.

3. A nethunters and recruiters

This is a very interesting audience for those seeking job opportunities, but the profile is more difficult reach and more sensitive protocols. We can not expect a quick and positive response to his brava. The strategy over tactics. Before undertaking any action aimed at this audience is important to work our online profiles to have consistency, message, positioning and are not full of digital garbage, complex issues such as fprs (football, political, religion, sex) They are not prohibited but should be treated with great delicacy to avoid getting discarded to the first exchange.

Good to know that digital recruiter or nethunter not content with a static photograph of a moment, They tend to track each profile to know with whom we interact, what we share and what value proposition behind our brand.

A. Linkedin

Locate them on Linkedin It is more complex, as the word nethunter It is used by few professionals. A good tip is >Advanced search > Keyword = nethunter >Near = your country, your district, and the wider radio can. For example, Search by Barcelona have appeared me 12 professionals with this profile.

We analyze their profile. From that moment they will know that we have done, We have already made our first brand.

We ask contact, but never through mobile or Tablet, no longer let you customize the message. We customize the text everything we can, with the value proposition (gainer who we hire) in front.

And wait. If they accept the contact, please, no more we press for a few weeks. There is nothing worse than accepting someone and two minutes is already asking. So the advice is to give before you ask: add value, share interesting content, interact in groups or companies where the nethunter is so leave the second mark and wait to be pre-selected in a process.

B. Twitter

Advanced search: The same procedure would work advanced search, allowing target variables specific location. Advanced Search Twitter is the great unknown, but it is very powerful. It is in the submenu "more options" once we have done a simple search.

Follow: Here the protocol is different, because we can follow whomever we, so we will go directly to "follow". Probably will not return us to follow, usually do not, so a good option is to create a list titled "Top Nethunters Spain" (for example) and go including all related profiles the word nethunters. And so we left the second mark, more important than a "follow".

Label: If we create a valuable content (very much) such as translation before anyone an article in Harvard Business Review on HR and Internet and post it on our blog, in that case we can upload a tweet with the content and finally a cc (knowingly) @elnombredelnethunter. It is essential not abuse this practice, once a quarter nethunter, provided that the content is worth it, It will be enough.

Wait: And wait.

C. Facebook

Caution: Since it is a network of friends, here it is more complicated. Nethunters do not usually have the page, and exceptions will not admit us as friends on their profile.

Privacy: There are groups of recruiters on Facebook, but most are closed, the invitation work. Here we can not go.

Creativity: the only way to draw attention to a nethunter recruiter or Facebook is using high doses of creativity, for example video resume to break molds. Take a look at YouTube to CV Nuria Massana Fusté, It is a great example of what is spoken here.

we are connected / personal branding / social media / William Recolons / shutterstock

Photo credit:

4. Who we want to return the courtesy

There is no clear rule on whether to accept the monitoring of anyone who asks us contact, friendship ... Each case should be studied separately. There are profiles such as Francesc Grau on Twitter @fgrau author of "Twitter in one week"I am praying" follower of my followers "while others only follow those who know or those who actually intend to continue. In any case, here the social network protocols as are simple:

A. Linkedin.

sure before: Here it is worth click on the profile of the person you want to contact to make sure that there is a spammer or someone who will come with the story that has a cousin in jail and needs money.

Action: If we convince, we will have a new contact, a new email and potential stakeholder.

B. Twitter

Attention, not everything is: Like Linkedin, Twitter but there are some profiles that are often suspicious and is perhaps best left for another time:

1. All who go with "egg", no profile picture

2. Which despite including photo, lack profile description

3. Those who have photographed with your pet

4. Those with the private profile (on Twitter that makes no sense)

5. Which include symbols extreme allegiances (football, political, sex…)

6. Those who call themselves MLM Multilevel marketing or online

7. In general, those who see that we are not going to contribute anything at all

Possibilities: It's good to know that once the bilateral track is a series of functions are activated, of which highlight two:

1. The ability to send MD > Direct messages

2. The ability to enable mobile notifications, so that Twitter will warn us of each screen action followed.

C. Facebook

Friendship: By accepting a friendship we have the right to visit her full profile, see that friends have and activate the Facebook Messenger, much like Whatsapp.

accepting: If Facebook is a network of friends, acceptance of contacts can follow two criteria, Choose the one you want.

1. I accept only people you know (and I feel like I have on my wall)

2. Friends of my friends are my friends.

Soon we will continue to YouTube, Instagram is, Google+,…

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Snapchat you trust to get a job?

I share this article entitled "Could you trust a Snapchat to get a job?"Published in Expansión by their editor Tino Fernández they appear collaborations certain level, nothing less than Eva Collado Durán, Aziz Zaghnane y Pablo Urquijo. I make telonero (a role that has always liked). I hope the contribution, especially if you find yourself on the road to find work.

Those seeking the ideal candidate tend to use a wide variety of platforms and social networks (Twitter, LinkedIn, Instagram Snapchat). The question is whether many possibilities are really effective.

Recruiters spend less time among 6 and 20 seconds- each curriculum, and today it is impossible to draw the attention of who can offer work without using new and original strategies.

Inflation platforms and possibilities misleads job seekers

Knowing this, It might seem strange that anyone in their right mind decided to draw the attention of an employer using a network like Snapchat, dedicated to sending files disappear from the recipient's device between one and ten seconds after having seen. And yet, so… Recently Jason Peterson, chief creative officer de has for North America, he explained in AdWeek his company -for the characteristics of its customers and employees necessary profiles- trust in Snapchat as a recruiting tool. Not the first time that Havas does something similar. you have used Twitter, and even Airbnb or TV series Game of Thrones to recruit future employees.

Guillem Recolons, partner Soymimarca, recalls how 2010 Alec Brownstein, aspiring writer in a French advertising agency, He used an unusual technique to send his curriculum Scott Vitrone, Creative responsible for Young & Rubicam in Paris. Finally he was hired, because Browstein did what everyone did and hired a campaign of Google Adwords with the keyword “Scott Vitrone”. For several days anyone who typed in Google the word “Scott Vitrone” It was with this ad: “Hola Scott Vitrone, googlearte yourself is fun. Hire me as a creative in your company, as well. Giving me a call. You are late.”

Keep reading…

New digital profession: cazafollowers

At this point I do not find anything when I say that only $5 can “win” 5.000 followers on your Facebook page or your Twitter or Instagram profile. In fact, many companies, institutions and political leaders are already using this technique to fatten their number of followers, He is convinced that the key indicator in a social network account, and the contents, instead, They are secondary.

Confusing potatoes with steak

I have nothing against potatoes, it's more, I am a great fan. But when you order a steak with potatoes, “steak” It is the center, how important. In our case, the important thing in a profile, for example Twitter, It's not how you are but what you do with your content, how many lists and quality which category you have registered, RT if you make often, themselves generate conversation, controversy, If you bring.

New digital charlatans

The new digital cazafollowers are charlatans, new multilevel found a business that hinges on the pride of the people and the desire of many to “see who's got bigger”.

falsos perfiles twitterIn parallel to the emergence of this new digital profession, the cazafollowers, emerges the figure of the “oversized artificially”. If one entertains to see what has followers on Twitter Don Mariano Rajoy or Don Pablo Iglesias (to name two very different profiles), what you see are thousands of profiles without photos, with unintelligible names without profile definition; is about “boots” Computer generated as followers whose value has quantitatively (and despite the redundancy) but qualitatively are pure ether, They are nothing. Both Rajoy as churches or their advisers- have used the tactic of boots so that when someone visits your profile was impressed by the amount of followers (and the few row) that shows.

How to identify fake profiles

Often they have common patterns. If you look at this profile “Karim Karim”, following Pablo Iglesias and Mariano Rajoy, we see that has all the makings of a fake profile and robotized.

No profile photo, are just eggs

With identity incomprehensible @ bffe34f153bd4de

A follower

Without having generated a single tweet

How to identify artificially swollen profiles

Very easy. Enters any profile (not famous) and look followers. Then fit the profile of a media person or suspect that has more followers Account. Apreta the followers button and look at the average: if you ves more Photos that huevos, we are making progress, if not, customer already have a cazafollowers. I leave this link to an article by Matthias Lüfkens talking about how many world leaders use the cazafollowers to brag about numbers.

How to identify cazafollowers

You not have to make a great effort. If you see that lately have many followers, it is they who have gone hunting. In addition, They do not hide and use very striking images. Here are some examples of famous cazafollowers. You know the funny thing? that they have few followers, that it applies to “Blacksmith at home…”. They sell everything, thousands of followers on Twitter, YouTube, Instagram is, Facebook (pages), Soundcloud clicks Accounts, and even SEO based enhancements create “backlinks” on a website or blog to improve Google Page Rank (practice now penalizes, by the way). As said by Bob Hutchins, CEO of digital consultant BuzzPlant, There are two ways to grow a social media following: You can be authentic, social, and a great publisher. Or you can buy likes and follows”.


Dad, I do not want to be on Facebook


Only two years ago, I remember my daughter, of 11, He sent me a powerpoint 20 pages several reasons they are justifying the create an account on Facebook. I still have it. One of the reasons, as it was imaginable, It was that many of her friends were already in the social network. The legal age to enter was and is 13 years old , so her friends had to “cheat” to Facebook and lying about his birth date. Here it is one of many networks gaps, there is no real control, just lie and one is inside.

I convinced my daughter to wait two years (long time for someone young children, I know) before having own profile, and from my mind we did “friendship” With her friends.

Two months ago my daughter turned 13, and one of the gifts was to create the expected and desired profile Facebook. But the changes that are occurring are so fast now, my daughter, which almost cursed me for not authorize their profile two years ago, My daughter does not want to be on Facebook.

What is happening on the network?

To understand the phenomenon of abandonment (to the input, and this is the case) many adolescents Facebook, I recommend reading the post of expert Francesc Grau “Teens Facebook“, that shows the migration of this group in two giant markets like the US and China to other digital platforms.

New preferences

Como says Francesc, everything points to new formats chat where there is less parental control. In the case of my daughter, the preference is three places, order of use:

  1. Whatsapp, which allows real-time chat, absolute immediacy and creating affinity groups.
  2. Instagram is, that lets you communicate with pictures and use hashtags to find all.
  3. Snapchat, chat for sharing stories (text, video, image) which they disappear in a few seconds without trace.

The dangers of Snapchat

1snapchat1According to the blog of Orange, Snapchat It allows users to send images, short videos or messages through their smartphones. The sender choose how long you want your message to be visible to the other person, with minimal 10 seconds. And then disappears.

The system is interesting, because it leaves no trace. But also it represents strength threat, because it allows teens to send content off-color and that it does not remain registered. A practice, named sexting, that worries parents, and should also worry the adolescents themselves, as for saving an image it is as simple as a screenshot with your smartphone before you clear.

The controversy is served. Snapchat's popularity spread like wildfire and in all the rankings of the major app stores (App Store de Apple and Google Play de Android). Forbes headlined that "guys like Snapchat because it is not Facebook”, a problem for Zuckerberg.

If you are in all social networks, no “you are” any


Not wanting to miss a piece of the pie should not become an obsession. I note that many people are entering an amount of RRSS (social networks) so great that it gives them time to manage any properly.

Focus IS KEY

As we have 5 daily hours to properly manage those networks, it is best to focus. Although there is no dispute between tastes, I focus the issue on four networks:

Linkedin: It allows us to connect with professionals from all sectors and knowing your current activity. The Linkedin groups are discussion forums with good stories in which to learn and the ability to share our stories. True: lately there is enough spam… But where there is none?.

Twitter: is a open network, who can follow one wants without asking permission. It's a good place to learn and to discuss. I think the famous “Cluetrain Manifesto” of 1999 He was referring to Twitter (that nation 6 years later) when he is talking about “markets are conversations”. It is an immediate network, wild, It allows you to put videos, Photos… communicate in real time.

YouTube: If a picture is worth a thousand words, to add sound is a whole. This network allows us to transmit video to our brand 100%, because it helps us communicate comprehensively, including nonverbal language. And if that was not enough, YouTube also is the second largest search engine after Google, and more and more people have to have it on your home page.

Facebook: like LinkedIn, It allows us to recover friendships past. In the professional field, Facebook pages can become excellent places to move a professional offer, and are good reinforcements shop online.

diceAl blog I do not consider a social network, It is well above. We will speak another day. Depending on your professional activity, it is very possible that you can focus your digital communication networks image, as Pinterest Flickr, There are networks of all colors. But remember this, and we can not be everywhere. Must focus.

The most watched ad in history is not an ad. Goodbye, advertising.

The big jump

three players: Felix Baumgartner, Red Bull Stratos and the challenge to gravity. Got together with the leap Baumgartner the largest audience ever conquered an ad. Not even “1984” Apple got that level of impact.

  • 8 millions people watched the jump live (streaming) on YouTube (the event that follows, the London Olympics, they got 500.000 people connected simultaneously on this network).
  • After landing, Red Bull posted the photo of Baumgartner flexing his knees at landfall in Facebook. In less than 40 minutes, the picture was shared with more than 29.000 times, It generated about 216.000 “likes” and more of 10.000 comments.
  • During the jump and at times, half of the trending topics on Twitter spoke jump in the world – removing the role of other simultaneous events like Justin Bieber and games of the National Football League USA.
  • Only in Spain and through Teledeporte, 4,3 millions of people they followed the jump live (yes, 27,8% share).

But not everything is 2.0

Indeed, Baumgartner jump it was real, as Real was the huge investment in the ship and preparations for the jump. The ground control team was worthy of a space rocket launch, and the next day there was no cover of newspaper not to talk jump.

Red Bull advertising had spent years in the world with “te da alas“, so we could say that the jump event was the perfect culmination of the campaign. A company that invests 25% of its turnover in marketing is a business that risks… and in this case wins.


If I had to frame the jump in any discipline communication, I dare say that Red Bull has built the best story of history. Remember the permanent tension of all the hours and minutes before the jump, impeccable script. The sweat ground controllers. The thousands of radio and TV commentators who ventured worst for Baumgartner. The risk, to plot, the control (or decontrol) of time. The preparation of all teams in the wilderness that fell. Awesome. Marketing de atracción in pure state.


Red Bull used its own channels on Facebook, YouTube, Twitter… to relay the event. pure innovation. Another had organized an exclusive with any TV channel, a newspaper or magazine. Red Bull did not want to share center stage, He gambled too.

You have died advertising?

The question I ask myself as advertising and as a victim of indiscriminate bombing of low-quality ads is dead Has advertising?

Surely in its current stadium itself. Consistent advertising disrupt our lives with something we do not want is disappearing. People are rebelling against us notice 20″ interrupting us a film. We prefer to burn, rent it or see it for 2 € HD through Apple TV. We are tired of turning pages and pages full of ads daily on Sundays. We turned off the radio or change the station when entering advertising. Why? For several reasons:

  • there are other options, other channels at that time maybe not issue advertising
  • Lack of affinity: Do not emit ads for products or services that interest us, making it more tedious to have to listen.
  • The creativity It is doldrums. Solo 1 of 100 ads contain stimulants or surprising elements.
  • We have learned to value silence, peace. And a good time to turn off the TV or radio advertising is when you enter.
  • time is over “repetition is reputation“. Now repeat abandonment is punishable by brand. A campaign issued between October 2012 and February 2013 selection of waste in Catalonia (container where you) It has achieved the opposite effect by excessive repetition. Better little and good and bad lot.

The truth is that excessive advertising in traditional media is changing the patterns of media consumption.

Goodbye, advertising. Hello, Branding

I sincerely hope that the present and probably the future- It is in the branding, the large umbrella of commercial communication. I understand branding as an integral process of value creation around a brand, either corporate, social or personal. I try to explain with this graphic:


What good branding?

Is a complete process around the brand.

A corporate branding, for example, It includes strategic communication planning, we el, research concepts and insights, field study meanings brand, Brand design (Logo, anagram…), el packaging, outbound, el storytelling, PR actions associated, yes, “publicity” (obtaining free press coverage), Social Media Strategy, the events, promotions, merchandising, sponsorship, el product placement, direct marketing, planning and media buying, construction of supports for events, graphic arts, The graphic design, the photograph, audiovisual production, the audience measurement systems, influence and reputation-and whether conventional or online-, el street marketing, shares of retail POS (tastings, promos, signaling…), yes, “city branding” or brand study of cities, web design and corporate blogs, all, all.

How it is ideally design a branding strategy

Heart out. From the vision (the why) to the mission (the what) through the differential values (the how). It is very difficult from what, the process must start with why. Luther King He dreamed of an America without racism (view), and so his message struck a chord. He did not just denounce whites, I had not done any. Instead, created collective consciousness, one huge social branding action. Something made Mahatma Gandhi. And so they did asked, who dreamed of making things easier for people or Bill Gates, who dreamed of 1975 each house could accommodate a computer.

In the commercial arena, vision or dream of Red Bull has been that people fly (and he has achieved, go if you have done). The vision of BMW -in Spain- It is to awaken the pleasure of driving. This is not to sell soft drinks or cars, It is about creating sensations and emotions, to reach the hearts of people, of attracted by passion, not repeat. The desired response to a well planned action of branding is not “this brand has convinced me”, is “this brand speaks my language, Do you get me, tunes”.

What will happen to advertising agencies?

Many have understood the change and are offering even without specify- processes branding. The other fear that eventually disappearing or becoming specialists serving companies branding. If only they dedicated to sell ads without wanting to see beyond ad agencies will be, little more. Recently, talking to a good friend, He came the idea of ​​calling “commercial communication” the entire set of processes that I have described above. But I think it is lame, lack a higher concept, miss the mark. And brand is all: Business, institutions, people, citizen groups. Everything leaves a brand. Why the word branding (Originally burn cattle with a distinctive symbol) filled both, It is an umbrella shaft.

And what will happen to advertising professionals

In my view there is an excessive specialization around the advertising profession; there are few advertising “holistic” and there are many art directors, editors, planners, Account Managers, media specialists… The truth is advertisers do not want to see a team 5 people in a meeting. They want to talk to one, with whom you can talk about everything knowingly. That story is repeated in meetings “it will consult with the editor” bores the most painted. Be solved, advise, get wet.

If we add that few professionals understand much publicity promotions, The street marketing, events, we find that advertisers are forced to hire 10 agencies to resolve the management of the same brand: the advertising, the media, the social media, the promotion, the CSR, to the….

So, I venture to guess that the comprehensive professional branding It is imposed, will be the guardian angel of communication companies, institutions, professionals… Isn't it?, there is still no university degree of branding. Branding experts have gained their experience working in many places and with an open mind. It will be a more creative profile management, I do not doubt that, but you will have to share your right brain with some analytical capacity. An all terrain, a burner.

the brander

Although there are no studies yet to be "Brander", may I recommend some readings to understand the phenomenon of branding

Puro Marketing article published in the 11 March 2013