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offline opportunities to strengthen personal brand

Personal brand development is not unique to the digital environment

A few days ago I saw a video William Arruda which it interested me the use of a word almost forgotten today: The real world, also technically it is known as the offline world.

It may seem shocking to talk about the real world is an exception, but in this case, Arruda justifies him with an invitation to convert a actual event (offline) in a online event.

We could set an example. Imagine you're a marketing specialist and you have to give a talk about the importance of packaging in communication. this event, that may come 20 or 30 people, can become an excellent reinforcement of personal branding if the resources are properly provechan 2.0., becoming a fact in a virtual phenomenon.

Before the event begins, and we could draft a Press release and send it via email to industry magazines (in this case branding, graphic design, packaging) and also some more general support.

Then we could publish a post in our blog to publicize our virtual community our talk, and not only that: We could ask our readers to give us their inputs packaging on the environment, something that will enrich our presentation.

We may also update our status in social networks, from professional and LinkedIn, Plaxo, Viadeo or Xing to personal as Facebook or microblogging as Twitter.

When the talk takes place, remember the organizers that we are interested in a copy of filming, because with a good editaje we have the same material in order to create small clips YouTube.

Talk to share with our community follow the same steps: blog post, tweet, upgrade networks, but here we can also publish the powerpoint used in chat SlideShare oa Issuu.

Definitely, an offline event can become a major event on the network without overexertion.

It's not about the number of contacts, This is how we interact with them

In our personal brand management, often confused with quality amount.

It is true that the networking It is based on propabilidades, and the taller, better. It is also true that we are in the era of affinities, personal segmentation, del one-to-one, and, in, from personalization. To have 5.000 contacts LinkedIn It is very interesting, but it will be even more if we divide this heritage in related groups (consultants, managers, thinkers, journalists….) and we address them in a manner more akin.

Both Facebook and LinkedIn, Plaxo, Viadeo… Contact hunting sometimes becomes a nonsense. I can understand that a political candidate need a very broad base of “friends” for desvelear agenda, their thoughts and proposals. Perhaps the problem lies in the nomenclature “friends”. I do not deny that there may be someone with a lot, many friends. But these figures we see often 5.000 friends are unreal. In our personal brand management, often confused with quality amount.

Twitter case is somewhat different, since that's possible “follow” people for what they think and what they write, not because our relationship with those people. Twitter, Besides, its interface offers the ability to create affinity groups. So that, according to the mood of the moment, one would want to read things “Coach”, of “politicians” it “football”…

Twitter offers the ability to create affinity groups

In the background, online contact management should not be far from the offline management. When you create a database, there is always a field that defines the sector. That's the key customization. So that, It's not about the number of contacts, is about how we interact with them.

11. How many virtual connections have?

Facebook friends, LinkedIn Contacts, Friends on MySpace, twitter followers, blog readers…

This is your virtual patromonio. If you want that is also a real estate, interacts con ellos. Send messages, Post notes, tweets, congratulates anniversaries, creates clusters. Your virtual connections are more important than you think. Perhaps Twitter is the virtual platform, where you can have followers who do not know anything, but that in teresan for your ideas. It's a great opportunity to meet world. Not you spoil.

8. What you find when you put your name on Google?

In other words, How do we manage our online presence?

Your name on Google what does?

We have found several cases among customers with our Personal Branding

  • In a case, the character appeared only in a legal dispute over ago 10 years for a bad debt (then it was satisfied, but that does not reflect the net)
  • In other, we find that the character had a false “other me” created by a third party LinkedIn. Obviously, impossible to find the keys and passwords to eliminate the fraudulent account.
  • In many cases, the characters appear only in golf competitions listings, fell, windsurf. Something not usually help a lot when it comes to finding work or look for clients.
  • In cases of younger people, It is common to see the name associated with unedifying phrases MySpace or Facebook, related parties, sex…
  • But in the vast majority of cases we see that what appears on Google has not been managed by the person concerned. The network has been commissioned to mark their preferences.

How to avoid it? An easy answer would be to hire one brander staff (management consultant personal brand or personal branding). But in general lines, It is to apply some common sense. Not engage in phrases that have boomerang effect. Avoid full conflict. Generate positive news. Use Twitter It is a good recommendation. They are short sentences (type SMS, of 140 up to characters 280) that help position the person with a particular field.

For more information contact me.

 

Google search image by Shutterstock.com

7. How do you communicate your value?

Last 2 March we referred in the question post How do you create value?

How do you communicate your value?

Is very well create values, have values, defend values. But if you do not communicate no one will know. Will it serve something? Why not, to fill the gap of complacency. Little more.

The truth is that today there are many ways to communicate. Time has passed that it was necessary to publish something in a newspaper that the world found out some news. Now is not it. We are in society hipercomunicación, So the web 2.0 It gives us resources to reach our personal brand, our value, whom we want. It is a less mass communication, more individualized.

The power of information is no longer in the middle, It is in the individual

When someone writes a note Facebook, He wants to share with friends. If the note is written LinkedIn, He wants to share with your professional contacts. Now is sharing information. When someone wants more openly share an opinion, uses the blogs and microblogs (twitter). But that is not all. Now we can enter the digital edition La Vanguardia, The country, The world, ABC… and write a comment about a story. I will be published in the act, and possibly you will have immediate response. We can directly influence the creation and definition of words through Wikipedia. The power of information is no longer in the middle, It is in the individual.

Y tú, How do you communicate your value?

 

Cover photo by Monster Ztudio on Shutterstock.com

If Facebook were a country, It would be the number 4 The world after China, India and USA

Some chilling statistics web:

– Facebook : 174.000.000 users connect once a day

– Twitter has already 75.000.000 users

– LinkedIn has 50.000.000 users

– Flickr accumulates 4.000 million images

– More of 35 million Facebook users update their profile every day

– Wikipedia now has more than 14 million items

– In the world there are more than 200.000.000 blogs

– India has 3 million users LinkedIn

– The 70% bloggers talk about brands on their blogs

Plus? Take a look at this video. Is worth.

[youtube=https://www.youtube.com/watch?v = sIFYPQjYhv8&hl = Fr_FR&fs=1&]

Tiickr, advertising in exchange for incentives

literally I transcribe an article which I found at yorokobu.es about a new formula (very side, in my view) to recruit and retain customers through social media:

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 of 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.

“In Europe there is a crisis of values, reigns as 'Islamically correct', Secularism is sick”

The phrase, of Magdi Allam, it has drawn my attention. It has a powerful emotional charge. You will agree or disagree, but it is undeniable that the phenomenon of immigration is changing perspectives. The Christianity, predominant in recent 2.000 years in Europe, you are losing weight in favor of secularism and religions “imported” from immigration.

The phrase appears in article Maria-Paz Lopez, La Vanguardia, Tuesday edition, page 5 under the title “Cross-Allam“. I deals with the story of an ex-Muslim baptized by Pope, you just found a Christian party in Italy. a curiosity.

The notorious part of the sentence is “Islamically correct what prevails“. The truth is that Europe is becoming a civilization “sponge“, which rapidly absorbs the phenomena that come from other areas, other cultures. Santa Claus celebrate as normal, forgetting our Kings, our mangers. We connect to Facebook, We see CNN. Some no longer remember the origin of Easter holidays, but everyone knows when Ramadan falls. Crisis of values? maybe. There are also new values ​​coming from outside. Perhaps now we are more united than before. The truth is that the picture is changing, and Christianity needs to take a media push not lose weight in the European society. Is it the .pregunta is a side approach of Christianity?

kolbe_loquenecesitasesamorI have had the opportunity to browse through the magazine ever “Kolbe“, a magazine program produced by several Catholics who teaches creative advertising a new way, an approach lateral, to understand the Catholic religion. My good friend Manolo Portabella It is one of the authors of the journal. Address Kolbe Foundation Internet is https://www.fundkolbe.org and one of its objectives is “preach the gospel putting him on a modern context, actual”. If the way to see things “Kolbe” is spread over, possibly Christianity recover part of their lost portion.

I leave you with some examples of creativity Kolbe.

kolbe_la-chispa-de-la-vida

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