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The impulse of social conscience and personal brand

A week ago I wrote down the article Trends: 2020 Personal Branding seven of which for me will be the most relevant trends for 2020.

And I've set out to develop each of these trends during 7 weeks, starting with one of the ones I think can change things: the momentum of the social conscience.

As an introductory note, This is Consciousness with long boring “s” is the ability of the human being to perceive reality and recognize himself in it, whereas the Consciousness is the moral knowledge of what is right and what is wrong.

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

The great threat of a world without a conscience:

When they are met 30 years of the fall of the Berlin Wall, today there are world leaders who advocate the creation of other walls. We know that as involution.

But the threat doesn't just come from politics. Some companies, and their leaders, have contributed to that threat through Discrimination, lack of confidentiality, lack of commitment, social control... Some examples:

  • Century-old American Wells Fargo betrayed her audience's trust by creating millions of fake accounts on behalf of their customers to multiply their profits.
  • Dieselgate. Although the problem has already been solved, Volkswagen lied for years about the real environmental impact of its diesel cars.
  • Exploitation of people: Some activists in the Democratic Republic of the Congo have denounced the activity of armed militias and slavery conditions in mine workers. Mines whose product are components for computer processors. Nintendo is one of the buying companies.

The world needs strong ethical leadership more than ever

Humanity is under threat. The Great Barrier Reef is in danger of being destroyed. We lose a hectare of rainforest every two seconds. The misuse of technology can end security. Great powers are turning to the nuclear rearmament. The social inequality due to a poor distribution of wealth is polarizing society.

These are the great challenges of the great leaders, include social awareness in their programs. And we're not just talking about political leaders, but of the great entrepreneurs who have in their hand to change the way they produce. And also of the large media groups that can apply ethics in their way of explaining what is happening.

Leaders whose purpose includes social awareness will highlight

And they won't just stand out, but will lead the organization and its brands to apply that purpose. We need more leaders like the one responsible for the dairy company the Beech, Christopher Columbus Palasían, that has created a successful business ecosystem from people with psychic disabilities.

"We're not here to make yoghurts, but for our workers to have a more dignified life". Christopher Columbus Palasían

Don't miss his story:

It is customary to worship the entrepreneurs who generate the most economic benefits, but we forget those who bet that our planet is a better place. The Melinda Foundation & Bill Gates has helped eradicate fearsome polio in many underdeveloped countries. Money doesn't make the world better, initiatives to invest it in social improvements yes.

The new leaders will be those who empathia with refugees, with global warming, with social injustice, those who apply social awareness.

Professionals want to work on something meaningful, with a purpose beyond profit

And it doesn't all come down to the great leaders. Each of us can contribute to greater social awareness. New employees, millennials and centennials, want to develop their careers in companies and projects with meaning, purposefully.

The new one employer branding must evolve. It is no longer just about improving the conditions of the worker, also from the environment in which we all live.

Social awareness and personal branding

The value proposition shows a path to project our personal brand, through a benefit to a customer and a different way of raising it. But in the years to come, this proposal will not be the only key factor by which we will be elected or we'll leave a legacy.

Adopting social awareness in our management of Personal Branding it's not just a differentiating factor, it's also a commitment with what's around us.

Everyone in their own way can bring value and awareness, and thus achieve an inner satisfaction and a projection that makes us better as people.

Editorial news: Scary Hypoline

Hypoline Fear Remover in guillemrecolons.comI already have in my hands Hypoline Removals, a delicious comic written by my friend Natalia Gómez del Pozuelo, illustrated by Evaduna and published by Empresa Activa (2019).

Natalia is "on fire" publishing easy-to-read books, that help us in areas like public speaking (Free yourself from the fear of public speaking), manage the Internet and social media (Where do I begin 2.0 and Twitter for clumsy), manage leadership as parents or as bosses (Good father, best boss). We are also happy many Sunday afternoons with his short but direct novels as The chickpea code and Two out of three.

Hypoline is a bot, a virtual assistant with a mission to help us when we're out of control. It helps us face our fears. It's fun the way to "consume the comic". You can read the comic and then the essay, or the other way around. A marvel.

Personal Branding Experiencie Mexico 2019

This week, the PBEX Mexico, the second Mexican edition of the congress created four years ago by Daniela Viek in Brazil and for the world. Last year it was face-to-face, in Puebla, and this year my partners Integra Personal Branding they've developed it 100% online, according to the new times. I had the honor of giving a little talk about value proposition alongside excellent professionals as Nancy Vazquez, Alan Urbina, Daniela Viek, Gaby Alviso, Mayte Calva, Xiomara Zetina, Esteban Villagómez, Leo Larrea and Gustavo Nolasco.

TEDxEixample has something to tell (And it's important)

Two news:

The first is that the 21 November 2019 took place at the facility Aticco Verdaguer the third #TEDxEixampleSalon of 2019. This time, there were two big protagonists, two speakers who gave the counterpoint to technology and humanity: Alfred Batet speaker and Internet of Things expert. Telematics Engineer by the UPC, Telecommunication engineer from Ramon Llull University and Executive Master, Marketing and Sales specialty by ESADE. Y Joan Vinyets, TED speakerX, People-Based Innovation Expert and DonandMerit Co-Founder. Designer, Anthropologist, and Doctor of Social Communication.

There was a wonderful debate, moderated by Ana Reyes, among the consequences of technological progress (Batet) and the need for greater ethics in implementing these advances, putting people ahead (Vinyets).

TEDxEixample Salon Aticco

Ana Reyes moderating the debate with Joan Vinyets and Alfred Batet

The second news is that of Pau Samo, the organizer (the boss) TEDxEixample announced the date of celebration of the 2020 TEDxEixample, yes, 22 of May 2020 at the Ancient Damm Factory from Barcelona. We'll soon know more details, speakers… I don't need to say that sponsors will be welcome.

It is an honor to be part of this group of volunteers with the aforementioned Ana, Pau, already Robert Ferrer, Helena Casas, Rubén G. Castro, Carmen Gibert, Eva Soto, Alba Espejo, already Oscar (The Clamp) e Irina (Lab Creative Studio).

Newsmaker: We already have a date, agenda and poster for Personal Branding Lab day 2019

Nilton Navarro and Alicia Ro, with my help and jordi Collell's, are finalizing the details of the 5th edition of the Personal Branding Lab Day. This year will be back 100% online, and free, and will take place on Saturday 14 December between 11 and 19h Spanish time (4 and 12h CDMX time).

The central theme is "Boosting your personal brand" and will have (You read it well) 65 professionals between the 17 presentations, the 2 round tables and 35 videos.

Do not miss it, save this link: Webinar Personal Branding Lab Day Link 2019.

Here's the participant chart and the event agenda, which will be sponsored by Infojobs, Blanquerna Comunicació and R.I.., Telepizza, CANARY SEO and Lid Editorial.

Personal Branding Lab Day Participants 2019

Agenda Personal Branding Lab Day 2019

Imagine being someone else for a week

Why not, I know. Be someone else for a week it is crazy. And for one day, and for a few minutes too. But imagine how easy it would be to understand the motivations and problems of others. Imagine how you would empathize with someone else.

You are right, You may be someone else

Not physically, of course, but culturally, socially and politically, ie from the identity, we could be someone else for a while. Genetics is not everything. People who are born in a place with a certain culture and customs have finished adapting other after emigrating to another land.

Certainly you know cases of English parents who have adopted Chinese children in which just watching many features of the adoptive parents in children.

Believe me, I'm not pretending you to be someone else different than you. That's it, as you know, It has little to do with your Personal Branding. It is to understand how others think from a privileged view, yours.

I can not be a woman for a week, but being Basque for a week

Physics does not allow me to be a woman, or another race, Animal species or other. But culture and society itself. This idea, stupid and absurd time until you achieve the first follower or investor willing to follow, was born last Friday in Gipuzkoa, Euskadi.

On Friday I was at an event on tourism masterfully organized by the Provincial Council of Gipuzkoa, Libe, Oianko. Following presentations by Denis Itxaso (Deputy), Blanca Zayas (TripAdvisor), Olga Villacampa (Noema Consulting), Inge Sáez, Nilton Navarro (Infojobs) and myself, Juanjo Azcarate (CCC, Incipy, Womenalia…) joined us at a round table.

Azcarate wanted to provoke the audience suggestions for ideas to innovate in a sector such as tourism projection. More than ideas, questions arose, which it is also important. Curiosity killed the cat, but to us it makes us grow. Suddenly, I made some storytelling with a unique tourism promotion: “Giputxi for a week” or guipuzcoano for a week. A gastronomic tour, cultural, rural, production, political and, above all, social by small and very powerful Gipuzkoa and its people.

Empathy fix many of the problems of this world

Surely if we could be another person from another culture for a week, We would understand his reasons and we could empathize with their needs. We would no fear of war refugees, people fleeing poverty. We would understand the motivations of people with different beliefs to ours (policies, religious, sports allegiances).

What if suddenly my stupid idea had its first “follower” and come true? Tourist itineraries could prepare environments that exceed the damn pyramid Maslow. I explain: It is well to travel just to see beautiful places, try unique dishes, I want to travel to meet people different from me, get drunk their culture, your ideas, their reasons. I can not think like them, but I can understand why they do what they do, They ask what they ask, or love and love.

How a movement is created?

To show you the importance of the first “follower” I leave one of the shortest and bright TED talks of all time, Derek Silvers in the 3 minutes “How to create a movement”.

Did you like it?? It is single minded, easy and well documented. And speaking of TED, you still have time to purchase your ticket for the TEDxEixample next 22 March in Barcelona, Antiga Fàbrica Damm.

The poster deserves, trust me. It will allow you to be someone else for a few hours

speakers TEDxEixample 2019

Cover illustration by Melitas on Shutterstock.com

Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa

In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. And, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, yes, Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

Instead Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, yes, social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Why not. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

#TEDxEixample> promoters of ideas that can change the world Wanted

Two months ago I was in Lleida to witness the TEDxLleida 2018. There was of Pau Samo, who told me he had given witness to the organization Montse Diaz after three years of success as an organizer and licensee in Lleida and two in Amposta. The ideas contained in the papers this year loved, and stressed especially:

Birth of a new TED: TEDxEixample

Pau told me he wanted to talk to me in a few days in Barcelona, I had a proposal for me. Said and done, a few days later he told me that he had gotten a license “big” for a new TED in Barcelona that would take the name of the most emblematic district, the Eixample, the brainchild of Ildefons Cerda, engineer, urbanist, lawyer, Catalan economist and politician SXIX.

And that was not all. Pau told me to go ahead with this new challenge. With me, and some more, of course. Newsmaker. I could'nt believe it. I had been on stage two years ago TEDx Lleida, with a Talk about super powers (the values). And I saw how complex and exciting to organize a TEDx. A year of work consumed in a magical evening.

Emotional payment of a volunteer

I've always thought that a volunteer does not charge money, cobra emotional benefits, to see that other people can minimally improve their lives because of your time. And TED is that, a non-profit. And also the TEDx licenses that were created in 2009, raised as independent events (in fact, the "x" means "organized act independently).

In TEDx not charge the organizing team, They do not charge the speakers, and it is intended that the costs involved in the event (space, video and sound, Photography, catering, travel and subsistence expenses of speakers, web, social networks, acreditaciones) They are covered between sponsors and attendees entries.

I prefer to call them drivers of ideas

The word sponsor is me short when it comes to boosting ideas that can change the world. So I prefer to see them as enablers, as promoters of ideas. To bring speakers to expose ideas worth sharing requires a small investment, and not for what they charge (TEDx remember not paid its rapporteurs), is the cost of organizing the event.

If you are reading this and know impellers ideas, please, Tell them to go through the contact section of the website TEDxEixample.

Culture as a framework for the first edition

We did not have to discuss what would be the theme of the first edition: Culture. Barcelona's Eixample is a cultural engine, there is La Pedrera, The Fundació Tàpies, Palau Robert, Batllo house, House Punxes, Casa Elizalde, The Holy Family, the Hospital de Sant Pau… Poetry, town planning, architecture, culture, painting, literature, music, Photography, dance, film will star the # TEDxEixample19.

Proud to be part of a team

Perhaps this is the best part, Finding a collaborative environment of people armed to the teeth of motivation. We will not be creators of ideas, but believers, and we'll give everything so that in the first edition, expected (even without closed date) for spring 2019, a success. The measure of success is not money sponsorship, or the number of attendees, is the quality and capacity to mobilize ideas to be exposed.

A pleasure to share many days of illusion (and pressure, why deny) Pau Samo, Robert Ferrer, Rubén G. Castro, Carmen Gibert and Helena Casas, those who will join more, definitely.

In this TEDXEixample official website You can find more information. And finally, I leave you with one of my favorite TED talks, that will make you lift chair, to the Julian Treasure “Talking to listen to us”. A marvel. Have a nice week!