Archivos diarios: 16 marzo 2010

La guía práctica de Tuenti acaba de publicarse!


Bueno, acabo de descubrir que José Mendiola ha publicado un nuevo libro “La Guía Práctica de Tuenti” y yo sin enterarme!

Aunque la temática es más que evidente, no puedo contaros mucho más porque no lo he leído, no obstante, os dejo un link donde podréis haceros con él, de la Editorial Anaya.

Ahora sólo falta esperar que llegue y devorar su contenido.

Enhorabuena Jose por la iniciativa!!
Vía theblendedmarketing.com

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New Ads Explain the Science Behind Clearasil


- Elaine Wong
Clearasil is dropping its humorous approach in ads, in favor of spots that espouse the “science” behind the skin care brand’s products.

A new campaign, called “The Science of Looking Awesome,” breaks today (Monday), and is part of a global effort by the Reckitt Benckiser-owned brand to pitch its products to a slightly older consumer group. Until now, Clearasil—best known for its acne-fighting properties—has been a favorite among teens. But according to Reckitt, 18- to 21-year-olds tend to use the products.

That’s why Reckitt decided to change the tone of its ads, said Sabrina Rodgers, Reckitt Benckier’s marketing director for personal care products. In a commercial that ran last year, titled “Lipstick,” a teenage boy asks a girl if he can “borrow her lipstick,” and kisses her on the lips. (Tagline: “May cause confidence.”) In contrast, the new spots, via HavasEuro RSCG in New York, show how Clearasil’s acne-fighting properties help clear up skin.

One spot, for instance, shows a young woman walking into a lab-like bathroom. “It’s 10 p.m. and Kate’s face is breaking out. So she uses new, Clearasil Overnight Lotion,” the voiceover says. The ad touts Clearasil’s latest product launch, which hit shelves in January. Print ads, likewise, build on various scientific claims. Both the print and TV ads use graphics, such as diagrams depicting chemical bonds. The campaign includes print buys in this month’s Glamour and Allure issues, as well as ads running in Fitness and Seventeen next month. Sigue leyendo

The 5 Cs of Hiring a Freelance Designer


Have you all heard of the 5Cs? The 5C’s of Credit are a reference to the major elements of a lender’s analysis when considering a request for a loan. Well, how about the 5Cs in a designer context? We naturally think from a designer’s point of view, and forget to step into the shoes of the client. So today, let us think of ourselves as a client and ask: What would we be looking for when considering hiring the best designer for the job?

We can use the 5Cs analysis framework to gauge the suitability of a designer. This framework has been used widely in many different industries to analyse the key areas applicable to the product. Though each of the criteria is different for the 5Cs, the framework is created to assist people in making the right decision. Today, we are looking into the 5Cs a client should concentrate on when looking for a designer.

The 5 Cs Clients should look for in a Designer

A client could consider this useful framework for selecting the most suitable designer for their job. The 5C analysis is a characteristic scan on five key areas especially applicable to hiring a freelancer.

Commitment

Ask for it. One way to know if your designer will be committed to the upcoming project that you want to engage him for is to ask him. Check out the designer’s time schedules and discuss the stipulated deadline for the work to be completed. A client does not wish to have his project delayed just because the designer has received bigger, more profitable projects. As a client there is a need to feel important to the designer. Sigue leyendo

Are you Wasting 50% of your Time?


In today’s constant-distraction-and-huge-todo-list culture, it’s extremely easy to get sidetracked by things that aren’t vital to achieving your goals.

Here are some simple tips for making sure you’re not wasting a large percentage of your time on things that don’t matter.

#1 Gather Your Todos

I use Remember the Milk to record all my todos. I group them by projects and then assign due dates and priorities. They also have a great iPhone app which syncs automatically with the web app.

Whether you use Remember the Milk or another tool, it’s super important to write things down as soon as you think of them. If you don’t, then you’ll constantly be plagued by the feeling that you’re forgetting something (I have over 500 tasks currently active in Remember the Milk).

#2 Organize Your Todos on Monday Morning

A sure-fire way to waste 50% of your time is to charge into the week without organizing your todo list and inbox. There will be hundreds of things shouting for your attention and you need to proactively choose which things are important to you – not things that other people say are important for you to do. As someone once said …

Your email inbox is a todo list that anyone can write to.

Here’s how to organize your todo list:

  1. Block off the first hour of every Monday to organize your todo list. Turn off instant messenger, close email and silence your phone. You need absolute silence so you can focus. I tend to do this from 5am – 6am on Monday mornings, before my wife and son wake up.
  2. Go through the todo lists for all your current projects (in Remember the Milk in this example) and pick important things that you need to do this week. Prioritize them and assign them a due date this week, or tag them with ‘thisweek’.
  3. Use a tool like TadaLists.com and create a list called ‘This Week’. It’s important that this is separate from your main repository of todos (Remember the Milk in this example).
  4. Take a deep breath and ask yourself “What are the things that I could work on this week that will get me closer to my longterm, important goals?”. (These things may not even be on your Remember the Milk todo lists.)
  5. Put several of these things on your ‘This Week’ list in TadaList and prioritize them by putting the most important things first. Make sure these are atomic, do-able things (not big concepts like ‘Increase signups by 3%’).
  6. Go back to Remember the Milk (or whatever tool you’re using) and filter it by tasks due this week.
  7. Pick several of the important ones and copy them over to your ‘This Week’ list in TadaList.
  8. Close Remember the Milk and only refer to the small ‘This Week’ TadaList for the rest of the week. Sigue leyendo

Anthony Volodkin: Why Steep Learning Curves Are Worth It



by Sarah Rapp
In 2005, back when music blogs were still a relatively new phenomenon, Hype Machine creator Anthony Volodkin imagined a website that would aggregate those diverse critical voices to answer an age-old question: “What should I listen to?” A 19-year-old college student with an IT side job, Volodkin had little time, little money, and little experience working on the web. But rather than getting discouraged by an incredibly steep learning curve, he took it as a sign that he was onto something.Today, Hype Machine pulls content from over 1,000 music blogs to paint a “trend map” of what songs people are talking about, and allows users to stream all of them. In essence, it takes the musical chatter from across the web and distills it into one clarion voice that tells you what’s hot right now. Sigue leyendo

Driveby culture and the endless search for wow


Posted by Seth Godin

The net has spawned two new ways to create and consume culture.

The first is the wide-open door for amateurs to create. This is blogging and online art, wikipedia and the maker movement. These guys get a lot of press, and deservedly so, because they’re changing everything.

The second, though, is distracting and ultimately a waste. We’re creating a culture of clickers, stumblers and jaded spectators who decide in the space of a moment whether to watch and participate (or not).

Imagine if people went to the theatre or the movies and stood up and walked out after the first six seconds. Imagine if people went to the senior prom and bailed on their date three seconds after the car pulled away from the curb.

The majority of people who sign up for a new online service rarely or never use it. The majority of YouTube videos are watched for just a few seconds. Chatroulette institutionalizes the glance and click mentality. I’m guessing that more than half the people who started reading this post never finished it.

This is all easy to measure. And it drives people with something to accomplish crazy, because they want visits to go up, clicks to go up, eyeballs to go up.

Should I write blog posts that increase my traffic or that help change the way (a few) people think?

Should a charity focus on instant donations by texting from a million people or is it better to seek dedicated attention and support from a few who understand the mission and are there for the long haul?

More and more often, we’re seeing products and services coming to market designed to appeal to the momentary attention of the clickers. The Huffington Post has downgraded itself, pushing thoughtful stories down the page in exchange for linkbait and sensational celebrity riffs. This strategy gets page views, but does it generate thought or change?

If you create (or market) should you be chasing the people who click and leave? Or is it like trying to turn a cheetah into a house pet? Is manipulating the high-voltage attention stream of millions of caffeinated web surfers a viable long-term strategy?

Mass marketing used to be able to have it both ways. Money bought you audience. Now, all that buys you a mass market is wow and speed. Wow keeps getting harder and dives for the lowest common denominator at the same time.

Time magazine started manipulating the cover and then the contents in order to boost newsstand sales. They may have found a short-term solution, but the magazine is doomed precisely because the people they are pandering to don’t really pay attention and aren’t attractive to advertisers.

My fear is that the endless search for wow further coarsens our culture at the same time it encourages marketers to get ever more shallow. That’s where the first trend comes in… the artists, idea merchants and marketers that are having the most success are ignoring those that would rubberneck and drive on, focusing instead on cadres of fans that matter. Fans that will give permission, fans that will return tomorrow, fans that will spread the word to others that can also take action. Sigue leyendo

But it’s better than TV


Posted by Seth Godin

At the local health food store lunch buffet, they offer stir fried tempeh.
I never get it. Not because I don’t like it, but because there are always so many other things on the buffet that I prefer.

That’s why I don’t watch TV. At all. There are so many other things I’d rather do in that moment.

Broadcast TV was a great choice when a> there weren’t a lot of other options and b> when everyone else was watching the same thing, so you needed to see it to be educated.

Now, though, you could:

  • Run a little store on eBay
  • Write a daily blog
  • Write a novel
  • Start an online community about your favorite passion
  • Go to meetups in your town
  • Volunteer to tutor a kid, in person or online
  • Learn a new language, verbal or programming
  • Write hand written thank you notes each evening to people who helped you out or did a good job
  • Produce small films and publish them online
  • Listen to the one thousand most important operas
  • Read a book or two every evening
  • Play a game of Scrabble with your family

None of them are perfect. Each of them are better than TV.

Clay Shirky has noticed the trend of talented people putting five or six hours an evening to work instead of to waste. Add that up across a million or ten million people and the output is astonishing. He calls it cognitive surplus and it’s one of the underappreciated world-changing stories of our time.

http://sethgodin.typepad.com/seths_blog/2010/03/but-its-better-than-tv.html

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