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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Acceso a Twitter desde cualquier sitio web


Twitter da un nuevo paso adelante en su lucha por ganar presencia en la red y lanza ahora la plataforma @anywhere, que permitirá a sus usuarios acceder a su cuenta en la red social desde sitios webs de terceros, como Yahoo!, Bing o Youtube, informa Horizont.

Los sitios webs que tengan implementada la plataforma @anywhere dispondrán de un enlace desde el cual los miembros de Twitter tendrán acceso directo a sus cuentas. Al pasar el ratón por dicho enlace, el usuario podrá ver su último tweet encajado en una pequeña ventana. Gracias a @anywhere, será también mucho más fácil para los anunciantes añadir su perfil en Twitter a la publicidad online.

La integración de la plataforma @anywhere es muy simple y requiere únicamente de unas cuantas líneas de Javascript. “Esta aplicación permite a los sitios web ofrecer más servicios a sus visitantes de una manera sencilla”, escribe Biz Stone, fundador de Twitter, en el blog de la red social.

Además de Yahoo!, Bing y Youtube, se espera que integren @anywhere en sus respectivos sitios web eBay, Amazon, Salesforce, Digg y The New York Times, entre otras compañías.

http://www.marketingdirecto.com/actualidad/digital/acceso-twitter-desde-cualquier-sitio-web/

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Worten y el ‘milagro’ de los 10 euros que valen 100


Dice el refrán que nadie da duros a peseta, hasta que ha llegado la cadena de electrodomésticos Worten y ha ofrecido a sus clientes la posibilidad de convertir los billetes de 10 euros en 100, para celebrar la apertura de su nueva tienda en Alicante.


Para lograr este ‘milagro’, un grupo de azafatas repartió ayer varias pegatinas entre los habitantes de la ciudad, quienes debían colocarlas en sus billetes de diez euros para  convertirlos  en 100 euros cuando hoy paguen su compra en el nuevo establecimiento de Worten.

Por supuesto, todo no podía ser tan fácil, y sólo los 200 primeros que  compren hoy en la nueva tienda , entre las 9.00 y las 11.00 horas, verán multiplicado su dinero gracias a la pegatina.

http://www.brandlife.es/blog/2010/03/worten-y-el-%E2%80%98milagro%E2%80%99-de-los-10-euros-que-valen-100/

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El regreso del marketing a sus orígenes


Internet y las redes sociales han operado un cambio sin precedentes en el sector del marketing. Sin embargo, ¿se traduce la novedad en una mayor eficacia? No necesariamente, o eso al menos es lo que asegura Pete Blackshaw, vicepresidente ejecutivo de los Servicios Estratégicos Online de la consultora Nielsen, en un artículo para Advertising Age.

Apple, Nike y Adidas, entre las marcas más falsificadas en 2009


Nokia Corporation
Image via Wikipedia

Los productos de la marca Apple, Nike y Adidas se encuentran entre los más falsificados en el último año. Así se desprende del II Estudio sobre Falsificación online realizado por PriceMinister.es. Durante el año 2009, en más del 99% de los casos, los productos detectados no fueron puestos a la venta en PriceMinister ya que fueron bloqueados a tiempo. Así, en el último año, PriceMinister ha suspendido 2661 cuentas por motivos de falsificación o de atentando contra la distribución exclusiva llegando a constatar hasta 242 marcas que fueron víctimas del fraude frente a 240 detectadas en el 2008.

En 2009, el 63% de los actos de falsificación ha estado relacionado con el sector de la moda, en concreto con la ropa, la marroquinería, los relojes, los perfumes y los cosméticos. En cuanto al sector de high-tech (telefonía, reproductores MP3, software, etc.) representa el 29% de los actos de falsificación. El sector cultural (videojuegos, consolas, libros, CDs y DVDs) corresponde el 6% de las falsificaciones. Pero, sobre todo, el 2009 está marcado por una fuerte progresión de falsificaciones en videojuegos (+205%) en comparación con un 8% en la moda. Durante este último año se dieron también los primeros casos de falsificación en artículos de ocio, en concreto el caso de los juguetes, que hasta ahora no habían aparecido en los sitios de comercio C2C. Sigue leyendo

5 Key Insights from SXSW


AuthorBrian
SXSW isn’t over.

But even at the halfway mark the event has been jam-packed with insights and ideas that will propagate brands to success in our always-evolving medium.  Below are five key insights from my first two days.

1. Sell less. Give more.

Clients hear this and they freak out.  But don’t give away, give back; Give people information they can use and share and they will come back and build your brand.  Remember that consumer’s chase their passions and interests on the web – you can either facilitate them or be irrelevant.

[Apologies to the audience member who brought this point up so eloquently in the “Design Thinking to Save the World” panel, I did not write down your name.]

2. Spend more time on the edge.

“The brands who are going to win are not the ones who sit back and wait for platforms to hit critical mass before investing.  The brands who will win are those who identify the right partnerships for their brands and help push the platforms to critical mass,” Bonin Bough, PepsiCo Director of Global Social Media.  Added FourSquare co-founder, Dennis Crowley: “If brands are willing to experiment with us, we’re willing to experiment with you.  We like when brands call us with crazy ideas.”

The Internet has never been about reach – it’s always been about engagement.  To succeed, brands must be nimble and fearless enough to invest in emerging platforms that can engage their users.  Waiting for mass adoption is just asking to become irrelevant.

Investing in a developing technology certainly carries a certain risk, but Brands are just out of practice.  Just as brands 50 years ago helped develop television by investing in and  developing innovative programming to engage their consumers (see: P&G’s soap operas), we’re entering a period where brands need to take an active role in shaping the growth of the Internet.

3. Keep It Simple, Stupid

“You have to dumb down design so people understand what they’re getting.”  Designers need to simplify the mental math for consumers.  Use powerful tools like analogies to drive understanding.  Choose words and images carefully to evoke meaning and emotion.

A great example: the trash bins here are labeled “Compost / Recycle / Landfill.”  That last word makes all the difference, forcing us to think of the end result of our behavior.

[Again, apologies to anonymous audience members whose thoughts I used here.  You are brilliant.]

4. Sharing Will Save the World

There has been no shortage of panels and individuals preaching the value of collaboration, open-sourcing, and collectivism on the web.  But no one makes the point quite so eloquently as Clay Shirky.

According to Shirky, evolution has conditioned us to share information freely.  When you give away information freely, it does not diminish yourself but it does improve the well being of the other person.  Evolution conditions us to engage in this kind of sharing freely, intrinsically rewarding us with positive emotions and social rewards.  After all, he notes, we have a word for people who willfully withhold information: “spiteful.”

As the Internet continues to transform goods and services into information (see: dictionaries, music, software, medical advice) we are rapidly transforming industries of scarcity into industries of abundance.  That is to say, the value they sell has become so freely shared that it has been completely devalued. Abundance is far more disruptive than scarcity.  Our economic model, after all, is built on scarcity.

The result has been a sea change in the way society and groups can operate and the influence they can create.  Examples abound, including Pickup Pal, an innovate ride sharing service that is giving local buses cause for concern, Patientslikeme that is upending the culture of medical care, or Nisha Sheehan who effectively used Facebook to fight for social justice in India.

“Used to be, you could do little things for love, big things for money. Now you can do big things for love, too.”

5. Restructure for “New” Marketing

One of the biggest pain points for digital marketers is the inability of their clients to engage in social media.  This ineptitude is not from lack of desire, but, often, from a lack of organizational structure to support it.  Social media requires “marketing” to leverage the resources and capabilities of the entire organization including PR, Guest Relations, Operations, Customer Support, R&D and more.  Engaging in social media means being able to respond to social media – a two way street that not only lets your brand affect consumers, but also lets consumers affect your brand.

On the agency side, digital and legacy marketing shops are struggling to incorporate the two sides of the marketing spectrum into their thinking.  Traditional shops tend to focus more on demand generation, trying to create groundswells of demand around products and brands.  Digital shops are more comfortable satisfying customer needs (the social, emotional and business needs of increasingly multi-screen digital consumers).  Both types of agencies will need to become more adept at straddling both sides of the marketing landscape to truly lead brands into the future.

That’s all for now.  Onto the second half of SXSW!

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web design Web Based Microsoft Office 2010 Soon To Be Launched


Microsoft Office 2007
Image via Wikipedia

A new productivity suite of Microsoft windows is soon to be fully launched for everyone who uses computers, it will be a successor of Microsoft Office 2007. Yes, it is Microsoft Office 2010 and this time it will be free to use and a web based application. Microsoft has somehow assured that Office 2010 will be released around mid of year 2010. Beta version of this app is available to users since November 2009 and many unofficial beta versions have been leaked since July 2009.

The application, which includes Word, PowerPoint, Excel and OneNote, will be available to anyone with a Windows Live account. This app will be running flawlessly in many popular browsers like Internet Explorer, Mozilla Firefox, Google Chrome and Apple Safari.

microsoft-office2010

There are many good reasons we can have to use this app.

  1. It has new picture editing and formatting tools like saturation and many artistic effects which will let you transform your document visuals into an artistic work.
  2. Microsoft One Note will let you share and work on a document with many people working from different location. It will be very helpful to you if you are working in a team or group.
  3. Office 2010 will be available for more devices like smart phone or any computer with an internet connection.
  4. Presentation can be shared via web regardless of having power point installed. You can broadcast your PowerPoint presentation to remote audience via web.
  5. Office 2010 allows users to write emails while keeping track of your family, friends and colleagues by viewing status updates and past communication history with everyone. Schedules and upcoming appointments can also be viewed with this new feature and users can request friends. Sigue leyendo

Report: Social Media and Small Businesses


I’ve seen more and more local success by adopting social media to local SMEs, although what they do are rather tactical and advertising focused, they started to see more and more value from social media. According to a recent study by Small Business Success Index, small businesses has doubled their social media adoption from 12% in 2008 to 24% in 2009.

Many Small Biz just want to “be on it”

Leading ways small businesses are using social media include:

  • 75% have a company page on a social networking site.
  • 61% use social media for identifying and attracting new customers.
  • 57% have built a network through a site like LinkedIn.
  • 45% expect social media to be profitable in the next 12 months.

They don’t like to spend time on it

Small businesses have a number of concerns about social media, including:

  • 50% say it takes more time than expected.
  • 17% say social media lets people criticize their company on the internet.
  • Only 6% say social media use has hurt the company more than helped it.

Other Findings

  • Company web sites are a top technology investment in the next two years, with small businesses either adding new features/functionality to their existing Web sites or building one from scratch.
  • The ability to showcase their products and services online to attract new customers is second in the hierarchy of technology investments small business owners plan to make in the next two years.
  • Social media investments rank third in small business investments to be made in the next two years.

    http://tim-ho.com/

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Las páginas más vistas en Internet


treemap

¿Quieres saber en un vistazo rápido cuáles son las 100 páginas más vistas en Internet? ¿La red social más seguida? ¿Los medios de comunicación más visitados? La BBC ofrece esta información en un treemap que presenta estos datos de forma ejemplar.

La infografía SuperPower: Visualising the Internet se basa en el número de usuarios únicos contabilizados por Nielsen, el pasado mes de enero, en España, Reino Unido, Francia, Alemania, Italia, Suiza, Brasil, EEUU y Australia. La BBC se hizo cargo de la clasificación de categorías, y para realizar el mapa utilizaron el software Prefuse Flare, desarrollado por la Universidad de Berkeley. Sigue leyendo

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