Archivos diarios: 9 septiembre 2010

Probando Google Instant Search: mucho más que velocidad


Lo más curioso de probar Google Instant Search es darte cuenta de la evolución de las percepciones a medida que lo haces. De entrada, parece simplemente una demostración de barroquismo tecnológico, un “fíjate lo que podemos hacer”: los mismos resultados, pero apareciendo mucho más rápido, una especie de derroche de medios tecnológicos en pro del preciosismo.

Lo interesante ocurre cuando lo empiezas a probar un poco más en serio, y te das cuenta de que no estamos hablando simplemente de ahorrar tiempo – que es el enfoque que Google le ha dado en su presentación – sino de modificar los hábitos de los usuarios y su manera de enfrentarse al proceso de búsqueda. Lo interesante es ver como, más allá de deleitarte con los aparentes poderes adivinatorios de Google, empiezas progresivamente a cualificar mejor las búsquedas con términos adicionales, cómo puedes modificar tu uso del teclado para automatizar esa tarea, cómo eres capaz de extraer de manera inmediata resultados que antes aparecían enterrados en la página tres, a la que mucha gente nunca llega. Lo interesante no es la función en sí, que de hecho fue desvelada a finales del pasado agosto, sino las implicaciones que va a tener en la manera en la que utilizamos el motor de búsqueda. Mi impresión tras haber estado haciendo un buen montón de pruebas es que su uso resulta casi adictivo, que optimiza enormemente el proceso de búsqueda y que en un tiempo mínimo paso a que no me guste en absoluto la experiencia de abrir un nuevo navegador y probar a utilizar Google en modo tradicional, como antes. Y aquí ya hablamos de cosas diferentes, de cómo establecer una barrera de entrada para competidores, o de cómo calcular las implicaciones ya no para Google, sino para todo el ecosistema que la rodea. Sigue leyendo

Social Media Promotion: It’s About ‘Stickiness’


Posted by Darko Johnson

We all know that content is the most important thing when it comes down to having a REALLY successful viral campaign. Sure, you’ll need some promotion to help with the initial push of the campaign but as your campaign gets more popular, you’ll notice the increasing power of content to retain your readers, users and buyers.  How do we classify what content works versus that which doesn’t?  Well, according to Dan Heath in his book Made to Stick, it’s all about stickiness.

Personally, I’m shocked by the amount of garbage advice on social media, the self-proclaimed ‘social media gurus’ who have virtually n0 experience in getting viral on some social media/bookmarking website (Facebook, Twitter, Delicious, Digg, StumbleUpon). As for me, I’ve been featured on many of those sites so I I must be doing something right, no :)

What’s stickiness? In his book, Made to Stick, Dan Heath describes several principles that make ideas spread and ‘stick’ to peoples’ minds. I found it amazing how powerful those principles were and yet, nobody bothered to translate them into the online world and see how they can be applied . I’ll try to do that here; some of the most important principles there are… Sigue leyendo

En el Ojo Ajeno: Mi mujer es infiel por definición


por Enrique Tellechea

Champoo

Es incapaz de demostrar la más minima lealtad o vinculación. Creo que lo hace para no sentir ataduras, no quiere comprometerse ni sentirse manejada. No sabría decir exactamente cuando empezó. Reparé en ello hace algo más de dos años… pero seguro que ha sido así desde el principio.

Estoy hablando, naturalmente, de esa manía suya de cambiar de champú y de gel prácticamente cada semana. No está en su ADN mostrar preferencia por ninguno.

Lo curioso es que sólo le ocurre en esta categoría de productos. Para el resto de cosas es razonablemente permeable al influjo de las marcas. Y hasta se declara Mercadonafílica a muerte. Pero en esta parcela concreta no hemos dado aún con el lazo afectivo o racional que desencadene la relación de marca.

La cosa no es trascendental, ni muy grave, lo sé. Yo tampoco sabría decir si mi pelo es más fosco una semana o más sedoso la siguiente, pero creo que para algún marcólogo tendrá su interés.

Esto me lleva a hacer una doble reflexión: ¿Cuántos miles de marcas, variedades, colores o fórmulas han podido comercializarse en este tiempo para que yo no haya repetido ni una santa vez? Y la segunda, como decía aquel anuncio… ¿a qué huele mi familia? Sigue leyendo

Confessions of a Twitter Tag Abuser


For those of us who use Twitter tags purely for adding a layer of sarcastic commentary to our tweets, the idea of using tags properly — to categorize  tweets and make them easier for others to find — may seem a little humdrum. But as I realized last week, using Twitter tags properly can help you to reach a much broader follower base.

While playing around on Twitter over the weekend, I tweeted an image of some asparagus from my garden, and tagged the tweet #productivitytips. Suddenly, users from as far afield as China and Senegal were finding their way to my asparagus image. I’ve never had a follower access any of my bit.ly links from either country, so I guessed that these users had found my tweet by searching Twitter for the #productivitytips tag.

Putting aside the fact that users looking for productivity tips probably weren’t particularly satisfied with my asparagus picture, this story does point out clearly that — properly used — Twitter tags have the potential to expand your exposure and your follower base. If you (or in this case, I) used them properly, that expansion could be considerable.

The properly tagged tweet acts like a teaser for the would-be follower. They find your tweet via the tag, and, if they like it and any content it links to, they may follow you. Conversely, the tagged tweet can help you to access and qualify followers — using tags wisely, you can help to ensure that the people who follow you actually want the kinds of information you generally provide.

Since my asparagus adventure, I’ve been looking into some of the ways business-focused Twitter users might employ tags strategically to expand their follower base. Sigue leyendo

Innovation and Porter’s Five Forces


I’ve been pondering the “truths” we hold dear and wondering whether or not the mental models we were taught in college and graduate school hold up under the changes occurring in our economy.  Do the great business thinkers of the past twenty or thirty years and their models and descriptions hold true, especially when we introduce innovation into the mix?  Over the next few months I’ll look at a couple of the models we hold dear and place innovation within the context of the model, to see if the model is extensible enough to account for innovation, or whether we may want to revise our thinking to account for innovation.

First up:  Porter’s Five Forces.  Michael Porter wrote the book on corporate strategy.  Well, he actually wrote a number of books about corporate strategy, competitive advantage and a number of other topics.  The books that were mantras when I was in school were Competitive Strategy and Competitive Advantage.  In these books and others Porter introduced models, tools and methods to analyze the firm and its competitive position and its competitive advantage.  Two of these tools, the “Five Forces” model and the Value Chain model, are ones that have become ingrained in the way we think about businesses strategically.  What I wanted to know is:  does the model hold up in light of an increased emphasis on innovation?
Sigue leyendo

How I Downsized Myself


I know, I know. There’s nothing more boring than when bloggers write about their own experiences as a way to make a broader point about life, work, or society. But I hope you’ll indulge me this one time, as I reflect on a small matter of personal improvement and ask what it might say about the bigger challenge of making change in organizations.

Now that Labor Day has come and gone, I can share the results of a project that has engaged me over the spring and summer — losing weight. I have lost 32 pounds over the last 22 weeks. This is a big deal for me, and not just because my new theme song is Bob Dylan‘s “Ballad of a Thin Man.” It’s a big deal because I achieved something I’ve been thinking about for years — getting to the weight I was in college, more than 25 years after I graduated.

As I reflect on what I learned over these last 22 weeks, I keep thinking back to a much-discussed article we published more than five years ago in Fast Company. Called “Change or Die,” it was a bracing reminder of how hard it is for people to make deep-seated changes in their habits, even when they know the price of failure may be death, in the form of a heart attack. Sigue leyendo

The Power to Pull Prosperity


Umair Haque

By now, you might be grudgingly inclined to agree: there’s no recovery because this isn’t just another humdrum recession. You might even be on the verge of grumblingly conceding: the Great Stagnation just might be a crisis of a set of obsolete institutions (corporations, accounts, jobs, markets, even “profit” itself), left over from the industrial age. And, perhaps, you might even be coming around to the notion that rebooting prosperity begins not with bailouts, or stimulus packages, or better leadership, but buildership: building an updated set of institutions that are a better fit with a roiling, fragile 21st century.

So now what? How do we finally get started — right here, right now, in the real world?
Every once in a while, a book comes along that blows my mind, makes me gnash my teeth and say to myself, “Wow! That’s amazing.” The last one was Gary Hamel’s epic Future of Management. The latest is The Power of Pull, by John Hagel, John Seely Brown, and Lang Davison [Obligatory disclosure: both Johns blog for HBR.org. This review was my idea, and the opinions expressed here are, obviously, my own.] Here’s why. Sigue leyendo

Otro fantasma del pasado: el callejero (guía Filcar ARG)


Si hace unos días hablábamos de la guía telefónica como reflejo del pasado, hoy me encontré otro fantasma: apareció mientras hacía un poco de limpieza en el interior de mi coche, en un recoveco entre la puerta y el asiento, hasta tuve que tirar un poco de él para que se viese mínimamente en la foto: un callejero de Madrid del año 1992 que puede que tenga ya hasta cierto valor arqueológico :-)

La escena tuvo su gracia, porque me recordó que cuando tuve coche por primera vez en esta ciudad allá por el año 1992, ese callejero ocupaba un espacio privilegiado en el mismo, y lo consultaba con profusión: ahora no es que conozca mucho más la ciudad, si me sacas de mis rutas habituales me sigo perdiendo con desesperante facilidad, pero el callejero, tras varios cambios de coche, acabó ahí metido, en ese rincón, asesinado por la tecnología… ni recuerdo la última vez que lo utilicé para algo. Con los taxistas, la misma experiencia: cada vez son más los que llevan GPS y menos a los que les veo consultar un callejero de papel. Sigue leyendo

10 Killer Google Chrome Tips, Tricks and Shortcuts


Amy-Mae Elliott

Google Chrome ImageAs Google’s Chrome browser celebrates its second anniversary, we thought it appropriate to commemorate the occasion with some handy tips and tricks.

Here are 10 tried and tested hints that will help you to get the most out of Chrome (Chrome) by taking advantage of some of its more functional tools and time-saving setups.

Read through the suggestions below and let us know which ones you’ll be trying out, or any tricks we haven’t included, in the comments box.


1. Open Multiple Pages on Startup


Rather than just one trusty homepage, you can get Chrome to open several pages as it starts up, giving you instant access to whatever sites and services you prefer to start your day with.

It’s easy to setup. Just click on the wrench icon on the top right of your browser window, select “Options” and under the “Basic” tab check the box where it says “on startup… open the following pages.”

If you click “Add” it brings up a list of recently browsed sites to choose from, or you can manually enter a URL in the box at the top.

Now, the next time you fire up your browser, those pages will be automatically loaded in the order in which you entered them, saving you some precious time.


2. Pin Tabs in Place on the Browser Bar


If you are going to be using a site or service a lot in one web session, you can “pin” a tab in Chrome, which will shrink the window down to the size of the favicon, leaving more room for multi-tasking. It also prevents tabs from getting lost on the side of the screen when you have many open at once.

To do this, right-click on the tab you want to pin and hit “Pin tab.” To enlarge the tab, just right-click and hit “Pin tab” again to uncheck the option.

Sigue leyendo

Twitter’s Hiring Strategies


Last week, SourceCon ran the first part of an article series on Twitter’s Hiring Strategies, outlining some of the significant new hires Twitter has made this year. I also showed you the video that Twitter put out to help its recruiting efforts. I was able to grab about 30 minutes with Twitter’s director of recruiting, Oliver Ryan, and talk to him about some of the recruiting and hiring practices that Twitter has in place for its internal efforts. While Twitter has talked with several tech media publishers about their recruiting video, this is the first time it has talked about their recruiting practices directly with the HR, recruiting, and sourcing community.

Oliver Ryan, Director of Recruiting (or “People Wrangler” as it states in his LinkedIn profile), joined Twitter about a year ago. When he arrived, there were no full-time recruiting resources at Twitter, and total headcount was only around 40 employees. Since then, Ryan was offered a full-time position and the company has grown to over 250 employees, with the recruiting team now at eleven people. Sigue leyendo

How Should You Be Structured? 10 Questions to Ask


I see many recruiting functions wavering back and forth between centralized, decentralized, and some hybrid forms of organization. Recently this has been made worse by the increased number of virtual, contract, and part-time recruiters and the global spread of sourcing and social networks.

I usually end up, when talking to recruiting leaders, in the age-old discussion over whether it is best to keep the function centralized or to change to some other form. I think the majority of leaders want a centralized function for a couple of reasons. The first is the desire to be in control without question. It’s about power and prestige, because in the corporate world, the more people who report to you the more assumed power you have. The second is for efficiency because it is true that organizations with one leader can make decisions fast — whether they are good ones or not.

But leaders should ask which structure will be the best one for their particular organization. There should be a clear set of answers to these questions: “What are you trying to achieve?” and “What is your organization’s culture?” Because, in the end, every effective structure is a reflection of strategic intent and of the values and goals of the organization.

Within organizations there are structures are most commonly found, along with their tweaks, modifications, and adaptations. Sigue leyendo

Craigslist Pulls ‘Censored’ Label From Sex Ads Area


Image representing Craigslist as depicted in C...

By CLAIRE CAIN MILLER

Is Craigslist’s adult services section gone for good?

The classifieds site, which shut down the sex ads section last weekend and replaced the link with a “censored” bar, has now removed that label. The sex ads section is still gone. Craigslist has refused to discuss the move and on Thursday, Susan MacTavish Best, its spokeswoman, would not say anything beyond confirming that the ads were still blocked.

Analysts had speculated that Craigslist used the word “censored” to make a statement. Though Craigslist is not legally responsible for what people post on its site, state attorneys general and advocacy groups have been pressuring the company to shut down the adult services section. But analysts also said that the outpouring of attention that Craigslist’s sex ads have received in recent days would make it very difficult for the site to bring back the ads. Sigue leyendo

Study: Location-Based Services Users are Passionate but Niche


By Sarah Perez<!– –>

A new report released today from mobile media provider Myxer examines the current trends among “check-in” applications, that is, the particular group of location-based mobile social networks that allow users to announce their arrival at a specific venue in return for rewards, coupons, deals or other offers. The company found that among the top mobile check-in applications, there was a clear leader: Booyah Networks’ MyTown, a location-based game built around your own city’s local shops and businesses. MyTown is heavily favored by consumers, attracting 56% of the mobile audience that uses location-based applications such as these. Loopt was in second place, with 12% of users and Gowalla and Foursquare lagged even further behind, at only 8% each.

However, only 11% of mobile users are participating in the location-based social networking community, with the majority of mobile users claiming they’re simply “not interested” in these types services.

Myxer surveyed over 1,500 users in the U.S. and found that only 11% of the respondents used these location-based mobile applications. While that figure seems low, it’s actually several points higher than analyst firm Forrester Research’s report from July, which claimed that only 4% of U.S. adults used apps like these.

Forrester also claimed that only 1% of those who use location-based apps do so more than once per week. Myxer, however, found heavier usage. 31% of those surveyed claimed they check-in a couple of times per week, 30% check in once per day, 26% check in every hour (who are these people, we wonder?) and 13% said they check in just a couple of times per month.

The new survey also found that the use of location-based services is increasing within its user base, with 74% saying they’ve been using the apps more often than before, while 27% said they’ve been decreasing their use. Nearly half (47%) of respondents say they use 2-5 location-based social networks, 45% say they use just one and only 8% say they use 6 or more. Sigue leyendo

TweetDeck Adds Posterous Pics, T.co Support & More


Multi-column, multi-platform social network client TweetDeck has issued an update that fixes a few bugs and adds “some small, but important, new features”. We’re talking support for Twitter’s t.co URL shortener, uploading pics to Posterous and even sending out tweets that are longer than the 140 character limit.

The update is just for the standard desktop client, not the “super-swanky User Streams Preview version”, but TweetDeck promises an upgrade for that is also on the way soon.

The first feature you might notice in the new TweetDeck is the “Trending Topics” column, which shows Twitter trending topics – or popular topics being discussed on Twitter – and explains the trends using WhatTheTrend.com. Sigue leyendo

La inversión en marketing móvil superará los 37 millones de euros este año


A pesar de estar en una importante crisis en el sector publicitario, la actividad del marketing móvil en España durante 2010 superará los 37 millones de euros, con un crecimiento del 16% sobre 2009, para el conjunto de actividades de marketing móvil. Son los últimos datos que ha ofrecido la MMA Spain en exclusiva a MarketingDirecto.com.

Las previsiones de crecimiento del sector hacia 2013 son optimistas, con un crecimiento medio del 45%. En 2010 el marketing y la publicidad móvil supondrá un mercado de 37,5 millones de euros en España. Sigue leyendo

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