Monthly Archives: noviembre 2010

How to Build the Perfect Web Community

Community will build much quicker with a good foundation. When building a web application keep all file structures and database tables neatly organized. There have been many situations in the past where a startup network won’t have enough computation power to load the site after a large influx of users. Servers crash and the site is rendered unusable – this can either cause your current base to flee or stir up some interest in the media.

If you aren’t as strong with programming it may be wise to partner up with a close friend or acquaintance. Many web frameworks are available to ease the workload on projects where intensive function libraries are required. This will also free your mind to work on other strategies in design and marketing.

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Promoting Your Company on LinkedIn Just Got Easy (Kind of)

LinkedIn’s latest addition isn’t just important because it looks hi tech and it’s easy to use – it transcends the ability of this social media to service both people and businesses.

“We are glad to provide companies a place on LinkedIn to showcase their products, services and associated recommendations,” says Director of Product Management Ryan Roslansky on the LinkedIn blog. “Company Pages will enable companies to build their brand through network-aware recommendations, giving members rich, credible insights into how any given product (or service) is perceived by their fellow professionals.”

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Social Media – What Size Business Does It Suit Best?

SMEs (Between 1 and 10 people)

This is the group that in my opinion struggle the most with social media. It’s not to say that there are not lots of success stories because there are but there are far more failures out there. The problem is often resource. Most companies of this size are incredibly busy with jobs allocated to team members who have little spare time. Often the responsibility for social media will be spread between several people meaning that it often gets neglected by them all. The pressure in terms of getting sales through social media and justifying it as a marketing channel that should be allocated time and financial resources are often too much and it often gets abandoned very quickly as a channel. Some SMEs will try and outsource their social media activity but more often than not they have unrealistic expectations of what it can achieve for them. It’s hard to make social media work effectively for businesses of this size and to do so you need patience, dedicated resource and realistic goals around what it can help your business achieve.
Brands (Large businesses with 50+ staff)

Most brands are at least thinking about social media at this stage if they have not already started. They have some challenges including internal politics, fear of exposing their brand online and resourcing to deal with but they also have a lot of big advantages including money and the ability to bring external help in to help them get started in social media. Although it often takes brands a while to get limbered up and finally engage in social media the reality is that when they do they usually have the smarts and the resources to get up and running quite quickly. With the right advice it’s not hard for brands to get going in social media but the challenge they face is the consistency over long periods of time with people coming and going and social media finding it’s right home within large organizations. The fact that large brands don’t always have to make the hard sell through social media like smaller companies try to is also a huge advantage for them.

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What’s The Value Of Content Marketing?

One of the primary purposes of content marketing is to increase the chances that visitors will become customers by not trying to sell them. How can this be, you may be wondering? After all – every traditional online sales strategy involves pitching website visitors on your products and trying to convince them to buy something. Content marketing can accomplish the same goal as sales, only without the upfront selling. The secret is trust.

It is important to realize that not everyone is ready to buy your products from an AdWords click or first time visit to your website. However if they get a chance to warm up to your company a bit, they may eventually be ready to spend some money with you. Rather than hitting them with a high-pressure sales message right off the bat, try presenting them with a library of free, valuable content on the subject they are interested in. Eventually, this user might come to appreciate your free advice so much that they develop a trust in your expertise. When it comes time for this person to buy something related to your field, they’ll be coming straight to your website’s order form.

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Who says the future needs an advertising agency?

I’m not saying for certain that there won’t be agencies in the future, only that the future doesn’t necessarily need agencies. Just like the future doesn’t need printed news but it needs journalism; the future needs commercial communications, but who creates them, the agency or the brand or someone else, is unwritten.

And though the future of the agency is unwritten, I have real doubts that agencies will survive or should survive:

* Agencies don’t value strategy. Agencies should quit blaming the brand for not paying for thinking. Your ability to court good clients who value strategic thinking is a measure of your own strategic ability. So when brands won’t pay for strategy, agencies gladly overcharge for the execution – which more often than not nets an expensive bad idea. Good luck getting the brand to pay for that the fifth time around.
* The big agencies only pay lip service to digital. They hire and knight smart digital thinkers who ultimately have no authority, no real work, and contempt directed at them from the rest of the organization. It’s no surprise why they don’t stick around. The big boys also farm out to small digital shops that undervalue themselves and lose credit for the work. By the by, almost no superbowl ad last night drove to a URL (GoDaddy has been doing this for years and no one else has caught on) and no brand I saw used their Adwords in an interesting way (even though people were sure to hit search).

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Innovation – Amplify creativity and skills in management

For this the creation of an environment of creativity becomes crucial for every employee understands the Organization as a whole and not just the job they habitually performs its tasks.

And so it alive this all as a passion, thereby providing a balance of responsibilities between work and family and social life, it is necessary that he find a deeper meaning that promotes actions.

This meaning is indeed what will be forwarded to the customers of the companies and that promotes the sustainability of these.

This “freedom” being relaxed is an act of exemplary management that promotes the future of employees and Organization and the benefits are clear:

-An undertaking shall be an essential element of the work environment. Employee satisfaction and motivation are leveraged and symptoms of saturation are disappearing.

-The commitment of employees is rewarded not only with increased responsibilities but also with the bonus to be part of the “Club” business. Is there a sense of belonging to a whole as enterprise.

-The social balance becomes stable contagiously environments where employees interact.

-Creativity and innovation are brought together to the diligence and promote individual and collective initiatives.

“The first job of any manager is to amplify human capabilities–that is, to create an environment in which individuals are empowered, equipped and encouraged to give the very best of themselves. The second task is to aggregate individual efforts in ways that allow human beings to do together what they couldn’t do on their own.” Gary Hamel

Whether in a collaborator role or in the role of Manager recycling make passes through abandon the bureaucratic routines and amplify the abilities of people and this is achieved by creating a clean and simple climate in the area of knowledge and a colorful atmosphere, full of emotions, in the area of creativity and innovation.

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2010: un año en imágenes

Los fotógrafos de Reuters producen medio millón de imágenes cada año. La agencia de noticias ha seleccionado las 55 mejores de este frenético 2010 que declina. He elegido algunas de las imágenes más impactantes, aunque recomiendo verlas en la propia página de Reuters, cuyo ancho de pantalla es mucho más generoso (nuestro diseño sólo permite 520 píxeles de ancho) y donde también puedes leer el relato de los propios fotógrafos describiendo las circunstancias en las que tomaron las fotografías.

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Gabriel Catalano

noviembre 2010
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