5 Things Customer Care People Wish Marketers Understood

Earlier this week I had the chance to present at one of the largest annual meetings of customer care professionals in the world, the SOCAP International Symposium. SOCAP stands for the Society of Customer Care Professionals, and among other things, its members include the folks in charge of running call centers, managing customer response teams and sometimes branching into running loyalty programs as well. If marketing is all about the outward appearance of a brand and perception, then customer care (more than any other group) is focused on the reality of what your brand actually is.

This battle between perception and reality, interestingly, is where the divide between customer care and marketing usually arises. The larger the company, the more divorced these two disciplines seem to be – often only meeting at the last stages of planning a marketing campaign to finally discuss coordinating. Not surprisingly, a key theme I quickly saw during the SOCAP event was that the communication between marketing and customer care needs to get stronger across the board. In particular, there were 5 themes that emerged for me (as a marketer) that define what customer care people would love to see from us more frequentl


imb_socap_wordle450Earlier this week I had the chance to present at one of the largest annual meetings of customer care professionals in the world, the SOCAP International Symposium. SOCAP stands for the Society of Customer Care Professionals, and among other things, its members include the folks in charge of running call centers, managing customer response teams and sometimes branching into running loyalty programs as well. If marketing is all about the outward appearance of a brand and perception, then customer care (more than any other group) is focused on the reality of what your brand actually is. Continuar leyendo «5 Things Customer Care People Wish Marketers Understood»

How to Design a Clean Business Website with Photoshop

The focus of this template is on a design agency that offers a range of web-based services. The primary aim of the page we’re designing, therefore, is to promote what the business does and what services they provide.

This is the first part of a tutorial on building a clean business website. This first part will focus on creating the design in Photoshop, and in the second part, will focus on converting the PSD outcome to a working XHTML template.


How to Design a Clean Business Website with Photoshop

The focus of this template is on a design agency that offers a range of web-based services. The primary aim of the page we’re designing, therefore, is to promote what the business does and what services they provide.

This is the first part of a tutorial on building a clean business website. This first part will focus on creating the design in Photoshop, and in the second part, will focus on converting the PSD outcome to a working XHTML template.

«Clean Business Website» Series

10 Post-Interview Reflections

After an interview, it’s important to take a lot of deep cleansing breaths and reflect about the «process.» If you’ve been at a job search for a while, really excited about this particular position or just aren’t sure how to gauge your performance, use these questions as a guide. More importantly, use your answers to become the better, smarter candidate:

1. Did you feel comfortable during the interview?
2. Which questions could you have answered better?
3. Where were you successful? And not so much?
4. Were there awkward silences?
5. Were you able to demonstrate your understanding of the organization?
6. How was your conversational style?
7. Did the interviewer ask questions that you couldn’t answer?
8. Did the interviewer have any concerns about your work history, candidacy or skills?
9. Were you able to ask questions at the end about the organization or position? If so, were the answers helpful?
10. Would you do anything differently next time? Or say something different?


After an interview, it’s important to take a lot of deep cleansing breaths and reflect about the «process.»  If you’ve been at a job search for a while, really excited about this particular position or just aren’t sure how to gauge your performance, use these questions as a guide. More importantly, use your answers to become the better, smarter candidate:

  1. Did you feel comfortable during the interview?
  2. Which questions could you have answered better?
  3. Where were you successful?  And not so much?
  4. Were there awkward silences?
  5. Were you able to demonstrate your understanding of the organization?
  6. How was your conversational style?
  7. Did the interviewer ask questions that you couldn’t answer?
  8. Did the interviewer have any concerns about your work history, candidacy or skills?
  9. Were you able to ask questions at the end about the organization or position? If so, were the answers helpful?
  10. Would you do anything differently next time? Or say something different? Continuar leyendo «10 Post-Interview Reflections»

Gamelearn desarrolla videojuegos para directivos

Por Javier Martín

navierosHasta ahora habíamos oído hablar de juegos online para enseñar a niños o jóvenes en distintas materias, esta idea la lleva mucho más allá la empresa Gamelearn al aplicarla a la formación de directivos en negociación y resolución de conflictos.

Gamelearn se basa en el “learning by doing” y trabaja para emular la formación presencial. En un curso presencial de negociación los alumnos negocian, mientras que en la versión clásica de e-learning sólo leen sobre negociación. Con un videojuego se puede conseguir que el usuario sienta que negocia con diferentes personajes, saber si lo han hecho bien o mal y explicarles como pueden mejorar. Todo esto desarrollado sobre su primer videojuego llamado Navieros.


Por Javier Martín

navierosHasta ahora habíamos oído hablar de juegos online para enseñar a niños o jóvenes en distintas materias, esta idea la lleva mucho más allá la empresa Gamelearn al aplicarla a la formación de directivos en negociación y resolución de conflictos.

Gamelearn se basa en el “learning by doing” y trabaja para emular la formación presencial. En un curso presencial de negociación los alumnos negocian, mientras que en la versión clásica de e-learning sólo leen sobre negociación. Con un videojuego se puede conseguir que el usuario sienta que negocia con diferentes personajes, saber si lo han hecho bien o mal y explicarles como pueden mejorar. Todo esto desarrollado sobre su primer videojuego llamado Navieros. Continuar leyendo «Gamelearn desarrolla videojuegos para directivos»

VLC 1.1 incluye aceleración por hardware, soporte a WebM y extensiones

Con el paso del tiempo VLC se ha ido convirtiendo en uno de los mejores reproductores multimedia. Independientemente de la plataforma que utilices (Windows, Mac o GNU/Linux) este reproductor estará disponible y reproducirá prácticamente la mayoría de los formatos de vídeos más comunes.

Tras dos meses de versiones beta hoy está disponible para su descarga la versión final 1.1.0, con interesantes novedades relacionadas con la alta definición, el streaming vía web y la posibilidad de cargar extensiones.


Por @marcosesperon

vlc1.1 VLC 1.1 incluye aceleración por hardware, soporte a WebM y  extensiones

Con el paso del tiempo VLC se ha ido convirtiendo en uno de los mejores reproductores multimedia. Independientemente de la plataforma que utilices (Windows, Mac o GNU/Linux) este reproductor estará disponible y reproducirá prácticamente la mayoría de los formatos de vídeos más comunes.

Tras dos meses de versiones beta hoy está disponible para su descarga la versión final 1.1.0, con interesantes novedades relacionadas con la alta definición, el streaming vía web y la posibilidad de cargar extensiones. Continuar leyendo «VLC 1.1 incluye aceleración por hardware, soporte a WebM y extensiones»

Schick, Vevo Ink Sponsorship Deal

Schick Hydro, an Energizer brand, has signed on as the exclusive launch sponsor of a new channel showcasing emerging artists on entertainment site Vevo.

“The Next Wave,” as the channel is called, went live on Vevo this week, and features original programming from Boston-based electronic pop band Passion Pit. Over the next few months, “The Next Wave” will promote music from a variety of genres, including rock, alternative, hip-hop and R&B, said David Kohl, Vevo’s evp of sales and customer operations.

“This is the first-ever programming channel on the Vevo platform that celebrates emerging music, aggregating the industry’s hottest developing acts across multiple genres,” Kohl said. Schick and Vevo are partnering through the end of this year.


– Elaine Wong
Schick Hydro, an Energizer brand, has signed on as the exclusive launch sponsor of a new channel showcasing emerging artists on entertainment site Vevo.

“The Next Wave,” as the channel is called, went live on Vevo this week, and features original programming from Boston-based electronic pop band Passion Pit. Over the next few months, “The Next Wave” will promote music from a variety of genres, including rock, alternative, hip-hop and R&B, said David Kohl, Vevo’s evp of sales and customer operations.

“This is the first-ever programming channel on the Vevo platform that celebrates emerging music, aggregating the industry’s hottest developing acts across multiple genres,” Kohl said. Schick and Vevo are partnering through the end of this year.

The deal will allow Schick Hydro to tap into new ways of marketing its razor, which hit shelves in April and is being positioned as a “breakthrough” in male grooming. Energizer describes it as the “most thoroughly tested, highest-rated products in the brand’s 88-year history,” with new features like a flip trimmer, advanced hydrating gel reservoir and skin guards. An ad, now running, shows a boxer and a soccer player experiencing a “blast of hydration.” In each of the scenarios, a blast of water literally hits the men in the face. The tagline is, “Free your skin.” (Meanwhile, Procter & Gamble has introduced the Gillette Fusion ProGlide, which also aims to deliver a closer shave, according to ads.)

Schick Hydro’s target demo is 18- to- 34-year-old males, which is why partnering with Vevo made a lot of sense, said Dan Kinton, Schick’s senior brand manager. “Men have [many] media and entertainment options at their disposal, and can often be distracted, so we needed a platform that integrates the brand’s message in a way that’s not interrupted,” Kinton said. Schick Hydro’s core target is interested in “learning about music discovery and new artists and bands,” he added.

Energizer spent $5 million since April advertising Schick Hydro, excluding online, per the Nielsen Co. The razor brand worked with MEC:Access, the entertainment and sports partnership arm of media agency MEC, to broker the deal. Other partners who participated in the launch include Amplitude Marketing Group in Newtown, Conn.

In addition to Vevo, Kinton said the brand will continue to explore cutting-edge digital channels to market its razors. One example is “Clean Break,” an unscripted Web series launching next week on the Sony Pictures Entertainment-owned online video network, Crackle. The plot involves two tour guides who travel the country in pursuit of “the hottest action water sports and coolest locals-only experiences,” per Energizer. Through Facebook and other social nets, the brand is allowing consumers to shape the storyline.

http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i8478aa36e7502a2b26e46e1132472b72

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Design Thinking – Tools to talk with business

Think design and Tools

The world is turbulent and things seem unexpected. Hence we feel the need to sit around a campfire conceptual and exchange stories. This ancient technology of storytelling reappears again to help solve problems.

Tim Brown says that the two main tools of design thinking are the prototypes (which produce ideas fast enough to fail and learn) and storytelling (things to be deployed with the sale of compelling narratives).


Think design and Tools

The world is turbulent and things seem unexpected. Hence we feel the need to sit around a campfire conceptual and exchange stories. This ancient technology of storytelling reappears again to help solve problems.

Tim Brown says that the two main tools of design thinking are the prototypes (which produce ideas fast enough to fail and learn) and storytelling (things to be deployed with the sale of compelling narratives).

When we talk about prototyping we must think that it requires a change of mind because it makes you wonder:

Continuar leyendo «Design Thinking – Tools to talk with business»

Web Languages: Decoded

Those of us who have become well seasoned to the dyslexia-inducing array of web languages often overlook the diversity and additional interactivity we can gain by learning another language or two.

Perhaps you are a beginner trying to understand what you need to spend time learning, or perhaps you’re an experienced individual looking for something new to play with.

Whichever situation applies to you, this article aims to underline the various languages at your disposal and where they fit in the puzzle.

It should be an interesting ride and seasoned experts may find languages they’ve not yet encountered!


by Alexander Dawson

Web Languages: Decoded

Those of us who have become well seasoned to the dyslexia-inducing array of web languages often overlook the diversity and additional interactivity we can gain by learning another language or two.

Perhaps you are a beginner trying to understand what you need to spend time learning, or perhaps you’re an experienced individual looking for something new to play with.

Whichever situation applies to you, this article aims to underline the various languages at your disposal and where they fit in the puzzle.

It should be an interesting ride and seasoned experts may find languages they’ve not yet encountered! Continuar leyendo «Web Languages: Decoded»

Fantastic Roach Paper Art by Cliff Maynard

Cliff Maynard is a 38 year old male artist from Pittsburgh, United States. He is a maestro in Chronic Art, or — to be more specific — Roach Paper Art. Unusual but true, he uses unrolled roaches for his designs. His work is very original because his concept is unique and he has experimented with portraits from Jesus Christ to Bob Marley. The result is truly remarkable. Maybe that’s the reason why his art work always seizes attention. You can find more information about the artist and his work on Cliff Maynard’s website.


Cliff Maynard is a 38 year old male artist from Pittsburgh, United States. He is a maestro in Chronic Art, or — to be more specific — Roach Paper Art. Unusual but true, he uses unrolled roaches for his designs. His work is very original because his concept is unique and he has experimented with portraits from Jesus Christ to Bob Marley. The result is truly remarkable. Maybe that’s the reason why his art work always seizes attention. You can find more information about the artist and his work on Cliff Maynard’s website.

Roach Paper Art

Bob Marley

Bobmarley in Fantastic Roach Paper Art by Cliff Maynard

Jimi Hendrix

Jimmyhendrix in Fantastic Roach Paper Art by Cliff Maynard

Continuar leyendo «Fantastic Roach Paper Art by Cliff Maynard»

Building A Cross-Cultural Web Design For A Wider Audience

Thanks to the democratizing influence of the internet, the world is becoming a smaller place. This doesn’t mean, though, that the world is becoming a more homogenous place – on the contrary, the more people go online, the more the web becomes a tasty Gumbo of multilingual pages. In fact, right now native English speakers account for less than one third of all web surfers, and that percentage is going to become less and less with time.
This means that when it comes to building websites, designers now have to take more into account than simply following current design trends and optimizing for search engines – you should be taking into account the full range of people who’ll be accessing your site.


Thanks to the democratizing influence of the internet, the world is becoming a smaller place. This doesn’t mean, though, that the world is becoming a more homogenous place – on the contrary, the more people go online, the more the web becomes a tasty Gumbo of multilingual pages. In fact, right now native English speakers account for less than one third of all web surfers, and that percentage is going to become less and less with time.

Building A Cross-cultural Web Design For A Wider Audience
Image credit: gabeisbored

This means that when it comes to building websites, designers now have to take more into account than simply following current design trends and optimizing for search engines – you should be taking into account the full range of people who’ll be accessing your site. Continuar leyendo «Building A Cross-Cultural Web Design For A Wider Audience»

Graphic Design Theory: 50 Resources and Articles

There are a lot of general design theories and principles out there that apply to all forms of design, whether in digital or print mediums. These include things like balance and scale, as well as more abstract topics like emotion and what makes for “good” design.

The Principles of Design
This article from Digital Web Magazine covers the basics of design theory, including balance, rhythm, proportion, dominance, and unity. It’s fully illustrated and makes each principle easy to understand.


General Design Theory

Graphicdesign1 in Graphic Design Theory: 50 Resources and  Articles

There are a lot of general design theories and principles out there that apply to all forms of design, whether in digital or print mediums. These include things like balance and scale, as well as more abstract topics like emotion and what makes for “good” design.

The Principles of Design
This article from Digital Web Magazine covers the basics of design theory, including balance, rhythm, proportion, dominance, and unity. It’s fully illustrated and makes each principle easy to understand.

Principlesofdesign in Graphic Design Theory: 50 Resources and  Articles

Graphic Design Theory?
This article from the AIGA archives offers a broad discussion of graphic design theory, offering guidance for designers on a host of topics, including their place within the current DIY culture.

How Good is Good?
This article from Typotheque talks about good design in relation to what the design is for, especially in relation to non-profit causes. There’s a heavy dose of ethical considerations here, as well as some practical information on what makes a good design.

Can Graphic Design Make You Cry?
This article from Design Observer discusses the question, “How…could you make design that communicated to human beings and deliberately drain it of all human content?”

Ten Graphic Design Paradoxes
This article discusses ten of the most common statements or opinions about graphic designers (or said by graphic designers) that are contrary to accepted wisdom. Included are things like “For designers, verbal skills are as important as visual skills,” and “I’m a professional: I know best.”

Graphicdesignparadoxes in Graphic Design Theory: 50 Resources and  Articles Continuar leyendo «Graphic Design Theory: 50 Resources and Articles»

Principios para la Viralidad

Interesantes y recomendables principios publicados como la base sobre la que se sustenta la capacidad viralización en la red. “Cualidades universales que todos los virales de éxito tienen en común”.

1. El contenido es todo.

El contenido en la red es lo fundamental, ¿Por qué alguien va a querer visitar una web si no hay nada interesante o entretenido para ver? El contenido es el alimento que, además, deber ir bien presentado y empaquetado. En general hay dos tipos de contenido: el contenido editorial bajo la supervisión de un curator (las versiones online de diarios y páginas oficiales, institucionales, de empresas, de marcas…) y el contenido generado por los propios usuarios (blogosfera y redes).

2. Simplicidad.

Contenido de significados “universales”, facilmente decodificable. En general el tono humor y positivo funciona mejor, es más cercano, contra más fácil de digerir sea más gente enviará el contenido a sus otros.

Además otro requisito en este punto es un diseño intuitivo que facilite la navegabilidad e interactuación, para ello tenemos a nuestro alcance muchas herramientas de personalización (DIYtools) y sobretodo habilitar las herramientas de viralidad y que sean bien visibles.


Interesantes y recomendables  principios publicados como la base sobre la que se sustenta la capacidad  viralización en la red. “Cualidades universales que todos los virales de éxito tienen en común”.

1. El contenido es todo.

El contenido en la red es lo fundamental, ¿Por qué alguien va a querer  visitar una web si no hay nada interesante o entretenido para ver? El contenido es el alimento que, además, deber ir bien presentado y empaquetado. En general hay dos tipos de contenido: el contenido editorial bajo la supervisión de un curator (las versiones online de diarios y páginas oficiales, institucionales, de empresas,  de marcas…) y el contenido generado por los propios usuarios (blogosfera y redes).

2. Simplicidad.

Contenido de significados “universales”, facilmente decodificable. En general el tono humor y positivo funciona mejor, es más cercano, contra más fácil de digerir sea más gente enviará el contenido a sus otros.

Además otro requisito en este punto es un diseño intuitivo que facilite la navegabilidad e interactuación, para ello tenemos a nuestro alcance muchas herramientas de personalización (DIYtools) y sobretodo habilitar las herramientas de viralidad y que sean bien visibles. Continuar leyendo «Principios para la Viralidad»

Understanding the New Breed of Reflexive Consumer

García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010

When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot.


García Ruiz, P.; Rodríguez Lluesma, Carlos
Publisher: Routledge
Original document: Reflexive consumers: A relational approach to consumption as a social practice
Year: 2010
When the strength of your company’s brand is the key factor in its market position, understanding the way consumers think and behave is absolutely crucial. But such a task is easier said than done. For well over a century, economists and other social scientists have endeavored to explain, with varying degrees of success, what it is that actually makes consumers tick.

Classical economists were among the first to do so, arguing that our only real motivation as consumers is to maximize utility. Their model, however, fails to account for the meaning that we bestow on our relationship with the goods we buy. It may help explain why we buy a car, but sheds no light whatsoever on why we prefer a BMW over an Audi, or a Renault over a Peugeot. Continuar leyendo «Understanding the New Breed of Reflexive Consumer»

Building Brands With The Senses

Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience?

Several surveys document our olfactory sense as probably the most impressionable and responsive of the five senses. Smells invoke memories and appeal directly to feelings without first being filtered and analyzed by the brain, which is how the remaining four senses are processed. We all recognize and are emotionally stimulated by, say, the scent of freshly cut grass, brackish sea air, or the perfume of roses. I’m convinced any car lover drinks in the smell of a new car.


480_kelloggs-productsMost marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience?

Several surveys document our olfactory sense as probably the most impressionable and responsive of the five senses. Smells invoke memories and appeal directly to feelings without first being filtered and analyzed by the brain, which is how the remaining four senses are processed. We all recognize and are emotionally stimulated by, say, the scent of freshly cut grass, brackish sea air, or the perfume of roses. I’m convinced any car lover drinks in the smell of a new car. Continuar leyendo «Building Brands With The Senses»

Consumo Consciente: La verdadera Revolución

Para una marca comercial, ser “Social” no debe ser sólo estar presente en Facebook o Twitter y tener un Community Manager.

Ser “Social” representa un cambio de actitud y de visión estratégica trascendental que afecta de manera crítica a la organización, la comunicación y al negocio futuro de la compañía.

Los cambios en la comunicación que estamos empezando a experimentar con los “Social Media”, no son más que la punta del iceberg de los profundos cambios en el comportamiento social y por lo tanto en el mercado, a los que ya estamos asistiendo.


Para una marca comercial, ser “Social” no debe ser sólo estar presente en Facebook o Twitter y tener un Community Manager.

Ser “Social” representa un cambio de actitud y de visión estratégica trascendental que afecta de manera crítica a la organización, la comunicación y al negocio futuro de la compañía.

Los cambios en la comunicación que estamos empezando a experimentar con los “Social Media”, no son más que la punta del iceberg de los profundos cambios en el comportamiento social y por lo tanto en el mercado, a los que ya estamos asistiendo. Continuar leyendo «Consumo Consciente: La verdadera Revolución»

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