25 agosto 2010 – Gabriel Catalano®

Seth Godin dejará de publicar libros tradicionales

Uno de los gurús más importantes del marketing y el panorama tecnológico a nivel mundial, Seth Godin, ha anunciado que dejará de publicar libros en papel. Después de haber escrito 12 libros, no cree que el esfuerzo que implica el proceso tradicional de publicación merezca la pena. Godin es autor de libros tan populares como “La vaca de color púrpura”.

Durante una entrevista con Mediabistro, Godin explicó que no le gusta “el largo periodo de espera, los filtros, el gran esfuerzo que se hace para el lanzamiento, obligar a la gente a que vaya a una tienda que generalmente no visita para comprar algo que habitualmente no compra, y hacerles pagar por una idea en un formato en el que es difícil de divulgarse”.

El experto asegura que todo ese esfuerzo no merece la pena, porque puede llegar a “10 o 50 veces más gente de manera electrónica”.

http://www.marketingdirecto.com

Ganar audiencia con el digital signage

La cuestión de la fragmentación de audiencias se viene creando desde hace años; no es una novedad que nos planteamos tan sólo con la llegada de la TDT. La aparición de nuevas cadenas disminuye el trozo del pastel del resto de cadenas, lo que debería hacerles mejorar en su programación. La final del Mundial es tan sólo un hito más en las pocas posibilidades que puede aportar la televisión en el dispositivo actual, donde 16 millones de personas han visto el partido, ¿dónde estaban el resto de españoles? De todas formas, la cuestión de este artículo no es hablar sobre la capacidad de medición de audiencia de los sistemas actuales, sino ofrecer alguna vía posible de mantener audiencia y mejorar cobertura.

La TDT y los canales temáticos han aportado nuevas fragmentaciones a esta audiencia televisiva, pero no se debe sólo a esto, sino más bien a la irrupción de Internet, con todas sus posibilidades para los medios de comunicación y para las redes sociales. Del mismo modo, se debe también al cambio en la forma de vida del público, que pasa más tiempo en la calle y busca estar conectado (de forma online) con los contenidos y canales que le interesan.
Ante este panorama, las cadenas autonómicas se encuentran en un momento de cambio. La fragmentación les afecta, pero siguen contando con apoyos clave, por un lado la financiación por parte de la comunidad autónoma, por otro su potencia para encontrar e informar sobre contenidos locales, cercanos, que interesan a la gran mayoría de la población de cada zona.
De todas formas, los picos de audiencia de estas televisiones se observan tan sólo en momentos clave del mediodía y de la tarde-noche: cuando el público está en casa. Mantener la audiencia y mejorar la cobertura local para las televisiones autonómicas pasa por saber evolucionar hacia el digital signage.

por Roi Iglesias

Ante este panorama, las cadenas autonómicas se encuentran en un momento de cambio. La fragmentación les afecta, pero siguen contando con apoyos clave, por un lado la financiación por parte de la comunidad autónoma, por otro su potencia para encontrar e informar sobre contenidos locales, cercanos, que interesan a la gran mayoría de la población de cada zona.

De todas formas, los picos de audiencia de estas televisiones se observan tan sólo en momentos clave del mediodía y de la tarde-noche: cuando el público está en casa. Mantener la audiencia y mejorar la cobertura local para las televisiones autonómicas pasa por saber evolucionar hacia el digital signage. Continuar leyendo

Foursquare, I Can’t Quit You

Hey, Foursquare, a social network with about 250 times as many users as yours just incorporated your core functionality and even co-opted the term «check-in» that you’ve been trying to trademark. Is it time to move on?

Not so fast. Foursquare founder Dennis Crowley tweeted a few days ago, «Call from my 86 yr old grandma: ‘Hello. I want to know if this Face-Book is like yours. It sounds like Four-Squared, but without the fun.'» Grandma Crowley, apocryphal as she may be, speaks the truth. Foursquare is still more fun, and probably always will be compared to Facebook Places. That means a lot, for now.

When Facebook Places launched, I first checked in at my agency 360i’s office and then tried it from a number of other locations in subsequent days. Most of the time, I also used a number of other location-based apps such as Foursquare, Whrrl, Gowalla, Yelp, SCVNGR, and FoodSpotting. Even if I tire of some apps over time, I’m not giving up any solely because Facebook Places is here. Here are five reasons why:

1) It’s not easy to tell on Facebook Places who’s near you. Foursquare now includes maps to plot your friends’ whereabouts, and in general it’s better at detecting who’s really nearby. Facebook’s algorithm currently places too much emphasis on how closely connected it thinks your friends are to you, but if a close friend I’ve known for half my life checks into somewhere in Iowa, that won’t matter to me when I’m in New York.

2) Foursquare’s tips are pretty useful. Yes, there’s a lot of blather, but when I checked in at the White Plains, N.Y. train station on Friday and saw all the tips urging people to avoid the men’s room, I don’t care if I have the Seinfeldian syndrome known as uromysitisis — I’m finding a different place to go. Whrrl is even more focused on recommendations, and FoodSpotting has directed me to some delectable dishes. Facebook will need great content.

Here’s today’s column, originally published in MediaPost’s Social Media Insider

1) It’s not easy to tell on Facebook Places who’s near you. Foursquare now includes maps to plot your friends’ whereabouts, and in general it’s better at detecting who’s really nearby. Facebook’s algorithm currently places too much emphasis on how closely connected it thinks your friends are to you, but if a close friend I’ve known for half my life checks into somewhere in Iowa, that won’t matter to me when I’m in New York.

2) Foursquare’s tips are pretty useful. Yes, there’s a lot of blather, but when I checked in at the White Plains, N.Y. train station on Friday and saw all the tips urging people to avoid the men’s room, I don’t care if I have the Seinfeldian syndrome known as uromysitisis — I’m finding a different place to go. Whrrl is even more focused on recommendations, and FoodSpotting has directed me to some delectable dishes. Facebook will need great content. Continuar leyendo «Foursquare, I Can’t Quit You»

Nissan Leaf Falls on the Side of ‘Innovation’

Earlier this year, when Toyota was facing its PR disaster over recalls of faulty anti-lock brakes and accelerator pedals, Rob Schwartz said Nissan looked at the situation and asked, «Why do we have to be No. 3?»

Nissan, which Schwartz dubbed an «alternative» Japanese brand that formerly stood for performance and design, is attempting to change that with a big boost in ad spending and a new campaign built around the theme, «Innovation for all.»

Schwartz, chief creative officer at TBWA\Chiat\Day, said the Toyota episode «opened our minds» to the fact that an opportunity existed. The strategy, outlined in the agency’s new campaign, is to own «innovation» in the auto category by using Leaf, the brand’s electric car, as a halo.

The «Innovation for all campaign» soft launched in July with a TV spot featuring Lance Armstrong bemoaning all the tailpipes he’s followed over the past 20 years of biking. Then Armstrong lauds the Leaf, which he notes is «100 percent electric, no tailpipe.»

Nissan is breaking five more spots echoing the theme, including one called «Innovations» that celebrates new technologies the brand is introducing, like smart phone apps and the use of recycled materials in the cars. On Sept. 9, the brand plans to introduce «Polar Bear,» which takes on global warming by showing the threatened species hugging a consumer who bought the Leaf.

Jon Brancheau, vp, marketing at Nissan North America, said the Leaf is meant to be the «poster child of innovation» for the brand. Brancheau acknowledged that the model, which goes on sale in December at $32,780 (not including a $7,500 federal tax credit), is not for everyone. He said communication at the dealer level will stress that the model only gets about 100 miles per charge, so it wouldn’t be ideal for long trips.

– Todd Wasserman
Earlier this year, when Toyota was facing its PR disaster over recalls of faulty anti-lock brakes and accelerator pedals, Rob Schwartz said Nissan looked at the situation and asked, «Why do we have to be No. 3?»

Who’s Calling? Some More Than Others

The idea that Americans are talking less on their phones and texting more might be true in many instances, but you can exclude a couple of groups of people from that category.

In a report released Tuesday, Nielsen, a consumer data and trend-tracking agency, said blacks are talking on their phones more than ever before, on average more than 1,300 minutes a month. Hispanics, the “next more talkative group,” talk on the phone 826 minutes a month.

Compare these numbers to whites, who only use 647 minutes a month of talk time, half the average of blacks.

In a blog post on Nielsen’s Web site, the company said it carried out the study in March by analyzing the phone bills of 60,000 mobile phone subscribers in the United States.

By NICK BILTON

Nielsen The number of voice minutes and text messages used each month by age bracket.

number of text messages a month

The heaviest use of cellphone minutes is in the Southern states.

location of most cell phone talk time

The idea that Americans are talking less on their phones and texting more might be true in many instances, but you can exclude a couple of groups of people from that category.

Compare these numbers to whites, who only use 647 minutes a month of talk time, half the average of blacks.

In a blog post on Nielsen’s Web site, the company said it carried out the study in March by analyzing the phone bills of 60,000 mobile phone subscribers in the United States. Continuar leyendo «Who’s Calling? Some More Than Others»

New Hires at Twitter Put the Focus on Making Money

Twitter.

The hires round out Twitter’s sales executive ranks, and indicate that the start-up is moving into a new phase, focusing on revenue. [Más…]

Early on, Twitter refused to worry about how to make money and instead concentrated on getting people to use the service. In 2008, Evan Williams, Twitter’s co-founder and chief executive, compared the strategy to Google’s in its early days, telling me in an interview: “It was the classic story of not worrying about monetization yet and getting their product right.”

Since then, Twitter has evolved from a start-up trying to attract users to a household name. With 145 million registered users and $160 million in venture capital, Twitter has been increasingly shifting its focus to figuring out how to earn revenue.

: Image via CrunchBase

By CLAIRE CAIN MILLER

Twitter is getting more serious about making money.

On Tuesday, Twitter announced that it had hired two new sales executives, continuing its pattern of plucking top sales executives from other Web companies. Adam Bain, former president of the News Corporation’s Fox Audience Network, will be Twitter’s president of global revenue, and Brent Hill, Google’s former head of financial services for the Midwest, will be director of sales for the Midwest at Twitter.

The hires round out Twitter’s sales executive ranks, and indicate that the start-up is moving into a new phase, focusing on revenue. Continuar leyendo «New Hires at Twitter Put the Focus on Making Money»

Campaign Activation? Forget about Twitter, Google does

An item that clients often ask for when rolling out a campaign, is the obligatory checkbox, that says Twitter. Unfortunately, Twitter is not the gift that keeps on giving, unlike services such as Slideshare.

Allow me to clarify. Client asks you to roll out a campaign, there’s an event, the event hashtag goes crazy, you’re trending on Twitter, client loves you. Three days later, you do a search and find NOTHING. Zilch. Nada. That’s because Twitter search does not persist. So when people go looking for information after the event, you get no link backs to your campaign site, and there’s no ‘word on the twittersphere about your campaign’. Not ideal right?

by Jonathan Nguyen

SEO Manager Wanted. Bots Need Not Apply

If you were looking for an SEO manager, where would you advertise?

Even if you follow all the rules Lou Adler laid out, it would be hard to top what the Daily Mail in the UK did.

The newspaper embedded an ad in its robots.txt file, a place there is no reason for any human to look. This is a file strictly to be read by the crawlers from search engines. It tells them what pages to index and what not to. For normal humans, there’s nothing of interest there, as you have may already have discovered if you clicked the link.

True SEO geeks, though, check those files. Sometimes the instructions to the crawlers contain interesting tidbits, such as the location where dummy editions might be found. A blogger in 2007 posted about what he found in some UK newspaper files.

John Zappe

If you were looking for an SEO manager, where would you advertise?

Even if you follow all the rules Lou Adler laid out, it would be hard to top what the Daily Mail in the UK did.

Los mejores atajos de teclado en Windows 7

Todos los entusiastas de los ordenadores sabemos que muchas veces cuando queremos trabajar de la manera más rápida, una de las soluciones está en usar los atajos de teclado. A menos que no estemos muy familiarizados con el teclado, la opción siempre será usar el ratón. Esto, unido con un ordenador de amplias prestaciones y un OS y programas ligeros, te permitirá agilizar tu manera de usar el ordenador.

Misael Aguilar

Aquí te presentamos la lista con la selección de los mejores y más necesarios atajos de teclado para el OS Windows 7,con muchas mejoras respecto al XP:
Trabajo con ventanas

Win + Home: cierra todo menos ventana activa
Win + Space: transparenta las ventanas para visualizar escritorio
Win + D: minimiza ventanas para visualizar escritorio
Win + ↑: maximiza ventana activa
Win + ↓: minimiza ventana activa
Shift + Win + ↑: maximiza ventana activa verticalmente
Shift + Win + →/←: ancla ventana activa a la derecha/izquierda de la pantalla
Alt + F4: cerrar ventana activa

Barra de tareas… Continuar leyendo «Los mejores atajos de teclado en Windows 7»

Corporate Website Design: Creative and Beautiful Solutions

What do corporate websites have in common with other people’s children? Three things: they have their charm, like finger-paintings on the refrigerator; they can be useful, if infrequently; they are usually admired only by the people who created them.

While designers know that a user’s experience on a website has a large impact on the way that customer will interact with them, impressing that concept on the corporate establishment has taken a very long time. Trends in design are making their way into corporate web, albeit slowly; with patience and a little luck, businesses will soon start to consider carefully coded and appropriately functional design as important as their mission statement and recent sustainability reports.

By Bobby Foley

What do corporate websites have in common with other people’s children? Three things: they have their charm, like finger-paintings on the refrigerator; they can be useful, if infrequently; they are usually admired only by the people who created them.

25 Bizarre And Inspiring Animal Artworks

This post carries some striking and inspiring animal illustrations and photo-manipulations. This roundup contains 25 most awe-inspiring animal illustrations which you will surely love. You must want to check it out by yourself? So here is the complete list after the jump.

Posted by WDCore Editorial

FrogFolio

CaterPillar

Cheshire Cat

Klaus the German Goldfish

Continuar leyendo «25 Bizarre And Inspiring Animal Artworks»

Avoid the Overlapping Value Proposition

No brand is immune to competition. Even market leaders have their nemesis, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming complacent. In always trying to outdo each other, the companies push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit (or enjoy).

Competitive analysis begins in much the same way a company would evaluate its own brand. You can examine your competitor’s value proposition in I3 terms based on their marketing claims. Find out exactly what they are saying that gives them an edge from their competition and compare that to your own unique selling points. If both of you are claiming the same thing, you end up canceling each other out on that factor, all other things remaining equal. I call this the overlapping value proposition: two companies making equally valid claims to a differentiator, neutralizing each other in the market on that attribute.

Competitive analysis begins in much the same way a company would evaluate its own brand. You can examine your competitor’s value proposition in I³terms based on their marketing claims. Find out exactly what they are saying that gives them an edge from their competition and compare that to your own unique selling points. If both of you are claiming the same thing, you end up canceling each other out on that factor, all other things remaining equal. I call this the overlapping value proposition: two companies making equally valid claims to a differentiator, neutralizing each other in the market on that attribute. Continuar leyendo «Avoid the Overlapping Value Proposition»

“Old Spice Guy” Ad Wins an Emmy

Samuel Axon

Ad agency Wieden + Kennedy’s “The Man Your Man Could Smell Like” TV spot for Old Spice has won the Emmy for Outstanding Commercial.

The spot starred former NFL wide receiver Isaiah Mustafa as the Old Spice Guy, a character now well-known in pop culture thanks to the TV ads and a highly successful social media campaign.

The Old Spice Guy solicited questions from fans on Twitter, Yahoo Answers and other websites, then answered them in short, humorous YouTube videos. Total upload views for the Old Spice YouTube videos (including both the TV and the social media campaigns) currently stand at almost 135 million. “The Man Your Man Could Smell Like” has more than 18 million.

Samuel Axon

Ad agency Wieden + Kennedy’s “The Man Your Man Could Smell Like” TV spot for Old Spice has won the Emmy for Outstanding Commercial.

The spot starred former NFL wide receiver Isaiah Mustafa as the Old Spice Guy, a character now well-known in pop culture thanks to the TV ads and a highly successful social media campaign.

Finding Your First Clients

Once you become better known in your profession, clients will constantly come to you instead of you looking for them. You’ll often be so busy with work and won’t need to market yourself as often.

But, what do you do when you’re just starting out or not well known? Before you begin getting clients, it can be tough to figure out what to do all day. That’s the perfect time to make yourself well known.

Finding clients is different for everyone and what works for some doesn’t always for others. However, I’d like to share several of the ways I got work in the beginning.

http://www.amberweinberg.com/finding-your-first-clients/

Comunicación no verbal y lenguaje corporal en la negociación

La comunicación humana es un proceso continuo de relación, que engloba en la mayoría de los casos, un conjunto de formas de comportamiento, a veces, independientes de nuestra voluntad. No es necesario que toda trasmisión de información sea consciente, voluntaria y deliberada de hecho, cualquier comportamiento en presencia de otra persona constituye un vehículo de comunicación.

La educación y las buenas maneras son muy importantes en una negociación; pero a veces nuestros gestos dicen lo contrario. La comunicación no verbal dice mucho de nuestro interlocutor. A veces se dice una cosa pero con los gestos se comunica otra. Hay que estar “coordinados” a la hora de hablar y gesticular.
Imagen: Blog de Flavio Rojas.

El proceso de la comunicación no verbal juega un importante papel en cualquier ámbito social, pero mucho más en el mundo de los negocios, donde a veces un mal gesto puede dar al traste con un buen negocio.

El lenguaje corporal es muy importante en las comunicaciones interpersonales, siendo utilizado cada vez más en todos los ámbitos de nuestra vida cotidiana. Los negocios no lo dejan de lado, y le dan una importancia aún mayor, ya que al momento de negociar, la correcta utilización del lenguaje corporal nos ayudará a tener éxito.

Es muy importante que conozcamos y observemos el lenguaje corporal, para sacar ventaja en un negocio, ya que facilitará que nuestro mensaje sea más entendible y captará la atención de la otra parte. Además, hay que prestar mucha atención al lenguaje corporal del otro, ya que nos dirá mucho de esa persona y de qué tipo de negociador se trata.

Ana Rosero

La educación y las buenas maneras son muy importantes en una negociación; pero a veces nuestros gestos dicen lo contrario. La comunicación no verbal dice mucho de nuestro interlocutor. A veces se dice una cosa pero con los gestos se comunica otra. Hay que estar “coordinados” a la hora de hablar y gesticular.

Imagen: Blog de Flavio Rojas.

El proceso de la comunicación no verbal juega un importante papel en cualquier ámbito social, pero mucho más en el mundo de los negocios, donde a veces un mal gesto puede dar al traste con un buen negocio.

El lenguaje corporal es muy importante en las comunicaciones interpersonales, siendo utilizado cada vez más en todos los ámbitos de nuestra vida cotidiana. Los negocios no lo dejan de lado, y le dan una importancia aún mayor, ya que al momento de negociar, la correcta utilización del lenguaje corporal nos ayudará a tener éxito.