Probando Google Instant Search: mucho más que velocidad

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.

Anuncios

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. Leer más “Probando Google Instant Search: mucho más que velocidad”

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…


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… Leer más “Social Media Promotion: It’s About ‘Stickiness’”

En el Ojo Ajeno: Mi mujer es infiel por definición

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? [Más…]

Recuerdo que pasamos una temporada revival de Geniol y otra en que nos permitimos el bote marrón de La Toja Dermo. También nos hizo gracia revivir el Moussel de Legrain. Pero últimamente estamos en plena fase marca blanca y es un sinvivir. Cada 15 días olemos distinto. Creo que ni siquiera nuestra perra ha desarrollado un recuerdo olfativo de la familia, y como la pobre ya no ve muy bien, cualquier día se nos va detrás de los vecinos, que son de Vidal Sassoon de toda la vida.

Hablando de familias, los Herbal Essences tuvieron su momento, recuerdo varios colores, hierbas flores, todo muy primaveral… Y los Sanex, tan top of mind ellos, ni recuerdo haberlos usado, pero estadísticamente estoy seguro que al menos habrán caído un par de ellos.


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? Leer más “En el Ojo Ajeno: Mi mujer es infiel por definición”

Confessions of a Twitter Tag Abuser

You might decide to define a list of key tags you’ll focus on, and apply them to your tweets whenever they’re appropriate. This approach might help you to continuously fulfill the expectations of users who follow you on the strength of a well-tagged tweet.

As a tag misuser, I often gain followers from well-tagged tweets that are one-offs — they don’t relate to the topics I usually tweet and write about. The followers I gain with those tweets quickly become disappointed by my usual tweet content, and stop following me.

If I selected a number of “keywords” (tags) that actually — and accurately — described the topics I most often tweet about, and applied them consistently wherever possible, I expect I’d be more likely to keep the followers I gained, and to build a loyal, satisfied follower base.
Tags as Content Flags

Every piece of content I publish online is tagged somehow. So it might be a good idea to tag the tweets I use to promote that content with the same tags I’ve applied to the content itself. If I write a blog post that’s tagged “social media tips,” for example, it seems logical — and advantageous — to tag my tweet with the same words.

By creating consistency between my tweet tags and my content tags, I can qualify my follower base and ensure those users are satisfied by the content they access through the links I include in my tweets.

But, perhaps more importantly, consistent tagging could help me build rapport or respect with users. If a user’s looking for social media tips, they might find tweets using that tag through Twitter. Imagine they then arrive at my blog, which offers access to more content tagged “social media tips” via my navigation or a tag cloud. Those users may be more likely to look at that information than if I used no tags, or tagged my blog content using different terms from those I used in my tweet.

In effect, consistent tags can help me to show that I speak the user’s language, and reduce confusion. Using Twitter tags as content flags could make new visitors to your site feel more at ease, help them access the information they need, and — if you appear to be an authority on that topic — help communicate that you’re worth following.


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. Leer más “Confessions of a Twitter Tag Abuser”

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?
Leer más “Innovation and Porter’s Five Forces”

How I Downsized Myself

Dean Ornish made this point too in “Change or Die.” He found that “radical, sweeping, comprehensive changes are often easier for people than small, incremental ones. For example, he says that people who make moderate changes in their diets get the worst of both worlds: They feel deprived and hungry because they aren’t eating everything they want, but they aren’t making big enough changes to quickly see an improvement in how they feel.” Yes, Ornish’s program is radical — but it comes in the form of highly detailed recommendations that are easy to execute.

3. Success breeds success. This may be my least surprising conclusion, but it’s the one I experienced time and again. It’s striking how losing a few pounds generates the enthusiasm to keep going and lose a few more pounds. In part that’s because little victories inspire greater confidence, in part it’s because outsiders begin to notice and offer positive feedback, which creates even more commitment to keep going. When it comes to change, big victories are the results of lots of little wins.

That’s a point HBS change guru John Kotter has made for years, including in the “Change or Die” essay. “It’s always important to identify, achieve, and celebrate some quick, positive results for the vital emotional lifts that they provide,” the article notes. “Harvard’s [John] Kotter believes in the importance of ‘short-term wins’ for companies, meaning ‘victories that nourish faith in the change effort, emotionally reward the hard workers, keep the critics at bay, and build momentum. Without sufficient wins that are visible, timely, unambiguous, and meaningful to others, change efforts invariably run into serious problems.'”

Here’s hoping your change efforts — personal or professional — don’t run into serious problems. And I hope I haven’t taxed your patience by sharing my personal case study in change.


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. Leer más “How I Downsized Myself”

The Power to Pull Prosperity

The richest, most nuanced books are also the hardest to describe. So trying to review Pull is like trying to catch the wind. Let me, nevertheless, endeavor to draw out just a few of the key lessons that resonate with me.

Flows, not stocks. Economists divide the world up into stocks and flows: think, literally, stockpiles of the many different kinds of resources, and the stuff that flows into or out of them. Arcing through Pull is the central idea that while 20th century advantage was created by hoarding stocks, 21st century advantage will be created by gaining access to richer, more intense, higher velocity flows.

Relationships, not transactions. You can buy or sell bits of stocks in isolated, arms-length exchanges. But surfing a set of flows usually requires deep, enduring, trusted relationships — because flows are like always-on sets of transactions that happen in continuous time, embedded in a social and cultural matrix.


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. Leer más “The Power to Pull Prosperity”