Equivocarse es de valientes

Decidido: hay que estar convencido de conseguirlo. ¿Cuál es el fin? En la mayoría de los casos se trata de conseguir el éxito.

En general, cuando hablamos de éxito nos viene a la cabeza el éxito empresarial. Los éxitos empresariales son posibles incluso en tiempos de crisis. La de ahora no es la única, hubo muchas antes. Durante estas crisis, además, ocurrieron muchas cosas. Entre ellas, historias como las siguientes:

* P&G desarrolla en plena crisis de 1970 la marca Pringles.
* En plena crisis de los años 90, Intel invierte en la campaña “Intel Inside” y nace DELL.
* En plena crisis “.com” nace Google & YouTube

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No hay que ser muy intuitivo para darse cuenta de que estamos inmersos en una crisis que pasará a formar parte de los libros de Historia: crisis económica, política, de modelo social, crisis de valores. También está claro que en función de cómo resolvamos lo que ocurre ahora viviremos de una u otra forma en un futuro cercano.

¿Pero qué significa crisis para nosotros? Por cuestiones culturales creo que asociamos «crisis» a la palabra peligro, y por ello la primera reacción es protegernos ante el nuevo entorno. No obstante, la palabra crisis también se puede interpretar como oportunidad.

Lo sé. Muchos ya lo sabíais. Pero resulta que hoy más que nunca existe la oportunidad de hacer las cosas de otra manera. De replantear las bases de los negocios. De revisar los modelos. De darnos cuenta de que, si aportamos valor, tenemos la oportunidad de destacar sobre el resto y diferenciarnos. Entonces, ¿por qué no nos lanzamos a aprovechar la oportunidad? Porque no todos tenemos la valentía necesaria. Hay que ser valiente para cambiar las cosas. Hay que ser valiente para cambiar lo que siempre se ha hecho. Hay que ser valiente para hacer y defender un proyecto diferente.

¿Qué es ser valiente? Según el diccionario significa ser esforzado, vigoroso y decidido. Leer más “Equivocarse es de valientes”

La generación Facebook dice adiós a la TV

El informe confirma que crecen los comportamientos riesgosos como enviar fotos, dar datos e informaciones personales, hacerse ver por webcam, aceptar encuentros con desconocidos. Más de 16% (contra12,8% en 2009) declara haber dado su número de teléfono a un extraño y uno de cada cuatro ( 24,6% contra 20,7% en 2009) no dudaron de enviar una foto suya. Es cierto que en la gran mayoría de los casos los desconocidos son otros adolescentes, pero no son raros los episodios en los que el interlocutor es un adulto.

Según el presidente de la Sip, Alberto Ugazio, la superación de la web sobre la TV es “de por sí un hecho positivo porque Internet es una extraordinaria ventana al mundo, con un enorme potencial de enriquecimiento cultural y de crecimiento. Sobre todo si se lo compara con lo que propone hoy la televisión. “Pero todo depende”, dice Ugazio – “de cómo se usa. Si la web es utilizada principalmente para chatear, para reemplazar las comunicaciones reales con comunicaciones virtuales y entonces surgen algunas dudas sobre esta superación de la web sobre la TV”.


http://www.mercado.com.ar/

Las sorpresas de la encuesta anual de la Società de pediatria sobre los adolescentes italianos entre 12 y 14 años: lentamente las relaciones en red van prevaleciendo sobre todo lo demás, pero producen también comportamientos de riesgo. Menos alcohol y cigarrillos pero más drogas ligeras.

Tienen cada vez menos confianza en las instituciones tradicionales, comenzando por la familia, pero sobre todo en los políticos; consumen menos alcohol y cigarrillos, pero más marihuana; querrían más lecciones de educación sexual en la escuela y siguen dietas caseras. Sobre todo, dejando de a poco la televisión, es están conectando a la Red donde con sus relaciones se multiplican los comportamientos en riesgo como dar el número de teléfono a desconocidos o aceptar encuentros de noche. En síntesis, el retrato de los muchachos italianos que surge de la XIV encuesta de “Hábitos y estilos de vida de los adolescentes” realizada por la Sociedad italiana de pediatría.

El informe, que será presentado el 2 de diciembre, es el resultado de una investigación patrocinada por el ministerio de la Juventud y realizada una encuesta patrocinada por el ministerio de la Juventud y realizada mediante la escucha de unos 1.300 estudiantes de la escuela media, entre los 12 y los 14 años. Que la web está modificando hábitos y estímulos está ratificado por el crecimiento de Internet sobre la TV y sobre todo por el imparable ascenso de Facebook: 67% de los entrevistados han declarado tener su perfil en la red social, contra 50% del año pasado. Leer más “La generación Facebook dice adiós a la TV”

¿Cómo ejecutar una campaña de marketing viral?

El medio de propagación

Este elemento hace referencia a los diferentes métodos utilizados para que se propague el mensaje, dependiendo del tipo de audiencia al que queremos dirigirnos. Facebook y Twitter están en la delantera como herramienta de difusión.

Para animar a los usuarios a que compartan con su red nuestro mensaje, podemos instalar el sistema “Recomienda a un amigo”. Lo mismo es aplicable con la función “Compartir” que podemos poner en el sitio.

Así, el usuario podrá postearlo inmediatamente en su cuenta de Facebook para que lo vean todos sus amigos. Y ellos, a su vez, podrán volver a publicarlo, generando una cadena exponencial.

Los resultados

Los resultados de la campaña se verán reflejados en un aumento de las visitas a nuestro sitio web, el número de suscriptores a nuestro newsletter, el crecimiento de las ventas, etc. Es conveniente utilizar herramientas para evaluar los resultados de cada canal utilizado.

En definitiva, el marketing viral es una forma de divulgación basada en un proceso simple de boca a boca.

Cuando nos gusta algo, es natural querer compartirlo con alguien. Y en estos tiempos de hipersaturación de mensajes, nada mejor para una empresa, que el comprador de sus productos los difunda, en otras palabras, que se convierta en su principal vendedor.


En el marketing viral, los usuarios transmiten entre sus amigos el mensaje de la empresa. En tiempos de bombardeo publicitario, es un método muy efectivo para lograr notoriedad. ¿Cómo implementarlo?
Por Luciano Corbella

El marketing viral consiste básicamente en que los usuarios se transmitan unos a otros un determinado mensaje, análogamente a la forma en que se propagan los virus.

Las personas difunden el mensaje porque es divertido, fuera de lo común, provocativo, o porque otorga un beneficio y quieren que sus conocidos también se enteren.

Tras años de bombardeo publicitario, el consumidor se ha vuelto impermeable y reticente. Establecer una comunicación “boca a boca” sincera y abierta es, por tanto, la alternativa más eficaz. La gente cree más en las personas que conoce que en los canales formales de promoción.

Veamos, a continuación, algunas pautas para ejecutar una campaña de marketing viral.

El mensaje

El mensaje es el elemento más importante del marketing viral. Si no es seductor, se convertirá en un simple mensaje publicitario.

En muchos rubros, los mensajes virales con temáticas de humor son los más eficaces y con mayor grado de propagación. Aunque debemos asegurarnos de que el contenido humorístico no perjudique la imagen del producto, servicio o empresa.

Otra forma de captar el interés es utilizar una celebridad o un personaje valorado por el público objetivo.

La cervecería Quilmes utilizó esta práctica cuando realizó un prelanzamiento por Internet del comercial del Bicentenario, con personajes famosos que interpretaban a los primeros patriotas. El spot fue enviado a una base masiva, con la opción de que los usuarios lo reenviaran a sus amigos.

Así, lograron una difusión exponencial, que superó ampliamente a la base original de emails de la compañía.

Las acciones virales sólo se extienden con rapidez si son fáciles de transmitir y duplicar. Se debe simplificar el mensaje para facilitar su transmisión. Cuanto más breve, mejor. Leer más “¿Cómo ejecutar una campaña de marketing viral?”

2010 Reliability and Service Survey: Smartphone and Wireless Providers

“I like the iPhone, it’s a good machine. If it were available with all the providers, I would pick the provider that gave me the best service–and I don’t think that’s AT&T, not out here,” he adds.

Research In Motion (RIM) should take note that BlackBerry users aren’t a happy lot either. RIM’s widely used smartphone received below-average grades in nearly every reliability and usability category, although BlackBerrys arrive with few out-of-the-box problems. Nearly 1 in 3 BlackBerry users report at least one significant problem with their phone, compared with roughly 1 in 5 Motorola handset users.

RIM has another serious issue to contend with: Younger consumers in their twenties tend to favor phones from Apple, HTC, and vendors that use Google’s Android mobile operating system, according to a recent Yankee Group study. RIM’s demographic skews a little higher–in the 30-plus range–mostly because a BlackBerry “tends to be used a lot in work environments,” says Yankee Group mobile analyst Carl Howe.

T-Mobile deserves kudos for its customer support. While the fourth-place wireless carrier’s overall service rating is very close to its competitors’ scores, the company excels in phone support, readers report. T-Mobile’s average hold time is 4.6 minutes–significantly lower than the others, which have times ranging from 5.2 minutes (AT&T) to 6.1 minutes (Verizon).

And 84 percent of T-Mobile customers report that they’re satisfied with the voice call reliability of the carrier’s network, second only to Verizon’s 86.7 percent. (AT&T was a distant fourth with 72.8 percent, no doubt an indication of the dropped-call problems many iPhone users have reported.)


Apple’s iPhone and Verizon‘s wireless service are the favorites of respondents in this year’s survey.

By Jeff Bertolucci, PCWorld

R&S 2010 Survey Results
R&S 2010 Survey Results

Apple fans love the iPhone, but they’re not particularly thrilled with AT&T, which at press time was the exclusive iPhone carrier in the United States. Readers rate AT&T last in voice call quality and data speed, while Verizon Wireless is the overall favorite.

John Moncure, an iPhone 3G owner in South Carolina, says AT&T’s 3G service is unreliable where he lives. “Sometimes walking from one side of the house to the other–and I live right downtown in the county seat–I lose connectivity,” says Moncure, headmaster of a Montessori school in Camden, a small town of 7000 people.

“I like the iPhone, it’s a good machine. If it were available with all the providers, I would pick the provider that gave me the best service–and I don’t think that’s AT&T, not out here,” he adds.

Research In Motion (RIM) should take note that BlackBerry users aren’t a happy lot either. RIM’s widely used smartphone received below-average grades in nearly every reliability and usability category, although BlackBerrys arrive with few out-of-the-box problems. Nearly 1 in 3 BlackBerry users report at least one significant problem with their phone, compared with roughly 1 in 5 Motorola handset users.

RIM has another serious issue to contend with: Younger consumers in their twenties tend to favor phones from Apple, HTC, and vendors that use Google’s Android mobile operating system, according to a recent Yankee Group study. RIM’s demographic skews a little higher–in the 30-plus range–mostly because a BlackBerry “tends to be used a lot in work environments,” says Yankee Group mobile analyst Carl Howe.

T-Mobile deserves kudos for its customer support. While the fourth-place wireless carrier’s overall service rating is very close to its competitors’ scores, the company excels in phone support, readers report. T-Mobile’s average hold time is 4.6 minutes–significantly lower than the others, which have times ranging from 5.2 minutes (AT&T) to 6.1 minutes (Verizon).

And 84 percent of T-Mobile customers report that they’re satisfied with the voice call reliability of the carrier’s network, second only to Verizon’s 86.7 percent. (AT&T was a distant fourth with 72.8 percent, no doubt an indication of the dropped-call problems many iPhone users have reported.)

We should also note that Motorola takes the honors in phone reliability.

After reading this article, you may want to jump to PCWorld’s Facebook page, where readers can add their own stories of product reliability and vendor service.

The four charts below summarize our survey’s findings on smartphone reliability by brand, wireless carriers’ customer service, smartphone ease of use by brand, and satisfaction with wireless network service. For more on the measures used in the charts and the survey methodology, see “The Tech Brands You Can Trust .”

Leer más “2010 Reliability and Service Survey: Smartphone and Wireless Providers”

U.S. Smartphone Battle Heats Up: Which is the “Most Desired” Operating System?

Most Desired Operating Systems (OS):
When mobile users who planned to upgrade to a smartphone in the next year were asked about their next phone, Apple’s iOS and Android were tied for “most desired” operating system.

* Among users planning to get a new smartphone, current smartphone owners showed a preference for the Apple iPhone (35 percent), while 28 percent of both smartphone and featurephone planned smartphone upgraders indicated they wanted a device with an Android operating system as their next mobile phone.
* Featurephone owners planning to get a smartphone are less likely to have made up their mind about the OS they will choose: 25 percent were “not sure” what their next desired OS might be compared to 13 percent of smartphone owners. Those over 55 were markedly less certain than younger mobile users, with 27.8 saying they weren’t sure what kind of device they wanted next, compared to 12.2 percent of those 18 to 24.
* Apple’s iPhone and devices with the Android operating system were the “most desired” among likely smartphone upgraders, with Apple showing a slight lead among those age 55+ , 18 to 24, and 25 to 34.
* Women planning to get a smartphone are more likely to want an iPhone as their next device, with slightly more males preferring Android.


http://blog.nielsen.com/nielsenwire/online_mobile/us-smartphone-battle-heats-up/

According to October 2010 data from The Nielsen Company, 29.7 percent of U.S. mobile subscribers now own smartphones that run full operating systems.

The most popular smartphones are the Apple iPhone and RIM Blackberry, which are caught in a statistical dead heat with 27 percent of smartphone market share in the U.S. Twenty-two percent of smartphone owners have devices with the Android operating system.

U.S. Market & Smartphone Market

Most Desired Operating Systems (OS):
When mobile users who planned to upgrade to a smartphone in the next year were asked about their next phone, Apple’s iOS and Android were tied for “most desired” operating system.

  • Among users planning to get a new smartphone, current smartphone owners showed a preference for the Apple iPhone (35 percent), while 28 percent of both smartphone and featurephone planned smartphone upgraders indicated they wanted a device with an Android operating system as their next mobile phone.
  • Featurephone owners planning to get a smartphone are less likely to have made up their mind about the OS they will choose: 25 percent were “not sure” what their next desired OS might be compared to 13 percent of smartphone owners. Those over 55 were markedly less certain than younger mobile users, with 27.8 saying they weren’t sure what kind of device they wanted next, compared to 12.2 percent of those 18 to 24.
  • Apple’s iPhone and devices with the Android operating system were the “most desired” among likely smartphone upgraders, with Apple showing a slight lead among those age 55+ , 18 to 24, and 25 to 34.
  • Women planning to get a smartphone are more likely to want an iPhone as their next device, with slightly more males preferring Android. Leer más “U.S. Smartphone Battle Heats Up: Which is the “Most Desired” Operating System?”

Why Email Marketing Is Still In Vogue

With the recent advancement and diversification in online marketing strategies, some might think that email marketing is a relic of the past; but the numbers tell a different story. Not only is marketing via email a cheap alternative to other forms of direct marketing, but the ROI is also exceptionally high – giving marketers the best of both worlds. Here is a look at the email marketing industry, and why it might be the right marketing option for your business.


emailmarketing_10-21

With the recent advancement and diversification in online marketing strategies, some might think that email marketing is a relic of the past; but the numbers tell a different story. Not only is marketing via email a cheap alternative to other forms of direct marketing, but the ROI is also exceptionally high – giving marketers the best of both worlds. Here is a look at the email marketing industry, and why it might be the right marketing option for your business.

Read more: http://www.flowtown.com/blog/why-email-marketing-is-still-in-vogue#ixzz16xMh48Cb

10 Ways In Which The Media Industry Is Embracing Twitter

We all know how much of a growth curve Twitter has been on over the last couple of years and if there is one industry that has embraced it with great gusto it is the various strands of the media industry. They’ve hyped it up and brought it to the masses, integrated it in to their media as well as relying on it for breaking stories and and angles on news stories. Twitter has clearly changed the way that we all consume news and how the news finds us and we are watching people within the media have to adapt right in front of our eyes. It’s still something that is evolving as the big media organizations relinquish some of the control they have had over the message for so long and the next couple of years will be an incredibly interesting time. I wanted to look at some of the ways in which the media is engaging with Twitter…
Linking To Articles

This is fairly common and I think people are coming to expect it. It can get slightly tiresome if somebody is writing 10 articles a day and linking to them all but the main reason I would follow a journalist I respect on Twitter would be to get their latest stories instead of using RSS so having links there is not an issue for me. It does help if people mark their stories clearly and say that they are linking through to their own work so as it gives you the choice. Below is a perfect example of linking with full transparency…


 

We all know how much of a growth curve Twitter has been on over the last couple of years and if there is one industry that has embraced it with great gusto it is the various strands of the media industry. They’ve hyped it up and brought it to the masses, integrated it in to their media as well as relying on it for breaking stories and and angles on news stories. Twitter has clearly changed the way that we all consume news and how the news finds us and we are watching people within the media have to adapt right in front of our eyes. It’s still something that is evolving as the big media organizations relinquish some of the control they have had over the message for so long and the next couple of years will be an incredibly interesting time. I wanted to look at some of the ways in which the media is engaging with Twitter…

Linking To Articles

This is fairly common and I think people are coming to expect it. It can get slightly tiresome if somebody is writing 10 articles a day and linking to them all but the main reason I would follow a journalist I respect on Twitter would be to get their latest stories instead of using RSS so having links there is not an issue for me. It does help if people mark their stories clearly and say that they are linking through to their own work so as it gives you the choice. Below is a perfect example of linking with full transparency…
Leer más “10 Ways In Which The Media Industry Is Embracing Twitter”