Pero cómo es el perfil de los profesionales que gestionan estas comunidades, qué edades tienen los Community Managers de las empresas ¿Cuáles son las ciudades dónde más trabajo hay para los CM’s? ¿Qué gana el B2B o el B2C? ¿Dónde hay más responsables de las comunidades, en las Agencias o en las Marcas Finales? ¿A qué le dan más importancia las marcas, al engagement, o el número de fans? ¿Quién cobra más, una mujer o un hombre de Community Manager? ¿Cuántas horas le dedican semanalmente? ¿Dónde tienen más presencia las marcas Facebook o Twitter? …

El portal SocialFresh ha publicado su último informe de Report Community Manager 2012, un estudio muy interesante para saber como está el mercado global de este sector.

A continuación destaco lo más importante del estudio:

Las comunidades online están gestionadas un 67% por mujeres y un 33% por hombres

Las edades comprendidas son:

18 a 24 años: 19 %
24 a 30 años: 39 %
31 a 40 años: 27 %
41 a 50 años: 13 %
+ de 50 años: 3 %
El ránking de ciudades con más trabajo para community managers lo encabeza Nueva York, San Francisco y Boston. La única ciudad europea que encontramos en este ránking ocupa el quinto lugar y es Londres

El 76 % de los CM trabajan para marcas enfocadas al B2C (Marcas de Gran Consumo) y solo el 24% se dedica al sector del B2B

El 67% trabaja directamente en empresa/marca, y el 33% lo hace desde agencia

La principal preocupación es con un 50% de los encuestados de mejorar el engagement de las comunidades de las marcas en las redes sociales.

El grupo de 31 a 40 años son el que mayor salario tienen (56mil $ anuales)

El 47% afirma dedicarse más de 40 horas a la semana a su trabajo

El 55% de las marcas trabajan en Facebook, el 24% en Twitter y el 10 % en Foros

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¡Haz check-in con tu cara! (Vídeo)


EñUT comunicación

Check in con la cara

Acabamos de descubrir un vídeo sobre una nueva aplicación en el blog de publicidad digital y marketing Adverblog (muy recomendable si os gusta ver ideas creativas) que va un poco más allá de los habituales check-ins que están actualmente tan de moda.

Se trata de una aplicación creada por la agencia Red Pepper Land llamada Facedeal quegracias a una cámara de reconocimiento facial que se instala a la entrada de un establecimiento te envía promociones personalizadas a tu smartphone.

Funcionamiento: Tienes que registrarte en la aplicación conectando a través de Facebook      Continuar leyendo «¡Haz check-in con tu cara! (Vídeo)»

How to Improve Workflow in a Multi-Author WordPress Blog | @ProBlogger



This guest post is by Syed Balkhi of WPBeginner.

Running a multi-author blog can become a hassle, especially if you do not have a dedicated content manager for your site.Having run several multi-author blogs myself, I understand the issues you face and decisions you have to make.

If you’re running a multi-author blog, you may have asked yourself questions like, should I give the writer access to my WordPress dashboard? Is it secure? How do I monitor their activities to see they aren’t messing up my website? How do I improve my workflow?

In this article, I will share my personal experience in managing a collaborative WordPress site safely and effectively.

The “t” in “team” is also for “trust”

If you want to improve your workflow, then you will have to give your writers access to your WordPress dashboard. Otherwise, you will find yourself copying and pasting a lot of elements from a Word Document into your WordPress dashboard, attaching images, adding styling elements, and so on.

Fortunately, WordPress comes with numerous user roles with various permission levels.

user capability

If you look at the charts above, the two permission levels that make the most sense for multi-author blogs are Contributor and Author.

The biggest issue with Contributors is that they can’t attach images because they do not have the ability to upload files. Since you want your authors to have the ability to upload and attach images to their articles, you will want to give them Author-level permissions.

The big issue with that is that it gives them the ability to publish posts, delete posts, edit published posts, and so on. While I trust all of my authors, I don’t want things to go live without going through an editorial review. So I don’t want them to have this capability.

The good thing about WordPress is that there is a plugin for just about everything. You can use a popular plugin called Members to modify the capabilities of the Author role. Once you install the plugin, go to Users > Roles and modify the Author role. Your final permissions settings should look something like this:

The roles editor

As you notice, the only abilities we’ve given Authors here are editing posts, reading posts, and uploading files.

Security and monitoring Continuar leyendo «How to Improve Workflow in a Multi-Author WordPress Blog | @ProBlogger»

Google still penalizing for unnatural links


Google Screenshot

REPORT: Google still penalizing for unnatural links – What to do if you are affected…

As you may already know, early this year Google had a mandate to reach out to the sites that might have had a poor link scheme and asked politely that site owners make corrections if they wanted their rankings back. This proved to be one of the most major updates, followed by more Panda and Penguin updates causing widespread penalization for some.

Realizing the criticality of this mandate to their site ranking, our new SEO client approached us with a notice from Google, asking us to fix their little dilemma created by their old SEO provider. It basically stated: “We’ve detected that some of your site’s pages may be using techniques that are outside Google’s Webmaster Guidelines. Google Webmaster Tools notice of detected unnatural links…”

If you receive a notice in your inbox like this, don’t panic. It is a good thing. No, really it is. Think of it as a 12-Step AA Program for SEO. Basically, it suggests that you come to terms with how your SEO has been built up until now for your entire website’s life and somehow find the “bad” links so you can “fix” them. Not a simple task. What they want you to do specifically is to look for possible artificial or unnatural links pointing to your site that could be intended to manipulate PageRank.

Panda “Algorithm is in their words is a change to their search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of “low-quality sites” or “thin content sites” (sites with no real quality content) Page layout and content quality are key in this update. Panda is also designed to stop “scrappers” (sites publishing other site’s content) and return higher-quality page results at the top of the search queries.


Penguin Algorithm update was first announced on April 24, 2012. The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using unethical and black had SEO techniques to gain favorable rankings. Black hat techniques targeted are keyword stuffing, cloaking, participating in link schemes, or deliberate creation of duplicate content.

Examples of unnatural linking could include buying links to pass PageRank or participating in link schemes. There are SEO firms all over the planet that will have no idea what Google is talking about in this letter. If you receive a letter like this, you might want to use a different SEO company. One site to look out for is BMR’s network; Google went through this with a fine tooth comb.

Google will request that you specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Bad linking practices are a real concern for Google. I have seen this many times clients come to me saying their “SEO Guy” did some stuff and they lost their keyword terms overnight. Or “our SEO guys are the best” (landing them low searched keyword phrases) thinking they did some magnificent SEO work.

This is why you want to use Webmaster Tools. If you run into this problem, then at least you are alerted to the problem quickly. There are probably tens of thousands of sites out there having this same issue and probably don’t know it’s due to poor SEO practices.

Organic SEO has always been one of the highest converting traffic sources for website conversions if done correctly. Organic keywords have been a consistent provider of revenues for many small and large brands worldwide and they work extremely hard to maintain these rankings. Organic SEO for your company should not be taken lightly. It is one of the best long-term strategies and even if a social media train comes into town and you feel like hitching a ride, do not neglect your Organic SEO Strategy.

We have clients converting at very high percentages on just a few organic keyword phrases and leading their industry for online exposure.

Remember: If someone can build a website, it doesn’t mean they are an SEO professional.

***This is not to discredit anybody with web experience but merely show that SEO is a very specific algorithmic equation that takes full time analysis and should be taking seriously. Hire only proven professionals that stay current on SEO topics and trends. It is knowledge that you are looking for that does not come at a cheap price. It is worth it. It will be a viable long-term solution for your brand that you will be thankful for investing in.

Let’s get one thing straight. Google doesn’t owe anybody anything. It is a privilege to be ranked high on their search engine. This is why it is critical to only practice ethical SEO techniques.


Google isn’t fooling around. They are continuing to investigate sites and they will want to know specifics on the SEO practices since their ultimate goal is to provide the most relevant content in their searches. They are relentless in doing whatever it takes to provide the most relevant listings in their search queries. Google will want a breakdown in your words what happened.

Google might also request the following:                                                              Continuar leyendo «Google still penalizing for unnatural links»

El vídeo record de ‘likes’ en Youtube | El año que viene convocado Marcelo Tinelli [:P

Según el Guiness de los Records, el vídeoclip de un rapero de Corea del Sur es lo que más likes ha generado con su canción ‘Gangnam Style’ .

5 cambios en Linkedin que suponen una oportunidad para las pymes


EñUT comunicación

Linkedin ads

Con más de 175 millones de profesionales cualificados en todo el mundo, y más de 3 millones en España, la red de networking LinkedIn está incorporando numerosos cambios que significarán nuevas oportunidades para incorporar en las estrategias de las pymes.


El reciente lanzamiento de LinkedIn Ads en castellano va a suponer que los anunciantes y usuarios podamos interactuar de manera más local. 

Oportunidad: Poder comunicarnos de manera más específica con los profesionales o las empresas que pueden mostrar mayor interés en los productos y servicios que ofrecemos,siendo más eficiente nuestra inversión en publicidad.

  Linkedin ads


Aunque no estará disponible para todas las empresas hasta el próximo año, el rediseño de las páginas de empresa permitirá mostrar de manera más visual los productos y servicios de las empresas. Hasta ahora Linkedin ha estado más enfocada al uso individual de las personas, sin embargo, la popularidad del servicio ha obligado a modificar el producto para darle más importancia a las páginas corporativas.

Oportunidad: Más presencia de marca (actualmente las páginas corporativas solo tienen un pequeño icono y varias pestañas con texto).

#3: DESARROLLO DE ALGORTIMO PARA DETERMINAR INTERESES DE LOS USUARIOS Continuar leyendo «5 cambios en Linkedin que suponen una oportunidad para las pymes»

007 taste for beer… a Heineken of course!

IDEA: James Bond doesn’t always drink beer. But when he does, he prefers … well, Heineken. With apologies to Dos Equis, 007 is the original «most interesting man in the world.» And he declares his allegiance to the Dutch lager in a new global campaign from Wieden + Kennedy timed to the release of the latest Bond movie, Skyfall.

It’s a natural fit for Heineken, whose recent global ads «The Entrance» and «The Date» each focused on an intriguing male lead—the brand calls him its «Man of the World»—who is Bond-like in his charm, ingenuity and worldliness. The hero of the new 60-second spot is mistaken for Bond himself as villains chase him through a train that’s roaring through the Siberian wilderness. Daniel Craig and the new Bond girl, Bérénice Marlohe, make cameos, but it’s the Heineken man who outwits his adversaries—earning himself a beer from 007 and a mysterious briefcase from Marlohe.


«The Bond films have always been aligned to Heineken’s international, premium image,» said Cyril Charzat, Heineken’s senior global brand director. «In this campaign, we see the charm and resourcefulness shared by James Bond and the Heineken Man of the World, which allows him to momentarily step successfully into Bond’s shoes.» Continuar leyendo «007 taste for beer… a Heineken of course!»

How Remix Culture Fuels Creativity & Invention: Kirby Ferguson at TED

Brain Pickings


From Bob Dylan to Steve Jobs, or how copyright law came to hinder the very thing it set out to protect.

Remix culture is something I think about a great deal in the context ofcombinatorial creativity, and no one has done more to champion the popular understanding of remix as central to creativity than my friend and documentarian extraordinaire Kirby Ferguson. So I’m enormously proud of Kirby’s recent TED talk about his Everything is a Remix project, exploring remix culture, copyright and creativity — watch and take notes:

The Grey Album is a remix. It is new media created from old media. It was made using these three techniques: copy, transform and combine. It’s how you remix. You take existing songs, you chop them up, you transform the pieces, you combine them back together again, and you’ve got a new song, but that new song is clearly comprised of old songs.

But I think these aren’t just the components of remixing. I think these are the basic elements of all creativity. I think everything is a remix, and I think this is a better way to conceive of creativity.

[…] Continuar leyendo «How Remix Culture Fuels Creativity & Invention: Kirby Ferguson at TED»

Google crea un sistema para titulares creativos en su agregador de noticias

  • Google News priorizaba ahora las noticias con encabezamientos descriptivos
  • Las metáforas no lograban un buen puesto en su resultado de búsqueda

Europa Press | Madrid

Las metáforas o titulares imaginativos no suelen ser bien tratados porGoogle News, que suele beneficiar a la hora de presentar resultados de búsquedas aquellas noticias con titulares descriptivos que el buscador puede entender, sin embargo, esto puede cambiar a partir de ahora, ya que el gigante de las búsquedas estadounidense ha presentado una nueva herramienta para permitir titulares creativos.
Se trata de una nueva metaetiqueta que los editores y blogueros pueden incluir en el código HTML de sus informaciones con palabras clave sobre el contenido de su artículo y que Google leerá para valorar en qué búsquedas debe aparecer la información, así como en qué posición, según ha informado Google News en su blog oficial.

De esta forma, el buscador permite una mayor libertad creativa a los periodistas, que podrán titular sus informaciones con frases con metáforas u otras figuras literarias que sean atractivas para el lector y luego incluir palabras clave que describan el contenido del artículo en la metaetiqueta, que los lectores no verán, pero Google sí.

Interés y calidad      Continuar leyendo «Google crea un sistema para titulares creativos en su agregador de noticias»

How Calls to Action Can Increase Your Conversion Rate

Call to ActionWe have all seen it: the blog post with a random link after it. What is this mysterious link? Where did it come from? Where does it go? The key to avoiding situations like this is a call to action.

What is a call to action?

A call to action can take many forms. Some can be as much as a short paragraph while others are as simple as linked anchor text. In any case, the idea is for the call to action to do just that: draw the readers in, inviting them to click on the link.

To give an example, let’s say we have a page or post written about Underwater Basket Weaving and we want to insert an affiliate link. There are three options. The first would be to just stick the link on to the page and hope people click it. The second would be to put it in anchor text. This means to have a line of text, which might look something like “Click here for the Ultimate Underwater Basket Weaving Course!” Readers don’t see a URL, only your anchor text. The final method would be to have a short blurb: “Want to learn how to weave your own baskets underwater? Click here for the Ultimate Underwater Basket Weaving Course!

What does a call to action do? Continuar leyendo «How Calls to Action Can Increase Your Conversion Rate»

«…need for social producers» |


I can’t be the only one to notice this…infographics, “viral” videos, Like and Retweet campaigns, they all seem to be trying a bit too hard lately. For example, most infographics I see today are no more than visual press releases with graphical elements tied to information…and then more information…but wait, then more information. If this was just about visualizing scrolls of information, then anyone using free infographic generating tools and a list of interesting data points could make pinteresting graphics. The key is to think less about the packaging and more about the story you want to tell. But even more importantly, it’s time to put the social in social media and craft the story you want people to talk about and share.

It’s not every day that I focus on social media tactics. However, I’m sharing this post to address a growing concern among social media and digital strategists and those to whom they report as to why their content performs at lackluster levels. Much of what we see in our news feeds and social streams is adequate but not yet representative of what’s possible. However, if creative professionals and brands overall do not understand what it takes to make content or campaigns engaging, optimism and support for experimentation fades and as such, budgets dwindle.

Rebecca Lieb, my colleague at Altimeter Group, tracks digital advertising and media. Along with Jeremiah Owyang, they published a new report on the integration of Paid, Earned, and Owned Media. She shared with me the importance of not only shareability, but also integration into an overall content strategy, “A common content marketing misapprehension is that it equals social media. Content production is tactical. Its desired result, good content, must be informed with strategies and goals related to customer experience, journeys, sharability and its correlation and integration with both paid and earned media.”

Re-imagining Content as Social Objects Continuar leyendo ««…need for social producers» |»

El cerebro de Einstein, en una aplicación para iPad

La app NMHMC Harvey fue desarrollada por el Museo Nacional de la Salud y la Medicina de Chicago, EEUU, y permite ver de cerca la neuroanatomía del físico mediante imágenes tomadas durante su autopsia

El cerebro de Einstein, en una aplicación para iPad

Cuando Albert Einstein murió, en 1955, el patólogo Thomas Harvey realizó una autopsia a su cuerpo y removió el cerebro del físico nacido en Alemania para analizarlo en detalle con la esperanza de que le pudiera revelar los secretos detrás de su inteligencia.

Durante el procedimiento, Harvey tomó imágenes del cerebro de Einstein y las plasmó en diversas láminas que hoy están disponibles para los usuarios de iPad por un costo de u$s9.99.

El Museo Nacional de la Salud y la Medicina de Chicago, en los Estados Unidos, es el responsable de desarrollar la aplicación que ya se puede descargar en iTunes. «Creo que Einstein habría estado entusiasmado», dijo Steve Landers, un consultor del museo, a la agencia AP. Continuar leyendo «El cerebro de Einstein, en una aplicación para iPad»

Holiday Marketing Tips, Pointers, & Best Practices – Infographic

See on Scoop.itGabriel Catalano the name of the game

Preparing marketing initiatives that really resonate with your shoppers can feel a little overwhelming. After all, you’re trying to please a lot of different types of people who all have their own set of expectations when they shop your brand.


Do not fear though, SteelHouse’s Holiday Marketing Tips, Pointers & Best Practices infographic provides important dates and pointers that can help you plan effective and successful marketing campaigns!


Start the holiday season off right with these tips!

See on

7 Reasons Branding & Design Play a Vital Role in Your Marketing

See on Scoop.itGabriel Catalano the name of the game

Oh, you work in branding and design? So you’re an arts and crafts marketer. Got it.

Raise your hand if you’ve heard that refrain. It’s a bummer brand marketers get that reputation, because it typically stems from a total lack of understanding of the impact branding and design has on other areas of marketing. Those that think branding is just a fluffy, marketing buzz word need this blog post. And if you’re a brand marketer who’s tired of explaining why your job matters for the greater sales and marketer good, well, bookmark this bad boy and send it the way of the naysayers. Here are just some of the places brand marketers have a serious impact on other areas of marketing!


1) Call-to-Action Design

When you’ve reached the point of trying to optimize for conversions, you’ll want to do some serious A/B testing. And CTAs are a great place to start! The problem? Well, after you’ve tested basic things like copy, placement, and button color, you need to step it up a notch. That means getting involved in testing the impact different designs have on your CTA click through rate. And as a company who has tested CTA design ‘til the ends of the earth (and then some … we’re always testing new designs to see if we can improve conversions), we can vouch for the impact a new CTA design from our branding department can have on CTR.

Some of the things we’ve learned just on the blog alone? Well, when the blog posted the most well-branded CTAS in the world — seriously, they aligned ridiculously well with the skin of our blog — click through rate plummeted. Turns out they looked so much like our blog no one could tell they were clickable! Oops. Lesson learned. That’s why we have the CTAs you see now, that stand out from the orange and white skin of the blog.

These are the kinds of lessons we learned, extremely quickly, because we had some brand marketers on our team that could pump out several new CTA designs very quickly based on what our analytics told us. If it was one of our bloggers designing the CTA? They’d still be putzing around in Microsoft Paint trying to pull a rabbit out of a hat. No offense, ladies. 😉


2) Marketing Offer Layout

Feast your eyes on these beauties:

Those are two of our ebooks. But you probably already knew that if you’ve downloaded any of our recent ebooks … because they all look really similar! This is the result of a conscious effort we’ve made thanks to our branding professionals, that have helped us streamline the look of all our ebooks to make the experience consistent for readers. So when you visit an ebook landing page, you’ll see books like that every time. And when you open them up? Yep, the design elements remain consistent in there, too!

Not only does this help create a better reading experience for leads that download your content — making it more likely they’ll download more in the future — it helps prevent copyright infringement on the internet. If people start to get to know what your content looks like, it’s much easier for your community to call out copycats that simply steal your content and plop it up on their website. Tisk tisk.


3) Brand Style Guide

That consistent ebook design is great, but do we really have our designers lay out every single one of our ebooks?

No way, man. We don’t have that many designers! They just worked out the vision for us, and then wrote it all out in terms the rest of us marketers can understand. In other words, they created a brand style guide for non-brandy and non-designey people.

Not only does a brand style guide help maintain branding consistency — it helps make everyone in our company look, for lack of a better phrase, wicked professional. With our brand style guide, literally every employee at HubSpot can make use of established creative elements in any of their collateral or communications, like SWAG, offers, blog posts, landing pages … everything. Establishing what’s expected and giving employees the tools to re-create these elements helps prevent bottlenecks of work for our branding people, and saves us from having to hire 20 more designers.


4) Presentation Templates

Speaking of teaching a man to fish, having one template for all of the presentations your employees deliver is one of the best things to come out of a branding department. Seriously, if you haven’t done it already, give it a try. At HubSpot, for example, one of our designers sat down one day and created a downloadable PowerPoint deck that would serve as a template for anyone that had to put together a presentation for HubSpot.

It. Is. Awesome. Think about your sales people, for example. Instead of having them fiddle around in PowerPoint for three hours trying to put a presentation together for an upcoming pitch … where the outcome is probably still pretty dismal despite the effort … they just plug in their information and boom. They’ve got a ridiculously well-branded presentation, and it took them maybe 30 minutes to create it. That’s a much better use of time than trying to design a presentation from scratch, and it makes your company look far more professional.

Read more:

7 Reasons Branding & Design Play a Vital Role in Your Marketing

See on

Basic Reasons to Audit Balanced Scorecard | by Sam Miller

No matter what kind of business you are currently running, you surely understand the importance of reviewing and auditing its financial performance and all types of documents that contain this valuable info. Well, there is no doubt about the fact that the financial aspect is highly meaningful for any company, but what about other things that may seriously affect the financial results? These ones are definitely worth measuring as well.

Nowadays, there are different kinds of tools applied to assess these aspects and the Balanced Scorecard system is one of those that are currently considered the most affordable, comprehensive and reliable evaluation instruments. That is why it seems to be highly important to audit balanced scorecard as well. However, it makes sense to find out the essence and value of this scorecard first. Just like any other kind of audit, this one will help you compare the current performance of your organization with the basic criteria that matter in your business. These may include industry standards, successful practices and results as well as their importance for your business in particular. A scorecard audit (if performed accurately and correctly) helps get an independent and unbiased evaluation of how exactly you manage to track your business performance in general and the validity and quality of the data required for the assessment process in particular.

A typical audit model involves around 17 aspects that comprise such dimensions as scorecard content, its value, technical power and methods of reporting. This model provides the impartial and reliable data that may be further applied to improve the most problematic issues. Balanced Scorecard audit is one of the best ways to evaluate the overall success of your business system and realize your strategic goals more effectively.

What are those reasons, however, that make scorecard audit a necessity for any company concerned with its performance? >>>> Continuar leyendo «Basic Reasons to Audit Balanced Scorecard | by Sam Miller»


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Ver para contar & contar para ver. / Чтобы рассказать

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