“Lo malo de trabajar en comunicación, es que descreés de todo” por @FacundoArena



Partamos de la base de que nuestras vidas está rodeadas de lo que yo llamo “historias diseñadas”. Esto significa que allí a donde miremos, hay algo que nos quiere estimular, que pretende hacernos experimentar una historia, y que fue diseñado por alguien. Por ejemplo, el diseño de nuestro departamento (probablemente alguien lo haya trazado en base a la “experiencia de vida” que pretendía que sienta quien habitara el lugar), el ambiente de un restaurant (diseñado en base al momento que se quiere generar mientras se come), el diseño de nuestras ropas (para hacernos sentir “cancheros”, “serios” o “importantes”, etc.), la música que suena en la radio (diseñada para estimular nuestras emociones), los carteles publicitarios (diseñados para captar nuestra atención y vendernos lo que sea) e infinitos etcéteras.

Vía http://www.alternaria.tv/ Leer más ““Lo malo de trabajar en comunicación, es que descreés de todo” por @FacundoArena”

Socialbakers #panaderiasocial: Capitulo #1 – @socialbakers CC/ @peugeotarg


Peugeot Argentina | Most Popular Post

http://www.socialbakers.com/latam/

eVeryapp, la nueva división de comunicación de eVerythink PR boutique para el mundo App


Via SOCIALetic.com

everyapp

eVerythink PR boutique presenta una nueva división de negocio creada y enfocada exclusivamente al mundo de las apps móviles y web: eVeryapp. El objetivo de esta nueva línea de negocio es ayudar a las empresas que quieran lanzar su nueva aplicación para que, a través de la comunicación, lleguen más fácilmente a su público objetivo e incrementen su número de descargas.

Las apps han despegado en España a un ritmo imparable. El 71 % de los españoles ya se descarga apps de forma habitual y para usos de lo más variado. Jugar, chatear con amigos, conocer la mejor tarifa móvil, dejar de fumar, gestionar tus finanzas o conocer todas las ofertas de ocio disponibles a tu alrededor.

Leer más “eVeryapp, la nueva división de comunicación de eVerythink PR boutique para el mundo App”

Las 3 funciones del packaging | evenmk.com


 

packagingUna de las decisiones más importantes para una empresa es decidir cómo será el envase de sus productos. Es el momento clave para la empresa ya que se juega la imagen que tendrá el producto y la marca. Fundamental porque como decía un antiguo anuncio de colonia… en las distancias cortas es donde un envase se la juega.

Sí, en las distancias cortas. El producto estará en el lineal del supermercado o en el escaparate del comercio. Pero no estará solo, estará compitiendo con otros productos y otras marcas que buscan lo mismo: llamar tu atención e intentar destacar frente a la competencia (primer reto).

packaging Leer más “Las 3 funciones del packaging | evenmk.com”

¿Has entrado ya en la Tercera Fase del Marketing On Line?


See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

La historia del marketing social se puede dividir en tres partes. La primera es la de la escucha social, que nació a raíz del lanzamiento de Facebook más allá de las universidades en 2006 y la explosión de Twitter en 2007, convirtiéndose así en nuevos canales de atención al cliente y lugares donde publicar opiniones negativas que hicieron a las marcas ponerse serias para empezar a responder y escuchar a los consumidores.

Más tarde, empezó el management social, con el lanzamiento de páginas para marcas, lo que inició una carrera entre ellas para conseguir más fans, la creación de aplicaciones para marcas dentro de Facebook y la llegada de los paralelismos entre las plataformas de social management y su CRM y el anterior email marketing.

Pero ahora estamos sumidos en una nueva era, el marketing colaborativo, que se inicia con la necesidad de aprovechar y monetizar las enormes bases de datos sociales que las marcas ya tienen en las plataformas pero, después de todo el duro trabajo, las marcas todavía están dando los primeros pasos para conseguir el verdadero valor de sus acciones sociales.

Es una fase en la que las marcas tienen que desarrollar estrategias para generar una mayor participación y colaboración con los consumidores. Los anunciantes tendrán que dejar que los consumidores se acerquen más, y de forma más personal, a las marcas mientras que los consumidores, a cambio, ofrecen una cantidad increíble de análisis, ideas y contenidos.

Para conseguirlo, hay cinco pasos esenciales que permiten posicionar a la marca para el éxito en esta tercera fase:

1. Dirige una audición social: mira todas las comunidades y bases de datos que tiene tu marca, incluyendo CRM, Facebook, Twitter y otras páginas sociales. Entiende quién es esa gente y cómo y por qué quieren relacionarse con tu marca.

2. Segmenta a los miembros :::::   Leer más “¿Has entrado ya en la Tercera Fase del Marketing On Line?”

La necesidad de ayudar al fenómeno emprendedor en España


Cooking Ideas – un blog para alimentar tu mente de ideas

 

Cuando me preguntan cómo se puede ayudar a los emprendedores siempre digo que lo mejor es dejarles trabajar, desarrollar sus ideas y no cargarles desde el principio con todo tipo de restricciones, impuestos, obligaciones, … cuando por fin consigan crear una empresa y empiecen a ganar dinero entonces llegará el momento de que paguen una parte de sus beneficios como es habitual. Creo que un emprendedor debe ser suficientemente autónomo como para poner en marcha su empresa sin necesitar muchos apoyos externos a nivel de instituciones, pero sí que es cierto que a nivel de ecosistema las instituciones y las grandes empresas pueden hacer mucho para incentivar a que cada vez haya más gente que le pierda el miedo a emprender y decida crear su propia empresa.

(más…)

10 grandes herramientas para investigar online


See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

10 recursos muy interesantes encontrado en Fractus Learning:

EVERNOTE: Imprescindible. Es una de las mejores herramientas para recopilar recursos procedentes de fuentes muy diversas. Se trata de una aplicación multiplataforma que sincroniza notas, fotos, documentos y páginas web.

HOW STUFF WORKS: Lleno de explicaciones y resúmenes fascinantes y claros, en inglés, para niños y niñas. Consegue mezclar conceptos académicos con la cultura popular

ARTCYCLOPEDIA: perfecto para investigar cualquier cosa relacionada con el arte. Una extensa base de datos que cubre artistas, movimientos y colecciones

SPARK NOTES: Una herramienta para ayudar al alumnado a familiarizarse con la literatura. Ofrece una base de datos muy amplia, en inglés, con resúmenes, análisis de carateres… de grandes clásicos

INTERNET HISTORY SOURCEBOOKS: amplia colección de dominio público cuyos textos tienen un formato especialmente dirigido al uso educativo para Historia, y cubren temas desde la Historia Antigua, el medievo, la Edad Moderna, Bizanzio…

LIBRARY OF CONGRESS RESEARCH TOOLS: La Biblioteca del Congreso comprende una colección de recursos muy atractivos que no puedes dejar de ver. Leer más “10 grandes herramientas para investigar online”

Experiencias y emociones: las claves para recordar una marca


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Las marcas están en todas partes, pero, cuando se trata de recordar, las experiencias son las que marcan la memoria.

Siempre hay momentos especiales que recordar, sin embargo, éstos no existen porque sí. Hay olores, sabores y un sinfín de experiencias que marcan a fuego la memoria de las personas y, adivinen… las marcas también están presentes ahí.

Y es que son las experiencias las que permiten que una marca quede para siempre en tu retina, asociándola a una sensación agradable o a una emoción determinada. Con esto, la marca pretende crear lazos afectivos, que si cuida bien, serán indestructibles.

Por eso el afán de éstas en brindar experiencias únicas, deben hacer que los consumidores deseen su producto y para eso, deben potenciar aquellas características que los diferencian de la competencia.

Leer más “Experiencias y emociones: las claves para recordar una marca”

¿Cómo se gestiona el tiempo de aprendizaje? / titonet.com


 


Titonet

Aquellos que nos hemos dedicado a servicios profesionales entendemos que existen dos variables críticas de nuestra actividad: el tiempo que dedicamos a nuestros clientes y los ingresos que obtenemos de ellos. En función de la distribución de estas dos tipos de variables podemos analizar la rentabilidad de nuestra actividad, pero no nos permite preveer el grado de crecimiento futuro, que básicamente depende de la capacidad de una empresa de capturar aprendizaje. ¿Cómo podríamos relacionar tiempo, conocimiento y crecimiento?

Variable clave de los servicios profesionales

En general en una empresa de servicios profesionales (agencias, consultorías, asesorías…), se contabiliza la cantidad de horas dedicadas por cliente para analizar la rentabilidad por cada cliente. Pero creo que es una análisis simplista. Cualquier persona que haya trabajado en servicios profesionales, sabe que existen cuatro variables clave para el desarrollo de su actividad con un cierto éxito:

  • Contactos: para ofrecer tus servicios necesitas alguien que te escuche, que tenga menos conocimiento que tu y que esté dispuesto a pagar por ello.
  • Método: no sólo es importante saber, sino demostrarlo, y documentarlo.
  • Referencias: poder confirmar que ya has trabajado para alguna empresa haciendo un servicio igual o parecido.
  • Equipo: al tratarse servicio, implica trato entre personas, por ello disponer de un buen grupo de profesionales es fundamental.

Con estas cuatro variables completadas, ocurren las empresas asentadas se dedican a crecer a través de hacer más grande la escala (+ clientes + equipo) para sacarle mayor rendimiento al negocio. Por otro lado cuando estas cuatro variables se dan, muchos empleados de estas empresas, deciden salirse de la empresa y crear su propio negocio de servicios profesionales.


El conocimiento se basa en a qué dedicas tu tiempo

De entre estas 4 variables la que me parece crítica es la del método. Es decir: el conocimiento que vas a revender, ¿De dónde lo saca una organización?  ¿Cuanto se dedica a incrementar el método y el conocimiento en las empresas? Si lo enfocamos desde la perspectiva del tiempo invertido por sus trabajadores tiene tres posibilidades:

  1. Tiempo explotación: tiempo destinado a sacarle provecho del conocimiento de la organización. El conocimiento existe, lo único que hacemos es “adaptarlo” a las necesidades de otros clientes. Se trata de un tiempo de explotación ya que rentabilizamos un conocimiento adquirido.
  2. Tiempo resolución: espacio destinado al desarrollo nuevo conocimiento centrado en la resolución de problemas de los clientes. No siempre los clientes quieren lo mismo o nos encontramos preguntas nuevas. El tiempo destinado estos nuevos retos, se amortiza con la “reventa” a otros clientes.
  3. Tiempo investigación: número de horas destinadas al trabajo no asociado a clientes y referente a formar al equipo en otras materias, relacionadas o no con la actividad. Me refiero a tiempo de buscar nuevas cosas por Internet, leer libros o ebooks o probar nuevas herramientas.

Queda claro que si una empresa quiere tener un recorrido en el tiempo debe de balancear los tiempos de su equipos no sólo A QUIEN (clientes/proyectos) lo destinan, sino también EN QUÉ(aprendizaje) se destina. Leer más “¿Cómo se gestiona el tiempo de aprendizaje? / titonet.com”

10 Top Trends in Social Media | by Jeff Bullas


Written by  | jeffbullas.com

I visited Italy recently and as we know the Italians are a very stylish bunch. They seem to know what fashion is really about.10 Top Trends in Social Media

They can wear a scarf with fabulous flair, choose the cool hat that sets off the outfit or select a pair of sexy shoes that make them look like a fashion model and that is just the men!

The Italians have taken “style” to a level that the rest of the world can only aspire to.

Trends in Shoes

Now on the topic of shoes it appears that there is a trend that if it doesn’t stop very soon, it is going to lead to many injuries and even possible death as fashionista women fall from great heights after stumbling in their 30 centimeter high heels!

This will lend a whole new meaning to the term “Fashion Tragics“.

I have to admit though that the shoes in the windows of the fashion brand stores of Rome and Florence were not just fashion items but objects of style, art and creativity. Just not very comfortable or sensible to wear but who said that fashion should be sensible.

The Trends in Social Media

My trip to Italy was not just for looking at shoes but to provide four keynote presentations to the BE-Wizard web conference.

One of these topics was on the “Top 10 Trends in Social  Media” and how business can adapt and use these trends to their commercial advantage.

Social media that was initially seen as a fad 2-3 years ago is now firmly embedded in the fabric of the web and is impacting how business markets, communicates and publishes.

Trend #1  Social Mobile

The first trend we looked at was the the rise of the social mobile. The synergy of mobile and social networks is combining to make us addicted to our socially networked enabled smart phones that allow us to view our Facebook or Twitter account anywhere at anytime.

The numbers

  • Current research puts the number of mobiles at north of 5.5 billion devices
  • 1,2 billion have internet connected phones (smart phones)
  • 425 million users use their mobile to check in to Facebook
  • 55% of Twitter traffic is from the mobile
  • 400 million YouTube views are from mobile devices

The implications

  • Huge growth potential
  • Create content for mobile devices
  • Design and develop websites and blogs for mobile viewing
  • Make it easy for viewers to act on that mobile content in a social manner (sharing)

In essence make it easy for people to buy and share your products and services from your mobile phones.

Trend #2 Socialization of Search

Google has realized that social networks are here to stay and consequently invested over half a billion dollars in designing and developing Google+ which they launched in June of 2011.

They have realized that in the battle to stay relevant, social networks need to be prioritized when producing search results.

Google considers social as “core” to its strategy and is using the capture of social signals when delivering information from search engines. Consequently you will see the top social networks appearing high in search results pages.

Also it is embedding Google+ into all its web properties including YouTube and Picassa.

Hence the introduction of the “+1″ button in 2011.

The implications Leer más “10 Top Trends in Social Media | by Jeff Bullas”

New fashion campaign lets users decide what’s sold

We’ve seen crowdsourcing and voting campaigns done before in the fashion world, often to great effect but fashion site brandalley.co.uk has taken that a step further by allowing their users to decide which designs actually get commissioned and sold on the site. Their new fashion site was previewed late last year and has now gone live to the public. The campaign takes place in a section of the site called ‘Le Lab and the concept is fairly simple. The latest creations are showcased on the site and public votes allow you to see which designs/designers have received the most votes. The designs that gather 2000 votes are sent forward for consideration by Brand Alley, to go through to an actual launch :


 

We’ve seen crowdsourcing and voting campaigns done before in the fashion world, often to great effect but fashion site brandalley.co.uk has taken that a step further by allowing their users to decide which designs actually get commissioned and sold on the site. Their new fashion site was previewed late last year and has now gone live to the public. The campaign takes place in a section of the site called ‘Le Lab and the concept is fairly simple. The latest creations are showcased on the site and public votes allow you to see which designs/designers have received the most votes. The designs that gather 2000 votes are sent forward for consideration by Brand Alley, to go through to an actual launch :

Leer más “New fashion campaign lets users decide what’s sold”

10 top resources for fashion and beauty bloggers

1. iFabbo

The International Fashion and Beauty Bloggers’ Organization (AKA iFabbo) was recently started by San Francisco ladies Sinead of Self Tanning Queen, and Tonia of Pink Layers. Its goal is to promote the blogging profession as well as individual and professional growth, while providing a platform for education, support and resources. Blogging events will be held internationally. (Disclosure: I’m a founding member).
2. iBlogFashion & iBlogBeauty

iBlogFashion and its sister iBlogBeauty was started by fellow Aussie blogger Helen of SassyBella. Helen created it to bring the Australian fashion blogging, public relations and marketing worlds closer together. Helen offers two newsletters: one for bloggers and one for PR and marketing teams.
3. Beauty Blog Network

The Beatuy Blog Network was started by make-up artist Elke Frudenberg who believes that “beauty deserves as big a forum as fashion”. This site claims to showcase the best beauty blogs on the web, and inclusion is by referral or invitation only.


The Blog Stylist http://theblogstylist.com/top-resources-for-fashion-and-beauty-bloggers/

WP Greet Box icon

Hi there, stylish blogger! If you are new here, you might want to subscribe to the RSS feed for updates on this topic.

Fashion and beauty bloggers: listen up! I’ve put together a list of websites and blogs aimed at helping you. Want to know more? Check them out below – I hope you find this useful!

Photo by PumpkinCat210 

1. iFabbo

The International Fashion and Beauty Bloggers’ Organization (AKA iFabbo) was recently started by San Francisco ladies Sinead of Self Tanning Queen, and Tonia of Pink Layers. Its goal is to promote the blogging profession as well as individual and professional growth, while providing a platform for education, support and resources. Blogging events will be held internationally. (Disclosure: I’m a founding member).

2. iBlogFashion & iBlogBeauty

iBlogFashion and its sister iBlogBeauty was started by fellow Aussie blogger Helen of SassyBella. Helen created it to bring the Australian fashion blogging, public relations and marketing worlds closer together. Helen offers two newsletters: one for bloggers and one for PR and marketing teams.

3. Beauty Blog Network

The Beatuy Blog Network was started by make-up artist Elke Frudenberg who believes that “beauty deserves as big a forum as fashion”. This site claims to showcase the best beauty blogs on the web, and inclusion is by referral or invitation only. Leer más “10 top resources for fashion and beauty bloggers”

Santo scoops global Diesel ad account

Santo’s first global advertising campaign is expected to support Diesel sneakers and uses the strapline, ‘Not made for running. Great for kicking asses.’

The pitch was called after Anomaly, the nine-month incumbent, resigned the business in June after the con­clusion of its ‘Be stupid’ campaign, which had launched in January.

Anomaly’s campaign featured poster ads, including one of a woman taking a photograph of her genitalia, which were banned after the Ad­vertising Standards Authority judged them unsuitable to be seen by children.

The campaign encouraged consumers to embrace their stupid side by showing characters committing unwise acts.


By Anne Cassidy

GLOBAL – Diesel, the Italian fashion brand, has appointed Santo to its global advertising account after a head-to-head pitch against Saatchi & Saatchi.

Santo scoops global Diesel ad account

Santo’s first global advertising campaign is expected to support Diesel sneakers and uses the strapline, ‘Not made for running. Great for kicking asses.’

The pitch was called after Anomaly, the nine-month incumbent, resigned the business in June after the con­clusion of its ‘Be stupid’ campaign, which had launched in January.

Anomaly’s campaign featured poster ads, including one of a woman taking a photograph of her genitalia, which were banned after the Ad­vertising Standards Authority judged them unsuitable to be seen by children.

The campaign encouraged consumers to embrace their stupid side by showing characters committing unwise acts. Leer más “Santo scoops global Diesel ad account”

Fashion Websites: Trends, Showcase, Interviews

Fashion is a cultural phenomenon. It’s so often transient, but at the same time one of the most polished mirrors of our time. Unlike other art forms and creative media, fashion is a mode of self-expression for all players involved: the designer makes clothes to express their personality, and the consumer wears them for the same purpose. Fashion also accommodates a number of other creative professions, such as photography, make-up and hair-dressing and Web design.

In this post, we’ll look at websites from the fashion industry. We spoke with two developers whose websites differed in style and implementation to find out the considerations involved in designing a website for a fashion brand. Further below, you’ll find a collection of smart websites done by clothing designers, photographers, make-up artists and other players.

With its look at trends and features in this niche, this post may come in handy for those of you working on a related project or who are simply curious to know how Web design is approached in this industry. Although we won’t discuss the clothing itself, fashionistas may find some use in it, too.


Fashion is a cultural phenomenon. It’s so often transient, but at the same time one of the most polished mirrors of our time. Unlike other art forms and creative media, fashion is a mode of self-expression for all players involved: the designer makes clothes to express their personality, and the consumer wears them for the same purpose. Fashion also accommodates a number of other creative professions, such as photography, make-up and hair-dressing and Web design.

In this post, we’ll look at websites from the fashion industry. We spoke with two developers whose websites differed in style and implementation to find out the considerations involved in designing a website for a fashion brand. Further below, you’ll find a collection of smart websites done by clothing designers, photographers, make-up artists and other players.

With its look at trends and features in this niche, this post may come in handy for those of you working on a related project or who are simply curious to know how Web design is approached in this industry. Although we won’t discuss the clothing itself, fashionistas may find some use in it, too.

Some Trends On Modern Fashion Websites

Looking through the websites discussed in this post, we caught a few commonalities.

Full-Screen Photography

Photography is a powerful tool and is integral to fashion websites. Grasping how photography can impress the viewer and set the mood, many fashion brands use big high-quality pictures to dominate their websites.

Mexx
Like many other fashion websites, Mexx relies heavily on Flash and full-screen images. The design has no special features or gimmick; its uniqueness is in the content itself.

Mexx in Fashion Websites: Trends, Showcase, Interviews

Story-Telling

The fashion industry works hard to create mental associations and set expectations on the part of its audience. The market is saturated, and companies look for new ways to grab the attention of customers. One way a brand does this is by going beyond merely presenting its clothes and instead bringing its merchandise together into a storyline and associating its product line with a certain lifestyle.

Louis Vitton Journeys
Louis Vuitton Journeys is a unique Web campaign sponsored by the famous fashion brand. It features exclusive stories about influential modern personalities. The latest journey, Encounter With Greatness, features quite a smashing get-together of three football legends: Pele, Diego Maradona and Zinedine Zidane. Unique content and interactivity through Facebook integration make the website an exciting destination.

Louis-vuitton in Fashion Websites: Trends, Showcase, Interviews Leer más “Fashion Websites: Trends, Showcase, Interviews”

How The Fashion Industry Is Embracing Social Media

This is the first post by Rebecca Schatz our newest employee here at Simply Zesty in which she combines her two loves…Fashion and social media…

Although the fashion industry has arrived relatively recently onto the social media scene, it’s making an impact now that it’s finally here. Certain high-end luxury brands are still choosing billboards over blogs (perhaps for fear of their brand losing its perceived ‘exclusivity’ in the social media switchover), however, the fashion industry is generally taking to it like a Chanel-clad duck to water. Let’s have a look at how the trendsetters and trailblazers have started to set the world of social media alight.
Social Networking Success

One brand successfully flying the Facebook flag is Urban Outfitters. When it comes to successful community sites, original content is king. Urban Outfitters’ US strategy recognizes that community site visitors are looking for something more than mere advertising shill. Despite the fact that, with 320,000 likes, the brand is lagging behind some of its rivals (H&M has over 3 million likes), Urban Outfitter’s Facebook page is streets ahead when it comes to social media strategy: every week, the page features an exclusive clip of the new comedy series The Increasingly Poor Decisions of Todd Margaret. Visitors are also enticed with fan discounts, original photographic content, tips on garment care and Facebook-only competitions. In August, the company introduced a novel way to engage visitors by organizing items on the main website according to the number of ‘likes’ they receive on Facebook. Not only does this encourage Facebook fans to interact with the profile and drive traffic to the main website, it also prompts non-Facebook fans visiting the site to ‘like’ the company’s Facebook page.


Author of How The Fashion Industry Is Embracing Social Media

by Niall & Lauren

Ebay How The Fashion Industry Is Embracing Social Media

This is the first post by Rebecca Schatz our newest employee here at Simply Zesty in which she combines her two loves…Fashion and social media…

Although the fashion industry has arrived relatively recently onto the social media scene, it’s making an impact now that it’s finally here. Certain high-end luxury brands are still choosing billboards over blogs (perhaps for fear of their brand losing its perceived ‘exclusivity’ in the social media switchover), however, the fashion industry is generally taking to it like a Chanel-clad duck to water. Let’s have a look at how the trendsetters and trailblazers have started to set the world of social media alight.

Social Networking Success

One brand successfully flying the Facebook flag is Urban Outfitters. When it comes to successful community sites, original content is king. Urban Outfitters’ US strategy recognizes that community site visitors are looking for something more than mere advertising shill. Despite the fact that, with 320,000 likes, the brand is lagging behind some of its rivals (H&M has over 3 million likes), Urban Outfitter’s Facebook page is streets ahead when it comes to social media strategy: every week, the page features an exclusive clip of the new comedy series The Increasingly Poor Decisions of Todd Margaret. Visitors are also enticed with fan discounts, original photographic content, tips on garment care and Facebook-only competitions. In August, the company introduced a novel way to engage visitors by organizing items on the main website according to the number of ‘likes’ they receive on Facebook. Not only does this encourage Facebook fans to interact with the profile and drive traffic to the main website, it also prompts non-Facebook fans visiting the site to ‘like’ the company’s Facebook page. Leer más “How The Fashion Industry Is Embracing Social Media”