el ABC -de manual- “No confundir ejecución con estrategia” // @revista_mercado // @Biz_Tec


Muchas veces los ejecutivos confunden  visión, misión, propósito, plan o un conjunto de metas, con estrategia.  Si lo hacen, ponen el carro delante del caballo.

 

Hay cinco preguntas para hacerse antes de formular una estrategia para la organización:
1. ¿En qué negocio habría que estar?
2. ¿Cómo se puede agregar valor a la empresa?
3. ¿Quiénes son los clientes ideales para el negocio?
4. ¿Cuál es la proposición de valor para esos clientes?
5. ¿Qué capacidades son fundamentales para agregar valor al negocio y diferenciar sus proposiciones de valor?

Aunque muchas compañías pueden articular una visión, una misión, un propósito o una meta, son pocas las que tienen buena respuesta para las cinco preguntas de arriba.

Mi táctica es mirarte, aprenderte como sos, quererte como sos. […] Mi estrategia es en cambio mucho más profunda y más simple. Mi estrategia es que un día cualquiera, no sé cómo ni sé con qué pretexto, por fin me necesites“, escribió alguna vez Mario Benedetti. Sin hacer de lado la belleza de su más famoso poema, ¿sabes cuál es la diferencia entre táctica y estrategia? ¿La aplicas correctamente en tu empresa?

(Via mercado.com.ar & biz-tec.mx)
Leer más “el ABC -de manual- “No confundir ejecución con estrategia” // @revista_mercado // @Biz_Tec”

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Peek inside the mind of a community manager – prdaily.com


By Michael Sebastian

Have you thanked your community manager today? After all, it is the fourth Monday in January, which means it’s Community Manager Appreciation Day. 


Analyst Jeremiah Owyang created the holiday in 2010 to “recognize, and celebrate the efforts community managers around the world to improve customer experiences.” 

Leer más “Peek inside the mind of a community manager – prdaily.com”

“…need for social producers” | lgmsocialmedia.es


 

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 Leer más ““…need for social producers” | lgmsocialmedia.es”

Community Manager Appreciation Day 2012

Characteristics of a Community Manager

A well rounded community manager makes everyone feel welcome.
He doesn’t judge a user based on his ability to communicate (or to type).
She always gives warnings and second chances, because her goal is a happy community, not vengeance.
He may not be an extrovert in real life, but online he’s the life of the party, bringing a great deal of charisma, wit and wisdom to every encounter.
May start her career as an unpaid volunteer. Often brags that it’s the best ROI of any career decision she’s ever made.
She knows every meme and can work that knowledge into most conversations.
Doesn’t mind long hours, because he knows that the work he is doing makes a difference in the lives of so many people across the world.
Smiles in real life every time she types a smiley emoticon.
Often is ‘discovered’ based on his passionate voice within an exiting community.
Innately understands marketing, customer support, product strategy and user experience.
Enjoys learning new things, from honing a new skill to becoming fluent in a new language.
Devours analytics because it’s the best way to truly understand his community.
Knows that first and foremost, she’s the user’s advocate, because in any meeting, everyone else is the company’s advocate.
Defends his company fiercely, but is not afraid to admit when a mistake has been made.
Fights tooth and nail for the right outcome in a situation, even when it’s not the easiest or most popular solution.
Enjoys the spotlight externally, but tends to be quietly efficient internally.
He doesn’t toot his own horn, but it often gets tooted for him.
Is fascinated by how people think. He reads psychology texts and stats reports for fun.
Truly enjoys helping others.
Is empathetic to a fault.


http://www.readwriteweb.com/archives/community_manager_appreciation_day_2012.php#more
By 

cmad2012.jpg

Today is the 3rd Annual Community Manager Appreciation day.Originally founded back in 2010 by Jeremiah Owyang, the 4th Monday of January has since become a day to both thank Community Managers and to enjoy some great community-themed content.

Community Managers are, on the whole, good people. They are slow to anger, and quick to give second (and tenth) chances. They cheer-lead awesome folks and great ideas, while quietly, but firmly, discouraging bad behavior. They’re passionate about their product, protective of their site and fervently supportive of their community. And, despite working long and varied hours, they still will tell you that they have the coolest job in the world. Keep reading to hear my decidedly biased view of community managers, colored by my almost 16 years of managing communities.

Role Definition Leer más “Community Manager Appreciation Day 2012”

Report: 8 Success Criteria for Facebook Page Marketing

Recently we contributed to a report from Jeremiah Owyang and crew over at Altimeter. They just released it last week and we would like to share it here. They drew conclusions from a variety of sources to end up with the “8 Criteria” – most of which I agree with and find useful. They then go on to “grade” a couple of dozen brands in terms of their overall “maturity” in Facebook marketing. Here are the 8 Criteria:

* Set Community Expectations
* Provide Cohesive Branding
* Be Up To Date
* Live Authenticity
* Participate in Dialog
* Enable Peer-to-Peer Interactions
* Foster Advocacy
* Solicit a Call-to-Action

Forget my knee-jerk objection to using what sounds like such paternalistic terms (”maturity,” ” infantile,” etc…) there is some sense here…

Success in this space comes with experience. You can read all the blog posts and reports you want but until you are trying to activate in Facebook, you will never accrue enough learning and, I guess, maturity.


by John Bell

Recently we contributed to a report from Jeremiah Owyang and crew over at Altimeter. They just released it last week and we would like to share it here. They drew conclusions from a variety of sources to end up with the “8 Criteria” – most of which I agree with and find useful. They then go on to “grade” a couple of dozen brands in terms of their overall “maturity” in Facebook marketing.  Here are the 8 Criteria:

  • Set Community Expectations
  • Provide Cohesive Branding
  • Be Up To Date
  • Live Authenticity
  • Participate in Dialog
  • Enable Peer-to-Peer Interactions
  • Foster Advocacy
  • Solicit a Call-to-Action

Forget my knee-jerk objection to using what sounds like such paternalistic terms (”maturity,” ” infantile,” etc…)  there is some sense here…

Success in this space comes with experience. You can read all the blog posts and reports you want but until you are trying to activate in Facebook, you will never accrue enough learning and, I guess, maturity.

Ranking is Transitory

I do object to their ranking of the brands. A simple spot-check makes me question it. Last week, we launched the reinvented Ford Explorer via Facebook and it was an awesome experience and a talk about “maturity.”  Ford has been adding to its social media work with influencers with a terrific approach to social grassroots via Facebook. Ford should be higher but perhaps its all too new to be in the report, after all it takes time to write a 26-page document.

Lots of useful stuff here.

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