Tristan Elósegui | @tristanelosegui | Historias más relevantes de la semana….


No más #FF

BufferNo quiero que me hagan más #FF Se que esta forma de pensar me va suponer críticas, pero es algo que llevo mucho tiempo meditando. Los #FF fueron algo que tuvo sentido en sus inicios. Poco a poco se han ido degradando hasta convertirse en un juego de egos. Se han creado rankings, se hacen #FF masivos con sus #FFback, personas que hacen decenas de #FF cada semana, etc., “técnicas” para conseguir visibilidad artificialmente y subir puestos en esos rankings. Estas cosas han conseguido…

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Mi resumen de la semana: n. 113

BufferNoticias 1. Por primera vez la inversión publicitaria en medios digitales (18,3%) supera a la de medios impresos (15,6%). La noticia es buena, pero tiene sus matices: bajada de la inversión offline y bajada de la inversión en display. 2. Ranking de YouTube por tiempo visto en…

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Conseguir fans si, pero no a cualquier precio

BufferLlevamos tiempo tratando de convencer a nuestros clientes  de que la acumulación de fans/followers no debe ser un objetivo en si mismo. Es un tema de conversación recurrente en blogs y entre personas relacionadas con el sector. Gracias a esto, empieza a calar la idea de que el…

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Copia, pero antes piensa

BufferEn Internet circulan varias frases a favor de la copia como una forma de mejorar los resultados: “Copia más, copia mejor“, “Copy me, remix me” o “copia lo que funciona y mejóralo“. Vienen a significar algo como: “si la rueda ya está…

 

little vision + small goals + small steps = BIG SUCCESS | by Richard St. John, (cool reading)


Richard St.John logo
http://www.richardstjohn.com

Some successful people have big visions, big goals, and take big leaps. But many do the opposite. They don’t look ahead, set small goals, and take small steps.

Issy Sharp, founder of Four Seasons Hotels, said to me, “People ask what my big vision was for Four Seasons Hotels. But I had no vision ­– ever. I didn’t do this to build a business. I did it to build one hotel. I wasn’t even thinking of doing it again.” And with that approach of little vision, small goals, and small steps, Issy built Four Seasons into the world’s top premier hotel chain.

The problem with setting big goals and taking large leaps is they can be very intimidating, and actually discourage us from ever getting starting. The other approach of setting small goals and taking small steps makes it easier to get going and keep going.

Forrest Sawyer told me the small approach is how he went from being an unknown radio announcer to becoming a famous TV news anchor:(…) Leer más “little vision + small goals + small steps = BIG SUCCESS | by Richard St. John, (cool reading)”

Audi e-bike: la bicicleta del futuro


Imagen del post Audi e-bike: la bicicleta del futuro

Por: Redacción de Baquía

Los fabricantes de Audi han desarrollado el prototipo de una nueva bicicleta electrónica, la más espectacular hasta la fecha. Tiene el nombre de Audi e-bike Wörthersee, y ha sido presentada en el Wörthersee Tour de este año, en su 31ª edición.

Worthersee

Parece ser que la e-bici vendrá con una pantalla táctil incorporada, que además podrá sincronizarse con un smartphone. A través de la pantalla se podrán controlar los modos de pedaleo, y consultar desde la velocidad y la distancia recorrida hasta información sobre diferentes trucos para hacer con la bicicleta.

Por supuesto, no puede faltar el componente social. Desde una cámara incorporada en el casco se podrán grabar rutas o piruetas, y subir las imágenes en tiempo real a Internet. También habrá aplicaciones para comentar o puntuar esos logros en las redes sociales.

La e-bike puede operar como una bicicleta convencional, en un modo combinado entre el motor eléctrico y el pedaleo, o bien de forma completamente eléctrica, gracias a las baterías alojadas en el interior del chasis, que se recargan por completo en dos horas y media.. Audi ha aplicado las tecnologías dereducción de peso, electromotricidad y telemática, además de un diseño elegante e innovador.

Con estas innovaciones, muy pronto podremos considerar la típica mountain bike un modelo retro.

Reebok inicia su campaña para ‘Crossfit’ subiendo el tono en sus anuncios | ***HOT*** :))

En los diferentes spots el actor explica el programa de ejercicios de Crossfit para conseguir entusiasmar al público alemán tanto como a los americanos en Estados Unidos. La meta es hablar del deporte de una forma inesperada. En el spot final el actor relata su experiencia profesional y la enlaza con el deporte. Quien quiere algo tiene que esforzarse y no dejarse caer. El mensaje final es que Crossfit no sólo es para culturistas sino también para mujeres, mayores, jóvenes y hombres motivados. En paralelo se ha creado un estudio de fitness móvil en el que los pasantes podrán probar el programa. A nivel mundial existen ya 2600 centros de Reebok y hasta 2015 quieren conseguir aumentarlo a 8100.


http://www.marketingdirecto.com

Hace dos semanas Reebok lanzó una de sus más grandes ofensivas de marca hasta el momento en Alemania. En el punto de mira el programa de entrenamiento Crossfit con el que el fabricante de artículos deportivos se quiere establecer como imperio del fitness. La empresa ha lanzado la siguiente fase de su campaña para Crossfit y ya ha dado mucho que hablar. Los teasers que sugieren sexo intenso presentados por el actor Elyas M’Barek, que quiere conquistar los cines con su película “Turco para principiantes”, han puesto en jaque a la comunidad online. Ha llegado el momento de desvelar el misterio creado por Reebok. M’Barek se ha convertido en el testimonial oficial de Alemania, Austria y Suiza en una colaboración que durará un año.

En los cuatros teasers de la campaña, M’Barek declara que “ha encontrado algo nuevo” que hacen parejas, hombres con hombres, mujeres con mujeres e incluso los mayores. A esto siguen imágenes de cuerpos semidesnudos totalmente sudados y gimiendo del esfuerzo. Los protagonistas fueron filmados durante suprograma de Crossfit. Leer más “Reebok inicia su campaña para ‘Crossfit’ subiendo el tono en sus anuncios | ***HOT*** :))”

The power of the symbolic world: Why burning the Quran is so disturbing Why is burning the Quran a symbolic threat?

As discussed in some of my previous posts, there is a very large body of empirical research in support of this basic position. When people are reminded of health vulnerabilities and physical limitations, they cling to the symbolic world (e.g., become more religious and patriotic, engage in efforts to feel more socially significant).

Returning to the specific issues of the Quran burning, in 1995 Jeff Greenberg, a professor of psychology at the University of Arizona, and colleagues published a series of experiments testing specifically this idea that cultural symbols are important because they help us cope with our awareness of physical vulnerability. In these experiments, participants completed some questionnaires that they were told measured personality. In one of these measures, they were asked to write down their thoughts about death or a control topic (a non-death related topic). Then they were given a problem-solving task. Successful completion of the task required the inappropriate use of a cultural symbol. For example, in one task, participants had to hang a picture on the wall but the only object in the room that could be used to hammer in the nail was a crucifix. Participants who had previously been asked to write about death took longer to resort to using the crucifix as a hammer than participants who did not write about death. These participants also tried to come up with more alternative means of hanging the picture and expressed more reluctance about using the crucifix in that manner. In another study, similar findings were observed when participants had to damage an American flag to resolve the presented problem.


When questioned about the backlash that may result from the planned Quran burning, the Rev Terry Jones pointed out that he was only burning a book. He was not killing anyone. This was a curious response. If burning a book was not that big of a deal, then it would not have been much of a stand against Islam, and thus not really worth doing. I suspect Rev Jones understands the power of symbols. He clearly wanted to make a potent statement. It does pose the question though: Why are we so protective of symbols?

Many philosophers, anthropologists, sociologists, and psychologists have pointed out that humans are uniquely symbolic creatures. We are chained to a physical reality, like all other animals. But we also have the capacity for imaginative and symbolic thought. The anthropologist Ernest Becker nicely illustrated this with the example of water. Water is part of the physical world and a critical component of our physical existence. But humans are the only animals that symbolize water (as H20) and, critically, the only animals that magically empower water (by blessing it and making it holy).

Look at the diverse tapestry of human cultural life. We go to great lengths to fashion a symbolic world. If you don’t believe in the power of symbols, try attending a local sporting event wearing the jersey of a rival team. In certain places, this little experiment could be a rather painful lesson in how important the symbolic world is to humans.

But the question is still unanswered. Why is the symbolic world so important to us? Many scholars have argued that the symbolic world is critical to humans because we are smart enough to fully understand the implications of being physical beings. We understand that life is fragile, we often have little control over it (e.g., I could be hit by a bus tomorrow or a tumor could be growing in me right now), and, critically, it is finite. However, the same advanced intellect that allows us to contemplate the grim reality of physical existence also allows us to construct a symbolic world.

With the construction of a symbolic world we can ease the pain of understanding our physical limitations; that we are merely, as Becker asserted, worms and food for worms. That is, we create a cultural world of meaning in which humans are not merely animals, but are symbolic entities. We are part of something larger and more enduring than our physical existence. In other words, in the symbolic world we can be immortal. Each of us will die, maybe even tomorrow, but our religions will live on. Our nations will live on. Even our favorite sports teams will live on. If we are lucky, our names may even live on through enduring societal contributions. In short, we invest heavily in the symbolic cultural institutions and identifications, in part, because they help insulate us from basic fears about our mortal predicament. Leer más “The power of the symbolic world: Why burning the Quran is so disturbing Why is burning the Quran a symbolic threat?”

Rooney conserva los patrocinios, a pesar del escándalo

Wayne Rooney conservará el apoyo de sus patrocinadores a pesar de estar involucrado en un escándalo sexual con una prostituta, según han señalado medios locales, que apuntan a que para Coca-Cola y Nike, este es un asunto privado.

Rooney sigue los pasos de Tiger Woods, que mantuvo el apoyo de sus anunciantes a pesar del escándalo publicitario, y tras una actuación decepcionante en el mundial, que recordó incluso la trama del anuncio que protagonizó para Nike, donde se veía al futbolista viviendo en una caravana tras un pobre desempeño en el torneo.


Wayne Rooney conservará el apoyo de sus patrocinadores a pesar de estar involucrado en un escándalo sexual con una prostituta, según han señalado medios locales, que apuntan a que para Coca-Cola y Nike, este es un asunto privado.

Rooney sigue los pasos de Tiger Woods, que mantuvo el apoyo de sus anunciantes a pesar del escándalo publicitario, y tras una actuación decepcionante en el mundial, que recordó incluso la trama del anuncio que protagonizó para Nike, donde se veía al futbolista viviendo en una caravana tras un pobre desempeño en el torneo.

“Este es un asunto privado de Wayne y de su familia y tenemos más comentarios al respecto”, dijo Nike, una marca quien lo ha apoyado en los últimos 7 años y que tiene experiencia en sacar partido de los escándalos tras lanzar una controvertida pieza donde Tiger Woods reflexionaba ante la voz de su fallecido padre sobre sus infidelidades. Leer más “Rooney conserva los patrocinios, a pesar del escándalo”

Quality Athletic Websites

Quality Athletic Websites
By Brady Nord | Published August 27th, 2010 in Inspiration

There are not many aspects in life that can bridge gaps between religion, race, and nationality. Although, one that has proven time and time again is sport. There is not a city across the world that you can visit without seeing a team jersey or logo somewhere! Because of this, many sports clubs and teams have a unique challenge of designing their web presence to appeal to an international arena more so then the rest of us. I have assembled what I would consider out of the box and quality athletic based websites.

Whether you love or hate the brand or team, I hope you would agree that these companies are standing out in comparison to what the rest of the field is doing.


By Brady Nord

There are not many aspects in life that can bridge gaps between religion, race, and nationality. Although, one that has proven time and time again is sport. There is not a city across the world that you can visit without seeing a team jersey or logo somewhere! Because of this, many sports clubs and teams have a unique challenge of designing their web presence to appeal to an international arena more so then the rest of us. I have assembled what I would consider out of the box and quality athletic based websites.Whether you love or hate the brand or team, I hope you would agree that these companies are standing out in comparison to what the rest of the field is doing.

Manchester United Football Club

Manchester City Football Club

USA Soccer

Leer más “Quality Athletic Websites”

Nike’s Tiger Woods Apparel Line Snubbed by Consumers

Tiger Woods fans have put up with the philandering, the text messages and the domestic spats. Now comes what may be the hardest thing of all to tolerate: Losing.

Woods has played through the year without a single tournament win, putting him at 83rd on the PGA Tour’s money list. As his performance slumps, so have sales of his apparel line through Nike Inc., according to retailers Golfsmith International Holdings Inc., Roger Dunn Golf Shops and Golf Discount Superstore.


AT&T National Golf Tournament @ Congressional ...
Image by Chase McAlpine via Flickr

By Alex Sherman

Tiger Woods fans have put up with the philandering, the text messages and the domestic spats. Now comes what may be the hardest thing of all to tolerate: Losing.

Woods has played through the year without a single tournament win, putting him at 83rd on the PGA Tour’s money list. As his performance slumps, so have sales of his apparel line through Nike Inc., according to retailers Golfsmith International Holdings Inc., Roger Dunn Golf Shops and Golf Discount Superstore. Leer más “Nike’s Tiger Woods Apparel Line Snubbed by Consumers”

F1 sponsors join global forces to enhance global deals

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors.


by Ed Kemp

The top 100 Formula 1 sponsors have clubbed together to form an alliance aimed at maximising their return on the £458m they invest in the sport each year.

Vodafone: F100 will promote the interests of F1 sponsors
Vodafone: F100 will promote the interests of F1 sponsors

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors. Leer más “F1 sponsors join global forces to enhance global deals”

Bike Nerds To Create a Low Cost Bike Sharing System For New York

A group of charming fellows have created something they’re calling “Social Bicycles,” a bike-sharing system that allows you to drop bikes off almost anywhere there is a bike rack, locate them, and access them with an iPhone app. And it’s all outside of the confines of traditional urban bike-sharing systems.

While we all know that humans are intrinsically violent and destructive, the lads at Sobi are betting that at least some of them won’t destroy the bikes they borrow. The system uses a lock fastened to the bike’s wheel with a GPS system and transmitter built-in. When the bike is locked, it appears on the SoBi app and when you check it out you’re responsible for it.


A group of charming fellows have created something they’re calling “Social Bicycles,” a bike-sharing system that allows you to drop bikes off almost anywhere there is a bike rack, locate them, and access them with an iPhone app. And it’s all outside of the confines of traditional urban bike-sharing systems.

While we all know that humans are intrinsically violent and destructive, the lads at Sobi are betting that at least some of them won’t destroy the bikes they borrow. The system uses a lock fastened to the bike’s wheel with a GPS system and transmitter built-in. When the bike is locked, it appears on the SoBi app and when you check it out you’re responsible for it.

Video :{O
http://vimeo.com/11688797 Leer más “Bike Nerds To Create a Low Cost Bike Sharing System For New York”

Adidas launches mobile apps to expand brand

Adidas is to launch a series of branded mobile apps as it looks to engage with consumers and move beyond selling sports footwear and apparel.
Adidas: launches mobile app
Adidas: launches mobile app

The first of the launches, a free training app called miCoach, is designed to help customers to improve themselves “physically and emotionally”, according to Adidas UK marketing director Nick Craggs.

The training tool is the first of a series of “audience engagement” apps due to be launched through iTunes and on BlackBerry App World. The intention is to expand the brand’s consumer presence over the next five years. Further apps are expected early next year.


Adidas is to launch a series of branded mobile apps as it looks to engage with consumers and move beyond selling sports footwear and apparel.

Adidas: launches mobile app
Adidas: launches mobile app

The first of the launches, a free training app called miCoach, is designed to help customers to improve themselves “physically and emotionally”, according to Adidas UK marketing director Nick Craggs.

The training tool is the first of a series of “audience engagement” apps due to be launched through iTunes and on BlackBerry App World. The intention is to expand the brand’s consumer presence over the next five years. Further apps are expected early next year. Leer más “Adidas launches mobile apps to expand brand”

Virtual Tiger Woods Takes A Tumble

Electronic Arts, the video game maker, made a point in recent months of standing by Tiger Woods, even as other companies withdrew from sponsorships.

The company continues to publish the Tiger Woods PGA Tour game. But at least in the short term, the game is following Tiger’s own golf results: not as good as they have been in the past.

NPD Group, which tracks video game sales, said that first-month sales of Tiger Woods PGA Tour 11 were down 32 percent from the previous version of the game a year ago.


Tiger Woods PGA Tour 10
Image via Wikipedia

By MATT RICHTEL

Electronic Arts, the video game maker, made a point in recent months of standing by Tiger Woods, even as other companies withdrew from sponsorships.

The company continues to publish the Tiger Woods PGA Tour game. But at least in the short term, the game is following Tiger’s own golf results: not as good as they have been in the past.

NPD Group, which tracks video game sales, said that first-month sales of Tiger Woods PGA Tour 11 were down 32 percent from the previous version of the game a year ago. Leer más “Virtual Tiger Woods Takes A Tumble”

Visa transactions boosted by World Cup

Earlier this year Visa Europe launched an above-the-line campaign to promote its sponsorship of the World Cup, which followed the theme of Visa’s ‘Running Man’ spot.

It showed the journey of an overweight man, first seen watching football in his living room. As he runs, buying items using his contactless Visa card, he slowly loses weight, until he arrives at the game in an England-style white and blue kit.

Antonio Lucio, Chief Marketing Officer for Visa Inc said: “As a first time sponsor of the Fifa World Cup, we’re very happy with what this has done for our business.

“It has driven business growth – increasing transactions, building our brand and providing business development opportunities for our partners.”


Visa transactions by international visitors in South Africa during the 2010 Fifa World Cup were up 70% on average as the payments brand marked its first ever sponsorship of the football tournament.

Visa: running man World Cup ad by Saatchi & Saatchi
Visa: running man World Cup ad by Saatchi & Saatchi

The number of transactions from June 1 to July 11 was 2.2m up 79% from approximately 1.2 million during the same 41 days in 2009. Leer más “Visa transactions boosted by World Cup”

From Sports Clichés to Social Media Lessons

by Ian Sohn

Between The World Cup and LeBronapalooza I’ve had sports on the brain for the last few weeks.

As I followed the media coverage I thought I might be able to take some of the tired clichés and re-fashion them into lessons for social media practitioners.

My original plan was to post 10 items, but I could only muster up nine. Anyone care to help with the 10th?

1. Singles and doubles start rallies. Not every social media program has to be a round-tripper. In fact starting small – listen, test and learn – can lead to bigger and better things down the road. The groundwork gives you permission to swing for the fences.
2. The “12th man” is your greatest advantage. Give your fans something to cheer about – something exclusive, entertaining, educational or utilitarian.
3. Don’t hold your stars down.Let your most popular personalities represent you in social media. Do you have a rockstar product manager? A charismatic executive? Give them the tools, forum and role to be a voice of your organization.
4. Watch your pitch count. Don’t over or under do it. Follow a structured conversation management approach to make sure you’re pushing the right content with the right cadence, but not burning out your audience.
5. Coaching is important, but execution is everything. The most effective way to teach people how to use social media is by getting in the trenches with them; and showing them how it’s done by making them actually do it…


by Ian Sohn

Between The World Cup and LeBronapalooza I’ve had sports on the brain for the last few weeks.

As I followed the media coverage I thought I might be able to take some of the tired clichés and re-fashion them into lessons for social media practitioners.

My original plan was to post 10 items, but I could only muster up nine.  Anyone care to help with the 10th?

  1. Singles and doubles start rallies. Not every social media program has to be a round-tripper.  In fact starting small – listen, test and learn – can lead to bigger and better things down the road.  The groundwork gives you permission to swing for the fences.
  2. The “12th man” is your greatest advantage. Give your fans something to cheer about – something exclusive, entertaining, educational or utilitarian.
  3. Don’t hold your stars down.Let your most popular personalities represent you in social media.  Do you have a rockstar product manager?  A charismatic executive?  Give them the tools, forum and role to be a voice of your organization.
  4. Watch your pitch count. Don’t over or under do it.  Follow a structured conversation management approach to make sure you’re pushing the right content with the right cadence, but not burning out your audience.
  5. Coaching is important, but execution is everything.  The most effective way to teach people how to use social media is by getting in the trenches with them; and showing them how it’s done by making them actually do it… Leer más “From Sports Clichés to Social Media Lessons”

The top 10 soccer commercials ever made

In celebration of this Sunday’s World Cup final, we’ve put together our picks for the 10 best soccer commercials we’ve ever seen. Perhaps not surprisingly, the list is dominated by Nike (and Wieden + Kennedy), with Adidas’s soccer spots often seeming to fall a bit short. We left off most of the fluffy stuff (like every Pepsi soccer spot ever done) in favor of the meat and potatoes. The choice for No. 1 is contentious, naturally, so let us know your feelings in the comments section here. That’s also where you can berate us for the spots we left out.


In celebration of this Sunday’s World Cup final, we’ve put together our picks for the 10 best soccer commercials we’ve ever seen. Perhaps not surprisingly, the list is dominated by Nike (and Wieden + Kennedy), with Adidas’s soccer spots often seeming to fall a bit short. We left off most of the fluffy stuff (like every Pepsi soccer spot ever done) in favor of the meat and potatoes. The choice for No. 1 is contentious, naturally, so let us know your feelings in the comments section here. That’s also where you can berate us for the spots we left out.

—Posted by Tim Nudd Leer más “The top 10 soccer commercials ever made”