jueves

Networking en EEUU

En este artículo se nos relata como el networking es una actividad muy arraigada en EEUU, y en el mundo anglosajon.

Leanlo y se quedaran como yo, aluciando !



Bari Belosa, president of Reunions Unlimited in Englishtown, N.J., said her company holds about 220 reunions annually, down from 350 a few years ago. However, there is a silver lining to the connectivity now shared by former classmates: "We are able to find more people," she said.

Attending a reunion is not cheap. Tickets typically are $85 to $125, to say nothing of flights, rental cars or baby sitters. If you're struggling to make ends meet, finding reasons to skip it isn't hard.

Organizers fear attendance will keep dropping once the economy recovers since those approaching reunion age haven't lost contact with classmates. Consider Tracey Hepler, 28, who was a junior in college when Facebook made its debut and decided to skip her 10-year high school reunion.

http://mobile.nytimes.com/2011/12/18/fashion/social-media-reduce-allure-of-high-school-reunions.xml
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Mozilla and Google agree to new Firefox search deal for three years | The Verge

http://mobile.theverge.com/2011/12/20/2649818/mozilla-and-google-agree-to-new-firefox-search-deal-for-next-three

Sin duda una buena noticia para los que vimos en Firefox una tecnología que funcionaba.

Ahora, en la evolucion de Google se podrá ver donde queda Firefox.
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martes

Marketing, Journalism, and Truth as Competitive Advantage

Una reflexión que sabemos los marketineros.



I had a very interesting question come across my desk from {grow} community member John Bethune:
In the minds of most people, journalism and marketing were once diametrically opposed. Has that changed in the social media era?
A great question!  And, in fact, I think the social web has brought these disciplines together in a number of surprising ways.
The ideal of journalism is a quest for truth. Marketing is the quest for a product's "truth." By that I mean the best marketers are on a journey to know how their company's goods and services exist in the hearts and minds of their customers. Then, their job is to express that consumer truth to the best of their ability.  So in this way, the disciplines are unexpectedly similar, although the end product is quite different!
But the social web has created an important shift for both disciplines.  What does it even mean to be a journalist today? Through blogging and technology like smartphone video cameras, journalism has been democratized.  Anybody can report, anybody can publish.  Jeff Jarvis of City University of New York recently defined a reporter today as simply somebody who can say, "I was there and you weren't."
The democratization of marketing
To a great extent, marketing has been democratized, too. Remember last year when Gap changed their logo and there was such an outcry? I felt empathy for the company because they are probably good marketers who followed a traditional protocol — work with graphic designers, test it, get feedback, and roll.  That system has worked for decades and changing a logo is not an easy or flippant decision for a consumer product company to make. I'm sure they had done their homework … or at least they thought so.
But a few vocal people thought the new logo was stupid (perhaps people who were not even customers!). Through Twitter and Facebook, they created an anti-logo movement. and suddenly it became an embarrassing meme. I can imagine the Gap marketers waking up to this one morning and thinking "Wait … what?"
So something as important as an adjustment to your brand image may not even be in the hands of marketers any more. The Gap's marketing strategy had essentially been crowd-sourced!  Like journalism it seems, marketing has also been democratized.
Content as power
The production of content has also been an output of the marketing process, usually in the form of advertisements. But now content is at the very centerpiece of many strategies as companies fight to attract attention on the crowded social web.  The journalism schools are full of new applicants. Why? Because content is big business now and the new media channels have an insatiable need for it.  Companies need story-tellers as much as marketing graduates.
I have recently been working with the president of one of my B2B customers on a blog and a series of how-to videos to demonstrate their new robotic technologies. I'll bet five years ago he never would have dreamed he would be in the publishing business!
So this idea of content and storytelling is another way that journalism and marketing have been brought together.  For both fields, content that moves virally through the social web represents success and power.
Truth as a strategy
I think expectations of "truth" and transparency is another way the social web have brought journalism and marketing together.  For a brand to have integrity and to be successful, it can't be spinning the truth around any more. There are a million watch dogs out there now and any one of them can sniff out a fake.
A few weeks ago, I was working with some marketers for a hotel chain and we were discussing negative hotel reviews. "We don't mind them," they told me. "It makes us more real."
Interesting. Truth as a marketing strategy.
My hunch is that a few years ago, that is not necessarily what their reaction would have been.  In marketing, truth is the new black.
Maybe journalism and marketing are getting closer than we thought?  What do you think?
Note: John Bethune's full interview with me can be found here: "Content is Power: A Q&A with Mark W. Schaefer."

How is your company perceived by the British public?



 
Responsible Business Exhibition - 14-15 March 2012 at the Business Design Centre, London, UK.
Home   Visiting   2011 Show Review   Free Seminars   Register

 

74% of the British public think that social and environmental reputation is important when buying a product or service*

Dear Ejavier

As marketeers we play a huge role in influencing our current and prospective customers' perceptions of our brands and businesses. Increasingly, purchasing decisions are not just based on price: our impact on the environment, treatment of employees and engagement with the communities in which we work are just as important as quality and value for money.

Register to attend the Responsible Business Exhibition in March next year and discover how working with charities and social enterprises can be incorporated into your company's marketing strategy and have measurable outcomes.

Now in its second year, the Responsible Business Exhibition is a not-for-profit event that provides the ideal environment for businesses, charities and social enterprises to interact and network with one another towards mutually beneficial goals. The event is FREE to attend and features:

  • Over 150 charities, social enterprises and voluntary bodies of all sizes from across the UK and around the world
  • Free seminars to help businesses achieve their CSR goals or launch their new CSR programme
  • Case studies showing how successful cross-sector partnerships can work
  • Lots of ideas to help you make a difference in the communities that you work in

In many organisations there is no specific CSR department but different teams are working together, or individually, to incorporate responsible business principles into their corporate strategy. As a marketeer you should be leading the way.

Join us at London's Business Design Centre next March and find out how you can make a difference.

I look forward to seeing you there.

Diana Little
Marketing Manager
The Responsible Business Exhibition
responsiblebusinessevent.org

* IpsosMORI, September 2009.
To read the full report visit our Useful Links page

 
 
 


SPONSORSHIP OPPORTUNITIES
 

 
 
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Organised by UBM In partnership with Responsible Business Convention 2012
 


12 consejos para bloggear

Here are 12 ways for your blog to survive and thrive.

1. Be the best teacher in your niche

Explain the things that most people in your niche assume don't need to be explained. Answer all of your potential customers' frequently asked questions in writing, with pictures and (or) in video. Do detailed tutorials on fundamental as well as on in-demand advanced topics.

Keep the quality high and listen closely to your audience when you pick topics and develop the content. When competitors start sending customers to your site to understand a complex topic, then you'll know you've won!

2. Be more personal than the others

Getting personal can lead to a deeper connection with your audience and pay dividends in terms of allegiance to your blog and brand.

Many business bloggers put up a barrier between their personal lives and what they share on their blog. Including aspects of your personal life is one way to differentiate yourself from your "plain vanilla" competitors.

3. Be funnier than the others

People love to laugh. Using humor well is hard, but can separate your blog from the pack. if you can successfully pull off inoffensive humor (depending on your industry), you'll bring a lot of readers back again and again. You'll also likely increase the amount of social media shares that your blog gets.

4. Say what everyone else thinks

It's uncomfortable to do. Saying what everyone else thinks is really hard. If you can be the "voice of reason" without upsetting everyone around you, you can gather a tribe of people who say "Yes!" to every post.

5. Be the expert on a specific sub-niche

Don't focus on widgets: focus only on the custom-designed, high-end widgets from Alaska.

If you can focus on a specific, but important sub-niche within your industry and become the authoritative source, you can develop a big advantage against your competitors in that area. Once successful, you can extend from this beachhead into the broader widget market.

6. Have a bigger vision

Tie your blog to a bigger goal. What far-reaching vision can you use to inspire people to join you in your mission? Can you align your company and blog with a bigger movement that is out there? Can you create your own far-reaching vision that aligns with your passions as well as with your company goals?

7. Be more extreme than the others

Go much further than the other blogs in terms of topics, challenges, transparency or risks. It doesn't have to be dangerous, just extremely different. You'll get noticed.

8. Be more creative than the rest

If everyone's writing articles, why don't you mix in video? How about being the first infographic producer in your industry?

Try new topics, writing styles, media or blog post structures. Think of other ideas that will provide value while separating your from the rest. Give yourself permission to try something unique.

9. Cross-pollinate better than the others

Do you only work with other real estate-related blogs or influencers? How about looking at the lending, architecture, finance and relocation industries?

Spread your tentacles where your competitors never dreamed of going by guest posting, blog commenting or connecting with other bloggers in those industries. If the target audience is the same, you can gain some great benefits from this kind of cross-pollination.

10. Be the best curator of meaningful content

Find the best information that others have written and posted online—the best articles, charts, tables, infographics, videos, or pictures. Collect it in a logical, easy-to-use navigational structure on your blog.

Make sure you link to and give credit to your sources and only summarize (or take small portions of) the articles you link to. Content curation is a way to share great information that is already available and to become seen as a key source of great information.

11. Be the news source for your industry

Focus on being the source of timely news and analysis for your industry. To be able to keep up with the news cycle, this often means a combination of curated content mixed with some original content or analysis.

Niche or industry news blogs can do very well because they get lots of shares, links, SEO benefits and subscribers. Just have a plan for getting regular, high-quality updates onto your site.

12. Work harder than the rest

Sometimes all the right things are in place but you don't have the results yet. Working hard can pay off, but pace yourself and don't burn out! Grab more virtual land than the competitors to create a barrier to entry for "lazier" niche-mates
Enviado desde mi dispositivo BlackBerry®

12 consejos para bloggear

Here are 12 ways for your blog to survive and thrive.

1. Be the best teacher in your niche

Explain the things that most people in your niche assume don't need to be explained. Answer all of your potential customers' frequently asked questions in writing, with pictures and (or) in video. Do detailed tutorials on fundamental as well as on in-demand advanced topics.

Keep the quality high and listen closely to your audience when you pick topics and develop the content. When competitors start sending customers to your site to understand a complex topic, then you'll know you've won!

2. Be more personal than the others

Getting personal can lead to a deeper connection with your audience and pay dividends in terms of allegiance to your blog and brand.

Many business bloggers put up a barrier between their personal lives and what they share on their blog. Including aspects of your personal life is one way to differentiate yourself from your "plain vanilla" competitors.

3. Be funnier than the others

People love to laugh. Using humor well is hard, but can separate your blog from the pack. if you can successfully pull off inoffensive humor (depending on your industry), you'll bring a lot of readers back again and again. You'll also likely increase the amount of social media shares that your blog gets.

4. Say what everyone else thinks

It's uncomfortable to do. Saying what everyone else thinks is really hard. If you can be the "voice of reason" without upsetting everyone around you, you can gather a tribe of people who say "Yes!" to every post.

5. Be the expert on a specific sub-niche

Don't focus on widgets: focus only on the custom-designed, high-end widgets from Alaska.

If you can focus on a specific, but important sub-niche within your industry and become the authoritative source, you can develop a big advantage against your competitors in that area. Once successful, you can extend from this beachhead into the broader widget market.

6. Have a bigger vision

Tie your blog to a bigger goal. What far-reaching vision can you use to inspire people to join you in your mission? Can you align your company and blog with a bigger movement that is out there? Can you create your own far-reaching vision that aligns with your passions as well as with your company goals?

7. Be more extreme than the others

Go much further than the other blogs in terms of topics, challenges, transparency or risks. It doesn't have to be dangerous, just extremely different. You'll get noticed.

8. Be more creative than the rest

If everyone's writing articles, why don't you mix in video? How about being the first infographic producer in your industry?

Try new topics, writing styles, media or blog post structures. Think of other ideas that will provide value while separating your from the rest. Give yourself permission to try something unique.

9. Cross-pollinate better than the others

Do you only work with other real estate-related blogs or influencers? How about looking at the lending, architecture, finance and relocation industries?

Spread your tentacles where your competitors never dreamed of going by guest posting, blog commenting or connecting with other bloggers in those industries. If the target audience is the same, you can gain some great benefits from this kind of cross-pollination.

10. Be the best curator of meaningful content

Find the best information that others have written and posted online—the best articles, charts, tables, infographics, videos, or pictures. Collect it in a logical, easy-to-use navigational structure on your blog.

Make sure you link to and give credit to your sources and only summarize (or take small portions of) the articles you link to. Content curation is a way to share great information that is already available and to become seen as a key source of great information.

11. Be the news source for your industry

Focus on being the source of timely news and analysis for your industry. To be able to keep up with the news cycle, this often means a combination of curated content mixed with some original content or analysis.

Niche or industry news blogs can do very well because they get lots of shares, links, SEO benefits and subscribers. Just have a plan for getting regular, high-quality updates onto your site.

12. Work harder than the rest

Sometimes all the right things are in place but you don't have the results yet. Working hard can pay off, but pace yourself and don't burn out! Grab more virtual land than the competitors to create a barrier to entry for "lazier" niche-mates
GeoXfere
M: +34 625 38 48 24
PIN: 2284A170
Enviado desde mi dispositivo BlackBerry®