Marketing

Work in Difficult Times

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World & Business - Marketing
Tuesday, 26 March 2013 11:32

I am convinced that half of what separates the successful entrepreneurs and those who are not successful is the sheer persistence. It's so hard, you put so much of your life in this, there are times so tough that most give up: do not blame them, it is very difficult and consumes much of your life. (...) Unless you have a lot of passion in what you do is not going to survive, you will give up.

Steve Jobs

The word "entrepreneur" is fashionable . We see it as someone with a determination above average and some superior skills to "employee". But to the chagrin of the creators of myths or surprising in the Wikipedia definition , the entrepreneur is no longer a category of "superhero" to become an increasingly necessary option of how to address troubled times in which employment under model blessed by the Workers' Statute gasping like a fish out of water.

The behavior patterns instilled through generations that we have prepared to be helpful, obedient and banish from us the temptation of personal initiative - making good the concept so ingrained in Spain "to invent them" - begin to seem a thing of the past , distilling a recognizable odor of mothballs.

In addition, one soon discovers that work takes up most of the time. Indeed, leisure time is very limited and what is more evident is leaking, workers are not a percentage of our time and idle time people remaining. The passing of time is clearly marking the mixture of both situations without interruption. What is essential to approach the work as a time to "enjoy", before being a lesser evil than resign ourselves to suffer in exchange for a payroll.

What are the twigs to address change?
Attitude Mixing personal and professional capacity is on the table, as it always has been. Only in these moments that you are reconfiguring the profiles of professional activities especially with the avalanche of activity in relation to the Internet and new profiles, personal attitude clearly mark the difference:

  • Do what nobody expects. The difficult balance between being trustworthy and offer more than what they expected from us. When they believe us caught the pass, it's time to change the pace and offer different solutions, able to get your routine organizations. By practicing the word "innovation" and showing new capabilities. But above all, by making clear the proactive attitude.
  • Do not do things by the book. We will have few options to highlight and could lead us to be like everyone else when it comes to providing solutions. And no one will distinguish us from the rest of the supply. Bad starting point.
  • Do not leave for tomorrow what you can do today. One of the priority objectives: "Procrastination zero". Do more and say less, but mostly it before everyone else. It remains the guarantee of success in any market, even more so in ours, where the "peak" beats the "shovel" too often.
  • Clinging to our focus, but not afraid to change. We need to focus. Too many things to pull us away with the tenacity needed in times most needed. An ocean of opportunity will end because we try to swim drowning in all directions. However, the ability to change, to get out of our comfort zone is victory condition today, renounce not evolve.
  • Move to where the ball will be, not to where it is now. The ability to anticipate is key in any game, but it seems especially necessary if one wants to take control of their destiny.
  • Teamwork. Flexibility to accommodate and work with talent. People are polyhedral, with many facets and is a challenge to adapt to others. But there is another way of being bigger and stronger. Individuality as a starting point is basic, but earn those who know teamwork, welcoming others.
  • Perseverance. Last but not least important. Jobs's words - which start this entry - are a reflection of the experience. Against the general trend that says that an entrepreneur is someone with skills "unreachable" above average, very different reality is that the most important qualities to tackle any situation that life presents us is perseverance. The real difference is that often hit a team, a person, have continued where others have stopped.

To cope with the new model of the labor market that we face and understand why some people succeed while others are advancing, we should not look magic. Much of the time will consist of a new combination of familiar elements. Perhaps, therefore, many people find it difficult how to address it because it forces them to change the way they did things so far and yet have within them the tools to get it.

And while we highlight one of them, no doubt, perseverance.


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What had been a campaign of Hitchcock on Twitter?

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World & Business - Marketing
Monday, 25 March 2013 11:24

A warning before you continue reading: although this post concerned about the possibilities of cinema in the digital age, will not seek a typology of successful crowdfunding . Nor give rein to the controversy over whether the "theater experience" in theaters is more rewarding than the possibility of seeing in online platforms. But rather an introduction to the world of online campaigns to promote films: how social networks influence our strategy? How useful are the data we get? And, perhaps, the most're expecting: how the campaign had been "Psycho" in the digital age?

The film ..., a "rare" sell

Cinema is a market where multiple titles each week compete Release struggling record breaking box office, and where to stay in theaters after the release is intended only for large productions. That is why, although many only see in movies representing the author's innermost feelings, we must be clear that cinema is an industry that generates a market through products and ultimately, to judged every spectator, is art. Or, as the wizard of suspense "films are 400 seats to fill."

Hitchcock and suspense in social networks

Alfred Hitchcock was atop the concept of suspense, but not only for the plots of his films, but also by how they apply to the way we communicate your projects and create excitement in the audience. How did he do? Dosing information strategically in the promotional campaign, so that created a prior suspense motivating the public to come to theaters. What had been the campaign of "Psycho" in social networks? Possibly that Norman Bates had had a Twitter profile from which we would have terrified tweet to tweet.

It is true that social networks have opened up a wealth of possibilities to distributors who try their films are the trend of the moment hit. Trailers, teasers and images are broadcast on different platforms also allow segmenting the target audience, as was the successful campaign in Tuenti of teenage movies " Three meters above the sky ". The role of the competition has become very important, making the viewer feel honored to win tickets to the premiere, merchandising or exclusive footage from the film. Examples include how the Warner Bros used social networks of "The Dark Knight" to give fans exclusive materials that were getting through tracks located throughout the city of San Diego or how managers of the campaign " The Hunger Games "took the bizarre costumes to create a blog dedicated to the fashion trend.

Nevertheless, the matter of product quality, and much. We have seen through the positive feedback generated in networks, less pretentious films as "Untouchable" and the documentary " Searching for Sugar Man "have managed to increase its revenue by 75%, while in other cases with increased advertising investment as " passengers Lovers "collection fell by 60% in its second weekend. Possible? Hit & run?

But is it enough for the public? We should note that the effectiveness of this is not to saturate the network with information but a strategy aimed at spreading the viewer emotionally. "The Hobbit: An Unexpected Journey" by Peter Jackson suffered from a bad approach in its campaign to release of the footage at CinemaCon in Las Vegas, awakening in social networks doubts about its quality before the world premiere. Jackson, against the decisions of the distributor, knew that the public was not ready to tackle the gender change that differed from his acclaimed previous trilogy.

Expectation or engagement??

Now we have a viewer with a lot of information about what you can see on the charts but what has become a fan? Thus actions to establish a safe public are to be produced from the first start on the project begins in phase production.

For the promotion of Psycho, Hitchcock released a making-of , where the director was guiding you through the different sets of the movie while you narrate some secret project. Today it is possible to tell in real time through its protagonists, directors and actors that communicate with many followers on Twitter, which in turn will help promote the film. This has been the case of Alex de la Iglesia and his team, who have caught the enthusiasm lived day to day in the filming of " The Witches of Zugarramurdi "with photographs of gift. Kevin Smith also used these same methods getting "Red State" was financially viable.

The analysis of the feedback we get gives us an approximate knowledge of how the film will be received at the box office and to adjust the strategy, using Twitter as a thermometer of the box office, like the HP Labs researchers and Case Business School.

So "modern times" Chaplin was not so difficult.


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The silent revolution in social media: it's Colombia not Columbia

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World & Business - Marketing
Friday, 22 March 2013 12:19

Colombia moves at a frantic pace. The new Free Trade Agreements with the United States or South Korea, the possible presidential reelection and the progress of their national soccer team are just some of the issues quickly become "trending topic" or tendency to follow in different South American country's social networks.

In recent weeks, the fashion campaign in social media has been devised by advertisers Carlos Pardo, Emilio Pombo, Tatiana Gonzalez and Rodrigo Salazar, who under the name of " It's Colombia, not Columbia "has sought to draw international attention to the new reality of daily living over 46 million Colombians. An initiative, which in less than a month, has surpassed the 13,000 fans on Facebook and has had the support of personalities from all walks of Colombian society.

The origin of this campaign lies in the constant language problems that are some English speakers to confuse the term by Colombia Columbia. One problem that we have to suffer in our country by the differential value that gives us our beloved Ñ.

If we think of Columbia, come quickly to mind images associated with things as diverse as a university, a clothing label, a film production and even a space shuttle. But maybe we would not have the same mental reflexes to remember some reference on Colombia.

With this aim, social networking becomes the perfect tool that allows Colombians expanded through various nodes the virtues of their homeland. If you want to know in detail the campaign, here I present to its creators explaining how was this idea .

Surely, get this collective goal, and that social networks are growing in Colombia at a speed that surprised even the executives of Facebook and Twitter. Simply, mention some macro data to contextualize this reality:

  • According to the company Social Bakers , Colombia has nearly 18 million Facebook accounts, ranking 15 in the world ranking with the largest, surpassing countries such as Spain, Taiwan and Australia.
  • In addition, Colombia is the 6th most active on Facebook. Of the 338 sites that were monitored, there has been an activity of almost 37,000 entries per month. This means that on average, each page receives a total of 109 entries, a figure that makes Colombia the third highest number of entries, after Egypt and Russia.
  • Bogotá is the 5th largest city in the world with more registered users on Facebook, more than 6 million accounts opened, ahead of cities like Sao Paulo, Mexico City or Mumbai.
  • On Twitter, according to consultancy Semiocast, Colombia ranked 14th in the world rankings, exceeding 7 million accounts, over countries like France, Germany or Russia.
These figures on the penetration of social networks in the South American country are remarkable when compared with data on GDP ranking done by the World Bank, where Colombia is above the Top 30, far from the countries that were traditionally a leader in the use of these technologies. This quiet revolution is a clear indication that something is moving in Colombian society, even faster than economic or political factors that dominate the news stations in prime time. Initiatives like # itscolombianotcolumbia campaign that uses social networks as a powerful means propagator, are an example to defend other causes that need the support of the majority of society.
Images: Semiocast - Socialbakers

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The money of the future

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World & Business - Marketing
Thursday, 21 March 2013 11:03
money in the world

Lately we are seeing the development of cities is linked to different models of "smart city" with a focus on infrastructure and technology. However, one of the most interesting, and perhaps less discussed, is money. Shall we "smart money" in our pockets? How will you use the money in the cities of the future? What new forms of payment and economic exchange will see in communities and societies?

Again, we find the technology as a disruptor of business and processes ... and new Internet and social media as a lever to change everything, including the concept of money as we know it.

Apart from the tremendous evolution of media via mobile payment (and we know what we can do with NFC , Square or Google Wallet on our smartphones), we will witness a great transformation in society in regards to transactions and exchanges. In fact, we're already seeing:

  • Barter. The format barter, lifelong, found on the net (and in the crisis) the most leverage for development. Everything is exchanged: skills, knowledge, products, services, etc.. No monetary transactions, only transactions of "trust" between individuals. In the network we find examples like Skillshare

  • Crowdfunding. Data from Kickstarter in 2012 says it all: over 18,000 projects successfully funded, 2.2 million participants in any of the projects and a total of 320 million dollars from (an average of 607 $ / minute). Particularly, I like the idea that citizens designed and co-fund their own services where agencies and governments are unable to reach or to provide any value.

  • P2P Loans. Bill Gates said on one occasion: "Society needs to bankers, but not necessarily to the banks." As crowdfunding platforms, the P2P lending and microfinance are here to stay, and it appears that will be specialized by sector, by way of credit associations.

  • Digital currencies. The best example of "digital currency", "cryptocurrency" or P2P currency BitCoin . Although still experimental, its acceptance is growing. Several companies and small businesses accept it as payment for services such as telephony, gift cards or legal advice. WordPress accepts payments in bitcoins worldwide. In the U.S., several major banks and shopping Walmart and 7-Eleven (among others), support cash deposits to convert bitcoins.

  • Complementary currencies. One of the best known examples is that of the pound of Bristol , supported from the City Council and the local bank, in order to stimulate economic activity in the community. Did you know that in Spain there are more than 15 initiatives complementary currency ? All have a high social component of citizens' initiative, with technology and the internet as allies.

  • Digital influence. Who dares to quantify in economic terms the influence of a personal brand or business? Could you turn your " Klout score "or any other index of influence, in a virtual currency or asset to value it as a business project? What seems clear is that it is an aspect that is more valuable every day, and a real value.

In a world of virtual currencies, nor your wallet or your bank account will ever be the same. Will we continue paying the letters of the car and electricity bill in euros? Surely. However, in the future can not even buy a car and who generate energy for your home is your own neighborhood community.

Given all these changes, the models of collaborative consumption are spreading (also in Spain), and with them, there are important changes in our use of money and associated processes.

Possibly the best currency of the new economy, which can change everything, is the confidence .

Image: www.photorack.net


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