Alejandro Suárez Sánchez-Ocaña. Entrepreneur and private investor sector Internet and New Technologies.
This is a great viral publicity campaign, with a message that makes you think of the labor agency BBDO
You will likeCheap phone bills keep your parents happy .... whatever happens. Tonight I will have the pleasure to participate in the First Tuesday in Madrid with Angel Maria Herrera and Emilio Marquez , and moderated by Carlos Blanco . Chat about "Entrepreneurship in Times of Crisis" and Carlos tells me that there are already about 200 people registered. It is my pleasure to share some time with Angel Maria, Carlos and Emilio and always visits the First Tuesday out interesting contacts with people in the industry who do not know, or that comes to propose things. It is one of the main assets of the event, which ultimately is a great PR generator. Besides fashion lately is the "meet" there before or after the event. In fact in addition to intervene in the event tonight I have three appointments to chat on various topics there is a much warmer, calmer and relaxed and be able to talk out of the office. If you want to stop by this afternoon evening event will be held at 1930 Lemon Avenue Brazil at number 5 in Madrid. Admission is free and you can register from here On Wednesday fans online within days "time Marketing" had the opportunity to listen to César Nuñez, director of the Network Advertising Addoor . Addoor is a different advertising agency, which has grown considerably in recent years and are experts in innovative formats and talk about web 2.0 advertising and blogs with Luca dell'Oro , program director and marketing expert (note that Luca has been inter alia Netsle Marketing Director among other companies) can hear from the Mp3 here I'm not the best person to perform a manual update old Internet code of ethics; Netiquette to the social network era. In fact I'm sure there are many people connected to the Web 2.0 that could do so much better than me, but if it is true that the phenomenon took months quietly observing and drawing many conclusions. I would at least be able to list the guidelines that I think are important to not literally assaulting contacts and damage the image of your company, service or yours in particular. Public relations and social media marketing enjoy more or less, but they are a clear trend in 2009 and in many companies, the rush, go with the left foot and the user there are certain things we do not forgive.'s Great social media revolution is put on the same plane to the message sender and receiver. equating the roles. That's why companies that want to work the concept of social media have to dress properly for a good use of public relations and customer service, so forgotten during these 15 years of Internet in Spain. It is an uncomfortable position for the sender of the message, used to not have to listen, but also to allow fairer and portray the quality of customer products and services. What are important because the PR? First place by the actual need for bidirectional communication. It is over the "this is so", "take it or leave it" unilaterally changing terms of service (tell that to the brown Facebook has eaten) the user is not only demanding a good service or that this is interesting participant feels well and in fact it is so because it is part of the generation of content. The user is not a passive, not only believes now creates and therefore feels part and demands. These are some of my conclusions: - The medium is not the end, it is only the initial part of the way: You've created your Twitter account, your channel on Facebook or MySpace. So you have not adapted to the times and you understand nothing. That is day zero, you have not tied with anyone. There are many companies who think that the end is to be there, it is only the beginning! Do not make the mistake of creating these lines of communication with your potential users to simply communicate offline that just because it has your company adapted to changing times. In a few years these channels are created by default, the difference will be who is using it correctly and that's complicated. Open accounts and groups to abandon them or use them with little success, have a negative perception on the part of users. - Brings something: You can do it on Twitter, on Facebook, wherever ... but brings something. Do not come only to "sell your book" if the community sees that you are one more actor, a participant in the conversation, and not a collaborative entity created to promote a product, possibly when making any marketing action capillarity and perception will be much better. The idea is not a promotional robot, but a user who inquire, participate, collaborate and contribute, you have to have your own opinion waist, and his role of company and brand image not prostitute his personal presence and real. For example this original and very interesting application for Facebook from Burger King, where I gave away a Whopper in exchange for a Small? sacrifice on Facebook, a fun initiative. In another development initiatives, CAN (Caja Navarra Savings) creates the community of Civic Banking Research with blogs, Environment, Culture, Cooperation ... - Do not give up the ass, (sorry) per bag: What you can not pretend it is coñazo give all day with your product, however good. This image is a perfect example of what forgiveness is giving up the ass, per sack. Your political party seems different, I am struck by what you do and would like to know "something more". I join your group and you keep spamearme info, up to 4 messages in 3 days. Obviously, I'm tired, and I swear in Aramaic eliminated. Why not be ready, dosing information, and ask yourself if, say I'm in Madrid, do not send a message to the Galician elections or ask me every day, maybe I'm not interested and I find it tiresome .... literally maybe it was an opportunity to meet in disagreement over. - Ten waist: Even being extremely picky you'll see that there are people who do not like that companies use for promotion and social media marketing, respect it. If you're going to shock and provoke confrontations and especially if you act with arrogance (see case Keteke on Twitter ) community is going to give back. - Organize, creates, provides: Provides users participate. Accepts criticism and be smart. Possibly your product is not the best in the world, if you have to talk and congratulate your competition, do it, you appreciate sincerity and desire for improvement. No matter what they will not do the same with you, if so, the user also perceives. Prove you're real, close, available and accessible. - If you mess up, apologize, laugh and be original: Do not think you know everything about social networks and social media, this is very new to almost everyone, assumes the they shall bring the leg: deal with it and admit it when necessary. It is a new field and cumbersome. Interact, learn and if you do, apologize. Nothing more disgusting than a company that pulled forward rolling yet once messes avoiding an apology. It is often necessary and the community accepts and appreciates. ) y luego lo referencie en el Twitter de Keteke como si fuera un post de un tercero . Above all do not take shortcuts, do not try to do stupid things like create a shabby-blog that nobody will read to make you give birth to criticize and do not think that a post of yours can be a reference for anyone and is worthless if you do not have years behind as blogger and people you follow, the clearest example of the marketer Keteke, Angel Rivera, who from his own blog puts calve at Twitter users who have given back ( whois ) and then referencing on Twitter Keteke like a post from a third party . Worse if someone sells you the idea internally to "put our people to leave comments like crazy" for our company / product / service. Trolls are not liked by anyone in the blogosphere but if you do it over using the IPs of your company .... too obvious. You do a disservice to your company (and possibly ridiculous), if you judge and jury, says, like everyone, but not a regular user camufles and explain your role personally. Memorable however if Electronic Arts that after a mistake in his game Tiger Woods PGA 2008, in which a bug was that Tiger could walk on water was caricatured in a YouTube video , not only fixed the mess but responded with a glorious video with Tiger Woods in the flesh in the 2009 version Levinator25 that informed the user and created a video about the fault. now in 2009 Tiger does not walk on water by a bug, and is barefoot because it does that good!. Message: I have heard, fix the bug, we found it funny and I do a nod to that we used to own Tiger Woods: viral 100%, 100% effective, it is an error in transforming a hit. - If something fails, do not hide it: Do not minimize the errors, if problems do not disappear and come back when they are resolved, or limit yourself to say "you report to responsible" if something fails da face, admit it, explain it and even take it a certain philosophy and sympathy for the user. As Keteke received much criticism , some mine-but here were very good, and warn detect a bug, take it philosophically: - Learn, improve your service: But that learning what you do by yourself. Deduced. Do not think you can ask openly "as I improve this" unless you have confidence in him. If you are Telefónica and questions as I improve this, I say, and probably rightly many we'll take a laugh-"I do not do free consulting Telefónica; pagadla." End must communicate, meet, learn from the user. Every time I see more targets quantified social networking presence such as "5,000 friends on Facebook", that can not be measured well, the user is more than just a number!, Seek a good perception of users that you add is I get the opportunity to do your job, get not the goal, the goal is to be welcomed, participate, serve, entertain and communicate. 500 users always best pleased that 5,000 sick of you. - Maximize your success offline: A product like natural gas is not exactly viral or 2.0, but on the contrary a Brick total ... unless your case study offline TV advertising (notice the man died of cold warbling which aims to Natural Gas) is used in social networks like Facebook. The result 165,000! fans of "Gas Man" , willing to receive communications and new advertisements and promotions. Another success story is that of Pancho's dog State Lotteries is promoted with a couple of seasons Primitiva Lottery. Pancho has its channel in Facebook, Tuenti profile, fotolog own YouTube channel. - LISTEN and once you have done: Use it to give support and help to me one of the differences with social media promotion in USA and Europe . In support USA "follows" the user wherever he is. Listening is key. Many times a user does not like or understand a service, and always appreciate that there is interest in not refute but listen, tell your complaint or request falls on deaf ears and / or provide you with more information if necessary. It has been one of my concerns Yes.fm, listening is very different to simply hear, not just what you say, but especially the buzz hearing comments on blogs or twitter. Many times, we detected misunderstood or we could explain our position on certain issues with a happy ending. The director of a company, however large, not only does not waste time listening to a user, but also receive valuable feedback and nurturing that you will not find in any focus group, in fact, you loyalty, lets see which is of the flesh and makes prescriber service on many occasions. In some cases we have had Yes.fm well, one in which I participated was with the user SpaceBom , which still makes time for the network because I think it is a good SEO. Interestingly I saw on Twitter a commentary giving a "good trip" to Yes.fm: I took note of the comments and I moved in domestic; contacted Kiko Fuentes , Director of Content Yes. And drawing days later that SpaceBom casually commented on my blog: I took advantage of the situation to let you know that I read your tweet: So come to my valuable feedback to address and analyze: And I can ask Kiko Fuentes involved and we clarify: We followed a user on twitter and blogs, we have talked with him, and we have not sold any encyclopedia, and I think he could see that his opinion matters and we want to improve our product, and you see our point of view, that there is someone on the other side, listening, accept criticism and try to improve service and your feedback (yes, even though we travel a good, useful and valued). The attention is always appreciated, and is part of the image of our company and if we retain a user or at least capture their interest, all the better: Finally one last comment. I have great doubts whether these channels (Twitter, Facebook) should be maintained by an agency or someone from the service. To my agency can take perfectly whenever 1) knows very good service and 2) have immediate access to the company and have a representative who can if necessary provide personal attention, with decision making included. (Thanks to Red Christian by some of the scenarios.'ve written this post thinking about a class I taught this afternoon to students at IED Online Marketing, if you're one of them I "destripaó") Here are some examples of funny and original street actions Jeep AXE Girls control the street: Ikea redecorate the subway: Financial Times The example of creativity this week takes you to any beach, we are in full season. This towel makes you pretend to be a Playboy girl with all the letters. A street-smart action agency. There are ideas that are priceless. This could be one of them. An elevator that incorporates a glass of milk and an Oreo cookie.
Seen the Blog of Frederik Samuel I've always been a fan of Argentina creativity. A good friend of mine, a well-known president of investment bank that has led in Spain and Argentina, said that in recent years there is creativity triggered by the economic situation, for better and for worse, that must be it say the "hungry mother of invention." This is an example of an ad for a rental car in a ski sky: Every Thursday I will try to put some advertising campaign (regardless if it is online or offline) that for some reason caught my attention. This time is the dog food company Pedigree Pal , telling you it's time your dog eat its new product Pedigree Pal LIGHT.
Today we have some idle afternoon, and have a few laughs thrown a while ago in my office to see the news I read in The Mundo.es , in which it is said that the British Supreme Court has determined that this snack has a " artificially "and containing less than 50% of what should be their main component, the potato, so it can not be classified as" chips ".
As reported in the BBC, the result is that the Pringles , in all its flavors, will be exempted from tax. With this decision, the Procter & Gamble (P & G) save millions of pounds, which will mean that consumers will pay a few cents less for this appetizer.
Many of us, (I would say to Jaume Riutort, our head coach, who always seems to have them next to the monitor, secure machacándose a box per day), thought to be eating while working ... chips, and now even that. Damn, have sunk a myth.
In protest, from today, our offices have banned the consumption of this product. If as they say less than 42% were potato, means that 58% was pure garbage (preservatives, stabilizers, saturated fat, salt etc). Congratulations on not having to pay VAT from 17.5% in the UK, and we thank them for us aware about the% of waste containing the happy potatoes, information that has made us think that we have to go back to eat this poison .
A hug to marketing guru at Procter & Gamble which seemed a good idea to advertise the garbage% of its product to achieve the range a bit lower VAT in the UK (a crack).
The blog of Alejandro Suarez.