I do not want that there grows the percentage of creators of content in Internet

If, the title is written correctly, and I repeat it, just in case: I do not want that there grows the percentage of creators of content in Internet.
We usually read things as that the web 2.0 is not also so 2.0, which if "the conversation" is overvalued, or that the phenomenon of the content in Internet in general and Social Networks in particular it is sobredimensionado, because, after all, only it generates contained 1 % of the users of the Web. Before this I wonder: what more do we want?.
- At personal level, if the percentage of users out the double - that is to say, 2 % - would be exactly just as now. But if of this 1 %, I go so far as to consume not even 1 %!. It is that is not it sufficient?. It does not matter to me, I insist, that there should be more percentage, because I am never going to go so far as to consume it. But we are going to reduce it moreover, centring exclusively on the topics that we are interested in. To be able to consume the whole content that is generated in Internet every day, and that we are interested in exceeds any dimension of the human capacity.
Said about another form, there is impossible to come to todod the daily content of Internet, enclosed if we reduce this one exclusively to the subject-matter that we are interested in.
- At level I already would like company that I was generating the Internet content only, since I would have The Network to my feet. I am not interested in that the creators of content increase on the subject-matter on which one is generating contained the company at which I am employed. More contained beech, more hidden will be mine. If, it is egoistic, but it is real.
I believe that we have more that sufficient, and what exists is more than sufficient to be able to affirm that this way of life constant of relations, information, conversation, discovery and learning is placed and grows non-stop, thanks to this 1 % that is finishing with my neurons.
A madness, we go!. Like so that above they say that it is too small to support itself.
Anyway, I go away to my Google Reader, that I have earrings of reading 734 post, while I observe with fright that in what I have written this post I have 72 new tweets in my Twitter. Not at all, in a ratillo I am ventilated them.

Finishing an e-book on strategy in Social Average

The title looks like a Tweet, but it is an advance of an e-book that I am finishing and in which I have incorporated a pair of elements that usually do not touch, since they have to do with certain commitment in time and anything more. And so far I can read.
I leave you with the beginning, on "The planning of the strategy in Social Networks". I hope to have it completed this week.
The planning is going to be, precisely, a summary or a scheme of the actions to be developed during the next 12 months. And, like starting point, an initial and fundamental recommendation …
… FORGET YOUR MARK!...
… at least of beginning. This way I see it, because this way I have understood and experienced it in the last times. To establish a starting point and to plan of correct form the concrete actions that we want to realize, we would have to answer to the following questions.
Am I ready to enter and to work in a new environment for me?
It is necessary to be sincere with one himself and to do a humility exercise admitting that, although you should be an expert in marketing for years, the environment of the social networks is an area in which many things are still missing for exploring and are not known for all (even for the "most expert"). You cannot do it only, need help, in the shape of knowledge and in the shape of resources to work the planned thing.
And I am not saying that you must look for the help paying to a consultant, agency, etc. day pupil (that you do not make it), but, look for help sharing your worries, and looking for the collaboration and collective intelligence, do not also perform the form of which it is.
Are we ready to dedicate resources to achieve the success of our exposition?
When we speak about resources we speak, fundamentally of economic and human resources. We need an economic investment and the dedication exclusive from one or several persons, depending on the importance and the intensity of our actions. The previous questions are basic, and we agree in that the answer to the first one is, obviously, "If".
But not less important it is the second one. If the answer to the second question is not, also, "YES", it is better that you finish here the reading of this document.
Is there any market niche in the sector which direct presence in Internet is minimal or void?
The answer you can base it on a segmentation, for example geographical (World, continental, national, regional, local), as you were interested in or be able. The recommendation that I would do is to go of less to more, that is to say, beginning for a limited territory, and to go expanding it as the time is happening. If the answer is if, you have been lucky, and you already know where you must begin the journey. If the answer is if, already you are late in becoming “a proprietor“ of the niche, cannibalizing the concept that identifies it.
It is round there where you must begin to act …
… spreading your message in the shape of concept, mark.
When you obtain it – that you will do it – you will be able already to be introducing your mark little by little in the shape of “sponsor of the concept”. For example, center on the concept “luxurious Accommodation”, or "Tourism Madrid", and not in your mark: "Hotel XXX”. There are only an example that does more understandable what I say. It is sure that examples much better than these occur to each one.
If the answer is Not, you must begin to compete for this concept. But, he remembers: “CONCEPT“.
What are your conversion targets in results?
This question is key, since in Social Average it is possible to fall down easily in the error of thinking about how, primary target, to sell like the services that we offer. This affirmation can create certain controversy. The sales of services are – really – the final target, but not the first one and only purpose. The first target, therefore, is TO CREATE COMMUNITY …
… and it is necessary to do it, managing subscribers of your content.
These will be a part of those who turn in prescriptores of your product. Another part will be the one that spreads a received service, according to your expectations.
And this is the beginning. If you have been interested in, wait a few days and I will leave the finished document to you to unload it free.
I, certainly, am spending it very well writing it.

7 thoughts to try to define the Concept of Mark (#marcaES)

The shift has come to me to continue a meme in which we have to try to define the Mark concept. It was initiated by Marketing Take Away and Verónica comes to me across @vaimar7 (in Renewspaper).
The things come and go and for the way they disappear. This is what is happening to them to the marks of that years ago were born as such and that are turning into authentic fossils of what there were. Any future expert in marketing perhaps finds them when he wants to speak about the history of the marks.
Perhaps it does a pair of years it had given a fossilized mark definition, but today with the enormous knowledge quantity that I have seen in the latter two years my opinion the fact is that #marcaES:
1 - The visual element that directs the conversation.
2 - The rustle that flows between those that want to hear what someone can say to them.
3 - The person or persons who are behind this solution proposed to the one that asks for solutions.
4 - The heart of the chandelier that throws his networks in the exact place in which they wait for them.
5 - That aradece publicly the good criticism and he corrects the causes of the bad ones.
6 - The one that changes the egoism into a concepts game.
7 - The one that there manages to create concerning her a followers' community that they develop.
And in the end, after a slow one, but careful development...
... after a continuous effort...
... it is found in any place in spite of only naming it.
This way I see it, and I hope to know impatiently the vision of Juan Sobejano, Albert Barra y Mindproject (who is a mark as I I see them).
Watch Southland S02E03 U-Boat now

The Social Networks are like virtual bars.

Let's imagine that we are having an aperitif with friends, speaking, laughing and amusing ourselves, or assembled in some public place, speaking about our things or sharing professional worries, or any thing that occurs to you that they can share a group of related persons if, when, suddenly, there appears an individual that nobody knows, it joins us and begins to tell us things that are out of our context, or that, simply, we are not interested in. If this happens, we will finish with giving of side to the individual in question and, at the worst, we will go away to another place making it alone. Any of us understands perfectly this situation. Then …
… why to get into debt in popping in in places of persons' meeting that have a common target, or that are treating questions that it is they who are interested in, in even us nor having presented?
If we move this situation to the virtual intonation of Internet, quickly we realize that, frequently, the persons meet to share his professional worries, or of the type that they are, in the places of meeting enabled in this environment. We understand, therefore that …
… the new bars, environments or public places of meeting are THE SOCIAL NETWORKS.

Farewell 2009!. Hello 2010!. A post of linkage

HAPPY 2010!
As I did last year, I am going to dedicate my last post of the year to all those that have kept awake my aptitude to keep on learning and to demonstrate to me to myself that there is infinite the flexibility of the human brain to store knowledge. So much, that never fills.
That's why I congratulate the year to all those who have read to me, which have followed me in Twitter, which I continue, I will continue and read in 2010, without meeting still many of them. Without at least to know today that exist. I wish them all of them a BIG YEAR 2010.
My outstanding figures
Juan Sobejano
Albert Barra
Nando Llorella
Jordi Ruiz
Jimmy Pons
Jorge Gobbi
David Delgado
Ignasi Casellas
Javier García Cuenca
Joantxo Llantada
Isaac Vidal
Edu William
Joan Gou
Víctor Mayans
Juan Otero
Carme Pla
Andreu Roig (in all his declarations)
Tony Mascaró
Isidro Tenorio
Héctor Santamaría
Jaime López
Andreu Llabrés
Alexis Argüello
Pablo Deeleman
To the new incorporations to my universe 2.0 in 2009
Johana Cavalcanti
Marco Taboas
Juan Carlos Sanjuán
Paula Martínez
Alfonso Castellano
Mar Torres
Maribel Corner
Bernat Comas
Toni Martín Ávila
Luz Martín
ArantxaR
To some marks that I am interested in and that I recommend 100 % if you need
Hoteljuice
Homo Creativus
Mindproject
To Web others that it will be necessary to continue very closely.
Eventosfera
Fanturistic
To the inhabitants of other quarters already walked from last year
Alfonso Alcántara
José Miguel Bolívar
Senior Manager
Miquel Rodríguez
Julen Iturbe
Third Opinion
Dolors Reig
Enrique Dans
Antonio Ortiz
And to those of new open quarters this year
Juan Luis Polo y Cia. (Creative territory)
Tristán Elósegui
Helen Enríquez
Formation and Talent
Tomeu Cabrer
Manuel M.Almeida
Javier Godoy
Jaime Izquierdo
Mauricio Santambrosio
Jaime Valverde and Borja Muñoz (Marketing Take Away)
Castilian Gaby
And my bet, one more year for the Community Hosteltur.
In the last moment (yesterday in #er5) they me have appeared a few tens more, which I am not going to include in my post of end of year 2009 (only they are 1 day old in my life), but sure that many enter that of 2010.
HAPPY YEAR TO ALL!.
I hope to keep on enjoying your knowledge and your generosity during 2010.

It starts 2010, with a clear concept: "The strategy in social Networks is not free!"

The mark strategy in Social Networks is not free and it will be necessary to repeat it up to getting tired so that many people realize at once.
To create a profile in Facebook and/or in Twiter is free, so much that finds it hard scarcely a few seconds to do it; Also it it is to discharge you in an interminable list of communities, to create a blog (in this there is taken something more than a few seconds), etc. This is the free only thing, but with this simple and free action, the only thing that you do it is the cinnamon tree if you are not going to happen hence. Also, from here, it is the free only thing that you are going to do.
Where is the cost?
The best situation: You have a Web page perfectly adapted to the generation of contents and that opens his door for the participation of your clients, which a blog integrated to the same one has, also. If it is like that, date for satisfied, because you have saved yourself a good sum in the investment for your strategy in Social Networks. Your Web place is fundamental for this strategy. The social networks are only the funnel, the rivers that end in your Web. It costs, you can already raise the following step.
Your presence in social networks is necessary a permanent, constant, regular maintenance and update. And this is done following a routine, although there must not be missing a component of creativity and improvisation. The routine, in general it is, after discharging the profile of free form:

• He looks for interesting information and according to your sector, your possible product, your future or current mark.
• It informs in forums and social communities, in blogs that adapt themselves to your future content.
• It generates interesting information.
• He publishes this information in the places in which you discharged yourself.
• It connects to interesting content published by others, making the source clear.
• It continues and answers all those who should speak you you or continue to. It converses with them.
• The content publication you must do it of regular form, without periods neither in target, nor periods of mammoth production.
• Take every follower, fan or reader as if it was the only one that you have.

For this you need to dedicate persons to it of exclusive form. Is this free? This costs so many wages as persons devote themselves to it. Do we speak about 25.000 €, 30.000 €, 50.000 € for each of them? Since you see, of free not at all.
Ah!, and you forget to put yourself it to you or to another person like complementary task to others. If you do this, you will fail.
You can do it of internal form or outsource it, but, as you see, of free not at all.
The worst situation: You Web page is very nice, with many effects. You worked many hours with your developer to do it to your taste and, when you met on the suitable sketch, your Web was born. You paid for her what is not in the writings, and you have not done many changes because, as it is not an open code, each of these changes costs you the kidney that you have left.
And now it turns out that your page does not admit changes into the content. It has no space for it, or the space is so small that is not much adapted for a good position. And also it does not have an integrated blog. So if this is your case, I recommend to you to do a new page and to expire with all the specifications that it is necessary to demand from him to any web that it should boast nowadays.
And, please, that do it to you in open code and that is someone of entire reliability, which not you of cat for hare and that receives from you not more of the fourth part of what you paid for your wonderful and ancient Web page.
It adds, then to previous the cost of reforming or replacing your web, do a pair of sums to yourself and you will see that of free not at all.
From here you have, before the year finishes, almost 12 months ahead. So: fortitude and for all!
Anyway, and so that there is something positive in this post, if you have an exit: it destines part of the budget of traditional marketing, eliminating some games and penetrating these to a serious strategy in social networks. If you moderately are right in it, you will not repent and, perhaps, to this post count it again.

Hotels offers. Everything costs!

During the year 2009 we have seen how the prices of the rooms and of the celebration of events in the hotels were diminishing every day up to entering a well of the one that still has not left and hardly it is going to leave during this year 2010.
So much it has been the madness that, even some, they have thrown the house away and have thrown rooms offers to 0 Euros, or rooms to 1 Euro and things for the style. Certainly, this type of offers has a small letter and a few very particular conditions as for number of rooms to the sale, minimal stay, etc. But it is to go to the easy thing, instead of coming to the creativity and innovation
In any cases it has not gone badly, but the image has been a little of "pants descent" with an effect devastating dominoes. Ignasi Casellas explains enough good in his posts.
But I find an offer that turns round him to the omelette and in which according to his creators, Dolce Hoteles, everything costs.

In the beginning an excessively aggressive offer could oparecer, especially in his title "Everything costs", in that he is the client the one that puts the price. But it has two peculiarities, one of them explained, that is that, as the small letter prays,

*La offer must be reasonable and based on the standards of quality and size of the industry of the meetings on the properties selected like Dolce for the chosen dates...

It will be necessary to see what shuts the "reasonable" term up.
On the other hand, the part conceals, that is the one that more I am interested in, seems to indicate a change of sense. Earlier the hotel had a tariff and the client was coming doing a counteroffer, knowing of that the hotel, with a little of pressure, would end up by lowering the pants (speaking badly and promptly). What happens with this offer is that, to the being the client who says first the price, is the hotel the one that does the counteroffer, having in the negotiation, certain position of privilege. of course, after having accepted the initial offer and having qualified it of "reasonable". The call of the offer ("Everything costs") is, undoubtedly, a good hook. But here it does not cost everything. In any case, me a big action of marketing seems that be surely that it will bring benefits to this hotel chain. At the moment it has turned out to be showy to me; the sufficient thing as to extract it to re-shine in this blog, without nobody having asked me for it.
What seems to you?. It is good idea to throw an offer like that?. You know original offers that have been thrown by other hotels?.