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?.

Analytical Web in Fiturtech

When a hotel has a Web adapted to the current circumstances, it must support it supported on 3 paws:

• CATHEDRAL
• Marketing online
  
• Analytical Web

Current and fortunately, are increasingly the hotels that already handle with certain ease the first two aspects, CATHEDRAL and Marketing online, incorporating in the last one a strategy in Social Networks. Nevertheless, there exists a big ignorance of the third paw, the analytical web. So I ask you …
… Do you go to FITUR? If it is like that do visit Fiturtech and the whole series of chats and papers that are going to happen there. Here you have the program of this year in PDF:
Fiturtech 2010
Also it turns out that this year I am going to take part in one of them. Very well, my participation will be for the introduction and some spontaneous comment in the course of the same one, since the really interesting part will run in charge of Helen Enríquez, expert, the most expert in analytical Web, but of really.
The topic that we are going to treat in our intervention will be “an Analytical Web applied to the hotel sector”, and this is the summary.

1. What is the Analytical Web.
2. What is a metrics and a ratio.
3. What is a KPI.
4. How can the analytical Web help to your business.
5. Different hardware. The tool is not enough someone is necessary that he interprets and analyzes the information to extract conclusions.
6. The conversions.
7. How can the analytical web help to a site of the sector Tourism.
8. Hotel Auditorium: the success of the measurement and them social you come up.
9. Analysis of the Year 2009: What to study to understand the tendencies of 2010.
10. Google Analytics: metric basic to check.
11. Google Analytics': to create control panels and to select KPI.
12. How to measure and to improve in 2010.
13. Buy Funnel, newsletters and campaigns... How to identify errors and to solve them.

Shift of questions and practical cases (raised by the assistants).

One of the tendencies of the year 2010 is going to be the Analytical Web, and the assumptions cluster will begin to grow "guruses", of those who in spite of reading a pair of pdf's and doing a pair of chats believe the most expert of the world. So that you do not fall down in the network of any of these, I recommend to you not to get lost everything what Helen Enríquez has to say to you. This way it will not catch you for surprise.
Really, you were not asking you for the call of this year, which promises to be very substantial, and is the only and free occasion, which hardly will appear before you again.

The country to which God gave him the back.

From the earthquake happened in Haiti I remember occasionally Venice Lonis, later I look at my children and think about the immense luck that I have. And that they have.
From the earthquake happened in Haiti I am reading posts, being still initiatives united s, etc... We go, like the majority. And it is already not only for "Venecias Lonis", but for anyone of those who have remained without family, that they have remained without anything and that he is strolling around round there tried to "catch" any useful thing (or valuable). We see a desolate and battered country, not already for the earthquake if, but for the shakes that one has been giving him to his hope along the history.
Now we are going to extinguish the fire; now it takes control of USA; now we all mobilize ourselves and we try to put what we prune so that those people have a minimal possibility of going out forward. And I say that knowing how I say it, because, we should not deceive ourselves, dress from here we have left "those people" very far. It is sad, although comforting simultaneously to think it: truth?.
What I do not understand is how the humanity allows certain countries to go adrift, when with thinking heads and honest hands they would not have come to the situation pre-earthquake, which was already of if, calamitous in supreme grade. And now, to finish off, the nature is revealed also against them. And it does it for double entry.
Anyway, that this is a blog of hotels, business, of marketing in the tourist sector, but occasionally it is necessary to leave of the topic...
... And I have done that, because it is difficult to me not to see occasionally Venice Lonis and wonder if it will have survived or if, on the contrary, he will be asking now there Above for accounts for having had the damned luck of being born in a country to which God gave him the back.

The Analytical Web hovers on us.

And it happened what it was foreseen: we gave the chat in Fiturtech.
Also it happened what it was not foreseen: the paper did not cause the aftereffect and the interest that it was deserving.
What it spends is that everything is a chain. My particular vision of the chat that we share Helen Enriquez and I in Fitur - Fiturtech is that the general ignorance caught us from all unprepared that the tourist sector exists e3n on the related thing to the Analytical Web. Helen was bringing very well prepared a paper destined for a hearing at certain knowledge level in the matter, and this was the error. As regards the discipline that studies the origin and behavior of the visits to our page we are much in nappies in the tourist sector. Only few ones are capable of advising us with effectiveness on what we have to or must not do with our Web page.
In this environment in which we move, if someone comes with the very clear ideas and with an experience of successes behind him absolutely demonstrably and a summary of his knowledge tries to transmit us in one hour to a hearing to which most of the raised questions us sound to Chinese, since two things can happen: blot and new account or I block. So much a thing like other one there are bad situations before the silence espectante of almost two hundreds of persons observing and waiting to see where you pull; a silence that crushes the brain to you with his sound. There is no worse sound than that of the silence.
This is my particular vision. The same I mistake myself and the reality was different, but I do not believe it. Now then, who less fault has they are the assistants, who during big part of the chat were, although very attentive, to see them coming.
What if it was me who got out was the urgent need to tackle of practical form what the analytical web can offer us. If I would like thinking that the hearing, in this point, did not go away of gap and that it managed, at least, to understand that it is necessary to put the batteries, that it is necessary to measure and to analyze and to study the clients who visit nuetras webs, because if we do not do it we will be losing greatly, great I negotiate in the shape of direct reservations, be already individual or of group.
I would like, if you are for the work, that that you were there and you read this blog, you were contributing a vision of your particular experience during the chat of Analytical Web. I believe that, as a whole it was profitable, either be during the same one, either during the long moment that he dedicated elena Enriquez after one solves to one the particular doubts of each one who approached to ask himself about something.
I believe that the professional analysts who exist have a good market niche in the tourist sector in general and hotelkeeper in particular. I believe that there is very much field to be threshed, and a lot of unknown area than to be explored looking for the enormous benefit that all this can give to us.
Finally I would like that you were answering a question that he would say to me very much if it served or did not serve the chat:
Do you believe that we must dedicate more time to the analytical web?.
If your answer is if, I will be considered satisfied.

The 3 only routes so that a company throws roots in Social Networks

We can find an enormous results quantity in Google over how triumphing in Social networks that are going to give us an endless number of unpayable advices on what we have to and must not do. But the real difficulty is a few steps more behind. All those that we speak occasionally about what is or is not adapted, we do it from an approach that needs a few previous steps to reach it. Namely us saltanmos the previous steps.
We all speak about what the suitable thing is in Social networks supposing that the one that already reads it is inside. This is the step that we lack: How do we enter and how do we throw roots?
In my opinion there are three possible entry routes:

1. We create a corporate profile and begin an ant work with a microsurgery work marketiniana, avoiding, also, the proper obstacles of a mark little known before the defense numantina of the users, who in spite of only glimpsing the concept it "marks" they put themselves of fingernails (not all, but if a high percentage). I admit that the situation is not much motivante, but with a little of patience (2 ó 3 years, estimated) surprising results can be obtained.
2. We designate a person of the organization so that it gets soaked in everything related to this intricate world and dedicates his time exclusive, investing from 1 to 1,5 years a personal image being created in Social Networks. Once have this image created and placed, to begin to use to promote the mark. Careful!, this option has enough risk, since this person to whom so much work has found it hard his personal image to be created can lose quite the gained if it is not prudent in the diffusion of the mark.
3. We look for external someone to the company and that already has a personal image created and placed in Social Networks, and apply everything above mentioned in the point 2. This is undoubtedly the most rapid option, but also the most expensive with a lot of difference. The personal mark must not be a sale.

Las dos primeras tendrán un coste decoroso, pero requieren de mucho tiempo. La tercera es rápida (de 6 a 9 meses, estimo), pero el coste es mucho más elevado.
And, in my opinion, there is not any more. You choose.

Me penultimate proyecto.Bodaslastminute.com. Weddings in Madrid, Guadalajara and Leganés.

The title of this post incites to think that it is a question of a sponsored post, and it is not exactly like that, auque it it could seem. Nobody has entrusted me that writes nothing of this and, of course I do not receive anything in return, at least straight.
What if I want is to mention to you from here that it already takes 3 weeks "in cartel" a project that I have promoted from the beginning, which I fight why he lives of independent form and that he needs an empujoncito to be able to have proper life in Internet: Bodaslastminute.com. It is a question of a Web of wedding organization in which three hotels take part, specifically Meliá Avenida of America, for the wedding celebration in Madrid, the Tryp Guadalajara, for the weddings in Guadalajara, and Tryp Leganés, for the interested parties in the wedding celebration in Leganés.
A project is to the style 2.0 in which we will realize actions for posicionar the page (if, already that this post can consider to be one of them), as well as the generation of content, both in Twitter, and in Facebook, where - certainly - we have already overcome the first psychological barrier of 100 fans.
The principal innovative element is that there exists a commitment to celebrate a civil wedding with ceremony and everything within a period of 6 weeks (for that they have urgency). As fact, to say to you that we have already had four budget requests and wait (let's cross the fingers) for his definitive assertion.
The Bodaslastminute page has been designed and put in production by Hoteljuice with a lot of professionalism, at a competitive price and respecting scrupulously the delivery times to which they committed themselves initially. If you need a web or the whole marketing strategy online, I recommend to you that hableís with them.
Nothing more. And you know already, if you are going to marry or are looking for a place where weddings are organized, you do not stop visiting Bodaslastminute.com. And if you want to gain access to a discount or special promotion, leave a comment and you will be corresponded.

The reputation online is something more than the management of the clients' comments.

The truth is that there are moments in which I finish hartito of trying to explain certain things to certain persons.
It happens to me often that I comment, or better, I mention the Social, Internet Networks, Marketing Online... and I am an exasperatingly repetitive answer.
My comment (for example): - I am valuing a strategy proposal for social Networks.
Answer of my speaker: - The Fact is that it makes the whole world comments. But the bad thing are the negative comments.
And if I mention CATHEDRAL, - the Fact Is that it makes the whole world comments. But the bad thing are the negative comments. And if I speak of blogs, the Fact Is that it makes the whole world comments. But the bad thing are the negative comments.
It is to take the decision not to open any more the mouth, man!. It turns out that you are trying to explain a world in which the possibilities are of a size more that considerable, in that part still remains great for exploring and the only thing that they understand there is the matter of the comments of your clients in the different portals, forums, OTA's (Travel agency Online - for the readership who do not belong to this sector)..., and are not capable of taking up office that the Reputation Online supposes much more than the daily management of these comments.
Also I believe that, of quite widespread form, the monthly number of comments that receives a hotel establishment is quite limited if we compare it with the occupation that has had the hotel during this month. The same if you are annual, and let's not say newspaper. We go, that the management does not occupy an excessive time, especially when, in the end, our answer is always the same one, but made up of different form: to give a positive sense to the received comment and to promise that it will get ready, or that there will be born in mind his remarks, or that thanks for mentioning about good that we are. And little more.
Also, the topic of which all the received comments are useful is already exploited enough. I believe that not all the comments are useful. You can classify yourselves few or many comments that you gather round there in 4 types of clients' comments, as they propose in Open Forum of American express and to decide which are proactive and what not. I believe that the number of useful can diminish greatly.
When all those who worry only about this topic when one speaks to them about reputation online become convinced of that this is only a small percentage of what the reputation online means, then I believe that we will speak many without having above this sensation of being preaching in the desert.
What is happening? If be new comments do not you do anything? Then: how do you construct your reputation online? Do you have to wait for new comments to keep on being employed at it?
The matter of the comments, for me, is a reputation offline, but published in the world online. The clients' comments have his importance, must be managed and must be born much in mind, that for that our clients do them. But this task must be a weekly, monthly, or half-yearly routine task, (although weekly me one take a fancy too much). Once realized and typified in our organization the task of the review and management of comments; once we make all calm making them trust that the happy comments are managed, then we will be able already to dedicate our efforts to those actions that they construct and support really the reputation online of our hotel, of our company. And these actions go much further that the simple management of a few clients' comments.

Knocking down more myths

lately alarmist has given to me trying to reduce the ambience and watered of diverse anxieties in everything what surrounds the marketing online, the social networks and other dospuntocerismo.
I already initiated this attitude in my previous post on the clients' comments and continued with an interesting entry in A Hotel in Madrid, blog corporately of the Hotel Auditorium in which it is exhibited of form quite clear that the negative comments of the clients, spilled of occasional form in the different opinion portals, must not overwhelm us and we must not take them, not much less, as any of them take it, that is to say as "the only thing" that it is necessary to watch. I believe that in the post it remains clear that the negative comments are what there are, that is to say, a complaint of a client to that it is necessary to attend and point. The consequences do not go further away, and nobody is going to stop going to your hotel because you have some negative comment.
But in these days I have been other earnings in more blogs in the same dynamics as the previous ones (although relative to other aspects of the communication and the corporate image). For example, I like how they demythologize to the oppressive e-mail in ThinkWasabi. This is something similar to that thing about the comments. We live overwhelmed through the happy e-mail without realizing that, in fact, it is not also necessary to pay so much attention as we give him. For sample, the point number 4 of the post:

To check the Email of continuous form or to use notificadores has the same result to pilot a spatial shuttle with boxing gloves.

But, contin uando my digital readings, I meet a post of Jimmy Pons in the Community Hosteltur, demythologizing the ROI in which I am another pearl:

Skylight one always hopes to receive benefits but he cannot submit all your decisions based in "puñetero I GNAWED" because this brakes the innovation

Really, the constant and sickly search of the ROI, it can paralyze. The obsessions, finally, do not allow to flow many of the virtues that we have like persons and like companies.
We have to knock down many myths that brake us and have us absorbed, preventing us from advancing with firm step!
Here I have captured three examples, but there is many other. They occur to me a few more...
Which occur to you?. Leave your ideas, please, in the comments, which it will serve him to more of one of much.

In the environment online, the important comments are the positives and in the offline, the negatives.

A curious thing happens that I believe that it is interesting to reflect it here.
As I continue to returns with the clients' comments, observe how we give him importance in a sense or in other if the declaration of these comments takes place online or offline
First of all, and so that it remains very clear, I believe fundamentally the attitude of the hotel directed to give answer to the clients' comments that is finding for any place and to give answer and solution of the foerma as immediate as possible to all the negative comenatrios that it has, since the client is the meaning of life of a hotel business.
And, said the previous thing, I explain myself:

• In the world off-line they should import much more, in general, the negative comments of our clients for us. If a client does not go away satisfied, or it goes away with a bad image, a bad flavor of mouth or, simply, disappointed, it is to this client whom it is necessary to chase and to try to recover as it is. Nevertheless, if a client goes away satisfied, satisfied, with a general feeling of having reached his expectations, the truth is that in the hotels in general, we allow him to go and there is no type of pursuit, there is no action that we are going to realize basing on this positive feedback.

Finally, in the world off-line what it imports really and to what we must pay a lot of attention it is to the negative experiences of our clients OFFLINE, leaving the prints slightly more
"parked". A realized positive comment off-line, does not have for us any more utility than the proper one of the slap in the back and knowledge that we have been right in it. And there it ends.

• Nevertheless, in the world online, we must exile a little the fear of the negative comments and look for the positive comments. I believe that the most appropriate thing is to motivate or, even, to encourage our clients so that, these comenatrios and positive sensations that they show in the ambience off-line, capture them in the ambience online. This is going to generate to us many other benefits than the forced pursuit of the negatives.
  For putting an example, if all the positive comments of our clients were turning out to be reflected in the different portals of opinion and in the section of comments of the agencies online more important, our position in these pages would raise, with what our presence would be more accessible, which would generate more visits to our profile and, consequently, more reservations in our hotel.

Therefore, if we use well the positive comments ONLINE of our clients, we will obtain a few important benefits in our business online. And the negative comments, really they are not going to contribute us much any more than the forced attitude of answering them and looking for a suitable solution. And there it will finish his life.
Of all this we extract, also, an extra conclusion: finally we see a positive aspect to the opinion portals, and it is of extolling our image and position, provoking the rain of positive comments on the part of our clients. Although, of the above mentioned, there is born a new debate or search of thunderstorm of ideas:
What ORIGINAL ideas occur to you to motivate the clients to leave positive comments online?

Bloguía of Employment. An interesting and useful work colaborativo.

There is a characteristic that insurance is going to provoke that a project culminates successfully: the work colaborativo. And if, also it is given after a bigger or smaller sacrifice foreign to interests economic and motivated only by the passion for sharing the knowledge that are possessed, then the success is insured.

Towards ends of 2008; I began to forge the idea of writing a handlebar of help directed to the quecomenzaban to remain without work. There were times of suspense and of a dark labor horizon, so I thought that the best thing that could do, was to contribute designing an orientation manual on how buscarempleo, but that was dedicated to many that (of course) would remain unemployed men during lacrisis, as it happened...

áááááááááá Pedro Rojas (Senior Manager)
This way comeienza the prologue of this guide actualizable, free and available for tod@s those who look
labor orientation, and whose philosophy is based on three principal aspects, according to proper Senior Manager:

1) That was free and accessible, to be of benefit to all equally, and that anyone could unload in spite of only having access to Internet.
2) That had an approach very different from the thousands of manuals that were available on this matter, and that was further away, including the search in crisis times; offering this way, advices and more identical skills and specifics for the times that run, and …
3) That all the authors were blogueros, and that for his dressmaking, 2.0 one was working exclusively with hardware. What it would place to the project in perfect harmony with the extract participativa of the Network and it would turn it into something truly colaborativo.

You can unload it in PDF across the following linkage:
BLOGUIA OF EMPLOYMENT
Anyway, very interesting and very useful, at the time that much according to the times that they cover.