How to succeed quickly in the Social Web and the Internet – disruptive version

success easy internetI usually get asked questions by email which seem very specific but are as vast as the universe itself. These questions are of the following kind: “What can I do with my brand/company to position it on the Internet quickly?”, “How can I reach all my potential audience on the social web?” or “I need some advice to increase my company/brand on the Internet, help me!

Some are even more bold and direct: “What do I do to be successful in social media?”, “How do I maximise my effort on the Internet and social networks to obtain real results?”, “I need any type of advice you can give me to get results in social media” or “Could you give me any idea to sell more online?”

Success awaits you

Clearly everyone wants to be successful on the social web and Internet. And, of course, they, want that success to be fast, simple, effortless and using a special trick you download from the Internet. Oh, and I forget! It must also be free.

This is the answer to those who ask how to quickly be successful on the social web and in social networks overnight:

  • Help out a lot. Helping out isn’t taking advantage of a situation.
  • Share large amounts of useful and valuable content. Sharing doesn’t mean your own content.
  • Make it visual: use photos and videos. Remember they must be useful and valuable.
  • Say what you think. Be yourself. Use your own voice.
  • Just accept that many people won’t like you. That will help you focus on those who do.
  • Decide what it is you want to do and do it.
  • If you have something to say, say it.
  • Create chaos, start revolutions, bring about disruptive innovations, go against the flow.
  • Launch as many ideas as you can. Start things that are easy and quick to start, take on small risks.
  • Adopt a small movements strategy – those are the ones that matter.
  • Market what you do, make the most of every occasion, however small. Everything can be communicated. Marketing involves coherence, intelligence, subtlety and results. However, self-glorification means laziness, selfishness, despair and babble.
  • Do whatever may create change in people/customers and show it to the world.
  • Make your strong point your life constant in your daily work flow. That’s how you’ll be creating something that no one else usually does.
  • Come up with a blog that serves a purpose to both you and your audience, a blog that makes them better. Create it, launch it against the market and blog 366 days a year (yes, you read it right, 366!).
  • Don’t work for the likes, comments or RTs. Do it to get deeper into the problem and find the solution.
  • Consider euros in the bank as your end measurement. And work towards achieving them.
  • Invest time, Sundays, nap times, holidays, vacations and Christmas to creating your personal brand.
  • Connect in the most human way possible with the people you know in the social web. That’s what they’re expecting.
  • Use the social media universe  – not the other way round!
  • There’s life beyond LinkedIn, Twitter, Facebook, Instagram or Pinterest – just kidding!
  • Forget about online reputation and invest time in monitoring, analytics, ROI and online branding.
  • Ignore Whatsapp.
  • Be very active. You should be everywhere at all times, helping and being useful.
  • Don’t take calls while you’re doing important work.
  • Close Twitter, Facebook, LinkedIn and your email and do what needs to be done to make an impact.
  • Don’t accept meaningless meetings, only those with clear objectives, a defined agenda and with people in charge at every step. That is, accept only 5% of your meetings.
  • If you want to do business, go do it. But don’t say you’re going to network at an event if you’re there to do business.
  • Don’t go to so many conferences, seminars or workshops. Instead, spend more time with a blank sheet of paper and do, experiment, fail and try something different.
  • Being an expert won’t help you to be successful. It will only serve to see how wide, round and deep your own bellybutton is.
  • Change masters degrees and advanced courses for blogs, videos, TED conferences and your own experiences.
  • Trace your own plan, establish your goals, develop a strategy and find your spark.
  • Don’t say you’re an online/social entrepreneur, prove it!
  • Use all your followers, readers, fans and connections to promote those beneath you. It’s easy, doesn’t take much time and it seems to be a strategy that works.
  • If no one offers you to take part in an event, workshop, initiative or movement, build one yourself and invite yourself. Think of something amazing.
  • Results are king, not content.
  • Take the maximum possible number of fans, followers or whatever you want to call them to your website.
  • Use calls to actions wherever you go.
  • Take care of your community.
  • Talk to clients and ask them in what other ways you could help them.
  • Stay human and value human relationships above everything else.
  • Transparency, honesty, authenticity, coherence, being consistent and passionate, excitement and determination are the keys for anything to work.

I told you, overnight. You want to be successful? Then go and be successful.

You don’t claim or pretend victory, you win it!

Photo credit: marsmet541.

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Summary #SMMW13 Day 1 – Michael Stelzner, Larry Benet, Mari Smith

This is the first summary for the first day at #SMMW13. Talks by Michael Stelzner, Larry Benet and Mari Smith.

social media marketing world 13

Michael Stelzner: social media marketing 2013

To kick off, the founder of #SMMW13 and Social Media Examiner, Michael Stelzner, took the stage at 08:30. These are the main ideas I jotted down:

  • Social media is young: LinkedIn, 10 years old. Facebook, 9 years old. Twitter, 7 years old. Pinterest, 3 years old. Google+, 1 years old.
  • Social media isn’t dead, it’s boring.
  • Huffington Post is a clear example of how new forms of communication have superseded the old ones.
  • Maturity in an industry leads to disruption in the industry. We’ll soon see emails being left aside in favour of Facebook messages.
  • Other outstanding trends are related to social funding: crowdfunding platforms such as the well-known Kickstart and the example of Seth Godin and his latest book “The Icarus Deception.”
  • Podcasts will undergo the most significant growth on the market. There are three reasons for this: car integration, the little time available we have and Apple’s podcasting app.

The following conclusions were reached during a Social Media Examiner study:

  • Social media platforms that are relevant for business: Facebook 49% – Twitter 39% – Blogs 9%
  • Why social media is important for business: 71% answered “increased exposure”.

Most important trends that marketing professionals want to learn:

  • 2013: blogging (according to Technorati, 62% want to learn about independent blogging and 86% about influencers)
  • 2012: Google+
  • 2011: Facebook
  • 2010: Social bookmarking.
  • Marketing professionals plan to dedicate 69% more of their efforts to social media.
  • 54% of the small communities prefer small communities: small is the new large.
  • Forums are coming back to life. Forums help shape our own social networks.

 Key points:

  • People matter.
  • Social media isn’t dead.
  • Social media is still very young, there is still much room for growth.
  • YouTube will be a key tool in 2013 to direct traffic and marketing.
  • Podcasting will grow this year, becoming the great opportunity.

Larry Benet: how to create lasting connections

At 09:00, Larry Benet took the stage after Mike. He’s known as the super connector, a very active guy with such charisma and personality that he’s made his mark on people like Bill Clinton, Warren Buffett or Richard Branson. A dynamic talk from which I extracted the following ideas and conclusions:

  • The more you give, the more you gain. The more value you add, the better things work for you.
  • Our most powerful skill is our ability to connect.
  • The secret to connect with kids is to use SpongeBob SquarePants.
  • The best strategy to connect is: contribute, feel and give.
  • The new PPC isn’t “pay per click” but “pay per compliment”. This opens the door to a culture of generosity.
  • How can you connect with someone when you find out that something is important to that person?
  • We only have 10-15 seconds to make an impact on the first impression.
  • To connect: concern yourself, give, read and listen more.

Questions to connect with someone and make an impact:

  • What do you do to have fun?
  • What is your favourite cause or NGO?
  • What is the achievement you’re most proud of?
  • What haven’t you done yet but would love to do?
  • What has been your biggest failure?
  • How can I help you?
  • What is the most important project you’re working on and how can my network or I help you to turn it into a reality?

A mistake you must avoid when you connect: don’t ask difficult or big things from people and don’t ask with increasing frequency.

His talk was dynamic, inspiring and very emotional. He’s like a steamroller PR and his ability to connect with people in a very short space of time is amazing.

Mari Smith: 10 ways to improve your reach in Facebook

We attended Mari Smith’s talk at 10:30. She’s known as the Facebook Queen. I was very surprised by the admiration and commotion this speaker gives rise to. She appears to be loved quite a lot by everyone in attendance, the organisers and speakers.

These were the highlights of Mari’s 10 steps:

1. Insights: experiment with traffic windows and use a spreadsheet to measure the best times to publish on Facebook.

  • The fans may hide your content because you’re publishing too much or you’re publishing topics that aren’t relevant.
  • The new Facebook start page and feed will make it possible to follow feeds and become interested in lists.

2. Test your audience profile by changing parameters constantly.

3. Vary your content often.

4. Improve your “Calls to Action”: increase your chances of driving your fans outside Facebook.

  • Click here.
  • Get your tickets.
  • Join Us.
  • Make your reservations here.

5. Strengthen your response time:

  • Passionate community management.
  • The key lies in good customer service that is persuasive at the same time.
  • Response ratios remain under 30 minutes.
  • Tag your fans to bond with them when you speak with them.
  • The best way to respond is to be responding the impossible. That’s where opportunity lies.

6. Pay for greater reach

  • You can pay to get better reach, but only when the situation requires it.

7. Organise events/promotions:

  • Customer service hours, pre-sale or post-sale.
  • Carry out events every Friday, rewarding your most loyal fans each week.

8. Launch your fans: empower them by talking about them, not about yourself.

9. Start contests.

10. Create interesting contacts/friends lists that can help out:

  • Work with both personal and professional profiles.
  • Monitor regularly: eliminate irrelevant contacts/lists that don’t add value.
  • Talk about relevant topics.
  • The key is to educate friends or fans with regard to the subscribe button.

The truth is I expected much more from Mari Smith. At the end of her speech I was left with the feeling that I would have taken out as much by simply reading a post on “10 ways to improve your reach in Facebook”. There was no insight, no shrewdness, no risk involved like when you deliver something valuable and can actually fail; none of that. None of the vulnerability you feel when you deliver something that can change everything. That’s what was missing.

In the next summary…

However, during the second part of the summary for the first day at #SMMW13, I’ll talk about the incredible wit and mastery of Guy Kawasaki and others.

Here, you’ll fine a real-time twitter stream to follow everything I published about #SWMM13. Simply follow the hashtag #IGSMMW13.

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My Planning for #SMMW13 – Social Media Marketing World

social-media-marketing-worldThe most powerful social media event I’ve known about until now, starts today: Social Media Marketing World in San Diego. An event that brings together the best Social Web professionals in the US. More than 1,000 participants from around the world: Australia, India, Russia, Latin America or Spain in an event with 58 speeches on the different areas that make up the social media universe.

I like attending only one such event every year and this, for me, was undoubtedly THE event of the year. So here we are, Lucas and myself, willing to get the most out of every minute we spend at #SMMW13. To achieve this, we’ve planned our days according to our needs. It’s going to be hard with 5 speeches going on at the same time in 5 different halls!

Planning #SMMW13

This is going to be our Social Media Marketing World 2013 Plan: I’ve listed below the speeches we’re attending, with times, speakers, place and the name of the speech.

Day 1

  • 8:30 to 9:30 – Michel Stelzner (8:15) San Diego Ballroom: “Social Media Marketing in 2013: New Research and Its Implications” – Larry Benet (9:00): “Advanced Networking: How to Make Lasting Connections.”
  • 10:30 to 11:15 – Option A. Mari Smith Room A: “Super Session: 10 Ways to Improve Your Facebook Reach.” Option B. Mitch Joel. Room B: “Super Session: Five Strategic Business Movements That Change Your Brand Forever.”
  • 11:30 to 12:15 – Option A. Guy Kawasaki. Room A: “Using Google+ to Build a Platform.” Option B. James Wedmore. Room B: “How to Use YouTube to Build an Unstoppable Brand.”
  • 14:15 to 15:00 – Option A. Rich Brooks. Room F: “Beyond Likes: How to Turn Fans into Customers.” Option B. Kyle Lacy: “5 Social and Digital Trends Impacting Consumer Behaviors.”
  • 15:15 to 16:00 – Nichole Kelly. Room C: “Social Media ROI: How to Finally Deliver Measurable Results.”
  • 16:15 to 17:00 – Sally Hogshead. San Diego Ballroom: “How to Fascinate With Your Social Media Messages.”

Day 2

  • 8:00 to 9:00 – Jay Baer with Mark Schaefer, Chris Brogan and Mario Sundar. San Diego Ballroom: “Are We Getting Better or Just Busier.”
  • 9:45 to 10:30 – Chris Brogan. Room C: “Your Aren’t Going to Like This: Social Media Isn’t the Answer.”
  • 10:45 to 11:30 – Option A. Beth Hayden. Room C: “Using Pinterest to Connect with Your Customers, Get More Traffic and Make More Sales.” Option B: Michael Brito. Room B: “Transforming Your Brand Into the Next Media Company.”
  • 11:45 to 12:30 –  Option A: Jesse Stay: Room B: “Google+ Marketing Success: It’s Much More Than a Social Network.” Option B: Eduardo Tobon. Room C: “Beyond Transactions: How to Engage a Global Audience.”
  • 14:00 a 14:45 – Option A. Callan Green and Karen Worley. Room F: “How Brands Leverage Pinterest and Instagram.” Option B: Mark Schaefer. Room C: “Twitter Fever: Twitter’s Ballistic New Role In Marketing, Media and Popular Culture.”
  • 15:00 to 15:45 – Neal Schaffer. Room C: “How to Implement and Optimize Your Social Strategy.”
  • 16:00 to 16:45 – Dave Kerpen. San Diego Ballroom: “Why It Pays to Be Likeable.”

Follow it with me

We have created this plan to organise our time better, attend the speeches we’re interested in and, even better, to inform about what’s going on in real time, through my Twitter and Instagram accounts and the hashtag #SMMW13. Next Tuesday, you’ll find a complete summary for Day 1, with my thoughts, feedback and conclusions of the speeches I attend, as well as further reflections that arise from the event and surroundings themselves. I’ll post the summary of Day 2 on Wednesday.

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The Internet, Social Web and Human Media: an opportunity for change

The Internet has entailed a paradigm shift in our lives, not only professionally but also personally. Suddenly, a new world of professional opportunities opened up to us while we looked on at what was going on in disbelief. From a personal perspective, Internet provided a tool with which to express ourselves to the world; we began having a voice. This sent shivers to the status quo, as it threatened its existence.

System Interruption

If ordinary people (the only ones capable of extraordinary things in my opinion) have the means to express their own ideas, connect with people thinking the same as them, sharing their same interests, capable of moving the world through their own efforts, then there can be a revolution. Internet was the start of an interruption of the system we had been living until then. Internet was a disruption in the way we communicate, do marketing, sell, work, help and live.

People at the centre

Then came a revolution that was even bigger than the Internet: the Social Web appeared, with social media or so-called social networks. Paradigms were shifted once again, communication became decentralised, starting the decline of mass-market, intrusive marketing. The system we knew started to crumble. New values started to arise in communication: transparency, authenticity, coherence, commitment and emotional bonding. The core of this no longer involved the company but increasingly put people at the centre.

Creating and sharing significance

The real challenge in this online world in which we live is to create and launch something which has real significance, adding value to the world and helping people. We cannot create sustainable businesses if we don’t resonate with people behind these businesses. It had never been easier to reach anyone on the planet than right now. The online environment is the means and Social Media is the vehicle to achieve this.

The Internet and the Social Web is what we need to progress, grow and move on from the stage we’re currently at.

Stay human

You can now find work in a medical software development project with a company in New York, be appointed social media consultant for an agency in London, write for one of the most important online resources regarding social media or be hired to speak at conferences in Mexico, USA or Australia. It’s quite simple to explain, you only need two things: to be and stay human and to use the means available to you to make things happen. Are you going to create change simply by answering emails immediately, tweeting more often, “friending” lots of people on Facebook and staying at work an hour later than your colleagues? I doubt it!

We are walking towards a digital-human present, where interpersonal skills and competences developed in an online environment are increasingly important. This could be a great barrier; however, these skills shouldn’t end in the online sphere. I’m talking about the present. The future is just a distraction in my opinion, something that pulls us away from reality and from starting the movement we need to make: the rays of light that take shape in a start-up, personal brand or any other initiative. The future is only an extension of our present actions.

The economy we live in needs names. The Internet, Social Web and Human Media provides us with the opportunity of being one of those names.

Please don’t ignore the daily opportunities you have to change it all. It’s possible now!

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People, Online Tools and Social Platforms that Sabotage and Intimidate

I received a list that included the “Top Fake Artists” who had bought followers on Twitter. It included many well-known electronic music DJs, with their stage names and Twitter accounts.

Wait a minute! This is a very serious issue. You’re making information that could be very damaging, public. Is this damage really necessary? If this were actually true, don’t you think they’d be frustrated enough knowing that they’ve had to buy fans/followers, unable to get them through their own work and effort? When you’re prepared to make such a claim, you’d better be 100% sure of what you’re saying and make sure that your source is reliable enough to put your credibility, name and reputation at stake. Yes, that’s what you’re doing!

Otherwise, you’ll just be another “cheap talker”, someone who spends their time looking for a way to sabotage the work and dreams of others, simply because someone –even themselves– sabotaged their life. Please, don’t be that kind of person! Wouldn’t it be better to speak of things that can be changed or improved, things that should be empowered, trying to help or contribute.

Something Just Doesn’t Add Up

As a result of this, I started testing with brands, famous people, regular users and even my own clients, using a tool called Status People. This tool supposedly measures the level of “fake” fans that a user may have in Twitter. I was surprised that, according to this, many relevant, famous people with a large number of followers have many “fakes” in their accounts. For instance, Piqué had 30% “fakes” and Josef Ajram had 50%. 30% fakes of 4 million fans? 50% “fakes” in 120,000 followers? Something just doesn’t add up.

Another part of the figures shows inactive followers which are also a high percentage of many accounts. OK, but my question is: What do they base their calculations on to say whether a user is active or inactive? And fake?

You Cannot Measure What’s Not In Your Reach

I contacted them to ask whether their service was 100% reliable. They told me that their tool follows every tweet made by a user in their timeline as they cannot access the Twitter database. Of course they can’t. What this means is that this type of tool follows every tweet and if a specific user publishes nothing in a few days, they configure their account to “protect tweets” or if it is based on location (the tool doesn’t use geo-location), they define their user as inactive. Does this add up? It doesn’t to me.

Ego-System Tools

I think this is a clear example of what is causing social media distruption, making the ego-system we live in bigger, distracting us and preventing us from doing the work that really matters, doing something. These tools, like many others: Klout, Peer Index and a few others (I’m afraid they matter so little to me that I can’t even be bothered to remember their names), simply try to get users to subscribe so they can store their information. And what’s more, some of them even try to get you to pay for the service!!! Their service is poor and unreliable. Some will probably close and, others, simply forgotten.

If They’re Fake, the Big Ones Will Know

Facebook recently started a process which deletes fake fans from pages, as well as blocking fake users (spam). Twitter has already started doing the same thing.

If we get carried along and work like these odd assessment systems do, we’ll see that their Facebook page has 933 fans and no one “likes” their posts. So, we could say that their fans are inactive; that is, they’re also fake.

Lady Gaga has 28 million followers: 34% “fake,” 38% inactive and 28% good. Will she have really paid for all those millions of fans? (Is there an emoticon for über-sceptic?)

The only ones who can actually say how many “fakes” there are, are Facebook, Twitter or YouTube. I think there’s no further discussion possible; not from me anyway.

Opportunity Isn’t in Accepting

Forget about scores, ranks, points, bonus points or any other classification method. They’re just trying to fit you into a system. Once they have you, they’ll forget about you and try to find other sheep to get into the herd. Instead, stand upright, take a step forward, look ahead: we’re living amazing times, make the most of it!

As long as there are still people sabotaging, intimidating, frustrating and cheating, our job will be increasingly relevant.

Bonus: if you were wondering what the result of my “fake” analysis was, I did it while I wrote this; I wasn’t going to but I though it would be fun. So, there you have it: 6% “fakes”, 25% inactive and 69% good. I can’t afford to buy as many followers as Lady Gaga! (another über-sceptic emoticon here)

Photo credit: el Colombiano.

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3 New Economic Forces in the Digital-Human Era

The revolution we’re experiencing is essentially the result of 4 factors. The collision of three new economic forces (the economy of sharing, the economy of attention and the economy of connection) with a disruption of the system.

Economy of Sharing

It all starts with the economy of sharing, changing the way in which this interconnected world which is, digitally speaking, increasingly human, works.

The rule is easy: the more you share, the greater impact you have, the more you make a change, the more you contribute and the more you have.

Economy of Attention

Attention is the new currency in our society. It is one of the rarest and most precious resources we have. It is a good that generates business. It is what the media, marketing professionals, the Internet and any of us fight for everyday.

We work towards being given permission, permission to tell a story that connects.

Economy of Connection

I believe that we should pay more attention to understanding how we work in this digital-human economy enabled by a connection and the democratisation of information and, therefore, power. The world we live in requires us to train a growing number of people with the skills and know-who to survive in it. This is achieved, mainly, by connecting.

A divide exists between projects in the economy of connection: those that create connections and those that don’t.

Internet is a connections machine. Every popular project on the Internet: Twitter, Facebook, LinkedIn, eBay, Amazon, etc., exists to create connections between human beings. Prior to the Web this would have been difficult or impossible to do.

When you tell us about your company, project or initiative, you must first of all tell us how it’s going to help us connect. Everything else will work on its own.

Without interaction, there’s no relationship. Without a relationship, there’s no connection. Without a connection, there’s no change. Without change, there’s nothing. And so, without sharing, there’s no connection; and, without a connection forget the attention, and without the attention, there’s no transaction.

Disruption Means New Inputs

The disruption of the system and accepting chaos as another standard asset has increased the possibility of creating revolutions. In the era of attention, connectivity and sharing, the social web isn’t going to save your business. What is arising feels more like marketing: it’s more improvised, it’s based on innovation and inspiration, and it involves the connection between people, and less like a run-of-the-mill job in which you must do what you did yesterday, only faster and cheaper.

The social web started as a revolution in the way people connect, share and draw attention, as well as learn and communicate. These effects cannot be undone.

In this digital-human environment, these three new economic forces warp, interrupt and disrupt the balance of functions in the industrialised system based on values, skills and knowledge which stopped being useful some time ago.

Photo credit: Paul Wall Bank. NAHZ37ZV2RKY

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Digital Marketing: Humanity rather than Technology

It’s a fact: in digital marketing, the more robotic, automatic and artificial things become, the more people we need to get results and reach conclusions, meet objectives and create human relations. We still need human insight to guarantee a ROI. It’s not a flaw, it’s a universal thing; and I hope it continues so for a long time.

Art and Science

We want to make processes easier and we hide them all under artificiality. However, we cannot automate the strategy. No technology in the world can understand your client, interact with your community as a resonating box, build human capital or create irresistible assets and guarantee a suitable ROI along the way.

Technology isn’t usually accompanied by creativity, emotions or leadership, although it does generate information and take us somewhere. But, is that enough?

It’s just like art, in any of its forms. Art is made by humans, science by technology. There are two reasons we invest in artificial processes: information integration and accessibility, and productivity and efficiency. This would include art and science.


Technology may determine the best offer you can attract a client with, based on past purchase, timing and behaviour patterns. Technology also tells us what channel to use to optimise response to this type of offer according to the clients’ preferences. A propensity model may tell us when a client will be returning and what it is they will need on their next visit. Technology also predicts how and how often offline communication influences digital behaviour, as broadcasting or direct marketing.

People as Assets

The human side starts when you start considering the clients’ experience, their emotions and feelings when they arrive at your brand or product or their connection through engagement. People can guarantee creative assets, at the right time and place. Usually, the more creative assets are needed, the more customisation we offer through technology. Every interaction with a client gives rise to new information regarding a future opportunity. Technology informs us of all this and it executes our plans, but it doesn’t create them, it doesn’t produce art; that’s what we’re here for!

How do you direct the art and science of digital marketing using a human-technology environment? Are there any gaps that technology can fill or is using human talent a better strategy?

Photo credit: NY daily news.

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Disruption, the Strength of New Marketing and the Social Media Revolution

Many consider 2011 and 2012 as an awful time. However, some consider these years were necessary: a time for change, a time for disruption in communication and marketing and for the appearance of new ways of thinking and doing. Many companies, marketing and communication agencies and brands have suffered these changes and disruption has left them behind. I think we should stop to think for a moment and acknowledge this step in the evolution of our businesses.

The Need for an Interruption

The forces of creative destruction require time and effort and need to make things happen. New economic outputs will not arrive until the system has been disrupted in the way it is now. This could explain the current cycle we find ourselves in.

Clearly, we cannot simply implement new social technology or new forms of communication to do old style marketing and expect it to work. That would be like putting wings on a car and expect it to fly. Neither can we be naïve and expect social media/mobile marketing to operate without friction alongside traditional marketing planning. It would be a mistake.

The Intersection Will Create New, more Human Businesses

When we combine digital marketing with human interactions, the new economy we’re experiencing (as regards connection andsharing), traditional media and strategic marketing, the impact of this combination will irrevocably change the environment as well as the way strategies are devised, actions are structured and carried out, results are measured and objectives are met. This may free the entrenched ideas of what marketing should be and, in turn, inspire fantastic new human businesses, beyond the social: such as communities encouraged to interact with the community by providing substantial value to it or online communities, designed for a special target especially, that helps them discover their own shining light. Long-term communities for people that want to find a job, with a business model that promotes interaction with the community and not the consumption of contents.

Nobody knows …

While current events are stormy and terrifying, they also offer great marketing opportunities which would have been impossible before them. It’s up to us, the marketers (not only the technology professionals) to create new paths, together.

What will the future bring? Nobody knows, even if many are trying to work it out! It’s definitely not Isra who’s about to tell you. What is clear, however, is that disruption is unavoidable to advance towards a new horizon.

Photo credit: splitmango.

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Human Media, Talking about People and Human Relations on the Internet

Implementing the Human Media approach means that you’re talking with people, not software or technological devices. I know, it should be obvious, but it really isn’t. Believe me. Implementing the digital-human approach means that you remain human despite information technologies. This is quite different to what is taking place in Social Media; especially nowadays, focusing on the relevance of social platforms and tools and how they use people. This seems odd, but that’s how it is. Just take a look at Facebook or Twitter and you’ll understand what I’m talking about. We all seek to be connected and emotionally “touched”, we seek to connect with what we love, with whom we love. To that end, one must be believable, transparent, true, close, active, emotional, seek commitment and connect with the other side. All of this would indicate that we have to be human. Even across the Internet.

Contact Between People

The paradigm of all this could lie in channelling and using the resources of the Social Media universe (channels, media, platforms and tools) to make human relations happen which emotionally connect companies and people with an approach focusing on results and true ROI. That is, to make use of “human business interactions” to build interactive bridges between brands and communities through human contact; that is, between people, favouring a communication that is original and non-intrusive as part of continuous feedback processes.

No software can resist coming into contact with its users. That’s why the Internet is so fascinating. A relationship is worth, at least, 1,000,000 times more than a click or making an impression. It is also more difficult to achieve and involves much more than brands and companies are willing to give. It all boils down to how you monetise and create this interaction. Here’s a tip: humanise your processes and pay more attention to human relations. Think about it.

Photo credit: mlive.

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Looking on the Social Web for Humanity and Rays of Light

One of my favorite pastimes has always been watching people watching, you learn a lot. One day I started paying more attention to the environment we were living and how this marketing and media revolution was changing the game. Indeed, during the last two years the game has changed considerably, it has turned more smart and selective.

Social media was born as something difficult to measure, but inevitably it appeared new ways of measure our activity and its results. It was not easy, sure, and it did not happen in one night, but eventually business began to discover new winning paths using the social web.

Social Media is Evolving

Social media, as any other type of marketing and communication, it is evolving right now. Through the last years, advertising and PR were focused on the “big idea”: manipulating the hearts and minds of organizations and individuals… and thus, business itself. Then the question was… How could I manipulate and alienate businesses and people? Nobody knew exactly how to do it, but the numbers – from whenever they come – showed that it worked.

The “Social” Revolution

Time before the Internet appeared and with it digital, and then the revolution, the “social” revolution, meaning the disruption of marketing and communication. The Internet destroyed any kind of frontier that prevented from a free, human, authentic and genuine communication, today the social web has thunder any trace of retention measure towards a global communication. Now, creating connectivity and resonance with any person of this world is possible, yes it’s possible. All thanks to certain human extensions called Twitter, LinkedIn, blogs, Facebook, Foursquare, Pinterest, Instagram, Flickr, Youtube, Google +.  We had something really valuable to work with.

Back to the Past Again?

However, we wanted to step further before saving what we had closer, people. We forgot creating long-lasting relationships with our community members. The fact that hundred of thousands of organizations, agencies and marketers were not paying attention to the existing link between relationships, results and measurement made that they started ironically focusing on online advertising, massive marketing and influence. Sadly, it take us back to the conversation isolation and media saturation, it take us back to the over-communicated past society.

Happily, it is changing again. Thanks God we are more human than ever and we’re looking for this small ray of light that the social web creates, and not for the disturbing noise that come with it.

Photo credit: scrap your adventure.

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