How to…

How to buy better: buy only things you need.

How to optimize your phone calls: don’t respond incoming calls outside your “time for calls” unless you know they’re critical.

How to find meaning: having a mission and following this path through.

How to sell better: give your customer the double – at least – of value for what it pays to you.

How to take risks: decide faster than ever. Don’t think too much about what’s going to happen if you fall. Just fall.

How to get it right: getting it wrong first.

How to sell your personal brand: selling results, facts, and proof.

How to collaborate: looking only for the “win-win” equation.

How to communicate more effectively: staying more human.

How to do a greater marketing: creating a greater product or designing a greater service.

How to live the good life: being present, falling in love with the moment.

How to be more aware: getting in the habit of noticing unnoticed things.

How to get the best of and adventure or journey: dancing with the unknown, alone.

How to achieve anything: standing out from your inner self.

The point isn’t in “how to”, but why and when.

Ready?

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Foundations for building your own business model

Here is the framework:

  • How do you make money?
  • Who is your buyer?
  • How do you produce what you sell?
  • How do you serve what you sell?
  • Is there any kind of measurement that helps to track the progress?

I know. This is a ridiculously simplified list for any business model structure you want to build.

Do this. Whenever a project or new business idea comes up, ask yourself these propelling questions. Always. Get into the habit of thinking in terms of business models. Look for more key questions to add to this framework, only if these questions help you to better understand your own business model. Or perhaps revealing new opportunities.

Go.

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Empowering People, Business & Communities

We are IG. And we are launching our online platform, after 6 years of work, projects and businesses.

This ig IG Agency

What we do

We use marketing to reflect change, inspiration and disruption in organisations and people, leading their ideas and innovative capital through a connected economy. We care about people and their human interactions. That is why we make new forms of communication and marketing, the social web and Internet collide with human nature, its emotions, feelings and relationships. This is the principle of digital transformation.

Purpose

To twist, interrupt and redefine the meaning of traditional business into anything else.

Our job – IG Agency

We are a firm of advisers and leaders specialising in the digital transformation of organisations and persons. We help brands, organisations and people lead the change towards future business communication and marketing between brands and people in the social web and in human business interactions. Bringing about change, obtaining results, providing excellence and creating resonance form the backbone of our beliefs and principles. Based on this, we make new forms of communication and digital transformation work.

Our job is to help you transfer this to your company. We work tirelessly to improve your portfolio, increase your sales and consolidate your community, maximising the symbiotic relationship between effort and expertise. Our aim is to improve business processes, the ways in which technology, the Internet and marketing are used and the way in which businesses relate to, interact and connect with people. We offer advice and work together with you, pushing you out of your comfort zone, even to the point where sensibilities are hurt since this is also a place which make the closest, most direct and determining collisions with the market possible.

Beliefs

  • We navigate uncertainty.
  • We embrace change.
  • We try things differently.
  • We respond to excellence.
  • We work with what’s new and make it work.
  • We lead by example.
  • We believe in the power of No.
  • We generate positive impact.

Want to check out our 39 projects and its outcome? Want to meet the team and collaborators? Want to watch our intro? Come and see us here at thisisIG.com.

Artwork: Charlie Abad Estudio.

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Innovation and digital skills

I was asked by Heidi Obschil to contribute in a collaborative article, about innovation and digital skills, for The Business Value Exchange. Here’s the final result for the complete article, which includes various perspectives from other professionals around the globe.

How to fuel Digital Progress

innovation-and-digital-skills

innovation-and-digital-skills

innovation-and-digital-skills

innovation-and-digital-skills

innovation-and-digital-skills

innovation-and-digital-skills

Original article: The Business Value Exchange.

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Strategic Areas to Run Online Projects Successfully

Leading online projects is much more than simply managing a brand’s social networks. It is a bigger challenge that involves great responsibility: you need to involve more people in this task, not robots who do as you say, look down and don’t ask questions, just receive orders. No, I’m talking about passionate people who are engaged, committed and enthusiastic. It is your duty to inject them with this enthusiasm at all times.

strategic areas to run online projects

Running Online Projects

Once you face the challenge of leading, developing and running online projects, you must consider a series of concepts related with some of the areas required to carry out this type of job:

Social Web Strategy: Develop, feed, maintain, optimise, grow and lead the online ecosystems.

– Web site/blog: optimise our strong points, focusing on improving “shareability,” usability and navigation.

Community engagement: build the foundations for participation, emotional bonding and passion by interacting, answering and sharing with fans, friends and followers. Create an interconnected community that increases the online scope, passion, strength and feeling.

Content generated by the user: seek this type of content in a way that can be shared in order to strengthen affinity with the community.

Newsletters: create dynamic newsletters that are effective and can be shared: indispensable to complete a good online marketing programme. This is a valid tactic to increase leads. Depending on how fresh you content is, how interesting your product/service is and how innovative or creative your strategy is, you can programme your issues on a weekly, fortnightly or monthly basis.

Databases: every day that goes by, your database should more or less increase and should continue to increase. That is what we live and die for in marketing. This much hasn’t changed even if the game has changed.

e-shop / ticket system: think about becoming your own online distribution channel, managing your distribution, sales, customer services, middlemen and salespersons. How? Setting up your own online store or ticket service or whatever your product/service is.

To this end, you need an e-commerce platform, excellent and efficient logistics (try to deliver your product or service in less than 24 hours and see what happens…). I’m not talking about the quality of your product/service as we’re taking that for granted. Otherwise, forget everything I’m talking about here and make sure that your company delivers a product based on excellence and a value that will change whoever purchases it. Once you achieve this, get started with the marketing and social media side of things!

Mobile commerce: think about how to sell through mobile technology, create an App that encourages the interaction between consumers and the company, an interaction that simplifies any transactions that might take place. This can happen through a direct sales platform through the App, QR codes, “print at home”, etc. There are new systems that implement all of these improvements and others such as analytics, real-time results, SMS or email support, services like “entradas a tu alcance” which, furthermore, adapt perfectly to mobile devices.

Online monitoring and branding: monitoring the brand in the online world, in such a way that you’re able to see what happens around it. Whether you like it or not, there are conversations going on about your brand out there. Some of them will be positive and others will be negative; both are equally important and, yes, you should be taking part in them!

Online support: offer support to your audience and brands in terms of customer services, post-sales, pre-sales or guidance in the purchase process.

Marketing actions and campaigns: the idea behind this will vary according to the objectives and the strategy to reach them. It could be creating a database, reaching a new segment in the audience, creating brand perception and awareness, product penetration, market testing and the list goes on. Whatever the action, make sure it has a launch, execution and end dates, a budget, team/resources and monitoring/results.

Inter-department collaboration: collaborate constantly with the press, design, production or management departments, for instance.

Online promotion programme: develop and launch programmes aimed at promoting our service/product using the online media. The idea behind this is to boost sales.

Corporate social responsibility campaigns: design and launch this type of campaigns which aim to contribute to society in one way or another. Discover new talent, courses or training for the unemployed.

How do you carry out your online projects? How do you face this challenge? What other areas am I missing?

Photo credit: katrina_30.

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The Importance of Human Media in the Business Environment

human media - isragarciaI’d like to talk bout how human media plays an important role in this new business environment, what are its goals, the advantages of using this approach and how it works.

We all know the importance and necessity of putting emotions, values and traits in the online relations, as well as in our business strategy and digital tactics. This universal truth never fails. Human Media makes it possible simply because it transfers humanity back to businesses in a way that it’s people driven and technologically business oriented. I’m talking about relationships among brands and individuals based on skills, meaning, mission, feelings and human values. What a great opportunity.

The goal of Human Media

The goal of every business and individual it should be to connect and align audience’s feelings and emotions in the same channel, it will allow for brands, creating almost perfect resonance and attunement among the elements that create the interaction. The only way to do it it’s from the inside.  It’s a shortcut towards the potential and possibilities that still we don’t know, it’s where robots, platforms, artificial intelligence and tools don’t reach, but people do.

The Advantage

The advantage of Social media versus the tradition advert sign methods it’s that the first allows a ongoing communication with the community. No to say the way that the mediums is used, what really matters is that social media makes possible the human exchange with the community (aka clients) what I mean is that if we compare 2 brands such as Apple (technology) and General Motors (car industry), both brands are totally different, they represent different values and way of thinking. In one part Apple: beautifully designed, last-generation innovation, etc. General Motors: accessible to anyone, domestic powered, etc. that’s important, but most important it’s how they communicate, market, transmit and humanize these values through the social web using the new media environment. Here you have another way to be remarkable and make a difference.

How it Works

Human Media touches both slopes, reaching your customer and creating resonance (1) through a humanized brand, a brand that talks to the community and communicate in a rally thoughtful way (2) creating a strong communication that sets and reinforces the emotional ties with the business engine, the customer.

Here is how the Internet stops acting as a vast communication amplifier and turns itself in a communication tool. A tool that allows us to transmit business values, feelings emotions, successes, failure, joy or disappointment and so make people feel involved and part of the business story.

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How to Integrate the Social Web into your Business

human mediaPerhaps you don’t know where to start, that’s ok. Every project, person or business requires something unique, a special treat, it’s a new adventure.

On the other hand, perhaps you are tired of listening terms such as social media, new media, human media or social business, social CRM and so on. I believe that it can be annoying when people talk too much about these “buzzwords,” let alone not showing real results or even giving a starting point. Please, we need something actionable and applicable from you, please.

Here you have my “no problemo” approach, I would like to provide you with some movements that may help in your path towards building an online presence. Find here some of the essential points for implementing the social web, social media and so, new media into your business.

How to implement the Social Web into your business

– Strategic formulation: design, structure, integration, implementation and the make-of of a strategy based on general and specific goals. Think about how this fits into the business model, it should be integrated within the overall business strategy and aligned with the offline marketing and communication. Also consider the role that SEO, digital marketing, creativity, web development, APPs and mobile marketing are playing.

– Training and guidance: A must for most of the group, this is something complicated because many brands either allocate one / two people to work on it or go for the outsourcing model. As we have seen many times and you probably know, Social Media is not an isolated case, neither will it do the magic. The real potential lies in integrating people and processes and making them work. You should be looking for interdepartmental work, which means involving all company areas in the online interaction. Make use of the training process to harness that opportunity and inspire those people.

Do not sell complicated to people who come to you to buy simple. Once you have opened their minds and hearts, it is the right time for using the the tools, platforms, APPs, channels and media more effectively, so they’ll have the tools to reach their goals – theirs, not yours.

– Social processes: interactive works, social media customer care, online-emotional touchpoints, community funnel, best practices handbooks (internal and external) and cross media. Basically, offline-online job transformation, taking departments and processes to the social web and developing extended functions.

– Social Media guidance, creation, distribution and leadership: choose someone who is close and in constant contact with your business. They are the ones who should create, distribute, exchange and share social objects: pictures, videos, posts, podcasts, etc. Don’t manage, but lead.

– Development, optimization and understanding of the Social Web Ecosystem: first select the tools, channels, APPs, mediums and platforms. Then develop a highly online-oriented strategy supported by let’s say, two main goals based on the intended typology, quirks and peculiarities. Finally allocate resources and schedule each of them. The result: you have already designed a customized online ecosystem for your business. The main idea is that it allows you to see the big picture of your online strategy.

– Community engagement: lead, build interactive bridges between brands and people, respond, redistribute and filter content, connect and interact with your audience. Say what you are going to do, how, where and with whom.

– Actions: ideas, ideas, ideas, ideas and more ideas. You have only one big commitment, being accountable for the brilliance, you are responsible for the online campaigns and social media actions that will impact your audience, but most importantly, it should be designed to reach your goals: monetization, branding, visibility, virality, direct sales, traffic, etc,

– Reputation, tracking and monitoring: online branding, naming, digital corporate identity, listening techniques (opportunities and threats). Sending reports about what is said about the brand within the online landscape. Furthermore, taking care of the brand, its reputation and carry on with a qualitative and quantitative brand analysis. What happens in our brand atmosphere is really useful in order to get the word out .

– Monetization: set up the techniques and methods which you would help you obtain the expected ROI. You are waiting to get something in return, aren’t you?

Is there any other advice that you would add about the implementation of new media in your business? What is your take on this?

Photo credit: conexus marketing.

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Why Social Media in your Business?

Here you have straight and thoughtful reasons why you should consider Social Media for your Business.

Social Media business

  • It creates resonance between you and your audience, creating the perfect attunement with them, that is to say, engagement
  • Makes from the audience your most powerful weapon, it transforms your customers and employers into truthful preachers
  • Engagement creates an emotional connection with all your audience tying them to you
  • You’re the crowd, you talk their language, you mingle with the party, know them better…
  • Now it’s possible being friends, it’s possible to set up a relationship, now it’s possible to be closer and warmth, the only thing we need is the wish that it happens
  • It easy to find you audience, because the’re waiting for you, they are really looking forward to talk to you,  besides, you’ve lots of tools available… are you going to listen them?
  • You’ll know what’s hot…the good news? in real-time so if you act properly, you’ll be ahead to what’s is going on
  • Prepare to go viral, never before it has been so easier to spread the message as it is now…faster, easier and cheaper and with the help of others
  • You’ll transform your clients into fans. They’ll be the ones, who will cross the street to buy from you. What’s is more, they won’t come alone…
  • You’ll gain exposure, which leads to visibility, which leads to more leads, which leads to more traffic, which leads to higher conversion rates, which leads to more sales, which leads to more profitssocial media marketing stats
  • We don’t want the market see us as the other alternatives…Be different – differentiation
  • Profits
  • Cut costs, less advertising, communication and marketing budget, plus better results
  • NOT Overnight Success, but…you’ll see the results
  • Who said that it was impossible measure the ROI in Social Media? You can! (link to how you can measure the ROI for Social Media)
  • It sounds like social media is getting famous, yes!!! It’s growing dramatically.

What’s your take? What other reasons you see should be taken into account?

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Social Media Mission Statement

How many times have you heard about the mission statement? I’m talking about, the philosophical description of the organization, team or individual, which is the unbreakable path we should follow to achieve our desirable vision. As the author and consultant Laurie Beth Jones states “The mission statement is centered on the process of what you need to be doing”. In other words, a mission is a commitment that gives meaning to its carrier, through our most deeply values and beliefs – it’s our reason for being. Do you get the idea?

It doesn’t matter if you are receptionist, consultant, broker, community manager, sales representative, CEO, doctor, professor, accountant, waiter, analyst, researcher, bus-driver, or what the heck more…We agree that we’re here for a “reason“, don’t we?

Well, here is mine:

“I help and guide individuals and organizations on “going social“. That is to say, I architect and execute social media strategies in order for them to maximize their reach, build influence and harness the power of global communications building social relationships within an engagement perspective and empowering brands leveraging the audience – all contributing to increased loyalty and trust, in a funny bottom line.”

So, what is your take? Do you have a mission? What is your reason for being in Business?

I’d like to thank Dylan Persaud from Eval-Source, who enlightened me with his knowledge.

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