How to make any business work

 

1. Assume that you need an extraordinary product beforehand, or a service that marvels customers. You must create something quite different from what the rest is offering. If you don’t have it, if your business is not remarkable, you must focus on this key point until you have an edge. Stop reading, stop looking for the secret sauce, subscribe less, stay on track, do what you need to do. Rethink, prototype, enhance. Ship, test, redesign, polish, ship again, test again, analyse. One day, you’ll have this kind of product or service.

2. Build a list of the right people you need in order to make your business works. That’s basically your (dream) team. Do not consider hiring anybody unless they develop a critical function: customer care, maintenance, distribution, design and development, operations, sales, etc.

3. Build another list with a comprehensive and detailed job description for every position you need to fulfil.

4. More lists please, build another list (which follows the other two) that describes what these people need to achieve.

5. No matter if you have a freelancing team or not. You should consider firing everyone that does not match #1, #2, #3 and #4. Then, go, look and test for minded-professionals until you find the right people for the desired outline – outcome.

From now and on, it’s a matter of time. What is coming next are strategies, tactics and execution. Team spirit, finance management, media and sales. The rest is plain guts, passion, is excellence, caring, consistency. It’s humanity and coherence. And principles.

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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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Improve your results using the social web

improving your results using the social webWhat goes on out there when we use the social web to communicate our product, improve our organisation’s marketing or connect with our potential target? After a year spent observing, analysing and measuring actions and cross-referencing behaviours, this is the pattern that I’ve seen repeated the most by brands, companies and even people and professionals.

Current strategy

  • Four tweets regarding business purposes.
  • Two or three updates of the company’s Facebook page; photos and videos mainly.
  • Spending about $400-600 per month on Facebook Ads campaigns to increase the official page’s fan base.
  • A couple of images in Instagram and Pinterest.
  • One or two links shared on LinkedIn and perhaps another in the group that is closest to our industry and has the most members.
  • Perhaps posting a news item on Google+; you know, for SEO purposes and stuff.
  • Very occasionally, carrying out a promotional video about our company or about what we do, basing it on a current reference that we liked.
  • If we’re lucky, our SME, business or personal brand has a blog. Perhaps we might publish something once a week or every two weeks; more often than not, on a monthly basis. Then we massively (sometimes, intrusively) promote our post (and blog).
  • Sending a commercial newsletter to every contact that has ever given us a visiting card, whoever we exchange emails with, whoever subscribes to our blog or whoever’s in our database through subscriptions.

I’ve also seen lots being said about content marketing and strategy. Although there are some large brands using content marketing (very well in some cases), there are still many smaller companies and organisations, personal brands and self-employed workers out there. I’ve read about 40 posts that talk about content marketing as the trend for 2014. Wasn’t it the trend for 2013? Of course, content marketing is very different from filtering and publishing links that are coherent and that build towards a common goal. This is what I’m talking about.

So, it’s hard to measure change. However, I know that when you’ve done the work that matters, your social media efforts will decrease and be more focused. The more people turning their heads to take a look at you, the more things you should be creating.

The deal here isn’t the content but, rather, the results you get. Create processes that help you achieve your goals. The following ideas may help you improve your results using the social web.

What else can be done?

  • Instead of (aimlessly) publishing on Twitter, try to link with your potential audience more and pay greater attention to your customers. Look for conversations, analyse and measure them and then take action in them.
  • Set up your fan page as a place to get test samples, special offers, peripheral services that are only carried out on this platform (for instance: a form for free samples). Publish blurbs from your customers or show different ways your product can be implemented.
  • Focus your Facebook Ads budget on achieving leads to your end point of sale on your website or online store.
  • Carry out visual contests through Instagram with attractive incentives. Use Pinterest as a catalogue for your products, experiences or featured services. In the case of products, include the price so they can appear in lists of “gifts”.
  • Try to connect through LinkedIn with the contacts that can strengthen your organisation. A sales agent in the UK, a legal adviser in Colombia, etc.
  • Create a community in Google+ with the people who have things in common with what you do and share with them. Use your Google+ page to tell funny, surprising and attractive stories that resonate with your industry.
  • Create a video every month or two explaining the craft involved in the work your organisation carries out (for instance, how you prepare your rye bread or how you prepare fruit milkshakes)
  • Publish the most important thing you’ve worked on at least once a week, explaining what you’ve learnt from it and whatever may serve as a recommendation for your potential target.
  • Work on content marketing based on your strategy, defining the actions you carry out and, most of all, measuring what happens with each piece of content. It should help you.

Was this useful? Did it help your ideas? How do you use your social web to get results?

Photo credit: ntr23

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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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New Media: Time to Go Social!

empowering business and communities

Go Social

You know that there’s something beyond social media, do you? We’re on the gates to a new marketing and com world, and the funny thing is that no one can predict how it will be! It’s time to move our business from a passive social media attitude to  a more active one!

Now, we have more power than ever and yes! We can make a difference through social media, we can change the way our business communicate and starts taking advantage of this new world of opportunities. Now it’s the time when you want to stop playing and get serious, it’s time to go social!

Why?

Let me be clear, I use the term Go Social for empowering business and communities through human interactions beyond social media. It’s actually what I’m doing, and honestly I love it!

How?

How can we go social? Well we can go primarily by developing and implementing social media strategies for maximizing the reach, building influence and harnessing the power of global communications through human relationships within an engagement approach.

Let’s see how it changes:

  • Go Social is here because noise is dead, we talk about conversations.
  • There’s a 2 way conversation, authentic conversations are happening due to go social
  • Go Social gives them: Their voice is what really matter – I’m talking about audience’s voice, not your, what did you think?
  • Go Social is about listening – truly – Listen what they have to say and acting so
  • We’re living in an environment where content in the king and Go social makes it possible.
  • Give and get feedback, Go social is Being a learner as much as you’re a teacher
  • You guessed, at the end Go Social is all about Human Interactions

The Point

Go Social is achieving an effective and long-lasting communication between our public, through an authentic and genuine based human relationships.

Go Social inside Social Media, makes possible empowering businesses and communitites developing relationships and leveraging the audience.

You see, it’s all about human relationships and people, not platforms and tools.

Are you with me?

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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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How Facebook Benefits your Business

facebook - human media

Have you ever suffered of a friend or relative that posted something corny, embarassing or even a photo that you wish that your current and prospective customers never see??

I think everybody who has a Facebook account it has passed through this at anytime. When this occurs is when we start looking for a way to keep our business safe and isolated from our personal life. Having a Fan Page on Facebook for your Business could be the solution. Here you have my 10 commandments

1 – Ease of  linking

From your fan page link directly to your website. Embed a fans badge on your web page allows visitors to instantly become a fan of your business. This also has an extra advantage with search engines because the visibility of any Facebook page (by the sheer power of Facebook ) is much higher than your website.

2 – Fans approval

People could follow your Facebook page without having been approved first (as with a friend on your personal profile on Facebook). This saves you plenty of time and makes it easy to build your tribe.

3 – Unlimited amount of fans

You have an unlimited amount of fans. At this time the number of friends on your profile limited to 5000. Nevertheless, you can have an unlimited amount of fans.

4 – Community

Because fans can comment on your posts and join in any initiative you embark, it creates a sense of community where they can share their thoughts and opinions. In addition, they can also post if they logged publish.

5 – Instant Mailing List

You can instantly send an update to all your members about special offers, events, releases, articles, etc..

6 – Disclosure daily

People connect and check Facebook every day. So have a fan page allows daily interaction with your readers. And unlike e-mail updates, you never have to worry because your message being caught in spam filters. That’s a big advantage!

7 – Relevance and Control

Fan pages let you keep your business communications fan page and personal updates on your homepage (profile). This would not upset your mother with information on the special 50% discount this weekend. And your customers do not have to read news and see pictures of your children dressed for Halloween.

8 – Increased exposure

Fan pages are public. All search engines and people can see them. This dramatically increases the potential for exposure.

9 – Viral Marketing

Even if your fans do not take the initiative to recommend your page to their network of friends and acquaintances, in the pages of all your fans are going to see your page. This greatly opens the exposure to other potential customers.

10 – Take precautions so you do not close the account

The Terms and Conditions of Use of Facebook explained that any commercial use of a personal account is cause for deactivation.

Broadly speaking, these are my “test=results” reasons of how Facebook benefit your business. Certainly, there are many more important reasons why you should create a fan page on Facebook for your business..

What is your take?  your reasons?

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