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  • Diana Moret 12:44 pm on May 4, 2011 Permalink | Reply
    Tags: , ,   

    How to turn business difficulties into opportunities online 

    Estimated reading time: 6 minutes

    Previously, we reflected upon the apparently bizarre optimism present in the professional online sector.  So today we will discuss how this argument can also be sustained from a pure marketing perspective.

    If we consider the economical crisis as obsolescence of previous models and systems gone by, it will not be too difficult for us to see the glass half full.  Allow me to explain…

    Economically unstable times are usually loaded with opportunities.   With regards to the topic at hand (online), the apparent arguments support the idea that everything, even what is considered odd (Amazon is making millions out of this) can be sold on the Internet.

    Microsegmentation of the audience (possible thanks to technology 2.0), the consequent long tail phenomenon (or the minority business), the power of the crowd (or online multitude) and Word of Mouth are treats for anyone who wants to make any difficult business into a profitable model with a good online strategy.  To show that there is always a commercial opportunity in the digital world, we will outline a few cases of other quite different sectors that share some difficult factors.

    Case 1

    How can I make use of the intangible product assets in order to sell tangible products and increase market potential?

    Let us imagine a company that produces and sells music.  Specifically a mellow kind of music as well as being against the system with the objective of waking consciences.

    Initial difficulties:

    • Poorly differentiated product, of an intangible nature, subject to social clichés.
    • Consumer typology outlined as tribal or closed community international and apparently a minority.
    • Business model (music sales) steep and with a format crisis.

    Opportunity:

    On the whole, intangible products (like perfume or music) rely on powerful emotional or philosophical incentives.

    Strategy:

    1. The tangible aspect of this product (anti-system philosophy), goes much further than the product itself (musical style) and allows us to reach a much wider public.  If we base strategy on the philosophical, we connect not only its style lovers if not a segment potentially identified as the Neither-Nor generation.
    2. The process consists of creating the brand based on the philosophy and commercialise it by means of tangible product merchandising.  This process could be initiated by creating an entertainment content proposal in line with the Neither—Nor segment predominantly found on-line).  This means to reinforce the philosophy into one character that represent the Neither-Nor mentality and disperse these reflections via 1 minute video capsules with a highly absurd take on them but always reflecting the brand and its moral (to awaken consciences).
    3. To reinforce this idea of the philosophical brand rather than a musical one, videos of the character are made viral on Youtube and mainstream social networks among young profiles.
    4. The Internet will become a monetizing space for the philosophy by means of merchandising sales (t-shirts, gadgets, etc) of the character and the brand.  It will also include free music downloads, listening (an opportune alternative to the original model by Spotify) and track sales (iTunes model).
    5. In addition, it will include contextual publicity of activities and content (videogames, sports, travel cinema etc) in line with the target market as LKXA does with their infinite list of advantages for clients.

    But, let’s put the icing on the cake with a more complex case…

    Case 2

    How can I promote a product with unpleasant attributes online from a rational perspective?

    A company that manufactures just one type of sauce with a strong and bitter taste decides to bring out a second type, even stronger and more ghastly than the other in order to achieve growth within the market.  Bizarre…but feasible online.

    Initial difficulties:

    • Product with rationally negative attributes (taste, colour, etc) apparently a minority.
    • Great lack of consumer awareness (the distributor filter always separates nutritional products from the end consumer)
    • Product restraints due to distributor power to purchase what sells the most and its own brands.

    Opportunity:

    When a product is uncommon and a minority, its few consumers are usually loyal.  If we consider this strength in order to illustrate the exclusivity concept, we will draw an efficient online strategy from this.

    Strategy:

    1. The first thing to do would be to identify the heavy-users (those who consume in larger and more frequent volumes) via an online demonstration campaign as to their love for the sauce.  Later (offline), they are invited to an exclusive event where they can try different possible versions of the new sauce.
    2. Based on this idea of exclusivity, the campaign continues with the online engagement creating a specific club where the real sauce lovers have to demonstrate their passion on a social basis in order to be acceptable.  Specific social profiles are created (Facebook and Twitter) for the club as well as a microsite that requires a login.  The microsite can be used for members to show and share their love for the sauce with photos, videos, texts, etc where other members can vote.  The 200 most voted can be sent a simple of the new sauce and are asked to share their experience on the social networks so that the users can vote about what packaging and which flavours they prefer.
    3. The strategy is based on the strength of the heavy-user and on Word of Mouth (pull) as the main mechanism for the spread online.  Without a doubt, the militant brand evangelists are capitalised on with the most effective publicity format there is: recommendation.
    4. The next round would be to capitalise on the strength of the detractors, dynamising rivalry between “gangs” on the social networks.

    On one extreme of the seemingly unmarketable is this portal for private island sales. It is clear that there is something for everyone on the Internet, as well as for every pocket!

    Solutions such as freemium, cloud, SaaS and internal management free software, promotion and online sale, join the opportunities scenario with free services or cost per user for businesses.  This is the case for Google Analytics (free) for the conversion scorecard web metrics, Salesforce (cost per user) or Sugar CRM (free software) for knowledge and client management, Google Website Optimizer (free) or Hubspot (cost per user) for web and SEO optimization, Magento (freemium in the cloud) for e-commerce, Pentaho (free software) for Business Intelligence.  Zyncro (SaaS freemium in the cloud) would be the umbrella application making its way towards integrating the best business productivity tools.

    Another positive indicator for, is that only 11% of Spanish companies make sales via their websites (according to Information Technology studies in SMSs and Large Enterprises carried out in 2010 by the Department of Economic Affairs.

    To Summarise…

    Internet is a business mine for businesses of all sizes because:

    • All products can find their target market online
    • A multitude of free online business tools exist at very reasonable prices.
    • In the majority of sectors (except in tourism), online sales competition is inexistent.

    Therefore this would be my personal choice of key points for a good online strategy:

    1. Identification, segmentation and dynamising of heavy-users 2.0 in order to provoke the (on and off) engagement and natural recommendation (WoM).
    2. Format and business model innovation in the sectors most affected by the economical crisis.
    3. Freemium, the cloud and free software for business development.
    4. E-commerce.

    Do any of these cases sound familiar to you? Can you think of any that challenge or support this point of view?

     

     

  • Diana Moret 10:10 am on April 15, 2011 Permalink | Reply
    Tags: , , , idealism, , social mobilization   

    Optimism, idealism… “digital humanism”. Sound familiar? 

    Estimated reading time: 3 minutes

    Anyone would say that we professionals of the digital world live in a bubble of optimism.  I would like to contribute my own reasons as to justifying a certain idealism to this effect.

    It is true that we are living in pseudo-apocalyptic times with all the earthquakes, political schisms, economic downturn, energy and climatic crisis.  But perhaps the world situation is blurring a hopeful social phenomenon, an unusual opportunity that affects us all in one way or another.  It refers to the power we now have to be able to change the course of history.

    Up until 10 years ago, it was all about globalisation.  To summarise, access to worldwide information.  The common user was just a mere globalised spectator, basically a passive recipient of a lot of information.

    But technology 2.0 arrived and the greatly simplistic collaborative platforms converted the recipient into a transmitter.  Things got complicated.  I would say more like things got interesting…  Now we can position ourselves and act in accordance to the information we receive, play an active part in that communication and convert it into action.  We could call this social mobilisation.   2.0 sector experts are already foreseeing that the consequences of 2.0 will be social to the extent of being philanthropic.

    With projects such as the Actuable petition  in sight, software open source for conflict visualisation and geolocalisation Ushaidi or the educational crowdsourcing portal  that is revolutionizing the teaching of mathematics; Khan Academy, collaborative 2.0 technology (over and above social networks) is already successfully contributing to a world change.

    Continuing with the idea of the optimism bubble, amidst the sheer economic crisis we see the investment in Social Media growing every day.  Companies have become aware of the great opportunity to connect with the public by means of these platforms.  But more or less creatively, as the message is not seemingly conveyed in a purely aesthetic and/or ludicrous manner.

    Yes, without a doubt the experience makes the brand more memorable in the consumer’s mind.  But an entertained client is not the same as a loyal client.

    In an environment of relatively democratic information such as today’s, the brand has the same position of influence or even one inferior to the actual user.  Everything seems to indicate exactly what somebody knowledgeable on the subject once said to me, that dogmas takeover the position of brands and slogans.

    Egotistical and irresponsible brands and promises do not sell anymore.

    Social Media, that almost omnipresent hiper-conscience has made us more demanding in every possible way.  Also in terms of responsibility.  The brand has no choice but to leave its castle and approach its public, step into their shoes, empathise with it, share its interests…  But overall, its concerns.  From a purely marketing perspective, this is how a cause gains importance.  But there is much more than this…  When I say cause, I do not only mean humanitarian help if not philanthropic in a wide sense of the meaning, humanism in general terms.

    Let me explain… it is not about doing big things, of making a contribution to the wellbeing of developing countries nor boasting about it in order to connect with the public.  In a company with a solid philosophy it may be enough to find a space in which employees, collaborators and friends can communicate and express the intangible aspect of the company, its essential values.  ZyncroBlog is a good example of “digital humanism” focussing on connection with the user.

    However, companies that wish to vote strongly in favour of this should have philanthropy (not just humanism) in their DNA as they are being presented with the opportunity to take advantage of investing in Social Media to multiply the social impact of their actions.  It is clear that the benefits are twofold, involvement in the global change and engagement with the user.

    After months of projecting it but only a few days of actually helping companies gain engagement online via humanism, it has become my dream as a consultant.  So, I will take the opportunity of this post to say my farewells as Zyncro digital marketing manager and present myself as a ZyncroBlog collaborator.

    What about you?  Do you share this idealism?

     

  • Diana Moret 10:00 am on March 29, 2011 Permalink | Reply
    Tags: ,   

    I’m “off”. So now what? 

    Estimated reading time: 4 minutes


    There are many of us professionals who come from the off world.  Dare I say all of us born before 1985.  In my case, (from the media world)  we have had a totally obsolete model of “giving birth to” creativity and planning it in the so called mass media ingrained in our minds.  A method that is based on:

    1. Finding the USP of a product
    2. Adapting it to its target market
    3. Converting it into a creative concept
    4. Translating it into an image and copy in the form of graphics and/or video.
    5. Media planning as to where the target market “supposedly” is.

    Whilst this worked, the aim was to persuade in order to create necessity (previously nonexistent) in the consumer’s mind and in favor of the brand intruding with the aim to convince and by launching a campaign and crossing one’s fingers in the hope that there will be an increment in sales.  Without a doubt this was a somewhat unorthodox method that treated consumers as accessible and easily influenced.

    Although this model continues to generate a lot of income and has created wealth for many, it seems the moment has arrived (or that the opportunity has arisen) to change the way we think.

    In an “on” environment, we can chop up that USP into a thousand pieces (adverts on Google Adwords,  Facebook or Linkedin to name a few) adapt it to micro-segments and adapt our message to each type of individual.  Prior to this, creativity and marketing can become complex but be aware because…   there is a reward!  At last, communication actions (beyond traditional direct marketing) are measureable.

    This is my vision as a communication professional.  However the feeling of “being off” (away with you labels!) defines a whole generation accustomed to being over-protective with its knowledge.  Whether from fear or from customs, it is difficult to imagine that what we know may be of interest for thousands of individuals spread out all over the world.  What is more, we also think, “who cares about this?” or “who will listen?  Ok then, to start with….

    There is a potential audience out there of around 2 billion individuals on the net moreover, almost 1 billion users on social networks.

    So, the 2.0 disruption goes a lot further than the media.  It is a social and anthropological repercussion that molds the way in which we think and relate to others.  ”Feeling off” may seem like a big deal nowadays but at the end of the day, we are what we want to be to the extent that we get over the initial difficulties involved when we change our habits.  In this case, we try to overcome our fear of collaborating and set aside our shyness whilst breaking away from being closed off from others.

    This is my basic advice to soften the transition:

    1. Get motivated.
    2. Dust off ideas, any notes about accumulated knowledge and digitalize them.
    3. Search for spaced in line with your professional profile (forums, blogs, social, vertical, public and/or private networks etc) and read, participate, comment and collaborate.
    4. Circulate all of your accumulated knowledge.  As Albert Garcia Pujadas said, “make yourself indispensable for what you share, not for what you hide”.

    As individuals we are saturated with a lot of information and we have developed selective perceptionary mechanisms that neutralise the majority of the messages we receive.  This is why it is good that finally someone filters content on our behalf before we store it.  The utmost of these filters are applications such as Qustodian that makes money by receiving and viralising publicity of interest to you.  As consumers it is our big moment.  At last!  The advertiser listens to us!

    As professionals, (especially in the media sector), our only way out is collaboration.

    Without a doubt, it means joining the global conversation in order to grow as people as well as professionals.

    From my experience, in order to speed up this transition it is advisable to extend that collaboration into the professional world.  This is exactly what Zyncro allows you to do. Shall we begin the transformation?

     

  • Diana Moret 9:20 am on March 24, 2011 Permalink | Reply
    Tags: , , WordPress,   

    What happens to a WordPress.com blog when WordPress.com crashes 

    Estimated reading time: 2 minutes

     

    At Zyncro, we know and use the best Cloud applications to offer you and the entire company a complete service.

    For commercial transactions we use Magento; for surveys, questionnaires, or statistics, we have integrated Survey Monkey; for remembering passwords we have LastPass… and in order to maintain our log of events, we confide in WordPress.com.

    Wednesday however, WordPress.com got the better of us and left us with no access to its servers from the afternoon onwards and well into the night.  Therefore, the blog production chain that allows us at Zyncro offer a daily post, found itself interrupted from the very first moment, from its very first link.  Who makes up this blog production chain? Simple!  At ZyncroBlog we have:

    1. An author that offers us new content on a daily basis related to 2.0 companies or Zyncro as a company or its product.
    2. An editor who reviews the text, standardises criteria, adds intuitive images and links for readers interested in SEO, etc.
    3. A translator that who prepares each article for its translation (and localization) into English each evening.

    Our author wednesday night was unable to upload the article draft which led the rest of the chain to be disrupted.

    Nonetheless, as we could not leave you without a post, here is the “Zyncro History” to date.  In addition, during the course of the day we will publish the planned post so… double posting today!

     

  • Diana Moret 4:06 pm on March 15, 2011 Permalink | Reply
    Tags:   

    Welcome to ZyncroBlog 

    ZyncroBlog is a collaborative blog in which Zyncro team members participate as well as Internal Communications experts, Executive Management, Human Resources, and Social Networks.  As from today and including posts dating back to 1st February 2011, all posts will be translated into English one day after the Spanish version is published.  Our aim is to increase collaboration with our international users and partners.  Today the world is a slightly smaller place for Zyncro.

     

  • Diana Moret 4:39 pm on March 10, 2011 Permalink | Reply
    Tags: ,   

    Zyncro in Co-society 


     

     

    Tomorrow Luis Font will present Zyncro at the Co-Society Workshop.  This initiative, created by Infonomia and led by the edge enterpreneur Alfons Cornella, is a leadership club that unites the management dream team of the most innovative Spanish companies once a month.  Within the different Co-Society formats, the Workshop is a space of creative interaction between companies from very diverse sectors but with a common denominator: co-llaboration.

    As with collaborative intranet, in constant innovation, I cannot imagine an environment more appropriate in which to speak about Zyncro.  What about you?  Do you believe in co-llaboration too?

     

  • Diana Moret 3:55 pm on March 9, 2011 Permalink | Reply
    Tags: , , zyncronism   

    Take-off Zyncronisms 

    The truth is I could not have arrived at a better time. As a recent newcomer at Zyncro and after having spent half a professional lifetime dedicated to the third sector (with a special lean towards social start ups), I have landed in a technological unstart up of the bubbliest kind.

    My first few days have coincided with a great commercial thrust. But what can you expect from a solution that amidst the present era of social networks, puts the power of 2.0 communication at the company’s service? Due to the genius figure of Didac Lee, Zyncro started to work within Inspirit two years ago. The commercial launch however, did not take place until last November. During these months and thanks to a solid sales team, Zyncro has exceeded its expectations, reaching 22.000€ billing in the running of its first month.

    But the truth is that over the last four weeks, (my first at Zyncro), the facts are enticing the start of a great take-off.

    On one side, the tremendous opportunity that ACC1Ó cheered us on to at the Mobile World Congress. Four intense days on the stand that are becoming our entry into Israel, Pakistan, Russia and Brazil amongst others. Tremendous again, Luis Font’s speeches at the WebCongress and at the Pechakutcha Night Barcelona last week. Events that without a doubt have helped us convey the visionary Zyncro motor philosophy. Ah! And let us not forget the imminent opening of the company in Japan and Peru.

    But at the peak of these four virtuous weeks and that ensure Zyncro’s internationalization, is the recent capital increase. This 1.2 million euro investment round of public and private sources, gives Zyncro entry to Cabiedes & Partners, Perinnius, Aniol S.L. and XMS. This is a boost that will also accelerate new product versions and imminent integration with other types of software.

    In the end, it seems that the more you take note of coincidences, the more they occur. So keep a close watch because we are entering a long chain of zyncronisms.

     

    Additional information about the investors:

    Cabiedes & Partners is probably the most active Spanish venture capital in the internet sector nationwide.

    Perinnius is a family investment group that invests in SMEs, recently created companies or new development projects. Amongst the most recent, Perennius holds shares in Masmovil, nuubo, Quantyca, the FDI and Agile Contents.

    Aniol S.L. is an investment entity that specialises in information technologies and sustainability.

    XMS is a Technology services company for socially responsible technology. It has over 14 years presence in the market and has contributed to the development of organisations providing innovative and sustainable solutions designed by its own consultants and engineers.

     

  • Diana Moret 12:45 pm on March 3, 2011 Permalink | Reply
    Tags: pecha-kucha, pechakucha   

    Today in Pecha Kucha, Zyncro in 20 slides 

    20 slides. 20 seconds per slide.  Anyone up for it?

    Pecha Kucha Night is an unusual and creative format for a presentation which presents a challenge for anyone.  “Pecha kucha’s” are celebrated (japanese term that imitates the sound of a conversation) in cities all over the world but tonight it is Pecha Kucha Night in Barcelona.

    Tonight from 22:00 onwards at Barcelona’s Hotel Majestic Lluís Font (our CEO) will explain the Social logic behind Zyncro in record time.  Another 10 brave international business directors from the city will join in the frenzied challenge.

    Recommendable isn’t it?

    Here is the programme and flyer:

    Pensado en Barcelona – Anna Tetas

    Infonomía – Alfons Cornella

    Zyncro – Luis Font

    FuelFor – Lekshmy Parameswaran, László Herczegh

    Modelmanagement – Andreas von Estorf

    Claro Partners – Aldo Dejong

    Globalskyservices – Aert Korteweg

    Nicepeopleatwork – Otto Wust

    Bloosee – Pedro Valdeolmillos

    Securiforest – Feargal Mac Conuladh

     

  • Diana Moret 9:32 am on March 1, 2011 Permalink | Reply
    Tags: ,   

    Zyncro gives away 10 passes for WebCongress! 

    Do you know why companies are more social now?  How are social networks affecting companies?  Is the 2.0 communication revolution having a negative impact on productivity?  Or can it actually improve it?

    Leave your comments here and send me a DM on Twitter at @dianamoret to obtain your free pass to the Web Congress.

    If you would like to get some depth into the subject, don’t miss our CEO (Luis Font) at the Plenary Conferences at 10:00am!

    Happy March 1st!!

     

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