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  • Eduardo Zamora 1:18 am on October 25, 2013 Permalink | Reply
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    Enterprise Social Networks and E-learning: The Combination of Success to Improve Company Performance 

    Estimated reading time: 5 minutes

    Enterprise Social Networks are an essential part of communication and collaboration within any company. But its quantity of benefits are not limited to the two previous matters. Luckily, technology allows us to increasingly extend its radius of action to any individual in an organization, whether it be administrative staff, or to those who  perform their work in the field.

    What would be the benefits that an employee could find within a communication network within their company?

    Training: The growth of knowledge, including skills, will directly affect the results that we look for with each team member, without neglecting the fact that it can enlarge your résumé professionally.

    Recognition: The achievements that an individual attains at work are not always celebrated and this can work against any employer. It is of great importance to establish strategies that insure an accurate evaluation of an employee’s’ activities and generate acknowledgments.

    Incentives or alternate earnings:  Counting with variable schemes that encourage individual workers to overcome the objectives sought at a general level, it converts into a tool that will give you that extra push, allowing to put aside conformity to seek results.

    From the three pillars defined above, we will detail the magical combination that will allow us to align all these efforts in only one channel so as to not divert any action and to harness the energy of a single solution: (More …)

  • Eduardo Zamora 9:00 am on July 11, 2013 Permalink | Reply
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    Big Data and opportunities in digital marketing strategies 

    Estimated reading time: 4 minutes

    Information PuzzleAlthough a vast amount of information is generated by social network profiles, often this information is not leveraged sufficiently by brands.

    The penetration of Facebook, Twitter, tumblr and even Google+ enables consumers to generate comments, doubts, opinions, complaints, notes, etc. that give a company vital information on the new trends that are developing in terms of changing tastes or attitudes of social network users.

    So how should we use or manage such information?

    (More …)

  • Eduardo Zamora 9:00 am on June 4, 2013 Permalink | Reply
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    Gamification: Another pillar in digital interaction between brands and consumers 

    Estimated reading time: 4 minutes

    One of the most attractive elements for human beings is the game. Applied to digital marketing how can a brand use game to engage its consumers?

    We’re talking about gamification. An interesting fact:

    People remember 20% of what they hear, 30% of what they see and hear, and 60% of what they play or interact with.

    How to develop an efficient gamification strategy?

    1. Define the milestones and scope of the strategy. What are the goals to be achieved and what do we want to gamify?

    2. Define who we want to have an impact on.

    • Dominant: They play specifically to compete and win.
    • Egocentric: They play to win recognition.
    • Socialites: They play to meet people.
    • Explorers: They play to discover possibilities and secrets.

    3. Intrinsic motivation of our target. What moves them? Entertainment, socialization, recognition, sharing?

    4. Research the habits and trends our consumer follows to create a good experience.

    5. Design our story, which will define the experience we want our users to live.

    6. Design the game system, elements of the scene that will surround it, and the tools for achieving victory.

    7. Look after the user experience. Find the balance so that the experience is good without falling into a level of difficult that doesn’t allow them to advance or is too simple that it doesn’t present any challenge.

    To finish, let’s look at a clear and very successful example of this trend: the case of Greenpeace, who with a gamification strategy managed to make the difference.

    Eduardo Zamora (@amudiel) is Strategic Director in the Mexican integrated communication agency ifahto. He has had the change to participate for more than 12 years in the creative and strategic concept of integrated marketing for mass consumption companies. The main achievements reached with the clients he was collaborated with are: meet sales goals, brand recollection, increase in market participation, creation of brand awareness in digital and traditional media, etc.

    At your companies, have you implemented gamification strategies? How did you do it and what has been the result? Tell us about it!

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