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  • Rodrigo Escobedo 9:00 am on June 17, 2014 Permalink | Reply
    Tags: , , corporate communication, , , , , , , ,   

    4 principles to achieve motivated teams 

    Estimated reading time: 6 minutes

    4 principles to achieve motivated teams When you start working in a coaching process, you use different tools that help boost the team’s alignment with the new work philosophy and the culture that the employer or manager wants for their company. Specifying a vision, mission, cultural values or points, job descriptions and their respective KPI’s, procedure manuals and other tools are really helpful in meeting this challenge.

    However, the current team commonly finds the process exhausting. Taking the team out of its comfort zone is too much for some members who, given the changes, decide to jump ship. In the case of employees who decide to stay, it is important that employers or managers recognise that members are going the extra mile and seek out additional reinforcements to keep their team motivated and achieve greater commitment to the company.

    When thinking about incentives for our employees, the first thing that comes to mind is… money! Although money is attractive for some people, there are 4 principles which we should focus on to achieve greater engagement, generate more trust and increase motivation in the current team:


    Power means that your employees have the authority to take decisions that are important to their performance and to the quality of their working lives. In companies people are usually given responsibility without authority. This limits the individual’s decision making and ultimately generates frustration. Empowering your employees means that they can decide and then receive feedback. Let them take responsibility and have complete authority over their decisions and their outcomes.


    This means data, statistics, KPIs, revenues, profitability, customer reactions, etc. Just as many Mexicans are demanding access to information from our government, your team must also have access to your business information. This information must be accurate, current and understandable for employees.

    The more transparent the leader of the company is about its information, the greater the possibility that employees will effectively contribute to achieving strategic business goals. Thus the employee will be able to link the company’s progress towards its various goals to his or her personal contribution to each of these goals.

    (More …)

  • Juan Ignacio Barenys 9:00 am on May 15, 2014 Permalink | Reply
    Tags: , corporate communication, , , , ,   

    Enterprise Social Network: combined showcase and monitoring centre 

    Estimated reading time: 5 minutes

    Enterprise Social Network: combined showcase and monitoring centre

    A few weeks ago I attended a forum organised by the Spanish People Management and Development Association (AEDIPE) at which a senior Telefónica executive brought up something which has not yet been given the attention it deserves: “We no longer find the most copious, reliable and up-to-date information about our employees in conventional sources and files, but rather on social networks.”

    It would be an exaggeration to say that the information we find on social networks is the most substantial, but it is true that what you can get there is much better than has been available up to now.

    Proper design and appropriate use of the social networks environment brings us two very important advantages:

    1. Information  you do not usually get through traditional channels. For example, our competitors’ customer satisfaction, demand for and inclusion of specific professional profiles in certain projects, a customer’s executive staff mobility, etc.
    2. The prospect of directly influencing areas of interest to our company, spreading the right news stories with clear-cut messages, building corporate image or contributing knowledge to prominent open forums.

    Every day there are nearly four hundred million tweets and Microsoft says that over 80% of Internet users regularly participate in social networks.

    This two-fold opportunity – monitoring centre and showcase at the same time – cannot be handled superficially, especially when you consider that reports say that 35% of users use social networks to find a product, thus ousting traditional search engines.

    (More …)

  • Lelia Zapata 9:00 am on February 25, 2014 Permalink | Reply
    Tags: , , corporate communication,   

    Investing in internal communication: Will it be profitable? 

    Estimated reading time: 5 minutes

    Internal communication should have a budget allocated to it like any other important business area; nonetheless, it usually does not. Internal communication doesn’t get the necessary financial resources assigned to it and for many it is deemed a murky investment. Why?

    Some people still think that internal communication can wait, that there are other challenges to be prioritised and I ask myself:

    • Are people not the company’s most important asset?  
    • Is it not a priority to improve coordination and collaboration within a company and work towards business objectives?
    • Is it not essential to build upon a good assessment and propose an appropriate strategy?
    • Is it not necessary to optimise internal communication and its offerings?
    • Does internal communication not provide a unified message and help reach company-wide understanding?
    • Is internal communication not an architect of organisational transparency?
    • Does internal communication not strengthen values, improve motivation, credibility and trust?
    • Is it not essential to care for the intangible aspects of a business: the brand, the image and the internal reputation?
    • Is it not important to encourage internal talent in order to create an innovative culture and improve productivity?

    (More …)

  • Jose Luis del Campo Villares 9:00 am on December 23, 2013 Permalink | Reply
    Tags: , corporate communication, , , , private social network   

    Internal Communication 2.0 for Enterprise Social Networks 

    Estimated Reading Time: 6 minutes

    With the current fashion of labeling almost every position as “2.0”, why not also label internal communication the same?

    If something has been considered a lot in organizations until now with internal communication, above all in Spain, it has been the strength and importance informal communication has always had, or rather, rumors have had. That, plus the fact that many of those responsible for communication within organizations employ formal communication channels internally in an inadequate way, making organizations constantly having a weak point in the area of internal communication. 

    What indicators show that internal communication has been poorly managed until now?

    • Unmotivated employees who would say clearly that their opinions were neither heard nor much less taken into account.
    • Errors with messages transmitted between the initial and final message; there tended to be two or three steps that the message passed through and part of it got lost or distorted in the process.
    • Employees often indicated that they learned what was happening in their organization when it was over.
    • On many occasions informal communication, that is, rumors, was the best way to stay informed. 
    • Apathy towards the messages given by the organization with the question ‘why are they telling me this?’ Or the phrase ‘the same thing again’, demonstrates apathy from the recipients of the internal communication messages, bringing attention to the message is null and there are many other communication problems that can arise.

    How do you employ the new world 2.0 and its tools to be able to counteract existing bad internal communication?

    First, it should be made clear that an organization that establishes an internal enterprise social network is looking to socialize its behavior and organizational culture in every moment. What better way for employees to feel heard in a manner in which they can also freely express themselves through any channel and their opinion stays there and can be shared, refuted and valued? Enterprise Social Networks are the first that they establish; an environment of dialogue in which each member of the organization is accommodated. (More …)

  • Cristina Aced 9:00 am on July 23, 2013 Permalink | Reply
    Tags: , , corporate communication, ,   

    The challenges of the Dircom in the digital context 

    Estimated reading time: 6 minutes

    This posts is an update of that published in my blog Blog-o-corp

    What is the role of the director of communications or dircom? How does it evolve to adapt to the current context in which social media become more important and budgets become tighter?

    Burson-Marsteller & Top Comunicación & RR.PP proposes an analysis in the report The Dircom of the future and the future of the Dircom. If we examine the subject in detail, we see that the main change is that the department of communication stops having a monopoly on the issue of information related with the compan, as explained in Is There a Future for Traditional PR? by Baekdal (excellent website which I recommend you check out). These graphics sum it up quite well:

    (More …)

  • Carlos Zapater 7:00 am on June 28, 2013 Permalink | Reply
    Tags: , , corporate communication, ,   

    Video is the star content 

    Estimated reading time: 5 minutes

    Recently I saw on Ticbeat an infographic on video predictions for 2013 as a communication element by Avaya. After looking at it, I gazed into the horizon, trying to figure out how these predictions will unfurl before us.

    Video is everywhere… and will continue to be

    First it was an attraction, then it came into our homes, then it jumped into the digital world and now it accompanies us 24-7. It is the star content in mobile devices. With the implementing of high-speed mobile networks (4G, LTE), sending a HD video to a mobile device won’t be a pipe dream.  Video will continue to accompany us everywhere and all companies need to be in the front line.

    2013: The year of  Convergence

    Although some have been championing this concept for several years, now is when we are seeing it really come to light. Having to wait for a day and time to consume for a restricted offering is already a Jurassic concept. Now it is the recipient who decides when and what they want to watch. Or even they are the ones to produce the content.

    Manufacturers are incorporating features to facilitate this convergence between the two worlds. TV is becoming more like a computer with a tuner. Companies will have their Internet content available in a new platform and this will represent a new way of repaying the cost.

    Video will be present in all communication aspects of the company

    The business world is where much progress has to be made. In 2013 not only does the leap to internal and social communication have to be made, but businesses will need to learn to fill contents. For a company, this is essential when communicating with potential customers, training employees, advertising, or viralizing contents.

    Let me leave you with a viral video from Microsoft Portugal. How do you communicate that your product is so easy to use that a 6 year old could do it? Well, this way…

    Carlos Zapater (@zaparl) is Audiovisual Contents Manager at Zyncro. He has a Diploma in Education and a degree in Audiovisual Communication from UPF. He has worked in European producers such as  Filmtel-DVDreams and Infinia.


  • Cristina Aced 9:00 am on April 9, 2013 Permalink | Reply
    Tags: , , corporate communication, , Public Relations 2.0, ,   

    Public Relations 2.0: 6 principles that remain current and 4 new ideas 

    Estimated reading time: 5 minutes

    Editor’s note: Today we welcome as author on our blog Cristina Aced (@blogocorp), who will discuss communication 2.0 and social media. We are delighted to have her join us. Thanks, Cristina!

    There are six principles that any communication manager must obey:

    1. Tell the truth.
    2. Prove it with action.
    3. Listen to the customer.
    4. Manage for tomorrow.
    5. Conduct PR activities as if the whole company depends on it.
    6. Remain calm, patient and good-humored.

    In fact, these tips are not mine, they are from Arthur W. Page, who was vice-president of public relations for the American Telegraph and Telephone (AT&T) and contributed to the development of modern public relations. Page was one of the first to join a company as an officer of communications, a usual practice nowadays.

    He established these basic principles at the start of the 20th century, although they could have been written today. It is a good example that shows the bases of corporate communication are still the same and illustrates the need to know the past in order to understand the present (and the future).

    In public relations, there are aspects that are still applicable from their origins, but there are also others that change (as I explain in my book Relaciones públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital). Undoubtedly, the Internet and social media draw a new communication scenario, characterized by:

    • Conversation. Nowadays, the roles of emitter and recipient interchange constantly. Companies have to stop seeing themselves as simply emitters of contents and start to listen actively to their audiences on the Internet.
    • Open collaboration. As Pierre Lévy says, “no one knows it all, but everyone knows something”, and the new digital platforms facilitate this exchange of knowledge. Zyncro lets you create enterprise social networks that encourage collaborative work.
    • Economy in our attention. We live surrounded by an excess of information. For example, every minute 72 hours of video are uploaded to YouTube. The difficulty lies not in having a presence on the Internet, but capturing users’ attention.
    • New intermediaries. Social media lets you reach the audience directly (fantastic for the communicator!) However, new gatekeepers have appeared: social tools. As Eli Pariser explains, we live in a filter bubble. Both Google and Facebook apply filters to the contents we receive and often we are unaware of them. For example, in Facebook we see the updates of the people we have “liked” the most before those with whom we have never interacted.

    As we can see, the social web offers new communication opportunities, and public relations professionals need to be ready to take advantage of them. Yet without forgetting the basic principles of a good communicator: honesty, truthfulness, empathy… As Arthur W. Page established at the beginning of the 20th century.

    Cristina Aced (@blogocorp) is a journalist and communication and public relations consultant. She has specialized in the digital area and has published several books on the topic. Her most recent one is Relaciones públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital (Editorial UOC). She collaborates as a lecturer at the Universitat Pompeu Fabra, the Open University of Catalonia, and at the Universitat Abat Oliba, among others. Since 2006 she has been writing at Blog-o-corp.


  • Carlos Zapater 4:00 pm on October 5, 2012 Permalink | Reply
    Tags: corporate communication,   

    The 3 Commandments for Creating a Corporate Video 

    Estimated reading time + videos: 8 minutes

    You’re already clear on the importance of video in your communication strategy (if not, check out this article) and you have decided to create one. Well… Where do you start? The answer is: what do you want to communicate? Here you have three pointers that will help you as a starting point.

    1. What do you want to do?

    It seems patently obvious but the most frequent error made by many people is to dive head first into the task without having the faintest idea what you want to do. Advertise a product? Show some feature? Get leads? Create hype? It is “oh so important” to determine this point with absolute precision, as you’ll save loads of time and headaches for the people creating the video for you. Believe me, there is nothing worse for a producer than a client who works on trial and error. These tales usually end up with a client thinking they have a great masterpiece, when really it’s complete garbage, and a producer who is more burnt-out than the exhaust pipe of Apollo 13.

    2. Where am I going to show it?

    This point has gone from being really important to simply being “important.” Before much time and attention was given to the recording format and post-editing, as it wasn’t the same creating for web as for TV or for cinema. Nowadays, with modern equipment and digital systems, creating a video in HD is no longer a problem, and lower quality copies can be taken from the same project, if necessary. In any case, you’re limited to the equipment and budget available. Best always to start with HD 1080 and share it via Zyncro so your group or department can approve it. Your bosses can see it without any loss in quality and in real time, without needing to download it first. With an OK under your belt, you’ll have a free reign to broadcast it publically in any mass media channel.

    3. What kind of video had I in mind?

    Getting to the crux of the matter… We could create a series of articles on different kinds of videos, but let’s shrink that list down and briefly summarize some of the main ones and their use.

    • Logotype animation: Great for putting at the start of all your videos. Ok, you may not be Paramount, but people will identify your product and in the process, you’ll be building branding.
    • Product animation: If you want to explain the ins and outs of your product, this is the best option. It’s also the one that needs more care and attention and depending on how it is, it can be expensive. You need to have an excellent conceptual and graphic designer and have all the graphic material needed for your product and company in good quality resolution. That’s the basis.

    • Presentation: If you opt for this option, better to combine it with animated infographics, unless you want the end result to be as exciting as a brain scan of a gnat… Forget PowerPoint-type presentations. And don’t get the company’s geek as a presenter, who may know a lot but doesn’t look too hot. Better to use an actor, or even a amateur who learns the script written by the geek. I know, the geek deserves to appear in the video because he’s worked hours on it, but unless you want it to go viral with that purpose, we’re here to sell, folks!
    • Fiction: These are bigger words. We’re talking about a sizable budget, and without a doubt, a cinema producer will come into play. Normally these producers usually have their own script department and they will do most of the work. This option is viable for presentations at major events, advertising in mass media, etc.
    • Viral: And getting to my favourite type, as it’s the best for combining with Social Networks. Get the cheapest camera you find, get your brother-in-law to hold it straight (yeah, the guy who thinks he’s Spielberg) and take that brilliant idea that you thought of three weeks ago and jotted down in Evernote. Above all, MAKE IT SEEM REAL. Here, everything goes. The craziest ideas have their place. Things can be taken to an extreme depending on your budget, as you can see in this example.

    • Interview: Is your favorite influencer or opinion leader available? Don’t think twice! Invite them for a coffee at the latest “in” coffee house or take them out for lunch and make the most of the occasion to ask them a few questions. I’ve even seen some people do it with a smartphone, microtripod and a connected mic. Don’t forget to announce to all and sundry that you have been out with such-and-such, so that people come flocking in their droves to find out what they said about your product. Oh, and send them a basket of candy for Christmas… The more great opinions they give, the larger the basket of candy.

    And on that great note, let me say goodbye until the next delivery, which will focus on the issue of production itself.


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