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  • Larry Alton 9:00 am on November 18, 2014 Permalink | Reply
    Tags: content marketing, digital content, , , ,   

    A Company Blog as Content Marketing 

    Estimated reading time: 4 minutes

    A Company Blog as Content MarketingOne often overlooked content marketing component is a company blog. Although many people think of a blog as a way for individuals to share their thoughts and ideas, they are also a simple way for businesses to present themselves as experts in their industry, a critical component of successful content marketing. In addition, new search engine algorithms are requiring websites to include quality, well-written and original content. The easiest way to keep your content updated and original is by including a blog as part of your content strategy.

    Owned Media

    One benefit to a company blog is that it belongs to the company, unlike other forms of social media whose requirements can change at any time. It is a way to get a company message to current and potential clients 24 hours a day, seven days per week. Blogs should be viewed as a form of social media as they need to be designed to target a specific community and should be integrated with your other social media efforts as well.

    Engage and Interact

    (More …)

  • Yolanda Torres 9:00 am on February 5, 2013 Permalink | Reply
    Tags: digital content, , ,   

    Transparency and honesty, digital values 

    2013 has brought us face to face with cases of political and business corruption. We are stunned by the numerous accounts of embezzlement, capital flight, comissions and a countless number of financial crimes that are as immoral as criminal.

    The internet, a democratic, universal channel, has helped to unveil many of these cases, and platforms have been created such as change.org that drive initiatives that can help change the reality, but… there is always a but, it is also the ideal channel for scams. Behind the net, there are people and its anonymity allows for a multitude of crimes :-(

    That’s what we are going to talk about: digital honesty, how we can help ethical values on the internet:

    • Democracy
    • Solidarity
    • Exchange of experiences
    • Search for the common good
    • Sustainability
    • Open information
    • Fair transactions

    These values can be extended to our business and, while we grow as professionals, we can do so with a clear ethic, which will bring us immense personal and financial satisfaction. Something as simple as he who gives receives becomes a highly tangible reality seen in the growth of the most important corporations on the net who withhold the code to give free service: Google, Facebook, Twitter, Zyncro… all have based their business strategy on offering many of their services free. Give to receive on the Internet works and can be the basis for business growth.

    I’ll leave you with a marketing video (or is it?)

    Give, exchange, read, support, protect, criticize… in short, share. Any company or professional that wants to undertake a business on the internet must know what the keys to success are. The more generous, honest and transparent a corporation is, the easier it will be. One of the trends of 2013 will be that of demanding brands:

    • Sincere
    • Innovative
    • Transparent
    • Humble and generous
    • Sustainable

    If they had told us this many years ago, we wouldn’t have believed it. At the fierce peak of the start of the century, where the law of strongest ruled, here the law of the most sincere dominates.

    • A path: generosity, long tail theory
    • A vision: share and innovate
    • A challenge: grow without losing sight of the goal
    • An ending : success.

    Have a great day!! :)


  • Marty Mallavibarrena 10:49 am on July 7, 2011 Permalink | Reply
    Tags: digital content, , , , , , , , , ,   

    Enterprise Social Networks: Fact or fiction? 

    Estimated reading time: 6 minutes

    At the very moment of considering whether or not to evolve our current IT platform to a 2.0 variant, we must be clear about certain aspects related to its implementation.  As always, we will have to analyse our environment very well, measure our level of resistance to change and make clear and solid decisions ensuring the necessary level of support from management.   In any case, real risks are mixed in with the mythicized perspectives that many people have about social networks (not always objective) and their lucrative Internet usage.

    1. Security, Privacy?: Are probably the most popular risks (though pretentious or unrealistic) for these types of solutions.  If the implementation is carried out in the correct manner and the staff understand the working philosophy, nothing needs to change as regards being careful about sensitive information getting outside or to sharing important data inappropriately in undesirable forums within the organization.

    • This is the most common case suffered by many executives’ lack of “collaboration 2.0” culture (they see everything as being like Facebook) and they forget that their personnel remains the same and that everybody has a profile in this type of platform therefore all of our contributions (“good or bad”) remain properly registered (as opposed to the Internet where our profiles do not necessarily have to be so “real”).
    • Obviously there are software solutions (online and with coherent approaches to working) to control these possible information leaks via the organisation’s different channels and digital platforms.
    • In the same way, it is usually thought that this type of environment, as with the symmetrical Internet is more exposed to spyware, viruses and the classic security problems.  Clearly the fear is unfounded given that it is an internal platform where the level of control and surveillance is very high in most cases.

    2.  Loss of control over content: This could be one of the main advantages of this type of environment (the auto structuring of information within the collaborative community) it could turn out to be a nightmare if things are not done correctly or the evolution is simply not planned.

    • The current information creators and the basic flow of information should remain intact on the whole, though adapted to the new strategy.  Various other people within the organisation will now be able to create, comment upon the work of others, label and share in other spaces within the infrastructure.
    • In the launch phase of the solution, the current main content creators should be considered and an effort me made for some of them to act as “believers” or as “champions” (the same as in other project management techniques).  It is vital that these people understand that the new solution is not only a risk but that it will also provide advantages in terms of enriching content (file sharing, labelling, recommendations, etc.)

    3. Inappropriate usage (productivity decrease): Is an unrealistic problem that arises from the employees being apparently “entertained” (as when on the Internet) instead of working.  This is a myth on most cases and with all change comes a learning curve as to how to use the related platform.  If our new environment is very attractive and offers many communication possibilities, everybody will want to experiment during the first few weeks of use and test it to the maximum as what happens for example, in instant messaging environments.

    • Everything will go well if we guide our users and they quickly understand good practice.  The onscreen mix of generation X and Y will have a great influence.  Lead by example (starting with the CEO) is a good strategy to eradicate this problem and end the myth.

    4. Complexity and redundancy in systems map: If we have made bad decisions and/or have had a bad implementation, certain operations will not be natural.  They will be complex and overlap with others that have not been updated in parallel.  As a consequence we will not have this impact foreseen and problems will arise on their own.

    • It is a common case that the proper use of collaborative 2.0 platforms clearly reduce the tendency to use internal mails and in other cases it changes the focus of storing content (previously on servers but now in the cloud).
    • In both cases we should foresee that in order to act consequently regarding our IT (less storage and better communication for example).

    5. Training and unnecessary evangelization: As with all change process there is a need for management: a training plan, champions and control in the different stages.  If the user does not understand the environment and is not trained properly, they will never use it in the intended way and the entire collaboration philosophy will begin to fail.

    • The percentage of generation Y in your ranks will be a a factor of influence but all of these activities will always be necessary.

    6. It is not necessary to motivate the employee to accept change: If we make an important change and implement the environment without ensuring that all employees feels that it is a “win-win”situation (all: the company and the workers) it will be difficult for it to be successful.   The benefits to all should be considered.

    7. Excessively changing technologies / loss of IT control: Your company’s IT department could be resistant to this type of infrastructure due to the supposed “loss of control” over the environment (it is assumed it is a democratic system and on the whole auto-regulated) as well as being too subject to change with regards to the associated technologies.   This last component is inherent to the entire IT platform and will be more closely linked to  the unknown as to 2.0 technologies and the Internet.

    • The key IT people should be a part of the team that promotes the system but always in line with the agreed strategy.
    • They should understand that the system has many advantages and should provide support whenever necessary, evolving the current and implementing the new whilst controlling the level of use in the first stages and providing support to the future evolution.


  • Patricia Fernandez Carrelo 12:07 pm on April 20, 2011 Permalink | Reply
    Tags: , , , content curator, digital content, , , , , , , , , ,   

    Strategist, community, curator… which one do we have at Zyncro? 

    Estimated reading time: 3 minutes

    Over the last few days there has been much spoken about communication 2.0 in the Zyncro blog, about the new ways to narrate events, about the values that define this type of communication and even about the integration between on and off marketing.

    But at Zyncro we like to talk about the theory as well as the practice, right down to what would be of interest to our readers as a practical case study from which to learn, to discuss not only “what” but also “how“.

    So, after publishing A story about how we use Zyncro, at Zyncro slightly more descriptive than How Twitter Employees Send Their Tweets… ;-))  we would like to explain how we manage the best part of our digital content.

    The strategy we follow at Zyncro basically consists of being present and contributing, and our efforts are distributed as follows:

    To make all of this happen, Zyncro has a team of professionals coordinated ultimately by Lluís Font himself of course :) – that are responsible for these tasks as well as generating high quality content every day, each with their own additional responsibilities.   As Julius Caesar used to say: divide and govern.

    So, in the Zyncrommunity (community created within Zyncro for the exchange of knowledge and experience about the meaning of the 2.0 company), when the question who is the Zyncro “community manager” was asked, it became complicated to answer.  It is difficult to name each of the people that manage these issues.  From our point of view the job titles only provide a face-value and what is important is a person’s performance: their methods, their objectives, their achievements… not so much their job title.

    • At Zyncro we try to talk to our followers, respond to our clients and suggest ideas to them via the social networks and blogs (we are community managers).
    • At Zyncro we aim to keep up to date with new digital marketing strategies and we redirect our own ones in relation to the results (we are social media strategists)
    • At Zyncro we generate and compile knowledge about the 2.0 company: we monitor key terminology, we read and extract knowledge from blogs and LinkedIn groups, select favourites on Twitter… (we are content curators)

    But as a team :).  And I am not saying that we are perfect because I do not think anyone is…  but this is our way of doing it .  What do you think?  Calling Social Media Experts… we await your comments! :)

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