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  • Larry Alton 9:00 am on November 18, 2014 Permalink | Reply
    Tags: content marketing, , , marketing 2.0, ,   

    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 …)

  • Jose Manuel Perez Marzabal 9:00 am on October 16, 2013 Permalink | Reply
    Tags: , marketing 2.0, ,   

    Buzz marketing campaigns and brand ambassadors: What to do legally? 

    Estimated reading time: 5 minutes

    Recommending a product or service to friends on Facebook, advertising on Twitter through prominent figures (marketing buzz), or sending company information to its LinkedIn contacts are all marketing models that become more and more popular in social networks. However, these types of practices carry legal implications.

    The relative novelty of the applicability of legal requirements in the context of social network services can create confusion of concepts and terminology, of which is significant at all levels. The evangelist consumers or brand ambassadors (brand advocates) all require forethought and thorough analysis prior to any marketing campaign.

    Digital marketing in legal terms

    In practice, the initial thinking in legal terms refers to the brand ambassadors as emergent advertising figures. And the legal implications of them in the context of complex systems through crowdsourcing and dynamic influence generated by social networks and product value platforms or services  in a profoundly interconnected ecosystem. The designated brand ambassadors are those evangelist consumers who support or feel passionate for certain brands and share their opinion about company products and services  in conversations with other people. (More …)

  • Sara Jurado 9:00 am on June 3, 2013 Permalink | Reply
    Tags: , , , , marketing 2.0, , , professional branding,   

    LinkedIn’s new competency model: networking + personal branding 

    Estimated reading time: 3 minutes

    Some time ago psychologis spoke about the importance of positive reinforcement, but have you ever stopped to think that social networks are just about social reinforcement? They are a way of reaffirming ourselves (what we like, what we know, what we read…), but that was already done in blogs and in the web 1.0.

    Part of the success of microblogging platforms and social networks lies it it enables us to leave our egocentricness and project ourselves towards the world through others (retweets, +1 button); all these ways of sharing our “agreement” are nothing more than a system of reinforcement

    Linkedin started to take advantage of this phenomenon with endorsements of skills and expertise, seeking to encourage interaction among users.

    1. Follows the trend to present information visually.

    2. Aids the process to indicate what you value about a contact. What may represent an advantage in using the tool means a defect for its detractors, as they point out that it will lower the quality of the valuations we make. The risk of a user’s lack of criticism or objectivity will always be there and it is something that HR experts should know how to discriminate.

    3. Prognosis that the next change to be implemented will be a mechanism to quantify the value of the endorsement, establishing the level of real relationship of the professional making the endorsement.

    4. Endorsing an ex co-worker for that quality you appreciated enables you to get back in contact with that person “giving them” something positive without communicating directly, which essentially is practising networking in its nicest form.

    5. It can improve the positioning of a profile, as what is endorsed are tags that we have previously chosen. This means that, apart from helping someone to quickly identify your strong points (being a good personal branding tool), it is also great for SEO.

    Sara Jurado (@sarajuradoBCN) is psychologist specialized in career counseling and social media for professional development, and currently works as counselor in the professional development team at Barcelona Activa.

  • Jose Manuel Perez Marzabal 9:00 am on March 19, 2013 Permalink | Reply
    Tags: , marketing 2.0, ,   

    The importance of Internet naming for your digital strategy 

    Estimated reading time: 5 minutes

    One of the most critical aspects in online branding strategy is associated with domain names. Historically we found a tense relationship between domain names on the Internet and third-party brands that coincidentally match them. This tension has generated numerous predatory and parasite practices like, among others, the systematic usurpation of domain names for later sale to the highest bidder as a business model.

    From a current and practical perspective, in the context of the so-called Web 2.0 that represents an evolution regarding traditional corporate websites, we are faced by the phenomenon of naming and personalized addresses that social networks provide (“vanity URLs”). In my modest opinion, the previous situation is repeated which gives clear precedent of the figure of the “cybersquatters” before the existing policy of the ICANN was consolidated as a fundamental part of the entire works for registering and resolving controversies stemming from the holder of a domain name and a third party for the registration and abusive exploitation of the name in the scope of Internet domains (also known for its acronym “UDRP”), to favor the resolution of disputes by arbitral mechanisms with the intervention of accredited entities, including World Intellectual Property Organization (WIPO).

    The elements making up the internet of computer networks need to be identified and differentiated from others through a unique and irrepetible address. Said identification is achieved through IP address and the domain name system (DNS). The domain names, which have the legal nature of immaterial goods, went from being a simple electronic address to being a distinctive sign sui generis that identifies individuals and legal entities, which make up the ecosystem of the Internet.

    However, and here lies a potential source of litigation, practically any user name can be registered as a URL address on the social networks and web applications with the sole requirement that it is available – one of the exceptions possibly is Facebook-. In other words, under the current “open” regime, without prejudice of the service terms and conditions on social environments (which we talked about in the last post), there are hardly any restrictions for individuals or entities that can be registered. However, faced with an infraction, both brand and unfair competition legislation would be applicable, which have the procedural advantage of the possible adoption of preventative measures ab initio.

    While waiting for new developments, the fast growth of social networks, as well as the strategic interest of developing the brand on the Web 2.0, in particular for those companies whose activities cross borders, it also encourages the creation of a wide portfolio of user names. For this reason, it is recommended that all actors with a minimum presence on the internet or that want to have a competitive advantage based on differentiation and brand image should use tools like namechk or Google Alerts before designing their portfolio of domain and brand names that will be used to solidify their digital marketing strategy.

    Jose Manuel Pérez Marzabal (@jmperezmarzabal) a lawyer who specializes in the internet and e-commerce at MTNProjects. He is also a visiting professor at BES La Salle and a teaching consultant at Universitat Oberta de Catalunya (UOC). He has a Master’s in International Law (LL.M.) from WWU Münster and a Diploma in Advanced Studies in International Law and Economics from the University of Barcelona.


  • Pere Molina 9:00 am on February 11, 2013 Permalink | Reply
    Tags: analysis, geo-technology, , marketing 2.0   

    Geo-technology 2.0 in businesses: The Importance of “Awhereness” 

    Estimated reading time: 8 minutes

    Editor’s note: Today on ZyncroBlog, we are delighted to have Pere Molina, trained matematician and geomatics engineer by trade, he is Research Assistant at Instituto de Geomática. He has participated in European projects on personal navigation using mobile devices, and in his opinion, geo-technology nowadays is a reality of the present and a need of the future both for users and companies. Thanks for your collaboration, Pere. Welcome! :)

    “Wait, let me check it in Google Maps…” And there you have it! Problem solved. The typical questions of “wasn’t it close to that closed cinema?” or “what is there to eat around here?” belong to the past, to what we call the ‘1.0 era.’ Without a doubt, open web-map services like Google Maps, Bing, OpenStreetMaps and others have become the best street-level sales reps we could have ever imagined, both for users and small, medium and large enterprises. One of the keys lies in having exploited the potential of the Web 2.0 (sharing, socializing, user-focus, etc.), adding an extra variable: the where.

    The example given in the first paragraph, i.e. checking the location of a service on a cell or PC, illustrates the two paradigms that have led to the boom in geo-technologies. firstly, free interactive access to geo-information, and secondly, personal location tools in real time. In today’s post, I will look at both and their impact on today’s society.

    “Business intelligence” and its geo-aspect

    Around February 2005, Google posted on its blog the launch of Google Maps (initially for Explorer and Mozilla). Thanks to the magic formula of the company’s search engine, users can find places on a map instantly, automatically, digitally… and free. The rest of that story of small achievements was a question of time: open interfaces enabling interactive development based on maps, incorporating services and businesses on the maps, time-spatial traceability of an individual’s information, integration with social networks and many other nice features. In short, the fusion of an (enormous) database of services for the consumer with an (immense) layer of geographic information and its materialization in the (small) screen of our PC or the (tiny) screen of a smartphone. But perhaps the most important achievement is establishing the following idea in the social sub-consciousness: we all need free access to information, but what’s more, we need it referenced in space–which is what is know as Awhereness

    This also applies to organizations. To be able to precisely and quickly visualize data from one or several customers and/or other companies in a geographical context may be critical in decision-making. The so-called visual business intelligence services are precisely used to provide greater understanding of the customer and their surroundings, and to be able to give better forecasting. For example, the company Geo.me produces what are called heat maps: a bit like meteorological maps, in which we see the cloud evolving in time and space, a company can see how the sales rate of a product evolves in each country, or see the number of hits on a web and its spatial and temporal distribution, or on a smaller scale, see where customers move around a supermarket and hence understand what they are looking for and what they like. All are data and all have a spatial component. In such a way that a multi-scale geographical support where this data can be represented is an open door to improvements in efficiency in a company.

    Go on, ask yourself: How can I incorporate geographic or spatial information in my products or services? What would be its added value? Don’t worry whether it is viable technologically speaking — now it is.

    Personal navigation, or “tell me where you are and I’ll tell you what to do”

    Once we have the map, it’s a good idea to find ourselves on it. And more interestingly, to do it in real time. This is what is known as personal navigation and we have seen it filter through first from automobiles (thanks to the brands Tom-Tom and Garmin, above all), and then to cellphones (from the first integration in 1999 by Benefon, and later implementation in many other models). Services for cells are the famous Location-Based Services (LBS).

    This evolution is in keeping with that shown in the market study carried out by the European Global Navigation Satellite Systems Agency: road and LBS applications represent 54% and 43.7% respectively of the total in the satellite navigation technologies market in the period 2010-2020. Personal navigation in LBS has benefited not just from GPS, but also from other existing technologies available for mobile devices, such as Wi-Fi or Bluetooth protocols, or mobile GSM coverage itself, It represents a natural progression.

    The aim in LBS is clear: offer users a range of possibilities (offers, entertainment, information, etc.) with their spatial reach. And it’s viable: there is a large geographic database of services (first paradigm) and the user’s location is pinpointed with more or less precision (second paradigm). Some revealing examples are the social network FourSquare, created in 2009 and with more than 20 million users these days, which provides services mainly focused at entertainment based on the position of its users; or the community Endomondo, whose beta was launched in 2009, based on following the position of its users to create sporting statistics (trails, speed, times, etc.) These are just two examples of the many out there, but all have a common denominator: using the capacity of current mobile devices to quickly provide a user position with acceptable precision. Without this technology, all this business wouldn’t be viable (to not say it would be impossible).

    In a near future, our cells will locate us in outdoor locations below the precision meter thanks to the multiple global satellite navigation systems, such as the European Galileo or the Chinese Beidou, and with greater reliability. With it, undoubtedly other application barriers will be broken and new needs will emerge. An example of the direction it is heading is the system PastView, consisting of an augmented reality video glasses (in other words, a reality overlapping the one seen) for taking tours around a city (Seville, in this case) and discovering how the city looked in the past. The system uses (what a surprise!) the position provided by a cellphone to superimpose the map correctly and display it through the glasses. More recently and closer to home is the system Barcelona Visual, based also on augmented reality that can be downloaded as an app. We can see that the tourist sector is incorporating personal navigation capacities into their products having seen the added value they provide.

    And not just entertainment, restaurants and tourism are the sole beneficiaries and potential operators of geo-technology, enterprise 2.0 management also incorporates mechanisms based on personal navigation:

    In short, the benefits of geo-technology as a tool for businesses are undeniable, and there is a long list of success stories and best practices. Know how to take advantage of the potential of geo-technology 2.0? I hope, at least, it has helped you “mark that route on your map.”


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