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  • Yolanda Torres 9:15 am on April 2, 2012 Permalink | Reply
    Tags: , , dealer chic, flawsome, humanization, , participation   

    Humanizing your brand is the key to success 

    Estimated reading time: 4 minutes

    Brand, talk to me, love me, make me feel important!

    Good morning, everyone! Those that have been reading my posts for a while now already know some of my concerns: trying to illustrate in one way or another the trends and the transparent lines of the brand/corporate reality nowadays, always from a digital and innovative viewpoint.

    I read everything I come across on business trends and try to explain it from an approachable perspective, applicable to your work or business.

    Today, I’m going to talk about humanization. Against a difficult backdrop of recession like this, as consumers, we want brands/products to show their human side. Seth Godin defines the new marketing as “extending the narrative”, bringing us closer to the consumer/customer/supplier/employee from a human side.

    We delve into the concept of “sociality”, in other words, hyper-communication through the digital media, with special importance given to enterprise or private social networks, fantastic tools for this task of humanization.

    • Chat
    • Share
    • Connect
    • Reflect
    • Create
    • Spread
    • Express

    Rigid environments in enterprises are disappearing, leaving way for environments that are open to dialog and crowdsourcing. We demand to be allowed to participate, we want to share, this is the new reality. :-)

    Jorge Rodriguez-Guerada and Kognitif show what I’m talking about in images: a thousand faces of the brand, a thousand faces of the company. We cannot forget people!


    • Become social
    • Become digital
    • Create participative environments
    • Dare to show your flaws
    • Let others give their opinion
    • Let others help to build your brand/company
    • Show your human side

    Combined with this reality, we find the concept of “dealer chic” or “smart shopping”. Our customer and our channel must perceive a return in satisfaction that is much greater than that paid. We don’t want to pay more than what we consider right, and we want always the best treatment.

    • Blogs
    • Social networks
    • Customer service digital channels
    • Social branding
    • Transparency
    • Leadership
    • Proximity

    … these are the tools that will help us achieve this goal, which, when it comes down to it, shows what the digital world has managed to achieve: democratize prescription. We are all important! :-)


    The present is human, the future is human and now more than ever, we want to see how the brand/company is interested in us.

    The race of “lovemarks” has started. Are you prepared for the challenge? :-)



  • Josep Baijet 10:43 am on March 19, 2012 Permalink | Reply
    Tags: , , participation,   

    Set a goal for your Zyncro! 

    Estimated reading time: 4 minutes

    The Cat in Alice’s Adventures in Wonderland

    ‘Would you tell me, please, which way I ought to go from here?’ said Alice.

    ‘That depends a good deal on where you want to get to,’ said the Cat.

    ‘I don’t much care where – said Alice.

    ‘Then it doesn’t matter which way you go,’ said the Cat.

    This is what the Cat said to Alice “Alice’s Adventures in Wonderland”, the magnificant work by Lewis Carroll.

    It illustrates the need of a goal if we want to know which path to choose. Something similar happens in some companies where we help implement Zyncro.

    In some cases, after an initial period of excitement and enthusiasm, we see that after some weeks there’s a certain indifference: “I use it reactively”, “I don’t have time”, “It’s easier to send a mail”, “I don’t know what it can do”…

    First: Don’t be worried if this has happened to you; your company is completely normal.

    Second: The problem is not Zyncro; you made the right choice.

    What you have to do is meet with those people that decided to acquire Zyncro and ask them “Why?” have we bought it. It’s not enough to say “to collaborate”, “to share”… We need to state business goals, improvements that provide us with greater competivenessIf not, why have we made the investment?

    Secondly, designate someone to lead the project so that it achieves what you set out to do. Put someone with influence in the organization at the head of the project.

    It seems easy and logical, right? Well, it’s not. And it’s not because we’ve transferred the reasons that compel people in public social networks to enterprise social networks. That’s like saying that you need to build a beach in the company because people like going to the beach.

    If we analyze the reason why people use social networks, we find that although they are designed to achieve things as a community, each individual acts out of desire for a personal goal. We choose the collective goal but as individuals.

    It is not the same in organizations, probably very few people would join Enterprise Social Networks out their own, voluntary decision. Most are there because they have to be. So we can’t expect them to be thrilled about the enterprise network, to enjoy it and to be proactive… don’t expect them to be that way without your help.

    We have to help them understand why having Zyncro is positive for everyone. To start, the company must give a reason for having and using the Enterprise Social Network, a goal that should be more than achievable and the more consensus it has the better. Give them the “Why?” and don’t fall into the temptation of going into “Because we need to share more”.

    If you’re unsure how to do it, just call us! ZyncSocial is there to help you.



  • Pablo Fuentes 11:07 am on March 16, 2012 Permalink | Reply
    Tags: , , participation   

    Five key points for encouraging participation in internal media 2.0 

    Estimated reading time + video: 13 minutes

    A pale golden line started to shimmer on the grey backdrop of La Plata River. While she watched dawn break over Buenos Aires, Sandra lent back in her chair and rested her head against her hands.

    Three months had gone by since she presented the internal communication 2.0 model to the managing board and she was quite satisfied, but not entirely. The number of visits to the internal media had grown beyond her expectations, and the last barometer of workplace morale showed that employees positively valued the new tools 2.0:

    The tools make it more efficient to share information and best pratices and to build a team atmosphere”, they concluded. Then, what was worrying Sandra?

    She sat back up straight and started to flick through the indicators again, concern written all over her face: the level of employee participation was low. Looking back at the figures, she had seen that they had completed everything they had set out to do in the plan (see Five key points for approaching an internal communication 2.0 model), but despite all that, few employees had actually commented on news, participated in forums or published an article on the Wiki.

    How could she encourage conversation in the internal channels?

    Immersed in the figures, Sandra jumped when Mauricio walked into the office without warning. “Che, have you seen what Yamil Salinas said in the corporate stories?” Scowling at him for startling her, she put down the spreadsheets, “Hold on a sec, what are you saying?” Mauricio smiled, “I think the guy has the answers we need.”

    Sandra went to the blog and sure enough, she couldn’t stop smiling while she listened to the video post in Spanish…


    If your Spanish is a little rusty, here’s what made Sandra smile:

    1. Don’t try to force conversations
      We don’t like having to talk about topics that someone makes us to talk about. If you start by wanting people to discuss the company’s financial plan, people simply aren’t going to do it. You don’t talk about those topics around the watercooler.
      You should initially generate as much volume as possible on the things we talk about every day, although they may not be issues that the organization wants to talk about. This stimulates dialog and encourages participation.
    2. Reduce the limits of participation
      Allow people to participate in a more subtle way, without having to be more explicit. The “Like” button is an example of participation that is ideal when you’ve nothing else to say, but you want to participate anyway.
    3. Conversations are maps
      You need to analyze what conversations are exchanged, identify who are the communication nodes in the company, what dynamic is generated in discussions, what time of the year people talk more about certain topics, what topics arise spontaneously outside the company’s communication program, what topics affect the workplace morale, etc. to be able to take the appropriate actions.
    4. Stop just measuring traffic
      What matters is how much discussion, how many conversations have been started on a topic or intervation. You need to have appropriate indicators for measuring these conversations, such as the number of “likes”, how many times that content has been shared, etc.
    5. Manage the transition in other channels
      We have all received the traditional newsletter, which allows little interaction other than forwarding. For example, you need to incorporate questions in those existing, traditionally one-way channels in order to encourage discussion arising from the messages sent by the organization.

    Author’s note: Yamil Salinas is Head of Social Media Communication at the Telefónica Group in Argentina. It is a pleasure to be able to count with the support of a great friend and excellent colleague.


    Pablo Fuentes is Internal Communication Manager at Telefónica Latin America. On his blog relatoscorporativos.com, you’ll find the best strategies and ideas for implementing communication 2.0 systems, as well as the latest trends in corporate communication.


  • Tatiana Nascimendo 10:30 am on January 4, 2012 Permalink | Reply
    Tags: , , , , participation,   

    Involving the team in Enterprise Social Networks 

    Estimated reading time: 3 minutes

    We’ve been talking a lot about strategies for engagement and participation in social networks recently: communicating transparently, involving the audience, encouraging the company’s customers to participate… It’s an extremely important marketing activity these days.

    In Enterprise Social Networks, it’s no different. Having a social tool in your company that can boost your collective intelligence results isn’t much use if there’s no involvement.

    Getting employees to participate requires good planning, which starts even before implementing and configuring the tool.

    Everyone must be open to change and to the introduction of the social network in the company. So that this happens, the whole company needs to be informed beforehand. Before activating your social network, it’s a good idea to hold a general presentation of the tool, explaining how it works and what the company hopes to achieve with it.

    Another delicate issue is many people are afraid to express their ideas in a corporate environment, as they feel insecure. For this reason, democratizing access to the tool is essential. A truly rich Intranet 2.0 is built from everyone’s participations. It’s the application manager’s job to make this clear and educate users on how to take best advantage of the tool.

    Encouraging involvement using rewards is a good start, but it’s not about seeing rewards as a prize, rather as a recognition. This type of information makes employees feel motivated about continuing to participate and encourages others to start. The key lies in focusing on the user.

    With proper planning and follow-up, an Enterprise Social Network, as well as saving time and money, can become a vital resource for solving problems and even a way for the company to discover potential experts among their employees.

    Zyncro is one of the many tools available on the market. Choose the one that suits your business most, get your team involved and prepare yourself for the excellent returns.

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