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  • Fernando Errazquin 9:00 am on January 29, 2013 Permalink | Reply
    Tags: cyber-stress, , social media,   

    Social Networks – Do they increase or reduce Cyber-stress? 

    Estimated reading time: 5 minutes

    Psychological terms adapted to the new social situation often filter through to our everyday life, becoming familiar to us, and with a bit of interest from our part we become experts in the subject. Currently society talks of empathy 2.0, which makes us ask the question, as our Zyncro author Mertxe Pasamontes points out in her blog, “how can we feel connected to someone we can’t see or hear?”. There is also a lot of talk about emotional intelligence, a skill that can even be applied to the business environment, as Jose Luis del Campo Villares explained, and in addition, about even lesser-known concepts, such as cyberbullying. But… Where do terms as common as stress fit into the current organizational reality? Has this term also evolved?

    I mention all this because a while ago I started to feel a familiar, but new, state of mind due to the continual generation of content on Social Networks: stress or should I say cyber-stress.

    According to Selye, stress is the body’s non-specific response to a demand placed on it, in which various defense mechanisms enter into play in order to deal with the situation perceived as threatening:

    I’ve got to check my Facebook; the article I published yesterday has been retweeted ten times; I’m going to pin that great photo; wait, wait, I’ll just check in at Foursquare and we’ll go in… All these expressions sound familiar, don’t they? Do you feel a certain level of pressure to develop and create more and more content every day which, in addition, has to be interesting? Well, what you’re feeling is cyber-stress.

    Various American university studies have shown an increase in sleeping disorders and common physiological responses to stress from the continual use of technology connecting us to Social Networks. In fact, according to Dr. Eric Darr, from Harrisburg University, “students realized that if social media, particularly Facebook and instant messaging, isn’t used properly, it can take over their lives”.

    With this statement, we could believe that Social Networks create stress, this so-called cyber-stress, but, let’s look beyond this. There are studies that show pretty much the opposite: the use (which isn’t abuse) of Social Networks can even reduce work stress. Furthermore, research by neuroeconomist Paul J. Zack reveals that a 10-minute break from work to access and interact on Twitter or other Social Networks increases the level of oxytocin (the empathy hormone, which helps work more collaboratively), and also extols our social connections and relationships. In summary, it has been demonstrated that people who use and interact with a Social Network during working hours and take a break from their tasks return refreshed and their performance increases.

    In this regard, to alleviate the possible cyber-stress of your employees, and as relationships on Social Networks release oxytocin, working with an Enterprise Social Network could be very beneficial for releasing stress, because employees generate value within the organization, they feel more involved and create social relationships. All of this helps organizations to grow and evolve, because when all is said and done, a company is nothing more than the people in it.

  • Marta Carrió 9:00 am on November 22, 2012 Permalink | Reply
    Tags: , , , social media   

    The social CEO: a frame of mind 

    Estimated reading time: 3 minutes

    Editor’s note: Today we’d like to introduce a new blogger: Marta Carrió. She is a Doctor of Corporate Reputation (UPF), has an Executive MBA from ESADE, an Official Master’s in Social Communication (UPF), and a Master’s in Marketing Management (UPF). A technical analyst of behavior in social networks (COLPIS), she is a partner in Plan, a consultancy company specializing in the measurement, analysis and management of corporate reputation in on- and offline environments. Welcome!

    I like following and retweeting posts by Leslie Gaines-Ross, a well-known reputation strategist at Weber Shandwick. In her last post she shared what, according to her, and also in my opinion, being a “social” CEO means. Her comments are based on the post that Spencer Rascoff, CEO of Zillow -one of the leading portals about real estate in the United States-, published on his blog, in which he explains what being a social CEO means for him. This is an extract of Rascoff’s words:

    “This caused me to ponder what it means to be a social CEO. Yes, it means that I participate on Twitter, Facebook, Pinterest and, of course, on my two blogs. But it goes beyond that, it’s a state of mind. Being a social CEO means that I’m always accessible – to my employees, our advertisers, our business partners, and our users.

    I was worried that when Zillow became publicly traded, we might have to reduce our “socialness”. But I’ve worked hard to maintain a social culture in the company. And it has been less difficult than I expected. True, there are plenty of topics that are off limits: financial results, forward-looking statements, and the like are all no-nos. But I’m always permitted to talk publicly about the company and our strategy, and to engage in discussion and debate about Zillow and the industry. I think CEOs who choose not to participate in social media are being cop-outs. If they don’t want to use social media, that’s fine. But don’t blame the lawyers for what happens as a result.”

    As Gaines-Ross and Rascoff himself point out, being a social CEO is a state of mind, one common to executives who understand that reputation risk is entirely related to -in the majority of cases- strategic decisions that organizations take. And, in short, ultimately it is management that is responsible for safeguarding the company’s reputation.

  • Carlos Zapater 9:00 am on November 19, 2012 Permalink | Reply
    Tags: , , social media, ,   

    Real Case Study. How to manage tantrums on your social network 

    Estimated reading time + videos: 10 minutes

    Today we’re going to take a temporary break in our series on corporate video production, but we are not going to leave the topic of video aside completely. Some weeks ago, I came across a major piece. It was one of those viral videos that involved a customer’s tantrum on a social network that had gone viral due to the original way in which it was published. However, the affected company reacted brilliantly, taking advantage of the viral effect of the complaint to use it in its favor, even multiplying the effect. Let’s look at it in more detail.

    First, the background. At this stage, we’re all sick of seeing those typical commercials on TV for feminine products in which each time a women gets her period, it’s like she’s won the sweepstakes, has a body that makes Jolie or Johansson bite dust, and has got her boss’s space in the parking lot without him realizing. I’m sure you’ve all seen those Kotex commercials, so you know what I mean. A typical brand in the UK market would be Bodyform:

    And then the harsh reality of the collateral effects of menstruation kicks in…
    So it seemed a cloud of resignation floated eternally over the sufferers/consumers who had to support these commercials day in, day out. Until one guy decided to post a comment on Bodyform’s Facebook page, explaining with a very British sense of humor, what he thought of those adverts compared to his personal experience.

    The result? To date, there are more than 100,000 likes, as can be seen on the Bodyform Facebook page

    Obviously, the company didn’t let the effect of that particular comment slide. Having reached that point, the options were to ignore what’s happening on the social networks (in Spain, we’re experts on that, unfortunately), respond in a conventional manner, or respond… like Bodyform did.

    Throwing caution to the wind, and in just a week, it posted a response video as can be seen in the previous link. In this video, a fictitious Bodyform CEO explains the reasons why nowadays we still think of those dance classes, horse-riding and water-skiing… Check it out for yourselves, as you can’t miss this one:

    And the number of hits? In 24 hours, 175,000, and in a week… nothing less than almost three million. To that impact, you need to add the number of positive opinions on the handling of the affair with originality, freshness and a great sense of humor.

    The Bodyform case is a clear example of how to take advantage of a rebound effect by combining Video + Social Networks.

    Those in charge of the decision-making took advantage of the “kick” of the initial tantrum to drive their video into the stratosphere (Baumgartner’s jump was nothing compared to this) and with it, its brand image. Had any of you heard of the Bodyform brand before reading this article?

    Think how you can extrapolate this case to an Enterprise Social Network like Zyncro. Imagine a motivating video for your employees? Can’t you see a great management system for virals before they hit the social networks? Aren’t you seduced by the three million hits for a few cents? Because if a brand that tells everyone that having your period is fabulous can do it, you tell me why the rest of us can’t do it…

  • Eirene Ramos 9:00 am on October 26, 2012 Permalink | Reply
    Tags: , , social media   

    Zyncro at EBE 2012: ‘Social Web Within Organizations’ 

    Estimated reading time: 3 minutes

    The social web is not limited to the private sphere. Companies also need to use them and take advantage of them for their organization. But how can they use the social web within their internal structures?

    Our CMO Patricia Fernández Carrelo will give an answer to this and many other questions that many companies have wondered during their evolution towards a social enterprise. She will do it in her keynote at EBE 2012 in the Sala Amarilla on Saturday, November 3, from 10.30 am to 11.00 am. Don’t miss it!!

    The way people communicate has changed. This is an inescapable reality that companies can either take advantage of or ignore. On a marketing, corporate communication and talent recruitment level, there are several lines open thanks to social networks, but internally, there is still a void in the incorporation of social corporate communication and business management tools.

    This new trend towards socialization is starting to materialize in companies through Enterprise Social Networks, private, secure and user-friendly solutions that promote communication and idea management at the heart of the company, improve access to information from anywhere and at any time, and even make employees more productive by increasing their motivation as they feel identified and included in the business project.

    We cannot discuss trends without looking at real use cases. For this reason, Patricia Fernández will give examples throughout her keynote from both SMEs and major corporations which have incorporated Enterprise Social Networks successfully in their organizations.

    What is EBE?

    EBE is the major social web date in the Spanish-speaking calendar. A leading event for web fans and professionals. Although it goes beyond being merely just that; its relationship with the community can be seen all year round and it rounds off the year in fall with an event for anyone who loves changes associated with the internet and technologies.

    #EBE12 will be held on November 2, 3 & 4 in the Convention Center of the Hotel Barceló Renacimiento (Isla de la Cartuja s/n, Seville) Sign up, we’re looking forward to seeing you there!


  • Yolanda Torres 9:00 am on October 8, 2012 Permalink | Reply
    Tags: , social media,   


    Estimated reading time + video: 8 minutes

    Good morning! It’s Fall already, how time goes by. I wanted to share with you some thoughts that fall within communication trends, but I came to the conclusion that “marketing” is nothing more than reviewing our behaviorial habits: the digital age is changing us and changing marketing. Or to be more precise, changing values and the way of understanding the world.

    I’m not just talking about business and corporate changes: the success of Zyncro and its swift growth consolidates the organizational change towards social business, social sales, social communication, social partners… in short, social networking. :-)

    When I say “Social”, I mean using Social Media, combined at times with the concept of Social thinking or Social commitment.

    • Collaboration
    • Commitment
    • Decision
    • Exponential development
    • Help

    At Social Media Week held some weeks ago, I attended some talks such as that given by the organization Change.org, where thousands of anonymous citizens support common causes. A signature, thousands of signatures can change reality :-)

    The digital society is LOCAL, SOCIAL, and MOBILE. At other times, Social is combined with “collaboration.” More and more we are thinking in environments where we can achieve our shared goals.

    Undoubtedly, the word “share” will replace “possess” on an infinity of occasions.

    And now, a sonata by Beethoven, Moonlight, that more than 6M of us internet users have listened to, while you finish reading this post, I want to share what I’m feeling with you: social attachment

    Eager to win us and aware of our power, brands have no other alternative than to give us service. It is the age of the so-called Servile Brands, fruit of the power of the internet, of the community where sales habits have changed radically:

    • Flexibility
    • Service
    • Choice/trial
    • Satisfaction
    • Ease

    The Social Community has changed the rules of the game. It is changing the world and our way of relating to one another. Now our voice can be heard loud and clear and we are demanding. As Steve Jobs said, “Design is not just what it looks like and feels like. Design is how it works.” :-)

    • Hyper-connected
    • Hyper-informed
    • Demanding
    • Brave
    • Socially relevent
    • United

    We internet users have recovered the strength brought by union. Social media have multiplied our capacity to relate expontentially. The world is ours and we can make it whatever we want. Dare to try?


  • Mari Carmen Martin 9:00 am on September 20, 2012 Permalink | Reply
    Tags: social media,   

    Don’t listen to the Social Media gurus 

    Estimated reading time: 5 minutes

    Editor’s note: Today, we’d like to welcome our latest addition as ZyncroBlogger. Mari Carmen Martín is a trained Industrial Psychologist and expert in HR. With a MBA and a PDE from ESADE Business School, she has worked in Change Management consultancy and HR management. Currently she works for Cloudtalent, a company of the Humannova group, where she is responsible for creating Personal Branding programs for executives and professionals.
    It is a pleasure to have you join our ZyncroBlog, Mari Carmen 😀

    The term guru comes from Sanskrit, meaning spiritual master, though the word guru is often used incorrectly to designate a mere professor or trainer in any area. In the case in point, in Social Media, this new use is also taking over. Following the original etymology, a true guru is a divinely enlightened master that has exceeded all limitations and created his/her identity with the Omnipresent Spirit. Such a master is singularly capable of guiding others on their inner journey towards the perception of God. Wow!! Basically that doesn’t apply to any management gurus we know, the ones that publish in the Harvard Business Review or teach classes in some prestigious universities or business schools in the US and old Europe. Of course, nor does it apply to Social Media or any other discipline, including experts in Quantum Physics and Astrophysics who amaze us every time they open their mouths.

    Well, if you are with me to this point, we already agree that a guru according to the etymological concept of the word is not the equivalent of a master. The paradox is the following: if a discipline as recent as Social Media where everything changes constantly, even the social networks themselves, the applications that monitor them, the concepts, the case studies, etc. how are we going to follow the advice of someone who is capable of guiding us? And where will they guide us to? Not long ago, the Holy Grail was Facebook. Today it’s Twitter, and tomorrow, what will it be? Yesterday, it was the number of followers, and now people, the conversations are the key. A few days ago, one of the main #TT conversations on Twitter was the applications that discover false followers, with the accounts with millions of followers like that of @Ladygaga or even the president of the United States, @BarackObama , estimated to having up to 20% of pretend followers.

    I’m sure you’ll agree that the most important thing in Social Media will always be and must always be the conversations and people, not numbers. If anyone tries to tell you otherwise, don’t trust them. We are humans interacting in a virtual world… never forget that. Naturalness, our own style, what we are in essence, and what we like to do and what we do professionally forms part of our personal brand. Without mentioning the social influence indicators @Klout, @Kred and the many others that will emerge.

    I’d like to finish off the way I started, by encouraging you to enjoy social media. Trial and error is the key: trial to try not to make a mistake, and if you do make one, don’t worry, I’m sure that you’ll learn a lot from it. Above all, use your discretion, deciding to do the right thing at each moment. Measure your results. Without analysis you can never know how you are doing, so have fun and measure. To finish, don’t believe everything I tell you either.

    • Nuno Bernardes 2:48 pm on September 20, 2012 Permalink | Reply

      I didn’t, I don’t and I won’t believe everything you say, but I couldn’t agree more on this article :) Like it! ( and believe me, I really did like it!)

    • Mari Carmen Martin 8:51 pm on September 25, 2012 Permalink | Reply

      Thank you, I also agree that’s why I got inspired and wrote!! You’re doing right!!

  • Manel Alcalde 9:00 am on July 11, 2012 Permalink | Reply
    Tags: , , social media   

    Crowdsourcing for an organizational culture 

    Estimated reading time: 8 minutes

    Anyone who has come into contact with Coaching or Neuro-Linguistic Programming has probably found themselves in a position of having to write a personal mission statement or design objectives. They have also most likely discovered how complicated these tasks are. What? I’ve got to think about what my mission is? What my objectives are? And, on top of that formulate them from a positive angle? And specify? And specify EVEN MORE? Ugh! The task is complicated when we’re so used to being carried along by inertia and when we’re not being entirely conscious and responsible for our future. Often, although we believe we’re heading in the right direction, after performing this exercise we discover that in fact this direction is still too vague, and that we are not actually heading towards a real, clear and permissible goal.

    We are not heading towards any sort of tangible objective. We don’t have a ‘manifest’ by which to guide ourselves. We aren’t being responsible nor are we really committed.

    In order for organizations to be effective, they also need a mission statement. Having a defined system of beliefs and objectives, a clear reference framework that is shared by all employees is essential for a company’s good health because it means that some sort of common responsibility pact exists. That’s what the theory says, and I say ‘theory’ because I’m not sure this is a general rule. Nor do I know if another rule is: the one that says that in order to be effective, this statement should, somehow, be created by all of the members of the organization together, because without participation there is no commitment.

    In 1989, when leadership expert Stephen R. Covey posed the question in his book The 7 habits of highly effective people, he used the example of IBM. The American multinational technology and consulting company has, since its beginnings, had a well-established beliefs system among its employees, based on the individual’s dignity, excellence and service. Just over 20 years after this book was published, IBM continues to be the example of a company with absolute confidence in its mission statement and in the commitment of its employees. Now, what’s more, it is an organization that is dedicated to giving its employees a voice and to fostering the exchange of knowledge between them. This is proven by the fact that with a workforce of almost 400,000 employees in 170 companies, IBM has its entire communications policy decentralized in Social Media. The multinational does not have a corporate blog or a dedicated account on Twitter. Instead it leaves corporate communications in the hands of hundreds of IBMers, employees from different areas of the company who have become the brand’s voice. IBM also has a staggering 20,000 internal blogs and 100,000 employees who post on them. Figures on other networks are also impressive: several thousand IBMer tweeters, thousands of other external bloggers, etc. (visit IBM Syndicated feeds on its American website and you’ll be dumbfounded. You almost wish there was only one possible feed…). The best thing about this decentralized approach in Social Media is that IBM doesn’t intervene in the process; the whole system works around guidelines established by a group of employees in 2005. These guidelines basically state that each employee is responsible for his or her publications, that confidential information must not be distributed, that they should try to add value and respect their audience and, finally it adds: ‘Be who you are’. Wow! I suppose this is only something that an adult organization is able to do; one which has a fully established value system among its members, and which trusts that the community, provided with a few basic guidelines, will self-regulate itself.

    I believe that the case of IBM is an example of how, by using crowdsourcing, a solid business culture can be promoted, one to which people are committed. Enterprise Social Networks can, without a doubt, play a crucial role in this topic. I also believe that participative corporate blogs are essential because they fulfill two missions: they make the company’s mission statement come alive, something to which employees contribute on a daily basis and, at the same time, they convey the brand story to all of the stakeholders in the best possible way; through the voice of the people most committed to the company. I recently heard Antonio Núñez, an expert storyteller, say in an interview that real branded content (or the most effective) are the stories of the employees, the customers or the members of an organization.

    To make the mission, vision and values of an organization common property, to which all of the employees are committed depends on encouraging each one of them, during the course of their daily work, to participate in its creation. I believe that, in this 2.0 era, this means establishing technological tools that facilitate exchange and collaboration, both behind closed doors and publicly.

    (As an aside, this study by New York University’s Stern School of Business has shown that blogging during work, even on personal matters, helps build relations among employees and increase productivity).

    Manel Alcalde is a creative writer, audiovisual producer and a digital communicator. In his personal blog, Nionnioff, he writes about creativity, communication and narrative. We recommend you check it out!


  • Patricia Fernandez Carrelo 9:25 am on March 26, 2012 Permalink | Reply
    Tags: careers, , , opportunities, social media,   

    Zyncro seeks Community Manager… 

    Estimated reading time: 4 minute (maybe more if you’re interested ;-))

    Updated Monday, March 26 at 6.30pm Central European Time

    The period for sending us your applications is now over!

    Many thanks to all of you who have showed interest in this offer and sent us your details and your profiles! Thanks also to everyone who has spread the word on the social networks.

    Zyncro has received numerous applications for the position and we’re sure we’ve got the cream of the crop. Now we’re just left with the difficult task of deciding!

    Once again… thanks, everyone!

    Yes, the time has come to extend our team after an intense year of creating and managing our community on the social networks, with our presence on Twitter, LinkedIn, Facebook, Google+, YouTube, Pinterest… and on ZyncroBlog

    At Zyncro, we’re looking for someone to help us answer our community’s needs, to engage and transmit everything we do and offer, as well as recreate our Spanish strategy in other countries.

    Who are we?

    Zyncro Tech is one of the main start-ups on todays international technology front. We started in Barcelona a little over two years ago and now we have offices in Argentina, Mexico, France, Germany, Brazil, Japan, the United States, and soon we’ll open in the Netherlands, Italy and China.

    Working at Zyncro Tech, you’ll be part of:

    • An attractive project in which you can learn, grow professionally and personally, develop your expertise as an expert in the technology sector and experience the passionate world of social networking.
    • A fun and motivated multicultural team looking to take on the world and 100% dedicated to the project.
    • An innovative environment where you learn something new every day, discover what inspires you and where the path is built on new ideas.
    • A truly international venture, meaning that you’ll discover performance at a global level, learn and participate in new ways of doing things across different cultures…

    Who are we looking for?

    We’re looking for an all-round “off-road” community manager:

    • An expert in 2.0 channels with proven experience in managing online communities—even it’s just your own! Someone who gets what #FF, infographics, hashtag, branding or APIs is.
    • A technology geek: someone who loves exploring new tools, reads Genbeta and/or Techcrunch, and who is completely enamored with GoogleApps, smartphones and other gadgets.
    • creative individual who constantly seeks out innovation, who is not afraid of doing things differently and at pace.
    • Someone with knowledge of HTML, graphic design (Photoshop or Illustrator) and video editing (if not at a technical level, at least at a conceptual level).
    • Someone who wants to discuss digital and business issues in an interesting way. It’s extremely important to be a good writer, to able to detect and/or generate interesting contents related to different aspects of business management 2.0.
    • With an excellent capacity for teamwork: able to interpret and participate in IT technicians’ geek talk and sales reps’ madness.
    • With a great level of English as well as excellent Spanish, capable of reproducing our current 2.0 strategy in other languages.
    • Passionate about corporate communication, both internal and external.
    • Empathetic, friendly and proactive…
    • And who wants to learn, share and share in the excitement of working in a team like Zyncro, just like the rest of us feel… 😉

    What are we offering?

    • An international career: Zyncro’s eight (soon to be eleven) offices will let you discover the commercial reality of multiple countries and experience the thrill of multiculturalism from day one.
    • Training: At Zyncro, we hate monotony. Our leitmotif is to learn new things every day, incorporating the best technology in our daily tasks and always being keyed in on the latest happenings around us.
    • Fun: From day one, you’ll share that touch of madness of our team members… that essential touch of “locura” needed to make everything run like clockwork!
    • Earn money: And of course… a promising base salary with wage review every 4 months.

    How can I apply?

    Find us on the social networks and show us what you know. If you do it right, you’ll be your own best advert! 😉


  • Sílvia Majó 10:30 am on January 3, 2012 Permalink | Reply
    Tags: , , , , social media, ,   

    In 2012, communicate more than ever but with content 

    Estimated reading time: 5 minutes

    Since this is my first post of 2012, allow me to wish you all a very Happy New Year! I joined the team of #ZyncroBlog contributors a few days ago with the desire to share with you my thoughts on communication. Among them, you’ll frequently find an unarguable mix between corporate and business communication, style and journalist routines. In short, what you will read in post-form will be, without a doubt, the result of many years, working towards reaching out to the audience, be it internal or external, always with content. So here we go!!

    Together with the Spanish tradition of eating 12 grapes on the 12 chimes on New Year’s Eve, which they suspect was done for the first time in 1909 by a group of farmers in Alicante and Murcia to use up an excess in production, there’s also the tradition of making nine new resolutions to coincide with the start of the year. Today’s topic is dedicated to what deserves to be a key resolution for all companies this 2012: communication, both internal and external.

    Looking at the various channels available for communicating, some people will this resolution has already been met. However, more often than not, the main distinction between companies that communicate and those that don’t is not the tools used —traditional communication media versus social networks and media from the web 2.0— but the content published through them.

    Nowadays, in the same way as we did before, we only talk about communication if the information being transmitted is something new, useful, powerful, curious and cumulative. In other words, we communicate when behind that attractive channel we’ve chosen for it there’s content that helps us in our decision-making, that feeds our know-how, that impacts us for being previously unpublished or that ensures greater commitment from the people in the company. In short, we communicate if our messages has and achieves a function.

    The dawn of the social media and networks, their ease in passing on pseudo-elaborate content, has led us to forget that communication in general, whether corporate or institutional, is only useful if it has content.

    Along these lines, there are key points to ensure this condition:

    Planning. Having communication plans that prioritize goals, design strategies and propose tactics are essential for those companies that want to create a better, closer relationship with what R. E. Freeman called stakeholders—suppliers, competitors, employees, clients, financial backers and society in general.

    Professionalization. Allow me to touch on corporatism a little. On this point, let me say that journalists —so-called source journalists— are a good guarantee of ensuring when we communicate, using whatever tool we want, we do it with content. Professionalizing corporate or institutional communication means working to ensure that what the audience knows about you is the same as what you want them to know about you.

    Adapting contents to the channel being used. Companies save time by communicating the same thing in the same way, regardless of the channel chosen. Well, we need to avoid the temptation of publishing the same thing on our 2.0 channels as on our enterprise social network or in press releases, for example. Each recipient deserves and expects a specific form to that content being received. You will only achieve your desired goal with that communication action if you have made an effort to adapt its content to the channel and the audience.

    Without a doubt, the list of key points for ensuring great corporate communication could go on and on… But since this is my first post and it should be brief, I’ll sum up. That being said, I promise there’ll be a second part that will talk about other, no less important points: knowing your audience, mastering the channel’s language, directing communication times… and much more!!

    Happy 2012 to everyone!!!

  • Yolanda Torres 10:58 am on December 27, 2011 Permalink | Reply
    Tags: , events 3.0, social media,   

    EVENTS 3.0. The present is interactive 

    Estimated reading time: 4 minutes

    Good morning! :-) Christmas is coming and we’re all starting to receive invitations for parties to celebrate what the New Year has in store for us. Offline meetings become a vital part of our end of year. Zyncro is wishing a happy New Year to its workers, suppliers and partners on December 23 and I ask myself:

    What makes a get-together so good that it beats all other ways? The response is human warmth, simply “encontrarse”. The main function of an event is to meet up: with partners, employees, customers, bosses… As Seth Godin says “I’m here” physically and emotionally.

    I’ve been “producing” communication events for more than 20 years and in this last year, to coincide with the increase in online strategies, I’ve been considering the need to adapt events to this new environment:

    the union of on/offline brings us the event 3.0!

    Luckily, I’m supported by Equipo Singular and Grapa.ws, excellent on/offline professionals who have enabled me to reinvent the event.

    Evento 3.0 is an offline communication moment, where we find ourselves achieving a purpose, which is accompanied by all the digital tools that maximize participation and online communication of the event:

    • Using digital tools to extend the impact
    • Generating real-time conversations
    • Connecting different audiences, offices, locations…
    • Generating a participative buzz
    • Establishing real-time on/offline conversations
    • In short, tripling the return on the event without increasing the investment

    ComunicaMe Barcelona and Madrid (in Spanish) by Zyncro were a great example of what I’m talking about. I’d like to join these words with some Christmasy pictures.

    In a hyper-connected world, companies and people need to get to know one another, shake hands, say hello and share knowledge, exchange contacts, put a face to a name… Various tools are used:

    • Invitations and e-ticketing
    • Video and audio streaming
    • Broadcasting of events on social channels: Twitter, Facebook. YouTube
    • Capturing data on-site (QR codes, digital signage, interactive…)
    • Mobilizing before, during and after on Social Media
    • On/offline forums
    • Digital interventions and moderating questions

    Communicate, learn, share, present, exchange, say hello, chat… No doubt, there’s no better tool for creating loyalty than a Event 3.0.

    Happy Christmas to all and I hope we’ll meet at many more events in 2012. Yolanda

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