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  • Larry Alton 6:41 pm on January 18, 2016 Permalink | Reply
    Tags: blogging, , social logins, , Twitter   

    Social Media Integration For Your Web Page: 4 Features That Matter 

    If you’re looking for an improved way to engage customers with your business, it may be time to reevaluate your social media strategy. Using social media effectively is absolutely vital for the modern business, and part of a strong strategy includes foregrounding your social media presence on your company’s main website.

    Hesitant to include Facebook and Twitter on your formal website? Don’t be – it’s a proven system and will yield measurable results. Here are 4 social media features that should be easily accessible from your website. (More …)

  • Larry Alton 8:00 am on July 14, 2015 Permalink | Reply
    Tags: , , Twitter   

    Twitter ’s Money Move: Will Partnering With Square Boost Their Social Media Game? 


    Things have been looking rocky lately for Twitter, as the company failed to meet growth expectations, and Twitter’s CEO Dick Costolo stepped down, leaving the company in the hands of Square founder and CEO Jack Dorsey in the interim. Without the same kind of popular cache as Facebook, or the undeniable force of Google, Twitter needs to reevaluate its strategy to make the kind of gains that’ll keep the company on the radar. But what’ll that look like?

    With Dorsey at least temporarily at the helm, many have been hinting at the possibility of a Twitter and Square merger. And, with Square also falling behind in the online payment industry, combining the two might just give both the momentum they need to start grabbing headlines again. As Lior Ronen of Amigobullspoints out, “Both companies could benefit substantially from such a move, in light of their competitive difficulties and business stagnation.” Stagnation’s the enemy of any social media outlet.

    Twitter ’s Growth Troubles

    As the social media scene grows, different networks appeal to different sub-markets. Facebook’s scored big with just about everyone. Pinterest aims for a somewhat older demographic. Tumblr’s audience seems to be getting younger and younger. (More …)

  • Joan Alvares 9:00 am on August 30, 2012 Permalink | Reply
    Tags: , fans, , followers, , Twitter   

    Buy friends 

    Estimated reading time: 3 minutes

    Worried about your company’s image on the social networks? Concerned about your online reputation? Or to the point… Need more fans on Facebook? Don’t worry, that’s no longer a problem. Buy users in bulk, call them friends and enjoy the taste of popularity.

    It seems like a parody of a shopping channel advert, but it’s completely true. Webs like Marketing Heaven offers companies the option to buy packs of users ready to click “Like”, follow or watch a video on YouTube. As many as you can afford. The most crazy thing is that, as a guarantee of quality, they highlight that the users are real. In other words, not generated by some robot. This has got me thinking about the level of barbarity with which the Social Networks has trivialized words as basic as “friend” or “follower”. At the risk of seeming anti-social, I don’t think anyone can cultivate more than five Friends (in uppercase) at the same time. And it seems to me that being someone’s Follower is more than just subscribing to their daily comments or, much less, putting up with advertising in exchange for a few cents.

    The other day I witnessed a discussion between two community managers, after a heated exchange of arguments, that was boiled down to a “I’ve got a bigger one (page).” It seems that within the trade, managing or having managed a page with more fans gives them greater moral authority over their colleagues. At one point in the argument, my curiosity lead me to interrupt them to ask whether it wasn’t that like measuring the level of a chef by the number of people he had served. And suddenly, by magic, both teamed up to shoot down my argument with another that seems to me to be rather clear and revealing: community managers are not hired to cook, rather than to fill the restaurant. And you know that people always go the restaurant where there’s a line. For the same reason, the first thing we do when we check out a wall is look at the number of fans. So, if you’ve got the chance and the money, don’t think about it twice: buy friends

    Joan Alvares is founding partner of Poko and lecturer at Istituto Europeo di Design


    • Mark 10:15 am on August 30, 2012 Permalink | Reply

      Yup, buying fans seems like a common practise nowadays.

      As long as you’re using the right company you will not run into trouble.

  • Laura Diéguez 9:00 am on June 1, 2012 Permalink | Reply
    Tags: , , promotion, Twitter   

    Tweets wrapped in gift paper 

    Estimated reading time: 4 minutes

    Last week the online fruit & vegetable store Comefruta.es organized a simple and effective contest on Twitter to promote its products and services. In just 140 characters, @comefruta_es asked its followers to RT the contest and be in with a chance to win a box of vegetables from Aranjuez. I thought the idea to be fun and efficient in promoting its products, so I decided to share it with my followers.

    The result was, without wanting or trying to, I ended up getting the healthy prize!

    We have the winner for the DRAW for a BOX OF VEGETABLES FROM ARANJUEZ @lauradieguez was the lucky one. Thanks to everyone for participating.

    As a result of this experience, I started to think about the role that this type of action plays in social networks. It’s nothing new to affirm that tools of the Web 2.0 are the ideal ecosystem for holding promotional contests at an extremely low cost. In particular, Twitter, given its immediacy.

    Contests and other similiar activities not only encourage participation of the followers of an account, but they also provide interesting results for companies.

    Below I list some of the goals we can achieve by organizing a contest in Twitter.

    • Increase in the number of followers
    • Contests in which individuals have to follow a Twitter account to opt for the prize are the most suitable for winning followers. Nonetheless, it will depend on how tempting the prize is and the information type we provide our followers if we don’t want to win several unfollows once the contest is over.

      An expert in organizing and creating contests on social networks is the airline Iberia, which managed to achieve some magnificent results with#TweetIberia

    • Generate trafffic towards a web
    • The structure of the message to retweet is very important. According to the information we include, we can achieve more participants and traffic towards our web. To do this, we mustn’t forget to provide a link to our page, where the terms and conditions of the contest can be found.

      A good example is the interesting and original iniciative iniciativa organized by the publishing house Grup 62 for International Book Day. The contest asked participants to create an end in 140 characters for one of the unfinished stories of the Catalan short-story writer Pere Calders. Participants could check out the terms and conditions of the contest and see the proposals put forward by others in the page created for the occasion.

    • Promote a brand or product
    • One of the best options for achieving notoriety with this type of action, is invite the mention of a hashtag to enter into the draw.

      Gijón has been promoting its brand through #gijóngastronómico over the last few weeks. The city’s Tourism office held a draw for a weekend on the Costa Verde. The winner, which was announced on May 23 via Twitter, will be responsible for broadcasting their stay live, meaning that the brand will continue to be promoted. We’ll be watching its repercussion on the net.

    What do you think of this type of action? Do you think they are effective in achieving and creating loyal customers? Have you experienced any of them?

    P.D. When I receive my prize, I promise to share it with you all :)


    Laura Diéguez, journalist specialized in business communication, currently, director of eHealth contents at Signature Pharma


  • Jose Luis del Campo Villares 10:49 am on November 30, 2011 Permalink | Reply
    Tags: , , Twitter,   

    Be social, my friend, be social 

    Estimated reading time: 4 minutes

    What I wonder today is whether organizations that are present in the social media really know what it’s all about.

    I fear that many companies limit themselves to checking out at what their competitors are doing on the social networks in order to appear ‘more social’. This is their biggest mistake, reason to make many organizations believe that social networks are a complete waste of time. Organizations need to realize that to be present in social media, you need to ‘be social’ and not just ‘appear social’.

    Opening a Facebook profile or a Twitter account may bring us closer to social media but it doesn’t mean we’re more social, just that we appear to be.



    ‘Being more social’ involves a way of working, thinking, sharing, interacting… both with customers and suppliers and the whole surroundings. Both the company and its members need to take it onboard.

    It doesn’t mean arriving one Monday to work and deciding to be more social, opening a Google+ account. That’s simply ‘appearing more social’.

    It’s like being Catholic or Muslim or any other religion: it’s not about going to church or a mosque once or twice a year; it’s about actively choosing a lifestyle, a behavior and a specific way of thinking, making them your way of being.

    When companies and organizations grasp that they need to change their corporate culture to a more social one, they’ll realize that that’s the real key to success in social media. Some companies see social media as tools for pretending as opposed to tools for change, it’s obvious that they are only going to fail at it.

    Changing the organizational culture lies with the people, not the tools. So for a company to be more social, its members need to believe in being more social and become involved in the whole idea, that goes for the leader of the organization right down to the recent incorporation.

    ‘Appearing social’ is something that can be simulated very easily with the different social networks, while ‘being social’ involves changing the internal and personal way of interacting.

    Appearing social doesn’t lead to anything;
    being social does…

  • Ana Fernández 10:45 am on November 25, 2011 Permalink | Reply
    Tags: , , , , , Twitter   

    Salesperson 2.0 How to work 

    Estimated reading time: 4 minutes

    When I started working some years ago, the evolution of companies or departments was never categorized. The 2.0 concept applied to the business environment arose out of the need for new values when faced with the difficult situations brought about with the recession. Society as a whole demanded a business change and so the Social Networks were born. Some registered and started to try them out to soon realize their major potential.

    As human beings, we have always participated in social networks or groups, to a greater or lesser extent. Villages are an example of a large social network. Everyone always knew what the other was doing and everyone talked about their next-door neighbour.

    I was quick to realize this because my parents are Galician and I would always spend my summers in Galicia, in the village of Quiroga. Quiroga had an unwritten rule in social networking. Everyone would comment on what so-and-so was up to and vice-versa, but by the traditional face-to-face conversation. Over time, this has also transformed. The village gossip has now moved to Facebook, where I can hear all the latest goings on in the village in Barcelona without having to be there. Nowadays, that’s what RRSS are for. Knowledge is transfered, people in different places start to share, collaborate and inform others, and logically, transferring it to the business world, companies are transformed.

    How should a salesperson 2.0 work?

    Faced with this environment, there’s three basic premises that at Zyncro I’ve learned to follow in any social sales 2.0 environment:

    1. A good social salesperson needs to create their own social structure, share knowledge with that network, make potential customers loyal and connect with them. There’s no longer any geographical or time barriers: technology 2.0 enables us all to be connected.
    2. When a salesperson meets a potential customer or starts to work on an account, they not only need to add it to their CRM, they need to generate new contacts in LinkedIn and follow them on Twitter, find them in Google+ and communicate, where appropriate, any advances with that customer or account within the company’s private nework.
    3. The Marketing or Social Media department needs to do the same from the company’s corporate profiles and keep an eye out for news from new contacts.

    It’s a radical change in sales management methodology, as I mentioned in the post Salesperson 2.0: The culture of effort and the Black Swan, we need to be open and willing to accept change, as change is an essential part of our lives… Everything changes.

    Business communication is become more social, and technologies too, CRMs, ERPs and all other business systems. For this reason, from a sales perspective, those systems need to be inter-connected to beat the competition and continue selling. Nowadays, customers don’t come asking for quotations, you need to detect who has a need and convince them that you’re the right solution, so it’s essential that you’re part of the social network of your possible customers and respond to that need. Passive companies will die and active ones will survive. Companies that take advantage of recession to transform emerge reinforced and those that don’t end up going out of business. We have tools to survive recession but we have to want to, or at least accept going through a constant change. We can use LinkedIn, Twitter, Salesforce… but we have to want change. It will make us better. Change is part of our lives and we must accept it, and even, taking it a step further, we must use it to make us better professionals. Those who know how to adapt quickly will come out on top. Darwin’s Law. Darwin applied to the business world.


  • Jose Luis del Campo Villares 9:54 am on September 14, 2011 Permalink | Reply
    Tags: boss, , , , Twitter   

    The boss should know what Social Media is really about 

    Estimated reading time: 3 minutes

    Aside from the fact that it is a risky choice that becomes more necessary each day, when an organisation decides to enter into Social Media, it should have based its involvement decision on clear objectives that the boss (in other words, the manager) making the decision will have evaluated and analyzed based on the information presented to them by the members of their team.

    Sometimes, the manager responsible for implementing Social Media within organisations needs to present to their superior before tackling the Internet as it is they who will be making the final decision as to whether the project  is carried out or not.  In my opinion, there are bad decisions being made in many organisations because many managers are agreeing to involvement with Social Media without having a clear understanding of what it means and without knowing what the objectives are or how much it will cost, thus generating expectations which will be impossible to meet.

    Many managers, especially those who are not up to date with social communication channels, limit themselves to accepting or rejecting ideas based on numbers they are presented with: achieving 1,000 fans on the organisation’s fanpage or 1,500 followers on the Twitter account, as if this were the (end) objective of the marketing 2.0 strategy when it is actually just a means of increasing the company’s business figures (the final truth).

    The Social Media manager of a company is able to ‘sell’ with quantifiable information that can indicate the level of success or failure but at that point, the information becomes the “objective or goal” of using social media and that in itself is a serious mistake.

    If a company moves into business 2.0, it implies a change of attitude, another way of doing things and another way of interacting with the client from how it has been done up until now.  This for sure, means that change in the company culture will take place.  This is the ultimate goal for Social Media, not obtaining 1,000 fans on the Facebook page.  Those are channels for achieving an objective.
    Many organisations are failing at their 2.0 strategies because the person who made the decision did not know the reasons behind the change at the time, nor did they know how to quantify whether it was worth it or not.

    When an organisation moves into Social Media, every single one of its members should do so also.  The involvement will vary depending upon the position of each member but without a doubt, the manager should understand the concepts.  Social Media is not a fanpage, a Twitter account or a corporate blog…, it is an organisational culture change as well as a change in the way things are done which will lead to different results.

    Moving towards marketing 2.0 is not a “sprint” for reaching 1,000 fans in one month, nor is it a “marathon” for seeing where we want to be in 4 or 5 years time.  It is simply a change in the way things are done within the business, and how the business interacts with its environment at the same time as changing its internal organisation.  And without a doubt, the boss who who makes this final decision should be knowledgable on the concepts and share belief in the idea…

    It is the mission of the Social Media manager to explain to executive management what this change really implies.


  • Agustín Bosso 10:10 am on September 12, 2011 Permalink | Reply
    Tags: , , , , , , , Twitter, ,   

    Which social networks should an enterprise social network be integrated with? 

    Estimated reading time: 4 minutes

    Zyncro‘s evolution as a product involves a definition phase of requirements for the new functions that will be included in each new version of the application.  Customer and user requests,  the established roadmap for product development, the network and 2.0 environment reality applied to the business environment are all taken into account during the process.

    Bearing these three factors in mind, the next Zyncro evolution, version 3.1, is aimed towards better integration with other social networks from a corporate perspective, among other features.

    The preview of version 3.0, in which the company and departments sections have been developed within the social intranet, will be in line with the connection with the world 2.0 found outside those corporate systems but that still form a part of the complete structure of an organization.

    Given the number of integrations already developed:

    and thanks to the flourish of social networks as a corporate communication channel, here at R&D in Zyncro we feel it is necessary to integrate our platform with new 2.0 channels.  The new integrations in Zyncro version 3.1 will include:

    • Like” button on the microblogging system messages and comments: To maximize participation in the system and evaluate corporate contribution without needing to add new information.
    • Integration with RSS: A standard blog and webpage reading and news exchange format. With this integration, web updates using this system can be published automatically on any work group.
    • Integration with Facebook pages (fan pages): For companies that have this type of page on Facebook and use it as a corporate communication channel as well as a digital marketing tool, they will also be able to publish automatically (without the need for manual intervention) including updates sent to their fans, customers or followers, in an internal work group.

    All of this is largely thanks to the use of ZyncroApps, which allow organization administrators to decide which integrations they want to activate within their internal social network and those that they do not.

    In your opinion, which social networks should be integrated into a corporate social network?  What do you think about our choice of new integrations?  How do you feel about the integration of these environments within a professional and corporate one?

    In a few weeks we will be able to enjoy the new version 3.1, which is more 2.0 than ever…

    Are you ready to be even more interconnected?


  • Patricia Fernandez Carrelo 12:15 pm on May 24, 2011 Permalink | Reply
    Tags: , , , , , Twitter, ,   

    Now I understand the purpose of corpororate social networks 

    Estimated reading time: 4 minutes
    Estimated writing (your comments) time: 2 minutes


    Last Thursday I was lucky enough to be able to attend the Corporate Social Networks event organised by RaonaIncipy and the Microsoft Productivity Center.  During the 4 hour act, the main reasons why companies should incorporate corporate social networks was commented upon with its challenges, benefits and even some advice about how to achieve and overcome this,

    As we already know at Zyncro, all software will become social in just a few years time and all companies will have “social information systems” incorporated in their day to day business which is why we aim towards a quality product that can support this new communication necessity.


    But without trying to sell Zyncro… (yes I know, I was trying to really…) I would like to go back to one of the corporate communication 2.0 basics: is it really necessary to use a corporate social network? Is it a new craze or are we being faced with a new necessity?  I am beginning to discover that: I love knowing what is going on within my company!

    Those of you who know me personally already know that I love my professional role at Zyncro. To be able to work for a technological start-up with so much potential and scope, together with professionals of the calibre that surrounds me is truly a privilege.  Nonetheless, there is something else that has brought out my personal professional motivation for this work, Zyncro itself.

    I am not referring to the brand in this case, if not the concept.  Obviously at Zyncro we use Zyncro, and we use it as a group of students would use Facebook in order to communicate with each other, comment upon notes or encourage each other before an exam, in the same way as friends that sharing details about their lives or make comments on anything they see, or how different group express and organise themselves on Twitter

    But what exactly does that mean? What do we publish on Zyncro?

    Here is a short list of some of the information on our wall:

    1. Where we are at every moment (especially when we are not at the office) –> this is great when you see that the person you are looking for has published their whereabouts on the wall instead of having to ask everybody where they are when they are not online or in the office!
    2. What project, document, task… we are working on –> especially when it is something tricky… because we usually send each other encouraging messages! :)
    3. Tweets from satisfied clients congratulating us! –> I love this part and the sales and IT guys love it even more!  There are also suggestions for new functions but these are not as exciting as the congratulations… 😉
    4. Informative material about Zyncro or “company social network” concepts, news published in the press or in blogs, prizes where we have become finalists… –> Great overall for the sales team so that they can get to know what is said about the product and the industry outside our virtual walls…
    5. Product development status: detected bugs, bug fixes… –> This way we can avoid delivering the same problems to the product manager time and time again and we also become aware of when they have been fixed :)
    6. Evolution of ZyncroApps, the Integration of Zyncro with other cloud products (TwitterEvernoteAnalytics…) –> the technicians tell us what they are working on and the rest of us get excited about it and… ask for more news!
    7. Sales meeting with clients –> this really motivates the Development team as they can see how their work is being implemented in real life teams.
    8. Zyncro status on an international level –> This is really motivating… especially after how hectic it has been in Japan, where Zyncro caused a sensation! 😀
    9. Questions about other technological tools that as a good technological 2.0 company we use at Zyncro: from Salesforce issues to what is new on LastPass

    Working at Zyncro motivates me because things get done as they do in my personal life though from a professional perspective.  Now I understand what theorists mean when they talk about engagement, motivation, employee loyalty…  Sharing these moments is motivational, it is binding and creates loyalty, that is the purpose of the social network at my company.

    At Zyncro we share our whereabouts, our doings, the way we do things, our challenges, our vision, we support each other, motivate as well as de-motivate each other… like life (2.0) itself…

    And no, I have not forgotten about point nº 10 …  IT IS YOUR POINT.

    What purpose do social networks have at YOUR company? Go on… share it! :)


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

    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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