Smart Communication
Dan Ariely: la irracionalidad predecible en la toma de decisiones - Marcas&Mentes

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Dan Ariely es uno de los principales investigadores en el campo de la Economía Comportamental.

See on blogs.gestion.pe
Plan de Comunicación Corporativa
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Proyecto universitario para poder explicar de manera adecuada y gráfica el plan de comunicación corporativa, el video y el guión son 100% desarrollados por n…

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The Psychology of Online Comments
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One of the most common critiques of online comments cites a disconnect between the commenter’s identity and what he is saying…

Adolfo Navarro Palacios's insight:

"Anonymity has also been shown to encourage participation; by promoting a greater sense of community identity, users don’t have to worry about standing out individually".


See on newyorker.com
La guía de 3 pasos para la selección de imágenes para eLearning

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Una imagen vale más que mil palabras. Y cuando se trata de eLearning, escoger las imágenes adecuadas es una decisión de vida o muerte. Siga esta simple guía:

See on info.shiftelearning.com
Ranking 2012 de reputacion en la red
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Ranking 2012 de reputacion en la red en Castilla y Leon (Ranking Reputación online 2012 elaborado por @Mercados21 http://t.co/GajoQt98)


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What to expect when everything’s connected

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A future of ubiquitous computing — in traditional devices but also in everyday appliances and home goods — is near. Ahead of our Mobilize even next week we asked 10 thought leaders what this means for us.

See on gigaom.com

carnavalrrpp:

Post de Alfonso González Herrero para #CarnavalRRPP

Estamos asistiendo a un verdadero boom de lo que se ha dado en llamar marketing de contenidos, un término que strictu senso haría alusión tanto a las técnicas de creación de contenidos como a las técnicas de distribución y…

What is neuromarketing?
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Dr Philip Harris introduces neuromarketing…

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raydennisexperience:



Joe Pulizzi is the Founder of the Content Marketing Institute, and the author of the new bestseller Epic Content Marketing. Here’s what Joe (said) are the six keys to content marketing done right:
.
1) Clearly Define the “First Why”
Even though nine in 10 organizations do some form of content marketing, not even half of those have any kind of strategy behind it. No wonder we have so much bad content out there. The first step is clearly defining the organizational why - Why are you, the business, creating content in the first place? What is the goal? Any goal you pick should be able to line up with more revenue, fewer expenses or happier customers. If not, choose another goal. The best content marketing strategies are built on subscription goals (getting prospects to opt-in to your regular content).
.
2) Clearly Define the “Second Why”
Why should your customer care? What’s in it for them? This is the outcome for the reader or person that engages in your content. For example, P&G’s HomeMadeSimple.com has a great why - “To help mothers be more efficient around the house so they can spend more time with their families.” You will never see a recipe that takes six hours on P&G’s site because it doesn’t relate to their content marketing mission statement.
.
3) Build Your Audience Persona
An audience persona is a helpful tool to use as part of your content marketing plan. It’s the “who” you are talking to and with. When content is developed for your content marketing program, it is the persona that gives it context. At any one time, you may have employees, freelance writers, agencies, and even outside bloggers creating content for you. The persona keeps everyone on the same page with who is being talked to and why the communication matters for the business.
.
4) Define Your Content Niche
Don’t try to be all things to all people with your content. Choose a content niche based on your audience outcome where you can position your brand as the “go-to” informational resource for that topic. To go big, you need to go small with your content niche.
.
5) Make 1 Person Accountable, and Define Everyone’s Role
Let’s face it…if no one in the organization is accountable for content marketing, like anything, it may not get done. Once you have someone overseeing the content marketing strategy, it is that person’s responsibility to work the silos in the organization (pr, marketing, search, social, email, sales, etc.) All these groups are creating content, so it is helpful to assign content ambassadors in each of these silos to figure out where the stories are coming from and how they can be told effectively in each channel. Everyone should have a role - and everyone should know their role.
.
6) Choose 1 “Epic” Channel
We can’t be great at every channel. Choose one channel that becomes your main distribution source (like the blog) and then adjust your content into other channels. For example, blog posts can become an eBook or a physical book, or even lead to a webinar series. For some, a podcast could be your epic channel of choice. Then you can leverage other social media channels to work off your main channel. But for every channel you use, be sure you clearly define why you are using each channel (“Why are we on Facebook?”). That simple strategy can save a lot of time and resources throughout the organization.
.
These are Joe’s keys to content marketing done right - and add to this my recent 7 simple rules for amazing content marketing, and you will be well on your way to success.
.
When in doubt, be useful to your customers and prospects, and you can’t go wrong.
Source

Infographic Source

raydennisexperience:

Joe Pulizzi is the Founder of the Content Marketing Institute, and the author of the new bestseller Epic Content Marketing. Here’s what Joe (said) are the six keys to content marketing done right:
.
1) Clearly Define the “First Why”
Even though nine in 10 organizations do some form of content marketing, not even half of those have any kind of strategy behind it. No wonder we have so much bad content out there. The first step is clearly defining the organizational why - Why are you, the business, creating content in the first place? What is the goal? Any goal you pick should be able to line up with more revenue, fewer expenses or happier customers. If not, choose another goal. The best content marketing strategies are built on subscription goals (getting prospects to opt-in to your regular content).
.
2) Clearly Define the “Second Why”
Why should your customer care? What’s in it for them? This is the outcome for the reader or person that engages in your content. For example, P&G’s HomeMadeSimple.com has a great why - “To help mothers be more efficient around the house so they can spend more time with their families.” You will never see a recipe that takes six hours on P&G’s site because it doesn’t relate to their content marketing mission statement.
.
3) Build Your Audience Persona
An audience persona is a helpful tool to use as part of your content marketing plan. It’s the “who” you are talking to and with. When content is developed for your content marketing program, it is the persona that gives it context. At any one time, you may have employees, freelance writers, agencies, and even outside bloggers creating content for you. The persona keeps everyone on the same page with who is being talked to and why the communication matters for the business.
.
4) Define Your Content Niche
Don’t try to be all things to all people with your content. Choose a content niche based on your audience outcome where you can position your brand as the “go-to” informational resource for that topic. To go big, you need to go small with your content niche.
.
5) Make 1 Person Accountable, and Define Everyone’s Role
Let’s face it…if no one in the organization is accountable for content marketing, like anything, it may not get done. Once you have someone overseeing the content marketing strategy, it is that person’s responsibility to work the silos in the organization (pr, marketing, search, social, email, sales, etc.) All these groups are creating content, so it is helpful to assign content ambassadors in each of these silos to figure out where the stories are coming from and how they can be told effectively in each channel. Everyone should have a role - and everyone should know their role.
.
6) Choose 1 “Epic” Channel
We can’t be great at every channel. Choose one channel that becomes your main distribution source (like the blog) and then adjust your content into other channels. For example, blog posts can become an eBook or a physical book, or even lead to a webinar series. For some, a podcast could be your epic channel of choice. Then you can leverage other social media channels to work off your main channel. But for every channel you use, be sure you clearly define why you are using each channel (“Why are we on Facebook?”). That simple strategy can save a lot of time and resources throughout the organization.
.
These are Joe’s keys to content marketing done right - and add to this my recent 7 simple rules for amazing content marketing, and you will be well on your way to success.
.
When in doubt, be useful to your customers and prospects, and you can’t go wrong.

Amancio Ortega, pionero de la comunicación 2.0 desde hace 30 años
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Muchos son los adjetivos que se utilizan para calificar al fundador de Inditex, Amancio Ortega. Pero quizá el que mejor le defina sea el de visionario. Cuando la comunicación 2.0 (la bidireccional,…

Adolfo Navarro Palacios's insight:

Cuando la comunicación 2.0 (la bidireccional, las de las conversaciones, la que se establece de tú a tú entre la empresa y el cliente) está más de moda que nunca, él ya la lleva practicando -y puliendo con los años- desde hace más de tres décadas. 


See on desenredandolared.com