I am Midas and I touch myself.
By   |  Culture,  Social,  Strategy,  User Experience 
blog

The most valiant mindkeeper, ingenious light bulb, and chatty creative must consider, in some moment, that having an idea is just some contraption ofconnecting two dots and giving it paper or voice. The most “fémme fatale” accountess must perceive that the client is an ecstatic  but frail animal that sooner or later will be tamed. The most artful strategist, helmsman of the Four Apocalypse of Brand Health, must think that it is just common sense to have a brand that good. The most hack n’slash developer, one day to build (Read more)

The most valiant mindkeeper, ingenious light bulb, and chatty creative must consider, in some moment, that having an idea is just some contraption ofconnecting two dots and giving it paper or voice.

The most “fémme fatale” accountess must perceive that the client is an ecstatic  but frail animal that sooner or later will be tamed.

The most artful strategist, helmsman of the Four Apocalypse of Brand Health, must think that it is just common sense to have a brand that good.

The most hack n’slash developer, one day to build The 2nd Matrix, must program your data, design and dollars, as if it was nursery mathematics [one plus one, kiddo].

The most guilty free and respectable social media agency must think that it is the shit, while not shitting on others and working gold from out of shit. I bow to live.

Image: http://huff.to/1o2VWtw

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Gravity
By   |  Social,  User Experience 
erros

This is how it works. We get up in the morning, we lie in bed at night. We stand up all day fighting gravity, and then we get tired, rest in a horizontal position until we’re ready to fight again. Meanwhile/ In the meantime, we do our jobs: what we get paid to do, the best we can. We have all these meetings and we have all these goals and all these limitations. But we’re part of a team that struggles everyday to keep the dreams flying. Brands and fans, (Read more)

This is how it works. We get up in the morning, we lie in bed at night. We stand up all day fighting gravity, and then we get tired, rest in a horizontal position until we’re ready to fight again.

Meanwhile/ In the meantime, we do our jobs: what we get paid to do, the best we can. We have all these meetings and we have all these goals and all these limitations. But we’re part of a team that struggles everyday to keep the dreams flying. Brands and fans, account managers, designers, production teams…. constantly fighting gravity.

Brilliant Community Management done everyday. Mathematics and inspiration combined. Mr. Marco Rocha, in my opinion the best SMM in this country, is responsible for an ongoing piece of art and Originality.

Then this idea: “send us a group hug photo and, if people like it a lot, all of those on the photo will win a free snowtrip”. These guys sent this photo.

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Measuring Metrics, Mr. Grey
By   |  Analytics,  Social,  Strategy,  User Experience 
MJ

People may try to fool you but usually we define things as good or bad, simply as it is: the good n’frail albino pope versus the bulky hairy satan. This brings us to the “of course” but “maybe” conundrum and to the third most popular color of the gang: Mr. Grey. Oh yes, the shady Grey that seems to melt housewives’ panties, since grey became the “of course… but maybe we can wish for more than just baking pies. Maybe we can dream of more than just being good girl (Read more)

People may try to fool you but usually we define things as good or bad, simply as it is: the good n’frail albino pope versus the bulky hairy satan.

This brings us to the “of course” but “maybe” conundrum and to the third most popular color of the gang: Mr. Grey. Oh yes, the shady Grey that seems to melt housewives’ panties, since grey became the “of course… but maybe we can wish for more than just baking pies. Maybe we can dream of more than just being good girl scouts; maybe we can be devious and argue with the mighty tool which is common sense.” Of course.

And what is this Grey on brands’ social media performance? Well, we usually relate the black to qualitative analysis and the holy white to numbers and square roots. Yes, this makes the pope a mathematician.

We shed happy tears by the justice that tools like Socialbakers, Pagelever (and whichever fall from the forest trees) represent to our work but we never ever understand or agree to the personal nuances that a brand’s tone and taste means. Do we stand by quality (?) without the numbers to support it or by quantitative data as the freebie whore? Answers here: _______________ <wink wink>

Data versus common sense. The grey on metrics molds the two together and brings the “my daddy is stronger than yours” to town. How can you measure quality when the stakes are based on a popularity contest?

The power to judge? Each and every human being has one. As they also have an opinion and an a-hole [I think…]

Image (He fights the Pope): http://bit.ly/HCDmIR

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The pigs fight back, the wolf stays fat
By   |  User Experience 
marco

What sells? What works? What sells your work? 1# Do users (slash) consumers want Tabs? Why redirect them to Tabs? It’s as if your granny asked you to get her a cup of tea and you showed her the door and the cupboard and the teabag – but you never bring her the tea. (Un)fortunately it’s one of our many skills as social [brand] mediators: to sell more, to relate to sales, to translate interaction and awareness to sales. Does it add value to our brands or may it add (Read more)

What sells? What works? What sells your work?

1# Do users (slash) consumers want Tabs? Why redirect them to Tabs? It’s as if your granny asked you to get her a cup of tea and you showed her the door and the cupboard and the teabag – but you never bring her the tea. (Un)fortunately it’s one of our many skills as social [brand] mediators: to sell more, to relate to sales, to translate interaction and awareness to sales. Does it add value to our brands or may it add value to our (polly) pockets?

2# Why don’t we retarget our sheep to websites then? Why don’t we play geocaching with them instead? Why don’t we develop new ways of 360º engagement that sells the same concept but adds actual value to their experience and to “their” brand as a whole? Sending our fans to a Facebook Tab must be the same thing as giving them a freebie voucher so they can claim their 0.99€ juice coupon on retail. It’s dull. It screams “out of my home” instead of “come to the living room and relax, piggy”.

3# Why shouldn’t we treat our 5 bladed sword as a whole n’holy swiss army knife, then? Why don’t we publish on Facebook that we’re the best homies in Twitter? Why don’t we use our Pins on Tumblr, why don’t we treat a house as a house, with all its separate rooms, nooks and crannies that actually build a home? The big bad wolf shall not enter.

4# Adding value to our strategies is to think on a longer term, just as the first bricks you lay when Mr. Bob The Builder starts building your house. Social networks are social and should interact as a brand; and Tabs only exist to sell hard handing shiny gifts that attract the unaware (I really don’t know if I’m regarding clients or fans. Who knows?).

And then the big bad wolf asks again: what sells? What works? What sells your work?

This little piggy says: awesome ‘effin strategical thinking and content that treats your brand as something that actually makes sense. Do you throw your knickers on the kitchen, or do you build a bathtub in your living room? Well, you could. And actually, you should!

Be a clean and wise Mr. Nice guy and everybody’ll love you. Be a dirty analytical player and everybody’ll buy from you. Bipolar is good. Be tough, lil’ piggy. Lay your bricks and stun.

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El “Social Network” Luchador
By   |  Culture,  Social,  Strategy,  User Experience 
Marco

As Batman has Joker, as Superman has Lex Luthor, as Hugo Chavez has democracy, as drugs have rehab… A copywriter’s creativity also has an Archenemy and it is simply known as writer’s block. As stated by some well known experts throughout social media affairs, nowadays it is said that every and each one of us is a writer. We write on our blogs, on movie review websites, on our thesis and scientific articles, on napkins and toilet paper… we steadily feed this monstrous beast on sound bites and soul. Our (Read more)

As Batman has Joker, as Superman has Lex Luthor, as Hugo Chavez has democracy, as drugs have rehab… A copywriter’s creativity also has an Archenemy and it is simply known as writer’s block.

As stated by some well known experts throughout social media affairs, nowadays it is said that every and each one of us is a writer. We write on our blogs, on movie review websites, on our thesis and scientific articles, on napkins and toilet paper… we steadily feed this monstrous beast on sound bites and soul. Our words actually spread through the universe on an endless sea of ventures and ideas. I could actually be stealing someone else’s idea right now and who would care? These are the magics and ill fated nuances of the web and the arts of creativity – so they say. You lie, you cheat, you steal. Writer’s block cannot win your game, so why not throw it some sand on the face and sucker punch it to death? All fair.

Now, narrowing it once again to my backyard: the copywriting part. You’re a community manager, you work three or four brands, you make up three or four posts for each one on a daily basis. Multiply that and you’ve got a minimum of 9 posts a day. Multiply it again: 63 posts a week, 270 a month, 3285 a year. Mathematics aside, writer’s block in social media exists, it must, but it also must be coped with. Not everything I do is going to be brilliant or the next mass market copy that wins them all. You just hang in there and build it slowly. Your patience, your brand, your effort and perseverance, your community.

One day you’ll master the dropkicks, the jabs and the suplex. Don’t forget to build your muscles while you’re at it; you’ve got a lot of wrestling to do with your creativity until your writer’s block throws the towel and taps in pain.

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