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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Close Quarter Combat Social Media (Is there another?)
By   |  User Experience 

Social media is the closest channel that brands have to engage with consumers. Close Quarter Combat is the most effective modern approach to conquer and pacify a community. So what if you try and put two and two together and use it in your favor to build and develop online communities? I’ll point out some of the most important concepts that we can use in order to conquer a community: 1 – Detailed planning If you are designing a strategy for a brand’s digital presence, you’ll have to plan it thoroughly. (Read more)

Social media is the closest channel that brands have to engage with consumers. Close Quarter Combat is the most effective modern approach to conquer and pacify a community.
So what if you try and put two and two together and use it in your favor to build and develop online communities?
I’ll point out some of the most important concepts that we can use in order to conquer a community:

1 – Detailed planning

If you are designing a strategy for a brand’s digital presence, you’ll have to plan it thoroughly. Check out what the enemy is doing and do it better. They have an institutional description in their Facebook page? Beat that. Put your creativity to work and get a kick-ass provocative and humorous statement.

Does the enemy have a nice Twitter? I bet it does, but what about hiding some Easter eggs in the background of yours in a way that only followers with huge screens will see it?

Every detail is important and it´s oriented to a very few, but when you sum up all those small groups you’ll have a community that recognizes the effort that you’ve put in and they´ll appreciate it.

2 – Surprise

People always expect you to follow all the rules and guidelines, all the marketing ‘mumbo-jumbo’ that is written in those shady marketing books about social media, whose writers never had to get their hands dirty working in the real McCoy.

Life is all about surprises. No one likes the conservative guy that will always do the same thing for different brands just because it worked once. You´ll have to risk it. And when I say risk I say put your ass on the line, but do it wisely. Do it for your team: your CM, your designer, your planner and yourself. But don’t do it just to prove a point or just because you’re an egocentric bitch. You´ll get shot right between the eyes.

3 – Methods of entry: dynamic and stealth

Well, this one is easy. In my opinion we should mix these two. In a platform that your enemy has superior firepower (budget and allocated resources) you should lay low and grow in small steps, getting unnoticed by your competition. So when they notice you it’s too late to react.

If you have superior resources, then hit the target with all you got like a superior force of nature: when the enemy gets to see it it’s already too late.

Either way, when in doubt, resort to the first point: detailed planning.

4 – Speed

Move fast as time will always move faster than you. When the platform announces changes you must already have read all about what they are thinking about doing. Cover all possibilities and you’ll never be caught with your pants down.

If the client is picky, design the strategy a couple days before the deadline. Same with reports and new strategies… Do it before it is supposed to and time will run in your favor.

5 – Violence of action

Don´t go halfway. If you’re going to do something there must be no room for hesitation. All your actions must have impact and cause awe and admiration among the enemy soldiers. You don’t just want to win. Just as people say your name, the enemy should run in terror. You want their moral to be low so they can’t fight you back and regain the lost objective ever again.

You go there, you bomb it, you bring the spoils home.

Above all there’s a strategy golden rule that has been passed throughout the years: keep your eyes on the prize. Don’t let it get out of sight for a single second. Be sure to blow those bastards brains out and blow them up in a beautiful fireball.

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