MC DONALD’S: La Mejor Defensa, es la Transparencia

Las grandes Multinacionales estás siempre expuestas a recibir críticas, muchas veces maliciosas e injustificadas.

McDonald’s es un ejemplo. Por si no fuera suficiente tener que soportar el sanbenito de “Comida Chatarra” o incluso “Comida Basura”, acusaciones de ser los culpables de la epidemia de obesidad que azota al mundo occidental o de estar acabando con la gastronomía popular de diferentes culturas, las Redes Sociales se han llenado de documentales y vídeos donde cuestionaban la calidad de los alimentos y los procesos utilizados en la preparación de sus productos.

En el pasado, McDonald’s se defendió con publicidad. Campañas hablando de valores nutricionales y aporte calórico de sus combos usando anuncios publicitarios, pósters y flyers en sus establecimientos. Nada servía y la cadena siempre aparecía en los últimos lugares de las encuestas de percepción de calidad.

Ante esta situación de evidente Crísis de Reputación, McDonald’s tomó un camino diferente aprovechando la irrupción de las Redes Sociales. El Camino de LA TRANSPARENCIA.

Abrieron una página web dónde el público podía dejar sus preguntas de manera directa, respondiendo en tiempo real. Hicieron lo mismo en sus perfiles de twitter y Facebook. Por si fuera poco, abrieron las puertas de sus instalaciones industriales y grabaron vídeos de sus procesos. Presentaron a sus proveedores, mostraron sus instalaciones y los pasos que siguen los alimentos desde su llegada a las plantas, hasta la mesa de los consumidores. Transparencia Total y Radical.

¡Si no tienes nada que ocultar, lo mejor es mostrarlo!

Los resultados de la campaña de la Transparencia han sido espectaculares. Las encuestas de calidad mostraron mejorías notables de percepción de la marca. Los medios de comunicación se hicieron eco de la campaña puntualizando su acierto de forma casi unánime. La publicidad positiva que esto supuso es impagable.

La Transparencia es la mejor herramienta para construir y defender reputación. Si no la practicas, eres vulnerable a los propósitos de cualquiera que quiera destruirla.

SOCIAL MEDIA ZOMBIELAND

Have you ever feel social media users' seem to behave like zombies? I have. When you dedicate a bulky part of your day to analyze Social Media Users' behavior, sometimes, inevitably, you get the feeling they seem to act like a bunch of zombies. Many seem to move incoherently from one content to another following the next viral thing that pops up. Hordes of limping walking dead creatures lurching towards the nearest fresh brain to feed from.

We live in a constant battle for attention, and there is little doubt, attention seems to follow gregarious activities. It's in our curious nature. If you drive by a place where you see a pack gathering, your attention will focus on the group, wondering what's catching so many people's eyes. It's no different in Social Media.  But, like it happens in the phisical world, once you take a peek on what's attracting so many, it takes the blink of an eye to make you decide whether is worth your time or not. For that very reason, brands should seriously evaluate if that is the type of erratic attention they ougth to be seeking for.

Nowadays, brands seem to be zombies too. They see the group of undeads running towards something and follow the crowd, just like another confused flesh eating monster.  They throw content erratically trying to fish some attention in the turbulent waters of zombieland. Or even worse, they place content like fishermen hook bait, trying to deceive fish with fake flies. That is wrong in so many ways, it scares me.

Some brands still don't get it: Social Media has not changed the field, it has changed the game, and this new game has new rules and new responsibilities. Let me point out 3 basic ones.

1. DON'T FEED THE ZOMBIE  

It may be controversial, but my advise to brands is to stop feeding meaningless content to the "zombie" crowd, regardless how much attention that content seems to be generating. Social Media Users may, sometimes, act and look like zombies, but they're not.

You don't want to be the smoking wrecked car of an accident. Although it certainly catches attention, it's not the one you want. You have to be the event people want to voluntarily attend. 

In Social Media, you have to provide content people take concious action to consume. The one they look forward and seek for.

Yes, funny cat videos get lots of viewers, but nobody wakes up eager to find the new funny cat video online. Plenty, however, look forward to watch a new chapter of their favorite TV Series or a game of their favorite team. Stop trying to earn erratic attention. Make your content worth the user's attention. Make each piece of content count.

2. YES, SIZE MATTERS...BUT...

I know: when talking about audiences, size matters. But you know what? Value matters more. Viral non specific content, like a light bulb to flies, is a magnet to zombies, I admit it. And zombie crowds are eye candy to marketers and brands...but there is little value in such audience.

Don't waste your efforts reaching out to the many, narrow down your content, and reach out for the valued few. 

Remember: people may accidentally bump into broad content that catches their eye briefly, but they voluntarily seek and pay attention to content specific for themselves.  It makes them feel special. And that, my friends, is the kind of attention you should be searching for.

If you sell outdoor trekking apparel online, you may choose between two content marketing strategies: You can take the path of the funny cat video content hoping to become viral and see if you catch the eye of the outdoorsy person by chance;

...or you can make a video listing the 5 best trekking routes of Yosemite's park. That video may not reach an audience as large as the cat's, but it will definitively get to one more valuable to your interests.

If you give value to social media users, you show respect for them. That respect will win you their appreciation.

Don't stop there: take a step further and narrow it down even more: The Best 5 Yosemite's trekking routes FOR FAMILIES. You may feel like you would be losing part of the audience but, in reality, you will be gaining more valuable attention. The trip planning parents with kids will defenitely pay closer attention to that content: it will be percieved as done just for them! Of course, within that video, be sure you subtlely point out the special cooler cantine, the reinforced socks, the portable med kit, the boots, the hat, the new waterproof cammera, and the pocketted vest your online store carries and recommend.  But careful! Don't make it too obvious! That would be creepy, zombielike.

3. IF YOUR BRAND IS NOT SOCIAL, IT IS A ZOMBIE BRAND

Zombies are not social creatures. They are individuals that do not interact with each other.  They gather around prey, yes, but they're not organized nor collaborative.

If you publish content appealing for zombies, chaces are you'll receive zombie behavior in return. And, what's worse, you'll be collaborating with the zombification of society. You may think your content has value because it catches the attention of many, but the truth is you'll be adding noise to a noisy environment. Your content marketing strategies should encourage relationships, interaction, social behavior... And I don't mean just within users, I mean with you, as a brand, taking an active role in the conversation.

This is one of the mistakes I see over and over again: brands creating great content that people enjoy and share, wasting that valuable effort putting themselves outside the conversation. It may've worked in the recent, yet archaic, traditional media world of the past, after all, we did not have the tools to ease up anything other than witness what users did with our content. That is not the game anymore. If you are not active in conversations, your brand is a zombie brand, regardless of how good your content is. Make it social.

DOES SOCIAL MEDIA WORK FOR B2B COMPANIES?

I've always wondered why B2B's executives keep telling me they're not interested in Social Media for their Business. In my opinion, if there is a business sector that should understand and value Social Media, is precisely B2B.

B2B's professionals had always relied on business contacts and personal relationships with customers. B2C's, otherwise, normally deal with anonymous buyers. The buying cycle is longer in a B2B environment, than it is in a B2C's, and usually goes way beyond the actual sale. A successful sale requires a, somehow, intimate knowledge of the customer, beyond product's characteristics or seller's level of expertise.  The roles of the influencer, the decision maker, the user... have always been present and well defined in B2B.

B2B has always been about developing Social Networks. Now that we live a time in which those are on steroids at a global scale, it seems to me, from a Social Media Strategy's point of view, there is much a B2B company may benefit from.

So, for those of you who, like me, have to face the resistance of the B2B´s executive to integrate Social Media in his profesional arsenal, here go 5 tips to make them change their minds.

1. B2B's DECISION MAKERS ARE NOT FROM MARS

B2B's decision makers are people. They don't live in a distant galaxy. They are regular Joes and Janes. In fact, they're normally better educated and enjoy higher incomes than average. And, guess what, that fits perfectly in the description of the Social Media user. Do you know why? Because B2B's decision makers are indeed heavy Social Media users themselves.

Ask the B2B executive about his social media habits. He probably visits independent blogs, gets info through Social Media Channels, has a LinkedIN profile and engages likely in social media activities. Don't believe me: belive the $500 Forrester's study  that proves me right.

Survey done among North American and European decision makers at Companies with +100 employees

Now that we've established the obvious: B2B's decision makers are humans and use social media, let me tell you another thing about them: they use social as a tool in their buying decision making process. If you want them to know about your business, don't wait to see if your wonderful SEO strategies lead them to your site, put yourself where their eyes are. Join the conversation. Become part of their social media environment.

2. EMPHASIZE THE IMPORTANCE OF SOCIAL REPUTATION

I'll never get tired of repeating this: Reputation is Social Media's currency. Reputation is the door to influence. You may be an eminence in your field, but it won't give you the influence you deserve unless you make it very public. Social Media can help you build your reputation as well as that of your business.

What are you waiting for? Show the world your company's real value: the keen angle of expertise no other has. As redundant as it may sound, you need to strengthen your strengths, the things that differenciate your business from your competitors. If you don't do it, others will. Or worse... your competitors will percive your social media absence as a weakness and make it work against you... which leads me to the third of my tips

3. DOMINATE THE PARTY ROOM... OR ELSE

There is an analogy commonly used when refering to Social Media: it's like a big party. It's almost true. And you know party's dynamics, don't you? If you're not present, bad gossip about you is more likely to spread around than when you're there, dominating the room, being the soul of the event. So, if not for anything else, be sure you make your own invitation to the party to protect yourself/company from insidious gossip.  Besides, parties are fun. Blend in and enjoy.

4. INDULGE YOUR CLIENT'S GODSON

Your clients not only are present in social networks, they are sharing their lives, the interests and people they care about.

Imagine you've been trying to convince the purchasing manager of a company to buy your product. Wouldn't it be helpful to know his godson is a enthusiastic fan of the Miami Heat NBA's franchise, buy a t-shirt signed by king James Lebron himself, and give it to this manager you want to lean the purchasing decision towards your side? You won't be buying something nice for the decision maker, you'll make him look great in front of a boy he cares deeply about. Guess what, now all that info is available for you, for free. Chances are that person is already sharing about the things he cherishes, and the intimate connection he has with them. If you don't use social to research about your clients, be certain your competitors do.

5. USE HUMOUR

Face it, you're not Brad Pitt. How did you make your better half fall in love with you? You made her laugh, didn't you? Nothing works better than humour to enhance your natural charm. Humour catches attention. You maybe wondering what does it have to do with B2B? We're serious people doing serious business here! Well... think it better. I'm not telling you to be a clown, I'm telling you not to understimate the power of a smile.

Take for example what CISCO did. They have a router, the ASR9000. Price tag: $250,000! Buying Decision Cycle: 2 years! Not your B2C'S cherry pie. What did they do to improve the chances of selling such a product? They made a Valentine's video. "Nothing says I love you like 64 Terabites per second". Using the words of Eric Crangel from Business Insider:

There's really only a tiny handful of people with the budgetary authority to buy stuff like this. If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm, it was worth it.

Next time you hear B2B's executives telling you Social Media is not for his business, you'll have a 5 points story to tell them.  You'll thank me later...

THINK LIKE A FACEBOOK NATIVE

Facebook modified its EdgeRank Algorithm... Bad News?

Advertisers don't seem to be particularly happy about the change. Now that they were finally comfortable promoting their stories and cashing out on their hard earned likes, Zuckerberg's company changes the playing field and establishes new rules of engagement... how uncool... Why is Facebook doing this?

Facebook answer to that question is:

Surveys show that on average people prefer links to high quality articles about current events, their favorite sports team or shared interests, to the latest meme. Starting soon, we’ll be doing a better job of distinguishing between a high quality article on a website versus a meme photo hosted somewhere other than Facebook when people click on those stories on mobile. This means that high quality articles you or others read may show up a bit more prominently in your News Feed, and meme photos may show up a bit less prominently.

Apparently, Facebook has been conducting a series of surveys in order to finely tune up the way the algorithm perceives relevance for the audience in your updates. They presented users with different types of content and asked them the following:

• Is this timely and relevant content?
• Is this content from a source you would trust?
• Would you share it with friends or recommend it to others?
• Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)
• Would you call this a low quality post or meme?
• Would you complain about seeing this content in your News Feed?

I have my issues regarding the survey design and results. I specially dislike the way the 5th question was presented. It categorizes the "meme" as low quality leading answers negatively about memes in the mind of the user. Somehow, I don't see a user answering honestly he or she prefers a funny meme over a well crafted article from a news organization, despite the fact that the former seem to be much more popular than  the latter, but I imagine Facebook has taken the shame factor into account interpreting the survey's results.

How is people reacting to the new algorithm?

Comments on FB Official Blog new algorythm's anouncement

Judging from comments in Facebook Official Blog, many suspect it's a matter of Facebook getting greedy. They think Facebook does not want companies to clutter people's newsfeeds with content unless is paid. And according to the comment of Nestor Carrasco, responsible for the fanpage "StarterDaily" the results of organic unpaid updates are dramatic: a decrease from 30% engagement to 2%.  Content that, up until today, made 30% of your fans engage, now gets only 2%. Less people exposed to the content turned into less people engaging.  If Facebook wanted engagement, reducing the number of people the content reaches does not seem logical... or does it?

My Opinion

Although Facebook usage is still growing, Facebook has seen a decrease in this growth. They want it back on high speed and they've figured out that engagement is key to recover velocity.

Engagement will keep users on Facebook, make them use it more, expend more time on it.  Take it from the perspective of a user: if your news feed keeps filling up with non engaging content, you'll look for it somewhere else. An engaging user is a person who goes from mere witness into action mode. From that point of view, brands should prefer this type of user over the other. Facebook wants to be a platform of engaging users because they know they have more value.

Turning non engaging users into engagement junkies is not a task Facebook can do alone. They want us marketers to step inside this "creating Mr Engager" scenario and add our 5 cents to the jar. In the long run, activating engagers is a desireable scenario for us too.

They made some recommendations alongside the anouncement:

• Make your posts timely and relevant
• Build credibility and trust with your audience
• Ask yourself, “Would people share this with their friends or recommend it to others?”
• Think about, “Would my audience want to see this in their News Feeds?”

WHAT DOES THIS MEAN FOR BRANDS? 

1.What you consider important may not be what users find important.

Well, for once, it seems pretty obvious that Facebook does not encourage us to prioritize what we consider important over what users may consider important. That is a key factor to consider when we prepare our content. And don't only consider the essence of the content, notice the relevance of now. What is important for the users currently. Context Matters my friends.

2.Make "Engagement Trigger" Content

Shareability of your content seems to be important. Facebook prefers a message your followers would recommend to others, or even better, one they'd comment about, over content they may like but not feel in need to share. This presents some issues.

Imagine you are responsible for Viagra's Social Media Strategy. There is certainly a community of people interested in your content but... will they share it with others? Seeking shareability is undoubtely a challenge.

3.Make your content Facebook Native. Links may not work as they used to.

AllThingsD interviewed Lars Backstrom, Facebook's NewsFeed Manager, and he had some remarks that particularly caught my attention:

Q. Are you paying attention to the source of the content? Or is it solely the type of content?A. Right now, it’s mostly oriented around the source. As we refine our approaches, we’ll start distinguishing more and more between different types of content. But, for right now, when we think about how we identify “high quality,” it’s mostly at the source level.
Q. So something that comes from publisher X, you might consider high quality, and if it comes from publisher Y, it’s low quality?A. Yes.

It's yet to be determined what a high quality source by Facebook's algorithm standards is. Backstom's answer lead us to think that a vague article about cancer treatment from the New York Times would be considered of higher quality than the testimony of a cancer patient posted on his personal blog... I happen to disagree. But, since it's a factor, it may be better for us to create the content natively within Facebook, so outside links to what could be consider a not so high quality source weight less on the algorithm's criteria.

4.Value Facebook Users' interests as much as Facebook does

All the changes Facebook does to the algorithm have one purpose in mind, and it is not to make you pay to reach their users. Facebook wants to empower their users. They want them better informed, more engaging and active. They cherish the user because he is the main asset of their business. Facebook prioritizes a better user experience over a better marketer's one because users' enjoyment, not advertisers money, is Facebook's source of income. Advertisers will always come second, that is the way it has to be. A Facebook with a UI tailored for advertisers instead of for users is not valuable even for advertisers.

So, Facebook designs its algorithm trying to get into the mind of the Facebook Native. They want to mimic their thoughts, think like one, in order to give him or her what he or she wants. You should do exactly the same.

SEWING 2ND SCREEN STRATEGIES

What would you do to increase your sales by 135% overnight?

It happened by mere chance, but there are lessons to learn from the story I'm about to relate.

Antena3TV, a TV Channel from Spain, is broadcasting a series based on a bestselling novel. It tells the story of Sira, a young lady who earns a living sewing clothes in a tailor shop. The story runs in the 1930s, not the best time framework to explore the posibilities for current products' placement or other traditional media gimmicks. 4 episodes later the series is a big hit: 26% share, +5 million average viewers.  A rebump in sales of the book, as expected, took place everywhere...but something else happened: an unexpected 135% increase in sewing machines sales at Amazon.es

Not 35%... 135% increase, out of nowhere. Regular sales multiplied by 2.35.

Was this jump due to the TV Series? You bet it was! Sales at the unusual 10:00 to 24:00 time frame (the time the show is on) went up 124% in broadcasts days!  This experience would have been IMPOSSIBLE just a few years ago even with e-commerce sites like Amazon already present and running. Mobile makes the real difference. Consummers are watching TV shows alongside their smartphones and tablets.

There are, of course, market situations that helped this success. The economic crisis in spain is making more people refurbish their clothes or think about starting their own clothing repair businesses. But up untill the show started, sewing equipment sales were far from booming.

Buying habits are shifting from instore to online. Mobile was the piece missing to complete the e-commerce puzzle.You better get your company ready for this, or the opportunities will fly away from you, regardless on how good your product is.

What can we learn from this situation?

BEWARE OF THE 2ND SCREEN

Don't understimate the power of mobile. We're witnessing a cultural shift deeper than the one that made us switch from neighborhood small businesses to big stores and shopping malls. People are finding mobile shopping easier and more convenient than instore experiences.

IMPULSE BUYING IS A 24/7 HABIT

Who would have thought people would buy sewing machines on impulse? You better make your products available for sale 24/7 or sales will be missed.

MAKE YOUR PRODUCT AVAILABLE AT AMAZON

Amazon is not a single store. Is a conglomerate of different companies selling under the same umbrella. Opening an online store requires substantial effort and resources. Consider the possibility of selling through Amazon´s infrastructure.

SEIZE THE MOMENT

Evaluate events happening and to come. They may have hidden opportunities for unexpected sales you may take advantage from. Use Social media to newsjack.

BRAND AWARENESS MATTERS, BUT PRODUCT AVAILABILITY MATTERS MORE

Singer, the sewing machines' brand featured in the tv show, and probably the best positioned in the mind of the consumer, was the one making more sales, but there was a shortage of product at the Amazon.es store, and delivery dates for the Singer popular items started to push further in time. Numbers shown that people bought other brands prioritizing delivery dates over product choice.

Mobile means now. Consumers are getting smarter and once they make a decision, they want the chance to get instant gratification. Sew your strategy to the 2nd screen. Take advantage of it or your competitors will.

RED BULL: DON'T TARGET THE WALLET, TARGET THE HEART

In a recent podcast interview with Tessa Barrera, former Director of Social Media Strategy for Red Bull, she mentions that, in Social Media, it is far more important for Brands to focus on who you are instead of what you do. I cannot think of a better Social Media advise.

Companies focus too much on what they do, the products/services they sell. They push their content to the public the way they've done it for ages. They do not seem to understand the social shift markets have developed: the two ways scenario new platforms bring to the marketplace. One way communication is not dead yet, but it is decadent and anoying.

The traditional approach would've promoted an energy drink showing the product and its benefits. RedBull took another path. They understood what energy drinkers' lifestyle is about, what they enjoy. An Energy Drinker is an Adrenaline Junkie, a seeker of excitement that goes beyond replenishing electrolytes. Red Bull provides them with tailored content like no other: competition, extreme challenges, excitement. They don't ask you to buy their product. You don't see a sales pitch anywhere in their content. They associate the brand with all the activities that catch their potential consumer's attention: outstanding people doing amazing stuff. RedBull sponsors events that keep you in the edge. They give you emotions beyond ordinary: drama, adventure, passion, motivation, courage, thrill... And they use Social Media wisely. Monitoring what is being said about the brand, interacting with people, engaging in conversations. They truly understand how to be native socially.

What can we learn from RedBull's Social Media Strategy?

Don't Marginalize Social, Make it your Business

To give marginal importance to your Social Media Strategy is a clasical mistake that goes beyond my comprehension. In fact, if building custommer relationships means anything to your business, Social Media (community empowerment) should be the foundation of your business strategy. Period.

Red Bull does not see itself as a company that sales energy drinks. Nowadays, it's a powerful content provider for people who seek for extreme excitement and emotions, that happens to manufacture and sell an energy drink. Once they understood who they are, their strategy evolved around the concept.

Don't Ask, give

Red Bull seldomly asks to buy their product. They hardly ever show it. Instead, they give their audience exclusive content, using the language of Social Media: visual content. Videos and Pictures more than articles or typed posts. And they facilitate sharing.

Don't Manage, Empower Your Community

Besides amazing content, Red Bull gives their audience tools. Tools like Red Bull #TheShow initiative. An application that turns people's instagram pictures into a show to share.  They give them power, value, the hability to turn ordinary content into a visual experience.

Don't Target the Wallet, Target the Heart

Don't take me wrong, I'm pretty sure Red Bull's executives want to sell energy drinks and expect Return On their Investment. They simply take the Social Path to it. Red Bull does not focus on what they sell, they focus on who they are: a company that brings excitement to its advocates. Isn't that what an energy drink does? Why not focus on it? Don't sell the product, give an experience. Customers will associate the experience with the brand. The value of an emotional impact is worth much more than a sale. 

Take for instance, the Red Bull Stratos stunt. An austrian with an unpronounceable last name, was going to do something no one had ever done before. They created an event, carefully promoted on Social Networks to broadcast it live for a worldwide audience, making everyone witness history on the making.

Go Mobile

Red Bull uses Apps for smartphones. You can install the Red Bull TV App in your iphone, consume and share their content with your Social Networks. Free Smartphone games... you name it. They know the importance of mobile, and make the effort to be in your smartphone's screen.

Monitor your Brand Wisely, use Social Language Skills 

Content distribution is an important factor to put your brand on Social Networks, but it is not the only one. It's also a splendid tool to listen and monitor. People talk about your brand, and not always well. Reputation is an asset that has to be nurtured and cherished. Red Bulls pays attention to what people say about them, and acts with wonderfull finesse.

If an anonymous guy with 200 followers ironizes on twitter about "diying of cranberry red bull overdose", they don't ignore it, but they don't over react either. They respond using Social Media Tools: humour, irony and hard core facts.  Traditional companies would had either ignore or threaten the guy. Red Bull protects its reputation skillfully, improving it at the same time. Brilliant.

There is much to learn about Red Bull's Social media Strategies, but, as Tessa Barrera said, the key is to understand the importance of focusing on who you are, not on what you do. Keeping that in mind on each of the steps you take in Social, everything else will follow.

SELFIES PARA EMPRESAS

Si algo representa los medios sociales en su esencia más pura, es el Selfie. Un autoretrato es más que una imagen. La visión de nosotros capturada por nuestro propios ojos, por los de nadie más... Hecha para ser compartida. ¿No es eso lo que son los medios sociales? ¿Presentarnos a nosotros mismos la forma en que nos vemos? ¿La forma en qué queremos que nos vean?

Los famosos, los políticos y el ciudadano medio los utilizan a diario. Ofrecen sensación de cercanía, de humanidad ... personas reales en un mundo digitalizado. Cuentan la historia de lo que se muestra, y de lo que escondemos. Son la metáfora perfecta de un mundo móvil. Tomamos la mayoría de ellos con la cámara de nuestros móviles. Muchas veces, el dispositivo está presente en la imagen. Y el gadget, también dice mucho de nosotros. El modelo, la cubierta, la forma en que lo sostenemos, la manera en que se ha convertido en una extensión de nuestra personalidad.

Las empresas tienen mucho que aprender sobre el "movimiento selfie".

• En primer lugar, como herramienta de marketing. La base sobre la que podemos construir un perfil de nuestros clientes potenciales. Un medio para entender quiénes son, qué les gusta, cómo se ven a sí mismos, cómo quieren ser vistos, cuáles son sus intereses . Un pilar para cernir grandes volúmenes de datos y moldearlos en un ser real. El sueño húmedo de cualquier investigador de mercado. Si queremos triunfar en Redes Sociales, debemos entender el valor del selfie.

• En segundo lugar, porque también es una forma en que las compañías pueden presentarse al mundo. El selfie de una empresa es un gesto de transparencia. Un vehículo para mostrar su día a día, las caras detrás de la marca. Somos más que nuestros productos, somos sociales ... nosotros, cómo empresas, somos humanos. Las empresas son orgánicas, están vivas... entidades vivientes, organismos que interactúan y son parte activa de la Sociedad.

• En tercer lugar, porque los selfies son contenido, cuentan historias. En el mundo del Social Media, las historias mandan.. Nuestro mensaje tiene que tomar forma de historia para captar la atención de los grupos que nos interesan. Si queremos construir relaciones significativas con ellos, tenemos que apuntar a los corazones de nuestros clientes más que a sus mentes. Proyectar Emociones, más que datos. Un selfie de nuestra empresa lo hace mucho mejor que cualquier otro contenido. Consigue que esas relaciones se hagan personales.

Piénsalo...

Link a un artículo en inglés sobre los selfies más interesantes del 2013

WHAT COMPANIES CAN LEARN FROM SELFIES

Selfies are some of the most shared content nowadays. In fact, if something represents Social Media in its most pure essence, it is the Selfie. A portrait of one self made by ourselves is more than a picture. It is the vision captured by our own eye, not by somebody elses, made to be shared. Isn't that what Social Media is all about? Present ourselves the way we see us? The way we want to be seen?

Celebrities, politicians and the average Joe use them. They give a sense of closeness, of humanity... real people in a digitalized world. They tell a story of what we show as well as of what we hide. They are also the perfect metaphore of a mobile world. Most of them are taken by our camera equipped mobile devices. Even the device is sometimes present in the picture. And the gadget tells about us too. The model, the cover, the way we handle it, the way it has become an extension of our persona.

Companies have much to learn about the "selfie movement".

• First, because it can be used as a tool. A foundation to construct a profile of our potential customers. A means to understand who they are, what they like, how they see themselves, how they want to be seen, what their interests are. The pilar to filter big data and morph it into a real self. A market researcher's wet dream. If we want to triumph in Social, we must understand the value of the selfie.

• Second, because it is a way in which Companies too can present themselves to the world. A Company's selfie is a gesture of transparency. A vehicle to show its day to day life, the faces behind the brand. We are not longer our products, we are Social... we, as companies, are Human. Companies are organic selfs, they are alive, living entities, living organisms interacting with society.

• Third, because selfies are content, story tellers. In the world of Social, stories rule. Our message has to be shaped into a story to capture the eye of the stakeholders. If we want to build meaningful relationships with them, we have to target the hearts of our customers more than their minds. Project emotions, more than data. A selfie of our company does that better than anything else. It makes those relationships personal.

Think about it...

Link to an interesting article about some of the most celebrated selfies of 2013

DEL LIKE AL BUY

 

¿Cómo se hace para que los clientes pasen del "Like" a una Acción de Compra? Una investigación reciente de Vision Critical, titulada "De Social a Venta: 8 Preguntas para hacer a sus clientes", utiliza los resultados de 6.000 respuestas a una encuesta sobre compras influenciadas por redes sociales para ofrecer una idea sobre los resultados de las tres principales redes sociales : Facebook, Twitter y Pinterest.

Los datos son muy prometedores. En los 17 meses que duró la encuesta, el estudio encontró que casi cuatro de cada 10 usuarios de Facebook dicen que han pasado de dar "Like" o comentar un artículo, a comprarlo. El 43 por ciento de los usuarios de medios sociales han adquirido un producto después de compartir o favear en Facebook , Pinterest o Twitter. ¿Qué compraron? Éstos son los aspectos más destacados :

• Los usuarios de Twitter han comprado un producto de alta tecnología
• Usuarios de Pinterest han comprado un alimento o bebida
• Los usuarios de Facebook realizan "otros" tipos de compras , seguido por productos de alta tecnología y el cabello/belleza y ropa
• Facebook encabeza la lista con las compras en línea en más del 29 por ciento , seguido de Pinterest en 22 por ciento y Twitter y el 18 por ciento

Conclusiones:

Hay Redes que funcionan mejor con un tipo de producto que con otro.

Los participantes en la encuesta respondieron que estaban "vagamente pensando en" comprar productos y finalmente realizaron la compra tras haber interactuado en Redes Sociales.

¿Qué indica esto? Oportunidades.  Debemos de asumir un mayor compromiso con nuestros fans y seguidores y comprender que el interés en su interacción con nuestras plataformas en redes es un paso importantísimo, vital en el proceso de influencia de compra.

¿Qué significa esto? En pocas palabras: LA INTERACCIÓN FUNCIONA.

 Pero no se trata de interactuar en base a nuestro interés cómo empresa, se trata de encontrar los intereses comunes de los potenciales clientes y facilitarles ganar influencia social.

Ej. Imaginemos que tiene Ud una pequeña pizzería con envío a domicilio. En lugar de postear ofertas de sus pizzas, podría interesarle el grupo de jóvenes gamers de 16-25 años. Son consumidores que ocupan mucho tiempo en casa frente a sus consolas. ¿Por qué no aprovechar el lanzamiento de nuevos juegos para compartir tips y trucos que les sirvan para avanzar en los mismos? Ese es un contenido que ellos aceptarán en sus redes y terminarán agradeciendo porque les ayuda a ganar influencia social sobre algo que les apasiona.  Una vez establecida la interacción, será mucho más sencillo colocar nuestra oferta especial para gamers. La respuesta será mucho más positiva. Los resultados están ahí.

Cuando usted ofrece a sus fans y seguidores valor real en las redes sociales a través de contenido que les guste, y si facilitamos su acceso, se engrasa el proceso de influencia, multiplicándose al compartirlo. Primero dar, luego dar, después dar, y finalmente, pedir una acción a nuestros clientes. Trabajar el proceso de influencia mediante entrega de valor y aprecio a nuestra comunidad. No es community management, es Community Enpowerment.

¿Mi consejo? Pase tiempo estableciendo relaciones en redes sociales. Averigüe qué quieren los componentes de su mercado objetivo, qué intereses tienen más allá de nuestros productos, y trate de ponerlo a su disposición, en la medida de nuestras posibilidades, cuando lo quieran.  Los resultados han dejado de ser promesas, comienzan a ser visibles... se están dando.

SEO IS DEAD...LONG LIFE TO OSEO

A theatre collapses...Google too...

It may sound drastic, but the truth is that we´re witnessing the collapse of SEO's relevance. The battle is served and OSEO (Organic Search Engine Optimization) is beating Google's algorythm badly.

A very recent development, just today, a tragedy in London, illustrates the 5th of my SOCIALMOBILE 2014 PREDICTIONS perfectly.

5.- FROM SEO TO OSEO

Apollo Theatre in London collapsed just a few hours ago.  It is estimated that 80 people are wounded. Social Networks are filled with comments. I try to do a search on Google. I write "London Theatre". What do I get ? A map of the London theaters, offers to buy tickets ... Nothing about the tragedy up to page 5 of the search!!!

I then go to Twitter, write the same two words: "London Theatre". My Timeline gets full of news with links to videos, photos, testimonials, websites, blogs...

What's going on ? The undisputed king of search, Google's SEO algorithm has miserably lost relevance because it is not organic, it's not ALIVE.

Information is dynamic, vital, fast-changing, it's ORGANIC.

On 2014 we'll witness how OSEO (Organic Search Engine Optimization) will replace the traditional SEO. Those who better understand this change, will have irrefutable advantages for their message to resonate in the minds of citizens/consumers.

It's just a matter of time...

2014 SOCIAL MOBILE PREDICTIONS

Well, it´s about that time of the year: Predictions' Season is back. Our Social Media Feeds invaded by links to blogposts and opinions about next year´s big stories and developments to watch. They come in all shapes and sizes and about almost any topic you can imagine. I'm gonna limit mine, or maybe it´s broadening, to the world of Social Mobile. Here go my 6 cents on the subject:

1.- FLEXIBLE DISPLAYS

Ok, I admit it: it is not a new topic, but I believe advances on it are gaining momentum. I was particularly impressed with Samsung's Flexible OLED presentationa at CES2013. If they're that advanced already, the near future looks bright and shiny.

I foresee not only cell phones taking advantage of this tech, but all sort of wearable devices as well. And that takes me to my second topic to pay attention to for the year to come...

2.- WEARABLE TECHNOLOGY

Watches, rings, glasses... you name it; all incorporating connectivity not only to the web, but to other devices as well. We´ll see more and more reaching the market in 2014.

3.- MICROVIDEO INVASION

Social Media will be overtaken by content in microvideo format. 10 secons or less will be the rule of thumb regarding video consumption. Marketers, beware! Pay attention to platforms like Vine and Instagram. See what users will create and consume, and adapt your content to this format.

4.- NEWSJACKING

With the FIFA World Cup in the middle of the year, 2014 will be fed up with news about this magnificent event. This will represent a myriad of challenges for our content to resonate. But, where there is challenge, there is an opportunity. More and more we´ll see people, institutions and companies molding their content to the Trending Topic of the moment. Prepare for announced events (Movie/TV Awards Season, the Soccer World Cup, Superbowl, Playoffs...) as well as Breaking News. The eyes of the consumer will be looking for them, you should try to capture and captivate their attention.  And remember: Forget TV! Second, and even Third, screen is where the avid marketer should place his content.

5.- FROM SEO TO OSEO

SEO is not dead yet, but it's facing decadence. Bots and marketers ruined its relevance. Big data is an animal yet to wild to tame. Even Facebook recognizes it is going to be difficult for our stories to reach people just through unpaid organic searches. But, like Game of Thrones' winter... it's coming. Search Engine Optimization will leave its place to the more important and rich Organic Search Engine Optimization.  2014 has to be the year in which we'll see the balance flipping from SEO to OSEO.

and last but not least... 

6.- CROWDFUNDING

My last development to watch for 2014 is Crowdfunding. We´ll see more and more initiatives to be financed this way. Fans and advocates of projects and causes will take advantage of the only funding tool trully social.  Crowdfunding   is Social Native. There are already places like Kickstarter or even Paypal to help develop this tool. I see this field ready to blossom. 

HOW TO GET $800,000 TO FUND YOUR WEBSERIES: SOCIAL MEDIA LESSONS FROM VGHS

Do you know what VGHS stands for?

You should.

Video Game High School is the most successful webseries of all times (as of March 2013): 36+ Million First Season views. 2nd season, with its +$800,000 fully funded budget, on the making.

 VGHS’ astonishing success got its producers a sweet deal contract with NETFLIX to make the webisodes available for their 33 Million paying subscribers. I don’t know about the figures of the deal, but considering the more than 36 million views of VGHS first season, it is safe to say both parties profit from it.

VGHS is the brainchild of C-List internet Celeb (as he describes himself) Freddie Wong, a 27 years old Asian American from Seattle, whom greatest achievement 5 years ago was being Guitar Hero Champion at the 2007's World Series of Video Games. I know what you’re thinking: another story of the geek who got lucky going viral online… There is a component of truth in that thought, but just a very tiny one.
   

LESSONS

Freddie Wong’s success has many lessons to learn from, and not just if we are interested in starting our own webseries.

• SHARE FIRST: Freddie’s success comes from putting hundreds of hours of his time available for everyone online. He is very passionate about VFX, Video Games and Video Production, and he found a way to combine the three in a very didactically entertaining way. He did not knock on big studios' doors asking for help.  To use the outrageously european artists way of demanding public funds to prove his talent, never crossed his mind. He just exposed his skills to the world.

• ADD VALUE: Freddie is probably not the best VFX artist in the business, he is a regular guy with a passion and he shares it. He not only does cool stuff, he shows you how he did it! The foundation of the success of his content lies on two pillars of value: Cool Entertainment, even cooler Education!

• BUILD A COMMUNITY: His YouTube channel is the 5th most subscribed channel in YouTube today because he cares. He listened, commented, and answered (many times in video mode) his audience questions and suggestions. He uploaded content regularly. He kept the audience expecting more, and he delivered.

• INVOLVE YOUR COMMUNITY INTO YOUR PROJECT: VGHS has been fully funded by “backers”: people “donating" money in exchange for cool exclusive goodies that go from mentions of their names in the official credits of the series; to merchandise like signed Headsets, coffee mugs, gaming chairs; ego boosters such as be a character that screams "Brian! Look out!" for a single shot in the official VGHS trailer; or just invitations to the production set. He called for involvement, his loyal,thankful, community answered.

• USE SOCIAL MEDIA TO FUND AND PROMOTE YOUR PROJECT: Wong did NOT spend a dime on Traditional Media Advertising. He posted a video explaining the project, used kickstarter.com, a funding platform for creative projects; posted on free content curator pages like reddit.com; used his twitter account to raise awareness and his fanbase did the rest. And they really showed up: Freddie was aiming for $75,000, they raised

$273,725 in one month!

No budget was assigned for promotion. They used only free Social Media Channels. All the money raised went into content production. He did not spend a single dime on traditional promotion channels.

I particularly like one way Freddie monetize his Social Media Capital:  the $9,001 pledge available for backers in exchange for one tweet.  An option available for just one pledger: Freddie will tweet whatever you want him to tweet on the @fwong Twitter account (more than 300,000 followers) at a time of your choosing. Sweet!

• MAKE YOUR CONTENT WIDELY AVAILABLE: Freddie did not cage the VGHS into his company's webpage. The content was open to everyone in YoutTube.  Each episode was open for everyone to embed it into their own blogs, share it easily through Social Media Channels, forums, Facebook pages, you name it. It certainly brought collateral traffic towards RocketJump.com . Wong's Production Company shows first on Google Search for VGHS. The content generated interest, the Community wanted additional goodies. Conversations lead to RocketJump's web, where the Company posted other content like podcasts, behind the scenes material, blogposts that kept the traffic flowing.

• ENCOURAGE PRODUCT PLACEMENT: VGHS was an excellent medium for gaming community sponsors to place their products. Headsets, PC peripherals, airsoft guns, energy drinks... fit like a glove within the content.

EXTRA BONUS RESULTS

I've already mention some of the accomplishments of VGHS webseries. 36 million viewers, Fully Funded Production, the Netflix Deal are amazing results, but I like to point out one more: Social Media Capital's Growth: Freddie's twitter account increased 50% (from 200,000 to +300,000) YouTube Subscribers more than double from 2 million to almost 5 million.

CONCLUSION

Before VGHS's success, Freddie Wong declared:

We strongly believe the foundations for the future of digitally distributed content will be laid by webseries. We don't see a webseries as a stepping stone to get a feature film project, or a TV deal - a good webseries is an end unto itself. The webseries format is uncharted territory, and we want to explore it.

Everything about Social Media Marketing these days seems to float around content. Audiences are not just people looking for entertainment, they are communities avid for content to share, interact with, and comment about. Marketing is not about selling stuff, is about building relationships (that would evolve into selling stuff...eventually). Could webseries be a content format to enable and encourage those relationships? You bet it can.

Webseries is a wonderful content format to generate conversations, wake up interest and build community. It has all the traditional media series advantages: periodicity, cliffhanger possibilities, plus the flexibility to generate interaction through enriched media features that are native online. VGHS is somehow atypical because a large base of its community was built before the project was even conceived, but the lessons it teach us are there to learn from.  Webseries are here to stay. What do you think?

WEEK IN TWEETS: SOCIAL MEDIA SUCCESS TIPS

Compressed Knowledge To Get You Thinking...

SocialMediaSuccess TipOfTheDay: Gangnam Style proved language is no longer a barrier for content: the only frontier is your imagination. — Aurelio Toral (@AurelioToral) 22 de febrero de 2013

SocialMedia TipOfTheDay: Google your name or content periodically, you'll be surprised (for good or bad) of the reach accomplished.
— Aurelio Toral (@AurelioToral) 21 de febrero de 2013

SocialMedia TipOfTheDay: your audience's HEAD GUT HEART or SOUL? ... think about which of your audiences feature your content targets to.
— Aurelio Toral (@AurelioToral) 20 de febrero de 2013

Social Media Success TipOfTheDay: Old Media Audiences: EYES and EARS... NewMedia Audiences: MOUTHS ready to TASTE, DIGEST... and TALK BACK
— Aurelio Toral (@AurelioToral) 19 de febrero de 2013

SocialMediaSucces TipOfTheDay: if a post grabs ur attention enough to consider RT, enrich/inject VALUE: add ur personal comment to the RT
— Aurelio Toral (@AurelioToral) 18 de febrero de 2013

Social Media Marketing Success Tip of the Day: Don't obsess with content generation, the Key is to ADD VALUE
.
— Aurelio Toral (@AurelioToral) 12 de febrero de 2013

An intelligent comment about somebody's content may add more value than media content of your own.
— Aurelio Toral (@AurelioToral) 12 de febrero de 2013

Social Media Mktg Success Tip of The Day: A Story aims for the heart, a List aims for the brain, great content touches both...

— Aurelio Toral (@AurelioToral) 9 de febrero de 2013

SCREEN WARS: THE G-GLASS MENACE

A long time ago, in a living room far, far, away... 

It is a period of screen wars. 

Rebel devices, striking from a hidden base, have won their first victory against the evil Desktop Empire. 

The eyes of the earthlings, eager for content, are fixed on mobile. 

The Big Flat screens of the Republic, yearning attention from their once revered living room thrones, plan their triumphal comeback on board lusty 4K vessels. 

Myriad Content Alliances proliferate through the galaxy. 

Social Platforms fence in their population while loading their weaponry. 

During the battle, Search Engine Knights revealed their ultimate weapon: The Mighty Glass, a nano screened armored device with the power to rule them all… 

What a great year we are enjoying so far!!! In less than two months, 2013 has proven to be very action packed regarding what many of us call the battle of the screens. Big and Fixed vs Small and Mobile vs Smaller and... Wearable!!! Who will win the Screen Wars?

BIG SCREEN SCHEME 

After the 3D fiasco, TV manufacturers put their comeback hopes on SmartTVs and the recent irruption of 4K ultra high def super large screens at the past CES.

Hardware-wise, I appreciate big screen manufacturers' efforts to be appealing, however, I have some concerns about their software and content strategies.

The way I see it, a SmatTV should basically be a large screen with online navigation capabilities, either through Apps or using built in/downloadable browsers; an OS compatible with current navigation protocols, RAM memory and some short of storage drive. Nothing out of the ordinary…

Kidnapping Ecosystems

However, TV Manufacturers seem to suffer an insane fever of  kidnapping fixation. They'd like to trap us into their elaborated ecosystems using crisp seductive devices. In an effort to emulate Apple’s itunes and appstore successful model, TV manufacturers vitaminize their screens with pre-installed applications channeling our access to content through fenced paths.

I do not support their policy, but I understand that, for example, a company like SONY, owner of a vast variety of content and a tradition of exclusivity (BETAMAX, Memory Sticks ) deeply rooted in their corporate culture, would try to capture audiences this way, but it is, in my opinion, a mistake for two main reasons:

1. None of the manufacturers have the almost religious loyalty base of worshipers that idolize Apple policies and devices. None have a messiah to adore or a prominent Steve Jobs like visionary figure to lead by inspiration. 
2. Audiences are more intelligent and connected than ever. They want freedom to choose and expand. I find it somehow hard to foresee a future in which better prepared consumers would prefer their choices for content consumption to be limited and decided by someone else other than themselves. 

TV manufacturers know their battlefield is limited to homes and try to rule over their turf, but I’d advise them to be extra careful with how they deal with audiences in our Social Media Driven world.

MOBILE SCREENS GAME PLANS 

Smartphones and tablets dominate the mobile scenery. Laptops are moving away to exile as tablets unmask the content creation proficiency they had hidden behind their content “consumption only” disguise.

Smartphones are no longer the second screen

Most of us expend more time looking to our smartphone's than to any other screen. Besides, it does not longer compete with the big screen, it adds up to the experience of watching live TV. It enhances TV enjoyment with search and social.

Mobile screens rule over the game

Developers, content creators, marketing agencies, consumer companies, profit and nonprofit institutions, public and private, struggle to figure out how to stand above others to catch the eyes mesmerized in mobile screens. 

The plan is to keep muscling up the devices with speed, power and, most important of them all: connectivity.

Connectivity is the name of the game for mobile: with other devices you own; with other people's gadgets; with commercial aparatus in shopping malls, supermarkets, stadiums; with appliances, with urban furniture and street displays; through proximity, through the cloud... you name it. Connectivity to make that screen the remote control of our everything.

GOOGLE GLASS 

And just when we though there was no space for more screens, Google surprises us with the introduction of yet another one: Google Glass.

Game of Thrones

This short of Sci-Fi device, a wearable computer as Sergey Brin likes to call it, revolutionizes the market providing a screen in front of our very eyes... all the time! No more need to distract our head from what we do, or even from other screens, to enhance your experience.

Built in camera to capture, connectivity to share, in an elegantly light device: it’s a win!

It is a serious contender to dethrone the smartphone. Apparently, the way to win the screen wars passed through going smaller.

There are 3 clear benefits for this device over any other: 

1. Better Portability 
2. Hands Free Multitasking 
3. Body Integration: it is not an extension, like regular glasses, it becomes part of yourself. 

I also see evident downsides: 

1. Voice Command: it is ticklish to speak out commands when you are walking down the street, or watching your kids weekly soccer game, or even watching TV at home. 
2. Distractive: could you wear one while driving without becoming a risk to others? Or, as Mark Zuckerberg pointed out to Mr Brin : How do you look out from this without looking awkward? 
3. Being a Stand Alone Device: It could be a point in favor but also against Google Glass. Being a wearable computer implies putting a processor, wifi and mobile networks antennas, making it bulky even with the slim design accomplished so far. 

With smartphones as powerful, connected and ubiquitous as they are today, I foresee Google’s competitors making lighter glasses that would connect with different phones through apps using Bluetooth, letting the phone do all the hard work itself. It would even give hard disk memory to store pics and vids we do not want in the cloud.

Anyways, these are certainly exciting times to live as consumers, tech enthusiasts and Social Media Addicts like myself.

Let the Force be with us!

IN SEARCH FOR THE SOCIAL MEDIA METEORITE

Twitter Meteorite About to shatter Google's Earth

Last night I was about to go to sleep… heck! I was already in bed… with my iPhone..  Social Media Addict that I am…, checking for twitter activity, when a shower of meteorite related twits rained all over my timeline.

My first though was to remain skeptical. I vaguely remembered glimpsing, earlier in the day, over a few twits about an asteroid that was going to pass nearby our beautiful earth. It was a great opportunity for twitter rumor yonkies to newsjack the event, make up a few fake videos, post them online, leak a few links to news addicts and virally spread the fake.

However, tons of video footage mushroomed everywhere in my TL. Way too many to be part of the joke of a few webpranksters buffooning around. The meteorite was real.

My Social Media self took immediate charge of my insomnia.What an amazing opportunity to measure the power of Social Media!

I typed the word “meteorite” into twitter search. Hundreds of twits filled up with links to video and pictures emerged on the fly.

I typed the same word in google. Wikipedia, adwords selling meteorite samples… nothing about the Russian events at that time.

Social Sharing was overpowering google’s algorythm!

Twitter is an amazing tool to promote content, virally spread ideas, share thoughts on the fly, speak out, engage, chat… but, without any doubt, twitter is one of the most powerful search engines around.  In a sense, it is a competitor for Google, and, as well as for the search giant, searches should be its most important  line of revenue. They just need to figure out the least intrusive, most efficient way to monetize it… and they will. When they do find out... Could Twitter be Google's Dinosaur Meteorite Event?

DUDE, WHERE IS MY PRIVACY?

Imagine an epic battle between Batman and Ironman… It won’t happen because one is a superhero from DC Comics and the second one belongs to the Marvel Universe. In the world of comic rights, to be one or the other is worse than becoming villainous archenemies. Fortunately, we are not looking for creating the ultimate crossover blockbuster, only to use their personalities as analogies to illustrate the evolution of privacy. 

Batman vs Ironman 

There are many similarities between both superheros: both are hugely successful business men; both fight evil doers; both wear impressive suits financed by their, no less impressive, fortunes… 

However, there is a crucial difference between them: one wears a mask to keep his identity secret, the other not only does not care about his identity being known, he is a showoff actively seeking for fame and recognition. 

In the world of Social Media, Batman’s privacy would not have a chance. Keeping his identity secret would consume all his financial resources to the point of forcing Wayne’s Industries to Chapter 11. And even then, in our smartphone plagued world, all his efforts would have been futile. 

Tony Stark is much better prepared than Bruce Wayne to live in the Social Media Driven society we live. He understands the perils of revealing his identity, but prefers the ego bust of showing off. 

We live in a transparent world. Open societies where citizens overexpose themselves. The concept of privacy is blurring away dissolved into the so called cloud and certainly won’t mean the same to the current generation of kids, born and raised in the middle of a Social Media revolution. 

I’m old enough to remember the time when we had a certain illusion of control over our privacy. Governments, Security Agencies, Hackers, Paparazzi, Marketing experts and all the usual suspects craving for our private data had to ask, and do it politely, for any personal info you may decide to give them. Today, with everyone sharing the tiniest of their life’s details, we seem to be living inside those suspects’ wettest dreams. Not only are we willing to give valuable info, we‘re releasing it for free! Hey! We live in a world where our personal information is public by default. Privacy is the very hidden, and difficult to choose, opt-in alternative! 

Prerogative of Kings 

In 1995, pictures of King Juan Carlos of Spain sunbathing naked on the deck of a yacht were published by an Italian magazine. They were taken by paparazzi, using very potent zoom lenses, from a nearby shore. King Juan Carlos was furious and asked for the foreign affair’s minister to give him an explanation on why those pictures were made public. The Minister’s very respectful answer to the king was: “with all due respect, your majesty, the only way to avoid pictures like those being published, is not to sunbathe naked…” 

Is there value in privacy? For a public figure like the King, there certainly is. For the IRS, the Government and other public agencies? More than you probably want them to. For marketing specialists? You bet your socks there is. 

Dude what happened to our privacy? 

So, the following question comes to mind: If privacy is a valuable asset, how come our society seems to treat it like a disposable commodity? 

The answer is simple: because we trade it off for other valuable things. 

We trade our private info in exchange for “free” facebook and twitter accounts, “free” Youtube entertainment, “free” google searches, even “free” product recommendations. 

For some of us, this trade is ill-balanced because we value our privacy more than what we value the exchanged goods and services. It has even reached a point where it takes time and effort on our part to fight giving up our privacy. Our world is so transparent that keeping our privacy clean of meddling  requires the skills of a SEO expert. There even are companies offering courses and seminars to teach you how to acquire those skills. 

Whether we like it or not, we leave a digital track whenever we surf online. We even leave ways to track our physical whereabouts with our cell phones on and by our side 24/7. People tag us on pictures; write and gossip about us and not always with the best of intentions in mind. Can we cope with this? The answer is no. To keep things private require such effort nowadays that, as in the case of Bruce Wayne, I dare to say we are better off being widely transparent. 

Don’t misinterpret me, by being transparent I don’t mean reckless, careless or stupid. We have to secure critical info: password protect access to our social and financial accounts, make those passwords long and difficult to guess, change them frequently and practice all the hygienic advises recommended by security experts. I assume you are intelligent enough to know that is not the private info I recommend to be transparent about. 

What I mean is go ahead and share whatever you want to share assuming everything is being watched, and potentially judged. If you don’t want pictures of your naked self sunbathing to be public, don’t sunbathe naked. 

These are the times of personal branding. Our reputation is our most valuable asset. Misunderstanding happens. There will be trolls and character assassins ready to kill our reputation with lies and prejudice. My bet is that we’ll be better prepared to deal with the situations they’ll certainly bring if we've been transparent about our lives. 

Privacy is an endangered species and is being hunted high and low. The “good” old days where the occasional stalker, the freaky perv next door, was the only threat disturbing our privacy, are long gone. We live in a jungle plenty of hunters ambushed to predate on your privacy. I have a word for them: become scavengers, because when Social CSI investigators examine the corpse of our privacy, evidence will show it was death by suicide.

So, what are your thoughts about this? Are we killing our privacy? Do we surrender it as collateral in exchange for freebies or is it being stolen from us without our consent?

Picture from http://readwrite.com