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Palmira Ríos:" In this field evolve our profiles according to the evolution of the Internet "

Interview Palmira Rios Community Genetsis Manager, Coca-Cola Happing project

"In this field we evolve our profiles according to the evolution of the Internet"

What is your position accurate? Community Manager


What is? What are your duties?
work in a digital marketing agency and consultancy on the one hand and social networking communities for brands. Project conceptualization, definition of the community strategy, training and coordination of the moderating team / community. Study strategy (positioning and social media campaigns) and monitoring of ORM for brands and communities.

In those roles, do you think the job title is appropriate? If you had to name it, would you call this or otherwise?
guess it would be something like Community and social media director, but is not something that worries me, because tomorrow it could be something else. In this field evolve our profiles according to the evolution of the Internet. It is absurd to pigeonhole or older stay in securities that tomorrow they will die or be replaced by otros.Soy more supportive of general cargo.

"Many of these new profiles are existing posts
what they need is to master the Internet, and especially the social web,
as a means of communication."

Do you think this type of work should made a personal capacity (a person with names) or corporate title (anonymously, on behalf of the company)?
As a consultant I have name, as community manager depends on the objectives of the community, yet they are often supported the role of users, not those who work behind.

What others think that new professional demands of the Information Society, related to communication and new technologies? Moderators
, content, online PR, and all that comes to mind. But the reality is that many of them are existing positions that they need is to master the Internet, and especially the social web as a means of communication.

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Antonio Toca," The role of Community Manager should always be done by way personal "

Interview with Antonio Toca, Community Manager for Creative Territory

"The role of Community Manager should always be done on a personal basis, because all communication, even if you have the umbrella of the company about you, it is conducted by people "

What is your exact fee?
Complicated as we are small, you touch all the issues. I like the Social Media Expert (SME), but it is very flamboyant. I really like the term of Chief Blogging Officer, but assumed to be more involved in the drafting of content, it would be the editor or editorial director means we have to monitor the work of the editors, although the term recognized by the company, and whoever else is listening, it would the Community Manager, for all that encompasses.

What is? What are your duties?
supposed to be the person behind the media, and company image online. Means giving life to the blog of creative Territory. On the other hand, is seeing the needs of customers on their way to social media campaigns, and the best way they can take that step. It has a bit of an evangelist, to show that is not worth taking any step, that this is a process and the actions are related. Not to create something and upload it to the network, more businesses have come to understand and appreciate. And those are.

In those roles, do you think the job title is appropriate? If you had to name it, would you call this or otherwise?
always have to put a name to the office because the party is best viewed with who is speaking. Right now, is to define and demonstrate that when a company is dedicated to a strategy of this kind, not fixed to have a person for everything. It is not the same as a Community Manager, a Chief Blogging Officer, a Social Media Expert or editorial director, each performs a specific function, which may overlap, but not always given the very mejor.Soy not translate terms, especially when these are well understood.

"My job is to see the needs of customers on their way to make
Social Media campaigns, and the best way they can take that step.
has a bit of an evangelist, to show that it does not give any step, this
is a process and the actions are related. "

Do you think this type of work should be a personal capacity (a person with names) or corporate title (anonymously, on behalf of the company)?
always a personal capacity, because all communication, even if you have the umbrella company for you, this is done by people. Like it or not, your message will be linked to one with which you work. That includes the pseudonym, but has name, or identifiable with someone physically.

What others think that new professional demands of the Information Society, related to communication and new technologies?
addition to that I have mentioned in your question, the greatest growth profile now is the Web Analyst, now central to any strategy to prepare for the future. This figure will be the X-ray will give us about how we are, and what steps we need to assess the future ... That is, profiles that are suing are the Web analytics expert, Chief Blogging Officer Community Manager, Social Media Expert and Editorial Director ..., each with clearly defined functions.

Finally, we find another figure. This is the Trafficker. Or what is the same, a person straddling the commercial and technical department. For business, is that they understand and adserver says if there is inventory and ensures that the campaigns they have sold is fit correctly. For technicians, is that person who does not understand that since javascript is wrong here and need to close a tag. In practice it is the department that is responsible for all advertising campaigns start when they start, they display correctly on all browsers, all impressions do you have to do and also have the best possible results.

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Starting tomorrow, interviews with five" new professional "Job Search 2.0

start the week with the publication of a series of interviews I did for the study on the new job profiles that demands Information Society and whose first findings published earlier this month , and pointed to the figure of Community Manager is the profile claimed in Information Society.

As I indicated then, they have made this investigation a total of 50 people, through their participation. To complement the spontaneous participation were invited to several people who are dedicated to some of these new professional to answer a brief interview. Kindly responded to the invitation Mauro Fuentes, Social Media Consultant creative Territory; Rafael Lopez, Managing Director ieCommunities (virtual community of IE Business School) and general secretary of AERCO; Rafael Martinez, director of online marketing at the Hotel Auditorium Madrid , hotel has recently created a blog ; Palmira Rios, Community Manager of Coca-Cola Happing and Antonio Toca, Community Manager creative Territory.

Tomorrow will start the publication of these interviews, which I found interesting to share with you, for providing relevant information on the current context of marketing and communication trends point. We begin with the testimony of Antonio Toca, Community Planning Manager creative.

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With current unemployment figures, job search becomes a matter almost of necessity. Many new technologies are in a good ally to find new job opportunities, and 2.0 is that the tools do not guarantee success, but they help. For example, social networks facilitate networking, but not completely replace face-to-face, always more powerful. Just today I read in The Economist an article on the importance of being visible in the labor market , in which there is now strong competition, "all experts agree that a good visibility of our profile can make a difference when receiving offers. "

In sectors such as communication and marketing, not visible on the Internet can be synonymous with losing a job opportunity. More than once I have heard from managers in this area commenting that if they hire an employee or a worker, in addition to the CV, are interested in having a basic knowledge of the network, and be present in it (digital reputation management) is a first step to prove it.

also the last Cava & Twitts focused on the job 2.0. Although I could not attend, Senior Manager and Antonio Guerrero good summaries have been published.

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Two investigations into the use of resources

The Podcast as a Means of Comuncación

View more OpenOffice presentations from arturo.velasco .

Looking for information on corporate podcasts, I found these two posts in Podcastellano collecting documents of great interest in the subject. First, I recommend consulting work The podcast as a means of communication: characterization of independent podcast adoption radio stations, Arthur F. Velasco. You can see a summary of the main ideas in the presentation Slideshare that heads this post.

Moreover, refer to the thesis of Toni Sellas , The voice of Web 2.0. Analysis of the context, challenges and opportunities of podcasting in the context of acoustic communication is available in pdf through Doctoral Theses in Xarxa. One of the conclusions of this work is that "podcasting is a change in the acoustic communication scenario in which the radio loses the exclusive."

Toni explains that "this thesis is a conceptual study of podcasting, an analysis of its present and its potential in the context of acoustic communication. It is divided into two parts. The first is an exposition of the sociological and technological context in which podcasting was born and a description of the object of study, which is a very recent phenomenon born in late 2004 in the United States. The second part consists of an analysis of the use of podcasting by the traditional media, an examination of thematic universe of podcasting and a figure study of independent podcasters. "

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podcast for the week, neuromarketing and how to manage an Internet brand of flash-

Pick in this post some interesting resources I've discovered this week surfing the Net

Javier Piedrahita, director of MarketingDirecto.com, resume in his column in the Community ICEMD the main conclusions of Neuromarketing Annual Congress held in Munich in April. What interested me most of his post is a presentation by Dr. Hans-Georg Häusel (author of Neuromarketing) , an expert in these matters. Explain how important it is that the mark is emotional and motivational proper positioning.

"BrainBrands, brands that are in the brain of the consumer, activate important motivational structures in the brain. But one should know what emotional systems are activated. The limbic system, which is the emotional system of the brain, consists of three active systems: the domination that promotes the advancement and power, the stimulation, which pushes to discover new things, and balance, which inclines individuals to security and trust. "

As an example, Häusel apply" the emotional map product category "mineral water", "continues Javier in his chronicle," to find out how to produce the increase in value of a product that initially has a value of 13 euro cents per liter and can be sold for 7,900 cents liter, as with Bling brand water. For mineral water reaches this price, must be in a range of emotional and motivational camps. Because mineral water not only meets needs physiological but also emotional needs. The product "water" appeal to the rule (reinforcement, strength, revitalizing), the stimulation (pleasure, refreshing) and balance (health, body control, release). "

You can see the first part of the summary , and over the next few weeks will be publishing more about this Congress. Also available are seven videos in German .

Moreover, a few days ago ABC published an interesting article on how to successfully manage a brand on the Internet? , which includes statements by Marc polite. A good way to inaugurate a new section in this newspaper: Media and Networks, which will be closely monitored.

In the interview, Marc insists that "to manage a brand on the internet is essential to have a plan", which we have already heard many times but it never hurts to remember, especially in a mass medium as is ABC, which allows to reach readers who do not follow the blogosphere. Of course, warns: "This plan is not closed, but on the contrary, is a process of" continuous tuning ', and in this sense, it must "go tweaking and revising because the objectives may change, ecosystem Internet and that network can change where you are well positioned and where your brand is recognized and used to be very reputed to be stopped now. "

You can read the full interview ABC.es .

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Results research on the uses of Twitter and Facebook (F. Grau and D. Ponte)

Facebook vs Twitter Flash Research

View more from Microsoft Word documents Francesc Grau.

and Francesc Grau Daniel Ponte last few weeks have been a flash-research (a prompt) on the uses of Twitter and Facebook and the reasons that motivate users to use a platform or another. The authors Visibility wanted to participate in this experiment, as we announced in @ visibility.

have already published the results, you can see on the blog Francesc Grau and the Slideshare presentation posted above. It seems that Twitter is oriented towards relationships of professional interest and Facebook is still the preferred place for the most personal: contact with friends, former colleagues or ...

Study Research such as this are interesting because they help to objectify something we've done as much ours as 2.0 tools. In this area many times we rely on "common knowledge" when explaining the use of a platform or another, and experiments like this help to lay a more scientific and theoretical (input accepting that there are limits) on this phenomenon. Do not you think?

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Interview social networking

few weeks ago, Sergio Escobar invited me to participate in research being conducted through an interview. We talked about social networking and the English business environment (which can make the SMEs?, What future for all those companies who do not know properly implement social networking campaigns?).

If you are interested in reading it, just post it on the blog first community, therefore I am , the Commonwealth of Communication and Interactivity.

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interesting studies on communication and marketing 2.0

This week I found some resources that I think is worth sharing. On the one hand, Octavio Rojas informed me the creation of the School of Interactive Marketing and study on the knowledge of Interactive Marketing marketing executives English just published. The main conclusion: the English marketing executives suspended in Interactive Marketing. According to research, these professionals earn an average score of 4.1 in general knowledge in this field. However, 86% believe that this activity will increase in importance over the coming years. That is, we have a long way to go.

other hand, I discover through Ramon Prats in Bits PR agency the Commo: Ideas & Attitudes published on its website reports made regularly. Just published one on brand positioning of large health insurers (pdf) and another on the new role of communication between brand and consumer Web 2.0 (in pdf) .

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Writing for the Web (e-book by Guillermo Franco)

discover through Wellcommunity the e-book Writing for the web , Colombian journalist Guillermo Franco. A very interesting book in which the author says, "Writing for the Web means in large part, to return two of the foundations of journalism: good writing and good editing." However, he adds that few people have adapted to the new environment, hence the need for reference texts such as this. Although the paper focuses on media Web sites communication, the concepts are applicable and useful for any website.

The book begins by analyzing the user's reading behavior, then explores the concept of usability, explains how to apply the inverted pyramid in digital texts, and finally how to write notes for other specific formats, such as blogs and microbloging, focusing on Twitter. This is a study conducted by Rosental C. Alves, director of the Knight Center for Journalism in the Americas at the University of Texas at Austin.

Writing for the web can download for free on the website of the Knight Center for Journalism ( pdf).

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Summer Course on the management of corporate reputation (IDEC-UPF)

In the post on Tuesday, with the first results of the study of new professional profiles that demand the Information Society, we saw that the data confirm the growing importance of online reputation management by enterprises. If you are interested in the issue, within one month (July 6) begins in the IDEC (Continuing Education Institute), University Pompeu Fabra (UPF) a course on corporate reputation management that Visibility impart co-author.

The planned program is this:

July 6 - The corporate reputation today. Neus Arqués Reputation and Web 2.0: Inventory of spaces.
- Examples of participation. Bel Llodrà

July 7 - Social Networks: Concept. Horizontal networks and vertical networks. Social identity. Bel Llodrà - Blogosphere and reputation: concept. Corporate blogs. Cristina Aced Blogmarketing


July 8 - Visibility and Viral: Concept. Word of mouth to ideavirus. Key factors in the transmission. Magali Benitez
- Follow-up strategies (Reputation Tracking): How hear the conversation. Monitoring and diagnosis. Neus Arqués


July 9 - Reputation Management: How to generate visibility. The brand and position. Cristina Aced
- Reputation Management: Content visible to search engines. Magali Benitez


July 10 - Reputation Management: Crisis management online. Neus Arqués
- Reputation Management: New profiles. Cristina Aced

can consult the course website for more information . We wait!

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Community Manager The respondent profile in the Information Society (first results of the study on new professional profiles)

two months ago began collecting data for the study of new professional profiles in the Information Society . Well, today begins a series of posts that will help us find out the results.

As you recall, I wondered: What new professional demands of the Information Society? Profile Manager communities and social networks (Community Manager) is the most cited in 56% of cases. Followed, although a considerable distance, the profiles of chief marketing and online public relations (unified in a single charge), and the charge of digital reputation, which have been proposed for 14% of the participants.

I think the results confirm a growing trend in the employment picture now more and more companies understand the importance of managing your digital reputation, in the same way they manage their offline reputation for some time now. And if not, to be told to Domino's Pizza, thanks to a good online reputation management could be successful out of the crisis that recently lived . However, to be seen how the current economic downturn affect these profiles emerging.

I take this opportunity to thank everyone who participated in the investigation, 50 in total: 16 answers through the blog comments, 14 through the survey, 2 replies on Twitter, 4 interviews via e-mail long, 11 short interviews via email and 3 shares through social networks. Without you, this study would not have been possible:)

Although the survey side of the blog is now closed, some people keep sending me the answers by e-mail. The first phase of the study is closed, but I have yet to delve into the second part, more qualitative, so that all responses received will be part of the final study. Keep you informed.