Time to Go Social!

Posted on November 5, 2010. Filed under: Insights, New Concepts, Social Media | Tags: , , , , , |

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empowering business and communities

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Go Social

You know that there’s something beyond social media, do you? We’re on the gates to a new marketing and com world, and the funny thing is that no one can predict how it will be! It’s time to move our business from a passive social media attitude to  a more active one!

Now, we have more power than ever and yes! We can make a difference through social media, we can change the way our business communicate and starts taking advantage of this new world of opportunities. Now it’s the time when you want to stop playing and get serious, it’s time to go social!


Let me be clear, I use the term Go Social for empowering business and communities through human interactions beyond social media. It’s actually what I’m doing, and honestly I love it!


How can we go social? Well we can go primarily by developing and implementing social media strategies for maximizing the reach, building influence and harnessing the power of global communications through human relationships within an engagement approach.

Let’s see how it changes:

  • Go Social is here because noise is dead, we talk about conversations.
  • There’s a 2 way conversation, authentic conversations are happening due to go social
  • Go Social gives them: Their voice is what really matter – I’m talking about audience’s voice, not your, what did you think?
  • Go Social is about listening – truly – Listen what they have to say and acting so
  • We’re living in an environment where content in the king and Go social makes it possible.
  • Give and get feedback, Go social is Being a learner as much as you’re a teacher
  • You guessed, at the end Go Social is all about Human Interactions


Go Social is achieving an effective and long-lasting communication between our public, through an authentic and genuine based human relationships.

Go Social inside Social Media, makes possible empowering businesses and communitites developing relationships and leveraging the audience.

You see, it’s all about human relationships and people, not platforms and tools.

With me?

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Assault Marketing

Posted on August 4, 2009. Filed under: approaches, Insights, Marketing, New Concepts, opinions, Strategy | Tags: , , , , |

Everyone knows that the term marketing is in fashion, so much that this term is applied to any business technique known as the weirdest and sophisticated names on the topic.  Certainly, there is talk of relationship marketing , health marketing, direct marketing, viral marketing and even guerrilla marketing. This unsual but increasingly common situation that has made me reflect and think that I, as a professional in this discipline also had to make my bit in this field.

Everything  started when I was reading Philip Kotler writings about marketing side, then I came to believe that I should give a new name to a practice that I and surely several people have done for a long time but is not yet baptized, the marketing of confrontation. A term that will give plenty of talk about their strong connotations in the success of the business world.
It takes time to identify the marketing strategy in a chess game where the board is the market and the rival in front of us is our competition. But I often question myself, do we know who really is our competition in this strategic game, whose objective is  increasing sales? When people ask who is their competition, for example, from McDonald`s, always get the same answer: Burger King, but … why do not we talk about Vips, Pans & Company, Knee, traditional restaurants, or even – I dare to  say our house-  when we go to eat? Because we must not forget that the competition does not have an exact appeareance, but it has many forms, which like a sheet of chess has to be moved in  different ways. This is assault marketing, knowing strategically all our planning moves in order to beat our rivals, because if we act impulsive, we just play a simple game of checkers.

Indeed, as the bestselling authors of  “Thinking Strategically” Pods K. Dixit and Barry J. Nolebuff the strategy is the art of overcoming the adversary knowing that he/she is trying to do the same with you.
Of similar criteria and working in parallel on this issue, I read about  Major Roberto consultando Ajedrez, creator of the concept of  “Chess in Business,” which changed my mind about the whole concept of chess and lead me to start on promoting the importance of this strategic stake in the world of business.
And here is where assault  marketing acquires its full meaning, since it is necessary checkmate the king to achieve our goal and position successfully in the business world, struggling permanently with the competition- not only directly- but global and examining closely all the movements of the board, ie the market- our field of action. Therefore, if we want to be really competitive, we  should learn to play chess or whatever it is,  do assault marketing, and bring into play our best strategy game. Surely, we will win the game ¡¡!

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WARKETING: The battle of Marketing

Posted on July 15, 2009. Filed under: approaches, Insights, Marketing, New Concepts, opinions, Strategy, Tactics | Tags: , , , , |


I have been reading about this -marketing terminology (perhaps derivative?) for a while and I would like to  go more in depth with the blessing of all the readers and bloggers who care about it…

The arduous daily struggle faced by today’s executives requires them to think and act with initiative, to exploit any situation in a meditated way,  the ability of the commander and his people gives the value of a militant group.
It is believed that the way of thinking and acting of  East and West is completely different because of its history and its leaders, but we will see below that no matter where the thoughts and the rules that always teach us come from, all have the same goal
In the far east many years ago specifically 500 BC. Chinese strategist Sun Tzu wrote The Art of War established the foundations of the military strategy of the East, which relies on the concept that in order to win, it always requires good planning. Sun Tzu said that those who have real skills to battle may refer the army to engage the enemy without fighting.
While in the west the German General Carl von Clausewitz wrote On War the eighteenth century, which provided the basis for the west  military strategy, within which the essential idea is that in order to win you must fight the most important battle.
If  it’s interpreted correctly, both strategies can be very useful to a business strategy:
Clearly, in the preceding paragraph  Sun Tzu’s thought points to strategic busniess aims and Clausewitz provides the tactical aspect.
A good strategic planning with real results starts in acknowleding when ends the strategy and begins the tactics
To differentiate both we will add to our terminology, the word “Contact”, it is a word that suggests, perhaps like no other, the boundary between strategy and tactics.
In war, the strategy is stopped right on the border. And the tatcics starts when the contact is made with the enemy. So in business, it stops at the door in which a client will make a purchase decision. When an executive speaks with a client, the developed action action is a tactic. When the sales manager will plan to visit the client, the action is strategic.
In the company’s activity, irrespective of their category, the winning strategies are formulated before- I would add in a long term. And the tactics are  required to maximize the physical, intellectual and moral capabilities of the team (nothe the term Team, not staff) in achieving the busniess objectives  as a whole.
In the tactical field force is not just quantity, it must be added the capacity of each person who makes up the organization, courage, boldness and determination to success. Where and how many people started Microsoft?
Summarizing the above and giving a start to this marketing derivative, we have defined principles as for the strategy as for the tactics, these are:

Principles of the WARKETING  strategy
1. Surprise
2. Security
3. Offensive
4. Economy of forces
5. Media meeting
6. Freedom of action

Principles of Tactical WARKETING

1. Offensive Spirit
2. Capacity
3. Mobility
4. Creativity
5. Support

This post has been inspired by the original article: “Warketing” by Sergio Gajardo Ugás

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There are no two services equal

Posted on May 24, 2009. Filed under: approaches, Engagement, Insights, Marketing, opinions, Positioning, Prospects, relational marketing, Service marketing | Tags: , , , , , , |

differentI’d like that you ask this question to any CEO or principal you know, “What makes your service special?” I’m sure that the 70% of the times you’ll get a disappointing response. “Honestly, nothing special. We’re all pretty much the same”. They’ll often say…

WRONG. Every service is different, and creating and communicating differences is vital to effective marketing.

If buyers can perceive differences in products, then people certainly will perceive major differences in services, after all. comprise unique components: people, no two of whom are the same.

From my point of view, It’s all about perceptions, passion, devotion, energy, optimism, profesionalism…all these qualities are palpable within the first fifteen seconds of entering the lobby. You can read the DNA of a company from the boy of errands and discover it replicated throughout the company.

If you cannot see the differences in your service, you MUST!!! LOOK HARDER.

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Halo effects

Posted on May 20, 2009. Filed under: approaches, communication, Engagement, Insights, Marketers, Marketing, Positioning, Service, Service marketing, Strategy | Tags: , , , , , , |

Say one positive thing, halo_effectand you’ll become ASSOCIATE with many

Why do people in services fear positioning so much?

Because they fear that standing for one thing will limit their appeal. But it doesn’t work that way, for one important reason: People ASSOCIATE.

We tend to think, for example, that good-looking people are smarter, friendlier, honest, and more trustworthy than less good-looking people. We associate one positive thing – attractiveness- with many other good things.

It’s how people are programmed. It’s how your prospects think.

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Lesser Logic thinking

Posted on May 19, 2009. Filed under: Ad, approaches, communication, Insights, Marketing, Positioning, Service, Service marketing, Strategy | Tags: , , , , , , , , |

In your service, what’s the hardest task? Position yourself as the expert at this task, and you’ll have lesser  logic in your corner 

“If they can do something that hard, then by lesser logic they can do this”

You should ask yourself: What special skill could your business develop and communicate that would, by lesser logic, position you strongly in other areas? What is the big skill you could develop and market that clearly implies other valuables skills?Lesser Logicmiracle

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How to meassure ROI on social media

Posted on May 15, 2009. Filed under: approaches, Insights, opinions, PR, ROI, Social Media | Tags: , , , , , , , , , , , , , , , , |

roiIf the social media has advertising attached to it, you measure ROI by the number of views / connections in the network versus the ad rate. You determine the revenue generated from the ad and compare it to the expense of placing the ad. Your ROI would also be impacted by the value of the network you are interested in. For example, if you are promoting meat and animal products, you probably would find a vegan social network a pretty low ROI target. On the other hand, if you were promoting ecologically friendly cleaning products there might be a peripheral interest for that vegan group that rated a higher network value.”

“Social media as a marketing tool on a small scale is going to be disappointing at best. The nature of “social” interactions via the web require a large number of people in order to be compelling. that is to say that if you have 100 people on your social media site connected with your light manufacturing firm, what is going to compel those people to return? Now if your talking about running adds on twitter, the story is different, however you need to consider your audience as well. are the masses using twitter going to be interested in what you have to offer enough to pay attention to your feed? Its best not to worry about the ROI directly, but rather look at social networking in the context of a broader “grass roots” campaign to build name recognition and brand identity. Leverage a blog and a social site with links to twitter, facebook or other well established sites. Give it away until it hurts, then see if they flock to your cause. Besides, doing small things and leveraging big things costs almost nothing, but might get huge returns. That’s the best I can offer on such a general basis.”

“go to He has a bunch of stuff on social media marketing

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The Truth Behind Business Plans: Breaking the Myth!

Posted on May 15, 2009. Filed under: Business, Insights, Links, Strategy, Uncategorized | Tags: , , , , , |

I found a very interesting post That I’d like to share with everybody.

It’s about business plans. Business schools and universities teach us how to make  and the importance of them but… Is it better to spend two or three moths drawing an idea on a 50 pages document, or perhaps you should spend most of your time building a business if you are looking for investment?

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  • About Isra García

    My job simply isn't make waves but riding them!

    I help and guide individuals and organizations on ”going social“. That is to say, I architect and execute social media strategies in order for them to maximize their reach, build influence and harness the power of global communications building social relationships within an engagement perspective.
    Let's make it happens!

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