Jennifer Lopez Culazo

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If Christ is your jew
if your democracy is a Greek
if your writing is Latin
if your numbers are Arabic
if your shirt is Chinese
if your holidays are slaves

then your neighbor can not be a stranger
(anonymous on the walls of the subway of Monaco of Bavaria)

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banned shirt and tie

.. And why it is essential to optimize the brand online with social media marketing campaigns

Brand Reputation -> Management 2.0

"Worry more about your character of your reputation. Because the character is what you are, reputation, what others think you are. "

This phrase of John Wooden, probably good in the world of NBA basketball, is not (unfortunately or fortunately?) In the era of the Web 2.0 and social media. In a world where everything is written, filmed, recorded and subsequently transmitted, distributed, shared, this sentence could be rewritten: "Worried your character, but most of your reputation. Because the character is what you are, reputation, what others say you are. And today what others say you are just as important as (if not more) than you are. "Some numbers:

• Web users are becoming more frequent / constant (Nielsen Online - Dec. 08)

Navigation
• Italian: 22 million

• sessions per person: 33

• Average per person: 26 hours and 11 min

• Pages per person: 2,011

Impressive also the size of the Web 2.0 phenomenon:

• 16 million users (76% of total)

• 9 million blogs

• 9 million on video sharing sites

• 12 million on community and social networks

are many and, above all, influential!

• according to research presented to the Centre Multichannel 2008 by Giorgio Ferrari Nielsen:

• 85% of respondents (base: those who connect to the internet) is somewhat / strongly agree with the phrase "For me, Internet is the main source for finding information about goods and services (it was 74% in 2007);

• 85% of respondents (base: total) is prone to the mouth ("If I'm satisfied / disappointed by a product / service I tend to recommend it to friends and relatives");

• 18% do so through the Internet ("If I'm satisfied / disappointed from a product / service I tend to share my satisfaction / dissatisfaction on the Internet ");

• to 27% (was 22% in 2007)" like to read reviews from other consumers about the products / services of interest on the internet " ;

• 15% of the Italian population is ever NOT buy a product after reading a negative opinion on the Internet and 14% happened the exact otherwise.

These data, combined with the fact that the web is the first area (in the temporal sense) in which the views of consumers about a particular product appear, pushing more companies to set up what someone starts to define Brand Reputation Management 2.0 (with the help of consultants and / or specialized agencies). The BRM 2.0 must necessarily be composed of three phases, although the scheme and after a gradual pace in line with the internal dynamics and business must go hand in hand feeding each other and going to establish a virtuous circle. Monitor: know what they say your brand online is the first and perhaps most important step. Follow the online discussion is certainly useful to know the views of most active users, often the real opinion leaders, in order to receive valuable information to address the communication product / brand to specific aspects rather than others. The monitoring can be done through free tools (Google Blogsearch, Twitter Search, Trendpedia, Google Insight, Technorati, Twitter, coComment, etc. ...) or through the use of professional platforms for a fee (Radian6 all). Share : the era of UGC and "Content is the king", the reputation of a brand / company can be built also and above all putting available to their consumers of quality content. But sharing is also intended to mean "share with" the consumer the design / development / thought about new products / services, new strategies, etc ... Participate : if, as taught by the Cluetrain Manifesto, markets are conversations the further step to improve its reputation in the call. And the tools to do more and more, starting from any corporate blog, until you get the use of tools "newer" like Twitter (lately he's doing very well AtacMobile), Facebook, etc. Currently ... Italy in the stage of monitoring is the most developed and - consequently - more companies proposed by the specialized agencies and consultants. The final objective of the BRM should be 2.0 to derive from monitoring a series of practical and operational guidance on possible activities to be taken to mitigate any negative perceptions and to emphasize the positive. In one sentence: develop engagement on the basis of listening .

Social Media Marketing

Developing the theme of online branding, social marketing strategy and the role of Facebook in this sense is primary, seems to be a key topic as thorny for anyone trying to define a business model for social networking platforms. An open discussion on LinkedIn by Cristina Berta says: "Facebook is now the most popular social networks not only for the number of people (with over 175 million active registered users worldwide), but also for becoming a sort of 6 degrees media channels (print, radio, tv, movies, websites are the first five) and be the one that most represents the way forward for search engine optimization. In particular, via Facebook, the groups become a powerful tool in marketing, while the individual pages can also have potential in SEO (Search engine optimization), becoming the real key to SEO campaigns targeted. A Facebook page has a search-engine-friendly URLs can be published and become visible to all, including engine crawlers. "From a purely methodological point of view, depending on whether their approach is SEO rather than 2.0, the intervention is certainly larger Michal Gawel, "I think the best approach to Facebook is to strengthen the brand to the maximum. Google now has an algorithm that not only assesses the relevance of semantics or link popolarity, but first we built the value and strength of our Brand. The real power of Facebook is its independence from Google as a platform in which gain popularity thanks to viral marketing. In fact, therefore, use facebook to build the brand, and consequently raise the rank on google (most brands = more links = more seo), represents the most suitable approach. "An interesting anthropological view, however, and therefore approach provides the user the report that Edward Panella highlights some elements: "FB is still fresh as a tool, and is considered an evolution of existing tools available on the Internet, and just as valid from its inception. The main difference is the change in the approach to social network: the first was regarded as a virtual space, but now is considered integral part of its real person and personality. FB has the good fortune to be born when the people of the navigators felt the need and the need to integrate the network as an option to communicate with other people. "Within this view communication agencies, both traditional and setting always 'web-oriented', are increasingly offering services Social Media Marketing (SMM) and Social Media Optimization (SMO), but it should be clear that to be members of social networks, or publish comments and occasionally post on forums and blogs do not Social media marketing means doing the contrary disorganized and occasional use of these tools is As occurs in most cases, and that is why many customers today show distrust when they hear about these strategies. We are accustomed to define very specific objectives and detailed strategies for every aspect of our investments in promotion: for example, if we opt for a campaign of search engine marketing, we usually first identified the target segment, analyze and identify the keywords, engage our staff to write content and optimized code, and finally, measure the results. So also in the cone in SEO SMM before we can talk of strategy is necessary to identify which are the results to be achieved:

• educate and inform customers

• improve customer service

• monitor brand reputation

• increase brand awareness

• the authority to shape

• acquire more information on its target

• get links to their site

order to achieve certain results necessarily includes the process of finding a few steps:

• determine whether your target audience is online

• discover in what contexts are and acts

• examine successes and failures other campaigns on the same social media

• delineate reasonable timeframe

• establish a method to measure the results

Only then we can dedicate ourselves to the identification of the strategy:

• scheduling effectively upload

• maintenance of relationships with users over time

• performance measurement

• optimization and improvement of approaches

Social networking sites are places of encounter complex very similar to their usual off-line, not aware of this aspect is fundamental, in 90% of cases, evil which affects online advertising campaigns that fail the objective.

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Italy is a country for young

I just finished reading a very interesting discussion on LinkedIn posted by Sergio Nava entitled "The flight of young professionals and the low percentage of graduates in Italy: what a paradox!", And if possible even more confusing is the comment of Simon Malacrida soon after. We carry both: 1. In Italy only 19% of those aged between 25 and 34 have graduated. In Europe, only Austria is like us, worse than we are (in order), Slovakia, Romania and the Czech Republic The European average is 30%-to-precisiamolo. They are therefore well below the EU's largest economies. In the age group between 35 and 44 years only 14% of Italians has a higher degree (at least a degree), against a European average of 25%. In Italy, finally, if you are born into a family with low education, parental hard to get to college never graduate or you sign up: only 9.1% of young people from this band comes in fact to receive the coveted " Academic kiss ", well below the European average (23%). But Italy EU average returns perfectly when talking about the children of graduates, which in turn receive a degree: 60.2% above the average of the beautiful country, against a European average of 60.9%. The data are from Eurostat and are all two questions arise. The first: how is it that so many young graduates leave Italy when the hand-statistics-are already a few (and perhaps there would be so much need them here)? Perhaps the country can not exploit them properly? Second, these data do not confirm that perhaps we are a country with a very low social mobility? Waiting for your thoughts, good week! 2. The data are correct, but the questions seem rhetorical. I would say, as you can think of retaining graduates in Italy when the average salary for a first job for Italian graduates is 980 € net per month, while the European average is 1350!?! In Germany you arrive safely 1500, in Holland in 1700 as a first job. And years later, the situation worsens. Career abroad is first and above all, without nepotism and children ... that pass over the deserving. And do not hide behind the phrase "but the cost of living is different" because maybe worth until the nineties, with the pound, but now, with the euro, the GENERATION Erasmus, who grew up with Skype, the fast communication that mitigate distances and low-cost flights, it takes little to travel. As you work on Radio24, I would say that the question for "owners" of the newspaper referenced (ie, industrial) should get their hand on your heart and a portfolio, doubling the salaries of graduates and doctorates immediately. Otherwise, the flight continues, we will indeed become more pronounced and the three world records that already belong to us - the world's oldest political class - the older academics in the world - the business class, managerial and executive oldest in the world for now , Italy is not a country for young people. Now, without venturing discussions that probably would not lead anywhere because alone do little but no one wants to be in a group [the constant hateful and fatalistic apathy of our times], this topic becomes even harder when you think of the recent film about the precarious situation of young Italians who have a tone exquisitely hilarious little we put to spill over into the surreal and potentially humiliating .. long to be part of those losers, of course! Films like Whole Life Ahead Generation 1000 and € , however well-scripted, however, speak of a philosophy graduate who works in a call center and a phenomenon that works in the department of mathematics mktg company that offers 900 € per month, the motto of Matthew is symbolic "when you are faced with a situation of potential danger do as the Formula 1 drivers the inevitable next step: via the steering wheel and property." If these films reflect a stark and dramatic in our reality, what conclusion to the post of one of those suckers .. via the steering wheel?