Posts sobre Digital Marketing

Let me tell you a Story…

10 de March del 2010  |  Hay 2 comentarios. Querés dejar el tuyo?

Back in November, my great journey began… The mission: Go to Europe and work at a digital marketing agency. It was something I’d had in mind as an objective for quite a long time already.

The plan was to travel around until early January, visiting the countries I had on my list of potential places in order to decide on one to stay and start the search for the new job. Initially, I got to Madrid, where the first stage started. Carrying my backpack around, I went through Seville and Barcelona, then jumped to Germany, precisely Hamburg and the incredible Berlin. Holland followed and finally, I arrived in London and Edinburgh, in the United Kingdom.

It was January when I finally decided to stay in London, where the second stage started. I didn’t know anyone in the city, but thanks to CouchSurfing and my lucky stars, I got to meet very nice people. I spent three weeks sending my curriculum vitae to every single contact I had. Interviews started to pop up… And unexpectedly, an acquaintance from CS, who I had provided with accomodation back in Córdoba, helped me get an interview at an agency that called my attention enormously: Story Worldwide, a digital agency specialising in content marketing.

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After a couple of interviews, I was hired as Account Manager there, focusing on SEO and Social Media projects. Story defines itself as a post-advertising agency, where traditional models don’t work any longer. “Every brand has a story to tell. Those that tell it best win” is what they say and believe in.

And even though I still keep in contact with everything in Argentina and take part in Smallbox projects from here, such as CreativArea and Friend’s Day [with Benefits] among others, a new stage started, a new story to tell is shaping up :)

Friends [with Benefits] Day: Best 2.0 Campaign

20 de December del 2009  |  Hay un comentario. Querés dejar el tuyo?

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I would like to thank Punto a Punto for choosing Friends [with Benefits] Day as Best Campaign 2.0 of 2009. Honestly, I was thrilled about the news, especially because we were on the same short list as a Kadikard campaign created by an agency with quite a long career as Romero Victorica.

I already explained in detail how the campaign launching went, then I shared the case as an example of viral marketing on eBook format… And when I thought that was it with Friend’s Day [with Benefits] in 2009, I got such great news!

That working week was absolutely unforgettable. The project was devised in tandem with Denise and carried out promptly with the help of talented Guille in design and communication and the truly important collaboration of my buddy Mati Brasca as shorts director… And the results keep showing.

Unfortunately, I wasn’t in Argentina at the time of the award ceremony, but Denise represented us in a marvelous way. Here are some pics:
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And by the way, July 19th is not that far! ;)

Case Study: Marketing Viral

23 de September del 2009  |  Aún no hay comentarios. Querés dejar el primero?

marketing-viralHere’s an example of viral marketing: Friends [with Benfits] Day – July 19th

The campaign resorts to the strength of Web 2.0 tools like Facebook, YouTube,Twitter and a web site that allows visitors to leave their comments in a blog-like manner.

Furthermore, we boust media management, catching the attention of different means of media and to complete the actions, the event “Friend [with benefits]’s Night –a party with the benefit of touch” took place.

Denise and I developed a 15-page ebook where we go deeper in details on this example of viral marketing, the elements used and the way they were employed, and by the end, we add our conclusions on the case. We drew on Google Analytics, YouTube Insights and Facebook Insights, among other sources.

The Friends [with Benfits] Day – July 19th was made on July 2009 and it took only a production week (experience I’ve already commented on here). Today it has over 16,000 fans on FB and it has already brought about positive results to the advertising brand (La Boutique del Placer Sexy Webshop) when it comes to B2C communication.

Short comic videos were used as virality triggers. This is one of them, where people are asked, “What is the typical excuse to call a friend with benefits?”

The ebook (in Spanish) is available on Scribd under a Creative Commons licence: Viral Marketing case: Friends [with Benefits] Day

A second edition of the Friends [with Benefits] Night has taken place and others will surely be coming soon. Next year, the campaign will be taken up again around June.

The Friends [with Benfits] Day can come true!

Friends [with Benefits] Day – Day 13

21 de July del 2009  |  Hay 2 comentarios. Querés dejar el tuyo?

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It was just 13 days ago that I met up with Denise and Guille to decide whether to go on with the Friends [with Benefits] Day project or not. Luckily, Matías –friend and ex-classmate in the Japanese class– liked the idea of making a bunch of videos on the activities, and that was just what we needed to get started.

Rodrigo lent me his brand new little camera and the next day, taking advantage of a beautiful winter day that made people from Nueva Córdoba go and drink mates out, we began recording interviews at El Buen Pastor. Meanwhile, Guille was working on the initial site designs, drawing on some interface sketches I’d made where the YouTube video player and the comments people might leave had priority. The outcome was an isologotype and an image for the project, both matching perfectly. Also, a registered and active domain pointing to a Facebook Page, plus a good number of interviews we had gotten thanks to the help of Gisel.

During the following days, we worked hard to get the site done, recording more interviews and filming raw shorts in my apartment (where I played the role of actor) and in Nati’s, a friend of Denise’s. We spent a day sketching the site in CSS and XHTML, then implementing it on a WordPress modification. Spent a night, working with Guille until 7.30 am to finish implementing the graphic design… In the meantime, the Facebook Page was getting around a hundred fans, without us even having launched the site. We then saw for ourselves that the idea was a good one.

The weekend rounded up with a sleepless night editing and compiling the videos, and a day struggling to achieve good quality videos to upload to the YouTube account. Finally, we launched the site on Monday 13th at 11pm. By that moment, the Facebook site was counting over 400 fans.

That week flew by and the move grew vertiginously with numerous appearances on media and blogs. We got to Thursday with 1300 fans and closing a deal with the people of Ríe Catalina to hold an event on Saturday night celebrating Friends [with Benefits] Day. By the day of the party –which was a complete success– we had over 100 comments on the site and over 2500 fans on Facebook.

A bit of calm at last to let me write a post on this… It was Tuesday… and there were some 3800 fans on Facebook.

The original idea we had with Denise at the moment we created the concept was –apart from generating such an impact for La Boutique del Placer – to learn about social networks and their use in viral marketing. We applied a great deal of our knowledge and experience… Well, we are still actually doing that… Quite an experience it was! There will surely be more posts on the topic. And I’d like to invite all of you to leave your definitions, excuses and stories on the Friends [with Benefits] Day site and comments on this blog :)

Personal Marketing – My presentation at UES21 University

29 de May del 2009  |  Hay un comentario. Querés dejar el tuyo?

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The Internet today is an excellent means of boosting our personal professional marketing. There are numerous tools that allow us to do it virtually, without charge nor need for technical knowledge –something that we wouldn’t have even thought of a few years ago. But in order to make the most of them, it’s necessary to get to grips with some concepts related to the Web 2.0 tendency.

On Tuesday 26 of May, I had the honor of accompanying Denise on a talk about this topic at UES21. On this exposition, we dealt with the key concepts in understanding Web 2.0 and analyzed some interesting figures related to the current use of the Internet in the world and in our country. We also covered important notions like Social Media, market conversation, the long tail, search engines, SEM and SEO.

Having finished with the theoretical background, we moved on to the tools that are needed for the creation of virtual professional profiles, explaining the social networks Facebook and LinkedIn, the creation of sites with Google Sites, and blogs with Blogger and WordPress.

Finally, we briefly commented on the power of Google Analytics to track your actions and results on the Web, illustrating its use with examples.

The talk took longer than we’d expected, but such a positive result we got. Thanks a lot to all those who listened to us and bombarded with questions! We really hope that the exposition was useful and it’ll work as a starting point for new creations to boost your personal marketing.

I’d like to share here our presentation (in Spanish) on SlideShare, and let me invite all those who were there to leave their comments and suggestions.

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