Author: Manuel Moreno Molina
Publisher: Grupo Planeta Spain
En la actualidad, la labor del gestor de comunidades online se ha convertido en una potente y efectiva estrategia de comunicación y marketing. El gran libro del community manager explica cómo debe actuar el responsable de social media y establece los principios fundamentales de la gestión de la reputación de las marcas en internet, desde una visión juiciosa y ponderada de esta nueva profesión denominada community manager. El autor, experto en redes sociales y empresa, describe las herramientas básicas para crear y gestionar una comunidad, profundiza en las principales plataformas existentes, proporciona útiles y sorprendentes consejos sobre cómo analizar los resultados obtenidos de las acciones emprendidas, y cómo reorientarlas según las necesidades. Además, ofrece prácticas estrategias y recursos para optimizar el trabajo del community manager, revela las fuentes de información de referencia y explica cómo realizar concursos, promociones y campañas de publicidad. Este libro, con referencias a los muchos mitos de la profesión, ha sido elaborado de manera clara y sencilla como si fuera un extenso post del blog TreceBits que escribre el autor, web especializada en redes sociales y periodismo 2.0 que, tras cinco años de actividad, se ha convertido en un referente de la información sobre social media en lengua española, especialmente para las empresas y las marcas.
Author: Juan Carlos Mejía Llano
Publisher: ANAYA MULTIMEDIA
Uno de los errores más importantes que puede cometer una empresa es no estar presente en las redes sociales, otro, es asignarle su gestión a una persona inexperta. Las redes sociales son una herramienta de productividad y competitividad únicas, donde la figura del community manager juega un especial protagonismo. Ellos son los evangelizadores de la marca y los responsables de defender el prestigio de la empresa. El community manager descrito en este libro cubre todas las funciones de especialización de esta profesión: social media manager, gestor de la reputación online, experto en analítica Web y curador de contenido online. El autor ofrece un enfoque único dirigido a los aspectos estratégicos, tácticos y las herramientas que se necesitan para triunfar en el más demandado de los empleos de hoy en día. Los usuarios experimentados que ya estén ejerciendo esta profesión encontrarán aquí temas de gran utilidad.
Author: James Eade
Publisher: John Wiley & Sons
Your quick and easy guide to chess Kings, queens, knights—does chess seem like a royal pain to grasp? Taking the intimidation out of this age-old pastime, Chess For Dummies, 4th Edition is here to help beginners wrap their minds around the rules of the game, make sense of those puzzling pieces, and start playing chess like a champ. From using the correct chess terminology to engaging in the art of the attack, you'll get easy-to-follow, step-by-step explanations that demystify the game—and give you an extra edge. Chess isn't a game you can master—it's an activity that requires patience, strategy, and constant learning. But that's all part of the fun and challenge! Whether you're playing chess online, in a tournament, or with a family member or friend, this hands-on guide gets you familiar with the game and its components, giving you the know-how to put the principles of play into action from the opening to the endgame. Grasp the principles of play and the nuances of each phase of the game Familiarize yourself with the pieces and the board Pick the perfect chess board and set Know each of the pieces and their powers If you find yourself in a stalemate before you even begin a game, this friendly book helps you put your chess foot forward!
Author: Mark Phillips, Jon Chappell, Hal Leonard Corporation
Publisher: John Wiley & Sons
Guitar For Dummies, 4th Edition (9781119293354) was previously published as Guitar For Dummies, 4th Edition (9781119151432). While this version features a new Dummies cover and design, the content is the same as the prior release and should not be considered a new or updated product. The bestselling guide now updated with video demonstrations and audio tracks online The guitar is one of the most versatile instruments in the world, which is why it's so appealing to musicians. Guitar For Dummies, 4th Edition gives you everything a beginning or intermediate acoustic or electric guitarist needs: from buying a guitar to tuning it, playing it, and caring for it. Fully revised and updated, with online video and audio clips that help you learn and play along, you'll explore everything from simple chords and melodies to more challenging exercises that are designed to satisfy players of all levels. Additionally, new players can dive into the basics of guitar and accessory selection. Whether you prefer the cool sounds of the acoustic or the edgier tones of the electric, your guitar will get a lot of use as you play your way through the lessons presented in this integral book. But your journey doesn't stop at the last page! With an updated multimedia component, you have access to more than 80 online videos and 35 audio tracks that help build your talent. Play along with online videos and audio tracks to develop and reinforce your new skills Tune your guitar, change strings, and make simple repairs to keep your instrument in working order Choose the right guitar and equipment for your needs Explore numerous musical styles, including rock, blues, jazz, and country Guitar For Dummies, 4th Edition guides you in the development of your strumming talent—and who knows where that can take you!
Author: Guy Kawasaki
Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques. Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . . • A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas. • A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern. • A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base. • A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers. This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd." Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us. From the Hardcover edition.
Author: John C. Maxwell
Publisher: HarperCollins Leadership
If you’ve never read The 21 Irrefutable Laws of Leadership, you’ve been missing out on one of the best-selling leadership books of all time. If you have read the original version, then you’ll love this new expanded and updated one. Internationally recognized leadership expert, speaker, and author John C. Maxwell has taken this million-seller and made it even better: Every Law of Leadership has been sharpened and updated Seventeen new leadership stories are included Two new Laws of Leadership are introduced New evaluation tool will reveal your leadership strengths—and weaknesses New application exercises in every chapter will help you grow Why would Dr. Maxwell make changes to his best-selling book? “A book is a conversation between the author and reader,” says Maxwell. “It’s been ten years since I wrote The 21 Laws of Leadership. I’ve grown a lot since then. I’ve taught these laws in dozens of countries around the world. This new edition gives me the opportunity to share what I’ve learned.”
Author: Rolf Erikson, Carolyn Markuson
Publisher: American Library Association
Explains how to implement new school library standards and demystify changes resulting from technology, discusses budgeting and special needs of children, and includes ten conceptual plans for actual school libraries.
Author: Lawrence Lessig
Argues for an end to the practice of criminalizing artists and Internet users who build on the creative works of others and for implementing a collaborative and profitable "hybrid economy" that encourages innovation and protects both creative and ethicalneeds.
Author: Olivier Blanchard
Publisher: Pearson Education
Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.
Author: Ryan Holiday
A Primer on the Future of PR, Marketing and Advertising A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
Author: PALOMA LÓPEZ LEMOS
Publisher: FC EDITORIAL
Tras un largo proceso de revisión por parte del Comité Técnico 176 de ISO, el 23 de septiembre de 2015 fue finalmente publicada la nueva y esperada versión de la norma ISO 9001, el modelo de sistemas de gestión más popular y con mayor número de certificados en todo el mundo. Vistos los cambios que aporta esta nueva edición —cambios en la estructura, en el enfoque, en los requisitos, en los términos y conceptos—, el proceso de transición no será una tarea fácil para las personas responsables de la implementación y mantenimiento del sistema, por lo que el principal objetivo de este libro es hacer una descripción sencilla de los cambios y novedades que aporta la nueva versión de la norma de forma que el proceso de transición sea lo más eficaz y menos traumático posible. Este libro es una guía útil tanto para aquellas empresas que aborden la implementación de la norma por primera vez como aquellas que ya estén certificadas. Para ello, se incluyen como anexos la correlación entre los puntos de la antigua versión 2008 y la nueva versión 2015 así como un listado en el que se especifican los nuevos documentos y registros obligatorios, que facilita la optimización del sistema documental.
Author: Melissa Barker, Donald I. Barker, Nicholas F. Bormann, Krista E. Neher
Publisher: Cengage Learning
Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Author: Jane Maas
"Breezy and salty." -The New York Times "Hilarious! Honest, intimate, this book tells it as it was." -Mary Wells Lawrence, author of A Big Life (In Advertising) and founding president of Wells Rich Greene "Breezy and engaging [though] ...The chief value of Mad Women is the witness it bears for younger women about the snobbery and sexism their mothers and grandmothers endured as the price of entry into mid-century American professional life." -The Boston Globe "A real-life Peggy Olson, right out of Mad Men." -Shelly Lazarus, Chairman, Ogilvy & Mather What was it like to be an advertising woman on Madison Avenue in the 60s and 70s - that Mad Men era of casual sex and professional serfdom? A real-life Peggy Olson reveals it all in this immensely entertaining and bittersweet memoir. Mad Women is a tell-all account of life in the New York advertising world by Jane Maas, a copywriter who succeeded in the primarily male jungle depicted in the hit show Mad Men. Fans of the show are dying to know how accurate it is: was there really that much sex at the office? Were there really three-martini lunches? Were women really second-class citizens? Jane Maas says the answer to all three questions is unequivocally "yes." Her book, based on her own experiences and countless interviews with her peers, gives the full stories, from the junior account man whose wife almost left him when she found the copy of Screw magazine he'd used to find "a date" for a client, to the Ogilvy & Mather's annual Boat Ride, a sex-and-booze filled orgy, from which it was said no virgin ever returned intact. Wickedly funny and full of juicy inside information, Mad Women also tackles some of the tougher issues of the era, such as unequal pay, rampant, jaw-dropping sexism, and the difficult choice many women faced between motherhood and their careers.