What a cell has to do with communication?


What is a Cell? Cells are the basic building blocks of all living things. What does a single cell do alone? Not that much. What do cells do when they’re together? A combination of cells together transform a single unit to the most complicated and yet powerfeul organism that is a human being. It is only the unification of different elements that bring things in reality.

We are US only in relation with OTHERS. Us as human beings, exist only if we exchange with the external. Our personality is such, because it is established through experiences that have impacted and molded it. Those experiences come from the exchange (positive or negative) with other individuals. Even the most solitary people, after period of loneliness urge the need to go back in a society and interact again with human being . The movie “Into the Wild” of Sean Penn is a great biographical movie that testimonies exactly that.

“Happiness only real when shared” – Jon Krakauer

What does it has to do with the iSocial being then? It has a lot to do. Nowadays people communicate more and more not only in person but using lots of different virtual ways. And communication must develop and adapt accordingly. Behind the screens and the online profile there are people, with feelings and emotions like us. We are not used to substitute the verbal communication in writing, as we were always taught in school to write to explain things, the majority of us have learnt a descriptive way of writing. But with the new technologies in development, the need is now to write as you were talking, and interested the reader as well as if it was the listener. Not so many people/companies are ready to take their communication to that level. More importantly, not some many companies yet understand the need to do it. Or if they do, they might not have the right people to do it.

Talking about what products you do or which great solutions you offer might interest or not. Talking about the experience of other people with that product/solutions, thinking with the readers in mind, not the product, is how companies should communicate now.

The Empathic Social Network movement says:
“The world is always changing, but our generation was born into a world in which letters were handwritten and has come of age in one in which everyone on the planet is only a click away. I this new environment, we need to communicate with greater precision to overcome language and cultural barriers that separate people of different nationalities”
(http://www.tootoom.com/en/ – from the Empathic Social Network).

And I add we need to learn how to interest the others, how to transfer emotions and create exactly virtual empathy.

The iSocial philosophy (and myself) is trying to exactly that. Urging the importance of being in the net and offering food of thoughts of new way of communicating in Social Medias. Including graphics, animation, videos, image, sounds…and In the future way not, smells, touching, and who knows whats’s more.

Life is a set of relations. Without others, we would not be who we are. Reality is an allusion, relations is wha


Why being active in social media?


Nowadays everyone has a Facebook account, a Twitter account, a Linkedin Profile, a Blog, a Google+ circle and so on.

We are all about being online social and be knwon by the higest possible number of People, to be famous and recognized by others, obioussely in Internet. Photo of vacations, parties with friends, photo Album of our children, Icons buttons or emotiocons. But most of all, we are all active in Internet Groups and Forum, sharing our personal thoughts within Folks we don’t even know that do the same with us.

It is a huge consumption of our time being “wasted” to build unuseful Relations and no sense online connetions. To the opposite, there is the reality, a real life made of relations with real People with whom we often not spend enought time.
Without going in the pyscological and phylosofical meaning of this phenomenon, I would like to Analyse the effect that it brings to our professional lives.

In this senario, you might think it is obvious that People spend a large amount of time to build their online reputation also on a professional level, which is way more important than private. Instead, only a minority of People think about putting the same effort into their professional virtual lives. Especially entrepreneurs or young professional still with an carrier to build, should invest at least 80% of their time and money in online visibility, because that is simply the future.

Being iSocial is a new made-up term to express how important is it to be there, on web or Internet, and to be active and social. Interacting, creating content, posting, starting discussions, blogging, having a Website, it is all about being THERE in the net and marking your presence in web.  If you still have any doubt about it, These are the numbers of Internet today

To give you an idea, These are numbers from Facebook:

864 million daily active users on average for September 2014

703 million mobile daily active users on average for September 2014

1.35 billion monthly active users as of September 30, 2014

1.12 billion mobile monthly active users as of September 30, 2014

Approximately 82.2% of our daily active users are outside the US and Canada

More important: Facebook’s latest self-reported statistics say that the average user spends 55 minutes a day on the site, which implies nearly 30 hours a month. Basically we spend more time on Facebook than in the Bathroom!

And that is only Facebook…I don’t have to explain more why is so crucial to be there nowadays. In Addition there are LinkedIn, Twitter and not less important Youtube, plus millions of alternatives and more specific online platforms.

What I struggle to understand is why many Company, professional, or free lancer aren’t yet. Or maybe they are but do not interact or feed their pages, which is even worse! I have clearly said it is mandatory to be there, but it is also mandatory to be there good, strong and powerful. Your iSocial life has to be a Support or your Job or carrer, not a disadvantage.


LIDL: what do you do?

LIDL LIDL customer

I can’t understand LIDL recent communication campaign.
Why? Because I don’t get who the target is, or better, I don’t understand why you LIDL changed it.

What is the typical LIDL customer? It is a normal or low-income woman, more likely in her 40/50ies or older, normally with a family, with no interested in fashion or style, who wants first to save money and second find all common German food. While there, she would also buy clothing if she finds them convenient and not too bad. She would also buy baby/children clothing.

During the years LIDL has been increasing more and more their offering, introducing non-food articles. Now you can also find special offers of electronic tools, thrill machines, furniture, garden utensil, and almost every week a long variety of clothes.

Of course entering the fast fashion world was too attractive for Discount chains, and there it go. From children clothing to underwear, from shoes to belts and all possible clothing you need. Don’t get me wrong, they are not mistaking at all, sales confirmed it. Their minimum-stock vs fast sales process works best, so great job LIDL. The only thing that I don’t really understand is why then changing then your target?

When I see their latest adv campaign (both on TV, online and on paper) LIDL is very much talking to a younger audience than usual. Both visual and messages are targeted to young women, I would even say teenagers. And my question is “WHY SO”???
From what I can assume either you LIDL want enlarge the age of their customers, trying to sell clothes also to younger people or you use that image because you want older women feel younger. I believe in both cases it doesn’t work.

Here 5 Reasons why:

1. If LIDL wants to attract young women to shop there – it will of course exclude older women – as a 20 years old does not dress like a 50/60 women (both for size and style). Either one target or the other. Problem is, if I’m 20 years old would I ever go to LIDL to shop? NEVER!

2. Plus even if you LIDL makes them coming to buy those such nice Jeans by “Sophia Thomalla” from you, the young 18-20 years old girl would never buys fruits and toilet paper while she’s there, that is her mom’s job. So again, failure in up-selling.

3. Probably a 20 years old girl think: “LIDL is where my mom would buys clothing, not me! I go to H&M or even better, I shop online by Zalando!” It could be the best, most stylist, modern and in the same time cheapest skirt ever, if the mothers has it no way the daughter will wear it. It is a perception game and there is nothing we can do to Change about it.

4. There is a size problem also. A 40/50 woman normally does not have the same size as a younger skinner girl, so how do you manage that? You make smaller and more shaped clothes only? Or you make them in ALL sizes? Again no possible.

5. The messaging of “Simply being yourself” (Bleib schön du selbst) is also to me not effective. That kind of target does not want to be “yourself”, they actually want to imitate the testimonial “Sophia Thomalla” and therefore dress like her!

If I am correct or not, no one knows. And surely LIDL is too strong and powerful to have a negative impact from one single campaign. But it would be interesting to understand why they decided to approach that target and what is the strategy behind it.

I am always very interested in understsanding retail strategies and communications plans, that’s why I observe and write here my thoughts. No controversy, no criticisms, only my willing to learn.

never stop wonderif you want to learnnever

My coach is me, and the YouTube videos

youtube + text + image

Kenyan Julius Yego yesterday (Aug. 26) secured a gold medal at the World Athletics Championships in Beijing in javelin after learning how to throw on YouTube! Yes, he almost entirely self-taught how to throw watching the tutoral Videos of Jan Zelezny and Andreas Thorkildsen, both of whom won Olympic and world titles.! (complete article is here ). Now, why is that so important for us in Marketing? Because it shows once again how online Tools are becoming more and more imporant and crucial in our lives.

I’m always amazed when I read such things. The power of digital new technologies and digital tools is really changing everything all around us, even without us realizing it. The way we communicate is transitioning from verbal to written, liking it or not. The way we exist it not only physical but also virtual, even if we don’t have online profiles, there are a lot of info of ourselves in internet anyway. Even NOT having an online kind of form tells something about us.

How companies cope with this transitioning? It is crucial their presence on the web to create a strong online visibility. And what is the key there? Providing interesting contents. Network is not only to promote products but also to create the brand awareness. As well we have to establish our brand off line as we have to dominate it online.

How do we implement a new brand online?

ONLINE VISIBILITY It is not only about creating a website and various social media profiles – That is the mandatory – It is creating the expertise in the specific market that will put our brand to be the first. Being the first source of information when it comes to that products is what makes people think it is we are “the expert”. Thinking what and where the customer would look for our products and providing content to full fill their need.

– INTERACTIVITY Maintain and create as many interactions as possible, dedicating resources only to be there on the time when customers need. Use online chat, twitter comments, LinkedIn forum, email fast answering, whatever it takes. Never forget: “Consumers rule” Jeff Bezos – CEO Amazon.

CONTENT RELEASES. Never leave too long customers without contents and information. Follow the positive momentum and softly but frequently repeat the selling proposition within communications, in the same time maintaining the relation with the prospect/customers.

GOOD COPY-WRITING. Content such as posts and articles need to be simply written , clear and effective. A content must conduct the customer through a message long enough to win all possible objections and rejections. A short copy does not provide information but is it manly promotional and it does not work anymore. High importance has a catchy Headline that attracts immediately users to stop and read the article. Only at the end of the page, insert a call to Action.

Easy no? See you next time!