TEDMonterey: The Evolution of Technology by Kevin Kelly

Puedes traducirla en Espanol aqui abajo.

My #PersonalBranding Reflections for 2011

One of my Personal Branding online mentors is Brenda Bence, an Internal-renowned Executive Coach, author and Personal Branding guru (I say "online mentor" because she's one of the many visionary leaders I "stalk" online to get inspiration and tactics from the pros). A few days ago I received her December e-newsletter (you can receive it too HERE), where she included her "FAVORITE YEAR-END REFLECTION QUESTIONS." I'll let Brenda Bence explain for herself in the following excerpt from her email:

"Please don't get me wrong with what I'm about to say - I'm definitely a forward-looking person - but I actually tend to think that spending time reflecting on the past year is just as important - if not more important - than looking to the future. After all, if you haven't learned from where you've been, how can you be sure you're heading in the right direction? How can you course-correct if necessary? Not taking time to reflect on, and learn from, the past may lead to making the same mistakes in the future, over and over and over again. And, that's no way to build a brand."

I decided that what a better way than doing my own reflecting here in my blog for public view....AND for personal motivation to do a REAL introspection of 2010 and how I can use this year's learnings to further grow my personal brand- and for personal fulfillment this upcoming year:

1. If you were writing a book about the past year and had to sum it up in one simple title, what would that title be?

Finally Looking @ Myself @ the Mirror:
12-Months of Personal and Professional Growth

2. What were the three best things that happened to you and/or to your company in 2010?
1 -Developing  my  passion for Personal Branding into a value-proposition, being able to share it with others and having visionary people believe in it.
2 -Finding out that the best free promotion for your services is indeed, referrals from your close network.
3 -A highed sense of self-awareness (both personally and professionally)

3. What were the three worst things that happened to you or your company in the past year, and what did you learn from them?

1- Placing all my eggs {energy} in one basket {project} and after much work, everything failing.
Lesson: You learn from every experience that you put your heart on - and meet amazing people - even if the project ended up being a flop.

2 - Failing to follow through with potential collaborations and projects due to work overload. Lesson: The times of "yes, yes" are over and now is more "I'll have to check my schedule and see if I can fit it in AND if it makes sense for me to get involved."

3- Not having a clear road map for my consulting and freelancing services.
Lesson: A plan allows you to stay on track and gives you direction, so a simple plan is better than no plan at all.

4. Now, look at your individual collection of personal and professional "ups" and the "downs" from 2010, and ask yourself how have those events shaped your personal brand over the past 12 months?
My "ups" and "downs" have shaped my personal brand by uncovering my expertise in different communication areas - that I didn't even know I had! This also provided with more confidence about the value I bring in to projects.  I've also streamlined my online brand into one that's cohesive and one that encompasses all the projects I'm involved with -and not fragmented, like before.

5. How will all of these learnings alter the way you move forward into the New Year?  What will you do differently as you think about starting 2011?

My overall professional and personal goal for 2011 is to take everything to "next level." It may sound a cliche, but this is exactly what I'll strive to do: drive marketing initiatives to increase ROI @ PR Newswire's multicultural division, use Integral USA Magazine and Integral USA TV as a platform to develop my program "La Marca Llamada: TU" and apply my web  marketing and social media knowledge to high-visibility campaigns.

I invite you to do do the same....reflect and answer these questions. Believe me, you'll feel like you have just written your 2010 Life Plan, like I do now (please refer to my answer #3 in question #3!). I wish everyone love, health, peace, happiness and prosperity for 2011!
- Anllelic

SEO en Español: Integrating #SEO and PR to Reach the US #Hispanic Audience

Last Wednesday, PRSAMiami hosted a paid webinar about SEO (Search Engine Optimiation) for Spanish writing- please see my last post below).  ¡Que chevere! The webinar was sponsored by PRNewswire, Marketwire and BusinessWire. I was looking forward to learning and live-tweeting on the webinar, but found that I couldn't log-in in time to watch it  (why would the registration close 5 minutes within the webinar??). Anyway, this is why I HAD to re-post this insightful post-webinar blog post one of the speakers, SarahSkerik, vice-president, social media of PRNewswire - originally posted in the company's external blog Beyond PR.  ¡Disfruta!

SEO en Espanol: Integrating SEO and PR to Reach the US Hispanic Audience
by: @SarahSkerik

How do you reach the Hispanic audience in the US?  The same way you reach your other constituents – online, with social media and search engine optimization.  PRSA Miami held a webinar this week focused on how PR pros can use SEO tactics to raise the visibility of their messages targeting the fast-growing US Hispanic audience.
The vast majority of Hispanic households in the US have internet access – upward of 70%. Not surprisingly, search engine marketing is the most effective – and cost effective – means of marketing to this group. There are a few key differences, however, to which we need to pay attention:


■Google is the search engine of choice, and is the engine upon which you should focus your efforts.

■Mobile devices are hugely popular in Latin America, and among Hispanics in the US, and search is a popular activity. Developing mobile content is important.

■There are real difference in search behavior, which should inform SEO tactics.

Another important opportunity for communicators is the simple fact that there isn’t as much content out there in Spanish, which may explain why the US Hispanic audience tends to spend more time on web sites than internet users as a whole. Developing robust content – and deep linking to it from blog posts, press releases and other information you post online will not only help your SEO, but will be appreciated by your audience.

Spanish SEO basics:

As is the case with SEO generally, keywords play a central role in targeting the US Hispanic market, but with a caveat. “When choosing keywords never rely solely on straightforward translation of English words to their Spanish counterparts,” writes Jose Villa, founder and CEO of the digital ad firm, Sensis, in a recent blog post about Hispanic search. “Think about acculturation levels of your target Hispanic audience and adapt your keywords and ad copy appropriately. Your ultimate goal should be cultural relevance—reaching your audience on a personal level.”

Villa also notes that Hispanic search behavior is different, with many searchers preferring to employ longer, more specific search term strings. Part of this is due to the fact that Spanish is “wordier” than English – it’s been estimated that Spanish sentences are approximately 20% longer than English sentences, on average. However, Villa emphasizes the fact that the search strings employed by US Hispanics tend to be much more focused and targeted when compared to search terms used by English-speaking US searchers.

So what does this mean for the PR pro needing to build visibility with Spanish speakers in the US? As is the case with any PR effort that integrates SEO, the content is the starting point, and it needs to be focused. Given the specificity of search terms used, rigorous attention to subject matter is even more important when optimizing content for the Hispanic audience.

Once you’ve identified your keywords/phrases, using them properly in order to optimize your press release and inform search engines correctly about the content is important. Don’t stick important words down at the bottom of the page.

“Things like headlines, subheadings, bold face type and lead paragraphs are all important places to put keywords,” advises Sebastian Aroca of Hispanic Market Advisors. Writing naturally and remembering to use the words within the text of the release are also important. Another tip: don’t try to optimize a single document for more than one or two keywords/phrases. You’ll only end up diluting your message and confusing your online audiences.

Linking is always important, and basic SEO rules apply here, too. Use anchor text links within press releases and other online content to take readers (and search engines) to relevant pages on your web site. Deep links to specific product or information pages are best – don’t just link to the home page. And remember to link from specific keywords or phrases.


Villa also cautions communicators to expect a higher number of new visitors to the web site. “Design the web site for people who have never been there before, and think about how you’ll get them to come back,” he notes, adding that linking through to a Spanish-language landing page is also essential.


Finally, it’s important to realize that SEO is limited to a single process or one campaign. Optimizing content to develop high visibility in search engines requires ongoing effort. The good news is that the results are easy enough to measure – work with your web team to get access to your web site analytics, so you can understand how much traffic different press releases and other content generated. You can also keep an eye on search rankings to gauge your success, too. Staying on top of search results and referring traffic will enable you to determine what tactics worked well – so you can continue to fine tune your efforts and develop lasting interaction with the US Hispanic market.


Want more information on Hispanic SEO, digital PR and other online communication tactics? Follow the panelists on Twitter!

Ann Marie Herrera, Fleishman-Hillard

Silvia Prado, Logos PR

Sebastian Aroca, Hispanic Market Advisors

Jose Villa, Sensis Agency
PR Newswire , @latinomarketing


Originally posted on: http://blog.prnewswire.com/2010/11/11/seo-en-espanol-integrating-seo-and-pr-to-reach-the-us-hispanic-audience/

@PRSAMiami WEBINAR Nov. 10th: Maximizing Your Hispanic PR Initiatives through Spanish SEO: Reaching Latinos and Hispanics Online

REGISTER: https://www3.gotomeeting.com/register/650004262

PRSA Miami and the Hispanic Market Committee Present:


Maximizing Your Hispanic PR Initiatives through Spanish SEO: Reaching Latinos and Hispanics Online, a Professional Development Webinar


Date: Wednesday November 10, 2010

Time: 2pm-3pm (EST) / 11am – noon Pacific Time

Cost: $15 PRSA Members / $25 Non-Members (Please note you will need to register again through PRSA Miami Wesbite)


Moderator: Silvia Prado (PRSA Miami)

Speakers:
Sebastian Aroca (Hispanic Market Advisors)
Jose Villa (Sensis Agency)
Ann Marie Herrera (Fleishman)
Sarah Skerik (PR Newswire)


Sponsors: Business Wire, Fleishman, PR Newswire,


Hear from our speakers as we take a look at the basics of Spanish SEO and provide you with tactics and tools to incorporate quickly and easily into campaigns . In this interactive 60-minute session you will learn:

- How to get better search engine results

- How to choose which keywords to use in your content

- 5 Steps for Effective Spanish SEO-friendly Press Releases

- After the webinar attendees will receive a list of resources to enhance your Spanish SEO campaigns


You’ll return to work with the knowledge and tools to optimize your content for better results!


REGISTER: https://www3.gotomeeting.com/register/650004262

PR Newswire's FREE Webinar Wednesday, Aug 25th: The "Spanglish" of Social Media: The Importance of Relevant Communication

The "Spanglish" of Social Media: The Importance of Relevant Communication


Wed, Aug 25, 10, 13:00 ET

The importance of relevancy in communication cannot be understated. Identifying the needs and interests of your target audience is an important first step in driving a strategic communications plan. When seeking to engage Hispanic audiences, selecting the appropriate language and tone for your message can make all the difference in achieving success. This is especially true in the world of social media. Additionally, communicators must remember that content is king and the creation of compelling content will help increase interaction with your message.
Join PR Newswire for this FREE webinar and learn how to effectively plan an online communications strategy that will resonate with your core Hispanic audiences.


During this webinar, we will explore:
•How to determine which language and tone should be used when communicating with your Latino audience

•Ways to increase online engagement

•How to effectively write concise and compelling copy for the Web


Moderator:

Cristy Clavijo-Kish, Senior Vice President, Multicultural Markets, PR Newswire


Panelists:

Elianne Ramos, Principal & CEO, Speak Hispanic Communications & Vice-Chair, Communications & PR, Latinos in Social Media

Lance Rios, Founder, Being Latino

Ada Luz Restrepo, Analyst, Spanish User Operations, Facebook

REGISTER HERE: http://video.webcasts.com/events/pmny001/viewer/index.jsp?eventid=35575

FREE Webinar Wednesday, April 28th: Hispanics Beyond Broadband: Leveraging Video and Web 2.0 to Facilitate Online Conversations

REGISTER HERE:http://video.webcasts.com/events/pmny001/viewer/index.jsp?eventid=34353

According to the Nielsen Company, February 2010 showed a 10.5% increase in the number of unique visitors viewing online videos when compared to 2009 figures. In addition, a 2009 Scarborough Research study, "The Power of the Hispanic Consumer Online," indicates that Hispanic Internet users are 21% more likely to download digital content than the average adult online. Given these trends it is clear that innovative online strategies will help foster interactions between your brand and Hispanic consumers.


Join PR Newswire for a FREE webinar as our expert panel discusses how brands are successfully utilizing online video to engage Hispanic audiences.


During this webinar, you'll learn how to:

Reach Hispanic audiences through the use of online video and multimedia distribution
Enhance your social media efforts by incorporating online video into your communications strategy
Create and distribute share-worthy videos


Moderator:
Cristy Clavijo-Kish, Senior Vice President, Multicultural Markets, PR Newswire


Panelists:
Manny Santos, Director, MultiVu Latino, a PR Newswire company

Deborah Charnes, VP, Director of Public Relations, Bromley Communications

Carlos Penzini-Granier, Director, Strategy and Business Development, MTV Networks

The Special Language of Website Writing

SEO means Search Engine Optimization (emphasis on “search”). In non-web words, is the process of improving the volume and quality of traffic (visits) to a web site from search engines (have you searched something today in Google.com or Yahoo.com?) Currently, interactive shops are charging up to $5,000 for a SEO Marketing analysis and plan, and Borders even carries yet another step-by-step book “for Dummies” dedicated exclusively to SEO, from which I have included useful tips here. Please note that even though you probably have a webmaster or your cousin Eddie who actually ads content to your website, it’s important for you to understand its special DNA – as web knowledge IS power.

Important to Consider:
- If the search engines see that your website has a lot of “relevant” content to your business name, to your industry and the inclusion of useful additional links, you increase the odds that one of your web pages will come up in Google.com or Yahoo.com.
- Adding multiple pages of “relevant” content is one way to help capture more searches. Additional content means that there are more places for people to land on your site, which increases your chances of being listed more times- and for more terms- in the search engines.
- Linking to-AND-from other “relevant” web pages is an equally important tactic. What use is great content if no one is linking to it? Search engines tend to de-value a website if it does not employ an effective content and linking strategy. Hint: Do link exchanges with your suppliers and partners.

Check out your competition: Don’t just look at your competitors’ websites, pay attention to who is ranking highly for the keywords that best describe your business— these are your real competitors in the world of search. What keywords are they targeting on their websites? How much content do they have on their “About us”, “Services” and “Contact us” pages? Conversely, what keywords aren’t your competitors targeting? Is there sufficient volume for these keywords? If so, this could be an opportunity for you to fill out your webpage with these terms. Think about writing content that integrates these keywords. Hint: Every web writing follow pretty much these same principles – blogging, tweeting and even those comments you left in Univision.com’s forum.

Do you feel more powerful now?

Anllelic Lozada is the founder of SmallBIZLatino (www.smallbizlatino.com), which specializes in bilingual website marketing for Latino-owned businesses. Follow her on twitter.com/smallbizlatino

10 Best Twitter Uses for Local Small Businesses

Twitter.com, the third most popular social network in the world - now also available in Spanish - can be a useful marketing tool for local businesses. With the capability of performing an advanced search in Twitter’s interactive search engine, http://search.twitter.com, "tweets" are now searchable by keywords, location and language. Below I present 10 ways you can use this free microblogging tool to, for example, attract 200-300 locals at a time (“followers”).

1. Customer Service – With tools like Tweetdeck.com, you can monitor who’s mentioning your product/business/service and respond by direct message or public reply.


2. Multimedia – Send video links from YouTube.com and pictures taken from your mobile phone via Tweetpic.com, which followers can then re-tweet to their friends.

3. Showcase Expertise – By actively participating in discussions with colleagues and prospects, you can enhance your credibility and knowledge.


4. TweetUps - Invite locals for a gathering at your store or office for a special event, sampling, tasting or informational session.


5. Talent / Supplier Recruitment – With all Twitter profiles including links and bio, you can “network” with little effort, which allows you to start a personal dialogue to uncover potential collaboration.


6. Sales and Discounts – Just as you may include special coupons in your local newspaper or send mass e-mail promos, you can send Twitter-only actionable promo codes where they can redeem in person or in your website.


7. TweetChats – Anyone can “own” a tweetchat on a particular topic in a specific time and day – thus further enhancing your branding, followers and expertise. Go to www.tweetchat.com and browse already-organized tweetchats.


8. Local Interest Topics – With Twitter’s new interactive “trending topics” tool you can stay up to date as what’s most being “tweeted” in your city.


9. Large Scale Focus Group – By “following” the locals you’ve found in your advance search AND by “following” your “followers,” you can get important insights as to preferences and demographics.


10. Attract Traffic to Your Website – Twitter allows for mass sharing of links, which allows you to drive people to your website, blog or a news story your followers may find of interest.


Anllelic Lozada is founder of SmallBIZLatino, an agency focused on bilingual marketing & web training for small businesses and professionals. Follow her on www.twitter.com/smallbizlatino.

Twitter for Local Small Businesses 101

Twitter is a social media micro-blogging platform which allows anyone with web connection to publish short messages of less than 140 characters - or best described as: a collection of ongoing answers to the question “What’s on your mind?” that appears in your Facebook profile. What’s the hype? Simple: Twitter allows you to “connect” with a big number of individuals in a personal level and in real-time, via the web and their mobile phones – at no cost for you or for them.

As the bulk of transactions for small biz are local, it’s easy to think that attracting the 5,000 people in Twitter don’t sound a very good use of resources. Thanks to Twitter recently “going local” with their new “geotagging” tool, small businesses are now able to do a keyword search in http://search.twitter.com (like the “Google” for Twitter) and find locals “near this place” under the advanced search option. Nevertheless, the “key” word to consider is “strategy,” which is empirical to incorporating any new marketing element. Do you want to know what people are saying about your products and services? Do you want to be on the look out for consumer patterns in your industry or city? Or do you to attract potential suppliers, employers or consumers?

In order to access if Twitter is a good tool for your business, I invite you to visit the Twitter search engine and search for any keywords related to your business. For example, if you have a cupcake store in New York City, start by searching: “NYC cupcakes,” “NYC bakery” and “cupcakes” within miles around your store neighborhood. The reality is that the most important step to strategizing Twitter use is by “listening” first and participating in the conversation later. In next post, I’ll provide you with the “10 best ways to use Twitter for Local Small Business.”

Anllelic Lozada is founder of SmallBIZLatino, an agency focused on bilingual marketing & web training for small businesses and professionals. Follow her on www.twitter.com/smallbizlatino.

Google Social Search 101- How Does it Work?

Google launched their Google Experiment Social Search today, Oct. 26th, were by opening a Google Profile, you can specify which are your social networks (MySpace, Blog, Facebook, Twitter, Friendster, etc.) Once you do this, everytime you do a Google search, you'll see results matches within your social networks' content.

The Social Media Revolution...Are you Ready?