Michael Porter spent a few days in Madrid to participate in ExpoManagement. And as always, clear and interesting things said, that complement the keys to the Porter strategy and its known Value chain and 5 Forces Model.

According to him, the strategy is to be unique, To change the world around us to take all we can give ourselves. Applied to a company, it is apart from the competition by offering a different value to the customer to get the most benefit.

Porter noted that the errors that often make the companies Are:

* instead of pretend intended to be different be the best, And the best there is sometimes no, there are several “best”.

* confused with an action strategy as international, with a aspiration as being the first market, or a mission, And satisfy customers. “You can have a mission, because it makes you feel good, but not good for anything concrete”

A good strategy, Porter concluded, must:

* can explained in two or three sentences

* know what sell, who and what they need

* be flexible But with continuity.

New media: social networks, virtual communities, blogs and Web 2.0:

* This is a new scenario business and communication: now Markets are conversations.
* With Web 2.0 companies must change how they communicate: The what communicate and how communicate
* But most companies no longer dominate the communication from the web. There are finding out and speak in another language (the official company language). They are leading the conversation in the network. Companies can not speak and no conversation.
* Moreover, companies no longer can control information and it is difficult that they can channel.
* But in turn media reporters and they are moving to the periphery of the communicative process. This produces the paradox that the company can take this opportunity to communicate directly with society (clients, suppliers, neighbors)

With all this information, you should consider these questions:
1. Do you dare to seize the opportunity offered by this new communication to your business? Who hits first, hits twice.
2. Want understand and manage your online reputation? People increasingly rely more on the views who are in the Media 2.0. People buy a car or appliance in real stores after check and compare online. For many consumers, the first experience with the brand is online.
3. Want interact with social networks, bloggers and Web 2.0 media, connecting your products and services with them? Your company invests millions in CRM systems, millions of customers when discussing your products and services on the Internet Want to know what your customers are telling you to improve your products and services?