Pablo Melchor was commented what is a digital strategy. I think it is right full. Building a digital strategy is much more than make a website or minisite and hire few campaigns  -Traditional advertising, display advertising and search engines. This is what they are doing a lot of large companies and the only thing clear is that they have understood what is the new digital world. Having a digital strategy implies genuine:

1. Have business objectives for your work in digital media: speaking of sales, customer satisfaction, cost reduction …

2. Being able to define and implement initiatives aimed at achieving these goals.

3. Know how to measure results: the clicks and page views not tell us almost nothing.

4. Feedback the strategy with the results. Review periodically the results of this analysis to draw new plans of action. If we stay in more or less traffic is very poor. How do we promote that which contributes most to the business? How we change what does not work? Where are the opportunities and what are the threats?

5. Do not be afraid to make mistakes-The secret of success is measured, learn and build on what they learned. Experience on the Internet is easy, but not all dare.

I always like to read José Antonio Marina, as well as philosopher and essayist, is a specialist in intelligence and divergent thinking. Stitch does not wireless, as we stated in the 8 keys to face your fear.

Leaders and leadership

According to Marina, the fundamental task of the leader is emotional. “You need to know creating an environment for everyone to bring out the best of himself. Another feature that is defined by ability to see opportunities where others see nothing.

When evaluating a candidate for a management position, we recommend that there are features more important than intelligence, such as knowing how that person is able to bring projects into practice, Which is important. It is well to acquire knowledge, but the important thing is to know them apply to the real world. This skill has more to do with ability to withstand stress, to mobilize others to know and having an optimistic outlook, but not irresponsible, of things.

It is therefore important to educate yourself more from the work. We must promote entrepreneurial skills and profile to teach students how to move from one project to the action.

Changes in organizations

Marina believes that looming changes in the organization of firms. In the hierarchical function, which is above is the one who knows what to do, but environments today are too complex, there is no standard solutions that may include Also serve for a short time. So it is more necessary than ever Tapping into the knowledge of all The intelligence sharing The talent to evaluate projects and make up.

Earlier in Europe, we made fun of the Japanese systems, because listened to the ideas and opinions of the underdogs. Today we know it takes more time designing a solution, but are then much more effective. Must foster creativity by the need to find alternative we have. In addition, a skill much sought after is the ability to detect problems, but grace is to do that before they become problems.

Will and motivation

For him, it is true that you can not do things if you do not have self-esteem. The intention is precisely to do something when you’re not motivated to do. In the business environment, when you have to do something, you have to do, regardless of how you have the motivation and self esteem. Today it has lost sight that we are instruments within a project and this project can not fail as a matter of personal feelings. It is true that motivation is one of the main driving forces of human beings, but then they can not do anything without motivation there is a stretch.

Regarding corporate social responsibility, multinational corporations have found that work well on the field of CSR can create a strong link with the employee.



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.