Desde el comienzo de la historia, las personas hicieron “publicidad”. Pero como disciplina/profesión ha evolucionado rapidísimo.
Jacques Séguéla es uno de los padres de la publicidad francesa (y mundial). Hacer recuento de sus méritos en la industria es una tarea laboriosa, porque lo ha sido todo. La gente de Havas quiso hacerle un regalo para celebrar sus 80 cumpleaños y, a alguien como él, no cabe menos que hacerle una estatua. Pero una estatua como siempre ha sido él: cercano, de su tiempo y que vaya de un lado a otro. Y éste fue el regalo.
Una estatua en 3D edición especial – 80 aniversario.
vía Wonderful Brands.
Ya es muy tarde para ser un pesimista al respecto …
Did Sir Isaac Newton invent social media or was it a group of medieval harness-polishers?
In the 12th century, craftsmen of various types began to loosely (and then formally) affiliate themselves into Trade Guilds. The farriers, knife-makers, locksmiths, chain-forgers, nail-makers, helmet-makers, escutcheon-makers, stonemasons and, aforementioned harness-polishers would gather regularly at their guild halls. The discussions included new developments in their industries, an exchange of best practices, complaints about excessive kingly regulation and taxation, new business opportunities and demonstration of new tools (literally). Naturally, they also competed for status and influence within the group.
In 1660, the Royal Society of London for Improving Natural Knowledge was founded by Royal Charter of King Charles the Second. In 1703, Sir Isaac Newton took over leadership. During his tenure, membership tripled and the “Philosophical Transactions of the Royal Society” (their white papers) were published regularly. It became the global epicenter for scientific knowledge and a gathering place for the most brilliant minds of that era.
Scientists would travel for months simply to spend time with the members, observe their weekly experiments and rub shoulders with Sir Isaac himself. All with the hope of returning to their own institution and be able to say, “After Sir Isaac’s presentation of his theory of gravity, I commented on the celestial bodies’ influence on the tides – and he heartily concurred with my observation.” You can just hear the “ooohs” and “aaaahs” – and smell the jealousy.
Again, is all this sounding familiar?
Sheilagh Ogilvie, professor of economic history at Cambridge, has written that the guilds were, in general, bad things. They stifled competition and innovation. But they did one thing very well. They were the original creators of “social capital” – shared norms, common information, industry influence and collective political action.
And the Royal Society created the best content – along with providing forums where the day’s preeminent thought leaders were available to directly interact with others in the industry.
Both the guilds and the Royal Society were business-related social media platforms long before there was social media. Put another way, there’s always been social media and the rules of the game haven’t really changed much.
The lessons we can learn from their success (or failure) can be directly applied to modern social media strategies:
- You must have great content published regularly.
- You must provide both a forum to have discussions and a way to share them.
- You must have high-profile thought leaders involved in the conversation.
- And finally, you must provide a means for participants to compete for social status.
We can think of social channels as simply places to build and extend a community of individuals with a common set of interests – and we should – because everyone wants to belong and contribute. But if we layer on top of that, the idea that blogs, LinkedIn, Twitter and Facebook are also “trading platforms,” where social capital is accumulated and exchanged – and we build in ways to reward and measure success – then we’ll be tapping into an eternal truth about business people. And that is, even in the social sphere, they’re in it to win. Just ask the harness polishers.
Keith Loell is the executive creative director of gyro New York.
Desde las webs basadas en tablas HTML hasta la fiebre del HTML5 y los dispositivos móviles, hemos visto como el CSS y el Flash se mordían entre ellos en busca de establecerse en el mercado, una guerra que tuvo un claro ganador con la revolución de la web móvil.
Lejos quedaron los tiempos en los que se diseñaba una página con el bloc de notas, o usando aquellas primeras versiones de DreamWeaver. Hoy en día hay una infinidad de programas que ayudan a realizar el trabajo de forma efectiva, aunque, por supuesto, ninguna de ellas es capaz de sustituir el talento de un buen diseñador.
Los dejamos con la infografía: