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The most beautiful sport in the world: what it's worth Soccer

By Carlos Díaz García, Riestra Canek issues

Football is one of the most popular sports around the world, moving crowds, create idols and fosters a culture sports
But seen from a Given the business model and practice mercadológica is it that sport is a profitable activity for any sports organization?, or seen from a marketer, "teams really represent brands that in turn represent feelings and shelter? Is it the marketing that generates the best revenue for any club or football style is pure and the "beautiful game"?
The following is an analysis of the situation of different football teams, both sporting and economically speaking, to give us an idea of \u200b\u200bwhat strategies have been implemented to form a financial institution and brand through a solid soccer team.

Where's the money?
We note that within the organization of a football team is affected by several factors which may cause revenues. Among the most representative are:
Sponsors. companies are interested in projecting your corporate image in a football team, and focuses on linking the image of success you can have the club with the image of the company. Real Madrid shirt is printed with the mark BWIN (online sportsbook), in an effort to reach millions of viewers who follow their party and position your brand in the betting market. Transmission
parties. This refers to the various conventions that carry the television companies to broadcast games of certain equipment. In the case of the Mexican soccer Pachuca well as transmitting their games on the television airwaves Mexico - TV Azteca, also U.S. broadcaster Fox Sports reached an agreement to broadcast its games on pay television.
Box Office. This point is represented by the loyalty fans have with the team and the sport situation experienced by the club in the tournament. The Chelsea is one of the few European teams in the 2005-2006 season achievements the total ticket sales (46,000), helping team to remain one of the best-attended English clubs per game.
Advertising. advertising focuses on all merchandise made by the football team and the team's presence in international tournaments that allow you to have a greater impact for your brand. Recently player Kaka has sold more than 200,000 shorebirds of Madrid and attracted over 50,000 fans at Santiago Bernabeu which speaks of the high impact advertising to be had.
All the above factors are vital for income in any football team, how to get and low income based firsts differs according to the area where they develop, so it is important to describe the situation in football in Europe, South America and Mexico.

The European Dream The European teams managed a revenue model focused primarily on two factors: the merchandising generated by the players and image of the club, and on the other athletic achievements made, that they bring better television contracts and sponsors that generate cash flow that the team needs to finance its operations.
When Real Madrid signed David Becham in 2003, it is estimated that revenues generated in three years by advertising concepts were higher at € 25 million for the club, as stipulated in his contract that he would cede 50% of advertising revenue, which lets us see the capacity in which only one player has to generate revenue in the club, which allowed return on investment recruitment, in the chart below is the progress of Beckham's income with the passing of the years.

But not only Real Madrid has managed to have a solid structure of income. The English team Manchester United has managed to maintain annual revenues of € 220 million thanks to the sporting achievements he has achieved, what has brought that during the 2005-2006 season assistance in the stadium has generated some € 103 million, and exorbitant contract with Nike € 438 million for a 14-year sponsorship, which leaves us not only understand that hiring famous players is the source of income for a computer, such as we can see in the following plot the distribution of equipment.

In fact, the most important teams playing in the old continent have a very similar model in generating income, are based on having a high-level sports to enable them to be known in all continents, creating brand value that attracts investors, sponsors, and more important than the expansion Team Worldwide is causing fans to buy all the merchandise that is made available from T-shirts, keychains, balls, stamps to collectors' items that reach a very high value, generating cash flow for creating planning long term thus manage to keep the football team returns and income millionaires.

All this creates an equity in the percentage by which the clubs receive income, which has created all marketing efforts are focused on keeping them but in turn give them the same importance . This means that not only depend on a single money supply, but are distributed correctly the different ways to make money for the club.

What happens in Mexico? The
seen before in Europe makes us wonder if this model is followed by different teams around the world. Go to the specific case of Mexico, where teams typically rely on one source of income: closing TV contracts.
level football in the last five years has been deteriorating, and managers have no clear idea how the business of soccer. To understand this, we will analyze the situation of two Mexican soccer teams.

Chiva
Mediocrity Club Guadalajara has the backing of the company Omnilife, owned by businessman Jorge Vergara and from whom it was purchased in 2002 set itself the goal of becoming the most successful of all the Americas, but only enough to see some numbers that have called into question this goal. During his tenure
only achieved a Mexican league title, their participation in South American cups and liberators not immediately released, have gone through the computer at a rate of almost two coaches per year, leading to a lack of stability in a gaming system. Economically speaking it has created new forms income as it depends on the transmission of matches by the Televisa television network that ensures a 40millones USD per year, representing over 70% of their income. This makes the first and possibly only concern is to keep the team contract, which has meant that fans have grown tired of the mediocre status of your computer and the dramatic changes that have given the shield, which has become possible loss of merchandising and box office revenue. The following table allows us to see how the team has relied on past glories to remain a winning team.

Eagle
fall Across the lake is the American Club, and not because it is doing things right, but because the expenditure that are totally disproportionate to their achievements. In a period of 5 years has been achieved only title (2005), have invested more than $ 50 million on players in that period and less than 70% of those players are the club. Economically
has been one of the teams with better box office in America with an average attendance in the 2006-2007 season of 49.000 fans. The company Televisa owns all the equipment, which allows for completely disproportionate to their income level football.
This questions the profitability of the team, because if not tell the company that handles it (representing 75% of income) there is no way that this club could make a profit, and sponsors only generate $ 15 million a year , much the club spends only on players.
Another important point is that while America is losing ground in the area of \u200b\u200bhis archenemy Chivas fans has gained ground, as this survey shows by Grupo Reforma in 2007:

But if the situation Mexico is different from Europe, South America has more than one scheme, where players become purchased from the age of seven years and be a source of dispute for the big European teams looking for young talent. For this case we analyze football leagues focused on Argentina, Brazil and Chile.

legs The South American market
In South America the main income comes from sponsors and television, but the sale of players to other teams mainly in Europe. It is estimated that 50% of their income from this source, which lets us see clearly that the level of soccer in countries like Brazil, Argentina, Paraguay, Uruguay, Chile, is a key factor in the clubs to have higher incomes.
The case of Brazil is the most striking and that in 2005 had sales of $ 100 million players in total 804 transifiriendo players worldwide, creating the Brazilian teams rely heavily on marketing talent.
Other factors such as the sale of tickets at the box office only represents 7% of total revenues, and to gain some sort of international competition, teams receive approximately USD5 million, which ultimately lets us see the reality of the revenue model depends the level of team sports but no figure on the team, which facilitates the sale of players or getting Brazilians championships for teams.
reality in Argentina is similar as it is estimated that 50% of their income comes from transfer of players to other football teams mainly in Europe, but they are opening new markets like Mexico and Russia and is estimated by Deloitte that generates income over USD160 million per year, allowing us to understand the dependence of the equipment to the talent of young athletes.
Another source of income in Argentine football is the transmission of soccer games because they generate 22% of the total, but due to the current crisis has not had any improvement in the contracts, and income have been reduced by this factor.
In Chile, the model is focused on just as the sale of players, with the University of Chile which had higher revenues in 2005, having received USD 1.8 million for this concept, coupled with the $ 855.000 that profit at the box office and below the $ 20,000 for merchandising, serving notice that if this is the best team in the league income is considered low in comparison to the European and Mexican teams, but with a sporting level has to have four titles since 2005.

All this leads us to conclude in a very accurate statement, in part apparent and sometimes ironic
"The level of all clubs and players who play in it, is the main support for higher income "We must not delude
the situation of some equipment with large consortia that allows them to have incomes that are not consistent with reality football, but we must admire those teams that have managed to create a brand presence that generates millions of euros a year, and that apart it results that support.

is why football is the most beautiful sport in the world, and that besides providing a distraction from everyday life, identification with a reference group and the passion of being followers of an icon, allows from entrepreneurial vision to transform feelings and emotions of the fans in revenues, profits and the construction of a single communication scheme.

The soccer has achieved what he longs for communication as a discipline: to make the world speak the same language.

Carlos Díaz García is a graduate of Marketing at the Universidad Iberoamericana Puebla campus. The issues that make the document are merely targeting update.

article originally appeared in issue 85 of Journal Dircom , in September 2009.

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can see the publication of the notice made to the design team on the blog INVENTIONARY Viggo. Http://www.inventionary.com.ar/

thank the people of Inventionary by diffusion, especially to Mr. Federico Freund.

Viggo Team

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Letter to a young student of Marketing - Daniel Granatta

I got to see my colleague Tumblr Mooy (Tumblr speak later who knows what it is), and I found this "letter" written by Daniel Granatta .

I loved it. It took me back to my student days and the conception of our discipline (Marketing) when we are just in time to find our talent and direction. The

borrowed and posted it in this space, with full honors. I know that Daniel will not mind:

Letter to a young student of Marketing - Daniel Granatta

Dear student of a university marketing Mexico:

belong to a new generation of marketers, your age average is about 20 years and have serial digital DNA. Users are responsible for digital rather than brand, and uses the technology in a way so natural that no longer distinguishes between digital and analog life life because your life is one. And so you have the opportunity to be a marketer than to those of all the generations that preceded you. Building

you have only two or three semesters to complete your studies and start your career in the labor market, it is time to make contacts with different brands or agencies to prepare for your internship, ask yourself even leaving your city to attend one of the many marketing conferences held throughout Spain Mexican throughout the year, in which to learn from the experiences that some speakers share in them. As

that sometimes I tend to be one of those speakers who come to these events, here are some tips to let the two can make the most of our meeting if we can match:

- are young and parties are part of your life, but do not let your vision blurs just party or the purpose of why you travel to a distant place to attend a conference, even if you're crude, get up to go to the conference, otherwise there is no forgiveness.

- If we meet here to make me famous for leaving in a quiz show, please do not forget to attend the event as someone who will talk about marketing , not as a famous TV you need a court of sycophants.

- Following the above, I do not give away the applause because you go on television, at all times keep a critical mind and a certain level of skepticism, oblígame to gain your attention and your reactions (if what you say or show generates some) .

- I'm not a rock star, I'm just giving a lecture on marketing , which means that it makes no sense that you take a picture with me to upload to Facebook like a trophy. Best ask me a card, or better yet, ask me chamba.

- If I still act like a rock star rude and impolite, so keep that in mind but to devote all my talk to tell you how I care for the brand they work, the brand is not what I say but what I do .

- If I take my rockstarismo further, and I'm rude and impolite to someone of the event, the public, or even the girl who acts as hostess, do not ever never send a resume, if I behave well with someone I hardly know, imagine how I can get if you bring me coffee at the proper temperature for my taste.

- Exígeme something useful to you as a marketer future, do not accordance with snake oil and advertised as unpublished videos even if you are in YouTube for weeks. After all are public, but marketers, public not a variety show. If you settle for only mirrors will be at the mercy of commercial pacheco half nice display by any of those eccentric creative advertising.

- Ask me what I bring to my brand, what I do in my work and how to help the Mexico of the mark is represented more than a regional franchise. In short, something that makes my presence in the event something relevant, and not something that could be replaced by a video my transnational corporate president.

- Do not believe everything I say just because I'm on stage and you among the audience. All we are hearing and there is always someone who knows more than us, so we try to check if what you heard at conferences is really true or if I and / or other components are completely outdated, something that usually happens to those teachers who Kotler and wield a beginning and end of all things.

- At the end of my presentations, I always leave my email account from work. Please point it and write me. And find me on Twitter and / or Facebook , please add me and keep in touch with me. Because if you liked what you told in the chat, then chat is just the beginning of our relationship, not just a sporadic event annually.

- My work email is to send me chain e-mails concerning you found Jesus in the earth or the latest updates in your Fotolog, other means for me to get that content. Ah, do not ask me to help with homework, no joke if I do things rather than making them yourself.

- If you have any questions for me after the presentation, do not start saying "I am very handsome" or "I am very ugly." Nobody cares, and if you do, you probably do not take seriously anything I say below.

- If you see me at the party and want to talk to me without feeling pain of any kind. It makes no sense for you to travel to another place to be surrounded by people who not only know and keep talking with your circle of friends, each person who does not know is an opportunity to discover something new. And as for me, no one goes to events to meet other speakers, but the one day hope to be partners or customers, in this case you.

And finally, if you are a student and you feel at least slightly moved by what you just read, please forward this text to 15 partners in the next two hours or have five years of bad luck. Daniel

Granatta is Director Interactive Group W, and a columnist for the magazine Merca 2.0.

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The rules of the game and the mistakes of Social Media Business

The term Social Media and is typically used in communication environments, marketing, market research, sociology and many other fields of study. The halo of attractiveness of this term and the implication is now as bright as the 4 P's proposed by Kotler few decades ago.

And yet, many practitioners avoid anything related to information technologies, arguing uncertainty and low security of the media web, the ease with which a campaign is sabotaged, or lack of professionalism involving tools DIY (Do It Yoursefl) low or no cost. This stance against background is given in a single, full and simple reason: they have not been this attractive working properly. Come spend marching season after campaigning on Social Media flights resulting in failure. And see with horror that the entities involved to make mistakes again, precisely because of how cheap it is - functionally speaking - err on the Internet, without considering the stratospheric price of spot the name of an institution built years of effort.

There is a reality that I hold since I started studying the Internet as a communication and research: is so easy to market and communicate on the web, which will surely go wrong at first. is a problem because the applications are developed for common use, global, social, and precisely the bipartisan nature makes the game changed severely.

Here is a list of all professional errors committed in his immersion into the digital world, who have begun laying the foundation for new books related to the proper way to manage Internet for business:

believe a blog, let's a fan group on Facebook, then Twitter about it. This is a typical posture of someone who falls in love at first sight of the new gadgets Social Media, and is just the first error, the most serious. It is assumed that these means will work, because "it is about today, everybody uses it and will surely reach the right message if you have an attractive design."

Social Media has a very low cost compared to any other media, but like any medium, must be handled and mixed the right way to fruition. Using Social Media should follow a careful strategy, measured from all angles and launched in harmony - just like any other campaign media.

Matt Dickman has 7 "bad words" that should be censored for any strategic planning meeting: Twitter, Facebook, YouTube, MySpace, LinkedIn, Flickr and Ning. What they said unless the idea is to get the vocabulary any application related to Social Media. The emergence of these words makes people skip straight to the tactics, before establishing key elements such as the brand essence, message, audience, etc.

Once you have strategy in hand, they have built the foundation of the project, then they can think of the media, and decide whether Social Media is appropriate, how and what are the appropriate channels to achieve business goals. There is no science behind media management.

The etiquette of social media. Consider the dynamic present at cocktail parties, conventions and other public relations events. Imagine a large room, full of interesting people. There are many conversations at once developed. People listen and talk, exchange perspectives, and finally found a common ground under which develops otherwise lovely conversation. A personal relationship, professional, has been formed.

This bond is the result of a conversation in avoiding centralizing the focus on yourself. For when the subject is unipolar, when I speak and just dedicate myself to talk about me, it is likely that the other person to finish looking for the exit as soon as possible.

Which brings us to another common mistake in managing Social Media , which is maintain traditional patterns of one-way communication in media designed for two-way . This type of unilateral interactions, in which only the communicator has an opinion, not operates at a cocktail party or on Twitter, Facebook, blog or other digital media.

Social Media is not a place to sell or to send messages one way, and yet abound Internet applications that just announced, only sell. Social Media is a place to listen for feedback and return answers about your brand. A place for public relations.

The long tail below zero. Seth Godin explains in simple terms: 0% a very large number is still 0 . Media applied in the same way as it applies in the relations supply - demand, supply scenarios in which diversifies while the market share spreads to smaller brands that have no interest.

The concept of long tail (long tail) was coined in the same year that Social Media saw its heyday, by providing tools that can be used by anyone. Long tail is generated when a message is delivered through a lot of media instead of concentrating in a few mainstream media like television, and take Reach per half minute. Together, they achieve a greater amount of attention by disseminating by mass media.

The problem with adopting this model without managing it correctly is that, given time, a long line leads to lack of control in the media, the neglect of the message and eventually the failure of the campaign. Manage campaigns across more resources which can be controlled, especially when these media themselves are not able to complement the top of the tail, is designed to Reach insufficient to enable the message to be heard .

Consider that when there is too much variety of means, most will never be seen. Social Media choose regardless of the true Reach you can get, is a waste of time very cool, in, without meaning.

Social Media is Web 2.0. Web 2.0 is 1.000 million possibilities. could say that only by understanding the three points mentioned above is a guarantee of success in business initiatives through Social Media , but fortunately not so easy.

I say fortunately, because we face a new, very large and juicy variety of possibilities to deliver our message, so great to take some time to finish setting the rules of the game. The buyer himself, the reader, audience or whatever the modality of target network in our initiative has a specific gravity so important that it should be among the factors to consider in the marketing mix of the new business school, and not just relegated to character goal to achieve.

Consumers in itself is a means, that finds its voice in the Social Media . Social Media is what the consumer gives, offers, features and discarded. This is the essence, the premise of the four pillars of Web 2.0: whole, society, ubiquitous and free .

The next time you consider venturing to the web as a means to achieve business objectives, it is better to consider what it really is: billion voices screaming in all directions.

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Viigo VIGGO was in INNOVATE 2009

Viggo attended the Fifth Edition of innovative exhibitions, held between 14 and 16 October 2009, killing markedly positive.

thank everyone who came to learn more about this alternative energy to generate simply and in harmony with the environment, to all those who approached their concerns and advice, and media and outreach allowed us to reveal a little more about this project.

We also congratulate all the winners of each categories and those who were present with their products continue to provide talent and innovation to the reality of our country.

http://www.innovar.gov.ar/blog

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Latin American Survey on the Use of Social Networks The Marketer Quote

I invite you to participate in a Latin America-wide survey on the use to give Web surfers to online social networks, taking place from 9 until October 18.

The questionnaire is simple, minimally invasive and information obtained will appear in an article in the issue that I will be doing come. This is a thesis project leading ladies and Sureym Adriana Bermúdez Velázquez, Marketing students from the Universidad Iberoamericana in Puebla, Mexico, where I have the pleasure of online advice.

can be part of this study by clicking here . Thank you very much for your participation.

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VIGGO What?

• is a wind generator can accumulate personal use electricity from the intervention of the wind energy to use it where you need it most. Running for a couple of hours, Viggo allows you to have charged 12-volt battery, which you can extract for use anywhere. You can take it anywhere, and within minutes you'll be generating your own power, as their assembly and installation is extremely easy and practice. .

FEATURES:

• Easy Transport: Viggo is lightweight and collapsible! Lets take it in the trunk of a car, save it anywhere and take comfort with the convenient bag and its small size.
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• Your Energy in Motion: Viggo allows to your contribution, you generate your own energy by connecting with nature!.
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Facebook

For all users of Facebook, recently created a small application of those you throw the message of the day. I include brief advice and facts to consider when it comes to marketing practice.

The purpose of the application is nothing more to share. Also, I got bored reading the advice of drunken philosopher and psycho girlfriend;).

The link to view the application is: http://apps.facebook.com/marketerquote/

The idea of \u200b\u200bthis trinket is to continue sharing experiences, thank them share their own phrases and lessons of race and upload to the application, to present them to anyone. Greetings

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Validity and Reliability for Dummies

One theme that has proved difficult to understand and implement studies and thesis work is to define and test the validity and reliability of research tools. And it becomes difficult, being that there are few sources that develop in depth the identity of these elements and how they are documented.

considerations before

Important is to know that the validity and reliability is measured directly in research tools that apply , not to the studies. Therefore, we seek a questionnaire or interview guide is valid and reliable. If the instruments have these two characteristics, namely the study is valid and reliable by inheritance.

will have to start from the beginning, defining each element and explain in practical terms.

Reliability

is traditionally defined as the degree of consistency of data provides a tool when working on an equal footing .

Measure the reliability of an instrument for reasons statistical representativeness. The premise of sampling indicates that it can retrieve data from a small number of elements, and these data are very similar to the population curve as a margin of error. This representation is reached through certain sample size calculations and determination of appropriate sampling model (how to identify and select the respondent), and if all goes as expected, you can declare a reality for millions of people, knowing information from a few hundred.

But to achieve this, the instrument and the respondent's seleccción are critical. The responses should represent a steady and consistent curve in the conditions under which the responses were collected. Factors such as whether survey before and after an election period, a natural disaster, an economic recession after a night sale, after a periodicazo against a product or service ... All these elements can not be controlled directly affect the reliability.

To build confidence, we must revise the wording of the instrument - to obey a neutrality as resistance to exposure to environmental changes is strong - and the timing of sampling - the time when information is collected are constant, equal in status.

To measure reliability, a series of tests are constantly used.

The easiest but less powerful validation is to divide the sample into two timeless surveys, collect information and compare the results by measuring the statistical differences of proportions (cough test, as applicable). Since information is the same and what changes is the time, significant differences can be very common question the reliability of the instrument, as the data produced are not consistent. For this method to be effective, control of sampling in both scenarios is essential to ensure that the conditions and characteristics of respondents are constant at all times.

Another way to validate reliable is the so-called Cronbach alpha coefficient. Is an index of internal consistency, with values \u200b\u200bfrom 0 to 1. In essence, a squared correlation coefficient which measures the homogeneity of the questions, averaging all inter-variable correlation, validating that indeed resemble. As the ratio approaches 1, the more we talk about reliability. From a value .8, talking about a respectable level of reliability and usable.

To calculate this quickly, you can use SPSS or similar program, containing the function. Important to note that for the test is feasible, all variables must be able to combine additively to score total, and all must measure a situation in the same direction.

Validity

In simplified terms, the validity is sure that you are measuring what you want to measure . One element in that less attention is paid and is vital for any instrument piece of research is ensuring that the instrument is appropriate to the research objectives.

I say that often pays little attention because the assertion is obvious: If I learn of pears, apples do not wonder. The reality is more complex than that. When developing an instrument with little information background, it tends to run into errors of wording and content that has been gathering information unwieldy, unresponsive to specific targets. Usually ask for more, or often omit transcendental aspects.

Validity is, therefore, an entire branch in the design of research instruments. There are three basic types of validity:

Content validity: It reflects the ability of the items reflect the construct assessed population. The content, the theme of the variables must be members of the concept being evaluated. Optimally, the specific objectives of research are intertwined to the content of the instrument.

criterion validity: It has to do directly with the scales used in the measurement, which must be faithful to the natural way to discriminate between the concepts measured. That ratings are understandable, that the ranges are typical behaviorally speaking, are examples of this effect.

Construct validity: Right, if the tool So in full measure and reflects the identity of the construct, the topic under investigation. Construct validity is the result of the cohesion of content and approach, designed the general aim of the study.

to construct validity, it is necessary to invest enough time and dedication to the design of instruments that include each and every one of the issues identified in the objectives of the study. It is a process of trial and error. Pilot testing of the instrument should aim to validate the understanding of the respondent, the attitude of responsiveness and coherence of the topics covered. Measure

validity is not easy, and typically responds to the experience and results of pilot tests. Call on experts in the field of instruments and style editorial correction, and validation visits and consistent with the project leaders are the most common ways to validate an instrument.

The relationship between validity and cofiabilidad

synthesize this relationship in a sentence: "A reliable instrument has validity, but not enough" . The reliability ensures that the results of a survey follow the curve of behavior over time, but not sure you measure right.

Validity is defined before the uprising, the reliability is validated by the completion. Reliability is the time and place, and criterion validity is desktop.

Below is an analogy of the relationship between reliability and validity. A reliable instrument Diana hits repeatedly, looking closer to reality. The more reliable the instrument, most about the target. But if the instrument is invalid ... then you are hitting wrong target.

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research panels: Defining and Communicating the issues

The Panels are now a platform very recurrent in the practice of market research, and precisely because appellant has begun to see some difficulties in their management more than once have endangered the integrity of a study.


Definitions and types

A Panel is defined as a group of people called to say as a group on specific topics. The key feature of the panel is that members are aware of their condition and have concsientemente agreed to participate in a minimum time given its opinion and answering survey according to their specific habits indicate.

The first panel consisted of experts, and was not about money but about the sheer satisfaction and popularity which involved the dissemination of knowledge. In expert panels, the participants cast their opinions and dissertations through specialized media, conferences, workshops and similar activities, taking as an audience of businesses and organizations wishing to exploit that knowledge, or confirm hypotheses contrasting approaches of different kinds. They are in a technique quantitative research, but a projective technique or specialized office systems.

this type of panel are very popular in academia and in certain business sectors, and generate a large sum of money. The benefit of these panels will form dipartita. The panel ensures a name and feed your references as it is called to participate, and in most cases is the panelist who paid for their participation. And for the Panel assistant or listener is a way to get valuable information based on expert professional background would be very costly to consult individually.


consumer panels work so a little different because it is the short and simple view of people who usually matter much more to businesses in terms of product offerings, market attitudes and purchasing trends. And for this kind of opinions have the desired weight, you should listen to many.

Its basic mechanism is simple: you contact a lot of people (with "a lot" I mean thousands) through various communication channels, inviting them to register to participate in market research or public opinion regular basis in exchange for certain medium-term benefits such as discount coupons, memberships user with certain advertisers, and more recently tend to offer cash. These rates are transmitted to the user in different ways and is now the most common means of transfer (for cash) or swap coupons via the Internet.

Once the panel is formed, are released market research for certain segments of the Panel whose profile is defined as respondents . people cast their opinion (usually in the form of surveys) and returned to the administrator for processing.

The theoretical basis

In essence and in theory, the panels are a mechanism for non-probability sampling (not all panel members are equally likely to be summoned, in addition to that selection is not random or systematic), controlled by quotas (is convened only to segments of the Panel that its profile is considered valid respondents ) with an expected rate of response high. It is precisely these characteristics of sampling means that only a panel research designs are feasible.

The relevance of a panel is hidden in longitudinal research designs , which aims to monitor the changing views and changing attitudes towards the concepts evaluated. It is desirable in a longitudinal model that information is collected at different time profiles of people as similar, if not identical, at all times. It is common for panelists evaluated in a longitudinal model are the same that were evaluated in an earlier time. In public, citizens panels Mitofski handles that monitors the changes and developments in a wide range of political and social issues, for example.

the characteristics of a Consumer Panel

There are certain key features that should meet both the Consumer Panel as the people who compose it and that shape the administration manual the same:


* Member of a Panel must be aware that a member . Here there is a difference between a Panel and a commercial database, an individual listed in a database prone to the sale for research, not a panelist. Only until you have signed their acceptance to participate in a Panel is when we can consider as such. People who sign agree to provide personal information in an effort to receive information about their products and services preferred (which is usually formed these databases) have not determined who want to participate.

* for the panel, the possibility to participate and remain in the Panel should be entirely optional. Here's how we do: when we got into the end of each questionnaire explained to people who are building the Panel and invited to participate by asking only email. People who give us this message, we send the form to welcome and registration application to the Panel. Inscribed in the Panel, the user must answer a couple of questionnaires related to their profile data and customs. And only then that person begins to be called. You see, you had at least three opportunities to decline participation before being formally considered, and even being a member asset may go as deemed prudent.

* The Panel acts as a Population itself. Because we have accepted membership of a Panel, a panelist has a very different profile from the bulk population but shares the general population, and thus should be considered at all times. When generating research, no one can or should send invitations to all members of the Panel, but specific samples in each case. A panel ready to be deployed has enough members to circumvent the shares, thereby avoiding mechanized responses.

The problem of Panels

The problem Panels will present a direct function of the platform that currently holds, which is essentially Internet, and professional integrity Panel. Panels in Internet recruiting new followers through open invitations on their systems, and always accompanied by benefits that distinguish them from other panels. This differentiation is required as there is currently a lot of panels that address a host of other research firms, which in turn demand quality in the types of respondents.


is not common for online surveys are well paid, because it is not by definition a job but Panels exist and have been selling the concept as a source of substantial revenue that could "take you from the tedious work and have a job from home." This practice leads users to trust and respond only on that promise, which removes the real attitude of response that concerns us.


Also, some users have found ways to make online surveys an authentic source for sustenance. And this is where we enter the danger to the research as a discipline, as we face the so-called professionals Respondents. A professional respondent is an individual who identifies involvement filters (Always available) in surveys that they are responding, and escapes in order to make a valid survey. This of course generates false information. Cases


Professional Respondents most radical fall in the recruitment of people who answer several surveys at the same time, with different user accounts, creating 5 or 6, up to 10 times average income per survey, per person. Such practices are very similar to Goldfarming (very recurrent practice in online games like World of Warcraft, where some users are dedicated to obtain rare items and weapons, experience and other items then sell them to other users for money real). Nothing to say about the quality of information they are getting these platforms.

The battle for the authenticity of information and reputation of the Panels is still standing, and these are some of the many issues that we care when we try to support a strategic decision based on what we hear from online users, they can bombarded by information that was only to make money, not to generate new and better products and services.

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new media landscape

Some of the most important considerations that must have required all communications expert - about Internet marketers are the following:

Internet tools are not socially attractive until they become technologically boring. not in the development of complex applications and full of creativity and technicality where lies the reputation of Facebook, MySpace, YouTube, Twitter and Wikipedia, but the trend that has generated the appropriate and market itself to its existence for granted.

When this happens, people stop to see these tools as complex elements for the few and the means adopted as equivalent to paper and pencil, and already broken the barrier of skepticism is when the magic has begun, and as we now know them.

Internet a revolution. The main contribution Big Internet is based on three pillars, which are responsible of the profound impact it has had on the younger generation and are here to stay:

* Many to Many . The telephone communication propición "one by one." TV and Radio communications provided "one to many" where a message is spread from one unit to the receipt of all others. Internet is the only medium that has created a space where many communicated to all others, and they responded to rest.

* One for all . All media have the potential to go digital. And just how have responded to this potential, so that any film, video, song newspaper, magazine and more formats can be found on the Internet. Internet has revolutionized the way we store and catalog information, and works as a driver of all existing media.

* Power to the people . Currently online producer has features that had never been designed in a traditional setting of the twentieth century. The current producer of Internet user information at the same time. It is amateur, to spread information quickly, working from the inside (has lived the very source of the problem), and there are many.

Following the fundamental characteristics of the Internet (Global, Social, Omnipresent and Cheap) receivers Online information can now respond to the sender and among other respondents, and are not unconnected.

There are more amateurs than professional producers, so that the issuer of professional information (press, radio, TV, political consultant, the communications expert) should learn and take into account your current work is to "convene never control. " The flow of information and opinion can not stop in a world where these tools are free.

on this subject and being based summary of my writing, I share the following video that I found on the web, where Clay Shirky, writer de Internet, habla de la revolución que la Internet ha propiciado en las comunicaciones, en las sociedades, en el enfoque comercial y en la difusión del conocimiento mundial.

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Types of Facebook users, a silly example of intelligent segmentation

Me encontré en un periódico en línea (linkeado al blog de un cuate) un artículo muy divertido así como informativo, sobre elementos de segmentación de una red social en particular.

Dirán que esto es un chisme tonto y sin fundamento (y de hecho, lo es). Pero visto desde un punto de vista meramente estratégico, comprobar estas aseveraciones sobre el perfil de los usuarios en redes sociales puede proveer herramientas valiosas para las estrategias comerciales y la gestión publicitaria de larga cola.

After all, any market researcher, publicist and strategist knows that the real market segments, which are used for the strategy, are anything but demographics alone.

For those who are users of the Facebook network, we might have encountered any of these pesonajes, and even intentionally or unintentionally can be one of them. This article presents these profiles with a mocking tone and intention, however respond to a secret about those characteristics that we see in people and we can not explain, and that appropriate procedures such as cluster analysis be quantified.
The

/ conceited @ is a typical subject to the four winds announces with great fanfare each of their accomplishments. And mind you, somebody in their network of friends mentioned a success story, he immediately write a comment with a story that is better.

The / The thousand-friends is the person whose network of friends is over a thousand contacts and is still growing, though I do not know even at 50. If male, I assumed the sexy Argentine and Finnish are in your network, if female, will meet with the handsome Italian who is "friend." Usually always have more virtual friends than real. (And what about the unreliable nature of this situation)

He / @ 's friend from school who were not really such a good friend was the person that provided you passed in the halls of the school, but yet went unnoticed. Usually add to your network of contacts because most of your old friend @ s @ s already been done, and you do not want to be the only "bad thing" that discriminates. After a while you may have noticed that you made a mistake, then you add in all the photos of the school where you see fatal. The one I always like to chat with you have not spent even five seconds after you connected to your profile, and a window with your name and began to flash on your computer. He never has anything interesting to say and do is limited to questions using shortcuts such as "how stas?," Oqpado?, "K acs?, Always followed by" lol "or" lol. " Fortunately, no interest would never answer, it certainly has opened talks with at least 15 people.

the one I always invites you to join groups or causes in favor of something constantly get invitations for this person to join the "Movement Against Pedophilia" or to participate in "March Against. .. ". In fact most of the time these surfers are not interested in such causes, but these make them look as good people, concerned about the planet and humanity. The actions of these groups actually represent social change is usually zero. Although it is true that there are also people who are genuinely interested in the topic and seek support for the cause.

the one I always write policy is that person who fills out your profile with comments that made clear its ideological stance. It can be left, center or right, but everything related to politics, football, movies, television, etc. In all his posts rants against those who think differently to him. Among their profile photos is common to see pictures of the characters he admires.

The / that only seeks to link His status will always say that Facebook is releasing @, because that way your chances of finding a partner increase, or so she thinks. His pride prevents you from using special web sites for this, and therefore resorts to the popular social network. At first it will behave like any of your friends @ s virtual, but eventually end up trying to conquer this way. The

/ geek the contact is that all the time you are invited to use dozens of new applications for your profile on Facebook, which can range from a "Gino" or a "hug" to questionnaires to find out how much they know or what so you look like a cartoon character. He spends most of the day connected to this network. One advantage is that it always will solve all your doubts about the Internet. (Este. .... any resemblance to reality is purely coincidental eh? ^ ^ °)

The teacher @ school or office chief sure their kids use Facebook, but of course they do not accept him as a friend, and that is why we resort to the students in her class. They also believe that making use of new technologies will make teachers "cool." In the case of office managers generally seek to gain the trust of their subordinates. (You have to be half beast to accept in your network to your boss you never know when he can use against you) * Footnote: Labour Relations and how not to curdle with personal invite you to read this post.

The couple cheesy Everybody knows we are a couple, but they need to reaffirm constantly on Facebook. Have thousands of photos together in your profile and all day sending messages to each other in this way, living in the same block. Love to receive messages such as "what a lovely couple do" or "envy, much love." They also tend to use this network as a means to have an eye on your partner. But of course there are your honorable exceptions. As in everything, in the office, blogger, facebook, where we always find this type of specimens, only you can decide if you open the door or leave them out.

... and well, as these are thousands of different user profiles on the Facebook network as well as any other network.

Now the serious

Responding to the need for procedures targeting serious and specific identification of the type of people that exist in social networks, enterprises and research have focused on the work.

research firm Anderson Analytics has created a research platform as a Facebook app called Compared to me. Besides being a app more for the use and disuse of facebookers currently is a database of millions of network users, pieces of information generated by increasingly sophisticated.