Gracias al 2016, lo mejor está por llegar en este 2017

Este año no puedo más que dar las gracias y agradecer todos los preciosos momentos que he tenido rodeados de amigos, familia y la gente que he conocido este año, algunos de ellos/as ya se quedarán para toda la vida. Nuevas experiencias y proyectos laborales han entrado en mi vida para aprender y sobretodo desarrollarme con nuevos retos profesionales como mejorar mi alemán.

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Empezaba el año en Punta Cana con Blanca, después de viajar con mis compañeras de viaje y de vida (mis amigas) a Bruselas, seguía por Dusseldorf a mediados de marzo, después Dinamarca y Flensbourg (Alemania), empezaba el verano en Ibiza para después seguir en las paradisíacas playas de Mallorca, terminar el verano y desconectar del trabajo en Londres.

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Regresaba a Alemania en octubre, a Düsseldorf para ver a mi amiga Evelyng y terminaba trabajando de vendedora de estrellas en el  Weihnachtmarket de Düsseldorf para después ir en roadtrip a Amsterdam y terminar en Barcelona. Escenarios todos ellos que están para siempre en mi corazón.

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Mi primer propósito para el 2017 será que la salud me acompañe, tener nuevos retos y nuevas cosas por aprender. Me despido dando gracias por lo bien que se ha portado la vida conmigo este año, aunque también ha habido malos momentos, lo mejor siempre está por llegar.

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Law firm marketing techniques

Maria Coloma Mairata. I have been working as a Marketing Manager at Bufete Frau along this year, a law firm in Mallorca and Ibiza creating high quality content on the website. From my point of view this is one of the most important techniques for a law firm, but also it’s important to choose the right infrastructure for your law firm’s online presence.

I have worked with google adwords and analytics, SEM, and always taking in consideration the SEO of the website.

The campaigns with google are so interesting because you have a lot information about your clients and also you can follow them along their navegation with the re-marketing campaigns.

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Red Display can give us a good opportuniy to design our own campaigns with banners in different sizes and follow the customers on each website that he or she visits.

If the user has visited the website we can follow along his navegation, we can see on the picture the banner on the BBC web and also on the youtube… 

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Offline or online? 

We have created also campaigns on magazines as Airberlin magazine and some internationals magazines based in Mallorca.

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Events and promotion 

All the events that are interesting for the lawyer firm can be a plus for the lawyer firm as the organization of conference at ESERP, El Salón del Empleo, Hundredrooms conference or the promotion of events as Gran día de la Vela Bufete Frau.

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If you want to contact me just sent me an email to my linkedin. 

Marketing for lawyers

The last January I changed my job for some brands on marketing and social media, to be part of the Bufete Frau‘s team. For the moment, I’m the marketing manager of this firm while I am working as marketing teacher at EDIB and ESERP.

Bufete Frau is not a conventional law firm. As a company offering legal services, we advise, defend and represent our clients in both judicial and extra-judicial matters. But more importantly, we offer our clients technical infrastructure combined with a human approach, which is at the forefront of legal proceedings. The lawyers firm has offices in Pollença, Sóller, Portals Nous, Andratx, Ibiza and London.

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The last 17th of march J.Carlos Frau was at a Desayuno ESERP and he explained some of the mains ideas about how is working the marketing campaigns.

  • The Marketing is focused on Content Marketing
  • Immediately answer to the customers
  • The company is open 365 days/ 24 hours/ 7 days
  • Campaigns on Red Display of Google Adwords
  • Marketing online on different websites
  • Advertisement on magazines
  • Events and co-branding 

The importance of the information in the tourism sector

IMG_20160114_163916FEHM is the most important association of the tourism sector of Mallorca that represents 26 associations and 961 touristic establishments. Maria Renart, Attached to the Executive President of the of the FEHM has described in ESERP how important is to take in account the secondary and primary information before to take decisions. Following this she has explained the informs that create the FEHM to know about the expense of tourism, the quantity of tourist, the profile to understand the touristic demand in addition to it some kind of informs to understand the touristic offer.

I have had the pleasure to introduce her to the conference and I am so glad, because she was my collegue 3 years ago.

“Brands have to be honest, show empathy, humor and daring…” explains Ivan Levy

Ivan Levy is a retail entrepreneur best known for establishing and building “The Body Shop” brand in Switzerland. Last week I organized a conference with him at ESERP business school in Mallorca.

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Ivan successfully sold “the body shop” to COOP in June 2010 and continues to lead the business, having been appointed as CEO by COOP. Ivan was also the Body Shop International CEO, and has led a number of other retail operations and consultancy programmes…

After this year he founded a little company called the Knowledge Bank and he also joined Earthchild as a Director/Mentor. This company uses organic cottons and they work with social responsibility.

Ivan was the Chairman of Magic Bus UK Charity (up to 2006), a Member of The Dean’s Global Advisory Board Council for Harvard University, and Executive Chairman o Q Garden Company (until 2006).

As well that, Mr. Levy is the kind of person who really loves the island of Mallorca and we had the opportunity lo learn from him. The following are some of his ideas of the conference:

* First of all the companies need to create a brand with honesty, empathy, generosity, humility, humor and daring… also some character and humanity.

* The companies need to have a true policy of Social Responsability


*We can earn money taking care of our planet.

* You have to return your benefits to the planet with actions, with good benefits, in reference to this he explains: “After all my career I feel the obligation to return to society all that I have received. I’m worried about how the world will be in the future and I feel that we can do something”.

*The last project with “dignitat i feina” is not to do charity but to create a good product and to create jobs making a good “turron” called “turro artesa d’ametla”.

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He has helped the Franciscans from Artà, Dignitat i Feina associació, with the packaging of a new turron and also to increase their sales that are helping people who are in need. In addition to it, they have created some alternative products directed to people who don’t want to eat calories such as t-shirts, aprons to help to the Franciscans.

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He shared with the students of ESERP and they enjoyed a lot. 

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Nowadays he is doing really interesting work in the heart of Mallorca in Son Naava, close to Montuïri with the only biodynamic olive grove in Mallorca.

To sum up the customers don’t expect perfect brands. They will embrace brands that are honest, show empathy, generosity, humility, humor and daring… also some character and humanity.

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La segmentación de mercados (What is Market segmentation?)

Este año también he empezado una nueva etapa profesional como docente en ESERP Business School que me permite compaginar mi trabajo en Marketing y Social Media en Vinklum comunicación.

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Aprovechando la buena relación que me une con América Matas, la directora de la agencia Vinklum la invite a participar en una charla sobre la segmentación del público objetivo en una campaña publicitaria.

Cómo debemos adaptar el mensaje a nuestro público y cómo centrarnos en un target adecuado para nuestros productos fueron algunos de los temas principales de la charla impartida el 23 de octubre en ESERP Business School Mallorca. Fue una intervención muy amena que permitió a los estudiantes tener un contacto con una empresa real.

Market segmentation (What is Market Segmentation)

This year I also started a new job as a teacher in ESERP Business School that allows me to combine my work in Marketing and Social Media at Vinklum communication.

I have really good relationship with América Matas, the director of the agency Vinklum and I invited her to participate to talk about the segmentation in an advertising campaign and how is important adequate the language directed to our customers.

It was a very enjoyable intervention that allowed students to make contact with a real company.

School younger travelers

Along this course I have had the opportunity to invite a company from EUA, WorldStrides to share with the students of EDIB their experience with programs for elementary and middle school students.

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They take younger travelers outside the classroom and beyond the printed page. They can learn the history from the place who they visited insitu. The company build nearly 50 years of experience and working closely with teachers, and design each program to turn student travel experiences into life experiences.

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WorldStrides has offices around the world in all the locations on the map above. They also offer a number of field-based career opportunities. Our two largest offices are in the United States in Charlottesville, Virginia, and Salt Lake City, Utah.

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The traditional Celler sa Premsa on Social Media

This restaurant was founded in 1958 and has kept the same character and soul through out all these years till today. The place has kept its traditional and rustic personality combining large spaces with big wine barrels, creating a fresh and intimate atmosphere. Following this concept, the Social Media strategy of Celler sa Premsa gives emphasis to the memories of the costumers that spend time there. Some of them have spend part of the live going year after year to eat at Celler. The last publications on facebook called “tell us about your memories in the celler” had successful between the reactions of the costumers that shared from their heard the love to the Celler. Some of them have been going there generation after generation and they can try the same Mallorca traditional food like “Mallorcan Soaps”.

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The last July some bloggers specialized in the gastronomy of Mallorca met in a networking event at Celler sa Premsa. The tradition and modernity was mixed in an event where the bloggers could try some typical food, as Mallorcan Soaps (vegetables and some parts of meet), frito of lamb, cuttlefish Mallorca, loin with cabbage, snails and tumbet.

The event was celebrated with the hastag #tradicionescellersapremsa and was an opportunity to do networking with the gastronomic bloggers. Some of the bloggers were Cocinando con Catman, Fran Muñoz, the blogger of “Taula Posada”, Caterina, and the journalist and blogger Yolanda Pericàs with the blogger “What’s in my head”, and the author of the blog “Comer Fuera”, Elena Julià. The journalist from the local newspaper Ultima Hora and the magazine Brisas wrote about the event.

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Social Media’s Influence on Hotels

Social Media, which are base on web-base, mobile based or cloud based technologies have crated wonders as far as accessibility is concerned. For decades in hospitality management we used to say “you do one thing bad ten people will know by the word of mouth”. Social Media has changed that proverb as the “word of million mouths”. So rapid is the spread of communication that it can make or break businesses, governments, or any agency. Social media has the advantage of

1. Reaching global audience, even in remote corners of the world.

2. Immediacy with no time lag

3. Easy accessibility by those receiving the communication as long as they can get their hands on a computer keyboard

4. Versatility for interactive exchanges.

Considering all the benefits that social media can provide it has all the attributes that will be helpful in marketing and management. This is particularly important for hospitality and tourism areas field since they area people professions.

The hotels have create some innovate social media campaigns from the travel industry, one of them in Mallorca where exists the first Twitter Hotel in the World, Sol Wave House. It is really important a plan of communication and Social Media in the Hotels, because just in 2013, 47% of travellers shared their travel plans and asked for recommendations from contacts via social media. This means that a large chunk of travellers rely on social media to help them decide on their next trip. 

From my own experience, I am working in Vinklum, a communication agency, where we create the communication plan for the Hotel Sur Menorca and I’m really glad how the customers, our guests share their opinions through the Facebook fan page. There are really nice experience where the guests can share their opinions, ask to the personal of the hotel the music that sounds in the mini-disco, if the water of the pool is salad, fresh… some booking reservations. Some stories arrive to my heard like this week a mother just got home ask for a worker in the hotel that each day blow a kiss to her daughter. She didn’t know her name and she wanted to say thanks. Through facebook, thanks to the description of the mother, the Hotel found the worker, Mar, and the Director of the Hotel Sur Menorca give her a message of congratulations. This is a nice history that goes from one hearth to another hearth.

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The mother said: Just got home from a wonderful holiday, would like to especially thank the lovely lady who worked in the back room of the restaurant, my daughter loved her and she always made the time to say hello and blow kisses to her, I wish I knew her name, I know it began with an ‘M'” . And the Hotel answer:  “Finally we have found Mar who works in Hotel Sur Menorca. She is the woman who was blowing a kiss for your daughter every day. We loved your history and we’re so happy that you make reference to her. Mar blows a sweet kiss again for your daughter and she want to tell her, that she miss her. We hope to see you again in Hotel Sur Menorca. You have to know that Mar has received a message of congratulations from the Director of the Hotel, thanks to your message. Thanks again!”. 

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The daughter of Simmone has done something really good without to know and is to give a nice message to Mar, a worker in Hotel Sur Menorca. Social Media is an options for hotels and tourism since it provides opportunities to manage and present business content and it helps in identifying core values that draw clients and customers of business.

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