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Hello, good afternoon. Welcome Barcelona, welcome Barcelonians! The point of this session goes about expats and locals networks, when they are connected and how to connect with them, among us and based on the digital world. (Let me introduce myself: )
Let me introduce myself: this is me, at least when I shave myself, my name is Mando, Mando Liussi and digitally mandomand. I teach digital marketing and social media communication in business schools and companies. You can be found me on mandomando.com and as mandomando on Twitter, Slideshare, Youtube and others. (The focus of this lecture series )
The focus of this lecture series is to offer to expats some paths to easily form part of barcelones tissue, so here we go. The talk is scheduled in English but I will mix concepts in Spanish and then if we can, we will have later a time of questions. (Barcelona, as a coastal center has always )
Barcelona, as a coastal center has always been a multi cultural city, as a Mediterranean enclave has also been a meeting point between worlds. Maybe this typical Barcelonian trencadis helps us to represent those connections between tribes, individuals and communities. (And the story about this talk )
And the story about this talk began months ago, when the "I'am Barcelonian" committee contacted me, first because of my profession, teaching how to improve ourselfs digitally, which seemed to be an interesting resource to share here. (On the other hand, an Italo-Argentine )
On the other hand, an Italo-Argentine who lived traveling as many of you did who finally landed here, represented another useful point of contact for today meeting, being a Barcelonian as well as well an expat. (And the proposal of this presentation )
And the proposal of this presentation is to show how social networks and social media are here and how digital behaviours of barcelonians gives us some tips on what to do and what to avoid to connect with them. (So, hence the name. Simple.)
So, hence the name. Simple. Neat (By the way, we will have)
By the way, we will have a hashtag for Twitter, Instagram, Google+ and Facebook for use in this day, that is iambarcelonian (Ok, let's do this )
Ok, let's do this (We clear the scene)
We clear the scene, focus on people and let's talk about local communication (we will concentrate on the target )
we will concentrate on the target and we going to split the presentation into three parts (First, numbers, ideas and statistics )
First, numbers, ideas and statistics that shape the local culture of social networking. Some facts necessary to understand the scope of digital conversation around Barcelona and locals (Second, elections, choices. )
Second, elections, choices. Found spaces to talk and topics to engage people about them. Which networks are used and which are not. Uses and reason and why they prefer ones over others. (And finally, give hints and tips )
And finally, give hints and tips on what to do and what not to do, what is digital content socially accepted and which is not. First comes first, let's talk about facts (first Social factS)
Social media facts, Data and Statistics (Beginning with professional aspects)
Beginning with professional aspects, as might be suspected, a solid percentage of the top 100 kind of professionals are in staffing/recruiting/HR.
Followed by other highly represented industries including I.T….
Teachers, speakers, university researchers ...
Financials, economists, interim managers
and professionals from Marketing, Advertising, Transportation, Think Tanks, Venture Capital, Utilities, Photography, etc. So we are talking of simply, people who talk a lot about Barcelona (What interests me is to concentrate )
What interests me is to concentrate on the "living Barcelona". For example, in just one week we have over three hundred thousand pure mentions Barcelona as a city, as pure word (emphasis on pure mentions, without the
emphasis on pure mentions, without the keyword Barça since in this case would climb to nearly 1.8 million weekly mentions. Let's recognize as cobranding, a second brand that makes it even more powerful the signal of the city, but let's avoid pollute our statistics (keeping in mind
keeping in mind those clear numbers, we can begin to see how many communities we have in social networks, and the numbers are simply amazing. Locals openly declare where possible, not only to count them, but also contact them and not just on FB... with those more than two millions but also professionally (in LI)
in linkedin, where over half a million professionals have a digital presence, posting ideas and statuses, sharing knowledge, seeking partners and entering into discussion through hundreds of thousands of forums (in fact, the relevant numbers )
in fact, the relevant numbers will be found in participation: here is where the power of networks, in which they are happening and where conversations are alive, And I have to say that more and more technical and professional debates born every day on Facebook, so don't forget to use this network professionally. It is makes sense, is where we have continuos presence during the day.
And when I say continuous, where we spent a lot of time, it is not because of the computer but the phone. Google stands at 5 hours per day the average time that people are connected to any mobile device, being a phone, a tablet, a laptop or some other type of cell device. So it is not strange that we have to mention the Mobile World Congress as a gathering of the move and yes, it is precisely
Barcelona is the MWC expansive wave center
and this is, perhaps, why is the choosen place to launch applications ranging directly linked to mobile world
however, the mobile world congress goes much more than business, in fact,
we can talk about impact of outreach, behavioral
and cultural, when in just one week were generated more than one hundred thousand tweets, not counting shares or replies but own publications (and this happened last year) or as in this year
to reach more than thirty thousand in one day, and yes, this is more than business. Barcelonians loves smartphones
and said this has to do with culture,
with a syndrome, that one call "nomofobia", no mobile phobia, which is the the need and usefulness of staying always ON
and to be always on, appear numerous topics that are admitted and accepted, ranging from sports and culture (urban art in particular) to the public debate or the culture of entrepreneurship
however it is a must to remember that social networks concept is a petal on the social media flower, having hundreds of thousands active networks, so its betters to start at the beginning…
and the start, at least in Barcelona, is culturally located in the SMS, being that it was Barcelona one of the cities, ten year ago, where more messages per person per day were sent, and this culture remains and mutates into
Whatsapp using widely accepted, both personally and professionally, and even in business
and then with its extension to the messaging on Facebook, where despite breaking the rules is common to find child and tweens (which is, being honest, optimal in order to take care of them)
where we progress to the large search engine, not Bing but Youtube, where mature and teen culture crosses and generates contact bridges
and then with twitter, professionally used on one side but, opposite face, chaotically managed by teenagers
With non-conflicting platforms based on the image like instagram (which is from Facebook like whatsapp btw)
Sharing by pins on Pinterest, where women predominate in 60% vs 40% locally
finally reaching the geo with Foursquare, or the checkin behavior, in museums and restaurants, which still standing.
However, this is not the end because with a closer look at the social business, we found
we have the blogs and here, wordpress, comes in first place
where having a professional profile is an obligation and here Linkedin is the king
followed by Viadeo, great choice for those who works with companies from latam, africa and with ties with Francophone communities
and Xing or crossing once settled in Barcelona but which ended centralized at its origin and became much more Germanic at this moment
And now the Queen, Spotify, great space to discover people by the music they listen, allowing us to connect by affinity
like using Slideshare to show and watch presentations, services and products
Flickr for our more professional photographs (the world dont end on instagram or five hundred pixels)
and finally a driving assistance platform as Waze, now owned by Google, which has grown strongly in Barcelona, allowing communities to create better routes and have road warnings
and we came to the need to simplify by putting everything in its own place, each content in its culture, and every culture on its own network
and thus, to distinguish social networks as an space to share with friends and our closed ones
professional networks to share our business and promotions
and digital buckets, crates on internet, where we will keep our content, whether text, images, videos, demonstrations or applications. After this division will be ready to enter the next point
the lists of do's and don'ts. I pretend with this a quick play of ideas, as a series of recommendations to fit and understand barcelonians digital culture. Let’s play!
Yes, you eat great and we love to take pictures of restaurants, food, drinks and make checkin in. So this is OK but
take care to exhaust your friends with trivia and share the same things all the time
and same way, watch out when, the time, when you publish. Its about being sesitive, caring our personal branding, our identity, If we always post at 3 am they going to think that we live from party to party and does simply, not look good
we love to get us photos. perhaps it is the sunny weather or the friendly culture, the question is that we love us uploading, updating our profile. That's OK and even a lot more than professional photos,
we love sharing funny selfies, playing sports, with smiling faces, having fun and even better,
selfies with friends because friendship also shown is a feature to locally highlight …but care
to cross the line, avoid publish at certain times, or with drinks ...
or drunk (there are apps to help you in this case). Matter of common sense, do not post if you excessively happy or if you're angry
remember that once something is published, will not go away
therefore, concentrate, to focus, remember that a daily, pure, valuable dosis of self promotion is good, makes us transparent, accessible, understandable
self promotion gives us opportunities to understand our communities, our people, who can give advice, feedback, ideas or even co-create with us in the future
and of course, it is good to attend professional events, to do networking, I myself am a member of several clubs for expats, as the Admirals Club Business, where we can make contact with locals as well other expats in Barcelona
..and is also OK to use networks to build databases, this is a great benefit of social networks that we must take advantage
both to find jobs, employees or partners, so go ahead and use the networks to research and create professional relationships
even to generate attraction to our persona, our personal brand, my recommendation :have a style book. You will need to have a style guide or protocol which define how to talk, what about and when, that's an essential tool to deal with digital presence
and if you have a business, it is great to be on networks such as boss because we approach to our employees, demonstrating openness and being willing to listen and motivating them to express and improve our community... however
careful brag all the time, boasting, be presumptuous, showing your personal brand or your business too egocentric
Barcelona rejects bullies, boastful, vains, arrogants, fakes. You will probably hear the word "seny" in catalán which means common sense. So self-promotion without bragging
which leads us to remember who and how we share and this is about to define our security level, the scope of what we share. Every networks, give us the ability to define our impact.
for example, sometimes is a boring thing, but the culture of sharing photographs of animals and babies is ok
That will be ok provided that only use photos of your own kids, otherwise you are entering in a field of rights abuse. If they are your children, go ahead. Incidentally, this is my son Gerard with adopted dogs in Trifolium caretaker house in the park of Garraf.
So child is fine, but caring. Not turn too personal without knowing the environment where you moves and remember that there are sensitive issues such as political parties, politics in general, and of course religious topics, and yes, football. Believe me, there are people who do not like the Barça :)
Seriously, avoid entering conflict unless it is a topic that ye be committed and avoid be haters, complaining about work, family, friends or about local culture, those comments don't work to engage barcelonians,
and in a more technical aspect, let's forget putting hashtag to everything :) ... One hashtag is more than enough and often not even necessary, okey?
We reached the end then, with two last advice, once again, appealing to common sense:
whenever you can, make use of networks to engage real people, to tie the bonds, to share the good, to improve the world, to give knowledge to your communities, to help them, to offer valuable opinions and to thank and finally
shun publish more Coelho's phrases…. there are too many! :D
Thanks Barcelona, tanks barcelonians, let’s stay in touch
Barcelonians, connected people i am barcelonian - expat day
Helping leaders make the shift to social