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The Lost Angel Javier Sierra, and the editorial model

Thanks to Laura of Blooogers and Ilustrae , I managed to be one of the few who invited Metro on Thursday 27 at the official presentation. I confess. Writing about Javier Sierra makes me especially excited, and certainly I will not be objective. I have read all his works of fiction and most of the trials. Some of them I use as documentation for the novel I'm writing and greatly enjoyed " Napoleon's Egyptian Secret " Sailing the Nile for four years. So it is clear that I am predisposed to like her new novel, The Angel Perdido . " I did not expect is that in addition to literary matters, Javier Sierra was going to give opportunity to discuss the new publishing environment from the perspective comicpublicidad usual, and put it as such a historic moment in the looming changes in the editorial.

New times, new formats.

If an author can be described as media, that's Javier Sierra. Not surprisingly, he has been director of magazines and usual television and radio programs and, therefore, knows the importance of knowing and exploit new media as they emerge. Back in 2007 when he published "Forbidden Route", used the then avant-garde Second Life to give a press conference, today, the most advanced and promising are " apps" or mobile applications. Therefore, they are about to launch an application for iPhone and iPad in which those who find downloading exclusive new content. Something that you can get using the bidi code that appears in this post.

And e-book version? Of course, exist. First want to focus on selling 200,000 copies in the first roll Castilian to be followed by the English version, the month of October. Javier

Asked what he thought about electronic books, said two things really interesting. First, it was a very great advantage in the ability to make corrections or updates to the text almost immediately without having to wait for the next reprinting. And second, that for him, a digital version should go far beyond simple support, to become something other than the printed book, using the full potential of linking online content, add video, audio and all sorts of information. One idea that I share.

Internet from home.

As we told Javier Sierra, no longer sees a novel without internet. For starters, the title is decided by taking into account that the domain is available and easy. He confessed that today would not have used the title "Lady Blue on one of his works for the cacophony that is read together.

also knows that his readers will use search engines to locate any details that will catch the eye of history. And so he makes Google Earth coordinates so they can go through the stages of the plot. Something however, he has personally done to document accurately. Including trying to crown the Mount Ararat with the help of legendary Pérez de Tudela. It always does, but with more reason, because you want all the descriptions are fully verifiable.

And as for the chance to interact with their readers, so has clear benefits, which aims directly manage their profiles on Facebook and Twitter, hoping for a hearty exchange of ideas and the best feedback.

Therefore, the official web be crucial in the promotion and it may follow in the footsteps of a huge tour of 35 cities in Spain on a bus decorated with vinyl. Do not say that the authors have to do bowling? Well, there is a good example. The tour will start in Leon on February 14, 2011 and ends on April 23, San Jordi in Barcelona. 10,000 miles that can be followed by updates to the web, facebook and twitter.

The role of social media . The profiles on social networks are just another example of the communication strategy on them. This post is another. Something to begin with, we can stand out as new, because as we ensured its marketing agent, would be the first to speak with the author and receive a copy of the book. The first, before the press, giving the blogosphere a privilege that surely will not do much grace to journalists. And that is something to discuss in this campaign launch, and we can extrapolate to many sectors.

Why include a launch a bunch of amateurs? By the nature of the blogosphere. While traditional media do not fit the reality of the network to its working methods, social media will gain the ground by:

• Credibility and Proximity. Bloggers write because they want and what they want, and we have no pressure or constraint to their own conscience. We know more or less about, but in the end, we are more similar to the simple reader that any critics. When it comes to a work like this that does not reject the label of "commercial" is probably the most influential opinion of someone less skilled than that offered a scholar. The value of the recommendation that generated the social networks. Agility
• . Just a few hours after the presentation, blogs as "Books for reading " or " Culturama " had already risen a great post about the book. Nobody forces us to expect a shift in the return of the medium, nor are we waiting list. On the contrary, be the first to post something is a morbid added to any blog.
• Share and Position. A blog can easily achieve a superior position to that of a specialized search engine by simply following guidelines that are usually natural, as links to external sources. Something in most media are not accepted because it is considered outgoing links, exit doors of their audience, and refuse to use them. What happens is that without those links lost its presence in search engine positions on a blog if you use them.

The Lost Angel, the novel. On February 4, 2011 is officially launched, with the enormous challenge of at least achieve the enormous success of " The Secret Supper", published in 42 countries, which sold over 350,000 copies, being the first English author to performing in the top 10 books sold in the U.S.. True to his style, now offers a new thriller full of mystery and history.

The novel starts on a fast-paced in Santiago de Compostela and Turkey. And when I say exciting, do not say, citing the press release, but after it started and could not release the book to complete the first hundred pages. Julia, restoring the porch of glory, becomes embroiled in a race to control some old stones that appear to allow contact with supernatural entities ... and so far I can read, because if you like these stories, the best thing to do is read it yourself.

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Bisbal and Nutella, I think of two little things.

had not seen the announcement of Bisbal and Nutella, but had read some negative comments on Twitter. At last I've seen and I have some little things, good and bad, after seeing and visit the microsite .

The good, the technical work is flawless . Good production of the spot, for what it takes, good programming and web design (though "flash?) With Bisbal making good interactive presentations and collaborative content management, voting, etc.. Technically a good job, like it or not.

And now my Little doubt action. Leaving aside the action 2.0 of asking users to submit their proposals and to participate and is well seen and used (even I have done in any campaign) calls my attention that follow almost the same concept as Ponche Caballero and Chenoa . Two " pop stars," and I do not like the record label, asking users to sing with them. Sounds like a copy.

But what strikes me is that while Knight, an alcoholic beverage is intended for adult audiences mandatory, Nutella is clearly a product positioned as a child. And here comes the " fail, or perhaps the greatness of the action:

The contest expressly clarified in the spot, they say that winners can not be less than 18 years. So I wonder if the target is looking just the highest or lowest. But if there is a way of extending the shelf life of Nutella, addressing age who is leaving the consumer, it makes little sense.

That's what he did at times when he did Cola Cao the campaign with celebrities who claimed to take a Cola Cao warm at night, as Jesulín Ubrique and I remember Belén Rueda.

And some of that will be when your fan page Facebook speaks of " Generation of 80 Nutella." If so, a courageous and strategic commitment. I also doubt whether they would be in the best prescriber Bisbal for this action. Someone who sells thousands of records and Grammy winning premise can be "as cool" like everyone else. And that only you will know who has the internal data.

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Advertising is for the brave


Warning: this post was published previously in CookingIdeas.es , Vodafone blog designed to feed the mind of ideas.

pounds in the market every morning a bloody war, where the real brave is the one that overcomes fear, not that it does not. That is crazy. Or an entrepreneur, which amounts to something.

By definition, an entrepreneur is someone who risks. But at the same time, the money, they say, is very conservative. For this reason, typically the least risk more to lose. That is, those who have nothing yet, that is the beginning. A majority of entrepreneurs I know, I moved to try to do things differently. Different, the magic word in marketing.

Although I'm of the opinion that the communication can not be something separate from philosophy and corporate culture, and that innovation and creativity must be present at all stages of the business. Since the creation of a product to sell it.

all want to be different, unique. We all want to be recognized. We all want to look out for us and remind us. And marks the first. Any marketing book will tell you to look for differentiation. And in almost any briefing you get to an agency, communication will aim to highlight the differences of the product.

The slogan most often used since time immemorial is "another form of " or "much more. " Unoriginal, but that most customers will just love it. And because there are so many products that are "different " at the end, everyone is equal. So in the end, the quickest way to get out and be, or appear different, with advertising. Or the media in general. And to be different, must dare to be.

is very common for brands to follow guidelines established naturally by the sector they belong to. Employing all the same color code on their packaging when they are in the same category, to keep the sales pitch of its jurisdiction, or perpetuated the slogan mark until it is absolutely essential to change. But that will be difficult to evolve. And without development there is no improvement.

When starting from scratch, you can choose to follow trends, or start a new route. Breaking with convention. Double or nothing risk.

Jean Marie Dru BDDP group's founder wrote a book about the creative technique known as " Disruption", which he is both a method, a state of mind and a way of thinking:

"First we locate the convention that prevents clear thinking, and then puts into question with a radically new idea. "risk So, part of something so sensible as to study, think and analyze. Not the visionary attitude of a madman. Interesting.

For his part, Eduardo Liriano from his book "The Advertiser Relations Agency invites advertisers to be bold in what he called" Theory of the Abyss "

The market is like a lot of products high, separated by a chasm impressive. Down, consumers are hardly distinguishable from each other. Only the brands that dare to jump from side to side of the abyss, are what consumers see, and seduce you with its value. The other, are the pile.

originality, courage and boldness, may be in the message or the way of communicating. If you're in traditional media, you have to opt for creative differentiation, or to seek other less populated channels which highlights more easily. The supposed success of the brands that are on social networks, it is more for novelty, for daring to jump the gap as the competition looks from their safe places, that the reality of the data. When all the marks are on these networks will be necessary for the courage to bet on the messages and the creation of products. Advertising returns for the brave.

Christopher Columbus convinced Ferdinand and Isabella to finance his trip saying he would see what he discovered there. Convinced them because I thought I would find another way to reach the Indies. And Reyes pushed for this revolutionary alternative, which involves the risk of falling into the abyss of the end of the world if the earth was flat, because Portugal was still a hard competition in the usual routes.