business

Facebook launches Workplace, a business version of Facebook

You probably already use Facebook at work. Now, Facebook is creating a separate version aimed at helping you do actual work instead of catching up on baby photos and campaign chatter.

Facebook is launching a communications tool on Monday for businesses, nonprofits and other organizations. Called Workplace, the platform is ad-free and not connected to users’ existing Facebook accounts. Instead, businesses sign up as an organization and pay a monthly fee based on the number of users. It’s free for nonprofits and educational institutions.

Julien Codorniou, head of Workplace at Facebook, said in an interview that the tool’s aim is to “connect everyone” in all sorts of workplaces — from desk-bound professionals to on-the-go employees who don’t have email or a computer. Think baristas at a coffee shop, field workers for a disaster-aid charity, salespeople at a clothing store or people making electronics at a factory.

Besides group chats and video calls, Workplace has live video and a news feed, much like the regular Facebook. In a departure from Facebook, the background is grey, not blue. Users can build profiles and see updates from co-workers on their news feed. As with the regular Facebook, the company will display posts that are more relevant based on its own formula. The idea is that because more than 1.7 billion people already know how to use Facebook, Workplace, which works much in the same way, will be easy to learn and use.

Organizations have used Workplace, previously called Facebook at Work, on an invite-only basis for the past 18 months. Facebook says more than 1,000 places use it, up from 450 six months ago. They include the non-profit Oxfam, the Royal Bank of Scotland, the soup maker Campbell’s and the vacation rental site Booking.com. The tool itself, though, has been in the works for much longer; it’s based on an internal service that the company’s own employees have been using for almost as long as Facebook has existed.

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Facebook says the top five countries now using Workplace are India, Norway, the U.S., U.K. and France. Workplace is available worldwide. About 85 per cent Facebook’s user base is outside of the U.S. and Canada.

For one to 1,000 active users, Workplace will cost $3 US per user per month. The cost declines with more users, so for 1,001 to 10,000, it’ll cost $2 US, and $1 US for more than 10,000 monthly users. Facebook says it won’t charge for inactive users.

By comparison, Slack, a messaging and group call service, costs $6.67 per user per month for a standard version. Slack is also available for free to try out, and an enterprise version, aimed at entire organizations rather than smaller teams, is in the works. There won’t be an unlimited free version of Facebook’s Workplace for businesses, though the company is offering a 3-month free trial.

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Todo lo que tienes que tener en cuenta para lanzar una campaña de marketing

Lanzar una campaña de marketing no es una cuestión trivial, sino que es un proyecto complejo que requiere la ejecución de diversos procesos y la coordinación de diferentes medios y equipos para lograr un resultado de éxito. Si vas a lanzar una campaña, esto es todo lo que tienes que tener en cuenta:

1 Definir los objetivos

Una campaña necesita definir objetivos a alcanzar y cuantificarlos. Al menos se necesita concretar un logro que se quiere conseguir, como puede ser ganar un 10% de cuota de mercado, vender 10.000 unidades de producto, elevar la puntuación que los clientes le dan a la marca un punto sobre diez, etc.

Es importante definir objetivos concretos, sin andarse con rodeos o dejar abierta la puerta de la interpretación y que a la hora de evaluar resultados o tomar decisiones, puedan surgir diferentes interpretaciones. A esto ayuda la cuantificación de los objetivos, que sirve para concretar hasta donde se quiere llegar exactamente. Esto es necesario porque es fácil decir que se quiere mejorar la imagen de la marca o se quiere vender más pero, ¿cuánta mejora de imagen y cuántas unidades más se quieren vender?

2 Realizar un análisis estratégico

El análisis estratégico previo al lanzamiento de cualquier campaña de marketing es necesario para tener claro a qué se está enfrentando la empresa en el reto que se presenta. Se trata de un análisis del entorno, de la competencia, del producto y de la situación interna y externa que lleva a que se consigan los resultados actuales, así como las tendencias esperadas en los próximos períodos.

Para realizar este análisis se puede recurrir a fuentes internas, basadas en la experiencia de la empresa, o a fuentes externas, como información disponible en Internet, empresas expertas en estudios de mercado, encuestas, entre otras. Una vez procesada toda esta información, se tendrán unas conclusiones del análisis estratégico de la campaña.

3 Diagnóstico

Una vez se tiene el análisis estratégico, el diagnóstico de la situación actual permite poner encima de la mesa información sobre las debilidades, amenazas, oportunidades y fortalezas del objeto de la campaña. Presentando esta información como una matriz DAFO, se puede ver claramente la situación y plantear soluciones para poder transformar las debilidades en fortalezas y las amenazas en oportunidades.

4 Planificación estratégica

Basándose en toda la información anterior, llega el momento de la verdad, es decir, de definir los objetivos comerciales y de ventas, de rentabilidad y otros (de satisfacción del cliente, impacto imagen de marca, etc.). A continuación, se necesita determinar qué estrategias comerciales se llevarán a cabo para lograrlos, así como los segmentos a atacar, el posicionamiento frente a la competencia, las estrategias de producto y marca, precio, canal y de comunicación. Esto es lo que se llama el marketing mix.

5 Plan de acción

En base a la información definida, se traza un plan de acción para conseguir los objetivos propuestos. Este plan debe concretar de forma realista los pasos a dar para lograr los resultados, detallando los hitos necesarios en el tiempo, el presupuesto y los equipos necesarios para llevarlos a cabo. A la hora de planificar siempre hay que huir de los dos extremos más peligrosos, como son la búsqueda permanente del óptimo y la parálisis por el análisis.

6 Ejecución

El plan de una campaña de marketing es algo vivo, dado que a medida que se vayan ejecutando tareas se irán necesitando ajustes y nuevas versiones de la planificación. Lo importante es intentar mantener una coherencia con la línea base, para tratar de garantizar que se cumplen los objetivos, al mismo tiempo que se van tomando decisiones con la mejor información disponible en cada momento.

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At CES in Las Vegas, Sony showed the development of an attachable Single-Lens Display Module, under the working title SmartEyeglass Attach! as the concept model.

Sony’s SmartEyeglass Attach! is something it debuted at the Consumer Electronics Show this year, offering up a smart display module that adds connected intelligence to any kind of existing eyeware, be they optical frames, protective goggles or sunglasses. The concept design is very similar in practice to Google Glass, so it might be surprising that Sony has now released its first video of the device in action following the CES debut, when Google has just wound down its initial Glass project and gone back to the drawing board.

But in fact, Sony is a much more logical place for Glass to take root and prosper. The company does, after all, make a range of devices that suit a number of verticals. It has action cameras, for instance, with niche appeal mostly limited to those who enjoy extreme sports, and it also serves enterprise needs with variations on its VAIO line. The SmartEyeglass Attach! is a concept that refines its own Glass-like SmartEyeglass for more flexibility, creating a modular device that’s optimally suited for industrial, enterprise and action sports user without requiring consumers to pick up expensive additional gear.

Sony is encouraging developers to build for the platform, and given that this is already v2 of its smart eyeware concept, they might be the best bet when it comes to building for the long-term. Sony could swoop in and capitalize on any doubt produced by Google’s walking back of the Glass Explorer program to take an early lead in this market, especially if it gears its efforts towards serving the niche industrial, enterprise and healthcare applications where Glass was showing a lot of promise.

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Zillow today closed the acquisition of its competitor Trulia in a stock-for-stock transaction. The total price of the acquisition was $2.5 billion.

As expected, Zillow today closed the acquisition of its competitor Trulia in a stock-for-stock transaction. The total price of the acquisition was $2.5 billion. When Zillow first announced its intentions to take over Trulia, the stock price still valued the transaction at $3.5 billion.

As is often the case when two very similar companies merge, Zillow and Trulia laid off 350 employees in San Francisco and Bellevue, Wash. This, Zillow says, was “due primarily to redundancy in the combined company’s sales and administrative organizations.” 280 of these jobs have already been eliminated and another 70 employees will be laid off by the end of the second quarter. All of them have already been notified. Together, Zillow and Trulia now have about 2,000 employees.

Trulia’s CEO Paul Levine will now be Trulia’s president and Peter Flint, Trulia’s co-founder and former CEO, is joining Zillow’s board of directors. The combined Zillow/Trulia will now operate under the name “Zillow Group” and start trading on Nasdaq tomorrow.

Zillow says that it plans to offer a shared services and marketing platform for advertisers later this year. For the time being, though, it looks like both Zillow and Trulia will mostly continue to operate as before. That doesn’t come as a major surprise. For the most part, that’s how Zillow has approached most of its acquisitions. HotPads and StreetEasy, for example, are still getting regular updates, and even though they’ve been integrated into Zillow’s organization, you can barely even find Zillow’s own branding on those sites.

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