On her first international trip after confinement due to the pandemic, Ana landed from Spain to share with those attending Social Media Day.
The Social Media Day (Guayaquil) this year returned to face-to-face through a hybrid modality which also included digital conferences. According to your organizer, Francisco Robles, this also allowed them open up to an international audience which occupied approximately the 20% of those registered.
“The phrase that Bill Gates mentioned years ago, from ‘if you are not on the internet, you don’t exist‘, is more true today than ever, “he said. Therefore, the objective of this event is bring various trends in social networks and e-commerce closer to businesses and large local companies that want to implement them in your sales strategies. “Companies have a great need to position themselves in the digital world; here they can see and learn about these tools and get the most out of them on different platforms ”.
On Thursday, September 21, the Spanish digital strategist Ana Ivars, director of Dynamize Digital, offered the closing conference in person at the Hilton Colón hotel, where shared his latest success story and advice on how, even in a crisis, good strategy and planning can make big sales.
What was the impact of the pandemic on social media?
I think it was a moment dog!, that is, the moment they realized that, while everything was stopped, the digital world continued to work and more and more and more. So for many businesses it was time to say: “Wow, this digital world and social media thing is not silly, there really is potential here.” Many companies, businesses and entrepreneurs realized that this is serious. We realized the need to create advertising strategies on social networks, not to post just to post, but to have a purpose, and there were also those who saw the need to take the leap offline al online. Either I reinvent myself or I disappear, and the way to reinvent myself right now is to also be present in the digital world. It was that moment dog! for everyone to a greater or lesser extent.
What happened to the consumer during the quarantine?
What happened before is that we put ourselves and our product as the center. And now this is no longer the case, now the center has to be the customer. Before it was: “What I communicate on my social networks is about my brand”, and now the user says: “This is not about you, this is about how you can help me.” The client has always been just as demanding, but online It is easier to access your company and to sue or complain.
How was building your personal brand, Ana Ivars, since 2016?
I would be lying if I said that I have always wanted to be an entrepreneur, it is not true. At some point it became an alternative, but when I studied my career I wanted to work in an agency marketing. But it is true that I realized that I was not made for the world of work as I was in Spain at that time, with contracts of one or two months, very low wages, intense hours. It was when I made up my mind. Then I did not see myself in the ability to create a company, so I said to myself: “I am going to start by selling myself, my brand, my knowledge, in the form of service”, and that is how I started.
How would you define your agency, Dinamiza Digital?
There came a time when I was growing, the clients increased, but when they came to me, they thought that I was directly offering the service, but I have a team. Then I thought that I did not want my clients to feel cheated and also give them the value that my team deserves, so I decided that it should be an agency. We are characterized by that vision of being honest with clients about what we think will or will not work, and we also offer great customization to the user. In other words, that the client feels that we are not an external company, but that we are part of their team, and that makes clients stay with us.
How did you cope with the recent “blackout” of Facebook, WhatsApp and Instagram?
It was something very punctual, as one day you can come to your business and see that a blind is broken and not working, and you need to call someone to come and help you. It can happen in the digital world, although it is not something frequent and it simply does not have to be given so much relevance. And there is always a lot of work to do, such as creating editorial calendars, investigating what has happened to create related subsequent publications. If you have your work very well organized and you understand that social networks are the end point of the strategy, it is something simply anecdotal.
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