A few days ago he was talking about the importance of a good content as a connector element. It was in the post dedicated to the strength of internal brand ambassadors. You may think that those of us who create or curate content talk about theoretical connection. Today I bring you a story that shows how good content can awaken certain gears and generate high-value contacts.
Julia's case, mezzo-soprano
To understand what a mezzo-soprano is, there's nothing like this chart that I've downloaded since Wikipedia. You always look at the sopranos, but in the history of the opera there have been great mezzo-sopranos, As Cecilia Bartoli Or Teresa Berganza.
The thing is, I recently dedicated a post to the wonder of human imperfection, the one that sets us apart from machines, with Maria Callas as the protagonist. In If I wasn't human, surely I would have sung better commented on an extraordinary documentary about the great soprano, that despite his metallic voice and imperfections, went into history as one of the best performers of the operatic genre.
And the magic of social media made this post read by Julia, a mezzo-soprano in a network as seemingly far from art as Linkedin.
How Julia connects
Julia liked the writing. And she, as happens to a lot of people, moves better in the world of personal relationships, the real world, that of atoms.
Julia knew that Eva Collado Durán, great friend and colleague, I'd be signing books at the Madrid Book Fair. And it turns out that Julia is a very follower (now you'd say “fan”) by Eva, and also of my dear and admired Laura Chica, And Paco Alcaide. The three great authors and connectors were signing their books a few sheds away. Julia planned her visit to the fair, “this is mine”, must have thought.
Thought and done, Julia showed up at the three booths, bought all three books, Eve's Brand is you, Laura's 365 dates with me, and Paco's Learning from the Best II. He got the books dedicated to him and gave each author a double CD titled “The Callas effect“, one of the best and most generous musical selections of María Callas that I have heard.
As Julia knows that Eva and I see each other often, left him a paper bag with the label for you For me. Here are the contents of the bag, that Eva handed me over yesterday at lunch. What a marvel. I haven't received a handwriting letter with impeccable calligraphy in a while.. And next to the letter, the same CD. At a time in life when it's hard to get excited, gifts like this (the letter, especially) they're priceless. Both Eve and I got goosebumps with the story.
Ghost 2.0, observer or person who Consumes social media, but who doesn't participate in them
I won't reveal the contents of the letter, but there's one detail that catches my eye. Julia considers he is a “Ghost 2.0”. Years ago I used a graph that talked about prosumers (producers and consumers of content). And it turns out that the typology of “Observers” they're the majority. They go through the nets, by the blogs, Read, consume content, but don't feel comfortable going into digital conversation.
My upper-profile respect for these people, observers. They're not trolls, Not at all. They're just people who feel more comfortable acting in the middle “forever”. And a letter is. At a time when everything is digital, smell the role of a letter, receive a physical CD and read a handwritten text, that's feeling humanity in its splendor. Thank you from the heart, Julia. Good content (My friends' books, the post about Callas…) favors a good networking. No doubt.
And who is she?
Here I leave a video with an interpretation of Vous soupirez madame of the opera Béatrice & Bénédict of the Hector Berlioz. By the way, one of the ones she sings is Julia, my already admired friend and mezzo-soprano Julia Arellano. In a black dress, for more signs.
Cover photo by Shutterstock.com
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.