Yuleny Marín Vargas, Strategic Director ÁLMAGO GROUP

GCE GLOBAL:
Hello Yuleny! , we welcome you to this weebinar , we know you are the Strategic Director of Grupo Álmago, tell us about this company.

YULENY MARÍN VARGAS:
Thank you for the invitation,Grupo Álmago, it is a digital agency that seeks to promote brands in the market through Through a series of steps, forming a method that adds value to these through Social Media, we transform ourselves from point zero, understanding businessmen.​

GCE GLOBAL :
Well, Yuleny , what are social networks and how do they serve a business, to a company to a company?

YULENY MARÍN VARGAS:
Social Networks are a new meeting point with your final consumer, being cheaper, generating greater challenges, which lead to new audiences what I call “a flash directory” that transports us to where we need or want. Brands must create a position, set an objective, and keep in mind where the market is going. A 247 Store. Generating challenges, since having more people, you must have a plus or information that makes a difference. The important thing is to generate essence, a heart, to be clear about what you want, especially today in times of confinement.
For example, my case at Grupo Álmago is “that your cause be known”.

GCE GLOBAL:
How to keep that heart of Marca awake?

YULENY MARÍN VARGAS: Generating valuable content. Example: a swimsuit company , today must make its clients dream, taking tours, telling them stories of what a trip to the beach would be like with one of the swimsuits that they offer, because the experiences that are generated are pleasant, making it stay current and position itself, it may not sell, but it will have an important position on the web, on social networks. Being connected with a brand is being able to identify with what is posted.

GCE GLOBAL:
There are companies that have never taken Social Networks into account in their business management, but with confinement the best alternative is this, how do these people who are not familiar with social media start?

YULENY MARÍN VARGAS:
I love this question! I want to tell you where you should be, according to your audience.
The important thing is not to get frustrated in these days of confinement, you have to see the opportunity. Create the connection with the final client, for example: We have to pretend that we are sitting in front of the client, give them 10 tips or 10 solutions to a need, then on social networks pretend that they have 1000 clients, but let’s go step by step. step, to give you these answers. That will attract attention!, and then the client will want to look for you, because now he knows that you have the answer to his need.
When you are on social networks you must understand that you are reaching potential customers. That is why you have to take seriously the information that is being posted and likewise the clients will thank you.
One piece of advice is to do the 5 moments when you arrive in the digital world.

GCE GLOBAL:
What are the 5 moments?

YULENY MARIN VARGAS:
The five moments are a creation of value for the brand.

• 1. A recommendation- Customer Talking about the brand.
• 2. A sentence- An article of value.
• 3. A product-Service-Portfolio (The most important thing).
• 4. An event- a date. ​
• 5. The day to day- The behind; the brand. You can do all this on Facebook, Twitter, Instagram, and even tic Tok, the latter is booming. I repeat, always generating value!

GCE GLOBAL:
Many companies were very active on social networks and web pages, before the isolation, but the quarantine arrived and they felt that they had paused or that they no longer have content to give, what to do when this happens?

YULENY MARÍN VARGAS:
Great! If they have a physical point, the first thing is to bring this to the digital world, this forces us to create content.
​A campaign called “Dress for others” caught my attention and it was precisely to make us understand that there are many people to whom we can show what we do…
My advice is DON’T KEEP SILENT!
Again an example: A fashion company, today it can speak outside to doctors, nurses and those who go out daily, they They need masks, which have become an accessory, there is fashion there!

GCE GLOBAL:
Yuleny and we know that LinkedIn is a useful tool to exchange professional services. Sometimes Entrepreneurs pay high costs for this service but they don’t know how to use it and it definitely has no benefit and they feel they have lost money.

YULENY MARÍN VARGAS:
This is a Management issue, the most important thing is to have or engage in correct dialogues, because guidelines or not guidelines it is important to have empathy from the building with who is on the other side. And understand that it is a person and not a robot. “I love what you do, I think that what you do is identified, it generates too much connection with my final public” And so people get hooked, there will be empathy. Explore her profile!

It is one thing to touch people with influence and another is to create alliances, and today the power of cooperation or creating collectives is a strategy that transforms dialogues, something that will connect you with real people.​

GCE GLOBAL:
Yuleny , where is it better to publish, Facebook, Twitter, Youtube, Instagram?

YULENY MARÍN VARGAS:
Social Networks are important and each one has a special value.

• Facebook: Information and Network of Contacts.
• Instagram: Experience and Brand.
• Twitter: Opinion and Connection. 
• LinkedIn: Network Experts.
• Youtube: Knowledge and Recommended.

I recommend creating particular content for each Network.

GCE GLOBAL:
Yuleny, so social networks have a lot of value in any industry?

YULENY MARÍN VARGAS:
“When we understand that social networks are not just for posting pretty photos, comprehensive results will come.

GCE GLOBAL:
We talked about TikTok at the beginning, but should an accounting or legal services company be there?

YULENY MARÍN VARGAS:
Sure Yes, what they should do first is create an account to save the name, and start giving their own tips. Block the line. It is not mandatory or essential to be on tiktok.

GCE GLOBAL:
Yuleny, you tell us about the wonders of social networks and all this can be done for free, so why are there companies that advertise?

YULENY MARÍN VARGAS:
Social Networks allow through Hashtags to reach multiple audiences when there is no budget to use it. Even so, both the influenced strategy and the guideline have achieved an important role due to their positive impact on brands.

GCE GLOBAL:
Speaking of corporate image, there are brands that this 2020 wanted to change their Logo. Do you advise them to do it?

YULENY MARÍN VARGAS:
There are Companies. I am very fond of taking care of changes in the brand, however I think that when one is contemplating changing, it must be done, and what we do at Almago is carry out a SYMBOL UPDATE, telling them: Hello! I have changed but our essence is the same. Define what you want to communicate.

GCE GLOBAL:
Yuleny, do you have to post, publish, generate content every day?

YULENY MARÍN VARGAS:
“Dedicate a section of the day to share the value of what you CREATE and in a few months you will have a powerful audience”.

GCE GLOBAL:
In one of your sentences, how do you define this era?

YULENY MARÍN VARGAS:
“We are in the era of the creative client.”

GCE GLOBAL:
Yuleny, being an expert in Digital Marketing is a simple profession as many say, I have heard comments like: Anyone can do that! It’s true? What opinion do you have?

YULENY MARÍN VARGAS:
In social networks NOBODY has the last word. There has not been a profession more in need of knowledge and practice at the same time than this one of understanding it by the consumer behind a screen [Before, it was the accountants who had to go from seminar to seminar, updating their standards. Now, the creative world is hot on their heels and more] We explore a method, where a single professional is not enough to choose an ideal criteria when it comes to communicating your brand.

GCE GLOBAL:
Well Yuleny, we say goodbye thank you very much for contributing so much to the Creative Industry and being that platform for so many brands that today are leaders thanks to your ideas and kindness

YULENY MARÍN VARGAS:
Thank you for making me part of GCE Global, remember that you can contact me:
Facebook: Yuleny Marinkers.
Instagram: @YulenyMarin
www.grupoalmago.com