Clima en Beijing

El Testamento del Paisa

05 March, 2017

Why I Don't Talk to Google Recruiters

This post came from a WeChat account called ChinaJob and reflects 99% the reality of recruiting process at the big (and extremely bureaucratic) technology corporation. Check here the original aricle by Yegor Bugayenko.

This is a real story, and it's not only about Google. I'm getting emails from recruiters at Amazon, Facebook, and smaller Silicon Valley startups. They find me somehow, most likely through this blog, my books, or my GitHub account. They always start with "We're so impressed by your profile" and finish with "Let's schedule an interview." I always reply with the same text, and they always disappear, only to come back in a few months under a different name. Let me explain my reasons; maybe you will do the same and we can change this situation in the industry.

Disclaimer: I do realize that these are multi-billion-dollar companies, the best in the industry, and I'm nothing compared to them. I do realize that their recruiters don't care about my answers—they simply click "delete" and move on. I also realize that they will never see this post, and this article probably won't change anything. However, I have to write it.

This is what I'm sending back to them:

Thanks for your email. I'm very interested indeed. I have nothing against an interview. However, there is one condition: I have to be interviewed by the person I will be working for. By my future direct manager.

The recruiter who gets this reply never gets back to me.

Why do I send this?

Well, because I learned my lesson two years ago, when Amazon tried to recruit me. I got an email from the company that said they were so impressed by my profile and couldn't wait to start working with me. They needed me, nobody else. I was naive, and the message did flatter me.

We scheduled an interview in the head office in Seattle. They paid for my ticket to fly there (from San Francisco) and a night in a 5-star hotel. I was impressed. They definitely were interested. So was I.

What happened at the interview was, most probably, very close to what Max Howell experienced with Google: some programmers who didn't know a thing about my profile asked me to invent some algorithms on a white board for almost four hours. Did I manage? I don't think so. Did they make me an offer? No.

What did I learn?

That it was a waste of time. For both sides.

Their bureaucratic machine is designed to process hundreds of candidates a month. In order to fish and attract them, there is an army of monkeys recruiters sending warm emails to people like me. They have to screen candidates somehow, and they are too lazy to make this process effective and creative. They just send them through random programmers who are supposed to ask as complex questions as possible.

I'm not saying that people who pass their tests are not good programmers. I'm also not saying that I'm a good programmer—let's face it, I didn't pass the test. I do believe this filtering system is rather good. My point is that it contradicts the original email I got from the recruiter.

If she would have started her email with "We're looking for an algorithm expert," we would never have gotten any further and would not have wasted our time. Clearly, I'm not an expert in algorithms. There is no point in giving me binary-tree-traversing questions; I don't know those answers and will never be interested in learning them. I'm trying to be an expert in something else, like object-oriented design, for example.

There was a clear mismatch between my profile and the expectations of the interviewers. I don't blame them, and I don't blame her. They all were just slaves employees. I blame myself for not setting this all straight at the very beginning.

I should have told her that I didn't want to be interviewed by some programmers, because I would most certainly fail. There was no need to try. I wanted to be interviewed by the person who really needed me: my future boss. That person will understand my profile and won't ask pointless questions about algorithms, simply because he or she will know what my duties will be and what kind of problems I will be capable of solving, if they hired me.

Unfortunately, as I keep observing from two years of bouncing such emails back to recruiters, they can't change anything. They have to provide formal and standard screening for everybody, beginning with those same warm and flattering initial promises.

I'm sorry, recruiters, no more standard interviews for me.


20 June, 2014

Full Moon Hash - aka Prison Break 2008
aka "the longest Hash ever"

The photo might be from a different run.. still is the Beijing Full moon HHH

Sometime in April 23rd 2008...

As night approached in Beijing it looked like a great evening to run. Fairly warm, not too polluted, somewhat clear, promising on all accounts. The Hares, Trixxxie and Dazed and Confused arrived early at the Rickshaw, ready to go, flour in hands. By 8:15, 11 Hashers gathered for the circle, and Trixxxie set off with 5kg of flour to lay the course. 10 minutes later, the hashers were on on. Following the first few marks, it was pointed out that there seemed to be an unnecessarily large amount of flour being used and sure enough, shortly after the first open check, the marks were fewer and Willy Wanker caught Trixxxie as he was out of flour. As the Hashers waited on a foot bridge for more flour to be bought, it was noticed they had lost one Hasher along the way, and with a phone call discovered that the Hasher was already back in the Rickshaw having some drinks.

So on on again, with Trixxxie and Willy Wanker taking over Hare duties. The Hashers followed their flour marks through figure 8’s, circles and open checks. Back up Sanlitun and an entire section of the trail missed, the hashers eventually arrived back at the Rickshaw. During the circle, topics addressed were such things as a certain hasher’s ability to quote the movie Center Stage, two female hashers decision to perform a dance move in unison when spotting every mark and Trixxie’s ability to successfully go through 11 kg of flour over an 8km run. Oyster gummy candies complete with pearls were handed out and beer was brought on a rickshaw that Dazed and Confused found on the street and subsequently “borrowed”. Eager Beaver arrived half way through the circle to join in on the beer drinking.

At one point during the circle, one of the female hashers went inside the Rickshaw to purchase food. While she was there, she was informed that the police had been there earlier looking for a group of runners. Back outside she went, only to find no less than10 policemen, complete with 4 cars all standing around. When asked if she was part of the running group who had been going around the area, she realized that the shorts, t-shirts and runners she was wearing would make ‘no’, not really an option.

Over to the circle the police came and wanted to know about the suspicious "substance" that they had been throwing around the streets of Beijing. The Hashers were told that the police were tipped off about a group of foreigners running around the area, throwing and mysterious white substance onto the ground. The police had apparently discovered the trail and had been following the hashers and their trail all the way back to the Rickshaw. Turns out that the hashers were all live hares and were being pursued by the police. 

The Hashers were also informed that they were running in an “Olympic Zone” and the police were worried about the mysterious powder and terrorist activities. The Hashers tried to explain that it was only flour and had just purchased the bag at Jinkelong for 13 kuai. They even provided the empty bag as proof (aka exhibit A). The police were not convinced.

Getting cold, and having to await the arrival of the police "El Capitaine", the Hashers decided to go into the Rickshaw and have some food and Beer. Long Legs nicely purchased a round and Trixxxie was seen eating 2 chilidogs. After a short time however, the manager of the Rickshaw was not too pleased with Police in his bar and informed the Hashers that they must immediately leave. Off to the Police station it was decided they go. They piled into the police cars and as they drove away they heard the words “I don’t think there will be any Hash events at the Rickshaw again anytime soon”, uttered by its manager.

At the police station, the 7 remaining Hashers who failed to earlier escape, were asked for ids and passport numbers. Willy Wanker, dressed back again in his spiffy work attire, broke out the diplomatic id, and was from then on only referred to by the Beijing police, and “the one who works for the Embassy”. With a few clicks of a button, the Hashers’ Chinese paper work was printed out to be analyzed. The clock on the wall read “106 days till the Olympics” and the hashers were feeling the One World, One Dream sentiment.

It was decided by the Police that interviews must now take place, at which point, Long Legs called his wife in Holland to wish her a Happy Birthday and to let her know of his criminal antics in China. With only 2 Hashers speaking fluent Chinese they quickly became Hash spokesman and spokeswoman. Trixxxie was taken off to one room, with his translator, “the one who works for the Embassy” and the two female hashers (safety in numbers) were taken to another room. They were interviewed by the Chinese Criminal Investigation Department members, who had been woken up to come and deal with the laowai. This left, The Reverend, Dazed and Confused and Long Legs in the lobby to fend for themselves.

After almost an hour of attempting and re-attempting to describe the intricacies of the Beijing Hash, Boxer Hash and Full Moon Hash, in Chinese to the Police, the question most often repeated was “why flour”. The female interviewees were informed that they could consider using another substance next time, such as laundry detergent. The male hashers were told that by spreading 11kg of flour on the streets they had wasted food, to which “the one who works for the Embassy” replied that they had rightfully purchased the flour and had therefore the right to waste it if they liked. The officer and him agreed to disagree on this matter. The male hashers were also informed that by spreading flour on the streets they were contributing to the pollution in the city. They were told that should the wind pick up, the flour would blow everywhere and Beijing would be dirty. There you have it, the Hash is actually responsible for most of the pollution in the city!

An hour later, interviews over, the hashers were back in the lobby. When asked if they could now go home they were told they would have to wait for the “results”. Results of what you might ask? Turns out that team Crime Scene China had collected samples of the mysterious white powder and had taken it to be tested. Time for the Hashers to make themselves comfortable, they weren’t going anywhere anytime soon. The hashers spread out on the chairs and benches, Trixxxie resting comfortably snoring on Dazed and Confused’s lap, and attempted to get some sleep as they all had to work in the morning. They texted their friends, embassies and fellow Hashers and told them of the situation that they were currently in. Most got many worried replies. However, “the one who works for the embassy” commented that not one of his jerk embassy friends had replied to any of his texts. Other hashers were glad at this point that his embassy wasn’t theirs as well.

After many, many xiao deng yi xia’s, the hashers growing, hungrier, colder and sleepier by the minute, were informed that there would need to be a second set of interviews done for all that had not gone through it the first time. Translators in tow, the Hashers informed the police, once again, of their fun running game, where you have to chase the one in front with the flour and attempt to catch him. Why flour? Well, because that what you’re supposed to use.

During the second round of interviews, two of the Teacher hashers were overheard giving English lessons on the difference between ‘flour’ and ‘flower’. No, we did not throw rose petals all down the streets of San lit tun. One hasher even drew a diagram on the statement sheet in order to ensure that the difference was clear.

Interviews over and the return of CSI China, complete with silver cases and the hashers empty flour bag (aka exhibit A). The hashers were informed that CSI Chian would like to go and take pictures of the crime scene and would like a Hasher to go with them and show them the trail that they followed. A resounding, echoing no was chanted in unison by the Hashers, saying it was too long, too late and too cold. “The one who works for the Embassy” offered, with a touch of sarcasm, to run with team CSI and show them the route. They quickly agreed that the route maybe was a little too long. They only wanted to see some parts and would do it by car. The police said they wanted the Austrian to come, and not “ the one who works for the Embassy” as they were becoming more and more intimidated by him by the minute. Trixxxie, the Austrian, refused to go if they did not provide him with a jacket. After deciding that this request seemed a little too much work to fulfill, they reluctantly agreed for “the one who works for the Embassy” to come along.

6 Hashers left back at the station, and Dazed and Confused decided he’d had enough and the Hashers needed to be fed. Out the front door he went, giving a xiao deng yi xia and leaving the one remaining police man looking slightly lost. Returning about 15 minutes later, and playing the role of Santa, Dazed and Confused provided the hungry Hashers with a bag full of jiaozi, some water and Coke. Off to the Chinese cafeteria style tables in the kitchen/interview room # 2, they all sat around the tables and began to feast, however, not before recapping the course of the nights events and the mismatch of ages and countries of all of them sitting around the table.

Meanwhile, “the one who works for the Embassy” was sending minute-to-minute text message updates to one of the hashers back at the station, detailing the going ons of team CSI

Text number 1:

 “They brought a broom and our sweeping behind us. Not a joke. Sweeping”.

Text # 2:

 We’ve just turned right off san lit tun nan lu. I snapped at the cop when he asked – is THIS flour also the flour that you spread? -No you ninny, it’s someone else’s flour!”
Apparently team CSI was not entirely convinced that there was not another group going around the city also spreading flour.

Text # 3

“I’m basically now on a quest to make this as unpleasant for them as possible. I just snapped ‘ HURRY UP’ so loudly and with such irritation that the cameraman dropped his cigarette. Did he pick it up and keep smoking? He did.”

The Hashers were thoroughly and possibly deliriously entertained by their updates and waiting for more.

Text #4:

 “Possibly saved! Street szweepers watered the streets and I’m claiming that since the flour is gone I can’t remember where we ran.”

The sound of light bulbs simultaneously turning on was heard as team CSI China began to realize the value of the flour and the trail. Maybe it wasn’t so crazy after all.

Text # 5:

 “They are in intense consultations. Someone just snapped, ‘god damn street sweepers. It’s fucking cold out here.”

The Hashers feeling bad for ‘the one who works for the Embassy” at this point, made sure to save him some jiaozi upon his return.

Text #6 

 “They are trying to reconstruct the route from their own memory and it’s not working.”

Text #7

 “I cannot tell you how tempting it is to scream ‘open check!!’ and sprint away from these knuckle dragging idiots. “

The hasher reading this last text message had a hard time getting through it due to hysterical laughing and had to eventually pass the phone off to a calmer member so it could be shared with all.

Text #8

 “I’m pretty sure they gave up. We are driving past the jingkelong of 2nd flour purchasing fame. Headed back to the police station. They’re debating who will have to ask me questions. No one wants to.”

So back comes “the one who works at the embassy” to rejoin his fellow hashers. He was delighted to discover that there were jiaozi’s to be eaten and filled his fellow hashers in on the remaining details of his little field trip.

After making sure to clean up their mess, the Hashers once again asked if and when they could go. They were given the response of ‘xiao deng yi xia’. Apparently, they were now waiting for one last phone call from "El Capitaine" before the all clear could be given.

Gathering all their belongings and lingering around the exit, they wait anxiously for the phone to ring. When it did, they jumped up in unison and were eager to hear the verdict. The policeman hung up the phone and the hashers were told, once again, ‘xiao deng yi xia’. There still needed to be one more phone call. Disheartened the Hashers sat back down. A short while later the phone rang again, but this time the Hashers kept their seats. The phone was hung up, and the policeman walked over and told them that they were free to go! It truly was a miracle. The Hashers cheered… well as much as one could cheer at that hour in the morning.

Before the hashers could officially leave however, they were given a stern lecture on never using flour again. As they were walking out the door, one member of the hash invited the police to join their next hash. He didn’t look impressed.

So at 3:57 am, no less that 5 hours later, the Hashers were finally free to go. With one last look they noticed the countdown to the Olympics clock had changed to 105 days.

Moral of the story? … the Hashers leave that one for you to decide for yourselves.


19 February, 2014

Fuerza Venezuela!! Latinoamérica está contigo!!


23 October, 2013

Say NO to Beijing's real estate agents!

If you have been in Beijing enough (or not) you might have cross road with a housing agent. Yes, these unscrupulous people who overload local classifieds pages with fake information, fake photos, fake contacts, FAKES! 

Is a common conversation among people looking for a place to live that they have been taunted by these housing agents. Things such wasting phone calls, visits to places that have nothing to do with picture, scary stories in crazy shit holes, lost deposits... you call it! 

For example the user RPG, describes a rather simple situation "that apartment isn't available, but I have another one I can show you." Being helplessly naive, I met him at the subway, hopped on the back of his scooter, and 10 minutes later we were in a studio that can best be described as "occupied" and "run down".

These kind of stories can go really bad. I won't forget about these guys who found a place without the aid of an agent, and after they moved they started getting terrorizing messages and threats from local agents because they took "their" apartment. 
Another friend from Bolivia got beaten by a couple of agents after she refused to take the apartment that they "negotiated" with the landlord. They showed one place and then gave a completly different one. In that same place she got beaten! No need to say she never recovered the "deposit". 

I could continue with many more scary stories... 

We are all aware of this situation, and no matter how many times these "Jimmy" "Sissy" "Andy" John" Sandy" write down NICE AND CLEAN, REAL PHOTOS, NO FEE, ETC, will be much more likely to be a big awful LIE! Not to mention that they are greatly responsible for the rampant increase of rents in Beijing. Even for me, that have been here several years, is painful to change apartment because everything posted in TimeOut, Cityweekend, The Beijinger, are all FAKE and I know that is a big pain in the ass for the editors to review each classified. Although I am sure they could identify and ban some of these annoying persons. 

So you, dear reader, If you are in Beijing and you are looking for a new place, take action!! SAY NO to online agents! Those cheeky people are not here to help you but to screw you! SAY NO! 

 And if you own an apartment and want to rent it.. even more!! SAY NO TO AGENTS!!!


16 October, 2013

"Before They Go" - The last tribes of Eart by Jimmy Nelson

The purity of humanity exists. It is there in the mountains, the ice fields, the jungle, along the rivers and in the valleys. Jimmy Nelson found the last tribesmen and observed them. He smiled and drank their mysterious brews before taking out his camera. He shared what real people share: vibrations, invisible but palpable. He adjusted his antenna to the same frequency as theirs. As trust grew, a shared understanding of the mission developed: the world must never forget the way things were. 

There is a pure beauty in their goals and family ties, their belief in gods and nature, and their will to do the right thing in order to be taken care of when their time comes. Whether in Papua New Guinea or in Kazakhstan, in Ethiopia or in Siberia, tribes are the last resorts of natural authenticity.

"In 2009, I planned to become a guest of 31 secluded and visually unique tribes. I wanted to witness their time-honoured traditions, join in their rituals and discover how the rest of the world is threatening to change their way of life forever. Most importantly, I wanted to create an ambitious aesthetic photographic document that would stand the test of time. A body of work that would be an irreplaceable ethnographic record of a fast disappearing world."

"The detail that is attained by using such large negatives would provide an extraordinary view into the emotional and spiritual lives of the last indigenous peoples of the world. At the same time, it would glorify their varying and unique cultural creativity with their painted faces, scarified bodies, jewellery, extravagant hairstyles and ritual language."

For more information about the project visit 
























Jimmy Nelson forces us to see, to understand and to remember before they pass away


26 May, 2013

Is Latin America in danger of selling its soul?

Illustration: Satoshi Kambayashi

Travelers around the world will be well aware of the beauty, the culture and the way of life across Latin America which has attracted literally millions of visitors over the years. There is a very strong cultural presence across the region with each and every country offering an array of different experiences, different livelihoods and different ways of life. However, since the 2008 worldwide recession interest in the region from outside investors has grown significantly.

Some are now beginning to wonder whether Latin America is in danger of selling its soul and its inner culture for a few more dollars, a few more euros and a few more pounds.

Balancing economic growth with heritage

There are some very strong communities across Latin America with Portugal, Spain, the UK, the USA and an array of other countries heavily represented. When you also take into account the local cultures, local way of life and local history you have a mixing pot of unbelievable experiences. Travelers from around the world continue to make their way across the region sampling the delights, the dangers and the beauty of Latin America. However, is overseas investment beginning to have an impact?

When you look at economies such as Brazil, Mexico, Panama, Costa Rica and Colombia to name but a few, they have performed admirably over the last decade. The likes of Brazil have comeback from the precipice of financial collapse to become one of the strongest economies in the world and indeed the BRICS group of countries is getting stronger and stronger. But at what expense?

Selling out?

It is now common knowledge that the Chinese government, both directly and indirectly, is financing an array of governments across Latin America in exchange for access to natural resources. Many of these natural resources are located in areas of Latin America which have historically been difficult to reach although the ongoing decimation of the Amazon rain forest  the creation of enormous soy fields and even the flattening of mountains are hitting the headlines.

Even the tourist industry is becoming more and more European and North American orientated with commercialization of areas of natural beauty now more commonplace than ever before. While this is development and this is progress in many eyes, it is also creating changes to the environment, changes to the local culture and indeed changes to individual countries which can never be reversed. There is a need to balance the growing economies of Brazil, Mexico, etc with their heritage and the original reasons why so many people visit the area.

What can be done?

Big business, large-scale investors and multinational companies are more commonplace across Latin America than ever before. The Chinese government loaned Latin American governments more money than other "worldwide financial institutions" put together over the last two years. The destruction of many areas of natural beauty, the physical flattening of mountains to reach natural resources and the ongoing decimation of the Amazonian rain forest are disastrous for the region.

It is very difficult to see a short, medium or even long-term solution to this ongoing change in the region because ultimately in order to attract big business and big investment, change is required. We will need to see Latin American governments fighting back, creating more areas of natural beauty protected by the state and also ensuring that purely commercial activities do not impact the natural landscape. It will take brave politicians, it will take determined governments but ultimately we are looking at the decimation of many areas of natural beauty across Latin America which can never be reversed.

Check out the website for advice and assistance in moving to Latin America, cost of living questions and information on the standard of living.

30 April, 2013

Diplomado en Marketing Digital

Presentación del Diplomado:

Los medios digitales y los dispositivos móviles han cambiado la manera en la cual las organizaciones y empresas de comunican son sus clientes, ejecutan estrategias de mercadeo y por sobre todas las cosas, generan negocios rentables.

La Universidad Pontificia Bolivariana en convenio con Interlat, firma especialista en el desarrollo e implementación de negocios innovadores y rentables en Internet, te presentan la Diplomatura en Marketing Digital más completa de Latinoamérica: un programa integral que garantiza a cada participante adquirir los conocimientos indispensables para ser un especialista en la planeación y ejecución de estrategias de Marketing Digital:  Optimización en Buscadores, Social Media, Performance Marketing, Analítica Web, Content Marketing,  Social CRM y mucho más.

La Diplomatura es dictada por un destacado grupo de docentes de Colombia, España y Argentina, todos con una importante trayectoria en los medios digitales y expertos profesionales en los temas que imparten. Esto garantiza que cada participante aprenda la forma de integrar internet a los planes de marketing y comunicación empresarial, siempre desde del punto de vista práctico de los negocios y sin dejar de lado los planes de marketing offline.

Los objetivos del Diplomado son:
  • Capacitar al participante para que tenga una visión práctica y global en la planificación, creación, ejecución y análisis de campañas de mercadeo en internet.
  • Que cada participante pueda elaborar estrategias de marketing online rentables para las organizaciones y empresas.
  • Indicar los puntos básicos para el diseño y manejo de campañas de Pago por Clic (PPC).
  • Aprender como desarrollar estrategias de Social Media y el correcto manejo de cada red social: Facebook, Twitter, LInkedIn, YouTube, Pinterest, etc.
  • Conocer el poder del video online y cómo implementarlo en las estrategias de marketing.
  • Identificar los beneficios de la tecnología móvil. y cómo impacta en el armado de estrategias de marketing digital.
  • Impartir conocimiento sobre nuevas herramientas y acciones que se deben realizar para generar tráfico hacia una página web.
  • Exponer elementos fundamentales del Derecho Informático y nuevas tecnologías para el desarrollo de negocios en la web como para las empresas de tecnología, los principales aspectos legales del entorno digital, para la creación, gestión y administración de los negocios en Internet.

Módulo 1: Introducción al Marketing Digital. 

Luis Carlos Chaquea (Colombia).
  • Qué es computación en la nube.
  • Qué es una página web y qué no lo es.
  • Diferencias entre el SEO y el SEM
  • Paquete de análisis WEB, implementación y uso.
  • Publicidad en buscadores (SEM)
  • Email marketing.
  • Comunicaciones corporativas y RRPP en línea.
  • Publicidad por afiliación.
  • Redes sociales, marketing viral.
  • Marketing de alto impacto y bajo costo.
  • Boletines electrónicos, noticias y blogs.
  • Publicidad en banners.
  • Marketing en teléfonos móviles.
  • Seguimiento y fidelización de clientes (eCRM).
  • Taller para el proyecto

Módulo 2: Estrategias en Marketing Digital. 

Jose Luis de Gabriel (España).
  • Principales tendencias para el marketing pensado en digital.
  • Diseño y Creación de un Plan de Marketing Digital Efectivo.
  • Arquitectura de una campaña de marketing en Internet
  • Estrategias competitivas en el entorno digital.
  • Generación de valor y palancas de negocio desde el marketing digital.
  • Planificación de Estrategias de Captación
  • Generar y cualificar leads en para construir Activos Digitales.
  • Estrategias de Fidelización y Vinculación a través de internet
  • Puesta en marcha de la campaña. Método Lean.
  • Métricas del marketing digital.
  • Identificación de sites afines para acciones co-branded.
  • Taller para el proyecto.

Módulo 3: El uso de Social Media en las organizaciones. 

Pablo Di Meglio (Argentina).
  • Alineando conceptos: ¿Qué entendemos por Social Media?
  • Mapa de las redes sociales: audiencia, penetración, usos y tendencias.
  • Profundización sobre cada red social y sus beneficios.
  • Diseño y ejecución de una estrategia de comunicación integral.
  • Personal branding en las redes sociales.
  • El ROI en Social Media. 
  • Herramientas para la gestión y monitoreo de redes sociales.
  • Taller para el proyecto.

Módulo 4: Vídeo Marketing.

Carla Delgado (España).
  • Fundamentos del Video Marketing.
  • Vídeo online, video marketing y video corporativo.
  • Ventajas de integrar en video dentro del marketing de una empresa.
  • Objetivos y puesta en marcha estrategia de video.
  • Creación y temáticas más demandadas sobre vídeos.
  • Youtube: Análisis de tráfico y reproducciones funciones de interacción.
  • Promoción y posicionamiento de vídeos.
  • Viralidad e interacción en vídeo.
  • Otras plataformas.
  • Práctica Vídeo Marketing.
  • Programas y técnicas de edición.
  • Creación de un sistema de distribución de vídeos.
  • Taller para el proyecto

Módulo 5: Content Marketing. 

Julia Rayeb (Argentina).
  • ¿Qué es content marketing?
  • Creación de la estrategia.
  • B2B content marketing.
  • El equipo de contenidos.
  • Creación del calendario.
  • Guías de estilo y de voz de marca.
  • Foco, Simplicidad, Contenido, Audiencia..
  • Ideas y fuentes para la creación de contenido.
  • Formatos.
  • Producción de contenidos.
  • SEO.
  • Calidad.
  • Canales de distribución.
  • Casos de Content Marketing.
  • Ejercicio práctico.
  • Taller para el proyecto.

Módulo 6: Mobile Marketing.

Juan Antonio Muñoz (España).
  • Introducción Marketing en móviles
  • Los usos del móvil. Datos de mercado y penetración.
  • Telefonía móvil en Colombia.
  • Actores que operan en el mercado del Marketing en Móviles
  • Comunicaciones que se pueden establecer con las diferentes tecnologías.
  • Tecnologías que incorporan los terminales móviles.
  • El escenario comercial del marketing en móviles.
  • Contenidos móviles.
  • Plataformas de mensajería móvil.
  • Campañas de Marketing en móviles.
  • Formatos publicitarios en dispositivos móviles.
  • ¿Hacia dónde va el mercado?
  • Acceso a Internet con banda ancha desde el móvil.
  • Universalización de las comunicaciones móviles.
  • Convergencia entre redes de tecnología móvil y redes IP.
  • Personalización de la comunicación: geolocalización.
  • Marco Legal: Guía de las buenas prácticas.
  • Casos de estudio de Marketing en móviles.
  • Advergaming.
  • Glosario de términos.
  • Taller para el proyecto.

Módulo 7: Social CRM.  

Pablo Di Meglio (Argentina).
  • Alineando conceptos: ¿Qué entendemos por Social CRM?
  • Definiciones básicas de un CRM.
  • Beneficios de una estrategia de Social CRM.
  • Las bases de una estrategia.
  • Procesos.
  • Herramientas y aplicaciones. 
  • Calculando el retorno de inversión.
  • La actualidad en el mercado y tendencias a futuro.
  • Taller para el proyecto.

Módulo 8: SEO, Posicionamiento en buscadores web.

Fernando Maciá (España).
  • Qué es SEO.
  • SEO vs SEM.
  • Cómo funciona un buscador WEB.
  • La importancia del mercadeo en buscadores.
  • Criterios de ordenación de resultados en un buscador WEB.
  • Cómo optimizar un WEB para mejorar su posicionamiento en buscadores
  • DEMO: Optimizar un sitio WEB paso a paso.
  • Los principales problemas de rastreo en detalle.
  • Más consejos para construir un sitio WEB de éxito.
  • DEMO: Páginas de arribo y su impacto en conversiones.
  • Enlaces y recursos de interés para SEO.
  • Diccionario de términos SEO.
  • Taller para el proyecto.

Módulo 9: Campañas Publicitarias de Pago por Clic.

 Juan Manuel Carmona (Argentina).
  • Campañas SEM: acciones y técnicas de publicidad en buscadores.
  • Adwords – Adsense: palabras clave y anuncios en Internet
  • Campañas en Bing, Yahoo, Twitter, Facebook, LinkedIn y SlideShare.
  • Análisis de palabras claves y presupuesto asignado.
  • Costos del sistema de pagos por clic.
  • Configuración y administración de una campaña PPC.
  • Retorno de la inversión (ROI).
  • Sistemas de medición y análisis de una campaña PPC.
  • Rentabilidad.
  • Programas publicitarios y estrategias.
  • Medición y monetización.
  • Taller para el proyecto.

Módulo 10: Riesgos Legales del Marketing en Internet. 

Germán Realpe (Colombia).
  • Web 2.0
  • Introducción al Derecho Informático y las nuevas tecnologías.
  • Consejos prácticos para consolidar su reputación de marca.
  • Aspectos legales del comercio electrónico.
  • El marketing viral.
  • Google, Facebook, Redes Sociales, Empresas 2.0 y Web 3.0.
  • El correo electrónico y los SMS spam.
  • La Mobile Marketing Association.
  • Delitos Informáticos.
  • La protección del Bien Jurídico de la Información.
  • La protección de contenidos en la red: aspectos de propiedad intelectual.
  • Taller para el proyecto


Módulo 1: Luis Carlos Chaquea B . (Colombia) Empresario Pyme desde 1986 en Colombia y Estados Unidos. Especialista en Gerencia de la Pyme y empresario en negocios electrónicos desde 1998. Docente de Formación Continua de la Universidad Pontificia Bolivariana, Universidad de la Sabana, Universidad Jorge Tadeo Lozano, Universidad del Norte en temas relativos al e-business. Conferencista y consultor de varias empresas colombianas en este tema. Director General de Interlat.
Ha realizado los estudios de SEO en las principales y más grandes empresas que invierten en publicidad en Colombia y las 50 instituciones educativas mejor rankiadas en el país. Realizador del estudio sobre Uso de Internet y Nuevas Tecnologías en la Pyme Colombiana. Creador del programa Ninguna MiPyme Sin WEB 2.0, del 1er lugar de mercado en Internet para MiPymes Colombianas Líder en capacitación e-business en Colombia, fundador de la 1era. Comunidad Latinoamericana de Community Managers, fundador de la plataforma de análisis online de las elecciones políticas colombianas, gestor del Congreso Iberoamericano en Social Media y Community Management y los Premios Iberoamericanos Social Media.
Módulo 2: Jose Luis de Gabriel (España). Ingeniero en Telecomunicación. Fundador y Presidente del Laboratorio de Marketing Digital Docente del Posgrado en Emprendeduría de la Universidad Pompeu Fabra (Barcelona) y colaborador en otras universidades españolas (Universidad Politécnica de Catalunya, Instituto Europeo di Design o Universidad Ramon Llull).
En la actualidad coordina la Comisión Digital de la Asociación Empresarial de la Publicidad de Barcelona. Autor del libro “Internet Marketing 2.0”. Su perfil emprendedor lo ha llevado a desempeñar también el rol de Advisor en startups del sector digital como o

Modulo 3 y 7: Pablo Di Meglio (Argentina). Pablo Di Meglio es un joven profesional con fuerte experiencia en la planeación y ejecución de estrategias de marketing en internet. 
Actualmente se desempeña como Director de Marketing Digital para Interlat Group y como Coordinador General de CMLatamla comunidad latinoamericana de profesionales en Social Media. Durante 5 años se desempeño como Director de Social Media en la agencia Latin3, dónde lideró proyectos de marketing digital y social media para organizaciones como DIRECTV, CABLEVISION México, SAP, SAB MILLER, Bavaria, Skype, Banamex, Microsoft, Cisco, Sony, BBC, Warner Music, Nextel entre otros.
Licenciado en Publicidad de la Universidad de Palermo, posee estudios avanzados en Marketing Digital, Social Media, Estrategias Empresariales y Diseño Web. 

Módulo 4: Carla Delgado (España). Es una de las mayores expertas en video marketing en España y Latinoamérica. Más de 3 años experimentando y aplicando el video online de forma estratégica consiguiendo más de 600.000 reproducciones solo desde Youtube.
Directora de Caja de Ideas, un estudio de diseño 100% online, dedicado a desarrollar proyectos de creación de marca y desarrollo web con clientes en más de 20 países. Docente de marketing digital y nuevas tecnologías en trabajo colaborativo con entidades como la Universidad de Cantabria y la Escuela Europea de Negocios.

Módulo 5: Julia Rayeb. (Argentina). Licenciada en Publicidad de la Universidad Argentina de la Empresa. Actualmente se desempeña como Content Marketing Manager en Latin3, donde trabaja en la confección de estrategias de comunicación creativas. Se especializa en la creación de conceptos para marcas y su bajada a acciones de medios, estrategias de contenidos e iniciativas de social media, liderando el equipo de redacción para sites, blogs, acciones online y campañas digitales y offline. 

Docente de los Master de Publicidad y Comunicación en Nuevos Medios de la Universidad Europea de Madrid, Tracor-CEU San Pablo. Docente invitado de la Universidad Pontificia
Bolivariana para programas de Formación Continua. Ponente habitual en eventos del sector, Mobile Monday, OME, FirstTuesday, Movilforum, FICOD, entre otros.

Módulo 6: Juan Antonio Muñoz - Gallego González (España). Socio Fundador, Unksoft Advergaming.  Ex-Presidente de la Asociación de Marketing Móvil (ESP). Ha desarrollado toda su carrera profesional en el ámbito de la movilidad y emprendimiento, abarcando especialmente el mundo de marketing en nuevos medios, marketing móvil y advergaming (juegos publicitarios).
En el año 2005 tras lograr el premio NETI al mejor plan de negocio del Instituto de Empresa, funda Unkasoft. Ha sido Presidente de la Asociación de Marketing Móvil en España, participando en el comité técnico de Infoadex y miembro de la directiva europea de la Mobile Marketing Association (MMA). Actualmente desempeña el rol de co-chairman de los comités de estándares internacionales de la MMA, los cuales usan como referencia más de 700 empresas de la industria del Marketing Móvil.

Módulo 8: Fernando Maciá Domene (España). Licenciado en Ciencias de la Información de la Universidad Complutense de Madrid. Master en Dirección de Marketing de la Universidad de Comillas y MBA Executive de Fundesem Business School. Pionero en España en el tema de SEO, marketing de buscadores y el análisis de tráfico web. Asesor experto en Marketing Online y consultor en portales especializados de Internet como el Centro de Empresas y Profesionales de Microsoft, WebProNews, Navactiva.
Es docente de Marketing Digital en programas Master de Fundesem Business School en Alicante, Murcia y Albacete, Universidad de Zaragoza, Universidad Pompeu Fabra de Barcelona y CEU Cardenal Herrera de Valencia en España. Desde la firma consultora Human Level Communications, de la cual es Director, trabaja en posicionamiento en buscadores para empresas e instituciones como Ministerio de Turismo de España, revista Hola, Hertz, grupo Sol Meliá, Caixa Galicia, Telegate 11811, líneas aéreas Vueling, Amnistía Internacional, entre otros.

Módulo 9: Juan Manuel Carmona. (Argentina). Publicista de la UCES. En la actualidad, se desempeña como OnLine Media Specialist de la empresa Latin3 Marketing Digital, en la Argentina. A su cargo tiene el desarrollo e implementación de Planes de Medios Online. Compra de medios. Desarrollo, implementación y optimización de campañas SEM, Yahoo! Search, Facebook, utilización y análisis de reportes de plataformas de AdNetworks.

Módulo 10: Germán Realpe Delgado (Colombia). Abogado, especialista en Derecho Comercial y Derecho Informático de la Universidad Externado de Colombia y de la Complutense de Madrid. Auditor Interno en la norma IS0 27001 de Seguridad de la Información. Miembro fundador de la Fundación Pensar Verde, primera organización en Latinoamérica en incentivar el reciclaje electrónico y el uso racional de tecnologías.
Director de la Asociación de Profesionales de Derecho Informático y Nuevas Tecnologías de la Información y las Comunicaciones, Acoditic. Miembro de la Subcomisión de Comercio Electrónico de la Cámara de Comercio de Bogotá y de la mesa sectorial de Cloud Computing de Cintel.


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