[MUSIC] Hello. In this video we will present a new communication and management model in the social networks. A new model contrary to what I call a conservative model, which is linked to the communication model of the traditional media, where the communicator controls the communication flow. I call this new communication model the cross-pollination model, the holistic one, which is associated to the new ways of communicating that the web entails. When we talk of a conservative model we are not qualifying negatively the model. To call it conservative is merely descriptive, because it is linked to the old way of managing the media. In fact, not all the organizations have necessarily put into practice the new model. Only those organization and brands that could lose it all in this new environment have opted for the new communication model. I'm going to start by describing the characteristics of the new model. It is the model in which the organization or company needs to devote a great amount of resources into social media. Many human and economic resources need to be allocated to implement this integral communication strategy. Which are the characteristics of this cross-pollination model? First of all it is constructed on the concept of system, which we have already presented. In other words, Social media strategy cannot be understood in an isolated way, but interrelated with all the digital presences, the presences on the internet. Therefore new content, specific content, adapted to the attention span patterns of the social media and internet, for example, short videos needs to be created in order to be disseminated on the Internet. This is what I call content created for the cross-pollination. Which are those contents of the cross-pollination? There are several blogs, viral videos and accounts on all the social networking sites, of course on Facebook and Twitter and others. Those contents created for the blogs will be disseminated in several cases through the social media. There is a continuous feedback circuit of content and people. The followers and friends are in many cases those who construct the page. In other words, for example on Facebook the page is open to the public so that they can publish their stories related with the brand. The users create the main flow of contents of the Facebook page. Engagement here, in this particular case, is not based on likes to comments that the company posts. Fans raise questions, post enthusiastic comments about the company and upload videos and images that have been either reworked or created directly by the fans themselves, in which the brand is the subject, the main subject. On Twitter the companies which embrace the cross pollination model have different accounts in diverse languages. It is a case of Coca Cola company, there are community managers able to answer and publish in languages such as English, Russian, Spanish, Arabic, or Chinese. They key for these companies that embrace the modern communication model is to answer all the questions that the followers raise. The fact is that relationship and social networking sites are not top down from an organization to a mass of followers, but rather as equals, with replies to each fan or each follower in the case of Twitter. Every user is treated individually. The goal is that every follower is treated by the brand as unique. When it comes to the language used in this new cross-pollination model in this systemic model, it needs to be direct, sincere. This new model requires greater transparency and sincerity in the relationships with fans and followers. Therefore, a friendlier and more direct and sincere communication register needs to be used. The organization would recount things that were not recounted in the old media environment. What would the organization, the brand, or the company get thanks to this new register? It would get greater loyalty among the fans and followers, who will influence others and attract them to the cause. In our case, the cause of Olympism. At the same time sporting organizations would get an intelligent fan and follower base that works in favour of the cause by putting forward new ideas. This modern model, the cross-pollination model could be applied to a sporting organization such as the International Olympic Committee for protecting and safeguarding the interests of the television broadcaster right holders and sponsors. [BLANK_AUDIO]
