Emiliano Perez Ansaldi Graduate in Graphic Design and Advertising from the University of Buenos Aires. It has been linked more Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories I have the opportunity to give quite a few conferences and workshops a year on social media and digital marketing in general, and always, I regret not being able to give more examples on social media campaigns of Spanish SMEs. We always end (and I include myself) by mentioning them (Starbucks, CocaCola, etc.). And it bothers me a lot because the possibilities of these companies in the face of their campaigns are very far from the reality of Spanish SMEs. However, from time to time little green shoots emerge (where have I heard that before?) That make our faces and hearts light up.If there is a differential advantage of an organized presence on social networks for SMEs, it is the proximity to their audience. The current and the potential. Not even large corporations have the flexibility to act as fast as SMEs when they sharpen their ingenuity and put real enthusiasm and passion to their online presence.

Today I want to tell you about the case of the Philippines Email List Bookstore that I met thanks to Iván Rodríguez (@Twittboy ) who shared a tweet from @elgauchocanario .Canaima is a small bookstore in Las Palmas de Gran Canaria that, despite being a traditional family business, knew how to adapt to the new times, and saw in social networks, the possibility of listening to and pampering its lifelong customers. And obviously getting new ones through these means.Two fans of his Facebook page (Laly Bello and Mario Zapa), wrote on the wall of the bookstore, about the book “The Falcon and the Snowman, by Robert Lindsey” and the impossibility of getting it since it was out of print .Antonio Rivero (Director of Canaima) who is directly involved in the use of the company’s social media profiles, and who was reading the conversation between the two fans, made use of their contacts and located two second-hand copies in a Madrid bookstore. He booked them and taking advantage of a trip, he took them back to the Canary Islands.

The surprise that the two protagonists of the story have had to learn that Antonio, not only had obtained the books, but that he will give them to them next April 23 (International Book Day), is perfectly described by Mario’s words Zapa (one of the lucky ones) “I just got home from work and I have goose bumps, thank you very much, thank you, what better return from work than this? I don’t know what to tell the truth. I thank you very much and we will see you there on April 23, which I also have to pick up. several books that I have asked to give to my friends and I will also give you a little surprise thank you again very much and congratulations for the great work you do in pursuit of knowledge and culture. “You will tell me, but where is the ROI of this action? If at the end of the day, you are giving the books away instead of selling them. Well, the return on this action is in values ​​that cannot be measured with money. There is no money in the world that can pay for a person’s emotion. Less than two.

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