Linkedin, The Professional Social Network

Linkedin, The Professional Social Network

Linkedin was created in 2002 by Reid Hoffman, a philosophy graduate who dreamed of creating his own software company and advising others of the same type. Linkedin emerged as a social network focused on the world of work, starting with personal profiles, and soon after expanded to company profiles. In 2011 the company went public, increasing its profits and popularity, becoming the second most used social network in the United States, after Facebook, and reaching 130 million users worldwide that same year. The following year Linkedin began to buy smaller companies or those in decline, as a form of investment and also to include the services they brought to its portal. This is the clear example of what happened with Bright and, the first developed an algorithm capable of connecting companies and users, while the second was an online portal that provided a variety of online courses, both acquisitions made it possible for LinkedIn to become what it is today.


 How LinkedIn differs from other social networks

If YouTube is the social network par excellence for posting videos, and Instagram is the queen for posting photos, what sets LinkedIn apart from other social networks is its focus and main objective, which is to provide users with job offers. LinkedIn goes further and merges the functions of a job search portal and the actions of a social network to also offer networking tools in a light and innovative way. It achieves this through conversation groups and training courses, which it provides online through LinkedIn Learning. Other actions offered by LinkedIn, which in turn shares with social networks such as Instagram and Facebook, are the possibility of creating events, making stories, publishing posts; allowing users to interact with the content that interests them, give their opinion and express their reaction thanks to the wide variety of emotions provided in the posts (curious, happy, recommend …).


Linkedin continues to innovate and now combines the functions and objectives of a job search portal and the interactivity, variety and ease of social networks.


Do I have to have a company page or a personal company profile?

Knowing the variety of actions that we can carry out thanks to Linkedin, we must now think about what type of profile we should create. We can choose between creating a personal company profile or a company page. The personal company profile has the same functions and tools as a personal profile, but instead of being dedicated to show the profile of a person, academic achievements, former jobs, training, etc., it is used to show the profile of a company. On the other hand, we have the company page, it is a section totally dedicated to the company but it does not have as many tools and facilities as the personal profile dedicated to it. Both have their own advantages and disadvantages but if we want to get the maximum profitability from Linkedin the ideal is to have both options. Below we explain the benefits of both options separately.


The advantages of having a personal profile for my company

Having a personal profile for my company on Linkedin gives us presence on the platform and a good positioning, which is essential to reach a greater number of potential customers. In addition, the personal profile provides us with several tools that will help us to know our audience in greater depth, some of them are the analytics and LinkedIn Ads. The first one provides us with a large amount of data that will help us to segment our audience and have more information about them to communicate better with them, the second one helps us to reach new audiences more easily. Another existing utility in the personal profile is the possibility of sending messages to contacts or clients, to build professional relationships with other profiles, this tool does not exist in the company pages. Finally, communicating vacancies, new positions in our company, is much easier through a personal profile and also gives us access to LinkedIn Publisher, a tool created to publish long articles on the platform.


The advantages of having a company page

Having a company page on Linkedin has advantages and disadvantages, on the one hand the page is a more passive way to communicate with the public, since it does not allow us to send messages, it transmits, but at the same time we are perceived in a more professional way than in the personal company profiles. The page also allows us to update the status of the company, i.e. if we are looking for personnel, if there are vacancies for specific positions, etc. On the other hand, it gives us the possibility to connect with our employees, since it offers the option to connect our company with the employees that they have in Linkedin of the company where they work. Despite the differences there are also shared tools between the personal company profile and the company page such as the option to publish ads through LinkedIn Ads and the publication of posts or content.


As mentioned above, the best option to get the most out of LinkedIn is to create a personal company profile and a company page, in order to take advantage of all the tools provided by the website.

Do you need more info? Contact us.

Google My Business: How to Manage Reviews And Why?

Google My Business: How to Manage Reviews And Why?

In the gastronomic sector it is always important what diners who have sat at the table of a restaurant think, and what they have perceived about it when they have tried it, food quality, food preparation, service, price, etc. That is why the reviews left by customers are very important. And in this post we are going to explain you how to manage them in Google My Business, a very useful tool for businesses to manage and coordinate the online presence, also how to get positive reviews and how to manage the negative ones and why they are so important for the business, especially in gastronomy.


Google My Business Reviews

The reviews offer the customer valuable information and useful and profitable opinions for the restaurant, that is why the diner should be reminded that he has the possibility to write reviews and rate his experience, it is easy and fast and can be done from any device, mobile, computer, tablet. It is also advisable to respond to all reviews, whether positive or negative, that there is feedback from the restaurant, giving to understand that every opinion matters. These reviews should always be honest and unbiased, a frank opinion about the customer’s experience in the restaurant, so do not offer incentives in exchange for these reviews to be positive and optimistic.



Why Google My Business is important

Google My Business is a free, easy-to-use online tool for businesses and organizations to manage their online presence on Google products such as Search and Maps. To help customers find your business, you can also verify and edit information. And it also allows the reviews so valuable for our restaurant. Its functionalities are explained in another of our posts “Google My Business: Its vital importance for hotels and restaurants”.


– Businesses here appear on the first page, regardless of how your company is positioned, helping to have more visibility online. In short, it makes it easier for them to find you.

– It shows useful information about your business: opening hours, opening days, website, phone number, address and/or a page to make an appointment. The user has all the information he needs to find you or contact you easily, without having to go to the website.

– It allows customers to write ratings and reviews about their experience, increasing the trust and credibility of potential customers. This is very positive when you strive to provide a good service.

– It offers statistics. This information allows you to keep track of your company’s popularity.

Having a presence on the Internet, nowadays, is key for business, especially for gastronomy. So we have brought you a summary of five reasons why Google My Business is important.


5 reasons why Google My Business is important


1- Improves digital presence.

This service allows you to tell the story of the business, provide useful information and thus make yourself known and provide a good image.

2- Improve SEO.

It allows you to appear first in Google searches and acquire notoriety, since Google My Business rewards those who are in its directory.

3- It offers tracking statistics.

Google My Business allows the business to know relevant information about their customers and thus know their behavior, it also offers tracking statistics, how many times they have visited the website, how many times they have seen the photos etc.

4- The business appears on Google Maps.

This makes the business easier to find, also if the customer has geolocation activated and makes a search like “Mexican food near me”, the closest business will appear first.

Interact with customers.

5- Thanks to reviews, it is possible to respond to customer opinions and learn about their needs. This increases the trust and credibility of potential customers.


The importance of taking care of reviews


Reviews are the main source of information for future diners, so they are of vital importance. In addition, the more reviews, the higher the web positioning, which means that if customers participate by writing and giving their opinion about their experience in Google, the higher the chances of finding the restaurant. The reviews are the “word of mouth” of these times, nowadays diners who are planning to go to a restaurant consult it before in these.


How to get positive reviews

It usually works to ask for opinions and ask diners, invite them to describe their experience on Google. Also, it is important to give a solution to negative reviews so that the customer perceives that it was a mistake or something punctual. Or participate in the reviews of other restaurants or partners, so that they give them back to you. Of course, it is unthinkable to buy or falsify positive reviews, they are avoided.


How to manage negative reviews

Verify all reviews, many competing restaurants write negative reviews to gain more importance. Once the review has been verified, you must act by responding and giving a quick solution in a polite and pleasant way and try to talk to the user privately. And, of course, improving the product or service for which it has been criticized.

Do you need more info? Contact us.

Launching a Website: The Complete Process From Idea To Programming

Launching a Website: The Complete Process From Idea To Programming

Having a company website is one of the most efficient ways to share information with the public, as it is an easily accessible channel and a very visual way to communicate. Below is a list of the basic steps to follow to create your own website, which we will explain in more depth later.


1- What is your Idea and what is the objective you want to achieve through this website?

2- Design and usability, what will your website look like and what essential functions and sections will it contain.

3- Programming.

4- Content to publish.

5- SEO

6- Make a communication plan to communicate the launch of your new website.


How to launch a new website

Nowadays creating a website has become easier for the general population, due to the existence of a wide variety of portals that facilitate the creation and launching of your website. Some of these portals provide you with web design templates previously made by other creators, they also instantly create e-mail addresses with the name of your organization, etc.


Even so, the main thing is to have a clear base idea, in order to create a realistic and effective web development plan.


 The idea and the objective

You must have the idea and the objective of the web well established, what is our goal, what function we perform and what needs of the public we satisfy. From the idea we will investigate the market and our target audience, to adapt to their characteristics and needs, the more specific we are the better, in this way we will know the way and means by which to communicate with them and perceive possible changes of habit or consumption. Then we will investigate similar webs, in which we will be able to identify actions that are working and mistakes to avoid. At the same time, knowing the competition, we can differentiate ourselves, providing something more, a feature or services that the competition does not deal with. Having investigated all these aspects, we must establish our own objectives to be met in the short, medium and long term, and these must be specific and measurable. We must be realistic with ourselves and the project at all times.


Design and usability

From this point we must consider the design and the main functions that will appear on the web. The web must be aesthetically attractive to attract the public, a greater visual appeal is achieved by eliminating decorative elements. Once we are clear about the design and the functions that should appear on the page, we must think about whether our design complements the usability. When we talk about usability we refer to the simplicity with which users can navigate through the page. This is a key element for the success of the web, because if we create a complicated or convoluted web, the user will get frustrated, give up and abandon our portal. To make sure that our site is usable we can always carry out tests with different users, these tests are based on providing a list of tasks to perform around the web and observe the subjects while they carry out the various tasks, so we can see if they suffer complications and thus be able to implement changes and resolve problems, if any, as soon as possible.



Once the usability is resolved and having clear the design to follow and the functions that will appear on our website, it is time to program it, so that its use is possible. If you want to create your website in the traditional way, you will have to hire a programmer, who will make possible all the functions you want in your portal, without overloading the web. Another option is to choose portals such as WordPress that facilitate the implementation of functions and web maintenance without the need for a programmer. It will be necessary a person to program our website when the volume of content is very large, also having programmers in our template facilitates us to implement more complicated actions on our website, which could help the user to navigate more easily and the page to work at a higher speed.


Taking care of the content

Having completed the programming of the website, it will already be operational, but empty. Therefore the next step is to think and plan quality content that will appear on the web. We will create the information that will appear in each selected section, for this we will use a natural language that would be used by our public. To our website we will add brief descriptions in each section to make the user’s navigation even easier and more explanatory so that there is no possibility of confusion. Images are also part of the content of our website, so we will prepare a variety of photos that follow the aesthetic line of our website to illustrate the uploaded content. The creation of a blog for our website is a great tool, which not only helps us to have a great variety of information, but also helps us to position ourselves better in search engines, to provide updated and necessary information to the public and to solve various doubts that may arise.


Do not forget SEO positioning

SEO positioning is a great ally for any website, it exists to improve the visibility of the web in an organic way, that is to say, to provide growth to our page, therefore it is one more tool of digital marketing. There are different SEO strategies, despite the great variety, all of them share the same objective, to appear in a better position in search engines. SEO is based on the use of different words or keywords on our website, these words must have been previously investigated to know the efficiency and all must be related to the objective and theme of our page.

Other features are that the use of keywords is limited depending on your URL and you can not guarantee an exact and constant position of them.


Communicating the launch of a new website

Now that we have completed the preparation of our website we must consider how to communicate it, so that it receives the maximum possible audience. To communicate the launch of our website we can use a variety of tools both online and offline, but nowadays we tend to use more online, as they reach a larger audience in a shorter period of time, so our website can grow faster. Other channels through which we can announce the creation of our website are banners, GIFs and different types of display on various websites, where a large audience will view them.


Plan for launching a website

Having clear the means that we will use to promote the launching of our web we will have to raise and to realize a strategy or Plan of coherent communication with our web. This should include a calendar or timeline, a budget to stick to, the different actions to be carried out and the different objectives to be achieved through these actions. Once we have all these elements, we only have to carry them out.

Do you need more info? Contact us.

Real Estate Sector: Brand Strategy Will Be Key

Real Estate Sector: Brand Strategy Will Be Key

A consolidated brand strategy provides the company with a solid and powerful image, making it the first choice for the client, who will recognize it for its qualities and personality. In addition, it will also differentiate the company from its competitors in the sector. All this implies an increase in sales and, consequently, a benefit for the company.


On the other hand, it will also favor customer acquisition, since the more we define our brand, the easier it will be to identify the potential customer and thus the more likely we will be to succeed, thus increasing our share of sales. But, not only will it help to increase sales, but it will also capture the attention of sellers who will have the confidence to leave their properties in the company’s hands.


This summarizes the benefits of having a good branding strategy, which is the key to success.


– Strong and powerful image

– Differentiation from the competition

– Customer acquisition

– Market expansion


As in other sectors, this industry has been highly influenced by technological and digital innovations. In this context, companies in the real estate sector have undergone accelerated adaptation, necessary to maintain and expand business.


 We define Real Estate

We define Real Estate as all those real estate assets that can neither be moved nor relocated. An example of this could be buildings or land. Within the real estate sector, this term is used to refer to the rental or sale of homes.





Within Real Estate we can find three main categories:


– Residential: refers to all unbuilt land.

– Commercial: offices, warehouses…those properties that do not generate income.

– Industrial: these are usually properties that have a larger extension. Factories, mines or even business parks belong to this area.


In communication we can observe more and more websites and portals specialized in real estate as it is one of the sectors with more information available and that generates news every day. For this reason, many press media have their own section related to this sector.


In the real estate sector we must take into account that all the factors of society constantly influence and affect it in a significant way. The economic situation of the country, the revaluation of housing or the employment rate, among others, are some of the examples. This, in turn, requires constant adaptation work.


The importance of strategic consulting in the Real Estate sector

Strategic consulting is important because it is responsible for generating favorable changes in the company in order to optimize and improve the work continuously. Therefore, a sector as large as the real estate sector must continuously adapt and adapt to the rhythm of a changing society in order not to weaken, having the most efficient tools to solve problems and even anticipate them is a real necessity.


Strategic consulting can help us to:


– Provide a solid base from which to be able to carry out more complex actions or those involving greater investment. This is done through different actions such as investment analysis, transaction management, tax and legal advice, reports or analysis. All this is necessary for the company to be able to act in the right way and move towards its expansion strategy. In this sense, it is important that the consultancy has a global vision of the sector and also knows the local market.

– Develop a business plan that is appropriate for the company and that helps to obtain financing and increase the value of the company’s real estate assets.

– Improve the company’s productivity and increase its efficiency and performance.

In the event of a crisis or when solving an internal problem, strategic consulting can provide the necessary support and help minimize the damage with its tools. In short, to find and offer tailor-made real estate solutions.

– Check possible weak points to achieve a complete optimization and increase the margin of success.


Where are we heading? The future of real estate

Now, it is no longer just the impact of new technologies, but the Covid-19 crisis has also hit the real estate sector hard. Demand has declined during this period of time, although an improvement is expected going forward, or at least stability.

It should also be noted that during the pandemic, and still to this day, there has been an increase in temporary rentals, and it is expected that after the crisis this number will decrease and residential sales will increase again.


On the other hand, physical offices are still present in the sector and despite the new platforms and specialized portals, real estate activity will continue to develop in these workspaces, although these offices will have to adapt to the new working conditions and provide a service that can compete with digital platforms, offering an improved service.



How The Apartment can help in the brand transformation process.

The Apartment as a 360º communication agency can help brands manage their strategy by conducting studies on the sector and developing a specialized communication plan for each brand. In this way, it helps the company in many ways:


– Making the brand and its different services known.

– Positioning the brand

– Carrying out all kinds of communication actions (events, new concepts, experiences…)

– Help the brand to adapt to the present and anticipate changes in order not to be left behind.

– Reinforce the brand presence in all communication channels.


With all this, what we intend to achieve in The Apartment is to offer notoriety, positioning, branding, innovation and presence for the brand because in this way it will be reinforced and will be prepared for all the changes that may arise in the sector, thus avoiding any kind of weakness and always stand out from the competition.


During the whole process, it is very important to maintain a continuous research of the sector that allows us to be fully connected with the present, thus ensuring an effective communication and marketing plan.

¿Necesitas más información? Contacta con nosotros.

The Hotel Sector in 2021: The Main Marketing Actions

The Hotel Sector in 2021: The Main Marketing Actions

Email marketing, local SEO optimization, digital transformation or the offer of differential services with high added value are some of the hotel trends that will determine the future of the sector in the coming months.

Below, we tell you how you can implement each of these actions in your marketing strategy. We will also take a look at the future outlook for the sector.

Outlook for the hotel sector in 2021

There is no doubt that one of the sectors hardest hit by the pandemic has been the hotel industry, but now, in the midst of the vaccination process and with the end of the state of emergency, there is reason for hope. So what does the future hold for the sector in the coming months? After months of restrictions on people’s mobility, in 2021 we do not expect a rapid recovery towards 2018 or 2019 levels.

Experts point out that sustained growth is expected for the next few years and consider that recovery to 2019 levels will occur in two to three years. Moreover, local and national demand will play a crucial role in that process, as everything points to Spanish vacationers staying close to home and international tourists will continue to have quite a few impediments to being able to travel or will be cautious about doing so.

Finally, the recovery of the hotel sector is expected to be staggered, starting with the rural and nature-related segments, followed by the peninsular beach holiday segment. The next stage will be the island beach segment, which is more dependent on international demand, and finally the MICE segment. With regard to the investment market, a very positive element for the recovery is that the international investment community has a great appetite to bet again on the Spanish hotel sector, which shows great confidence in the rehabilitation of the sector.

What are the marketing actions not to forget for the summer?

After months of mobility restrictions, the figures show that there is a growing desire to travel and, little by little, we are beginning to see the light at the end of the tunnel. The outlook for this summer is positive and, after a year in which we have not been able to travel, everything points to people looking for longer stays. However, the road to recovery will not be easy and hotels must know how to use their resources intelligently, taking advantage of all the opportunities offered by the environment and readapting their strategies. Here are the main keys that will define the focus of hotel marketing campaigns in the coming months:

Email Marketing

Sending emails as a marketing strategy has become an essential tool in the hotel sector, as it is a communication channel that generates conversion, engagement and loyalty. In short, email marketing allows us to work very well in the relationship with the customer and we believe that this marketing tool will be key in the coming weeks, as the months leading up to the start of summer are the time when users begin to organize their vacations. Segmentation will determine the generation of specific content of interest to each group.

For example, new subscribers acquired during the pandemic were probably planning a vacation in better times, so they can easily become customers if they are stimulated with offers and assurances about the security measures in place at the hotel.

On the other hand, users who were already customers and were forced to cancel a reservation due to the circumstances have already been convinced of the value of your offer, so the content should be more informative than promotional, answering questions such as: are the booking dates flexible, are the museums, beaches or restaurants in the area open, is free cancellation available, etc.

Local positioning:

Local SEO optimization was already important before COVID-19 and it is becoming even more so now that demand is starting to revive and there is talk of the boom that proximity tourism is experiencing. According to Google, no less than 46% of searches are “local” searches, so if you want these potential customers to come to you, users must find you on Google. Therefore, now more than ever it is essential to have a good local positioning strategy. Our recommendation is that you take all the time necessary to complete and optimize your Google My Business profile, since it will be vital to gain presence in the Google search engine and Google Maps. It is important that you provide as much information about your business as possible: services you offer, opening hours, images and videos… It is also very important that you encourage satisfied customers to leave their reviews, since they are an infallible element in the decision making process of other potential customers. In addition, you should work on keywords that have to do with local searches (“best hotels in Madrid”, “hotels in Barcelona”…), as well as optimize your website and the content that resides on it. Finally, focus on the user experience within the page.

Digital transformation

The arrival of the coronavirus has also accelerated the digitalization process that had already been manifesting itself in the sector over the last few years. This has now become a key strategy for survival. Below, we take a look at some of the technological trends that many hotels are already implementing:

– Online presence. Customer acquisition has come to rely almost entirely on the online medium, so it is essential to reinforce presence and optimization in this channel: social networks, search engines, website, mobile application…

– Data. In the past, guest data included their name and contact information. Now, users’ searches leave a very valuable digital trace when it comes to knowing their interests and needs, which will help us personalize our value proposition to offer them an optimal service.

– Contactless experiences. It is one of the most important trends of this last year due to the needs of social distancing. Digital letters via QR code, virtual keys, virtual check in and check out, contactless payments… These are some examples of the numerous contactless transactions adopted this year.

– Artificial Intelligence. AI is in full expansion and is expected to become a technology that will transform the sector. At the moment, perhaps the most obvious way in which it is being implemented is through chatbots, essential allies in customer service during the pandemic, which are here to stay.

Differential values offered

Throughout this year, concepts such as staycation, workation, longstay, bleisure… have proliferated. In this line, we must develop innovative formulas adapted to the new reality and needs of customers for this summer.

Now more than ever, it is time to exploit our creativity to the fullest. For example, the hotel chain has launched Vincci My City, a service that allows local tourists to escape to their own city and live unique experiences without leaving their usual place of residence.

Other examples of some of these new added values offered are the proposals of several chains to include quick tests in their service packages. It is also time to give ground to other hotel spaces such as restaurants or terraces, to enhance their value and reinvent their uses. It’s time to change the chip and turn the hotel into a space not only for sleeping, but also for enjoying a myriad of other experiences: having tea in the lobby or enjoying an art exhibition. The possibilities are endless.

Do you need more info? Contact us.

Instagram: The Most Loved Social Network By Foodies

Instagram: The Most Loved Social Network By Foodies

Instagram is one of the most important social networks of the moment and speaking of gastronomy, one of the most successful. Great hashtags like #instafood, #foodies, #foodporn, #gastronomy, #food, #instafood… are some of the ones that generate more images and visualizations.


Millions of users have dedicated all or part of their posts to the publication of gastronomic content, either with a professional objective or not. Colorful images, with a variety of ingredients and textures in the same dish, have become, throughout the life of Instagram, one of the most recurrent publications creating even a specific term for it: foodie. A profile specialized in cooking that publishes content about different recipes or restaurants, for example, betting on a community with similar interests.


Within this category of content we also find different trends depending on the product itself, but also on the time and time of year in which we find ourselves. Thus, in summer, summer dishes and healthy food work very well, and in winter, spoon dishes, legumes and traditional dishes work very well.


 How Instagram works

Owned by Facebook since 2012, in what is considered one of the most profitable purchase operations in the technological world, Instagram has been able to put itself ahead of any of its rivals without losing an iota of its personality since its beginnings.


Instagram is a social network and a mobile application at the same time, which allows its users to upload images and videos with multiple photographic effects such as filters, frames, retro colors, etc., to later share those images on the same platform or on other social networks.


 What possibilities does it offer for the restaurant industry?

More and more professionals are allocating part of their marketing budget to social networks, paying special attention to Instagram. The objective is clear, to convey a message, their business model with its strengths and differentiation from the competition and sell.


With the incorporation of sales options, advertising and gift vouchers, it is increasingly common for many brands to give priority to this network to develop their business in the digital sphere.


Images always at the top

You have to take care of the aesthetics of an Instagram account and more if it is a professional profile by choosing very well each of the photos to be published. Images are the best allies for online business:


There are quite a few things that go into making a consistent Instagram feed with some appeal, but we select the following points as some of the most important:


– Decide what your Instagram is about.

– Choose colors, filters and borders.

– Balance colors and themes

– Plan and preview your feed



Generate links

The engagement that an Instagram profile can generate will depend a lot on the bonds it generates with its audience, being able to make them participate in the publications, stories or messages.


Some proposals to generate this connection between an Instagram account with the audience are:



– Share relevant content.

– Ask questions

– Conduct polls among the audience

– Reply to messages

– Interact with other similar accounts and those of your followers.



Make services and products visible

Companies have a very profitable channel to showcase their products and market them through Instagram. Online presence is becoming more and more essential and few brands resist using this platform.


Instagram allows you to expose your product through photos and videos, in the Instagram fee or in Stories, with a spontaneous duration, only 24 hours, but currently, with a greater reach.


In addition, the tool allows you to invest in advertising by promoting the posts you are most interested in and reaching a much wider audience. According to your objectives, you can select the type of user/customer you are interested in based on their gender, interests, age range, location…


Some examples of Top

Below is a selection of the most influential gastro profiles of the moment:


Alfonso López – @derechupete

Iván Martín and María Hernando – @mesade2

David Maldonado – @conelmorrofino

Edurne Ubani – @evamuerdelamanzana

Marta Simonet – @martasimonet – @mesamemucho

Patricia García Py – @saboresymomentos

Susana and Fabio – @_eatandlove

Alejandro de la Rosa- @quenomeladenconqueso

Mireia Casamada- @mireiacasamada

Marta Sanahuja- @deliciousmartha

Mapi Hermida- @la_gastronoma

Star without Michelin- @estrellasinmichelin

Fabián León- @fabianmasterchef

Raquel Carmona- @raquel_carmona

Carolina Ferrer- @carolina_ferrer

Fit Happy Sisters/ Sara and Ani- @fit_happy_sisters


How The Apartment team manages a corporate Instagram account.


According to Instagram Business data, the social network has more than 800 million active users worldwide, and 80% of those users follow a business. The data also affirms that any company – be they established brands or small businesses – can get results through Instagram. That’s why, whatever the business in question, in most cases, opening an Instagram account is a safe bet.


At The Apartment, when it comes to managing a corporate Instagram account, we first study the business model very well and carry out an analysis of the competition. Based on this, we organize a planning of content to publish that meets the client’s business objectives. We focus on our own content, but we can also take advantage of inspirational content that represents the values we want to show. On the other hand, we always take care of the image, since this is what generates a good first impression when the user accesses the account and of course, we generate through all the above mentioned points a good relationship between company and public.

Do you need more info? Contact us.

Medical Videoconsultation: How Technology Has Revolutionized a Sector

Medical Videoconsultation: How Technology Has Revolutionized a Sector

The development of new technologies has allowed the healthcare sector to expand its patient care systems in recent years, enabling it to offer primary and specialized care remotely thanks to video consultations. It is undeniable that some medical appointments cannot be replaced by a virtual consultation and there are still many who prefer to see their doctor in person. However, situations such as the one generated by COVID-19 have served to implement this system, allowing patients to continue to be attended telematically without the need for them to travel to their hospital or health center. The newspaper Cinco Días published an article in April 2020 in which several experts in the medical sector recognized how telemedicine has been the fundamental tool for overcoming the health crisis generated by the Coronavirus.


Videoconsultations offer important advantages without affecting the quality of care: they reduce waiting time, avoid unnecessary risks of contagion and are an excellent option for dependent people or those with reduced mobility.


What is a video consultation

A videoconsultation is a telematic communication system used to offer a primary or specialized care service to a client by means of a video call.


Many private companies have been offering this system to their customers for several years, although its use has skyrocketed in the health sector as a result of the coronavirus and the elimination of primary care in person (except in some specific cases). A means of communication that has come to stay and for which it is only necessary to have a cell phone or computer as a front camera and a good Internet connection.


 Which brands have been the pioneers

The brands that decided to lead the way in the field of video consultation are well known to all of us and, since its inception, have come a long way that, over time, has given excellent results and has increased the confidence indexes of its customers.


In 2015, Sanitas burst onto the market with a revolutionary personalized video care system that allows patients to make consultations without having to travel to the centers. Other insurers that soon followed in its footsteps were Adeslas and Asisa.



Sanitas is one of the pioneering companies in digital transformation and in launching this system and has managed to implement it in an exemplary manner. In fact, in 2019, after four years of working with video consultations, it published an informative document that brings together the experience of different specialists to provide other professionals with the tools and knowledge recommended for carrying out a video consultation per case and specialty, and which it made available to the entire medical community free of charge.


In 2019 the company already recorded that 8% of consultations were performed digitally, which meant about 2,000 videoconsultations per month. But the data also reveal that most of the patients seen with this system have repeated after trying it, increasing their level of trust in the company.


SegurCaixa Adeslas

Following the merger of Bankia and Caixa Bank that took place at the end of 2020, the insurer has been renamed SegurCaixa Adeslas. Since the end of 2019, it has implemented telematic medical care, both by telephone, video call and even chat. A service that offers immediacy and convenience to users who enjoy this health insurance, and that has brought enormous benefits in terms of confidence and security in the service offered to its customers.


Who will be next

Obviously, video consultations are not limited to the health field, although they have been worthy precursors and promoters of this system. In the last year, thousands of companies have been forced to offer a new digital service that allows them to personally serve their customers. Among them: law firms, communication agencies, real estate agencies, consulting firms…



A clear example of the multiple applications that video consultations can have, is the term known as Legaltech, an abbreviation of Legal Technology that initially referred to the use of technology to provide legal services, and that in 2007, as a result of the economic crisis, began to be used as a label that identifies the many startups that arise from 2011 onwards from the legal sector or around it, mainly to provide tools that make the legal work more efficient and less expensive.


For example, the platform, an important legal consulting service that offers its services solely and exclusively digitally: by phone or video call. They are also specialized in various fields: tourism, inheritance, banking… which allows them to reach a larger number of clients, regardless of their geographical location.



Another sector that in the last year has had to boost the supply of online services is education, from schools and institutes that have had to adapt classes digitally or hybrid; to language schools. Companies like Vauhgam,


For years, most universities have been offering higher education degree programs with exclusively digital modalities for those who are working or living in another province or country. This system is an important advantage because it considerably lowers the cost of the course and, in addition, often allows the user to manage their own time efficiently.


Most training centers already offer classes by video call, such as IM (The International Marketing School), and other platforms only offer online classes, such as Domestika.


 Trainers and Gyms

We can not forget the field of sport that, a year ago it seemed crazy that gyms offered virtual classes to do at home but, the confinement and closure of centers for physical activity brought with it the rise of “home gyms”. Therefore, to keep quotas and activity active, some centers such as GoFit or Fit Up have developed digital platforms for their clients that allow them to have access to targeted classes and personalized training via video call.


A system that has also come to stay, given the fear of many to return to the gym to avoid contagions and the discomfort of others for having to wear a mask.

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The Fashion Sector In The Post Covid-19 Era

The Fashion Sector In The Post Covid-19 Era

The evolution of the fashion sector in the post Covid-19 era and its digital transformation. All the details in our post.


The fashion sector in the post Covid-19 era.

In this past year, supply chains were disrupted due to the advent of Covid-19, causing the closure of hundreds of stores and leading to historic losses for all sectors, also for the fashion sector. The sector suffered its worst year in history, with almost three quarters of the listed brands posting losses and a decrease in turnover of approximately 90% compared to the previous year.


Experts pose two possible future scenarios, a more optimistic one, in which the industry would return to 2019 activity levels by the third quarter of 2022, and a more pessimistic one, in which sales would return to 2019 levels by the end of 2023. What is clear is that, for the fashion industry, the past year 2020 changed everything. Although many brands had already begun to be aware of a new, more engaged and digital way of looking at the industry, the healthcare crisis has brought home the need for an entire paradigm transformation. In addition, the healthcare crisis brings with it a global economic crisis and those brands that do not adapt to this new situation will not survive.


Although there is no standardized strategic manual, in this post we will review how fashion consumption habits have changed in recent months and how the industry must deal with these changes.


How is the fashion industry one year after the arrival of the coronavirus?

Fashion is the mirror of society and if society changes, so will its wardrobe. Anyone who thinks that, with the arrival of the vaccine, everything will be the same again is mistaken. The way we relate to fashion is changing and the sector is facing an irreversible metamorphosis:


– Loss of relevance. Confinement and subsequent social restrictions have caused us to become aware that it is not necessary to have so many clothes in our closet. Now, we give priority to buying other products and we have “disengaged” from the sector.

– Comfy trend. During confinement, sportswear and pajamas became our uniform. Now, our homes have been transformed into makeshift offices and comfortable, functional garments that adapt to our new needs are here to stay.

– E-commerce explosion. If there is a clear winner of the pandemic, it is e-commerce. In April, 97% of fashion spending was made through the Internet, compared to 3% in the physical channel. Restrictions and fear of contagion forced many to buy online at the time, and it seems that the industry has found in e-commerce a crucial ally for the future.

– Flexibilization of supply chains. As a result of this crisis, brands have realized that they need to be much more adaptable to cope with any adverse juncture. Flexibility and operational resilience are shaping the new supply chains of fashion companies today.

– Sustainable future. The coronavirus has further heightened social awareness and experts place sustainability as a strategic axis of the industry in the coming years. We are buying less and less “trendy” clothes and want to invest more in quality garments. Buy less, but buy better.


Where are we headed?

The pandemic has triggered new dynamics and has increased others that were already underway, such as digitalization and slow fashion. But how should the industry’s marketing and communication adapt to this new situation:


– Two collections. Faced with the fear of overstocking that may result from the progressive reduction in demand, brands seem to agree to return to the traditional calendar to produce only two collections a year, one spring/summer and one fall/winter. However, this raises a question: how to attract consumers’ attention for six months? The solution proposed is to have a permanent collection of the brand’s classics (which attracts new customers) to which other garments are added (which builds loyalty among customers who already have all the brand’s classics).

– Phygital events. Events are an indispensable component of the industry and will continue to be so. However, they will be neither digital nor face-to-face, but will have a hybrid format. Fashion weeks are already embracing this format, which combines face-to-face fashion shows with very small capacities and audiovisual pieces. In this sense, the fashion film format is more relevant than ever.

– Influencer marketing yes, but with authenticity. Now that consumers are increasingly aware and disengaged from the “buy for the sake of buying”, an influencer who only uploads posts with products does not generate any impact on them. Consumers will only engage with an influencer who tells an authentic story and engages with their followers.

– Reframed in-store experience. The rise of the online channel poses the rethinking of the physical store experience. The trend is for stores to evolve into interactive spaces where they interact not only with the product, but with the entire space, generating unique experiences.


How digital transformation can help the industry

As we have already mentioned above, with the current crisis derived from the Covid-19 all companies have been affected and practically forced to reinvent themselves in order to survive; and in the fashion world it has been no different.


Nobody expected this pandemic, so it has exposed the equipment and digital knowledge or digitization that each company had. These factors have been key when facing this situation and the impact it has had on them.


With the digital transformation, the fashion industry can gain competitive advantages and strengthen its business and positioning in the face of the new normal. These digital advances, which have been implemented so quickly, are going to remain in time and in the new normality, as it is an insurance for companies and brands in terms of sales, as well as savings in structure and supply costs, so it starts to be a central element in business strategies.


In addition, digital marketing tools will increasingly help this industry. With these they will be able to differentiate themselves and thus capture new market niches and consumers reaching, for example, through social networks and big data to these new potential customers.



Some success stories


Within fashion, being such a changing and complex environment, the brands that have adapted best to the new needs of customers and external circumstances are the ones that have come out of this crisis the strongest.


Some brands, such as H&M, have made it possible to pay in installments for purchases in their online stores, as this is a great option for consumers, thus encouraging the purchase of products as it is a simpler and more flexible way.


Mango, has also adapted to the circumstances and new demands, so they launched capsule collections with more comfortable and versatile collections, which were adapted to the new way of dressing due to the increased time spent at home and teleworking. These could be purchased online, which led to a large growth in the number of sales, and therefore, an increase in new digital customers.


Another clear example is the clothing chain Lefties. This low-cost fashion giant was a long time without income due to the closure of physical stores, so it finally opened an online clothing store, in order to compete and adapt to new shopping trends.


El Corte Inglés also had to transform and adapt in order to remain competitive, so it launched a flat rate shipping for 19.90€ per year.


Youtube: How Does The Most Beloved Video Channel Work?

At a dinner among friends in 2005, an idea emerged that would turn the audiovisual media ecosystem upside down. Specifically, three young people who met while working at Paypal had some videos of a party and wanted to share them, but doing so via email was unfeasible, as they were too heavy. This gave rise to the idea of creating a website to share and watch videos, what we know today as YouTube.


The year after its creation, YouTube was sold to Google for 1.65 billion dollars and, since then, this platform has not stopped growing. In May 2006, YouTube had already reached 2 billion views per day and was number 10 among the most visited websites in the United States.


Today, either because of the wide variety of content it covers, or because of the possibility of choosing what content to view, or because it is free, YouTube has become the second most visited website in the world, only behind Google, and many people have decided to turn this platform into their workplace, the already well-known youtubers. In Spain alone, the most famous youtubers exceed one million subscribers and the channel with the most views is close to 10 billion reproductions.


These stratospheric data make Youtube a very powerful professional tool and, in this post, we will tell you how to make this tool an ally that cannot be missing in your communication strategy.

moda después covid-19

Algunos casos de éxito

Dentro de la moda, al ser un entorno tan cambiante y complejo, las marcas que se han adaptado mejor a las nuevas necesidades de los clientes y a las circunstancias externas son las que más reforzadas han salido de esta crisis.

Algunas marcas, como H&M, han permitido pagar a plazos las compras en sus tiendas online, ya que es una gran opción para los consumidores incentivando así la compra de productos por ser una manera más sencilla y flexible.

Mango, también se ha adaptado a las circunstancias y a las nuevas demandas, por ello lanzaron colecciones capsula con colecciones más cómodas y versátiles, que se adaptaron a la nueva forma de vestir debido al aumento de tiempo que se permanece en el hogar y el teletrabajo. Estas pudieron adquirirse online, lo que supuso un gran crecimiento en el número de ventas, y por lo consiguiente, un aumento de nuevos clientes digitales.

Otro ejemplo muy claro es la cadena de ropa Lefties. Este gigante de la moda low-cost estuvo mucho tiempo sin ingresos por el cierre de las tiendas físicas, por lo que finalmente abrió una tienda de ropa online, para así poder competir y adaptarse a las nuevas tendencias de compra.

El Corte Inglés también tuvo que transformarse y adaptarse para poder seguir siendo competitivo, por lo que lanzo una tarifa plana de envíos por 19.90€ al año.

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How YouTube works

How YouTube works

To create a YouTube channel you need a Google account. The first thing you will have to do is to access the platform and log in with your Google account, but this does not mean that you are registered, the channel must be created expressly.


In the drop-down menu of your Google account, the option to create a channel will appear and then you will have to choose the “brand name” mode, which will allow you to have multiple channels associated with your account, as well as to enable other people as administrators of these channels.


Afterwards, you will enter your brand name and that’s it. After creating the channel, you will have to configure it with the brand image, a banner, the channel description or links to the company’s social networks, among other settings. When you finish this process, you will end up on the page of your channel and you will be able to get an idea of how it looks like. From this screen, you will also be able to customize the channel and access Youtube Studio, the section where you will be able to view the channel statistics, which is essential to measure the results of your strategy.



How to implement videos in a communication strategy

Once you have your profile created and configured, the next step is to start generating content. You should not just create videos and wait for them to be successful, but they should be part of a previously designed strategy:


– Define what goals you want to achieve with your channel. Ask yourself what you want to achieve: attract more traffic to your website, get more views, increase the number of followers, generate conversions, improve your brand image, reach more potential customers or get more sales.

– Research: Who is your competition? what are your competitors doing? what types of videos do you upload? how often do they post? what’s trending now on Youtube?

– Know your audience. Without knowing your audience, you will hardly be able to generate content that adds value to them. It is vital that you spend time defining your buyer persona and that you know everything about them.

– Determine what type of content you are going to create. There are many ways to generate content depending on what you want to achieve. For example, you can make testimonial videos to show your audience what your customers say about your products or video tutorials to explain how a certain product or service works, among many other options. The important thing is that your subscribers get hooked on your content.

Make an editorial calendar. Determine a publication frequency and make a schedule of publications.


Do I need a big production?

Now that you know what you want to tell your audience about, it’s time to record. Thanks to smartphones, you can get professional results with a high-end or even mid-range phone, without having to go to a production company or buy a camera. However, you will need to invest in a number of accessories to generate decent quality content:


– Tripod. The minimum essential accessory you need to acquire is a tripod with an adapter for the cell phone. It will cost you around 20€.

– Audio. Good audio will greatly increase the quality of the video. Two good options are a lavalier microphone (having to be used attached to the body complicates its handling) and an external microphone for smartphone. To improve the audio you have to invest between 20 and 50€ more.

– Lighting. If you can get natural light the problem will be solved and, if not, a lighting equipment will cost you around 100€.



As a last tip, the process of preparing everything you need to record will take a while, so we recommend that when recording you take advantage and record more than one video.



Video as a communication tool

More and more companies are betting on video marketing, or what is the same, the use of video within the digital strategy. The truth is that they are not lacking reasons for this, did you know that 80% of users remember a brand or a product better if they have consumed videos of that brand? You know that a picture is worth a thousand words, because videos generate trust, arouse interest, provide credibility, humanize the company, encourage interactivity and increase conversion rates (almost nothing!). In addition, millennials and centennials prefer watching videos on YouTube to watching TV. This is because video content likes and attracts, is easy and quick to consume, requires no effort, is entertaining and provides value. But in addition, it is super effective for all types of businesses and acts as a springboard accelerating your way to your company’s goals.



Which sectors are the most suitable?

There are some sectors that are more popular on YouTube than others, specifically, the media and entertainment sector has managed to remain as the leader of the ranking in 2020, followed by technology, automotive, food and beverage, and fashion and accessories. However, the truth is that any sector can and should take advantage of the opportunities offered by this tool, as long as its target audience is present in this social network. In this sense, the profile of YouTube users is as follows:


– Tweens (11 to 15 years old) are the most frequent users of YouTube: 84% enter once a day or more.

– It is the second most used social network by Generation Z and millennials, after Instagram and Facebook, respectively.

– Depending on gender, the topics they prefer are video games, gameplays, sports and humor videos, in the case of men, and beauty, fashion and cooking in the case of women.



Do you identify your target audience on YouTube? If so, we hope that after this post you will put in place your communication strategy on Youtube. Let’s get to work!

Do you need more info? Contact us.

Vogue Fashion Night Out


Vogue Fashion Night Out

The Apartment organized the event for H&M as part of Vogue Fashion Night Out (VFNO) on September 10th in the three most important stores in the center of Madrid.

From 19:00h until midnight, the event was enlivened by professional makeup artists, who were advising and making up anyone who wanted to try the new line of organic cosmetics from H&M.

In addition, there were discounts throughout the night and DJs in each store that made the event even more fun.

Do you need more info? Contact us.