EXCLUSIVE FROM CARIBBEAN BUSINESS— Special Report to be published November 10, 2011

PUBLICATION DATE: NOVEMBER 10, 2011 • SPACE RESERVATION: NOVEMBER 2 • DIGITAL MATERIAL: NOVEMBER 7

Knowledge is profi t.

Our updated report of the leading locally owned businesses, highlighting those with thebiggest and fastest growth and also focusing on evolving industry segments. This Special Report is a valuable reference tool used by executives and businesspeople all year long,so an ad promoting your product or service is a must! Now you can reach the more than100,000 readers of CARIBBEAN BUSINESS who are the Island’s top business leaders and decision-makers. RESERVE YOUR SPACE TODAY!

Call your advertising agency or Manoly Ponce, Senior VP Sales at 787-728-3000, ext. 4480/3540 or email: manoly@casiano.com

to reach these leaders through this Special Report.

LOCALLY OWNED COMPANIESLOCALLY OWNED COMPANIES

CARIBBEAN BUSINESS THURSDAY, OCTOBER 27, 201160 ADVERTISINGADVERTISING/MARKETING 60

Call 787-728-8415 today tostart increasing your sales!

Is your company listed in Puerto Rico’s most accurate B2B Directory?…

Now online! Need more frequency for your B2B

campaign? Your Directory listing and display ad on the new

CARIBBEANBUSINESS.PR website allows you to keep your product or service in

front of potential users 24/7/365. If you’re advertising in this

weekly print edition, you’ll enjoy great “combo” rates!

NOVEMBER 3SECURITY INNOVATIONSCARIBBEAN BUSINESS reports on the latest technology available to protect your business and home. From data protection to video surveillance and alarms, this is an opportunity to promote your security-related product or service to the more than 100,000 CARIBBEAN BUSINESS readers who are Puerto Rico’s business leaders and decisionmakers. They and their companies need security!CLOSING DATE: OCTOBER 28

NOVEMBER 10TOP 400 LOCALLY OWNED COMPANIES—A CB EXCLUSIVEOur updated report of the leading locally owned businesses highlights those with the biggest and fastest growth and also focuses on evolving industry segments. This supplement is a valuable reference tool used year-round by executives and businesspeople, so an ad promoting your product or service is a must!

PRIVATE SCHOOLS & HIGHER EDUCATIONCaribbean Business will provide in-depth information on the topic of higher education, highlighting the academic offerings of some of the island’s best educational institutions. Learn more about the specialties offered by private colleges, universities and trade schools, as well as the degrees they offer. This supplement is ideal for advertising your institution.CLOSING DATE: NOVEMBER 4

Search-engine optimization meets social mediaSocial searches seen as Internet’s big word-of-mouth debut

as social networks infl uence search-engine results

BY JAMES FERRÉjames@caribbeanbusinesspr.com

As consumers spend in-creasingly more time on-

line at social-networking sites such as Facebook, Google+, Twitter and LinkedIn, social searches are emerging as a dominant web-search tool and revolutionizing the way con-sumers scour the Internet.

“Social media is changing not just how brands inter-act in social media, but how likely those brands will show up in a search-engine result,” said Sally Burnett, founder & president of Customer Insight Group Inc., who be-lieves the emerging social-

search capabilities of Bing and Google are digital-marketing game changers.

A social search, or social search engine, is a type of web search that takes into account an individual’s social-networking connections, such as those in Facebook, Google+, Twitter and LinkedIn, when performing a web search. Search results that have been created, or received comments, in an individual’s social network will jump to the top of the results.

CARIBBEAN BUSINESS caught up with Burnett at the annual reunion for the Americas region of the Global Independent

Continued on next page

Sure, everybody knows that Cheerios are good for you, but can you resist the taste?

That’s the challenge behind this year’s Chee-rios communication campaign designed to challenge consumers into trying Honey Nut Cheerios.

The campaign, which kicked off July 25, fo-cuses on the experience of tasting Honey Nut Cheerios, capitalizing on the fact that once a person tries the cereal, he or she becomes both a believer and a consumer.

“It brings to life Cheerios’ honey goodness and taste by showing consumers’ reactions with powerful, appealing graphics,” said Grace

Rodríguez, creative director at Badillo Nazca Saatchi & Saatchi. “The copy is very straight-forward yet cheerful, challenging the consumer to try to resist something so irresistible.”

Rodríguez said graphics have always played a key role with this brand. Historically, the designs have made the honey and the oat the brand icons.

“Now we are simply adding the consumer’s experience to that equation,” she said. “Inviting people to try to resist something is a challenge in itself. So the play on words not only makes it more challenging for consumers, it builds on the product’s rewarding taste experience.” �

BY MARIO BELAVAL DÍAZmario@casiano.com

Client: General MillsBrand: Honey Nut CheeriosAgency: Badillo Nazca Saatchi & SaatchiC oncept: Try resisting the irresistible honey

taste of Honey Nut CheeriosCreative Director: Grace RodríguezArt Director: Alfredo LedesmaCopywriter: Madeline Hidalgo

Illustrator: Alfredo LedesmaPhotographer: Reynaldo RodríguezProduction Company: Tres Trece Director: Manolo RamosAccount Executive: Jessica Rivera LaboyA gency Print Production: Patricia Matwa,

Gladibel Gascot

Resistance is futile when it comes to the taste of Honey Nut Cheerios

Technology has fi nally caught up to word-of-mouth marketing. Social

search is word of mouth going online, said Sally Burnett, founder & president of Customer Insight Group.

Communications Network (ICOM), held this year in Puerto Rico. ICOM is an international network of more than 70 independent advertising agencies in more than 50 cities around the world. The local advertis-ing agency Arteaga & Arteaga was the event’s host.

“People have always believed so-cial media and search-engine opti-mization [SEO] were separate,” Bur-nett said. “However, today, they are coming together, and you have to be ready. Yet most companies still don’t get that.”

SEO is the process of improving a website’s or webpage’s visibility by

increasing its likelihood of appearing as a top result in a search engine’s results (CB Aug. 11). SEO consid-ers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by the targeted audience.

Previously, SEO revolved around increasing the relevance of specifi c search terms and promoting a site to expand the number of inbound links. Today, SEO mixes with social net-working to increase the number of times a website is “liked” in Face-book, “+1” in Google+ or “twitted” on Twitter, for example.

Technology has fi nally caught up to word-of-mouth marketing, agreed Burnett and Juan Alberto Arteaga Torres, director of strategic planning & new business at Arteaga & Artea-ga. Social search is word of mouth going online.

Last November, Microsoft’s In-ternet search engine, Bing, added a feature called Liked Results, which uses Facebook’s “like” informa-tion to improve search results. Bing returns results that your Facebook friends marked as “like.”

“Search is about fi nding informa-tion to help you make decisions. Ev-ery day, most of us make decisions with input from people we trust,” said Bret Taylor, chief technology offi cer at Facebook. “I ask people I work with where to fi nd the best coffee in town; I ask my parents whether I should buy a house; I talk to my friends about the best fall tele-vision shows.”

The changes “are a starting point in our journey to make Bing more social, and continue to make Bing the best place to come to make de-cisions and complete tasks,” said Microsoft’s Paul Yiu, manager of the advertising group program, and Todd Schwartz, director of product management.

Internet-search giant Google also has been moving toward social searches. Last May, the company offi cially launched its social-search engine, which had been in beta, or in software testing stage, since 2009.

With Google’s social-search web-sites, blogs, images and other con-tent shared or created by your friends jump to the top of your search re-sults. For example, web content that has been “+1” (or recommended by your friends in Google+) appear in the search engine’s social-network-ing platform. Google social search also ties in with Twitter, Flickr and Google Reader.

According to StatCounter, a web-traffi c-analysis tool provider, as of September 2011, Google dom-inates the Puerto Rico search-engine market with 87.32% of all online searches. Globally, it dominates as much as 90.84% of the market. Locally, the closest competitors are Yahoo, with 6.63% of the market, and Microsoft’s Bing at 4.95%. However, with the rise of social searches, market-share changes could be in store for search engines. �

CB THURSDAY, OCTOBER 27, 201161 ADVERTISING

Continued from previous page

“People always believed social media and search-engine optimization were separate. However, today they are coming together, and you have to be ready. Yet most

companies still don’t get that.” —Sally Burnett

CARIBBEAN BUSINESS THURSDAY, OCTOBER 27, 201112 LABOR

BY JAMES FERRÉjames@caribbeanbusinesspr.com

Today, employees are no longer tied to their desk as smartphones, tablets and laptops al-

low them to take the offi ce with them wherever they go. However, managing a mobile workforce requires a mobile-compatible workforce manage-ment system.

According to Washington, D.C.-based Telework Coalition, a nonprofi t telecommuting education and advocacy organization, 89 of the top 100 U.S. companies offer telecommuting, and 67% of all workers already use mobile and wireless computing.

Locally, Interboro Systems Corp. is seeing in-creased demand for mobile workforce manage-ment system platforms as the number of mobile computing devices increases. CARIBBEAN BUSINESS estimates that the number of mobile computing devices in Puerto Rico hovers around one million.

“During the past nine to 12 months, we have seen a growing demand for the Kronos Workforce Mobile platform,” said Juan Ignacio Gómez, di-rector of sales & marketing at Interboro Systems Corp. in Puerto Rico.

Founded in 1977, Kronos is the global leader in providing integrated workforce management solutions. Interboro is the only local representa-tive of Kronos and controls 75% of the workforce management system market.

The Kronos Workforce Mobile extends the Workforce Central management system to mo-bile devices. It is compatible with Apple, Android, Blackberry and Nokia smartphones, as well as some tablets.

“Mobile technology continues to transform the

way we communicate and do business,” said Bill Bartow, vice president of global product manage-ment at Kronos.

The idea behind the Workforce Mobile app is to increase employee productivity by allowing work-ers to fi nd the answers to their administrative in-quiries, easily, right on their mobile devices.

From Workforce Mobile, employees can per-form most of the tasks they perform in Workforce Central, such as punching in, getting timecards ap-proved and requesting time off, as well as viewing timecards, schedules and accruals.

“When an employee punches in with the Workforce Mobile app, his location is recorded using the phone’s GPS system for review by man-agement,” said Juan Ignacio Gómez, director of sales & marketing at Interboro.

Managers themselves can manage basic timecard exceptions, approvals and time-off requests, in addition to receiving related alerts. This allows managers to perform administrative tasks on the go as well as resolve issues as they occur.

Locally, a wireless telephony provider has been among the early adopters of the Kronos Workforce Mobile platform, Gómez said. He added that the telecommunications giant operates offi ces as well as dozens of booth and store locations through-out the island, and with the mobile platform,

employees can punch in from the retail booths without using a computer.

Other benefi ciaries of mobile compatible work-force management systems are likely to be in the retail, dining and hospitality industries, Gómez said, explaining workforce management platforms are a perfect fi t for businesses that don’t assign em-ployees computers, as well as those with a mobile workforce. �

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Volume 39, No. 42 Thursday, October 27, 2011

EDITORIAL Publisher & Editor in Chief Manuel A. Casiano Executive Editor, Economics & Government Carlos Márquez Managing Editor Philipe Schoene Roura News Editor Alex Díaz Online Editor Kevin Mead Chief Copy Editor Aaron R. Christiana Senior Reporters John Marino, Frances Ryan José L. Carmona, Eva Lloréns José Alvarado Vega Reporters Jaime Santiago, James M. Ferré Alexander López, Angela Vargas Special Projects Editor Francis E. López Contributing Editor Myrna Escabí Researcher Blane McLane Assistant to the Editors Evangelina Mercado

ADVERTISING SALES Account Managers Magguie Marina, Cheryl Lamboglia, Vivian Bird, Lizzette López Account Executives Jackeline Matos, Teresa Carpintero, Monsy Irizarry, Michelle Ortiz, Carlos Vázquez

DIGITAL MEDIA Director Isayma Morales isayma@casiano.com

PRODUCTION Production Manager Blanca Santiago Pre-Press Manager Carlos Laboy Art Director Manny López Typesetting Supervisor María Donis Pagination Supervisor Annie Maldonado Pre-Press Supervisor Miguel Avilés Production Staff Iván Ramírez

Copyright© 2011 by Casiano CommunicationsCARIBBEAN BUSINESS is published weekly by Casiano Communications Inc.

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ALL RIGHTS RESERVEDIt is the policy of Casiano Communications Inc. to promptly correct and

clarify any error or misleading information that may appear in this publication. To correct any error or request clarifi cation, please call

787-728-3000 ext. 3593.

Manuel A. CasianoChairman of the Board

Nora A. Casiano Vice President/Business Manager

Víctor J. MontillaExecutive Vice President

Manoly PonceSenior Vice President Sales

Glendaly HernándezVice President/Special Assistant

to the Chairman

Karen Nolla, CPAComptroller

René BenvenuttiVice President & CIO

Wanda LópezDirector Circulation/Distribution

caribbeanbusiness.pr

Workforce management systems go mobileInterboro expects Kronos Workforce Mobile platform to grow in local retail, dining and hospitality industries

From Workforce Mobile, employees can perform most of the tasks they perform in Workforce

Central, such as punching in, getting timecards approved, requesting time off as well as viewing

timecards, schedules and accruals.