2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Tema 4 Metrotécnica
1. TEMA 4: INTRODUCIÓN OS MATERIAIS.METROTECNIA
1
TEMA 4: INTRODUCIÓN OS MATERIAIS.
METROTECNIA
A.- INTRODUCIÓN OS MATERIAIS
1.-INTRODUCIÓN.
O emprego e descubrimento de novos materiais é un dos aspectos que mellor
caracterizan a evolución do ser humano. De feito, determinadas idades prehistóricas
reciben o nome de determinados materiais, o que indica a importancia dos mesmos
nesa época histórica.
En xeral, todos os materiais poden clasificarse en tres grandes grupos:
-
-
-
Naturais: son aqueles que se atopan na natureza. Constitúen os materiais
básicos a partir dos cales se fabrican os demais. Ó longo da historia, o home
aprendeu e mellorou as diferentes técnicas de extracción e obtención destes
materiais. Na actualidade, o seu uso masivo unido ó feito de que a maioría
destes materiais son non renovables obriga a facer un uso responsable dos
mesmos, e incluso empregar técnicas de reciclaxe para reducir o impacto dun
uso masivo dos mesmos. Exemplos: madeira, la, ouro, arxila, ...
Artificiais: son aqueles que se obteñen a partir de outros materiais que se
atopan na natureza e non sufriron unha transformación previa. Tamén reciben
este nome aqueles produtos fabricados con varios materiais que son na súa
maioría de orixe natural. Exemplo: formigón.
Sintéticos: está fabricados polo home a partir de materiais artificiais. Non se
atopan na natureza nin eles nin ningún dos materiais que os compoñen. O
exemplo máis característico son os plásticos. A baquelita por exemplo obtense
dos materiais artificiais formol e fenol.
2.- PROPIEDADES DOS MATERIAIS.
O propósito dun técnico especialista en materiais cando pretende fabricar un
obxecto é primeiramente establecer as características desexables que deben posuír os
materiais dos que estará feito, e nunha segunda fase, escoller o material óptimo entre
aqueles que cumpran as características desexadas. Na segunda fase interveñen os
seguintes factores:
Propiedades mecánicas: resistencia, tenacidade, dureza, rixidez,...
Resistencia á corrosión.
Condutividade térmica e eléctrica.
TECNOLOXÍA INDUSTRIAL I
IES AQUIS CELENIS
2. TEMA 4: INTRODUCIÓN OS MATERIAIS.METROTECNIA
2
Facilidade de conformado.
Peso específico e aparencia externa: propiedades sensoriais.
Factores ecolóxicos: posibilidade de reciclaxe e reutilización.
Prezo da materia prima.
Mediante o estudio detallado destes factores determinarase cal é o material máis
apropiado para a peza que pretendemos fabricar. Todas as anteriores propiedades
veñen determinadas pola estrutura interna do material, é dicir, polos compoñentes
químicos presentes (átomos) e pola forma de unión dos átomos (enlaces).
2.1.- PROPIEDADES QUÍMICAS.
As principais propiedades químicas que poden presentar un material son a
estabilidade química e a corrosividade.
Estabilidade química: con esta propiedade defínese si un determinado
elemento ou composto químico tende a reaccionar espontaneamente ó entrar
en contacto con outro elemento e a descompoñerse, ou si polo contrario é
necesario unha acción exterior (calor, traballo, elementos químicos, etc.), para
que reaccione.
Corrosividade: é o deterioro das propiedades dun material debido á acción de
axentes externos como a auga, os ácidos, etc. Pode deberse a reaccións
químicas (rotura de enlaces e intercambio de electróns) ou a solubilidade
dalgúns elementos compoñentes do material co axente externo.
2.2.- PROPIEDADES ELÉCTRICAS.
As máis importantes son a resistividade e a condutividade eléctrica.
Resistividade ( ρ ): é a medida da oposición dun material ó paso da corrente
eléctrica. A resistencia dun determinado material ó paso da corrente eléctrica é
directamente proporcional á resistividade, e tamén as súas características
dimensionais: sección (S) e lonxitude (L).
Unidades:
ou
Condutividade eléctrica ( σ ): é a propiedade inversa da resistividade, é dicir,
mide a permisividade dun material ó paso de electróns, e polo tanto, de
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corrente eléctrica. Depende do número de electróns libres ou de ocos (falta de
electróns) que posúe o material.
2.3.- PROPIEDADES MAGNÉTICAS.
As propiedades magnéticas representan os cambios físicos que se producen
nun corpo ó estar sometido a un campo magnético exterior. En liñas xenerais podemos
distinguir:
Materiais diamagnéticos: as liñas de campo magnético creadas ó estar o
material en presenza dun campo magnético exterior son de sentido contrario a
este. Exemplos: cobre, prata e auga.
Materias paramagnéticos: as liñas de campo magnético creadas ó estar o
material en presenza dun campo magnético exterior son do mesmo sentido
que este. Exemplos: aluminio, estaño e platino.
Materiais ferromagnéticos: por debaixo dunha temperatura determinada,
adquiren un campo magnético intenso ó estar en presenza cun campo
magnético exterior, quedando o material imantado. O ferro, o níquel e o
cobalto son materiais ferromagnéticos. Os materiais ferromagnéticos
presentan un amplo campo de aplicación, principalmente en motores,
xeradores eléctricos e transformadores.
2.4.-PROPIEDADES TÉRMICAS.
As máis importantes son:
Calor específico (Ce): é o calor necesario para elevar un grado centígrado a
temperatura dunha unidade de masa de material. As unidades son kcal/C × kg.
Dilatación térmica: indica a variabilidade das dimensións do material ó variar a
súa temperatura. Exprésase en tres formas distintas segundo a forma
xeométrica da peza: coeficiente de dilatación lineal, superficial e cúbico. O
incremento de lonxitude que experimenta un material, coñecido o seu
coeficiente de dilatación (K), o intervalo de temperaturas (T 2 – T1) e a lonxitude
inicial (Li), ven dado por:
Densidade: é a relación entre a masa que posúe un corpo e volume que ocupa.
Os materiais de densidade menor a 1 kg/dm3 flotan en auga destilada, e os de
maior densidade somérxense. Matematicamente:
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Condutividade térmica: é a intensidade coa que se transmite o calor no seo
dun material.
Temperatura de fusión: temperatura para a cal un material pasa de estado
sólido a líquido como consecuencia dun aporte de calor.
Calor latente de fusión: é o calor necesario para transformar unha unidade de
masa de material de estado sólido a estado líquido.
2.5.- PROPIEDADES MECÁNICAS.
Entre as máis importantes destacan:
Elasticidade: é a calidade que presenta un material para recuperar a súa forma
orixinal ó cesar o esforzo que o deformaba. O módulo de elasticidade cuantifica
esta propiedade relacionando a deformación coa forza que a provoca.
Plasticidade: é a calidade oposta á elasticidade, e indica a capacidade dun
material de manter a forma que adquire ó estar sometido a un esforzo que o
deformou.
Resistencia á fluencia: indica a forza necesaria para deformar un material e que
non recupere a forma primitiva unha vez que cesa o esforzo.
Fatiga: propiedade que presentan algúns materiais de romper cando están
sometidos a forzas inferiores o seu límite de rotura, incluso baixo
comportamento elástico, cando as forzas son continuas e cíclicas, é dicir,
repítense cunha determinada frecuencia.
Dureza: resistencia que opón un corpo a ser penetrado ou raiado por outro.
Fraxilidade: facilidade de rotura dun material en anacos sen que se deforme
elasticamente.
Tenacidade: capacidade dun material de deformarse bastante antes de
romperse.
Resilencia: resistencia que posúe un material a romperse pola forza provocada
por un golpe corto e intenso.
Ductilidade: calidade dun material para ser estirado e conformado en fíos
finos.
Maleabilidade: calidade dun material para deformarse en forma de láminas
finas. . .
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Maquinabilidade: mide a maior ou menor facilidade para conformar un
material mediante mecanizado (corte con coitelo, arranque de labra, tradeado
(“taladrado”), ...).
Moldeabilidade: facilidade dun material para ser conformado por moldeo.
2.6.- PROPIEDADES SENSORIAIS.
Estas propiedades corresponden ás que apreciamos por medio dos sentidos, de
forma que nos da unha primeira identificación do material definindo a aparencia do
mesmo. Entre as máis importante destacamos:
Acabado superficial e textura: infórmanos sobre a superficie da peza.
Características ópticas: indican o comportamento do material cando é exposto
a unha fonte luminosa.
Características acústicas: informa da sonoridade do material.
Características olorosas: informan das características olorosas de certos
materiais.
2.7.- PROPIEDADES ECOLÓXICAS.
A importancia que adquiriu nos últimos anos os factores ecolóxicos á hora de
deseñar un produto fai que un determinado material poda ser rexeitado debido ó
impacto ambiental que provoca a súa obtención ou utilización. Características
engadidas como a posibilidade do seu reciclaxe e posterior recuperación parcial ou
total inflúen tamén na elección dun determina material.
3.- IDENTIFICACIÓN DOS MATERIAIS.
As características dun material veñen dadas polos elementos químicos
presentes (átomos) e a súa unión (enlaces). Así, o estudio que nos permite coñecer as
propiedades dos distintos materiais é de carácter fundamentalmente químico.
A materia en xeral, ó estar composta por átomos, ten un carácter discontinuo,
e polo tanto, debemos observar non soamente o estado illado dos átomos, senón o do
conxunto de todos aqueles que compoñen a materia. Mentres que en estado sólido a
estrutura interna da materia presenta unha certa permanencia e posicións fixas, en
estado líquido ou gasoso a estrutura atómica posúe a mobilidade que permite que a
materia adopte a forma do recipiente que o contén.
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En xeral os materiais de enxeñería poden dividirse en catro grandes grupos:
cerámicos, plásticos e polímeros, fibras e madeiras e metais.
Aínda que xeralmente os materiais poden distinguirse facilmente pola súa
apariencia externa, para determinar as súas características específicas realizamos
ensaios. Entre os ensaios máis usuais destacan os que permiten determinar e
especificar as propiedades mecánicas dos distintos materiais.
B.- METROTECNIA
1.-O CONTROL DIMENSIONAL.
O control dimensional dunha peza é unha parte fundamental en calquera
proceso mecánico, xa que permite verificar a conformidade das súas formas e
dimensións en función das condicións do proxecto. Nalgúns casos, o control
dimensional permite unha certa tolerancia, en outros, o proceso é moi preciso no seu
acabado final, como por exemplo nas dimensións dun pistóns nun cilindro.
Entre as vantaxes que presenta, o control dimensional permite intercambiar
pezas por substitución, definir as condicións de funcionamento correcto entre pezas e
abaratar custos de fabricación ó aumentar a produtividade.
Podemos facer o control dimensional de dúas maneiras:
Sen medición: entre os límites máximo e mínimo determinados polas
condicións de deseño.
Con medición: cando medimos unha cantidade real. Neste caso podemos facer
unha medición directa (empregando instrumentos de medida) ou unha
medición indirecta (obtendo a diferenza entre a medida real e un patrón de
medición).
2.- VERIFICACIÓN.
Existe a necesidade de verificar puntualmente algúns parámetros da peza,
compoñente ou produto fabricado, para asegurar os requisitos establecidos no
deseño. Este proceso faise empregando sistemas e instrumentos de medida precisos.
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3.- ERROS NOS PROCESOS DE MEDICIÓN.
Podemos distinguir tres tipos de erros:
Erros aleatorios ou accidentais: son os provocados por alteracións
medioambientales como son os cambio de temperatura, a existencia de
campos eléctricos ou magnéticos, etc. Son errores inevitables, pois é moi difícil
conseguir que se fagan sempre as medicións nas mesmas condicións. O seu
efecto redúcese empregando técnicas estatísticas.
Erros sistemáticos: aparecen constantemente en todas as medicións e son os
ocasionados por calibracións defectuosas, defectos no proceso de medición,
etc. Son erros que non se detectan por métodos estatísticos ó ser todas as
medidas que se fan incorrectas en magnitude constante. A maneira de evitalos
é realizando un seguimento técnico dos aparellos e dos procesos de medida.
Erros ilexítimos: son equivocación debidas, por exemplo, a lecturas incorrectas
da indicación do aparello, erros nos cálculos de transformación de unidades,
etc. Non deberían producirse de facerse con precisión todas as operacións de
cada medición.
4.- TOLERANCIA.
Na construción dunha peza ou produto é imposible reproducir con exactitude
matemática as medidas coas que foi deseñada no plano. Isto débese a :
Imperfeccións e alteracións dos materiais.
Fallos na apreciación do observador.
Deformacións das pezas por factores ambientais ou temporais.
Falta de precisión ou de fidelidade nos instrumentos de medición.
Isto obriga a admitir un marxe de erro de fabricación ou de medida chamado
tolerancia. A tolerancia é pois o erro máximo admisible entre a medida real da peza e a
nominal (indicada no plano).
A intercambiabilidade e universalidade das pezas, para poder competir en
mercados moi diversos, obrigou a definición dunha serie de sistemas de tolerancia
dende principios do século XIX. Así as primeiras na súa definición foron as normas DIN
alemáns. En diversos países impulsáronse normas de este tipo, as ASA en Estados
Unidos, as UNE en España. A diversidade destas normas implicou a necesidade de
introducir un sistema internacional de medidas, denominadas ISO (International
Organization for Standardization).
Toda medición vai sempre acompañada dunha incerteza, independentemente da
cantidade a medir, da unidade escollida, do instrumento empregado e da atención do
observador. Isto provoca que o resultado dunha medición sexa o conxunto de dous
valores: a cantidade ou valor obtido e a incerteza. A incerteza é o erro experimental
que atopamos en toda medición, e aínda que pode ser diminuído, non pode ser
eliminado completamente.
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Para considerar unha peza ou produto como aceptable, o valor da medida real ou
efectiva debe estar dentro duns límites de tolerancia. Si a medida real M R é superior á
medida nominal MN, a súa diferenza non debe superar o límite superior LS: MR-MN≤LS.
Si a medida real MR é inferior á medida nominal MN, a súa diferenza non debe superar
o límite inferior LI:MR-MN≤LI. Por exemplo unha cota 20 ± 0’3 mm indícanos que a peza
que debemos fabricar pode estar entre 20’3 mm e 19’7 mm.
Cando nunha medida empregamos o termo erro debemos distinguir entre o erro
absoluto e o erro relativo. O erro absoluto é o erro total que se produce ó medir unha
magnitude. Tomase sempre como positivo, tanto si é por defecto como si é por
exceso.
Erro absoluto = Valor da medición Valor real
O erro relativo é o erro producido pola unidade de medición. Exprésase en porcentaxe
e indícanos o grao de precisión e de exactitude dunha medición.
Exemplo: Unha peza de lonxitude 59’89 mm mídese cun pe de rei e ofrece unha
lectura de 60’90 mm. O cálculo do erro absoluto e relativo son:
EA = 60’90 – 59’89 = 1’01 mm
ER = (1’01/59’89) x 100 = 1’686%
5.- MEDIDAS LONXITUDINAIS.
Medir é sempre saber cantas veces unha magnitude é maior ou menor que a
medida tomada como unidade. A medición dunha magnitude ten unha precisión
limitada; o erro é a medida desta precisión.
Hai diferentes ferramentas para medir unha mesma magnitude, pero a
precisión de cada unha delas é diferente. Por exemplo, as cintas métricas de ata 50
metros teñen unha precisión de centímetros (1 cm), o metro pode medir cunha
precisión de milímetros (1 mm) e o pe de rei pode medir cunha precisión de décimas
de milímetro (0’1 mm).
Unha das ferramentas máis empregadas para medir lonxitudes é o metro.
Preséntase en diversas formas e tamaños adecuados para as diferentes profesións.
5.1.- PE DE REI.
A veces pode interesarnos medir unha peza diferentes dimensións, que poden
ser exteriores, interiores, de profundidade dos orificios ou de grosores inferiores a un
milímetro. Nestes casos empregamos o pe de rei.
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O pe de rei é un instrumento de medición formado por dúas partes, unha fixa e
outra móbil. A parte fixa consiste nunha regra graduada en milímetros, A parte móbil
desprázase sobre a escala principal e leva incorporada unha pequena escala graduada
chamada nonio, que permite determinar unha medición con precisión. Nunha escala
de lonxitude de 9 mm, está dividido en 10 partes e permite obter lecturas fraccionarias
exactas. O número de orden da división do nonio, que coincide cunha división da regra
principal, é o número de décimas de milímetro en que o obxecto excede a división da
regra principal.
Funcionamento:
o
proceso de medir co pe de rei
consiste en desprazar o cursor da
parte móbil ata tocar a superficie
da peza que hai que medir.
Debemos
observar
dous
parámetros: o primeiro é a
posición do cero da parte móbil
respecto á escala graduada da
parte fixa, e o segundo as
divisións do nonio que coinciden
coa graduación da parte fixa.
A apreciación do pe de rei determinase pola seguinte fórmula:
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5.2.- MICRÓMETRO OU PÁLMER.
É un aparato de medición directa que pode
medir cunha precisión de centésimas de milímetro
(0’01 mm). Emprégase para medir obxectos de
dimensións reducidas e de gran precisión, como por
exemplo un fío condutor. O seu funcionamento
basease no movemento de avance dun parafuso do
que coñecemos o paso cando lle damos voltas.
Normalmente, o paso dos parafusos do micrómetro é de 0’5 mm, medida que
corresponde a unha volta enteira da cabeza. Na seguinte figura podemos ver un
pálmer e dous exemplos de lecturas. Xeralmente, so sirve para medir dimensións
exteriores, principalmente diámetros.
A apreciación do micrómetro é:
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5.3.- GONIÓMETRO.
É un instrumento para medir ángulos. De gran precisión, permite medir ángulos
a dereita e a esquerda, e leva incorporado no nonio un dispositivo óptico para evitar
erros de lectura. Tamén existe no mercado o nonio circular, que empregamos na
medición de ángulos, cunha precisión a partir da décima de milímetro.
5.4.- GALGAS.
Pertencen ós instrumentos de comparación
de medida fixa. Son láminas de aceiro temperado
dun grosor uniforme e un calibrado igual á medida
nominal da galga. Hai galgas de moitos tipos e
formas distintas.
Empréganse para medir pequenas ranuras,
xogos entre pezas, desgastes, etc., así como topes
nos regraxes (por exemplo na separación entre o
electrodo e a buxía). Tamén se poden empregar para medir radios e roscas.
Normalmente incorporan o seu valor gravado, e subminístranse en xogo de valores
máis comúns para unha rosca concreta.
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