Archivo de la categoría: SCRM

Promueve tu marca, invierte más en Digital

Quienes piensan que la empresa debe mantenerse aun con un bajo presupuesto con respecto al desarrollo digital, se equivoca. Lo que generará esta acción, a corto plazo, es quedarse al margen del mercado. Si comparamos cifras, y vemos cuánto nos cuesta aumentar nuestro target de clientes/consumidores, al monto que hay que invertir para “mantener cautivo” a nuestro ya cliente, veremos que existe una gran diferencia económica. Ahora, porque invertir más en acciones DIGITALES y no tanto en publicidad convencional –ojo he mencionado, “NO tanto”– pues bien, el realizar una serie de acciones en el ámbito “digital” implican, en cierta manera un riesgo, sin embargo, cuando tienes bien definidos los “insights” de tu segmento, definitivamente tu inversión reducirá, en gran medida, su margen de error. Las empresas en Latam, sobre todo, se resisten a llegar a este punto. Invertir arriesgando, olvidando lo que dice el viejo adagio… “El que NO arriesga, NO gana”. El resultado comercial –por no tener en cuenta esta premisa- sería, permitir que la competencia nos saque ventaja, el otro perjuicio podría ser que el cliente deje de vernos más de cerca de ellos y opte por abandonarnos, ya que no estamos donde él está. Otra consecuencia que podría suceder, es que, perdamos representatividad en el mercado y la opinión pública nos vea como una marca obsoleta. Y podría seguir enunciando más probables consecuencias. Hoy el día el cliente/consumidor busca generar más interacción con la marca/empresa. Aprovechar toda esa data que circula en Social Media debe ser tomada en cuenta por el negocio, para crear y co crear nuevos productos/servicios, que, al fin y al cabo beneficien a ambas partes. Por esa razón invertir más en DIGITAL, implica una mayor investigación del mercado y el comportamiento del mismo. Las audiencias ya no son solo eso, alguien que escucha, compra y consume. Ahora ellos desean formar parte de ese proceso que significa sacar un nuevo producto/servicio al mercado. Por eso aquí les hago algunas recomendaciones del por qué es necesario invertir más en DIGITAL:

Conexión íntima, sí… suena algo exagerado pero se debe tomar muy en cuenta. Quieres estar más cerca de tu cliente/consumidor, entonces desnuda su menta ingresando a su perfil y conociendo más de él, solo así podrás ganarte su confianza y, convertirlo en un tiempo, en el mejor embajador de tu marca/empresa.

 Acéptate y cambia, Los negocios hoy en día, deben tomar en cuenta todo aquello que se dice de ellos, tanto en el aspecto online, como en el offline. Sí, es algo imperativo que la empresa aprenda a abrir bien los ojos y también los oídos, para estar alertas de lo que se exponga o diga, ya sea positivo o negativo. Aceptarse como uno es, con defectos y virtudes, es necesario, pero como empresa es INEVITABLE cambiar aquello que tus stakeholders piden que se cambie o mejore.

Invierte en escuchar y responder, Algo que muchas empresas aún se resisten a cambiar. Así como el Tío Ben, en el comic Spiderman, afirma que un gran poder o don, implica una gran responsabilidad, mientras más grande sea el negocio más grande será la responsabilidad de servir mejor a los grupos de interés, y con más intensidad a los clientes/consumidores. En tal sentido, hay que tener en cuenta que a nadie le gusta que lo hagan esperar en la línea de teléfono frente a un reclamo, a nadie le gusta esperar mucho tiempo en una cola para realizar un consulta/reclamo. Entonces, invierte en digital, eso hace que tu relación sea más rápida y directa, eso es ser más “Social”, existen muchas plataformas de Social CRM que integran soluciones efectivas para esto.

Haz vivir una experiencia, Cada vez más los clientes/consumidores están ávidos de vivir nuevas experiencias con la marca/empresa a la cual siempre le compran. Entonces, qué espera el negocio para brindar acciones vivenciales que le muestren cuán importante es él (cliente/consumidor) para la empresa. Aquí la parte “digital” es la fase de capturar información sobre lo que le gusta al cliente/consumidor y la parte vivencial podría desarrollarse en el ámbito offline. Sin embargo, se pueden crear experiencias digitales también, claro, que estas pueden implicar un mayor costo operativo, pero definitivamente el cliente/consumidor lo vale.

Trato humano, Suena raro, pero lo que trato de manifestar es que la gente hoy en día busca “calidez” en la relación con la empresa, no espera una actitud fría y dura, como la de un capataz con un peón. Ahora el cliente/consumidor, sabe que gracias a las TICs ambos están al mismo nivel, en tal sentido, esperan una respuesta de una persona como ellos, y no la respuesta fría de un gran edificio con un nombre de neón en su cima. La función del community aquí es VITAL, este debe estar en sintonía con la diversidad de público que puede llegar a comentar en su espacio, por ende, debe estar preparado para todo lo que pueda leer y responder rápidamente sin dejar de ser un humano y a la vez representante de la marca/empresa.

Distribuye responsabilidad, De acuerdo con el modelo de “negocio social” algunas áreas (Comunicaciones, Marketing y Recursos Humanos) deben cambiar su perspectiva de manejo, compartiendo más, no solo con el cliente, sino, con otros stakeholders. Los empleados,  los clientes/consumidores y, en algunos casos, los líderes de opinión deben recibir, por parte de la empresa, cierto empoderamiento en la administración de contenido en los canales Social Media. Es decir, si eres una empresa responsable y sostenible con tus acciones y comportamiento, es hora que empieces a enganchar con esos grupos de interés y sean ellos quienes empiecen hablar de ti en las redes, otorgándoles beneficios en experiencia –únicos- en los productos/servicios que ofreces.

Elementos visuales Cada vez más los clientes están conectados mediante smartphones lo cual implica una ventaja, si es que llevas una buena estrategia de Trade Marketing, ya que, más del 70% del contenido compartido en Social Media por parte de los usuarios de estas es gráfico, sino veamos el crecimiento desmesurado de Pinterest. Entonces, es momento de mejorar nuestra parte visual en el terreno offline y hacer que esta traspase al ámbito online, pero de la mano del propio cliente/consumidor. También hay que trabajar más con nuevos recursos, como las infografías, que son muy visitadas y compartidas por los usuarios de redes sociales, esto claro está en el ámbito online.

Definitivamente el no aumentar el presupuesto para desarrollo digital e investigaciones en el mismo campo, es y será el talón de Aquiles de muchos negocios en Latam. Existen más razones por las que hoy en día las plataformas digitales nos permiten mejorar el “compromiso” del cliente/consumidor con la marca/empresa. Y este potencial NO es aprovechado aún, por la falta de riesgo que tienen los directivos de algunas áreas. Si hablamos de Perú, el problema puede estar acrecentándose, y esto, debido a que muchos negocios desconocen los beneficios “reales” de una estrategia Social Media, y también es importante recalcar que No solo es trabajo DIGITAL, sino es un todo dinámico donde lo offline va de la mano con lo online, ¿no creen?

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Public Relations 3.0, where are we going?

Based on the approach of Bernays, 1922, the goal of public relations consultant should know, interpret the organization to the public and the public to the organization … Today, 2012, ninety years later, we see that it remains a constant in the communicative and relational management of the brand / company with its various stakeholders, and essentially with customers / consumers.

Dr. Michael Wu, Principal Scientist of Analytics of Lithium, in his presentation at the SugarCon 2012, held from 23 to 26 April in San Francisco, California, refers to the “science of the relationship. It makes clear that the human need to socialize and train community has been dormant since the Stone Age. Evidence, perhaps, that many companies fail to capture their understanding organizational culture. But back to back in time, this time in the 40’s where Pimlott British researcher says that the function of PR was critical, especially in the steering gear of the United States. For Pimlott, public relations help to cross “the chasm that, despite advances in education and communication between” us “-the millions of ordinary men and women, and they: the thousands who are in the area business …”

If we understand the concept that have tried to convey to researchers in Public Relations, and Dr. Wu can establish, based on Wu’s proposal, that to achieve a force on the bond, equal to the force of the “relationship” or relationships should be taken into account:

Time: based on the amount of time spent together or shared.

Intensity: refers to the emotional intensity and sense of closeness that is seen or felt.

Confidence: understood as intimacy or mutual confidence (transparency) in the actions and messages transmitted.

Reciprocity: included in the amount of reciprocal services, or the expectation of receiving in the same proportion in which it occurs.

If these are the foundations to be taken into account so that the “relationship” between the brand / company and their audiences coexist sustainably. The question is, what the business really understand the implication of the relationship and communication for sustainable development? Again we quote to Bernays. He believed that public relations should be based on knowledge of the social sciences. So the conclusion might be that the public relations professional to manage a broad social science information that can lead to an information overload and thus better able to lead and manage the relationships between the organization and its various stakeholders. With this little show I want to express academic concepts that today, public relations, become a necessity to foster understanding between the current “social business” and “society” composed of all stakeholders that the company has. For Sam Black, in 1962, public relations are “the effort planned, deliberate and sustained to establish and maintain mutual understanding between the organization and its public.” Not invented gunpowder, what has happened is that she has forgotten how to use it or where it comes from and what it does.

In this context and in the present, we must consider that in order to manage good communication and relationship, and thus better position our brand / company on our customers / consumers should understand. Social Media, the bidirectional channel, becomes the bridge, solid and perfect, to improve understanding between the parties as mentioned by the precepts of public relations.

However, as we must always be a step forward in managing communication and relationships with our stakeholders, then the Social Customer Relationship Management becomes the best channel to monitor and identify a number of insights that will enable the business to meet its adequacy and sustainability, not just “social”, but “commercial”.

Jesus Hoyos, an expert in CRM and SCRM in Latam, launched a post yesterday talking about the importance of generating command centers for the proper administration of social networks and communities. In the clear, fairly well, the need to create a special area devoted to the interpretation and content management as important to improve the “relationship and communication” of the company on our continent. It’s not just about “engagement” and associate it with the numbers of followers or fans on a page, you also have to measure the buzz and the consequences of that feedback to improve the progress of the company, not only to create new products and services, pleasing the consumer need-Marketing first-rather, look beyond the commercial and social interest. 2.0 channels both Social Media, such as Social CRM, to identify and recover data to manage, too, plans for Social Responsibility, which are necessary for sustainable development of both parties.

The imperative of public relations professional involves being investigated and innovate in ways to improve the communication and customer relations. To end with this proposal, technological convergence is allowing us to be increasingly more closely with our stakeholders, therefore, to analyze the evolution of the mobile platform is a particular issue in the management of communication. The apps, although they are an interesting alternative, in practice become expensive items in the budgets of businesses, small and tools they need to imbue in the social and economic ecosystem. However, the exploration of new ways of accessing the mobile environment is emerging. Everything leads us to believe that in the not too distant future, and because of the mobile connection to various networks, it is easy to predict modes and user behavior. It sounds quite “trend” but that we are targeting, if you analyze for a moment, Google has all your information, like Facebook, if you have GPS enabled account associated with Google, they will know exactly what daily routine, like Facebook photos with your location and places. Similarly Twitter also has the action. Analyzing all that information, process it and distribute it to various areas, but especially to the “senior management” is something the public relations area should be managed. All that action determining or affecting the image and behavior of the firm should be managed by the PR.

Where are we going, far away? But getting away involves understanding the environment, analyze it and understand it. Social CRM and Social Media give us all that data, but the company really knows decode for a social benefit and not just commercial. What do you think?

Action & reaction, after the Social Business must act with emotion and feelings

Sinergy in Social Business

After a dismal #BlueMonday, and some situations observed in Twitter I can reaffirm that if there is a percentage of emotion or feelings in the publications that are made in social media, your tool will not be within the true social ecosystem, nor will be a real social business. Maybe my statement is somewhat exaggerated, however, the law of reciprocity attributed me back several centuries, of course, according to Newton.

This is not something new, but is not identified by the managers of social media and less by the managers of the business, or perhaps the other way around. In every human interaction will always be a reaction to the stimulus. That is quite obvious, however, how to channel such a positive feedback to generate a business-friendly sound. Here the emotional ingredients are essential for optimum results and impact, which both supply and demand for that. A simple example that happened to me recently. My friend does not like cats, but I do. Yesterday an abandoned kitten approached me and began to caress contoured him affection. My girlfriend moved to one side, and realizing the rejection feline what he did was do the same with her eye, the animal acts instinctively assumed. My girlfriend, seeing that acted docile attitude, could not be cruel to the sweetness of the little cat. Emotion, the animal unleashed its sensitivity to be heeded, and he succeeded. She accepted it. Why a company can not generate the same feeling with the client /consumer. Here are some ideas how.

1. Recognize, correctly, in our followers/fans emotions and feelings we are ensuring greater assertiveness in generating social content for our channels, whether photos, video and text. Achieving the desired engagement is not easy, is not published for publishing requires a psychological analysis of our audiences.

2. The human being is a bundle of emotions and feelings that fluctuate in the social media vortex, between social business and business real. Simply pull both and bring them to an area where we can co manage them that both the business, such as stakeholder benefit. Many campaigns have achieved success within their guidelines when there has been an Insight to reflect an emotion or feeling in the audience.

3. The content often works more playful (gamification) in various socio-cultural segments. People live a frenzy that sometimes work in stress becomes, then, they seek refuge in places that get them out of pressure of work. And where do they fall? In Social Media channels. Here the time factor, ie, the moments are important to publish. Define schedules, is part of the exercise to be developed by the administrator of the community.

4. Within this vast “quantity” of followers you have on your Social Media, you must identify those emotions and feelings that are transmitted in the walls or tweets. That’s where the problem is generated from the Big Data, the larger your critical mass is more complex becomes the task of deciphering or recognize hidden Insights from photos, music and more that can publish your customers/consumers in their social networks. Social CRM tool is needed to make work less cumbersome when identifying publications with interest criteria for your business.

5. Arouses curiosity, recreates a feeling that identifies your business. This evanescent concept must prevail within your content on your social media channels. Appeal to psychological relativity to get what it takes refuge in the sentiment that must be synchronized with the needs of the client/consumer, generate greater engagement between both parties.

We are people behind this harshness, indifference or seriousness hides an ocean of emotions and feelings, which, without realizing it, businesses are still unable to manage to build a closer relationship between the brand/company and the customer/consumer. Being a social business involves listening, understanding stakeholders. Achieving the desired engagement means being a sustainable business that not only see their benefit, but also help in developing this social ecosystem that consists of humans, happy moments, but also sad. Applying the analysis and psychology in the treatment of content implies a high sense of ethics. Without it, these recommendations could be administered in a manner that does not generate a bidirectional crowdsource.

10 guidelines for listening and understanding in social business

Today most organizations worldwide have a web platform, and of course, a social media channel. But do use them effectively and in real benefit to business growth? Probably many people believe so. But do you really listen and understand what our stakeholders say about the company?

Here are 10 guidelines to recognize these aspects.

1. The listening involves being tolerant and accepting know what they say about your company. This license will allow you to achieve a social, ie that the various public let you easily grow in the ecosystem where you develop as a good corporate citizen.

2. Understanding is the result of proper decoding of the messages that make us reach our diverse audiences of interest, allowing our business, appropriate policies, based on the real needs of stakeholders, not assumptions. This is important to consider the various demographic variables of your public.

3. Listening also allows you to create value to your brand / company, consolidating the status in the minds of your public, whether the employee, supplier, customer, society itself, the government and so on. Show interest in the communication received generates a very favorable impact on audiences, such as answering a personalized message.

4. Digital communication is fast and interactive, in that sense, your business must pay close attention to the messages your public broadcast. An inadequate response or silence can become a crisis, not only in the online realm, but in the offline. The case UVK is proof of that. Respond quickly, positively or negatively and creates a positive feeling in the audience.

5. Today, thanks to digital communication, you get a much better understanding your customers, consumers, workers and other public and in their comments left on any channel can be embodied interactive Insight that a manager must know how to interpret the benefit of the business .

6. Listening, in digital communication, involves building a “bridge” to access the other side and in the same way, which is at the other end comes to you. Emphasizing that both are at the same level. The tone of the message is critical and should be governed by the type of public access in this way.

7. Another important factor is understanding that your organization should be predisposed to hear what people think or know about it, that way you can tune better with your audiences. Generating a communication in a digital environment goes beyond simply posting and people just read it. The content is exposed to criticism, praise, analysis and insults responsible for the administration of the canal should know bear and, if possible, to generate a favorable opportunity of an incident.

8. Your company, creating a space in a social network or another digital channel, is showing an interest in being considered a person, a corporate citizen, which seeks to adapt to their environment more, realizing that both generate real economic growth. It is very important to know to reach your public, use the same language as them, welcomes your comments and let them know that without them you could not grow.

9. The result clearly hear and understand what you say your group of interest using digital communication generates in them a feeling, an affect. In our society, people show a constant need to be heard, pay at that hearing is loyalty and attachment to the brand / company check it out.

10. Constantly analyze what is heard in the digital media will make your business is aligned to the constant movement of the social ecosystem, rapidly changing in recent years. Listen and understand what is said about the site itself or your company is vital to be in force in the market. But listen and understand, you are relegated and frowned upon by the new “social customer” avid of transparent, real and constantly updated.

Finally, we can say that the need for any business today is to listen and better understand their diverse audiences. If your organization wants to grow, have a social license, wants to co-create, aspires to public loyalty, then it should generate a good and appropriate digital communication where listening is an important factor, as well as show interest in what the environment tells you it’s like when conversing with someone and hear you, but do not listen, do not you mind? The same happens with public business.

Although the balance is slightly encouraging, much remains to mature. We have seen many cases where you can listen and understand is not necessarily the way to communicate for some companies. Managers used social networks to draw attention tremors of his followers, others have simply been blind, deaf and dumb at the time of a claim, and so on.

The trend is that more and more the public will be connected via mobile, more connections at home, anyway. Then it’s time to go adjusting to this new ecosystem, where if you can not hear and understand what you say about your company, just being relegated to the new social customer.

Trends 2012, social customer attacks

So far most of December statistics show a higher growth of digital communications, marketing and PR partner to establish more ties with the new social customer. Clearly the most innovative strategy will generate a better return on investment, however, take note that this implies more careful in the generation of content marketing for social channels. While more and more global citizens have a personal social window, they no longer expect just a good contest or a novel gift, to follow or become a fan of your business. Look for something more, an added value. Sure, marketing content, as some call it the content of value. However, it is actually linked to the marketing content is what the client looks for social. The trend in the Northern Hemisphere indicates that consumers /customers and not only want to be well informed, have now moved to a second level, much more demanding, knowing that they have in their hands a powerful weapon-the mobile phone or a tablet- with which they can attack the company if it does not act in an appropriate manner, ie with real and transparent, appropriate treatment, added to that worry, not only for today but for future product /service they offer.

Well, the strategies generated by some companies, in Europe, as in the U.S. are aimed at creating a more durable bond with their customers /consumers. The idea is to captivate you, stay and refer. The redirection of the strategy will focus also on proper customer service. Being a smart business, involves creating a permanent bond with the audience, no matter the diversity that exists within your network. Here the proper analysis of the “Insights” left by the followers or fans in the social window will be the best reference to construct a message that lasts over time, and that drives a mass. Not only that, business and social channel administrator must have the ability to transform that data obtained on behalf of the company and society.

The move to become a social business involves establishing an appropriate digital communication (PR), a good promotion (Marketing), innovation in product /service (crowdsource / co-creation) and of course excellent customer service (Social CRM).

The mobility of business is another major factor in the growth of the firm (reputation, branding) by 2012, be where your audience is, it means fight on the same land where they live, taking into account everything mentioned above. Who have, today, a Smartphone for simplicity and speed? Therefore, the business must involve the construction of platforms adapted to these requirements. Adapting a site to a mobile format, it is imperative, as well as thinking about creating or sponsoring an application (APP) that generates value to the customer / consumer. Of course this implies a cost a bit high for countries like Peru. However, the trend is headed in that direction. Telephone operating companies are already generating alliances with mobile and tablet manufacturers for mass use. For in thus aim to create or put your site to mobile format or launch a APP is no longer crazy.

However, we must take into account the following. The biggest barrier that occurs worldwide and, perhaps, with greater incidence in Latam, is that managers still refuse to hold an honest and transparent with their audiences, in social media. Most of the work aimed at marketing, promote or achieve sell. This must change, try to go further. Accepting our weaknesses and enhance digital communication transparent, audiences will feel they can trust in your business. It’s a simple psychological attitude, people are sick of them lied, people want honesty in the message and actions.

Resisting a free expression by the social client will be a major drawback for any company. The roadmap for business in 2012 should go toward cooperation, listening, enriching living experience the customer /consumer who probably next year attack force.

 

Social Business, the future is built by sharing

Since a few months ago, the phrase “Social Business” goes in with force in the context of modern business management. Yes, perhaps many Latino business owners or Peruvian, still reluctant to believe it, however, is an open secret that he who does not follow this direction will probably lose a lot of space in your market.

Today, the battle between who no longer has a better product / service, or who has the best advertising for broadcast. Today the “war” being waged in the consumer field, and no longer on the market. Thus, companies that understand this premise are directing their budgets, their attention in the field of Social Media (SM) or social windows and also in the field of Social Customer Relationship Management (SCRM). Heavy artillery is now directed to fill content (messages, videos, games, advertising, etc) the walls of our fans and supporters. Working on this means being where they are, feel, what they live, hear what they think and want. Companies are no longer created themselves, now co-create with the help of their audiences. But why believe this. Last year I wrote a series of articles mentioning the reasons why it was imperative to enter into this power and learn to listen and understand our audiences through social window. Today, one year later, the publications in places like Forbes, Mashable and the Harvard Business Review confirm this trend “Global” business.

The main thing to take to social change is to transmit this idea within the business culture that becomes part of their identity. Understand that not just use technology as another means to increase profits, but to think that through this bridge we can make our business is strong, durable and sustainable over time. Yes, it may sound trite rhetoric and up, however, is a reality. So understand that some companies would seek to understand this change to their audiences, not only to consumers / customers, to their workers and suppliers. Also, the other interest groups with whom we interact. Listen and understand that our potential employee is the horn of our culture, our identity as a business, is important. Hold a proper relationship and communication with him will become a “powerful ally” in the growth of our company. Give the option to work in the best way to reach our consumers / customers, should be a priority. The company’s executive staff should encourage today, meetings with your colleagues and hear that we have to say about our company and how they might make it grow and become more profitable. Co create, together with our employees and give them special recognition for that, will be best for the society shows that our interest is not only profit, but to be sustainable over time. Consider, for example, to conduct a competition in our business for the holiday season this year. Of course, the question is, but perhaps my employees know about Marketing, Advertising and Public Relations. Most likely, no. However, we may be wrong. They have many insights that as managers, may not know about our company, product or service. Often those agencies charged with the task of developing a campaign strategy and also ignore these data. Who better than who is at home to tell you what it takes to improve it. Perhaps some of you will say I am against the agencies. And the answer is again NO! I had the opportunity to work for some time on them and I know that often lack information on the famous “Brief” they receive for the development of strategies for a campaign. Therefore, incompatibilities often arise which requires the client and which ultimately provides the agency. Resulting in a poor campaign in the consumer group / client. Here, the basis of this proposal lies in learning to listen to our “partner” as an initial basis to start a company to become truly social. To complete the example, the best campaign proposal will be evaluated and improved by the agency and there will be a better understanding of what we really want to say out, starting from the inside. The contributor (s) will be our first piece of many that we will see that we really listen and understand, really, who provide most of his life to make the business grow. Move from offline to online, requires not only technology, but the collaboration of each of our stakeholders.

This is the first part of a sequence of 3 post seeking to pave the way for change in the way of seeing the business management from a social and communications.

PR:360° view of the business to build loyalty and trust

Definitely the environment and relational communication is advancing at a dizzying and if our business does not pick up on that train, unfortunately will be out of the new business ecosystem, where brands interact on a level with its various stakeholders. Gone was the idea of ​​company, distant, very old with communication and relationships at unidirectional.

Increasingly, we see on the network a series of articles and information about how to make a “engage” between the client / consumer and the brand / company, however, and despite all that information that surrounds us, often plans and strategies put forward are in limbo, or just do not get to close the virtuous circle to get the benefits or gains proposals. Let’s face as business managers, we want to generate income, dividends to the organization. Although, marketing or marketing-allowing us to take research-based to cover the needs of people today that role is becoming more complex. Thanks to developments in the communication channel is forced to “lower the level” and establish a more direct, clear and simple customer / consumer. We no longer offer just about what he needs, but let him know everything that is behind the creation of that good or service and how this can benefit over time without compromising the misuse of the social ecosystem and environmental. But this does not stop there necessarily must be added to this email-a-way interaction, giving you, the more value to our brand / company. This is the challenge of “Innovation” that lies in the areas of PR, Public Relations and Marketing-Business. This communication and relationship is stable more quickly thanks to social media, social media or social networks. However, do other traditional channels remain behind in the competition to come more directly to the customer? Of course not! The strategy should be linked to various traditional and non-traditional channels, but of course, explain that this depends on the latitude. It is not the same as a North American market, Europe and Asia, a Latino market, and being much more selective, you can not compare the handling media between the same countries that comprise Latin America. For the development of alternative media is not similar in the various South American markets. These preferences are not only determined by patterns of consumption, but, demographics and sociographic very specific in each country and each region in turn.

Currently generating positive experiences to the customer is one of the best ways to achieve image, reputation and confidence in our public. Years ago, customers saw it as a benchmark of trust, a company’s financial strength. However, today, this cost may be altered. In some markets, the need to establish direct relationships of trust through offline and online actions are more important to customers / consumers. Build trust through direct messages and reliable, it is an easy way to achieve fairness in the new client / consumer. Other companies opt for the “crowdsourcing” as a way to increase value chain of economic growth with very good results. A derivative of this could also be the Co Creation, or looking for co-creation of one or another way to bring more business to society. The word collaboration is immersed in the above, demonstrates several examples online that works. The issue is finding a way to make this “match” is accepted, understood and disseminated by the customer / consumer. From my point of view and based on the above, what to look for the area of ​​Marketing and PR is that the very people outside the company are its ambassadors of products / services offered. A test of these is the option yesterday launched Facebook, the usefulness of being able to label a page in the photo business a user searches for “indirectly generate increased brand exposure in other areas, allowing thus strengthening the concept of “brand ambassador” in the various fans or followers of a brand / company, thus generating new forms of work for administrators of the page.

Note also that, although the majority of fans or fans of a brand / company makes Facebook and Twitter to receive something in return, either a discount, any gift or benefit, this can be relative. Here comes the creative part of the management of the social window of the business that depends on an administrator or commonly called the Social Media  Manager or Community Manager . These people are responsible to perform a filtering function of all those who come to the page, a true work of ant. To determine various characteristics of the most enthusiastic supporters, it is essential to close the circle of diffusion and probable purchase of the product / service. Yes, yes, the online buzz increasingly becomes stronger, which is why Facebook has increasingly refined ways of measuring their share and I like to give the contents of a page. Another interesting analysis I draw from my experience in managing social networks is that it is women who are more interested in information on the brand / company. Another important factor that could be taken into account is that men, especially socioeconomic levels A and B or high level-to make it more universal- financial gain to be fans of a page. While other segments seeking to express and this is seen by others. In summary, many variables that must be analyzed when generating two-way interaction with the various stakeholders of a company’s brand is based on the insights of these, in other words have a deep understanding of our clients and also potential will allow us to create better communication and relationship. The innovative use of the various platforms that gives you the programming is also vital, playful, innovative are important in generating a rapport with stakeholders, of course, without neglecting the message, truthfulness, being consistent with what is said, not only in the online sphere, but also in the offline.

PR 3.0: Gestión de la Experiencia del cliente, una estrategia rentable

Hace casi un año, hablaba del cliente social y la empresa social, términos que en ese momento podrían parecer un poco inverosímiles. Sin embargo, la evolución y el tiempo han determinado que ambas palabras empiecen a tomar fuerza en el ecosistema social y empresarial.

Si  bien es cierto, a cada momento surgen nuevos paradigmas sobre el mejor manejo de la relación con el cliente, se debe tomar en cuenta que muchas de las acciones que se desarrollan hoy en día, se han usado en el pasado. Simplemente lo que cambia es el canal, la herramienta para transmitir los mensajes y su respectiva retroalimentación. Un proceso que Edward Bernays utilizó en la década del 20, para imponer el consumo del cigarro en la mujeres norteamericanas, hoy podríamos llevarla a cabo, ya no en un soporte impreso, sino en la nube o mediante un mensaje en tu muro de Facebook. Pero ¿cómo gestionamos una adecuada experiencia con nuestros clientes o potenciales consumidores? Esa es una pregunta que muchas empresas no han sabido responder aun, con claridad. Si bien, Marketing  hace el esfuerzo de administrar esta función, muchas veces no se adentra al análisis de los contenidos y, todo lo que está detrás de estos seguidores. El aspecto psicológico prima sobremanera en el manejo de la comunicación y la relación con nuestros clientes o cualquier stakeholder en las denominadas Redes Sociales o Social Media. De igual manera, hoy en día nos enfrentamos a la necesidad de ser sintéticos, directos, concisos en nuestros mensajes, Twitter por ejemplo es una muestra de eso. Empero, a pesar del poco espacio que se tiene para expresar una idea o sentimiento sobre la marca o producto, la necesidad de incluir dentro de la información una palabra que toque la sensibilidad del receptor es imperativo. Hay que tener en cuenta que la actualidad el nuevo cliente/consumidor necesita:

  • Un mensaje claro, así generará un estímulo en el posible cliente o consumidor. El contenido debe ser tener un enlace, donde la empresa pueda exponer mayores detalles de la idea que se emitió. En el caso de Twitter, se debe generar un hashtag (#engage) donde el seguidor pueda acceder a más información al respecto. Además esto permite una mediación del impacto del mensaje también y las diversas aportaciones que otras personas puedan hacer al Hashtag.
  • Una respuesta rápida, cómo en la radio, el mensaje es efímero. Por eso responder rápidamente ante algún comentario o sugerencia es primordial para el administrador de la ventana social. Si bien es cierto, el mensaje queda registrado, en el muro (Facebook) o el time line (Twitter) dependerá mucho, de la cantidad de amigos o seguidores que tenga el receptor para que pueda acceder al mensaje. Es por eso, también, que se debe seleccionar horarios de publicación.
  • Usar un lenguaje horizontal que permita una decodificación por todos los niveles socioculturales que se pueda tener dentro de las ventanas sociales. No hay que hablarle de Usted al cliente o consumidor, pero tampoco se debe caer en el uso de jergas o deformaciones idiomáticas para establecer un “enganche” con la marca/producto.  El nuevo cliente no es tonto y sabe cuando una marca intenta vender una imagen que no tiene.
  • Generar experiencias, promover la interacción mediante acciones, como publicación de fotos, asistencia a eventos de la compañía debe estar también dentro de planificación de administrador de la red. Así como la creación de juegos u otra opción lúdica, que permita al cliente vivir la experiencia de la marca/producto de una manera más atractiva.
  • Innovación Móvil, el generar una aplicación de acuerdo al tipo de producto/servicio que posea la empresas es otra necesidad. Hoy en día, la necesidad de estar en todos aquellos lugares donde el cliente está, significa, hoy en día, estar en su móvil. Así, estas App deben tener contenido de interés, atractivo, directo y hasta lúdico sobre lo que ofertamos.

Administrar una Gestión de la Experiencia del Cliente debe radicar en estos puntos, en el ámbito online. Sin embargo lo offline, también se debe tomar muy en cuenta. Esto ya lo comenté anteriormente, pues el uso de  herramientas sociales, significa un entendimiento por parte de la empresa, desde la alta dirección hasta el último empleado.  De nada servirá generar estrategias en Social Media, si es que en la realidad (offline) la organización no es consecuente con lo que publica en estas ventanas sociales.

Muchos empresarios pueden creer que la implementación de Redes Sociales o canales Social Media, implica solamente su creación y constante publicación, sin embargo, esto no funciona así, para poder acceder al tan deseado Retorno de la Inversión (ROI) se debe hacer un análisis constante del ecosistema social, no solo de nuestras propias ventanas, los mensajes y su impacto, sino, también de la competencia, foros de información generados por usuarios, que estén directa o indirectamente relacionados con la marca/empresa, para ingresar, de ser necesario y mostrar nuestra presencia. No hay que tenerle miedo a la discusión, si somos transparentes en nuestra información, sabremos manejar las situaciones. Conocer a nuestros “seguidores” o “fanáticos” es primordial, pero no de manera superficial, sino analizando sus perfiles, sus publicaciones. De esta manera podremos ir desnudando su interior (insigths) y así poder brindarles lo que ellos desean de manera muy adecuada. “Genera experiencias positivas y ganarás confianza y lealtad”.

PR 3.0: ¿El cliente social y la empresa social?

Desde hace unos días le estoy dando vueltas a la idea, realmente existe un nuevo cliente o “cliente social”. Haciendo un análisis ligado al tema de responsabilidad social, se me viene a la mente la pirámide de Carroll. El menciona que la compañía tiene y  debería cumplir cuatro responsabilidades, la económica, las legales, las éticas y las filantrópicas. Entonces si una empresa actuara de manera conscripta a estas responsabilidades, supone, que no debería existir una mayor inversión en cuestiones de marketing, relaciones públicas, customer relationship management (CRM) y el tan mencionado “últimamente” customer relationship management social (SCRM). Esta es una tesis que sí puede sustentarse, desde mi punto de vista.

Cuando se crea un negocio, se busca generar primero un beneficio económico personal –o grupal-, a expensas de la venta de un producto o servicio. Que, se supone, cumple a cabalidad con las necesidades del cliente o consumidor o del mercado donde será expendido u ofertado. Ahora bien, hasta aquí, hagamos un paralelo con la pirámide de Carroll. Este ejemplo cumple con el aspecto económico (generación de ganancias), el legal (ser formal), el ético (productos de calidad y post venta) y faltaría la filantrópica. Entonces para qué necesitamos invertir en mejorar nuestra relación con el cliente, si como me dijo Wim Rampen (@wimrampen) en twitter, “the best service is no service”… this is the mindset co’s need.  Para responder esta frase con la cual concuerdo, vayamos a la teoría del planeamiento estratégico y su evolución.

Después de la segunda guerra mundial el mercado se expandió  generando un consumo masivo desmesurado.  Debido a esto es que la empresa  se planteó, atraer a nuevos clientes, ofreciendo un valor agregado o ventajas diferenciales en el producto o servicio que ofertaba. En las décadas del 60 y 70 el contexto cambió,  debido al paso anterior, el cliente se volvió más exigente aún. Es por eso que los negocios se vieron obligados a posicionarse en los clientes a base de las marcas. El trabajó radicó en entrar al mind share del cliente. En las décadas siguientes, debido a la proliferación de marcas y sub marcas, es que se busca a través del planning, crear nuevas estrategias para destacar la empresa, la marca y el producto o servicio en el cliente. Es aquí que, conceptos como responsabilidad social, calidad total, toman fuerza en las empresas, así nacen también herramientas como el CRM.

Definitivamente he condensado y tal vez omitido algunos otros conceptos o sucesos, empero, entrar a detalle sería demasiado extenso. Pues bien. La respuesta a la frase de Wim Rampen, es volver a lo básico, a lo inicial. Simplemente ser un negocio responsable, cumplir con las exigencias del mercado, nada más. Qué simple, verdad. Pero, ¿quiénes realmente cumplen con estas? acciones. Casos como el de Nike y la sub contratación de niños para la manufactura de sus productos. Nestlé y la devastación de árboles en Asia para la fabricación de su aceite de Palma, entre otros más, nos hacen ver que no es simple agradar al cliente y menos a la sociedad.

Hoy en día, hay que aceptar los diversos contextos donde nos desarrollamos, para mis seguidores en Twitter -la mayoría norteamericanos- lo que puedo escribir aquí ,a veces, puede sonar extraño, pues es otro contexto. Cuando se habla de CRM Social, dirigimos la atención a la palabra “colaboración”, sustentada en la forma o la manera de escuchar y comprender mejor a nuestro cliente, gracias a la interacción que permiten las comunidades, blogs y redes sociales. Unificar la herramienta del CRM con los Medios Sociales es, hoy por hoy, el mejor utensilio. Claro según los mercados. Y esta evolución de las herramientas está amarrada al desarrollo del internet. Sin plataformas 2.0 que permitan interactividad simultánea, en tiempo real, no podríamos hablar de un CRM Social. Y en Perú, el tema está aún, como una tendencia.

Buscar y atraer nuevos clientes, es una necesidad para el negocio de hoy. En el hemisferio norte el trabajo realizado con herramientas de CRM y CRM Social puede funcionar pues, en ese contexto el cliente ya evolucionó, es un cliente informado y hasta podríamos decir que es investigador. Pues antes de adquirir un producto o servicio analiza una serie de factores de acuerdo a sus necesidades. Es por eso que en esas latitudes el “influenciar” es una necesidad. Empero, en varias zonas del hemisferio sur, el tema es distinto, los insights cambian y el influenciar pasa ser un tema secundario. Aquí aun estamos en la onda de apelar al sentimiento para concretar una compra y lo podemos comprobar, por ejemplo, en la publicidad peruana.

Entonces, ¿el “Cliente Social”, existe?, claro. Aunque algunos en mi contexto no se atrevan a aceptarlo. Esteban Kolsky (@ekolsky) hablaba de este término hace un tiempo atrás. Aceptar que los clientes son más libres de expresarse, sin importar su ubicación geográfica, transmitiendo sin darse cuenta a la empresa lo que desean, es una realidad que la Empresa Social debe consentir. Y para captar estos pensamientos existen diversos mecanismos de retroalimentación. Esto exige un cambio en el negocio, pues este debe ser “transparente” para lograr confianza y lealtad con el cliente. Las empresas de software en Norteamérica lideran una competencia acérrima para posicionarse con la mejor herramienta, Jive, Gatner, Lithium y otras, otorgan una serie de beneficios en el manejo de CRM Social. Empero, más allá de las herramientas, para mí, está el saber analizar los mensajes, la información y aprovechar esta, no solo en un contexto no solo electrónico, sino también, en un ámbito real, es decir, cara a cara. Ya expliqué en post anteriores que el cambiar o evolucionar no solo es adquirir nuevas herramientas tecnológicas, es modificar la cultura de la compañía y hacer ver, a la alta dirección, que asumir la existencia de un “Cliente Social” es una necesidad para la expansión del mercado, en el hemisferio norte. Aquí en el sur, aun es una tendencia que dependerá única y exclusivamente del avance del internet, sin embargo, está en crecimiento. De nada servirá en nuestro contexto realizar campañas B2C online si el retorno de la inversión (ROI) será mínimo. El impacto de las campañas se ve por el flujo económico que representa a la empresa, no por la difusión mediática que puede lograr. En fin. Aceptar la existencia de un Cliente Social y por su puesto de un Negocio Social es relevante. La Colaboración, al igual que la Responsabilidad Social y el Desarrollo Sostenible, son palabras que en su esencia van de la mano y eso es algo que se debe tener en cuenta, en esta evolución del ecosistema social.

PR 3.0: La evolución y los Medios Sociales

¿Crear una experiencia positiva en el “nuevo cliente” –más exigente, más informado- en base a aplicaciones, y otras herramientas electrónicas generarán una mejor comunicación/relación con la empresa? Esta es una pregunta que muchos empresarios e investigadores nos realizamos. La organización  debe comprender “claramente” que el ecosistema social ha evolucionado gracias a la tecnología. Esto obliga al negocio a adecuarse al nuevo orden social. Este no es un fenómeno actual. Sin embargo, la compañía se estancó en co evolucionar con el contexto social.

Hoy en día todos los negocios quieren tener una porción del ciberespacio o en la nube. Las innumerables herramientas que ofrecen las nuevas tecnologías de la información y comunicación, son ahora, objeto de análisis y encumbradas por las compañías. Empero, ¿qué hay detrás de ese espacio virtual? Como lo mencioné en la entrada anterior. Los Medios Sociales, no son la panacea para solucionar las ventas. Al contrario, de que me sirve un portal, un blog, una red social, si en el contacto cara a cara o en una llamada telefónica, no me comprenden, no me escuchan, no me responden.  El dilema que hay que dilucidar es que, los Medios Sociales, son canales perfectos para interactuar, conocer mejor –qué piensa, qué siente, cómo vive- nuestro cliente/consumidor. Reconociendo estos “insights” es que podremos crear nuevas y mejores experiencias con ellos (clientes) y así podremos ser “dignos” de recomendación hacia otras personas por parte de nuestros “embajadores” o influenciadores, o sea el cliente cautivo.

Identificar y aceptar que nuestros mercados comerciales son diversos, es otra premisa que la empresa debe tener en cuenta. Se trata de llegar a la mayor cantidad de nuestros clientes/consumidores, es por eso que usamos plataformas sociales, para “enganchar” con ellos. Ya que, antes, esto era muy complejo y requería de medios Above The Line (ATL) para mantener una identificación en el pensamiento del cliente/consumidor.

Analizar cada variable del ecosistema social es “necesario”. La unión del Customer Relationship Management (CRM) con los Medios Sociales da como resultado el CRM Social. El problema va en cómo engachar ambas herramientas de manera efectiva. Si bien es cierto, existen una serie de software y también programas en la nube. Estos son una parte, para mejorar la experiencia emocional del cliente. La otra mitad, está, en la persona encargada de analizar estos datos. Y en base al cruce de información generar nuevos mecanismos de acercamiento con el cliente/consumidor y también con nuevos segmentos del ecosistema social. Es por eso, qué, desde mi punto de vista, este trabajo requiero no solo de una persona que se dedique a responder los mensajes que se escriben, por ejemplo, en mi fan page de Facebook, sino también alguien que analice esas comunicaciones y cree e innove en nuevas maneras de generar lealtad, confianza y compromiso mediante las herramientas de CRM Social.

¿Estás de acuerdo con esto?, me gustaría saber tu opinión.

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