Archivo de la categoría: social crm

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?

The eCustomer’s reapplication: Communicate


If we stop a moment and think how the world changed in the last 60´s, we really be surprised more than we think. In the 50’s, and because the post-war, companies could position themselves in the customer’s mind easily. There was less competition, fewer tools for communicating, everything was simple. With a little ingenuity and a medium budget lograbas achieve your financial goals faster.People you thought you wanted and, especially, I remember. Thus Kolynos brands like Frigidaire (frigider), Ace and others, came to permeate the minds of consumers, who for decades have not forgotten those names. Who of you are not a family member has passed, dad, grandparents or uncles have asked, buy Kolynos, instead of asking for toothpaste, or keep things in the Frigider, instead of saying the refrigerator. 60 years later, the world has changed and the company no longer has the same power over the client, not only television, radio and posters, there are now more channels where communication. More competition, more specification of products and services, but there is also, more customers.
The areas of communication have expanded they have grown and we have to keep in mind that each is directly related to the other. If you get a good image and reputation online and offline must work strategically. Thanks to the technologies of information and communication technologies (ICTs) the company may have a very important access to customer data, which until a few years ago, was simply part of a statistic. Today, that customer becomes visible and shows its power and influence to their peers, build relationships with more and more people around the world (Social Media), is more informed (WEB), has everything you want in the palm of your hand (Smartphone). Via network connectivity, social media and mobile smart to Latin America is growing. But the company really takes into account these fundamental aspects to provide better user profiles, create custom products and services. In LATAM, not yet, in the northern hemisphere “Crowdsoucirng”, Co Creation, and Innovation, based on the information generated by the customer, yes.
Many businesses, especially in Latam leave out communication to achieve their goals as a company.  There is no general principle of communication that spans the entire organization, harmful mistake. Know where you want to go, what you are, what exist are basic principles that must meet each of the members of the company. Build identity, help grow the organization to meet its business goals.But how we achieve that, communicating, persuading our partner to achieve this goal. Once passed these principles at all, within the business, it will be reflected in the shares of the company in order to build a strong culture, values and principles that should not be ignored by the environment surrounding the company. Busy is a word that every company, small, medium and large should be aware, from the inside out and vice versa. Today there are countless communication tools (no information) so that all stakeholders are aware of what you want the business to where it goes. Gone was the client / consumer ignorant, unaware and uninterested in the company who would buy. A global example occurred last year was the case Nestlé and palm oil for the manufacture of any of their products. Here in Peru, Ripley is a precedent case of miscommunication in every sense of the Retail.You can no longer continue to ignore stakeholders and especially the customer / consumer. Every word, every message you post in your social windows, must be approved in the offline world. Creating Value, Reputation, Social Performance and so achieve the desired ROI is achieved only with a team from all areas of the company, which is a living organism composed of human beings, they feel, think and now also can express themselves freely, as well as other stakeholders. This means that the business must be more alert than ever. Monitor the various channels of communication and respond quickly is imperative in a eSociety. Gone was the company’s distant, quiet, hidden behind a large building. Today this huge building has become a huge window where nothing can be hidden, as before. For  intelligence business, intelligent communication is needed to have a favorable e-commerce, you need to access the network and if you want to be in it, you must submit to the demands of social customer or eCliente.

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