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4 factores para lograr engagement

La influencia del desarrollo económico y social ha empujado a las organizaciones a darle una mirada fija a la construcción de una verdadera sinergia entre los públicos y la organización. Es evidente que, como todos ya conocen, el contenido es muy importante. Sin embargo, existen otros factores más, que influyen, al momento de propiciar un “compromiso” entre la marca/empresa y el consumidor/cliente.

Mix de medios para alcanzar un adecuado Engagement

Convergencia en los canales de comunicación

Si bien es cierto, la comunicación digital es preponderante al momento de la construcción de un engagement. Es necesario aclarar que esto depende del contexto económico, social y cultural del lugar donde se pretenda realizar una campaña. Es decir, existen regiones en Latam y, en otros continentes, donde el medio digital no es el mejor canal para transmitir un contenido de manera efectiva. Por eso, es preciso realizar siempre un mapeo de los mass media y los e media que permita al área de Comunicaciones y Marketing a determinar un mix de canales para llegar a cumplir el objetivo planteado en la campaña y así comunicar de manera efectiva a todos los públicos involucrados.

Aquí también es necesario hacer hincapié de la ventaja que obtienen las Relaciones Públicas en el aspecto del manejo de contenido, no solo de manera textual, sino también en el ámbito relacional, que incluiría, los eventos en vivo. Generar espacios para relacionar la marca/empresa, desde un aspecto online y off line con el cliente/consumidor es imperativo dentro del manejo de la campaña. Este año y el próximo, las campañas de Marketing deben apuntar a generar mayor experiencias en los públicos de la empresa. Es preciso decodificar adecuadamente toda la información “big data” y realmente evaluar que porcentaje ayuda a la construcción de lazos  fuertes con los consumidores/clientes. Llevar estas experiencias a espacios públicos y gratuitos donde las audiencias puedan tener una mejor comunicación y relación con la marca/empresa será importante al momento de generar engagement.

Social Media no es el único camino

Como se deja ver en el primer punto. Se debe ser consciente de que los medios sociales de comunicación  no serán los únicos encargados de resolver los problemas o cambiar la imagen/reputación de la empresa.  En tal sentido, aprovechar estos espacios para mover a las masas y saber lo que ellas esperan o quieren del negocio, es lo principal. Muchas agencias tienen como objetivo crear campañas o “estrategias” donde el común denominador es un regalo -para aumentar su cantidad- como si eso, repito, ayudara a resolver problemas o provocara más ventas. Lo único que hace ese tipo de acciones es mover cifras de seguidores/fans, pero no revela un verdadero compromiso y lealtad del consumidor/cliente a la marca/empresa.  La idea de Social Media es, que la comunidad mueva tu marca a través de sus redes, que ellos se conviertan en embajadores de tu negocio. Entonces ¿las campañas en la actualidad se aproximan a ello? La semana pasado un ex alumno me hizo la consulta, campañas exitosas en Social Media en Perú. Mi respuesta fue, “mi valla es muy alta” considero que el éxito de una campaña no se mide por la cantidad de fans que le generen a una página en Facebook o en Twitter. El verdadero Retorno de la Inversión se verá reflejado en cómo la gente empieza a hablar de tu marca en las redes, esto basado en tus acciones. Fomentar el crowdsource y la co creación es algo que aún no queda claro para algunas agencias o empresas en Social Media como medio de retorno. Tal vez, por esta razón Electrolux está organizando un concurso a nivel mundial para cambiar su logo/marca.

Conduce y conecta con los públicos

Hoy en día, el cliente/consumidor es más exigente, es evidente. Por ende la brecha entre la transparencia informativa y el público es cada vez más baja. Así la reputación corporativa convive en un nuevo contexto social, donde los valores y el compromiso del negocio se ven reflejados en las acciones y relaciones, entre la marca/empresa y las audiencias, solo así existirá un core business fuerte que permita una sostenibilidad económica y social. En pocas palabras, una marca corporativa fuerte será el mejor respaldo de un producto/servicio. Al marketing de consumo ahora se suma la reputación corporativa, por eso es necesario trabajar en conjunto con los públicos, es la mejor alternativa para crear un verdadero engagement.

Responsabilidad y comunicación

Sumado a los puntos anteriores el promover la coexistencia en una sociedad transparente y responsable debe ser otro punto importante al momento de establecer una estrategia de comunicación. Así, fomentar desde el mix de canales, las acciones de Responsabilidad Social realizadas por el negocio, es imperativo.  Más allá de promover concursos y regalos, habría que promover valores y cultura entre nuestros grupos de interés. Hay que tener en cuenta el amplio poder que tienen hoy en día los clientes/consumidores para ungir o defenestrar a una marca/empresa. Por ende, actuar de manera responsable, transparente, con autenticidad y un compromiso social a largo plazo, son la mejor manera de actuar en este nuevo ecosistema social.

La red ha permitido hoy en día que miles de personas nos conectemos a nivel mundial, atravesando barreras de espacio, tiempo e idioma. Rebatir esta premisa y actuar ciegamente a este precepto puede costarle años de sacrificio a un negocio. Nestlé, BP y otras en el mundo lo saben, no importa si tu negocio es grande o pequeño tu. Lo que importa es que comuniques adecuadamente a todos tus públicos. Tal vez, si tienes en cuenta estas premisas, tu empresa a mediano plazo pueda reconocer económicamente lo que ha sembrado. Todo depende de la actitud que los directivos quieran tomar frente a estos retos que propone este nuevo contexto comunicacional.

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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.

 

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.

PR 3.0: El amor, la empatía, la confianza y la reputación en SCRM

Hace unos días leí un post que asociaba a los medios de comunicación social (MCS) con una relación de pareja. Puede parecer un poco descabellado, empero, la realidad en este entorno electronal puede llevarnos a pensar que es algo bastante serio.

Si hacemos un pequeño análisis nos daremos cuenta que si existe una similitud. Bien, cuando alguien nos interesa, ¿qué es lo que generalmente hacemos? Creo que esta respuesta es diversa y dependerá mucho del carácter y la “estrategia” de cada persona. Sin embargo podríamos decir que el estándar sería seguir los pasos de esta persona, ¿qué hace?, estudios, música, hobbies, etc. Luego vendría lograr obtener un número móvil o correo para luego intentar establecer una frecuencia de salidas que permitan generar “confianza”, “empatía” en la persona que nos interesa.  Que dicen, más o menos este es el inicio del proceso, verdad. Es difícil encontrar relaciones que obvien estos pasos, salvo, claro está, que sea algo muy fugaz. Una vez que se ha logrado ganar la confianza y el respeto (reputación) de la persona es cuando estamos listos para dar el paso de establecer o proponer una relación “formal”. Es obvio, que esto depende de ambas partes, si uno creer estar listo pero la contra parte no. Entonces, se debe esperar o en todo caso saldrá al aire las razones de una negativa.  Si la respuesta fuese sí, tengamos una relación, se debe iniciar un nuevo proceso de adecuación. Más profundo e intenso, que busca una compenetración con visión de futuro. Donde se implicarán valores, costumbres, crianza, cultura, etc. El integrar ambas variables dará como resultado una futura familia, que a su vez procreará y transmitirá ese cúmulo de variables a futuras generaciones. Si el proceso de adecuación falla, generará una serie de vacios y complicaciones en ambas personas.

Para la empresa sucede lo mismo, o ¿no?

Creo que es bastante claro que sí. ¿Qué es lo que desea lograr una compañía en sus públicos? Aquí hay varias aristas, lo comercial –lucro-, lo social –ser responsable socialmente-, la imagen de marca/empresa –la reputación- entre otras. Las organizaciones buscan infundir en sus stakeholders  principalmente sus productos/servicios, su cultural, sus valores, su imagen e identidad, con la finalidad de que estos confíen en ellas. Y ahí si compren sus productos/servicios, al mismo tiempo que los puedan recomendar y hacer de su marca/empresa un elemento trascendente en el tiempo. Acaso difiere mucho del objetivo que tiene una persona al estar con otra. La empresa es un  ciudadano corporativo que busca en sus públicos una adecuada relación que les permita a ambos crecer y subsistir en un ecosistema social sostenible. Entonces las empresas hoy en día debido a la evolución cultural de las naciones adelantadas reflejan en sus campañas ese interés por escuchar, comprender y actualizarse acorde las exigencias del mercado.

El Social Customer Relationship Management (SCRM) es una consecuencia de ello. Su versión anterior el Customer Relationship Management (CRM) brindaba a la organización una serie de variables que le permitían a la organización estar enterada de lo que sucedía con sus clientes. Empero gracias a la web 2.0 y la creación de los Medios de Comunicación Social (MCS) o Social Media (SM) es que les permite interactuar en tiempo real con sus públicos haciendo que los lazos sean mucho más fuertes con la empresa.

El interactuar es vital para el empoderamiento de ambas partes. Palabras como co-creation o crowdsource están enraizadas en la participación que tiene el consumidor/cliente con la empresa o cualquier stakeholder. Enamorar al cliente en un entorno SM entonces requiere de mensajes cargados de transparencia que busquen empatía, confianza y así con el tiempo generar lealtad, reputación hacia la empresa. Todo empresa debe ser responsable socialmente, no solo desde el aspecto de apoyo a la comunidad con la que interactúa, sino también, en los mensajes, el los productos/servicios, en la atención, en el servicio post venta. Lograr una sinergia en todos estos campos mediante redes sociales o comunidades en línea es básico. El trabajo no es sencillo pues representa a la organización un real conocimiento de cada público y sus posibles sub segmentos. Entonces el proceso de enamoramiento entre la empresa y sus clientes/consumidores es un trabajo bastante laborioso, que requerirá de una estrategia pensada, analizada basada en el conocimiento, en la investigación. Mientras más interactúes con mensajes de interés mayor será el vínculo que generes con tu público. El barómetro de Edelman está basado en eso. En el contacto y el grado de interacción que pueda tener la empresa y sus seguidores. Entonces para que crezca la empresa en un ecosistema social necesitará de amor y empatía, ambas generarán confianza y reputación a través del tiempo. Sin embargo, no sé debe descuidar esta relación una vez que dejes de ser interesante puede que aparezcan nuevas alternativas que atraigan la atención de tu público. El monitorear constantemente el contexto y estar a la vanguardia tecnológica, permitirá a la compañía mantenerse viva en el entorno del ecosistema de los Medios de Comunicación Social.

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