La humanización de las marcas en los medios sociales clave para triunfar..
Firefly Millward Brown, empresa de análisis de mercado, ha presentado los resultados de su estudio cualitativo que analiza los comportamientos y actitudes de los consumidores frente a las actividades de las marcas en los medios sociales.
Aunque la mayoría de las organizaciones reconocen el potencial y la importancia de los medios sociales no tienen muy claro cómo ser lo suficiente atractivos y generar confianza en los consumidores, como resultado, muchas empresas no utilizan los medios sociales o lo hacen de manera incorrecta sin tener en cuenta las consecuencias que puede tener para sus marcas.
Los consumidores, según el estudio, buscan en las empresas que sean transparentes, aporten contenidos relevantes y, sobre todo, que se comporten más como amigos que como compañías. Los usuarios quieren dialogar con las marcas, que escuchen sus necesidades en vez de lanzar mensajes en los que no se tiene en cuenta lo que los consumidores piensan, sienten o quieren.
En resumen, el objetivo debe ser que las empresas tengan una cara humana y que no conviertan los medios sociales en un mercado de negocio como hacen muchas de las empresas más importantes que tienen un portavoz que actúa como imagen de la marca.
El estudio muestra las diez consejos para interactuar con los consumidores en los medios sociales:
1. No volcar los contenidos de la página web en los medios sociales. Los consumidores buscan cosas nuevas y diferentes de las marcas.
2. Primero escuchar para luego crear un diálogo.
3. Para lograr que los consumidores tengan confianza, las marcas han de ser honestas y transparentes. Por lo general los consumidores perciben que las marcas prefieren esconderse detrás de las políticas de empresa y procedimientos que admitir sus errores o deficiencias.
4. Personalizar la marca poniéndole una cara para lograr esa confianza en los consumidores.
5. Ofrecer un valor adicional. Contenidos exclusivos, adelantos de nuevos productos y servicios son muy valorados por los consumidores.
6. Ser relevantes. Los consumidores quieren ver contenidos que atiendan a sus necesidades o deseos.
7. La conversación debe ser de amigo a amigo. Una comunicación simple utilizando un lenguaje coloquial, los consumidores no quieren que les hablen con tecnicismos o utilizando un lenguaje comercial.
8. Dar más protagonismo a los consumidores escuchando sus peticiones lo que llevará a una comunicación más efectiva.
9. Evitar que la percepción por parte de los consumidores sea que las marcas son intrusivas con publicidad en los medios sociales.
10. Dejar que los consumidores hablen por las marcas.
Fuente: www.Puromarketing.com / 19-11-2010 (04:49:58)
viernes, 19 de noviembre de 2010
viernes, 5 de noviembre de 2010
martes, 26 de octubre de 2010
lunes, 25 de octubre de 2010
viernes, 22 de octubre de 2010
Thai Life Insurance Company
Cuando los comerciales tratan de persuadirnos y nos hacen reflexionar.. usando mensajes racionales de profunda emotividad y mucho sentimiento que están asociados a la cotidianidad del ser humano, con el objetivo de enviarnos un alerta y generar una necesidad y un sentimiento de apego hacia la marca y/o el servicio promovido..
jueves, 21 de octubre de 2010
miércoles, 20 de octubre de 2010
martes, 19 de octubre de 2010
lunes, 18 de octubre de 2010
Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most
Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries.
Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.
“The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.”
However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions.
Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.”
Brands Gaining Global Trust… In Some Regions More Than Others
In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey.
Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed.
“The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
viernes, 8 de octubre de 2010
What is Social Media Anlysis for?
What is Social Media Anlysis for? Social Media are about Conversation online, measuring Buzz and Advocacy of a Brand or products helps understanding how much and how they are talked about along with competitors. We developed the Brand Race Quadrant to summarize the information and give marketing a strategic vision.
A Marketing Plan cannot leave out of consideration Social Media. In Freedata Labs we strictly believe that the secret of success comes out from the integration between traditionl media and social media, which is the "right place" where creating relationship with clients. We Listen to what is said in the Web and therefore we elaborate strategies and tactics for our brands activities (Act).
A Marketing Plan cannot leave out of consideration Social Media. In Freedata Labs we strictly believe that the secret of success comes out from the integration between traditionl media and social media, which is the "right place" where creating relationship with clients. We Listen to what is said in the Web and therefore we elaborate strategies and tactics for our brands activities (Act).
jueves, 7 de octubre de 2010
Redes Sociales como herramienta de Marketing -Twitter-
Twitter es una herramienta nacida dentro de las redes sociales y que está siendo utilizado por miles de empresas y emprendedores para ofrecer sus productos y servicios. A continuación 7 tips muy sencillos para hacer uso de ésta herramienta en el mundo del marketing.
Stratego: Nuevas Tendencias de Mercadeo
Stratego: Nuevas Tendencias de Mercadeo: "Los participantes de este Blog son: Daniel Godoy Pedro Quevedo Gustavo Bastidas Corina Diaz"
CRM..New Philosofy and Bussiness Estrategy to Perform and build a relationship between Customers and Companies in order to provide mutual benefits !
Social Networks and CRM
Customer satisfaction is an integral part of company growth and success. Customer relationship management (CRM) systems offer businesses a way to keep current customers satisfied, as well as a way of finding new customers. Social networking can play a huge role in both these endeavors.
Many companies incorporate CRM systems in order to manage and organize all the contact it has with both existing and prospective customers, through software
or Web-based approach that supports these ventures. For example, customer data
and interactions can be entered, stored, and accessed by personnel based on
several categories. The data then can be used to encourage better customer service with comprehensive information, and to improve targeted marketing. Social networking offers yet another channel to accomplish both of these goals.
This natural marriage between next-generation social technologies and enterprise platforms brings together a powerful tool for the ever-changing corporate world. Whether your business is large or small, the benefits are countless. For example, a large corporation can use social networks for providing better customer service to their already large customer base. A small company may use social networks to reach more people and spread the word of their products and services. In the end, the main goals are providing better customer service and attracting new customers.
While the list of social networking possibilities are many, here are a few examples of social networks being used for customer relationship management:
* Create a profile page free of charge and tell everyone why your company is the best. On your profile page you add logos, videos of products, customer testimonials, and pictures.
* Facebook is all about meeting people and growing your friend list. Use this to your company’s advantage by accepting new friends, all while creating more business.
* On Facebook, you have a “wall” where customers can post comments and engage in dialogue with one another. This can also be useful when connecting with product representatives, and sister companies.
* Use the polls on Facebook to get quick information and opinions from your actual customers. This knowledge is extremely valuable when making decisions about your future.
Blogs
* Having the customer be a part of the conclusion/solution can ensure a satisfied customer, because he or she helped solve the problem.
* Communicating with the customer may help alleviate simple tensions, and resolve misunderstandings. Employees tend to feel less stress when customers aren’t explosive and unhappy.
* Social networking is in real-time, which allows companies to be responsive and accurate. Customers are used to being frustrated by being put on hold in call centers. Blogs can help resolve this problem by offering an easy way to be heard.
* Sometimes customers are more comfortable reaching companies in a way that makes them relaxed. A blog can offer a non-confrontational way to ask questions and make suggestions in a casual environment.
Facebook and blogs are just two examples of how social networking is advancing customer relationship management. In general, integrating CRM social networking can bring companies to the forefront of the business world. It helps companies reach customers in a safe, easy to use, and quick way. In a world where customers want results fast, bridging the two channels together creates an innovative way to approach customer service.
miércoles, 6 de octubre de 2010
Unlocking the elusive potential of social networks
(To realize the marketing potential of virtual activities, you have to make them truly useful for consumers)
(To realize the marketing potential of virtual activities, you have to make them truly useful for consumers)
First, a powerful way for a brand to be useful in the virtual world is to confer social importance on its users. Second, “virtual items” are critical to stimulating social interactions that may in turn generate word of mouth.
The power of importance
An effective way for a brand to be useful in the context of social networks is to make people who originate a word-of-mouth conversation seem important within their own social environment. Recognition by peers is a powerful motivator, and brands that allow users to gain it deliver real perceived value. When users publicize that recognition, it translates into word of mouth. Companies can confer this kind of importance—for example, by issuing achievement “badges” that users can post to their Facebook profiles or by deploying leader boards or achievement scores of all types. As Web sites evolve to become increasingly dynamic experiences that let people interact in real time, the value to core users of being recognized for their prominence in a community will only increase.
We’ve also learned never to underestimate the value consumers place on opportunities to brag online about their achievements. That’s made significantly easier through the clever integration of a Web site with Facebook and Twitter. We see this phenomenon daily—for example, on the forums of our Bodybuilding.com site. When members boast of reaching their target weight or other goals with help from Bodybuilding.com workouts, we receive authentic and credible word-of-mouth endorsements at almost no cost. In fact, if recent behavioral research is accurate, these experiences can create “contagions” in which the behavior of users is mirrored by their networks of friends, amplifying the word-of-mouth effect and reflecting well on the underlying brands.
The allure of virtual items
It’s our strong intuition that virtual items play an important role in facilitating virtual word of mouth. This belief, at its core, is based on observing user behavior. While the notion of virtual goods—nonphysical objects used in online communities and games—still puzzles many executives, it’s quite apparent that consumers love them. People acquire or compete for virtual items obsessively on Foursquare, Zynga, and many other sites. It is estimated that virtual goods have become a very real $5 billion industry worldwide.
So why do consumers pay real money for online objects that don’t actually exist? Their motives reinforce our notion that users seek online importance: they purchase virtual goods primarily for self-expression (such as virtual houses or virtual gifts) and for recognition (such as virtual badges for becoming, say, the “mayor” of a bar on Foursquare). These behaviors are too widespread and intense to be fads, and marketers need to recognize them as meaningful. Brands should actively experiment with ways to use virtual goods as catalysts of word-of-mouth media.
Virtual gifting is becoming an important consumer activity among Facebook members. Today, much of this activity is free, but Facebook is introducing a virtual-currency “credit” system that will allow sellers to get real dollars for their gifts and other items. In the context of a social network, it is not a stretch to conceive of virtual gifts as important objects, especially as their availability can be strictly limited. Just think about the fervor consumers accord collectibles of all kinds, from baseball cards to dolls to coins. If virtual items prove similarly desirable, they are likely to be a big deal for consumers and marketers, as well as a great tool to create useful word-of-mouth media.
We’ve also found that basic laws of consumer behavior still apply: consumers love a bargain, and companies should take full advantage of social networks as powerful notification tools. Users can be alerted to sales or to the expiration of a promotion, but companies must be mindful that these feeds and tweets are designed as catalysts to generate virtual word-of-mouth media. They are not social-media junk mail, but legitimate content objects—actual pieces of media that we want the initial recipients to distribute to their friends.
One final recommendation:
No gimmicks. Forget dancing monkeys, artificial contests, or stupid tricks; they add no value and waste people’s time. A commitment to being useful in social-media activities means a commitment to creating only high-quality interactions. Again, regarding word of mouth as a media product makes it easier to define what quality means for your particular activities. There are clearly many ways for brands to make themselves useful to consumers, so managing virtual word of mouth goes well beyond maintaining a Facebook page or a Twitter account. Exactly how far remains to be seen, and companies should apply an experimental mind-set, while being careful not to overinvest.
Word-of-mouth marketing through social networks could emerge as an important tool in the marketer’s arsenal. That will depend on whether marketers can tame the fundamentally unpredictable and serendipitous nature of word of mouth without losing what makes it so valuable in the first place—its authenticity.
martes, 5 de octubre de 2010
Nuevas Tendencias de Mercadeo
Los participantes de este Blog son:
- Daniel Godoy
- Pedro Quevedo
- Gustavo Bastidas
- Corina Diaz