martes, 10 de noviembre de 2009

WEB Avestruz

La Web 2.0 es intimidante y da miedo, lo sabemos; innumerable veces se nos han acercado y nos han comentado que ellos prefieren no entrar en este mundo porque les pueden hacer daño; porque el consumidor tiene demasiado control en el universo digital: aquel descontrol de comentarios y las mentiras que van y vienen con respecto a nuestras marcas. Pero la WEB 2.0 está ahí, la vean o no, la ignoren o no; es un lugar donde se habla de ustedes, de sus marcas, de todos.

Que sea un gran descontrol, y que la gente sea la que tiene el poder máximo no es excusa para ignorarla, para no hacerle frente a los malos comentarios, a la crítica y a las calumnias de la competencia o de algunos usuarios insatisfechos. Al contrario, la WEB 2.0 es la oportunidad perfecta para escuchar lo que están diciendo de nosotros y mejorar en nuestros servicios, hacerle frente a las mentiras y aprovechar el descontrol para ser percibidos de mejor manera.

Si un avestruz esconde la cabeza no quiere decir que desaparece; aunque ella lo piense así. No seamos avestruz y escuchemos al consumidor, que hoy en día tiene más poder que nunca, incluso que nosotros. Recuerden siempre a Dave Carroll y su UNITED BREAKS GUITARS.

Movistar es Avestruz, United Airlines es Avestruz, Intercable es Avestruz, El Nacional es Avestruz; el costo de solucionar lo que dicen por internet es mínimo en comparación con la gran cantidad de recursos que invierten en publicidad tradicional. Pero simplemente prefieren ser avestruz e ignorar los problemas.

Para muestra un botón (en twitter):

Farmatodo:cadena de tiendas que gastan colocando muchas cajas para pagar pero pocos empleados para utilizarlas. que piña ir alli!!!!!

Y esta joyita:

Mi queja es con la Sra Luci Zambrano Gerente del Banco exterior agencia la Campiña, debe ser que la sra tiene problemas con el marido porque recurri a ella para una información, y solo recibi de ella groserías fue déspota intolerante

(Lo sentimos Luci)


Recuerden siempre que percepción es realidad, y lo que percibe la gente está influenciado en lo que leen, escuchan y dicen en el mundo 2.0. Escuches o no, te involucres o no, tu consumidor va a hablar, es tu decisión enfrentarlo, es tu decisión ser o no avestruz.

28 comentarios:

Ramiro Casó dijo...

... y lo peor es que algunos piensan que Social Media es una moda de adolescentes ociosos. Recordemos el efecto que Twitter tuvo hace poco en ocasión del cierre de las emisoras.
La otra cara de la moneda, obviamente, está en que aquella empresa que sepa sacar la cabeza de la tierra, terminará sacándole una ventaja enorme a la competencia. Sino, piensen en lo que hace El Universal vs El Nacional.
Abrazo

Andrés Maturén dijo...

Ramiro,

aquellos adolescentes ociosos dejarán de ser adolecentes y seguirán siendo poco ociosos al adueñarse de las compañías y los medios....

Esa ventaja de la que hablas es real; lo que pasa es que no es sencilla, al igual que la mayoría de las cosas en mercadeo. (esto no es solo poner un banner y sentarse a esperar)

Un millón por tu comentario,

un abrazo.

Anónimo dijo...

Great information! I’ve been looking for something like this for a while now. Thanks!

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