Sánchez-Ocaña Alejandro Suárez. TIME-sector employer since 1998, CEO of Group Publispain, the Network of Blogs Entertainment Networks SL Blogs and Lazer President Inversora Foley, Director and Founding Partner of Yes.fm, consultant and investor in several companies in innovation, new technologies and internet.
Public relations and success in Social Media
I am not the best person to make a guide for updating the old code of ethics of the Internet; Netiquette at the age of social networks. In fact I am sure that many people linked to the Web 2.0 that could do much better than me, but if it is true that I have months observing the phenomenon in silence and drawing many conclusions.
I would at least be able to identify patterns that I think are important to attack literally no contact and damage the image of your company or your service in particular. Public relations and marketing in social media love more or less, but a clear trend in 2009 and many companies rush to enter with the left foot and the user there are some things we do not forgive.
The great revolution of social media is to put in the same plane to the message sender and receiver. Equally roles. That's why companies that want to work the concept of social media correctly need to develop a good use of public relations and customer service, so neglected during these 15 years of internet in Spain. It is a most uncomfortable position for the issuer of the message, not accustomed to having to listen, but also fair and that will portray the quality of customer care products and services.
What is important because the PR?
Firstly the need for real two-way communication. Has ended "this is so, take it or leave it" unilaterally change the terms of service (which is to say that brown Facebook has eaten) you not only demands a good or service that is interesting, is also taking part of it and made it as part of the generation of content. The user is not be a passive, now creates not only view and thus ownership and demands.
These are some of my conclusions:
- The medium is not the end, is only part of the road INITIAL:
You've created your account on Twitter, your Facebook or MySpace channel. That's why you have not adapted to the times or you understand nothing. This is the zero-day, even you have not tied with anyone. There are many companies that believe the end is to be there, That is just the beginning!
Do not fall into the trap of these channels of communication with your potential users to communicate simply offline that simply by doing your company has adapted to changing times. Within a few years, these channels are created by default, the difference will be who correctly use and that is what complicated. Open accounts and groups to abandon them or use them with little success, to have a negative perception on the part of users.
- Add something
You can do so on Twitter, Facebook, anywhere ... but adds something. Do not come only to "sell your book" if the community sees that you are an actor, a participant in the conversation, collaborative and not a body created to promote a product, possibly perform some action when the capillarity of marketing and perception will be much better. The idea is not a promotional robot, but a user to investigate, participate, collaborate and contribute, you have to have their own opinions waist, and its role of corporate image and brand presence of prostitution is not personal and real.
For example, this original and very interesting application for Facebook from Burger King, where we will give you a Whopper in exchange for a Little? slaughter on Facebook, a fun initiative. In other initiatives, CAN (Caja Ahorros de Navarra) creates community of Banca Cívica with blogs on Research, Environment, Culture, Development ...
- Do not by ass (sorry) per bag:
What we can not pretend to give it coñazo all day with your product, however good it is. This image is a perfect example of what is taken for forgiveness ass, per sack. Your political party seems different, my attention what you do and I want to know something more. " I join your group and do not stop the spammer info, up to 4 messages in 3 days. Obviously, I am tired, I swear you remove and Aramaic. Why not be ready, dosing information, and plantearte if for example I am in Madrid, do not send me a message every day Galician elections or questions, maybe I'm not interested and I was literally cargante .... maybe this has been an opportunity to meet has ended in disagreement.
- Ten waist:
Although extremely delicate you'll notice people who do not like that companies use for marketing promotion and social networks; respétalo. If you are going to shock and provoke clashes, especially if you act with arrogance (see case KETEK on Twitter) community gives you back.
- Organize creates, provides:
Offers users participate. Accept criticism and be smart. Perhaps your product is not the best in the world, if you have to talk and congratulate your competition, do it, you will appreciate sincerity and yearning for improvement. Never mind that they will not do the same with you, so if the user perceives. Show that you really, close, available and accessible.
- If you get leg, Apologize, laugh and be original:
Do not think you know all about social networking and social media, this is very new to almost everyone, from the base to get the leg: asúmelo and acknowledge when necessary. It is a new field and cumbersome. Interact, learn and if you have to do it, Apologize. Nothing more unpleasant than a company that pulls ahead with rolling once puts his foot to avoid an apology. Many times it is necessary and the community accepts and appreciates.
) y luego lo referencie en el Twitter de Keteke como si fuera un post de un tercero . Especially not pick shortcuts, do not try to do stupid things like creating a cumbersome-read blog for anyone to give birth to those who criticize you and do not think you can post a reference for anyone, is worthless if you do not have years behind as blogger and people you follow, the clearest example of the responsible marketing of Ketek, Angel Rivera, who since his own blog set to give birth to Twitter users who have given back (whois) and then referenced in the Twitter KETEK like a post from a third party.
Worse still, if someone sells internally the idea of putting our people to leave comments like crazy "for our company / product / service. Trolls are not liked by anyone in the blogosphere but if you do it over using the IPs of your company .... too obvious. Doing a disservice to your company (and possibly ridiculous), if you're judge and jury, he believed, like everyone else, but do not camouflage a normal user and explain your role on a personal level.
Memorable however if Electronic Arts after an error in his game Tiger Woods PGA 2008, which had a bug that Tiger could walk on water that was caricatured in a video on YouTube, not just fix the wrong, but responded with a glorious video with Tiger Woods in the flesh in the 2009 version of the user who reported Levinator25 and created a video about the ruling. Now, in 2009 Tiger walks on water is not a bug, got barefoot and it does because it is so good!. Message: You have heard, we fix the bug, we have grace and you do a nod to the one we used at the Tiger Woods: viral 100%, 100% effective, it is an error in processing a success.
- If something goes wrong, do not hide:
Do not minimize the errors, if there are problems do not disappear and come back when they are resolved, or you merely say "you notify the responsible" if something goes wrong is the face, acknowledge, explain or even Take a certain philosophy and sympathy for the user. Like KETEK received many criticisms, some of mine, but here were very good, detect and warn a bug, take it with philosophy:
- Learn, improve your service:
But learning that you must make your own. Follows. Do not think you can open question "as the best that" unless there is confidence for this. If you are Telefónica and questions as best that you possibly say with reason and many of us miss a few laughs, "I do not do free consulting services to Telefonica, pagadla."
The objective must be to communicate, meet, learn from the user. Every time I see more of a presence in social networks quantified, such as "Facebook friends in 5000," That can not be measured, the user is much more than a number!, We seek a good perception of the users that you add is you get the chance to do your job, not the objective to reach the goal is to be welcomed to participate, serve, entertain and communicate. Best 500 ever users pleased that 5000 had enough of you.
- Maximize your offline hits:
A product such as natural gas is not exactly viral or 2.0, but on the contrary a total brick ... unless your case study of offline advertising on television (the announcement of the dead man's cold out singing that aims to Natural Gas ), is used in social networks like Facebook. The result ¡¡165000! Fans' man of Gas Natural, ready to receive communications and new advertisements and promotions.
Another success story is the dog Pancho Lotteries and Betting the State with which it is offered for a couple of seasons Lottery Primitiva. Pancho has its channel on Facebook, profile Tuenti, fotolog own YouTube channel.
- LISTEN and once you've done this: Use it to give support and help
For me one of the differences with the promotion in social media in the USA and Europe. U.S. support "seeks" the user wherever they are. Listening is key. Often a user does not like or does not cover a service, and always appreciate the interest that has not rebutted, but in listening to you, tell you that your complaint or request falls on deaf ears and / or further information if necessary. It has been one of my concerns Yes.fm, listening is very different from just listening, not just what you say, but especially the buzz on blogs or comments heard twitter. Often misunderstood, or we found we could explain our position on certain topics with a happy ending.
The director of a company, however big it is, not only did not lose the time listening to a user, but also receive a rewarding and valuable feedback that will not find in any focus group, in fact, loyalty, lets you see which is the flesh and makes prescriber service on many occasions.
In some cases we had Yes.fm well, one in which I was involved with the user SpaceBom, which I still long for the network because I think it is a good SEO. Interestingly I saw a comment on Twitter giving him a "bon voyage" to Yes.fm:
I noted the comment and moved on internal contacted Kiko Fuentes, Director of Content Yes. And drawing days later that SpaceBom casually commented in my blog:
I took the time to let you know that he had read his twitter:
It came to me a valuable feedback to meet and discuss:
And can I ask Kiko Fuentes participate and we clarify:
We followed a user on Twitter and blogs, we talked with him, and we have not sold any encyclopedia, and I think we could see that their opinion matters to us and we want to improve our product, and you see our point of view, that on the other side there is someone who listens, accepts the criticism and tries to improve service and your feedback (yes, even us a good trip, it is useful and appreciated).
The attention is always appreciated, and is part of the image of our company and if we get a loyal user, or at least catch their interest, the better:
To end a final comment. I very much doubt whether these channels (Twitter, Facebook) should be maintained by an agency or someone from the service. For my agency can take a perfectly provided that 1) it is well known to the service and 2) have immediate access to the company and has a representative who can if necessary provide personal attention, including in decision-making.
(thanks to Christian Red by some of the cases as an example. I wrote this post thinking I give a class for students this afternoon in the Online Marketing of FDI, if you're one of them I have "destripaó)
Tags: agency late, Web 2.0, EA, EA SPORTS, KETEK, Marketing, social media, Yes.fm
21 Comments for "public relations and success in Social Media"
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Excellent post on the importance of public relations online. Any activity of any company that wants to plunge into the world of social media must be accompanied by an excellent public relations strategy to achieve the desired effect. I think that's the main reason (lack) for a failure or not having the expected success, as well as others not knowing the language of networks, such as entering a bull in a china shop (Ketek), and so on.
I'm staying with it that directors earn when you download from the pulpit and relate to all types of channels with the customer: for the valuable feedback received and the loyalty that means that the "representation" of the company speak directly with them.
We also emphasize that many new players in the middle or not knowing what it is so cast tools. They have been advised to do so and it opened a twitter account or create a profile on Facebook, but without any vocation or maintenance of effective communication in a bi-directional.
I hope this will change in the course given to these companies, politicians, etc to "Create a Tuenti" includes a bit of philosophy of communication in both directions proposed by the social media.
For some time in the company where I work we talk about Social Media and always maintain that the main way that a company should follow is to be firm and be a person with company name and secondly that if you have these open channels serve to contribute to who you read.
Un saludo
A brilliant post, really. And with "bonus" to the extent that it is not an expert in social media "(as a person providing professional services related to the subject) who writes, but a" business "means that a perfectly functioning of new media.
[...] Is simply smart salute. Rioja has Sánchez-Ocaña Alejandro in his article "Public relations and success in social media", which sets a very clear vision and structured as a manager of [...]
Excellent post, Alejandro
It is a problem of my day to day. As Creative Director of an agency, we are in the problem of having to evangelize in a new communication tool that is not available to 98% of companies in Spain. Not by economic or technical, but for education.
If it costs us and make us deliver static content from a website, imagine what could be the food of a Social Media, Twitter user and every place so that you want.
I think that those who live permanently connected, easy to lose perspective of what's happening in the real world. "
In the last event of the CAN and MINUB Valladolid, there was not only a poster pasted on the door, and the mega event would be, we went 8 geeks, of which 3 were with me. With the convening power of these new tools, yet is influential.
Likewise, new possibilities for operating the agencies, since it is a good niche in which to offer content generation. But ... in turn, this procedure "depersonalized" to the company.
Rioja said. These are new times in which we must adapt, but not in the United States. Spain remains a poster and stuck with zeal at the bus stop, has more real impact that any of Twitter.
Un abrazo.
Emiliano Perez Ansaldi
PS: to see if we can do something with those "hams"
Well you are quite right in what you say, Alexander, but with nuances. A few weeks ago we opened our calnal on Twitter and we have had experiences both good and less good. I suppose that like any company in their day (do not have the infallibility or the Pope
When I hear some fellow trying to sell a roll Twitter, I remember trying to be treated as the fax 15 years ago: as a communication channel. Twitter and social networks will open doors; channels. But the art of PR is to properly use those channels. Do not try to get elephants through the eye of a needle, as do many times (I include myself among the sinners, eye)
I sent your post on Twitter and the time you read this simyo_es I http://twitter.com/simyo_es/statuses/1244461308
It is an account of a worker Simyo used for customer contact, the best I know (in Spain) that handle very well in Social Media Twitter.
Incidentally, I am client Simyo and so I will.
First, congratulations for the post, very interesting and informative.
In my view the strategies of online public relations are a reflection of what is done outside internet, just as the activities and initiatives of people in social networks have their equivalent in real life, in everyday ; people more sociable and participatory rioja is inside and outside the internet.
So I try to learn, collaborate and improve each day as demonstrated in their actions on the network and the time will each in its place, as in life!
Hola Alejandro.
Very good post, teaching and super clear!
In my opinion and experience with several companies, I believe that these channels are maintained better from an agency q desdela company, for several reasons:
- Imparcilidad (impulsivity moderated)
- Expertise and range (handle more than one company / sector)
- Independence (I have no head control rioja andalusia I q, q, and said how can I do?
pq and especially have no one who knows to do. It appeared as if the shoppers are going to computers, now they do not know if this will be to manage marketing, advertising, external relations, the three at a time ... ignore the issue and are very afraid of losing control in their communications! !
Totalt agreed to enter into these channels, it is just a inicio.Y is another vital issue already, and to try to improve things, it is clear that this was not arranged with shortcuts or book
I hope I have contributed something.
Thanks Alejandro, I think your post exudes common sense.
Indeed, Emiliano, I feel very identified with your comment. Our experience is that most directors of communications and marketing have heard things about Web 2.0 but do not know very well what is the issue. Some people want to be and do things (I do a virus, please) and those that simply make life difficult.
But on the other hand, there are a lot of people "selling" things. Twitter hear an open, create a corporate blog, go on expanding their social networks ...
Since when did the color printers, because we have one, make the letters with different colors to get juice to the topic ...
Each organization is different and it is easy to implement recipes but probably not very effective.
@ Jose Maria Fonseca, whether to name names and face is important
vi @ jlopezmc rioja from twitter and hum ... @ EARC, creoq ue was an error in your concept, provide input as an agency, not a person.
@ Emiliano Perez Ansaldi, if 7 geeks, but I think it's logical. I have no doubt that the call is higher in some years, possibly fill huge venues like that.
Today these channels should be considered as a 2.0 seed. An example of days ago. I write a post-si, Pelin radical, right-on the ICO, so many people and read through viraliza Meneame. (which increases exponentially traffic)
Echo 2n 2-3 days as the media Confidencial, Actualidad Economica, the Economist (you play) or Punto Radio interview me about it ... the virus is already full. The germ web2.0 but the 2.0 and traditional communication
At the end all be all because I asked him personally apologize (tb via Twitter, of course). You know more than this but I think that Twitter (as a corporate agency) must appear at the "old" wires and that is my intention to channel LEWIS. Into an information channel and multi multemático. Lack refined, that is true. In fact, had personally administered the canal, had never made that comment to Eduardo (mea culpa, because I am responsible and abettor).
Respect individuality, as we conceive it that way. 4 at the agency are those that feed (with names and surnames). Maybe we should find ways to identify "signature" - when Twite ...
Congratulations again for the post-Alexander, the conclusions seem to me excellent and as said above there is a pleasure to have as clear from the viewpoint of a client and not a social theorist of the media.
@ jlopezmc EARC with respect to the incident I saw him and I think the mistake was that the response did not contribute anything interesting or valuable to Eduardo. From our position in the responses Twitter should aim to help or solve problems. However, the important thing is to learn along the way.
@ christian - have more reason than a saint
I sometimes feel that the country's most visible entrepreneurs (with the blog, mostly) make a partisan use of faith and if the facilities it says.
The truth is that beyond good manners to say everything is geared exclusively to image, so much misuse penalized.
Despite such use as partisan and interested in business for half thought for people and assaulted by companies, I congratulate you for the item. I hope that many entrepreneurs will read and implement it.
Greetings.
Alejandro:
Your reply makes me think of new questions 3 (what I weighed today).
Which is more important?
1 - What was said?
2 - How and where it says? or ....
3 - Who said what?
I think I know what I mean.
Un abrazo.
Emiliano Perez Ansaldi
I like to explain things easily.
And thanks for the part that touches me
As @ lordjerome Twite was "answered" by a weak first experience in yes.fm I could not agree more with this post. And I add that listening to "human" has been central to my experience with a better service. And of course, the feeling that your opinion is important even if you're not a megagurú the network has no price