Sánchez-Ocaña Alejandro Suárez. Entrepreneur and Business Angel of the Internet and new technologies sector.
This text is a forum published by The World Economy and Business and can be read in pdf here
Companies have increasingly at the door of event agencies, communication and public relations open channels in social networks like Facebook and Tuenti that since a few months ago in marketing activities have ceased to be mere channels of communication to become in attracting users axes for both virtual and face events. The grouping of like-minded users in large platforms 2.0 makes much of the work of communication and recruitment is in the hands of the virality between them.
There is no better channel of communication which is not perceived as advertising and even use this user as a promoter of the message becomes more effective and gateway lamejor possible. In America, the great giant Facebook has been for years an indispensable weapon in the major concert tours of American artists. If there is a community of fans of the Rolling Stones, with thousands of members who interact with each other, are not they the best promoters of the message and an effective way to attract new fans?
And if there is such a community, would not it be smart to create it, promote it and participate? This type of strategy reaches even the política.Todos remember how the current U.S. president, Barack Obama, used Facebook in the last election as one of the basic smotores his presidential bid.
This social network was instrumental in convening and organizing campaign events and acts that were followed by more than 3,000,000 people, who were not only recipients of the message, but also lend themselves to collaborate on local events of the latter. He had thousands of prescribers across the country. Similarly, as can be seen similar cases in other countries. Dozens of national and international client loyalty and capture its users through a marketing model in which the traditional public relations has changed its role. Now the Internet is used to prescribe and invite users to participate inthe events such as The private concert by a singer.
The result: a remarkable success in attendance and a strong brand image projection. And not only the physical events have their place in social networks. For big brands, the use of viral and web 2.0 becomes vital, also through other media such as forums and blogs. Using this type of interactive promotional tools get a hearing very similar but higher than could be obtained with traditional media. And with an investment of 10%. Thus it is important to understand the use of Web 2.0 in the context of artistic, social and sports, through unconventional new advertising models that will produce success in participation, success of the event and feedback. A very interesting combination for the times.