Alejandro Suárez Sánchez-Ocaña. Entrepreneur and private investor sector Internet and New Technologies.
This text is an article published by The World Economy and Business and can be read in pdf here
The phenomenon of Social Media has come like a gale and it has to stay, and the business world is no exception. Companies tend to pay greater attention to the use of blogs and social networks, a phenomenon previously despised. The social web has empowered the user and often that can generate some headache in our own company, employees infidels, filtration and poisoning information, canards that OurProducts around and / or services traversing the network and can, if they are quick to tackle, be a huge problem we have to face. Internet has become in few years in the media.
Anarchy and freedom of the system, the halo of anonymity that is enjoyed and the speed with which information flows, flowing from user to user in seconds, do you have to be especially attentive to what is happening around our brand . Commercially or image may be severe damage if not tackled the problem, if it is minimized or neglected. In this regard we note the case of a Spanish company: Ikea, which surely will have gone through another company in another country. For several years, a post on one of the blogs of reference in Spain in the field of web 2.0, Microserfs, was the first result on Google when searching Ikea, above the firm's Web. That post was a cruel criticism of the company based on the experience of a single user under "Ikea, as lying to customers."
Even today if you Google comes out in the top of search engine results. In recent years this has been a headache for the Swedish firm and the negative comments of others participating in this article have been happening nonstop, feeding each other. A few days ago, the company was finally able to position your propiaweb the less over harmful content. A partial solution, a battle won. But a single user, skilled in the use of Web 2.0 tools, had jeopardized the communication strategy of Ikea for over a year. This erosion continues today. In the world there are millions of internet users, a negative perception in the network affects us and isa direct blow to our line. Positive information is a trickle, but the negative, even erroneous, is viral in nature.
Therefore, in recent months they begin to flower companies engaged in listening to and managing the buzz, rumors and echoes of internet forums, social networks, blogs, and Twitter. It seeks to capture positive and negative trends (focus group what better than this?), To find problems and information leaks and even disloyal employees. We have to take care of our image and this can only start to listen and monitor what happens, and climbing fast tackle problems internally, however small they may seem, and never underestimate the middle.I'm not the best person to perform a manual update old Internet code of ethics; Netiquette to the social network era. In fact I'm sure there are many people connected to the Web 2.0 that could do so much better than me, but if it is true that the phenomenon took months quietly observing and drawing many conclusions. I would at least be able to list the guidelines that I think are important to not literally assaulting contacts and damage the image of your company, service or yours in particular. Public relations and social media marketing enjoy more or less, but they are a clear trend in 2009 and in many companies, the rush, go with the left foot and the user there are certain things we do not forgive.'s Great social media revolution is put on the same plane to the message sender and receiver. equating the roles. That's why companies that want to work the concept of social media have to dress properly for a good use of public relations and customer service, so forgotten during these 15 years of Internet in Spain. It is an uncomfortable position for the sender of the message, used to not have to listen, but also to allow fairer and portray the quality of customer products and services. What are important because the PR? First place by the actual need for bidirectional communication. It is over the "this is so", "take it or leave it" unilaterally changing terms of service (tell that to the brown Facebook has eaten) the user is not only demanding a good service or that this is interesting participant feels well and in fact it is so because it is part of the generation of content. The user is not a passive, not only believes now creates and therefore feels part and demands. These are some of my conclusions: - The medium is not the end, it is only the initial part of the way: You've created your Twitter account, your channel on Facebook or MySpace. So you have not adapted to the times and you understand nothing. That is day zero, you have not tied with anyone. There are many companies who think that the end is to be there, it is only the beginning! Do not make the mistake of creating these lines of communication with your potential users to simply communicate offline that just because it has your company adapted to changing times. In a few years these channels are created by default, the difference will be who is using it correctly and that's complicated. Open accounts and groups to abandon them or use them with little success, have a negative perception on the part of users. - Brings something: You can do it on Twitter, on Facebook, wherever ... but brings something. Do not come only to "sell your book" if the community sees that you are one more actor, a participant in the conversation, and not a collaborative entity created to promote a product, possibly when making any marketing action capillarity and perception will be much better. The idea is not a promotional robot, but a user who inquire, participate, collaborate and contribute, you have to have your own opinion waist, and his role of company and brand image not prostitute his personal presence and real. For example this original and very interesting application for Facebook from Burger King, where I gave away a Whopper in exchange for a Small? sacrifice on Facebook, a fun initiative. In another development initiatives, CAN (Caja Navarra Savings) creates the community of Civic Banking Research with blogs, Environment, Culture, Cooperation ... - Do not give up the ass, (sorry) per bag: What you can not pretend it is coñazo give all day with your product, however good. This image is a perfect example of what forgiveness is giving up the ass, per sack. Your political party seems different, I am struck by what you do and would like to know "something more". I join your group and you keep spamearme info, up to 4 messages in 3 days. Obviously, I'm tired, and I swear in Aramaic eliminated. Why not be ready, dosing information, and ask yourself if, say I'm in Madrid, do not send a message to the Galician elections or ask me every day, maybe I'm not interested and I find it tiresome .... literally maybe it was an opportunity to meet in disagreement over. - Ten waist: Even being extremely picky you'll see that there are people who do not like that companies use for promotion and social media marketing, respect it. If you're going to shock and provoke confrontations and especially if you act with arrogance (see case Keteke on Twitter ) community is going to give back. - Organize, creates, provides: Provides users participate. Accepts criticism and be smart. Possibly your product is not the best in the world, if you have to talk and congratulate your competition, do it, you appreciate sincerity and desire for improvement. No matter what they will not do the same with you, if so, the user also perceives. Prove you're real, close, available and accessible. - If you mess up, apologize, laugh and be original: Do not think you know everything about social networks and social media, this is very new to almost everyone, assumes the they shall bring the leg: deal with it and admit it when necessary. It is a new field and cumbersome. Interact, learn and if you do, apologize. Nothing more disgusting than a company that pulled forward rolling yet once messes avoiding an apology. It is often necessary and the community accepts and appreciates. ) y luego lo referencie en el Twitter de Keteke como si fuera un post de un tercero . Above all do not take shortcuts, do not try to do stupid things like create a shabby-blog that nobody will read to make you give birth to criticize and do not think that a post of yours can be a reference for anyone and is worthless if you do not have years behind as blogger and people you follow, the clearest example of the marketer Keteke, Angel Rivera, who from his own blog puts calve at Twitter users who have given back ( whois ) and then referencing on Twitter Keteke like a post from a third party . Worse if someone sells you the idea internally to "put 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. You do a disservice to your company (and possibly ridiculous), if you judge and jury, says, like everyone, but not a regular user camufles and explain your role personally. Memorable however if Electronic Arts that after a mistake in his game Tiger Woods PGA 2008, in which a bug was that Tiger could walk on water was caricatured in a YouTube video , not only fixed the mess but responded with a glorious video with Tiger Woods in the flesh in the 2009 version Levinator25 that informed the user and created a video about the fault. now in 2009 Tiger does not walk on water by a bug, and is barefoot because it does that good!. Message: I have heard, fix the bug, we found it funny and I do a nod to that we used to own Tiger Woods: viral 100%, 100% effective, it is an error in transforming a hit. - If something fails, do not hide it: Do not minimize the errors, if problems do not disappear and come back when they are resolved, or limit yourself to say "you report to responsible" if something fails da face, admit it, explain it and even take it a certain philosophy and sympathy for the user. As Keteke received much criticism , some mine-but here were very good, and warn detect a bug, take it philosophically: - Learn, improve your service: But that learning what you do by yourself. Deduced. Do not think you can ask openly "as I improve this" unless you have confidence in him. If you are Telefónica and questions as I improve this, I say, and probably rightly many we'll take a laugh-"I do not do free consulting Telefónica; pagadla." End must communicate, meet, learn from the user. Every time I see more targets quantified social networking presence such as "5,000 friends on Facebook", that can not be measured well, the user is more than just a number!, Seek a good perception of users that you add is I get the opportunity to do your job, get not the goal, the goal is to be welcomed, participate, serve, entertain and communicate. 500 users always best pleased that 5,000 sick of you. - Maximize your success offline: A product like natural gas is not exactly viral or 2.0, but on the contrary a Brick total ... unless your case study offline TV advertising (notice the man died of cold warbling which aims to Natural Gas) is used in social networks like Facebook. The result 165,000! fans of "Gas Man" , willing to receive communications and new advertisements and promotions. Another success story is that of Pancho's dog State Lotteries is promoted with a couple of seasons Primitiva Lottery. Pancho has its channel in Facebook, Tuenti profile, fotolog own YouTube channel. - LISTEN and once you have done: Use it to give support and help to me one of the differences with social media promotion in USA and Europe . In support USA "follows" the user wherever he is. Listening is key. Many times a user does not like or understand a service, and always appreciate that there is interest in not refute but listen, tell your complaint or request falls on deaf ears and / or provide you with more information if necessary. It has been one of my concerns Yes.fm, listening is very different to simply hear, not just what you say, but especially the buzz hearing comments on blogs or twitter. Many times, we detected misunderstood or we could explain our position on certain issues with a happy ending. The director of a company, however large, not only does not waste time listening to a user, but also receive valuable feedback and nurturing that you will not find in any focus group, in fact, you loyalty, lets see which is of the flesh and makes prescriber service on many occasions. In some cases we have had Yes.fm well, one in which I participated was with the user SpaceBom , which still makes time for the network because I think it is a good SEO. Interestingly I saw on Twitter a commentary giving a "good trip" to Yes.fm: I took note of the comments and I moved in domestic; contacted Kiko Fuentes , Director of Content Yes. And drawing days later that SpaceBom casually commented on my blog: I took advantage of the situation to let you know that I read your tweet: So come to my valuable feedback to address and analyze: And I can ask Kiko Fuentes involved and we clarify: We followed a user on twitter and blogs, we have talked with him, and we have not sold any encyclopedia, and I think he could see that his opinion matters and we want to improve our product, and you see our point of view, that there is someone on the other side, listening, accept criticism and try to improve service and your feedback (yes, even though we travel a good, useful and valued). The attention is always appreciated, and is part of the image of our company and if we retain a user or at least capture their interest, all the better: Finally one last comment. I have great doubts whether these channels (Twitter, Facebook) should be maintained by an agency or someone from the service. To my agency can take perfectly whenever 1) knows very good service and 2) have immediate access to the company and have a representative who can if necessary provide personal attention, with decision making included. (Thanks to Red Christian by some of the scenarios.'ve written this post thinking about a class I taught this afternoon to students at IED Online Marketing, if you're one of them I "destripaó") As part of the communication strategy Yes.fm we started working on Social Networks. I firmly believe in this new communication vehicle, that if you work well and consistently can establish an excellent channel of communication between users and staff of any company. Initially our presence is going to focus on Facebook , Tuenti , MySpace , a video feed from YouTube and a user of Twitter . I think to start are the key points, but if anyone believes that we let in the air somewhere, I'd love to know. The idea that we work with, and I think is important, is that channels are dynamic and offer new options for the user, run competitions, online events, music releases weekly to encourage community and off portal where exclusive promotions perform for members channel, I am particularly concerned than just promotional vehicles, but add value to the user that the more people trying best meets Yes.fm around these social media channels. I understand that in the coming years we will see flourish dozens of agencies and departments within large companies dedicated to creating community and development of value-added content and promotion within this new type of media. How powerful is this? Suffice it to say that the account of U.S. President-elect Barack Obama has been followed during the U.S. elections over 1,700,000 friends on facebook, what facilitates real-time communication within this network. Of course this is an extreme case, but today an example to follow. I have much interest in the development of these initiatives. I'm using facebook and twitter, but on a personal level. We've never launched an ongoing campaign and online for our products in all these new social media supports. Hopefully we can make them grow and add value. Them create and abandoned half is ridiculous, we should be very active in them and is a work of hormigita , working on medium and long term. If a member of the networks here are the newly created channels, hope you snagging one of them, and we are starting to upload content. Yes Community on Facebook on Twitter Yes.fm Myspace profile Yes Youtube Channel Video Yes. fm MySpace Yes This starts now will be a very interesting course in the field of Internet advertising. On one hand the dreaded crisis that is installed in the company and this is an obvious fact just by looking macroeconomic data, but this contrasts with the growth data of Internet advertising in the first quarter, which rose 28 % according to Infoadex. Personally I think the second quarter data reveal an increase but to a much lesser extent. We must wait for the data to see if I'm right. I fear clouds the short term, but the online advertising industry has excellent prospects in the medium and long term, in fact we are seeing a lot of movement and new projects in the sector confirms the positive outlook. A traditional agencies-each in its segment and market share-as Adlink , Antevenio , Addoor , Zanox , Canal Mail , Trade Doubler , Publicidad.net , in recent times have been joined as new projects Wunderloop , Social Media , Explorablogs ... But many are still on the way, some are already arriving. It is likely that the number of agencies in the coming months is to ... duplicate. Important American multinational For starters, and a British, are currently seeking offices in Madrid and selecting staff. The arrival of these two great companies in Spain is imminent. These openings have to add two new startup planning to open in the first quarter of 2009 in Madrid and Barcelona both focusing on Web 2.0, and another project that is not yet too, but it sounds good to be supported by people as valid as Carlos Blanco , Axel Serena , and Luis Martin Cabiedes, along with a Swiss company, as recently commented on this post. market there be 12 months view for many players in the advertising market?. Personally I think so. Yes, because Internet advertising will continue to grow, yea, because the advent of Web 2.0 offer new alternatives segmentation, virality and will be able to offer specific niches reach previously impossible, and yes, because the international data extrapolation more advanced markets suggests that the "great leap" of Internet advertising in Spain is still to come, even though we now have a difficult period for the macroeconomic situation ahead. What I do believe is that many of these new companies are going to have to specialize in very specific segments and specific, and quite possibly not all appear this season, it promises, end up surviving.
The blog of Alejandro Suarez.