Marketing and Comunication at the 2.0 Entrepise

In the Internet 2.0, the Web 2.0, this Web with so many social networks, thematic communities, participatory forums and hundreds of thousands of millions of blogs, banner (in any form) … do you have something to contribute further to appropriate a valuable space on our screens?

Is the banner friend or enemy? Continue on this road would be poured over wet ink. The time of the banner format as king of online advertising rose. We speak of the banner as a concept.

In our previous post here in Wonderbusiness, said that Marks should have a dialogue with the consumer. It is not enough to be displayed and taught, we must find a way to get to face to face. That is not easy. And one of the reasons why it is not easy because they have no marks or custom method of dialogue with the consumer.

From the press rooms to the bloggers rooms.

One company spoke with the consumer through their products and services.This is how it has always spoken. And also through each and every member of his team.

Marketing, Communication, Advertising tools are the services of the Company, in the service of the brand. Those are their tools, but their arguments are others: quality, innovation and commitment.

It is time to understand the dynamics of the market and the communication is different. That means that the Media (the traditional Mass Media) are not the only disseminators of information or the most qualified opinion makers.

The companies, however, still have their press room, still calling press conferences and carrying out actions of PR with the fundamental objective of attracting the attention of the media. Packaged messages for them and hope that, through them, come to the public and cause a favorable effect.

But at this point, everyone assumed the relevance, importance and impact of blogs and, therefore, of bloggers. And this reality has not yet been integrated by companies on their strategies and actions for Communication & PR. We have not yet seen (and, if any, we have no news of this) bloggers rooms in the corporate websites of large companies (small or not), why are not calling for bloggers to the press or acts of PR? We know that the voices and opinions of bloggers is important, so we are not doing or demagoguery, populism or even sinning opportunism. This is assuming the current reality and act consistently with it.

We know that technology, digital society has an enormous impact on the way we live today. However, the technology is not what matters. What matters is are the changes that technology leads to opening doors, removing distances, matching opportunities and making audible voices.

We’d love to start seeing a paragraph in any website that says’ room bloggers. We’d love to find a campaign banner (drawing that have not yet entirely dead) of any recognized brand with the message “We have opened our bloggers room, please Visit us.” That would begin to demonstrate that the dialogue of Marks with the consumer would be taking a new momentum.

The difference between advertising and participation.

It’s a huge difference. And it’s not a difference of magnitude, is a conceptual difference.

Companies, Marks, Advertisers, I find it interesting to open its doors to the Web 2.0? Do they believe that their relationship with the company and the market would improve if put in place strategies aimed at Social Media to Mass Media?

The Internet 2.0 we live is participatory and based on the free view and share the view as knowledge. And while the generation of view, and content, such as sharing it with millions of people are produced at high speed. Somebody and somebody listener believes. For many, many listeners and many operate on the basis of trust for the views of the content to which they have access. Let’s say it’s the digital version of mouth-ear. That we have come to be called Buzz Marketing, which is that we like so much, especially the marketinianos, put labels …

Buzz Marketing is fine, like the Sustainable Marketing, the Marketing social or otherwise. But the essence is not in the Marketing, Advertising or dissemination we do, but what they really do to generate a stream of opinion and our customers have reason to believe in us as a company, product or brand.

Returning to the classics, for that they are, we could say that the companies never have had the opportunity to integrate their clients in the Value Chain that once defined by Michael Porter.

Participation generates real value and, moreover, is a fantastic axle to turn it on strategies for Marketing and Communication and Advertising campaigns. Web 2.0, Social Media Marketing does not kill, are not a threat to advertising, quite the contrary, encourage and empower new approaches that can achieve better results with the indispensable ally who is always creativity. Clearly, this whole new environment not only requires new strategies, also requires new forms of organization and work within companies. Una dinámica diferente. A different dynamic.

 We launched an invitation from Wonderbusiness.

• We invite companies to think about how to start your bloggers room . We invite companies to think of a figure in his team or he who is the Head of Relationship Bloggers (like being taken over the figures of Head of Media Relations and Head of Investor Relations).
•  We invite all readers of this blog, whom we thank for their interest and for the kindness to continue our work, to bring us their opinion about this topic.

 After all, we are what we share, dont’t you think?

Marketing and Comunication in the 2.0 Enterprise

 

On the Internet 2.0, Web 2.0, with many in this web social networks, thematic communities, participatory forums and hundreds of billions of blogs, the banner (in any form)… do you have something to contribute besides appropriating a valuable space on our screens?

 Is the banner friend or enemy?  The time of the banner format as king of online advertising rose. We speak of the banner as a concept.

In a previous post here in Wonderbusiness, said that Marks should have a dialogue with consumers. It is not enough displayed and taught, we must find a way to get to face to face. That is not easy. And one of the reasons why it is not easy because Marks have no custom or method of dialogue with the consumer.

From the newsroom to the bloggersroom.

A company spoke with the consumer through their products and services. Here’s how it has always spoken.And also through each and every member of his team.

The Marketing, Communication, Advertising, are tools to the Company, serving the brand. Those are your tools, but their arguments are others: quality, innovation and commitment.

Now is the time to understand the dynamics of the market and communication is different. That means that the Media (the traditional Mass Media) are neither the only disseminators of information or the most qualified opinion formers.

Companies, however, continue to press their rooms, still convening press conferences and carrying out actions of PR with the fundamental objective of attracting the attention of the media. Packaged messages for them and hope that, through them, reach the public and causing a favourable effect.

But at this point, everyone assumed the relevance, importance and impact of blogs and, therefore, of bloggers. And this reality has not yet been integrated by companies in their strategies and actions for Communication and PR. We have not yet seen (and, if any, we have no news of it) no room bloggers on the web of large corporate firms (small or not), why not convenes bloggers to press conferences or acts of PR? We know that the voice and the opinion of bloggers is important, so we are not doing or demagoguery, populism or even sinning opportunism. This is assuming the current reality and act consistently in line with it.

We know that technology, digital society has a huge impact on the way we live today. However, the technology is not what matters. What matters is are the changes caused by technology by opening doors, eliminating distances, equalizing opportunities and making audible voices.

We’d start seeing a paragraph in any corporate website that says’ room bloggers. We’d love to find a campaign banner (drawing that have not yet entirely dead) from any recognized brand with the message “We have opened our bloggers room , Visit us.” That would begin to demonstrate that the dialogue of Brands with the consumer would be taking a new momentum.

The difference between advertising and participation.

Es una diferencia enorme. It is an enormous difference. And there is a difference of magnitude, is a conceptual difference.

Companies, Marks, Advertisers, do you think interesting open your doors to Web 2.0? Do you think that your relationship with the Company and the market would improve if put in place strategies aimed at Social Media as Mass Media?

The Internet 2.0 we live is participatory , is the content and opinion generation age, is the knowledge sharing time. And both the generation of opinion and content, such as share it with millions of people occur at high speed. Someone thinks and someone listens. Many speakers, many listeners and many active role in the confidence of the views of content to those who have access. Let’s say it’s the digital version of mouth-ear. To this we have come to be known as Buzz Marketing,

 

The Buzz Marketing is good, like the Sustainable Marketing, the social Marketing, the blue Marketing, or any other. But the essence is not in marketing, advertising or dissemination we do, but what they really do is to generate a stream of opinion and our customers have reason to believe in us as a company, product or brand.

Returning to the classics, for this reason that they are, we could say that never Companies have had the opportunity to integrate their clients in the value chain that once defined Michael Porter.

Participation generates real value and, moreover, is a fantastic axle to turn it on strategies for Marketing and Communication and Publicity campaigns. The Web 2.0, Social Media Marketing not kill, they are not a threat to advertising, quite the contrary, encourage and enhance new approaches that can achieve better results with the indispensable ally who is always Creativity. Of course, all this new environment not only requires new strategies, also requires new forms of organization and work within enterprises. A different dynamic.

The Mass Media themselves are becoming receptive to the Social Media. Starting a transit to a different way of understanding the information and journalism. It is possible that in the not too distant future, the Media as we know them today have been transformed into platforms for bloggers, social networks of bloggers who are covered by a badge of credibility and trust (which must have been earned with their good work ), Ie covered under a brand, offered to readers today and think of the world.

We launched an invitation from Wonderbusiness.

• We invite companies to think about how to start your room bloggers. And more, we invite companies to think of a figure in his team who is the responsible or his relations with Bloggers (like the figures are assumed Responsible Media Relations Manager or Investor Relations).
• We invite all readers of this blog, whom we thank for their interest and for the kindness of continuing our work to bring us, and share whit us, his vision.

After all, we are what we share, do not you think?

The dialogue between consumers and Brands

 

The Brands have become close, have moved closer to the consumer, and consumer has come closer to them. It is a mutual rapprochement but asymmetrical.In the current market environment, with new models for providing Internet connection at any level, any relationship is, almost by nature, asymmetrical.

 If we had to make a synthetic retrospective of the developments, as users, have had our relationship with Brands and content on the Internet, we could establish very clear 3 periods:

•  The Age of connectivity. It was the beginning, those early years when we discovered that a computer, a strange thing called a cable modem and plugged into the phone jack connects us with a new world. The era of connectivity was time to discover, time to see. Time on which Brands and consumers experienced in the new medium.

• The Age of content. And here we are to understand “content” in the broad sense.Content is any information posted on the Web. The age of content brought the web, portals, search engines, chat rooms, personal pages… brought variety, biodiversity, a huge amount of valuable information, another huge amount of information completely useless. It brought a bit of interactivity, a return path, in response, gave a small but valuable voice to the consumer before the Great messages Major Brands. The age of the contents was time to learn, time to select. A time in which Brands spoke and the consumer listened to. A time of control of the message by the Brands. An environment in which they could model and modulate its image, its presence and reputation in the digital world. Or at least that’s what many Brands believed.

• The Age of Relations. It’s time that we live now, where everything revolves around a verb: to share. To generate and to share. To  observe and to share, to analyze and to share. Thinking and sharing. Experimenting and sharing. Nothing makes sense if it is unshared. They are born and develop social networks as a major phenomenon of the moment. Blogs take command of generating content on the Internet. The internet user, the consumer, the user, ultimately, the customer is in control and decides. La era de las relaciones es tiempo de compartir, de opinar y escuchar a otros consumidores. The age of relations is time-sharing, and listening to opinions of other consumers. It’s a time to approach Brands without fear, with demand constructive and above all with contrasting approaches and commented with others. Brands no longer have control, are consumers who do. Brands have gone from implementing strategies to have as much control as possible over its image and reputation, to aspire to generate a certain influence on opinion and consumer habits.

We have moved from the connectivity and content to this relationship. We went to see and to hear, to understand and to share.  We have moved from control to influence. We are, therefore, a new status quo. Brands must work hard and should do differently as they did traditionally, so that its image and reputation have a positive hollow in the minds of consumers. Confidence is the key.

A trust that is worth its weight in gold, and is not a metaphor. The confidence that consumers express and show towards Brands translates into Dollars their value, and if we accept that trust is an intangible, also accept that the dollar is something far more tangible. Take concrete examples, this is the value assigned by Interbrand at 3 Brands world enjoying the highest confidence among consumers:

• Coca Cola: 73 Billion Dollars
• Microsoft: 70 Billion Dollars
• IBM: 53 Billion Dollars

We have not wrong, the values are expressed in billions of dollars. Les dejamos unos segundos para que se repongan…. We leave a few seconds to reflect about…. We insist that these numbers refer only to the value of brands depending on the confidence that consumers will show, there are no asset valuations of the companies or securities, stocks or securities or goodwill; are the expression of confidence in money given by consumers.

 The article by Anna Brown, from the company Locum Destination Consulting, is a very informative reading about the power relationship / trust / influence between the client and Brands. Consumers give confidence, consumers have the power. Brands who earn their confidence are notorious Brands, valuable and powerful, we could say, but the reputation as both the value and power are not eternal. The consumer, consumers, customers and not customers, the market understood as a set of people who are related to Brands and tell their experiences, they are the ones who have the power. In other words, we have the power.

We are all Trademarks, with our image and our reputation, and in the world of Web 2.0 and social networks, the more participatory you are, the more you express and more ideas and contents you share, bigger and better will be your reputation and, usually, greatest your credibility also. This common denominator environment applies equally to people for Brands, whether local or global, large or small.

Until recently, in the Age of connectivity and in the Age of content, Trademarks had enough “show”, “displayed”, “advertised”. But now we are in the Age of relationships and everything no longer serves, now Brands must learn to “talk” to establish relationships to “human scale” with people… What do difficult and interesting challenge, not you think? ?

Social networks in good health and good business

Internet is like a large particle accelerator. If instead of atoms, protons, electrons, neutrinos and other subatomic particles put business ideas, proposals business start ups or business initiatives, we have accelerated an environment where life cycles are shortened. The obsolescence of any content is so rapid that converts a new concept in a old concept before the market potential is able to assimilate it.

 So much so that when the Web 2.0 remains a mystery or an unknown or a new phenomenon for some, for others it is somewhat outdated, and withered without interest that has already lost its prominence in front of the Web 3.0. The particle accelerator is that the Internet has these things. Nothing new.

The Web 2.0 not only not dead, either expired or outdated, but you still have to go either way, in our opinion, we should all do an exercise in realism and common sense to exploit their chances before ordered a elephant graveyard illustrious both of which abound in the network.

 If we talk about Web 2.0, we speak of social networks (in the same way that when a few years ago we talked about electronic commerce, we talked about Amazon.com…). The Social networks are not a new invention, nor is ebay, nor are the portals or job search partner. They are neither more nor less, adapting to a new paradigm of a type of relationship between people who already took place before the Internet reaches our lives. Before, long before that communications and telecommunications we change the habits and customs, had already clubs and circles where people are linked together by interests, hobbies or common concerns. There were also street markets, pawnbrokers, bartering and selling second-hand goods. There was also a vacancy on bulletin boards and in newspapers, just as it has always been places of “Men seeking men”, “seeks partner partner” and “couple seeks mature” or vice versa. All that already existed, what happens now is that the possibilities of relationships, and exchange transaction multiplied by thousands and thousands and thousands…

A social network is what a few years ago called “virtual community” (if someone wants to explain the fundamental differences, if any, we welcome your comments ), people who have affinities and relate to one another. Today we have at our disposal many social networks that no longer belong to what we know, what we are interested and, most importantly, what we serve… if we serve for something.

But platitudes on the sidelines (and when we talk about social networks any trivia thousands), many of these networks which are nothing other than an agenda online, or a book shared direction. Nothing more.They consume time and do nothing.  Others, by contrast, have a practical use, allowing qualitative and profitable relationships (either from a personal point of view, intellectual, professional or daily) and, therefore, their benefit is clear to the user.

Regarding business model we have not uncovered, for now, nothing new. Payment for membership in the network in question, usually a standard and free access to the payment of premium services. Business-based advertising targeted at the value of the profiles of the Database of the social network, as we said, nothing new. There may be other more innovative business models or more interesting, but for now are nothing more than timid and very localized experiences (experiments, we could say).

 Where social networks walk? Undoubtedly toward specialization. They continue a transit of the generic to the concrete. In other words, the social networks we cross “migrating” to the vertical social networks. So much so that while one looks, large social networks incubate and create sub themes within it. Networks in other networks.  We can say that professionals in large networks as Xing or LinkedIn subnetworks that there are other different groups, communities or associations that are formed and grow internally.

But here we would like to highlight a line of evolution of social networks that will have a tremendous impact in the short term. This is what we might call the Health 2.0. Already in the summer of 2007, the prestigious Wall Street Journal devoted an interesting article on the social networks health oriented, indicating that this is only the beginning and networks as Sermo is an example of what will come very soon. One trend that in September of that year confirmed another article Lindsay Blakely for CNNMoney.com.

This evolution, perhaps revolution, which will speak, of course, Google’s hand. And there is nothing less than Google Health.  Google Health will store health data, clinical records might say, of thousands of people who voluntarily enroll in this service to share interests, councils, situations and problems related to their health.

With the collaboration of the Clinical Cleeveland, Google Health is at the moment, a test pilot with the participation of some 10,000 volunteers who share his “state of health” on the Internet. When the Washington Post published the first article about the Beta of Google Health, included a statement from the very top of the Clinic Cleeveland saying that with this new service expected to help create a health system more efficient and effective.

You do not need too much imagination to project a service Healthcare large scale where the relationship between patients, medical professionals, medical institutions and pharmaceutical laboratories forming a true global Health System. We will not use qualifiers, even we are going to make or epic disaster. What is true is that one thing is to share business or professional relations, and quite another to share something as sensitive as information relating to health. The positive reading is that if Google Health is launched and expansion with the same speed as all the initiatives that have left the company Sergey Brin and Larry Page, will be a strong signal that the Internet, or Web 2.0, has generated so confident as to have our medical records online will not produce headaches. The other reading is that we are returning all crazy, but that long ago that we know and has nothing to do with the Internet.

The health, welfare, care of body and mind are primary concerns of human beings. Revolution Health works for some time now in U.S. and is going consolidating as a real centre of medical information and health care.Endorsed by thousands of subscribers, recognized specialists in various medical disciplines, and prestigious pharmaceutical laboratories and hospitals renowned, is a relation of confidence prevailing on the Net.

So, we think that Web 2.0, understood for what it is: the network fed, accessed and promoted by users, has a long life ahead. It lacks, however, innovation, which will, which is already coming. And the social networks, whether to share information on travel, as Wolpy to share PowerPoint presentations, as SlideShare, or to share training of the most diverse topics such as Sclipo, enjoy good health.