Relaciones Públicas en un mundo híperconectado

Los socialistas europeos quieren conversar
10 noviembre, 2009
Revolución política en internet
12 noviembre, 2009
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Relaciones Públicas en un mundo híperconectado

“Try this, try that, see what works…”. No será la primera vez que Ignacio Villoch de en el clavo durante la mesa redonda con una cita en inglés. En esta ocasión se refiere a uno de tantos lemas de Google, que resume lo que todos los ponentes vienen a decir de una manera u otra durante sus presentaciones: que no ha habido tiempo suficiente para que haya ideas intocables, infalibles en el mundo de las Relaciones Públicas e internet, sino que se hace camino al andar. ¿Quién habría apostado todo su dinero a Twitter en 2006? ¿Y en 2007? ¿Y en 2008? ¿Y en 2009?

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A continuación les dejamos un resumen de algunas de las ideas que se vertieron ayer en el auditorio de la Facultad de Telecomunicaciones. Ante la imposibilidad de hacer honor a la conversación sin caer en lo borgiano, les dejamos con un batido de la conversación propiciada por La Conversación.

Manuel Luque, de la revista Anuncios, probablemente la primera revista en contar con una página web

Roberto Carreras @RobertoCarreras

Iván Pino (Llorente y Cuenca) @ivanpinozas

Ignacio Villoch (de la Planta 29 del BBVA) @capitanCook

Modera: Octavio Rojas @OctavioRojas

Pasan las modas, llegan las tendencias…

Toda moda deja un poso, aunque sea el firme compromiso de no volver a pasar por ella. Cuáles son las tendencias que sí se pueden subrayar a día de hoy:

  • Integración y convergencia de herramientas. Twitter y Facebook ya son fácilmente coordinables; La red social profesional LinkedIn acaba de incluir los tweets en sus perfiles; Google y Bing han propuesto matrimonio a Twitter y Facebook… Las funciones principales de la interacción en la web ya están definidas. Consisten en generar y compartir contenidos. Ahora toca ver cómo convergen estas operaciones en plataformas multitarea.
  • La escucha activa. Las empresas todavía no han descubierto del todo a sus públicos. La empresa conoce a su público más o menos bien como consumidor, pero todavía no lo ha descubierto como interlocutor. El cambio pasa por una modernización de las métricas que tienen que pasar de un enfoque cuantitativo a un enfoque cualitativo. El éxito en la web no se mide por el número de amigos o followers, o por el tráfico en una página (¿medido en visitas, visitantes únicos, sesiones…?), sino si estos amigos, este tráfico, genera conversación o contenidos. Si aporta un valor añadido>
  • Lo social aplicado a toda la cadena de valor de la empresa: desde el diseño de un producto hasta la experiencia de su consumo, todo es permeable a los nuevos medios. A día de hoy muchas empresas no se plantean seriamente la escucha activa mencionada arriba no porque no sepan realizarla, sino porque no sabrían cómo reaccionar.

¿Están entrando las empresas en el mundo de los nuevos medios? ¿Cómo?

Están los que se dedican a escalar la montaña, y los que desde la falda gritan “por ahí no”, “no hagáis eso”. Existe una desorientación generalizada en la que todavía no se sabe quién hace qué. Si una empresa quiere hacer un spot, sabe que el cauce pasa por buscar creatividad, buscar una productora, buscar una agencia de medios… ¿Pero si lo que quieren es mejorar su reputación online?. Y esta desorientación viene agravada por oportunistas que se sirven de la falta de información y ofrecen cosas como “diseñar un viral”.

¿Qué hay de la ética en internet? Muchas empresas optan por generar falsa conversación

En internet existe la tiranía de la transparencia. Si algo huele de una manera sutil y remota a mentira, alguien lo descubrirá en nanosegundos. Además de la participación ciudadana como método para desenmascarar villanos, las nuevas métricas, la escucha activa acabarán con la falsa conversación, porque ya no bastará con inflar cifras.

¿Los clientes saben dónde se meten?

Los organigramas están cambiando. La sociedad híperconectada es transversal y las empresas tienen que readaptar sus organigramas. Los medios sociales no sólo tienen cabida y son útiles encerrados en el campo de influencia del departamento de marketing, sino que pueden aportar valor a cualquier parte de la cadena de producción…y más allá. Y cuando hablamos de ‘las empresas’, también hablamos de los ‘proveedores’ de servicios de comunicación. También los especialistas en Relaciones Públicas tienen que empezar a asumir que la penetración de nuevas tecnologías impone un cierto reciclaje y una cierta reorganización de los esfuerzos.

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