Cuando el marketing viral se convierte en pesadilla para la empresa
Juan Rivero abril 16th, 2009
El Marketing Viral es una estupenda alternativa para hacer publicidad por internet, el coste es reducido, y el impacto enorme. Tenemos claros ejemplos de ello como la campaña “Amo a Laura” de la MTV, o incluso en el propio Hotmail, que cuando aún no pertenecía a Microsoft y su capacidad de inversión publicitaria era reducida, con el simple hecho de poner al final de los mails “Get your Private, Free Email, at http://www.hotmail.com” consiguió obtener 30 millones de usuarios en tan sólo 30 meses, y 400 millones $ por la venta. La clave es clara, convertir al usuario en tu propio vendedor.
El actual desarrollo exponencial de las redes sociales como lugares de encuentro humano, están ayudando a que la inversión publicitaria de las empresas en estos canales crezca como la espuma por varias razones. Aumentan la fidelización con sus clientes, mejoran la credibilidad de los mensajes emitidos por la empresa, reducido coste, alto feed back…Hasta ahora todo son ventajas, pero hasta ahora sólo hemos contemplado el marketing realizado por la propia empresa. Una de las características de internet es la pluralidad, libertad de opinión y de contenido. Las empresas juegan con ello para mejorar su comunicación, su publicidad y sus ventas.
¿Pero qué pasa si veis un vídeo de Domino’s Pizza con las siguientes imágenes mientras que el empleado dice “en 5 minutos estará en su casa”?
Como usuario probablemente me compraría un horno, pero como parte de la empresa Domino’s Pizza me plantearía muchas cosas para resolver el tema.
Reacciones de Domino’s Pizza:
1.”Tim McIntyre, vicepresidente de comunicaciones de Domino’s, se puso en contacto con algunos blogs, entre ellos, Goodasyou.org, el primero en revelar la noticia, para informarles de que han puesto en marcha los trámites para despedir a los trabajadores involucrados en la divulgación del vídeo.”
2.”La compañía ha emitido un comunicado en su página web en el que explica su postura ante el escándalo. “Las oportunidades y las libertades de internet son fantásticas. Pero también se corre el riesgo de que cualquiera con una cámara haga mucho daño, como en este caso, que de repente empañan el duro trabajo de 125.000 hombres y mujeres en 60 países del mundo”.
3.Los vídeo han sido eliminados de youtube. (no los busquéis en otra parte por higiene mental)
El daño está hecho, pero también es cierto que el tiempo lo cura todo, o casi todo.
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Es cierto que utilizar las redes sociales puede llegar a aumentar la efectividad de la promoción de las empresas, si se hace correctamente. Previamente a la aparición en una red social, la empresa que se quiere promocionar debería preguntarse:
1. El público objetivo de esta red social, ¿encaja con mi público objetivo?
2. El mensaje que voy a transmitir, ¿es un tipo de mensaje que encaja en esta red social?
En resumen, no tendrá la misma acogida una iniciativa de marketing en tuenti que en LinkedIn
El uso de las redes sociales como soporte publicitario o canal de marketing está empezando a ser cuestionado no tanto por su efectividad, está claro que no contar con este soporte hoy en día es desperdiciar probablemente el canal más directo y uno de los más baratos, pero sí por, como comenta Borja, una mala segmentación y selección de las url adecuadas.
Empezamos a tener perspectiva para analizar diferentes experiencias y una de las principales conclusiones que se sacan es la necesidad de adecuar target – mensaje – Web (no vale todo!). En concreto, en lo que se refiere a las redes sociales, uno de los princiaples inconvenientes que se han encontrado algunos anunciantes es el rechazo de los jóvenes a este tipo de publicidad ya que consideran una intromisión en su vida privada que una empresa intente interactuar con ellos a través de estos canales de ocio o de caracter personal como facebook o tuenti (el resultado, por tanto, es contrario a lo esperado).
Una de las mayores ventajas de la publicidad por internet es que permite al anunciante una efectividad en sus acciones que antes era imposible obtener. Históricamente, los anuncios más caros son los de prime-time porque es la hora en la que más gente hay viendo la tele, pero igual que vemos un spot de coches, podemos tragarnos otro de cosmética o una descarga para el móvil… ahora, una marca puede hacer una selección a través de un blog como éste, en el que los usuarios compartimos unas características muy parecidas, y, a un coste ridículo, conseguir un retorno muy alto. No sólo eso, sino que la medición del ROI, uno de los principales quebraderos de cabez en este mundo, es mucho más claro que en otros soportes.
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