Un nuevo dogma corporativo: content + conversation + contagion

La publicidad es el arte de la interrupción. Recuerdo que hace años era el argumento de la campaña de lanzamiento de Canal+, que se preguntaba con acierto cómo alguien se atrevía a cortar una obra de arte para entregarla en fascículos. Hoy la publicidad muchas veces aburre, interrumpe e inoportuna.

Las empresas deben crear valor de marca a través de otras iniciativas, mucho más humildes y cautelosas para despertar las preferencias de sus audiencias. Uno de los mecanismos es incrementar la participación siguiendo esa repetida regla de que “los mercados son conversaciones“.

La clave pasa por conectar personas, compartir y despertar pasiones. Como cuenta Helge Tennø, Strategic Director and Digital Planner en la agencia digital Screenplay de Oslo, “people don’t just want read or watch stuff, they want to be a part of it”.

Content: Brands should find, create and make accessible content worth engaging with. This is the core structure of the strategy, this is the stuff people want to belong

We need to create conversations, not interrupt them. This is much easier than brands imagine as most online conversations are about content (MSN Research), and brands represent valuable content. But content is not only for sharing; just making something “viral” isn’t enough. It needs to ignite conversation, not just a solitude laughter from behind each individual laptop. So helping people share your content is important, but make sure this content gets people talking, not only sharing.

Conversation: Content is not enough, on it’s own it just sits there, it needs to create conversation. Many online forums have great content, but haven’t built good enough mechanics or lubricated any social dynamics for stimulating conversations. Helping people converse is just as important as giving them something of value.

Contagion: We need to create conversations, not interrupt them. This is much easier than brands imagine as most online conversations are about content (MSN Research), and brands represent valuable content. But content is not only for sharing; just making something “viral” isn’t enough. It needs to ignite conversation, not just a solitude laughter from behind each individual laptop. So helping people share your content is important, but make sure this content gets people talking, not only sharing.

Para Helge Tennø, estamos viendo aparecer un nuevo contexto corporativo. Para responder a este nuevo paradigma el primer paso es detectar los elementos valiosos para la gente, aquellos conceptos y significados por los que se conectan emocionalmente. Sólo a través de este valor es posible crear plataformas de colaboración, impulsar las conversaciones y crear comunidades de marca.

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