En el mundo de los átomos, es muy fácil distinguir entre una persona física y una persona jurídica, especialmente porque los segundos son entes figurados formados por personas y a los cuales se les dota de una personalidad propia para unos efectos concretos. El problema para nuestra percepción se produce cuando utilizamos un servicio o producto suministrado por una personas jurídica, pero que nos ha llegado mediante la interacción de personas físicas.
Bajando esto de los pedestales, por ejemplo, cuando vamos a una oficina bancaria, dotamos de ciertos atributos a la marca en lo que representa al servicio, en función del nivel de servicio que nos ha dado una persona física concreta con la cual construimos una relación emocional: confianza o desconfianza, simpatía o antipatía… La marca (y la persona jurídica que la posee) se ven afectadas directamente por lo que las personas físicas que la representan nos hacen sentir.
Llevando esto a un plano virtual, ha surgido una pregunta muy interesante entre varios compañeros de Twitter como @xbermudez, @guell, @jrosell o @marccortes: ¿Cuando una persona jurídica emplea una agencia para conversar mediante una cuenta de Twitter corporativa, qué información se debe dar a las personas físicas con las cuales se interactúa?
De la conversación han surgido varias ideas interesantes las cuales recopilo:
- Pese a que todos sabemos que muchas empresas tienen la gestión de su cuenta de Twitter subcontratada a terceras partes, no parece relevante conocer la agencia que la lleva. Personalmente creo que puede ser interesante saber si la cuenta está o no gestionada por alguien de la empresa especialmente para aquellos usuarios que deséen influir o comentar su opinión directamente con los responsables de la marca. Genera una mayor confianza de que la empresa escucha directamente, sin filtros.
- Reconocer a quién escribe. Es básico humanizar la persona que tuitea. Somos personas y sabemos que el señor Empresa A o Empresa B no existen físicamente y que por tanto no puede tuitear. Nos encantaría recibir un trato humanizado y saber que hablamos con José de tal departamento de la empresa A o María del departamento X de la empresa B. Si tuitean varias personas se pueden firmar los tuits con una simple firma de 2 letras.
Muy interesante Sergio. Yo también fuí de la opinión de que las agencias no deberían indicar que están detrás de la cuenta Twitter. Lo que nos importa como consumidores/usuarios es que la persona que está detrás, representa la marca. Si aquella persona nos cae bien, la empresa tiene todas las de ganar, si por el contrario es un borde, ya no querrémos saber nada más de esa empresa. Por eso, es muy importante escoger, ya no la agencia, sino la persona que te va a representar como empresa y que va a representar los valores de tu marca.
Enhorabuena por tu blog.
un abrazo.
Esther
Muchas gracias a ti Esther. Ayer también surgió una idea muy interesante, utilizar a un auténtico fan de la marca para que gestione las conversaciones de forma sincera y apasionada. El problema que se comentó es poder establecer los límites ya que está hablando en nombre de la empresa. Una figura interesante de patrocinio y aprovechamiento de los enamorados de marca es lo que hizo ING con el “aficionado profesional” o está haciendo Cruzcampo con el “Delegado de la Afición”.
Es verdad, somo personas, y el nuevo modelo de comunicación lo que ha hecho básicamente es humanizar las marcas. Pero para que una persona transmita el mensaje de una marca tiene que estar realmente implicado, conocer el interior de la empresa, “creerse” el mensaje. Y eso no es tarea fácil, no se trata de ser uno mismo y ya, sí se trata de ser una persona pero respaldando y hablando por algo en lo que uno cree. Yo creo que las empresas aun no están entendiendo bien o captando bien la escencia del nuevo modelo de comunicación. Aunque vamos a ser honestos todos estamos aprendiendo en el proceso.
De todas formas, muy buen post.
Saludos,
Mariela
Muchas gracias Mariela. Creo que has comentado una gran realidad: todos estamos aprendiendo a utilizar estas nuevas herramientas que hace simplemente 5 años no existían. Muchas marcas solamente desean intercambios de información unidireccional porque saben que sus argumentos y actividad no son capaces de superar la conversación real…
Un saludo y gracias
4nbr0q
http://002evolves.blogspot.com
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