{"id":4101,"date":"2009-05-01T01:00:00","date_gmt":"2009-05-01T01:00:00","guid":{"rendered":""},"modified":"2015-01-26T14:44:21","modified_gmt":"2015-01-26T14:44:21","slug":"haciendo-que-las-redes-sociales-trabajen-para-las-empresas","status":"publish","type":"news","link":"https:\/\/amchamchile.cl\/en\/noticia\/haciendo-que-las-redes-sociales-trabajen-para-las-empresas\/","title":{"rendered":"Haciendo que las Redes Sociales Trabajen para las EmpresasMaking Social Networks Work for Business"},"content":{"rendered":"

<\/P>
\n

Hace 12 a\u00f1os, Tim Delhaes, un alem\u00e1n de 20 a\u00f1os de edad, decidi\u00f3 hacer su servicio social en el extranjero. Su destino fue Chile. Tanto le gusto que se qued\u00f3; adem\u00e1s lleg\u00f3 a convertirse en uno de los pioneros de Internet del pa\u00eds.<\/P>
\n

Ahora como gerente general de Tigabytes, el socio local de la filial de aplicaciones corporativas de Google, Delhaes es un \u2018emprendedor en serie\u2019 que ha fundado o ayudado a fundar empresas exitosas. Estas empresas incluyen a Estas empresas incluyen a www.santiago.cl<\/A>, una de las primeras y m\u00e1s exitosas redes sociales online de Chile.<\/P>
\n

Fue una experiencia \u201cfenomenal\u201d, afirma Delhaes. \u201cNos sorprendi\u00f3 el efecto que ten\u00eda en el mundo offline\u201d.<\/P>
\n

El ejecutivo recuerda como la gente comenz\u00f3 a usar santiago.cl para organizar fiestas espont\u00e1neas y luego sub\u00edan fotos de la fiesta. \u201cVe\u00edamos a miles de personas haciendo comentarios online sobre una actividad offline\u201d, se\u00f1ala.<\/P>
\n

Y si alguien tiene dudas sobre el potencial de las redes sociales online, s\u00f3lo tiene que analizar la campa\u00f1a electoral del presidente Barack Obama y su uso de nuevos medios de comunicaci\u00f3n social. \u201cObama vio lo que estaba sucediendo cuando las redes a\u00fan estaban en pa\u00f1ales y las capitaliz\u00f3 de un modo muy interesante que fue completamente subestimado por los dem\u00e1s candidatos\u201d, afirma Delhaes.<\/P>
\n

Pero, \u00bfqu\u00e9 ocurre con las empresas? \u00bfC\u00f3mo pueden aprovechar las redes sociales para hacer crecer su negocio? <\/EM><\/STRONG><\/P>
\n

<\/EM>A las empresas les encantar\u00eda apalancar las redes sociales. Toda gran firma minorista esta ah\u00ed, estableciendo promociones especiales mediante el uso de Facebook y, en algunos casos, creando aplicaciones especiales, pero a\u00fan es bastante rudimentario.<\/P>
\n

\u00bfPor qu\u00e9? \u00bfCu\u00e1les son los problemas? <\/EM><\/STRONG><\/P>
\n

<\/EM>Uno de ellos es encontrar aplicaciones reales. Tome la publicidad, por ejemplo. En los sitios de b\u00fasqueda, tres de cada 100 usuarios hacen clic en los anuncios, pero, en los sitios de redes sociales, la cifra cae a un 0,2%, un 0,3% o a\u00fan menor.<\/P>
\n

Si estoy buscando un seguro automotor en Google y hay publicidad, eso tiene mucho sentido. Pero si estoy chateando con mi ex novia en Facebook y veo publicidad para seguros de autos, en el mejor de los casos no es molesto. Las publicidad y los motores de b\u00fasqueda est\u00e1n felizmente casados, pero la publicidad y las redes sociales son m\u00e1s bien un matrimonio obligado.<\/P>
\n

Sin embargo, las empresas pueden usar la informaci\u00f3n sobre clientes disponibles en sitios de redes sociales\u2026<\/EM> <\/STRONG><\/P>
\n

S\u00ed, esa es una gran oportunidad con la que las empresas se est\u00e1n conectando. Imagine una empresa de telecomunicaciones, como Telef\u00f3nica o Entel. Sus clientes pueden ir desde una peque\u00f1a panader\u00eda hasta una multinacional como Microsoft y si ellos no conocen realmente a sus clientes, se comunican con ellos de la misma manera, porque no tienen forma alguna de segmentar. De manera que la mayor\u00eda de los clientes consideran que las ofertas que reciben son completamente irrelevantes porque \u00bfqu\u00e9 tiene en com\u00fan la panader\u00eda de la esquina con Microsoft? Tarde o temprano, las ofertas terminan siendo spam.<\/P>
\n

De igual modo, \u00bfcu\u00e1ntos a\u00f1os tiene el cliente, 30 o 60? Eso hace una gran diferencia no s\u00f3lo en el lenguaje que vas a usar, sino que tambi\u00e9n en el tipo de productos que vas a ofrecer.<\/P>
\n

De manera que las redes sociales pueden ayudar en eso\u2026<\/EM> <\/STRONG><\/P>
\n

Ciertamente. Puedo darme cuenta que entre mis clientes hay varios cientos de corredores de bienes ra\u00edces, entonces \u00bfpor qu\u00e9 no dedicar una o dos horas a personalizar la publicidad especialmente para ese segmento?<\/P>
\n

Y \u00bfqu\u00e9 hay de usar las redes sociales para mantenerse en contacto con los clientes? <\/EM><\/STRONG><\/P>
\n

<\/EM>Eso tambi\u00e9n es interesante y hay mucho espacio para la innovaci\u00f3n ah\u00ed. Hay herramientas disponibles hoy en d\u00eda que hacen un seguimiento a los medios de comunicaci\u00f3n social y te dicen cu\u00e1ndo la gente en la red est\u00e1 discutiendo sobre tus productos o servicios, o sobre los de un competidor. Si vendo computadores personales, puedo monitorear, digamos, a Compaq y a otras marcas y si algo se postea en un blog, estas herramientas me alertan y muestran si hay mucha actividad.<\/P>
\n

Esa tambi\u00e9n es una manera de atraer nuevos clientes\u2026<\/EM> <\/STRONG><\/P>
\n

S\u00ed, puedo reaccionar a eso y tratar de ganar clientes en la red, algo que habr\u00eda sido muy dif\u00edcil anteriormente. Es como pasar de la publicidad a las ventas directas. Alguien hace un posteo sobre su nuevo computador, comienza la discusi\u00f3n y alguien de la empresa en realidad puede intervenir y tratar de influir sobre las opiniones. En lugar de participar s\u00f3lo en su sitio web, en una especie de isla, est\u00e1s penetrando la red circundante.<\/P>
\n

Un ejemplo muy bueno de esto es el de Microsoft cuando sac\u00f3 Vista hace tres o cuatro a\u00f1os. Se form\u00f3 un foro en el sitio web del diario peruano El Comercio de personas que quer\u00edan quejarse sobre el software. Microsoft fue al peri\u00f3dico y ofreci\u00f3 auspiciar la p\u00e1gina y ten\u00eda empleados participando en la discusi\u00f3n. Diciendo cosas como “S\u00ed, tuvimos un problema ah\u00ed, vamos a trabajar en eso y valoramos su feedback”, pudieron cambiar algo negativo en algo positivo.<\/P>
\n

Pero si los clientes est\u00e1n usando sitios de redes sociales para criticar sus productos, tambi\u00e9n hay riesgos\u2026<\/EM> <\/STRONG><\/P>
\n

Depende de c\u00f3mo lo manejes. Hay muchos ejemplos dando vueltas. El cl\u00e1sico es el del candado para bicicletas Kryptonite. Alguien descubri\u00f3 que pod\u00edas abrir todos estos candados de acero para bicicletas usando un l\u00e1piz pl\u00e1stico Bic. Obviamente, ese no es un problema de las redes sociales, es un problema del producto. Pero una vez que lleg\u00f3 ah\u00ed, se propag\u00f3 como un incendio e hizo mucho da\u00f1o.<\/P>
\n

Las empresas tienen que aceptar que las redes sociales son una realidad. Lo m\u00e1s importante que puedes aprender del caso de Kryptonite es que est\u00e9s ah\u00ed o no, el problema ya existe. De modo que es mucho m\u00e1s conveniente para ti involucrarte y confrontarlo.<\/P>
\n

Tom Azzopardi<\/STRONG> trabaja como periodista freelance en Santiago.<\/P>
\n
\nTwelve years ago, Tim Delhaes, a 20-year-old German, decided to do his social service abroad. His destination was Chile. He not only liked it and stayed; he also went on to become one of the country\u2019s Internet pioneers. <\/p>\n

Now the CEO of Tigabytes, the local partner of Google\u2019s corporate applications subsidiary, Delhaes is a \u2018serial entrepreneur\u2019 who has founded or helped to found successive companies. These ventures include www.santiago.cl<\/a>, one of Chile\u2019s earliest and most successful online social networks.<\/p>\n

It was a \u201cphenomenal\u201d experience, says Delhaes. \u201cWe were blown away by the impact it had on the offline world.\u201d <\/p>\n

He recalls how people started to use santiago.cl to organize spontaneous parties and then upload pictures of the party. \u201cWe\u2019d see thousands of people commenting online about an offline activity,\u201d he says.<\/p>\n

And, he adds, if anyone has doubts about the potential of online social networks, they only have to look at President Barack Obama\u2019s election campaign and its use of new social media. \u201cObama saw what was going on when it was still in its infancy and capitalized on it in a very interesting way that was completely underestimated by the other candidates,\u201d says Delhaes. <\/p>\n

But what about companies? How can they harness social networks to growing their businesses? <\/b><\/I><\/p>\n

Companies would love to leverage social networks. Every large retailer is out there today, setting up special promotions using Facebook and, in some cases, creating special applications, but it\u2019s still pretty rudimentary. <\/p>\n

Why? What are the problems? <\/b><\/I><\/p>\n

One of them is finding real applications. Take advertising, for example. On search sites, three out of 100 users click on the ads but, on social network sites, the figure drops to 0.2%-0.3% or even lower.<\/p>\n

If I\u2019m looking for car insurance on Google and there\u2019s advertising, that makes a lot of sense. But if I\u2019m chatting to my ex-girlfriend on Facebook and I see advertising for car insurance, it\u2019s at best not annoying. Advertising and search engines are happily married, but advertising and social networks are a bit of a forced marriage.<\/p>\n

But companies can use the information about customers available on social network sites\u2026<\/b><\/I><\/p>\n

Yes, that\u2019s a big opportunity that companies are tuning into. Imagine a telecoms company, like Telef\u00f3nica or Entel. Their customers can range from a small bakery to a multinational like Microsoft and if they don’t really know their customers, they communicate with them all in the same way because they have no way of segmenting. So most clients find that the offers they receive are completely irrelevant because what does a bakery around the corner have in common with Microsoft? Sooner or later, the offers end up as spam.<\/p>\n

Similarly, is the client 30 or 60? That makes a big difference not only for the language you\u2019re going to use but also what products you\u2019re going to offer. <\/p>\n

So social networks can help there\u2026<\/b><\/I><\/p>\n

Certainly. I might find that among my customers there are several hundred real estate brokers, so why not spend an hour or two customizing advertising especially for that segment?<\/p>\n

And what about using social networks to keep in touch with customers? <\/b><\/I><\/p>\n

That\u2019s also interesting and there’s a lot of space for innovation there. There are tools available today that monitor social media and tell you when people on the net are discussing your products or services or those of a competitor. If I\u2019m selling PCs, I can monitor for, say, Compaq and other brands and if something is posted on a blog, these tools alert me and show me if it gets much activity.<\/p>\n

That\u2019s also a way to attract new customers\u2026<\/b><\/I><\/p>\n

Yes, I can react to that and try to win customers on the net, something that would have been very difficult before. It’s like moving from advertising to direct sales. Somebody does a post about their new computer, the discussion starts and someone from the company can actually jump in and try to influence opinions. Rather than just sitting on your website, on a kind of island, you are moving into the surrounding network.<\/p>\n

One very good example of this was when Microsoft released Vista three or four years ago. A forum was set up on the website of Peru’s El Comercio newspaper by people who wanted to complain about the software. Microsoft went to the newspaper and offered to sponsor the page and had employees participate in the discussion. By saying things like “Yes, we’ve got a problem there, we are going to be working on it and we appreciate your feedback”, they were able to turn a negative into a positive. <\/p>\n

But if customers are using social network sites to criticize your products, there are risks as well\u2026<\/b><\/I><\/p>\n

It depends on how you handle them. There are a lot of examples out there. The classic is the Kryptonite bicycle lock. Someone found out you could open all these steel bicycle locks using a plastic Bic pen. Obviously, that\u2019s not a problem of social networks, it\u2019s a problem of the product. But once it got out there, it spread like wildfire and did a lot of damage.<\/p>\n

Companies have to accept that social networks are a reality. The one big thing you can learn from the Kryptonite case is that whether you\u2019re there or not, the problem already exists. So you are much better off getting involved and confronting it.<\/p>\n

Tom Azzopardi<\/b> is a freelance journalist based in Santiago.<\/p>\n","protected":false},"excerpt":{"rendered":"

 <\/EM><\/EM><\/EM><\/EM><\/EM><\/EM><\/EM><\/P>
\n

Hace 12 a\u00f1os, Tim Delhaes decidi\u00f3 hacer su servicio social en el extranjero. Su destino fue Chile. Tanto le gusto que se qued\u00f3; y lleg\u00f3 a convertirse en uno de los pioneros de Internet del pa\u00eds. Ahora como gerente general de Tigabytes, el socio local de Google, ha fundado o ayudado a fundar empresas exitosas tales como la primer red social en Chile. Twelve years ago, Tim Delhaes, a 20-year-old German, decided to do his social service abroad. His destination was Chile. He not only liked it and stayed; he also went on to become one of the country\u2019s Internet pioneers. Now the CEO of Tigabytes, the local partner of Google, he founded or helped to found successive companies like most successful online social networks.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","news_tax":[],"user_type":[],"class_list":["post-4101","news","type-news","status-publish","hentry"],"acf":[],"yoast_head":"\nHaciendo que las Redes Sociales Trabajen para las EmpresasMaking Social Networks Work for Business - AmCham Chile<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/amchamchile.cl\/noticia\/haciendo-que-las-redes-sociales-trabajen-para-las-empresas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Haciendo que las Redes Sociales Trabajen para las EmpresasMaking Social Networks Work for Business - AmCham Chile\" \/>\n<meta property=\"og:description\" content=\"  Hace 12 a\u00f1os, Tim Delhaes decidi\u00f3 hacer su servicio social en el extranjero. 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