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Bling Bling Blog

venerdì, maggio 27, 2011

Blog & Brand alla scoperta del dialogo

Intervista a 360 con Viviana Musumeci

Parlare di branding attraverso
i blog delle aziende
suona ancora strano
a molti manager della
comunicazione del nostro Paese.
Mentre negli States, che sono pur
sempre all’avanguardia quando
si parla di media e marketing,
è quasi una commodity a cui gli
utenti, ormai, rinunciano difficilmente.
Marchi come Nike e adidas
sono arrivati, come al solito,
tra i primi a contattare le proprie
community, da noi non sono ancora
moltissime le aziende che si
affidano alle parole scritte online.
Sono parecchie le imprese che rimangono
in stallo, alla ricerca del
partner “perfetto”, dell’agenzia
capace di fornire il servizio giusto
“chiavi in mano”, a cui affidare
la gestione dell’intero pacchetto
“blog/social media”. Altre
aziende, invece, non trovano al
loro interno risorse adeguate, dotate
degli skill corretti per poter
gestire questo flusso comunicativo.
Spesso servono professionisti
che non si recuperano facilmente
nelle aule universitarie o dalle
file dei master, ma piuttosto si
trovano investigando tra quelle
figure ibride - giornalisti, autori,
scrittori - che sulla rete “smanettano”
da soli e da tempo. Ma
quelle elencate sono solo alcune
delle difficoltà che limitano i blog
aziendali in Italia nella loro funzione
di veicoli di comunicazione,
anche se, come sostiene Layla Pavone,
general manager della centrale
Isobar e presidente d’onore
di Iab Italia, non si può pensare
di andare in una direzione diversa
da questa. «Io, innanzitutto, mi
porrei la domanda se ciò di cui
stiamo parlando siano veramente
blog oppure siti 2.0 aperti dalle
aziende per coinvolgere le community
nella partecipazione a un
grande dialogo. Per me, ad esempio,
quello di adidas non è un blog
- spiega la manager -, ma un sito
vero e proprio, ovvero un luogo
di aggregazione che fa da raccordo
tra brand ed estimatori. Considerando
il tasso di crescita di internet
- continua Pavone - non
è possibile pensare che questo
tipo di strumenti o simili modalità
di comunicazione non prendano
piede anche in Italia. Certo,
le aziende devono ripensare
alle professionalità, sia all’interno
sia verso l’esterno, per evitare
di faticare a rispondere alla fatidica
domanda che sorge in questi
casi, ovvero “Chi si occupa di tutto
ciò? La divisione marketing? La
comunicazione? Le pr?”. In realtà
- conclude Layla Pavone -, le carte
si sono mescolate e le aziende
devono imparare a gestire tutto.
Poi, va da sè che le imprese italiane,
al contrario dei consumatori
che, invece, vanno di pari passo
con quelli degli altri Paesi avanzati,
sono sempre un po’ lente nel
recepire gli input. Il tempo, dunque,
è più limitante per le aziende,
non tanto per i consumatori».
Il problema dell’Italia, quindi, indietro
di un paio d’anni sul fronte
europeo rispetto a questo tipo
di innovazione, andrebbe attribuito
probabilmente anche a un
certo tipo di cultura, diverso da
quello dominante in altri Paesi, e
rappresentato più che altro dalla
reticenza nell’accettare una nuova
abitudine: le aziende che comunicano
con i blog o, in termini
più ampi, con i social media devono
porsi allo stesso livello del
consumatore. In altre parole, devono mettersi in gioco: non solo
sapendo accettare le critiche -
elemento escluso a propri dalla
tradizionale comunicazione one
way -, ma riuscendo a comunicare
con lo stesso linguaggio, la
stessa grammatica e il giusto savoir
faire delle community. Senza
fare questo si rischia di incorrere
in quei casi che fanno poi letteratura,
ovvero “come non ci si dovrebbe
comportare”. Jarvis Macchi,
direttore di Thinklux e autore
del volume “Lusso 2.0”, edito da
Lupetti, spiega a tale proposito:
«L’efficacia del blog è la possibilità
di trasferire l’appeal ai propri
utenti senza intermediazione.
Le marche sono considerate
dei fornitori di servizi e prodotti
autorevoli. Bisogna parlare lo
stesso linguaggio della rete, passare
a una conversazione bilaterale
e saper rispondere nei modi
più appropriati». A proposito
dei casi che hanno fatto
scuola in termini negativi
nell’uso di social media
e blog, Macchi ricorda
i casi Sylvian
Heach e Patrizia
Pepe. «I moderatori
hanno sbagliato.
Intanto,
perché hanno
cancellato
i commenti
e i blogger
li hanno ripubblicati,
recando un
danno all’immagine
del brand.
E poi, sull’altro versante, hanno risposto male, dimostrando
di non essere in grado
di accettare critiche e commenti
negativi. Insomma, molte aziende
hanno capito che devono stare
in rete, ma non sanno ancora
come». Tra i gli esempi positivi citati
da Macchi spiccano Chanel,
Moet&Chandon e Acqua di Parma,
che hanno blog davvero curati
e seguiti, ma anche i social
network possono essere usati
come “magazine”, valutando che
marchi come Burberry, Gucci e
Louis Vuitton già lo fanno. Saper
gestire il feedback, dunque, sembra
essere il mantra che le aziende
dovrebbero ripetersi da quando
si affacciano, in generale, al
2.0. Anche perché, come sottolinea,
concludendo, Layla Pavone,
«Il rapporto tra community
e azienda è come un rapporto
amoroso di convivenza. Va alimentato
con il dialogo
e non bisogna
pensare
che questo lo
si possa fare
utilizzando
“solo” le campagne
tradizionali.

52 commenti:

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Ciao Layla, complice l'atmosfera rilassata dell'estate, sto pensando da qualche giorno a realizzare un blog aziendale. Ho letto con piacere e interesse il tuo articolo. La mia però è un'azienda artigiana, non un brand internazionale. Hai per caso degli esempi di blog aziendali ben fatti nel campo delle Pmi? Grazie dei consigli.

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Secondo me è importante mostrare la propria abilità attraverso il blog aziendale. Permette di creare fiducia nelll'azionista.

Cristian Pappafava ha detto...

Ciao, mi piace il tuo blog e volevo dirti se ti va di pubblicizzarlo gratuitamente al seguente link: http://thepappablog.blogspot.com/2011/09/pubblicize-your-blog.html

Grazie


Vorrei esprimere un mio modesto parere. Credo che dovresti allargare leggermente la colonna sinistra del blog, quella in cui posti gli articoli.

Ciao e buon lavoro

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è più limitante per le aziende,
non tanto per i consumatori". Parole sante,Layla!

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