Tuesday, July 24, 2007

COCA (Dasani) versus DANONE o OLD MEDIA versus NEW MEDIA

Alberto Borrini acierta en su ultimo parrafo de su columna de hoy....lo dice como al pasar pero es LA CLAVE de todo este asunto y de como deberia haber sido resuelto:

"Las empresas tendrán que aprender no sólo a emplear el nuevo medio con profesionalismo y responsabilidad, sino también a neutralizarlo, cuando el caso lo exige. "

Es paradigmatico que la marca lider mundial durante tanto tiempo sea la que le cueste moverse en tiempos de cambios. No es facil movilizar una estructura tan grande a pensar diferente. No es facil que puedan darse cuenta que el marketing deja de estar basado sobre la persuasion para pasar a estar centrado en la conversacion.

En estos tiempos, una campana difamatoria en la web se puede neutralizar (y ademas dar un salto de calidad en comunicacion) con una "contra" campana que debe tener dos requisitos basicos:

-Conocimiento profundo de los nuevos medios y los consumidores.
-Argumentos creibles que permitan sustentar la supuesta difamacion.

De esta forma, Coca Cola(Dasani) resultaria mucho mas creible si se pusiera a conversar con los consumidores en la web y no con acciones legales y solicitadas que poco ayudan a convencer a la gente. (Ni hablar de los costos que implican una accion o la otra).

Yo mientras tanto, no tomo Dasani. Hay muchas evidencias en la web de que no es del todo sana. O creera Coca Cola que con la demanda pudo cambiar mi opinon???

44 comments:

María Noel Alvarez said...

Javier, el tema es complejo y pueden tener efecto rebote para los que creemos que las empresas deben participar en la conversación on line. Si las cosas fueran como dice Coca-Cola, entonces la conversación está sucia, manchada y creo que tienen derecho a no meterse en una conversación desleal.
POr otro lado, algo están haciendo. Por ejemplo, encontré este sitio http://www.informaciondasani.com/index.html
Si bien es totalmente unidireccional, sale primero en los resultados de Google cuando uno pone "Dasani responde a la blogósfera".
Me parece que el nuevo paradigma implica salir a conversar, pero en un marco de nuevas reglas, entre las más importantes, la transparencia. Tal vez Dasani tardó en dar respuestas porque no las tenía (sólo pueden conversar aquellas empresas dispuestas a dar cuenta de sus acciones) o porque realmente tenía algo que esconder. Tal vez creyeron que una campaña difamatoria y falsa no eran el tipo de interlocutores que querían tener.
No creo que nadie tenga la respuesta definitiva para un caso así.
Lo que tienen que aprender, me parece, esta y otras empresas grandes, es a no moverse con pies de plomo, tener más dinamismo y acelerar los tiempos.
Porque, al igual que vos, a esta altura yo tampoco compro Dasani.

Medio Ambiente Ayres de Pilar said...

Gracias por el comentario Noel!
Estoy totalmente de acuerdo con lo que decis. Yo no pretendo decir que es facil salir a "conversar". Solo creo, como vos, que es increible la lentitud de respuesta y mucho mas llevarlo al terreno de la controversia publica mediante una solicitada. Evidencio un desconocimiento de las tendencias en la comunicacion justamente en una de las companias llideres en el tema y que invierte grandes sumas en el tema.

Pablo said...

Javier & Noe, yo solo espero que todas estas conversaciones entre Dasani y Danone no me alteren el significado de la frase "si lo querés más claro, echále agua!" : )

Adhiero a que es un tema delicado pero no va a quedar otra que seguir haciendo camino al andar.

Felicitaciones por el blog Javier, está muy bueno!!!

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