With Web 2.0 changing the paradigms of the Internet. All unchanged on the front of Web marketing? Obviously not, although the basis on which the reasoning is no different from before.
The Web 2.0 is very strong evolution for the Internet world, both in terms of technology both in terms of applications and services. All this has consequences on the Web marketing: the customer change, change the approach. However, there is no revolution in philosophy, perché il Web 2.0, in sostanza, esalta le caratteristiche che il Web possiede e ha sempre posseduto.
Rispetto del cliente
Dovrebbe essere una regola comune a tutte le strategie di marketing, sia online sia offline. In realtà, spesso viene disattesa per ottenere qualche piccolo, fittizio vantaggio in termini di visibilità. Nel Web 2.0 il senso della comunità è ancora più forte: tradirlo per inserire pubblicità del proprio servizio può essere molto dannoso.
Prima di tutto si va a minare il rapporto di fiducia che necessariamente costituisce il collante di tutti i membri di una comunità. In secondo luogo, proprio per il metodo di circolazione delle idee e delle opinioni nella comunità, un utente avverso la propria azienda può innescare un corto circuito di allarmi, un passaparola per emarginare la società. Quindi, quando si entra in una community costituita, si faccia sempre attenzione a rispettarne le regole e si applichi il buon senso ogni volta che la si vuole sfruttare a proprio vantaggio.
Anonimato o registrazione?
Il tema della privacy è tra i più sentiti: l'anonimato totale è controproducente per l'attività aziendale, ma altrettanto controproducente è un uso disinvolto dei dati personali. La via di mezzo è costituita dalla ricerca delle sole informazioni personali pertinenti e minime a garantire un effettivo funzionamento (Or improvement) of the service. Of course, users must be informed as clearly as possible what is the use that data (and maybe because the ones) and should be given the necessary guarantees that will actually use that and not another. Request
little data, and keep them and use them correctly: this is the way forward. Which of course must find a suitable counterpart in every circumstance of customer contact: absolutely prohibited spam, you should always leave the user a chance to break away from. In this way you will win your confidence and, ultimately, it will bind ever closer to the brand.
Manage negativity
The Web 2.0 tools allow users to interact with the company at various levels and to exchange information about products, brands and companies in virtual spaces. Companies must learn to manage negative opinions without making the mistake of ending up in extremes: on one side need to be answered and baste a discussion with those who showed a negative, it does not always need to listen to everyone.
You leave aside without touching the positions of disruptive, that is unjustified criticism and ideological ones. We deal openly rather users report defects and malfunctions or misunderstandings in communication. A user negative can be recovered from this part by showing that there are men who can make mistakes but they tend not to make mistakes.
relevant content
The promotion of their products or services encroaches more and more in editorial content in the news to give to their users. This is done both on site and on sites for discussion of the matter we are dealing with. But we must have the intellectual honesty to distinguish when the promotion of our products or services of any real utility is also the general public and when it is not. You may intervene in publishing only the former, while leaving the instrument's own promotion is pure advertising.
A long-term strategy
When you implement the tools of Web 2.0 need to be sure of being able to lead a long time. To do this, first the front of the company management has to be compact on usage, knowing instruments, rules of use and the real potential (both positive and negative). So, once adopted, must also include the number of resources and time to devote to such activities.
Being Web 2.0 is expensive, and profitable only in the long term. A hit and run tactics on a blog will not bring any results. Your corporate blog, after many years, will uno strumento integrato di marketing e comunicazione. [via shinynews ]
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