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Oamenii nu cumpara lucruri, ci isi construiesc comunitati

Tags: oameni, comunitati, social media, comunicare, comportament

Oamenii sunt fiinte care-si ghideaza existenta dupa obiceiuri. Adeseori, aceste obiceiuri pot fi prezise. Iar obiceiurile vechi, inradacinate in comportament si minte, sunt greu de indepartat, indiferent daca ele sunt bune sau rele. In aceste conditii, de ce ne-am astepta ca social media sa fie un mediu diferit?
De ce ne-am astepta ca accesarea platformelor de social media sa fie un comportament uman diferit? Doar pentru ca oamenii din vanzari se pot conecta cu oricine din lumea asta printr-un simplu mesaj de 140 de caractere, la fel cum o faceau si inca o fac prin e-mail spam, direct mail si publicitate traditionala?

Media si marketingul traditional obisnuiau sa se concentreze in mod esential pe mesajul transmis. Pe emiterea mesajului la cat mai multi recipienti. Fara a le pasa daca acesta este inteles sau simpatizat, asteptand ca profiturile sa creasca in functie de perechile de ochi sau de urechi care au intrat in contact cu el.

Odata ca niciodata, oamenii din vanzari puteau prezice comenzile, modul in care recipientii vor raspunde, pe baza comportamentelor anterioare. Vremurile insa s-au schimbat...

Oamenii nu mai cumpara lucruri, ci adera la comunitati.

Nimeni nu mai cade pe spate in fata ultimului spot TV. Nimeni nu mai merge incantat spre cutia postala, pentru a-si gasi cupoanele de reduceri. Si nimeni nu citeste spam-urile.

Ati auzit de cineva care are trecut in agenda zilnica activitatea de a da LIKE vreunei pagini? Nu, oamenii sunt coplesiti si vor sa se conecteze cu alti oameni care sa-i ajute. Oameni cu care sa-si impartaseasca bucuriile si necazurile. Oameni care sa-i sprijine si sa-i inspire. VOR SA INTERACTIONEZE CU BRANDURI CARE NU-I TRATEAZA CA PE NISTE ROBOTI.

Oamenii tanjesc dupa valoare.
Liderii trebuie sa invete ca Facebook e mult mai mult decat simplul LIKE. Cu cat intelegeti mai repede ca importanta este COMUNITATEA,  cu atat oamenii care dau "like" sunt mai dinamici. Afacerile care castiga acest concurs al crearii de comunitati, acelea vor lua medalia de aur si in social media. Retelele de socializare nu sunt menite doar pentru a face zgomot. Oamenii nu trebuie sa va vada drept cei care incercati tot timpul sa le vindeti ceva, ci cei care i-ati facut sa rada, care i-ati invatat ceva nou.

Investiti mai intai in oameni, apoi in afacere. 
Social media se refera la oameni. Trebuie sa intrati in mintea comunitatilor si sa intelegeti care este elementul interconector. Cum le ajutati, cum le inspirati, cum le faceti sa rada? Doar investind in oameni, veti vedea si ROI-ul crescand.

Fiti materialul insusi, nu doar zgomotul asurzitor care atrage atentia.
Rolul dumneavoastra ca afacere, brand sau companie este de a fi materialul.
Facebook nu este materialul, tesatura. Facebook este platforma, iar dumneavoastra sunteti tesatura dorita. Inima dumneavoastra, vocea dumneavoastra si, da, timpul dumneavoastra.

Brandurile care invata asta repede in ciclul initial al adoptarii social media le vor face competitorilor cu mana din mers. Facebook nu va va rezolva problemele cu care se confrunta afacerea. Acestea se vor remedia prin aceleasi moduri pe care le-ati folosit de cand ati deschis compania.

Facebook, Twitter, LinkedIn si celelalte milioane de platforme sunt canale, instrumente tehnologice carora voi le furnizati materia prima. Este conversatia, cunoastearea, timpul alocat investitiei in oameni. 
 
Autor: Alina Negrutiu


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