Creative director and Social Media Strategist Juan Boronat says that the goal of companies today should be to become a “conversation argument” of users. To this end, the expert recommends that SMEs “put themselves in the user’s shoes, speak their own language and contribute values that gratify emotional needs” to attract them to their vertical network.
The expert in Social Media Strategist has remembered in an interview granted to the Webpositer agency that “every publicity action that is valued seeks to transcend, be perceived, understood and remembered” by its target audience but, in order to achieve it, “a good strategy and better creativity” is needed, regardless of the media, formats or tools that are used. In this sense, has stated that “there are no viral campaigns, but good advertising campaigns.”
For an advertising campaign to generate emotions among consumers, the creative director recommends “speak your own language and bring values that gratify your emotional needs. Coca Cola no longer sells soft drinks: it has become the benchmark of happy people and in the aspirational brand for people who want to be. ”
Both a large brand and a SME can develop a strategy that places them at the emotional level of the public. “An adequate response, timely detail, interesting content or a wink at the right moment can be the basis for the user to internalize the brand as a source of personal value,” he said.
Boronat stressed that “there are no small brands, but small minds”, because the key is to be “ambitiously close” to the potential buyer.
Juan Boronat recalled that the communication model emerged from the outbreak of the Internet has definitely imposed, so it is important to be present and “take that first step” that allows companies to address the new environment because it is the only way to “survive ” in the future.
In fact, this professional has ensured that brands will become the main “producers of information, educational and leisure content” of the future, and precisely “for their content, we will recommend them.”
Thus, the future of Social Media, according to Boronat, passes through a model of “vertical networks”, in which the segmentation by interests is key. The current model would not cease to function at the enterprise level, while interest networks would allow verticalising the relationship environment and establishing deeper links with the target audience. Google itself would have already understood the new trend, which is why Google + would pose as a “social layer” model, ahead of what is to come.
The current trend would be to turn the brand message into an “individualized experience”, where each person feels “unique” during the conversation with his brand. To do this, it must build its presence in social media on elements such as personalization of strategies, correct planning of objectives and actions, time management and consistency. All this starting from a previous diagnosis of the situation of the brand in social networks.
With the bases in place, Juan Boronat advises to promote initiatives that try to establish a link of proactivity, that turns the public into the protagonist “of a you to you with the brand”.
Precisely these principles would explain the increase of strategies of ambient marketing, mobile marketing, digital signage or the proliferation of participative microsites directed to generate engagement.
The Value of Brand Experience
The expert in social media strategies has stated that “more and more brands give up the value of the offer and bet on the value of the brand experience” because “the goal is to make the sale is not perceived as a cost by the public, but as a productive investment. ”
After two decades dedicated to the sector of creativity and advertising, this expert insists that it is essential to “give pulse” to the logos.
In this sense, the Social Media Strategist considers that the identity of the brand is “unique, and does not understand environments,” so it must project the same reference values online and offline, adapting them to the requirements of each medium.
The founder of La Diferencia Creativa has said that the most common error in Social Media is given by the lack of knowledge of the medium, which results in the implementation of the brand “without strategic criteria”, a spur of future corporate crises. The most optimal channel to manage the presence of the brand on the Internet would be to define the “what, how, when, where and why” of its presence in social networks.
uan Boronat explained that understanding the conversation as a marketing tool will allow the company to take advantage of the creative crowdsourcing of its followers, “listening and asking” to feed back after their opinions, feedbaks and comments, given that social networks are “a kind of two-way call center. ” To achieve the attention of the target audience, according to Boronat, we must know how to listen and understand “what moves and removes the public, so that the brand proposals serve to enrich the expectations of the user.”
For the founder of The Creative Difference, brands should focus more on being “conversation argument” than on becoming a user that uses their profiles as “store of followers and depersonalized fans.” The real objective would be to build content that will allow users to talk and provide personalized content to the user so that they can be incorporated into their “vertical network”.
Presence and creation of forums for debate
For a few years, the opinions of users have a decisive influence on the image offered by the brand, which is why the Social Media Strategist recommends having a presence in forums that allow the “positioning” of brands within of their sector, as well as create own platforms that centralize the current of reputation online around a brand.
On the other hand, asked for the implementation of SEO strategies in the blog, the head of Lasblogenpunto acknowledged that the “white” SEO is a “very important tool to get a brand (personal or business).” However, he stressed that on occasions he has gained so much prominence that “he has made the quality of the contents take second place,” which he called “grave error.”
The creative director also explained in Webpositer that among the values that must prevail in a professional blog highlights “the honesty, passion and constancy” of its author. However, he recalled that a blog should be directed to “contact and exchange opinions and knowledge with other people,” and therefore discarded an approach to these social media based on “profitability.”
Political marketing, a pending issue
The former presidential advisor to the government of La Rioja in the 1990s has also analyzed the situation of political marketing in the current context, where he recognizes that most of the public officials “neither know nor believe in communication 2.0 They are aware that it is there but does not show a special interest in assuming it “.
In fact, according to Boronat, most use their profiles as “repository of remote-controlled news, avoiding to incorporate aspects more personal or opinion, that may differ from the political line of their parties.” This perception of social technologies would explain that many open and activate their profiles on the eve of the electoral period to, after the appointment at the polls, condemn it to closure or abandonment because the politician “is not interested in talking, but simply evangelizing, and this is very difficult for people to follow. “
