¿Qué pasa cuando no hay insumos para una estrategia digital?

Hace algunos días recibí una cuenta bastante particular a decir verdad, con todos los potenciales para ser líderes de opinión, líderes de sector e incluso, ser precursores de un cambio social. Me emocioné con ella cuando la conocí, empecé a hacer planes, pensarlo en grande y puff, me encontré con la realidad.

A los pocos días de empezar el proceso de empalme, supe que sería una de esas cuentas complicadas de manejar, no sólo por el enfoque particular sino por el cliente en especial. Pasé por ese momento justo en el que pones en la balanza si pesa más el amor por lo que haces o lo que estás padeciendo pa’ parir un proyecto. Yo me incliné por la primera, pero ha sido más la segunda, un parto de sixtillizos o más muchachitos.

En situaciones así uno prima por lo ejecutivo, es decir, arrancar por perdir los insumos suficientes para montar la estrategia, imagen de marca, manual de comunicaciones, cosas básicas que uno creería que todos tenemos implementados. Pero ¡Oh sorpresa! Este cliente no tenía nada escrito, todo está en la mente de sus colaboradores, es decir, la empresa puede ser todo lo que las percepciones de quienes están allí tengan.

Me tomé el tiempo de involucrarme, asistí a todas las reuniones habidas y por haber, conversé con cada colaborador, tomé juiciosa nota de cada percepción y empecé a armar mi propia percepción de la empresa, una que plasmé en un documento inicial que se podría convertir en el primer insumo de mi tarea final: la estrategia digital de la empresa.

Ahora bien, ¿qué pasa cuando no están los insumos en la empresa? Empiezan los reprocesos. Las percepciones y conceptualizaciones de cada persona son variables y no forman una empresa, sino muchas. Es necesario tomarse el tiempo de sentarse a pensar a largo plazo, a dejar en papel qué es la empresa, para dónde va, cómo quiere lograrlo y todas las preguntas básicas de un plan de negocios que es el insumo para el plan de comunicaciones que más tarde servirá como inicio de la estrategia digital.

Las campañas no se han por arte de magia, necesitan de documentos guías, conceptos claros escritos y no únicamente en la mente de las personas. Las empresas crecen porque tienen una estrategia definida, pero hacer esto requiere de tiempo y personas capacitadas para armar las bases de ese crecimiento con documentos que sean insumo para cada acción en comunicación, en el mercado e incluso al interior de las mismas empresas.

 

¿Y tú cómo armas metodológica y conceptualmente tu empresa o campaña?

@EriiGiraldo

*Imágenes tomadas de gettyimages

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