¿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?


*Imágenes tomadas de gettyimages

Esta entrada fue publicada en Estrategias, Social Media y etiquetada , , , , , , . Guarda el enlace permanente.

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

  1. Good article. I absolutely love this website.

    Keep writing!

  2. Valentin dijo:

    Howdy, i read your blog from time to time and i own a similar one and i was just
    wondering if you get a lot of spam feedback? If so
    how do you reduce it, any plugin or anything you can advise?
    I get so much lately it’s driving me mad so any support is very much appreciated.

  3. Elba dijo:

    Hey there this is somewhat of off topic but I was wanting to know if blogs use WYSIWYG editors or if you
    have to manually code with HTML. I’m starting a blog soon but have no coding expertise so I wanted to get guidance from someone
    with experience. Any help would be greatly appreciated!

  4. Erick dijo:

    Excellent site you have here but I was curious about if you knew of any community forums
    that cover the same topics discussed in this article?
    I’d really like to be a part of community where I can get advice from other knowledgeable individuals that
    share the same interest. If you have any recommendations, please let me know.

    Thank you!

  5. Aisha dijo:

    Greate post. Keep posting such kind of info on your
    site. Im really impressed by it.
    Hello there, You have performed an excellent job. I’ll certainly
    digg it and for my part recommend to my friends.
    I’m sure they’ll be benefited from this site.

  6. I am curious to find out what blog system you happen to
    be using? I’m experiencing some small security problems with my latest blog and I would like to find something more
    risk-free. Do you have any suggestions?

  7. Greetings from Los angeles! I’m bored to tears at work so I decided to check out your website on my
    iphone during lunch break. I enjoy the info you provide here and can’t wait to
    take a look when I get home. I’m amazed at how fast your blog loaded on my mobile ..

    I’m not even using WIFI, just 3G .. Anyways, amazing site!

  8. Eugenia dijo:

    We stumbled over here coming from a different website and thought I might check things out.
    I like what I see so now i am following you.
    Look forward to finding out about your web page for a second time.

  9. Norris dijo:

    Genuinely no matter if someone doesn’t be aware of afterward its up to other visitors that they will help, so here it takes

  10. My partner and I absolutely love your blog and find the majority of your post’s to be exactly I’m looking for.
    Does one offer guest writers to write content in your case?

    I wouldn’t mind producing a post or elaborating on many of
    the subjects you write concerning here. Again,
    awesome blog!

  11. Bernd dijo:

    I like the helpful info you provide in your articles.
    I will bookmark your weblog and check again here frequently.
    I’m quite sure I will learn plenty of new stuff right here!
    Best of luck for the next!

  12. I’m really loving the theme/design of your site.
    Do you ever run into any web browser compatibility issues?
    A number of my blog readers have complained about my site not
    working correctly in Explorer but looks great in Firefox.
    Do you have any ideas to help fix this problem?

  13. Kia dijo:

    whoah this blog is magnificent i love reading
    your posts. Stay up the great work! You know, many
    individuals are searching round for this information, you could help them greatly.

  14. It’s a shame you don’t have a donate button! I’d most certainly
    donate to this superb blog! I suppose for now i’ll settle for book-marking and adding your RSS
    feed to my Google account. I look forward to brand new updates and will share this site with my Facebook group.
    Talk soon!

  15. No matter if some one searches for his essential thing, so he/she desires to be available that in detail, thus that thing is maintained over

  16. Brenna dijo:

    you are actually a excellent webmaster. The web site loading pace
    is amazing. It kind of feels that you’re doing any distinctive trick.
    Also, The contents are masterwork. you have performed a fantastic task on this subject!

  17. Ericka dijo:

    This is a good tip particularly to those fresh to the blogosphere.

    Brief but very accurate info… Thank you for sharing this one.
    A must read post!

  18. Alda dijo:

    I blog quite often and I genuinely thank you for your content.

    This great article has truly peaked my interest.
    I will book mark your blog and keep checking for
    new information about once per week. I opted in for your Feed too.

  19. Berniece dijo:

    It is actually a nice and helpful piece of info.
    I’m happy that you shared this helpful information with us.
    Please stay us up to date like this. Thanks for sharing.

  20. Greate post. Keep writing such kind of info on your page.
    Im really impressed by it.
    Hello there, You have done an excellent job.
    I’ll certainly digg it and individually recommend to my friends.
    I’m sure they will be benefited from this website.

  21. Hi! I know this is kind of off topic but I was wondering if you
    knew where I could find a captcha plugin for my comment
    form? I’m using the same blog platform as yours and I’m having difficulty
    finding one? Thanks a lot!

  22. Lavon dijo:

    Have you ever considered about including a little bit more
    than just your articles? I mean, what you say is valuable
    and all. Nevertheless imagine if you added some great images
    or videos to give your posts more, “pop”! Your content is excellent but with images and video clips, this blog could certainly be one
    of the most beneficial in its niche. Amazing blog!

  23. Nice blog right here! Additionally your website lots up very fast!
    What web host are you using? Can I get your associate link on your host?

    I desire my website loaded up as fast as yours lol

  24. It’s perfect time to make some plans for the future and it is time to be happy.
    I’ve read this post and if I could I wish to suggest you few interesting things
    or tips. Maybe you can write next articles referring to this article.

    I wish to read even more things about it!

  25. you are in reality a good webmaster. The site loading speed is incredible.
    It seems that you’re doing any unique trick. In addition, The contents are masterwork.
    you’ve done a wonderful process in this subject!

  26. My coder is trying to persuade me to move to .net from PHP.
    I have always disliked the idea because of the costs. But he’s tryiong none the less.

    I’ve been using Movable-type on numerous websites for
    about a year and am concerned about switching to another platform.
    I have heard excellent things about blogengine.net.
    Is there a way I can transfer all my wordpress content into it?
    Any kind of help would be greatly appreciated!

  27. myvajra.com dijo:

    [url=http://myvajra.com/pals/claribelz]myvajra.com[/url] [url=http://katharin.booklikes.com/post/1545329/sverige-troja-med-tranare-roberto-mancini-i-samforstnd]katharin.booklikes.com[/url] [url=http://www.bluelinkx.com/blogs/669611/1107771/]www.bluelinkx.com[/url] [url=http://monserra.spruz.com/pt/manchester-united-trja-frberedelser-foreuro-2016.3-22-2017/blog.htm]monserra.spruz.com[/url]

  28. Andy dijo:

    I’m impressed, I have to admit. Seldom do I encounter a blog that’s both equally educative and amusing, and let me tell you,
    you have hit the nail on the head. The issue is something that not
    enough folks are speaking intelligently about. Now i’m very happy
    I stumbled across this in my search for something regarding this.

  29. This web site truly has all the information and facts I needed concerning this subject
    and didn’t know who to ask.

  30. Hi colleagues, fastidious post and nice urging commented here, I am in fact enjoying by these.

  31. Thanks for sharing your thoughts about read travel emails.


  32. Howdy! I know this is kind of off topic but I was wondering
    which blog platform are you using for this site? I’m getting tired
    of WordPress because I’ve had issues with hackers and I’m looking
    at alternatives for another platform. I would be fantastic if you
    could point me in the direction of a good platform.

  33. Good write-up. I certainly love this website.
    Stick with it!

  34. If you desire to increase your experience only keep visiting this website and be updated with the
    latest information posted here.

  35. body kits dijo:

    It’s very simple to find out any topic on web as compared to
    textbooks, as I found this post at this web site.

  36. Yukiko dijo:

    I got this web page from my pal who shared with me about this website and at the moment this time I am visiting this
    website and reading very informative posts here.

  37. Barbra dijo:

    If some one needs to be updated with latest technologies after that he must be go
    to see this web site and be up to date everyday.

  38. Hello would you mind letting me know which webhost you’re
    using? I’ve loaded your blog in 3 completely different internet browsers and I
    must say this blog loads a lot faster then most. Can you suggest a good internet hosting provider at a fair price?
    Cheers, I appreciate it!

  39. This is a good tip especially to those new to the blogosphere.
    Simple but very accurate info… Many thanks for sharing
    this one. A must read article!

  40. I’ve been exploring for a little for any high-quality articles or weblog posts on this kind of space .

    Exploring in Yahoo I at last stumbled upon this site. Reading this info So i am glad to express that I have an incredibly excellent uncanny
    feeling I found out exactly what I needed. I such a lot surely will
    make sure to do not put out of your mind this website and provides it a look

  41. My brother suggested I might like this web site.
    He was totally right. This post actually made my day. You can not imagine simply
    how much time I had spent for this info! Thanks!

  42. Pretty! This has been an extremely wonderful article. Thank you for supplying
    this info.

  43. I’m no longer positive where you are getting your info, however good
    topic. I must spend a while learning more or working out more.
    Thank you for excellent info I used to be looking for this information for my mission.

Deja un comentario

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *