- September 21, 2021
- Posted by: medium
- Category: National
Companies increasingly base their strategies around the comments or criticisms they receive from their customers in these spaces.
Seventy comments on a social network were enough for a company to open a branch in Machala, in the province of El Oro. It is aboutMASSUH DISTRIBUTOR.
Its general manager,José MassuhHe indicated that they have 16 stores distributed in Guayaquil, Quito, Manta, Portoviejo, Machala, Babahoyo and Samborondón; And by 2022 he plans to open more establishments in Cuenca, Santo Domingo, La Libertad and Esmeraldas, also at the request of his clients on social networks.
“If we open in Machala it is because, of the100 commentsthat there were cities, the70 %It was from Machala. This caused us to open in that city, because it was an target group, ”explained Massuh, who takes very seriously the comments, suggestions and criticisms that arrive through social networks, be these Instagram, Facebook, Twitter or Tiktok, which he uses as a statistical means to observe the behavior of the market and make decisions.
Only on Instagram the distributor has427,514 followers. This, in a digital context in which, according to the reportEcuador Digital State,January 2021, there are14.2 million digital users(With Internet access), that is, 80 % of the national population. Of these, 14 million are on social networks.
This strategy is increasingly common in companies, which are even inspired by social networks to launch new products. This is the case ofEtafashionWith his new collection called Instatrendy, which collects the most acclaimed styles of networks such as Tiktok and Instagram.
“Social networks have revolutionized the world and we have decided to be part of this, offering our clients options that allow them to havelooksthat are visualized worldwide, ”he saidCamila Camacho,The marketing jefa from the company, who assured that the networks have become a direct contact platform with customers and that they are increasingly important to listen to users' opinions. He added that they also serve as a thermometer to know how the acceptance of products or collections will be.
For this, Camacho revealed, ETAFASHion has a team that is responsible for studying and understanding everything that happens in these media to anticipate the trends and needs of its customers.
"It is the users of social networks who are generating information for us every day, not only at the level of tastes or needs, but also through preferences and trends. It is our responsibility to listen and always deliver products and experiences that exceed the expectations of our clients," said Camacho.
In other cases, the networks have even contributed even in the co-creation of product designs, as happened with the brandLively, when Thessalia CBC, manufacturer of this mineral water, decided after ten years of absence to bring to its labels to the traditional bear, after listening to consumers in networks, whom they callGüitig Lovers; But instead of a polar bear, a glasses of glasses were used, a species present in Ecuador.
The image of the bear generated reactions between the followers of the brand in networks, by ensuring that the image used was that of a beargrizzlyconsisting of an image bank of the portal123rf.com.
The brand hosted the comments and launched a survey on Twitter to vote some alternatives for the co-creation of the new design, which in the end became an Andean bear, a process in which four Ecuadorian illustrators participated, the brand reported.
Regarding the Güitig Lvers, the company indicated that they were detected at the beginning of 2020.
"We detected that the Güitig community on social networks linked the brand with its moments of happiness and described it as one more member of their extraordinary moments, all identified themselves as lovers of the brand, describing it as a symbol of their childhood and one more member of their family ...", said the firm, which stressed that the link between the community and the brand is a fundamental pillar for the company The constant improvement of our portfolio and within the current work structure The process of co-creation with our consumers is increasingly relevant. ”
Paola Aulestia,Specialist in SMEs (small and medium enterprises), he recommended companies not to base their strategies only depending on what their clients comment on social networks.
In the case of bad comments on the products or services of a company, the firm must give them the necessary importance, analyze the circumstances generated by these complaints or dislikes; But later analyze, go to the field and ask other customers how they have gone with their product or service, so there are making the decision change decisions or strengthening what they were already carrying.
Aulestia explained that social networks do not have to be isolated from the general marketing strategy and the business strategy of the companies, but that they must go anchored to them; Although he regretted that, especially SMEs in Ecuador, many times they fail to consolidate this concept and take it as a fashion, especially since last year by the pandemic.
Another of the failures, according to the expert, is that companies do not use the correct social networks according to their activities.
“There are companies that are on Facebook, but they do not necessarily have to be on Facebook, they have to be on Instagram or on LinkedIn; starting from that, not all have that feedback orfeedbackof customers, ”said the expert, who, however, reiterated that companies must give the necessary importance to social networks.
"If traditional marketing told me that, by a client who is dissatisfied, there are ten potential clients that we lose, because the dissatisfied will disseminate him; by a person who complains on social networks, it would no longer be ten, but many more. Starting from this, it is important, but it is not everything," said the expert.
In this regard, Massuh, for example, said that when good comments are generated in networks they can determine that they are on the right track, but when they are bad comments or suggestions it is a sign that indicates that they must change and observe how the market is.
“Today it is easy to publish something and that the customer gives you the feedback of the product. We can measure it bylikes, for comments, or many times they tell us why they do not bring such a product and we know where the trend is going and what the client wants, ”said the businessman.