{"id":989,"date":"2011-02-11T11:12:00","date_gmt":"2011-02-11T11:12:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/02\/11\/"},"modified":"2011-02-11T11:12:00","modified_gmt":"2011-02-11T11:12:00","slug":"989","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/989\/","title":{"rendered":""},"content":{"rendered":"<p><span style=\"font-size:180%;\"><strong>Xarxa Queen Effect: \u201c\u00c9s com a tots els runnings ia can do, to keep in the same place\u00bb<\/strong><br \/><\/span><\/p>\n<div style=\"text-align: justify;\"><em>Al\u00edcia va mirar al voltant seu amb gran sorpresa<\/em>. -Per\u00f2 com? Si sembla que hem estat sota aquest arbre tot el temps! Tot est\u00e0 igual que abans!<br \/>-Doncs \u00e9s clar que s\u00ed! -va convenir la Reina-. I, com si no?<br \/>-B\u00e9, el que \u00e9s al meu pa\u00eds -va aclarir Al\u00edcia, panteixant encara for\u00e7a, quan es corre tan r\u00e0pid com ho hem estat fent i durant algun temps, se sol arribar a alguna altra part\u2026<br \/>-Un pa\u00eds for\u00e7a lent! -va replicar la Reina-. El que \u00e9s aqu\u00ed, com veus, cal c\u00f3rrer tot el que pugui per romandre al mateix lloc. Si es vol arribar a una altra part cal c\u00f3rrer com a m\u00ednim dues vegades m\u00e9s r\u00e0pid.<\/p>\n<p><em>Lewis Carrol, Al\u00edcia a trav\u00e9s del mirall<\/em><\/p>\n<p>L&#039;efecte de la reina vermella il\u00b7lustra la realitat de m\u00e0rqueting d&#039;aquests dies, les marques es mouen i algunes de forma molt r\u00e0pida i la sensaci\u00f3 que queda \u00e9s que no ho estan fent prou r\u00e0pidament ja que cada dia neix una nova categoria, un nou producte, accions de m\u00e0rqueting i comunicaci\u00f3 diferents o fins i tot una nova xarxa social simposa entre els consumidors, compradors, entre nosaltres mateixos. Per\u00f2 aquesta \u00e9s una veritat a mitges, l&#039;endog\u00e0mia dels que participem sovint en aquest joc ens fa creure que si no hi estem hiperactius no som ning\u00fa. La xarxa ha accelerat i multiplicat aquesta sensaci\u00f3 i encara m\u00e9s el moviment a les xarxes socials. Tot i aix\u00f2, l&#039;experi\u00e8ncia demostra que fer un pas a la xarxa sense pr\u00e8viament haver estudiat i analitzat aquesta realitat ens condemna al frac\u00e0s.<\/p>\n<p>Abans que la hiperactivitat a la xarxa ia les xarxes socials i estar per estar, necessitem una estrat\u00e8gia i un pla d&#039;acci\u00f3 a la xarxa d&#039;acord amb els objectius de comunicaci\u00f3 i accions i estrat\u00e8gies de m\u00e0rqueting.<\/p>\n<p>I en conseq\u00fc\u00e8ncia mesurant la reacci\u00f3 de les nostres accions perqu\u00e8 no serveix de res accionar sense mesurar.<\/p>\n<p>Si la comunicaci\u00f3 i el m\u00e0rqueting han canviat amb el creixement exponencial de les xarxes socials, la investigaci\u00f3 no n&#039;ha estat menys. Est\u00e0 canviant la manera de relacionar-se amb el consumidor i per tant la manera d&#039;investigar. El consumidor est\u00e0 canviant el seu qualificatiu d&#039;\u201centrevistat\u201d perqu\u00e8 ha passat a ser un \u201copinador\u201d. Ha passat de ser espectador a ser actor. El consumidor opina i crea a la xarxa a trav\u00e9s de les m\u00faltiples plataformes siguin xarxes socials o no, els investigadors captem aquesta opini\u00f3, la recopilem, estructurem, analitzem i la convertim en coneixement \u00fatil per a la marca.<\/p>\n<p>Cada dia estan naixent noves eines i plataformes de seguiment dels consumidors a la xarxa, totes basades en capturar la informaci\u00f3 que el consumidor llan\u00e7a en xarxes socials, en blocs, en microblogs, plataformes de co-creaci\u00f3, social bookmarking, f\u00f2rums de discussi\u00f3 , product reviews, v\u00eddeo i foto sharing i etc.<\/p>\n<p>Per\u00f2 la clau de tot plegat estar\u00e0, com sempre, en l&#039;an\u00e0lisi de la informaci\u00f3. Fins ara les solucions que s&#039;ofereixen estan m\u00e9s preocupades per obtenir informaci\u00f3 que per analitzar-la. Encara que en aquests moments incipients de l&#039;internet analytics les fonts (per nombre i qualitat) puguin ser diferencials en un futur molt proper la diferencialitat es basar\u00e0 en l&#039;an\u00e0lisi. I a la traducci\u00f3 d&#039;aquesta informaci\u00f3+an\u00e0lisi en coneixement \u00fatil per a les marques.<br \/>Si la marca interpreta correctament aquest coneixement t\u00e9 el millor punt de partida per definir, redefinir o afinar les seves accions tant de comunicaci\u00f3 com de m\u00e0rqueting i no nom\u00e9s a la xarxa sin\u00f3 fora, perqu\u00e8 ja ning\u00fa no dubta que l&#039;efecte altaveu de la xarxa \u00e9s tamb\u00e9 per als que compren off (i no nom\u00e9s on).<\/p>\n<p>Com a reflexi\u00f3 final, no haur\u00edem de parlar de pensament en comptes de coneixement? perqu\u00e8 la pressi\u00f3 social que exerceix la xarxa (i espec\u00edficament les xarxes socials) obliguen i obligaran les marques a tenir un comportament m\u00e9s responsable. A les marques els hi toca pensar m\u00e9s que con\u00e8ixer.<\/p><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Xarxa Queen Effect: &quot;Aix\u00ed t&#039;ho has de fer, t&#039;ho penses!&quot; Al\u00edcia va mirar al voltant seu amb gran sorpresa.-Per\u00f2 com? Si sembla que hem estat sota aquest arbre tot el temps! Tot est\u00e0 igual que abans!-Doncs clar que s\u00ed!<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>-<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/989\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"-\" \/>\n<meta property=\"og:description\" content=\"Red Queen Effect: \u201cIt takes all the running you can do, to keep in the same place\u00bb Alicia mir\u00f3 alrededor suyo con gran sorpresa. -Pero \u00bfc\u00f3mo? \u00a1Si parece que hemos estado bajo este \u00e1rbol todo el tiempo! \u00a1Todo est\u00e1 igual que antes!-\u00a1Pues claro que s\u00ed! -convino la Reina-. 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Y, \u00bfc\u00f3mo si no?-Bueno, lo que es [&hellip;]","og_url":"https:\/\/hamilton.global\/ca\/989\/","og_site_name":"Hamilton","article_published_time":"2011-02-11T11:12:00+00:00","author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Jorge Teixeira","Temps estimat de lectura":"4 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/es\/989\/","url":"https:\/\/hamilton.global\/es\/989\/","name":"-","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2011-02-11T11:12:00+00:00","dateModified":"2011-02-11T11:12:00+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/es\/989\/"]}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/ca\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/989"}],"collection":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/comments?post=989"}],"version-history":[{"count":0,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/989\/revisions"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/media?parent=989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/categories?post=989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/tags?post=989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}