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De cómo Apple ha inspirado a Facebook (sin estar en Facebook)

2 marzo 2011 - 21:13 - Autor:

El iPad2 tiene más de 25 páginas en Facebook, contando sin demasiado rigor, en el mismo día de su lanzamiento. Un producto que aún nadie ha visto, que se está presentando en el mismo momento en el que se está escribiendo este post, tiene más páginas que cualquier otro ordenador, teléfono móvil, coche…No hay ningún producto de consumo que logre despertar la pasión que despierta Apple.

La compañía de la manzana es un fenómeno que se estudia – y si no se hace se debería- en todas las escuelas de marketing y publicidad: tiene la mejor imagen y los clientes más fieles con una inversión mínima en publicidad.

Nespresso tiene a George Clooney , pero Apple tiene algo mucho mejor y que le cuesta mucho menos dinero que son unos usuarios enamorados de sus productos, de modo que van a comprarlos, a admirarlos, a comentarlos antes de que salgan al mercado y a defenderlos ante cualquier crítica.

Apple no inventó el marketing o la comunicación 2.0. De hecho no tiene ni una página oficial en Facebook, y ni tan si quiera una cuenta en Twitter. ¿Para qué? Ya se lo hacen sus propios fans. Pero sin duda, es la inspiración que ha marcado los objetivos de las estrategias digitales de las empresas.

Facebook, además cree ,y así lo vende, que tiene las herramientas para que cualquiera desde una de sus páginas para empresas pueda enamorar a sus clientes como lo ha hecho Apple con su tentadora manzana.

La meta de cualquier empresa en Facebook es precisamente imitar este efecto Apple por el que los clientes se convierten en prescriptores de la marca, que sienten suya y con quien establecen una relación, que en las redes sociales se logra a través de la conversación.

Las empresas tienen a sus community managers, y Apple tiene a Steve Jobs, su presidente, que despierta tanta admiración como cualquier estrella de cine. De hecho, podríamos considerar que Jobs es el modelo del community manager ideal.

Los principales lanzamientos los hace el mismo presidente, que en más de una ocasión ha escrito cartas abiertas directas a sus clientes, explicándoles por qué debe tomarse una baja y hasta  pidiéndoles disculpas y rectificando estrategias como cuando se lanzaron los nuevos iPhones 3G y la gente  que había comprado la versión anterior se quejaba de la diferencia de precio.

Precisamente, esta es otra de las funciones de las páginas de empresas en Facebook: escuchar a sus clientes, responderles, y si detectan críticas o recomendaciones interesantes tratar de incorporarlas a la estrategia.

La otra gran pata de las páginas corporativas es lograr la fidelidad de nuestros clientes. Los community managers lo consiguen creando promociones especiales para sus seguidores, premiando su actividad y cercanía.

Apple tiene los seguidores más fieles del mercado. Y la verdad es que no les premia nunca, más que con nuevos productos que esperan como el adicto a su dosis de droga, pero sin duda, es el modelo que se envidia, y al que se aspira creando una página en Facebook.


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