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|World & Business - Marketing|
|Thursday, 30 August 2012 10:50|
Do you remember the myth of the cave? I assure you a nice trip:
Although many times we stay in this third point accompanying the client on the adventure, we keep looking beyond, why settle for the shadows when we can see a social experience in its essence?
To achieve this idea we have to rid ourselves of the traditional view of marketing, the way communication in which the space where the parties agree to an exchange is one of them occupied by restricting participation among users.
But classical philosophy, and Socrates in particular, reminds us that there is a requirement to consider: for that ideal as possible should contain an empty space.
Why empty space? For that, at any given time, anyone can contribute their ideas and arguments. A space in which we can participate at a time but no one can do it all here.
That space already existed in ancient Greece, in the assembly ended Socrates contempt for not being sufficiently flushed. In it, trying to deceive citizens each other, but, as explained in the essay that inspired this post, "to try to deceive, had to argue and counterargument, have to speak, and that dialogue were emerging consensus, and laws consensus ".
In recent decades, the traditional marketing of brands has been occupying that empty space. In the case of B2B was the lack of transparency or a rigid corporate hierarchy which restricted the participation of all. With the advent of the Internet and the increased capacity, has opened the possibility of eliminating those barriers, to put people at the center of the strategy and empower.
Once we have achieved a real community , we are talking about the void represents the absence of ideology, nationality or desires of a user when he argues or undertakes a share, giving it the best value in terms of contribution to the brand or organization.
An example: when someone states a mathematical theorem, one can retort that do not agree with what he thinks because he really did not say anything, is the theorem which tells himself. It may be true or false, but what actually happened is that someone has pronounced that theorem as he would any other, is independent of their desires, ideology or nationality. The only requirement to state it is to be rational, and, taking only reason we are free as a deal for a moment that empty space with no claim as ours.
In the duration of a social experience of a particular company may be few, many or no input from customers or members of the organization, but here we do not care how much, we talk about quality: When a user makes a contribution in response to characteristics that void, that total freedom or absence of personal characteristics, ie, in the place of any other, we will have obtained a true interaction whose value will offset all the effort.
We are optimistic digital ;)