Rubén Weinsteiner: Starbucks, una mirada 2.0

sábado, 7 de agosto de 2010

Starbucks, una mirada 2.0

Starbucks suma unos 744.000 seguidores en twitter y 5.500.000 fans en facebook muestran que la marca algo esta haciendo. En you tube tienen más de 5000 suscriptores al canal.

Lo que trasunta el entorno 2.0 de Starbucks, es que hay verdaderamente un espíritu 2.0 de retroalimentación y escucha. Esto se traduce en fogging, no enganchándose en críticas con poco de constructivo, y se percibe un alto nivel de proactividad en la crítica positiva.

El abordaje en términos de mensaje y relato del día todavía carece de repentización, y el abordaje del/los problemas de marketing trasunta buena voluntad pero poca eficacia.

Buena la instalación de anclajes, y buena la gestión viral, falta comunicación en el canal cenéstesico, y falta volumen de juego en términos de metamodelo de lenguaje.

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Public Affairs

Navigating the intersection of markets, governments, policy, politics and public opinion is an increasingly challenging and important role for management teams and boards of directors. Operating in major political capitals and key emerging markets, Weinsteiner Consulting helps organizations set strategies to engage with public policy stakeholders in compelling and effective ways. We provide clients with the expertise they need to analyze, advise and deliver across these critical areas. Campaigns using media relations, digital strategies, advertising, grassroots organizing and lobbying to influence decision makers make up a public affairs initiative. Public affairs campaigns are intended to impact specific governmental actions or decisions by shaping public opinion. Weinsteiner Consulting specializes in integrated public affairs campaigns and our record of success is unparalleled.

Marca política

Weinsteiner Consulting works with government organizations and political campaigns to help them understand emerging issues in order to develop strategies that enable them to realize their individualized goals. Our extensive experience ensures that our clients can identify and refine messages that resonate with their key audiences using creative, unique, and efficient avenues for message delivery. In order to develop a tailored strategy for our clients, our work plan begins with accurate qualitative and quantitative research to understand the political environment. Weinsteiner Consulting would provide specific recommendations to construct or improve your message, as well as execute its delivery. Weinsteiner Consulting is also able to provide you with grassroots solutions for a comprehensive connection to your electorate.

Advocacy

Advocacy advertising allows you to define an issue of public debate on your own terms in order to shift public opinion and activate your audience. When properly executed, constituents (electors) become the amplifier for your message and the vehicle for affecting (afectar, comprometer) policy, legislation, and broader public opinion. However, because advocacy advertising promotes a point of view rather than a product or service, it requires a different approach to both creative development and media buying than traditional commercial advertising. At Weinsteiner Consulting we have extensive experience in this area. We tap into the triggers that motivate your audience through public opinion research and leverage these insights across a comprehensive (integral, extensor, exhaustive) media strategy. We create award-winning campaigns that touch your audience on issues that matter to them. What happens in the courtroom is only part of the battle. Allegations can travel the Internet at warp speed and spread virally, generate national media exposure, activate special interests and mobilize organized opposition. Successfully navigating today's complex world of legal affairs demands sophisticated legal strategy, and equally sophisticated communications strategy. At the intersection of business, law, government, politics and media, we are uniquely positioned to serve our clients in this arena. We employ a proven two-pronged approach: conditioning the environment outside the courtroom or hearing room with the desired legal outcome in mind, while safeguarding our clients' reputations, brands and business imperatives (fundamentals) from the allegations at issue. We specialize in high profile, sensitive and complex litigation.

Nuestro servicio de Advocacy en Weinsteiner Consulting

Con las campañas de advocacy, de construcción de escenarios y adhesión, planteamos y organizamos un debate que se está dando o no en la arena pública en nuestros términos.Con el objetivo de sacudir a la opinión pública, obligar a los stakeholders a reposicionarse y activar a la gente, y a los que compran un determinado mensaje dentro de la población, y se convierten en amplificadores del mismo, en el vehiculo para influenciar a los tomadores de decisiones, tanto en el estado como en el sector privado, dentro de la prensa y el universo mediático, como en el ámbito de los legisladores, de los jueces y hacia adentro de la opinión pública. Se impone hoy más que nunca, desarrollar abordajes diferentes del que desplegamos en el proceso creativo y la compra de medios tradicionales. Hay que implementar los disparadores correctos que impactan con profundidad en los diferentes públicos, con investigación, estrategias, tácticas, desarrollos quirúrgicos y planificación en tiempo real. Como decimos en Weinsteiner Consulting: The plan is nothing, planning is everything, el plan es nada, planear es todo. En los tribunales se juegan solo algunos minutos del partido, importantes, pero no cierran el resultado ni para bien ni para mal. Los jueces no viven en otro planeta, y lo que se produce en las cortes, viaja viralmente a la velocidad de la luz via Internet y la Web 3.0. generando exposición mediática, emociones, activando intereses sectoriales y específicos y movilizando grupos a favor y en contra. En la intersección de los negocios, el gobierno, la política, la justicia y los medios, trabajamos dos líneas estratégicas 1)Construir el entorno mas conveniente y favorable para condicionar a los actores y obtener el resultado buscado 2)Preservar y blindar la reputación de nuestro cliente, sus marcas y los fundamentals de sus negocios en curso, de acusaciones, difamación y construcción de anclajes negativos. Ganar un juicio o una batalla comercial es una cosa, preservar la reputación es otra muy diferente. Sobre todo en causas de alto perfil, sensibles y complejas, estableciendo los clivajes mas eficaces, saliendo de la lógica defensiva de solo responder, organizando el debate, para definirlo y ganarlo.

Foundations & NGOs

Weinsteiner Consulting works for foundations and not-for-profit organizations helping them understand emerging issues in order to develop strategies that enable them to realize their individualized goals. Our extensive experience ensures that our clients can identify and refine messages that resonate with key audiences using creative, unique, and efficient avenues for message delivery. Weinsteiner Consulting seeks to understand the social currents that are changing societies and countries and to help all types of organizations and individuals master emerging issues and implement innovative strategies. We specialize in analyzing changes in today’s diverse socio-political and economic environments and offer all of our clients comprehensive qualitative and quantitative research analysis. The different foundations and NGOs that have worked with Weinsteiner Consulting have received accurate and customized research plans to suit their needs. Many foundations rely on Weinsteiner Consulting to measure and communicate more strategically and effectively.

Politics

Politics impacts on everyone’s lives everyday. Navigating the world of politics is a complex and tricky challenge to most organisations. However, in politics we see the capacity for change, and as skilled political operators and interpreters we translate the world of politics to your world. We provide clients with an in-depth understanding of the players, the personalities, the policy, the politics, and we act as interlocutors on your behalf. Our Services Global trend analysis Parliamentary monitoring Political insight

Our approach

“Know your audience.” Everyone says it, but we truly know how to do it. We’ve spent years defining and refining proprietary research methods that get us to the heart and soul of your audiences—their perceptions, motivations, desires and needs. Then we turn our eye toward your organization—studying your people, processes and competencies; illuminating the real value of what you do and deliver; and evaluating every touchpoint of your brand experience from the outside-in. Armed with a deep understanding of your situation, we deconstruct the elements that truly define your organization and the experience it provides, then reconstruct your brand around a framework of Purpose, Promise, Values and Voice. This framework becomes the bedrock for crafting or evolving each and every touchpoint to reinforce your brand, enhance customer experience and deliver against your business metrics. Our holistic, audience-centered strategies ensure your brand shines through loud and clear—on touchpoints large and small, strategic and functional—throughout the customer journey. Our goal is to distill the essence of what is important, unique and compelling to you and your audiences. Eliminating all the clutter, we allow your true, simple and meaningful brand experience to emerge with a fresh perspective. At Weinsteiner Consulting, we value and trust our clients as the dedicated experts you are. Together, we can challenge the status quo and set new standards of excellence.

Vision

Brand is an invisible mark that imbues the owner’s personality onto everything they do, own, produce, look like and sound, and which allows others to perceive it instantly and intuitively. Brand Goes Live. Media space has invaded reality. Things become public the moment they happen. There is no time to rehearse or edit anymore. In the not so distant future, everything we see, hear, feel, think, do, will instantly become available to the audience attuned to our frequency. No time to prepare. Nowhere to hide. In the real-time, instantly-shared reality, things can no longer be branded by pasting a logo over them. Instead, the tell-tale of the brand is the very way the things and people are: how they are made or look, how they operate and communicate. Brand symbols have evolved from manicured images to the unedited natural reality of the things they represent.

Stakeholder engagement

We specialise in getting our clients’ points across to those who matter The foundations for reaching and convincing the right people are first identifying who and where they are, and second benchmarking their attitudes and opinions towards you. Building on this, we organise stakeholders into tiers so that it is clear which are highest priority and which need a lighter touch. Having identified the audiences, we help our clients construct the right engagement strategy and find the messages that most resonate with each group of stakeholders. We can then move into the practical phase of the programme, providing logistical support around meetings or events, and tracking the client’s exposure to its audiences.

Strategy and message development

Developing a clear strategy — to govern messages and align activity — is the single most important element of successful communications Messaging We amplify support for issues that affect our clients by identifying, recruiting, educating and mobilizing local support in lawmakers' home states and districts. Through creative grassroots endeavors we mobilize grassroots sentiment for legislative action. With an extensive campaign background and a team of professionals skilled in both the political and corporate arenas, we provide a unique, effective approach to achieving goals, seizing opportunities and solving problems for our clients. We help our clients identify their key communications objectives, and develop, test and apply clear messages across multiple platforms. Strategy Summit We undertake quantitative and qualitative research to analyse an organisation’s reputation and understand their audiences Messaging Workshop A one day workshop led by Weinsteiner Consulting senior counsel to help identify and agree the right communications strategy for any organisation. Toolkit We provide comprehensive tools for effective communication, including a strategic framework, campaign grid, messaging, stakeholder maps and a tactical plan.

Our Strategic Brand Development Services

Our brand services are designed to maximize market share growth. We work closely with our clients to develop a tailored solution with the sole purpose of growing market share. Growing market share is more than a simple marketing exercise. It's not just about raising brand awareness. It's about having brand positioning that creates customer preference. In order for your brand positioning to be effective, each and every person in the organization must live the brand. We are a global brand company of change agents. Our brand consultants work tirelessly both on how the market sees your brand and how the brand is seen and lived internally. Many of our branding services and capabilities are listed below. Call us or email us if you think you need help with your brand. Services Corporate branding Global branding Rebranding and Brand Launch Brand Development Brand Identity Creation Division branding Product branding Cultural branding Brand audit Brand positioning Qualitative research Quantitative research Research analysis Visual Identity Brand training Sales training Brand strategy Strategic planning Market analysis Seminars Keynote Addresses Industry Experience Agriculture Airlines Automotive B2B Beverages Consumer Products Financial Services Food Service Healthcare Hi-Tech Hospitality Hospitals Insurance Manufacturing Medical Devices Online Products and Services Organizations Packaged Goods Pharmaceuticals Retail Software Telecommunications Transportation Travel/Tourism Utilities

Are you a Company and need to…

be ahead of the legislative & regulatory changes afecting your Organization & your Industry?

provide your Organization the value of having & keeping a good relationship with the Administration decision-making Officers?

know which people will decide about the future of your Industry?

getting involved and helping to conform the decision or the positioning of a Government Officers?

your Organization to be a key player on developing and improving Public Policies?

give voice, energy, eficient action capacity & a solid Public Relations to your Organization in order to build strong coalitions?

We help your Organization & Industry:

identifying the key players of the legislative proces and the most relevants stakeholders;

buiding an stead, loyal, trust & transparent relations frame with Public Legislators in order to grant an allied position;

damage & risk limiting & taking advantage: going ahead of future changes afecting your future;

defining an Institutional ad hoc strategy, to acomplish the right positioning;

developing influencing campaings to position you in the core of the key players map, providing the conjunction of forces & partners to amplify your voice;

granting your future & viability.

Grassroots

We offer traditional grassroots lobbying services, unique grasstops (Grassroots would be people organized in order to achieve something, while grasstops would be the people assigned withing this organization to have a leading role for the community). services, in-state lobbying, political intelligence collection, local earned media and many other services. We have a strong presence across the country, featuring the most current and extensive national network of top- notch field operatives in the industry. With operatives across the country, we can tap the right people for any project. In today’s government, political power is often derived in the home states and districts of federal and state officials. To capitalize on this fact, we help our clients by identifying, recruiting and educating the appropriate forces in the home states and districts. This powerful process transforms local resources into persuasive communication assets for your objectives. Our success in government relations stems from our outstanding bipartisan (bi partidista) team whose extensive political experience is derived from decades of combined service within Congress, the executive branch, state capitols, and private-sector organizations. We focus on delivering (entregando) measurable business results and every member of our organization is available to help you achieve your goals. Effective public affairs campaigns can no longer rely on traditional media alone. Blogs and social media platforms have become a key influencer of the 24/7 news cycle and can often direct the course of a campaign. Speed of distribution and viral redistribution make this a powerful element of your public affairs campaign. Locating, targeting, organizing and motivating likeminded supporters to engage with policy makers is a key tactic in shaping public opinion. Weinsteiner Consulitng draw on their experience crafting innovative ways to engage followers in order to plan and manage a campaign that produces the desired result.

sábado, 7 de agosto de 2010

Starbucks, una mirada 2.0

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