{"id":7876,"date":"2015-09-08T02:48:02","date_gmt":"2015-09-08T05:48:02","guid":{"rendered":"http:\/\/redhustle.com\/blog\/?p=7876"},"modified":"2015-09-08T02:55:47","modified_gmt":"2015-09-08T05:55:47","slug":"como-no-hacer-marketing-digital-caso-natalie-amyot","status":"publish","type":"post","link":"https:\/\/redhustle.com\/blog\/como-no-hacer-marketing-digital-caso-natalie-amyot\/","title":{"rendered":"C\u00f3mo NO hacer marketing digital: Caso Natalie Amyot"},"content":{"rendered":"<p>Partimos\u00a0de un objetivo: hacer \u00abruido\u00bb en Internet, hacernos visibles a los ojos de nuestro <em>target<\/em>. Ahora, \u00bfc\u00f3mo lo hacemos? Las opciones son muchas, por nombrar algunas:<\/p>\n<ul>\n<li>Podemos hacer publicidad en linea.<\/li>\n<li>Podemos generar campa\u00f1as de mailing.<\/li>\n<li>O&#8230; podemos intentar crear\u00a0un video\u00a0viral.<\/li>\n<\/ul>\n<p>La \u00faltima opci\u00f3n es tentadora; la difusi\u00f3n es extremadamente amplia y, en general, implica una baja inversi\u00f3n.<\/p>\n<p>El problema surge cuando\u00a0apuntamos\u00a0exclusivamente a\u00a0las visitas -lo cuantitativo- sin poner en consideraci\u00f3n el objetivo, los medios, las formas, el impacto y todos los factores que deber\u00edan considerarse al crear una campa\u00f1a de marketing digital.<\/p>\n<p>Viralizar un contenido no es sencillo pero definitivamente posee menor dificultad si\u00a0solamente tenemos\u00a0como objetivo las visitas. Sin embargo,\u00a0<strong>las visitas por si solas no sirven para nada<\/strong>, porque no se traducen autom\u00e1ticamente en suscriptores, seguidores, ni mucho menos compradores de alg\u00fan producto o servicio.<\/p>\n<p>Exceptuando aquel que quiera mostrarle a sus amigos que logro tres millones de visitas en YouTube, ning\u00fan negocio va a estar interesado en generar un contenido viral si \u00e9ste no se transforma\u00a0en alguna ganancia directa o indirecta.<\/p>\n<p><a href=\"http:\/\/redhustle.com\/blog\/wp-content\/uploads\/2015\/09\/Natalie-Amyot.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft size-full wp-image-7892\" src=\"http:\/\/redhustle.com\/blog\/wp-content\/uploads\/2015\/09\/Natalie-Amyot.png\" alt=\"Natalie-Amyot\" width=\"297\" height=\"209\" \/><\/a>De todas formas, un nulo o bajo\u00a0ROI\u00a0no es el peor resultado que se puede obtener. El peor resultado es el que obtuvo la agencia\u00a0<em>Sunny Coast<\/em> con su campa\u00f1a <strong>Natalie Amyot<\/strong>.<\/p>\n<p>En pocas palabras, la jugada\u00a0consisti\u00f3 en\u00a0dos videos y una p\u00e1gina de Facebook. El primer video presentaba a\u00a0\u00abNatalie\u00bb hablando directamente con\u00a0la c\u00e1mara y contando su historia. Se supon\u00eda que hab\u00eda tenido un romance con un chico durante un viaje, luego\u00a0ella\u00a0pierde su celular, descubre que est\u00e1 embarazada y acude desesperada a YouTube para que, mediante la p\u00e1gina de Facebook, la contacten y la ayuden a encontrar al padre de su hijo.<\/p>\n<p>El segundo video revela que en realidad se trataba de una campa\u00f1a viral y, aquel que la llev\u00f3 a cabo, nos invita a visitar su sitio web y el de su cliente, Holiday Mooloolaba (agencia de real estate).<\/p>\n<p>Seg\u00fan su due\u00f1o la idea fue\u00a0dar a conocer Mooloolaba, pero no parece una buena\u00a0forma. Si bien \u00e9l declaro que no esperaba dicha repercusi\u00f3n, en mayor o menor medida\u00a0estamos movilizando usuarios para luego\u00a0decirles que han sido enga\u00f1ados y manipulados en pos de una campa\u00f1a (\u00bfa alguien le gusta sentirse \u00abtonto\u00bb?).<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7888 size-full\" src=\"http:\/\/redhustle.com\/blog\/wp-content\/uploads\/2015\/09\/fake-marketing.jpg\" alt=\"fake-marketing\" width=\"810\" height=\"245\" srcset=\"https:\/\/redhustle.com\/blog\/wp-content\/uploads\/2015\/09\/fake-marketing.jpg 810w, https:\/\/redhustle.com\/blog\/wp-content\/uploads\/2015\/09\/fake-marketing-300x91.jpg 300w\" sizes=\"(max-width: 810px) 100vw, 810px\" \/><\/p>\n<p>\u00bfHan conseguido repercusi\u00f3n? Si, de hecho nosotros estamos escribiendo sobre ellos. \u00bfA que costo? A nuestro parecer, alto. Algunos datos a la fecha (08 de Septiembre de 2015) son:<\/p>\n<ol>\n<li>El video original consigui\u00f3 m\u00e1s de 3 millones de visitas.<\/li>\n<li>El video de la revelaci\u00f3n alcanz\u00f3 500 mil visitas.<\/li>\n<li>La p\u00e1gina de Facebook de\u00a0Holiday Mooloolaba alcanza solamente los 230 seguidores.<\/li>\n<li>Ambos videos tienen un ratio de \u00abdislikes\u00bb muy elevados (m\u00e1s del 70% en el primero y m\u00e1s del 90% en el segundo).<\/li>\n<li>Ambos videos poseen comentarios negativos (tratando a la campa\u00f1a de \u00abestafa\u00bb, por ejemplo). Entre ellos, intentos de minimizar el enga\u00f1o por parte de la agencia que generan a\u00fan m\u00e1s comentarios negativos.<\/li>\n<li>La Pagina de Facebook de la agencia cuenta con 44 likes,\u00a0varias\u00a0calificaciones negativas que devuelven un promedio de 1,6 estrellas sobre 5 y comentarios tambi\u00e9n extremadamente negativos.<\/li>\n<\/ol>\n<p>Definitivamente los resultados no fueron positivos. La agencia da\u00f1o su reputaci\u00f3n y, pese a darle visibilidad, empeor\u00f3 la imagen de\u00a0Holiday\u00a0Mooloolaba.<\/p>\n<p>Concluyendo este art\u00edculo, la idea aqu\u00ed no es estigmatizar a\u00a0<em>Sunny Coast,\u00a0<\/em>incluso grandes marcas pueden y han cometido\u00a0errores. Ahora quedar\u00e1 en sus manos enmendarlo. Tomemos como lecci\u00f3n;\u00a0pensar en\u00a0nuestros objetivos e idear una campa\u00f1a de inicio a fin antes de ejecutarla para evitar quedarnos en la mitad y tomar una mala salida.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Partimos\u00a0de un objetivo: hacer \u00abruido\u00bb en Internet, hacernos visibles a los ojos de nuestro target. Ahora, \u00bfc\u00f3mo lo hacemos? Las opciones son muchas, por nombrar&hellip;<\/p>\n","protected":false},"author":2,"featured_media":7879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_customify_content_layout":"","_customify_sidebar":"","_customify_page_header_display":"","_customify_disable_header":"","_customify_disable_header_top":"","_customify_disable_header_main":"","_customify_disable_header_bottom":"","_customify_disable_page_title":"","_customify_disable_content_vertical_padding":"","_customify_disable_footer_top":"","_customify_disable_footer_main":"","_customify_disable_footer_bottom":"","_customify_breadcrumb_display":"","_customify_header_transparent_display":"","footnotes":""},"categories":[18,14,1,28,32],"tags":[],"class_list":["post-7876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacadas","category-marketing","category-sin-categoria","category-opinion","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo NO hacer marketing digital: Caso Natalie Amyot - Red Hustle Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/redhustle.com\/blog\/como-no-hacer-marketing-digital-caso-natalie-amyot\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo NO hacer marketing digital: Caso Natalie Amyot - Red Hustle Blog\" \/>\n<meta property=\"og:description\" content=\"Partimos\u00a0de un objetivo: hacer \u00abruido\u00bb en Internet, hacernos visibles a los ojos de nuestro target. 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