Inma Peñaranda Revolución Digital Profesional

Revolución digital en el mundo profesional

El otro día terminé mi post sobre el efecto de la revolución digital en la vida personal lanzando una pregunta. ¿Aprovecháis al máximo vuestra versión online en el mundo profesional?

Si la movilidad que nos da la tecnología es una ventaja en nuestras relaciones personales y en nuestra vida diaria, lo es también en el business. La democratización que supone que todo el mundo tenga a su disposición un canal imparcial como es Internet ha hecho que el poder de influencia y visibilidad que tenemos sea ahora mayor que nunca.

Fijaos por ejemplo en el fenómeno TripAdvisor: si te tratan mal en un restaurante puedes contárselo al mundo, a los potenciales clientes que ese establecimiento puede llegar a perder. ¡Eso sí que es poder! O en los líderes de opinión: Risto Mejide tiene más de 2 millones de seguidores en Twitter, el futbolista Gerard Piqué más de 10 millones, mientras que el presidente del gobierno, Mariano Rajoy, se queda en 850.000. El poder de las redes sociales es tan impresionante como imparable. La revolución digital está cambiando todos nuestros hábitos de vida y de consumo. ¿Sabíais que el año pasado el 16% de los regalos de navidad se compraron online? El e-commerce está creciendo a un ritmo del 20% anual a nivel global y algunos estudios prevén que el m-commerce, comercio a través de móviles, crezca en un 48% este año en España. Nueve de cada 10 internautas tiene un Smartphone y en España la penetración de estos dispositivos es del 80%.

Y ahora vayamos a la parte más espinosa, la que más duele: el negocio. La economía digital está creando un nuevo paisaje de empresas que nos exige reinventarnos para subirnos al carro de la transformación digital sí o sí.

De las 10 top marcas mundiales las 4 primeras son tecnológicas, y algunas de muy reciente creación. Sin ir más lejos, Google ocupa el segundo lugar con sólo 18 años de vida, y Coca Cola, con más de 125, está la octava. En el ranking de este año Apple ha superado a Google gracias al éxito del iPhone 6 y la popularidad del AppleWatch. El crecimiento del valor de la marca de las empresas tecnológicas ha sido de un 24% en el último año. Facebook es la marca que más ha crecido, un 99%, gracias a su capacidad de monetizar y a la adquisición de aplicaciones como Instagram o WhatsApp.

Top Marcas 2015

Infografía 2015 BrandZ Top 100 Global Brands

En general las marcas europeas que habían sido referentes se estancan mientras que las marcas chinas no paran de crecer y las de Estados Unidos vuelven a progresar. El comercio electrónico está impulsando marcas especialistas en el negocio digital como Alibaba que ha sobrepasado a Amazon. Estas dos compañías, que no tienen ningún establecimiento físico, han superado a Walmart, que dispone de 11.000 tiendas físicas en todo el mundo. Lo que nos lleva a intuir que las en el top 10 de los próximos años estarán compañías que a día de hoy o no existen, o son Startups.

Esta es la razón de que tengamos que liderar esta nueva economía digital y darle una vuelta a los modelos de negocio, apoyándonos en el pensamiento estratégico en red. Del mismo modo que por el simple hecho de estar en Facebook tenemos más amigos, tenemos más clientes potenciales en las redes sociales – Facebook Ads está convirtiendo muchos leads en clientes-. Según un estudio de IBM para el 71% de los 2000 top CEO’s, su prioridad número 1 es colocar la tecnología en el centro para dar más poder a las personas –a los clientes- y favorecer la economía colaborativa. Este nuevo modelo está cambiando nuestra realidad y sentido de la propiedad. Por ejemplo, gracias a Airbnb mi piso está hoy compitiendo con grandes grupos hoteleros, o Uber, una aplicación que permite en muchos países utilizar coches particulares como si fueran taxis con un precio pactado y más económico que el de un taxi convencional.

Hay cuatro evidencias demoledoras que simbolizan la “era de desintermediación” que estamos viviendo. Uber, ahora mismo “la mayor compañía de taxis” del mundo, no posee ningún vehículo. Facebook, la plataforma de comunicación y media más popular del mundo, no genera ningún contenido. Alibaba, el minorista con mayor valoración, no tiene inventario. Y Airbnb, el mayor proveedor de alojamientos del mundo, no es propietario de ninguno de ellos. La cadena Hilton con más de 93 años de historia tenía el año pasado 610.000 habitaciones en 88 países mientras que Airbnb tenía 650.000 habitaciones en 192 países. Sin duda estamos viviendo un cambio de época imparable en el que las organizaciones deben enfrentarse a un inevitable proceso de transformación digital.

En este escenario hay oportunidades para marcas y empresas tradicionales. Por poner algunos ejemplos, AVIS (dedicada al alquiler de automóviles) compró Zipcar, una compañía dedicada a compartir coches por horas. Una filial de Daimler (fabricante de Mercedes-Benz) adquirió entre otras la aplicación de movilidad MyTaxi con la que se puede solicitar, pagar y ver los taxis que tenemos alrededor en tiempo real.

Es decir, la clave está en colocar al cliente en el centro de nuestra red, y abrir una vía de comunicación –o de conversación- con ellos, aprovechar la oportunidad única que tenemos de conocerles persona a persona. En definitiva, saber escuchar qué es lo que quieres, y responder a esas necesidades en lugar de seguir anclados al bombardeo de mensajes corporativos a través de banners, spots de tv, cuñas de radio, etc, diseñados al margen de lo que a las empresas se nos está demandando desde nuestro propio público. Escuchemos a los clientes.

Admiro el colectivo de emprendedores “millennials” que están haciendo challenge a las grandes multinacionales, no tienen miedo al fracaso. Tienen una familiarización innata para crear modelos de negocio, estrategias y apoyándose en las últimas tecnologías crean Startups disruptivas con mucha rapidez capaces de poner en jaque a sectores con decenas de años de tradición. Y son unos apasionados de lo que hacen. Conectados con el mundo y abiertos al cambio. Porque estamos en un momento en el que de verdad hay que emprender. Y la buena noticia es que muchas empresas están gestionando estos nuevos talentos para potenciar intra-emprendedores.

Esta vez sí, hay recetas. Una vez más, se trata de actitud. Hay que elegir no al  “acojoning”. Hay que retar el status quo y no tener miedo. Salir de la zona de confort, no quedarse en lo conocido, y aprender a desaprender.

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