Fórum de Marketing Empresarial

Más de 100 líderes empresarios debatieron sobre  Perspectivas y Tendencias de la Reputación Corporativa en el III Fórum de Marketing Empresarial de LIDE Argentina Se llevó a cabo el III Fórum de Marketing Empresarial organizado por LIDE Argentina, punto de referencia en el mercado de las comunicaciones, la tecnología y el […]

Más de 100 líderes empresarios debatieron sobre  Perspectivas y Tendencias de la Reputación Corporativa en el III Fórum de Marketing Empresarial de LIDE Argentina

Se llevó a cabo el III Fórum de Marketing Empresarial organizado por LIDE Argentina, punto de referencia en el mercado de las comunicaciones, la tecnología y el marketing en Argentina. En esta edición, el fórum reunió a CEOs, CMOs y Dircoms de las compañías más importantes de la Argentina, para debatir, junto a importantes especialistas y “decision makers” del ambiente de la comunicación, acerca del nuevo entorno de los medios y la importancia de la transparencia y fiabilidad de la información en las organizaciones.

Rodolfo de Felipe, presidente de LIDE Argentina abrió el encuentro anual subrayando: “Antes bastaba con Ser, después con Parecer y ahora, en el entorno mediático de la pos verdad, para modelar la opinión de la gente o de los stakeholders, las empresas tienen la obligación de Demostrar”.

“El concepto de reputación corporativa y las cuestiones anti corrupción son un tópico común para nosotros. Desde LIDE promovemos la responsabilidad empresarial de nuestros miembros”

El Fórum estuvo dividido en tres paneles. Expertos de cada área expusieron frente a la audiencia durante unos breves minutos para luego participar de un debate.

El primer bloque contó con la participación de Laura Alonso, secretaria de Ética Pública, Transparencia y Lucha contra la Corrupción de la Oficina Anticorrupción de Argentina, quien hablo a los presentes sobre el Proyecto de Ley de Responsabilidad Penal de las Personas Jurídicas“Hace 15 años que deberíamos haber empezado a discutir una ley de responsabilidad jurídica que incentive las buenas prácticas de los actores del sector privado. Sabemos que aún hay muchos espacios opacos en la administración, pero vivimos un momento histórico de construcción. Este proyecto de Ley pretende ayudar a que las empresas de todo tipo hagan más y mejores negocios. Reducir la competencia desleal y reducir los riesgos de corrupción”

En su intervención, la titular de la Agencia Anticorrupción advirtió que el cambio no debe ser solo económico, sino también de las instituciones que acompañan la economía.

“Necesitamos la cooperación del sector privado. Para la Argentina será un desafío pero también un gran avance, necesitamos esta ley”, concluyo.

Perspectivas y Tendencias de la Reputación Corporativa” fue el tópico del segundo panel moderado por Iván Ferrando, director de Marketing y Comunicación Externa de La Caja, en donde Jorge Pérez Esquivel, CEO de Merco, planteo el dilema entre imagen y realidad, y la relación de estas con la gestión de intangibles: Talento, oferta comercial, resultados económicos, dimensión internacional corporativa, innovación y responsabilidad para con los clientes.

Hizo hincapié en los influencers como uno de los stakeholders que menos miran las empresas y que influyen más de lo que se cree en la reputación. 

Por su parte, Pedro Miguel Casado Casero, senior consultant en el Departamento de Public Affairs y director de Desarrollo de Negocio para América del Sur en Atrevia (España), se refirió a la comunicación no la antítesis de lo estático, y hablo del Marketing en tiempo real. En referencia a este, dijo que uno de los mayores retos de las compañías es analizar la gran cantidad de datos que tienen a su disposición en tiempo real. “Debemos detenernos en pensar qué estamos comunicando, a quién, cómo y porqué. Y, después sí, pensar qué queremos hacer con eso”, advirtió.

Asimismo, aseguró que el mundo off line se transformó en una experiencia de lujo. Todas las corporaciones quieren estar hoy en lo digital, pero la pregunta es ¿para qué? En el off line se puede tener mucho impacto también. “No hay mejor comunicación que la de uno a uno, sino díganme dónde se cierran los mejores negocios, si por e-mail o en una cena”, agrego.

 

Los empresarios premiados.
Los empresarios premiados.

El tercer panel Capital Reputacional: Casos de éxito estuvo moderado por Aldo Leporati, managing director de Porter Novelli. Disertaron Fernando Giannoni, director ejecutivo de Barrick Argentina y Silvina Seiguer, directora de Comunicaciones Corporativas de la Región Sur de América Latina en Arcos Dorados. En su intervención, Seiguer, quien además forma parte del comité de crisis de McDonalds, sostuvo: “uno tiene que hablar 360°, para todo el mundo. Una buena estrategia de comunicación que apunte a la reputación de una compañía debe llegar a varios públicos desde las ONGs hasta los influencers”.

Giannoni disertó sobre la importancia de entender la propia realidad,  “La percepción es fundamental para gestionar una reputación corporativa. Hay que construir la marca desde dentro porque estas no pueden tangibilizarse si quienes están adentro no la viven. Resulta esencial tener un plan a largo plazo, continuo, de labor permanente para desarrollar estrategias concéntricas y pensar en la gente que forma parte de la empresa, la comunidad en la que operamos”, acabo diciendo.

Las conclusiones estuvieron a cargo de Máximo Rainuzzo, presidente de LIDE Marketing, quien invitó a la reflexión de varios puntos. “Detenernos y reflexionar sobre el perfil y la visibilidad, dos cuestiones que muchas veces se confunden, es fundamental, así como también hacernos estas dos preguntas: a quién nos dirigimos y, sobre todo, porque existimos, cuál es nuestro rol como compañía dentro de la sociedad.”

No olvidemos que la generación que hoy trabaja en nuestras empresas se hace esta pregunta: “¿Porque querría trabajar con vos, cuál va a ser mi causa en tu empresa”, advirtió Rainuzzo.

Este año, en la entrega de los PremiosLIDE Marketing 2017” se reconoció la labor en Reputación Corporativa por categorías:

  • “Talento” fue para la empresa HENKEL y recibió el premio su CEO, Guillermo Von Bergen.
  • “Consumo” premió a BMW. Recibió Rolf Epp, CEO.
  • “Líder” fue para el Ing. GUSTAVO GROBOCOPATEL
  • “Empresa” para GRUPO SANCOR SEGUROS. Subió a recibir el premio Néstor Abatidaga, CEO de la empresa.

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