#guerrieri: fenomenologia di un social fail

 In Social News

Se c’è una cosa che tanto mi piace del web è la sua innata propensione ad essere trasparente (o quasi), ma soprattutto la sua capacità di “livellare“, mettendo sullo stesso piano grandi brand, aziende, persone. Elemento pregevole certo che spesso però può tramutarsi in un arma a doppio taglio. Non sempre infatti bastano risorse economiche e fama per “vincere” le battaglie che la rete propone, anzi, a volte è proprio il tentativo di imporsi a tutti i costi a tramutarsi in spiacevoli contrattempi (termine alquanto gentile).

Lo sa bene Enel, da giorni al centro di un fuoco incrociato riguardo alla sua ultima campagna #guerrieri. Una campagna dagli investimenti mastodontici che nell’idea degli strategist Enel doveva connotarsi di un ampio risvolto social, diffondendosi e viralizzandosi grazie all’utilizzo di Twitter e compagnia e dell’hastag #guerrieri, fil rouge dell’intero progetto. Uno story telling sociale, dove gli utenti dovevano (o avrebbero dovuto) raccontare la loro storia di quotidiana  sopravvivenza in questo “campo di battaglia” chiamato Italia, terreno adatto a “guerrieri” appunto.  Coinvolgimento e senso di comune appartenenza che dovevano (o ripeto, avrebbero dovuto) dar vita ad una concreta community unita nella volontà di ripartire. E il ruolo di Enel in tutto questo? Nell’ideazione originale l’azienda doveva assurgere a incubatore di questo sentimento positivo, partner quotidianamente impegnato al nostro fianco in questo arduo compito.

La realtà, soprattutto quella web, è però spesso lontana dall’immaginazione e quella che poteva essere un veicolo di branding potentissimo si è lentamente, quanto inesorabilmente, rivelato un gigantesco fail. Lo dicono gli articoli, i commenti, i numeri: #guerrieri non solo è un flop, ma ancor peggio, sta divenendo un pericoloso boomerang dagli effetti nefasti. A molti non è andata giù l’associazione multinazionale-gente che sopravvive alla crisi, tentativo di speculare sulle difficoltà degli italiani, accomunando realtà che di comune hanno ben poco.

Se infatti l’hastag #guerrieri è stato utilizzato, è altrettanto vero che il suo impiego è stato per lo più associato alla diffusione di una vera e proprio contro-campagna con cui veicolare messaggi negativi verso Enel ed i suoi tanti scheletri nell’armadio. Eh sì, perché come dice il buon Matteo G.P. Flora (primo grazie) “sul web la trasparenza ce l’hai o te la fanno”. Prestare il fianco è un’attimo, attimo che con la capacità di passaparola della rete può diventare interminabile.

Basta fare un giretto in twitter per imbattersi in cinguettii caustici su questo tema.

guerrieri tweets

 

guerrieri twitter 2guerrieri twitter 3Se già questo non bastasse, nella “ritirata” post Caporetto, sono stati commessi altri passi falsi (seppur inevitabili), come ad esempio la rimozione dello stream Twitter sul sito ufficiale della campagna, per la serie “il pallone è mio e decido io”.

Caporetto certo, ma il peggio doveva ancora arrivare, peggio che è giunto alla pubblicazione da parte del già citato Matteo G.P. Flora (secondo grazie)di un’analisi sul fenomeno #guerrieri (datele un’occhiata perché merita). Tralasciando (seppur sia difficile) il sentiment altamente negativo, risulta chiaro che un numero pari ad oltre il 70%  dell’engagement di sharing online sia stato veicolato da servizi di “promozione” del contenuto e delle azioni social, più precisamente attraverso la “spintarella” di Zzub, una communtiy online nata per “facilitare” il passaparola attraverso ricompense.

Forse sta proprio qui la reale “sconfitta” dei #guerrieri, nel cercare di controllare una campagna social ed il suo engagement. Se infatti la contro-campagna è accettabile (o quasi), lo è molto meno il ricorso a queste scorciatoie.

2013-09-30_1_full (1)

Chiudo con quello che per me resta il punto più preoccupante della questione: dati i soli 1.174 iscritti raccolti (molti dei quali Zzubbers) nonostante gli ingenti mezzi e la grande visibilità avuta, mi chiedo, sono pronte le aziende e le agenzie italiane per campagne del genere? Ai posteri l’ardua sentenza…

Post by Matteo Pogliani

Matteo Pogliani
Toscano di nascita ma lombardo di adozione, ho parlato prestissimo e non ho più smesso. #socialmedia & #web strategist at @Open_Box - blogger at @ninjamarketing
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