They all have one thing in common: the way we interact has changed and it is necessary to generate trust through honest and authentic dialogue. According to Ángel Alloza, director of Corporate Reputation, Image and Social Action at BBVA Group, “before we had a passive recipient. Now there is a proactive, informed recipient who makes decisions and can engage in dialogue with the brand.”
For this reason, Juan Pedro Galiano, Head job seekers number data of Social Responsibility and Brand at Adif, comments that his main challenge is to be “a valid interlocutor for our users, that is, we want to be someone with whom our customers want to talk.”
Taking into account this new paradigm, building a brand in the financial sector:
“We need to gain the trust of our interest groups, who are all segmented, clients, shareholders, investors, etc. This means getting in touch with them and talking: it is necessary to let them know who we are in order to reaffirm or modify the perceptions they have about us.”
In this sense, Maria Jesús Villa, Marketing Director of Everis, also sounded the alarm about Web 2.0: “The network is uncontrollable and is a complicated challenge, which can entail risks at the level of reputation.”