Los mejores casos en comunicación institucional

La Hora de Maquiavelo: Understanding the Influencers Behind Power

Introduction to Maquiavelo and Public Opinion

• The program "La Hora de Maquiavelo" has been exploring the workings of political advisors, referred to as "maquavelitos," for nearly a decade.

• These advisors influence public opinion subtly, aiming to change perceptions without individuals realizing it.

Overview of Eikon Awards

• The Eikon Awards recognize excellence in institutional communication, celebrating successful campaigns from various organizations including companies and NGOs.

• Unlike traditional advertising, these campaigns are often less visible but play a crucial role in shaping public perception.

Special Program Featuring Award Winners

• The episode features four award-winning maquiavelitos who will discuss their strategies for convincing the public about their products or services.

Guest Introductions

• Guests include Gregorio Lascano from Cervecería y Maltería Quilmes, Celina Ceta from AMIA, Virginia Gati from Deloitte, and Constanza Gorleri from Banco Galicia.

Case Study: Cervecería y Maltería Quilmes Campaign

• Gregorio Lascano discusses how Quilmes celebrated its 120th anniversary with a campaign that highlighted its long-standing tradition and quality.

• The campaign involved collaboration across six departments within the company to create a unified message targeting eight different audiences.

Insights on Successful Campaign Strategies

• Key factors for success included strong internal collaboration among various departments and aligning messages with corporate values.

Case Study: AMIA's Social Responsibility Program

• Celina Ceta explains AMIA's "Valor" program aimed at enhancing social responsibility through partnerships with large companies supporting SMEs.

Importance of Strategic Communication

• Effective communication was essential for AMIA to transition beyond its historical context into broader societal contributions.

Case Study: Deloitte's Social Media Strategy

• Virginia Gati shares insights on Deloitte’s entry into social media as part of a global strategy to engage younger demographics effectively.

Challenges and Recommendations for Companies Entering Social Media

• Gati emphasizes that businesses must be present on social media due to its pervasive nature in modern communication.

Navigating Criticism on Social Platforms

• Companies should prepare for potential criticism online by establishing crisis management protocols and responding promptly to negative feedback.

Banco Galicia's Entrepreneurial Support Program

• Constanza Gorleri outlines Banco Galicia’s initiative focused on training entrepreneurs transitioning from informal operations to formal businesses.

Impact of SMEs on Economic Development

• Gorleri highlights the critical role SMEs play in job creation and economic growth within Argentina, advocating for tailored support measures.

Final Thoughts on Communication Strategies

• Experts encourage organizations to clearly define their messaging strategies while leveraging partnerships with other entities for enhanced impact.

This structured summary captures key discussions around strategic communication efforts by influential organizations featured in "La Hora de Maquiavelo." Each bullet point is linked directly back to specific timestamps in the transcript for easy reference.