Tribus de Internet


El concepto es sencillo: si un grupo de personas tiene los mismos intereses, es muy probable que quiera comprar el mismo tipo de productos. Esta idea tan simple está detrás del éxito y auge de las empresas que se organizan, producen y venden a partir de las que se denominan “comunidades en línea”. Los ejemplos más famosos seguramente les serán conocidos. eBay, por ejemplo (el sitio de subastas por Internet más grande y famoso), no es más que una comunidad de personas interesadas en comprar y vender cosas en la web. Pero hay ejemplos menos tecnológicos también. Los cosméticos Mary Kay o los recipientes Tupperware, han explotado por décadas el poder de venta de las reuniones de grupos y el culto a la afinidad. 


Harley Davidson, para ir a otro terreno, no es más que un club de chicos adictos a los escapes roncos y las camperas de cuero. Se reúnen, tienen sus fiestas (que son las “reuniones de Tupper” masculinas), se hacen tatuajes y compran todo lo que se les ofrezca, siempre que lleve el logo de la legendaria empresa americana. Hace poco descubrí, en un suburbio de Chicago, uno de los “stores” exclusivos de la marca más famosa de motos. Uno de sus clientes ocasionales me contó que la facturación de la tienda por camperas de cuero, pañuelos de cuello, cinturones, pins, cascos, botas, pantalones de cuero, relojes, lociones y otros productos y accesorios, ¡es superior a la facturación por venta de motos! ¿De qué negocio estábamos hablando?Pero no nos vayamos tan lejos, no hace falta mirar estos fenómenos sociológicos solamente en la vanguardista Norteamérica. Hagamos un plano corto y miremos a la gente de ¿Qué hacen? Es un club de gente cuyos intereses comunes son las técnicas de gestión empresarial y el aprendizaje de las mismas a través de la web (e-learning).¿Porqué es un club? Simple, porque la gente paga una cuota y accede a beneficios y productos. Y, más importante, porque los socios traen a nuevos socios… y acceden a beneficios.  Eso es el espíritu de la “web 2.0”. Ni más ni menos que el viejo club de barrio, las barras de amigos con motos o las ancestrales tribus de cazadores que se reunían alrededor del fuego. ¡Bienvenidos al mundo moderno! ¿Ya pensaron cuál es su tribu?

72 pensamientos sobre “Tribus de Internet”

  1. Ridderstrale y Nordstrom hablan de las tribus en Karaoke Capitalism y creo que llevado a la web, esto enlaza con el concepto de la “Long Tail”, de mercados no masivos sino super específicos que se unen por la larga cadena de la red. Muy bien tu artículo, me gustó mucho.

  2. Gracias, Fernando.
    Es cierto, en Funky Business también lo mencionaban, les llamaban Tribus Biográficas. Es lo mismo, con la web de por medio…

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