Aim: In the crisis, how important are the people

Two very different components: Emilio Ontiveros, Professor of Business Economics at the Autonomous University of Madrid, and Juan Luis Polo, a specialist in Digital Marketing and Social Networking. And both, in different ways (the first, talking about macroeconomics, the second social networking company) agree in their conclusion: now in crisis, more than ever, what matters is people. “The commitment must be in human capital. Companies should not bargain on human capital, “he said Ontiveros. “No project can survive without people,” he said Polo.

All this, yesterday afternoon, in the debut of Red Cumes , the network promoted by the Foundation Mapfre Security Professional and Risk Management. The conference, held in the auditorium of the DGSFP, was opened by Alexander Izuzquiza, Director of Operations Insurance Compensation Consortium and member of honor of Red Cumes, who stressed the mixture in the auditorium of seniority, insurance professionals consecrated, and the “future”, young professionals who have just joined the industry and even students Cumes. A good reflection of what may be the Internet itself Cumes.


Before giving way to the speakers, Mercedes Sanz, Director General of the Institute of Insurance Science Foundation Mapfre, went over the first five months of this network, this “point of contact and communication”, in figures, result in almost 800 members with profiles on the network (where they have created over 20 different groups), but also followers on Twitter, Facebook and Linkedin. “The Red Engine Cumes are ye all,” said Sanz, who announced the intention to conduct an annual meeting of the network every third Thursday of February.

MORE SEVERE CRISIS AFTER THE GREAT DEPRESSION

“Not the best time to talk about economy. To be honest, what we have is the worst crisis since the Great Depression. ” From this beginning, Emilio Ontiveros made ​​with a surgeon’s steady hand, superb dissection of living daunting when the European economy and Spanish. The professor spoke of the “great paradox” of seeing how the United States, epicenter of the financial crisis, has reacted better than Europe.

Also confessed to not understanding the “hesitation” in the European Union to implement economic policies as the U.S., and being concerned “as a citizen” by the institutional damage of the crisis, how it is threatening the future of the euro and even Community institutions themselves: “Europe is at risk.”

The economist has insisted several times during his speech on the importance of revitalizing the bank credit. “The lack of credit prevents the birth business. Credit is the lifeblood for the birth of companies … and no credit, “he said.

With respect to our country, argued that “economic policy imposed on Spain by the German protectorate is not going to grow.” In his view, the three reforms that the Government has been urged to implement (budget, the financial system and the labor market), “allow us to move towards European tax unit but we will grow in the short term.”

In the end, he concluded, what remains is a crisis, “different, more difficult to manage,” but, instead, our country faces with a “capital endowment greater than in any previous crisis” and an insurance sector that is ” essential for economic recovery. ”

THE POWER OF “SOCIAL RECOMMENDATION”

Juan Luis Polo, Creative Director General of Planning and author, with his brother Fernando, the book ‘# socialholic’ (“a # socialholic is someone who believes that isolation is a thing of the past”, who lives much of their time online Internet and social networks), highlighted how people, through social networks of “social recommendation” are changing everything: politics and the agenda of the media (15M movement, with its impact on Internet, was able to “step change” to the media and politicians), but also companies (“social recommendations increase the conversion rate”, allowing customers to recommend and comment on the website of the company increases the conversion rate).

Polo believes that the emergence of the Internet and social networking is changing the model of many industries. However, this is not a technology issue: the problem is that companies understand that, “for the first time, it’s true: people are first. ”

In this new environment, there are several keys: first, the “engagement” , linking and brand commitment (“the dream is to speak well of our company, customers are the vendors themselves”); secondly, the commitment of companies to the ” imprendedores “knowledge workers of the company and the business connections in social networks and the” courage “of not settling for the status quo. These, the “imprendedores” are key in transforming the company for this new ecosystem.

Finally, Polo insisted that success in social networks is “a matter of work, work, work” and involvement of the entire company, not just the community manager. Work, he remarked, to be conducted from a “strategy” marked from the company. “Flee like the plague of the agency is to develop you social media strategy,” he said.

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