diplomado mkt digital dia 2
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Segundo día del Diplomado de Marketing Digital - Escuela de MercadotecniaTRANSCRIPT
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Campañas digitales con integración a redes sociales
Friday, December 2, 2011
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¿Cómo se vió el 11.11.11 en Twitter?
Friday, December 2, 2011
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Meet: @twelpforce
Friday, December 2, 2011
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DOVE
Friday, December 2, 2011
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Evian
Friday, December 2, 2011
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Orabrush
Friday, December 2, 2011
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Demasiados amigos
Friday, December 2, 2011
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¿cómo te ven en Facebook?
literalmenteFriday, December 2, 2011
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Pimp your twitter account
Friday, December 2, 2011
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Manten una gran biografía
Friday, December 2, 2011
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Manten una gran biografía
Friday, December 2, 2011
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Escoge una foto de Rockstar
Friday, December 2, 2011
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Escoge una foto de rockstar
Friday, December 2, 2011
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Crea un background emocionante
Friday, December 2, 2011
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Pon mucha atención a esos últimos
tweetsFriday, December 2, 2011
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¿Quées una
planeacióndemedios?
Friday, December 2, 2011
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La planeación de medios solía concretarse a
dospreguntas
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¿Noticias o entretenimiento?
Friday, December 2, 2011
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asi de simpleFriday, December 2, 2011
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Los medios masivos eran simples
Friday, December 2, 2011
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un mensaje para todo mundo
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Hablarle a millones o miles
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Hablarle a millones o miles
Para convertir a cientos
Friday, December 2, 2011
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Las agencias de medios solían
“incrementar” tu alcance
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Pagabas por esto
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Obtenías esto
Pagabas por esto
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Pero entonces
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Llego Internet y comenzó la revoluciónFriday, December 2, 2011
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bajaron
murieron
murieron
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eh... oigan... ustedes...comprenme...
¿hay alguien ahí?
Friday, December 2, 2011
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¿Quées una
planeacióndemedios?
Friday, December 2, 2011
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¿estas listo?
Friday, December 2, 2011
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SI NO
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Asi que veamos
How deep the rabbit hole goes?Friday, December 2, 2011
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Comencemos con
dos principios
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Acciones
Mantenimiento
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Acciones
Mantenimiento
¿Qué hacer?
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Acciones
Mantenimiento
¿Qué hacer?
¿Cuándo hacerlo?
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Acciones¿Qué hacer?
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Fogatas y fuegos artificiales
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Publicidad = fuegos artificiales
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Los medios y la publicidad atraen tu atención, inspiran, atraen tu atención e
incluso generan empatíaFriday, December 2, 2011
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Los mas grandes te hacen decir WOW
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Por ejemplo: los pandas
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Y es tan sencillo que cualquiera puede hacerlo, solo tienes que comprarlos y
sentarte a esperar
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El problema es
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que todos lo están haciendo
El problema es
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Y la publicidad se termina rápidamente
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Necesitan mantener los
fuegos artificiales
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Fogatas = planeación de medios
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Hacer una fogata requiere de tiempo
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Hacer una fogata requiere de tiempo
y ayudaFriday, December 2, 2011
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fuegos artificiales
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fuegos artificialesfogatas
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fuegos artificiales
fogatas
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Algo de ciencia (y no ficción)
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El sonido no viaja de manera directa
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rebota, y los hace por todos lados
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Hablarle a millones o miles
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Hablarle a millones o miles
Para convertir a cientos
Friday, December 2, 2011
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solo habla con los cientos
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HerramientasResearch
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
ac5vidades relevantes .
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HerramientasResearch Planning
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
ac5vidades relevantes .
Sirven para soportar las decisiones de planeación junto con el
exper5ce en medios con el que @Neo cuenta, así como una guía para saber la relevancia de los
si5os dentro de la web .
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HerramientasResearch Planning Medición
Sirven para tener amplio conocimiento de nuestro target, su comportamiento con respecto a los medios, tendencias, gustos y
ac5vidades relevantes .
Sirven para soportar las decisiones de planeación junto con el
exper5ce en medios con el que @Neo cuenta, así como una guía para saber la relevancia de los
si5os dentro de la web .
Sirven para medir los resultados de nuestras campañas, el
comportamiento de los usuarios con respecto a las mismas, la efec5vidad, el engagment y la penetración. Esto
nos ayuda a poder darle seguimiento y op5mización
periódicamente.
Adserving Site Metrics
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Definamos los medios en capas
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SearchFriday, December 2, 2011
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Search
Display
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Search
Display
Social Media
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EstrategiasCuan5ta5vas Cualita5vas
Alcance Interacción
Principal Beneficio
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VS
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Op5mizar los contenidos de la web haciendo un mayor énfasis en aquellos términos por los que deseamos que nos localice un buscador de manera que se consiga un buen posicionamiento
Search
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Repetición
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Repetición Enlaces
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Repetición Enlaces
Coherencia
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>
Google349m de unique users
About52m UU
Twitter42 m de unique users
Flickr29m UU
Youtube203m de unique users
Facebook218m de unique users
Blogger110m de unique users
Search
Basado en datos para enero 2010 de Nielsen a través de bbc.com.uk
Wikipedia154m de unique users
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Es un método de publicidad originalmente diseñado para promoción de marca (branding). sin embargo display es cada vez más orientado a los usuarios, nuevas técnicas como el “behavioral targeOng” y/o “retargeOng” permiten mostrar diferentes banners en diferentes momentos para el mismo usuario.
Seamos sinceros, nos sigue encantando ver banners...
Display
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No tener claros los objetivos de tu campaña digital
Error
...análoga o como la quieras llamar
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Let’s go fishingFriday, December 2, 2011
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No tener claros los objetivos de tu campaña digital
...análoga o como la quieras llamar
Error
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No tener claros los objetivos de tu campaña digital
Simple...análoga o como la quieras llamar
Error
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No tener claros los objetivos de tu campaña digital
SimpleMeasurable
...análoga o como la quieras llamar
Error
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No tener claros los objetivos de tu campaña digital
SimpleMeasurable
Alligned
...análoga o como la quieras llamar
Error
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No tener claros los objetivos de tu campaña digital
SimpleMeasurable
AllignedRealistic
...análoga o como la quieras llamar
Error
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No tener claros los objetivos de tu campaña digital
SimpleMeasurable
AllignedRealistic
Time related
...análoga o como la quieras llamar
Error
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The (Not So) Dirty Little Secret
“There is no single ROI for social media.”
- Richard Binhammer, Strategic Corporate Communications, Social Media. and Corporate
Reputation Management, Dell Inc.,
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Atando los nuevos medios al negocio
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Pocos saben como medir
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Una estructura para la medición
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Casos de uso para los nuevos medios
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Error
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Error“En internet TODO se puede medir”
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Error“En internet TODO se puede medir”
Entonces midamos, taggemos y crucemos TODO
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Error“En internet TODO se puede medir”
Entonces midamos, taggemos y crucemos TODO
Pero con diferentes herramientas
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Los métricos en los 90’sTV
OOH
Radio
WOM
Teléfonía
Lealtad
Info del pago / Credit
Card
Focus Groups
Venta
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Y nos volvimos digitales
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Métricos en el 2000Online
Ads
Search
Clicks Page Views Sessions Register Optin
TV
OOH
Radio
WOM
Teléfonía
Lealtad
Info del pago / Credit
Card
Focus Groups
Venta
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Y nos volvimos sociales
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Ahora, en 2011
TV
OOH
Radio
WOM
Online Ads
Search
Review Product
TweetRe-TweetFanLikeReview
Blog PostPostDigg Make video
Book mark
Share
Sale!
Social Media
Rate
Clicks Page Views Sessions Register Optin
Teléfonía
Focus Groups
Lealtad
Info del pago / Credit
Card
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Entre más digitales son las comunicaciones, más son las transacciones que realizamos en línea, por ende más altas nuestras expectativas sobre ¿qué medir?
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entonces, ¿qué medimos?
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Algunos “métricos sociales”• # Video Views• % YouTube Favorites• % YouTube channel subscribers• % YouTube Video Plays• # of YouTube Channel Comments• # of YouTube video reviews • # slideshare views• # delicious bookmarks• # diggs• # of Blog Mentions• # of Forum mentions• # of Facebook mentions• # of Twitter mentions • # @mentions• # of reviews mentions • # of comments• Positive : Negative Mentions for any channel• # Twitter followers• Twitter Follower-Rate• # reviews• # stars in reviews• Thread size• Unique contributors• Unique commenters
• # Facebook fan pages• # Facebook fans • Facebook Fan Rate• Facebook Likes• Email Open Rate• Email Click Rate• Email Forward rate• Email opt-out rate • # of Email subscribers• # of SMS subscribers • Clicks/ CTR• Impressions• Traffic• Reach• Registration• Opt-in• Page views• Visit/session length (% site visits > 60 secs)• Click path analysis• Eye tracking studies • #/% Downloads• Changes in SERP results/ rankings• Earned/ Owned traffic • Inbound links
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Medimos todo
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FAILFriday, December 2, 2011
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Error
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Error
No saber ¿qué quiero medir?
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Error
No saber ¿qué quiero medir?
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Error
No saber ¿qué quiero medir?
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No todas las métricas son
KPIs
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¿qué debemos evitar al planear y medir nuestra campaña
digital?
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Error
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Error
No llevar una bitácora de
progreso
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Error
No llevar una bitácora de
progreso
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Error
No llevar una bitácora de
progreso
BENCHMARK
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Suficiente con la basura de Social Media, quiero
datos reales
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1. Necesitas personas enfocadas
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2. Tecnología adecuada
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3. Lleva 5empo
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... y todos son recursos limitados
Tenemos... rocas
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www.slideshare.com/wolfmulder
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@wolfmulder
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Friday, December 2, 2011