meeting point
Post on 19-Oct-2014
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DESCRIPTION
TRANSCRIPT
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Estás en:FacebookTwitterLinkedinYoutubePinterest
¿Tienes un blog?
?
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MARKETING 2.0 ¿QUÉ ES?
?
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Marketing enfocado al cliente
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Evolución del marketing
DEL PRODUCTO
AL CLIENTE
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¿Qué vamos a ver?
?
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¿Qué hace un Community Cómo y dónde lo hace
Qué herramientas puede usar para el día a día
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¿Cómo lo vamos a ver?
?
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Rápido
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Para todo lo demás @mariabretong
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?El cm
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Representación de la "Presencia Online" de la marca o empresa
ante la comunidad
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¿Qué PODEMOS hacer en Redes Sociales?
?
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Los mercados son conversaciones
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• Relacionarnos
• Hacer contactos
• Oportunidades de negocio
• Posicionamiento de marca y mejora de la reputación online
• Prevención de crisis de reputación
• Mejora del SEO
• Estudio de la competencia
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No hay secretos. El mercado en red sabe más que las empresas acerca de sus propios productos. Y ya sea
que las noticias sean buenas o malas, se las comunican a todo el mundo.
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• Captación de nuevos clientes
• Fidelización de clientes
• Retención de clientes
• Detección de necesidades a través de la escucha activa
• Canal de atención al cliente para dar ayuda y soporte
• Captar talento y colaboradores para la empresa
• Mejora de la comunicación en la empresa
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….y por supuesto…vender
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¿En qué canales?
?
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Google Plus
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SEO SEMPosicionamiento natural en buscadores
Seo interno/on page Seo externo/ off page
Significa realizar acciones de mejora en nuestra propia web y seguir las buenas prácticas para tener una buena posición en Google.
El SEO externo solía significar escribir artículos, notas de prensa, comentarios y contenidos con la palabra clave integrada en “backlinks” (enlaces) a nuestro sitio. Ahora hay que incluir la estrategia de social media.
Inserción de anuncios de pago, aparecer pagando en la SERP
Páginas de resultados
SMO
Arquitectura del sitio
Keywords
Urls amigables
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http://www.youtube.com/watch?v=S4ZGpuCUrmg&feature=player_embedded
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¿Cómo empezamos?
?
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No podemos entrar así…
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Tenemos un plan
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Hay que tener en cuenta una serie de factores
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Método Post
• People: – a qué gente te vas a dirigir
• Objetives: – cuáles son tus objetivos a lograr
• Strategy:– planteamiento de la estrategia a seguir, qué vas a hacer,
cómo lo vas a hacer, por qué lo vas a hacer y cuando lo vas a hacer
• Technology:– qué tecnología voy a utiliar para lograr mis objetivos y llegar
a la gente a la que me quiero dirigir
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Estrategia a seguir
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Personas: ¿A quién nos vamos a dirigir?
• Creadores: – Publican en un blog, página web…
• Críticos: – Opinan sobre productos, publican en foros
• Espectadores: – Su uso de la red es exclusivo para informarse
• Conversadores: – Dan juego y animan la conversación
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Personas
• Hombres• Mujeres• Rango de edad• Nivel socio económico• Intereses• Nivel académico• Amantes de los animales….• ¿En qué redes se mueven?
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Objetivos
• ¿Qué queremos conseguir?• Queremos tener una comunicación más directa
con nuestros clientes• Queremos escuchar sus inquietudes para mejorar
la marca• Queremos informarlos sobre las nuevas novedades• ¿Coinciden nuestros objetivos con los de nuestros
clientes?• Decide tus objetivos antes de lanzarte
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Estrategia
• ¿Cómo vas a conseguir tus objetivos?• ¿Cómo y cuando vas a implantarlos?• ¿Cómo vas a medir las acciones?• ¿Con qué recursos cuentas?• ¿Qué vas a ofrecer a tus usuarios?• Concursos• Sorteos• Cupones descuento• Trato diferencia….
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Tecnología
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¿Qué variables podemos usar para medir nuestro impacto en las Redes Sociales?
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Participación
• Re-twitts• Comentarios en nuestros blogs• Participación en nuestro Facebook, twitter,
youtube…• Valoración de nuestro contenido
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Influencia
• Sindicación de nuestro contenido• Aumento de Fans en Facebook y seguidores en
twitter• Suscripción a nuestra Newsletter
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Autoridad
• Links a nuestro contenido• Ser citado en Blogs, artículos y noticias• Ser usado como referencia• Distribución de nuestro conocimiento• Uso de nuestras presentaciones
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Variables objetivamente medibles
• Tráfico• Usuarios Únicos• Medida de Tiempo en la Web• Usuarios repetidos
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Indicadores o KPIs en Facebook
• Número de “Me gustas”• Número de recomendaciones• Número de “Me gustas” en comentarios• Número de comentarios• Número de impresiones• Número de visitas al Site desde la Fan Page• Estadísticas específicas de cada campaña• Herramientas: Facebook insights, sproutsocial,
Alerti, google analytics
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Indicadores o KPIs en Twitter
• Número de seguidores• Número de listas en las que nos incluyen• Números de menciones• Número de RT• Cantidad de conversaciones…
• Herramientas: Socialbro, sprout social, twitteranalyzer, Alerti, twitter search…
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Indicadores o KPIs en el Blog/web
• Páginas vistas• Visitas, usuarios únicos• Tasa de rebote• Media de tiempo el sitio• Porcentaje de visitas nuevas• Porcentaje de visitas desde motores de búqueda• Suscripción a nuestro contenido…
• Herramienta: Alizano, Google analytics
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Indicadores o KPIs en YouTube
• Reproducciones• Número de recomendaciones• Número de comentarios• Número de visitas a nuestro site desde
YouTube…
• Herramientas: Alertas de youtube, google analytics
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Indicadores o KPIs en Pinterest
• Número de seguidores• Número de likes• Número de repins
• Herramientas: Pinpuff, Pinreach, Pintics, Pinerly, google analytics…
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Herramientas
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Herramientas:•De gestión•De monitorización•De análisis•De engagement
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¿Cómo controlo mi producción?
?
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¿Cómo lo hago?
?
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Hootsuite
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Pingraphy
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Programar en Pinterest
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Do share
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Programar en google+
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Tubemogul
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KeepHD
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Ustream
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Crowdbooster
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Sproutsocial
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Tweet Reach
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¿Qué hastagh uso?
?
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Hastahg Battle
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HashTracking
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¿Cómo se la calidad de mis followers?
?
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Perfil de una “reputada” profesional
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¿Analizamos Facebook….pero de la competencia?
?
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Obteniendo la ID de Facebook
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¿Cómo se de lo que están hablando en las redes?
?
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Google Alerts
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RXL
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Alerti
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¿Con qué mido todo esto?
?
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Analytics
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Pinerly
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Statigram
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¿Qué concursos hay en Instagram?
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Simplymeasured
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Skoltilab
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Nos da los seguidores, las listas en las que está incluido el usuario y el número de tweets
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¿Cómo puedo involucrar a mi comunidad?
?
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Storify
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Paper.ly
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