defensa proyecto mba berta martinez peran
TRANSCRIPT
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Berta Martínez Perán
MBA Executive 2009
Diseña tu Plan de MK yComunicación 2.0para generar e-‐branding
Julio, 2010
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1 Comunicar Ahora
2 Herramientas 2.0
3 MK online vs Comunicacion online
4 Comunicacion online 1.0/2.0
5 Publicidad/MK 1.0/2.0
6 E-‐branding
7 Caso práctico en la PYME
8 Todo comunica
Índice:
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ComunicarAhora1
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consumer prosumer
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+ =
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"los mercados sonconversaciones"
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Teoría de los 6 grados de separación
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Fenómeno de cambio radical Uso redes sociales – 101 agencia
Video.avi
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Red de Redes o red Rizomática
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Herramientas 2.02
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compartir información yopiniones con los demásusuarios de internet
BlogsWikisMicrobloggingRedessociales/profesionalesMultimedia 2.0Marcadores socialesPodcasting
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Un 61% de los usuarios accede a diarioy un 84% más de una vez a la semana
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Fuente:http://etc.territoriocreativo.es
Estrategia de Social Media Marketing
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Entornos esencialesde la comunicaciónen Internet
4
Fuente: http://ivanpino.com/
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Community Manager
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MK online vsComunicaciononline
3
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Comunicaciononline 1.0/2.0
4
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Gabinete de PrensatradicionalSala de prensa virtualRuedas de Prensa convideoconferenciaRSSPresencia en RedesBlogging
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Fuente: Ivan Pino.com
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Publicidad/MK1.0/2.0
5
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DisplaySEOSEMAfiliaciónSocial AdsBlogs
MK amplificado a lo social
MK
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"Tener presencia de Marcas en Redes Sociales aumenta un80 % la intención de compra"-‐ Nielsen
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100 razonespara estaren los Medios Sociales
Las empresas que usan social media superan a la competencia en ingresos y beneficios
Sólo el 14% de la población afirma confiar en la publicidad
El 25% de los resultados de búsquedas de las 20 empresas más importantes del mundo son linksa contenidos creados por usuarios ajenos a esas empresas
Los medios sociales requieren menor inversión que la publicidad convencional
El 85% de los internautas ha cambiado alguna vez su decisión de compra basándose en una opinióno comentario que ha leído en Internet
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E-‐branding6
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BrandingReputacion onlineVentas/ROI/conversión
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Naming: creación de un nombreIdentidad CorporativaPosicionamientoLealtad de marca, desarrollo de marcasArquitectura de una marca
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Reputación Corporativa
Online
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Reputación Corporativa
Online
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Caso práctico enla PYME
7
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Cómo lo comunicamos?
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Cómo lo comunicamos?
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Cómo lo comunicamos?
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Todo Comunica8
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Cuidar TODAla Comunicaciónde la Empresa
Profesionalidad
Participarde laconversación
CrearMKExperiencial
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Gracias! ; -‐ )