presentacion social media marketing - edn 54/2
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Módulo: SOCIAL MEDIA MARKETINGProfesor: MATIAS PATERLINI Programa en Negocios 2013
www.tienda54dos.com
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SOBRE ESTA PRESENTACIÓN
• Contarles quién soy y qué hago
• Marketing, Publicidad, Comunicación, E-commerce 101
• Ejemplos y casos de estudio
• Herramientas en la web
• Preguntas
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TRAYECTORIA
• Facebook PMD (solo 90 en el mundo y el único de Latam)
• 5 años desarrollando aplicaciones sobre Redes Sociales
• 25 empleados, + de 300 aplicaciones lanzadas
• + 10K clientes, + 10M Usuarios
• 2 compañías construidas sobre redes sociales
• Escritor del libro Vidas Conectadas (Editorial Vida). Speaker
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Our Clients
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SOCIAL MEDIA MARKETING
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¿PARA QUÉ HACEMOS MARKETING?
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PARA OBTENER UN RESULTADO
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EL QUE NO SABE A DONDE VA, NO LLEGA A NINGÚN
LADO
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¿QUÉ TIPO DE RESULTADOS BUSCAMOS?
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CONSEGUIR NUEVOS CLIENTES
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HACER BRANDING
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GENERAR VENTAS
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MANTENER NUESTROS CLIENTES
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CONVERSIÓN
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ESTRATEGIA
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¿Y LA PUBLICIDAD QUÉ ES?
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UNA HERRAMIENTA
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OTRAS HERRAMIENTAS
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COMMUNITY MANAGEMENT
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PROMOCIONES
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JUEGOS
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CONCURSOS
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¿SIRVE INVERTIR EN SOCIAL MEDIA?
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SO.... NI....
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SI NO MEDIS, NO
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SI NO SIMPLIFICÁS, NO
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SI NO TARGETEAS, NO
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¿DESARROLLO VS.
PUBLICIDAD?
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DESARROLLO +
PUBLICIDAD
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MASA CRITICA
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EJEMPLO CONVERSE
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ALCANZANDO TU PÚBLICO OBJETIVO
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QUIERO MÁS LIKES!!!
QUIERO MÁS ME GUSTA!!!
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TENER MÁS LIKES DE LOS QUE NECESITÁS PUEDE
SER PELIGROSO!
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LA REGLA DEL 1 AL 15% DE REACH PROMEDIO
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CUAL ES EL BENEFICIO DE LAS REDES SOCIALES CON
RESPECTO A LA PUBLICIDAD TRADICIONAL?
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LA SEGMENTACIÓN
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DIFERENCIA CON GOOGLE ADWORDS
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EMBUDO
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MODELO TRADICIONAL
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RADIO, TV, GRAFICA
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MODELO DIGITAL
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PÁGINAS WEB, FOROS, BLOGS, SEGMENTACIÓN
GEOLOCALIZADA
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MODELO SOCIAL
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FACEBOOK, MOBILE ADS, COMUNIDAD
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MODELO 360º
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LA RAZÓN
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La razón primordial para estar en las redes sociales, es porque nuestros clientes ya están ahí.
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CAMBIO DE HÁBITOS
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QUEREMOS TRAER LOS CLIENTES A NUESTRO NEGOCIO O PÁGINA
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LLEVARLES UNA PROPUESTA DE VALOR, Y NUESTRO
PRODUCTO A SUS MANOS
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“La modernidad no es un taxi del que uno pueda bajarse, si no le gusta, en la esquina siguiente”
Max Weber
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COMO EMPRESARIOS TENEMOS QUE ADAPTARNOS
O DESAPARECEREMOS...
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Tu Inversión
Tu Imagen
Tu Comunicación
Tu Frecuencia
Alto impacto en Social Media
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ESTRATEGIA
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SOCIAL BY DESIGN
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EJEMPLO REGISTRO EJ
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COMUNICACIÓN
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¿DONDE ENCONTRAMOS COMUNICACIÓN?
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E-MAILS
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SMS
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TELÉFONO
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CARTELES
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TELEVISIÓN
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DIARIO
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REVISTAS
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CINE
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RADIO
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PNT
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JUEGOS
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CON TODO LO QUE HACEMOS ESTAMOS
COMUNICANDO
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¿QUÉ TIPOS DE COMUNICACIÓN HAY?
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INFORMAR
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OBTENER INFORMACIÓN
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PERSUADIR
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COMUNICACIÓN PRODUCTIVA
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UN BUEN CONSEJOEN TU COMUNICACIÓN
EN REDES SOCIALES
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EVÍTA EL SPAM
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IMAGEN PÚBLICA
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TU IMAGEN COMUNICA
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REDES SOCIALES
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¿CÓMO USAMOS LAS REDES?
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BASURERO
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EXPRESARNOS, PERO....
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NO EXPONERNOS
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•Transformar conversaciones privadas en públicas
•Expresar opiniones personales sin filtro
•Discutir en linea
•Agredir directa indirectamente
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CHECKEO TRIPLE
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¿ES NECESARIO?
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¿ES OPORTUNO?
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¿ES CONVENIENTE?
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COMMUNITY MANAGER
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TIENES QUE TENER UNO!
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•Publica cosas
•Crea contenido
•Maneja la comunicación
•Responde preguntas
•Crea conversaciones
•Usa herramientas sociales
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• Involucrarse con la gente
•Producir contenido original
•Conseguir community managers
•Escuchar a la gente
•Generar conversaciones
•Conseguir Ayuda!
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PRINCIPALES VALORES DE LAS REDES SOCIALES
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CONECTIVIDAD
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IMPACTO GLOBAL
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ESCALABILIDAD
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MEDIR EL IMPACTO
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RÁPIDO INVOLUCRAMIENTO
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RELACIONES MÁS PROFUNDAS
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GRANDES HERRAMIENTAS
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PROMOTION & MARKETING
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POSTING AND MONITORING
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VIDEO
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PAGE MANAGEMENT
•The Fan Machine
•Vitrue
• Involver
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CREAR GRUPOS
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CREAR PÁGINAS
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CREAR CONTENIDO
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CREAR ESPACIOS DE CONVERSACIÓN
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GENERAR NUEVAS RELACIONES
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UTILIZAR NUEVAS HERRAMIENTAS
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RECURSOS EN FACEBOOK
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FAN PAGES
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GROUPS
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EVENTS
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DOCS
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FAN PAGEAPPLICATIONS
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SOCIAL PLUGINS
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OTHER SOCIAL NETWORKS
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CANVAS PAGE
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FANPAGE TABS (APPS)
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FEED STORIES ON WALLS
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FACEBOOK CONNECT
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OTRAS IDEAS...
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SOCIAL PLUGINS
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LIKE BOX
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LIKE AND SEND BUTTON
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LIVE STREAM
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COMMENTS BOX
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