social crm, una aproximación novedosa
DESCRIPTION
Presentación de Enrique Hortala, Director y responsable del área de Inteligencia Social de Territorio Creativo, para la jornada sobre Social CRM organizada por ad_social el pasado 27 de febrero de 2013.TRANSCRIPT
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Indicador Dim 1 Dim 2 Dim 3 Dim 4 Dim 5 Dim 6 Dim 7 Dim 8 Dim 9 Dim 10 Dim 11
Realista 0.496 -0.381 0.101 0.042 0.013 -0.010 -0.210 0.191 -0.052 0.352 0.010
Familiar 0.412 -0.110 -0.105 0.426 0.111 -0.062 0.107 0.323 -0.049 0.081 -0.208
Local 0.321 0.295 -0.273 0.377 -0.089 0.006 0.116 -0.190 0.073 0.007 0.190
Honesta 0.449 -0.150 0.143 -0.104 -0.035 0.098 0.139 0.154 0.259 0.123 -0.406
Sincera 0.232 0.571 0.054 -0.035 0.075 -0.041 -0.022 0.012 -0.007 0.088 0.029
Creible 0.712 -0.101 0.267 -0.062 0.029 0.033 -0.034 0.089 -0.021 0.102 -0.115
Saludable 0.494 0.124 0.057 0.289 0.010 0.003 0.469 0.053 -0.040 0.168 -0.004
Original 0.467 0.002 -0.142 0.178 0.217 -0.128 -0.047 -0.128 0.123 0.375 0.127
Alegre -0.048 0.075 0.057 0.048 0.036 -0.236 -0.002 0.143 0.089 0.587 -0.032
Sentimental 0.423 0.113 0.034 0.088 -0.075 -0.118 0.130 0.010 0.171 0.113 0.073
Cordial 0.089 -0.155 0.127 0.098 0.059 -0.009 -0.043 0.167 0.618 0.180 -0.006
Atrevida 0.257 0.014 0.118 0.046 -0.021 0.273 0.244 -0.080 0.085 0.457 0.005
Actual 0.631 0.006 0.574 0.023 0.142 0.064 0.109 0.136 0.035 -0.013 -0.103
Flexible 0.197 -0.038 0.546 0.110 0.169 -0.083 -0.002 -0.014 0.156 -0.048 0.007
Enérgica 0.318 0.660 0.128 0.362 -0.115 0.105 0.067 0.039 -0.051 0.138 -0.134
Tendencia 0.245 0.576 0.132 -0.114 -0.025 -0.258 0.207 -0.088 0.000 -0.005 0.142
Joven 0.202 0.408 0.347 0.069 0.104 0.045 0.119 -0.002 0.252 0.053 0.013
Imaginativa -0.035 0.037 0.050 0.023 0.689 -0.072 0.243 0.006 -0.082 0.165 0.035
Única 0.487 0.176 0.189 0.197 0.142 0.183 0.423 -0.289 0.183 0.038 0.028
Sobresaliente 0.709 -0.066 0.112 0.018 0.610 0.127 -0.002 0.095 0.058 -0.122 -0.128
Independiente -0.071 0.005 0.476 0.164 0.104 0.017 0.161 -0.086 -0.369 0.171 -0.045
Contemporánea 0.555 -0.027 -0.074 -0.090 0.104 -0.056 0.702 0.084 -0.049 -0.077 0.047
Firme 0.084 -0.005 0.102 0.078 0.068 0.022 0.039 0.670 0.249 0.033 0.169
Trabajadora 0.374 0.056 0.252 0.051 -0.023 0.071 -0.017 0.150 0.076 -0.134 0.100
Segura 0.736 -0.066 0.143 0.107 -0.041 -0.095 0.017 0.274 0.127 -0.152 0.144
Inteligente 0.412 0.611 0.118 0.122 0.244 0.028 0.109 -0.020 -0.083 -0.008 -0.039
Técnica 0.505 -0.055 0.092 0.542 0.042 -0.046 0.059 0.061 0.164 -0.033 0.208
Corporativa 0.152 0.014 0.075 -0.038 0.047 -0.084 0.060 0.021 0.052 0.087 0.033
Exitosa 0.211 0.010 -0.094 0.150 0.043 -0.596 0.149 0.111 0.111 0.165 0.086
Líder 0.646 0.128 0.108 -0.001 -0.003 -0.148 0.296 0.428 -0.099 0.201 0.041
Segura SM 0.316 0.551 0.319 0.327 0.064 -0.099 -0.034 0.150 0.356 0.065 0.187
Llana -0.014 0.389 -0.183 -0.014 -0.039 0.142 0.079 0.081 -0.221 0.173 0.425
Femenina -0.256 0.118 0.192 0.551 0.050 0.241 0.007 0.034 0.022 0.093 0.044
Encantadora -0.127 0.352 -0.038 0.127 0.083 0.454 0.133 0.047 0.214 0.126 0.047
Elegante 0.752 -0.183 0.184 0.128 0.290 0.181 -0.132 0.389 0.149 0.043 0.112
Glamurosa 0.658 0.632 -0.067 -0.013 0.002 0.198 -0.112 -0.042 -0.100 0.035 -0.033
Clase Alta 0.521 0.032 0.156 0.122 0.016 -0.075 0.065 0.196 0.122 -0.026 0.655
Libre 0.326 0.125 0.214 0.011 0.517 0.163 -0.074 0.008 0.198 0.064 0.163
Masculina -0.154 0.746 -0.080 0.121 0.019 -0.059 0.034 0.060 -0.094 -0.017 0.040
Occidental 0.484 0.001 -0.027 0.197 0.131 0.587 0.044 0.056 -0.002 -0.076 0.019
Resistente 0.400 -0.114 0.410 -0.142 -0.111 0.135 0.092 0.039 0.098 0.027 0.357
Áspera 0.243 -0.012 0.581 0.027 -0.018 0.061 -0.134 0.134 0.027 0.112 0.172
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Indicador Dim 1 Dim 2 Dim 3 Dim 4 Dim 5 Dim 6 Dim 7 Dim 8 Dim 9 Dim 10 Dim 11
Sincera 0.232 0.571 0.054 -0.035 0.075 -0.041 -0.022 0.012 -0.007 0.088 0.029
Creible 0.712 -0.101 0.267 -0.062 0.029 0.033 -0.034 0.089 -0.021 0.102 -0.115
Alegre -0.048 0.075 0.057 0.048 0.036 -0.236 -0.002 0.143 0.089 0.587 -0.032
Cordial 0.089 -0.155 0.127 0.098 0.059 -0.009 -0.043 0.167 0.618 0.180 -0.006
Actual 0.631 0.006 0.574 0.023 0.142 0.064 0.109 0.136 0.035 -0.013 -0.103
Flexible 0.197 -0.038 0.546 0.110 0.169 -0.083 -0.002 -0.014 0.156 -0.048 0.007
Enérgica 0.318 0.660 0.128 0.362 -0.115 0.105 0.067 0.039 -0.051 0.138 -0.134
Tendencia 0.245 0.576 0.132 -0.114 -0.025 -0.258 0.207 -0.088 0.000 -0.005 0.142
Imaginativa -0.035 0.037 0.050 0.023 0.689 -0.072 0.243 0.006 -0.082 0.165 0.035
Sobresaliente 0.709 -0.066 0.112 0.018 0.610 0.127 -0.002 0.095 0.058 -0.122 -0.128
Contemporánea 0.555 -0.027 -0.074 -0.090 0.104 -0.056 0.702 0.084 -0.049 -0.077 0.047
Firme 0.084 -0.005 0.102 0.078 0.068 0.022 0.039 0.670 0.249 0.033 0.169
Segura 0.736 -0.066 0.143 0.107 -0.041 -0.095 0.017 0.274 0.127 -0.152 0.144
Inteligente 0.412 0.611 0.118 0.122 0.244 0.028 0.109 -0.020 -0.083 -0.008 -0.039
Técnica 0.505 -0.055 0.092 0.542 0.042 -0.046 0.059 0.061 0.164 -0.033 0.208
Exitosa 0.211 0.010 -0.094 0.150 0.043 -0.596 0.149 0.111 0.111 0.165 0.086
Líder 0.646 0.128 0.108 -0.001 -0.003 -0.148 0.296 0.428 -0.099 0.201 0.041
Segura SM 0.316 0.551 0.319 0.327 0.064 -0.099 -0.034 0.150 0.356 0.065 0.187
Femenina -0.256 0.118 0.192 0.551 0.050 0.241 0.007 0.034 0.022 0.093 0.044
Elegante 0.752 -0.183 0.184 0.128 0.290 0.181 -0.132 0.389 0.149 0.043 0.112
Glamurosa 0.658 0.632 -0.067 -0.013 0.002 0.198 -0.112 -0.042 -0.100 0.035 -0.033
Clase Alta 0.521 0.032 0.156 0.122 0.016 -0.075 0.065 0.196 0.122 -0.026 0.655
Libre 0.326 0.125 0.214 0.011 0.517 0.163 -0.074 0.008 0.198 0.064 0.163
Masculina -0.154 0.746 -0.080 0.121 0.019 -0.059 0.034 0.060 -0.094 -0.017 0.040
Occidental 0.484 0.001 -0.027 0.197 0.131 0.587 0.044 0.056 -0.002 -0.076 0.019
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SUMA NEGATIVOS -0.705 -0.913 -0.873 -0.613 -0.597 -2.273 -0.863 -0.939 -1.317 -0.710 -1.253
SUMA TODOS 13.811 5.361 5.375 4.606 3.636 0.966 3.554 3.473 2.752 3.714 2.455
SUMA POSITIVOS 13.106 4.448 4.502 3.993 3.039 -1.306 2.691 2.534 1.435 3.004 1.202
NPS 89.79% 65.95% 67.52% 73.40% 67.17% -370.36% 51.42% 45.93% 4.28% 61.76% -2.10%
NPS - Outliers 89.79% 0.00% 67.52% 73.40% 67.17% 0.00% 51.42% 45.93% 0.00% 61.76% 0.00%
NPS TOTAL 65.28%
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ggggggg
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Mercedes Benz
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FACTOR DE RASGO ESCALA DE RASGO REPRESENTATIVAS
1. Apertura mentalConvencional – OriginalPoco audaz – Temerario
Conservador - Liberal
2. ExtraversiónRetraído – Sociable
Silencioso – HabladorInhibido - Espontáneo
3. Responsabilidad o tesónDescuidado – PrudenteIrresponsable – Fiable
Negligente - Concienzudo
4. AfabilidadIrritable – Amable
Despiadado – BondadosoEgoísta - Desprendido
5. Estabilidad emocionalCalmado – Preocupado
Duro – VulnerableSeguro - Inseguro
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Core Digital Equity
Competitive Web Strategy
Design Web Strategy
E-commerce Strategy
Media Web Strategy
Social Strategy
Decision Center
Individual Dashboard
Inception from Internet
Concept definition
MIS
In Company Sources
Budget Allocation
Media Inversion
Reputation Alerts
B/P/C/REquity
B/P/C/REquity
B/P/C/REquity
B/P/C/REquity
Insights
Reporting
Forecasting
Simulation
Conversation
Store
Social GraphThemes Graph
What – HowSemantics
Where – ForumBlogs - Sites
Who – NicksWhen - Time
Connectivity
Taste Fabric
Context
Nick Profile
Analytical Engine
Brand Engine
Semantic Engine
Conversational Engine
Media Engine
Engagement Engine
Product Engine
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Contactos Emitidos
CD/ 1003-01/ mail / RR QSP/ 1205-01/ Imp / Res
Contactos RecibidosMódulo de
Contactos
Módulo de
CualificaciónPC
Módulo
Económico
CVR/O/F/P
R/O/F/P
R/O/F/P
R/O/F/P
CF
t-3
t+3
6
A
F
C
X
V
t 3
t -3
t 7
t 2
P
OM
OS
ORM
OC
OI
t-3
t6
t+3
A/B/C/D
VC
Aa = 17
A/B/C/D
Datos Declarados + Datos Sociales = Scoring
t6
Modelo de Control
Variables
Racionales
Demostradas
+
Económicas
Variables de
Comportamiento
Social
Demostradas
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AFICIONESUNIDAD
FAMILIARHÁBITOS AMISTADES
Datos Declarados + Datos Sociales
Scoring Scoring Scoring
Caracteres
import. +
Grado
Conocimt.
Caracteres + Clasificación por afinidad +
Grado Conocimt.
Caracteres
import. +
Grado
Conocimt.
Scoring
Scoring
POTENCIAL
CUALITATIVO
GRADO DE
CONOCIMIENTO
TOTAL
TIPOLOGÍA
SOCIAL
POTENCIAL
DEMOSTRADO + de
RESPUESTA
+POTENCIAL DE
CLIENTE
Perfil Equip. + Caracteres import. +
Grado Conocimt.
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Módulo de
ContactosMódulo de
Cualificación
Módulo
Económico
Contactos Emitidos Contactos Recibidos
CD/ 1003-01/ mail / RR QSP/ 1205-01/ Imp / Res
Datos Declarados + Datos Inducidos = Scoring
PC A/B/C/D
CVF R/O/F/P t 3
C R/O/F/P t -3
X R/O/F/P t 7
V R/O/F/P t 2
CF
t-3
t6
t+3
6
A
P
OM
OS
ORM t6
OC t+3
OI
t-3
VC
Aa = 17
A/B/C/D
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- Confidencial -
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Social Customer
Engagement
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