Download - Social media merca20 - v1.0
![Page 1: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/1.jpg)
Los medios sociales como herramienta de Marketing
www.slideshare.net/[email protected]: gustavo_rosslinkedin.com/in/gustavorosstwitter.com/gustavo_rossfacebook.com/gustavo.ross
Congreso Nacional de MercadotecniaMayo 2010
![Page 2: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/2.jpg)
¿Quién soy?
2
![Page 3: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/3.jpg)
www.activamente.com
Acerca de mimismo
No soy tuitero
No tengo idea de cómo hacer que ganen más followers
Sólo tengo 363
![Page 4: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/4.jpg)
www.activamente.com
@gustavo_ross
![Page 5: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/5.jpg)
www.activamente.com
Acerca de mimismo
Geek profesional
Interactivista
Estratega
...Llevo un buen rato siéndolo
![Page 6: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/6.jpg)
www.activamente.com
Acerca de Activ@MenteFundada hace 14 años
Digital de origen
Estamos cambiando el Mundo desde .mx, .ar, .cl y pronto .us
Buscamos talento talentosísimo
Seremos la #1!
![Page 7: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/7.jpg)
Los Medios Sociales
7
![Page 8: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/8.jpg)
![Page 9: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/9.jpg)
Los Medios SocialesREDES SOCIALES
9
![Page 10: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/10.jpg)
¿Qué son las redes sociales?
10
![Page 11: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/11.jpg)
11
?
![Page 12: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/12.jpg)
¡Somos las personas!12
![Page 13: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/13.jpg)
13HERRAMIENTAS o MEDIOS SOCIALES
![Page 14: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/14.jpg)
Los Medios SocialesCOMUNIDADES
14
![Page 15: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/15.jpg)
![Page 16: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/16.jpg)
/150Activ@Mente
Amigos
Activ@MenteIndustria
Mi Red Social
16
Número de Dunbar:
148
![Page 17: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/17.jpg)
/150Activ@Mente
24.4
31.2
24.1
41.5
22.8
42.8
21.4
49.3
17.1
38
Brasil China USA UK Rusia
Nuestras redes sociales son más grandes online que offline...
17
OFFLINE
ONLINE
Fuente: Global Web Index / IAB Europe
![Page 18: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/18.jpg)
¿Por qué?
18
![Page 19: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/19.jpg)
www.activamente.com
¿Moda?
¿Anonimidad?
¿Facilidad?
¿Probabilidad?
¿Asincronía?
![Page 20: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/20.jpg)
Los Medios SocialesHERRAMIENTAS o PLATAFORMAS
20
![Page 21: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/21.jpg)
www.activamente.com
![Page 22: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/22.jpg)
www.activamente.com
¿Qué nos motiva a participar?
Mantenernos en contacto
Opinar / compartir
Promover algo
Sitios de redes sociales, compartir fotos, videos, mensajearnos
Blogs, Wikis, ePinions, Answers
Microblogging
![Page 23: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/23.jpg)
www.activamente.com
No todo es facebook...
OTROS
![Page 25: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/25.jpg)
www.activamente.com
![Page 26: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/26.jpg)
Los Medios SocialesPENETRACIÓN
26
![Page 27: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/27.jpg)
www.activamente.com
![Page 28: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/28.jpg)
28
![Page 29: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/29.jpg)
Los Medios SocialesEl nuevo Plan Integrado de ComunicaciónMercadotécnica
29
![Page 30: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/30.jpg)
www.activamente.com
M
PERSUACIÓN / REACH / 360º
![Page 31: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/31.jpg)
MARCAMENSAJE
![Page 32: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/32.jpg)
www.activamente.com
SOCIALPRENSA DIRECTA SITIO WEB
Mensaje
Persuasión
TV BANNERS
![Page 33: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/33.jpg)
La Agencia Digital de Origen
![Page 34: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/34.jpg)
![Page 40: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/40.jpg)
MARCA
EXPERIENCIAOPINIÓN
MENSAJE
![Page 41: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/41.jpg)
La Agencia Digital de Origen
“Peers trust peers. Top-down messaging is losing traction, while bottom-up buzz is gaining power.”
Chris Anderson
![Page 42: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/42.jpg)
www.activamente.com
PB
B
B
B
B
B
CONVERSACIÓNPERSUACIÓN / REACH / 360º
M
![Page 43: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/43.jpg)
www.activamente.com
Conversación
ESCUCHAR
RADIO
PRENSA
TV PROMOS
ANSWERS BLOGS
Interactivo
¡Online y Offline!
![Page 44: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/44.jpg)
www.activamente.com
Investigamos antes de comprar...
![Page 45: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/45.jpg)
![Page 46: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/46.jpg)
CASO: DELL
![Page 47: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/47.jpg)
Dell: From hell to heaven
![Page 48: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/48.jpg)
Jeff Jarvis (born September 12, 1954) is an American journalist. He is the former television critic for TV Guide and People magazine, creator of Entertainment Weekly, Sunday editor and associate publisher of the New York Daily News, and a columnist on the San Francisco Examiner
![Page 49: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/49.jpg)
Se compró un laptop Dell que al poco tiempo presentó una serie de fallas
Reclamó por todos los canales formales y luego de muchos posts, links en su blog, generó una red de consumidores insatisfechos
![Page 50: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/50.jpg)
![Page 51: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/51.jpg)
![Page 52: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/52.jpg)
un año después, Dell comenzó a conversar en internet
![Page 53: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/53.jpg)
![Page 54: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/54.jpg)
![Page 55: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/55.jpg)
![Page 56: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/56.jpg)
USD 3.millones en ventas gracias a twitter
![Page 57: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/57.jpg)
![Page 58: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/58.jpg)
![Page 59: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/59.jpg)
Los Medios SocialesAPLICACIONES PRÁCTICAS
59
![Page 60: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/60.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 61: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/61.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 62: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/62.jpg)
![Page 63: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/63.jpg)
![Page 64: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/64.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 65: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/65.jpg)
![Page 66: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/66.jpg)
![Page 67: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/67.jpg)
![Page 68: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/68.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 69: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/69.jpg)
![Page 70: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/70.jpg)
![Page 71: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/71.jpg)
![Page 72: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/72.jpg)
![Page 73: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/73.jpg)
![Page 74: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/74.jpg)
![Page 75: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/75.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 76: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/76.jpg)
![Page 77: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/77.jpg)
![Page 78: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/78.jpg)
![Page 79: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/79.jpg)
![Page 80: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/80.jpg)
![Page 81: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/81.jpg)
![Page 82: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/82.jpg)
![Page 83: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/83.jpg)
![Page 84: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/84.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 85: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/85.jpg)
/150Activ@Mente
Crowdsourcing
85
![Page 86: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/86.jpg)
![Page 87: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/87.jpg)
![Page 88: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/88.jpg)
![Page 89: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/89.jpg)
![Page 90: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/90.jpg)
![Page 91: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/91.jpg)
![Page 92: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/92.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 93: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/93.jpg)
![Page 94: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/94.jpg)
![Page 95: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/95.jpg)
![Page 96: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/96.jpg)
![Page 97: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/97.jpg)
![Page 98: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/98.jpg)
![Page 99: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/99.jpg)
![Page 100: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/100.jpg)
![Page 101: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/101.jpg)
![Page 102: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/102.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 103: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/103.jpg)
![Page 104: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/104.jpg)
![Page 105: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/105.jpg)
![Page 106: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/106.jpg)
![Page 107: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/107.jpg)
![Page 108: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/108.jpg)
![Page 109: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/109.jpg)
![Page 110: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/110.jpg)
![Page 111: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/111.jpg)
www.activamente.com
MEDIOSSOCIALES
Influencia
Promoción
Reclutamiento
Crowdsourcing
Investigación
Atención
Involucramiento
Comunicación
![Page 112: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/112.jpg)
![Page 113: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/113.jpg)
beta.aeromexico.com
![Page 114: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/114.jpg)
![Page 115: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/115.jpg)
![Page 116: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/116.jpg)
![Page 117: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/117.jpg)
![Page 118: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/118.jpg)
![Page 119: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/119.jpg)
CASO: FIESTA MOVEMENT
![Page 120: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/120.jpg)
![Page 121: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/121.jpg)
![Page 122: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/122.jpg)
![Page 123: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/123.jpg)
![Page 124: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/124.jpg)
![Page 125: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/125.jpg)
![Page 126: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/126.jpg)
![Page 127: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/127.jpg)
![Page 128: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/128.jpg)
![Page 129: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/129.jpg)
![Page 130: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/130.jpg)
![Page 131: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/131.jpg)
![Page 132: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/132.jpg)
![Page 133: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/133.jpg)
CASO: LG XAT
![Page 134: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/134.jpg)
CASORECIENTE
Campañalgxat.cl
LanzamientoGT360
Cliente:LGChileAgencia:Ac5v@MenteAgosto2009‐Hoy
Queríamosserconver5rloenellíderdesucategoría...Loconver5moseneltemadeconversaciónynoscomimosalacompetencia.
![Page 135: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/135.jpg)
Obje:voEnunacategoríamuycompe5daportantoslanzamientosdecelularestouch,posicionaralGT360comolíderenlacategoríachat/qwertyycrearunacomunidaddefansyevangelizadoresacercadesusfuncionesybeneficios.
MilesdeusuariosseregistraronenFacebookConnectycomenzaronaayudarnos
142milvisitaronelsi5odurantelacampañadedisplayads(Agosto–Octubre)GoogleAnaly+cs
![Page 136: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/136.jpg)
ConocealGT360
Secciónquedejaalusuarioprobaryverlainterfazrealconlasaplicacionesmásdiferenciadorasdelcelular.Atravésdeellaelusuariopuedeinvitarasusamigosvíafacebookconnect,chatearoprobarlavideollamadausandolawebcamdesucomputadora.
![Page 137: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/137.jpg)
Concurso"¿quétanrápido:ppeas?"
Sorteamos15celularesentrequieneslograranelmejor5empo5peandounaseriedefraseses5lo“xat”.
18milvisitasdurante2semanas.
LacampañayafuecopiadaenMéxico(Text‐it).
![Page 138: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/138.jpg)
Murodeagentesevangelizadores
Espaciodedicadoalainteraccióndetresimportanteslíderesdeopiniónconlosusuariosdelsi5o.Parapublicareranecesariodescargarunaaplicaciónenelsi5oqueactualizaautomá5camenteFacebook,Twiaeryelmurodelgxat
![Page 139: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/139.jpg)
FanPageRed360
Hoylapágina5enemásde5000fans.
Másdel80%delcontenidoquesepublicaesdelosusuarios,quienesseapoyanyevangelizan.
Crecimientoorgánicodiario.
![Page 140: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/140.jpg)
TwiQerLGxateshastaahoralamarcadecelularesconmásseguidoresenChile.
Actualmenteelnúmerototaldeseguidoresesde2.550llegandoaunpeakenSep5embrede3.200seguidores.
![Page 141: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/141.jpg)
RESULTADOS
Lasventasaumentaron
másde900%.
![Page 142: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/142.jpg)
RESULTADOS
ActualmenteLGocupael
80%enpar:cipacióndemercadonacionalenlacategoríaQWERTY(yaumentando,lainicia5vaaúnnotermina).
![Page 143: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/143.jpg)
RESULTADOS
Ahorramos65%delainversiónenmediosgraciasaSocialMedia.
![Page 144: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/144.jpg)
RESULTADOS
LGhadecididocentrarsuestrategiaenmediosdigitalesdejandolaTVyotrosmediosensegundoplano.
![Page 145: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/145.jpg)
RESULTADOS
Yaganamosnuestroprimerpremio(IABanualAwards)yvamospormás...:‐)
![Page 147: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/147.jpg)
![Page 148: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/148.jpg)
![Page 149: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/149.jpg)
![Page 150: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/150.jpg)
APRENDIZAJES
150
![Page 151: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/151.jpg)
Confía en la fuerza de la Red
151
![Page 153: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/153.jpg)
www.activamente.com
ObjetivoEgo
SOCIAL MEDIA
Protocolos: Twitter, eMail, facebook, answers, wiki...
Contenido
Nodos: Amigos, colegas, familia, seguidores, fans
Transporte: La persona
![Page 154: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/154.jpg)
www.activamente.com
Mensaje no se degrada
Se autosegmenta
Es asincrónico (permanece)
Se propaga mientras sea relevante
Costo incremental tiende a cero
Es más efectivo, porque está respaldadoVIR
ALC
AS
TIN
G
![Page 155: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/155.jpg)
Involúcrate y empieza hoy
155
![Page 156: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/156.jpg)
www.activamente.com
Recuerda...
El beneficio de una participación activa es enorme
El impacto de la pasividad es aún mayor
![Page 157: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/157.jpg)
CASO TROPICANA
![Page 158: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/158.jpg)
![Page 159: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/159.jpg)
Sed de cambios
![Page 160: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/160.jpg)
![Page 161: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/161.jpg)
![Page 162: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/162.jpg)
![Page 163: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/163.jpg)
35 millones de
dólares en
rebranding en
enero de 2009
![Page 164: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/164.jpg)
![Page 165: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/165.jpg)
45 días después...
![Page 166: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/166.jpg)
![Page 167: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/167.jpg)
![Page 168: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/168.jpg)
“Subestimamos el profundo lazo emocional de nuestra marca... lo que no entendimos fue la pasión de un pequeño pero muy leal grupo de
consumidores... y eso fue algo que no obtuvimos de la investigación” Neill Campbell, Pdte. de
Tropicana
![Page 169: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/169.jpg)
Piensa integradamente
169
![Page 170: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/170.jpg)
www.activamente.com
Piensa integradamente
Las personas hablamos porque hay de qué hablar.
Detecta dónde se dan las conversaciones, escucha y convierte aprendizajes en mejoras.
No trates de generar una conversación que incongruente con tu realidad.
Planea estratégicamente.
No centres todo en Social Media.
![Page 171: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/171.jpg)
Deja el corporativismo atrás
171
![Page 172: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/172.jpg)
www.activamente.com
PrecaucionesDeja la actitud corporativa (prepotente) atrás.
Sé humano, pero no olvides los objetivos de la corporación (es muy fácil "prenderse" con los usuarios)
Autenticidad ante todo, nunca trates de engañar
No tratar de controlar o censurar. Un diálogo debe ser respetuoso hacia ambos lados.
La corporación siempre tiene la desventaja ante la anonimidad del usuario.
Tener una política corporativa de medios sociales es importante
![Page 173: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/173.jpg)
Mitos del Community Manager
173
![Page 174: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/174.jpg)
www.activamente.com
Mitos del Community Manager1. Lo puede hacer cualquiera
2. Sólo se la pasa chateando
3. Se necesita ser un Rockstar
4. No hay Retorno en la Inversión
5. Está para vender
6. Debe controlar a la comunidad
7. Es un GURU?
![Page 175: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/175.jpg)
Tómalo en serio. Hay riesgos...
175
![Page 176: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/176.jpg)
www.activamente.com
RIESGOS
Pérdida del control en la conversación✓ Comunicación en dos vías✓ Comentarios negativos
Caer en la difusión, en lugar de la conversación
Falta de continuidad
Asociación de una persona a la marca
Falta de criterio o experiencia del Community Manager
![Page 178: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/178.jpg)
![Page 179: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/179.jpg)
![Page 180: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/180.jpg)
![Page 181: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/181.jpg)
![Page 182: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/182.jpg)
182
![Page 183: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/183.jpg)
Apóyate en una agencia que tenga mayor experiencia que tu equipo interno.
183
![Page 184: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/184.jpg)
184
¿Hacia dónde vamos?
![Page 185: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/185.jpg)
185
Una sola identidad
![Page 186: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/186.jpg)
186Augmented ID
![Page 187: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/187.jpg)
187
![Page 188: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/188.jpg)
El contenido será dictado por los usuarios
188
![Page 189: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/189.jpg)
ONLINE
OFFLINE
![Page 190: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/190.jpg)
www.activamente.com
EVOLUCIÓN DE LOS MEDIOS
DIFUSIÓN Dispositivo = Medio
CONVERGENCIA Contenido = Medio
SOCIALIZACIÓN Personas = Medio
DIVERGENCIADispositivo = Mercado
![Page 191: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/191.jpg)
NET TV
NET TV
NET TV
NET TV
NET TV
NET TV
NET TV
NET TV
NET TV
![Page 192: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/192.jpg)
![Page 193: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/193.jpg)
![Page 194: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/194.jpg)
![Page 195: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/195.jpg)
195
¿Consideras que ya eres 2.0?
![Page 196: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/196.jpg)
196
¿No crees que deberíamos
mantenernos en constante estado
"beta"?
![Page 197: Social media merca20 - v1.0](https://reader038.vdocuments.pub/reader038/viewer/2022103013/544fca1daf7959e1108b8d89/html5/thumbnails/197.jpg)
¿Preguntas?
[email protected]: gustavo_rosslinkedin.com/in/gustavorosstwitter.com/gustavo_rossfacebook.com/gustavo.ross
Congreso Nacional de MercadotecniaMayo 2010