social media

Esta categoría contiene 17 entradas

Companies Missing the Boat with Social Customer Service

How some businesses are not using Social Media as a way to attract AND KEEP customers… Great article by Jayme Soulati, an award-winning professional blog oriented to social media, marketing, PR, business strategy, and more. President of  Soulati Media, Inc. An experience with Ruby Tuesday regarding Foursquare (and customer service to be desired) proved without a doubt that … Sigue leyendo

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Developing a Social Business Strategy


2. Why Social

3. ObjectivesAn example High-level Generate word of mouth among UK small/medium Create buzz among top small/medium business Acquire influencer generated content forsocial strategy success. 1-3 objectives businesses for Vostro 130 influencers other platforms are sufficient.This chart is model of asuccessful social strategy Goalsplan. Measures of Increase small Improve share of Earn at least 2M success. business Increase blogger voice from key digital Each objective Facebook fans by outreach by 150% blogger engagements• The objectives are simple has at least 1 100% influencers by 35% and clear. numeric goal.• The goals are measurable. Strategies• The strategies are Connected Influencers to Sponsor deliberate thinking. small/medium Seed V130’s into hands of key post Trade Gather real time feedback on the How the business & Secrets on above goals influencers V130 blogger events Facebook• The tactics are complete will succeed. but not overbearing. Tactics Plans for Syndicate content London Blogger Personal delivery Facebook Trade action. between Meet Up of V130 to Secrets landing The Facebook & January 2010 selected bloggers page on desktop components Twitter of strategy fulfillment. Trade Secrets Federation of Personalized Turn best trade conversations Small Businesses videos, with “007” secrets into an happening on February 2010 theme eBook & share blogs V130 loaded with MS Home & Office plus Tweetdeck

4. All social activities share the same roots Global Marketing

5. Smart business fundamentals never change5 Confidential Global Marketing

6. Social roots +businessfundamentals= core socialmedia strategy Global Marketing

7. Core social strategy doesn’t change by platform• Listen, Engage, Act• Create ongoing relationships• Be transparent• Add value• Cross platform coordination and integration• Leverage real time business intelligence: analyzing the global social brain Having a core social media strategy ensures that you’re ready for any new platforms Global Marketing

8. Listening: Who, What, Where Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing. Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars Paid Marketing Content Marketing Relationship Marketing8 Global Marketing

9. It is your choice to listen to your customers9 Confidential Global Marketing

10. Easy Listening• Google Alerts• YouTube• LinkedIn Signals• Twitter – For real time results, try Twitterfall• Google+• Pinterest – To see if anyone has pinned your content:<yourcompanyURL>• Slideshare Global Marketing

11. Conversatio ns are conversation s not Business Where to find you segments Share with others how & why you have great products/services Graphic thanks to @Gapingvoid11 Global Marketing

12. Prioritizing your social presence Has the most influence on BABY brands Has the most influence on Music brands Has the most influence on ELECTRONICS brands Global Marketing

13. Leverage Platform Functionality Platform Strengths Challenges • Brand pages build customer advocacy • Evidence of some Facebook Social networks • Improves SEO “fatigue” • Drives traffic to .com sites and outposts • Engagement requires consistent • Improving demographics presence and resources • Social media platform leaders • Limited metrics available for • Strong WOM potential administrators • Easy and fast engagement • Limited messaging size Microblogs • Provides early warning if there is an • Can be more noise than signal issue with a product or company • Extremely short shelf-life of • Drives traffic to .com sites and outposts messages • Strong mobile usage • Strong WOM potential • Easy distribution for multimedia • Commenters are less advanced Video blogs • Improves SEO • Little redirect to .com sites and • Strong branding capability outposts • Strong WOM potential • Must create original content • Videos can play on mobile devices • Difficult to localize Global Marketing

14. Leverage Platform Functionality Platform Strengths Challenges • Ideal for finding active professionals • Not as pervasive as Facebook • Can network with targeted customers • Branding is mostly oriented Professional • Builds brand awareness around individuals vs. companies • Showcases thought leadership • Have conversations using features like Groups and Answers • Easy to share graphic images • Low click-through rate to Photosharing • Drives traffic to .com sites and outposts branded hub • Improves image SEO • Requires focused keyword • Grow and connect communities tagging around specific products • YouTube for presentations • Making Dell content stand out Presentations • Brandable channel for content • Requires focused keyword • Drives traffic to .com sites and outposts tagging • Lead capture featured tied to Salesforce (Slideshare) Global Marketing

15. Social search Social engagement Social commerce Optimize Spread Amplify Reach Acquire Create Sell Build Sell on SEO content reach influencers fans advocates products margins scarcity Facebook RenRen Twitter Sina YouTUbe LinkedIn Flickr SlideShare Scribd Quora Blogs/RSSlocation Geo-

16. Customer Sharing and SEO• Umph analysed 100 random online entertainment, heal th, business, techn ology and general news stories and looked at how many times each story was shared by Facebook, Google+ , LinkedIn and Twitter users.Umpf study August 2012 Global Marketing

17. Social and the sales funnel: B2B Analyst firm Quora SiriusDecisions Geo-social estimates that LinkedIn Decentralized control by 2015, more than 75% of leads will be Facebook YouTube sourced Customer through videos inbound Flickr channels like Blogs Twitter Case social media. Slideshare studies This chart shows where Viral Webinars videossocial platforms and content Analyst Centralized control types typically Press reports Email reside in the releases sales funnel. Articles Interactive demos Analyst reports How-to videos Widgets Awareness Consideration Global Marketing

18. Intersection of Customer & Business value is wheresocial media worksProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • Reputation Global Marketing

19. Look across the entire customer lifecycle. SocialMedia delivers business benefits everywhere … • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. • Insight: Established causality between social media activity and purchase• Insight: Social media based Our External Communities Communities support improves sentiment and correlates with higher revenue • Insight: Social Media provides high Business Value and contributes to demand gen vehicle Global Marketing

20. Identify your business objective Choose the metrics that help you measure & evolve • Where customers are • Primary social media focus • Do they like/love you? • Sentiment • What are they saying • Listen, learn and improve business • They recommend you • Your fans deserve appreciation • Share links with friends • Advocates deserve attention too • Rating & Reviews • Inform your products • Publicly complaining • Showing you care about customer • Going to your website • Purchase or deeper interest20 Global Marketing

21. Create your own strategic plan• Before you launch any social activity, create a strategic plan for it. The plan on this page uses the OGST format: Objectives, Goals, Strategies and Tactics. Use these boxes to define your plan.

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White Paper: Social Media Meets Business Intelligence

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MITSloan: Strategic Social Media Listening will kick start your Social Program by Bilal Jaffery

POST BY BILAL JAFFERY ON SEP 10TH, 2012 published by MITSloan School of Management on Social and CMO connection. Many senior executives still think of social media as something you do after hours for fun, says John Hagel, co-chairman of the Deloitte Center for the Edge — they haven’t bought into the idea that social can drive the … Sigue leyendo

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Emerging Markets Lead World in Social Networking Growth – eMarketer

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¿Atención o relación con el cliente? La respuesta es Social CRM | A un Click de las TIC

“… algunas compañías siguen pensando que para estar presente en ellas basta con abrir una página en Facebook  o una cuenta en Twitter y contratar a un  community manager que actualice sus contenidos. Pero no consiste sólo en tener seguidores o acumular “me gusta”, de hecho hay que prestar atención a los resultados, medir y … Sigue leyendo

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5 Reasons You Should Measure Social Media Return on Investment | Social Media Examiner

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Social Media debe seguir una Estrategia.

Social Media es más que comunicados de Marketing. Es más que Facebook, Twitter y Linkedin. También es más que las tecnologías asociadas que la hacen posible como wikis, blog, redes sociales, etc. Social media realmente es acerca de crear y desarrollar comunidades participativas generando nuevo valor por medio de las relaciones con sus clientes. La … Sigue leyendo

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Evolución de los sistemas CRM

¿Están realmente preparadas las empresas para convertirse en empresas más móviles y más sociales? Aquellas empresas que definan y sigan una estrategia y entiendan cómo utilizar las nuevas tendencias en herramientas y soluciones de CRM tendrán una ventaja competitiva. Se espera que muchos ejecutivos redefinan prioridades y sus planes de inversión en tecnología para los … Sigue leyendo

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Oracle compra a Vitrue por US$300 millones.

Oracle ha anunciado la compra de Vitrue, una plataforma basada en cloud computing y especializada en social marketing, que permite a las empresas gestionar sus campañas de marketing en las redes sociales como son Facebook, Twitter, YouTube y Google+. Según TechCrunch, la transacción por 300 millones de dólares le permitirá a Oracle explotar al máximo … Sigue leyendo

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Los Medios y la Revolución Digital – Video – 2a. Parte

Expertos, líderes de opinión y periodistas debaten sobre el futuro de los medios de comunicación y su relación con la tecnología y las redes sociales. 2a Parte – Los Medios y la Revolución Digital

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Los Medios y la Revolución Digital – Video – Primera parte

Excelentes presentaciones publicadas por El Pais como parte del International Media Council 2012. Presenta opiniones de expertos de los medios de comunicación y de Internet de The Economist, Hearst, Zeit Online, Google, Facebook y Digital First Media acerca del impacto que las Redes Sociales y recursos tecnológicos están teniendo y continuarán teniendo en la industria … Sigue leyendo

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¿Qué perfil debe tener el ‘Community Manager’?

Con la explosión en el último par de años de los diversos canales en redes sociales, las empresas y en particular, las áreas de mercadeo se ven enfrentadas con la exigencia de tener recursos dedicados a promover la marca, generar discusiones con sus seguidores y clientes dentro de la comunidad y detectar áreas que requieren … Sigue leyendo

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¿Cómo reacciona su empresa a las críticas y reclamos?

El cliente de hoy busca satisfacción y respuesta inmediatas, espera que se resuelvan sus quejas y problemas en tiempo real y que su voz sea escuchada y respetada. Si hay demoras o no se proporcionan respuestas a comentarios en Facebook o Twitter, se lastimarán las relaciones y la reputación de la empresa. Asegúrese que su … Sigue leyendo

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Redes Sociales, Información y Censura

Queremos compartir con ustedes este video publicado por TED acerca del impacto de las redes sociales en cómo algunos pueblos pueden lograr acceso a la información. Presentador: Clay Shirky. Inglés con subtítulos. Esperamos que lo disfruten y nos dejen sus comentarios. .

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Mediciones de un programa de Social Media

En Social Media, como en cualquier otro esfuerzo de mercadeo, es necesario definir mecanismos de medición para evaluar su efectividad. Se debe comenzar por establecer las metas y objetivos de este esfuerzo. Si las metas son realistas y medibles, se puede determinar la efectividad de sus esfuerzos en la implantación de un programa de Social … Sigue leyendo

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Value of a Fan

Value of a Fan.

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Social Business

IBM is moving itself and its clients well beyond social media into a new era of collaboration, insight sharing, and lead generation it calls social business. It takes extraordinary chutzpah to promote a vision before it can be fully realized by your audience, let alone your company. IBM did just that in 1997 when it … Sigue leyendo

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