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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MUCHAS GRACIAS!

Matias Paterlinipaterlinimatias@gmail.com

¿Preguntas?

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