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Indicador      Dim 1            Dim 2            Dim 3            Dim 4            Dim 5            Dim 6            Dim 7...
Indicador      Dim 1            Dim 2            Dim 3            Dim 4            Dim 5            Dim 6            Dim 7...
SUMA NEGATIVOS      -0.705    -0.913    -0.873    -0.613     -0.597      -2.273    -0.863    -0.939   -1.317    -0.710    ...
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Mercedes Benz                                   21                - Confidencial -
FACTOR DE RASGO                              ESCALA DE RASGO REPRESENTATIVAS                                              ...
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Inception from Internet                                                                             Decision Center       ...
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Modelo de Control                                        VC               A/B/C/D                Módulo                   ...
POTENCIAL DEMOSTRADO + de   RESPUESTA                            POTENCIAL         GRADO DE                   TIPOLOGÍA   ...
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Social Customer  Engagement territoriocreativo.es • territoriocreativo.es/blog • 91 447 50 87
Social CRM, una aproximación novedosa
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Social CRM, una aproximación novedosa

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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.

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Transcript of "Social CRM, una aproximación novedosa"

  1. 1. 2- Confidencial -
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  6. 6. ‣ ‣ ‣‣ ‣ ‣‣ ‣ ‣‣ ‣ 7 ‣‣ ‣ ‣‣ ‣ ‣‣ ‣ ‣‣ ‣ ‣‣ ‣ ‣ - Confidencial -
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  8. 8. 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 -0.045Contemporánea 0.555 -0.027 -0.074 -0.090 0.104 -0.056 0.702 0.084 -0.049 -0.077 0.047 9 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 - Confidencial -
  9. 9. 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 -0.128Contemporánea 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 10 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 - Confidencial -
  10. 10. 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 2.455SUMA 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% 11 - Confidencial -
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  20. 20. Mercedes Benz 21 - Confidencial -
  21. 21. FACTOR DE RASGO ESCALA DE RASGO REPRESENTATIVAS Convencional – Original 1. Apertura mental Poco audaz – Temerario Conservador - Liberal Retraído – Sociable 2. Extraversión Silencioso – Hablador Inhibido - Espontáneo Descuidado – Prudente3. Responsabilidad o tesón Irresponsable – Fiable Negligente - Concienzudo 22 Irritable – Amable 4. Afabilidad Despiadado – Bondadoso Egoísta - Desprendido Calmado – Preocupado 5. Estabilidad emocional Duro – Vulnerable Seguro - Inseguro - Confidencial -
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  32. 32. Inception from Internet Decision Center Product Engine Concept definition Individual Dashboard Engagement Engine B/P/C/R Social Graph Insights Connectivity Equity Themes Graph Media Engine What – How Taste Brand Engine Reporting B/P/C/R Semantics Fabric Equity Analytical Engine Where – Forum Forecasting B/P/C/R Context Equity Blogs - Sites Semantic Engine Nick Simulation B/P/C/R Who – Nicks Equity When - Time Profile Conversational Engine Conversation MIS Store In Company Sources Core Digital Equity Design Web Strategy Budget Allocation Competitive Web Strategy Media Inversion Media Web Strategy Social Strategy Reputation Alerts E-commerce Strategy
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  35. 35. Modelo de Control VC A/B/C/D Módulo A Económico 6 Aa = 17 Variables de Variables Racionales CF CV Comportamiento OM t-3 F R/O/F/P t 3Demostradas OS Social t-3 C R/O/F/P t -3 Demostradas ORM t6 36 + P t6 OC X R/O/F/P t 7 t+3Económicas OI V R/O/F/P t 2 t+3 Módulo de Contactos Emitidos Contactos Recibidos Contactos CD/ 1003-01/ mail / RR QSP/ 1205-01/ Imp / Res Datos Declarados + Datos Sociales = Scoring Módulo de Cualificación PC A/B/C/D - Confidencial -
  36. 36. POTENCIAL DEMOSTRADO + de RESPUESTA POTENCIAL GRADO DE TIPOLOGÍA + CONOCIMIENTOPOTENCIAL DE CUALITATIVO SOCIAL TOTAL CLIENTE Scoring Caracteres + Caracteres Caracteres Perfil Equip. + Clasificación import. + import. + Caracteres por afinidad + Grado Grado import. + Grado Conocimt. Conocimt. Grado Conocimt. Conocimt. 37 Scoring Scoring Scoring Scoring UNIDAD AFICIONES FAMILIAR HÁBITOS AMISTADES Datos Declarados + Datos Sociales - Confidencial -
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  44. 44. ‣ ‣ ‣ VC A/B/C/D Módulo A Económico 6 Aa = 17 CF OM F CV t-3 OS t-3 C R/O/F/P t 3 R/O/F/P t -3 ‣ ORM t6 P t6 OC t+3 X R/O/F/P t 7 45 t+3 OI V R/O/F/P t 2Módulo de Contactos Emitidos Contactos RecibidosContactos CD/ 1003-01/ mail / RR QSP/ 1205-01/ Imp / Res Datos Declarados + Datos Inducidos = Scoring Módulo de Cualificación PC A/B/C/D - Confidencial -
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  48. 48. Social Customer Engagement territoriocreativo.es • territoriocreativo.es/blog • 91 447 50 87
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