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Caso Práctico de Germinal: Digitalizar marca

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Paula Barrutia de la agencia 101 nos enseña toda la estrategia de digitalización de una marca a través del caso de Germinal

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Caso Práctico de Germinal: Digitalizar marca

  1. 1. CÓMO DIGITALIZAR UNA MARCA: CASO GERMINAL
  2. 2. @101cientouno@PaulaBarrutia#practica redes #germinal
  3. 3. ¿CONOCÉISGERMINAL?
  4. 4. LO QUE ERA...
  5. 5. LO QUE ES...
  6. 6. EL CAMINO RECORRIDO PASO A PASO...
  7. 7. 1.POSICIONAMIENTO Y ESTRATEGIA
  8. 8. “Existe una belleza que va más allá de los tacones, el maquillaje ylas marcas. Una belleza que no se pierde con el tiempo, y que tepermite sentirte guapa en cualquier circunstancia.Germinal  ha decidido apostar por la belleza basada en elpositivismo y en las historias de mujeres de cualquier edadque saben disfrutar de la vida por encima de cualquier clichéde imagen.”
  9. 9. POSICIONAMIENTO • Mujer sujeto vs. Mujer objeto • Optimismo, vitalidad, positividad • Experiencias culturales y de ocio • Lo más bello de una mujer es su historia
  10. 10. CÓDIGOS DE COMUNICACIÓN TESTIMONIOS TONO optimista, de mujeres vitalista y reales cómplice.COMUNICACIÓN enmedios o blogs de ITEMÁTICAS variadas COMUNICACIÓN Dar valor a PLANES, INDIVIDUALIZADA EXPERIENCIAS y “De tú a tú” SUEÑOS
  11. 11. LA ESTRATEGIADIFERENCIACIÓNDistanciamiento de la competenciaRelevancia del mensajeRenovación producto y público éxito COHERENCIA Coordinación On y Off Integración mensajes
  12. 12. 2. CREACIÓN CANALES PROPIOS
  13. 13. WEBSITE
  14. 14. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  15. 15. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  16. 16. 24.300 MUJERES GERMINAL 1º 2º 3º 4º Datos desde 15 junio 2010 al 27 octubre de 2011 5º 6º 7º 8º 9º
  17. 17. TARGET MUJERES
  18. 18. CRECIMIENTO SOSTENIDOJunio 2010 Octubre 2011
  19. 19. COMUNIDAD ACTIVA
  20. 20. COMUNIDAD PARTICIPATIVA
  21. 21. DINAMIZACIÓN DE LA COMUNIDADBLOG PARTNER - SORTEO BLOG
  22. 22. PARTNERS 2011
  23. 23. CONCURSOS - PARTNERS 2011 Mayo Junio Julio
  24. 24. CONCURSO AGOSTO 2011 • captación de registros • captación de fans • información del usuario
  25. 25. FEEDBACK
  26. 26. PANORÁMICO FB 2011 3 octubre&!!!" Machinergy 2.592 visitas%#!!" 2 enero%!!!" Navidad 1.714 visitas 22 junio 5 agosto 18 julio$#!!" Blog: cuidar tus uñas Pañuelos 13 abril Post: mejores calas 1.307 visitas 1.084 visitas 1.149 visitas ;.2?.@$ Cosquillearte 939 visitas$!!!" #!!" !" $()*" +()*" $#()*" %%()*" %,()*" #-./" $$(8*" $+(8*" %#(8*" %(89" ,(89" 038:" $&38:" %!38:" %538:" &;.4" $!;.4" $5;.4" %7;.4" $<=>" +<=>" $0(89" %&(89" &!(89" $%-./" $,-./" %0-./" 7(8*" 51)6" $0342" %&342" &!342" #1)2" $71)6" %$1)6" %+1)6" %342" ,342" $%1)2" $,1)2" %01)2" No FB Ads No FB Ads
  27. 27. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  28. 28. FACEBOOK ADS• La clave de los FB Ads está en la optimización constante• La campañas a largo plazo son las que funcionan• Presupuesto constante• Temas de actualidad y personalizados• Segmentación por ciudades y amigas de fans. Por gustos han funcionado peor.
  29. 29. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  30. 30. TWITTER:@GERMINAL_ES
  31. 31. TWITTER:@GERMINAL_ES • 730 followers aprox. en año y medio • Contenido valioso para la mujer: • Profesional: iniciativas se llevan a cabo para lograr paridad, igualdad y conciliación familiar • Ocio: especialmente aquel que tiene que ver con la mujer como protagonista: Exposiciones de fotógrafas o pintoras, presentaciones de libros... • Decoración: Objetos geek que pueden llamar la atención de blogueras (muy retuiteados) • Entrevistas, informes, estudios... • Muy bien posicionados en listas: “Cool Trendy People”, “Blogueros”, “Empresas Friendly”, “Mujeres punteras”, “Interesantes” • Buen crecimiento. Construyendo relaciones estrechas con blogueras
  32. 32. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  33. 33. BLOG: CELEBRANDO TU VIDA
  34. 34. BLOG 1 ENERO - 8 OCTUBRE 2011 20 sept 22 marzo Trenzas 11 febrero Rosa Mosqueta 31 marzoSan Valentín 5 agosto + 8 agosto (Experto) Newsletter Newsletter + Pañuelos
  35. 35. BLOG• Estabilidad en las visitas• Contenido relevante: • temas de actualidad • tendencias y consejos • la opinión de expertos• Las Newsletters nos ayudan a difundir el contenido del blog y generan un tráfico importante• Apoyo para promocionar acciones puntuales• Relevancia de las imágenes• Apoyo para SEO
  36. 36. Sorteos (site+ fb) maleta y sombrera Viaje Partners Producto FB AdsMujeres Germinal SITE Campaña de Medios@Germinal_es Blog Mailings Cosmeticagerminal SEM/SEO Acciones puntuales Listas colaborativas PRGerminal Efeco Positivo
  37. 37. EVOLUCIÓN TRÁFICO BUSCADORESNACIMIENTO FIN 2010 OCTUBRE 2011 28,40% 37,75% 34,67% 11,18% 3,52% 8,73% 58,72% 56,60% 60,42%
  38. 38. 3. INTEGRACIÓN ON_OFF
  39. 39. INTEGRACIÓN• Gran cambio para la empresa a largo plazo• Afecta a todos los niveles: • Marketing, Consejero Delegado, Dpto. Ventas, Delegados, Farmacias (PV), agencias(comunicación, medios...) y empleados (mejores embajadores)• Objetivo más difícil: COHERENCIA MARCA• Todo suma• Evangelización constante
  40. 40. Facebook Twitter Blog Web Farmacias PV Comunidad Branding Venta Líderes Contenido Promoción Producto Branding de opinión de marcaBase de datos Base de datos Branding Partners Promoción SEO Farmacias PR Prensa Banners Radio SEM FB Ads Branding Tráfico Tráfico TV Packaging
  41. 41. EJEMPLOS INTEGRACIÓN
  42. 42. BLOG FB ads SEMEmailings WEB
  43. 43. ¡GRACIAS!PAULA.BARRUTIA@101.ES

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