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Speaker: Gustavo Murillo Lopez, Mexico


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"How can small companies compete with big ones in social media?"
Meebox vs. Ipad - A case study from Mexico

Gustavo Murillo Lopezwas one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here:

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Speaker: Gustavo Murillo Lopez, Mexico

  1. 1. Meebox
  2. 2. What is Meebox? <ul><li>The name comes from an acronym </li></ul>Meebox Mee-box My-box Two main Products Meebox Touch Meebox Touch Meebox: A technology Mexican company
  3. 3. Meebox Intel Atom D330 Dual Core 1.6GHz CPU Intel i3-530 Intel Atom N450 1.66Ghz Intel Atom N450 1.66Ghz 2GB DDR2 800Mhz Memoria Sodimm DDR3 4GB 1GB DDR2 800Mhz 1GB DDR2 800Mhz 320GB 5400RPM SATA2 SATA2 500GB 7200RPM 8MB Cache 32GB SSD 32GB SSD DVD-WRITER Blu Ray Combo Slim - 22&quot; WIDE FULL-HD 22&quot; WIDE FULL-HD 11.6&quot; WIDE HD (1366x768) 11.6&quot; WIDE HD (1366x768) NVIDIA ION NVIDIA GEFORCE 310M Intel Integrados Intel Integrados
  4. 4. What was the idea behind Meebox social campaign? <ul><ul><li>“ A human approach for a high-tech brand” </li></ul></ul><ul><ul><li>We wanted people to feel confident about the brand </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>By creating original multimedia content </li></ul></ul><ul><ul><li>Asking the public one thing: </li></ul></ul>
  5. 5. Facts <ul><li>We were competing with HUGE brands </li></ul><ul><li>We had a limited budget (A.k.a no budget) </li></ul><ul><li>We had lots of content to communicate </li></ul><ul><li>Meebox is a new and unknown brand </li></ul>
  6. 6. Methodologies used <ul><li>Right Message </li></ul><ul><li>Right time </li></ul><ul><li>Right People </li></ul><ul><li>Comunication </li></ul><ul><li>Reputation </li></ul><ul><li>Convertion </li></ul>The CRC The 3 R’s Mixed Strategies
  7. 7. At start, What did we learn? <ul><li>The public was proud of it being a national Product. </li></ul><ul><ul><li>It was called “A Mexican Pride” </li></ul></ul>
  8. 8. Communication Style <ul><li>“A human aproach for a hightech brand” </li></ul>We tried to be as real as posible By Making “Homemade” videos tweeting and posting as someone not as something Emulating the “ user generated content”
  9. 9. CrowdSourcing <ul><li>Based on the public “Mexican Pride” </li></ul><ul><ul><li>We started generating new adjusted content </li></ul></ul><ul><ul><li>Highlighting what people wanted </li></ul></ul>
  10. 10. SEO <ul><li>The new question and challenge was: </li></ul><ul><ul><li>How to get meebox up on search engines, organically? (remember, low NO budget) </li></ul></ul><ul><li>Our Answer: </li></ul>Videos Blog posting Email Marketing Buzz Building Blog Outreach Content is the King
  11. 11. Videos <ul><li>Youtube channel </li></ul><ul><ul><li>One video every two weeks </li></ul></ul><ul><ul><li>Crowd Sourced </li></ul></ul><ul><ul><ul><li>We ask what they want to see next </li></ul></ul></ul><ul><ul><ul><li>The most popular idea becomes the new video </li></ul></ul></ul>
  12. 12. Blog Posting <ul><li>One post every week </li></ul><ul><li>About events or new content </li></ul><ul><li>Serves as “share material” on facebook </li></ul>
  13. 13. Email Marketing <ul><li>One Email Marketing per month </li></ul><ul><li>To segmented Databases </li></ul><ul><li>To Technology blogs and sites </li></ul>
  14. 14. Blog Outreach <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul> /mexico-tiene-su-tablet-la-meboox-slate/ dex.php?/topic/15409-meebox-slate-tablet-hecho-en-mexico/ http://www.tlahuac http://marrufo9.wo xico/comments/ey8n0/empresa_mexicana_crea_tablet_basada_en_windows_7/ http://www.excelsior.c http://mexico.cnn.c om/tecnologia/2011/02/10/una-empresa-jaliciense-competira-en-este-20 11-por-usuarios-de-tabletas .php/meebox-supera-sus-ventas blog1.php/la-primera-tableta-mexicana-agotada -el-ces-2011/ ticle&id=4170:ingresa-mexico-al-mercado-de-las-tablets&catid=71:economia&Itemid=580 By Contacting tech sites via the E-mail marketing We reached more than a thousand of notes about meebox in less than 2 months
  15. 15. And it worked! Google actually recomends “Mexican Tablet” if you’re in México Of 4 million results At least the first 10 pages are about Meebox
  16. 16. Results 100,000 visits in 3 months 47% of the traffic comes from organic google results
  17. 17. Sales Sold Out Way more than we expected... The first batch was sold in a week
  18. 18. Final thoughts <ul><li>When you engage your audience, they tend to trust the brand </li></ul><ul><li>No budget does not mean there’s nothing to do </li></ul><ul><li>Talk to your public, listen to them and there’s a high chance they’ll have the answer. </li></ul>