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Claves para un plan de acción en social media

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Conferencia de Genis Roca en Iniciador Sevilla
21 de septiembre de 2011

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Claves para un plan de acción en social media

  1. 1. claves<br />para diseñar un plan de acción<br />en social media<br />genís roca<br />genis @ rocasalvatella.com<br />Sevilla, 21 de septiembre de 2011<br />
  2. 2. 1 – sobre el momento<br />
  3. 3.
  4. 4.
  5. 5. Resultados<br />Visión<br />Estilo<br />Herramientas<br />Método<br />
  6. 6. 1 – sobre el momento<br />2 – sobre los objetivos<br />
  7. 7. Las redes sociales son para segmentar<br />
  8. 8. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18. Diseño de la marca<br />namingy logo vs hashtag y avatar<br />Protección de la marca<br />Dónde registrar, recuperar o activarla marca<br />Administración de la marca<br />Criterios de login, password y mail<br />Gestión de la marca<br /> Protocolos de relación, crisis y éxito<br />
  19. 19. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />
  20. 20. Abertis pone en venta un 6,68% de la italiana Atlantia.<br />14 de enero<br />La Caixa saca a bolsa todo su negocio financiero a través de CaixaBank. Abertis formará parte de una nueva entidad de La Caixa que no cotizará en Bolsa.28 de enero<br />Unicaja vende su participación del 0,69% en Abertis. 25 de enero<br />
  21. 21.
  22. 22.
  23. 23. +<br />Grau d’activitat<br />-<br />-<br />+<br />Canals emprats<br />
  24. 24. Detectar comentarios sobre la empresa, la actividad, los competidores, los temas…<br />Detectar los espaciosde conversación más relevantes<br />Detectar las personas clave en estas conversaciones <br />
  25. 25. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />
  26. 26. Corporativo<br />Actividad<br />Campaña<br />
  27. 27. ¿POR QUÉ CON XX?<br />Seguir a XX en Social Media aporta ventajas en exclusiva:<br />Promociones<br /> Descuentos<br />Contenidos<br /> Servicios<br />1º ¿cuál es la propuesta de VALOR?<br />2º Necesitamos FANS<br />con audiencia<br />+ 50.000 fans<br />+10.000 followers<br />Audiencia<br />3º Para VENDER<br />10.000 – 15.000 <br />ventas<br />Conversión a ventas<br />
  28. 28. PÚBLICO POTENCIAL<br />Penetración de 3 de las principales redes sociales en España:<br />
  29. 29. ACCIONES DE CAPTACIÓN<br />Brand day<br />Ofertas exclusivas <br /><ul><li>Liquidación
  30. 30. Ofertas recurrentes</li></ul>Descuento directo<br />Sorteo<br />Social ad<br />Flowtown<br />Alimentación contenidos<br /><ul><li>Relaciones públicas
  31. 31. Servicio al cliente
  32. 32. Carácter comercial</li></ul>Haz Brand<br /><ul><li>Fotos
  33. 33. Gincana preguntas
  34. 34. Lifestyle</li></ul>Challenge fans<br />Subasta holandesa<br />+50.000 fansen Facebook<br />+10.000 followersen Twitter<br />
  35. 35. ACCIONES DE CAPTACIÓN : descripción<br />
  36. 36. ACCIONES DE CAPTACIÓN : métrica<br />
  37. 37. ACCIONES DE CAPTACIÓN : cronograma<br />48.000 <br />nuevos fans<br />36.000 por ventajas<br />12.000 por contenidos<br />+ 50.000 <br />fans<br />7.864<br />fans<br />+<br />=<br />8.100 nuevos followers<br />4.600 por ventajas<br />3.500 por contenidos<br />+ 10.000 followers<br />4.659 followers<br />+<br />=<br />
  38. 38. ACCIONES DE VENTA<br />
  39. 39. SOCIAL SELLING<br />Hipótesis: Se captan el 50% durante el 1º trimestre i el resto se reparten entre el resto de trimestres <br />Se contabiliza que cada trimestre se compra 1 producto por "amigo"<br />
  40. 40. OFERTAS A TRAVÉS DE SOCIAL MEDIA<br />Hipótesis: Se usa como base el número de fans acumulados por trimestre gracias a las acciones de captación <br />Cada trimestre se contabiliza como si todos los fans de ese trimestre estuvieran dados de alta a principio del trimestre <br />
  41. 41. 1º ¿cuál es la propuesta de VALOR?<br />Seguirnos en Social Media aporta ventajas en exclusiva:<br />Promociones Descuentos Contenidos Servicios<br />Social Media<br />Audiencia<br />+ 50.000 fans<br />+10.000 followers<br />2º Necesitamos FANS<br />Web<br />3º Para VENDER<br />Conversión<br />5.000 ventas<br />
  42. 42.
  43. 43.
  44. 44. www<br />LP1<br />www<br />LP2<br />www<br />LP3<br />www<br />LP4<br />
  45. 45. www<br />LP1<br />www<br />www<br />LP2<br />www<br />LP3<br />bbdd<br />www<br />LP4<br />
  46. 46. www<br />LP1<br />www<br />www<br />LP2<br />www<br />LP3<br />bbdd<br />www<br />LP4<br />
  47. 47. www<br />LP1<br />www<br />www<br />LP2<br />www<br />LP3<br />bbdd<br />www<br />LP4<br />
  48. 48. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />6 – coordinación editorial<br />
  49. 49. Si abrimos un espacio:<br /><ul><li>Objetivo al que contribuye
  50. 50. Segmentación de público deseada
  51. 51. Responsable, roles y alianzas
  52. 52. Procedimientos de inicio, operación y cierre
  53. 53. Línea editorial
  54. 54. Usos lingüísticos
  55. 55. Interacción y conversación
  56. 56. Indicadores y resultados previstos
  57. 57. Costes y evaluación de esfuerzos
  58. 58. Cronograma</li></li></ul><li>EMISORES<br />}<br />}<br />}<br />Planes<br />de acción<br />LÍNIEAS EDITORIALES<br />PÚBLICO<br />}<br />MEDIOS<br />
  59. 59. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />6 – coordinación editorial<br />7 – poner orden<br />
  60. 60.
  61. 61.
  62. 62.
  63. 63.
  64. 64.
  65. 65.
  66. 66. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />6 – coordinación editorial<br />7 – poner orden<br />8 – asignar funciones<br />
  67. 67. Teléfono<br />Mail<br />Web<br />Blog<br />Twitter<br />Flickr<br />YouTube<br />Facebook<br />Linkedin<br />Servicio<br />FrontDesk<br />Ventas<br />Atención al cliente<br />RR.PP.<br />Investigación<br />Contenidos<br />Periodista<br />Formatos<br />Multimedia<br />Community<br />Manager<br />Conversación<br />
  68. 68.
  69. 69. actitudes<br />habilidades<br />herramientas<br />
  70. 70. Saber buscar<br />Saber discriminar una fuente de información<br />Saber administrar una dieta de información<br />Saber monitorizar un tema<br />Saber ordenar los objetos digitales<br />Saber gestionar el relacional digital<br />Saber gestionar la identidad digital<br />Saber trabajar en equipo<br />
  71. 71. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />6 – coordinación editorial<br />7 – poner orden<br />8 – asignar funciones<br />9 – medir resultados<br />
  72. 72.
  73. 73.
  74. 74. 1 – sobre el momento<br />2 – sobre los objetivos<br />3 – proteger la marca<br />4 – análisis del entorno<br />5 – trazar un plan<br />6 – coordinación editorial<br />7 – poner orden<br />8 – asignar funciones<br />9 – medir resultados<br />
  75. 75. Análisis<br />Objetivos<br />Entorno<br />Tendencias<br />Auditoría de marca<br />Consultoría<br />Modelo de presencia<br />Criterios editoriales<br />Plan comercial<br />Modelo de gestión<br />62<br />
  76. 76. grcs !<br />genís roca<br />genis @ rocasalvatella.com<br />

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