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Xornada 1 curso asociación de prensa de a coruña

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Presentación da primeira xornada (4/10/2012) de formación do curso de Redes Sociais organizado pola APC (Asociación de Prensa de A Coruña) e impartido por Dani Cerqueiro de Galinus Taller de Novos Medios.

Esta presentación fai unha introducción as redes sociais e o mundo 2.0.

Published in: Education
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Xornada 1 curso asociación de prensa de a coruña

  1. 1. Curso  Redes  Sociais     Asociación de Prensa de A Coruña! Sesión 1 4 de outubro de 2012Galinus Taller de Novos Medios // @danicerqueiro
  2. 2. Dani  Cerqueiro   www.danicerqueiro.eu @danicerqueiroGalinus Taller de Novos Medios // @danicerqueiro
  3. 3. Somos  Galinus  Galinus Taller de Novos Medios // @danicerqueiro
  4. 4. Plan  de  traballo   Bloque I -  Estado da cuestión. Repaso polo panorama actual das redes sociais. -  Facebook. -  Tuenti. -  Twitter. Bloque II -  Blogs e medios online. -  Linkedin e o networking. -  Outras redes sociais. Bloque III -  Xeolocalización -  Marca persoal.Galinus Taller de Novos Medios // @danicerqueiro
  5. 5. Contexto:  que  é  eso  do  2.0?   Sesión 1 4 de outubro de 2012 – Asociación de Prensa de A CoruñaGalinus Taller de Novos Medios // @danicerqueiro
  6. 6. Crisis   Contexto CRISISGalinus Taller de Novos Medios // @danicerqueiro
  7. 7. Revolución  Galinus Taller de Novos Medios // @danicerqueiro
  8. 8. Cambio  comunicacional  =  cambio  tecnolóxico  Galinus Taller de Novos Medios // @danicerqueiro
  9. 9. Desde  que  somos  homes,  uClizamos  tecnoloxía  Galinus Taller de Novos Medios // @danicerqueiro
  10. 10. Orixes  Galinus Taller de Novos Medios // @danicerqueiro
  11. 11. Orixes  Galinus Taller de Novos Medios // @danicerqueiro
  12. 12. ProducCvidade  Galinus Taller de Novos Medios // @danicerqueiro
  13. 13. ConecCvidade  Galinus Taller de Novos Medios // @danicerqueiro
  14. 14. Revolución  2.0.  Galinus Taller de Novos Medios // @danicerqueiro
  15. 15. Web  2.0  vs  Web  1.0  Galinus Taller de Novos Medios // @danicerqueiro
  16. 16. Mundo  2.0  Galinus Taller de Novos Medios // @danicerqueiro
  17. 17. Novo  relación  empresa  -­‐  clientes   «1. Os mercados son conversas.» 1º punto do Manifesto CluetrainGalinus Taller de Novos Medios // @danicerqueiro
  18. 18. Mobilidade  Galinus Taller de Novos Medios // @danicerqueiro
  19. 19. Cambio  fundamental:  como  accedemos  ao  coñecemento?  Galinus Taller de Novos Medios // @danicerqueiro
  20. 20. Cambio  fundamental:  como  accedemos  ao  coñecemento?  Galinus Taller de Novos Medios // @danicerqueiro
  21. 21. Economía  da  atención  Galinus Taller de Novos Medios // @danicerqueiro
  22. 22. Quen  ve  os  anuncios  da  tele?  Galinus Taller de Novos Medios // @danicerqueiro
  23. 23. Nichos  Galinus Taller de Novos Medios // @danicerqueiro
  24. 24. Ciudadanos  poderosos  Galinus Taller de Novos Medios // @danicerqueiro
  25. 25. Estado  da  cuesCón   Sesión 1 4 de outubro de 2012 – Asociación de Prensa de A CoruñaGalinus Taller de Novos Medios // @danicerqueiro
  26. 26. Perfil  do  internauta  actual   16,5 millóns de personas conéctanse a internet diariamente. % usos.Fonte: Perfil sociodemográfico de los internautas. Análisis de datos INE 2011. Enero de 2012.
  27. 27. Perfil  do  internauta  actual  Sete de cada dez internautas ten menos de 45 anos independentemente da súa frecuencia de acceso.A proporción de internautas con acceso semanal en ámbitos rurales e capitales de +500 mil hab. écase a mesma.
  28. 28. Que  é  unha  rede  social  Definición:“Estrutura social formada por nodos unidos por unha serie de interdependencias.”Grupo de personas conectadas por algún tipo derelación: amistade, intereses comúns, profesións,actividades de ocio, etc.
  29. 29. Tipos  de  redes  sociais  Clasificación segundo público obxectivo:-  Horizontais: Dirixidas a todo tipo de usuario sen unha segmentación específica. Non hai temática específica.-  Verticais: Dirixidas a un colectivo concreto e respecto a unha temática definida. Ex. profesionais, turismo…Diferenciación entre redes sociais e espacios paracompartir contidos de xeito social. Facebook / Flickr
  30. 30. Mundo  2.0  Galinus Taller de Novos Medios // @danicerqueiro
  31. 31. Mundo  2.0  Galinus Taller de Novos Medios // @danicerqueiro
  32. 32. Facebook  Rede social con máis de 500 millóns de usuarios convantaxas importantes para a comunicación das marcas:-  Rede social básica en calquera estratexia.-  Fidelización de clientes.-  Branding.-  Redirección de tráfico para as distintas webs.-  Publicidade Facebook: Facebook Ads.-  Ferramentas: aplicacións, eventos, promocións, etc.Quen usa Facebook?Ten presencia en tres grandes sectores:Viaxes Medios de comunicación Electrónica
  33. 33. TwiVer  Rede social de máis crecemento e cun target moiactivo. Facilita a ligazón de contidos nas demaisredes e aumenta a presenza nelas.Por que ter presenza en Twitter?-  Posibilidad de interactuar cunha comunidade de seguidores.-  Conocer necesidades, gustos e preferencias dos nosos seguidores.-  Promocionar produtos ou servizos.Algúns datos interesantes:-  30 % contido relacionado con temas empresariais.-  Só o 19% dos usuarios seguen a empresas.
  34. 34. Google+  e  Foursquare  -  Google + e Foursquare son redes sociais en constante crecemento con recursos de utilidade para usuarios e empresas.Google +-  Ideal para compartir información, servizos, promocións…-  Promoción. Utilización da insignia de Google + para a promoción do sitio web.-  Medición e análise sinxelo de resultados.-  Próxima integración de Google +, Analytics, Adwords…Foursquare-  Ferramenta de localización web.-  Usuarios moi activos en RRSS.-  Conexión con outras redes sociais.-  Ferramenta ideal para promocións.
  35. 35. Instagram  e  Flickr  Redes sociais temáticas baseadas na imaxe comoferramenta de comunicación.Instagram-  Posibilidade de interactuar cos nosos seguidores.-  Posibilidade de crear promocións.-  Análise sector e de intereses da nosa audiencia e dos nosos competidores nos seus perfís.-  Ferramenta perfectamente integrada noutras redes sociais.Flickr-  Xestión, categorización de imaxes e vídeos por produtos, servizos…-  Posibilidade de compartir imaxes e vídeos doutros usuarios, proveedores, etc.-  Interconexión con outras RRSS.
  36. 36. Linkedin  Rede social profesional presente en grupos verticaissobre temátias do día a día das empresas: marketing,comunicación, loxística, etc.:-  Rede de contactos profesionais. Ideal para empresas e usuarios.-  Participación en foros e grupos relacionados cos nosos intereses profesionais.-  Páxinas de empresas:Ventá para a oferta de produtos e servizos, a culturaorganizacional e as oportunidades de captación detalento cualificado.Vinculación dos perfís dos profesionais da empresacoa páxina.
  37. 37. TuenC  Rede social cun target de entre 14 e 35 anos. Ideal parao intercambio de información, vídeos, fotos e eventos.Por que ter presenza en Tuenti?-  Posibilidade de segmentar target por idade, sexo, lugar de residencia, etc.-  Usuarios moi activos.-  Target máis novo que o de Facebook.Tuenti Sitios:-  Reclamar sitio a Tuenti para comezar comunicación e promoción de servizos e produtos.-  Comunicación directa cos seguidores.-  Mapa coas distintas empresas / marcas con espazo en Twitter.Que sectores teñen presenza en Tuenti?Moda ocio hostalería novastecnoloxías
  38. 38. Pinterest  Rede social para atopar e compartir principalmenteimaxes. Conta con 12 millóns de usuarios mensuais econ importantes vantaxes para a comunicaciónempresarial:-  Xera moito tráfico.-  Non necesitamos amigos. Está baseada no seguemento de grupos e temas de interese.-  O poder da imaxe.Que sectores teñen presenza en Pinterest?Moda novas tecnoloxías medios decomunicación
  39. 39. SlideShare  Slidshare é unha ferramenta gratuita paracompartir presentacións, documentos e vídeosna rede. Conta con 12 millóns de visitas mensuaise con importantes utilidades:-  Ideal para compartir esas presentacións / informacións na web e nas redes sociais.-  Seguemento dos datos de visitas, descargas, etc.
  40. 40. YouTube  Súbense 50.000 novos vídeos cada día a Youtube. Por qué estar enYoutube?-  Utilización das canles de empresa para compartir vídeos con millóns de usuarios.-  Vídeos para actualizacións doutras redes sociais.-  Promoción de novos produtos e servizos.-  Imaxe de empresa presente na canle de Youtube.
  41. 41. RRSS  sectoriais  Existen outras redes sociais orientadas a sectoresconcretos:-  Minube. Rede social de viaxes útil para planificar viaxes, descubrir novos destinos e compartir experiencias con outros usuarios. Inflúe na decisión de compra.-  TripAdvisor. Rexistra opinións de hoteis, restaurantes… Suxire opcións de viaxes e recolle comentarios e recomendacións dos usuarios.-  Yelp. Comentarios e recomendacións dos usuarios sobre restaurantes, tendas, locais nocturnos, ocio, servizos, etc.
  42. 42. Por  onde  empezar   Sesión 1 4 de outubro de 2012 – Asociación de Prensa de A CoruñaGalinus Taller de Novos Medios // @danicerqueiro
  43. 43. O  traballo  do  Community  Manager   Universo da “Persona que se encarga de atender, manter e marca coidar a comunidade de seguidores dunha marca.Tarefas do CM?-  Entender os obxectivos da marca e enfocar a eles a estratexia.-  Dinamizar a comunidade en torno á marca.-  Moderar e respostar comentarios dos seguidores.-  Escoitar.-  Transmitir o universo da marca.-  Monitorizar, monitorizar, monitorizar. Seguidores
  44. 44. Casos  PrácCcos   §  Propoñer Obxectivos para acadar con cada un deles. §  Cales credes que son as Redes Sociais mais axeitadas en cada caso? §  Cales serán as labouras do Community Manager dentro da estratexia?
  45. 45. Caso  1:  Hotel  Hesperia  Ferrol      
  46. 46. Caso  2:  Diario  de  Ferrol  
  47. 47. Caso  3:  Dolce  Vita  Odeon  
  48. 48. Protocolo  de  traballo  dun  proxecto  Cpo  
  49. 49. Dani Cerqueirodani@galinus.com @danicerqueiro

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