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Social Marketing

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Estrategias de Mercadeo Social aplicado a PYMES
Conferencista: Andrés Escobar, Director General Existaya.com
Digital Day IAB Colombia 2010 - Cali

Published in: Business
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Social Marketing

  1. 1. Social Marketing ESTRATEGIAS DE MARKETING SOCIAL ONLINE PARA PYMES Andrés M. Escobar Director General Existaya.com
  2. 2. Agenda • Introducción al Marketing Social Participativo – Vértigo Mediático (Video) – Estadísticas de las principales Redes Sociales – ¿Por qué social Marketing? • ¿Por dónde empezar? Plan Marketing Social 1. Defina en dónde está y a dónde quiere llegar. 2. Definición de los objetivos 3. Investigación del mercado 4. Selección de los Medios Sociales 5. Creación de contenidos de VALOR 6. Ejecución y Medición • Ejemplos y Casos • Conclusiones y Preguntas
  3. 3. Video Introducción
  4. 4. Offline Online
  5. 5.  500 Millones de usuarios.  En promedio cada usuario tiene 130 Amigos  En promedio cada usuario se conecta 55 minutos al día.  Cada usuario recibe en promedio 3 invitaciones a eventos reales al mes.  73% de los adolecentes que tienen un perfil online usa Facebook  100 Millones de Usuarios Móviles
  6. 6. 100 Millones de usuarios +50 Millones de Tweets por día
  7. 7. YouTube cumple 5 Años Supera los 2.000 Millones de videos vistos por día
  8. 8. 65 Millones de usuarios 1 Profesional se suscribe cada segundo
  9. 9. ¿Por qué Marketing Social? Porque esta de moda Porque TODOS lo hacen Porque es GRATIS!
  10. 10. El Marketing social genera clientes potenciales para su empresa.
  11. 11. El Marketing social potencializa relaciones más estrechas entre clientes y empresas.
  12. 12. Blogging: B2C Vs B2B Generación de Clientes Potenciales Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  13. 13. # Artículos publicados Vs. Generación de clientes potenciales Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  14. 14. En las empresas el Marketing Social sirve para vender y generar prospectos Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  15. 15. El Marketing Social aplica tanto para empresas B2C como para B2B Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  16. 16. Los 3 principios una estrategia de Marketing Online
  17. 17. ¿Por dónde empezar? Plan de Marketing Social 1. Defina en dónde está y a donde quiere llegar. 2. Definición de los objetivos 3. Investigación del mercado 4. Selección de los Medios Sociales 5. Creación de contenidos de VALOR 6. Ejecución y Medición
  18. 18. ¿Dónde estoy en Marketing Social? Procesos informales Procesos formales No se realiza ningún realizados realizados con proceso aleatoriamente rutinas permanentes Obtiene información sobre públicos objetivos, uso de redes sociales y competencia Define objetivos alineados al público objetivo, las audiencias y mediciones de interacción social Crea una estrategia de Marketing social con un plan de acción Selecciona plataformas sociales alineadas con la estrategia de marketing social 2 6 0 Fase de Acercamiento: Fase de Transición: Fase Estratégica: 4-6 Puntos 8-16 Puntos 18-20 Puntos
  19. 19. Definición de los objetivos de la Estrategia ¿Cuál es el objetivo de la estrategia Marketing Social? Generar Clientes potenciales Posicionamiento en un sector. Incrementar la masa crítica de seguidores Incrementar el tráfico del sitio Web.
  20. 20. Investigación del mercado ¿Cuál es el perfil de sus clientes (Dónde viven, edad promedio, principales hábitos, cómo se motivan, etc.)? ¿Qué herramientas puedo usar? ¿Cuál es el perfil de los clientes de mi competencia?
  21. 21. Popularidad de Redes Sociales
  22. 22. Popularidad de Redes Sociales
  23. 23. Popularidad de Redes Sociales
  24. 24. ¿Cuáles escojo?
  25. 25. Concentrémonos en los principales
  26. 26. Ejecución y Medición Desarrolle un plan de acción Mida los resultados de las estrategias
  27. 27. Un Lado Positivo y otro negativo
  28. 28. Análisis de un Caso
  29. 29. Facebook Page Facebook Page = Empresa o Negocio Perfiles = Personas
  30. 30. Llamado a la acción
  31. 31. Impacto de los Wall Post en las ventas
  32. 32. Conclusiones El marketing social es una buena herramienta para la generación de clientes potenciales El marketing social genera y promueve relaciones más estrechas entre las empresas y sus clientes. Cada día más personas ingresan a las redes sociales y dedican más tiempo a actividades sociales online. Para tener éxito en el Marketing Social se debe tener una estrategia asociada a un plan de acción el cual debe ejecutarse permanentemente.
  33. 33. ¿Preguntas?
  34. 34. Quiénes Somos • Somos una compañía de Mercadeo Online expertos en el diseño y desarrollo de estrategias de mercadeo, publicidad y comunicación por Internet. • 8 años de experiencia y más de 500 campañas de mercadeo en Internet ejecutadas, Miembros IAB. • 200+ Clientes entre Pymes, Grandes Empresas y Grandes Marcas. • Certificación ADWORDS QUALIFIED COMPANY de Google Inc.
  35. 35. Nuestros Clientes

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