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Obama En Internet: Análisis de la Estrategia de Marketing en Medios Digitales

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Esta es la presentación que usé en mi conferencia sobre el manejo de Internet en la campaña de Obama. Cubre 5 aspectos importantes: 1. El Web Site, 2. Uso de PPC con Google y Yahoo!, 3. Blogs y Wikipedia, 4. Redes Sociales, 5, Estrategias de Medición.
** La sustentación completa está en la grabación de la conferencia, disponible en mi blog http://www.ventaseninternet.com

Published in: News & Politics
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Obama En Internet: Análisis de la Estrategia de Marketing en Medios Digitales

  1. 1. Por: Juan Fernando Zuluaga C. http://www.ventaseninternet.com Análisis de una victoria digital OBAMA EN INTERNET
  2. 2. “ Esta campaña tiene elementos que todos debemos aprender: su facilidad de crear una red social, su habilidad para involucrar a todo el mundo”   Angus Macaulay VP-Rodale marketing solutions “ It's the fuckin' Web 2.0 thing ”   Jon Fine BusinessWeek Fuente: http://adage.com/moy2008/article?article_id=131810
  3. 3. Algunos números…
  4. 5. +3.000.000 de seguidores
  5. 8. El culpable: Chris Hughes, 24 años, co-fundador de Facebook
  6. 9. “ Puedes tener la mejor tecnología del mundo, pero si no tienes una comunidad que desee usarla y que se emocione con ella, no tiene sentido.” New York Times, Julio 7 de 2008 http://www.nytimes.com/2008/07/07/technology/07hughes.html
  7. 10. 5 cosas que se hicieron BIEN
  8. 11. Página web impecable
  9. 12. <ul><li>Si así fuera… ¿por qué los siguientes candidatos no tuvieron tanto éxito en su estrategia en línea?... </li></ul>
  10. 20. Definición de “Impecable” <ul><li>Que la imagen seleccionada corresponda al talante del mensaje </li></ul><ul><li>Que da un mensaje inequívoco y claro </li></ul><ul><li>Arquitectura fácil de navegar </li></ul><ul><li>Incluyente </li></ul><ul><li>Llamado a la acción persistente y fácil </li></ul>
  11. 21. Este SI es un llamado a la acción persistente
  12. 22. No todos somos iguales… Un llamado a la diversidad mediante la segmentación de nichos
  13. 23. Uso extensivo de nuevos medios
  14. 24. 2. Google y uso de PPC
  15. 25. PPC = Pay-Per-Click Campaigns
  16. 31. Fuente: http://www.flickr.com/photos/storyspinn/
  17. 33. Fuente: http://www.flickr.com/photos/storyspinn/
  18. 35. Fuente: http://www.flickr.com/photos/storyspinn/
  19. 36. 3. Se participó en una gran red de contenidos globales
  20. 39. ¿Cómo seguirles la pista a los Blogs? El software que uso Algunos de los blogs que leo
  21. 42. Fuente: http://www.flickr.com/photos/storyspinn/
  22. 43. 4. Uso extensivo de las Redes Sociales
  23. 44. Fuente:
  24. 54. 5. Se supo monitorear los resultados “ Si no lo puedes medir, no lo puedes controlar” Peter Drucker
  25. 58. Resumamos: <ul><li>Página web “Impecable” (pero ya sabemos qué quiere decir impecable , ¿no?) </li></ul><ul><li>Buen uso del PPC </li></ul><ul><li>Uso de una extensa red de contenidos </li></ul><ul><li>Redes Sociales (usaron y abusaron) </li></ul><ul><li>Medición </li></ul>
  26. 59. Recopilación por Juan Fernando Zuluaga C. http://www.ventaseninternet.com * Recuerda que dar crédito es de gente bien (y de valientes!) <ul><li>Fuentes: </li></ul><ul><ul><li>Imágenes: iStockPhoto </li></ul></ul><ul><ul><li>Imágenes: http://www.sxc.hu/ (stock.xchng) </li></ul></ul><ul><ul><li>Screenshots: http://www.flickr.com/photos/storyspinn/ </li></ul></ul>

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