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Estrategia digital para Pymes
Y Transformación digital
Tristán Elósegui - @tristanelosegui
¿Transformación digital?
SÍ, pero pensemos antes de
tirarnos a la piscina
¿Para qué
queremos
estar en
Internet?
Para VENDER MÁS, ¿no?
No debemos empezar SÓLO con las
ventas en mente
La necesidad
de aumentar
las ventas es
el síntoma, no
la enfermedad
¿Qué otros síntomas debemos detectar?
Internet ha evolucionado.
Debemos adaptarnos1
Ya no hay diferencia entre online y offline
Escuchamos la
radio desde el
móvil
Leemos el periódico desde la tablet
Vemos la TV en nuestro
ordenador
O desde el móvil
“No es cuestión de hacer
marketing digital. Se trata de
hacer marketing en un
mundo digital”
Ivan Menezes (ceo Diageo)
Nuestro cliente es
cada vez más digital2
Estamos perdiendo audiencia
Y todo esto, ¿dónde nos lleva?
Riesgo de obsolescencia3
Ahora que tenemos clara la foto global
Empecemos por el principio
¿Cómo integramos Internet en
nuestra estrategia?
¿Qué problemas viene a solucionar?
Empecemos el proceso de
transformación digital
Cultura y
personas
Productos/
servicios
Procesos
Omnicanalidad
Estrategia
digital
Trabajando de
dentro afuera y
en paralelo
Estrategia digital
Análisis
situación
Insight
Objetivos
Posicio-
namiento
Estrategia
Plan
táctico
Analítica
digital
Competencia Empresa Audiencia
¿Qué problema tiene nuestra
estrategia actual?
awareness	
considera,on	
ac,on	
advocacy	
audience	
PAID	
MEDIA	
OWNED	
MED...
ADVOCACY	
AUDIENCE	
h8p://tristanelosegui.com	
ACTION	
CONSIDERATION	
AWARENESS	
Web	aceptable	
Analí,ca	web:	obje,vos	y	K...
Redefinir la estrategia digital
awareness	
considera,on	
ac,on	
advocacy	
audience	
PAID	
MEDIA	
OWNED	
MEDIA	
EARNED	
MED...
Definiendo objetivos y KPIs por etapa
awareness	
considera,on	
ac,on	
advocacy	
audience	
LISTEN
EXPOUSURE
Diagnóstico e I...
Utilizando cada canal para lo que mejor hace
Planificación táctica
Medición y optimización
*DashboarddeAgustínSuárez
¡Muchas gracias!
Tristán Elósegui
contacto@matridiana.com
@tristanelosegui
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Estrategia digital para Pymes

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Esta es la ponencia que dí el 05/04/2016 en Sage Forum 2016.

La presentación trata de poner en relevancia los aspectos más importantes a tener en cuenta ANTES de que una Pyme se proponga poner en marcha una estrategia digital, los aspectos más importantes del proceso de la transformación digital y los puntos más destacados de una estrategia digital.

Published in: Marketing
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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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  • 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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  • 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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Estrategia digital para Pymes

  1. 1. Estrategia digital para Pymes Y Transformación digital Tristán Elósegui - @tristanelosegui
  2. 2. ¿Transformación digital?
  3. 3. SÍ, pero pensemos antes de tirarnos a la piscina
  4. 4. ¿Para qué queremos estar en Internet?
  5. 5. Para VENDER MÁS, ¿no?
  6. 6. No debemos empezar SÓLO con las ventas en mente
  7. 7. La necesidad de aumentar las ventas es el síntoma, no la enfermedad
  8. 8. ¿Qué otros síntomas debemos detectar?
  9. 9. Internet ha evolucionado. Debemos adaptarnos1
  10. 10. Ya no hay diferencia entre online y offline
  11. 11. Escuchamos la radio desde el móvil
  12. 12. Leemos el periódico desde la tablet
  13. 13. Vemos la TV en nuestro ordenador
  14. 14. O desde el móvil
  15. 15. “No es cuestión de hacer marketing digital. Se trata de hacer marketing en un mundo digital” Ivan Menezes (ceo Diageo)
  16. 16. Nuestro cliente es cada vez más digital2
  17. 17. Estamos perdiendo audiencia
  18. 18. Y todo esto, ¿dónde nos lleva?
  19. 19. Riesgo de obsolescencia3
  20. 20. Ahora que tenemos clara la foto global
  21. 21. Empecemos por el principio
  22. 22. ¿Cómo integramos Internet en nuestra estrategia?
  23. 23. ¿Qué problemas viene a solucionar?
  24. 24. Empecemos el proceso de transformación digital
  25. 25. Cultura y personas Productos/ servicios Procesos Omnicanalidad Estrategia digital Trabajando de dentro afuera y en paralelo
  26. 26. Estrategia digital
  27. 27. Análisis situación Insight Objetivos Posicio- namiento Estrategia Plan táctico Analítica digital
  28. 28. Competencia Empresa Audiencia
  29. 29. ¿Qué problema tiene nuestra estrategia actual? awareness considera,on ac,on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp SM Mob @ Aflt. X X Blog Web RRS S Mob P.Vt a CAC X X X SEO S M BLOGGE R X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Oportunidades crecimiento Errores estratégicos
  30. 30. ADVOCACY AUDIENCE h8p://tristanelosegui.com ACTION CONSIDERATION AWARENESS Web aceptable Analí,ca web: obje,vos y KPI SEO Inbound Marke,ng (plan) Mobile PPC (marca) Email marke,ng Display - awareness Analí,ca web: micro conversiones Op,mización web + Social Media + Inbound marke,ng Integración mul,canal + CRM Comunidad Display y SEM (ac,on) Inbound marke,ng: conversiones vía email + RRSS
  31. 31. Redefinir la estrategia digital awareness considera,on ac,on advocacy audience PAID MEDIA OWNED MEDIA EARNED MEDIA PPC Disp SM Mob @ Aflt. X X Blog Web RRS S Mob P.Vt a CAC X X X SEO S M BLOGGE R X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X
  32. 32. Definiendo objetivos y KPIs por etapa awareness considera,on ac,on advocacy audience LISTEN EXPOUSURE Diagnóstico e Insights iniciales Con el producto adecuado Llegar al máximo número de personas de la audiencia Y estén tan contentos que nos recomienden y sigan comprando RELEVANCE Con el producto adecuado VALUE NURTURING
  33. 33. Utilizando cada canal para lo que mejor hace
  34. 34. Planificación táctica
  35. 35. Medición y optimización *DashboarddeAgustínSuárez
  36. 36. ¡Muchas gracias! Tristán Elósegui contacto@matridiana.com @tristanelosegui

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