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BARCLAYS Hazlo personal, cada interacción cuenta

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¿Porque optimizar?

Source: Adobe Digital Index “The ROI from Marketing to Existing Online Customers”, September 2012

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Barclays – Video

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Barclays - Objetivos

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Mejorar resultados

Medir los esfuerzos

Aprender & Maximizar

Fácil & Intuitivo

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Barclays – La Homepage es la Landing Page

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Perfil Visitor Adobe

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site behavior variables

environment variables

offline variables

referrer variables

temporal variables

Highly predictive anonymous profile

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site behavior variables

environment variables

offline variables

referrer variables

temporal variables

Perfil Visitor Adobe

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Perfil Visitor Barclays

Construcción del perfil desde la primera visita

Utilizar los datos para elaborar el plan

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Primero: analisar

Desde SEM Desde Social

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Primero: analisar

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Segundo: optimizar

9 “Experiencia” única

9 Beneficio operativo

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Optimización a todos los niveles

Personalización “Manual”

Test “Automático”

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Personalización de la Home

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Próximos pasos …

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Próximos pasos …

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Barclays - Personalización

Improved product conversion by 59%

Reduced visits/conversion by 25%

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SONY Los “likes” y "Fans" son rentables

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Marketing Digital Integrado

Global

Digital

Digital

Global

Social

Digital

Digital

Social

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Actividades a tener en cuenta …

Publicidad Social

Publicación & Interacción

Administración & Comunidad

Medición & Análisis

Escucha & Moderación

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Sony – Video

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Sony - Objetivos

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Interacción “Loyalty” Confianza

Entender y Explotar todos

los Datos

Optimizar Estrategia Multicanal

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Sony – Presencia Social

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Sony – Escucha activa

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Sony – Interacción Social

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Sony – Visión global

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“Ruido” social Social Campaigns

FB Page FB Apps

Nube de tag

Competencia

Impacto

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Sony – Actividad Social

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Gestión de

crisis

FB App Interacción

Social offsite

Recuperación de la

confianza

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Sony – Visión Integrada

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Display SEO SEM Social > 699€

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Atribución Lineal

175! 175! 175! 175!

Atribución Participativa

699! 699! 699! 699!

Sony – Atribución Digital

Atribución Ponderada

210! 140! 280! 70!

“Players”: Asistentes

“Closer”: Last touch

“Starter”: First touch

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Sony – Social Media Controlado

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Expanded Twitter audience by 122% Expanded reach

by 200%

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