Casos de Estudio Barclays y Sony (Personalización y Social Media con las soluciones de Adobe)
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Transcript of Casos de Estudio Barclays y Sony (Personalización y Social Media con las soluciones de Adobe)
© 2012 Adobe Systems Incorporated. All Rights Reserved.
BARCLAYS Hazlo personal, cada interacción cuenta
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
¿Porque optimizar?
Source: Adobe Digital Index “The ROI from Marketing to Existing Online Customers”, September 2012
© 2012 Adobe Systems Incorporated. All Rights Reserved. 3
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Barclays – Video
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Barclays - Objetivos
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Mejorar resultados
Medir los esfuerzos
Aprender & Maximizar
Fácil & Intuitivo
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Barclays – La Homepage es la Landing Page
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Perfil Visitor Adobe
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site behavior variables
environment variables
offline variables
referrer variables
temporal variables
Highly predictive anonymous profile
© 2012 Adobe Systems Incorporated. All Rights Reserved.
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site behavior variables
environment variables
offline variables
referrer variables
temporal variables
Perfil Visitor Adobe
© 2012 Adobe Systems Incorporated. All Rights Reserved. 9
Perfil Visitor Barclays
Construcción del perfil desde la primera visita
Utilizar los datos para elaborar el plan
© 2012 Adobe Systems Incorporated. All Rights Reserved. 10
Primero: analisar
Desde SEM Desde Social
© 2012 Adobe Systems Incorporated. All Rights Reserved. 11
Primero: analisar
© 2012 Adobe Systems Incorporated. All Rights Reserved. 12
Segundo: optimizar
9 “Experiencia” única
9 Beneficio operativo
© 2012 Adobe Systems Incorporated. All Rights Reserved. 13
Optimización a todos los niveles
Personalización “Manual”
Test “Automático”
© 2012 Adobe Systems Incorporated. All Rights Reserved. 14
Personalización de la Home
© 2012 Adobe Systems Incorporated. All Rights Reserved. 15
Próximos pasos …
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Próximos pasos …
© 2012 Adobe Systems Incorporated. All Rights Reserved. 17
Barclays - Personalización
Improved product conversion by 59%
Reduced visits/conversion by 25%
© 2012 Adobe Systems Incorporated. All Rights Reserved.
SONY Los “likes” y "Fans" son rentables
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Marketing Digital Integrado
Global
Digital
Digital
Global
Social
Digital
Digital
Social
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Actividades a tener en cuenta …
Publicidad Social
Publicación & Interacción
Administración & Comunidad
Medición & Análisis
Escucha & Moderación
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Video
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony - Objetivos
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Interacción “Loyalty” Confianza
Entender y Explotar todos
los Datos
Optimizar Estrategia Multicanal
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Presencia Social
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Escucha activa
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Interacción Social
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© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Visión global
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“Ruido” social Social Campaigns
FB Page FB Apps
Nube de tag
Competencia
Impacto
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Actividad Social
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Gestión de
crisis
FB App Interacción
Social offsite
Recuperación de la
confianza
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Visión Integrada
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29 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2012 Adobe Systems Incorporated. All Rights Reserved.
Sony – Social Media Controlado
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Expanded Twitter audience by 122% Expanded reach
by 200%
© 2012 Adobe Systems Incorporated. All Rights Reserved.