Social media week bogota - Alan Colmenares
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Social Media + Business = !
Social Business
Social Media Week Bogota Presentation Alan Colmenares Blog: www.tropicalgringo.com September 23, 2011
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Un poco sobre mi
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Innovación Digital
Foco: Empresas Tradicionales Foco: Nuevas Empresas
Tropical Gringo
Under Construction
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Mi objetivo
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El bosque a través de los árboles
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La Tormenta Perfecta
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Áreas de Cambio
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Economía Global
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Política
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Tecnología
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Search Engine Journal
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Mercadeo
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Años Para Lograr Audiencia de 50M
38 años 13 años 4 años 3 años 2 años
| | | | |
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“Todos estamos en el negocio de la
informacion ahora.”
Josh Bernoff y Ted Schadler, Autores de Empoderado.
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Ahora unas palabras de mi experto favorito (y mas irreverente) de medios
sociales.
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publicidad es el costo
de ser !
ABURRIDO
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¿Todavía podemos pensar en mercadeo de la misma
manera?
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“personas de mercadeo necesitan
ver al mercado compuesto no solo
por clientes y competidores pero
como una oportuidad fresca o [borrón y
cuenta nueva].”
Venture, Value, Voice, Verification, Vicinity, Vehicle
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Venture
Integración profunda de producto, servicio y canal de distribución
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Value
Integrando el mercadeo dentro de un valor diferenciado, único y
sostenible.
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Voice
La percepción creada y “seguidores” obtenido a través de
historia (story) y visión.
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Verification
Desarrollando credibilidad a través de pruebas, verdades y
transparencia.
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Vicinity
Conectando a la variedad de voces y comunidades en el web
“vivo”.
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Vehicle
Incorporando estrategias de mercadeo 2.0 para atraer y deleitar a nuevos clientes.
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Denise no está sola en su manera de pensar.
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¿qué nuevas necesidades tienen los directivos de
empresas?
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Según encuesta de The Economist en 2005 a CEOs, más que 50% de
estos opinan que innovación en sus modelos de negocios será mas importante para su futuro éxito que innovación de producto o servicio.
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¿Y los que apuestan grandes sumas de dinero que dicen?
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“Pensamos que cada industria va ser completamente
repensada y rediseñada alrededor
de personas.”
Mark Zuckerberg, Octubre 21, 2010 hablando sobre su
inversión en el nuevo fondo de US $250M
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¿las tecnologías como han impactado los
modelos de negocio en el pasado?
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Ben Horowitz
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Toda compañía deberá hacer el
ejercicio de definir posibles escenarios
de evolución (a 10 años) de su industria
dado las nuevas plataformas
John Hagel, Autor de The Only Sustainable Edge.
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“El Internet, con sus estandares abiertos, facilita
colaboración como nunca antes
era posible.”
Frances Cairncross, Autora de The Company of the Future.
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Speed Cost
Why Internet Technologies Matter
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¿Que clase de cambios se están sintiendo en
diferentes industrias?
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Ne#lix,blockbuster,cable
Retail Publishing
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¿qué nombre le ponemos a todo esto?
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Innovación Digital
Desarrollo de un nuevo modelo de negocio habilitado por una aplicación innovadora de herramientas digitales.
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Si inventa frecuentemente y esta dispuesto a fracasar, nunca
llegaras al punto donde tendrá que
hacer una sola apuesta para la
sobrevivencia de la compañía.
Jeff Bezos, CEO Amazon
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¿qué herramientas podemos usar para
aprovechar la innovación (digital)?
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Copyright©2010Theinforma?oninthisdocumentisconfiden?alandmustnotbe
usedwithoutfirstobtainingAlanColmenares’wriEenconsent.
60
Source: Business Model Generation
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Ejemplo del buen uso táctico de los medios
sociales
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SELLING
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…BUT YOU BETTER DELIVER
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¿cuál es el papel de los medios sociales mas allá de lo táctico? ¿A quien le podemos aprender algo?
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#2 Apple
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Analicemos su estrategia de medios sociales.
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¿Listos?
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En otras palabras…
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El mundo cambio!
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¿qué podemos concluir de esto?
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La calidad no es tarea numero uno!Ser completamente “#!%” impactante es tarea número uno!
Hugh Macleod
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No todos podemos ser Apple entonces miremos
otros ejemplos.
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Mas de 200.000 subscriptores de YouTube é incremento en ventas de 700%
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En adición a innovación en producto y modelo de
negocio, también hay otra forma de “ser diferente”…
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La razón principal de nuestro crecimiento es la compra repetitiva de nuestros clientes y su comunicación voz a voz. Simplemente decidimos invertir el dinero que asignaríamos a publicidad tradicional hacia mejorar la experiencia del cliente.
‐TonyHsieh
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Buenas tácticas por si solas pueden lograr esto…
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Pero para aprovechar al máximo el nuevo contexto,
hay que hacer esto…
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¿qué implicaciones tiene todo esto para las agencias?
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“En algún momento de la historia, el negocio de las grandes agencias de publicidad se convirtió en un estilo de vida.”
Businessweek, The Future of Advertising, John Winsor, July 2010
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Hay agencias que se están adaptando a las nuevas
reglas
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¿cuál es el directivo o directiva menos
arriesgado(a) de su junta directiva?
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Animales Mortales en EEUU
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Animales Mortales en EEUU
1 130
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Calcúlame el ROI de esto…
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Ahora si entremos a una conversación táctica sobre
medición y ROI.
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“No hay solo un ROI de medios sociales.”
A Framework for Social Analytics, Aug 2011
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Social Media Monitor Tools
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Social CRM
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Tool heavyweights
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Source: Kontagent
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Source: Kontagent
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buzzfeed
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Bueno, volviendo a mi objetivo…
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El bosque a través de los árboles
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¿Si aprendemos a leer las “señales” que nos espera?
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“Patino hacia donde estará el disco, no hacia donde estuvo.”
Wayne Gretzky 1984