APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 1
2014 Global Summit for WomenSession: Technology Track
Using Social Media Effectively to Market Your BusinessFriday, June 6th from 4:15-5:30 p.m.
Regina LlopisCEO
Group AIA
June 6th 2014
Paris - France
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Group AIA (Aplicaciones en InformáticaAvanzada, S.L.) is a consulting andsoftware engineering company.We solve complex problems in industryand business, developing advancedsoftware and extracting insight from BigData, based on
- Intelligent Observation Systems andData Analytics for knowledge insights
- Classification, prediction, optimizationand simulation techniques
- Application of methodologies importedfrom Mathematics, Theoretical Physicsand AI.
Grupo AIA’s main objective is to producequantifiable economic profit to its clientsthrough innovation as a value proposition.
Presentation Presence
Using Social Media Effectively to Market Your Business INTRODUCTION: Who is Group AIA
Barcelona (HQ)Georgia
San Francisco
Group AIA Talent team has innovated in the area of Knowledge Discovery and Insight increasing value to its earlier work on Decision Support Tools for 25 years
BUILDING ALGORITHMS FOR A BETTER WORLD
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 3
1. Introduction to Social Media and Some Statistics
2. Social Media Value Proposition
3. Social Media Marketing & Company Growth Tools
4. BIG DATA SCIENTISTS AND ANALYSTS: The Future
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 4
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some StatisticsSocial media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks….
Social media marketing refers to the process of gaining website traffic or attention through social media sites …
The media engagement framework is a strategic construct used by marketing professionals to understand the behavior of Social media marketing-based audiences …
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 5
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 6
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
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GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
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GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 9
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 10
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 11
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 12
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 13
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 14
SHOULD BECOME HISTORY
GSW 2014 Using Social Media Effectively to Market Your Business
Introduction to Social Media and Some Statistics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 15
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
STEP N
INCREMENTAL
STEP 2
STEP 1
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• Capitalize your Assets by Expanding Business in all possible dimensions and Grow
–Space: Geographically–Size : niche->main street->long tail–Depth: Create offering customer centric–Time: speed–Funds: Crowd-funding (Kickstarter,XXXX)
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
Goldie blox (won the superbowl contest) www.youtube.com/watch?v=WnqLgbKKUjw
GoldieBlox- Engineering toys for girls - LAUNCH VIDEOII.mp4
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 17
• Traditional Marketing Divisions no longer the Channel• ENGAGE New Channels:
– BUILDING TRUST ON EXPERTS• Stress and emphasize your Top Talent Team . Empower In-house
Experts as SME (Subject Matter Experts) and thought and trend leadership creators in social media, step on their networks, allow them to tell THE STORY. (IBM study 33% - 14% 4k messages)
– BUILDING ADVOCACY OF CUSTOMERS & INFLUENCERS• Customer Relationship Building by your SME’s Proximity and
Gained Trust, then driving Advocacy for your company by Influencers and Customers
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
http://susanemerick.com/the-most-powerful-brand-on-earth/
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 18
• Traditional Marketing Divisions no longer the Channel• ENGAGE New Channels:
– BUILDING TRUST ON EXPERTS
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 19
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Jeremiah Owyang, an industry analyst at Altimeter Group, a digital strategy consulting firm, in 2010 spoke at the Word of Mouth Marketing Association Summit
New Ones will be invented Topologies have no limitsNew Ones will be invented Topologies have no limits
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 20
PLATFORM VARIETY & TOOLS FOR NEW COMMUNICATIONS CHANNELS HAVE EVOLVED
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Source: comScore 2008 Data
Pinterest, Vimeoand many more progress is continuos and incremental
Pinterest, Vimeoand many more progress is continuos and incremental
Mobile platforms no need for wi-fi on IOS devices: firechat by open garden using blootooth
Mobile platforms no need for wi-fi on IOS devices: firechat by open garden using blootooth
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 21
• Share relevant digital content on Company Information– Talent Team and Experts– Services– Company– Users Conferences– New Letters
• Share objects as vehicles for the content– Story Telling – Podcasts– Web seminars– Virtual events
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
– Products– Innovations and Research– Forums – Blogg, Linked-In and other social networking
elements
– White papers– Videos– Presentations– Photos
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 22
Listen to the blogosphere, and capture all relevant associated data with multiple goals
• Sentiment Analysis and knowledge extraction to allow when reputation is at stake for immediate action, as well as increase our knowledge on impact of our strategies
• To empower discovery for new clients or products opportunities (Big Data Analytics and insights),increasing innovation and prospects as well as fast acceptance, and testing framework for acceptance
• To discover effectively and enlarge insight on competition evolution as well as on potential partners and collaborators
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 23
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
NOW CLASSICAL ONESNOW CLASSICAL ONES
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Listen to the blogosphere, and capture all relevant associated data with multiple tools– Sentiment Analysis and Impact measurement Tools:
• Pricey– [email protected] SM Monitoring tool, Heartbeat, tracking conversations by gender, profession, geography,…– www.salesforcemarketingcloud.com gathers from Google Analytics, Omniture, Webtrends
• Affordable– http://rs..peoplebrowsr.com serach by topic, brand , name, filters, and objects such as twitter conversations
• Pay & Free reports– http://simplymeasured.com monitors followers in twitter using Facebook Competitive Analysis and Klout Audience Rpeorts
• FREE– www.sociapmention.com similar to google alerts taglines , sentiment on your brand is determined if positive neutral or
negative.
– Other Tools• URL shortners bitly.com, goo.gl,t.co,tinyURL, ow.ly,su.pr (message sizing limits solved)• SM Management tools hootsuite.com, sproutsocial.com, bufferapp.com• Useful analytics dlvr.it, peerindex.com, klout.com
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
NEWER ONESNEWER ONES
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 25
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
Think
ReactReact
ActActListenListen
LearnLearn•ENGAGEMENT RATE
•RESPONSIVENESS
•REACH OF OVERALL SOCIAL PRESENCE
NEED FOR METRICS
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 26
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Value Proposition
Capitalize & Grow
New Channels
Knowledge Transmission
Listening to Blogosphere
Taking Actions
Think
ReactReact
ACT & IMPACTACT &
IMPACTListenListen
LearnLearn REACTREACT
RethinkRethink
ChangeStrategyChangeStrategy
Define New
Tactics
Define New
Tactics
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 27
GSW 2014 Using Social Media Effectively to Market Your Business
SHORTEST BIBLIO
27
START READING & LEARNING
READ SUCCESS
CASES
START DOING AND FIND BEST
TIPS
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 28
Linked-in Facebook Twitter YouTube Blogs & Others
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
IBM SOCIAL MEDIA choosing_which_social_media_platform_is_right_for_your_business.pdf
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Linked-in Facebook Twitter YouTube Blogs & Others
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
http://www.pewinternet.org/2013/02/14/the-demographics-of-social-media-users-2012/
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Linked-in Facebook Twitter YouTube Blogs & Others
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
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Linked-in Facebook Twitter YouTube Blogs & Others
GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
SOURCE ON GRAPHIC OUTLINE ONLINE MBA
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your Business
Social Media Marketing & Company Growth Tools
Linked-in Facebook Twitter YouTube Blogs & Others
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GSW 2014 Using Social Media Effectively to Market Your BusinessBIG DATA SCIENTISTS AND ANALYSTS: The Future
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 41
GSW 2014 Using Social Media Effectively to Market Your BusinessBIG DATA SCIENTISTS AND ANALYSTS: The Future
Scarcity of profiles and specially WOMEN
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 42
GSW 2014 Using Social Media Effectively to Market Your BusinessBIG DATA SCIENTISTS AND ANALYSTS: The Future
So WOMEN STEM engagement is an immediate priority
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GSW 2014 Using Social Media Effectively to Market Your BusinessBIG DATA SCIENTISTS AND ANALYSTS: The Future
APLICACIONES EN INFORMÁTICA AVANZADA, S.L. www.aia.es 44
GSW 2014 Using Social Media Effectively to Market Your Business
THE END
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HQ BarcelonaAv. de la Torre Blanca, 5708172 Sant Cugat del VallèsBarcelonaTel. +34 93 504 49 00
San Francisco 48 Terra Vista Ave. # DSan Francisco, CA 94115Tel. 1 415 978 98 00Fax. 1 415 978 98 10
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