Embed Size (px)
Citation preview
Solo hay una manera de hacerlo bien: la de Moises.Cielak.net
Mtro. MoisésNathán Cielakwww.academiadeinfluenciadigital.com twitter @[email protected]
Mayo 2014
Socio Director: ACADIRENATA P.R. FOR THEAMERICAS, ONG DEDICADAALAS PYMES
Formación AcadémicaITESM, CCMMaestría en EconomíaMaestría en AdministraciónTecnológico de MonterreyLic. en Sistemas de ComputaciónMiami Dade CollegeCertificación en Redes SocialesIntérprete certificado de la corte US Embassy in MexicoDiplomado por la Social Media Marketing AcademyDoctor A Prima, Univ. Wisconsin-‐Madison
Grandes Campañas y Afiliaciones Congresista ProRP y PRSAInvestigador del área de redes sociales de la Association forInternet Marketing y de la U.S. Social Media Marketing AcademyEx-‐Director de Campaña Digital para la Florida para Barack Obama para la presidencia en 2007-‐2008
Impacto EmpresarialConsultor en Estrategia de Marketing Digital y Desarrollo de hábitos de consumo.
Clientes más exitosos : FedExNestlé, Arcelor Mittal, DHL Miami, Master Research, Tecnotoon.comEx-‐MarketingManager para Hewlett Packard Latam,.Ex.Editor en jefe para Editorial Televisa,
Colaborador asiduo en medios como Expansión, Obras, TurnberryInternational Real Estate Review, entre otras
moises.cielak.net
Marketing Digital como parte del Marketing Plan: Una introducción al uso de Internet, Medición y abuso de las Redes Sociales
2
Instructor:
Moisés Cielak• Mtro. en Administración con especialidad en Mercadotecnia por el Tecnológico de Monterrey, Mtro
en Economía, ITESM, Diplomado en U. de Miami, y Miami Dade College, PhD ABA Hawaii University• Profesor del Tecnológico de Monterrey, imparte distintos cursos en el área de mercadotecnia a
nivel de maestría y diplomados, tanto en México como en las sedes de Lima, Bogotá y Medellín; además participa en proyectos de consultoría.
• Cotitular de diversos cursos en México y el extranjero para Univ. Anáhuac, Univ. Iberoamericana, UDLAP, U. de Liverpool, U. Panamericana, entre otros.
• Ha publicado artículos y ha sido ponente en diferentes congresos nacionales e internacionales con temas sobre consumo, satisfacción y calidad en el servicio; es coautor del artículos diversos y traducciones y revisiones técnicas para editoriales como McGraw Hill, ,Pearson, Cengage. Patria, Larousse, etc.
• Ha trabajado como gerente de mercadotecnia y como consultor.• Ha sido miembro del American Social Media Academy, de la PRSA y de la ProRP• Áreas de interés: investigación de mercados, comportamiento del consumidor, mercadotecnia de
servicios, mercadotecnia relacional y comercio detallista. • Habla 6 idiomas, es jugador de ajedrez aficionado y cellista por la Academia Formativa de las Artes,
Capítulo Monterrey y fue GuardDefensivo con los Borregos Salvajes del Tec, 1974-‐76• Ha vivido en México, EEUU, y España
3
Brain of two cities• https://www.youtube.com/watch?v=3XjUFYxSxDk
5
Tech Enquiry
Partner Support
WTB-eCommerce
Landing Page
Search
Awareness Consideration Purchase Service Loyalty
PRRadio - Television - Print - Outdoor
Word of Mouth
Blog
Direct Mail
StoreCall Center
IM/Chat
Call Center
Invoice
Blog
Newsletter
CSR Order Entry
Application Partner Web
Banner Ad
Viral eMail
Online ads
Online
Customer cycle
Social Media
OfflineDerechos reservados Interactia S. de R.L. de C.V. Prohibida su reproducción sin autorización escrita.
22
Stickiness
Pageviews / Visita
Profundidadde visita
Tiempo en paginaTiempode visita
Lealtad
23
Branding
24
Awareness&Engagement
Awareness
Exit RateRutas de Salida
Bounce Rate
Top of Mind
Rutas de NavegaciónRutas de Entrada
Intención de Compra
25
Generacionde Leads
Goals Funnels
ReverseGoal Path
ConversionRateKeyword positions
Eficiencia
eCommerce
28
Ingresos ProductosTransacciones
Días para comprar
Geografía
Fuentes de tráfico
Visitas para comprar
Campañas
CPC
ROI
NegocioLo quedebemos tener siempre en mente para cualquieractividadenMarketing:
Objetivos
Queremos que nuestros esfuerzos web contribuyan a:
1.2 Métricas para diferentes objetivos e industrias
17
Driving Innovation
Las lecciones OBAMA
18
Driving Innovation
Mis números
19
Driving Innovation
1. Objetivos claros
• Mission -‐ To become president • Key Objective -‐ To raise funds for the campaign• Key Objective -‐ To engage the wider community to raise
money and get other people to vote
20
Driving Innovation
2.0 Inducir la acción
• Email is still king and stimulates most action
• Ensure low barriers to action• Focus on making things
happen• Action delivers objectives
21
Driving Innovation
3.0 Permitir que la gente se engangepor todos lados
• Different levels of engagement
• Opportunities for most casual supports to stay involved
• Drive up commitment by offering more value
22
Driving Innovation
4.0 empoderar los super users y atraer la comunidad
• Identify connectors early• Empower committed advocates• Give super users tools to activate
others -‐ Social and fundraising groups, event organising on MyBo community site.
• Connections not just left to chance
23
Driving Innovation
5.0 Pescar donde están los peces• Go where the people are• Objective to make sure that each
supporter online regardless of where they are, has a connection with Obama.
• Used other social spaces to drive conversation back to MyBO community site.
• MyBO focused on more specific activities -‐ raising finance, campaigning
24
Driving Innovation
25
Driving Innovation
6.0 Ser más relevantes
• Listen to what is being said• Identify touchpoints (where are
people already talking about you and what are they saying)
• Be ready to react• Engage and add value to existing
conversations
Sarah Palin - Obama campaign most successful fundraiser - $11 million raised in one day following Sarah Palin speech - Campaign reacted community via email. Giving the cynical speech as a reason the to donate money to ensure Palin could not succeed
No.1 Obama Fundraiser
26
Driving Innovation
7.0 Combinar brick & click• Get people to act offline -‐ using
online to facilitate offline line activities
• Maximise offline activity by sharing the experiences in the online space
• Both totally compliment each other
27
Driving Innovation
8.0 Que la gente SEGURO encuentretu contenido
• 90% of people find content through a search engine click (Source Google)
• You have to be on the first page of search results of you won’t be found.
• Create simple websites with the URLs of popular search terms.
• People use You Tube related videos so mimic original critique tags in the Obama response (don’t do a habitat!)
• 1/3 of people don’t distinguish between organic search results and paid results so they aggressively purchased search ads and adwords.
28
Driving Innovation
• Track the success of every email• Very cheap to track effectiveness• Use the users to test• Subject of email has probably biggest impact on
whether it is opened or not.• Campaign found open rate could be doubled from
15% to 30% by just changing the subject line -‐ why not test before you send
• Campaign developed more than 7000 customised emails tailored to individual prospects making real time improvements
• Conversion rates improved through the campaign
9.0 Medir TODO, oíste bien, TODO!!!
29
Driving Innovation
10.0 Escoge al equipo adecuado• Online was not an add on -‐ online team were
pulled together early• Team of 11 with the time and skills to deliver.
Team had worked on the Dean campaign.• Team/advisors of experts -‐ Chris Hughes -‐ co
founder of Facebook and Eric Schmidt to name a few.
• Head of social media reported directly to the campaign manager -‐ integrated social media across the whole organisation
CASE STUDY OF EFFECTIVENESS THE BARACK OBAMA CAMPAIGN
BRAND Barack Obama CAMPAIGN US Presidential 2008LAUNCH January 2007CATEGORY Politics
RESEARCH Paul van Veenendaal, SMM Wizard & Author ViralBlog.comSTORY Igor Beuker, Founder Grupo LaComunidad & Author ViralBlog.com
CREDITS Insights by Moises Cielak & Associates Florida29 January 2008
TODAY’S PROGRAM IT’S A NEW DAY
OBAMA New School Marketer ARCHITECTURE Brand Interaction LACOMUNIDAD Why We Love Obama CAMPAIGN Insights & DetailsFUNDRAISING Show me the money UGC Examples Q&A Peer Learnings
advertising neverstarted a movement
Barack Obama The New School Marketer
How can I becomeone of them?
“The Trialogue”
Consumers
Marketer
Interact and Listen? Yes I can!
powered by the web,not advertised on it.
Obama’s Campaign Team
The Brand Engagement Architect
Chris Hughes (24) a co-founder of Facebook, left the company to develop Senator Barack Obama’s online & social media marketing architecture
Obama’s Stairway To Brand Heaven
Identity Brands
