expo café 2013
TRANSCRIPT
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Redes socialespara Coffee Shops
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Diferencias•Web 1.0 o la era punto com ( 1994-2003 )
• Páginas estáticas en HTML • No eran actualizadas constantemente• Conseguir visitas y la estética era lo más importante• Unidireccionales, poca interacción•Administrador de Contenidos
•Web 2.0 ( 2004 a la fecha )
• Páginas son puntos de encuentro• El usuario puede modificar el contenido• Borrar, agregar, editar, subir fotos, audio y video • Tiempo Real• Dispositivos móviles ( laptop, celulares, ipod, iphone )
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¿Qué son las redes sociales?
Plataformas sociales que permiten
encontrar gente para relacionarse en línea,
incluyendo el tiempo real.
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¿Qué son las redes sociales?
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¿Por qué se han vuelto importantes?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
¿Cuántos tienen FB?
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¿Qué son las redes sociales?
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2004
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5 MejoresPrácticas
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1 Usen las pestañas
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https
://w
ww
.face
book
.com
/Sea
ttles
Best
Coffe
e
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https
://w
ww
.face
book
.com
/mgc
.caf
e
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https
://w
ww
.face
book
.com
/mgc
.caf
e
¿Cómo hacerlo?http://www.woowup.com/blog/como-cambiar-la-imagen-y-el-nombre-de-las-pestanas-de-tu-fan-page/
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2 Usen la portada
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http
s://w
ww.fa
cebo
ok.c
om/W
hole
Latte
Love
Onlin
e?fre
f=ts
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http
s://w
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cebo
ok.c
om/W
hole
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Love
Onlin
e?fre
f=ts
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3 Usen fotos y más fotos
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http
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cebo
ok.c
om/W
hole
Latte
Love
Onlin
e?fre
f=ts
¡Rompe el default!
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http
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cebo
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om/th
ecoff
eebe
an
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42
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http
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tarb
ucks
/app
_122
6722
9109
8283
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4 Promos grandes y fijas
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http
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cebo
ok.c
om/W
hole
Latte
Love
Onlin
e?fre
f=ts
Destaca y/o Fija
Textos de menos de 100 caracteres
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5 Sean útiles y divertidos
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https
://w
ww
.face
book
.com
/Dai
lySh
otO
fCoff
ee
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https
://w
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book
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/Sta
rbuc
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pp_1
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83
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¿Qué funciona?
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¿Qué son las redes sociales?
¿Cuántos tienen Pinterest?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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¿Qué son las redes sociales?
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14
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80%de todos los pines se repinea
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5 MejoresPrácticas
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1 Liga página y
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2 Segmenta
por tableros
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3 Pinea lo que tu comunidad ama o hace
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4 Cruza con Twitter o Facebook
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5 Consistencia: pines, repines y agradecimientos
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OTAKU
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OTAKU
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OTAKU
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OTAKU
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¿Cuántos tienen Twitter?
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seguidores
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=tweets
minutes
cada mes
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5 MejoresPrácticas
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1 Haz comunidadcon tu target
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@Starbucks Brad Nelson1998, Starbucks is more about people than coffee.
Redes sociales no son broadcast son engagement, conversación
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162, 763
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2 Hazlo en tiempo real
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Usen la @ Las posibilidades de RT se incrementan1 ó 2 # como máximo
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órdeneseventostweetups
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3 Hazlo emocional
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Tuits entre 120 y 130 caracteres trabajan mejor
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3 Hazlo útil
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4 Hazlo actual
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5 Mide
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Crecimiento de la comunidad¿Cuántos nuevos seguidores que recibe cada día, semana o mes?
Engagement¿Cuántos usuarios interactuan con su cuenta?
Tráfico¿Cuántos usuarios van a su sitio?
Conversión¿Cuántos usuarios compran su producto?
4 medidas básicas
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COLOFON
• Audita tus fracasos: 25% en saber qué pasó; 25% en lo que aprendiste y 50% en saber qué harás después. Uno de los mantras de Google: Fail fast, fail smart
• Medir el valor no necesariamente significa ROI. “Sobrevaluamos lo que podemos medir y subestimamos lo que no": John Hayes, CMO, American Express
• En social media se hacen relaciones, no campañas
• Las compañías deben tener Community Managers.
• Starbucks le ha dado el poder de la innovación a sus stakeholders vía social media
• En redes sociales NO hay expertos sino experimentadores
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Gracias