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¿cómo transformar el monitoreo en Social Media en decisiones de negocio?

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Las Redes Sociales nos llenaron de información, nos llevaron al increíble mundo del BIG DATA. Y en este contexto, el desafío no es recolectar la data, sino qué hacer con tanta información sobre nuestros clientes, sus opiniones y preferencias de compra. En este webinar, revisaremos cómo podemos transformar toda la "data" que existe en Social Media en insights claros y decisiones tangibles dentro de nuestra organización gracias a la implementación de un proceso de "Design Thinking"

Publié dans : Médias sociaux
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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¿cómo transformar el monitoreo en Social Media en decisiones de negocio?

  1. 1. DEL DICHO AL HECHO… Cómo transformar toda la "data" que existe en las Redes Sociales en insights claros e información accionable para nuestra empresa. PABLO DI MEGLIO #WebinarsINTERLAT @Re@dPLaebalogDuieM_eEgSliPo
  2. 2. @PabloDiMeglio ESTE WEBINAR ES REALIZADO GRACIAS A TU NUEVO CANAL DE NEGOCIOS EN INTERNET.
  3. 3. CUENTA DEL CONFERENCISTA @PABLODIMEGLIO @PabloDiMeglio #WebinarsINTERLAT @RedLeague_ESP
  4. 4. @PabloDiMeglio CUENTA A SEGUIR: @RedLeague_ESP #WebinarsINTERLAT @RedLeague_ESP
  5. 5. Y A TRINAR SE HA DICHO…. #CX_RedLeague #WebinarsINTERLAT @PabloDiMeglio #WebinarsINTERLAT @RedLeague_ESP
  6. 6. http://interlat.tv/monitoreo/ @PabloDiMeglio
  7. 7. @PabloDiMeglio MONITOREO EN REDES SOCIALES.
  8. 8. @PabloDiMeglio INSIGHTS MONITOREO DESIGN THINKING
  9. 9. @PabloDiMeglio OBJETIVOS 1) IMPACTO DE UNA CAMPAÑA O INICITIVA 2) PRESENCIA VERSUS COMPETENCIA 3) GESTIÓN Y ATENCIÓN DEL CLIENTE 4) GESTIÓN DE CRISIS 5) ENCONTRAR INSIGHTS
  10. 10. HAY QUE LLEVAR EL RUIDO DE SOCIAL MEDIA A LA CLARIDAD QUE NOS PERMITE HACER FOCO EN LOS INSIGHTS. @PabloDiMeglio HASTA ACÁ LLEGAMOS CON EL MONITOREO. PERO DEBEMOS LLEGAR HASTA ESTE MOMENTO, DONDE LA DATA SE CONVIERTE EN INSIGHTS.
  11. 11. @PabloDiMeglio LA INFORMACIÓN QUE APROVECHAMOS. TODA LA DATA QUE DESPERDICIAMOS.
  12. 12. @PabloDiMeglio NO SE TRATA DE BIG DATA.
  13. 13. SE TRATA DE IMPORTANT DATA @PabloDiMeglio
  14. 14. @PabloDiMeglio
  15. 15. Y QUÉ HACEMOS CON ESA DATA. @PabloDiMeglio
  16. 16. @PabloDiMeglio
  17. 17. @PabloDiMeglio OBJETIVOS 1) IMPACTO DE UNA CAMPAÑA O INICITIVA 2) PRESENCIA VS COMPETENCIA 3) GESTIÓN Y ATENCIÓN DEL CLIENTE 4) GESTIÓN DE CRISIS 5) ENCONTRAR INSIGHTS
  18. 18. ¿QUÉ ES UN INSIGHT? @PabloDiMeglio
  19. 19. "Percepción" o "Entendimiento": se usa para designar la comprensión de algo (término introducido por la psicología Gestalt). Mediante un insight el sujeto "capta", "internaliza" o comprende, una "verdad" revelada. Puede ocurrir inesperadamente, luego de un trabajo profundo o mediante el empleo de diversas técnicas afines. Un insight provoca cambios en la conducta de los sujetos. @PabloDiMeglio INSIGHT
  20. 20. INSIGHT "Algo que no sabíamos @PabloDiMeglio que existía."
  21. 21. “Revelar lo que el consumidor no dice o quiere ocultar.” @PabloDiMeglio INSIGHT @cristinaq
  22. 22. “Un insight publicitario es algo cotidiano, que toca de cerca al consumidor, que forma parte de su vida.” @PabloDiMeglio INSIGHT MARCELO PASCUAL
  23. 23. INSIGHTS @PabloDiMeglio ESCUCHAR NUESTROS A USUARIOS EN REDES SOCIALES
  24. 24. @cristinaq “Se requiere una investigación creativa y disruptiva del consumidor. No podemos pretender obtener cosas diferentes si seguimos obteniendo los mismos métodos. No podemos sentir a la gente si la seguimos mirando detrás de un espejo. @PabloDiMeglio Hay que reinventar el método.”
  25. 25. EL OBJETIVO: ¿CÓMO HACEMOS UN MONITOREO DE SOCIAL MEDIA QUE ENCUENTRE INSIGHTS? @PabloDiMeglio
  26. 26. @PabloDiMeglio NO ES AL AZAR…
  27. 27. SE TRATA DE PROCESOS @PabloDiMeglio
  28. 28. @PabloDiMeglio Y ESTRATEGIA.
  29. 29. @PabloDiMeglio PROCESO DE MONITOREO EN REDES SOCIALES: OBJETIVOS CONFIGURACIÓN ESCUCHA ACTIVA GESTIÓN MEDICIÓN DESIGN THINKING
  30. 30. @PabloDiMeglio PROCESO 1. OBJETIVOS • ¿Qué queremos lograr con nuestro monitoreo? • Objetivos a corto y largo plazo. • ¿Con qué presupuesto contamos? • Es importante pensar en la formación de un equipo. 2. CONFIGURACIÓN Todo trabajo de monitoreo en redes sociales supone un trabajo de configuración donde se establecen los parámetros de búsqueda y relevamiento de la información: • Segmentación demográfica: países e idioma. • Temas a monitorear: elegir keywords o palabras claves. • Herramientas: seleccionar aplicaciones a utilizar. Por ejemplo, ORACLE SRM.
  31. 31. @PabloDiMeglio
  32. 32. @PabloDiMeglio 1 Motor de escucha 2 Analíticos Ventas y Servicio 3
  33. 33. @PabloDiMeglio Publicar 1 Analíticos 2 3 Crear
  34. 34. @PabloDiMeglio
  35. 35. @PabloDiMeglio PROCESO 3. ESCUCHA ACTIVA • El monitoreo bien hecho no se trata de acumular datos. • El monitoreo se trata de “sentir y vivir” las redes sociales. • Se necesita ser proactivo y curioso. • Es importante combinar el uso de herramientas con el trabajo manual. 4. GESTIÓN E INTERACCIÓN • Responder a las menciones y conversaciones. • Crear un proceso de Atención al cliente. • Escuchar los puntos de las necesidades de los usuarios. • Establecer focos de amenaza y oportunidades. • Integración con SOCIAL CRM.
  36. 36. @PabloDiMeglio ESTRATEGIA 5. MEDICIÓN, ANALÍTICA E INSIGHTS Es el momento de hacer los reportes o informes. • ¿Quién habla de nosotros? • ¿Qué dicen? ¿Con qué frecuencia? • ¿Cómo impactan en nuestras campañas? • ¿Qué está diciendo la competencia? • ¿Quiénes son los influenciadores de la industria? • ¿Qué están diciendo? • Establecer entregas y periocidad.
  37. 37. @PabloDiMeglio 6. ES MOMENTO DE ENCONTRAR LOS INSIGHTS. TÉCNICAS DE DESIGN THINKING
  38. 38. @PabloDiMeglio
  39. 39. @PabloDiMeglio ES UNA MANERA DE ABORDAR UN PROBLEMA O SITUACIÓN.
  40. 40. @PabloDiMeglio ES UNA FORMA DE PENSAR Y RE-PENSAR.
  41. 41. @PabloDiMeglio OBJETIVOS CONFIGURACIÓN ESCUCHA ACTIVA GESTIÓN MEDICIÓN DESIGN THINKING PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM
  42. 42. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM @PabloDiMeglio 1- ETAPA EXPLORATORIA 2- ETAPA DE INTERPRETACIÓN 3- ETAPA DE COLABORACIÓN 4- ETAPA EXPERIMENTAL 5- ETAPA DE IMPLEMENTACIÓN
  43. 43. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM ETAPA EXPLORATORIA: • Generar mapa de las conversaciones. • Temas principales, temas secundarios. • Establecer y aprender de nuestra audiencia objetivo. • Los nichos dentro de la misma. • Identificar oportunidades y áreas de debilidad. • Encontrar grupos o comunidades. @PabloDiMeglio
  44. 44. @PabloDiMeglio
  45. 45. @PabloDiMeglio
  46. 46. @PabloDiMeglio
  47. 47. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM ETAPA DE INTERPRETACIÓN: • Entender realmente qué hay detrás de cada tuit. • ¿Qué quiso decir nuestro usuario? • ¿Qué emociones están transmitiendo en cada tuit? • ¿Qué le gusta? ¿Qué aman? • ¿Qué odian? • ¿Por qué lo odian? @PabloDiMeglio
  48. 48. @PabloDiMeglio
  49. 49. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM ETAPA DE COLABORACIÓN: • Que la información llegue a toda la empresa. • Discutir la información en todas las áreas. • Revisar, re-pensar y criticar todos los supuestos. • Segmentar la información según interés de cada área. • Dejar opinar a todos: democracia de la información. @PabloDiMeglio
  50. 50. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM ETAPA EXPERIMENTAL: • Debemos establecer supuestos. • Entender como resolvemos la vida de nuestro cliente. • Cómo le hacemos la vida más fácil. • Cómo le sacamos una sonrisa. • Qué podemos hacer para cambiar una emoción. • Cómo generamos acciones específicas. @PabloDiMeglio
  51. 51. PROCESO DE DESING THINKING APLICADO AL MONITOREO EN SM ETAPA DE EJECUCIÓN: • Es momento de accionar estos supuestos. • De integrar estas nuevas ideas al plan de acción. • De medir el impacto de las nuevas ideas. • Hay que testear. • Hay que validar e iterar. • Y comenzar a monitorear nuevamente. @PabloDiMeglio
  52. 52. DETRÁS DE CADA TUIT, HAY ALGO QUE NOS QUIEREN DECIR. @PabloDiMeglio
  53. 53. SACARLE EL JUGO A CADA TUIT, MENSAJE, PIN, VIDEO, PUBLICACIÓN, FOTO Y COMENTARIO EN REDES SOCIALES. @PabloDiMeglio EL OBJETIVO:
  54. 54. @PabloDiMeglio
  55. 55. @PabloDiMeglio GRACIAS. PABLO DI MEGLIO @PABLODIMEGLIO

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