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Medios Sociales: Evolución y Tendencias

A little learning lunch is an hour long talk detailing what Social Media can do for your company. it brings an overview of what Social Media is - I list good bad and ugly case studies from Coca-cola, Dell, Skittles, GoodBusiness.co.uk and Sony. At last co
by

Norell Winburn

on 29 April 2011

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Transcript of Medios Sociales: Evolución y Tendencias

O Good Business Facebook LinkedIn Foursquare MySpace flickr Casos de Estudio www.g dbusiness.co.uk Wordpress ¿Por qué estamos aquí? ¡Estamos aquí para aprender un poco Social Media! definición de SOCIAL:
definición de MEDIA: ¿Quien utiliza bien los medios sociales? Ahora miremos la siguiente empresa como ejemplo What's missing from these pages? al principio... las marcas solo publicaban. era una comunicación de una sola vía después, grupos de "derechos para el consumidor" comenzaron a aparecer y la comunicación se convirtió de dos vías, lentamente. el nacimiento de social media permite que existan conversaciones de varias vías en tiempo real las marcas o proyectos que no se involucran en social media, no hacen parte de la conversación a pesar de que la conversación es acerca de ellos dialogue. there is no conversation. Bueno y, ¿Cómo es la conversación? 5 Canales tradicionales:
Cara-a-cara, telefono, cartas, fax, email Miles de canales de Medios Sociales: Evolución y Tendencias RESULT? ...is not in this conversation! Twitter ¿Cómo Funciona? Veamos el video de introducción ¿Como funciona Twitter? Veamos el video de introducción Haz click en el TV para mirar el video Teach yourself Twitter Watch the introductory video Click on the TV screen to start the video OTROS: Needs careful consideration A dedicated resource or (team of resources) who will blog *something* about the company each week. Think of it as a status report or executive summary for your customers, potential customers, competitors and the public. wordpress Twitter What is it? examples of good tweeting #moonwalk grabbed the moment when Michael Jackson died companies can encourage their customers to follow them on twitter the police can #communicate with demonstrators tweet links to their followers to alert them to a new deal Case file: unapproved! Status: The conversation is happening The conversation is about them Unapproved How do they react? Are SONY in this conversation? Does SONY control this content? 35 horas de video cargadas
cada minuto 600 millones de usuarios entran cada día mas de 100 millones de usuarios en mas de 200 países http://news.cnet.com/8301-1023_3-10164387-93.html 3.5 millones de Tweets se producen en
Colombia cada dos meses 15 milliones de blogs publicados y leídos por 200
millones de personas al mes http://en.wordpress.com/stats/ Por Norell Winburn
facebook.com/iconnct
@nwinburn
@iconnct YouTube Tu Marca Tu Proyecto tu Marca Tu Proyecto Tu Marca Tu Proyecto Tu Marca Tu Proyecto Tu Marca Tu Proyecto Ultimas palabras: Crear un proyecto, ya sea empresa, trabajo de investigación o emprendimiento, es un viaje:
...invita a ese viaje a las personas que quieres como clientes, socios o colaboradores, a través de Social Media Algunos Recursos: http://techcrunch.com
http://mashable.com
http://guru.com
http://Reddit.com
http://Digg.com
http://ow.ly
http://hootsuite
http://so-new-i-hadn't-heard-of-it-when-i-wrote-this.com
http://bit.ly
http://technorati.com verview O Facebook What is it? If you can access this Prezi but don't know what Facebook looks like you're one of those antagonistic people who get a kick out of being the odd one out, the person who bleats officiously about how professional you are. Even worse you probably think Facebook is about finding new friends but you have enough already because you're sooo popular. Yar... You should know this. I'm not going to tell you. Examples of good Facebook pages Facebook Pages What is it? A "Facebook page" is a webpage created by or on behalf of a business, enterprise, society, political group etc. It allows a group of people in control of the page to communicate with their audience. There's two main communication channels i'm going to talk about: A fan could be anyone on Facebook who chooses to 'become a fan' and thus receive your updates. Your Page's Facebook status allows you to send short updates to your Fans. A link promoting your page appears on the personal Profile Page of all your fans! In fact anyone on the web can read your Business updates because they appear in Google results! So it's customers, potential customers, employees and stakeholders who you can reach. With 250,000,000 profiles you can pretty much guarantee that ALL your clients are on Facebook. So it's no longer not for business. (If you want to do business, that is) It works just like your personal Facebook status. An update to your status ideally is not just a thought (though this is healthy from time to time) but it should be something concrete. e.g. - a piece of information, a new business idea, a new price list, a special offer, a competition, free tickets to the rugby (yes please!) etc. ;-) Whatever it is, it should contain a *LINK* to something that is expanded on and explained in detail elsewhere... an article your blog, perhaps?! The second thing But we'll talk about that next time. For now, if you get enthusiatic, just don't use it too often - people don't like to hear from companies all that often... Once you've built up a fanbase, you can 'send an update to fans' which goes to their Facebook Inbox - a personal message that stays there until they read it. (When you get a flyer through your door how often do you call out: "Hey cool! That new pizza place opposite my house just flyered me with another map of how to get to them. Phew!" O Algunas Cifras ;-) O verview O verview O verview Medios Sociales: Evolucion y Tendencias Las herramientas de Social Media continuarán evolucionando, pero las conversaciones seguirán igual! Historia del Social Media ¿bostezos?) Veamos que tan

son los Medios Sociales! importantes social media: SIN IMPORTAR acerca de tu marca si eres parte o no de esa convesación puede existir conversación Una " Tranquilos, en realidad no es una historia - es mas bien un cuento! ¿Quien usa Twitter bien? Who uses Twitter badly? Caso Coca-Cola: Ganadora ! Estado: La conversación existe La conversación es sobre e la marca ¡Aprobada! Tienen todo el control del contenido ¿Coca-Cola tiene Control? Case file: undecided Status: The conversation is happening The conversation is about them Official event ! Who published the content? This company's image? Case file: FAIL ! Status: The conversation is happening The conversation is using them in limbo ! They control the idea but not the content Do Skittles control this content? Steve Ballmer is the CEO of Microsoft. They set their website to automatically take ALL conversations from ANYONE on Twitter mentioning the word Skittles, to automatically appear on their homepage with no moderation. Skittles (the company that makes sweets for kids) decided to experiment with Twitter to gain some press coverage. What do you reckon happened?! Case file: Win ! Status: The conversation is happening The conversation is about them Approved They share control of the content with fans Does Coke control this content? In this case the trick worked because they were 'brave'. But to misquote Top Gun "i think we're showing it as an example of what not to do." Veamos algunas marcas que utilizan Medios Sociales: Dentro del entorno de Medios Sociales, existen conversaciones sobre tu marca o tu proyecto ¿Estás participando? Social media Wordpress Twitter Facebook Linked In YouTube OTHERS: Bebo MySpace flickr Wordpress Twitter Facebook Linked In You Tube OTHERS: Bebo MySpace ASW ("BLOG") ("BLOG") ("BLOG") Case file: Status: No hay conversaciones Analysis: Create a Conversation! Case file: Estado: Conversaciones no existen Analysis: Continue Conversation! Case file: Estado: No se tiene presencia Analysis: Create a Conversation! Case file: Status: The conversation is NOT happening No tiene presencia Analysis: Create a Conversation! Case file: Status: The conversation is NOT happening No tiene presencia Analysis: Create a Conversation! Wordpress Twitter Facebook Linked In You Tube OTHERS: Bebo MySpace ASW ("BLOG") ¿Cómo sería una buena integración? Crear enlaces a estas plataformas. Una marca sin imagen - EXAMINANDO - You Tube Wordpress Twitter Facebook Linked In You Tube OTHERS: Bebo MySpace flickr ("BLOG") Caso Good
Business FALLARON ! Estado: No tienen contenido Análisis: Crear Contenido! Casos de Estudio Case file: Falling Down Status: The rule of thumb of 9:1 applies. For every 1 tweet that is a sales pitch you should tweet 9 interesting 'authority' posts which enrich your customers lives with learning or entertainment. Even tho twitter limits u to only 140 chars, it's be cum a custm t3 avoid usin txt spk. SONY are trying but they're not doing a great job of it. SONY: trying to join a conversation Case file: undecided Status: The conversation is happening Good engagement of followers using retweets ('RT')

22,000 followers isn't very many for a global brand.


(Compare Coke at 3m Facebook Fans) This company's image? ¿Quién usa LinkedIn bien? Caso Coca-Cola: Bajo control. Estado: Diferentes resultados Una búsqueda en LinkedIn arroja muchos grupos y páginas relacionadas con la marca Coca-Cola tiene una presencia muy sólida en todos los Medios Sociales Caso Skittles: FALLARON! Estado: ¿Skittles en LinkedIn? en limbo ! Linked In Casos de Estudio ¿Quién usa LinkedIn Mal? En nuestra búsqueda en Linked In, no encontramos resultados Al principio, Skittles intentóentrar en el mundo de Medios Sociales sin mucho éxito... ¿Quien utiliza Facebook correctamente? Archivo de Caso: Bajo control. Estado ¡Wow! Coca-Cola tiene una presencia selida en todos los medios Que no debes olvidar Who uses Blogs well? Case file: In control. Status: Multiple blogs updated everyday They run multiple blogs which appeal to their core audience of die hard fans. Coca-Cola has a very strong presence across all social media. CASE STUDIES Case file: FAIL ! Status: The conversation is NOT happening No conversation present Analysis: Create a Conversation! Twitter CASOS DE ESTUDIO Result? Don't be afraid to experiment. No one knows what new ideas will be popular. DO be honest with people. Let's take a look at SONY's website for clues to explain their Social Media failure: No links to Social Media Este es un ejemplo de algo
muy sencillo de hacer: Caso Coca-Cola Bajo Control Estado: Blog actualizado diariamente Caso Coca-Cola Bajo Control Estado: Las conversaciones existen Las conversaciones son sobre la marca ¡Aprobado! Comparten el control del contenido con los seguidores ¿Controlan el contenido? Case file: Win ! Status: Las conversaciones existen Las conversaciones son sobre la marca ¡Aprobado! Controlan el contenido ¿Controlan el contenido? Caso Coca-Cola Bajo Control Estado: Muy popular en Facebook! Caso Coca-Cola: Bajo Control. Estado: Presencia sólida en LinkedIn Wordpress Twitter Facebook Linked In You Tube OTHERS: Bebo MySpace flickr ("BLOG") However there is twitter chatter going on without SONY. Check out this search for results of conversations on Twitter using the word 'sony'. These results are only for the last 2-3 minutes! So in some ways SONY win from general goodwill from their fans. Case file: Falling Down Status: The rule of thumb of 9:1 applies. For every 1 tweet that is a sales pitch you should tweet 9 interesting 'authority' posts which enrich your customers lives with learning or entertainment. Even tho twitter limits u to only 140 chars, it's be cum a custm t3 avoid usin txt spk. SONY are trying but they're not doing a great job of it. SONY: trying to join a conversation However there is twitter chatter going on without SONY. Check out this search for results of conversations on Twitter using the word 'sony'. These results are only for the last 2-3 minutes! So in some ways SONY win from general goodwill from their fans. Case file: Jafaican Status: It was so transparent they were busted by fans very quickly.

Instead of admitting it, they tried to cover up - pretending to be genuine.

The game was up when the domain name registrant was shown to be a media agency. SONY created a fake blog (aka a 'flog') to promote the PSP for Christmas. SONY are trying but they're not doing a great job of it. SONY: trying to join a conversation Analysis? Result? Don't be afraid to experiment. No one knows what new ideas will be popular. DO be honest with people. Case file: Jafaican Status: It was so transparent they were busted by fans very quickly.

Instead of admitting it, they tried to cover up - pretending to be genuine.

The game was up when the domain name registrant was shown to be a media agency. SONY created a fake blog (aka a 'flog') to promote the PSP for Christmas. SONY are trying but they're not doing a great job of it. SONY: trying to join a conversation Analysis? Case file: unapproved! Status: The conversation is happening The conversation is about them Unapproved How do they react? Are SONY in this conversation? Does SONY control this content? ...is not in this conversation! RESULT? SOCIAL MEDIA
CONVERSATION . . Ahora veamos una marca que todos conocemos, y que es un ejemplo a seguir: Veámosla como un "social media
benchmark" . . Sony. They are engaging (A for effort)

But learn wisely from their mistakes. . . . . Case file: FAIL ! Status: I started this conversaton. Conversation seeded - needs TLC Analysis: Continue Conversation! Keep it going. Case file: undecided Status: The conversation is happening Good engagement of followers using retweets ('RT')

22,000 followers isn't very many for a global brand.


(Compare Coke at 3m Facebook Fans) This company's image? OTHERS: Bebo MySpace flickr ("BLOG") Analysis: Create a Conversation! . . Case file: FAIL . Status: Analysis of SONY on Facebook? Negative fans . . Sporadic updates with no links to referred content?! Herramientas Caso Good
Business FAIL ! Status: Las conversaciones NO existen No hay conversaciones Análisis: Crear Conversación! Case file: v Case file: misadventure Status: Microsoft are trying to be hip and join the social media conversation. However, years of neglecting customers

means that there is a desperation amongst consumers

to have their questions answered. Well presented blog overwhelmed with unhappy customers. If you begin a conversation make sure you are ready to answer the questions that you're asked. Case file: misadventure Status: Microsoft are trying to be hip and join the social media conversation. However, years of neglecting customers

means that there is a desperation amongst consumers

to have their questions answered. Well presented blog overwhelmed with unhappy customers. If you begin a conversation make sure you are ready to answer the questions that you're asked. Wordpress Wordpress Wheel of
Social Media
Template Copyright iCoNNct 2011 c c Copyright: iCoNNct Social Media Marketing Realmente se involucran en las conversaciones con sus seguidores en tiempo real Integran diferentes canales Don't forget then to go back to your own site and work out what Social Media exposure you are lacking. Wordpress Twitter Facebook Linked In You Tube OTHERS: Bebo MySpace flickr ("BLOG") ¿Qué no hacer en Twitter? Caso Skittles: FALLARON ! Estado: Las conversaciones existen ¡en limbo ! Tienen control de la idea, pero no del contenido Skittles no supo controlar
su contenido. Configuraron la pagina Web para importar todas las conversaciones de QUALQUIER persona en Twitter que mensionara la palabra Skittles, para que estas conversaciones aparecieran en el Home Page... Skittles (una empresa que hace dulces para chicos y grandes) decidio experimentar con Twitter principalmente para crear comunicaciones. ¿Qué creen que sucedió? Having been through these companies and established the basics of what wins and what fails, let's examine Your Business again to establish what's missing ¿Qué se debe hacer? . . . . . . " En Por Norell Winburn
facebook.com/iconnct
@nwinburn
@iconnct ¿Qué hace falta en estas páginas?

Diálogo. No hay conversaciones! El usuario promedio tiene 130 amigos.
600 millones de usuarios en el mundo, 13 en Colombia.
Segundo portal de Internet más visitada después de Google.
El usuario promedio pasa 55 minutos al día.
Colombia es el 13vo país con más usuarios.
29% de la población Colombiana.
Facebook = tercer país más grande.
170 usuarios des Twitter en el mundo.
5.400 millones de mensajes al mes.
Usuario promedio tiene 176 seguidores.
3.5 millones de Tweets en Colombia cada dos meses.
100 millones de usuarios de LinkedIn en 200 países.
80% de las empresas utilizan LinkedIn.
2.000 millones de videos son vistos en YouTube cada día. Y ahora, ¿qué? Trendpedia.com TweetDeck Fullscreen
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