social business: the smm evolution. sao paulo eshow
TRANSCRIPT
The Social Media Marketing evolution
Social Business
Fernando Polo @abladias
Sao Paulo, eShow, 13 June 2012
Soci
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Social Media Marketing
Advertising
Communication
Customer Care
Product Development
SocialMedia
Marketing
Sales
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Social Business
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People first
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1960-2000
XXIst CenturyMarketing
4Ppeople
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1. How to gain productivity through internal
and external collaboration,
2. How to open your innovation process.
3. How to gain more meaningful insight of your
customers
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4. How to generate sales through social media.
5. How to position a brand or increase
reputation.
6. How to give customer support.
7. How to build engagement.
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7.
engagement
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#engagement
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From target to community
Content
Creativity
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Community Management
Public Relations 2.0
Advertising (Social Platforms)
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Creativity 2.0new rules
Our visionFirst Move
On /Off / On
Low Cost
Useful
Transmedia
Buzz
Fan Centric
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fail often, fail quick, fail cheap
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NH HotelesName Your Room
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NH HotelesWakeuppics
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6.
customer service
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Movistar: a success case study
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Social CRM
MONITORIZACIÓN
ANALÍTICA
INTEGRACIÓN
CRM OPERATIVO
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Social Media Conversations
Contact Center Interactions
Customer Internal Data
Internal / External Data Integration Segmentation Customer Insights
5.
branding
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Correos - eCommerce blog & report
4.
social commerce
sales?
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Venca: selling through Facebook
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3.
social intelligence
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Social Business Intelligence
Brand Product Persona Influence SCRM MediaShopper
Social Business Intelligence
Social Scorecard
Social Business Model
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Social Business Intelligence Brand Persona
BRAND
Exciting
CompetentSophisticated
Robust
SincereAtrevida
Actual
Flexible
Enérgica
Tendencia
Joven Imaginativa
Única
Sobresaliente
Independiente
Contemporánea
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2.
social innovation
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My Starbucks Idea
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Giffgaff: the community is the company
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1.
Enterprise 2.0
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http://www.territoriocreativo.com.br/
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#TcBrain
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+ profitability
+ market share
Networked enterprise
Final Thoughts
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Engagement
Social Support
Branding
Social Commerce
Social Intelligence
Social Innovation
Enterprise 2.0
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0.
People First
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Social Business
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People First
social customer engagement
Fernando Polo @abladias