Albert barra
description
Transcript of Albert barra
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La influència del client
Les marques turístiques en el món digital
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Reflexions preliminars ¿que sabem del client?
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Reflexions preliminars ¿que sabem del client?
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no funcionaMarketing?
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Objectius del Marketing un pas mes enllà
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El Nou Marketing ¿Qui fa marketing?
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El Nou marketing gracies al client
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Enamorar al client ¿es posible?
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Per on començar per el principi
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El cicle de vida del procés de compra
a considerar
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Objetivos
•Competir en experiències, no en preu
•Experiencies personalizades a cada usuari.
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Enamorar al client ¿Viable?
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Si, si... per a tothom No importa
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No amagar-se ni ignorar-ho
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No existir per ningú
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El client Navega de forma desordenada
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Les eines una importancia relativa
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Las eines importancia relativa
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A la deriva ni objectius
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Observar y analizar aprenent
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Aconseguir objectius amb eficiencia
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10% opina influencia al 90%
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Por donde empezar
•Observar y Aprender
•Monitorizar y medir
•Responder y Participar
•Aportar Valor
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Responder y participar
• Opiniones de clientes.
• Redes Sociales.
• etc...
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Monitorizar
•Nuestra marca
•Personas relevantes en nuestra organización.
•Sitios relevantes de nuestro sector.
•La competencia.
•Resultados de Búsqueda.
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Medir 1
•Impactos de marca.
•Mejoras realizadas.
•Impacto de las mejoras.
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Medir 2
• Aspectos cualitativos
• Influencia
• Empatía
• Reputación
• Aspectos cuantitativos
• Suscriptores, Seguidores, Fans.
• Visitas.
• Resultados de Búsqueda.
• ROI.
• CAC.
• etc...
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Aportar valor
•Ser útil.
•Detectar y Satisfacer necesidades.
•Generar top-of-mind.
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En resumen
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Consells útils
què fer i no fer
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No crear falses expectatives
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Som el que som
•Crear falsas expectativas crea decepciones y tiene un impacto directo en nuestra reputación.
•No engañar.
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No copiar
•Lo que sirve para unos no sirve para todos.
•Identifique sus propios segmentos / nichos.
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No magnificar
• Existe una clara tendencia hacia la exageración y la magnificación de los productos y servicios.
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Hacer cosas
•Implementar mejoras.
•Evolucionar.
•Hacer que el cliente esté dispuesto a pagar más por nuestro producto / servicio.
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El riesgo existe actuando o no.
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Evitar el Ruido No abusar de la promoción
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Ser discretos
Ser relevante donde realmente sea necesario ser relevante.
No dar pistas de nuestra actividad donde no sea necesario.
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No subestime
• La inteligencia del cliente.
• La capacidad de discernir del cliente.
• Deje que el cliente saque sus propias conclusiones, sin verse influenciado (por usted).
• Evite tentaciones.
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Huevos con Bacon VincularseImplicarse
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Vincularse Con intervenciones esporádicas
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Implicarse Con todas las consecuencias
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Casos de éxito ejemplos
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Hyatt Hotels eficacia en servicio
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Starwood Hotels Valor añadido
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Comunidad de clientes CRM 2.0
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Marriott Empatía
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Rusticae Reinventarse
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Actividad bien gestionada
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Exposición mediática a coste 0
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Valor añadido sin promoción