Charla df editada
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Leía
Escuchaba
Veía
Antes...
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Crea
Comparte
Valora
Clasifica
Mezcla
hoy...
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Y participa en comunidades!
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La gente confía en la
Gente!
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Con un sin fin de herramientas...
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Dónde está la marca?
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Publicidad Noticias / rrpp
Social Networking
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PublicidadNoticias / rrpp
Social Networking
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Conversación Estratégica
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Fanáticojueves 29 de julio de 2010
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Quieren conversar contigo!
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EGO
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Perfiles de Usuarios
Observador
Influenciador
Cliente Adversario
Ideador
Crítico
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Contexto de
Participación
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Contexto de Participación
De acuerdo a los distintos perfiles de participación digital, las marca deben adecuar sus estrategias.
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Pero qué hace un community manager?
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1. Escuchar.
2. Circular esta información internamente.
3. Explicar la posición de la empresa.
4. Buscar líderes, interna y externamente.
5. Encontrar vías de colaboración entre la comunidad y la empresa.
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Líder
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De quién depende?
Asuntos CorporativosMarketing
Servicio al ClienteIT
CM
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KILL KAT
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or...
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y afecta a las marcas
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Las marcas crean plataformas de conversación
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Federated Mediajueves 29 de julio de 2010
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COMCAST
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“Marketing, Public Relations y Customer services... itʼs all becoming one”
Frank Eliason:
Senior Director, Comcast National Customer
COMCAST
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COMCAST
one of the worst ranked companies on the American Customer Satisfaction Index
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Algunos números• @comcastcares on Twitter starts on
march 8, 2008
• 5 months later: 9500 public tweets / 2000 DMs
• 24 milliones de clientes.
• 63 tweets daily• 13 dm daily• 6 clients daily
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the Comcast echosystem
10 personas24 millones de clientes
MonitoringEngaging
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Nuestro producto
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FB BLOG
FANPAGE
Contact Center
Soporte paraCampañas
Personas
Comunidades de nicho
Comunidades de nicho
Personas
Personas
Personas
Personas
Otro
Lavado
Moda
Contact Center
Soporte paraCampañas
Contact Center Soporte para
Campañas
Soporte paraCampañas
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Entonces qué viene?
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CRM o SCRM?
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conversations
experienciecomplainsSuggestions
+ o -
Marketing
Corporate
Client Services
Other
managementOther
Brand
Competitors
Issues
Products
Events
Other
O diseña tu propio modelo
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Community Managers o Community
Management?
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Muchas gracias!!
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