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Transcript of Social Commerce
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Empezando con el eCommerce y los Social
Media
Marzo de 2013Juan José Cacho -
@cachuco
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Social Commerce “El Social Commerce es
una tipología de comercio electrónico que incluye el uso de los social media para provocar la interacción y contribución de los usuarios, así como para la ayuda en la compra y venta interactiva de productos y servicios “.
Fuente: http://en.wikipedia.org/wiki/Social_commerce
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Comunicación
Social MediaEstrategiaShareVenderAtt. Cliente
eCommerce
EjemplosPlataformasMóvil
Técnica
PlataformasMKT onlineSEOAnálisis
Social Commerce
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Cambio de mentalidad
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ActitudActitud
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Estrategia
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PERSONAS CONECTADAS
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La radio tardó 30 años en conseguir una audiencia de 50 millones de personas.
¿De donde ha salido la web 2.0?
La televisión tardó 13 años
Internet tardó 4 años
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¿Por qué ha pasado esto?¿Por qué ha
pasado esto?
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CONECTADOS
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Redes Sociales
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NOSOTROS YA SOMOS SOCIALES
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¿Somos 2.0?
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¿Usamos las redes
sociales?
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Redes sociales en CANTABRIA
Cantabria: 173.000 en facebook– 130.000 entre 18 y 40 años
Cantabria: 60.000 en Tuenti
Santander: 85.000 en facebook– 81.000 usuarios entre 18 y 405 años
173.000 usuarios35
60.000 usuarios10%
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¿Por qué utilizar redes sociales?
Localizar usuarios potenciales.
Contacto con nuestros seguidores.
Los usuarios buscamos en redes sociales.
Pasamos mucho tiempo en RRSS.
No es Marketing, es Comunicación.
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Algunos datos de redes sociales
El 32% de los usuarios de internet utiliza Twitter
El español ya es la segunda lengua más usada en Twitter.
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Algunos datos de redes sociales
http://www.personalizemedia.com/media/socmedcounter.swf
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de los usuarios creen en las recomendacionesde otras personas
78%
Nielsen Trust in Advertising Report
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¿por qué?
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PERFIL DE LOS USUARIOS QUE SE CONECTAN DESDE TECNOLOGIAS MÓVILES
Informe de la Soc. de la Info. 2012
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TECNOLOGÍAS DE ACCESO A INTERNET
Informe de la Soc. de la Info. 2012
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ACCESO A INTERNET SEGÚN DISPOSITIVOS
Informe de la Soc. de la Info. 2012
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CREAR NUESTRAS PROPIAS
REDES
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Las reglas no se rompen, simplemente se crean nuevas.
Los clientes tienen el poder en sus manos.
Cualquier persona puede ser escuchada en todo el mundo y su
opinión tiene un enorme impacto en las
instituciones.
“Los mercados son conversaciones”
Manifiesto Cluetrain. 2000
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http://www.youtube.com/watch?v=nd4_xKN7pIY
ANIMAR A LA PARTICIPACIÓN
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Campañas ideadas para Internet
http://www.youtube.com/watch?v=zoREXT8qT7g
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Viralidad
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Campaña de la ONG Room to Read y twitter para concienciar sobre el analfabetismo.
Tweets ilegibles: El internauta que lea ese tuit se sentirá como uno de los más de 700 millones de personas que no saben ni leer ni escribir.
“Vemos esta campaña viral como una manera de llamar la atención sobre el problema del analfabetismo”.
Biz Stone, Cofundador de twitter
Campañas Virales
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Cambio Social
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Llegar a mucha gente sin levantarse de la silla.Seis grados de separación
En solo 2 pasos estamos en contacto con más de 10.000
personas.
Estrategias en redes sociales
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http://www.fayerwayer.com/2011/11/estamos-a-menos-de-seis-grados-de-separacion-gracias-a-facebook/
721 millones de usuarios activos
10% de la población del mundo
69.000 millones de conexiones en toda la base de datos
Distancia promedio en 2008 era 5,28 grados,
y ahora es de 4,74
Estamos a cuatro grados de separación, gracias a Facebook
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“De pedir tiempo de atención, a pedir que
se lo cuenten a terceros”
La estrategia del pingüino, Antonio Núñez. Ed: conecta
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¿Objetivos?
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¿Usuarios?
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¿Herramientas?
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¿Medidas?
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Mirémonos nosotros mismos
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Hablemos de viajes
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¿CUÁNDO FUE LA ÚLTIMA VEZ
QUE ENTRASTE EN UNA AGENCIA DE
VIAJES?
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Cada viajero consulta
22 sitiosantes de terminar
SU RESERVA
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90% Viajan consmartphone
Usan elroaming40%
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Esta es una de mis
carpetas de aplicaciones
para viajar
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37% contrastar opiniones y leer respuestas a sus preguntas en un foro sobre viajes.
Prioridades44% leer la opinión de un experimentado viajero en un blog
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Para un aplastante 92% de consumidores,
la publicidad tradicional le parece un cuento.
Nielsen Global Consumers’ Trust 2012
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Para nueve de cada diez viajeros resulta normal
consultar vídeos ala hora de planificar sus viajes.
Google, Travelers Road to Decision 2012
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Atención al Cliente
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“Ahora ya no tiene usted dóciles consumidores, sino una panda de
“prosumers” con megáfono. Procure llevarse bien con ellos."
Enrique Dans, Expansiónhttp://www.enriquedans.com/2006/03/prosumers-en-expansion.html
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Responde siempre.
Permite que los usuarios/as escriban en tu muro.
Estar pendiente.
Personalizar y no automatizar las respuestas.
Atención personalizada en tiempo real, ¿es posible?
¿Cómo lo hacemos?
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Facebook, estamos la gran masa de consumidores
¿Conocéis ejemplos?
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Twitter, Siguiendo las conversaciones
https://twitter.com/#!/VuelingClients
https://twitter.com/#!/search/users/movistar%20atencion%20cliente
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http://twitter.com/#!/FGarciaGarcia/status/119409025497579520
http://twitter.com/#!/Donettes/status/119414622561370113
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http://twitter.com/#!/stebban/status/119411602436005889
http://twitter.com/#!/Donettes/status/119412063171919872
http://twitter.com/#!/daniglez/status/119409481267429376
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Estrategia:
• Sorteaban 100 vuelos en 10 horas.
Método:
• Sortear cada hora 10 vuelos a un destino concreto.
Inversión:
• 100 vuelos * 50€ = 5.000€
Resultados:
+ 50.000 seguidores nuevos.
¿Qué más nos ofrece vueling? http://www.facebook.com/Vueling
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Estrategia y no improvisación
CREATIVIDAD
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NO NECESITAMOSESTAR EN TODAS LAS
REDES SOCIALES
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ESCUCHA ACTIVA
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Personas detrás de los perfiles
Conversa, responde, comenta, devuelve el follow ¿?¿?, retuitea, INTERACTUA
Pedir disculpas y dar las gracias
Gestión de las crisis
Participación
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Fuente: Wikipedia
Demanda en 2003 a un fotógrafo para que no utilice una fotografía de su casa.
!! Imaginaros lo que consiguió con la demanda ¡¡
Efecto “Streisand”
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A veces la “liamos parda”
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http://www.elpais.com/articulo/espana/Gallardon/destituye/alto/cargo/insultos/Twitter/elpepuesp/20111108elpepunac_19/Tes
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http://www.vozbcn.com/2011/11/09/91925/dimite-pol-vejar-chacon/
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Joe Paterno, un veterano entrenador de fútbol americano, acababa de ser despedido por ocultar a las autoridades una denuncia de abusos sexuales a niños contra uno de sus colaboradores.
Kutcher no se había enterado del escándalo, creyó que despedían a este mito del deporte por viejo y salió en su defensa en Twitter, diciendo
"¿Por qué despedís a Jo Pa? #insulto #sinclase como fan suyo me parece de mal gusto".
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¿ Resultados ?
Medir la respuesta de nuestras campañasQue se dice de nosotros– Google Alerts– Socialmention.com
Estadísticas de las propias plataformas– Twitter (seguidores, listas, RT’s…)– Facebook (Fans, Me Gusta, interacciónes…)
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Cómo venden las marcas en internet
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http://eu.levi.com
http://www.paywithatweet.com/
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https://www.facebook.com/DisneyStore
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Diesel Cam study case: http://www.youtube.com/watch?v=yq9DMRl-5iY
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https://www.facebook.com/privalia.es/app_111251102233251
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En octubre pasado lanzaron para el mercado británico un Pop-Up Fan-Store en Facebook que permitía comprar latas personalizadas a sus fans.
(sólo a sus fans).
De esta manera sus consumidores podían enviar una lata get-well (pónte bien) de sopa Heinz a sus amigos o familiares con resfriados o gripes por sólo £1.99 (€2.40) envío incluido, vía pago por PayPal.
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QR y supermercados virtuales: http://www.youtube.com/watch?v=iVaRD3d6N3Y
QR Code y el ¿mundo virtual?
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Tiendas online
Tiendas online
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https://www.google.es/search?rlz=1C1AFAB_enES484ES484&sugexp=chrome,mod=9&sourceid=chrome&ie=UTF-8&q=compras+en+grupo
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FOTO: http://empresas2cero.com
• Foursquare• Realidad aumentada (layar…)
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SocialCommerce
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Plataformas de eCommerce
Tour: http://www.magentocommerce.com/media/tourDemo: http://www.magentocommerce.com/demo
Extensiones: Ampliar las funcionalidades de la plataforma. Magento connect.
Módulos: Amplían funcionalidades. Sistemas adicionales de pago, listas de correo…
Interface: Layouts: Definición de la estructura en bloques. Templates: Plantillas XHTML, PHP… Skins: Bloques epecíficos. (JS, CSS…)
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Plataformas de eCommerce
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Plataformas de eCommerce
http://www.magentocommerce.com/product/mobile
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Plataformas de eCommerce
WEB: http://www.prestashop.com/es/Demo: http://www.prestashop.com/es/demoMóvil: http://www.prestashop.com/es/app-movil
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Plataformas de eCommerce
WEB: http://www.xopie.com/es/indexDemo: http://www.xopie.com/es/demo-crear-tienda-virtual
Un formato diferente. No se necesitan instalaciones ni ‘tocar código’.
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Marketing Online
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Marketing Online
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Marketing Online – BLOG’s
http://mashable.com/
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Marketing Online – BLOG’s
http://www.isasaweis.com/
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Marketing Online – BLOG’s
http://madamederosa.com/
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Marketing Online – BLOG’s
http://somosiphone.com/http://www.microsiervos.com/
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SEO - Search Engine Optimizer
Vídeo de Search Engine Landhttp://www.youtube.com/watch?v=hF515-0Tduk
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SEO - Search Engine Optimizer
Alta en buscadores. Metatags.
Sitemaps.
Plugins de posicionamiento. CMS: Wordpress, Drupal, Joomla. eCommerce: Magento…
Google Places
http://www.bing.com/toolbox/webmaster/https://www.google.com/webmasters/tools/
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Análisis
Redes Sociales. Monitorización. Gestión.
Engagement.
http://getsatisfaction.com/ http://emtrics.com/es/
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Estadísticas
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Estadísticas
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Estadísticas
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