SMWSantiago - Jorge Mujica
•
1 gostou•294 visualizações
Social Media Week Santiago 2015. Presentación de Jorge Mujica, IBM Chile.
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (14)
Semelhante a SMWSantiago - Jorge Mujica
Semelhante a SMWSantiago - Jorge Mujica (20)
Mais de danidron
Mais de danidron (20)
Último
Último (20)
SMWSantiago - Jorge Mujica
- 1. #SMWSantiago 16-20 noviembre, 2015 Millenials: Una reflexión nacional desde la tecnología para descubrirlos Foto del Speaker Jorge Mujica IBM Chile CTO
- 2. #SMWSantiago
- 3. #SMWSantiago
- 4. #SMWSantiago “No es la especie más inteligente o la más fuerte la que sobrevive, sino aquellas que más se adapta al cambio” “Habrá un día donde tendremos más datos para inferir la evolución y la sociedad frente a mayor complejidad”
- 5. #SMWSantiago
- 6. #SMWSantiago
- 7. #SMWSantiago
- 8. #SMWSantiago
- 9. #SMWSantiago
- 10. #SMWSantiago
- 13. #SMWSantiago
- 14. 4,2 Millones Fuente: INE. Personas entre 21 y 35 años.
- 15. 3,1 Millones Fuente: IBM. Estudio Redes Sociales 2014-2015 en Chile
- 16. 63% Perfil Abierto Fuente: IBM. Estudio Redes Sociales 2014-2015 en Chile
- 17. #SMWSantiago
- 18. #SMWSantiago El Nuevo “Vitrineo” Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-35 años 2014 2015
- 19. #SMWSantiago Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-35 años El Nuevo “Vitrineo”
- 20. 1871 intenciones de cotizar Autos Electrónicos
- 21. #SMWSantiago 14.562 8.412 (sin efectivo) FUENTE: IBM (Estudio Redes Sociales – Twitter – 20/09/2015)
- 22. #SMWSantiago CPT (Commerce Patience Time) Mercado Nacional Secuencia Más Frecuente (Basada en 3417 compras online iniciadas en investigación local) 27%41% 18% 14% (Otros) Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-35 años El comprador 18/30 ha aprendido de la variedad como una opción interesante en el mercado externo y su paciencia disminuye en investigar localmente.
- 23. #SMWSantiago ART (Average Researching Time) Mercado Nacional Secuencia Más Frecuente (Basada en 3417 compras online iniciadas en investigación local) 4 días Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-35 años El Tiempo Promedio de investigación en el mercado local es inferior, y claramente proporcional a la variedad. 6 días 12 días 9 días
- 24. #SMWSantiago
- 25. #SMWSantiago 25
- 26. #SMWSantiago 26
- 27. #SMWSantiago Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-30 años Qué Hace un Millenials cuando está triste?
- 28. #SMWSantiago Fuente: IBM – Estudio Analítica Social 2014-2015 – Base de 2,5M Tweets Abiertos en personas 18-30 años Qué Come un Millenials cuando está triste?
- 31. #SMWSantiago
- 32. #SMWSantiago
- 33. #SMWSantiago
- 34. #SMWSantiago
- 35. #SMWSantiago
- 36. #SMWSantiago
- 37. #SMWSantiago
- 41. #SMWSantiago 16-20 noviembre, 2015 Muchas Gracias! Jorge Mujica IBM Chile CTO jmujica@cl.ibm.com
Notas do Editor
- One way to describe it: The brand promise is the numerator and the brand reality is the denominator. Our jobs used to be numerator jobs. Now, we have to pay equal attention to numerator and denominator. But there is a difference. Numerator jobs were all things we could control: marketing programs, advertising, marketing materials, marketing tactics, branding projects, market research, segment analyses. Denominator jobs are anything but that. You can’t control them because every employee, everyone in your supply and distribution network—each one is now a touchpoint.
- So how do we do that? First, the brands that succeed most are the ones that know themselves. It starts with a clear definition of why the institution exists—its purpose, mission, values. This is about the unique corporate character of the institution—character shapes how employees interact with the world. Second, leading practice is about every employee knowing that character—and that it pervades the culture of the company. This is, of course, about brand education—but really, it goes beyond that in the companies we admire that do this brilliantly. It’s about infusing that character in the way the company conducts itself in the world—how it hires, who it promotes, how it thinks, how it conceives of how to interact with customers, what it sounds like when it shows up. Third, it’s about taking a systematic approach to closing the gaps between what the brand promises and its reality.
- What then are the new skills of marketers? Now, we must become skilled at understanding how our institution is being discussed in the public realm. This is about developing an acute understanding of our institution’s reputation by actively listening and engaging in social media.
- We all have social listening capabilities. But the best among us are using what we hear to drive continuous improvement in our companies—across every touchpoint and throughout our operations. Marketing has an opportunity to be an integrating function and also a force for transformation.
- Every employee is using or will use social media in some way, both inside and outside the firewall. Who will ensure that every employee is skilled, expert and responsible in using social networks? Marketing can be a catalyst for social business in the enterprise. We are moving from a notion of brand ambassadors to a belief that our job is to create brand authenticity and brand advocates.