3. 1.- I might get stucksearching for a wordJUST GIVE ME A HAND
(look for this face)
4. 2.- This presentation has a lotof black/white/black/whitemix
of backgrouds (sickness bag provided)
5. Disclaimers
6. BEFORE WE START LETS MAKE SUREWE DONT GET THE WHAT THE #%$
IS HE TALKING ABOUT FACE
7. WHEN WE TALK ABOUT SEM WE MEANALL ADVERTISING ACTIVITIES
THATARE DONE WITH SEARCH ENGINES BUY KEYWORDS SHOW ADS GET
TRAFFIC
8. WHEN WE TALK ABOUT SOCIAL WE MEANALL ADVERTISING ACTIVITIES
THAT AREDONE WITHIN SOCIAL MEDIA PLATFORMS SOCIAL ASSETS AD.
PRESENCE C.MANAGEMENT KOF OUTREACH
9. WELL TALK ABOUT 3 STAGES SEM AND SOCIAL HAVE BEEN
TROUGH
10. STAGE 1 OF SOCIALFEAR
11. STAGE 1 OF SEMSKEPTICISMSEM AND SOCIALHAVE BEENTROUGH
12. STAGE 1 OF SEMSKEPTICISMSEM USED TO BE: UGLY ADS IN
AHYPERCOMPLICATED PLATFORM DONT WASTE MY TIME AGAIN WITH THAT
GOOGLE THING
13. STAGE 1 OF SEMSKEPTICISM
14. STAGE 1 OF SEMSKEPTICISMFROM PAY FOR EXHIBITION TO AN
AUTOMATIZED PLATFORM THAT TROUGH A BIDDING SYSTEM PLACES ADS
CONNECTED TO KEYWORDS IN A MERITOCRATICAL WAY IN WHICH THE MOST
RELEVANT PAYS LESS
15. STAGE 1 OF SEMSKEPTICISMSO IT TOOK SOME TIME TO GREW
Everything else but SEM SEM
16. IT TOOK A LOT OFDOORKNOCKING
17. ANDEVANGELIZATIONWASHARD
18. STAGE 2EVANGELIZATION
19. NUMBERS WERETHE ARGUMENT
20. EVERYTHING REVOLVED AROUND ASTRONOMICAL FIGURESTO JUSTIFY
SOCIAL AND SEM
21. 2 BILLIONVIDEO VIEWSDAILY ON
22. 24 HOURSOF CONTENT UPLOADEDEACH MINUTE!
23. MILLION SEARCHES FOR RECIPE IN COLOMBIA
24. FACEBOOK REACHES 890 MM USERS Source: Facebook
25. MIDDLE AMERICAS GUATEMALA 33% % OF DIGITAL POP IN 5.6M
Internet Users HONDURAS FACEBOOK 39% EL SALVADOR 2.6M Internet
Users 48% COSTA RICA 52% VENEZUELA 2.5M Internet Users 95%
NICARAGUA 41% 2.5M Internet Users 1.5M Internet Users PANAMA 73%
COLOMBIA 9,7M Internet Users 59% 1.1M Internet Users ECUADOR 56%
6.6M Internet Users 26.3M Internet UsersSource: Total Population
Last 30 days TGI 2010 Latam and EGM 2010 wave II y 2011 Wave I,
Research Planning
26. LATAM33 MONTHLY VISITS 8 HIGHEST GROWTH RATE IN THE WORLD
MONTLY HOURS PER VISITOR PENETRATION IN LATIN AMERICA
27. FACEBOOK OVERTOOK THE WORLD IN ONE YEAR
28. WHEN WE SEE NUMBERSEVERYTHING POINTS TO LATAM BEING THE
MOST ACCESIBLE MARKET
29. LATAM HIGHEST GROWTH RATE IN THE WORLD
30. LATAM YOUNGEST AUDIENCE (3 of 5 BELOW 35) SO?
31. LATAM YOUNGER AUDIENCES SPEND MUCH MORE TIME ONLINE
32. LATAMAND WE DO EVERYTHING OVER GLOBAL
33. LATAMLEADERS IN SEARCH QUERIES PER PERSON (MM)
34. LATAMAND NO SIGNS OF THIS GOING DOWN
35. LATAMEASY ALL IS CONCENTRATED IN 1 PLAYER!9 OF
10QUERIESAREDONE INGOOGLESITES
36. HOW MUCH? HOW MANY?WHATS THE PENETRATION? WHATS THE SCALE?
NOT MANY PEOPLE
37. LATAMAND WE DO EVERYTHING OVER GLOBAL
38. I DONT CARE LETS GO WITH IT NOW!
39. STAGE 3THE GOLD RUSH
40. GOLD RUSHPUMP RUSH
41. IF EVERYBODY IS SO MOTIVATEDWHY DO WE STILL DON T KNOWHOW
TO DO NEW MEDIA?
42. PERHAPS ITS A #VISIONFAIL
43. OLD HABITS DIE HARDTHINGS CHANGED AND WE ARE STUCK IN OLD
HABITS
44. THE BIGGEST CHANGE A PACT WAS BROKEN
45. A VERY OLD PACT THAT OUR FOREFATHERS MADE WE LL WATCH YOUR
ADS IN EXCHANGE OF CONTENT AND ENTERTAINMENT
46. AND THEN THE INTERNET CAME ALONGAND THINGS WERE FINE FOR A
WHILE
47. UNTIL IT GOT FILLED WITH CONTENT
48. WHEN USERS REALIZEDIT DIDNT NEED TO BE PRO AND UGC (USER
GENERATED CONTENT) WAS BORN
49. WHEN USERS REALIZEDIT DIDNT NEED TO BE PRO AND UGC (USER
GENERATED CONTENT) WAS BORN
50. AND BRANDS ARE NO EXEMPTION
51. SOMETIMESYOU JUST GOTTATAKE IT WITHHUMOUR
52. AND GETTING PEOPLE CONNECTED ALSO GIVE BIRTH TO
CROWDSOURCING
53. CROWDSOURCINGLEAVING TASKS IN THE HANDS OF THE
COLLECTIVE
54. UGC & CROWDSOURCING SOME EXAMPLES OF COMMUNITIES
DRIVING VALUE WANT THE AUDIOBOOK? JUST MAIL ME
55. THE COUCH POTATO ERA ITS OVER!
56. AND THE WEB BECAME A PLACE TOHAVE CONVERSATIONS
57. THERE S THE PROBLEM
58. WE DON T GET IT
59. EVERY PIECE OF RESEARCH TELLS USCONSUMMERS WANT 2-WAY COMMS
WITH BRANDS
60. FRIDAY AT AMERICAN AIRLINES ESPAOL 11.964 FANS ASKING FOR
FLIGHT CHANGES IDEAL ROUTES LOST BAGGAGE CONGRATS DISCOUNTS TICKET
RESERVATIONS LOST MILLES CHANGE OF FLIGHTS
61. THAT S THE ESCENCE OFTHIS GOLD RUSH THE NEW NEED FOR BRANDS
TOTALK TO PEOPLE AND RESPOND
62. BUT EVERYBODYIS IN A HURRYTO DO IT!
63. WITH THE FEELINGTHE TRAIN IS LEAVING
64. AND THERE IS WHENTACTICS OVERPOWERA STRATEGY
65. AND WE GETIMPROVISEDSTRATEGIES
66. BUT WHEN YOU IMPROVISEYOU ARE MORE LIKELY TO #EPICFAIL
67. AGENCIES ARE SAYING If you dont do it now youll miss the
trend!
68. AND CLIENTS ARE SAYING Get me more Facebook fans! Need to
buy all keywords now!!
69. AND THIS STUFFHAPPENS OFTEN
70. IN SEM YOU CAN JUSTWASTE MONEY SEARCHING FOR CAR TIRE
PRICES SHOE ADS
71. IN SEM YOU CAN JUSTWASTE MONEY BUYING A PIANO SUPERMARKET
AD
72. IN SEM YOU CAN JUSTWASTE MONEY SEARCHING FOR CREDIT CARD
SCAM CREDIT ADS
73. IN SEM YOU CAN JUSTWASTE MONEY MY SHAMPOO DIED MY HAIRWHAT
DO I DO? SHAMPOO ADS
74. IN SEM YOU CAN JUSTWASTE MONEY DOG FOOD HELLMANS
KETCHUP
75. IN SEM YOU CAN JUSTWASTE MONEY
76. WHEN IT SHOULD LOOKLIKE THIS
77. 6 MONTHS LATERBECOME FAN TO SEE OUR CONTENT!
78. OUR MAIN FOCUSSHOULD BE ONTHE PERSON BEHIND THE SCREEN NOT
US
79. AND HOW ARE WE RELEVANTTO THEM IN THEIR DAILY LIFE
80. BECAUSE IN BOTH SEM AND SOCIALATTENTTION CAN NOTBE PAIDITS
EARNED
81. YOU CAN T PAY YOUR WAY TO ATTENTION
82. AND ATTENTION IS SCARCE LA ATENCIN NO SE MERECE HOW DOES
THE SCREEN SEE YOU?
83. EXPERIENCE SHOW USTHAT TO WIN, YOU NEED TO MIND 3 THINGS
ABOUT PEOPLE
84. 1.- PERFORMANCEIn Social, users are always performing for
their newtork
85. 2.- REPUTATIONPeople share content to increase their
reputation within their network
86. 3.- THE CARROTPeople act based on incentives / What s in it
for me? TIP: CARROTS CAN BE REPUTATION
87. BIG PRICE CARROT EPICWINS100 CARS GIVEN IN EXCHANGE OF VIDE
POSTINGS ON11K VIDEOS UPLOADED, 15K TWEETS, 11M VISITORS, 5M
SHARES50K APPLITACIONS FOR TEST DRIVE, 38% AWARENESS ON AN
UNLAUNCHED PRODUCT
88. RECOGNITION CARROT EPICWINSUSD 1 OFF TO ALL MAYORS
89. INTEGRATIONCARROT EPICWINS
90. EXPRESIONCARROT EPICWINS
91. WE COULD CHECK ALL DAY ALL THE #EPICWINS
92. BUT SCIENCE TELLS USWE LEARN MUCH MORE FROM THE #EPICFAILS
Revisemos los #FAIL histricos en Social
93. HISTORICAL#EPICFAILS Revisemos los #FAIL histricos en
SocialTHAT CHANGED ADVERTISING
94. Greenpaece v/s Nestl
95. Greenpaece v/s Dove
96. Greenpaece v/s Burger King
97. LESSON 1:DO NOT #%$# WITH Greenpea
98. Gizmodo v/s Dell4 MILLION LAPTOPS TAKEN OFF THE MARKET
99. LESSON 2:SEM-SOCIAL WILL NOT MAKE YOUR PRODUCT BETTE
100. The people v/s Comcast
101. The People v/s Vodafone
102. The People v/s Dominos
103. Jeff Jarvis v/s DELL
104. LESSON 3:ALL YOUR COMPANY IS IN SEM AND SOCIA
105. The People v/s L Oreal
106. The People v/s Wall-Mart
107. The people v/s Sony
108. LESSON 4:YOU ARE GONNA GET CAUGH
109. CONSUMMERS v/s PepsiCo y The Gap
110. LESSON 5:RESEARCH IN SOCIAL AND IN SEARC
111. BUT AFTER THOSE #EPICSOCIALFAILS THOSE BRANDS CAME BACK
COMPLETELY RENEWED
112. INVOLVING CONSUMMERSSERVICING CLIENTSIN NEW WAYS
113. CLIENT SERVICE NOW TAKES A NEW FORM
114. IN SEM AND SOCIALTHE MORE TIMEYOU PUT INTHE LESS MONEYYOU
LL NEED
116. SOCIALMORE TIMEMORE QUALITYMORE ENGAGEMENTMORE
RESPONSEMORE EARNED ROI
117. BUT ALSO IT TAKESUNDERSTANTINGOF YOUR BUSINESS TO SEE WHAT
ROLE EACH PLAY
118. HOW DOES YOURCONSUMMER BASEPILE UP?
119. RETURNINGCUSTOMERS NEW CUSTOMERS
120. THEN porqu ir aUSE SOCIAL MEDIAtipo que no alcanzamos
Entonces WHY buscar al ltimo TO REACH THAT PERFECT STRANGER? Hoy el
foco est en la adquisicin
121. Free Ebook, just mail meSOCIAL MEDIA IS APLATFORM
WHOSEPOWER LAYS ONRETENTION
122. AND ITS SEMTHE ONE IN CHARGE OF ACQUISITION DIDNT GET THE
BOOK? MAIL ME
123. SOUSE THERIGHTTOOLS
124. BECAUSE DRIVING TRAFFICITS WAY TOO SIMPLEIF YOU ARE A
SHEPHERD OR YOU KNOW ONE PLEASE DO NOT BE OFFENDED, THIS PIC IS FOR
ANALOGICAL PURPOSES ONLY
125. THE CHALLENGE IS ANOTHER POINTING YOUR STRATEGIES TO
THEM
126. AND THE FOCUS MUST BE ON
127. RIGHT EXPERIENCES MOVETHE RIGHT PEOPLE
128. BECAUSE SOCIAL MEDIAIT S NOT ABOUT GETTING THE MOST
FANS
129. AND SEM IT S NOT ABOUTDIRECTING TRAFFIC
130. SEM IT S ABOUTCONQUERING THE RESEARCH PHASE
131. SOCIAL IT S ABOUTRETAINING CUSTOMERS
132. YOU GET THEPOINT. ACQUISITION & RETENTION
133. AND BOTH MUST BEDESIGNED WITH APERFORMANCE MENTALITY
134. BUT WE RERUNNING OUT OF TIME
135. SUMMING UP
136. 1.- NEED A STRATEGY, DON T HURRY (TRAIN IS NO NEAR TO
LEAVE THE STATION)
137. 2.- FOCUS ON PEOPLE BEHIND SCREENS PERFORMANCE -
REPUTATION - CARROT
