National Congress of Digital Marketing, Mexico: DAY 2

Congreso Nacional de Marketing Digital

How to use and monitor social networking to grow our business

Alex Perez. Coordinator of Digital Strategy and Transmedia, Televisa

We need to change the perception brands have about social media. Not everything is traffic, follows or likes. We need to take a step forward - from social to share to social to convert.

Key points for effective monitoring:

  • Know the user’s needs.
  • Know the mentions and impact of the brand.
  • Know the feeling of these mentions, and what causes them.
  • Know what topics our brand evolves.
  • Interpret the message of the audience.
  • Perform an effective crisis management.
  • Locate the influencers.
  • Monitor the community manager.

What can we achieve with effective monitoring?

  • Know a brand's reach.
  • Build brand awareness.
  • React faster.
  • Detect insights.

Effective monitoring of Social Media can improve brand’s digital offer. It allows us to create valuable content to the user. It's necessary to hit the consumer at least seven times before converting him into a customer.

Key points for Social Media Intelligence:

  • Planning.
  • Research and monitoring.
  • Analysis.
  • Decision-making and innovation.

Brands should be able to transform their own business and anticipate the needs of the user.

Big Data: the new player of marketing

Mario Nissan, CIO, Flock

The world is being digitized. Soon everything will be connected to the Internet.

The four V's of big data:

  • Volume
  • Variety
  • Velocity
  • Veracity

All of them build on a 5th: Value.

How Flock makes Big data:

  • Attracting consumers.
  • Digitalising touch points.
  • Concentrating all the information in one big database.
  • Analysing correlations.

This allows for you to perform business intelligence, marketing and innovation. (IPO: Input - Processing - Output)

Key points for the implementation of big data:

  • Having focused objectives.
  • Start with the output. Technology is never the idea.
  • No one size fits all. Customize!
  • Integrate people, processes and tools.

 Big data enables setting the development of more intimate and personal experiences for consumers.

"Big data is watching the planet develop a nervous system".

Metrics for evaluating a digital strategy

Jack Ades, Director of Operations, Gross Und Klein

  • In Mexico there are 45.1 million Internet users.
  • 7.9 million have internet connection.
  • The average daily connection time is 5 hours.
  • Connection from smartphones doubled in 2012.
  • The probability to sell to someone who follows you on social media is 67%

Key points for an effective measurement:

  • Define the objectives - inform, sell or capture users.
  • Identify the metrics according to the objectives: likes, follows, shares, comments, payments, subscriptions, sales, etc.
  • Choose your KPI's: conversion rate, click through rate, cost per action, etc.
  • Choose your tools: Analytics.
  • Constantly evaluate and correct.

“The objective defines the metrics. Choose wisely.”

Traditional media in the digital age: the new paradigm

Jessie Cervantes, Artistic director, MVS Radio Mexico

  • 17% of internet users in Mexico have a blog and 9 out 10 have a profile on social networks.
  • Companies have changed their spirit. They are becoming service providers more than product suppliers.
  • There are 120 million mobile lines in Mexico.
  • We are moving from a monologue to a dialogue.
  • Television has evolved into SmartTV, however it doesn't have our full attention anymore.
  • Credibility is a key factor to work on Internet.
  • 1 out of 4 internet users in Mexico uses Netflix. In the United States it represents 30% of the traffic peek.
  • Traditional media needs to learn soon that the future of media is moving somewhere else. 

Children’s Digital Experience: a challenge for brands (panel)

Guillermo Pérezbolde, VP, Mexican Internet Association

  • 7.5 million kids in Mexico are on Facebook.
  • In 2013 63% of kids use smartphones vs. 41% in 2011.
  • 70% of children between 6 and 9 years old are on social media and 51% of parents don't supervise its use; 35% only ask and 14% check what they do.
  • Kids prefer the use of Internet (65%) vs. Television (31%) and only 1% considers it an educational tool.
  • Internet is something completely normal for kids. They have been born and are growing with the new technologies.
  • Brands must have ethical criteria when designing and planning their campaigns.
  • Children should be exposed to internet in a responsible manner, with appropriate content rather than restrict it.
  • Brands should educate parents about what happens online. 

Case study: Impact of social networks on the airlines

Ernesto Nava and Lara, VP Digital Marketing, Aeromexico

Aeromexico has had several important events during this year, including a crisis because of pilot and flight attendant strikes in June, an event for which they performed a containment plan involving social networks as the official communication media.

Customers used these platforms to ask about possible delays and cancellations. Thanks to a rapid response, attention and clear communication with them, Aeromexico successfully fought this mishap.

Another event was the arrival of the B787 Dreamliner to Mexico, an event relevant for being the most advanced commercial aircraft.

They developed a communication campaign based solely on social networks: real -time coverage, Facebook and YouTube streaming, and coverage of press conferences. All of this focused on the features and benefits of the aircraft.

A third event was related to the storm “Manuel” that hit Acapulco, where the airline was an active food and passengers free carrier, positioning itself as a socially responsible brand and having better acceptance among its users. Again, social networks were used as main communication media.

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