{"id":799,"date":"2015-05-15T20:45:52","date_gmt":"2015-05-15T18:45:52","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=799"},"modified":"2015-06-14T17:58:36","modified_gmt":"2015-06-14T15:58:36","slug":"ruben-baston-marketing-dixital-e-medios-sociais","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/","title":{"rendered":"Rub\u00e9n Bast\u00f3n, marketing dixital e medios sociais"},"content":{"rendered":"<p>Nunha das sesi\u00f3ns m\u00e1is amenas do Curso, polo estilo desenfadado do convidado, recibimos a <a href=\"https:\/\/twitter.com\/rubenbaston\" target=\"_blank\"><strong>Rub\u00e9n Bast\u00f3n<\/strong><\/a>, responsable de Marketing e Comunicaci\u00f3n en <a href=\"http:\/\/elogia.net\/\" target=\"_blank\">Elogia<\/a>. Coordinador de equipos, relator e profesor de medios sociais e marketing online, Rub\u00e9n tam\u00e9n \u00e9 un apaixonado do <a href=\"http:\/\/retrouso.com\/\" target=\"_blank\">baile e da m\u00fasica tradicional galega<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>Empregando o <a href=\"http:\/\/elogia.net\/blog\/vi-estudio-anual-de-redes-sociales-de-iab-spain-y-elogia\/\" target=\"_blank\"><strong>VI<\/strong>\u00a0<strong>Estudio Anual sobre Redes Sociales en Espa\u00f1a<\/strong><\/a>, realizado por <a title=\"IAB Spain\" href=\"http:\/\/www.iabspain.net\/\">IAB Spain<\/a> y <a title=\"Elogia, la primera agencia espa\u00f1ola especializada en marketing para comercio electr\u00f3nico\" href=\"http:\/\/elogia.net\/\" target=\"_blank\">Elogia<\/a>, comezamos a aula falando sobre medios sociais e as distintas implantaci\u00f3ns e perfil de usuarios que te\u00f1en as maioritarias no noso territorio.<\/p>\n<p>Seguindo coas redes sociais, sinalou tam\u00e9n algunhas das claves sobre as que funcionan: a <strong>colaboraci\u00f3n<\/strong>, a <strong>democratizaci\u00f3n<\/strong>, a <strong>comunicaci\u00f3n bottom-up<\/strong>, a <strong>meritocracia<\/strong>, o <strong>beta perpetuo<\/strong> y la <strong>transparencia<\/strong>. A maiores comentou que a participaci\u00f3n dos usuarios en calquera rede \u00e9 desigual, cunha minor\u00eda que aporta contidos e unha maior\u00eda que act\u00faa como meros espectadores.<\/p>\n<p>De entre a mareira de t\u00e9rminos anglosax\u00f3ns que invadiu a aula, destacou a importancia que Rub\u00e9n lle deu ao <strong>inbound marketing<\/strong>, co obxectivo de atraer usuarios a trav\u00e9s da xeraci\u00f3n de contido de valor, cun claro compo\u00f1ente emocional.<\/p>\n<p>&nbsp;<\/p>\n<p>Entramos a continuaci\u00f3n nas claves para xerar unha <strong>estratexia efectiva de marketing social<\/strong>, para o cal empregamos o enfoque do <strong>modelo POST<\/strong>.\u00a0 Con el analizamos en primeiro lugar cal \u00e9 o noso p\u00fablico (people), despois definimos os nosos obxectivos (objectives), a continuaci\u00f3n a estratexia para logralos (strategy) e finalmente escolleremos as ferramentas que nos permitan desenvolvela (technology).<\/p>\n<p>A\u00ednda que pareza obvia esta secuencia, resulta demasiado habitual ver como se comeza polo final, abrindo por exemplo un perfil nunha rede social sen analizar antes a quen nos diriximos e polo tanto, se esa ferramenta \u00e9 a m\u00e1is interesante para o noso <strong>p\u00fablico<\/strong>.<\/p>\n<p>Dentro dos <strong>obxectivos<\/strong>, revisamos os principais que podemos marcar: <strong>reach<\/strong> (quero chegar a m\u00e1is xente), <strong>leads<\/strong> (quero conseguir cousas dos demais), <strong>loyalty<\/strong> (quero que sempre conten comigo), <strong>advocacy<\/strong> (quero que falen ben de min), <strong>branding<\/strong> (quero que me reco\u00f1ezan), <strong>curation<\/strong> (quero que o usuario reciba s\u00f3 o que precise) e <strong>intelligence<\/strong> (quero aprender da comunidade).<\/p>\n<p>De cara a definir as <strong>estratexias<\/strong>, recomendounos tres pasos b\u00e1sicos: <strong>imaxina, constr\u00fae e mide<\/strong>. Afondamos tam\u00e9n no traballo de\u00a0<a title=\"Malcolm Gladwell\" href=\"http:\/\/es.wikipedia.org\/wiki\/Malcolm_Gladwell\">Malcolm Gladwell<\/a>, especialmente no seu libro &#8220;<a href=\"http:\/\/es.wikipedia.org\/wiki\/The_Tipping_Point\" target=\"_blank\">The Tipping Point<\/a>: How Little Things Can Make a Big Difference&#8221; (2000), onde se empregou por primeira vez o t\u00e9rmino &#8220;viral&#8221;, ao realizar unha analox\u00eda entre as epidemias virais e as epidemias sociais. Unha epidemia viral depende do axente, a forza do virus e o ambiente mentres que a viralidade dun contido na rede (epidemia social) depende das persoas (lei dos poucos), a forza do movemento (o factor pega\u00f1ento) e o contexto en que se desenvolve, xa que deben existir tam\u00e9n unhas condici\u00f3ns que favorezan a expansi\u00f3n.<\/p>\n<p>Retomando de novo o <a href=\"http:\/\/elogia.net\/blog\/vi-estudio-anual-de-redes-sociales-de-iab-spain-y-elogia\/\" target=\"_blank\">VI\u00a0Estudio Anual sobre Redes Sociales en Espa\u00f1a<\/a>, puidemos analizar cal \u00e9 o nivel de implantaci\u00f3n, intensidade de uso, segmentaci\u00f3n e outros moitos detalles que nos permiten identificar as <strong>plataformas (technology)<\/strong> m\u00e1is adecuadas.<\/p>\n<p>Finalmente, a modo de estudo de caso pr\u00f3ximo, comentamos a campa\u00f1a de crowdfunding para o disco da Asociaci\u00f3n Cultural na que participa Rub\u00e9n: <a href=\"http:\/\/www.verkami.com\/locale\/gl\/projects\/6404-elelelos-musicas-de-tradicion-oral-no-concello-de-bueu\" target=\"_blank\">Elelelos<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Nunha das sesi\u00f3ns m\u00e1is amenas do Curso, polo estilo desenfadado do convidado, recibimos a Rub\u00e9n Bast\u00f3n, responsable de Marketing e Comunicaci\u00f3n en Elogia. Coordinador de equipos, relator e profesor de medios sociais e marketing online, Rub\u00e9n tam\u00e9n \u00e9 un apaixonado do baile e da m\u00fasica tradicional galega. &nbsp; Empregando o VI\u00a0Estudio Anual sobre Redes Sociales [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":848,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2014-15"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rub\u00e9n Bast\u00f3n, marketing dixital e medios sociais - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rub\u00e9n Bast\u00f3n, marketing dixital e medios sociais - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Nunha das sesi\u00f3ns m\u00e1is amenas do Curso, polo estilo desenfadado do convidado, recibimos a Rub\u00e9n Bast\u00f3n, responsable de Marketing e Comunicaci\u00f3n en Elogia. Coordinador de equipos, relator e profesor de medios sociais e marketing online, Rub\u00e9n tam\u00e9n \u00e9 un apaixonado do baile e da m\u00fasica tradicional galega. &nbsp; Empregando o VI\u00a0Estudio Anual sobre Redes Sociales [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/edu.xestioncultural.com\/es\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\" \/>\n<meta property=\"og:site_name\" content=\"USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-15T18:45:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-06-14T15:58:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2015\/05\/2015-05-15-rube\u0301n-basto\u0301n-3bmod.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2109\" \/>\n\t<meta property=\"og:image:height\" content=\"1119\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"sergio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"sergio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\"},\"author\":{\"name\":\"sergio\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/fc95b6df388b6a126067cdbfb5ea3f7f\"},\"headline\":\"Rub\u00e9n Bast\u00f3n, marketing dixital e medios sociais\",\"datePublished\":\"2015-05-15T18:45:52+00:00\",\"dateModified\":\"2015-06-14T15:58:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\"},\"wordCount\":561,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2015\/05\/2015-05-15-rube\u0301n-basto\u0301n-3bmod.jpg\",\"articleSection\":[\"1\u00aa edici\u00f3n 2014-15\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\",\"url\":\"https:\/\/edu.xestioncultural.com\/2015\/05\/ruben-baston-marketing-dixital-e-medios-sociais\/\",\"name\":\"Rub\u00e9n Bast\u00f3n, marketing dixital e medios sociais - 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