Social Media Strategy, HSM Mexico

Editor's Notes

• #18: MUST INCLUDE
• #31: We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
• #44: http://www.facebook.com/DosEquis?sk=wall&filter=2http://www.csnews.com/top-story-dos_equis_clicks_with_1m_facebook_fans-57975.htmlDosEquis’ Facebook page features their highly popular “Most Interesting Man in the World” campaign and their posts often generate thousands of likes and hundreds of comments. It’s a good example of a company expanding a brand into a new market (95% of Facebook likes come from the US) and using social media to increase the reach and engagement of a traditional media campaign. #dialog#facebook#foodbev#media#ad#LATAM#mexico
• #45: http://www.mundo-contact.com/index.phphttp://twitter.com/#!/mundocontacthttp://www.facebook.com/mundocontact?sk=wall&filter=2(additional links)http://www.youtube.com/mundocontacthttp://www.linkedin.com/groups?home=&gid=1755057&trk=anet_ug_hmhttp://www.slideshare.net/mundocontactMundo-Contact frequently posts news articles and blog post-style notes on Facebook to demonstrate their own knowledge of the industry and fascilliate learning among their clients, but they do not allow comments on Facebook or @reply to users on Twitter. In this respect, it’s great that they’re engaging in the space, but they’re missing a key element that could translate into greater added value for them – a two-way dialog instead of a public announcement system. That said, they’re succeeding extremely well in spreading content across multiple channels: Facebook, Twitter, LinkedIn (corporate group with 379 members), YouTube (channel with 171 uploads and 13 favorites), Slideshare (126 presentations, 3 documents), Flikr (197 galleries). They’re talking, but are they listening?About us (Translated from Viadeo Page)Contact World is a company whose executives have extensive industry presence in the Information Technology and Communications (ICT), the contact center, CRM, Marketing and Social Media, which has consolidated an extensive market knowledge and strengthen its development dynamics. Also, contact with the market has allowed it to form a database of more than 40,000 industry executives records linked to the industry, the product of congresses, seminars, publishing a journal, and the 1st . Portal specializes in Latin America.Contact World offers specific routing to the target market for companies providing the best conditions of efficiency and profitability in the efforts of image, brand presence, promotion and sales.#media#LATAM#mexico#b2b#twitter#facebook#fail
• #46: http://twitter.com/#!/BancoCentralBRhttp://bcb.gov.br/The Central Bank of Brazil uses their twitter account to share articles and establish themselves as a primary source of information in the financial sector, but they do not @ reply or engage with their followers directly.
• #47: http://www.facebook.com/interrailnet?sk=wall&filter=2
• #48: http://www.facebook.com/ernstandyoungcareers?sk=wall&filter=120110330#charlene#facebook#b2b#dialog#hr#recruitment
• #50: http://www.socialtext.com/customers/casestudy_iss.phpUsing workspaces inside Socialtext, employees were encouraged to share key documentation around processes, policies, and customer issues. As people update critical business content, they share their work over Socialtext Signals, a secure enterprise microblogging application. Signals has the same look and feel as Facebook's News Feed. After people share a message, they can have a threaded conversation with their colleagues around that piece of content. More significantly, everyone sees this open Question & Answer. So if someone in a different ISS Mexico office had the same question about the paint, they wouldn't have to burden the warehouse with extraneous e-mail communication, answering the same thing over and over. Signals also allows for more fine-tuned information sharing. So in addition to sharing with the entire company, ISS Mexico's social intranet has groups such as IT, Facilities, Executives, Sales and Marketing. They can share a Signal and corresponding with one group, or all of them.#community#dialog#support#socialtext#intranet#mexico#LATAM
• #55: http://wearesocial.net/tesco/http://blog.clothingattesco.com/category/clothing-at-tesco-loves/
• #56: http://synthesio.com/corporate/wp-content/uploads/2011/02/synthesio-social-media-in-latin-america.pdfFrom January to April of 2010, for the launch of their new credit card in the Mexican market, Visa organized a competition calling on participants to show their creativity. Web users had to create a short video showing or explaining why they prefer to pay by credit card rather than cash. Visa developed a platform that united all UGC videos for people to then vote on their favorite. Each week they highlighted the video that had received the most votes and the grand prize winner won a trip for two to South Africa with tickets to the World Cup (Visa was a partner for the event). The social campaign, carried out in Brazil and Colombia, as well, was deemed a success and allowed Visa to gain clients in each of these markets: • 355 fans for the Facebook page « Yopago con Visa débito»• 64 video entries• 28,724 votes• 5,742 votes for the winning video • +19% increase in card payments in Mexico between April and June 201#video#dialog#advocate#campaign#mexico#LATAM
• #63: http://twitter.com/#!/TELMEXSolucionaTelmex, a Mexican telecommunication GIANT (they own 90% of the telephone lines in Mexico and monopolize the ISP and IPTV markets as well), provides support for customers on Twitter. If they can’t answer a customer’s questions, they either offer them links/phone numbers to contact them or ask for their number and will call them directly. Based on the Tweets I translated, they seem very friendly and professional here.#twitter#support#mexico#LATAM
• #66: http://www.linkedin.com/answers?trk=hb_tab_aynhttp://www.facebook.com/?sk=questions&ap=1http://www.quora.com/Which-are-the-best-social-media-blogs-in-Spain?q=spain+social+media
• #68: http://searchcrm.techtarget.com/news/1350030/Should-marketing-or-customer-service-manage-your-social-networking-efforts
• #74: http://www.innovationmanagement.se/2010/11/24/innovation-in-south-america/
• #76: http://www.innovationmanagement.se/2010/11/24/innovation-in-south-america/http://www.globalinnovationindex.org/gii/main/home.cfmAfter almost two months from the moment this ¨Challenge¨ started, let us take a look at some of the results:+ 2,090 ideas+ 83,600 votes+ 39,600 comments+ 35,700 usersven when the Challenge has really been a success South American participation was represented by just 70 ideas (3.33% of the total).Screenshot: http://challenge.ecomagination.com/ct/ct_a_view_idea.bix?c=ideas&idea_id=96D4AF0D-8C26-4CC5-B130-A356FD494621#brazil#latam#innovate#charlene05042011Received 259 comments.
• #77: Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.http://mystarbucksidea.force.com/<tags>#foodbev<region><country>#community#innovate<market><research area>#charlene
• #80: http://area2oh3.com/social-media-tourism-mexico/http://www.utour.travel/utour/home.htmlTourism is Mexico’s third largest contributor to their GDP and tourists are often “highly digitized”. Utour is an application for the iPad and iPod Touch that enriches travelers’ experiences with multimedia, including videos and photos. For example, imagine you are walking around the ruins of Palenque in Mexico. As you view each structure, you can view them as they were originally and even view video of Mayans performing every day rituals in the very same spot you’re standing. Think of it as a virtual walking tour.A mobile app like this is a good example of a technology that is disrupting a long-established industry.#innovate#mobile#app#tourism#mexico#LATAM
• #137: Define how open well.