Presentación en la UP
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Las empresas en la web social¿Qué hay más allá?
Enrique Danshttp://www.enriquedans.com
Lima, 19 de julio de 2012
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Y para terminar esta primera parte, una galería de frases
célebres de no menos célebres pensadores contemporáneos…
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Este ‘teléfono’ tiene demasiados problemas como para que se pueda considerar seriamente un medio de comunicación. No tiene ningún valor para nosotros.” Western Union, internal memo, 1876
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Mi opinión es que hay un mercado para, como mucho, unos cinco ordenadores”
Thomas Watson, Chairman of IBM, 1943
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El problema de la TV es que la gente tiene que sentarse y quedarse pegada a la pantalla… la familia media americana no tiene tiempo para eso” New York Times, 1949
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La televisión no funcionará en ningún mercado pasados los primeros seis meses. La gente se aburrirá de mirar todas las noches la misma caja de madera ”
Darryl Zanuck, Director de 20th Century Fox, 1946
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No existe ninguna razón por la cual una persona podría querer tener un ordenador en su casa”
Ken Olsen, fundador y presidente de Digital Equipment Corporation, 1977
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¿Quién diablos podría querer copiar un documento sobre un simple papel?”
Carta de rechazo a Chester Carlson, inventor de la máquina fotocopiadora, en 1940 (más de 20 compañías rechazaron este “absurdo invento” entre 1939 y 1944
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640 K deberían ser más que suficientes para cualquiera”
Bill Gates, 1981
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Pero… ¿a dónde voy yo con todo ésto?”
Enrique Dans19 de julio de 2012
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Pues eso...
Había hace años una publicidad de la revista Ciudadano que decía
“El avestruz no lee Ciudadano porque dice que le amargamos la digestión...
¡¡NO SEA AVESTRUZ, LEA CIUDADANO!!!
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Nuevos retos en la gestión de la informaciónVelocidad, movilidad, seguridad e integración
Enrique Danshttp://www.enriquedans.com
Lima, 19 de julio de 2012
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BIENVENIDO, USUARIO CANINO 39... CRUCE DE LABRADOR NEGRO, LE GUSTA EL SALCHICHÓN, CORRER TRAS UN PALO, Y OLER EL CULO DE OTROS PERROS... ACTUALIZANDO PERFIL
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Identificar Diferenciar
“Marcar” a cada cliente de manera inequívoca
Con cuatro fases…
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When Harry Met Sally © MGM, 1989
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Identificar Diferenciar Interactuar Adaptar
“Marcar” a cada cliente de manera inequívoca
Ordenarlos por margen de contribución, valor esperado, etc...
Preguntar, aprender y recordar las características de nuestros clientes
clave
Dar a nuestros clientes clave aquello por lo que suspiran
Con cuatro fases…
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Minority Report © Twentieth Century Fox, 2002
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Don Peppers, Martha RogersThe One to One Future
Don Peppers & Martha Rogers
“La idea no es cuota de mercado, sino cuota de cliente. El marketing masivo desarrolla un producto, e intenta encontrar clientes para él. El marketing 1 to 1 desarrolla al cliente y trata de encontrar productos para él”
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Seth Godin, former VP of Marketing at Yahoo!
Y una relacionada de Seth Godin… (Permission Marketing)
“La idea es manejar la relación con cada cliente, para poder mantener o, si es posible, mejorar el nivel de permiso que éste nos otorga.”
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Enrique Dans
•Nivel de permiso–Hasta qué punto puedo utilizar esa información–Qué posibilidades de relación existen
• Intensidad de información–Tamaño de la base de clientes –Cantidad de información que puedo manejar de ellos sin que se convierta en
intrusiva
DOS variables clave:
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Enrique Dans
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Enrique Dans
<a href = http://www.mypage.com>The greatest page in the world</a>
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Are
YOUready for this?
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