{"id":548,"date":"2014-07-19T17:56:47","date_gmt":"2014-07-19T15:56:47","guid":{"rendered":"https:\/\/josedelgado.net\/?p=548"},"modified":"2019-07-01T18:01:13","modified_gmt":"2019-07-01T16:01:13","slug":"evolucion-del-social-media-al-social-crm","status":"publish","type":"post","link":"https:\/\/josedelgado.net\/va\/evolucion-del-social-media-al-social-crm\/","title":{"rendered":"Evoluci\u00f3n del Social Media al Social CRM"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Cuando decimos evoluci\u00f3n del Social Media al Social CRM estamos definiendo una evoluci\u00f3n natural o casi mejor dicho&nbsp;<strong>una adaptaci\u00f3n social necesaria de las filosof\u00edas CRM tradicionales<\/strong>\u2026 Y ojo no al rev\u00e9s, pues son los CRMs los que se hacen \u201csociales\u201d para adaptarse a los nuevos tiempos, a las nuevas realidades del consumo, del consumidor, de su forma de act\u00faar\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El Social Media ya est\u00e1 maduro, ya no es \u201calgo\u201d que no sabemos muy bien hac\u00eda donde va, sino que es una realidad y un presente habitual tanto en consumidores como en empresas. Por otro lado las filosof\u00edas de CRM tradicionales junto a las herramientas que les dan soporte tambi\u00e9n est\u00e1n muy establecidas actualmente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, hoy en d\u00eda los clientes se est\u00e1n saturando de tanta informaci\u00f3n y ofertas recibidas a trav\u00e9s de los medios sociales, con lo cual&nbsp;<strong>es necesario adaptar los CRMs y hacerlos sociales para poder dar el mejor trato personalizado al nuevo consumidor social que cada vez exige m\u00e1s de las marcas, de la relaci\u00f3n personalizada con las mismas, de la reciprocidad, del cumplimiento de los acuerdos,\u2026 y sobre todo lo que el consumidor actual espera es que las marcas adivinen sus gustos, se anticipen a sus deseos e incluso lo hagan en el momento exacto (ni antes ni despu\u00e9s)<\/strong>\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Necesitamos llegar a una relaci\u00f3n de 360\u00ba con el consumidor<\/strong>, y eso actualmente no es f\u00e1cil si no se dispone de los medios adecuados, pues el consumidor puede ir dejando rastro de sus gustos, opiniones, deseos, \u2026 por las redes sociales (Facebook, Twitter, Google+, LinkedIn \u2026), por correos electr\u00f3nicos a sus amigos, por aplicaciones del m\u00f3v\u00edl (Whatsapp), por mensajes SMS mientras toma una ca\u00f1a, en opiniones en Blogs mientras est\u00e1 en el sof\u00e1 con un tablet\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por lo tanto necesitamos estudiar el comportamiento del consumidor en todos los entornos y dispositivos, ponderando el potencial y las caracter\u00edsticas puntuales adem\u00e1s del constante cambio que tiene cada uno.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como veis estamos hablando de un&nbsp;<strong>Social CRM potente<\/strong>, casi que da miedo cuando pensamos el control de nuestras vidas que pueden llegar a tener\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estas herramientas, muchas de ellas&nbsp;<strong>evoluciones naturales de los cl\u00e1sicos CRMs, se han ido adaptando a los medios sociales, como por ejemplo Salesforce, RightNow\/Oracle, SugarCRM, etc. , mientras que otros CRMs ya han nacido como herramientas sociales, Lithium, GetSatisfaction, Comufy, Jive, etc.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Actualmente, estos CRMs nos permiten escuchar para entender a cada consumidor de forma personalizada (segmentar grupos ya \u201cno se lleva\u201d\u2026), aprender por donde se mueve, c\u00f3mo y cu\u00e1ndo lo hace, que cosas comparte, que cosas tienen inter\u00e9s para \u00e9l, su estado de \u00e1nimo, sus motivaciones, en definitiva somos capaces de establecer una relaci\u00f3n de \u201ccompa\u00f1eros\u201d entre marcas y consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ahora ya no bombardearemos con informaci\u00f3n y ofertas al consumidor, ahora seremos capaces de ayudar y sugerir productos en base a gustos y momentos puntuales, contenidos exclusivos personalizados para el consumidor-momento-estado de \u00e1nimo-\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>En definitiva, podemos concluir diciendo que el CRM actual debe ser un CRM Social y m\u00f3vil, que tenga en cuenta al nuevo consumidor exigente que espera un trato \u00fanico y personalizado de las marcas.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando decimos evoluci\u00f3n del Social Media al Social CRM estamos definiendo una evoluci\u00f3n natural o casi mejor dicho&nbsp;una adaptaci\u00f3n social necesaria de las filosof\u00edas CRM tradicionales\u2026 Y ojo no al rev\u00e9s, pues son los CRMs los que se hacen \u201csociales\u201d para adaptarse a los nuevos tiempos, a las nuevas realidades del consumo, del consumidor, de su forma de act\u00faar\u2026 El Social Media ya est\u00e1 maduro, ya no es \u201calgo\u201d que no sabemos muy bien hac\u00eda donde va, sino que es una realidad y un presente habitual tanto en consumidores como en empresas. Por otro lado las filosof\u00edas de CRM tradicionales &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Evoluci\u00f3n del Social Media al Social CRM\" class=\"read-more button\" href=\"https:\/\/josedelgado.net\/va\/evolucion-del-social-media-al-social-crm\/#more-548\" aria-label=\"Read more about Evoluci\u00f3n del Social Media al Social CRM\">Leer m\u00e1s \/ Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":1,"featured_media":549,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[162,165,163],"class_list":["post-548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing_digital","tag-consumidor-social","tag-relacion-360","tag-social-crm","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50","resize-featured-image"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"va","enabled_languages":["es","va"],"languages":{"es":{"title":true,"content":true,"excerpt":false},"va":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Evoluci\u00f3n del Social Media al 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