Este 5 y 6 de noviembre estarán en México Martha Rogers (Marketing 1to1) y Chris Anderson (Long Tail) en el Foro Mundial de Marketing & Innovación. Otros oradores que estarán presenten son Carly Fiorina, Tom Peters y Juan Enríquez. El caso de la empresa Havaiana sera presentado como un caso de éxito de marketing & innovación.

Enlace: http://mx.hsmglobal.com/contenidos/mxfmmihome.html

Mas sobre el Long Tail y 1to1…

Por Jesus Hoyos: http://www.jesushoyos.typepad.com/

A intersecção inovadora de três áreas de conhecimento, nomeadamente; Gestão, Marketing e Sistemas de Gestão de Clientes [CRM], resultou num novo domínio tecnológico em desenvolvimento, o Marketing Communication Automation ou MCA. que actua de forma diferenciada em cada área de negócio e em cada empresa, respondendo assim às necessidades específicas de comunicação caso a caso propondo soluções “chave na mão”, distinguindo-se neste sentido de todas as outras técnicas de comunicação e promoção.

Guia do Hóspede - Inglês

Para muitos a expressão Gestão de Relacionamento com o Cliente é sinônimo de assunto chato. Mas, no mundo atual, ela é essencial para o crescimento de uma empresa. E se associarmos Gestão de Relacionamento com o Cliente a empresa Volkswagen? Daí ela ganha um outro sentido, despertando a curiosidade de muitos. Sabe por quê? Porque todo mundo quer saber como a Volkswagen consegue, há mais de 50 anos, liderar o número de vendas de carros (mais de 50% é só do Gol) no Brasil, competindo com outras 16 empresas.

Com esse intuito, representantes da Volkswagen estiveram na Unisinos durante a semana passada ministrando palestras e divulgando a promoção Volkwagen Route. Na terça-feira (29/04), Humberto Silva, Coordenador de CRM (do inglês Customer Relationship Management ou, em português, Gestão de Relacionamento com o Cliente), ministrou a palestra CRM na Volkswagen do Brasil, no Auditório Central do Centro 1.

Segundo Silva, a Volkswagen iniciou o projeto de CRM no Brasil em 2005, devido a queda nas vendas.

“A Volkswagen está em uma competição acirrada. Com o surgimento de novas marcas, a qualidade no atendimento proporcionado pela concorrência e a oferta de produtos diferenciados, as vendas da empresa começaram a sacudir”, explica.

O plano de gestão foi baseado no Marketing 1 to 1, onde há uma diferenciação do cliente: eles são tratados como colaboradores. A partir dessa idéia, busca-se a gerência do cliente, tentando desenvolver produtos que atendam as suas necessidades e expectativas.

A metodologia do Marketing 1 to 1 se baseia, principalmente, na identificação individual do cliente e na sua diferenciação por valor. “Os clientes diferentes devem ser tratados de uma forma diferente. Devemos montar um histórico dele, captando as suas preferências através da comunicação que se dá face-a-face com os vendedores nas concessionárias e também pelas opções que ele busca no site da Volkswagen”, diz SilvA. Além disso, a empresa trabalha com seis pontos de contato: Central de Atendimento, Concessionárias, Central Unicard, Wesite e SMS, Funcionários e Vendas Especiais.

Todas essas estratégias são muito boas, mas será que a Volkswagen não está sentindo-se ameaçada pelos carros indianos e chineses, que são muito mais baratos? Para Silva, a empresa, por enquanto, não sente-se ameaçada. “Apesar desses carros terem um baixo custo, a sua qualidade é muito inferior aos produtos da Volkswagen”, defende.

Vamos esperar para ver se os consumidores brasileiros vão pensar assim quando os carros indianos e chineses invadirem o mercado brasileiro de automóveis.

I was interviewed earlier this month for an article in 1to1 Media about Mayo Clinic’s Facebook page. Here’s an excerpt:

Like any Facebook user, the Mayo Clinic’s page allows the not-for-profit organization to post information about itself, link to its three websites (for patients, consumers, and research and education), display “wall post” messages and photos, offer video and audio podcasts, provide updates on news and events, and connect with friends. Beyond that, Aase says, “what we really hope to have it be is all about people telling their own stories—describing what their experience was like here and connecting in that way.”

The opportunity for patients to directly tell their stories online is an important word-of-mouth component for Mayo Clinic. “Social networking sites like Facebook are one means by which people stay in touch and share experiences,” says Ed Keller, CEO of the word-of-mouth research and consulting firm Keller Fay Group. “Allowing people to express themselves—telling their stories in their own voice to their friends, family, and other members of their social network—is proving to be a powerful way for brands and organizations to join the consumer conversation and to help improve their own brand position as a result.” Consumer self-expression brings authenticity and impact, Keller adds. “If consumers are happy with their experience with the Mayo Clinic, and they tell others, it will undoubtedly help Mayo to grow its reputation and market presence.”

That’s certainly Aase’s hope. “When [patients] are telling their stories, their friends will see that and may be likely to check [us] out,” he says. “That’s like the word of mouth that happens over the back fence.”

Check out the rest of the article here, and thanks to Jason Alba at FacebookAdvice.com for his favorable review.

Update: The Rochester Post-Bulletin picked up this blog alert and published a story today.

More thoughts:

Wobbly - If the screen is opened to far the unit can become a bit wobbly…not bad but a bit wobbly.

Battery - I know the battery has lower spec on the $299 unit (which I am using currently) with that being said I am not overly impressed with the battery life.  I will run a real test shortly.

Keyboard - still not very proficient on the “small” keyboard.  I think it might be more the key placement than the size!?

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Thoughts:

-Wireless works fine but MUST be manually reconnected each time…wondering if a more robust OS (Ubuntu 7.10) would fix this?

-The keyboard is small.  I am still not used to it.  Will be interesting to see how I feel at the end of the week?!

-Google Gears with FF would be great on this thing for Google Mail, Calendar, Docs…

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The EeePC is a little slow coming out of standby mode but if I put it that way by closing the lid and opening and hitting the power button it does come back.  One major issue however, when I come out of standby mode after previously having been connected to an open wifi access point, the connection doesn’t come back.  I have to manually reconnect…not good!

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Just had a emergency call from one of my Elementary schools.  Put the EeePC in standby mode hooked up to external monitor, keyboard, and mouse.  Tried to “wake up” EeePC at location with power button….unsuccessful.  Had to power down and up again.  The machine starts up in less than 30 seconds!

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So I have decided, to really put the EeePC thru its paces I must use it myself.  What better way than to use it exclusively at work (REMINDER: I am the Director of Technology for Stonington Public Schools in CT, USA).  I have hung up my MacBook, attached a monitor, usb keyboard, and usb mouse to the EeePC, plugged into the wired network and I am up and running.

I will post a blog entry today and everyday this week with my thoughts.

Success:
-Up and running using web-based apps in firefox immediately
-Installed ScribeFire add-on to blog (using it to write this)

Failures:
-Didn’t recognize manually configured 1024×768 resolution immediately.  Had to set it 3 times to get it to stick.  Problem was that bottom OS tray was stuck in the middle of the screen still displayed for native 800×400

Need to test more/MISC:
-Because I am testing with the minimum specs EeePC ($299 model) the 512mb of RAM seems a touch slow.
-I don’t miss OS X yet….haven’t done any multimedia work….

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I have now been using the Eee for  3-4 days now and contineu to be very impressed.  I am impressed espically from the view point that we can and should be putting this machine in the hands of students.  I do have some first generation gripes:

• Software installation:  I can only install what Asus allows me to install.  The point of running a FOSS system is to have open access to many, many apps.  The only way around this is to install extensions/add-ons in FireFox (which works very well).
• Wireless networking:  I can connect fine each time, but that is the problem.  Each time I restart or sleep/wake the computer I must manually re-connect to my open wireless network.
• Flaky BIOS: I tried to install the latest BIOS upgrade.  Once restarted I couldn;t use the built in scratchpad.  Another restart seemed to remove the BIOS update and return scratcpad control to me
• Trackpad button:  It is great that it is one button with two sides(right and left click), however, the button is way to stiff.
• Easy GUi only….I want full control of the Linux environment or at least the choice of one or the other.

And some praise:

• I am writing this connected to a Samsung Syncmaster monitor and a usb keyboard and mouse.  This a a wonderful way to use the laptop as a full-fledged workstation.  Only problem is that I have to keep the lid open on the laptop.  if not the machine sleeps.
• Just tested a basic headset with mic…worked great connected via 1/8 male for both.  USB adpater didn’t work at all.  Easier/cheaper to find the working 1/8 male!

Overall…when this thing gets to $300, I will recommend it to EVERY parent!

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There was a good article in Downeast Magazine about the MLTI program in Maine. Jeff Clark did a good job emphasizing that training and professional development made a difference in the implementation of the program. Real results were seen in classes that used the laptops for more than just a “finishing tool”:

Silvernail compared students in classrooms where laptops were used as a working tool to those in classrooms where the computer was essentially a finishing tool, used as a fancy word processor rather than an integral part of the writing process. “Kids using them as instructional tools significantly outscored kids who were not using them that way on the Maine Educational Assessment test,” Silvernail concludes. “The powerful thing is that they are becoming better writers, not just turning in better [papers] because they happen to be using a laptop equipped with SpellCheck.”

Silvernail is also working with math teachers to help them learn how to use laptops more efficiently. Compared to teachers who don’t receive the training, “the differences in math scores are significant,” he says. “It really emphasizes the importance of professional development for teachers, and it reinforces the idea that the laptop is a tool and needs to be used wisely.”

This can’t be said enough to the nay-sayers who are canceling laptop programs or prohibiting student use of laptops during classes.  Computers are tremendous tools that can help teachers create and extend a learner’s experience in their classrooms.  A laptop can’t do that alone; a teacher needs to be innovative and adjust their pedagogy to take advantage of what this tool can provide.