{"id":8361,"date":"2010-03-01T08:02:56","date_gmt":"2010-03-01T07:02:56","guid":{"rendered":"https:\/\/www.churbayportillo.com\/blog\/?p=8361"},"modified":"2022-06-02T10:45:23","modified_gmt":"2022-06-02T08:45:23","slug":"la-efectividad-del-marketing-en-facebook","status":"publish","type":"post","link":"https:\/\/www.churbayportillo.com\/blog\/2010\/03\/01\/la-efectividad-del-marketing-en-facebook\/","title":{"rendered":"La efectividad del marketing en Facebook"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1888 alignright\" title=\"Facebook logo\" src=\"https:\/\/screto.s3.amazonaws.com\/uploads\/2008\/12\/facebook.jpg\" alt=\"\" width=\"143\" height=\"54\" \/>El primer estudio que analiza la efectividad de las p\u00e1ginas de <a title=\"El valor de las relaciones en Facebook y otras redes sociales\" href=\"https:\/\/www.churbayportillo.com\/blog\/2009\/04\/02\/el-valor-de-las-relaciones-en-facebook-y-otras-redes-sociales\/\">Facebook<\/a> como herramienta de marketing sostiene que pueden incrementar las ventas, el\u00a0 boca a boca y la fidelidad de los clientes.<!--more--><\/p>\n<p>La investigaci\u00f3n fue realizada en la Escuela Jones de Negocios de la Universidad de Rice, en los Estados Unidos, por el profesor Utpal Dholakia y la alumna Emily Durham, fundadora de Restaurant Connections, una consultor\u00eda dedicada a la hosteler\u00eda.<\/p>\n<p>Ambos estudiaron el caso de Dessert Gallery (DG), una popular cadena de cafeter\u00edas de Houston que antes del estudio no estaba en Facebook.<\/p>\n<p>Despu\u00e9s de interrogar a 1.700 personas, durante tres meses, los investigadores llegaron a la conclusi\u00f3n de que los fans de la p\u00e1gina de Facebook de DG<\/p>\n<ul>\n<li>Visitaban DG un 36% m\u00e1s que el resto de los clientes.<\/li>\n<li>Gastaban un 33% m\u00e1s en DG que el resto de los clientes.<\/li>\n<li>Ten\u00edan lazos emocionales un 14% m\u00e1s fuertes que el resto de los clientes.<\/li>\n<li>Su lealtad hacia la marca era un 41% m\u00e1s fuerte que el resto de los clientes.<\/li>\n<\/ul>\n<p>Seg\u00fan Dholakia, esto indica que las p\u00e1ginas de fans de Facebook ofrecen un sistema barato y efectivo de marketing en redes sociales.<\/p>\n<blockquote><p>Debemos ser cautelosos en la interpretaci\u00f3n de los resultados del estudio, dijo Dholakia. El hecho de que s\u00f3lo alrededor del 5% de los 13.000 clientes de la empresa se convirti\u00f3 en fans en Facebook en el plazo de tres meses indica que puede funcionar mejor como programas de marketing dirigido a nichos de clientes que utilizan regularmente Facebook.<\/p><\/blockquote>\n<p>Fuente: Universidad de Rice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El primer estudio que analiza la efectividad de las p\u00e1ginas de Facebook como herramienta de marketing sostiene que pueden incrementar las ventas, el\u00a0 boca a boca y la fidelidad de los clientes.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2,9,10,11],"tags":[899,220,535,122,724,933,390,128],"class_list":["post-8361","post","type-post","status-publish","format-standard","hentry","category-branding","category-comercio-electronico","category-emprendedores","category-pymes","tag-boca-a-boca","tag-facebook","tag-investigacion","tag-marca","tag-marketing","tag-negocios","tag-redes-sociales","tag-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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