speaker: gustavo murillo lopez, mexico
TRANSCRIPT
Meebox
What is Meebox?
The name comes from an acronym
MeeboxMeebox Mee-boxMee-box My-boxMy-box
Meebox: Meebox: A technology A technology
Mexican company Mexican company
Two main ProductsTwo main ProductsMeebox TouchMeebox Touch Meebox TouchMeebox Touch
Meebox
Intel Atom D330 Dual Core 1.6GHz CPU Intel i3-530 Intel Atom N450 1.66Ghz Intel Atom N450 1.66Ghz
2GB DDR2 800Mhz Memoria Sodimm DDR3 4GB 1GB DDR2 800Mhz 1GB DDR2 800Mhz
320GB 5400RPM SATA2SATA2 500GB 7200RPM 8MB Cache
32GB SSD 32GB SSD
DVD-WRITER Blu Ray Combo Slim -
22" WIDE FULL-HD 22" WIDE FULL-HD 11.6" WIDE HD (1366x768) 11.6" WIDE HD (1366x768)
NVIDIA ION NVIDIA GEFORCE 310M Intel Integrados Intel Integrados
What was the idea behind Meebox social campaign?
• “A human approach for a high-tech brand”
We wanted people to feel confident about the brand
• How?
• By creating original multimedia content
• Asking the public one thing:
Facts
• We were competing with HUGE brands
We had a limited budget (A.k.a no budget)
• We had lots of content to communicate
Meebox is a new and unknown brand
Methodologies used
• Right Message
Right time
• Right People
Comunication
Reputation
Convertion
The CRCThe CRC
The 3 R’sThe 3 R’s
Mixed StrategiesMixed Strategies
At start, What did we learn?
• The public was proud of it being a national Product.
• It was called “A Mexican Pride”
Communication Style
“A human aproach for a hightech brand”
We tried to be as real as posibleWe tried to be as real as posible
By Making “Homemade” videosBy Making “Homemade” videos
tweeting and tweeting and posting as someone posting as someone not as somethingnot as something
Emulating the Emulating the ““user generated content”user generated content”
CrowdSourcing
• Based on the public “Mexican Pride”
We started generating new adjusted content
• Highlighting what people wanted
SEO
• The new question and challenge was:
• How to get meebox up on search engines, organically? (remember, low NO budget)
Our Answer:
Content is the KingContent is the King
VideosVideos Blog postingBlog posting Email MarketingEmail Marketing
Buzz BuildingBuzz BuildingBlog OutreachBlog Outreach
Videos
• Youtube channel
One video every two weeks
• Crowd Sourced
• We ask what they want to see next
• The most popular idea becomes the new video
Blog Posting
• One post every week
About events or new content
• Serves as “share material” on facebook
Email Marketing
• One Email Marketing per month
To segmented Databases
• To Technology blogs and sites
Blog Outreach
http://urielmania.com.mx/meebox-slate-una-tablet-mexicana/
http://www.arroba.com.mx/byte/blog/2011/01/conozcan-la-tablet-mexicana-meebox-slate/
http://tecnokun.org/meebox-primera-tablet-mexicana/
http://mx.globedia.com/meebox-slate-tablet-originario-mexico-presento-ces
http://www.teknologeek.com/2011/01/11/meebox-slate-una-tablet-presentada-en-el-ces-2011-hecha-en-mexico/
http://www.geekzeitung.com/2011/01/meebox-slate-una-tablet-hecha-en-mexico/
http://conecti.ca/2011/01/11/mexico-tiene-su-tablet-la-meboox-slate/
http://www.hardwaremx.com/forum/index.php?/topic/15409-meebox-slate-tablet-hecho-en-mexico/
http://www.tlahuac.com.mx/noticias/meebox-slate-la-tablet-mexicana/
http://marrufo9.wordpress.com/2011/01/11/meebox-tablet-slate/
http://www.tecnoupdate.com.ar/2011/01/11/meebox-slate-una-tablet-mexicana-en-el-ces-2011/
http://www.reddit.com/r/mexico/comments/ey8n0/empresa_mexicana_crea_tablet_basada_en_windows_7/
http://www.excelsior.com.mx/index.php?m=nota&buscado=1&id_nota=703472
http://mexico.cnn.com/tecnologia/2011/02/10/una-empresa-jaliciense-competira-en-este-2011-por-usuarios-de-tabletas
http://blog.serrasystems.mx/blog1.php/meebox-supera-sus-ventas
http://www.ticsparatodos.com.mx/blog1.php/la-primera-tableta-mexicana-agotada
h t t p : //w w w . c n n e x p a n s io n . c o m /t e c n o lo g ia /2 0 11/0 2 /2 4 /m e e b o x -t a b le t -m e x ic o -s la t e - ip a d -c n n
h t t p : //w w w . e lu n iv e r s a l . c o m .m x /a r t ic u lo s /6 2 8 7 3 . h tm l
http://mexico.cnn.com/tecnologia/2011/02/10/una-empresa-jaliciense-competira-en-este-2011-por-usuarios-de-tabletas
http://www.noroeste.com.mx/publicaciones.php?id=651003&id_seccion=145
http://www.fayerwayer.com/2011/01/meebox-slate-una-tablet-mexicana-en-el-ces-2011/
http://www.periodicoenfoque.com/index.php?option=com_content&view=article&id=4170:ingresa-mexico-al-mercado-de-las-tablets&catid=71:economia&Itemid=580
http://www.kitschmacu.com/2011/01/meebox-feel-touch-experience-la.html
http://nodo9.com/2011/01/11/meebox-slate-la-tablet-mexicana/
http://blogs.eluniversal.com.mx/weblogs_detalle13034.html
By Contacting tech sites via the E-mail marketing
We reached more than a thousand of notes about meebox in less than 2 months
And it worked!
Google actually recomends Google actually recomends “Mexican Tablet” if “Mexican Tablet” if you’re in Méxicoyou’re in México
Of 4 million resultsOf 4 million resultsAt least the first 10 At least the first 10 pages are about Meeboxpages are about Meebox
Results
100,000 visits in 3 months100,000 visits in 3 months
47% of the traffic comes 47% of the traffic comes from organic google resultsfrom organic google results
Sales
Sold Out Sold Out
Way more than we expected...Way more than we expected...
The first batch was sold in a weekThe first batch was sold in a week
Final thoughts
• When you engage your audience, they tend to trust the brand
No budget does not mean there’s nothing to do
• Talk to your public, listen to them and there’s a high chance they’ll have the answer.