daniel viarengo romain martin - insight...
TRANSCRIPT
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Daniel Viarengo
Romain Martin
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NO son significativos para los consumidores
60% De los contenidosentregados por las marcas
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STORYTELLING
NarrarComunicar a través de la historia.
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Poco valor para la gente
En el intercambio
actual de valor con las marcas
A los latinoamericanos no les importaría que el
69%desapareciera
(Vs 74%Global)
(Vs 27%Global)
Y sólo el
44%mejoran notablemente la calidad de su vida.
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STORYDOING
De contar a hacer...
(sin olvidarnos de la historia)
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• Cuento
• Comunicar productos
• Construcción de marcapor notoriedad
• Hacer que la gente quiera cosas
• Historia a través de una acción
• Productos, herramientas, servicios, soluciones que comunican
• Construimos marca por utilidad
• Hacer cosas que la gente quiera
• Cosas que apunten a mejorar la vida de las personas (a nivel personal y colectivo).
STORYDOING
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VOLVO Life Paint
Herramienta para llevar el principal valor de marca
(seguridad) a todos los ciclistas
Fact: Every year in the UK over 19,000 cyclists are involved in accidents.
Vision: By 2020, no person will be killed, or seriously injured, by a new Volvo.
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Invierten en CONTENT STUDIOS propios
Con las siguientes tendencias y características
2014
2016
2011
2015
2017
BRAND PARTNERSHIPS & COLLABORA-
TIONS
WORK DIRECTLY WITH THE CREATIVE COMMUNITY
ACTING AS A MEDIA
COMPANY
SELLING AD INVENTORY ON
THEIR CONTENT
LICENSING CONTENT TO
OFF-SET MEDIA BUDGETS
IN-HOUSE CONTENT STUDIO
UTILISED AS A MARKETING
INITIATIVE IN ITSELF
UNDERSTAND VALUE OF
OWNING YOUR OWN IP
ENTERTAINING CONTENT NOT INTERRUPTIVE
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CONTENTMARKETING
Para generar engagementy significatividad
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MÓDULO DE CONTENT MARKETINGFRAMEWORK MEANINGFUL BRANDS
Beneficios Personales
Beneficios Funcionales
FÍSICO
GOB/ÉTICA
MEDIOAMBIENTE
COMUNIDAD
LUGAR DE TRABAJO
ECONOMÍA
ORGANIZACIONAL
FINANCIERO INTELECTUALES
SOCIAL
NATURAL
Beneficios Colectivos
FUNCIONAL
55Content
MarketingActions
+1,500Brands
EMOCIONAL
EXPERIENCES CONTENT PLATFORMS / SERVICES
INSPIRE ENTERTAIN EDUCATE INFORM HELP REWARD
O PES
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AssociationIs this action associated
with my brand?
Performance How is my brand
executing this action?
ExpectationWould people like my brand to offer
this specific action?
POTENCIAL DE LOS CONTENIDOS
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Audience
analysisOpportunitiesAudit Best cases
1 2 3 4
2
3
1 4
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STORYLIVING
Vivir en primera persona la marcaCompartiendo creencias y experiencias
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Desde capitalizar preconceptos positivos hasta derribar estereotipos negativos.
CREENCIAS EXPERIENCIAS
Historias creadas para que las personas las experimenten,
la cuenten y formen parte de ella.
VS
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S
P
EXPERIENCES
Home Events
Physical Activities
Parties/Events
Trade Fairs
VIP Exp.
PLATFORMS / SERVICES
Customer Support
Loyalty programs
Lifestyle Apps.
Online Purchasing
Social Media
CONTENT
Co-Creation
Educ. Material
Lifestyle Exp.
Sport Events
Web SeriesO
E
55Content
MarketingActions
O
O
O
O
O
O O
O
O
O
O
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REALIDAD VIRTUAL (VR)
INTELIGENCIA ARTIFICIAL (AI)
INTERNET OF THINGS (IoT)
Consumidores en búsqueda de
experiencias memorables, con mayor
interacción y vinculación.
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• Mejorar la calidad de vida de las personas
con un beneficio visible y valioso.
• Dar más protagonismo a las personas para que vivan la marca y la
valoren.
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• Pensar la innovación en términos de utilidad (vs novedad)
• Desarrollar contenidos y experiencias significativas, ponerse en el lugar de las personas para entenderlas
• El Vídeo Live será el futuro del Content Marketing?
• Nuestro desafío: seguir impulsando herramientas para medir el poder de los contenidos y las experiencias.
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