Brand Telefónica S.A.

Digital Business_ chapter #5 Mg. Alejandro M. Salevsky

Lic. Juan Manuel Cascone

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Global BI

Telefónica S.A.

Our plan

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Oct Sep Ago

#4 Final brief #2 & #3: comm & rev stream 1# business modeling

5. Media

Activities

7. Customer Insight

4. Telco

6. Stock Market Insight

3. Social media & advertising

8. Trends

2. Digital business models

1. Introduction

Written test

Business plan activity

Topics

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Global BI

Telefónica S.A.

Session #5 – Agenda

Advertisement

1.News (non MECE!)

2.What is Social Media?_

3.Customer Insight

4.Marketing Online Basics

5.Case:

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Global BI

Telefónica S.A. http://www.nytimes.com/2013/09/04/technology/microsoft-acquires-nokia-units-and-leader.html?hp

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Global BI

Telefónica S.A.

Session #5 - Agenda

1.News (non MECE!)

2.What is Social Media?_

3.Customer Insight + 1st Cases

4.Marketing Online Basics

5.Case:

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Global BI

Telefónica S.A.

a group of Internet-based

applications that build on the

ideological and technological

foundations of Web 2.0, and that

allow the creation and exchange

of user-generated content.

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Global BI

Telefónica S.A.

Why social media matters in advertising…?

Social media

brings new ways

of interaction

between

companies and

customers

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Global BI

Telefónica S.A.

Why social media matters in communication…?

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Global BI

Telefónica S.A.

Session #5 - Agenda

1.News (non MECE!)

2.What is Social Media?_

3.Customer Insight + 1st Cases

4.Marketing Online Basics

5.Case:

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Brand

Telefónica SA

“Personal” THRILL / insatisfaction source

Consumption DRIVER Advertisement GOAL

Age targets have different relations with digital and traditional advertisement

Source: Market research / Turner Screens / Internal team

Get bored Brings the “magic sparkle”.

Surprises. Make kids feel playing What‟s new. Surpirse. Magic.

Game/Ludic KIDS

Don‟t belong / be out of

the “heard”

Define belonging models and

personalities

Quest for aknowledgement

and belonging TEENS

Don‟t know what I whant, what

I want to be / search for

freedom

Allow experimentation / help in

personal quest

Self re-inforcement / liife guides YOUNG

Get lost in the middle of

everyone / settle down / grow old

/ lose freedom

Legitimizes differences / build

bridges to infancy and youth /

attach to freedom

Differentiation / eternal

youth KIDULT

Do not succed / lose financial

independency / get financial

independency

Bring aspirational goals Aspirational / risk aversion

ADULT

ABC1 / C2 / D1

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Global BI

Telefónica S.A.

Session #5 - Agenda

1.News (non MECE!)

2.What is Social Media?_

3.Customer Insight + 1st Cases

4.Marketing Online Basics

5.Case:

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Global BI

Telefónica S.A.

Three stages in the advertisement industry…

1. “Private

placement” 2. Mass media 3. Digital

•? – 1940’s

•The owner of the

media sells space for

advertisers

•The advertiser buys

space and is

responsible por

campaigns

•Company-2-

consumer

communication

•1940’s – 2000’s

•Media agencies pre-

buys space from media

owners and then re-sell

it to advertisers

•Media agencies are

responsible for

creativity

•Company-2-

consumer

communication

•2000’s - ?

•Media agencies and

digital adv companies

prebuys space and

advices in SEM

•Small companies can

advertise in small

media: LONG TAIL

•Company-2-

consumer-2-company

communication

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Telefónica S.A.

Private placement

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Telefónica S.A.

Placement

trough media

planning centre

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Telefónica S.A.

Placement trough SEM

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Telefónica S.A.

Placement

trough SEM

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Global BI

Telefónica S.A.

SEM vs. SEO

(google search

page)

SEM

SEO

Brand Telefónica S.A.

ONLINE + OFFLINE ADVERTISEMENT & DEVICES_

Advertisement is inseparable from TV

experience.

Effective when working through an effective plot, not allowing to

much segmentation and ROI control

TV

“MASSIVE” PLATFORM

Allows interaction and personalisation in design

and delivery

Relies on “pull” and not on prime time “push”

ROI analysis king

DIGITAL DEVICES

PERSONALISATION

Allows interaction, personalisation and

ubiquity

Can be pull or push, but there is always the risk of

being intrusive. Works great on “idle” times

ROI analysis super-king

MOBILITY

“UBIQUITY”

+ +

Any digital and social media communication strategy needs to wisely combine every platform (if possible)

Brand Telefónica S.A.

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Global BI

Telefónica S.A.

A typical advertising planning (and execution) process

P&S target

selection and

objectives

Brief definition Media planning Pre tests &

production

Post tests and ROI

analysis

•Definition of the

target trough

appropiate

segmentation (age,

income,

geography, etc)

•Definition of

generic and

specific objectives

(ROI Later)

•Briefs and insighs

to be handled to

creativity

•Media selection

•Investment

guideline definition

•Schedule and

events

•Pre-test with

consumers

•Production

•Post-test research

•ROI analysis

Objectives Creativity Live!

•Brand awareness

•Education

•Engagement /

Loyalty

•Call-to-action

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Global BI

Telefónica S.A.

A typical advertising planning (and execution) process

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Global BI

Telefónica S.A.

Session #5 - Agenda

1.News (non MECE!)

2.What is Social Media?_

3.Customer Insight + 1st Cases

4.Marketing Online Basics

5.Case: analyzing digital

campaigns

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Global BI

Telefónica S.A.

Analyzing social campaigns

You will see campaigns using social media. In teams, analyze:

1. Which is the Product or Service offered / related?

2. Which is the target?

3. Which is the general objective?

4. Which media are using? Which is the relation between the media chosen and the

objective?

You will have „5 after each case and then we will discuss in class

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Global BI

Telefónica S.A.

#1 DOVE

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Global BI

Telefónica S.A.

#1 DOVE

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Global BI

Telefónica S.A.

#1 DOVE

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Global BI

Telefónica S.A.

Analyzing social campaigns

You will see campaigns using social media. In teams, analyze:

1. Which is the Product or Service offered / related?

2. Which is the target?

3. Which is the general objective?

4. Which media are using? Which is the relation between the media chosen and the

objective?

You will have „5 after each case and then we will discuss in class

31

Global BI

Telefónica S.A.

#2 Mercedes Benz

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Global BI

Telefónica S.A.

Analyzing social campaigns

You will see campaigns using social media. In teams, analyze:

1. Which is the Product or Service offered / related?

2. Which is the target?

3. Which is the general objective?

4. Which media are using? Which is the relation between the media chosen and the

objective?

You will have „5 after each case and then we will discuss in class

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Global BI

Telefónica S.A.

#3 O2

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Global BI

Telefónica S.A.

#3 O2

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Global BI

Telefónica S.A.

#3 O2

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Global BI

Telefónica S.A.

Analyzing social campaigns

You will see campaigns using social media. In teams, analyze:

1. Which is the Product or Service offered / related?

2. Which is the target?

3. Which is the general objective?

4. Which media are using? Which is the relation between the media chosen and the

objective?

You will have „5 after each case and then we will discuss in class

37

Global BI

Telefónica S.A.

Contact us!!!!

•BLOG:

www.digitalbusinessuca.wordpress.com

•Mail: asalevsky@gmail.com /

jmcascone@gmail.com

•Twitter: @alesalevsky

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Global BI

Telefónica S.A. Thank you!