master new trends on comunicacion
DESCRIPTION
As presented in the Master of New Trends in Communication in Jaime I University. Castellon , nov 2010 .-Includes interactyion tools, on line demos, and multiple videos - (5 hours lecture)TRANSCRIPT
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MASTER en Nuevas Tendencias
en COMUNICACIONNoviembre 2010
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
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http://www.youtube.com/watch?v=SozD9z1EJUM
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EXTERNA
INTERNA
Estratégica
Off-line
On-line
2.0
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Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
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SOY UN BUEN AMANTE
Marketing
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SOY UN BUE
N AMANTE
I am a great Lover
Publicidad
SOY UN BUEN AMANTESOY
UN BUEN AMAN
TE
SOY UN BUEN
AMANTESOY UN
BUEN AMANTE
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Relaciones Publicas
Confia en mi, es un BUEN AMANTE, pruebalo
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CREO QUE ERES UN BUEN AMANTE
Branding
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Social Media
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Communication Trends
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Transiciones
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Del mensaje….
….al CONTENIDO
“Un contenido es un mensaje
que la sociedad quiere que exista”
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De la FICCIÓN….
….al
REALITy
7x24
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No es lo que se dice…………Es lo que se hace
De Mostrar…. ….a Demostrar
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Resonancia Magnetica funcional
De la Investigación….
….al
Neuromarketing
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Del Broadcasting….
….a la Influencia
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HERRAMIENTAS UTILES
De
la A
gen
cia.
..
….a la Ferreteria
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….al FAN
Del Target….
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Del Televisor….
….a la Tele
Del Continente….
….al Contenido
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No + eufemismos….a la Incredulidad
De la INOCENCIA….
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
Casos & CosasLecciones Aprendidas
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14.M artículos
Hiper-abundancia
de contenidosGenerados
Por los usuarios
125.M productos
2.KM visionados/día
160.M blogs
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con inteligencia y servicios contextuales
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media
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Viernes, 15.03.1989 21:45
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Viernes, 05.11.2010 21:45
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Ultra fragmentación de audiencias
y mercados
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segmentación
contextual
behavioral
Relevanci.ad
+= 35%
ventas Amazon.com X
recomendaciones
personalizadas
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nuevas fuentes de
confianza
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difusión viral de contenidos
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credibilidad
Empiezan el proceso de compra
en buscadores
96%
79%
de los consumidores se fían de la opinión de
otros usuarios
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Intro. Comunicando¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
CASOS y COSAS
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P-2-P
DIRECTORES de SUCURASL en Acción.
100% GENUINO
•MENSAJE DIRECTO a SUS clientes y la COMUNIDAD
directly to their branch customers and community
• EXPLICAN el CONCEPTO - APROVECHA
• Una Promesa Comercial ejemplos REALES CONCRETOS
• INVITAN a una CONSULTA PERSONAL
Making ofMaking of San VicenteSan VicenteUtreraUtrera
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Customised posters Con los datos especificosCustomised posters Con los datos especificos
FIRMADOS x cada Director FIRMADOS x cada Director
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Intro. Comunicando¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
Lecciones Aprendidas
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P.O.S.T.
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ENGAGE BUY USE SHARE COMPLETE
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0-10 10-20 20-30 30-40 40-50 50-60 60-70
% WWW% $0
10
20
30
40
50
60
70
80
90
100
% WWW
% $
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C.A.R.S
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CUSTOMIZED
AGGREGATED
RELEVANT
SOCIAL
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De….
Catálogo
De
Productos
PUSH
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a….
identificar
Necesidades
PULL
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Migracion
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for NO tekkies
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http://diarioderobinson.blogspot.com/2009/12/en-el-futuro.html
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http://www.telecinco.es/becarios/
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63.Maplicaciones de iPhone
descargadas / dia
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for NO tekkies
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Fijacion &
Difusion
+( x )=
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Un conocimiento privilegiado de 230 tecnologias emergentes
y sus capacidades para transformar el sector bancario
OBSERVARTecnologias que pueden verse alteradas
en su desarrollo a LP
“SCARY ZONE" Proyectos con potencia aporte de
Ventaja Competitive A medio plazo
DECIDIR Adoptar inmediatamente
o “ser segundo"
Ventana de Oportunidad- +
Desarrollo
Riesgo
-
+
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Etnografia
Net-nografia
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Net-ografia
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sistemas de medición o Buzz-monitoring
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Data lover David McCandless & co. analyzed over 10,000 random
Facebook status updates to determine when couples are most likely to break up.Fun Facts:•A big peak right before Spring Break•Most breakups are announced on Mondays•People like to start the summer being single•A big peak right before Christmas•The lowest day throughout the whole year is Christmas Day
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StrategyMain
Stakeholder
Engagement
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•Conocer, valorar y actualizar el capital relacional•Mejorar la eficiencia y eficacia de la comunicación
•Medir las percepciones de los stakeholders más influyentes
•Vincular a stakeholders influyentes al proyecto
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DE lo que QUEREMOS hablar
DE lo que TENEMOS que hablar
NegocioAccionResultadosCrecimiento / ExpansiónProducto / ServicioCompetenciaPresidente / CEOValores, etica
EstrategiaModelo de distribucion PosicionameintoSencillezCustomer-Centric eficiencia
FutbolBaloncestoPatrocinios , Publicidad
Responsabilidad, ReputacionSostenibilidad, metricas, Eduicacion financiera,Valores de futuro
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
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ENGAGE BUY USE SHARE COMPLETE
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¿ya tienes tu propio Widget?
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Intro. Comunicando
¿Qué esta pasando?
¿Qué va a pasar?
Toolbox
High Tech for no tekkies
¿Qué ha pasado?
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C.A.R.S
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ENGAGE BUY USE SHARE COMPLETE
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Gracias.
Preguntas, comentarios, sugerencias,
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