fernando barbella - fiap 2009

Fernando L. Barbella

Director Creativo Interactivo

BBDO ARGENTINA

Todos desean el

progreso, pero

nadie quiere el

cambio.

(Gracias, Ulrik)

Ulrik Haagerup, Editor en Jefe de Nordjyske

Media, en Aalborg, Dinamarca

“The next step is to recognize that there is a paradigm shift.

We have lost a monopoly to tell stories to people. Now

everybody can do it and we have to make sure that all

these people who come up with videos, sound, blogs, will

be involved with our news factory in order to make that

content available to people.”

…, eh?

Entrevista a Ulrik Haageruphttp://www.youtube.com/watch?v=jNB09yDrGkc

“In most online communities,

90% of users are lurkers

who never contribute,

9% of users contribute a

little, and

1% of users account for

almost all the action.”

Jakob Nielsen

UGC? WTF?

La cura de todos

los males.

f.f.f.Dramatic Shift in Marketing Realityhttp://www.youtube.com/watch?v=ciSrNc1v17M

Paso de los Toros - Mandale un mensaje a tu exhttp://www.vimeo.com/3253708

Lays – La alegría se compartehttp://www.vimeo.com/2119836

7up Free - Liberate de lo que no querés para voshttp://www.vimeo.com/3175874

7up Lima Free – Ponele noche a la webhttp://www.vimeo.com/1855086

From…

PAID MEDIA

to…

EARNED MEDIA

Muchas Gracias