creata social media 2010
DESCRIPTION
Deck prepared for planning sessions.TRANSCRIPT
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SOCIAL MEDIA 2010
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Unas reglas a tener en cuenta.
Mapa de los Medios Sociales Cambio paradigmático Herramientas de Social Media relevantes y plataformas existentes
Tendencias y plataformas emergentes
Implicancias en la relación Agencia-Cliente.
Integración de campañas masivas-offline con Medios Sociales. Campañas - ejemplos
AGENDA
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Antes de empezar.
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#1Google:
“No pensemos más en Offline-Online:
es NON-LINE”
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Shiv Singh Director Digital Engagement
&Social MediaPepsiCo.
#2“Social Media
IS Media”
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http://thefuturebuzz.com/2010/01/06/embrace-the-web/
(y no importa que seas planner, creativo, cuentas, medios, socio o director)
#3 Como publicitarios:
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#4 SHHHH…
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Lo que importa es lo de adentro.
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Empezamos!
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Más de la mitad de la población mundial tiene menos de 30 años.
No conciben la vida sin internet y sin Social Media…
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…sin celular...
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… o sin jugar.
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Web es Mobile. Mobile es Social.
Social es Gaming.
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500MM u150MM mobile
Web es Mobile.
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Fuente Comscore
Web es Mobile.
Twitter: 145MM usuarios, 62% mobile.
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Sí, Web es Mobile.
75% of YouTube Mobile users report that mobile is their primary way of accessing YouTube content.
70% visit YouTube Mobile at least once a day (7.1MM)58% spend more than 20 minutes per visit to YouTube Mobile38% feel that YouTube Mobile is replacing their desktop YouTube usage
Por minuto, se suben 34 horas de video.
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Mobile es Social.
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Social es Gaming.
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Veamoslo en vivo:
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Mobile en 24hs:
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Social Gaming en 24hs:
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Esto pasa a nivel mundial.
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Incluso en Argentina.
Datos AR: Total usuarios online pais: 12.7 MMUsuarios de Facebook: 10 MM(78% del total usuarios de internet del pais).
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Para poder explicar esta nueva realidad tenemos que retroceder un par de años.
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Web 1.0 = informar
Web 2.0 = colaborar y compartir
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En este punto es cuando el consumidor cambió.
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Mejor dicho, evolucionó.
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Mientras muchas marcas y agencias se limitaban a mirar
el cambio desde afuera...
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El consumidor se convirtió en prosumidor*…
* Alvin Toffler predijo este cambio en 1980 en su libro “La Tercera Ola”.
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Y cambió la forma de consumir medios.
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El consumidor se adueñó de las marcas.
Después del cambio Una semana después del cambio
Antes del cambio
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Y exige cambios en los productos.
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Los websites de las marcas pierden tráfico dia a dia…
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…Mientras que el tráfico crece sin pausa en las redes sociales.
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Crecimiento del tráfico de Twitter
3.500%
700%
En un año...
Crecimiento del tráfico de Facebook
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Plataformas y herramientas de Social Media relevantes en LATAM
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Plataformas y herramientas de Social Media relevantes para las
agencias (por lo menos hoy).
Video BloggingRedes sociales
Microblogging
Fotos
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Tendencias y plataformas
emergentes.
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#1 Geolocalización.
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Facebook Places
Por ahora solo disponible en USA
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Facebook Deals
Por ahora solo disponible en USA
Control total por parte del usuario:- Oferta individual- Oferta amigo- Oferta lealtad- Oferta caridad
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Por ahora solo disponible en USA
Facebook Deals
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#2 Todos jugamos.
Revenue From Virtual Goods 4X Higher Than Mobile Advertising
January, 2010 was the last month that advertising revenue was greater than virtual goods. Since then, it’s been nothing but micro-transactions of toys, coins, weapons and levels, just to name a few. Flurry conducted the research on 2.2 million daily active users.
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#2 Todos jugamos.
Badgeville helps drive and measure user behavior and engagement through loyalty, participation and rewards, game mechanics and analytics. Recognize and reward your audience for engaging with content using points, badges, trophies and more.
Platogo Gets Casual Games Facebook Ready.
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#4 Mobile Commerce.
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#4 Mobile Commerce.
61% of carriers see mobile
coupons as the dominant form
of Mobile Marketing by
2015.
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#5 El crecimiento no va a parar...
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…Las marcas no pueden “irse”.
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- La comunicación online es muy dinámica y evoluciona permanentemente.
- Ventaja mínima de las Agencias sobre los Clientes.
-En lo táctico, implica entender el medio, hablar el lenguaje y conocer tendencias.
- Este conocimiento va a permitir que las campañas se ajusten a esta nueva realidad.
Implicancias en la relación Agencia-Cliente
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El Social Engagement en los distintos Medios Digitales, Propiedades y Plataformas Sociales
Propiedades DigitalesWebsite de la marca
2010
OWNED MEDIA
PAID MEDIA
Contenido Rich Media
Pauta OnlineBanners
Embajadas
Digitales
Involucramiento de Influenciadores
SOCIAL PLATFORM
S
EARNED
MEDIA
Partnerships- Contenidos de Entretenimiento- Influenciadores- Plataformas de Nicho
2011
INTEGRACION
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Integración de campañas masivas/offline con Medios Sociales.
ERROR:El concepto está antes de la campaña y
no se piensa según el medio.
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Campañas.
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Starbucks.
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Nike+.
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Blendtec.
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Pepsi.
En 2010 Pepsi se baja de la tanda del Super Bowl y destina 1/3 de su presupuesto de marketing anual a social marketing para empujar causas de bien comun: The Refresh Project. www.refresheverything.com/
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eltseN
2 meses después de iniciada la campaña en su
contra, Nestle se asoció con Forest Trust para modificar su proceso de producción y
evitar dañar la selva.
2 meses después de iniciada la campaña en su
contra, Nestle se asoció con Forest Trust para modificar su proceso de producción y
evitar dañar la selva.
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Conan O’Brien.
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Terminator.
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Sushi Pop.
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Ikea.
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Swiss Com.
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Skittles.
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Old Spice.
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Para cerrar:
Sean MUY CURIOSOS.
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Todo está disponible online.
Gratis!
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