digitalbrandingp1 121213061444-phpapp02
TRANSCRIPT
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Claves y tendencias en branding digital
ARMANDO LIUSSI DEPAOLI @mandomando 18-Diciembre 2012
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CLAVES
#1 AUTENTICIDAD …versus
Veracidad
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@ m a n d o m a n d o
Ya somos una marca digital
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@ m a n d o m a n d o
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@ m a n d o m a n d o
La conversación comenzó antes que la deseáramos …
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@ m a n d o m a n d o
La conversación comenzó antes que la deseáramos …
… y no sirve de nada esconderse
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@ m a n d o m a n d o
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@ m a n d o m a n d o
Puede que parte de su discurso fuera verdad …
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@ m a n d o m a n d o
… pero no fueron creíbles
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@ m a n d o m a n d o
El mito es mas autentico
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@ m a n d o m a n d o
(mito)
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@ m a n d o m a n d o
El éxito está en lograr esa suspensión de la incredulidad
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@ m a n d o m a n d o
La autenticidad reside en ser consistentes
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@ m a n d o m a n d o
65% de los consumidores
abandonaría a una marca si su comportamiento
resulta inconexo, falso o irritante
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@ m a n d o m a n d o
Contar historias nos conecta y nos define
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CLAVES
#2 META BRANDING
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@ m a n d o m a n d o
La imagen rompe formatos
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@ m a n d o m a n d o
La imagen rompe formatos
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@ m a n d o m a n d o
El outdoor ya es digital
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@ m a n d o m a n d o
El outdoor ya es digital
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@ m a n d o m a n d o
El outdoor ya es digital
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@ m a n d o m a n d o
El Branding revive en la realidad aumentada
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@ m a n d o m a n d o
Un evento es un hito encontrable
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CLAVES
#3 UN-BRANDING Pierde el control de tu marca
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@ m a n d o m a n d o
La percepcion social reina
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@ m a n d o m a n d o
de los consumidores descreen de lo que dicen
las marcas de sí mismas
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@ m a n d o m a n d o
La credibilidad social se gana en el dialogo
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@ m a n d o m a n d o
de los consumidores creen en lo que opinan
otros consumidores de una marca
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@ m a n d o m a n d o
Undesign
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@ m a n d o m a n d o
“Undesigned” o cuando el contenido gana sobre el diseño
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CLAVES
#4 SOCIAL-BRAND FIRST digital brand, después
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@ m a n d o m a n d o
El Esquema es mas Social Media
que Digital
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@ m a n d o m a n d o
Aquí está el debate digital
Social Media Strategy no es lo mismo que Digital Marketing
Tú y tu compañía
Comunidades y audiencias
Tu producto
Brand´s target
Engagement Insight Mensajes Compras y estadísticas
Social Media Strategy Digital Marketing
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@ m a n d o m a n d o
Somos lo que la Red dice que somos
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CLAVES
#5 CROWD SOURCING c2c : customer to customer
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@ m a n d o m a n d o
Pasamos del market share al share of customer
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@ m a n d o m a n d o
Los productos y marcas como la fuente de todos los valores Vender un producto por vez a tantos clientes como sea posible Diferenciación de producto frente a la competencia Rendimiento sobre confianza Busca un incremento constante de nuevos clientes Vende a los consumidores Utiliza los medios de comunicación para construir la marca y anunciar productos
Considera a los clientes como la principal fuente de valor Vender tantos productos como sea posible a un cliente por vez Diferenciación de clientes entre ellos Todo cliente es rentable. Busca incrementar nuevos negocios para dar valor y fidelizar Colabora con los consumidores Vive los medios digitales para determinar necesidades y hacer comunicaciones individuales
Market–Share no es lo mismo que Share-of-Customer
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@ m a n d o m a n d o
Y nos movemos de los derechos propietarios a los compartidos
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@ m a n d o m a n d o
Y nos movemos de los derechos propietarios a los compartidos
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@ m a n d o m a n d o
“Custowners” Cuando el
crowdsourcing es espontáneo pero buscado
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@ m a n d o m a n d o
Tus enemigos pueden ser tus aliados
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@ m a n d o m a n d o
@marcosdequinto (Coca-Cola) dió esta conferencia con una botella en la mano … pero de … Pepsi
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@ m a n d o m a n d o
El foco esta en la comunidad
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@ m a n d o m a n d o
crowdsourcing en el ADN
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CLAVES
#6 SOCIAL GREEN
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@ m a n d o m a n d o
Una Marca son sus valores
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@ m a n d o m a n d o
Una Marca son sus valores
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@ m a n d o m a n d o
Defender posturas te vuelve visible
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@ m a n d o m a n d o
“Green Porno” de Isabella Rossellini
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@ m a n d o m a n d o
Mas que segmentacion… perfilado
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@ m a n d o m a n d o
Social friendly La estabilidad social es
paralela a la sostenibilidad verde
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CLAVES
#7 MOBILE BRAND
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@ m a n d o m a n d o
la seduccion ANTES que la interrupcion
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La viralidad es movil
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@ m a n d o m a n d o
El diseno vive en la realidad aumentada
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@ m a n d o m a n d o
¿Y las Tendencias Mando?
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TENDENCIAS
#1 | THE BRAND SHOW
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@ m a n d o m a n d o
Storytelling
Entretenimiento
Gamificación
La historia sin fin
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@ m a n d o m a n d o
Presente dialogante dispuesta
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@ m a n d o m a n d o
Contexto Experiencias Motivacion Viralidad
Comunidad
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TENDENCIAS
#2 FFYL pelea por tu amor
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@ m a n d o m a n d o
Help me help you
help others
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norte al comportamiento
valores hipersensoriales
Femenina y lúdica
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@ m a n d o m a n d o
con las personas antes que con las patentes
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TENDENCIAS
#3 VOZ HUMANA
misko13
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curiosa creativa sensible falible
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@ m a n d o m a n d o
la pasión marcará la conversación
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@ m a n d o m a n d o
Bosstube
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@ m a n d o m a n d o
porque se recupera a las personas detrás de las marcas
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@ m a n d o m a n d o
cuando nos hablan quienes las crearon
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Claves y tendencias en branding digital
¡Gracias!
ARMANDO LIUSSI DEPAOLI
@mandomando @2shareworld