wholesocial ugc/social game
DESCRIPTION
TRANSCRIPT
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Hola1. UGC2. SOCIAL GAME#wholeSOCIAL IAB 7.10.11
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Pero, ¿quién es este?
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Actualmente trabajocomo Director Creativo / Planner en
Para clientes como: Diageo, Baileys, Amadeus,Electronic Arts, BMW, Peugeot, Mahou, PlayStation...
(aka inspiringmove)
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Creamos ideas que generan conversaciones.
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Listen
Join & relateCreate
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UGC
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Disclaimer:
Todos los días mucha gente hace cosas, se lo pidas tú o no.
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http://www.facebook.com/video/video.php?v=467288852596&ref=mf
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http://www.youtube.com/watch?v=fep7J-mkvsE
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http://www.youtube.com/watch?v=4-94JhLEiN0
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http://www.youtube.com/watch?v=zbr2ao86ww0&feature=related
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User generated content
Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
Mar
caPersonas
Libre
“Controlado”
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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http://vimeo.com/2721992
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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1%
90%
9%
Creadores
Editores
Voyeurs
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
Mar
caPersonas
Libre
“Controlado”
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http://bbh-labs.com/creative-direction-vs-creative-selection
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Pelle Sjoenell (@pellesjoenell),Executive Creative Director, BBH LA
Creative Direction isn’t just Creative Selection.Creative Direction is about having a vision and making sure the vision is clear to everyone involved.Having a vision is about leadership, constantly inspiring and instigating.In other words, if Creative Direction is done right, you should never have to select.
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¿No piensesen un elefante?
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1. Lo primero son las ideas.2. Elige un lenguaje que encaja con tu visión del mundo y que evoque a esas ideas.3. Repite una y otra vez conceptos y palabras concretos.4. Proactividad vs Reactividad. Construye en el largo plazo.
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5. Una vez que tu marco se acepta, todo lo que dices es sentido común, es decir, razonar dentro de un lugar común.6. No respondas nunca a una pregunta enmarcada desde el punto de vista del “contrario".7. Se sincero.8. Cuenta historias. Los números se olvidan quedan los relatos.
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VisibilidadRelevancia
Dave Trott
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Impacto
Persuasión
ContactoX
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Nunca lo fuerces
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Made to Stick: Chip Heath y Dan Heath
S U C C E Simple
nexpectedoncreterediblem
otionaltories
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SOCIALGAME
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Game Mechanics & Social ObjectsInternet es donde la gente va para
divertirse. Sea lo que sea lo que estas creando asegúrate de que es divertido*
*vale, a veces también a quejarse o buscar una dirección.
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ga·mi·fi·ca·tion: Integrar dinámicas de juego en tu web,servicio, comunidad, contenido o campaña,con el objetivo de incentivar la participacióny hacerla más lúdica.
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Se descubre
Se magnifica
Se desinfla
Se convierte en productivo
Se redescubre
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No te olvides de hacer checkin para
conseguir tu badge!
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ga·mi·fi·ca·tion:
Jugador Viaje
Mecánica Dinámica
Historia ConexionesSociales
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¡NO OLVIDAR!En los “social games” un pequeño
número de gente juega mucho, y mucha gente juega poco
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“No diseñes para todo el mundo. Es imposible. Al final acabas haciendo algo que no le gusta a ninguno.”
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El ciclo del jugador social
Reticentes Evangelizadores
Antisociales Sociables
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Tipos de jugadores
Asesinos Recolectores
ExploradoresSociables
Juga
rD
escubrir
Interactuar
Hacer
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Menos blah, blah, blah... ¿algunos ejemplos?*
*me centro en algunos comerciales que para eso hacemos “marketing”
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@daniseubawww.daniseuba.wordpress.comdaniel.seuba@inspiringmove.com
Gracias