applied social media & communication strategy
Post on 18-Jan-2017
529 Views
Preview:
TRANSCRIPT
Social Media Aplicadoy
Estrategias de Comunicación
Prof. @Bernardamusalesbernardi@gmail.com
#ElisavaStarWars
#ElisavaStarWars
Twitter + Festival = @TWESTIVAL
CyberActivism
Twitter for a Good Cause
Compartir una idea
Conectar personas
Colaborar a distancia
Objetivos
❏ Descubrir las últimas tendencias en comunicación 2.0.
❏ Adaptar el diseño y la creatividad a los formatos de las redes sociales.
❏ Aprender a desarrollar un plan estratégico capaz de generar participación y viralidad.
❏ Antropología y sociodemografía en el universo Social Media
❏ Social Media aplicado a las marcas: branded content y casos prácticos de éxito
❏ Desde el briefing creativo al plan de acción: el día a día de una agencia Social Media
Temas Clase 1
❏ Twitter/Facebook/Instagram avanzados y Big Data
❏ Social Customer Care
❏ Las métricas clave (KPIs) para medir el impacto de una campaña.
❏ ¿Facebook killed the TV star? Cobertura en RRSS y nuevos formatos de publicidad
Temas Clase 2
Social Media Timeline
Let’sSpam!Gutenberg
1440
2011Social Media RevolutionMarketing, Impressions, Sales, ROI…
Is that All?
WiFi
Google Glass
¿2015?
>Friends, Family, Acquaintances>Private space>Mirror of Real Society>Contacts are “Geolocalized”
>Total Freedom>OPEN Social Network>No Barriers>Share Ideas and Interests
VIP
ARTISTS
MEDIA
PEOPLE
TWITTERLEBRITY
Are you ready for the Twitter Democracy?
VS.
? ?
Journalism 2.0:INSTANTANEOUS!
Press gets news from Twitter
+
Social Media Marketing
Awareness
Conversion
Social Customer Care
Referral
BRAND + CONTENT ?
WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
Two very different words coexist
WHAT BRANDS WANT
AwarenessConsideration
Brand attributionSales
WHAT CONTENT IS ABOUT
EntertainmentStory
RatingsTickets
ENTERTAINSELL
BRANDSSELL
PUBLISHERSENTERTAIN
Advertainment“El ocio es nuestro nuevo mercado”
ENTERTAINSELL
BRANDSSELL
PUBLISHERSENTERTAIN
Advertainment
Constantly measure content performance
Humanize your brand
Get creative
Respond to customer questions
Strategies for GOOD Branded Content
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
DIGITAL BRANDED CONTENT
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Transmedialidad
DIGITAL BRANDED CONTENT
“La comunicación no tiene medios ni formatos”
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Transmedialidad
DIGITAL BRANDED CONTENT
“La interactividad es un factor clave”
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
DIGITAL BRANDED CONTENT
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content
DIGITAL BRANDED CONTENT
“Antes el espectador veía una marca y ahora la vive”
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content
Big Data
DIGITAL BRANDED CONTENT
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content Social CRM
Big Data
DIGITAL BRANDED CONTENT
“El dialogo es un factor clave”
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User Generated
Content Social CRM
ReactiveMarketing
Big Data
DIGITAL BRANDED CONTENT
Engagement
Engagement
Engagement
KPIs EVOLUTION
FANS
Engagement SOVShare of Voice
No More Fake Fans
Conversion (CR)
Engagement
Social CRM
Virality
Traffic &Impressions
CTR
Share of Voice
Reach
Source of branded content
From the big production ….
… to the User Generated Content
User Generated Content
La primera estrategia de Branded Content
The origins of Branded Content
?
La primera estrategia de Branded Content
The origins of Branded Content
1929
The origins of Branded Content
Is Popeye still alive?
Case study: Barbie
Humanize your brand
Product Placement in Storytelling
Product Placement in Storytelling
Humanized brand VS human
Barbie-Selfie!
Transmedialidad
Carpe Diem
Special Effects
HACK?
Big screen
vs.
Small screen
https://www.facebook.com/page_guidelines.php
https://www.facebook.com/ad_guidelines.php
http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
The Perfect Social Cocktail
WE ♥ #HASHTAGS
Social Media is all about…
… SHARING!
http://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n#.hn6mPROMK
Popular Viral Headlines
? ? ? ?
Which format gets more shares?
Which format gets more shares?
Target Market
November 2015
“We don’t sell publicity..”
(We sell users…)
Source: Facebook 2015 (Spain)
?
?
?
Targeting age groups
Source: Facebook 2015 (Spain)
Source: Facebook 2015 (Spain)
?
?
?
Source: Facebook 2015 (Spain)
Targeting Interests
?
?
?
Targeting Interests
Source: Facebook 2015 (Spain)
Targeting viral segments
The Twitter REVOLUTION…
Jack Dorsey and Evan Williams started Twitter in 2006
@username
RT @username#hashtag
DM @username
Mention/reply/chat
Topic/channel/event
Forward/copy&paste
Private message
Source: Buddy Media from 320+ twitter handles of the world’s biggest brands
Buddy Media Report (2012)
Cuándo tuitear: seguir la Audiencia
00:00 1/1/2013
Google Maps
Tweets
http://twitter.github.io/interactive/andes/#
389K TPM (Tweets per Minute)
Trending Topics
Let’s map the Twitter users…
The world of verified users
@isaach
NewsPolitics
Music
Sports
TV
#KLM @KLM SUPPORT NETWORK
Gangnam Style CLUSTER
Happy 2.0
http://hedonometer.org/maps.html?comp=West%20Virginia
Less Tweets, More Happiness
Happiness vs. Distance
Twitter vs. Health Protection Agency
Geolocalization
COOL BOTS
https://vimeo.com/36877335
Facebook & Personal life
Facebook & Personal life
Adam GreenwoodTravelling from Euston to Glasgow
Social Costumer Care
Respond to your customers
The Importance of Timing
Humanize Your Brand
The company sent out some Instagrammers to document images that represented true love
Heineken took the standard “scavenger hunt” contest and went in a whole new direction.
The company created a mosaic of images, then challenged fans to find the items and use hashtags on the appropriate pictures.
Winners of the hunt would receive tickets to the U.S. Open Men’s Final.
The glasses company has
hosted several
“Insta-Walks”
Free drinks at the rooftop party, and in return Wary Parker has a flood of photo promotion
The SOCIAL MEDIA stars…
Apple Tree Communications (2012)
Organic Reach
Media Types
Paid Media
KPIsKey Performance Indicators
KPIs EVOLUTION
FANS
Engagement SOVShare of Voice
Impressions
Impressions = flyers
Reach (Unique users)
Impressions
Post Interactions
Spontaneous: Post to Page / @mentions
Share Of Voice
= 4.6 %% followers reading the tweets
potential impressions
ESPN: The Worldwide Leader Cable/Satellite TV Channel in Sports
Audiencias: TV vs. Social Media
¿Cuanto costa alcanzar 1000 personas?
top related