digital experience #eventoplus
TRANSCRIPT
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@titonet
Digital + Eventos
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@titonet
Antes de empezar
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@titonet
‘99 ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10
TELEPRIX SEISGRADOS RENTING CAR
TOYOTA VW
CABREIROA
PLAYSTATION MALIBÚ BACARDI SUPERIOR
PORTAVENTURA MARTINI
NORDIC MIST
ESTRELLA LEVANTE
BACARDI LIMÓN
COMMES DES GARÇONS CALVIN KLEIN ASICS
MARKETING & COMMUNICATION PROJECTS
EDUCATIONAL EXPERIENCE
InternaRonal Development
(Spain, France, Brazil, Portugal, Argen?na, Mexico)
First Round of investors
Professional achievements
IED. Professor of Marke?ng
UPF. MBA Marke?ng Professor
EAE. Master Professor
ELISAVA. Professor of Communica?on Strategies
PROFESSIONAL EXPERIENCE
INTERNET START UP
EXPERIENCE
’11 ’12 ’13
INESDI. Master Professor
TITONET
BACARDI
HENKEL
SCHWEPPES
FOXIZE
DIGITAL TRANSFORMATION
FOXIZE
Dejar que me presente
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Briefing
Queremos hablar de digital + eventos
Queremos algo práctico
Estaría bien hacer un ejercicio
En 40 mins charla + preguntas 30 mins ejercicio
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@titonet
¿Qué piensa la gente cuando hablamos de Digital & Eventos?
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@titonet
¿Qué piensa la gente?
Viralización, Trending topics,
Hastags Facebook, twitter Mobile & APPs Proyecciones Videojoqueys
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@titonet
Mensaje1:
Nunca le sacaremos provecho al digital si no lo entendemos
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@titonet
Nadie entiende digital de la misma manera
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@titonet
La definición depende de
Índice: #PQS
#PQS: Para Qué Sirve
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@titonet
Haces más con menos
Impact on productivity: = Output / input
1
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@titonet
Super power - too ls 1
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Equivocarse menos
Impact on knowledge: ¿Qué datos tienes tu?
2
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@titonet
#PQS DIGITAL
¿Y esto es importante?
Hacer más con menos Equivocarse menos
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¿Cuáles son las principales características?
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@titonet
Naturaleza del medio
Audiovisual Pasivo
Cobertura
Visual Pasivo
Cobertura
Audio Pasivo?
TargeRzable
Visual Pasivo
Cobertura
1
Audiovisual Cobertura TageRzable Medible?
INTERACTIVO
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Es absurdo pedir a la gente que interactúe si después no hacemos coso de lo que nos dicen
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¿Qué diferencia hay?
El valor del contenido es temoporal y depende del momento
CONTENIDO SÍNCRONO
El valor del contenido es a-‐temoporal y NO depende del momento
CONTENIDO A-‐SÍNCRONO
Sincronicidad 2
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FROM BROAD CASTING
TO SYNCR. MEDIA
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¿Queréis que hagamos un TT?
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• Pasos: – CREA UN # CHULI – PONLO MUY VISIBLE – SIGUE LAS CONVERSACIONES
¿Cierto ?
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• Pasos: – CREA UN # CHULI – PONLO MUY VISIBLE – SIGUE LAS CONVERSACIONES
PARA NADA
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@titonet
Existen dos caminos
1. Aprovecha una conversación 2. Crea una conversación
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@titonet 28 @TwitterAds | Confidential 28 9
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@titonet
Existen dos caminos
1. Aprovecha una conversación 2. Crea una conversación
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@titonet
Existen dos caminos
1. Crea una conversación – ¿Cómo se crea una conversación?
1. Busca un tema a compartir
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@titonet
Existen dos caminos
1. Crea una conversación – ¿Cómo se crea una conversación?
1. Busca un tema a compartir 2. Busca el momento adecuado
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@titonet
En un momento con muchas conversaciones, tus posibilidades se reducen.
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@titonet
Existen dos caminos
1. Crea una conversación – ¿Cómo se crea una conversación?
1. Busca un tema a compartir 2. Busca el momento adecuado 3. Crea una forma para que se pueda seguir
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@titonet
¿Quieres ser TT? • Pasos:
1. Crea un # chuli 2. Ponlo muy visible 3. Sigue las conversaciones
• Vs: 1. Genera / aprovecha una conversación 2. Elige en momento de menos audiencia
(así serás prime time) 3. Crea una plataforma para seguir la conversación (un #)
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Multiplica la información recibida 3
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Des-contextualiza 4
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Piensa en contextos
51
4
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@titonet La distribución de mensajes ha cambiado
Re-distribuye 5
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Importancia de las conexiones
TRENDSETTERS Personas que ?enen capacidad de prescripción & que an?cipan o que se pondrá de moda.
CATEGORY EXPERTS Personas que ?enen más conocimientos de la categoría que muchos usuarios. Son referentes & prescriptores.
BRAND FANS Personas que completan parte de sus elementos iden?tarios con una marca. Comparten propósito y valores.
¿CUANTOS DE ESTOS CONOCES?
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Automatizable 6
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Personalizable 7
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Mensaje2:
Entiende características principales del medio
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¿Y si lo aplicamos a un evento?
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¿Qué es un evento?
A n t e s D u r a n t e D e s p u é s
D i s e ñ o C o n v o c a t o r i a E x p e r i e n c i a S e g u i m i e n t o
Foco Expectativa Mensaje Repercusión
¿Cómo añadimos tecnología?
Para asegurarnos asistencia
Para mejorar la experiencia
Para incrementar impacto
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@titonet
Antes Durante Después
Interactividad
Sincronicidad
Attention Mang.
Contexto
Conectores
Automatización
Personalización
Aprendizaje
Ejercicio
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¿Y sobre viralización?
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Cual es el secreto ( i )
El secreto de la viralización es Experiencia > Expectativa
1
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Cual es el secreto ( i i )
El secreto de la viralización es conocer público
2
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Aprendizaje sistematizdo 3 A n t e s D u r a n t e D e s p u é s
D i s e ñ o C o n v o c a t o r i a E x p e r i e n c i a S e g u i m i e n t o
Expectativa Mensaje Repercusión
Data Data Data
Learn Learn Learn Knowledge
Re- think
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@titonet
Mensaje1:
Digital va de super poderes & conocimiento
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Mensaje2:
Digital tiene otras caracterísiticas
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Mensaje3:
Digital obliga a revisar base
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Gracias!
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Volviendo al ejercicio
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@titonet
Antes Durante Después
Interactividad
Sincronicidad
Attention Mang.
Contexto
Conectores
Automatización
Personalización
Aprendizaje
Ejercicio