Presentación - Ponencia Frederic Josue

VELOCIDAD

ADAPTACIÓN

TECNOLOGÍA

NUEVOS PERFILES

Angeles Escobar

Directora General de

Arena Barcelona

INTRO

DATA

CONTENT

CANALES

TECNOLOGIA

BIG4

“Conjunto de conocimientos técnicos, que

permiten diseñar y crear bienes y servicios que

facilitan la adaptación al medio ambiente y

satisfacer tanto las necesidades esenciales

como los deseos de la humanidad”

Tecnología






Tecnología = Marketing






Evolución tecnológica =oportunidades para el MK

Pompeu Fabra 1983

“Ciència de les Arts Industrials”

Wikipedia, miércoles 28 de Enero 2015






Tecnología

Hoy es más crítico que nunca que entendamos

cómo la Tecnología puede ponerse a nuestro

servicio para optimizar los negocios que

dirigimos en términos de resultados


matemáticos, estadistas, programadores, ingenieros y empresarios


“Conjunto de conocimientos técnicos,

científicamente ordenados, que permiten

diseñar y crear bienes y servicios que facilitan

la adaptación al medio ambiente y satisfacer

tanto las necesidades esenciales como los

deseos de la humanidad”

EL CAMINO DEL CONSUMIDOR

Gracias a la

OMNICANALIDAD*, el

contacto del usuario con la marca

en cada una de las fases de su

proceso de decisión de compra, se

ha convertido en un proceso

desordenado.

Hay tantas EXPERIENCIAS con la

MARCA como combinaciones

posibles de puntos de contacto en

el CDJ.

*La OMNICANALIDAD es para el

usuario el CAOS ORDENADO

que permite al usuario elegir el

canal más adecuado para el, en

cada momento de su proceso de

compra.

ONE LINE

Adam Brotman, CDO for Starbucks

“ “ Successful companies in navigating a digital transformation are those with a clear senseof what the customerexperience is — and how it could be better ifthe organization wouldreach customers and engage employeesthroughout that entiredigital journey.

Recoger DATA

• Con la que lograr trazabilidad y conocer al usuario, y con ello lograr una serie de objetivos como son:

1.Con una buena recogida y tratamiento de datos podemos ser capaces de entender la CONTRIBUCION que Digital ha tenido EN LAS VENTAS de un producto o servicio por ejemplo, incluso aunque la venta final se produzca fuera de digital.

2.También podemos adaptar el proceso de compra y el

DEMO SPACEENTENDAMOS LAS POSIBILIDADES

DE LA TECNOLOGÍA ACTUAL

VELOCIDAD

ADAPTACIÓN

TECNOLOGÍA

NUEVOS PERFILES

Jaime Fdez de la

Puente-Campano

Marketing & Business

Development Director

INTRO

Ecosistema de

COMUNICACIÓN 2015

“Gano más de 600.000 €

al año jugando a los

videojuegos”

Carlos Ocelote, Gammer Instagramers

Bloggers

Youtubers

Gammers

Influencers

Earn Media

STARTUP´SAlgoritmo de

Detección de éxito

COMPRAN TUS DERECHOS

Página Web (54%)

Mail (49%)

Teléfono (33%)

Redes Sociales (15%)

Tienda Física (64%)

Own Media

Vías de contacto para informarte sobre

productos o servicios*Fuente: VI Observatorio de las redes sociales The Cocktail & Arena

Comentar la

experiencia (27%)

Quejarse (26%)

Buscar Info (14%)

Las Redes Sociales cobran

importancia en la

POST COMPRA

Utilizas las Redes

Sociales para….

Comparar (10%)

Real Time Marketing

El nuevo Social Media Marketing

Partnership | Shared Media

Frederic JosueGlobal Executive Advisor

Introducción al

Organic Marketing

introduction to

organic approach

Frédéric JosuéGlobal Executive Advisor to Dominique DelportHead of 18 Hubs

knowledge economy

quaternary activities are rising

USA

quaternary sector : knowledge-based part of the economy, information generation and sharing, IT, Consulting, Education, R&D, Entertainment…

high knowledge creative class

jobs

Martin Prosperity Institute Charlotta Mellander

USA

science and technology, business and management,

arts, media, and entertainment

politicians and families understood

it

Ontario’s

VCs too…

maximum information is

generated

online

content

grew 9X

in 5 Years

data is totally disseminated

100 H/minute

4 Billion videos seen daily

1 Billion videos seen daily181 billion timelines impressions T3 2014

284 million active subscribers500 million tweets send daily

180 billion SMS send in France 20145 400 per second

40 million users1 billion daily

no more scarse ressources

information, creativity and strategy are no

longer rare ressources

1

producers connection platforms end user

decision support must adapt

help agents navigate this organic network,

but most of all stimulate the production of

context.

2

we must create the

platform to connect

to this information

organic network

Inpact on brodcasters

• As for broadcasters, they stimulate the creation of context, based on their shows, by the spectator. This context leads us towards new containers that enrich the initial editorial experience and socreate new context : a linear TV program about the 2nd World War is delinearised on YouTube and indexed by the important dates. This new vehicle for content in turn creates the conditions for an extension of the creation of the content itself. The container YouTube thus creates links to othercontainers, Twitter, Facebook, Tumblr, photos, videos, blogs etc. while also producing user data. The body of work continues to be enriched thanks to its audience and digital containers which are made more agile. Never before has it been so true that "the medium/container is the message". The audience creates the content itself (e.g. photo albums, family trees, videos) or triggers the creation of content by the broadcaster, through their comments. So on social networks, the semantic analysis of comments by the audience lets them modify or extend the outline of the story in retrospect – with spin offs, or by fleshing out the role of a character. To sum up, by providing a transmedia programme, i.e. one written to be broadcasted on different platforms and delinearised, the broadcaster stimulates the creation of context linking up different containers in a series of processes that develop a brand around the program each time they are shared. The fan community that creates this/its context becomes a structured audience that remains loyal becauseit is engaged as a stakeholder in the construction of an organic show.

organic network

context : physical place

I share this video on my wall and tweet about it using the YouTube/Twitter tools within the video itself.

context 1

I watch the Trailer for a film on a YouTube video posted on Facebook by a friend

context : augmented place

context1

All of this sharingencourages me even more. So I decide to

go and watch the film at the cinema.

the context is the space or the network generated by individuals sharing content/information.

my friends have posted lots of photos of filming on Instagram, made available by the film's producers.

they are also in turn linked to stories on Twitter.

context 2

context 3

when I come out,I make a Vine about

my experience

context 4

teatchers become the people who pass on

rather than hold knowledge

impact on education

organic network

the learner triggers the creation of context by the pupil and giveshim the responsibility of weaving a network of knowledge

knowledge

context

impact on education

Impact on broadcasterChaedtofriends

Checkedsocialnetworks

(SinceQ32014)

Interactedwiththeonline

contentoftheTVshow

Lookedforinformaon

relatedtowhatI'mwatching

Playedgam

es

Readnew

s

Read/wringemails

(SinceQ32014)

Searchedforproductstobuy

Sharedyouropinion

ofaTVshow

40,32%

33,17%

18,09%

6,38%

31,93%25,49%

32,99%

24,47%

6,51%

6 x 52mn

twitter the greatest spoiler of US TV SeriesS3 midseason premiere

represented + than 52% of twitter trafic

39,000 tweets per minute

1.4 million mentions

950,000 followers

77% live weets

Impact on broadcaster

impact on managers

LOS ANGELES

TEL AVIV

SEOUL

HK-CORP

LOS

ANGELES

TUBEFILTER

Media

Content

Technology

Data sciencedata driven

transmedia

architectures

move on

if you fail just

say OUPS…

impact on brands

brand

FlameFy

Every collected data drives a different user story

LISTEN

INTERACT

data driven storyteling platforms

INTELLIGENT CONTENT STRATEGY

Context-based,Personalized,

Gamified Activation

Real-time Analysis, Predictions, Monetization

ACTIONABLE DATA

Omni-channelsListening &

communities gathering

Any online/offlineContact Point

Detect Engage Retain

FlameFy

ideation platform

stop conversations, start narration

conclusion

the consumer is like the pupil, the spectator

or the employee, a developer who decodes

a partition and follows a narrative path.

this path becomes richer from one node to

the next, from one container to the next, and

stimulates engagement - because the

consumer is taking part.

Presentación - Ponencia Frederic Josue

Marketing

Transcript of Presentación - Ponencia Frederic Josue