Applied Social Media & Communication Strategy

Social Media Aplicadoy

Estrategias de Comunicación

Prof. @[email protected]

#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

https://www.youtube.com/watch?v=oB7cjH0gtMQ

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

“Red Bull te da alas”

Advertainment

https://www.youtube.com/watch?v=FHtvDA0W34I

Humanize your brand & Storytelling

https://vimeo.com/131077537


Branded Content in the Digital Era

Story-telling

Brand ValuesEntertainment

CLASSIC BRANDED CONTENT

DIGITAL BRANDED CONTENT

Story-telling



Transmedialidad


“La comunicación no tiene medios ni formatos”

Story-telling



Engagement

Transmedialidad


“La interactividad es un factor clave”

Story-telling



Engagement

Viralidad

Transmedialidad


Story-telling



Engagement

Viralidad

Transmedialidad

User Generated

Content


“Antes el espectador veía una marca y ahora la vive”

Story-telling



Engagement

Viralidad

Transmedialidad

User Generated

Content

Big Data


Story-telling



Engagement

Viralidad

Transmedialidad

User Generated

Content Social CRM

Big Data


“El dialogo es un factor clave”

Story-telling



Engagement

Viralidad

Transmedialidad

User Generated

Content Social CRM

ReactiveMarketing

Big Data


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


https://www.youtube.com/watch?feature=player_embedded&v=g3Ok2dmEgFU


https://www.youtube.com/watch?v=WxfZkMm3wcg

La primera estrategia de Branded Content

The origins of Branded Content

?

La primera estrategia de Branded Content


1929


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

https://www.youtube.com/watch?v=CdvKcWTokoI

https://www.youtube.com/watch?v=mzUXa6JThVQ

https://www.youtube.com/watch?v=KVflSvfspfo

https://www.youtube.com/watch?v=Eji43rGByF0

Carpe Diem

Special Effects

HACK?

Big screen

vs.

Small screen

https://www.facebook.com/page_guidelines.php

https://www.facebook.com/ad_guidelines.php

https://www.facebook.com/page_guidelines.php

https://www.facebook.com/ad_guidelines.php

http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

https://www.facebook.com/ads/tools/text_overlay

https://www.facebook.com/ads/tools/text_overlay

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

http://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n%23.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…)

https://www.youtube.com/watch?v=q4CwNIymX3Y

http://expandedramblings.com/

http://expandedramblings.com/

Source: Facebook 2015 (Spain)

?

?

?

Targeting age groups



?

?

?


Targeting Interests

?

?

?

Targeting Interests


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/#

http://twitter.github.io/interactive/andes/






http://www.casa.ucl.ac.uk/tom/

Mapping languages

http://ny.spatial.ly/

SUNRISE AROUND THE WORLD

http://cartodb.s3.amazonaws.com/static_vizz/sunrise.html?title=true&description=true&search=false&shareable=true&cartodb_logo=true&layer_selector=false&legends=false&scrollwheel=true&sublayer_options=1%7C1&sql=&zoom=2&center_lat=22.917922936146045&center_lon=51.328125

389K TPM (Tweets per Minute)

Trending Topics

Let’s map the Twitter users…

The world of verified users

@isaach

NewsPolitics

Music

Sports

TV

https://twitter.com/intent/user?screen_name=isaach

#KLM @KLM SUPPORT NETWORK

Gangnam Style CLUSTER

¿Big Brother?

http://sleepingtime.org/

http://analyzewords.com/

http://analyzewords.com/

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://twitter.com/KLMfares






Tweets & Music

http://www.melotweet.com/en/

Facebook & Personal life

Facebook & Personal life

https://www.ted.com/talks/jennifer_golbeck_the_curly_fry_conundrum_why_social_media_likes_say_more_than_you_might_think?language=es%23t-9262

Adam GreenwoodTravelling from Euston to Glasgow

Social Costumer Care

Respond to your customers

The Importance of Timing

CASE STUDY: United Breaks Guitars

https://www.youtube.com/watch?v=5YGc4zOqozo

Humanize Your Brand

Responder al cliente & transparencia

https://www.youtube.com/watch?v=njeo8GnIhmE


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.

http://instagram.com/heineken

https://www.youtube.com/watch?v=h7tZYNKUFb4

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

http://instagram.com/warbyparker

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?