Embed Size (px)
Citation preview
2
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
3
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Social Paid Media & CRM
Alessandro Bernardi @Bernardamus
4
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Social Paid Media & CRM
Alessandro Bernardi @Bernardamus
5
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Measuring ROI of Branded Content
Alessandro Bernardi @Bernardamus
6
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Adam Greenwood
Travelling from Euston to Glasgow
Social Costumer Care
7
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Social Costumer Care
8
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
WIN – WIN
9
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Social Customer Care
Data: Facebook Q1 2015
10
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Top Social Care Industries
11
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
The Importance of Timing
12
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
13
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Going viral
Alessandro Bernardi @Bernardamus
14
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Going viral
Alessandro Bernardi @Bernardamus
Virality is all about…
… SHARING!
15
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
The value of SHARING
Alessandro Bernardi @Bernardamus
16
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Top Viral Verticals
Alessandro Bernardi @Bernardamus
17
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
WHAT TYPE OF CONTENT
RESONATES MOST WITH YOU?
Alessandro Bernardi @Bernardamus
Source: Nielsen Global Survey of Trust in Advertising, Q1 2013
18
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Which type of post gets more SHARES?
Alessandro Bernardi @Bernardamus
? ? ? ?
19
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Which type of post gets more SHARES?
Alessandro Bernardi @Bernardamus
20
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Likes by Post Type
Alessandro Bernardi @Bernardamus
21
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
CALL TO ACTION
Alessandro Bernardi @Bernardamus
22
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
CALL TO ACTION
23
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Popular Viral Headlines
24
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Popular Viral Headlines
25
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Age groups
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
?
?
?
26
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Age groups
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
27
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Interests
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
?
?
?
28
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Interests
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
29
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Viral segments
Alessandro Bernardi @Bernardamus
?
?
?
30
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Targeting Viral segments
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
31
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Ice Bucket Challenge
Alessandro Bernardi @Bernardamus
17M+ FACEBOOK VIDEOS SHARED
$111 M raised for the ASL Asociation
32
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Facebook Native Videos are the king
Alessandro Bernardi @Bernardamus
33
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Facebook Video performs better than Youtube
Alessandro Bernardi @Bernardamus
34
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Facebook Instant Articles
Alessandro Bernardi @Bernardamus
35
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
The majority of Facebook’s business
is on MOBILE
Alessandro Bernardi @Bernardamus
Source: Mark Zuckerberg #F8
36
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Multi-Platform Branded Content
37
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Trusting forms of advertising
Alessandro Bernardi @Bernardamus
DIGITAL / SOCIAL MEDIA
TRADITIONAL MEDIA
38
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
ESPN: The Worldwide Leader Cable/Satellite TV Channel in Sports
39
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
SOCIAL is the cheapest MEDIA
Alessandro Bernardi @Bernardamus
40
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Good content can go bad
https://www.youtube.com/watch?v=dKUy-tfrIHY
41
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Negative Sentiment
Viral MEME
42
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Storytelling of a viral content
Alessandro Bernardi @Bernardamus
43
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
https://vimeo.com/131077537
Storytelling of a viral content
44
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Contexto Conflicto Oponente
Acción Solución Desenlace
Storytelling of a viral content
45
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Case Studies & Inspiration
Alessandro Bernardi @Bernardamus
46
Bra
nd
ed
Con
ten
t in
Dig
ital Form
ats
Alessandro Bernardi @Bernardamus
Gracias!
