Contribución de la comunicación digital a la
estrategia global de la compañía
Madrid 18 Novembre, 2008

3 numbers
3

Where consumers get their information on brands 1

The exponential power of online influencers 2
Offline Online
=

Impact on business TEAM 3
Percentage who would be swayed to purchase when reading
a positive review from a consumer or private individual on
the internet

The many faces of your online user

How digital contributes to the global strategy
Digital Strategy
Integration
Public Relations Sponsorships
Advertising
Corporate Stakeholder Stakeholder
Reputation
Dialogue Engagement
Digital
Promotions
Communications
Events Mobile
7

TEAM
Team
How do you do it ?

PERSPECTIVE
You can engage progressively
High
Social
network Online video
Search
Degree of Influence
Wikipedia optimisation Display
advertising
Discussion Third party
forums Website Search
blog dialogue marketing
Company
Product blog Website
wikis
Email
marketing
Low High
Degree of Control

Team
The new playing field
High
Depth of Engagement
Collaboration Conversation
Communication Information
Low High
Degree of Control

Ding, you are now free to be social
2 million downloads
$150 mm
in ticket sales
260 posts
6200 comments
Company decisions
4 optimized releases
$2.5 mm in sales
11

Key thoughts
INFLUENCE Real time Invest in Risk is in
Instead of Reputation Mgt RELATIONSHIPS NOT
Control Not Transactions Participating
Audiences do not want or Uncontrolled Push messages may Conversations are
respond to marketing messages are drive a one-time happening with or
messages, but they are trusted more than action, whereas without you
open to conversations controlled dialogue can build Companies who do
Focus group of advocacy not participate risk
Unstructured nature of
digital media creates new thousands Invest in building being seen as
participation opportunities Companies must relationships to irrelevant and out of
create trust between generate self- touch
Identify what messages propagating
you want to amplify or their brands and
stakeholders conversations and
minimize versus where brand loyalty
you can influence versus Allows you to be
control more influential in
controlled media