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Xavier Torres

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  • Since most marketing campaigns can’t achieve sales increases on their own (external factors outside of their control are often at play, thus marketing is only one component of driving sales), the definition of value is often described with other types of brand manager marketing goals. These goals are elements DIRECTLY in the sphere of the marketer’s influence, and include metrics such as Awareness, Brand Image Attributes, Intent to Take Action (shop for, purchase, etc.), Loyalty, and Advocacy.
  • The process of value creation in SN is different than that in traditional forms of advertising. Let’s look at the two models: OLD MODEL: Traditional marketing has a linear method by which value is created. True, there is an element of WOM, but our research has shown the opportunity for perpetuating the brand message to be limited (after all, how many people record TV commercials and subsequently pass them along to friends?). Simply put, a message is delivered that resonates with a small proportion of the audience to which it is delivered. We call this a B2C (business to consumer) form of advertising. NEW MODEL: But what if the measurement model isn’t simply a B2C approach, where the message ends with the first generation of consumer that it reaches? What if the initial message delivered (B2C) takes on a life of its own as consumers use it, forward it, and share it C2C (consumer to consumer)? We call this continued pass-along The Momentum Effect . CPI = Cost per Impact.  It's a measure of ROI.   The CPM of $10 translates into a cost per impression of about $0.01.  Since only about 2 people per 100 (or 2%) are impacted by the message being delivered, that translates into a CPI of $0.50, as follows:   ($10 / 1000) / 2% = $0.50
  • We’re best known for our Brand communities, which provide marketers with a powerful consumer engagement platform. Think of these as your own living, breathing microsite within the MySpace ecosystem . This means that consumers can experience and interact with your brand without leaving the site. We help you craft these experiences around your marketing objectives such as Driving awareness, buzz or providing product information Encourage consumer engagement or trial with your brand through videos, widgets, contests, and features Build loyalty and brand advocacy with viral elements and programs. MySpace has launched more than 550 communities across 18 industry verticals. Clients include: Coke Procter and Gamble Adidas State Farm The leading edge marketers are viewing this as a long term consumer relationship platform . They recognize that by the time someone comes to their website, the consumer has already made up his mind to purchase something. They want to influence prospects earlier in the funnel , as well as activate loyal customers to share their stories. Our research shows that brand communities are embraced by Gen X and Gen Y audiences alike. They are part of a new value exchange that happens in social media where brands entertain and engage consumers with interesting content, widgets and contests. In our recent Never Ending Friending study, we learned that 46 % of social networkers feel they can stay on top of trends in the social network space and 40% said they discover brands and products they really like. Lastly, we provide robust analytics on your community. We provide many of the same metrics you would find on a websites such as # of visits, unique visitors, repeat visits, time spent, engagement, etc. In addition, we provide a really cool report that shows the demographics of your friends. Lastly, we’re in the process of developing a report that can quantify the viral pass along of elements within your community.
  • Douglas adds Cherry Coke as a friend. Friends of Doug are enticed to interact with the brand and see that Doug is friends with Cherry Coke and has added the custom layout to his profile. They continue to either add the brand as their friend, or add a compelling branded elements to their individual MySpace pages.
  • Now his friends can interact with the brand, too!
  • Transcript

    • 1. La Reinvención del Periodista. Ciespal.
    • 2. ¿Qué pasaría en un día sin Internet? Un caso de la vida real
    • 3. ¿Qué pasaría en un día sin Internet? Un caso de la vida real
    • 4. Inversión mundial de Publicidad Internet representa en el 2007 US$31B, el 8% de la Inversión Total Publicitaria en el Mundo.
    • 5. El consumo de medios está cambiando Internet 24% del tiempo dedicado a los medios está concentrado en Internet
    • 6. ¿Cuántos Somos en Ecuador? Fuente: Ecuador ENM® (MKTrends) Zenith Optimedia INTERNET YA NO ES UN MEDIO DE NICHO. ES MASIVO Y CON ALTAS CAPACIDADES DE SEGMENTACIÓN
    • 7. Demografía de Usuarios Usuarios Internet Ecuador Fuente: La demografía corresponde a los datos reales de una base de 1’811.860 usuarios activos registrados en Hotmail. Análisis YAGE 52,0 % 48% < 13 2,9% 13 - 17 12,8% 18 - 24 33,1% 29,7 25 - 34 5% 35 - 49 16,4 50 - 64 4,4% + 65 0,6%
    • 8. Mitos del Internet en el Ecuador
      • Internet es un medio utilizado por niños y adolescentes.
        • La población de Internet menor a 18 años representa el 15,7% de la población.
        • La población de Internet entre 18 a 24 años es de representa el 33,1%
        • La población de Internet mayor a 25 años representa el 51,2%. 2`764.800 personas.
    • 9. Mitos del Internet en el Ecuador
      • Está Concentrado en un Nivel Socio Económico alto.
      102 videos del Cholito publicados en Youtube. Solo los 15 primeros han generado una visualización de más de 1’000.000 de vistas.
    • 10. Cuánto tiempo se le dedica a Internet Ecuador (Horas) Internet TV pagada TV abierta Radio Periódico Revistas 9,5 5,5 5 5 3 2
    • 11. Explosión de las redes Sociales +48.4% 2007 2008 Crecimiento del uso de Videos +100% Crecimiento del uso de Redes Sociales +121% +800%
    • 12. ¿Cómo ven Internet? +48.4% TV por suscripción Revistas TV abierta Radio Periódico Internet Une a la familia Mejor para los niños Accesible a todos Credibilidad Apoya a la comunidad Informa rápido Global Conseguir ofertas de productos Interactivo Mejor información de productos Conocer nuevos productos Divertido Variado
    • 13. ¿Cuándo Pasó?
      • Cuánto tiempo ha tomado en Ecuador
        • 158.000 Usuarios Myspace
        • 1’100.000 Usuarios Hi5
        • 188.000 Usuarios Facebook (Marzo 30 09)
        • 558.900 Usuarios Facebook
        • (Jueves 26 Noviembre 22:00)
      • ¿Cuál es el tiraje de medios impresos, como revistas con décadas en el mercado?
    • 14. Top Sites Ecuador
    • 15. Top Sites Ecuador
      • En 19 posiciones:
      • 5 son Buscadores (Google, Yahoo y MSN)
      • 7 son Redes Sociales (Hi5, YouTube, Facebook, Sonico, Blogger, Tagged, Taringa.net)
      • 1 compañía es de Comercio electrónico sin intermediarios
      • 1 Portal es Ecuatoriano (El Universo)
    • 16. ¿Qué hace la gente en Internet?
    • 17. ¿Cómo captar este potencial?
    • 18. Estrategia
        • Garantizar el éxito del Internet como un canal y no como una acción aislada. Queremos generar un nuevo canal que aporte al negocio y genere factores competitivos.
        • Internet es parte de una experiencia y una interacción
        • Potenciar la viralidad
        • Resultados
    • 19. El mundo está cambiando… y nosotros?
    • 20.  
    • 21. ¿Qué potencian las Redes Sociales? La Visión de Twitter
    • 22.
      • Ventas!
        • Awareness
        • Percepciones positivas de la marca
        • Intento de compra
        • Lealtad
        • Apoyo, compromiso
      Cual es el valor para la marca?
    • 23.
      • Modelo Antiguo:
      • B2C
      • Nuevo modelo:
      • C2C
      1000 impression = $10 $10 CPM = $0.50 CPI Antiguos versus nuevos modelos de generación de valor Cada interacción es una impresión Primera generación de consumidores Pass Along Influenced to visit community. Some pass along. No community visit, but positively influenced. Some pass along. Pass along continues
    • 24. Comunidades de Marca: La plataforma para generar lealtad del consumidor
      • Establecer relaciones en el largo plazo con los consumidores
      • Generar tu comunidad o grupo
      • Los usuarios interactúan con tu marca sin salir del social network
      • Comunidades desarrolladas alrededor de los objetivos de mercado
      • Crear embajadores de marca quienes la promueven es sus propias palabras
      Source: 1 NEF study, April 2007, commissioned by MySpace, Isobar and Carat
    • 25. Como el Momentum Effect funciona: Jamie es atraído por un homepage takeover
    • 26. El perfil es el centro
    • 27. Jamie la agrega como amigo…
    • 28. Jamie agrega elementos de marca a su perfil…
    • 29. Los amigos de Jamie interactuan con la marca y distribuyen el impacto con sus amigos
    • 30. Casos…
    • 31. Apoyando una causa Ecológica
    • 32. Generando relación con los Jóvenes
    • 33. La marca en tu corazón
    • 34. La marca en tu corazón http://www.youtube.com/watch?v=kGsM-Vsmcuw&feature=email  http://www.youtube.com/watch?v=BLrm6eFgdJo&feature=email  http://www.youtube.com/watch?v=Bq1y-WtfUvE&feature=email  http://www.youtube.com/watch?v=-nMXmw-XXfA&feature=email  http://www.youtube.com/watch?v=C6_yVYbbVu0  http://www.youtube.com/watch?v=9k4Qbd4HWvs  http://www.youtube.com/watch?v=tvrQLyCCD9M&NR=1
    • 35. La Reinvención del Periodista. Ciespal.