Pres digital comm_up

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Presentación sobre Comunicación Digital

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Pres digital comm_up

  1. 1. Digital Comm. Introduction feb-2011
  2. 2. Contexto digital
  3. 3. DIGITAL

ES
COMBINACIÓN
DE:
 INFRASTRUCTURA
 CONEXIÓN

 GESTIÓN
DE
 TECOLOGICA
 (A
UNA
RED)
 INFORMACIÓN
 (HARDWARE)

  4. 4. DIGITAL

SIRVE
PARA
CONSEGUIR
MÁS 

(+
Can?dad
en
–
Tiempo)
 <

  5. 5. DIGITAL

SIRVE
PARA
CONSEGUIR
MÁS 


  6. 6. DIGITAL

PARA
CONSEGUIR
MEJOR
(+
Calidad)
 <

  7. 7. DIGITAL

PARA
CONSEGUIR
MEJOR
(+
Calidad)

  8. 8. DIGITAL

PARA
CONSEGUIR
MEJOR
(+
Calidad)

  9. 9. DIGITAL

PARA
CONSEGUIR
MEJOR
(+
Calidad)

  10. 10. DIGITAL

PARA
CONSEGUIR
MEJOR
(+
Calidad)

  11. 11. Impacto en los medios
  12. 12. ¿CUÁL
ES
LA
NATURALEZA
DE
LOS
MEDIOS?

Audiovisual
 Visual
 Audio
 Visual
 Pasivo
 Pasivo
 Pasivo?
 Pasivo
 Cobertura
 Cobertura
 Targe?zable

 Cobertura

  13. 13. ¿CUÁL
ES
LA
NATURALEZA
DE
LOS
MEDIOS?

Audiovisual
 Visual
 Audio
 Visual
 Pasivo
 Pasivo
 Pasivo?
 Pasivo
 Audiovisual
 Cobertura
 Cobertura
 Targe?zable

 Cobertura
 ACTIVO
 Cobertura
 Tage?zable
 Medible

  14. 14. Qué pasa con… ¿el 360º? ¿el ATL? TV
 Revistas
 Outdoor
 Radio
 Marke2ng

 Directo
 POS
 RR.PP.
 Eventos
 Internet

  15. 15. Qué pasa con… ¿el 360º? ¿el ATL? TV
 Revistas
 Outdoor
 Radio
 Marke2ng

 Directo
 POS
 RR.PP.
 Eventos
 Internet

  16. 16. ¿Qué pasa con… esto? ¿Donde lo metemos?
  17. 17. Necesitamos un nuevo modelo
  18. 18. Requisitos  Que no distinga por medios  Que sea aplicable (no teorías )
  19. 19. Defining
the
categories
 Step
1:

 Step
2:

 Step
3:

 Owned
Media

 Paid
Media

 Earned
Media
 Brands
develop
their
 Brands
pay
for
media
 Whereby
audiences
 own
proprietary
media
 from
a
third
party
 generate
&
share
content
 (media
owner)

 &
conversa?ons
as
a
 result
of
brand
ac2vi2es
 Master
all
three
elements
of
change
to
build
a
strong
online
presence
with
the 
target
audience

  20. 20. From
‘Push’
to
‘Pull’
marke?ng
 Step
1:

 Step
2:

 Step
3:

 Owned
Media

 Paid
Media

 Earned
Media
 From
website
 From
TV,
Print,
Display
 From
PR
and
journalists
 To
mul2ple
channels
and
 To
distribu2ng
mul2ple
 To
blogs
and
social
sharing
 long
term
par2cipa2on
 content
pieces
ongoing
 Master
all
three
elements
of
change
to
build
a
strong
online
presence
with
the 
target
audience

  21. 21. Categorising
the
touchpoints
 Step
1:

 Step
2:

 Step
3:

 Owned
Media

 Paid
Media

 Earned
Media
 Print
/
Brochures
 TV
ads
 Radio
ads
 Word
of
 PR
Editorial
ANALOGUE
 Direct
Mail
 mouth
 Cinema
ads
 OOH
ads
 Customer
 Customer
 feedback
 service
 In‐store
 HCP
 Live
events
 comms
 recommenda2on
 Websites
 Microsites
 Ra2ngs
/
 Rich
ads
 Online
Display
 reviews
 UGC
 Podcasts
 Video
DIGITAL
 Video
ads
 Discussion
 iPhone
app
 Social
network
 Mobile
 Branded
 pages
/
groups
 In‐game
ads
 boards
 Communi2es
 Widgets
 Email
ads
 Content
 RSS
feeds
 Paid
Search
 SMS
ads
 Email
/
SMS
 distribu2on
 Master
all
three
elements
of
change
to
build
a
strong
online
presence
with
the 
target
audience

  22. 22. The
role
of
each
category
 Step
1:

 Step
2:

 Step
3:

 Owned
Media

 Paid
Media

 Earned
Media
 Build
long
term
 
Drives
targeted
 Delivers
trac2on
among
 rela2onships
with
 communica2on
in
 customers
begins
to
help
 prospects,
customers
and
 relevant
environments,
 deliver
advocacy
&
loyalty
 earned
media
channels
 reach
and
acts
as
a
 catalyst
for
owned
media
 and
earned
media
 Master
all
three
elements
of
change
to
build
a
strong
online
presence
with
the 
target
audience

  23. 23. GLOBAL
VIEW
ON
DIGITAL
TOUCH
POINTS
 User
Generated
 Websites
 Video
Social
network
 Content
 Microsites
pages
/
groups
 Advergames
 Ra2ngs
/
 Podcasts
 reviews
 Email
/
SMS
 Discussion
 EARNED
 OWNED
 Widgets
 boards
 iPhone
app
 Branded
 Communi2es
 RSS
feeds
 PAID
 Rich
media
 Online
 ads
 Display
ads
 In‐game
ads
 Video
ads
 Email
ads
 Mobile
ads
 SMS
ads
 Paid
Search

  24. 24. BROADCAST
 NEW
SCENARIO
ESTO
NO
VA
DE
INVERTIR
EN
MEDIOS,
VA
DE
INVERTIR
EN
ACTIVOS
PARA
RELACIONARSE.

ES
MÁS
RR.PP.
QUE
PUBLICIDAD

  25. 25. Welcome to the 
 Digital Day!

×