New Concept for New Actions - Carlo Sebastiani

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The new model or new rules of social media marketing.

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New Concept for New Actions - Carlo Sebastiani

  1. 1. branded entertainment Carlo Sebastiani | Account Manager carlo.sebastiani@xister.com
  2. 2. > branded entertainment As a concept, branded entertainment (BE) is nothing new. But recent, irrevocable changes in the way we consume media has thrust it back into focus for brands and advertisers. In order to cut through, messaging now has to be entertaining, and ideally with interactive elements. The new challenge for advertisers in the 21st century is finding a way to do that while staying on message. carlo.sebastiani@xister.com
  3. 3. > branded entertainment began… Branded entertainment began in earnest with the Procter & Gamble sponsored radio plays of the 1930s, which later evolved into the television soap operas of the 1950s. For the next 50 years, the combination of brands and ad messaging continued along fairly conservative lines, with product placement and straightforward sponsorships being the order of the day. carlo.sebastiani@xister.com
  4. 4. > opportunities and partnerships This is the era of the media partnership. The new advent of branded entertainment opens up a number of mutually beneficial partnership possibilities for brands. Proven hotspots include the hobbled music industry, IPTV, digital television, service providers, and social networks, who many believe have the capacity to reach the generations in a way that television no longer can. carlo.sebastiani@xister.com
  5. 5. > future view Branded entertainment will not replace regular advertising; better to consider it as one of many tools in a marketer’s toolkit. There are home truths about what works, but by and large, there is no final word: this is a time of experimentation and exploration. As ever, technology and the web will drive and shape this sector. carlo.sebastiani@xister.com
  6. 6. following this concepts case history >> carlo.sebastiani@xister.com
  7. 7. Widget & Video Banner Sviluppo di un videobanner con widget integrato. Navigabile online o downlodabile, presenta il palinsesto del network Fox in modo nuovo ed innovativo. L’utente ha la possibilità di inserire il widget nelle proprie pagine personali o nei profili dei Social Network più diffusi. La strategia si è finalizzata con una diffusione del widget attraverso una campagna banner sui principali network di riferimento. http://creativezone.eyeblaster.com/?ItemName=Fox%20TV%20Widget carlo.sebastiani@xister.com
  8. 8. Special Asset & Video Banner Il progetto prevede innanzitutto una campagna banner su portali Msn.it, Libero.it, Tiscali.it e Facebook, con l’obiettivo di dare massima visibilità alla comunicazione attraverso formati particolarmente impattanti. Sul web verranno inoltre diffusi widget contenenti trailer, sinossi, foto e altri contenuti sulla pellicola, con l’obiettivo di sfruttare l’effetto virale soprattutto sulle piattaforme di social network, a questo si aggiungono “special asset” in tema. www.cinema.universalpictures.it/website/Hulk_yoursiteout/index.html carlo.sebastiani@xister.com
  9. 9. Fake Strategy & Hub Widget Game Una strategia particolarmente articolata, iniziata a metà maggio con una fase teaser incentrata sulla setta segreta La Fratellanza. L’obiettivo è stato creare un passaparola per dar vita a un online recruitment, attraverso dei fake site e un fake channel su YouTube; un’attività di keyword advertising su Google sfruttando i termini di ricerca più comuni, lo sviluppo di un Hub per la diffusione di games interattivi downlodabili sotto forma di widget. http://www.wantedfraternity.com/it/ carlo.sebastiani@xister.com
  10. 10. social media / method & metrics
  11. 11. > Social Media / Methods & Metrics Social media comes with a new set of characteristics and behaviours, not least of these being the very active involvement of the audience. This requires new ways of thinking about planning and evaluating media activity. carlo.sebastiani@xister.com
  12. 12. > Planning on social media The marketing press is filled with stories of the end of advertising as we know it. The root of the cause apparently sits with the rise of blogs and social media and with the fragmentation of audiences and media. The role of traditional media is changing as the size and influence of social media grows. As that change occurs, brands are responding by increasing their budgets and activity in the new and exciting areas of social media. carlo.sebastiani@xister.com
  13. 13. > Planning on social media One of the obstacles to serious investment in this area is the lack of standardization. Each of the many ways that a brand can use social media is measured differently. Podcasts, blogs, Wikis, social networking sites etc. each have their own particularities. carlo.sebastiani@xister.com
  14. 14. > a framework for planning social media KUDOS is a framework for managing the ambiguities of both the planning and measurement of social media activity. KUDOS (meaning 'fame', 'glory', 'renown') is an acronym that reminds us of what attributes a piece of social media activity should display if it is to be successful. It should be Knowledgeable, Useful, Desirable, Open and Shareable. And it needs to achieve this for both the audience and the brand. carlo.sebastiani@xister.com
  15. 15. carlo.sebastiani@xister.com
  16. 16. > KUDOS and SC KUDOS is based on the concept of Social Capital (SC). SC is essential to our understanding of the way in which online social networks (OSN) work. It is a way of talking about how valuable our online social networks are. It is a way of thinking about what we are able to do with them, how we can maintain, expand and develop them. carlo.sebastiani@xister.com
  17. 17. > The qualities of Social Capital Utility through Accumulation: Like economic capital, the more SC an individual accumulates, the more easily that individual is able to affect their environment. Inequality of Distribution: Like economic capital, SC is differently available. Some individuals have a lot, others less. Expiration through Under-Use: Unlike economic capital, which expires through over-use, SC expires through under-use. 'Use it or lose it'. carlo.sebastiani@xister.com
  18. 18. following this concepts case history >> carlo.sebastiani@xister.com
  19. 19. Online Campaign & Viral Application Non una campagna online tradizionale, dunque: alla pubblicità tabellare è stata associata una forte declinazione virale, concretizzata nella diffusione in rete dell’applicazione “Il mio gemello mi perseguita”, localizzata sul sito dedicato. www.Ilmiogemellomiperseguita.it. Parallelamente è stata svilippata una massiccia azione di video seeding nei principali video content aggregator. carlo.sebastiani@xister.com
  20. 20. Online Campaign & Video Seeding Parallelamente ad una pianificazione su Repubblica.it, sono state sviluppate attività di blog affiliation, online pr e video seeding, sfruttando al massimo le potenzialità del Web 2.0. Il cortometraggio è stato lanciato attraverso una partnership con il portale dedicato al cinema MyMovies.it, il lancio è stato supportato da azioni di Online PR tradizionali e pianificazioni media non convenzionali. www.pastagarofalo.it carlo.sebastiani@xister.com
  21. 21. Video Seeding & Online Pr Un progetto esclusivamente online, al fine di creare passaparola negli ambienti dove si celano potenziali clienti o appassionati di nautica. Un piano di comunicazione articolato, volto al presidio dei blog in target, dei social network e dei principali video content aggregator. Il tutto per creare word of mouth sul brand. www.murphynye.com
  22. 22. Online Campaign Sviluppo di una campagna tabellare per FoxLife, canale femminile di FoxTv, La campagna aveva come obiettivo la presentazione della programmazione del canale. Sviluppo creativo di formati video interattivi ad alto impatto visivo, pianificati sui principali portali femminili ed in target con i contenuti editoriali del canale. foxlife.foxtv.it/home
  23. 23. redefining marketing
  24. 24. > redefining marketing Branded utility is not just a tool or a tactic, it's an approach that reflects a new state of mind in marketing. One that is about giving something away in order to earn people's time and attention. Creating useful personal experiences for a large number of people is now more possible than ever through online communication. carlo.sebastiani@xister.com
  25. 25. > widgets, widgets everywhere One of the most widely publicised elements of branded utility is the widget - the little service applications that sit on your desktop, web browser, Facebook profile, keeping you constantly updated on everything you want. carlo.sebastiani@xister.com
  26. 26. > brand alliances and partnerships As branded utility requires agencies to become product developers and brands to be software companies, it is a sector ripe for strategic alliances. carlo.sebastiani@xister.com
  27. 27. > consumer landscape and cultural trends The history of media has been one of passive consumption. However, today one of the strongest social trends is towards participation. People are keen to create, by establishing blogs or individual spaces, or sharing photos or videos online. Even clicking on a link is a creative act that can impact what other see or don’t see. Yet this is not just about a social divide. Everyone of us is both a consumer and a creator. carlo.sebastiani@xister.com
  28. 28. > future view Technological advances should make it easier to reach people with useful and more userfriendly tools and the 21st century consumer is more inclined to take notice of something that is less transient and more meaningful than a traditional 30-second spot. carlo.sebastiani@xister.com
  29. 29. following this concepts case history >> carlo.sebastiani@xister.com
  30. 30. Online Campaign & Partnership Le pagine web di www.foxtv.it, il portale del gruppo Fox Channels Italy, ospitano il minisito dedicato a Jeep Patriot: uno spazio in cui l’utente può guardare quattro episodi che hanno come protagonista proprio Jeep Patriot. Ogni video presenta in stile cinematografico le principali caratteristiche dell’auto, dando vita ad un’interpretazione “spettacolare” dell’essenza Jeep. Sviluppo contenuti creativi, strategia di lancio e gestione partnership.   carlo.sebastiani@xister.com
  31. 31. Corporate Web Site Realizzazione creativa e tecnologica del corporate website Nat Geo Music. Sviluppato attraverso un nuovo linguaggio di programmazione chiamato Papervision che sfrutta le potenzialità delle immagini 3D rendendole interattive e fruibili nel web per un’ efficace gestione di contenuti editoriali e grafici. www.natgeomusicsales.com carlo.sebastiani@xister.com
  32. 32. Corporate Blog Site – web 2.0 actions Per lanciare sul mercato il deodorante Dove Minimising, Unilever ha deciso di sfruttare anche il Web 2.0. Con la collaborazione dell’agenzia xister nell’ideazione e progettazione dell’impianto di comunicazione son stati sviluppati contenuti e pianificazioni facendo leva sulle potenzialità di condivisione di Facebook, Twitter, Flickr e YouTube. Le varie fasi di lancio prevedono un casting sui SN per individuare le testimonial del prodotto, la realizzazione di uno spazio aperto ai commenti degli utenti e molte altre integrazioni per i social media. www.cosicomesei.it carlo.sebastiani@xister.com
  33. 33. Social network & video seeding Con Virgilio Cinema è stato realizzato uno speciale dedicato al film e un give away che permette agli utenti di ricevere i gadget di Transformers. In particolare, tramite Facebook, sarà veicolato il Social Media Toolkit: un vero e proprio hub che consente la veicolazione di asset personalizzati quali immagini profilo, skin, icone, per personalizzare i propri social network profiles. carlo.sebastiani@xister.com
  34. 34. Carlo Sebastiani | Account Manager carlo.sebastiani@xister.com xister - roma vicolo della frusta 8/9 - +39 06 58 33 59 26

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