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 readin...
The many faces of your online user
How digital contributes to the global strategy



         Digital Strategy
           Integration
    Public Relations   ...
TEAM
                        Team
How do you do it ?
PERSPECTIVE
         You can engage progressively
 High

                                    Social
                      ...
Team
The new playing field
  High
Depth of Engagement



                       Collaboration            Conversation




...
Ding, you are now free to be social




                                           2 million downloads
                   ...
Key thoughts


      INFLUENCE                 Real time               Invest in             Risk is in
      Instead of  ...
Upcoming SlideShare
Loading in …5
×

Contribución de la Comunicación Digital a la Estrategia Global

1,489 views

Published on

Intervención de Stephanie Bonnet durante la mesa redonda "Digital PR: retos y soliciones para la comunicación de la empresa en el entorno 2.0", organizada por Burson-Marsteller.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,489
On SlideShare
0
From Embeds
0
Number of Embeds
69
Actions
Shares
0
Downloads
57
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Contribución de la Comunicación Digital a la Estrategia Global

  1. 1. Contribución de la comunicación digital a la estrategia global de la compañía Madrid 18 Novembre, 2008
  2. 2. 3 numbers 3
  3. 3. Where consumers get their information on brands 1
  4. 4. The exponential power of online influencers 2 Offline Online =
  5. 5. 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
  6. 6. The many faces of your online user
  7. 7. 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
  8. 8. TEAM Team How do you do it ?
  9. 9. 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
  10. 10. Team The new playing field High Depth of Engagement Collaboration Conversation Communication Information Low High Degree of Control
  11. 11. 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
  12. 12. 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

×