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9 tendencias y media en el branding digital

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//// Español
Como parte del Master de Comunicación Digital Interactiva en la UVIC (Universidad de Vic), está presentación es una suma de casos prácticos y exitosos en la construcción de marca desde la esfera digital y muy particularmente, en los Social Media.

///// English
As a module of the UVIC Digital & Interactive Communication Master (Universitat de Vic), this presentation is a sum of successful business cases on brand building over the digital sphere and particularly, in Social Media.

Published in: Business, Technology
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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9 tendencias y media en el branding digital

  1. 1. 9 ½ tendencias en Branding Digital<br />
  2. 2. 1. Autenticidad<br />
  3. 3. Autenticidad vs veracidad: mensaje consistente entre las plataformas<br />Porque se es una marca digital<br />Suspensión de la incredulidad: Apple<br />El método es único, no hay repeticiones<br />El audiovisual como discurso continuo<br />Storytelling: contamos historias o no hay diferenciación (Nokia memo)<br />Brands as story tellers (Gallina Blanca)<br />
  4. 4. Storytelling<br />
  5. 5. Top #1<br />TrendicTopic!<br />Digital<br />Video<br />Storytelling<br />
  6. 6. Rebranding vs. refreshing<br />
  7. 7. 2. Meta Branding<br />
  8. 8. La tienda es digital, el móvil es digital …<br /> El outdoor es digital, los eventos … son digitales<br /> El video como explosión digital<br /> La marca en el POP<br /> Localización y micro localización<br />Metabranding<br />Porque el Branding digital es puro Branding <br />
  9. 9. Video<br />branding<br />
  10. 10. Video contenido<br />
  11. 11. PoP<br />branding interactivo<br />
  12. 12.
  13. 13. 3. Perdiendo <br />el control<br />
  14. 14. Flexibilidad y pérdida de control de la marca<br /> Modelo y posicionamiento, masa crítica<br /> Los modelos sociales nos reforman la marca<br /> +80% de los consumidores no creen lo que una marca dice de si misma<br /> +80% cree en otros consumidores<br />
  15. 15. “Undesigned” <br />o cuando el contenido gana sobre el diseño<br />
  16. 16. !<br />La difusión también vuelve … cambiada<br />
  17. 17. 4. Primero Social <br />Después Digital<br />
  18. 18. Mas social que digital <br /> Esquema Digital vs Esquema Social Media<br />Likeonomics: ¿Facebook vale mas que Twitter?<br /> La mitad de nuestro conocimiento en Social Media ya ha quedado obsoleto<br />Advergaming<br />
  19. 19. El debate digital <br />Social Media Strategy no es lo mismo que Digital Marketing<br />Social Media Strategy<br />Digital Marketing<br />Tú y tu compañía<br />Tu producto<br />Compras y estadísticas<br />Engagement<br />Insight<br />Mensajes<br />Comunidades y audiencias<br />Brand´s target<br />
  20. 20. LikeonomicsSegún ChompOn y TechCrunch, compartir en FB triplica un Tweet (solo en e-Commerce)<br />
  21. 21.
  22. 22. Advergaming TTL / ETLGeo Localizado, contexto, comunidad<br />
  23. 23. Advergaming TTL / ETLContenido, ADG, Comunidades<br />
  24. 24. 5. Crowdsourcing<br />
  25. 25. Crowdsourcing | C2C (customer to customer)<br /> De derechos propietarios a compartidos<br /> Del market share al share of customer. <br /> La gente no vive alrededor de tu marca sino de su propia vida, pero estará encantada de decirte que es lo que no le gusta de ti<br /> Tus enemigos son tus aliados y tus consumidores pueden devenir tu competencia: todos somos creadores, todos tenemos marca, reinventamos el cobranding<br /> Curador colectivo de contenido<br />
  26. 26. Crowdsourcing Espontáneo pero buscado<br />
  27. 27. Crowdsourcing Como concepto como plataforma<br />
  28. 28. Crowdsourcing Casos Coca Cola Flavors y Dunkin´Donuts<br />
  29. 29. Crowdsourcing Algunos proyectos mundiales en danza<br />
  30. 30. 6. Social Green<br />
  31. 31. Social Green<br /> Mas eco friendly es mayor valor de marca<br /> Clases de verde (América es más positivo)<br /> Clases de social (wikipedia, google, wikileaks) … aunque América es mas reactivo al ataque institucional<br /> Pensamiento Maduro = Crecer sin degradar<br />Freemium es sostenible<br /> De los móviles, Google Twitter Egypt al No al Email Francés<br />
  32. 32. FreemiumsModelos sostenibles de alto valor percibido<br />
  33. 33. Green PornoValor contrastado y valor transferido<br />
  34. 34. Social friendlyLa estabilidad social es paralela al Verde: Sostenibilidad<br />
  35. 35. 7. Las tablas del móvil<br />
  36. 36. Medios móviles vs teléfonos móviles<br />Branding en el Internet de las cosas<br /> A la caza de las aplicaciones<br /> Cortos para móviles<br />Geolocación total<br /> Digital Signage<br />
  37. 37. Mobile AdShow me themoney(o donde está la pasta)<br />
  38. 38. Realidad Aumentada(mas allá del geotag)<br />
  39. 39. Reconocimiento y comunidad¿Quién dijo teléfono?<br />
  40. 40. El santo i- grialLa videoconferencia<br />
  41. 41. Autenticidad<br />8. Visibilidad<br />total<br />
  42. 42. Social media stats<br />La visibilidad entre el WoM/BaO social y el posicionamiento<br /> Creatividad hacia contenido emocional<br /> Curador de contenido- infographics<br /> Las SEO wars: ¿Google es tu amigo o tu enemigo?<br /> Viral Buzz<br />
  43. 43. Ser curadorTu conocimiento sectorial, puede resultar viral<br />
  44. 44. Be WarholLas plataformas son lo que tu quieres que sean <br />
  45. 45. Empresa 2.0 y Branding directivo<br />
  46. 46. Organización: como la empresa alimenta a la marca <br /> El Branding digital internamente<br /> Empresa 2.0 vs marca 2.0<br /> Branding se mueve hacia PR<br /> Como actúan en casos de crisis<br /> Respaldo a marcas de forma digital<br /> Nestlé II: Blackshaw como Chief digital Officer<br />
  47. 47. BossTubeEl reposicionamiento y la crisis con los CEOs en Youtube<br />
  48. 48. Madurez digital<br />
  49. 49. La ½ tendencia restante, la creamos aquí<br />
  50. 50. Armando “Mando” Liussi Depaoli<br />Director creativo & cofundador 2shareworld<br />@mandomando<br />Puedes descargar esta presentación via<br />http://slideshare.net/mandomando<br />O bien contactándome vía:<br /><ul><li>http://mandomando.com
  51. 51. http://2shareworld.com
  52. 52. armando.liussi@2shareworld.com</li>

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