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Digital Branding | Claves y Tendencias / Diseña Forum

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Digital Branding | Claves y Tendencias / Diseña Forum

  1. 1. ARMANDO LIUSSI DEPAOLI @mandomando 18-Diciembre 2012Claves y tendencias en branding digital
  2. 2. CLAVES#1AUTENTICIDAD …versus Veracidad
  3. 3. Ya somos una marca digital @mandomando
  4. 4. @mandomando
  5. 5. La conversación comenzó antes que la deseáramos … @mandomando
  6. 6. La conversación comenzó antes que la deseáramos … … y no sirve de nada esconderse @mandomando
  7. 7. @mandomando
  8. 8. Puede que parte de su discurso fuera verdad … @mandomando
  9. 9. … pero no fueron creíbles @mandomando
  10. 10. El mito es mas autentico @mandomando
  11. 11. (mito) @mandomando
  12. 12. El éxito está en lograr esasuspensión de la incredulidad @mandomando
  13. 13. La autenticidad reside en ser consistentes @mandomando
  14. 14. 65% de los consumidores abandonaría a unamarca si su comportamiento resulta inconexo, falso o irritante @mandomando
  15. 15. Contar historias nos conecta y nos define @mandomando
  16. 16. CLAVES#2METABRANDING
  17. 17. La imagen rompe formatos @mandomando
  18. 18. La imagen rompe formatos @mandomando
  19. 19. El outdoor ya es digital @mandomando
  20. 20. El outdoor ya es digital @mandomando
  21. 21. El outdoor ya es digital @mandomando
  22. 22. El Branding revive en la realidad aumentada @mandomando
  23. 23. Un evento es unhito encontrable @mandomando
  24. 24. CLAVES#3UN-BRANDINGPierde elcontrolde tu marca
  25. 25. La percepcion social reina @mandomando
  26. 26. de los consumidoresdescreen de lo que dicen las marcas de sí mismas @mandomando
  27. 27. La credibilidad social se gana en el dialogo @mandomando
  28. 28. de los consumidores creen en lo que opinanotros consumidores de una marca @mandomando
  29. 29. Undesign @mandomando
  30. 30. “Undesigned”o cuando elcontenido ganasobre el diseño @mandomando
  31. 31. CLAVES#4SOCIAL-BRANDFIRSTdigital brand,después
  32. 32. El Esquemaes mas Social Media que Digital @mandomando
  33. 33. Aquí está el debate digital Social Media Strategy no es lo mismo que Digital Marketing Social Media Strategy Digital Marketing Tú y tu compañía Tu productoEngagement Insight Mensajes Compras y estadísticas Comunidades y audiencias Brand´s target @mandomando
  34. 34. Somos lo que la Red dice que somos @mandomando
  35. 35. CLAVES#5CROWDSOURCINGc2c :customerto customer
  36. 36. Pasamos del market share al share of customer @mandomando
  37. 37. Market–Share no es lo mismo que Share-of-CustomerLos productos y marcas como la fuente de Considera a los clientes como la principaltodos los valores fuente de valorVender un producto por vez a tantos Vender tantos productos como sea posible aclientes como sea posible un cliente por vezDiferenciación de producto frente a la Diferenciación de clientes entre elloscompetenciaRendimiento sobre confianza Todo cliente es rentable.Busca un incremento constante de Busca incrementar nuevos negocios paranuevos clientes dar valor y fidelizarVende a los consumidores Colabora con los consumidoresUtiliza los medios de comunicación para Vive los medios digitales para determinarconstruir la marca y anunciar productos necesidades y hacer comunicaciones individuales @mandomando
  38. 38. Y nos movemos de los derechospropietarios a los compartidos @mandomando
  39. 39. Y nos movemos de los derechospropietarios a los compartidos @mandomando
  40. 40. “Custowners” Cuando elcrowdsourcinges espontáneopero buscado @mandomando
  41. 41. Tus enemigos pueden ser tus aliados @mandomando
  42. 42. @marcosdequinto(Coca-Cola) dió estaconferencia con unabotella en la mano …pero de … Pepsi @mandomando
  43. 43. El foco esta en la comunidad @mandomando
  44. 44. crowdsourcing en el ADN @mandomando
  45. 45. CLAVES#6SOCIAL GREEN
  46. 46. Una Marca son sus valores @mandomando
  47. 47. Una Marca son sus valores @mandomando
  48. 48. Defender posturas te vuelve visible @mandomando
  49. 49. “Green Porno” deIsabella Rossellini @mandomando
  50. 50. Mas que segmentacion… perfilado @mandomando
  51. 51. Social friendlyLa estabilidad social es paralela a la sostenibilidad verde @mandomando
  52. 52. CLAVES#7MOBILEBRAND
  53. 53. la seduccion ANTES que la interrupcion @mandomando
  54. 54. La viralidad es movil @mandomando
  55. 55. El diseno vive en la realidad aumentada @mandomando
  56. 56. ¿Y las Tendencias Mando? @mandomando
  57. 57. TENDENCIAS#1 |THE BRANDSHOW
  58. 58. Storytelling EntretenimientoGamificación La historia sin fin @mandomando
  59. 59. Presentedialogantedispuesta @mandomando
  60. 60. ContextoExperiencias Motivacion Viralidad Comunidad @mandomando
  61. 61. TENDENCIAS#2FFYLpeleaportu amor
  62. 62. Help me help youhelp others @mandomando
  63. 63. norte al comportamientovalores hipersensoriales Femenina y lúdica @mandomando
  64. 64. con las personas antes que con las patentes @mandomando
  65. 65. TENDENCIAS#3VOZHUMANAmisko13
  66. 66. curiosacreativasensible falible @mandomando
  67. 67. la pasión marcará la conversación @mandomando
  68. 68. Bosstube @mandomando
  69. 69. porque se recupera a las personas detrás de las marcas @mandomando
  70. 70. cuando nos hablanquienes las crearon @mandomando
  71. 71. ¡Gracias! @mandomando @2shareworld Claves y tendenciasARMANDO LIUSSI DEPAOLI en branding digital

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