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Presentación - Ponencia Frederic Josue
- 2. VELOCIDAD ADAPTACIÓN TECNOLOGÍA NUEVOS PERFILES Angeles Escobar Directora General de Arena Barcelona INTRO
- 4. “Conjunto de conocimientos técnicos, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad”
- 5. Tecnología “Conjunto de conocimientos técnicos, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad”
- 6. Tecnología = Marketing “Conjunto de conocimientos técnicos, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad” Evolución tecnológica =oportunidades para el MK
- 7. Pompeu Fabra 1983 “Ciència de les Arts Industrials” Wikipedia, miércoles 28 de Enero 2015 “Conjunto de conocimientos técnicos, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad” Tecnología
- 8. Hoy es más crítico que nunca que entendamos cómo la Tecnología puede ponerse a nuestro servicio para optimizar los negocios que dirigimos en términos de resultados Tecnología = Marketing matemáticos, estadistas, programadores, ingenieros y empresarios
- 9. Tecnología = Marketing “Conjunto de conocimientos técnicos, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad”
- 10. Tecnología = Marketing “Conjunto de conocimientos técnicos, científicamente ordenados, que permiten diseñar y crear bienes y servicios que facilitan la adaptación al medio ambiente y satisfacer tanto las necesidades esenciales como los deseos de la humanidad”
- 11. EL CAMINO DEL CONSUMIDOR
- 12. Gracias a la OMNICANALIDAD*, el contacto del usuario con la marca en cada una de las fases de su proceso de decisión de compra, se ha convertido en un proceso desordenado. Hay tantas EXPERIENCIAS con la MARCA como combinaciones posibles de puntos de contacto en el CDJ. *La OMNICANALIDAD es para el usuario el CAOS ORDENADO que permite al usuario elegir el canal más adecuado para el, en cada momento de su proceso de compra. ONE LINE
- 13. Adam Brotman, CDO for Starbucks ““ Successful companies in navigating a digital transformation are those with a clear sense of what the customer experience is — and how it could be better if the organization would reach customers and engage employees throughout that entire digital journey.
- 14. Recoger DATA • Con la que lograr trazabilidad y conocer al usuario, y con ello lograr una serie de objetivos como son: 1.Con una buena recogida y tratamiento de datos podemos ser capaces de entender la CONTRIBUCION que Digital ha tenido EN LAS VENTAS de un producto o servicio por ejemplo, incluso aunque la venta final se produzca fuera de digital. 2.También podemos adaptar
- 16. DEMO SPACE ENTENDAMOS LAS POSIBILIDADES DE LA TECNOLOGÍA ACTUAL
- 17. VELOCIDAD ADAPTACIÓN TECNOLOGÍA NUEVOS PERFILES Jaime Fdez de la Puente-Campano Marketing & Business Development Director INTRO
- 20. “Gano más de 600.000 € al año jugando a los videojuegos” Carlos Ocelote, Gammer Instagramers Bloggers Youtubers Gammers Influencers Earn Media
- 21. STARTUP´S Algoritmo de Detección de éxito COMPRAN TUS DERECHOS
- 22. Página Web (54%) Mail (49%) Teléfono (33%) Redes Sociales (15%) Tienda Física (64%) Own Media Vías de contacto para informarte sobre productos o servicios* Fuente: VI Observatorio de las redes sociales The Cocktail & Arena
- 23. Comentar la experiencia (27%) Quejarse (26%) Buscar Info (14%) Las Redes Sociales cobran importancia en la POST COMPRA Utilizas las Redes Sociales para…. Comparar (10%)
- 24. Real Time Marketing El nuevo Social Media Marketing
- 25. Partnership | Shared Media
- 26. Frederic Josue Global Executive Advisor Introducción al Organic Marketing
- 27. introduction to organic approach Frédéric Josué Global Executive Advisor to Dominique Delport Head of 18 Hubs
- 29. quaternary activities are rising USA quaternary sector : knowledge-based part of the economy, information generation and sharing, IT, Consulting, Education, R&D, Entertainment…
- 30. high knowledge creative class jobs Martin Prosperity Institute Charlotta Mellander USA science and technology, business and management, arts, media, and entertainment
- 31. politicians and families understood it
- 33. maximum information is generated online content grew 9X in 5 Years
- 34. data is totally disseminated 100 H/minute 4 Billion videos seen daily 1 Billion videos seen daily 181 billion timelines impressions T3 2014 284 million active subscribers 500 million tweets send daily 180 billion SMS send in France 2014 5 400 per second 40 million users 1 billion daily
- 35. no more scarse ressources information, creativity and strategy are no longer rare ressources 1 producers connection platforms end user
- 36. decision support must adapt help agents navigate this organic network, but most of all stimulate the production of context. 2 we must create the platform to connect to this information
- 37. organic network
- 38. organic network
- 39. Inpact on brodcasters • As for broadcasters, they stimulate the creation of context, based on their shows, by the spectator. This context leads us towards new containers that enrich the initial editorial experience and so create new context : a linear TV program about the 2nd World War is delinearised on YouTube and indexed by the important dates. This new vehicle for content in turn creates the conditions for an extension of the creation of the content itself. The container YouTube thus creates links to other containers, Twitter, Facebook, Tumblr, photos, videos, blogs etc. while also producing user data. The body of work continues to be enriched thanks to its audience and digital containers which are made more agile. Never before has it been so true that "the medium/container is the message". The audience creates the content itself (e.g. photo albums, family trees, videos) or triggers the creation of content by the broadcaster, through their comments. So on social networks, the semantic analysis of comments by the audience lets them modify or extend the outline of the story in retrospect – with spin offs, or by fleshing out the role of a character. To sum up, by providing a transmedia programme, i.e. one written to be broadcasted on different platforms and delinearised, the broadcaster stimulates the creation of context linking up different containers in a series of processes that develop a brand around the program each time they are shared. The fan community that creates this/its context becomes a structured audience that remains loyal because it is engaged as a stakeholder in the construction of an organic show. organic network
- 41. context : physical place
- 42. context : physical place
- 43. context : physical place
- 44. context : physical place
- 45. context : physical place
- 46. I share this video on my wall and tweet about it using the YouTube/Twitter tools within the video itself. context 1 I watch the Trailer for a film on a YouTube video posted on Facebook by a friend context : augmented place
- 47. context1 All of this sharing encourages me even more. So I decide to go and watch the film at the cinema. the context is the space or the network generated by individuals sharing content/information. my friends have posted lots of photos of filming on Instagram, made available by the film's producers. they are also in turn linked to stories on Twitter. context 2 context 3 when I come out, I make a Vine about my experience context 4
- 48. teatchers become the people who pass on rather than hold knowledge impact on education
- 50. organic network
- 51. the learner triggers the creation of context by the pupil and gives him the responsibility of weaving a network of knowledge knowledge context impact on education
- 53. twitter the greatest spoiler of US TV Series S3 midseason premiere represented + than 52% of twitter trafic 39,000 tweets per minute 1.4 million mentions 950,000 followers 77% live weets
- 55. impact on managers LOS ANGELES TEL AVIV SEOUL
- 57. move on if you fail just say OUPS…
- 59. FlameFy Every collected data drives a different user story LISTEN INTERACT data driven storyteling platforms
- 60. INTELLIGENT CONTENT STRATEGY Context-based, Personalized, Gamified Activation Real-time Analysis, Predictions, Monetization ACTIONABLE DATA Omni-channels Listening & communities gathering Any online/offline Contact Point Detect Engage Retain FlameFy
- 61. ideation platform stop conversations, start narration
- 62. conclusion the consumer is like the pupil, the spectator or the employee, a developer who decodes a partition and follows a narrative path. this path becomes richer from one node to the next, from one container to the next, and stimulates engagement - because the consumer is taking part.
Editor's Notes
- Muchas gracias a todos por estar aquí. Gracias porque de nuevo hemos superado las expectativas de convocatoria. Desgraciadamente una vez más no hemos podido alojar aquí por un problema de aforo a todo el mundo que nos lo ha solicitado. Os doy las gracias por responder siempre de manera tan positiva a todas nuestras invitaciones para compartir nuestros hallazgos, nuestras investigaciones y en general nuestros contenidos. Bienvenidos a una nueva edición de Arena Innoweek, y a la primera edición que se celebra en Barcelona. No sabéis lo feliz que estoy por el hecho de que esto haya sido posible. Llevo unos cuantos años intentando traeros a los partners tecnológicos de referencia a nuestra ciudad y hasta ahora no lo había conseguido. Han tenido que llegar Luis, Eliana, Lidia, Akiko y Jaime para hacerlo posible. Quisiera pedir un fuerte aplauso para ellos. Gracias a ellos y sobretodo por supuesto a los partnerts tecnológicos. No os perdáis la demo que ofreceremos al final en la que podréis probar todas estas nuevas tecnologías porque verdaderamente es fascinante, muy muy interesante y muy divertido. Os animo fervientemente a probar de primera mano todas las posibilidades que la tecnológicas de aplicación directa a nuestros negocios. Quisiera dar las gracias también a Granini, Damm, Cacaolat y Bicentury que han hecho posible que al final del evento podamos disfrutar de sus productos. Gracias por apoyarnos siempre y en este acto también. Gracias a los medios que estáis aquí para cubrir el evento. Os preguntareis por qué a esta jornada la llamamos Innoweek cuando en realidad esto es un Innomorning, pues bien la respuesta es que hace algunos años cuando comenzamos la primera edición de este evento, montábamos un showroom de lunes a viernes y combinándolo con ponencias y temáticas diferentes por días. La realidad es que hoy en dia pretender ocupar una semana en vuestras agendas no sería realista. Con lo cual hemos sido fieles a esa nueva tendencia que se conoce hoy como SNACK CONTENT. Apuntad…snack content que se refiere al hecho de hoy la gente pide contenido breve, pero relevante. Así que hemos apostado por concentrar el acto en unas horas que comienzan a hora para culminar aproximadamente a las 15 h.
- El mundo de la Comunicación ha experimentado un gran cambio. Así es como en Arena configuramos el nuevo el nuevo mapa de comunicación. Se ha reorndenado en 4 grandes PILARES: Data, Contenido, Canales y Tecnología. Hoy vamos a centrarnos en TECNOLOGIA. ¿Por qué? Porque estamos en un Foro de Innovación y si hay un driver, un elemento impulsor de la misma en los últimos años ese se llama TECNOLOGIA. En Arena queremos capitalizar ese discurso, el discurso de la Tecnología. ¿Y por qué? ¿Por qué una Agencia de Medios se convierte un especialista en Tecnología …? ¿Por qué hemos emprendido esta misión de Compañía por la cual algunos de nuestros principales partnerts, como veréis hoy, son TECNOLOGOS? Ayer celebramos Innoweek y comentaban mis compañeros que a algunos de los asistentes les sorprendía que así fuera, así que intente buscar una respuesta por si alguien hoy se preguntaba lo mismo. Para dar respuesta a esa pregunta, me gustaría que pensaseis por un momento en cuál es vuestra misión como MARKETERS.
- Si yo os pongo esta definición de marketing, ¿os sentiríais más o menos identificados?
- Esta definición la he sacado de WIKIPEDIA y ¿sabéis a que palabra corresponde? Pues bien, no lo vais a creer pero esta frase es la definición que encuentras en wikipedia cuando buscas la palabra TECNOLOGÍA …………. !!
- Así que podemos establecer un paralelismo HOY entre TECNOLOGIA y MARKETING. Y eso es NORMAL, es NORMAL…………..porque la EVOLUCION TECNOLOGICA es la que nos ha permitido tener a nuestra disposición MUUUUCHAS más posibilidades de CONTACTAR, y de ser RELEVANTES para nuestros consumidores. De hecho me gustaría compartir con vosotros una curiosidad. En mi casa tengo una edición del Diccionario Pompeu Fabra del año 1983 (en papel lógicamente). Pues bien la definición de aquel entonces era…………”………..”
- “Ciencia de les Arts industrials”. Internet ha democratizado la Tecnología y ha hecho que no se limite al campo industrial, ha descendido al terreno de lo particular, de las personas, y su fin último hoy es mejorar la vida de las personas.
- Por eso, volviendo al paralelismo entre TECNOLOGIA Y MARKETING, hoy es más crítico que nunca que entendamos cómo la Tecnología puede ponerse a nuestro servicio para contactar con nuestros consumidores y brindarles contenidos relevantes y personalizados. Es tal la importancia de convertirnos en expertos en Tecnología que nuestra agencia ha sufrido una transformación interesante, donde los matemáticos, estadistas, programadores, ingenieros y empresarios del entorno digital cobran protagonismo.
- Si alguno de vosotros acaba de entrar en Wikipedia para comprobar que lo que digo es verdad, encontrareis una pequeña discrepancia con la definición que yo os he puesto aquí. Y esa pequeña discrepancia son estas dos palabras: “científicamente ordenados”. Cuando yo encontré el paralelismo entre la definición de Tecnología y la de Marketer las dos únicas palabras que me chirriaban eran “científicamente ordenados”. ¿Por qué?
- Si alguno de vosotros acaba de entrar en Wikipedia para comprobar que lo que digo es verdad, encontrareis una pequeña discrepancia con la definición que yo os he puesto aquí. Y esa pequeña discrepancia son estas dos palabras: “científicamente ordenados”. Cuando yo encontré el paralelismo entre la definición de Tecnología y la de Marketer las dos únicas palabras que me chirriaban eran “científicamente ordenados”. ¿Por qué?
- ¿Por qué? Porque nosotros intentamos ordenar nuestros conocimientos, nuestras ideas, nuestros procesos y pintamos cosas como ésta- Esto por ejemplo es un funnel de compra lineal, en el que asumimos que primero el consumidor tiene un set de marcas disponibles, de las cuales considera varias, luego empieza la evaluación activa del producto vía canales y todo esto culmina en el acto de compra. Pero lo cierto es que el consumidor no es tan “científicamente ordenado”
- Sinó que gracias a la OMNICANALIDAD el individuo decide cómo y cuándo se relaciona con el contenido, con la marca. ANYWHERE, ANYTIME. Hay tantas EXPERIENCIAS con la MARCA como combinaciones posibles de puntos de contacto en el CDJ. Es por ello también que ya no podemos hablar de una única línea ON y otra OFF, sinó que el consumidor no separa entre líneas, para él, ella , existe una UNICA LINEA: ONE LINE, de ahí el título de esta sesión. OMNICANALIDAD es uno de los grandes conceptos que trataremos HOY.
- Otro gran concepto del que hablaremos será de la importancia de RECOGER DATA. Otro de los grandes temas de los que vamos a hablar hoy aquí es de cuán importante es que recojamos DATA acerca de nuestros consumidores que nos permita entender su navegación, clusterizar tipologías de gente que conecta con nuestros activos digitales, para con ello personalizar los mensajes que dirijimos a cada uno de esos clusters y optimizar y facilitar su navegación con el fin de que eso nos ayude a convertir más eficazmente nuestra inversión en contactos útiles e incluso en ventas.
- Y
- Leer la frase. Para entender y abrazar todas estas nuevas posibilidades que nos ofrece la OMNICANALIDAD, el BIG DATA etc, no podemos hacerlo solos. Porque no se puede ser el mejor en todo. De ahí que nosotros como agencia somos COLABORATIVOS. Es necesario el ADN colaborativo. Por eso mismo veréis que en este evento las ponencias son lideradas por profesionales líderes en su ámbitos de actuación con los cuales colaboramos, aprendemos, intercambiamos y compartimos.
- Un evento que termina con el Demo Space que está montado aquí fuera en el hall, donde los principiales partners tecnológicos de España nos van a mostrar como la tecnología tiene mucho que decir a la hora de captar eso datos, generar experiencias personalizadas con el consumidor y ofrecer mensajes multicanal. Os invitamos a que os paséis durante el Coffee Break o nada más teminar la sesión para que toquéis e investigueis de las posibilidades de esta tecnología. Sin más os presento a Jaime Fernandez.
- La compra se impulsa un 64% si el usuario ve un vídeo del producto
- Clark's Sector Model for US Economy 1850-2009 PRIMARY INDUSTRY SECTOR - Agrigulture, Fishing, Logging, Mining, Oil & Gas exploration and production, etc. SECONDARY INDUSTRY SECTOR - Manufacturing, both durable and non-durable goods, plus construction. TERTIARY INDUSTRY SECTOR - Service providers. We enteret a knowledge economy where information is the fuel Massive investment in education Switch from energetic economy to softpower economy Did u try to speack to your kids, they have maximum intellectual instruments ! The graph above shows the growth of jobs in America across three broad occupational classes – the creative class, service class, and working class – over the past half century. The trend could not be clearer. Working class jobs, which include those in factory production, construction and transportation, have declined from half the workforce to about 20 percent. High-paying, knowledge-based creative class jobs in science and technology, business and management, the professions, arts, media, and entertainment have increased from just 15 percent of jobs to more than a third. Lower-paying service jobs in fields like retail sales, food prep, and personal care have increased from 30 percent to nearly half of all jobs. DEFINITION OF 'KNOWLEDGE ECONOMY' A system of consumption and production that is based on intellectual capital. The knowledge economy commonly makes up a large share of all economic activity in developed countries. In a knowledge economy, a significant part of a company's value may consist of intangible assets, such as the value of its workers' knowledge (intellectual capital). However, generally accepted accounting principles do not allow companies to include these assets on balance sheets.
- The quaternary sector of the economy is a way to describe a knowledge-based part of the economy which typically includes services such as information generation and sharing, information technology, consultation, education, research and development, financial planning, and other knowledge-based services.[1][2] The term has been used to describe media, culture, and government.[3] The quaternary sector is based on knowledge and skill. It consists of intellectual industries providing information services, such as computing and ICT (information and communication technologies), consultancy (offering advice to businesses) and R&D (research, particularly in scientific fields). According to some definitions, the quaternary sector includes other pure services, such as the entertainment industry.
- The graph above shows the growth of jobs in America across three broad occupational classes – the creative class, service class, and working class – over the past half century. The trend could not be clearer. Working class jobs, which include those in factory production, construction and transportation, have declined from half the workforce to about 20 percent. High-paying, knowledge-based creative class jobs in science and technology, business and management, the professions, arts, media, and entertainment have increased from just 15 percent of jobs to more than a third. Lower-paying service jobs in fields like retail sales, food prep, and personal care have increased from 30 percent to nearly half of all jobs. These basic trends will continue over the next decade. Between 2012 and 2022, the U.S. will add 15.6 million new jobs, according to BLS projections, with the overall workforce growing by 10.8 percent from 145 to 161 million. Of these, 5.6 million will be high-wage, creative class positions. The creative class will grow by 12.5 percent, the highest rate of all groups. The country will add another 7.4 million low-wage, low-skill service jobs, a 10.5 percent growth rate. Finally, the country will add 2.7 million blue-collar, service-class jobs – with most of that growth in construction and transportation jobs. The overall working class job market will grow 9.1 percent. Of these, just 75,000 will be in direct production work; the high paying factory jobs that provided the backbone of the middle class a generation ago will see a growth rate of less than 1 percent. By 2022, production workers will make up just 5.5 percent of the American workforce.
- No student wants to be an export earner and the sooner we learn this the better” Steven Schwartz Macquarie University, Sydney Figure 2 makes clear how the gains from an educational reform increasingly accrue over the course of the lifetime of a child born today in the form of additional per-capita GDP. While children 2010 2020 2030 2040 2050 2060 2070 2080 2090 by 2030: € 69billion more than public educational spending today* by 2043: € 311billion more than Germany’s current national budget by 2074: € 1,746billion more than today’s German national debt by 2090: € 2,808billion 28 times Germany’s economic stimulus package Figure 1: Costs of inadequate education resulting from lost economic growth in Germany The costs of inadequate education as a sum of the GDP lost each year, if the extent of inadequate education is not reduced by 90 percent through educational reform, discounted to reflect present values. *Public spending on elementary and general education secondary schools. Lost gross domestic product Source: Bertelsmann Stiftung: Was unzureichende Bildung kostet, Gütersloh 2009. (Authors of the study: Ludger Woessmann and Marc Piopiunik). 7 Summary born the same year the reform is implemented do not notice an appreciable difference during their childhood and adolescence, they will have an additional 179 Euro in per-capita GDP available to them at the age of 18. At the age of 30, a time when many are starting families, they will already have 720 Euro more at their disposal than would have been the case without a reform. By the age of 45, per-capita GDP will have risen by 2,237 Euro. Children born today will benefit most once the reform’s growth effects have had their maximum long-term impact. When they enter retirement at the age of 67, for example, they will have 6,471 Euro available to them. By the time such children are 80, per-capita GDP will have risen to 10,346 Euro more than it would have been had no educational reform taken place.
- Parler de siliwood, les tech vont vers le contenu http://riccentre.ca/2012/07/collaborating-for-growth-in-the-k-12-education-market/ Over the past few years, despite the economic downturn, there was one industry that saw drastic growth in investment: education. According to The Chronicle of Higher Education, investment in education technology (edtech) companies grew from $146 million in 2002 to $429 million in 2011. There are entrepreneurs all over the world disrupting the K–12 education system. MaRS is home to around 50 of them, including those creating educational games, system efficiencies and innovative curricula. Ontario is well positioned to lead change in education through social innovation. In early May 2012, The Atlantic’s feature story was titled “What America Can Learn From Ontario’s Education Success.” Source: National Venture Capital Association, Thomson Reuters Many companies experiencing early success in the education market still face a tremendous barrier when scaling their companies as there is no single education market in North America for them to grow into. Rather, there are a whopping 20,000 school districts under the control of a patchwork of federal, provincial, state and local regulators. This makes the scaling of education ventures exceedingly difficult. In response, a number of initiatives based on collaboration, rather than competition, have emerged among education ventures. Bellwether Education Partners (BEP) is an American national non-profit organization “dedicated to accelerating the achievement of low-income students.” In April 2011, BEP released a report outlining several immense barriers to crucial innovation reaching school districts, including: “an irrational, idiosyncratic philanthropic capital market, massive fragmentation, market domination by a few large publishers, and little pressure from competition or customers to innovate.” BEP calls for “radical collaboration” involving multiple stakeholders using shared technologies and platforms to create optimal impact and efficiency.
- 2.5B Users
- Outcomes Lots of valued assets are becoming commodities Info geoloc uber Info gens airbnb Some people understood hoz to take advantage of this information We have to create our own connection platforms
- If we want to benefit from it we need to adapt Decision support or leaders He or she becomes a Context Pilot. We have to create our own connection platform to deal with this knowledge We have to deal with this complexity (information) and find a way through We have to create our own connection platform People or agents
- the dynamic network located within the brain of a living being. It is made up of synapses whose role is to connect neurones and pass on information via electrical and chemical processes. So it is a channel made up of links or connectors between nodes. This channel passes on a message that can resemble content.
- Carte du reseau internet mondial
- Here are the nodes, or the containers
- Previously, context was seen as a "physical analogue place" in which content was consumed and interaction between individuals in that place was possible: individuals would watch television and interact with each other about the programme in the living room. Today, context is an "augmented symbolic place" where individuals can interact, created thanks to their interaction with content or information online, whatever platform is used. But more than just a space, it is a mechanism that lets individuals create a connection, and as a result, generate a network, made up of interconnections. It is worth pointing out that this space is not exclusively digital. This network becomes the absolute added value created by the context. So there are two sides to this interconnecting process. The network, described as organic, can only be created thanks to the involvement of individuals, through different instances of sharing content/information (namely code, advertising messages, TV programmes, information and/or cultural content). This involvement and the network of interconnections that it creates, in turn extend the context. This context is built up and evolves through links between individuals around containers (media and digital platforms that contain and spread the content and information). So, a channel generated by interaction between the parties who emit and those who consume information, in an environment guided by what Henry Jenkins calls a participatory culture.
- Context in an organic world Comment on dit commentaire facebook en anglais
- Context lead to new context in a incremental way
- As far as teachers are concerned, they become the people who pass on rather than hold knowledge. They give their pupils critical tools for a piece of knowledge whose role is to continue to become richer organically. Parler aux parents de la salle, votre role est de les aider à education aux media
- Carte du reseau internet mondial
- The learner then triggers the creation of context by the pupil and gives that pupil the responsibility of weaving a network of knowledge. Extensive research by the pupil on different interconnected digital platforms lets him or her deal with the complexity of the teaching. On apprend aujourd’hui notamment grace à l’ipad, els jeux videos etc… This lets the pupil acquire skills by constructing a building of knowledge, made of incremental bricks, in other words, successive containers. These bricks pile up on top of each other, container after container, link after link, in a net spun around an initial piece of knowledge. This piece of knowledge becomes a distraction, or a starting point, to interact and become engaged with a learning process that has been transformed into a serious game. This learning is a process, in which the pupil is in control. Within this framework, media literacy, particularly looking for information and "fact checking", prevails. Also, the capacity of the national education system and other stakeholders in education to produce containers is crucial.
- As for broadcasters, they stimulate the creation of context, based on their shows, by the spectator. This context leads us towards new containers that enrich the initial editorial experience and so create new context : a linear TV program about the 2nd World War is delinearised on YouTube and indexed by the important dates. This new vehicle for content in turn creates the conditions for an extension of the creation of the content itself. The container YouTube thus creates links to other containers, Twitter, Facebook, Tumblr, photos, videos, blogs etc. while also producing user data. The body of work continues to be enriched thanks to its audience and digital containers which are made more agile. Never before has it been so true that "the medium/container is the message". The audience creates the content itself (e.g. photo albums, family trees, videos) or triggers the creation of content by the broadcaster, through their comments. So on social networks, the semantic analysis of comments by the audience lets them modify or extend the outline of the story in retrospect – with spin offs, or by fleshing out the role of a character. To sum up, by providing a transmedia programme, i.e. one written to be broadcasted on different platforms and delinearised, the broadcaster stimulates the creation of context linking up different containers in a series of processes that develop a brand around the program each time they are shared. The fan community that creates this/its context becomes a structured audience that remains loyal because it is engaged as a stakeholder in the construction of an organic show.
- As for the managers, although they no longer have any power, they also assume a role as the creator of context. By providing a framework, they make sure that an entrepreneurial concept leads to the construction of a building, with a free scope of expression. This concept is made up of nodes and tools that the manager spreads out on a symbolic map. The nodes represent a raw material, like the manager’s contacts and personal ideas. The tools are the infrastructure, represented by a budget, an office, or partnerships. The employee reclaims these assets and connects them to each other to construct a building for the benefit of the entrepreneurial concept. The goal for the manager is to stimulate the connections between the nodes, by letting go, to put the employee in a combinatorial situation (serious game). The engagement is direct and is achieved through confidence building. The employee plays alone, moves forward, sometimes without providing an explanation, and if he or she makes a mistake, might say Oops but carries on.
- collaborative not participative Trust // Loyalty
- You can draw it, we can run it
- The role of the Pilot of the brand's communication (former strategist) fits in with this. The new role of creating context is designed to create platforms of organic interconnections. He or she will build links, weave them together into a matrix, optimise them with data and feed into them with content. Initiating communication with a communicational concept, he or she will create a tree of connections between consumers, the media, content and connection platforms, in the form of "what if scenarios". This network weaves together experiences, comparable to the work of the writer putting together a transmedia narrative framework. The consumer is therefore, like the pupil, the spectator or the employee, a developer who decodes a partition and follows a narrative path. This path becomes richer from one node to the next, from one container to the next, and stimulates engagement - because the consumer is taking part. The start-up, Flamefy, is an example of a data driven storytelling platform that could equip these Brand’s Communication Pilots and help them get the most out of the concepts that they identify. Combined with semantic and predictive analysis tools, this may help to assess the relevance of choices (what if scenario), and multiply the engagement models (the intentions of the communicator towards the consumer).