Conferencia realizada en octubre del 2018 en Cartagena de Indias para un seminario de abogados convocados allí por el estudio DLA Piper.

1. The social & mobile environment
as a challenge for corporate communications
Eduardo Arriagada
Dean, Faculty of Communication, UC
DLA Piper Cartagena, Ocoiber, 11 st, 2018

2. Homo Deus.
A brief story of
tomorrow.
Yuval Noah Harari.
Ramdom House,
2016.
496 pages.

8. A more transparent enviroment

9. Scott McNealy,
co-founder of Sun
“You have
zero privacy
anyway.
Get over it”
The social & mobile environment
as a challenge for corporate communications

10. What
would it
look like a
world with
journalists
everywere.
The social & mobile environment
as a challenge for corporate communications

12. Barcelona Camp, 2010
“Scared people of the
world, join the
network, because the
only thing you can
lose is the fear.”
Manuel Castells
The social & mobile environment
as a challenge for corporate communications

14. Juego del Ultimatum

15. Fenno Paradox
The social & mobile environment
as a challenge for corporate communications

16. LANZAMIENTO DEL IPHONE

18. Screens on every pocket
In the world 5 thousand million of people use
smartphones.
In Chile during 2011 we went from 30% to 90% of
internet penetration. In 2014 there were 40 thousand
cellular devices using 4G network, taday there are 13
millions.

19. Firstly, we went from personal to mass
communication with the advent of the printing press
Local, slow and not measured Global, fast and measurable

21. Why do we have to go from
messages to conversation?
PeopleInstitution
The social & mobile environment
as a challenge for corporate communications

22. Why do we have to go from
messages to conversation?
Institution People
The social & mobile environment
as a challenge for corporate communications

23. Why do we have to go from
messages to conversation?
Institution People
The social & mobile environment
as a challenge for corporate communications

24. Communication is more attractive and has a greater potential of
spreading word of mouth if it is presented as a general interest topic
Message Topic
BRAND - CENTRIC Communication TOPIC - CENTRIC Communication
The social & mobile environment
as a challenge for corporate communications

25. “From a prepared elite that held the
power of information and distributed
it among a mainly passive public, to
a society aspiring to manage
collectively, by a conversation, the
information they need”
The social & mobile environment
as a challenge for corporate communications

26. A conversation begins with listening
"New cultural forms are being born and they
can not be contained into the known margins.
And we have to recognize that, many times,
we do not know how to incorporate to this
new circumstances”
“What was known, until yesterday, as a unity
and cohesive factor, today is demanding new
answers”
Francisco in Chile, January 2018
The social & mobile environment
as a challenge for corporate communications

27. The social & mobile environment
as a challenge for corporate communications

30. The social & mobile environment
as a challenge for corporate communications

31. The second thing is to learn how to talk
The social & mobile environment
as a challenge for corporate communications

32. It is not easy
that somebody
believes you
The social & mobile environment
as a challenge for corporate communications

33. Enlace

36. As human beings we are facing two
problems: we must live good and we must
live #together. Living good is more
important; living #together is more
fundamental, because only #togheter we can
live and live good.
Ángel Rodriguez Luño
The social & mobile environment
as a challenge for corporate communications

37. In general, opinions
contrary to those
commonly received can
only obtain a hearing by
studied moderation of
language, and the most
cautious avoidance of
unnecessary offence. John Stuart Mill
The social & mobile environment
as a challenge for corporate communications

39. You can talk with gestures
The social & mobile environment
as a challenge for corporate communications