Presentación sobre Comunicación Digital

1. Digital Comm.
Introduction
feb-2011

2. Contexto digital

3. DIGITAL
ES COMBINACIÓN DE:
INFRASTRUCTURA CONEXIÓN GESTIÓN DE
TECOLOGICA (A UNA RED) INFORMACIÓN
(HARDWARE)

4. DIGITAL
SIRVE PARA CONSEGUIR MÁS (+ Can?dad en – Tiempo)
<

5. DIGITAL
SIRVE PARA CONSEGUIR MÁS

6. DIGITAL
PARA CONSEGUIR MEJOR (+ Calidad)
<

7. DIGITAL
PARA CONSEGUIR MEJOR (+ Calidad)

8. DIGITAL
PARA CONSEGUIR MEJOR (+ Calidad)

9. DIGITAL
PARA CONSEGUIR MEJOR (+ Calidad)

10. DIGITAL
PARA CONSEGUIR MEJOR (+ Calidad)

11. Impacto en los medios

12. ¿CUÁL ES LA NATURALEZA DE LOS MEDIOS?
Audiovisual Visual Audio Visual
Pasivo Pasivo Pasivo? Pasivo
Cobertura Cobertura Targe?zable Cobertura

13. ¿CUÁL ES LA NATURALEZA DE LOS MEDIOS?
Audiovisual Visual Audio Visual
Pasivo Pasivo Pasivo? Pasivo Audiovisual
Cobertura Cobertura Targe?zable Cobertura ACTIVO
Cobertura
Tage?zable
Medible

14. Qué pasa con… ¿el 360º? ¿el ATL?
TV
Revistas Outdoor
Radio
Marke2ng
Directo
POS
RR.PP.
Eventos
Internet

15. Qué pasa con… ¿el 360º? ¿el ATL?
TV
Revistas Outdoor
Radio
Marke2ng
Directo
POS
RR.PP.
Eventos
Internet

16. ¿Qué pasa con… esto? ¿Donde lo metemos?

17. Necesitamos un nuevo modelo

18. Requisitos
 Que no distinga por medios
 Que sea aplicable (no teorías )

22. Defining the categories
Step 1: Step 2: Step 3:
Owned Media Paid Media Earned Media
Brands develop their Brands pay for media Whereby audiences
own proprietary media from a third party generate & share content
(media owner) & conversa?ons as a
result of brand ac2vi2es
Master all three elements of change to build a strong online presence with the
target audience

23. From ‘Push’ to ‘Pull’ marke?ng
Step 1: Step 2: Step 3:
Owned Media Paid Media Earned Media
From website From TV, Print, Display From PR and journalists
To mul2ple channels and To distribu2ng mul2ple
To blogs and social sharing
long term par2cipa2on content pieces ongoing
Master all three elements of change to build a strong online presence with the
target audience

24. Categorising the touchpoints
Step 1: Step 2: Step 3:
Owned Media Paid Media Earned Media
Print / Brochures TV ads Radio ads Word of PR Editorial
ANALOGUE
Direct Mail mouth
Cinema ads OOH ads Customer
Customer feedback
service In‐store HCP
Live events comms recommenda2on
Websites Microsites Ra2ngs /
Rich ads Online Display reviews UGC
Podcasts Video
DIGITAL
Video ads Discussion
iPhone app Social network Mobile Branded
pages / groups In‐game ads boards Communi2es
Widgets Email ads
Content
RSS feeds Paid Search SMS ads
Email / SMS distribu2on
Master all three elements of change to build a strong online presence with the
target audience

25. The role of each category
Step 1: Step 2: Step 3:
Owned Media Paid Media Earned Media
Build long term Drives targeted Delivers trac2on among
rela2onships with communica2on in customers begins to help
prospects, customers and relevant environments, deliver advocacy & loyalty
earned media channels reach and acts as a
catalyst for owned media
and earned media
Master all three elements of change to build a strong online presence with the
target audience

26. GLOBAL VIEW ON DIGITAL TOUCH POINTS
User Generated Websites
Video
Social network Content Microsites
pages / groups Advergames
Ra2ngs / Podcasts
reviews Email / SMS
Discussion EARNED OWNED Widgets
boards
iPhone app
Branded
Communi2es RSS feeds
PAID
Rich media Online
ads Display ads
In‐game ads Video ads
Email ads Mobile ads
SMS ads Paid Search

27. BROADCAST NEW SCENARIO
ESTO NO VA DE INVERTIR EN MEDIOS, VA DE
INVERTIR EN ACTIVOS PARA RELACIONARSE.
ES MÁS RR.PP. QUE PUBLICIDAD

28. Welcome to the
Digital Day!