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AMSTERDAM2012LO QUE SE APRENDIÓ…
COMPRIMIR CADENA, DE INFORMACIÓN EN                   3 DÍAS    EN UNA PRESENTACIÓN QUE    FUERA LO SUFICIENTEMENTE    DIV...
DE AHÍ, QUE SE HAYA DEMORADO CASI 6 MESES EN VER LA LUZ
PERO ES QUE LA  DISTANCIA QUE HAY ENTRE  COLOMBIA   Y HOLANDA..…SE MIDE EN MUCHO           MÁS QUE MILLAS
LaCULTURA
HAY ALREDEDOR DE6 0 0 0 0 0BICICLETAS   EN   AMSTERDAM                       EL MISMO NÚMERO DE                         HA...
La Visiónde los Problemas
La Concepción delNegocio Digital
NEW TIMES CALL FOR NEW THINKING...                                           LOOKING TO THEPAST IS NO WAY TO SECURE A FUTU...
QUÉ ES    FUTURE  WHAT CAUGHT YOUYESTERDAY IS NOT GOING TO CATCH THEM TODAY    OR TOMORROW...
QUÉ ESINNOVATIONINNOVATIONMAKE SURE YOU RE DOING SOMETHING ORIGINAL
QUÉ ESTECHNOLOGYTECHNOLOGYWHAT’S THE UPGRADE?
QUÉ ES CREATIVITY CREATIVITYFIND INSPIRATION IN WHAT   YOU LIKE THE MOST
Digital es sobre todoCuestión de Lógica   De la cual nacen 3 REGLAS
ENTIENDE A QUIÉN LE HABLAS1
2       AVERIGUA QUÉ LES GUSTA,    Y HAZLO MEJOR…CREA LA EXPERIENCIA                                 FILOSOFÍA   SKITTLES
3   HÁZLOS PARTE DE…    DALES LA OPORTUNIDAD DE    CONSTRUIR
¿ WHAT’S NEXT?      DigitalArt           StoryTelling             3rd Screen                            “PEOPLE STILL LOOK...
DigitalArtDIGITAL INDUSTRY IS VERY CLOSE TO ART
iLIGHT REVEALCAMPAÑA DE EXPECTATIVA                    During 7 days before to launch Hyundai                    i40, user...
http://vimeo.com/21236460
http://vimeo.com/34605247
StoryTelling“EL ARTE DE CONTAR HISTORIAS”
“Las personasaman contar historias,   ayudarlos enfocados en lasnuevas tecnologías es algo que lasmarcas deben pensar”
http://www.youtube.com/watch?v=fx2ZmhYHx        H4&feature=player_embedded
RULES TOCONSIDER                 TELLING STORIES…                       SOCIALSCRIPTWRITTING        NETWORKS      ANIMATIO...
http://www.youtube.com/watch?v=Uk8jdqR7gNs                                             Gettting involved                  ...
3rd Screen
IT’S ALL ABOUT EVOLUTION!!   THE FIRST SCREEN,TELEVISION,                      THE SECOND SCREEN,                         ...
THE THIRD SCREEN REVOLUTION IS            ABOUT DRAMATIC TECHNOLOGICAL               AND BEHAVIORAL CHANGE.“SMARTHPHONE MA...
3 RULES TO         CONSIDER IN A MOBILE STRATEGY1) MATCH INTERACTION (PREDICTION)2) OPERATE (WHERE)3) PLAY INTERACTION    ...
http://www.youtube.com/watch?v=XP5yySEZub8
@LORENZALAMAS
Memorias FITC Amsterdam 2012
Memorias FITC Amsterdam 2012
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Memorias FITC Amsterdam 2012

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Memorias FITC Amsterdam 2012

  1. 1. AMSTERDAM2012LO QUE SE APRENDIÓ…
  2. 2. COMPRIMIR CADENA, DE INFORMACIÓN EN 3 DÍAS EN UNA PRESENTACIÓN QUE FUERA LO SUFICIENTEMENTE DIVERTIDA PARA ENTENDERLA NO FUE UNA TAREA FÁCIL
  3. 3. DE AHÍ, QUE SE HAYA DEMORADO CASI 6 MESES EN VER LA LUZ
  4. 4. PERO ES QUE LA DISTANCIA QUE HAY ENTRE COLOMBIA Y HOLANDA..…SE MIDE EN MUCHO MÁS QUE MILLAS
  5. 5. LaCULTURA
  6. 6. HAY ALREDEDOR DE6 0 0 0 0 0BICICLETAS EN AMSTERDAM EL MISMO NÚMERO DE HABITANTES DE LAS VEGAS
  7. 7. La Visiónde los Problemas
  8. 8. La Concepción delNegocio Digital
  9. 9. NEW TIMES CALL FOR NEW THINKING... LOOKING TO THEPAST IS NO WAY TO SECURE A FUTURE... COLLECTIVE CONSCIOUSNESS WAS A CONCEPT...NOW...DIGITAL, BRING IT TO US... DIGITAL IS A PHYSICAL REPRESENTATION OFCOLLECTIVE CONSCIOUSNESS WHERE YOU CAN TAP INTO THE CONSCIOUSNESS OFMILLIONS... YOU DONT HAVE TO GUESS WHATS ON THE MINDS OF PEOPLE TODAY... PEOPLE ARE CONNECTED... TOSTAY RELEVANT, YOU OR YOUR BUSINESS OR YOUR BRAND NEED TO BE PART OFTHE CONNECTION... TODAY, YOU NEED TO TURN A MOMENT INTOMOMENTUM AND MOMENTUM INTO A MOVEMENT... THAT CANT BE DONEWITH 30-SECOND COMMERCIALS... YOU NEED TO CREATE CONVERSATIONS WITHYOUR CUSTOMERS... SO , MAKE CONVERSATIONS NOT ADS...
  10. 10. QUÉ ES FUTURE WHAT CAUGHT YOUYESTERDAY IS NOT GOING TO CATCH THEM TODAY OR TOMORROW...
  11. 11. QUÉ ESINNOVATIONINNOVATIONMAKE SURE YOU RE DOING SOMETHING ORIGINAL
  12. 12. QUÉ ESTECHNOLOGYTECHNOLOGYWHAT’S THE UPGRADE?
  13. 13. QUÉ ES CREATIVITY CREATIVITYFIND INSPIRATION IN WHAT YOU LIKE THE MOST
  14. 14. Digital es sobre todoCuestión de Lógica De la cual nacen 3 REGLAS
  15. 15. ENTIENDE A QUIÉN LE HABLAS1
  16. 16. 2 AVERIGUA QUÉ LES GUSTA, Y HAZLO MEJOR…CREA LA EXPERIENCIA FILOSOFÍA SKITTLES
  17. 17. 3 HÁZLOS PARTE DE… DALES LA OPORTUNIDAD DE CONSTRUIR
  18. 18. ¿ WHAT’S NEXT? DigitalArt StoryTelling 3rd Screen “PEOPLE STILL LOOK TO “ENHANCE, DON’T CREATE DIGITAL TRADITIONAL MEDIA FOR INTERRUPT” EXPERIENCES BEYOND THE BORDER OF THE STORIES” SCREEN
  19. 19. DigitalArtDIGITAL INDUSTRY IS VERY CLOSE TO ART
  20. 20. iLIGHT REVEALCAMPAÑA DE EXPECTATIVA During 7 days before to launch Hyundai i40, users could control over a light-rig compose of 200 lights over the internet and try to reveal parts of the new car. Aunthentical real time.
  21. 21. http://vimeo.com/21236460
  22. 22. http://vimeo.com/34605247
  23. 23. StoryTelling“EL ARTE DE CONTAR HISTORIAS”
  24. 24. “Las personasaman contar historias, ayudarlos enfocados en lasnuevas tecnologías es algo que lasmarcas deben pensar”
  25. 25. http://www.youtube.com/watch?v=fx2ZmhYHx H4&feature=player_embedded
  26. 26. RULES TOCONSIDER TELLING STORIES… SOCIALSCRIPTWRITTING NETWORKS ANIMATIONS Make Stories
  27. 27. http://www.youtube.com/watch?v=Uk8jdqR7gNs Gettting involved Media Convergence Surprise worth waiting
  28. 28. 3rd Screen
  29. 29. IT’S ALL ABOUT EVOLUTION!! THE FIRST SCREEN,TELEVISION, THE SECOND SCREEN, THE THIRD SCREEN, THE MOBILE DEVICE REVOLUTIONIZED THE PERSONAL IS A GAME CHANGER THE WAY MARKETERSREACHED CONSUMERSSO THAT A COMPANY COULD REACH COMPUTERMILLIONS WITH WELL-CRAFTED AND ALLOWED COMPANIES TOTESTED MESSAGES THEY TOTALLY INTERACTIVELY COMMUNICATE CONTROLLED. WITH AND SELL TO THEIR CUSTOMERS, EASILY GAINING CUSTOMER FEEDBACK AND EVEN PERMITTING CUSTOMERS TO PROVIDE INPUT ON PRODUCTS OR SERVICES BEING DEVELOPED.
  30. 30. THE THIRD SCREEN REVOLUTION IS ABOUT DRAMATIC TECHNOLOGICAL AND BEHAVIORAL CHANGE.“SMARTHPHONE MARKETING ” THE LESSON IS AGAIN: ENHACE DON’T INTERRUMP
  31. 31. 3 RULES TO CONSIDER IN A MOBILE STRATEGY1) MATCH INTERACTION (PREDICTION)2) OPERATE (WHERE)3) PLAY INTERACTION HEINEKEN STAR PLAYER GENUINALLY REAL TIME BUSINNES CHALLENGE: MAKE THE WEFA CHAMPIONS LEAGUE MORE INTERESTING •70% OF VIEWERS WATCH ON THEIR OWN AT HOME OVER 80% OF VIEWERS IN OUR TARGET ARE DUAL-SCREENING •YOU DON’T NEED TO UNDERTAND IT TO ENJOY IT
  32. 32. http://www.youtube.com/watch?v=XP5yySEZub8
  33. 33. @LORENZALAMAS

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