5. ¿Dónde está Wally? Conectando con el Consumidor2.0 Entonces… ¿Cuál es la identidad virtual de Wally?
6. ¿Dónde está Wally? Conectando con el Consumidor2.0 La identidad virtual de Wally es es un profesional, miembro de una red social, que se relaciona con otros profesionales construyendo una red de contactos, compartiendo experiencias, recomendando personas, explorando oportunidades de negocio… es un fanático coleccionista de objetos extraños que compra y vende asiduamente… un aficionado a la música de los 80 que va a los conciertos y comparte sus canciones y sus fotografías con otros aficionados… pero también es un seguidor de la NBA, fan de Kobe Bryant, que gestiona su propio canal de videos de basketball… la fotografía le apasiona, y mantiene una galería de excelentes fotos que va actualizando con frecuencia… no ha perdido el contacto con sus colegas de la Universidad, al contrario, siguen teniendo una estrecha relación… también es un miembro activo de numerosos grupos y foros de negocios, mascotas, viajes, fotografía… por supuesto, para alguien que, como él, pasa tanto tiempo ante el ordenador, tiene un avatar viviendo en el mundo virtual… no tiene pareja, pero le encanta conocer chicas, y chicos, y… le gusta conocer gente nueva… pasa muchas horas conversando con mucha gente que ha ido conociendo en la Red… gran aficionado a los juegos de ordenador y las videoconsolas, no pierde oportunidad de participar en intensas partidas online… los SIM es una de sus pasiones, y es bien conocido entre los fans de este mítico juego … naturalmente, como cabría esperar, también mantiene su propio blog… s es
7. ¿Dónde está Wally? Conectando con el Consumidor2.0 Diferentes entornos, diferentes experiencias, diferentes conductas De hecho, diferentes vidas en la misma vida. Diferentes personalidades en la misma persona.
8. ¿Dónde está Wally? Conectando con el Consumidor2.0 20.000 horas frente a la TV 5.000 horas jugando con videoconsolas 5.000 horas hablando por teléfono 250.000 mensajes, son los que ha enviado y recibido en su vida el 20% de los jóvenes de su generación conocerán a su pareja en Internet el 50% de los jóvenes de su generación han creado algún contenido para Internet bloggers per ages Wally es un joven que, a sus 22 años de edad, ha pasado:
9. ¿Dónde está Wally? Conectando con el Consumidor2.0 erase una vez, hace mucho tiempo… eran los principios de Internet, tiempo de descubrir descubrir tecnologías descubrir posibilidades descubrir oportunidades tiempo de descubrir , tiempo de ver ayer mismo… Internet fue evolucionando, en tecnología, en conectividad, en contenidos las empresas trataron de conectar con los consumidores tiempo de enviar y recibir e-mails, tiempo de e-commerce tiempo de averiguar cual es la conducta de los consumidores evolucionamos del ver al conocer ver conocer ahora estamos en eso que llamamos 2.0… embarcados en una carrera de velocidad vertiginosa experimentando constantemente, relacionándonos como no lo habíamos hecho hasta ahora, creando contenidos y compartiéndolos estamos en la era de compartir y compartir es entender entender Cambia toda tan deprisa… ¡ ! ¿ ? ;-) :-/
10. ¿Dónde está Wally? Conectando con el Consumidor2.0 desde hacia conocer entender el dominio de las empresas la autoridad de los consumidores las campañas de publicidad el marketing de proximidad los criterios de segmentación los clientes los mapas de conductas los invitados el control la influencia que los criterios se transforman por completo…
11. ¿Dónde está Wally? Conectando con el Consumidor2.0 ni pensábamos en investigar en la Red ni sabíamos cómo hacerlo la investigación se transformó en una herramienta necesaria, pero era algo rudimentaria todavía Si no investigamos constantemente estamos muertos Y si no investigamos y experimentamos, estamos perdidos… cuando estábamos en el tiempo de descubrir ver cuando llegó el tiempo de experimentar conocer ahora que estamos en el tiempo de compartir entender
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14. ¿Dónde está Wally? Conectando con el Consumidor2.0 La cuestión es ¿quién es Wally? No, la cuestión no es ¿dónde está Wally?
15. ¿Dónde está Wally? Conectando con el Consumidor2.0 Nos hemos acostumbrado a poner etiquetas que nos permiten identificar grupos y targets, nos permiten clasificar perfiles, hábitos, afinidades para comunicar, para orientar nuestras acciones, para proponer y vender cosas a la gente… Para responder a esa pregunta, venimos utilizando criterios de segmentación hace mucho tiempo… entonces… ¿quién es Wally? Pero, ¿a quién le gustan las etiquetas? A nadie. Cada persona es diferente, se siente diferente y única. Además, en este nuevo entorno 2.0, los viejos criterios ya no sirven. La segmentación ha dejado de ser útil. Caducó. Las reglas han cambiado.
16. ¿Dónde está Wally? Conectando con el Consumidor2.0 Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally Yo soy Wally
17. ¿Dónde está Wally? Conectando con el Consumidor2.0 Somos un Wally diferente en cada situación, con diferentes hábitos, personalidades y conductas. Todos somos el nuevo Consumidor 2.0, bueno, los que estamos entre los 35 y los 45 casi los somos. La siguiente generación, nuestros hijos, ellos son verdaderamente la generación 2.0, los consumidores 2.0. Todos somos Wally Y esos somos… nosotros mismos. Debemos aprovechar el tiempo para aprender, para experimentar, para entender las nuevas dinámicas con las que hoy se comunican, relacionan y comparten experiencias quienes desarrollan una gran parte de su actividad, y de su vida, en la Red.
18. ¿Dónde está Wally? Conectando con el Consumidor2.0 Damas y caballeros, el mundo 2.0 ya está aquí investiguemos compartamos y disfrutemos experimentemos
Notes de l'éditeur
Thank you very much, Sheila Good morning ladies and gentlemen, welcome in Barcelona I hope you’ll enjoy these days in our wonderful city and, of course, I’m sure you’ll enjoy this Worldwide Conference Well, I apologize for my horrible English, but I’ll do my best When I was preparing my presentation I wondered which would be the best way to explain this new media landscape, or this new digital environment, or this new virtual world, or this new… I don’t know exactly what…
Now when we talk about Internet, we used to use the term Web 2.0, or the Social Web Because Web 2.0 is a brand new kind of global network, with contents provided by the people, by the consumers using the marketing language. We’re living in the 2.0 period, we don’t know if it would be large or short, but I’m sure that we’re only at the beginning of the road. And for the first dish lets try to understand a little bit better this new paradigm
But things where different no many years ago as you can perfectly remember… Once upon a time, at the beginning the Internet was born, it was the time to discover Discover technologies Discover possibilities Discover opportunities Time to discover was time to see With the evolution of the internet contents, the data transmission technologies, and the new tools arrived the time to connect Connectivity between companies and customers Time to send and receive emails, offer proposals and accept, or not, this proposals, time to ecommerce Time to study the consumer habits Time to connect was time to know And now we’re in a different dimension, we’re in Web 2.0 time, involved in a very speedy race, living different lives, experimenting until now unknown experiences, now it’s time to share Time to share is time to understand
The virtual identity is so important than the physical identity. Which is the Wally’s virtual identity? He’s a professional, member of a social network, LinkedIn for instance, who establish professional relationships whit other professionals in different areas, building a strong network of contacts with other people, sharing experiences and recommending, offering and hiring. He’s a fanatic collector who buy and sell things in eBay But he’s also a Kobe Bryant fan and he has her own channel in YouTube to share videos about basketball and sports in general He has an space at MySpace and share experiences whit a lot of friends Also in facebook he has another space where he’s in contact with her colleagues of the university Wally is an active participant in several Google groups : about business, pets, travels and photographers Of course he has her own flikr page whit hundreds of photos of his holydays around the world, of his cat and of his neighbors He’s single and he loves to meet girls and boys, and couples, and… so on in adultfriendfinder And more, Wally spend several hours a week talking with friends and other people by the messenger But he’s also a war games expert and he’s one of the most popular gamers at the multiplayer gamer community He loves war games, but he loves the SIMs too, and, once more, he’s a remarkable member of the Sim2 community But this is not enough and Wally has an avatar in Second Life And, of course, Wally is a blogger… Different environments, different experiences, different behaviors. In fact, different lives in the same life. Different personalities in one person
But things where different no many years ago as you can perfectly remember… Once upon a time, at the beginning the Internet was born, it was the time to discover Discover technologies Discover possibilities Discover opportunities Time to discover was time to see With the evolution of the internet contents, the data transmission technologies, and the new tools arrived the time to connect Connectivity between companies and customers Time to send and receive emails, offer proposals and accept, or not, this proposals, time to ecommerce Time to study the consumer habits Time to connect was time to know And now we’re in a different dimension, we’re in Web 2.0 time, involved in a very speedy race, living different lives, experimenting until now unknown experiences, now it’s time to share Time to share is time to understand
As we know, Wally is a blogger He’s 22 years old In 22 years he spent 20.000 TV hours 5.000 telephone hours 5.000 video games hours He sent and received more than 250.000 messages The 50% of 22 years old people in the United States has created… The 20% will meet their couples on the Internet 22 years old people can’t understand the world without the World Wide Web, without computers and mobile communications devices And, of course, they really believe that Michael Jackson is a white man…
But things where different no many years ago as you can perfectly remember… Once upon a time, at the beginning the Internet was born, it was the time to discover Discover technologies Discover possibilities Discover opportunities Time to discover was time to see With the evolution of the internet contents, the data transmission technologies, and the new tools arrived the time to connect Connectivity between companies and customers Time to send and receive emails, offer proposals and accept, or not, this proposals, time to ecommerce Time to study the consumer habits Time to connect was time to know And now we’re in a different dimension, we’re in Web 2.0 time, involved in a very speedy race, living different lives, experimenting until now unknown experiences, now it’s time to share Time to share is time to understand
In traditional media, control is a given. You choose the terms of engagement: the channels, the media, the message. Even online, this basic process is similar, where page takeovers, pop-ups, and banners are purchased from an essentially identical perspective: control of the message and its delivery. You roll out your campaigns and measure the results in terms of reach and frequency on the front side and in terms of changes in attitudes or inclinations on the back side. In some channels, such as some online offers, direct marketing, and coupons, you even tie directly to sales. In Web 2.0 landscape things are different: you’ve got technologies and practices that support the shared use of social content, including photos, videos, text blogs, podcasts, comments, ratings, reviews, and more. When you shift to the social Web, the notion of control gives way to influence. To be sure, there are some things on the social Web involving social media that you can actually control, but in general your role is as a participant and your objective is influence. What can you control in the Social Web? You can control your own behavior. You can choose whether to participate, and you can choose the terms under which you will do so. You can choose to fully disclose and you can choose the channels you use. You can control the content you create and place on the social Web. What can't you control? For starters, the response to your participation and the content you place on the social Web once you've let go of it. On the social Web, you can't buy message spread ; you must depend on others to pick up your message and spread it for you. As this happens, commentary is added. You want people to show an interest in your content, and you want the added commentary to be beneficial. It's a lot like working in a matrix organization: you really need the people who can impact you to help you, but this people don't report to you. You can't control them; you can only create an environment that results in their being willing to align their work with yours. Your goal as a marketer is to influence the social Web participants who are important to you.
At the time to discover , the time to see Research didn't exist At the time to connect , the time to know Research was useful Research was a tool to identified potential clients, a tool to know better our market Research helped us to identified consumer habits And Research contributed to build better business and marketing strategies Now at the time to share , the time to understand Research is not a tool, is a need Research is not a part of our action plan, is the essence of our business development Research is deep inside of our core business Research is the to be or not to be of our results We need to understand our customers, and potential customers behavior If we don’t understand this there are not future for us Without Research we’re death
As the Cluetrain manifesto said…
And going back to the begining… The question is “Where’s Wally?” And the answer is…
The question is not where’s Wally? The question is who’s Wally? As announcers we like to put tags to the people Tags to identified groups and target groups Tags to classified habits and affinities Tags to make segmentation in the market Tags to sell and to buy Tags to be sure, as sure as we can, that we’re offering the correct thing to the correct people, and expecting a correct answer But as a consumers, we don’t like tags at all Everyone is different, everyone feel special, every one is the one and only So… Who’s Wally?
But things where different no many years ago as you can perfectly remember… Once upon a time, at the beginning the Internet was born, it was the time to discover Discover technologies Discover possibilities Discover opportunities Time to discover was time to see With the evolution of the internet contents, the data transmission technologies, and the new tools arrived the time to connect Connectivity between companies and customers Time to send and receive emails, offer proposals and accept, or not, this proposals, time to ecommerce Time to study the consumer habits Time to connect was time to know And now we’re in a different dimension, we’re in Web 2.0 time, involved in a very speedy race, living different lives, experimenting until now unknown experiences, now it’s time to share Time to share is time to understand
Everybody is Wally A different Wally in a different situation with a different behavior All of we are Wally. All of we are close the new consumers 2.0, but the next generation, our sons and daughters, will be the really brand new consumers 2.0.
But things where different no many years ago as you can perfectly remember… Once upon a time, at the beginning the Internet was born, it was the time to discover Discover technologies Discover possibilities Discover opportunities Time to discover was time to see With the evolution of the internet contents, the data transmission technologies, and the new tools arrived the time to connect Connectivity between companies and customers Time to send and receive emails, offer proposals and accept, or not, this proposals, time to ecommerce Time to study the consumer habits Time to connect was time to know And now we’re in a different dimension, we’re in Web 2.0 time, involved in a very speedy race, living different lives, experimenting until now unknown experiences, now it’s time to share Time to share is time to understand
Ladies and gentlemen, we’re living in a 2.0 world Research Share And… enjoy