al centro del vortice: strategie di total brand experience
DESCRIPTION
I meccanismi collaborativi stanno cambiando radicalmente il modo in cui i mercati funzionano e il modo in cui le organizzazioni creano valore. Le imprese faticano a tenere il passo. Il mondo della comunicazione è in piena trasformazione, cambiano i paradigmi di lavoro, cadono le vecchie barriere che hanno contraddistinto le agenzie nel passato. Le aziende oggi hanno bisogno di creare rapporti di fiducia con partner strategici che le supportino nella definizione e nel governo della complessità del sistema multicanale, nella creazione della total brand experience, attraverso la narrazione emozionale e trasmediale delle storie di marca. Il partner di comunicazione deve dunque oggi fare realmente leva sulla strategia dei contenuti e della loro più efficace distribuzione nell’ambito di un ecosistema cross-canale sinergico, in cui la creatività assume un ruolo centrale per produrre idee rivoluzionarie e realizzare il “Break Through”. Fare ciò richiede esperienza, struttura, capacità confronto e sperimentazione . RISC, PESO e Agile Social: metodologie proprietarie Ketchum per affrontare e gestire la complessità.TRANSCRIPT
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digital revolution
the world is connected
WORLDTRANS-FORMATION
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storytelling is the new black
target is everywhere
people are moving faster
influencers are dead
SITUATION IS
GETTING SERIOUS…
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big fishes enter local markets
vertical specialized
wider scope of agency spectrum
consulting giants invasion
system integrators entering the competition
NO MORE BORDERS
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act for the new era
understand change
manage complexity
EMERGING NEW NEEDS
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ALL YOU NEED IS
STRATEGY
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trust
partnership
CHOOSE A REALSTRATEGIC PARTNER
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multichannel
creativity
content
STRATEGY, NOWADAYS
human
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TOTAL BRAND
EXPERIENCE
consistent
everywhere
always
love
brand
experience
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RELEVANTCONTENTS
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& DESIGN
THINKINGCREATIVITY
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many voices
ECOSYSTEM
one message
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MULTI CHANNEL
moment
place
way
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RESEARCH INSIGHT STRATEGY REDWARDSCREATIVE
RISC
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PESO
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Gillette SAVES THE K.I.S.S.
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Gillette SAVES THE K.I.S.S.
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Gillette SAVES THE K.I.S.S.
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Gillette SAVES THE K.I.S.S.
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Gillette SAVES THE K.I.S.S.
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AGILE SOCIAL
1CREATE
2PLAN
3BUY
4AMPLIFY
hit target audience 5
MANAGE6
REPORT
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THE MEASUREMENT PATH
1
SET SPECIFICGOALS
WHO? WHAT? HOW MUCH?
BY WHEN?
SET KPISOUTPUT & OUTCOME
CHOOSE TOOLS AND METRICS &
DEFINE BENCHMARKS
ANALYSE THE RESULTS AND THE SALES/BUSINESS
IMPACT
USE MEASUREMENT INSIGHTS TO TRACK PROGRESS AND TO
IMPROVE PROGRAMS
23
4
5
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Grazie.
KetchumVia Fatebenefratelli, 1920121 MilanoTel. o2 6241191-1