branded content in digital media (iii) social crm & virality
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Branded Content in Digital Media
Alessandro Bernardi
@Bernardamus
alesbernardi@gmail.com
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1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
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Social Paid Media & CRM
Alessandro Bernardi @Bernardamus
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Social Paid Media & CRM
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Measuring ROI of Branded Content
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Alessandro Bernardi @Bernardamus
Adam Greenwood
Travelling from Euston to Glasgow
Social Costumer Care
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Alessandro Bernardi @Bernardamus
Social Costumer Care
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WIN – WIN
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Social Customer Care
Data: Facebook Q1 2015
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Top Social Care Industries
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Alessandro Bernardi @Bernardamus
The Importance of Timing
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1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
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Going viral
Alessandro Bernardi @Bernardamus
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Going viral
Alessandro Bernardi @Bernardamus
Virality is all about…
… SHARING!
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The value of SHARING
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Top Viral Verticals
Alessandro Bernardi @Bernardamus
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WHAT TYPE OF CONTENT
RESONATES MOST WITH YOU?
Alessandro Bernardi @Bernardamus
Source: Nielsen Global Survey of Trust in Advertising, Q1 2013
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Which type of post gets more SHARES?
Alessandro Bernardi @Bernardamus
? ? ? ?
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Which type of post gets more SHARES?
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Likes by Post Type
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CALL TO ACTION
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CALL TO ACTION
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Popular Viral Headlines
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Popular Viral Headlines
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Targeting Age groups
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
?
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Targeting Age groups
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Source: Facebook 2015 (Spain)
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Targeting Interests
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
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Targeting Interests
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Source: Facebook 2015 (Spain)
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Targeting Viral segments
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?
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Targeting Viral segments
Alessandro Bernardi @Bernardamus
Source: Facebook 2015 (Spain)
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Ice Bucket Challenge
Alessandro Bernardi @Bernardamus
17M+ FACEBOOK VIDEOS SHARED
$111 M raised for the ASL Asociation
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Facebook Native Videos are the king
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Facebook Video performs better than Youtube
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Facebook Instant Articles
Alessandro Bernardi @Bernardamus
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The majority of Facebook’s business
is on MOBILE
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Source: Mark Zuckerberg #F8
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Multi-Platform Branded Content
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Trusting forms of advertising
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DIGITAL / SOCIAL MEDIA
TRADITIONAL MEDIA
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ESPN: The Worldwide Leader Cable/Satellite TV Channel in Sports
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SOCIAL is the cheapest MEDIA
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Good content can go bad
https://www.youtube.com/watch?v=dKUy-tfrIHY
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Negative Sentiment
Viral MEME
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Storytelling of a viral content
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https://vimeo.com/131077537
Storytelling of a viral content
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Contexto Conflicto Oponente
Acción Solución Desenlace
Storytelling of a viral content
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Case Studies & Inspiration
Alessandro Bernardi @Bernardamus
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Alessandro Bernardi @Bernardamus
Gracias!
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