branded content in digital media (ii) new formats
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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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La primera estrategia de Branded Content
Alessandro Bernardi @Bernardamus
The origins of Branded Content
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1929
Alessandro Bernardi @Bernardamus
The origins of Branded Content
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Branded content & Social Media
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Adaptation to Social Media
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Alessandro Bernardi @Bernardamus
Adaptation to Social Media
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Alessandro Bernardi @Bernardamus
Product PlacementRay-ban Aviator : +40% sales
Top Gun
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Alessandro Bernardi @Bernardamus
Top Branded Content
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Top Gun in the Digital Era
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Alessandro Bernardi @Bernardamus
Share of Voice
Branded Content ICONS in Social Media
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Alessandro Bernardi @Bernardamus
Branded Content ICONS in Social Media
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Alessandro Bernardi @Bernardamus
Case Study: Barbie on Instagram
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Alessandro Bernardi @Bernardamus
Humanize your brand
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Alessandro Bernardi @Bernardamus
Product Placement in Storytelling
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Alessandro Bernardi @Bernardamus
Product Placement in Storytelling
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Alessandro Bernardi @Bernardamus
Humanized brand VS human
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Alessandro Bernardi @Bernardamus
Barbie-Selfie!
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The Perfect Social Cocktail
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Branded Content in a post
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Best time to post
Alessandro Bernardi @Bernardamus
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Carpe Diem
Timely
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Timely
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Timely + Tinder
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Real Time Marketing
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Alessandro Bernardi @Bernardamus
Think Global, Post Local
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Alessandro Bernardi @Bernardamus
The Importance of Localized Branded Content
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https://www.mindjumpers.com/blog/2014/12/the-importance-of-localized-branded-content-on-social-media/
Alessandro Bernardi @Bernardamus
The Importance of Localized Branded Content
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Transparencia
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Special Effects!
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Alessandro Bernardi @Bernardamus
Constantly measure content performance
Humanize your brand
Get creative
Respond to customer questions
Strategies for good Social Branded Content
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Alessandro Bernardi @Bernardamus
Humanize your brand
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Humanize your brand: empathy
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Responder al cliente & transparencia
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“Red Bull te da alas”
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User Generated Content
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Series Format with Brand Ambassador
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Series Format with Influencers
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Alessandro Bernardi @Bernardamus
Ad Goals
Ad KPIs
+
=
The right content to maintain high
organic & paid reach
The right ad metrics & tools to drive social ad
performance
Optimized and amplified social
campaigns!
The right social customer &
community care+
The Social Equation for Brand Success
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Alessandro Bernardi @Bernardamus
Sources: Socialbakers, Data Range: 2009 – 2013
in 201340 Posts / Month
in 20097 Posts / Month
Pages post more content
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Engagement vs Activity
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PUSH vs PULL
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AD CONTENT
Advertising is a push model while content is a pull model
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Alessandro Bernardi @Bernardamus
EARNED REACH > PAID REACH
When does advertising become content?
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Decay of Organic Reach in Social Media
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The Raise of Social Paid Media
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Alessandro Bernardi @Bernardamus
Caracteristicas del Social Paid Media
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Familiaridad
Alessandro Bernardi @Bernardamus
Mis amigos dicen que les gusta este producto
El branded content se mezcla con contenido de mis amigos
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Familiaridad vs Stalking
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Microsegmentación
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Alessandro Bernardi @Bernardamus
The future of Social Ads