Digital business #5
- 1. Brand Telefónica S.A. Digital Business_ chapter #5 Mg. Alejandro M. Salevsky Lic. Juan Manuel Cascone
- 2. 2 Global BI Telefónica S.A. Our plan 37 Nov 32 33 3635 47464534 44434241403938 OctSepAgo #4 Final brief#2 & #3: comm & rev stream1# business modeling 5. Media Activities 7. Customer Insight 4. Telco 6. Stock Market Insight 3. Social media & advertising 8. Trends 2. Digital business models 1. Introduction Written test Business plan activity Topics
- 3. 4 Global BI Telefónica S.A. Session #5 – Agenda Advertisement 1.News (non MECE!) 2.What is Social Media?_ 3.Customer Insight 4.Marketing Online Basics 5.Case:
- 5. 8 Global BI Telefónica S.A. Session #5 - Agenda 1.News (non MECE!) 2.What is Social Media?_ 3.Customer Insight + 1st Cases 4.Marketing Online Basics 5.Case:
- 6. 9 Global BI Telefónica S.A. a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.
- 7. 10 Global BI Telefónica S.A. Why social media matters in advertising…? Social media brings new ways of interaction between companies and customers
- 8. 11 Global BI Telefónica S.A. Why social media matters in communication…?
- 9. 12 Global BI Telefónica S.A. Session #5 - Agenda 1.News (non MECE!) 2.What is Social Media?_ 3.Customer Insight + 1st Cases 4.Marketing Online Basics 5.Case:
- 10. 13 Brand Telefónica SA “Personal” THRILL / insatisfaction source Consumption DRIVER Advertisement GOAL Age targets have different relations with digital and traditional advertisement Source: Market research / Turner Screens / Internal team Get bored Brings the “magic sparkle”. Surprises. Make kids feel playing What‟s new. Surpirse. Magic. Game/Ludic KIDS Don‟t belong / be out of the “heard” Define belonging models and personalities Quest for aknowledgement and belongingTEENS Don‟t know what I whant, what I want to be / search for freedom Allow experimentation / help in personal quest Self re-inforcement / liife guides YOUNG Get lost in the middle of everyone / settle down / grow old / lose freedom Legitimizes differences / build bridges to infancy and youth / attach to freedom Differentiation / eternal youthKIDULT Do not succed / lose financial independency / get financial independency Bring aspirational goals Aspirational / risk aversion ADULT ABC1 / C2 / D1
- 11. 14 Global BI Telefónica S.A. Session #5 - Agenda 1.News (non MECE!) 2.What is Social Media?_ 3.Customer Insight + 1st Cases 4.Marketing Online Basics 5.Case:
- 12. 15 Global BI Telefónica S.A. Three stages in the advertisement industry… 1. “Private placement” 2. Mass media 3. Digital •? – 1940’s •The owner of the media sells space for advertisers •The advertiser buys space and is responsible por campaigns •Company-2- consumer communication •1940’s – 2000’s •Media agencies pre- buys space from media owners and then re-sell it to advertisers •Media agencies are responsible for creativity •Company-2- consumer communication •2000’s - ? •Media agencies and digital adv companies prebuys space and advices in SEM •Small companies can advertise in small media: LONG TAIL •Company-2- consumer-2-company communication
- 13. 16 Global BI Telefónica S.A. Private placement
- 14. 17 Global BI Telefónica S.A. Placement trough media planning centre
- 15. 18 Global BI Telefónica S.A. Placement trough SEM
- 17. 20 Global BI Telefónica S.A. SEM vs. SEO (google search page) SEM SEO
- 18. Brand Telefónica S.A. ONLINE + OFFLINE ADVERTISEMENT & DEVICES_ Advertisement is inseparable from TV experience. Effective when working through an effective plot, not allowing to much segmentation and ROI control TV “MASSIVE” PLATFORM Allows interaction and personalisation in design and delivery Relies on “pull” and not on prime time “push” ROI analysis king DIGITAL DEVICES PERSONALISATION Allows interaction, personalisation and ubiquity Can be pull or push, but there is always the risk of being intrusive. Works great on “idle” times ROI analysis super-king MOBILITY “UBIQUITY” + + Any digital and social media communication strategy needs to wisely combine every platform (if possible)
- 20. 23 Global BI Telefónica S.A. A typical advertising planning (and execution) process P&S target selection and objectives Brief definition Media planning Pre tests & production Post tests and ROI analysis •Definition of the target trough appropiate segmentation (age, income, geography, etc) •Definition of generic and specific objectives (ROI Later) •Briefs and insighs to be handled to creativity •Media selection •Investment guideline definition •Schedule and events •Pre-test with consumers •Production •Post-test research •ROI analysis Objectives Creativity Live! •Brand awareness •Education •Engagement / Loyalty •Call-to-action
- 21. 24 Global BI Telefónica S.A. A typical advertising planning (and execution) process
- 22. 25 Global BI Telefónica S.A. Session #5 - Agenda 1.News (non MECE!) 2.What is Social Media?_ 3.Customer Insight + 1st Cases 4.Marketing Online Basics 5.Case: analyzing digital campaigns
- 23. 26 Global BI Telefónica S.A. Analyzing social campaigns You will see campaigns using social media. In teams, analyze: 1. Which is the Product or Service offered / related? 2. Which is the target? 3. Which is the general objective? 4. Which media are using? Which is the relation between the media chosen and the objective? You will have „5 after each case and then we will discuss in class
- 24. 27 Global BI Telefónica S.A. #1 DOVE
- 25. 28 Global BI Telefónica S.A. #1 DOVE
- 26. 29 Global BI Telefónica S.A. #1 DOVE
- 27. 30 Global BI Telefónica S.A. Analyzing social campaigns You will see campaigns using social media. In teams, analyze: 1. Which is the Product or Service offered / related? 2. Which is the target? 3. Which is the general objective? 4. Which media are using? Which is the relation between the media chosen and the objective? You will have „5 after each case and then we will discuss in class
- 28. 31 Global BI Telefónica S.A. #2 Mercedes Benz
- 29. 32 Global BI Telefónica S.A. Analyzing social campaigns You will see campaigns using social media. In teams, analyze: 1. Which is the Product or Service offered / related? 2. Which is the target? 3. Which is the general objective? 4. Which media are using? Which is the relation between the media chosen and the objective? You will have „5 after each case and then we will discuss in class
- 33. 36 Global BI Telefónica S.A. Analyzing social campaigns You will see campaigns using social media. In teams, analyze: 1. Which is the Product or Service offered / related? 2. Which is the target? 3. Which is the general objective? 4. Which media are using? Which is the relation between the media chosen and the objective? You will have „5 after each case and then we will discuss in class
- 34. 37 Global BI Telefónica S.A. Contact us!!!! •BLOG: www.digitalbusinessuca.wordpress.com •Mail: asalevsky@gmail.com / jmcascone@gmail.com •Twitter: @alesalevsky
- 35. 38 Global BI Telefónica S.A. Thank you!