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Transmedia | Arena Tech&Trends 2014 | Alfonso Garcia Valenzuela

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El poder de las historias( storytelling) sigue vigente.Las marcas tienen que contar cuentos, pero cuentos modernos: Adaptados a la situación actual en la que una generación hiperconectada sigue las historias a través de múltiples medios, dispositivos y pantallas.

Es necesaria una nuea visión de la comunicación, una visión TRANSMEDIA en la que todo estáconectado: STOP CAMPAIGNING. START CONNECTING.
Vamos a crear un universo narrativo en el que cada medio hace su propia contribución al desarrollo de la historian y en el que la audiencia cobra un papel fundamental y participa activamente de la misma.

Una grandísima oportunidad para las marcas para conectar con las nuevas generaciones y una potente herramienta de atracción, conexión y persuasión. En definitiva, entretenimiento en estado puro.

Publicado en: Marketing
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Transmedia | Arena Tech&Trends 2014 | Alfonso Garcia Valenzuela

  1. 1. Transmedia Alfonso Garcia-Valenzuela Head of Transmedia
  2. 2. “TRANSMEDIA IS ABOUT THE STORY, NOT THE TOOLS” SIMON STICKER
  3. 3. Storytelling: El arte de comunicar contando historias... El poder de las historias.
  4. 4. “Las personas no tienes 30 segundos para ser interrumpidos pero si tienen 30 minutos para escuchar una gran historia” John Thomas en Storyworldwilde.
  5. 5. “La distancia más corta entre dos personas es una buena historia. Las marcas tienen que contar cuentos, pero modernos” Luis Miguel Barral
  6. 6. Transmedia storytelling no es algo nuevo. Disney la primera experiencia masiva y moderna de transmedia storytelling. La primera construcción de un universo narrativo multiplataforma.
  7. 7. GENERACIÓN HIPERCONECTADA LA REVOLUCIÓN DE LO SÍNCRONO Y MASIVO MULTIPLES DISPOSITIVOS Y PANTALLAS PARA SEGUIR HISTORIAS DE ESPECTADOR PASIVO A PROSUMER Una mezcla del ‘consumidor’ y el ‘productor de contenidos’ que busca una experiencia inmersiva y participativa.
  8. 8. Una forma diferente de contar historias, adaptadas a la situación actual… con la participación e inmersión del usuario.
  9. 9. TODO ESTÁ CONECTADO VISIÓN TRANSMEDIA DE LA COMUNICACIÓN
  10. 10. STOP CAMPAIGNING. START CONNECTING.
  11. 11. “Transmedia storytelling representa un proceso donde los elementos integrantes de una ficción se dispersan de manera sistemática a través de múltiples canales de distribución con el fin de crear una experiencia unificada, coordinada y entretenida. Y donde, idealmente, cada canal hace su propia contribución en el desarrollo de la historia.” HENRY  JENKINS  
  12. 12. “Un relato donde la historia se difunde a través de múltiples medios y plataformas, y en el cual una parte de la audiencia asume un rol activo en ese proceso de expansión.” Investigador de la comunicación experto en medios digitales, interfaces y ecología de la comunicación Carlos Scolari
  13. 13. Cada plataforma aporta nueva información sobre el universo El prototipo Transmedia
  14. 14. Hermanos Wachowski Creadores de la trilogía Cada una de las historias sólo cuenta una parte de la historia de Neo y se convierte a su manera en una puerta de entrada al universo narrativo de The Matrix El caso por excelencia
  15. 15. 1. Creación de un UNIVERSO NARRATIVO: una sola historia, un relato coherente en su conjunto, varios medios. “Una historia, un mundo, muchas plataformas”. 2. Diferentes puntos de entrada a la historia. 3. CONTENIDO LÍQUIDO (Fácil de expandir y adaptable para distribuir a todos los medios) y LINKED (Fácil de compartir). Original. No redundante. Los pilares del transmedia:
  16. 16. 4. Cada MEDIO ( Twitter, Facebook, YouTube, televisión, radio, prensa…) hace su propia contribución al desarrollo de la HISTORIA. 5. COLABORACIÓN DE LA AUDIENCIA La audiencia se convierte en parte de la estrategia, bien compartiendo y hablando de ello o bien generando contenidos: se sientan identificados. 6. DIFERENTES NIVELES DE PROFUNDIDAD DE LA HISTORIA PARA DISTINTOS NIVELES DE IMPLICACIÓN DEL USUARIO
  17. 17. FRANQUICIA TRANSMEDIA
  18. 18. Pero…. Qué conseguimos???
  19. 19. Estamos generando PURO ENTRETENIMIENTO 1.  Herramienta de persuasión/ atracción /Conexión 2.  Conectar con las “nuevas” generaciones. 3.  Engagement: el consumidor participa, incrementa la sensación de pertenencia o de conexión emocional con la marca. 4. Fuente de información: El nivel de participación del público así como el contenido compartido por ellos es una riquísima fuente de información
  20. 20. Estrategia de Comunicación | Transmedia | Research | Planificación y Compra de Medios Display | Performance | SEO | SEM | RTB | Social Media | Contenidos | Data & Analytics Madrid | Barcelona

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