El comms planning en un mundo digital
Comms Planning & Brand Planning
3 Tools: Canal, Data, Formato
4 Tareas: Consumer Decision Journey, Ecosistemas de Campaña, Comms Framework y Medición
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Diseño de Experiencias de Servicio , la innovación empáticagonzalo castillo
una introducción al diseño de servicios como una herramienta para innovar centrándonos en la experiencia del cliente, Charla en Congreso de Marketing de ICARE, Chile 2015
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Diseño de Experiencias de Servicio , la innovación empáticagonzalo castillo
una introducción al diseño de servicios como una herramienta para innovar centrándonos en la experiencia del cliente, Charla en Congreso de Marketing de ICARE, Chile 2015
Omnisource Communication Intelligence| Lima, abril 2020 Interlat
Interlat Digital Enterprise Intelligence continúa con su gira latinoamericana #LatamDigital. En esta ocasión, nos vamos a dirigir a todas las ciudades peruanas interesadas en un crecimiento digital, con el acompañamiento de invitados especiales desde Lima. En este evento virtual #LatamDigital Lima 2020, traremos el Workshop Omnisource Communication Intelligence, donde conoceremos la Ruta de los 9 pasos para alcanzar una Comunicación Inteligente y realizaremos un ejercicio interactivo para conocer el estado de madurez digital.
A raíz de la Jornada de Dircom en Madrid, sobre Innovación y Comunicación, una visión de cómo innovar tanto en comunicación corporativa como en comunicación de marca o producto.
How to innovate our corporate communications.
Múltiples plataformas, datos y audiencias. Social Media ya ha dejado de ser solamente el "gestionar los espacios gratuitos" para transformarse en uno de los campos mas importantes de publicidad online. Cómo los anunciantes mas grandes del mundo han cambiado la manera de gestionar Social Media y que acciones pueden realizarse hoy mismo para mover la estrategia de social media al próximo nivel.
Speaker: Javier Montanaro VP of Sales Latam en Headway Digital
Los clientes están reclamando productos o servicios que les permita vivir momentos memorables, los productos que ofrezca o diseñe para el año 220 deben estar cargados de innovación, diferenciación y valores agregados que hagan de su producto algo único
Presentación #LatamDigital Santiago de Chile| Mayo 2020Interlat
Interlat Digital Enterprise Intelligence continúa con su gira latinoamericana #LatamDigital. En esta ocasión, nos vamos a dirigir a todas las ciudades chilenas interesadas en un crecimiento digital, con el acompañamiento de invitados especiales desde Chile, entre ellos ganadores de los Premios #LatamDigital. En este evento virtual, traremos el Workshop Omnisource Communication Intelligence, donde conoceremos la Ruta de los 9 pasos para alcanzar una Comunicación Inteligente y realizaremos un ejercicio interactivo para conocer el estado de madurez digital.
Oportundades con Millennials y Generación Z para Sector TurísticoEngel Fonseca
Presentación impartida en APATEL, Panamá a explicando la oportunidad que existe de conectar y detonar reciprocidad " engagement " con nuevas audiencias.
3. Sesión Estrategia en medios digitales y Comms Planning
Inquieto para conocer , coraje para emprender, y ganas
de mejorar, podrían definir a un eterno curioso.
He saltado de on a off y de creatividad a medios para
poder comprender la foto completa en las necesidades
de las marcas a la hora de llegar a las personas.
Seamos ágiles, abiertos y colaborativos.
Fernando
Lopez-Quero
De una forma u otra, mi carrera
siempre ha estado enfocada al
marketing y la publicidad en un
mundo que entiendo desde lo
digital.
4. Sesión Estrategia en medios digitales y Comms Planning
También soy
Cocinero frustrado.
Un viajero intrépido al que le
gusta conversar.
Padre de dos niñas de 3 años y
8 meses.
Ambidiestro.
Cabezota.
Mal perdedor.
5. Sesión Estrategia en medios digitales y Comms Planning
Planning,
Dado el exceso de oferta, los distintos intereses de la compañía, la
sofisticación de la comunicación , y la incapacidad de entender la
marca como el TODO de la compañía, muchas son incapaces de
entender y comunicar algo tan simple y al mismo tiempo tan
complejo como su MISIÓN y su VISIÓN. Se hace complicado poder
contestar algo tan aparentemente sencillo:
¿Para qué estoy aquí?, ¿Por qué existo?
Ese “para qué” se ha convertido, como diría Simon Sinek, en el
propósito de una marca. Ese “por que” sería la creencia de una
marca. Función y motor.
Las marcas han llegado a un punto donde no importan a las
personas. Según el estudio de Havas de Meaningfull Brands en
España la “prueba del carbono14” por la que la gente declara que
no le importaría que una marca desapareciese ha llegado al 91%!!
Las marcas se han olvidado de lo que llaman el “cultural value”. El
cultural value, como la aportación de la marca a la sociedad , a las
personar y la utilidad que aportan sus productos. Se trata de
generar valor real en las vidas reales de las personas.
Ahí reside la importancia a día de hoy de conocer y estar cerca de
las personas, incluyendo su mundo digital.
“El poder del aquí y ahora que nos da la tecnología permite trabajar
a las marcas con la gente y no sólo hablar de ellas mismas
creyendo que su discurso es relevante sólo por apoyarlo en
“cobertura y afinidad”.
La tecnología sirve para estar cuando y donde suceden las cosas
más importantes en la vida de la gente. Un factor interesante en
estos tiempos de “transformación digital y compra-programáticos”
Mi visión del planning
Fuente: https://www.marketingdirecto.com/punto-de-vista/la-columna/peak-stuff-oliver-henares
6. BRAND PLANNING
vs.
COMMS PLANNING
3 HERRAMIENTASDIGITAL PLANNING 4 TAREAS
Lo que veremos es una visión personal construida desde mi experiencia
¿QUÉ ES EL COMMS PLANNING?
11. “The internet is the only thing
humans have created but we can't
really explain or understand”
12. Sesión Estrategia en medios digitales y Comms Planning http://www.mckinsey.com/industries/financial-services/our-insights/ings-agile-transformation
24. Sesión Estrategia en medios digitales y Comms Planning
NIVEL 1: COMUNICACIÓN
NIVEL 2: TRANSFORMACIÓN
NIVEL 3: ACTIVACIÓN
Palancas de la disrupción en la comunicación
SOURCE: http://www.winkttd.es/
25. Sesión Estrategia en medios digitales y Comms Planning
Lo que denominamos el “everywhere retail” no es más que la respuesta de las marcas a lo
que demanda el consumidor. Muchos lo denominan Omnicanalidad: Poder entrar en
contacto con la marca desde dónde quiera y cuándo quiera para lo que yo quiera. Soy yo,
como persona quien decide el camino a tomar en mis decisiones y los puntos de contacto
en los que quiero relacionarme, sin saltos, sin fricción entre canales.
From Catwalk to CheckOut: http://www.bbc.com/news/business-35630989
OMNICANALIDAD
(Acceso)
Burrberry
26. Sesión Estrategia en medios digitales y Comms Planning
Desde un producto físico con más de 100 años, la marca debe entender que
puede aportar más allá y puede evolucionar con la ayuda de lo digital con un
producto físico alternativo
Nivea Sun Kids: https://www.youtube.com/watch?v=BgXrTGIiFV8
PHYGITAL
(Ubicuidad)
Nivea
27. Sesión Estrategia en medios digitales y Comms Planning
Netflix entiende desde la naturaleza de su servicio que su producto parte de la elección del
usuario. El detonante es siempre el mismo usuario al que conoce de manera personalizada
(su algoritmo de personalización es de los mejores). Su manera de entender, conocer y
activar mejor al usuario es a través del estudio del contexto del mismo.
House of Cards: http://creativity-online.com/work/netflix-frank-underwood-fu2016-house-of-cards/44807
Netflix France: https://www.youtube.com/watch?v=gBy2Tz_pmKA
Netflix Blanca Navidad: https://isopixel.net/2016/12/30/la-blanca-navidad-de-netflix-en-espana/
CONTEXTO
(Social)
Netflix
29. Sesión Estrategia en medios digitales y Comms Planning
COMMS PLANNING
vs
BRAND PLANNING
30. Sesión Estrategia en medios digitales y Comms Planning
El objetivo y rol del COMMS PLANNING es el de
salvaguardar la estrategia en la implementación y
la puesta en marcha del plan estratégico de la
marca.
Establecer la operativa desde la estratégia y la
mecánica de la campaña: targets, fases,
ecosistemas y acciones que hagan tangible y
factible la estrategia.
COMMS
PLANNING
“De la estrategia global a la puesta en
marcha de cada acción; en este mundo
dinámico la trilogía análisis-decisión y
acción es como mejor aprendo.”
31. Sesión Estrategia en medios digitales y Comms Planning
Julian Cole: http://es.slideshare.net/juliancole/what-is-comms-planning
Establecer el
¿Que?
32. Sesión Estrategia en medios digitales y Comms Planning
Julian Cole: http://es.slideshare.net/juliancole/what-is-comms-planning
Establecer el
¿Cómo?
¿Dónde?
¿Cuando?
¿Quién?
33. Sesión Estrategia en medios digitales y Comms Planning
Mi visión particular
CLIENT
BRIEF
POSITIONING
COMMS
PLANNING
INTEGRATED
STRATEGY
COMMS
TASKS
DELIVERY
PRODUCTION
35. Sesión Estrategia en medios digitales y Comms Planning
El Comms Planner tiene tres herramientas básicas a la hora de aportar en
establecer la estrategia de comunicación de la marca.
TOOLS
CANAL FORMATO DATA
36. Sesión Estrategia en medios digitales y Comms Planning
ASSET MEDIA
OBJECTIVE
WHAT PEOPLE
LOOK FOR
WAYS OF
USAGE
INSTAGRAM
FACEBOOK
DISPLAY
FACEBOOK LIVE
VIDEO PRE-ROLL
Immerse in a content
Easy going entertainment
Reading, Information
Easy going entertainment
Easy going entertainment
Build relevance
Sharable content
Awareness - Relevance
Reach frequency
through content
Entertain through
content
Amplify and deep dive in
the story
Snackable, impulsive content
Branding campaign coverage
content
Snackable, impulsive content
Inspirational content
CANAL
Comprender la naturaleza del activo para identificar su oportunidad:
37. Sesión Estrategia en medios digitales y Comms Planning
CANAL
Comprender la naturaleza del activo para identificar su oportunidad:
ASSET MEDIA
OBJECTIVE
WHAT PEOPLE
LOOK FOR
WAYS OF
USAGE
Desired lifestyles
Easy going entertainment
See a desired content (tax)
Be part of an important event
See a desired content (tax)
Build desirability
Reach frequency through
content
Build frequency
Brand engagement
Capturing attention
Snackable, impulsive content
Retargeting
Create expectation -
Facebook event Ad
Grab attention within the first 5
seconds
Inspirational Content -
Filters
VIDEO CONTENT
PLATFORMS
GIFS / CINEMAGRAPH
IN-IMAGE ADVERTISING
TWITTER VINES
MSQRD
38. Netflix, FU 2016
Competir con una campaña
política en notoriedad y
ruido es muy difícil.
Netflix decidió secuestrar
el debate del GOP con un
anuncio de 30” en todas las
cadenas convirtiéndose en
el mejor momento en el
que lanzar la campaña
ficticia del personaje de
House of Cards, Frank
Underwood y su campaña
presidencial 2016
https://youtu.be/
3HMrge9v8zM
BBH New York
Integrated Grand Prix
39. Comedy Central
ComedyCentral lanzó una
campaña para anunciar su
nuevo programa de late-
night. El presentador crea
una serie de videos pre-roll
que son contestaciones a
preguntas sobre su
persona en google que se
encuentran en búsquedas
concretas sobre el mismo.
Digital Media - Search
ACTUALIZAR LINK https://youtu.be/s
neYw09HldY
40. Activision
Para comunicar el
lanzamiento del Black Ops
3, se realizó un hackeo del
juego que tiene 12millones
de jugadores online. Con
una actualización del juego,
se insertaron pistas para
redirigir a los jugadores a
una nueva cuenta de
Snapchat donde el nuevo
juego empezó como teaser.
http://www.advertolog.c
om/activision/casestudy
/hack-in-black-
21449055/
Edelman
Innovation & New Media
41. Mr Robot
MrRobot lanza una
campaña para promocionar
la serie con una comunidad
de
hackers que lanza un
concurso en directo desde
Twitch.
Uso de Twich
ACTUALIZAR LINK
http://www.whois
mrrobot.co/live/
42. Sesión Estrategia en medios digitales y Comms Planning
El Comms Planner tiene tres herramientas básicas a la hora de aportar en
establecer la estrategia de comunicación de la marca.
TOOLS
CANAL FORMATO DATA
43. Sesión Estrategia en medios digitales y Comms Planning
Una de las tareas y objetivos del comms
planning es la adecuacuación óptima de
canal y formato. Debemos entender la
evolución, tipologías e insights tras el
formato para convertirlo en una
herramienta que nos permita
diferenciarnos y ser únicos como marca.
La importancia
del formato
https://www.facebook.com/humo
rmarxista/videos/1394233950587
409/
44. Sesión Estrategia en medios digitales y Comms Planning
“IF YOU OWN THE
FORMAT YOU WILL BE
ABLE TO WORK ON A
LIQUID DISTRIBUTION
MODEL WITHOUT
LOOSING PROPERTY”
Ben Huh – Cheezburger Founder
47. Losformatoscadavezmáscortos
Microcontenidos para microtiempos.
“Hoy en día vivimos en píldoras de 8-5 segundos”
e-Mail: Comunicación más tradicional en el que desarrollar una idea con formato texto sin límite
Blogger y Wordpress: Plataformas originarias de blogging sin límite de extensión o inclusión de formatos multimedia
Plataformas de Video: Youtube permite subir videos a los usuarios de corta duración.
Mensajería Instantánea ( Messenger): Simplificación de la comunicación en base a iconos emocionales
Status de redes sociales: La comunicación se acorta en la comunicación de ideas, emociones y sentimientos
Twitter: Plataforma de microblogging con un máximo de 140 caracteres
Gif: Imágenes animadas con loop de 4/8 segundos de duración. Formato hibrido imagen y video.
Tumblr: Red de micro blogging. Contenedor de imágenes, gifs, memes y textos cortos
WhatsApp (Mensajería instantánea): Formato corto de texto con abreviaturas y uso de emoticonos Emoji. Cercanía social.
Medium: Plataforma de blogging social
Instagram Video: Videos de corta duración con alto grado de engagement
Vine: Red social asociada a Twitter de formato video de 6 segundos de duración
Meme: Imagen + Texto con entendimiento cultural: “Contextualizado”
Snapchat: Red social de imágenes + texto en la que el contenido no deja rastro y desaparece tras un máximo de 15 segundos
Emojis: Tanto en tan poco espacio ya son considerados un idioma por algunos organismos oficiales
Yo: Plataforma de mensajería contextualizada.
48. Formatos
ClickBaits Y Sharebaits
> Imágenes:
Imágenes y códigos contextuales
Imágenes con partes pixeladas.
Imágenes con señalética que cae fuera del rango de visión
Plays falsos que incitan el click hacia el site destino
> Mensajes
Desmigar la historia…
Objetivo de aumento de engagement:
“Share si te gusta”, “Like si lo has pensado”, “Comenta si eres fan”
Imágenes y Códigos culturalmente aceptados
> Titulares
Titulares con formato pregunta
Titulares con listas
Titulares contextuales
Titulares de expresión personal
Titulares con puntos suspensivos
Foco en CONTENIDOS
Searchable
SnackableShareable
49. Sesión Estrategia en medios digitales y Comms Planning
CASO
BLACK
MIRROR Entender el formato, el punto de contacto y el
contexto son el punto de partida de la
comunicación de la serie y su USP.
50. Sesión Estrategia en medios digitales y Comms Planning http://www.adforum.com/creative-work/ad/player/34494978/nature-snap-facts/fundacao-ondazul
51. Sesión Estrategia en medios digitales y Comms Planning https://www.youtube.com/watch?v=TOAHBSxMBEA
52.
53. Sesión Estrategia en medios digitales y Comms Planning
El Comms Planner tiene tres herramientas básicas a la hora de aportar en
establecer la estrategia de comunicación de la marca.
TOOLS
CANAL FORMATO DATA
54. Sesión Estrategia en medios digitales y Comms Planning
Si entendemos la revolución digital como la
posibilidad de conocer a las audiencias para
poder segmentar, clusterizar y personalizar
nuestras comunicaciones con el objetivo de
optimizar la compra, estaríamos haciendo sólo el
50% del trabajo.
Data is the
new dollar
55. Sesión Estrategia en medios digitales y Comms Planning
“Si algo puede ser programático, será programático”
60. SPOTIFY
La plataforma utilizó
datos de usuarios
para generar la
campaña y poder
llevarla a todos los
canales con una
precisión desde el
dato.
http://www.adweek.com
/creativity/spotify-
crunches-user-data-
fun-ways-new-global-
outdoor-ad-campaign-
174826/
61. Momondo
La agencia danesa &Co
realizó un experimento
con gente de distintas
nacionalidades en la que
a través de un análisis de
ADN le hizo ver a la
gente que el racismo es
absurdo una vez sabes
que eres más de una
sola nacionalidad.
&Co
Social, Film
https://www.youtube.com
/watch?v=tyaEQEmt5ls
62. Hemnet
El site inmobiliario
Hemnet analizó los
gustos de los usuarios
para desarrollar la
casa perfecta según
los clicks de los
usuarios. Esta casa
está a la venta y en
producción
https://www.youtu
be.com/watch?v=
P6Y74yZArSI
Cream
Innovation & Data
63. Cornetto
Si la peor manera de
engañar a tu pareja hoy
en día es ver los
capítulos de la serie sin
el/ella, Cornetto, “el
helado del amor” ha
creado unos anillos que
si no están juntos, no te
permiten acceder a las
plataformas de
streaming tipo Netflix.
Lola Mullen Lowe
Digital, Innovation & IoT
https://www.youtube.com
/watch?v=ytDg67aWxjM
64. 3M
Post-it cambia los
banners por notas para
que nunca te olvides lo
que realmente necesitas
recordar
Post-it
Data
https://vimeo.com
/126519310
65. Sesión Estrategia en medios digitales y Comms Planning
EL CASO
QUE MEJOR EXPLICA
EL COMMS PLANNING
66. Loterías Y Apuestas del
Estado, Justino
Para comunicar la
Lotería de Navidad,
este año se apostó por
una película con un
tono y estilo pixar-
esca en la que Justino
nos presentaba desde
sus distintos perfiles
sociales la campaña
de los décimos donde
compartir es la mejor
parte de la loteria.
https://youtu.be/BM-
qoWhj9xw
Leo Burnett
Cyber Grand Prix
69. Sesión Estrategia en medios digitales y Comms Planning
CONSUMER
DECISION
JOURNEY
70. Sesión Estrategia en medios digitales y Comms Planning
Entender las fases del consumidor
y por cada etapa poder valorar los
esfuerzos de inversión, los puntos
de contacto más influyentes, las
barreras y los detonantes que
afectan a cada una de las fases.
El Consumer Decision Journey (CDJ)
72. Sesión Estrategia en medios digitales y Comms Planning
Establecer el camino o caminos
(consumer paths) y la conexión de
todos los activos de campaña con
coherencia y foco en el objetivo de
campaña.
Ecosistemas
de Campaña
74. Sesión Estrategia en medios digitales y Comms Planning
La puesta en marcha en el tiempo y las
fases de un plan de comunicación son
fundamentales a la hora de realizar la
implementación y las posibles
modificaciones en el tiempo de la
táctica.
Comms
Framework
76. Sesión Estrategia en medios digitales y Comms Planning
Un KPI novedoso en una campaña
con un objetivo humano
KPI: Gente viva por guerrillero no
movilizado
http://www.mullenlowessp3.com/o
ur-work/hinchas-libres-
ministerio-de-defensa-nacional/
Barbie con Mattel tiene un KPI tras
el análisis de su CDJ
KPI: Barbies en la carta de los
reyes magos
https://www.youtube.com/watch?v
=l1vnsqbnAkk
Jaggermeister realizó una
campaña sólo para los más
atrevidos,,, con un objetivo claro
KPI: Tattos
https://www.youtube.com/watch?v
=FAfWZzEjJHI
77. Sesión Estrategia en medios digitales y Comms Planning
Una herramienta de comunicación con
una clara dicotomía entre el objetivo y
la manera de medir los resultados.
BRANDED
CONTENT
78. Sesión Estrategia en medios digitales y Comms Planning
¿Cómo medir el
Branded Content?
Source: http://es.slideshare.net/arena_es/content-scope-espana-2015
79. Sesión Estrategia en medios digitales y Comms Planning
“En un mundo saturado por el contenido la pregunta no es
cuánto podemos crear. Hay que preguntarse cómo
podemos aportar valor con este y despertar el interés del
consumidor.”
“En el mercado español está llegando poco contenido de
las marcas”, ha destacado Escribano señalando que, en
base al citado estudio, sólo el 38% del contenido que llega
al consumidor es percibido como procedente de una
marca. Un porcentaje muy bajo si tenemos en cuenta que
son precisamente contenidos lo que están demando los
consumidores.
Source: https://www.marketingdirecto.com/marketing-general/tendencias/mucho-contenido-poco-recuerdo-no-
apuesta-investigar-branded-content
Source: http://www.meaningful-brands.com/en
Branded Content
80. Sesión Estrategia en medios digitales y Comms Planning
¿Cómo medir el
Branded Content?
Source: http://es.slideshare.net/arena_es/content-scope-espana-2015
https://www.knotch.it/
https://vimeo.com/187221920?from=outro-embed
81. Sesión Estrategia en medios digitales y Comms Planning
NET
PROMOTER
SCORE
El NPS como métrica de la salud de un mercado
2016 Satmetrix Systems, Inc., Average Net Promoter Scores for US consumer sectors