social media e un mediu de comunicare...
TRANSCRIPT
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Social media e un mediu de comunicare eficient?
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Ce ne dorim de la advertising?
DIGITAL STAR (Leo Burnett Group) 2
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Sa schimbam perceptiile unei audiente fata de un anumit subiect/ brand
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Sa incurajam o audienta sa continue un comportament (loializare);(ex. Ca sa fi cool in continuare trebuie sa ai ultimul model de geanta de la brandul nostru)
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Sa genereze dorinte noi
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Ce inseamna eficienta?
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Rezultate maxime cu un efort/ buget minim
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Inceputurile advertising-ului la TV
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Cum vedem daca sunt eficiente campaniile TV?
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Research
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Mai functioneaza publicitatea TV astazi?
DIGITAL STAR (Leo Burnett Group) 12
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Da
DIGITAL STAR (Leo Burnett Group) 13
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Ce se intampla insa cu audienta acestui mediu?
DIGITAL STAR (Leo Burnett Group) 14
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DIGITAL STAR (Leo Burnett Group) 15
Audienta TV-ului in randul tinerilor scade. Internetul castiga teren.
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Audienta TV in randul tinerilor [U.S.]
127 minutes in Q1 2012
52 minutes in Q1 2013
Sursa: Studiu Nielsen US
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Ce scade la TV mai rapid decat audienta?
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Atentia pe care tinerii o acorda advertising-ului la TV
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TV-ul devine din ce in ce mai un-cool pentru tineri
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Ce mediu este cool pentru publicul tanar?
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Timpul mediu petrecut de un tanar in social media [U.S.]
18-34 year-olds report spending 3.8 hours a day;
Sursa: Research by Ipsos Open Thinking Exchange (OTX) in UShttp://www.marketingcharts.com/wp/interactive/social-networking-eats-up-3-hours-per-day-for-the-average-american-user-26049/
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Pentru a fi eficiente, mesajele publicitare trebuie sa fie acolo unde este si atentia publicului;
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DIGITAL STAR (Leo Burnett Group) 26
Daca vrei ca ceea ce comunici sa ajunga eficient la public:
1. Foloseste mediile in care publicul tau isi petrece timpul
2. Adapteaza comunicarea pentru fiecare mediu
3. Masoara rezultatele si invata. Data viitoare va fi si mai bine.
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DIGITAL STAR (Leo Burnett Group) 27
Brand-urile care se adreseaza unui public tanar trebuie sa invete cum sa foloseasca noile medii de comunicare pentru ca publicul lor este deja acolo.
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DIGITAL STAR (Leo Burnett Group) 28
Daca tu nu reusesti sa mai ajungi la publicul tau o va face concurenta.
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DIGITAL STAR (Leo Burnett Group) 29
Brandurile care se adreseaza tinerilor sub 35 de ani trebuie sa gaseasca solutii de comunicare eficienta in social media;
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In culisele unei campanii eficiente
Samsung Note 2 - Manifest pentru creativitate
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DIGITAL STAR (Leo Burnett Group) 31
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Brief-ul
Crearea campaniei de lansare a noului Note 2 si comunicarea sloganului "Fii creativ" intr-un mod cat mai vizibil;
DIGITAL STAR (Leo Burnett Group) 32
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Brainstorming
Cum ar fi daca in loc sa comunicam mesajul nostru i-am face pe oameni sa il simta pe “propria piele”
Cum am putea face asta?
DIGITAL STAR (Leo Burnett Group) 33
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Idee
Cu totii visam la momentul in care creativitatea noastra va fi recunoscuta.
Ne-am propus ca Samsung Note 2 sa-i faca pe oameni sa simta pe propria “piele” cum este sa ajungi o persoana a carei creativitate este recunoscuta public;
DIGITAL STAR (Leo Burnett Group) 34
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O aplicatie Facebook cu un final surprinzator:
https://www.facebook.com/SamsungMobileRomania/app_404998272901975
DIGITAL STAR (Leo Burnett Group) 35
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DIGITAL STAR (Leo Burnett Group) 36
Rezultate prima etapa
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DIGITAL STAR (Leo Burnett Group) 37
ZEROinvestii in media
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DIGITAL STAR (Leo Burnett Group) 38
Un e-mail trimis intern in Grupul Leo Burnett
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DIGITAL STAR (Leo Burnett Group) 39
Primele reactii
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DIGITAL STAR (Leo Burnett Group) 40
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DIGITAL STAR (Leo Burnett Group) 41
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DIGITAL STAR (Leo Burnett Group) 42
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DIGITAL STAR (Leo Burnett Group) 43
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DIGITAL STAR (Leo Burnett Group) 49
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DIGITAL STAR (Leo Burnett Group) 50
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DIGITAL STAR (Leo Burnett Group) 51
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DIGITAL STAR (Leo Burnett Group) 52
Reactii in diverse publicatii
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DIGITAL STAR (Leo Burnett Group) 53
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DIGITAL STAR (Leo Burnett Group) 54
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Rezultate in cifre
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Dupa o saptamana de la lansarea aplicatiei
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peste
40.000utilizatori unici ai aplicatiei cu ZEROinvestii media(sursa Google Analytics)
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4,32minute - media de folosire a aplicatiei (sursa Google Analytics)
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peste
200.000de vizitatori unici au vazut articolele si branding-ul Note 2 generat de aplicatia noastra, pana la finalul campaniei(sursa Gemius AdServer)
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Zeci de mii de oameni au simtit cum ar fi viata lor daca ar deveni creativi.
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Rezultate cu minim de efort din partea brand-ului.
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Social media ne-a ajutat safim eficienti.
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12 lucruri de retinutdupa aceasta campanie
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Ofera ceva care ii face pe oamenii sa para mai interesanti si ei vor dori sa dea Share
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1
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Surprinde-ti publicul
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2
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Nu le spune. Fa-i sa simta ceea ce vrei sa le
comunici.
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3
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Brand-ul trebuie sa faca un pas in spate.
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4
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Daca vrei sa te “joci” cu imaginatiaoamenilor, fa ca totul sa para cat mai real si plauzibil.
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5
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Personalizeaza mesajul cu numele, poza si datele utilizatorului.
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6
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Share-urile pe care le dau oamenii trebuie sa starneasca curiozitate si reactii.
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7
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Executia este la fel de importanta ca ideea;
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8
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O idee bunagenereazarezultate maimari decat
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9
un buget mare.
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Pregateste-ti serverul pentru succes
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Combina lucruri vechi in moduri noi, pentru a crea ceva interesant.
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Lucreaza cu o agentie care stie sa facabine un proiect de la strategie si ideepana la executie
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12
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Social Media & Digital
Solutions, not just services.
facebook.com/digitalstar.ro