ugc, socialgame, etnografia. iab wholesocial
DESCRIPTION
TRANSCRIPT
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Hola1. UGC2. SOCIAL GAME3. ETNOGRAFÍA#wholeSOCIAL IAB 17.05.12
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Pero, ¿quién es este?
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Actualmente trabajocomo Director Creativo / Planner en
Para clientes como: Playstation, Estudiantes, BMW, Direct Seguros, Pedigree, Whiskas, L’Oréal...
(aka inspiringmove)
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Creamos ideas que generan conversaciones.
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Listen
Join & relateCreate
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UGC
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Disclaimer:
Todos los días mucha gente hace cosas, se lo pidas tú o no.
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http://www.youtube.com/watch?v=fep7J-mkvsE
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http://www.youtube.com/watch?v=4-94JhLEiN0
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http://www.youtube.com/watch?v=zbr2ao86ww0&feature=related
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http://www.facebook.com/video/video.php?v=467288852596&ref=mf
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User generated content
Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
Mar
caPersonas
Libre
“Controlado”
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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http://vimeo.com/2721992
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
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Orquestado poruna marca
Inspirado sobreuna marca
TalentoCriticandoa una marca
Mar
caPersonas
Libre
“Controlado”
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http://bbh-labs.com/creative-direction-vs-creative-selection
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Pelle Sjoenell (@pellesjoenell),Executive Creative Director, BBH LA
Creative Direction isn’t just Creative Selection.Creative Direction is about having a vision and making sure the vision is clear to everyone involved.Having a vision is about leadership, constantly inspiring and instigating.In other words, if Creative Direction is done right, you should never have to select.
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1%
90%
9%
Creadores
Editores
Voyeurs
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VisibilidadRelevancia
Dave Trott
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Impacto
Persuasión
ContactoX
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Nunca lo fuerces
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“Se comparten emociones,no razones”
Paul Adams
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SOCIALGAME
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Game Mechanics & Social ObjectsInternet es donde la gente va para
divertirse. Sea lo que sea lo que estas creando asegúrate de que es divertido*
*vale, a veces también a quejarse o buscar una dirección.
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ga·mi·fi·ca·tion: Integrar dinámicas de juego en tu web,servicio, comunidad, contenido o campaña,con el objetivo de incentivar la participacióny hacerla más lúdica.
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Se descubre
Se magnifica
Se desinfla
Se convierte en productivo
Se redescubre
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No te olvides de hacer checkin para
conseguir tu badge!
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ga·mi·fi·ca·tion:
Jugador Viaje
Mecánica Dinámica
Historia ConexionesSociales
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¡NO OLVIDAR!En los “social games” un pequeño
número de gente juega mucho, y mucha gente juega poco
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“No diseñes para todo el mundo. Es imposible. Al final acabas haciendo algo que no le gusta a ninguno.”
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El ciclo del jugador social
Reticentes Evangelizadores
Antisociales Sociables
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Tipos de jugadores
Asesinos Recolectores
ExploradoresSociables
Juga
rD
escubrir
Interactuar
Hacer
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Menos blah, blah, blah... ¿algunos ejemplos?*
*me centro en algunos comerciales que para eso hacemos “marketing”
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http://www.youtube.com/watch?v=PKohZExbPfg
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Comunica?
Esta claro?
Darle a “me gusta”?
Engancha?
Se puede repetir?
Hipnotico?
Puedes profundizar?
Se puede expandir?
Te puedes sumar?
Es parte de la cultura?
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1. Notas de campo2. Registros permanentes3. Documentos4. Anotaciones analíticas, memorias y diarios de campo5. Almacenamiento y consulta de la información
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1. Observar2. Describir3. Análisis
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Est
e do
cum
ento
es
prop
ieda
d de
Ins
pirin
g M
ove
Tarjeta Soy
Target
Soy Juan y me centro en las ofertas relacionadas con el motor
Son usuarios habituales de diferentes tarjetas de fidelización.
Usan smartphones para recibir correo y estar enterados de las últimas noticias, muchos de ellos tienen accesos a esas tecnologías por motivos laborales.
Su uso de las redes sociales se centra en mantener relaciones con sus amigos y compartir con ellos cosas que les interesan.
Buscan inmediatez y disponibilidad en sus relaciones con los planes de incentivos.
Su principal interés hacía la Tarjeta Soy es conseguir puntos ligados a su consumo de “motor” y que estos puntos le permitan acceder a ventajas/descuentos de está temática.
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Luis/aspiracionalMadrid, 36 añosAbogado
Qué piensa y sienteDisfruta de todo lo bueno y nuevo que te queda por experimentar
Qué escuchaBMW: Para los amamantes del verdadero placer de conducir
Qué veDiseño, clase, distinción
Qué dice o hace“He visto el nuevo serie 3 y creo que me he enamorado”
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1. Observar:- Punto de venta- Herramientas de escucha online- Benchmarking2. Describir:- Post it- Recortes/impresiones- Documentos “profile”3. Análisis- Herramientas de escucha online- Recortes/impresiones- Tomar decisiones4. Repetir/Validar con el cliente
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@daniseubawww.daniseuba.wordpress.comdaniel.seuba@inspiringmove.com
Gracias