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Real Time Movement - Jaime Fernández - Arena Tech and Trends 2015

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Rápido. Pasan cosas hoy y hay que actuar. Las marcas deben unirse a esta rapidez en la generación de contenidos, desarrollo de producto y comunicación.
Las historias se hacen, no se cuentan. Los consumidores toman decisiones sobre realidades, no sobre historias.

Publicada em: Celular
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Real Time Movement - Jaime Fernández - Arena Tech and Trends 2015

  1. 1. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Real Time Movement Jaime Fdez Puente-Campano [Business Development Director]
  2. 2. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RUN FORREST RUN Queremos ver. No leer Fácil por favor Divertido Empieza a Hacer
  3. 3. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es “Las historias se hacen, no se cuenta” Los consumidores toman decisiones sobre realidades, no sobre historias
  4. 4. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Historias que duran 1 día
  5. 5. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Perdir Pizza aprentando un botón
  6. 6. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RTM | AUTOMÁTICO | MANUAL | LAS CLAVES | ¿ESTAS LISTO?
  7. 7. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Real Time Marketing. Mensajes y acciones activadas basado en la actualidad y comportamiento de la gente en tiempo real
  8. 8. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Contestar en Tiempo Real a una mala experiencia
  9. 9. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Storydoing 69% StoryTelling 58% POSITIVE Sentiment of social media mentions (2008-2012) * Source: Storydoing Co:Collective
  10. 10. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RTM | AUTOMÁTICO | MANUAL | LAS CLAVES
  11. 11. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es 1 to Many 1 to Some 1 to1 Massive Media Cookies ID Display Media Personalización del Mensaje
  12. 12. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es * Source: Wayin Real Time Marketing Report, June 2015 Emails Automáticos Respuesta a tendencias sociales Engagement con Clientes Contenidos temporales (ie.Blog) Ofertas geolocalizadas (Emails o App) 58% 62% 58% 53% 37%
  13. 13. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Pushes Automáticas MOBILE El nuevo email
  14. 14. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es La importancia de las Pushes Automáticas MOBILE El Email lo tenemos colapsado
  15. 15. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  16. 16. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es ¿Estrategia de Comunicación? Si, Pero….. OPTIMIZACIÓN CONSTANTE
  17. 17. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RTM | AUTOMÁTICO | MANUAL| LAS CLAVES
  18. 18. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Real Time Marketing | StoryTelling. Contenido vinculado a noticias, eventos o tendencias que tiene relevancia más allá de la marca y es sensible al tiempo
  19. 19. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  20. 20. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  21. 21. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  22. 22. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  23. 23. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  24. 24. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Real Time Marketing | StoryDoing. Pasar a la acción como empresa implicando empleados, producto/servicios o activos de la compañía.
  25. 25. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es Coca Cola cancela su campaña de Publicidad y dona los 2,5 MM $ para el desastre de las Filipinas causado por el Tifon Haiyan
  26. 26. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RTM | AUTOMÁTICO | MANUAL | LAS CLAVES
  27. 27. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RESPUESTA RAPIDA 1 de 4 responsables marketing piensa que se debe responder en segundos * Source: Wayin Real Time Marketing Report, June 2015 Contenido Social Media 5-10 Min Acción implicación Económica 24 Hrs
  28. 28. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es
  29. 29. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es RESPUESTA RAPIDA LA REALIDAD ES QUE SE TARDA ENTRE 16-30 MIN EN RESPONDER * Source: Wayin Real Time Marketing Report, June 2015
  30. 30. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es ESCUCHA Tenemos dos orejas y una boca para escuchar el doble que hablamos 24/7 Herramientas Se requiere de PERSONAS Equipo Escucha, Filtro, Insights, Creatividad
  31. 31. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es PREPARACIÓN EVENTO | INESPERADO | A DIARIO | CAMPAÑA
  32. 32. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es JaJaJaJaJa Humor como Contenido * Source: Nielsen. Global Trust in Advertising 2015
  33. 33. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es ¿Estás preparado para el Real Time Marketing?
  34. 34. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es G R A C I A S @arena_es #ArenaTechandTrends @jaimefdezpuente
  35. 35. Arena Media @2015 | Madrid: Marques de Riscal 11 | Barcelona: Av. Diagonal 640 | Twitter: @arena_es | www.arenamedia.es | Contenido elaborado por Arena Media España 2015

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