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Branded Content
in Digital Media
Alessandro Bernardi
@Bernardamus
alesbernardi@gmail.com
2
1 El Brand Content dentro de la estrategia global
Innovación y cambio de formato para la comunicación2
Social CRM: nuevas estrategias de gestión de la información3
Viralidad y transmedialidad4
Alessandro Bernardi @Bernardamus
3
La primera estrategia de Branded Content
Alessandro Bernardi @Bernardamus
The origins of Branded Content
4
1929
Alessandro Bernardi @Bernardamus
The origins of Branded Content
5
Branded content & Social Media
Alessandro Bernardi @Bernardamus
6Alessandro Bernardi @Bernardamus
Adaptation to Social Media
7Alessandro Bernardi @Bernardamus
Adaptation to Social Media
8Alessandro Bernardi @Bernardamus
Product Placement
Ray-ban Aviator : +40% sales
Top Gun
9Alessandro Bernardi @Bernardamus
Top Branded Content
10
Top Gun in the Digital Era
Alessandro Bernardi @Bernardamus
11Alessandro Bernardi @Bernardamus
Share of Voice
Branded Content ICONS in Social Media
12Alessandro Bernardi @Bernardamus
Branded Content ICONS in Social Media
13Alessandro Bernardi @Bernardamus
Case Study: Barbie on Instagram
14Alessandro Bernardi @Bernardamus
Humanize your brand
15Alessandro Bernardi @Bernardamus
Product Placement in Storytelling
16Alessandro Bernardi @Bernardamus
Product Placement in Storytelling
17Alessandro Bernardi @Bernardamus
Humanized brand VS human
18Alessandro Bernardi @Bernardamus
Barbie-Selfie!
19
The Perfect Social Cocktail
Alessandro Bernardi @Bernardamus
20
Branded Content in a post
Alessandro Bernardi @Bernardamus
21
Best time to post
Alessandro Bernardi @Bernardamus
22
Carpe
Diem
Timely
23
Timely
24
Timely + Tinder
Alessandro Bernardi @Bernardamus
25
Real Time Marketing
26Alessandro Bernardi @Bernardamus
Think Global, Post Local
27Alessandro Bernardi @Bernardamus
The Importance of Localized Branded Content
28
https://www.mindjumpers.com/blog/2014/12/the-importance-of-localized-branded-content-on-social-media/
Alessandro Bernardi @Bernardamus
The Importance of Localized Branded Content
29
Transparencia
30
Special Effects!
31Alessandro Bernardi @Bernardamus
Constantly measure
content performance
Humanize your brand
Get creative
Respond to customer questions
Strategies for good Social Branded Content
32Alessandro Bernardi @Bernardamus
Humanize your brand
33
Humanize your brand: empathy
Alessandro Bernardi @Bernardamus
34
Responder al cliente & transparencia
Alessandro Bernardi @Bernardamus
35
“Red Bull te da alas”
Alessandro Bernardi @Bernardamus
36
User Generated Content
Alessandro Bernardi @Bernardamus
37
Series Format with Brand Ambassador
Alessandro Bernardi @Bernardamus
38
Series Format with Influencers
Alessandro Bernardi @Bernardamus
39Alessandro Bernardi @Bernardamus
Ad Goals
Ad KPIs
+
=
The right content to
maintain high
organic & paid reach
The right ad metrics &
tools to drive social ad
performance
Optimized and
amplified social
campaigns!
The right social
customer &
community care
+
The Social Equation for Brand Success
40Alessandro Bernardi @Bernardamus
Sources: Socialbakers, Data Range: 2009 – 2013
in 2013
40 Posts / Month
in 2009
7 Posts / Month
Pages post more content
41
Engagement vs Activity
Alessandro Bernardi @Bernardamus
42
PUSH vs PULL
Alessandro Bernardi @Bernardamus
AD CONTENT
Advertising is a push model while content is a pull model
43Alessandro Bernardi @Bernardamus
EARNED REACH > PAID REACH
When does advertising become content?
44Alessandro Bernardi @Bernardamus
Decay of Organic Reach in Social Media
45
The Raise of Social Paid Media
Alessandro Bernardi @Bernardamus
46Alessandro Bernardi @Bernardamus
Caracteristicas del Social Paid Media
47
Familiaridad
Alessandro Bernardi @Bernardamus
Mis amigos dicen que
les gusta este producto
El branded content se mezcla
con contenido de mis amigos
48
Familiaridad vs Stalking
Alessandro Bernardi @Bernardamus
49
Microsegmentación
Alessandro Bernardi @Bernardamus
50Alessandro Bernardi @Bernardamus
The future of Social Ads

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