This document discusses strategies for social media and communication. It covers topics like the objectives of learning the latest trends in social media communication, adapting design and creativity to social media formats, and learning to develop strategic plans to generate participation and virality. Additionally, it discusses themes like sociodemography in the social media universe, applying social media to brands through branded content and case studies, and the daily work of a social media agency.

1. Social Media Aplicado
y
Estrategias de
Comunicación
Prof. @Bernardamus
alesbernardi@gmail.com

2. #ElisavaStarWars

3. #ElisavaStarWars

5. Twitter + Festival = @TWESTIVAL

6. CyberActivism
Twitter for a Good Cause

7. Compartir una idea
Conectar personas
Colaborar a distancia

9. Objetivos
❏ Descubrir las últimas tendencias
en comunicación 2.0.
❏ Adaptar el diseño y la creatividad
a los formatos de las redes
sociales.
❏ Aprender a desarrollar un plan
estratégico capaz de generar
participación y viralidad.

10. ❏ Antropología y sociodemografía en
el universo Social Media
❏ Social Media aplicado a las marcas:
branded content y casos prácticos
de éxito
❏ Desde el briefing creativo al plan
de acción: el día a día de una
agencia Social Media
Temas Clase
1

11. ❏ Twitter/Facebook/Instagram
avanzados y Big Data
❏ Social Customer Care
❏ Las métricas clave (KPIs) para
medir el impacto de una campaña.
❏ ¿Facebook killed the TV star?
Cobertura en RRSS y nuevos formatos
de publicidad
Temas Clase
2

16. Social Media Timeline

17. Let’s
Spam!Gutenberg
1440
2011
Social Media Revolution
Marketing, Impressions,
Sales, ROI…
Is that All?

18. WiFi

19. Google Glass

21. ¿2015?

26. >Friends, Family, Acquaintances
>Private space
>Mirror of Real Society
>Contacts are “Geolocalized”
>Total Freedom
>OPEN Social Network
>No Barriers
>Share Ideas and Interests

27. VIP
ARTISTS
MEDIA
PEOPLE
TWITTERLEBRITY
Are you ready for the
Twitter Democracy?

28. VS.
? ?

29. Journalism 2.0:
INSTANTANEOUS!

30. Press gets news from
Twitter

35. +
Social Media Marketing
Awareness
Conversion
Social Customer Care
Referral

40. BRAND + CONTENT ?

41. WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
Entertainment
Story
Ratings
Tickets
Two very different words coexist

42. WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
Entertainment
Story
Ratings
Tickets

43. ENTERTAINSELL
BRANDS
SELL
PUBLISHERS
ENTERTAIN
Advertainment
“El ocio es nuestro nuevo mercado”

44. ENTERTAINSELL
BRANDS
SELL
PUBLISHERS
ENTERTAIN
Advertainment

45. Constantly measure
content performance
Humanize your brand
Get creative
Respond to customer questions
Strategies for GOOD Branded Content

46. “Red Bull te da alas”
Advertainment

47. Humanize your brand & Storytelling

48. Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
DIGITAL BRANDED CONTENT

49. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Transmedialidad
DIGITAL BRANDED CONTENT
“La comunicación no tiene medios ni formatos”

50. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Transmedialidad
DIGITAL BRANDED CONTENT
“La interactividad es un factor clave”

51. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
DIGITAL BRANDED CONTENT

52. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content
DIGITAL BRANDED CONTENT
“Antes el espectador veía
una marca y ahora la vive”

53. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content
Big Data
DIGITAL BRANDED CONTENT

54. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content Social
CRM
Big Data
DIGITAL BRANDED CONTENT
“El dialogo es un
factor clave”

55. Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content Social
CRM
Reactive
Marketing
Big Data
DIGITAL BRANDED CONTENT

56. Engagement

57. Engagement

58. Engagement

59. KPIs EVOLUTION
FANS
Engagement SOV
Share of Voice

62. No More Fake Fans

63. Conversion (CR)

64. Source of branded content
From the big production ….
… to the
User Generated Content

65. User Generated Content

66. User Generated Content

67. User Generated Content

68. La primera estrategia de Branded Content
The origins of Branded Content
?

69. La primera estrategia de Branded Content
The origins of Branded Content

70. 1929
The origins of Branded Content

71. Is Popeye still alive?

73. Case study: Barbie

74. Humanize your brand

75. Product Placement in Storytelling

76. Product Placement in Storytelling

77. Humanized brand VS human

78. Barbie-Selfie!

79. Transmedialidad

86. Carpe
Diem

89. Special Effects

90. HACK?

91. Big
screen
vs.
Small
screen

93. https://www.facebook.com/page_guidelines.php
https://www.facebook.com/ad_guidelines.php

94. http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/

95. https://www.facebook.com/ads/tools/text_overlay

96. The Perfect Social Cocktail

98. WE ♥ #HASHTAGS

103. Social Media is all about…
… SHARING!

104. http://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n#.hn6mPROMK

106. Popular Viral Headlines

107. ? ? ? ?
Which format gets more shares?

108. Which format gets more shares?

115. Target
Market

119. November 2015

121. “We don’t sell publicity..”

122. (We sell users…)

125. http://expandedramblings.com/

135. Source: Facebook 2015 (Spain)
?
?
?
Targeting age groups

136. Source: Facebook 2015 (Spain)

140. Source: Facebook 2015 (Spain)
?
?
?

141. Source: Facebook 2015 (Spain)
Targeting Interests

142. ?
?
?
Targeting Interests

143. Source: Facebook 2015 (Spain)
Targeting viral segments

144. The Twitter REVOLUTION…
Jack Dorsey and Evan Williams started Twitter in 2006

147. @username
RT @username
#hashtag
DM @username
Mention/reply/chat
Topic/channel/event
Forward/copy&paste
Private message

151. Source: Buddy Media from 320+ twitter handles of the world’s biggest brands

152. Buddy Media Report (2012)

153. Cuándo tuitear: seguir la Audiencia

154. 00:00 1/1/2013

156. Google Maps
Tweets
http://twitter.github.io/interactive/andes/#

160. Mapping languages

161. SUNRISE AROUND THE WORLD

162. 389K TPM (Tweets per Minute)

164. Trending Topics

166. Let’s map the Twitter users…

167. The world of verified users
@isaach
News
Politics
Music
Sports
TV

173. #KLM @KLM SUPPORT NETWORK

174. Gangnam Style CLUSTER

175. ¿Big Brother?

177. http://analyzewords.com/

178. Happy 2.0

180. http://hedonometer.org/maps.html?comp=West%20Virginia

181. Less Tweets, More Happiness

182. Happiness vs. Distance

183. Twitter vs. Health Protection Agency

187. Geolocalization

188. COOL BOTS

190. https://vimeo.com/36877335

192. Tweets & Music

195. Facebook & Personal life

196. Facebook & Personal life

200. Adam Greenwood
Travelling from Euston to Glasgow
Social Costumer Care

201. Respond to your customers

203. The Importance of Timing

204. CASE STUDY: United Breaks Guitars

205. Humanize Your Brand

206. Responder al cliente & transparencia

212. The company sent out some Instagrammers to
document images that represented true love

213. Heineken took the standard “scavenger hunt” contest and went in a whole new direction.
The company created a mosaic of images, then challenged fans to find the items and use hashtags
on the appropriate pictures.
Winners of the hunt would receive tickets to the U.S. Open Men’s Final.

214. The glasses
company has
hosted
several
“Insta-Walks”
Free drinks at the rooftop party, and
in return Wary Parker has a flood of
photo promotion

221. The SOCIAL MEDIA stars…

222. Apple Tree Communications (2012)

225. Organic Reach

226. Media Types

228. Paid Media

232. KPIs
Key Performance Indicators

233. KPIs EVOLUTION
FANS
Engagement SOV
Share of Voice

234. Impressions

235. Impressions = flyers

236. Reach (Unique users)
Impressions

237. Post Interactions
Spontaneous: Post to Page / @mentions

238. Share Of Voice

242. = 4.6 %
% followers
reading the
tweets
potential impressions

243. ESPN: The Worldwide Leader Cable/Satellite TV Channel in Sports
Audiencias: TV vs. Social Media

245. ¿Cuanto costa alcanzar 1000 personas?