2. 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
4. 4Alessandro Bernardi @Bernardamus
WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
Entertainment
Story
Ratings
Tickets
Two very different words coexist
5. 5Alessandro Bernardi @Bernardamus
WHAT BRANDS
WANT
Awareness
Consideration
Brand attribution
Sales
WHAT CONTENT IS
ABOUT
Entertainment
Story
Ratings
Tickets
Two very different worlds coexist
7. 7Alessandro Bernardi @Bernardamus
Creative agencies? Media agencies? PR companies? Brand owners?
WHO DOES CONTENT BEST?
SO, SHOULD ADVERTISING COMPANIES DO CONTENT
… OR CONTENT COMPANIES DO ADVERTISING?
8. 8
What is the Branded Content?
Alessandro Bernardi @Bernardamus
“GOOD BRANDED CONTENT
IS CONTENT YOU WOULD
WATCH
IN SPITE OF THE BRAND”
10. 10Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Transmedialidad
DIGITAL BRANDED CONTENT
11. 11Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Transmedialidad
DIGITAL BRANDED CONTENT
12. 12Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
DIGITAL BRANDED CONTENT
13. 13Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content
DIGITAL BRANDED CONTENT
14. 14Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content
Big Data
DIGITAL BRANDED CONTENT
15. 15Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content Social
CRM
Big Data
DIGITAL BRANDED CONTENT
16. 16Alessandro Bernardi @Bernardamus
Branded Content in the Digital Era
Story-telling
Brand ValuesEntertainment
CLASSIC BRANDED CONTENT
Engagement
Viralidad
Transmedialidad
User
Generated
Content Social
CRM
Reactive
Marketing
Big Data
DIGITAL BRANDED CONTENT