Les approach the summary of the seminar at the Innovation in Communication UTDT were presented cases from the brands: Actimel, Havanna, Hare mutinous (bicycle test) and Wal-Mart . Germain
Herebia , Founder and CEO of Intextual.net : How to monetize their online media advertising stock
- monetize media Advertising in 3 ways: CPM (cost per thousand impressions), CPC (Cost per Click) and CPA (Cost per Action, for example Download of aplicactivo, completed form, etc.).
- CPC is the most widely used because it balances the risks , while CPM is the highest risk for the advertiser.
- The Stock Advertising on the Internet half is distributed as follows:
25%, equivalent to what is in the Prime Time TV (sold CPM) CPM
25% (lower price) +
CPC 50% (lowest price, which is to sell)
"The big brands pay for CPM, while entrepreneurs are moved by CPC absorbing lower risk.
- Advertising is sold as "Long Cola: 50% more coverage and 50% in different cables inside guys like newspapers. AdNetworks exist that consolidate small spaces that provide multiple contacts and a greater power of segmentation.
- Google Adsense is Google's AdNetwork charted by number of clicks and not wholesale price.
- The opportunity for advertisers is Buying Value of Supply and Demand versus a fixed value
- There is a tendency to verticality: Sites for Women, Technology, etc.
- Commercial Gte Although measures the eCPM (efective CPM) on average between 3.
- While advertising on Facebook is USD 2/us/año in cable operators USD 20/us/año
Mariano Pasik, Founder of Hare mutinous ideas: The case Hare mutinied. How to make U.S. $ 500 million to become.
- Videos were presented on the success stories Ades, "Natural Florida" and "The test of the bike."
"More important are the ideas that format. If an idea is good through all formats.
-A news sells more than an advertisement.
- There is a huge opportunity for content: with a PC and an idea can go around the world.
- Unilever's Ades campaign was to show that "Wherever you are, you have a sense of taking Ades Nature. "
- What did they do? Covered with grass, plants and flowers Florida Street between MT Alvear and Santa Fe and for 1 day and all the media talked about this.
- Advertising Hare mutinous: Show-way shoot-on how much time you rob a bike in different cities.
- Result: $ 30,000 investment with aroused media interest + equivalent to $ 1,500,000; a news reputation is infinitely more advertising.
- This is to interest the media over the Internet.
-Keep in mind that beyond the budget, the idea remains the engine of business communication. Video
test case of the bicycle in English
The Bicycle Test in Castilian
Florida
Video: http://www.liebreamotinada.com/descargas/ades/floridanatural . zip
Sebastián García Padilla , founding partner and Chief Creative Officer of SINUS Profile:
"From discourse to dialogue" Actimel case, to understand the power of Viralization social networks and online media. Source vs qualified. unqualified. How to fight a false rumor on the Internet?.
-Start video presentation with raising awareness about the nation that not everything online is reliable.
-Faced with a problem of reputation, it is important to respond in the same medium where the sound is generated or controversy. Case Actimel and Sinus campaign created by showing how easy it is to create a rumor and spread it on the web. Today
states:
- Dialogues-no more talks -
- Being Internet-be where we listen-
- Accept the reality, not to get angry if we criticize, not attack it, handle-
- is to monitor and manage content, such as Greenpeace went from "protest" to "celebrate" such as making P & G for the environment
- Note that it is not necessary to respond to any or all.
Pablo Alonso, Marketing Manager of Wal-Mart Argentina : The case Wal-Mart Argentina.
- What motivates people to go to the retailers are the products first, then the price (value for money) and finally the experience of buying, payment and other minor variables.
"The DNA of the brand of Wal-Mart is the price.
- Wal-Mart made a radical change of image worldwide:
- From lowest price to customer benefits.
- The company made changes to the exposure of the merchandise inside the premises.
-changed the logo and slogan: "Save money, lived better." The changes were made to: Publications, Local, merchandise, TV, outdoor and Internet.
"The idea of \u200b\u200bnot saving on other things, Wal-Mart has already made the price comparison for you. With saving lives better, buy other things, children's clothing, Coca Cola, etc.
- changed the lay out of long corridors with high-supermarket-aisle cuts and low level roads and grouped Babies areas, food, etc..
- Showroom They set up spaces for people to "enjoy", thus improving the experience of comrpa.
- The slogan is "Forget the money and take care of a better life!"
- Idea is to induce
smart purchase - 80% of the target are women who buy for themselves, their children and husbands. One of the actions in the premises was to reduce the amount of clothing the man.
When asked attendees about the presence of Wal-Mart in social networks, the response was that unfortunately Wal-Mart has very stringent policies that systems often prevent progress in using new communication technologies or new media.
comprehensive changes made by Wal-Mart Argentina
Juan Marenco , president of e4 and Cecilia Marquez Brand Manager Havanna
Havanna case, a brand story that encourages social networking win.
- Assemble a fanpage on facebook is much easier for those brands that are already off-line fans for Havanna.
"Before the company started its presence in the networks, there was already a fan of Havanna Facebook page created by a consumer anonymous. It had 160,000 fans.
- tried to contact the creator of the fan-page but no response.
- fane-released the official page on Facebook Havanna.
- bloggers are fans approached the brand.
- The company achieved a dialogue with consumers. People constantly consult them "By the time ...." regarding local open elsewhere in the country.
- Focus on dialogue with people on the networks, ownership of the speech, create engagement, to be where the consumers.
- Word of mouth remains the most powerful. The difference is that today we heard word of mouth online.
Organization seminar by M. Balayan Soledad (The Di Tella Marketing Club) and Susan Silberberg (TIdt, IT usuarior Community), with the collaboration of Cecilia Botana department Graduate UTDT.
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Update September 14, rejoining some pictures to post.
