Let's Talk - Innovación y Conversaciones ligeras
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Transcript of Let's Talk - Innovación y Conversaciones ligeras
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INNOVACIÓN Y CONVERSACIONES LIGERAS
LET’S TALKMartin Redigolo | Santiago de Chile, 12 de Septiembre 2012
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... AND TWEET
@martinredigolo #letstalkLatAm
LET’S TALK
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@martinredigolo
HABLEMOS
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@martinredigolo
¿Estáis bien?
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@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
![Page 6: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/6.jpg)
@martinredigolo
Consumidor Marcas
1 de cada 5 minutos se invierte en Social Media.Comscore & eMarketer
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@martinredigolo
ConsumidorMarcas
1 de cada 5 minutos se invierte en Social Media.Comscore & eMarketer
![Page 8: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/8.jpg)
@martinredigolo
+Los usuarios están buscando valores que comparten con las marcas.
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@martinredigolo
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@martinredigolo
Las marcas deben sincronizarse con el comportamiento del consumidor.
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@martinredigolo
Enfocar en hacer menos cosas y mejorar las que ya existen haciéndolas más útil.
![Page 12: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/12.jpg)
@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
![Page 13: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/13.jpg)
@martinredigolo
Para hacer la vida más fácil
¿POR QUÉ HABLAMOS?
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@martinredigolo
Para hacer la vida más fácil
¿POR QUÉ HABLAMOS?
Para crear relaciones
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@martinredigolo
Para hacer la vida más fácil
¿POR QUÉ HABLAMOS?
Para crear relaciones
Para ayudar a otros
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@martinredigolo
Para hacer la vida más fácil
¿POR QUÉ HABLAMOS?
Para crear relaciones
Para ayudar a otros
Para crear nuestra identidad
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@martinredigolo
Escuchando
¿CÓMO HABLAMOS?
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@martinredigolo
Escuchando
¿CÓMO HABLAMOS?
Conversaciones e interacciones ligeras
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@martinredigolo
Experiencias personales
¿DE QUÉ HABLAMOS?
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@martinredigolo
Experiencias personales
¿DE QUÉ HABLAMOS?
Otras personas
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@martinredigolo
Experiencias personales
¿DE QUÉ HABLAMOS?
Otras personas
Nuestro entorno
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@martinredigolo
Experiencias personales
¿DE QUÉ HABLAMOS?
Otras personas
Nuestro entorno
Emociones, no hechos
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@martinredigolo
¿ Quién cree que la planificación de conexiones sustituirá la planificación de canales ?
![Page 24: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/24.jpg)
@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
![Page 25: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/25.jpg)
@martinredigolo
2011 2014 2017
Gaming Metrics
Tecnología Retail
2020 20302008
0101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010
010101010101
ACTIVE IMMERSIVE SENSORY
EntertainmentAll in One
Me in mypersonal
Film
Deviceconvergence Ubiquitous
screens
Personalizedadvertising
on TV
Cultureof
immediacy
Holographicdisplays forcontinuous
video
Emotioncontroldevices
Fullsensoryinternet
Multiperspectivefilms/dynamic
stories
AugmentedReality
Standards
Audio/VídeoImplant
Holographicanimated
Ads
Virtualdynamiccontent
syndicate
Telepresenceused to lecture
to dispersedclasses
Collaborativeconsume
of individualcontent
Portabletranslation device
for simpletranslation
Hungerfor shared
experiences
Thoughtrecognition foreveryday input
means
Augmented Realityat sports grounds toenhance spectators
experience
Virtual and realworld can’t be
different anymore
80% of allentertainment content
is AI-produced
Machines thatcan judge emotional
state of user
Life financial planning
linked to wholefamily model
People ableto record everyevent from birth
to death
TENDENCIAS
![Page 26: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/26.jpg)
@martinredigolo
2011 2014 2017
Gaming Metrics
Tecnología Retail
2020 20302008
0101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010
010101010101
ACTIVE IMMERSIVE SENSORY
EntertainmentAll in One
Me in mypersonal
Film
Deviceconvergence Ubiquitous
screens
Personalizedadvertising
on TV
Cultureof
immediacy
Holographicdisplays forcontinuous
video
Emotioncontroldevices
Fullsensoryinternet
Multiperspectivefilms/dynamic
stories
AugmentedReality
Standards
Audio/VídeoImplant
Holographicanimated
Ads
Virtualdynamiccontent
syndicate
Telepresenceused to lecture
to dispersedclasses
Collaborativeconsume
of individualcontent
Portabletranslation device
for simpletranslation
Hungerfor shared
experiences
Thoughtrecognition foreveryday input
means
Augmented Realityat sports grounds toenhance spectators
experience
Virtual and realworld can’t be
different anymore
80% of allentertainment content
is AI-produced
Machines thatcan judge emotional
state of user
Life financial planning
linked to wholefamily model
People ableto record everyevent from birth
to death
Culturade la
inmediatez
Hambre por las experiencias
compartidas
TENDENCIAS
![Page 27: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/27.jpg)
@martinredigolo
2011 2014 2017
Gaming Metrics
Tecnología Retail
2020 20302008
0101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010
010101010101
ACTIVE IMMERSIVE SENSORY
EntertainmentAll in One
Me in mypersonal
Film
Deviceconvergence Ubiquitous
screens
Personalizedadvertising
on TV
Cultureof
immediacy
Holographicdisplays forcontinuous
video
Emotioncontroldevices
Fullsensoryinternet
Multiperspectivefilms/dynamic
stories
AugmentedReality
Standards
Audio/VídeoImplant
Holographicanimated
Ads
Virtualdynamiccontent
syndicate
Telepresenceused to lecture
to dispersedclasses
Collaborativeconsume
of individualcontent
Portabletranslation device
for simpletranslation
Hungerfor shared
experiences
Thoughtrecognition foreveryday input
means
Augmented Realityat sports grounds toenhance spectators
experience
Virtual and realworld can’t be
different anymore
80% of allentertainment content
is AI-produced
Machines thatcan judge emotional
state of user
Life financial planning
linked to wholefamily model
People ableto record everyevent from birth
to deathPelículas multiperspeciva
& historiasdinámicas
TENDENCIAS
Posibilidad de grabar una
vida entera
![Page 28: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/28.jpg)
@martinredigolo
2011 2014 2017
Gaming Metrics
Tecnología Retail
2020 20302008
0101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010
010101010101
ACTIVE IMMERSIVE SENSORY
EntertainmentAll in One
Me in mypersonal
Film
Deviceconvergence Ubiquitous
screens
Personalizedadvertising
on TV
Cultureof
immediacy
Holographicdisplays forcontinuous
video
Emotioncontroldevices
Fullsensoryinternet
Multiperspectivefilms/dynamic
stories
AugmentedReality
Standards
Audio/VídeoImplant
Holographicanimated
Ads
Virtualdynamiccontent
syndicate
Telepresenceused to lecture
to dispersedclasses
Collaborativeconsume
of individualcontent
Portabletranslation device
for simpletranslation
Hungerfor shared
experiences
Thoughtrecognition foreveryday input
means
Augmented Realityat sports grounds toenhance spectators
experience
Virtual and realworld can’t be
different anymore
80% of allentertainment content
is AI-produced
Machines thatcan judge emotional
state of user
Life financial planning
linked to wholefamily model
People ableto record everyevent from birth
to death
Dispositivosque controlan
emociones
Aplicaciones quesaben evaluar el estado emocional
El internet100%
sensorial
Reconocimientode
pensamientosrutinarios
TENDENCIAS
![Page 29: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/29.jpg)
@martinredigolo
2011 2014 2017
Gaming Metrics
Tecnología Retail
2020 20302008
0101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010010101010101001010101010100101010101010
010101010101
ACTIVE IMMERSIVE SENSORY
EntertainmentAll in One
Me in mypersonal
Film
Deviceconvergence Ubiquitous
screens
Personalizedadvertising
on TV
Cultureof
immediacy
Holographicdisplays forcontinuous
video
Emotioncontroldevices
Fullsensoryinternet
Multiperspectivefilms/dynamic
stories
AugmentedReality
Standards
Audio/VídeoImplant
Holographicanimated
Ads
Virtualdynamiccontent
syndicate
Telepresenceused to lecture
to dispersedclasses
Collaborativeconsume
of individualcontent
Portabletranslation device
for simpletranslation
Hungerfor shared
experiences
Thoughtrecognition foreveryday input
means
Augmented Realityat sports grounds toenhance spectators
experience
Virtual and realworld can’t be
different anymore
80% of allentertainment content
is AI-produced
Machines thatcan judge emotional
state of user
Life financial planning
linked to wholefamily model
People ableto record everyevent from birth
to death
TENDENCIAS
![Page 30: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/30.jpg)
@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
![Page 31: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/31.jpg)
@martinredigolo
![Page 32: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/32.jpg)
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@martinredigolo
ExpresarYa son clientes, auto-identificación con el producto
![Page 35: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/35.jpg)
@martinredigolo
ExpresarYa son clientes, auto-identificación con el producto
CrearArchivar cosas que no quieren olvidar, clientes futuros cercanos
![Page 36: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/36.jpg)
@martinredigolo
ExpresarYa son clientes, auto-identificación con el producto
CrearArchivar cosas que no quieren olvidar, clientes futuros cercanos
Compartir & RecomendarInfluencers y embajadores, escriben recomendadiones
![Page 37: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/37.jpg)
@martinredigolo
ExpresarYa son clientes, auto-identificación con el producto
CrearArchivar cosas que no quieren olvidar, clientes futuros cercanos
Compartir & RecomendarInfluencers y embajadores, escriben recomendadiones
AprenderEncontrar contenidos, clientes a largo plazo
![Page 38: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/38.jpg)
@martinredigolo
ExpresarYa son clientes, auto-identificación con el producto
CrearArchivar cosas que no quieren olvidar, clientes futuros cercanos
Compartir & RecomendarInfluencers y embajadores, escriben recomendadiones
AprenderEncontrar contenidos, clientes a largo plazo
Buscar & EncontrarInvestigan productos, clientes inmediatos
![Page 39: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/39.jpg)
@martinredigolo
![Page 40: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/40.jpg)
@martinredigolo
![Page 41: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/41.jpg)
@martinredigolo
![Page 42: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/42.jpg)
@martinredigolo
![Page 43: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/43.jpg)
@martinredigolo
![Page 44: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/44.jpg)
@martinredigolo
DIGITAL DOWNTIME
![Page 45: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/45.jpg)
@martinredigolo
DIGITAL DOWNTIME
Desconecta con tus Fans
![Page 46: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/46.jpg)
@martinredigolo
Desconecta con tus Fans
(durante 24h)
![Page 47: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/47.jpg)
@martinredigolo
BUSCAR NICHOS(para la marca y los Fans)
![Page 48: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/48.jpg)
@martinredigolo
BUSCAR NICHOS(para la marca y los Fans)
![Page 49: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/49.jpg)
@martinredigolo
![Page 50: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/50.jpg)
@martinredigolo
THE VERY BEST OF COCA-COLA
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@martinredigolo
bit.ly/coke125
![Page 52: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/52.jpg)
@martinredigolo
¿ Tenéis un perfil en Google+ ?
![Page 53: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/53.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
LET’S HANG OUT
![Page 54: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/54.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 55: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/55.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 56: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/56.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 57: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/57.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 58: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/58.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 59: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/59.jpg)
@martinredigolo
NUEVAS CONVERSACIONESen Google+
![Page 60: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/60.jpg)
@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
![Page 61: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/61.jpg)
@martinredigolo
¿ Creéis que las marcas podrán saber dónde voy a estar mañana
a las 14:00h ?
![Page 62: Let's Talk - Innovación y Conversaciones ligeras](https://reader033.fdocuments.net/reader033/viewer/2022042607/55529242b4c9051f108b4afd/html5/thumbnails/62.jpg)
@martinredigolo
PREDICCIÓNConocer hoy futuras conversaciones
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@martinredigoloGoogle Prediction API
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@martinredigolo
Let’s talk!
-¿Cómo y por qué?
Para entender mejor de dónde venimos,estudiar experiencias anterioresy buscar caminos nuevos.
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@martinredigolo
Definir los KLIs (Key Learning Indicators)
4 Preguntas claves¿Por qué? Ayudar¿Cómo? Conversaciones ligeras¿Con quién? Optimizar relaciones fuertes¿De qué? Emociones, no hechos
Social Graph Deciscion Graph
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@martinredigolo
Hemos tenido conversaciones ligeras
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@martinredigolo
¿Quién sabe más que antes?
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@martinredigolo
@martinredigolo
MUCHAS GRACIAS