Social Media & Mktg San Diego09
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Transcript of Social Media & Mktg San Diego09
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El crosumidor hiperinteligente. Dieta cognitiva en la era de los nativos digitales
www.filosofitis.com.arwww.slideshare.net/apiscite
www.twitter.com/piscitelli
Alejandro PiscitelliAlejandro Piscitelli
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http://dotsub.com/view/5ad3d20c-9725-4daf-9594-13e8512bcec0
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Fenomenología de la incredulidad en la era de los nativos digitales
2. La Triple C (Crossumer, Coolhunting, Crowdsourcing) 3. El pseudo final del branding en la era de la Web 2.0 4 La web social y el poder del crosumidor
1El crosumidor inteligente. Dieta cognitiva en la era de los nativos digitales
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Escepticismo al infinitoEscepticismo al infinito
El branding y el diseño de consumidores escépticosDe una publicidad conductista a otra irónica/reflexiva/crítica Somos todos marketineros silvestres
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Aprendizaje Alfabético Aprendizaje Alfabético (Modo de lectura)(Modo de lectura)
•SilenciosaSilenciosa
•PrivadaPrivada
•IndividualizadaIndividualizada
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aprendizaje electrónico (en aprendizaje electrónico (en red)red)
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La era Post GutenbergLa era Post Gutenberg
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Efectos de diferentes lenguajesEfectos de diferentes lenguajes
MEDIOMEDIO LENGUAJELENGUAJE ESCRITURAESCRITURA ELECTRICIDADELECTRICIDAD
MODO MODO DOMINANTEDOMINANTE ORALORAL ALFABETIZCIONALFABETIZCION DIGITALDIGITAL
ORGANIZACIOORGANIZACIONN
ESTRUCTURAESTRUCTURA
TRIBU TRIBU COLECTIVACOLECTIVA
JERARQUIA JERARQUIA INDIVIDUALINDIVIDUAL
GRUPO INTERES GRUPO INTERES CONECTIVOCONECTIVO
¿DONDE ESTA ¿DONDE ESTA EL SENTIDO? EL SENTIDO? CONTEXTOCONTEXTO TEXTOTEXTO HIPERTEXTOHIPERTEXTO
IMPULSORIMPULSORPSICOLOGICOPSICOLOGICO COMUNIDADCOMUNIDAD PRIVACIDADPRIVACIDAD PUBLICIDADPUBLICIDAD
ORIENTACIONORIENTACIONPEDAGOGICAPEDAGOGICA AMONTONARAMONTONAR PENSARPENSAR CONECTARCONECTAR
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http://www.youtube.com/watch?v=_OBlgSz8sSM
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Neutralidad
Acción colectivaSoftware social
Piso caosiano
Management
Sombra Futuro
MemesDes-
organizaciones
Arquitectura Participación
Excedente cognitivo
`
Computación social
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Lessig
Kelly
WeinbergerGillmor
DoctorowWattsCarr
HubermanJenkins
Berners-LeeGranovetter
ZittrainShirky
Barabasi
O’Reilly
Rheingold
Benkler
Anderson
Levy
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http://www.youtube.com/watch?v=_OBlgSz8sSM
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Vivimos en una era, no de pocas sino infinitas oportunidades
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Triplete (Crossumer, Coolhunting, Crowdsourcing)
1 El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales 3. El pseudo final del branding en la era de la Web 2.0 4 La web social y el poder del crosumidor
2El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales
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El marketing está en problemas
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Las tres CLas tres C
El consumo eficiente o hiperimteligente es bueno para pensarAmbitos de conocimiento no estructuradoLa socidad de consumo como nuestro landscape
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http://www.youtube.com/watch?v=DdgMrYhdCzw
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http://www.youtube.com/watch?v=B393pjQj3RQ
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http://www.youtube.com/watch?v=B393pjQj3RQ
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The L World
The Wire
Fringe Six Feet UnderWest Wing
The Soprano
House
Brothers & Sisters
Lie to MeCalifornication
Weeds
The Simpsons
Dexter
Prison Break
CSI
Numb3rs
ER
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“De estar vivos hoy Sin duda, Dumas, Shakespeare o Dickens estarían trabajando en televisión.
Mejor narrativa del mundoMejor narrativa del mundo
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La complejización del consumo La complejización del consumo cognitivocognitivo
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http://www.youtube.com/watch?v=jqLPHrCQr2I
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http://www.youtube.com/watch?v=fEpSSFQvLC4&feature=related
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¿Quiénes son?/¿Qué hacen?¿Quiénes son?/¿Qué hacen?
- Dominan los medios de producción digital. - El mundo es su terreno de juego. - La red es su elemento socializador.- Aprenden en red y de la red. - Dan importancia a la identidad digital...- Participan de las conversaciones que les importan- Crecen diferente explorando y transgrediendo.
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Cap.01 Nativos Digitales
Cap.02 Nuevos Formatos
Cap.03 Videojuegos
Cap.04 TV inteligente
Cap.05 Generación Einstein
Cap.06 Alfabetización Digital
Cap.07 Docentes 2.0
Cap.08 Educ.ar
Cap.09 Software social
Cap.10 Par a Par
Cap.11 Cambios masivos
Cap.12 Mediaciones Tecnológicas
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Nativos DigitalesNativos Digitales Colonos DigitalesColonos Digitales
Excluídos DigitalesExcluídos Digitales Inmigrantes Inmigrantes DigitalesDigitales
NacidoNacido No-NacidoNo-Nacido
UsaUsa
No-UsaNo-Usa
El Quinto Casillero VacíoEl Quinto Casillero Vacío
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Cada tanto tenemos Cada tanto tenemos que dejar de pensar que dejar de pensar y actuary actuar
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La pseudodesaparición del branding en la era de la Web 2.0
1 El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales 2. La Triple C (Crossumer, Coolhunting, Crowdsourcing) 4 La web social y el poder del crosumidor
3El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales
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La pseudodesapariciónLa pseudodesaparición de las marcasde las marcas
Branding competitivo como lucha en la génesis de un consumdior eficiente Posicionamiento low cost = mejor propuesta de valor/precioParadoja de la retórica anticonsumo
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http://www.youtube.com/watch?v=1aSfb3Gh4Xs
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http://www.youtube.com/watch?v=iKS12PMdJ6w
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http://www.youtube.com/watch?v=1aSfb3Gh4Xs
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Comunicación corporalComunicación corporalhttp://www.youtube.com/watch?v=H1xTLFZUb4w
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http://www.youtube.com/watch?v=orukqxeWmM0
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Action brings clarity (Dr.House)
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La web social web y el poder del crosumidor
1 El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales 2. La Triple C (Crossumer, Coolhunting, Crowdsourcing) 3. El pseudo final del branding en la era de la Web 2.0
4El hiperconsumidor inteligente. Dieta cognitiva en la era de los nativos digitales
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La web social y el La web social y el poder del crosumidorpoder del crosumidor
El branding storytelling está en las manos del consumidorSe monitorea la opinion pública a través de internet Del coolhunting al crowdsourcing
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Para ver esta película, debedisponer de QuickTime™ y de
un descompresor .
http://www.youtube.com/watch?v=1aSfb3Gh4Xs
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GTD
Folksonomies
feedsWeb standards
Web services Rich user experienceweb 2.0
infoware
Tagging
Podcast
infoware
The long tailAjaxMash-
up
Blogging peer-to-peer
Collective intelligence
RIA’s
Wiki
ROI
Perceptual Beta
Citizen media
RSS
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FacebooksongFacebooksonghttp://www.youtube.com/watch?v=N48UCeD_B8Q
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Arquitectura
Projecto Facebook
Participación
Identitdad
Convergencia
Communidad
VirtualEconomía
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http://www.youtube.com/watch?v=mUdDhWfpqxg
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Autenticidad.Regla # 1: Sé tu mismo
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Conversación.Regla # 2:
Comprometámonos
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Relevancia.Regla # 3: Enfoquémonos
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Gestionar la confusión lleva a hacer mas, no menos
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El crosumidor hiperinteligente. Dieta cognitiva en la era de los nativos digitales
www.filosofitis.com.arwww.slideshare.net/apiscite
www.twitter.com/piscitelli
Alejandro PiscitelliAlejandro Piscitelli