A importancia do personal branding no futuro do Xornalismo
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A importancia do
personal branding no futuro do Xornalismo
@rubenbaston Social Media Director de @elogia_net
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3 premisas
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O Xornalismo, tal e como o coñecemos,
está ferido de morte
Premisa 1
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Premisa 2
Os xornalistas,
na súa meirande parte, mantéñense na fase de negación
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Premisa 3
De cara ao futuro
é preciso asumir a
revolución, que xa está en marcha
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O Xornalismo, tal e como o coñecemos,
está ferido de morte
Premisa 1
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Estudo de investimento publicitario en medios online de PWC e IAB Spain, 2011
Investimento publicitario por soporte
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Investimento publicitario online
Estudo de investimento publicitario en medios online de PWC e IAB Spain, 2011
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Crise estrutural nos medios galegos?
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¿ ?
Crise estrutural nos medios, en xeral
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Por que?
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http://www.flickr.com/photos/silentcolors/2483720703/
Altos custos estruturais…
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http://www.flickr.com/photos/alfredi/5072654465/
… non adaptados aos tempos
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E que fan os xornalistas?
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Premisa 2
Os xornalistas, na súa meirande parte, mantéñense na fase de negación
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http://www.flickr.com/photos/miolo/2838272322/
Minimizan a relevancia do fenómeno dixital
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Buscan xerar sensacións negativas
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Buscan desacreditar a Rede
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http://www.lavozdegalicia.es/sociedad/2010/10/28/0003_8811758.htm
Demostran completa incompetencia…
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http://www.elpais.com/articulo/Galicia/empresa/inversores/gallegos/crea/red/social/20000/usuarios/partida/elpepiautgal/20111109elpgal_14/Tes
… e falta de reciclaxe profesional
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E logho, que?
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Premisa 3
De cara ao futuro
é preciso asumir a
revolución, que xa está en marcha
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http://www.flickr.com/photos/nickwheeleroz/2533281806/
Igual que na industria discográfica
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http://www.verkami.com
Igual que na industria discográfica
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http://www.spotify.com
Igual que na industria discográfica
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http://www.flickr.com/photos/epsos/4444576795/
Igual que se converte o comercio
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http://www.privalia.com
Igual que se converte o comercio
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http://www.groupalia.com
Igual que se converte o comercio
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Os xornalistas teñen que asumir o cambio de paradigma
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… e tratar de
aproveitalo no seu
beneficio, máis alá da industria
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http://www.flickr.com/photos/tomatemaravilha/320953081/
Realidade actual: xornalistas estrela…
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http://www.flickr.com/photos/bambolia/2066254283/
… e xornalistas orquestra
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Os “estrela” teñen traxectoria e reputación.
Poden sufrir cambios, pero gardan atractivo para as
empresas porque son recoñecidos polos “clientes”
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Ejemplo: Carlos Carnicero
http://ccarnicero.com/
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Ejemplo: Ignacio Escolar
http://www.escolar.net/
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Ejemplo: Eugenio Eiroa
http://morrazotribuna.blogspot.com/
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Os “orquestra”, de non reaccionar, están abocados a reducións de persoal
ou, con sorte, rebaixas de salario e aumento de
carga de traballo
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Todos á rúa?
Non, pero se estivese estudando non me
orientaría a un soporte “tradicional”
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http://www.flickr.com/photos/sneakerzoom/6315091322/
Alternativa a curto prazo
Racha coa resistencia ao online Aproveita as ferramentas online no día a día Involúcrate no proceso de dixitalización do teu medio
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http://www.flickr.com/photos/torley/300026400/
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http://www.flickr.com/photos/sneakerzoom/6315091322/
Aposta a medio prazo: personal branding
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Demostra que sabes diso
que dis que sabes
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Mantén un blog
http://www.enquarentena.net/
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Alimenta unha conta de Twitter
https://twitter.com/#!/abonauta
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Grava vídeos
Grava vídeos
http://www.youtube.com/viajandocondiego
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Grava vídeos
Covértete nun medio de comunicación
http://www.youtube.com/whatdafaqshow
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Grava vídeos
Que sexan as empresas quen te contacten
http://www.youtube.com/elterrat
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Emite un podcast
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Convértete nunha
referencia naquilo do que pensas vivir, independentemente dunha
empresa
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https://twitter.com/#!/JulioAlonso/status/116580984350195713/
Empeza a vivir diso
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https://www.galiciaconfidencial.com
Iniciativas novidosas
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https://www.modaes.es
Estruturas sostibles
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https://www.enriquedans.com
Proxectos monetizables
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https://twitter.com/edans
Marcas atractivas para as marcas
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Aumento da empregabilidade
https://twitter.com/anapastor_tve
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https://twitter.com/almuariza
Fidelización de seguidores
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Convértete nunha marca
https://www.josefajram.es
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Toma as rendas da
revolución dixital
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Graciñas!
@rubenbaston Social Media Director de @elogia_net