Replicants - Shaping consumers through Social Media Data
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Transcript of Replicants - Shaping consumers through Social Media Data
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REPLICANTSPERFILANDO CONSUMIDORES MEDIANTE SOCIAL MEDIA DATA.
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¿COMO EMPEZO ESTA HISTORIA?
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Content TV Set DVR Video
Games Console
Online Streaming
Download to computer
From my cellphone
TV Shows 84% 5% 2% 50% 57% 1%
Movies 64% 22% 6% 26% 78% 0%
Short form video 13% 2% 5% 79% 62% 20%
Video games 7% 1% 54% 11% 58% 18%
Source: State of the Chilean Twittersphere Online Survey
TWITTER COMOMETODO DE RECOLECCION DE DATOS
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TWITTER COMOESTADO DE LA MENTE
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Nombre:(Johanna(Chacon((Edad((((((:(19(años(Universidad:(Universidad(de(San9ago((Carrera:(Administración(Pública((N°(de(amigos:(731(N°(Fotos(:(547(N°(Álbumes:(10(N°(Interacciones:(321(((
3(
Nombre:(Valen-na(Berrio(Edad((((((:(20(años(Universidad:(Universidad(Andrés(Bello((Carrera:(Nutrición(y(Dieté-ca(((N°(de(amigos:(699(N°(Fotos(:(7.448(N°(Álbumes:(97(N°(Interacciones:(117((
4(INFLUENCIADORESIDENTIFICACION Y SEGMENTACION
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VISUALLISTENING
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SHOPPEREXPERIENCE
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COMPARTO,LUEGO EXISTO.
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COMPARTO,LUEGO EXISTO.
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PRIMEROCOMPARTIMOSLA FOTO,DESPUES COMEMOS.
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RESPUESTASSIN PREGUNTAS
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DONDE TERMINA EL RUIDO
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DONDE EMPIEZAEL VALOR
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REPLICANTS
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En el siglo XXI la Tyrell Corporation desarrollo un nuevo tipo de robot llamado Nexus virtualmente idéntico al hombre y conocido como Replicant.
Los Replicants eran superiores en agilidad y fuerza e iguales en inteligencia que sus diseñadores.
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REPLICANTS
GRACIAS AL CONTENIDO QUE GENERAN
PERFILES DE CONSUMIDORES CREADOS ARTIFICIALMENTE A PARTIR DE LA AUTORIDAD SOCIAL DE LAS PERSONAS EN TWITTER
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EL PODER DEL RTEL PODER DE COMPARTIR
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AUTORIDAD SOCIALREDUCTOR DE RUIDO PORQUE NOS
CONCENTRAMOS EN USUARIOS QUE GENERAN VALOR A TRAVES DEL CONTENIDO QUE PRODUCEN.
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DE MARCAS A MEDIOSENTRAMOS EN LA REVOLUCION DEL CONTENIDO
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entretenidas
LAS PERSONAS SONMUCHO MAS
t
v
-
+ +
-
QUE LAS MARCAS
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FUNCIONAMIENTO
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COMUNIDAD USUARIOS
R
REPLICANT
REPLICANTSFRAMEWORK
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COMUNIDAD USUARIOS
AUTORIDADSOCIAL
R
REPLICANT
REPLICANTSFRAMEWORK
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COMUNIDAD USUARIOS
AUTORIDADSOCIAL
REPLICANTSFRAMEWORK
PROSUMERS
R
REPLICANT
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COMUNIDAD USUARIOS
AUTORIDADSOCIAL ETNOGRAFIA DIGITAL
R
REPLICANT
REPLICANTSFRAMEWORK
PROSUMERS
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COMUNIDAD USUARIOS
AUTORIDADSOCIAL
DIGITAL PERSONA
ETNOGRAFIA DIGITAL
R
REPLICANT
TRENDS, COMPORTAMIENTO Y CONTENIDO EMERGENTE
REPLICANTSFRAMEWORK
PROSUMERS
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COMUNIDAD USUARIOS
AUTORIDADSOCIAL
DIGITAL PERSONA
ETNOGRAFIA DIGITAL
R
REPLICANT
TRENDS, COMPORTAMIENTO Y CONTENIDO EMERGENTE
REPLICANTSFRAMEWORK
PROSUMERS
EQUIPO CREATIVO MARCA
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COMUNIDAD USUARIOS
EQUIPO CREATIVO MARCACONTENIDO
AUTORIDADSOCIAL
DIGITAL PERSONA
ETNOGRAFIA DIGITAL
R
REPLICANT
TRENDS, COMPORTAMIENTO Y CONTENIDO EMERGENTE
REPLICANTSFRAMEWORK
PROSUMERS
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R
PULL OUT CONTENT (DATA) PUSH IN CREATIVITY
ANALIZAR
CREAR
IDEAR
COMUNIDAD USUARIOSPROSUMERS
REPLICANTS
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R
PULL OUT CONTENT (DATA) PUSH IN CREATIVITY
ANALIZAR
CREAR
IDEAR
PROSUMERS
REPLICANTSREPLICANTS
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TOUGHFULLNESSTHOUGHTFULLNESS
CONTENT BOARD (PSICOGRAFIA)
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REPLICANT
- ANALISIS DE CONSUMIDORES PARA LA CONSTRUCCION DE
PERSONAS DIGITALES QUE PERMITA GENERAR CONTENIDO PARA LAS
MARCAS.
¿QUE HACEN? ¿QUE NO?
- PROFUNDIZAR EN LA RELACION DEL CONSUMIDOR-MARCA.
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5 EN 5
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CAMBIAR LA APRENSION A LO DESCONOCIDO POR LA LIBERTAD
QUE LA INCERTIDUMBRE PRODUCE.
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DESARROLLAR NUEVOS SISTEMAS DE PENSAMIENTO
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SEDUCTORESTENEMOS QUE SER MAS
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COMPETENCIASREPLANTEAR NUESTRAS
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MATH MEN
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INFORMACIONPOETAS
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LA MEJOR METODOLOGIA QUE HEMOS INVENTADO HA SIDO LA
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ADAPTACION
LA MEJOR METODOLOGIA QUE HEMOS INVENTADO HA SIDO LA
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IT’S NOT ABOUT BIG DATA
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IT’S NOT ABOUT BIG DATAIT’S ABOUT MAKINGONE DATA BIG
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REPLICANTSENTENDIENDO CONSUMIDORES MEDIANTE SOCIAL MEDIA DATA.