tctalks bcn #engagement: estrella damm
DESCRIPTION
En el TcTalks BCN Engagement “La vinculación de un trago”, con Ana López Bernabé, Social Media & Digital Manager en Damm. Ana López Bernabé, Social Media & Digital Manager de Damm, cuenta cómo con la campaña de 2009 de Estrella Damm consiguieron una viralidad muy importante con el vídeo para el que ni siquiera usaron SEM. Esta empresa familiar fue la primera en mostrar un hashtag en un spot de televisión. Entre las conclusiones, que el éxito radica en aportar valor, utilidad y emoción a las redes sociales.TRANSCRIPT
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La vinculación de un trago
@EstrellaDammCat @EstrellaDammEs
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El engagement tradicional de Estrella Damm…
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Estrella Damm es…
PRODUCTO Estrella Damm es… CALIDAD
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Estrella Damm es…
TRADICIÓN
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Estrella Damm es…
MÚSICA
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Estrella Damm es…
DEPORTE
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Estrella Damm es…
GASTRONOMÍA
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Estrella Damm es…
ANTIGUA FÁBRICA
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Estrella Damm ERA…
PUBLICIDAD CONVENCIONAL
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CAMBIO!!!
Territorial – Universal Restringido – Accesible
Temporal – El consumidor decide
Estático – Viral
Monólogo – “Libertad de expresión”
DOMINADO - DESCONOCIDO
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CONTENIDO DE CALIDAD
que aporte
UTILIDAD VALOR
EMOCIÓN
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Ir a buscar al usuario
allí donde esté
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VÍDEO
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FORMENTERA 3.354.740 visualizaciones ("Me gusta" = 5289; “No Me gusta”= 194)
MENORCA 4.016.001 visualizaciones ("Me gusta" = 6060; “No me gusta”= 133)
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Las RRSS son el lugar de diálogo entre Estrella Damm y los consumidores
Atención al cliente
Canal de Información
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Las RRSS también nos sirven para
EMOCIONAR
Compartir experiencias
Ofrecer momentos exclusivos
Hacer partícipes a los usuarios: preguntar y escuchar
Quererles,
agradecerles que nos sigan
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CARACTERÍSTICAS DIFERENCIALES
Idioma
Regionalidad Públicos diversos Muchas temáticas
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DIFERENTES CANALES
@EstrellaDammCat 7.450 seguidores
@EstrellaDammEs 2.775 seguidores
@EstrellaDammEng
365 seguidores
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GRACIAS!
@AnaLopezBe
@EstrellaDammCat @EstrellaDammEs