[MUSIC] Hello again, everybody and hello, Daniel again. Thanks for still being with us. We're talking about community building and social media from a brand new entertainment perspective. Social media work is sometimes divided into four chapters, commerce, social community and publishing. First of all, do you follow this pattern on your workday? Honestly, no. Okay, thanks. That's a more interesting answer. Yeah, no, we only work on one partner which is finding how we can give value to the user so we can get their attention and then we can give them a call to action to do whatever we want them to do. It's like the three things that we are always obsessed. In any sphere of activity or any social group. Yeah. Always a call to action. Finally a call to action. You don't start like that. You always have to start giving, giving, giving, giving a lot of value and then when you have their trust and they-. Sometimes even their loyalty, if things go very well. Sure we always try to tell brands that we don't believe a customer is a customer that pays a customer is someone that starts engaging with you. So if you think as a user, as a customer, when they start interacting with you, then you have to give them something back. You have to give value. Companies understand this when people pace because they feel okay they paid, we have to do something right, we have to deliver value, but we don't believe in that anymore. We believe that when someone starts engaging with you, you have to start giving a lot of value because if you do that well then the money comes. Let's talk about specific examples. I'm sure that would be interesting to all our audience. Would you like to tell me in depth in detail about a couple of examples that follow this structure, this kind of work? Yeah, I have a couple of examples that I think that are interesting for this one is from ie business actually. Okay. Because. Because I was not prepared. Yeah, we worked many years like eight years with ie business. They were our client and we had to find very qualified leads. That was the challenge because ie business is a top business school which needs top talent to come. And how do you find top talent? It's something that is not easy to segment even on the Internet era, how qualified they are on the talent side. So what we build. Very global. And of course, and we have to find people from all around the world and that was like the big challenge that we had on the table. So we thought that a great idea would be to use gamification to find these people. So they would do the qualifying and actually the value proposition of the game would actually only get people's attention that I had this hunger to show how smart they were, right? So we made the contest globally to find the most beautiful mind in the world and we put countries and people to compete against each other. What we did we partner with an intelligence institute which they made a very hard, like one of the hardest tests in the world. Imaginable. Yeah, it was very hard and you had to solve it as fast as you can. You only had like, I think it was like one minute or something like that to answer to 15 very complicated questions. And this was a ranking that you can go up as many times as you play, the faster you make it, you get more points. So we had a ranking for different countries. So for example, the smart, the most intelligent minds in the world are from the country and I think the winner was India. It was very interesting. It's very interesting. Yeah. That explains many things. It was India and then there was one person that would win and it had a big price that they will win of course, and it had a lot of success. It was very aligned with the strategy that we have, that really qualified leads was like around 17,000 people that participated on the challenge. And we had to reach like about or something around 44 million impacts of people sharing the contest and we get into-. What we call a success. Yeah and very small investment, which is something that we know regularly talk about, but it was with a very small investment on the paid advertisement part. Of course we paid from some ads so people get to know it but then it was the people spreading it all around the world. And it was a great example of how you can use gaming to attract people's attention and qualifying people for your commercial interests. Another good example is-. Establishing a very long lasting connection people play with, you will never forget you. Sure. We're actually going to talk about Gamification towards the end of this module. Actually, that was the first thing that we did for ie and after that we had an eight year relationship. So I think they it was good on the business side as well. Yes, we can definitely call it a successful example. Yeah, it was for both of us. And many on many fronts. Yeah, and then the second example that I wanted to share with you is with ballantines. It's a whiskey brand and they had a big challenge because they did a very successful campaign called Plan B with a very famous DJ from Spain called Carlos Jean. And actually, what they did on that campaign was to they proposed the user to build a successful song with the users. The DJ just gave, like a base for the song and then the users were proposing the rest of the song. And the quest for the challenge was to put that song on the highest charge of the rankings on the radio. It was crazy but they did it. Yeah, it was very fun. It was very interesting for the users. There was a lot of people participating and what happened was that they actually got a top one song on the Spanish rankings. So it was crazy. I don't remember that. Well, that was like six years or seven years ago. It was crazy. Yeah, it was crazy. So they did that the first time then they made a second campaign with the Plan B but they changed the artist. And then they went to a group called and because it was the second time it was successful but not as successful. And then when they came to us the fourth year it happened what happens a lot of times they had half of the money to do it and they didn't have an international artist anymore to do it. So they come to us, they say we have all these success were the top whiskey brand on the music territory right now. We need to protect our position on the music territory and we're like, okay good, it's a good challenge. Half of the money, no international artists, let's see what should we do. So what we did is. What did you do? What we did is what we always do. We went to the street and talk to people, talk to the real users to try to understand what was going on in the conversations, what they wanted to solve. And we find a very interesting insight which was that young people, they don't like that the radio stations tell them what's the trending music. They believe that the trending music is the music that they hear and that's it. So that rebellion from the user was great for us. Another case of user rebellion. Yes, yes but it was great. It was great and so what we thought is we have to fight against quaranta pretty palace, the top ranking from Spain, right? And we have to give the user the power back so they will really engage with us and we build the first algorithm in the world that shows the user. What's the music that people is listening digitally, which where is where real people is listening and listening to music, right? So we made this algorithm that was getting the information from the user from Spotify from YouTube because there's a lot of people that listen music from YouTube. It was like six or seven of the most important music platforms and we were showing the real rankings to the user and it was crazy. We did it actually for four years in a row, it was the brands campaign and we protected their position as the top brand in the music. With half the budget and without an international artists. So Yes. I guess you deserve a round of applause. Well, the user deserves a round of applause. In the end these are very two very good examples of storytelling, gaming basically, of engagement. How did you reply to me in the first place when I told you about these division of social media tools, you told me that you always did the same and it was a three step. Yeah. Can you remember? We need to find a way to give value to be relevant to the user to get their attention and then we need to give them a call to action so they can do whatever we want them to do. So following this very simple but effective method of work, I guess our conclusion is that as you see, there is no limits to the imagination. And it's basically using every tool that exists for your purpose which is basically this adding value. Thank you very much Daniel, very clear and very interesting. I wish you more success in the future. Thank you. More rounds of applause. Great. See you soon. Bye bye. Thank you very much. Thank you very much. [MUSIC]
