DIGITAL

CONTENT
TRAINING
GABY FUSTER / LION ZAJDWEBER
INTROS
GABRIELA
FUSTER
DIGITAL MEDIA SR MANAGER,
KIDS LATAM
LIONEL
ZAJDWEBER
DIGITAL MEDIA DIRECTOR,
KIDS LATAM
 WORKSHOP DE CONTENIDO DIGITAL

ESTRATEGIA DIGITAL MOBILE

EL CASO DE CNLA MODELOS, CASOS

DÍA 1 AUDIO
SPOTIFY, PODCASTS

USER EXPERIENCE
VENTANAS DE CONTENIDO
VISIBILIDAD, LONG TAIL

REALIDAD VIRTUAL
USER CENTRIC DESIGN Y REALIDAD AUMENTADA

REGLAS DIGITALES SOCIAL MEDIA

LOS MUSTS FACEBOOK, REDDIT

DÍA 2 VIDEO
YOUTUBE, FACEBOOK

GAMING
NEWSFEEDS
COMO MANTENERSE INFORMADO

CONCLUSIONES Y EJERCICIO
E-SPORTS, CLOUG GAMING PROXIMOS PASOS
INDUSTRY NEWS
WHAT HAS BEEN HAPPENING
• Pokémon GO if finally here!!
• Instagram launches “Stories” to compete with Snapchat
• Time Warner bought 10% of Hulu
• Verizon bought Yahoo!
• PRISMA is all over the internet
• Hackers steals millions of Bitcoins from an Exchange

6
HOW DIGITAL ARE YOU?

1 2 3 4 5
7
 1. How many bits are in 1 KB?
2. What is a Bitcoin?
MINITEST 3. What is a wireframe?
4. Android vs. IOS. Who has the
highest penetration in LATAM?

8
9
END OF THE BEGINNIG OF
ERA OF THE ERA OF
INFORMATION EXPERIENCE

10
 everything that can be
digitalized, will be digitalized
A TRUTH
 A CONTENT
STRATEGY:THE
CNLA CASE
SOCIAL CONSUMER
PRODUCTS UGC APPS
MEDIA

EVENTS

TVE GAMES WEB

SOCIAL CONSUMER
PRODUCTS UGC APPS
MEDIA

TV

EVENTS

TVE GAMES
WEB
DELIVER THE BEST MULTIPLATFORM
EXPERIENCE FOR THE AUDIENCE OF
THE CARTOON NETWORK BRAND
SO…
 FANS
CULTIVATE
ENGAGE
CELEBRATE
IMAGE #3
•Street
•Running
•Kid with cellphone
Deliver the best possible
experience, according to
each screen and situation
CARTOON MANTRA
UNDERSTANDING A KIDS

JOURNEY
 SHARE OF
ATTENTION
 A week has 168 hours
56 hs of sleep
45 hs of work
15 hs getting
ready to work
+ commuting
that leaves about 52 hours for
everything else, including
entertainment
AUDIO
SPOTIFY
AUDIO ON DEMAND
Double model:
- Free ad supported
- Subscription
- Artists get revenue
according to time of
people listening to their
music

36
SPOTIFY USAGE IN LATAM (TOTAL)

37
SPOTIFY + CARTOON NETWORK

38
PODCASTS
21ST CENTURY RADIO
• AOD (Audio On Demand)
• You ”subscribe” to Podcasts
• Podcast about
EVERYTHING
• No direct revenue model:
podcasters asks for
donations

39
PODCASTS: SERIAL
#1 PODCAST EVER
• Sarah Koenig hosts the popular
podcast "Serial," which in its first
season covered a 1999 murder
• 75M+ listeners

40
THE SOCIAL RADIO
TWITTER + MUSIC
• An that transforms your Twitter
timeline into a radio.
• Ideal for the car.

41
AUDIOBOOKS
IS YOUR COMMUTING TIME WELL SPENT?
• Audio versions of thousands of books.
• Audible by Amazon (paid
subscription) is the leading player.

42
CONCEPT
GLOSSARY
CONNECTED HOME
Also kinda known as
“Internet of things” (IOT),
means daily/traditional
devices that uses
technology and
connectivity to provide
new, improved
functionality.

44
CROWDFUNDING
Have a great
idea/project but no
money to produce
it? Pre-sale it and
ask the community
for their investment
in exchange of the
product or extras.

45
“THE CLOUD”
A concept. Means any
service/content that is
available from anywhere
connected to the
Internet. You-don’t-care
where the data is
actually located.

46
MOBILE
IF IT DOESN’T HAVE AN APP, NO ONE WILL USE IT
IF IT DOESN’T HAVE AN APP, NO ONE WILL USE IT
SMARTPHONES USAGE (TOTAL)
TABLET USAGE (TOTAL)
MEDIA USAGE BY DEVICE (TOTAL)
 “ROI” stands for Return of
Investment. Basically, were the
results worth it for the price/effort?
NEW CONCEPT
FREE FREE! :)

PAID PAID TO DOWNLOAD

FREE TO DOWNLOAD, BUT WITH IN-

FREEMIUM APP PURCHASES (IAP)
PAY TO DOWNLOAD, BUT ALSO
PAYMIUM WITH IN-APP PURCHASES (IAP)

SUBSCRIPTION BASED PAY A MONTHLY FEE FOR USAGE

mobile business is hit driven
THE KEY
THE TOP GROSSING APPS ARE
USSUALLY FREEMIUM, WHILE
THE MOST DOWNLOADED APPS
ARE –LOGICALLY- FREE. SO, WHY
DO WE DO MOSTLY PAID APPS?
THERE’S A REASON
#1 REV SOURCE #1 DOWNLOADS NEW OPPORTUNITIES
CASE: ADVENTURE TIME CARD WARS 1 & 2

EPISODE
GAME
CASE: COPA TOON

PROMO

GAME
STATS
 1. VISIBILITY ON THE STORES

WHAT MAKES A 2.
3.
4.5 STARS AND ABOVE
KNOWN IP
MOBILE GAME 4. KNOWN PUBLISHER

SUCCESSFUL? 5.
6.
MEDIA PUSH
VIRALITY
7. WHO KNOWS?!

65
COOL APPS TO TRY!
1SE (1 second everyday) Coursera
Reddit DJ-51
Mercadoni The Social Radio
Pocket Flipboard
Prisma IFTTT
Snapseed Dropbox
Fyuse VLC
MSQRD SLACK :)

66
CONTENT
DISPLAY
 RULE #1:
VISIBILITY IS
EVERYTHING
SEO – SEARCH ENGINE OPTIMIZATION
NOT JUST GOOGLE ANYMORE
“organic” are the natural
results you get without
investing any money
NEW CONCEPT
 RULE #2:
PERSONALIZATION
 RULE #3:
LONG TAIL
 USER
EXPERIENCE
USER EXPERIENCE
User experience (abbreviated as UX) is
how a person feels when interfacing
with a system, product o service.
It is about creating a satisfactory and
efficient experience through a device.

80
UX
TAILOR-MADE
EXPERIENCES
Belkin WeMo Switch + Motion
Plug anything you like and you'll be
able to turn it on and off from your
phone, schedule it to come on
automatically, or trigger it using the
free automation service IFTTT.

81
 • UX Design Moves Off The Screen: Digital is
moving from something we use inside of
screens and devices to something that lives
in the everyday objects around us, and the
places we move through. UX will play out
across a bigger, messier ecosystem.
• Mobile becoming the main point of access
to the Internet.
USER EXPERIENCE: • Automated personalization based on user
behavior (i.e. recommendations on Netflix),
SOME PREDICTIONS relying on someone’s actions rather than
waiting for them to provide information.
FOR THE FUTURE • More tailored experiences will start pre-
login.
• An Increase in Voice Recognition and
Gesture-Based Design
• More tailored experiences will start pre-
login.
• Responsive Design expands to include
reactions to user behavior
82
by “responsive” we mean that the layout
and/or content responds or adapts
based on the size of screen they are
presented on.
NEW CONCEPT
 DESIGN
THINKING
DESIGN THINKING
It is a methodology for problem solving.
It involves collaboration and frequent iterations.
The end goal of the process is to create a product, service, or experience that
people want (desirability), has real potential to become useful (viability), and
can easily or conveniently be built in terms of technology (feasibility).

85
 • Is an alternative that proposed a
method of innovation focused on
people (customers, creators, us).
DESIGN THINKING • Always has his eyes open to the
serendipity, considers that failure
FACTS can be part of the path to success
and raised to an art form using Post-
it for the development of ideation
sessions.

86
DESIGN THINKING
AIRBNB CASE
In 2009, Airbnb was close to going
bust. A trip to NY with a professional
camera and a photographer was a
game changer for the company.
The company encourages new
employees to ship new features on
their first day at the company.
A new designer change the star
icon to a heart and that simple
change increased engagement by
over 30%.

87
VIRTUAL
REALITY
2016 is the year of
virtual reality

EVERYONE ON THE INDUSTRY

VR
LEVEL 1
GOOGLE
CARDBOARD,
SAMSUNG GEAR VR
USD $5 - $99
STEREOSCOPIC 360
FIXED POINT OF VIEW
VR
LEVEL 2
OCULUS
RIFTPLAYSTATION VR

USD $299 - $599

STEREOSCOPIC 360
CAMERA TRACKING
VR
LEVEL 3
HTC VIVE

USD $799
STEREOSCOPIC 360
LASER TRACKING
FULL FREE ROOM!
VR
LEVEL 3
THE WALK
ACTIVATION,
EXPERIENCE BASED
IN THE MOVIE
BIRDLY
VR + GOOGLE
EARTH =
I N CRED IB LE
ADV TIME: MAGIC
MAN’S HEAD
GAMES
SAMSUNG GEAR VR
OCULUS RIFT
PLAYSTATION VR
HTC VIVE
CN THEMED
CARDBOARDS
WORK IN
PROGRESS!
TYPE OF VR CONTENT PER PLATFORM
LIVE ACTION +
LIVE ACTION ANIMATION 3D REALISTIC
CGI

SHORT
🔵 🔵 🔵 🔵
CONTENT

LONG FORM
🔵 🔵 🔵 🔵
CONTENT

ACTIVATIONS 🔵 🔵 🔵 🔵

LIVE EVENTS 🔵

99
YOUTUBE
A GAME CHANGER
YouTube now accepts not only
360 videos with (or without)
stereoscopic features, but also
can easily transform any 360
video into an Google Cardboard
compatible experience.

100
SAMSUNG GEAR VR
VR TO THE MASSES?
Samsung’s VR device was made
by Oculus, it looks nice, works
with the Samsung S6 and above,
has it’s own VR store and is
comfortable, you can use a
gamepad and it’s well distributed
and advertised. Nice, right?

101
MICROSOFT PROJECT LENS
IS MICROSOFT FINALLY CREATING
SOMETHING THAT WORKS?
Project Lens is an augmented
reality device that projects 3D
images into real environments. Is
it going to work or will it fail like
the Google Glass?

102
THE (NEAR) FUTURE
WHAT’S COMING FOR AR/VR…

103
AUGMENTED
REALITY
“augmented reality” are experiences
where you put a virtual layer to the
real world
NEW CONCEPT
POKEMON GO
Nintendo’s
augmented-
reality/geolocalized
mobile game broke
every-single-record
on the Internet. It’s
bigger than porn!

107
POKEMON GO AS A MARKETING TOOL?
Atracting trainers to a local business/store.

108
EXERCISE #1
1. Pick up a brand
2. Define your audience
demographics, profile and
interests
FERNET 1882
El primer Fernet argentino de origen es cordobés y se llama 1882.
Demográfico
Hombres y mujeres de 18 a 30 años de
nivel socio-económico medio.
Psicográfico
Son divertidos, espontáneos y auténticos.
Lo consumen en grupo, se juntan con
amigos frecuentemente y disfrutan de la
mutua compañía bebiendo Fernet.
Valores e intereses
La amistad es un valor fundamental, así
como el compañerismo y el compartir, por
eso el consumo es compartido. Diferente a
los tragos que son uno por persona, la
botella de Fernet se consume entre varios
individuos. Se interesan por las reuniones,
los contactos sociales, no tanto en conocer
gente nueva sino en reforzar el vínculo de
sus relaciones sociales existentes.
112
TOPPER
El corazón manda
Demográfico
Niños, hombres y mujeres de nivel socio-
económico medio.
Psicográfico
El deportista que sabe lo dificil que es
llegar a trascender en nuestro país. Siendo
una marca “argentina” entiende y logra
transmitir la forma que tenemos de sentir
el deporte, que es única en el mundo.
Valores e intereses
Garra y Audacia.
Hoy sigue apostando al crecimiento en el
ámbito del deporte y la moda ofreciendo
un amplio rango de calzado e
indumentaria para uso deportivo y urbano.
También se rejuvenece lanzando diseños
de asociaciones con artistas plásticos y
diseñadores argentinos de renombre
internacional.
113
3. Draw a timeline of a typical
weekday of that audience.
When does it interact with
entertainment content?
4. Establish 4 types of content
that are most relevant to that
audience
5. Think on when/where are
opportunities to introduce a
new content experience for
that audience
OTRAS MARCAS
• TOONCAST • RENAULT
• VITAL • TELEFE
• AEROLINEAS ARGENTINAS • BODEGA ZUCCARDI
• PEPSI • BLUESMART
• VILLA DEL SUR • SANCOR
• UBER • BIMBO
• CAFÉ CABRALES • ZANELLA
• GALLETITAS RUMBA • INMOBILIARIA REMAX

117
FERNET 1882
El primer Fernet argentino de origen es cordobés y se llama 1882.
Demográfico
Hombres y mujeres de 18 a 30 años de
nivel socio-económico medio.
Psicográfico
Son divertidos, espontáneos y auténticos.
Lo consumen en grupo, se juntan con
amigos frecuentemente y disfrutan de la
mutua compañía bebiendo Fernet.
Valores e intereses
La amistad es un valor fundamental, así
como el compañerismo y el compartir, por
eso el consumo es compartido. Diferente a
los tragos que son uno por persona, la
botella de Fernet se consume entre varios
individuos. Se interesan por las reuniones,
los contactos sociales, no tanto en conocer
gente nueva sino en reforzar el vínculo de
sus relaciones sociales existentes.
118
TOPPER
El corazón manda
Demográfico
Niños, hombres y mujeres de nivel socio-
económico medio.
Psicográfico
El deportista que sabe lo dificil que es
llegar a trascender en nuestro país. Siendo
una marca “argentina” entiende y logra
transmitir la forma que tenemos de sentir
el deporte, que es única en el mundo.
Valores e intereses
Garra y Audacia.
Hoy sigue apostando al crecimiento en el
ámbito del deporte y la moda ofreciendo
un amplio rango de calzado e
indumentaria para uso deportivo y urbano.
También se rejuvenece lanzando diseños
de asociaciones con artistas plásticos y
diseñadores argentinos de renombre
internacional.
119
OTRAS MARCAS
• TOONCAST • RENAULT
• VITAL • TELEFE
• AEROLINEAS ARGENTINAS • BODEGA ZUCCARDI
• PEPSI • BLUESMART
• VILLA DEL SUR • SANCOR
• UBER • BIMBO
• CAFÉ CABRALES • ZANELLA
• GALLETITAS RUMBA • INMOBILIARIA REMAX

120
END OF DAY 1

121
DIGITAL
CONTENT
TRAINING
GABY FUSTER / LION ZAJDWEBER
 WORKSHOP DE CONTENIDO DIGITAL

ESTRATEGIA DIGITAL MOBILE

EL CASO DE CNLA MODELOS, CASOS

DÍA 1 AUDIO
SPOTIFY, PODCASTS

USER EXPERIENCE
VENTANAS DE CONTENIDO
VISIBILIDAD, LONG TAIL

REALIDAD VIRTUAL
USER CENTRIC DESIGN Y REALIDAD AUMENTADA

REGLAS DIGITALES SOCIAL MEDIA

LOS MUSTS FACEBOOK, REDDIT

DÍA 2 VIDEO
YOUTUBE, FACEBOOK

GAMING
NEWSFEEDS
COMO MANTENERSE INFORMADO

CONCLUSIONES Y EJERCICIO
E-SPORTS, CLOUG GAMING PROXIMOS PASOS
INDUSTRY NEWS
WHAT HAS BEEN HAPPENING
• Salió No Mans Sky
• La gente pide Harry Potter GO
• Tesla autopilot salvó una vida

124
INDUSTRY NEWS

125
INDUSTRY NEWS

126
5 DIGITAL
RULES
1. In order to create nice digital
experiences, first you need to

Be an USER
2. The SIZE
Of the screen and the
technology type

MATTERS (a lot)
3.
}
Where
Who Should guide
How every
development
When
With whom
4. Numbers
RULE
5. Always Respect the
Always
Always
Always
DNA
Always
Bonus.
Digital Interaction Experiences
VIDEO
NEW CONCEPT
PULL PUSH
Users manually get Content is being
the content they want delivered to the user.
to consume.

135
PLATFORM COMPARISSON
AVERAGE
TYPE SYSTEM
LENGHT

PLATFORM

ON AIR >11´ LINEAR PUSH

TVE / OTT / VOD >11´ ON DEMAND PULL
YOUTUBE 31” – 2´ ON DEMAND PULL
WEB 3´ ON DEMAND PULL
FACEBOOK 15” – 1´ SEMI-LINEAR PUSH
CN ANYTHING 15” LINEAR PUSH
<10” PULL
SNAPCHAT ON DEMAND

136
 VIDEO IN
FACEBOOK
 - Facebook is the #1 video platform in terms of video
plays, but not necessary in terms of watch time. Why?
• Facebook has auto-play
• Facebook’s algorithm favors native video

- Auto-play videos have the sound turned off by

default.
FB PLATFORM - Users don’t look for content, it gets to them:
OVERVIEW • First, by appearing in the timeline
• Second, suggested in an automatic playlist after
the first video.

Video consumption on FB grew by 1200% in AR from

Jan 2014 to Sep 2015, and the engagement increased
77% in the same period.
(Comscore, 2015 Argentina Digital Future in Focus)
138
IT’S ALL ABOUT STOPPING
THE SCROLLING FINGER
 HOW USERS ACCESS THE CONTENT
(PUSH)
• Timeline (wall)
• Automatic playlist (when video is full screen)
NATIVE VIDEO NON-NATIVE VIDEO

FB PLATFORM
OVERVIEW

IMPORTANT: You need to be registered to

consume content in FB (13+)
142
 WHICH VIDEOS WORK BEST IN FACEBOOK?

• News with overlay text

FB PLATFORM • Entertainment

OVERVIEW •
•
Trends
Humor
• Sports
• Beauty

143
Craft foam
stamps
TUTORIAL,
15M views
Best friend
EVER
Girl translates music to sign for
deaf friend,
4.4M views
 HOW CAN YOU MONETISE FACEBOOK?
You can get revenue for your videos for every
ad displayed AFTER your video and previous
to the next video. This only works on full
screen/playlist mode.

FB PLATFORM PLAYLIST VIDEO

OVERVIEW
MONETIZATION

146
 “KPI” means Key Performance
Indicator. Basically, which metrics
you should be paying attention
NEW CONCEPT
 • Reach
FB PLATFORM • Video plays

OVERVIEW •
•
Shares
Likes
KPIs • Watch time
• Revenue

148
YOUTUBE
 HOW USERS ACCESS THE CONTENT (PULL)
• Search engine
• Playlists
• Recommended (home page)
YT PLATFORM • Recommended (right bar)
OVERVIEW • Buttons inside the videos
• Channel subscriptions

IMPORTANT: You don’t need to be registered

to consume content in YT

150
NATIVE (ORIGINAL)
CONTENT
YT CREATED A ”NICHE” ORIGINAL
CONTENT THAT PERFORMS REALLY
WELL ON THE PLATFORM AND THAT
IS NATIVE TO YOUTUBE.
Mainly all of these contents are
created by the YT called CREATORS
and again are original and native to
the platform, some of them are:
• Gameplay videos
• YouTubers (Vlogging)
• Music
• Unboxing
• How to (tutorials, food, makeups)
• Comedy
• Hydraulic Press
151
YOUTUBE
KIDS
Finally in LATAM.
Videos filtered exclusively
for kids with a focus in
parental control settings.

152
Gaming
Minecraft: Adventure Time! Map
Quest with Jake in Ooo - Ep.1 -
Treehouse & Candy Kingdom,
7M views
UNBOXING VIDEOS
Peppa Pig Giant Egg Surprise -
Peppa Pig Toys - Giant Surprise Eggs
Unboxing + Kinder Surprise
94M views
HYDRAULIC PRESS
Crushing Legos with hydraulic press
4M views
HOW TO
Animated Cartoon Nails?!
4.3M views
YOUTUBE
OPTIMIZATION
YOUTUBE HAS SOME SET OF BEST
PRACTICES THAT HELPS YOUR CHANNEL
STAND OUT AND APPEAR MORE ON THE
RESULTS OF YOUR RESEARCH.
Publish YouTube content with consistency
to grow an engaged audience.
Utilize robust tagging and multiple
channels to help your videos get found.
Post during peaks in YT viewership.
Also offer snackable content with “bite-
size” videos.
Make sure your videos are optimized for
mobile!
Videos can have endings promoting
other content.
ENGAGE! Create a community listen and
answer your fans, YT is a Social Media. 157
Fundamentals to Create Content People Love
Checklist of things to consider. Discover which strategies work for your brand.
• Develop show formats that are highly shareable.
• Collaborate with other YouTube channels to find new viewers.
• Converse with your audience! People tend to subscribe to
people, not brands.
• Make each video comprehensible to a first-time viewer, even if
it’s part of a series.
• Develop a consistent voice, format and schedule.
• Give your audience unique ways to participate in the content.

158
Schedule Your Content
Checklist:
• Capture intent across your target audience: What are they searching for on
YT?
• Create hygiene content that clearly and usefully answers these queries.
• Create recurring episodes, or hub content, to induce viewers to keep returning
to see more.
• Identify tent-pole events for your audience and schedule hero content around
them throughout the year.
• Build a channel calendar to map your content strategy over the year.
• Promote your channel across your videos and encourage viewers to subscribe.

159
BIGGEST CHANNELS
BY COUNTRY
ARGENTINA
Highlights:
• 3 of the top 10 YouTube
channels are from Disney
• 6 of the top 10 channels
are kids driven.

BY NUMBER OF VIEWS

160
BIGGEST CHANNELS
BY COUNTRY
BRAZIL
Highlights:
• 4 of the top 10 channels
are gamming.
• 8 of the top 10 channels
are for kids or Kids
inclusive
BY NUMBER OF VIEWS

161
BIGGEST CHANNELS
BY COUNTRY
MEXICO
Highlights:
• 7 of the top 10 are music
channels.
• The 2nd position is a kids
channel.

BY NUMBER OF VIEWS

162
YT PLATFORM •
•
Watch time
Video plays
OVERVIEW • Channel subscriptions

KPIs •
•
Likes
Revenue

163
MCN
MULTI-CHANNEL NETWORKS
A multi-channel network is an
organization that works with video
platforms such as YouTube, to offer
assistance in areas such as
"product, programming, funding,
cross-promotion, partner
management, digital rights
management, monetization/sales,
and/or audience development" in
exchange for a percentage of the
ad revenue from the channel.

164
CONTENT ID
RECLAMING YOUR CONTENT

165
GIF-ENOMENON
SEARCHED “BEST GIF EVER”

167
“GIF” is not just a graphic format
anymore; it’s a concept for short-
looping videos
NEW CONCEPT
GIPHY

169
LIVE VIDEO
Periscope
It allows you to broadcast
whatever you’re doing —
whether it’s breaking news
or making breakfast — live,
through video, with a
couple of taps and also
can save streams so that
you can replay them later.

#TIP: check RED BULL

171
Facebook Live
By tapping the live stream
icon, you can start
broadcasting video live from
your smartphone, and write
an optional description for
the event. Any users following
you will have the ability to
“tune in” to the broadcast.
The maximum time limit for a
broadcast is currently 30
minutes, and you can block
specific users if you desire.

172
Snapchat
Snapchat has made
communicating more of a
game by letting people
send annotated selfies
and short videos. It has
allowed people to use its
imaging software to swap
faces in a photo, transform
themselves into puppies,
and barf rainbows.

#TIP: check MASHABLE

173
VINE
Video-sharing
app
It’s designed in a way for
you to film short, separate
instances so they can be
linked together for a total
of six seconds.
Each short video plays in
a continuous loop.

#TIP: check Zach King

175
TVE / VOD /
SVOD
 • TVE = TV EVERYWHERE
• VOD = VIDEO ON DEMAND
GLOSSARY • SVOD = SUBSCRIPTION VIDEO ON
DEMAND
• TVOD = TRANSACTIONAL VOD
• OTT = OVER THE TOP

177
 we said a content is “on
demand” because it is available
when needed or wanted
NEW CONCEPT
 Source: Dataxis Report

5%
2%1%
2%
The S-VOD market 3%
2%

in Latin America is
concentrated in 2
major players: 25%

Netflix and Claro

60%

Video (85%)

Total volume Q4 2015: 10.2 million paid accounts 179

 Latam´s 7 main countries
represented 94.4% of total paid
accounts at the end of 2015.

Predictions estimate that total S-

S-VOD OTT market VOD paid accounts in Latin America
will grow from 10.18 millions in 2015 to
in Latin America 30.48 million at the end of 2021.

(2011-2021)

180
GAMING
WHY GAMES?

182
OMG
THE MONEYS..

183
WEB GAME PROCESS
PROPOSAL ALPHA BETA VERSION
VERSION VERSION GOLD
Basic core gameplay Core Gameplay, Final Gameplay, final Full game
explanations and key generally a fist-playable workflow, and almost completed, sources
components that will version with the basic content complete. and documentation
define the game. gameplay loop. delivered to Int.
Stakeholders.

184
PROPOSAL
ALPHA
BETA
FINAL
E-SPORTS
 Top 10 e-sports documentaries:

E-SPORTS
http://www.dailydot.com/esports/
top-10-esports-documentaries/

DO THEY REALLY GET PAID TO PLAY?

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 GAME
STREAMING
GLOUD

CLIENT
RECOMMENDATIONS
PAPERS PLEASE

201
HER STORY

202
FRAMED

203
FEZ

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 PC/MAC CONSOLE
• Stanley’s parable • Journey
• HER STORY • Braid
• Mini Metro • FEZ
• SUPER HOT • Rocket League
COOL GAMES • Papers please

TO TRY MOBILE
• New Star Soccer
• Badland
• 80 Days
• Human Resources
• FRAMED

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SOCIAL MEDIA
GENERAL OVERVIEW PER SOCIAL NETWORK
BRAND CONSTUMER
USERS ADS ENGAGEMENT
BUILDING SERVICE

NETWORK

FACEBOOK 1.55 Billion xx xx xx xx

YOUTUBE 1 Billion xx xx x xx
INSTAGRAM 500 Millions xx x x
TWITTER 330 Millions xx x xx x
VINE 200 Millions xx xx
SNAPCHAT 200 Millions xx x xx
PINTEREST 100 Millions xx xx

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we say that something “breaks the internet”
when it becomes ultra-viral and unavoidable.
like the blue/gold dress
NEW CONCEPT
 “engagement” means if people
actually reacts to your content, by
liking, sharing or commenting
NEW CONCEPT
FACEBOOK
 • 1.09 billion daily active users on average for
march 2016.
• 989 million mobile daily active users (march,
FB PLATFORM 2016).
• 84.2% of FB traffic comes from outside the
OVERVIEW US and Canada.
• Age 25 to 34, at 29.7% of users, is the most
common age demographic.
• At 1.65 billion, Facebook has more monthly
active users than WhatsApp (1 Billion) and
Instagram (500 million) combined.

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FACEBOOK: OPTIMIZATION
FACEBOOK CONTENT IS ALL ABOUT BEEING
CONSUMER CENTRIC. READING AND UNDERSTANDING
WHAT YOUR AUDIENCE REACTS TO.
• Content is KING, don’t use your platform for communication (tune in,
mkt, etc…) it won’t work unless you pay.
• Generate a dialog, talk with your community, answer them, listen to
what they like.
• Be relevant, consistent and work following to hot and current trending
topics on the region.
• There is no correct number for quantity of posts, test and understand
your audience desires.
• Talk the same language as your audience, don’t be afraid to use
slangs and other web driven languages (memes, internet pop culture).
• Make sure you are optimizing your posts for mobile!
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BIGGEST FB PAGES
BY COUNTRY
ARGENTINA
Highlights:
• 6 of the top 10 pages are
sports driven.
• 4 of the top 10 pages are
entertainment pages.

BY NUMBER OF FANS (SOCIAL BAKERS

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BIGGEST FB PAGES
BY COUNTRY
BRASIL
Highlights:
• 5 of the top 10 pages are
sports driven.
• 7 of the top 10 pages are
”celebrities” pages.

BY NUMBER OF FANS (SOCIAL BAKERS

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BIGGEST FB PAGES
BY COUNTRY
MEXICO
Highlights:
• 6 of the top 10 pages are
music driven.
• 2 of the top 3 pages are
comedy pages.

BY NUMBER OF FANS (SOCIAL BAKERS

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FACEBOOK:
CNLA CASE
 27MM likes
(LATAM pages + LATAM FANS on franchises/global pages)

• The formula: 80% Content driven / 20%

Communication
FACEBOOK • Brand building
CNLA STRATEGY • Local flavor
• Internet and pop culture trends
• Being fun and Funny

CN LATAM STRATEGY WAS 1st ON CONTENT.

CN US AND OTHER TERRITORIES
FOLLOWING UP ON THE SAME PLAN.

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FACEBOOK:
CNLA MAIN KPI´s
SHARES
By far our most important KPI. Our
objective is to be the most
sharable entertainment brand,
kids driven and all ages inclusive.

COMMENTS
We want to hear you, generate a
dialog, make sure we are listening to
our fans, answering the questions
we receive and creating a dialog
with our audience.

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FACEBOOK: CNLA NEWSROOM

Something A related post is

becomes an generated in the
Internet trend right time

SM team looks for similar images/

situations in the CNDB

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221
INSTAGRAM
 • Instagram has 500 million profiles created,
out of which 300 million use Instagram
every single day.
INSTAGRAM • 80% of the audience lives outside of the US.
PLATFORM • 95 million pictures/videos are shared
everyday.
OVERVIEW • Instagram has 4.2 Billion likes daily.
• The platform keeps adding more than 100
million NEW users every year.
• 17-34 years old demo, not for kids or kids
driven

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NATIVE (ORIGINAL)
CONTENT
INSTAGRAM CONTENT IS ALL ABOUT
INSPIRING AND BEEING
ASPIRATIONAL. IMAGE QUALITY AND
CREATIVITY ARE KING!
Facebook/Instagram has been
preaching 3 important points on
content creation for Instagram:
• Branding drive results
• Be concept Driven
• Craft to grab attention

224
NO BRANDING BRANDING CONCEPT DRIVEN

VS

CRAFT TO GRAB ATTENTION

225
NEW FEATURE:
STORIES
“GOOD ARTISTS COPY, GREAT
ARTISTS STEAL”
Instagram Stories is a new
feature that lives at the top of
your newsfeed and allows you
to pop in a stream of photos
and videos (that are not “good
enough” for the Instagram feed)
that expire after 24 hours, just
like Snapchat.
We can call it Snapchat for
adults ;)
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HASHTAGS
ABOUT HASHTAGS
HASHTAGS ARE GOOD ONLY WHEN THEY GENERATE
A CONVERSATION, THINK AS A USER.
LIVE EVENTS: great usage! People really want to
comment, let them be heard!
TIMING: don’t create or over communicate a lot of
hashtags in a small period of time, be consistent, stick for
a couple of months with only one, let it resonate on social,
it might take some months to work.
RELATABLE: The more the better! If the user can
transform the hashtag on their own it’s better!
SEARCHABLE: The # need to be easy so people want to
search for it and see what people are saying about the
topic.
RESEARCH: Talk with the research team to track your #
before the campaign, ask for reports and follow it to learn
and understand the conversation. ADAPT IF NEEDED.

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ABOUT HASHTAGS: SOME CNLA EXAMPLES
#YAVIENENLAS3
• Too many hashtags all together, after
that we already had another # for a
short period of time.
• Not really relatable, how could the user
connect to it?
• Doesn’t generated a conversation. Why
would I talk about this # with my friends?
Not a lot of meaning…
• No search value... Why would I search for
that?
#SOMOSTODASPRINCESAS
• Really relatable! I can talk about why I
am also a princess! I can share my story,
adopting the hashtag for myself and my
friends.
• People can search and read other
empowering stories on why they are
also princesses.
• Strong social and empowering
campaign, people want to be part of it.
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SNAPCHAT
MILLENIALS
NEW TOY
They are becoming a major
influencing factor for
brands, trends, and markets,
and they like authenticity
and are more likely to
become a loyal customer if
a brand interacts with them
on social media.
Non of the other SM today
has the same level of value
and authenticity that
Snapchat does.
231
 • A SNAP is a video or still image you capture with
your device’s camera within the app, and then
send to another user or upload to your SC story.
• A FRIEND is another user you’ve mutually
connected with (both of you have added each
other as contacts within Snapchat)

SNAPCHAT • If someone adds you but you do not add them

back, they are a FOLLOWER , and while you

GLOSSARY
won’t have them show up in your address book,
they’ll still be able to view your stories.
• Whenever you take a snap, you may upload it to
your ‘story’. A STORY is a running film reel of any
snaps you’ve added to it in the last 24 hours, and
is the primary way for brands to publish content
on the platform. Stories are publicly viewable to
anyone who follows you. Likewise, you can view
the stories of those you’ve connected with.

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233
TWITTER
IS THE BIRD IN
TROUBLE?
Though growth has slowed,
Twitter is making ad revenue
and producing valuable real-
time data.
It’s most valuable content is
produced by power users:
politicians, authors, academics
and celebrities generate the
content that drives internet
traffic to Twitter.
Their majority of visitors are
from non-users.
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TWITTER USERS IN LATAM

236
TWITTER:
FUTURE PLANS
Twitter moves away from
140 characters.
It will no longer count
media attachments and
@names in select replies
toward your 140 allowed
characters.
However, links will still
count.

237
 • We open our first TW account in 2009 but…
TWITTER: even though the time was perfect we
didn´t consider our audience back there.
CNLA CASE, WHAT • Kids are NOT in Twitter
• It could be a perfect channel for PR or
WE LEARNED Costumer Service, but it is not part of the
CNLA content team strategy.
• When you open a “mouth” you have to be
sure you can feed it, that was not our case.

238
AND EVEN
MORE…
REDDIT
Weight based
algorithm

240
SLACK
It's meant for teams
and workplaces, can
be used across
multiple devices and
platforms, and is
equipped with robust
features that allow you
to not only chat one-
on-one with associates
but also in groups.
241
9GAG
Users upload and
share user-
generated content
or other content
from external social
media websites.
The website's
content is generally
referred to as
"internet memes”.
242
OH PLEASE
DON’T
 DEADLY SINS
THINGS *NOT* • Email ”Marketing”

TO DO •
•
SMS/WhatsApp “marketing”
Push notification abuse
• ”Brain loops” for monetization

244
RECOMMENDED
NEWSFEEDS
The Next Web
THANKS!

247
We usually call “linear” to TV
since it is a narrative in a
sequential order
NEW CONCEPT
Conceptos: linear
On demand
responsive

249