{"id":11721,"date":"2019-04-10T09:40:02","date_gmt":"2019-04-10T08:40:02","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/cicle-comunicacio-digital-audiencies\/"},"modified":"2019-04-10T09:41:05","modified_gmt":"2019-04-10T08:41:05","slug":"cicle-comunicacio-digital-audiencies","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/cicle-comunicacio-digital-audiencies\/","title":{"rendered":"KID\u2019S CLUSTER organitza un cicle de tres workshops sobre comunicaci\u00f3 digital adre\u00e7ada a infants i fam\u00edlies"},"content":{"rendered":"<h4><strong>La primera de les tres sessions, que ha tingut lloc aquest dimarts al Campus de la Ciutadella de la Universitat Pompeu Fabra, ha girat en torn a la definici\u00f3 de les diferents audi\u00e8ncies que conformen el mercat infantil i familiar<\/strong><\/h4>\n<h4><strong>La formaci\u00f3 ha estat impartida per dos socis dels cl\u00faster, l\u2019ag\u00e8ncia de marketing infantil i juvenil The Modern Kids and Family i la startup d\u2019oci educatiu Afterscool<\/strong><\/h4>\n<p><strong>Barcelona, 9 d\u2019abril de 2019<\/strong><\/p>\n<p>Les <strong>xarxes socials<\/strong> juguen un paper clau en la <strong>captaci\u00f3 i fidelitzaci\u00f3 de clients<\/strong>. Les marques comercials tenen l&#8217;oportunitat de crear comunitats a les diferents xarxes, la qual cosa els permet estar en contacte directe amb el seu p\u00fablic objectiu i analitzar-ne els h\u00e0bits i comportaments. Elaborar i seguir una estrat\u00e8gia de comunicaci\u00f3 digital permet a les organitzacions no nom\u00e9s potenciar la seva imatge de marca, si no tamb\u00e9 <strong>generar <em>engagement <\/em>amb el p\u00fablic, guanyar posicionament i generar coneixement i confian\u00e7a<\/strong>. Amb la intenci\u00f3 de donar resposta a les necessitats de les seves empreses i organitzacions membres, KID\u2019S CLUSTER ha organitzat un<strong> cicle de tres sessions formatives sobre comunicaci\u00f3 digital<\/strong> que tenen per objectiu impulsar les estrat\u00e8gies digitals de les empreses orientades al mercat infantil i familiar.<\/p>\n<p>El cicle cobrir\u00e0 tres aspectes clau a tenir en compte a l\u2019hora de dissenyar una estrat\u00e8gia de comunicaci\u00f3 digital coherent i efectiva: l\u2019an\u00e0lisi de l\u2019entorn i la <strong>segmentaci\u00f3 del p\u00fablic objectiu<\/strong>; l\u2019elaboraci\u00f3 d\u2019un <strong>relat que permeti connectar amb el target<\/strong> a trav\u00e9s de missatges memorables; i, finalment, el <strong>retorn de la inversi\u00f3<\/strong> i la pres\u00e8ncia a xarxes.<\/p>\n<p><strong>Aquest dimarts ha tingut lloc la primera d\u2019aquestes sessions.<\/strong> Amb l\u2019objectiu de con\u00e8ixer en profunditat a qui ens estem dirigint quan emetem missatges a trav\u00e9s de les xarxes, <strong>Jorge Esteve, director a Barcelona de The Modern Kids and Family<\/strong>, ens ha explicat <strong>com son els infants d\u2019avui<\/strong>. Esteve ha comen\u00e7at exposant dades sobre la despesa de les fam\u00edlies en aspectes com l\u2019educaci\u00f3, la cultura, l\u2019entreteniment, l\u2019alimentaci\u00f3 o l\u2019habitatge, per tot seguit plantejar els diferents perfils de nenes i nens d\u2019avui dia. Cal destacar que tots aquests perfils convergeixen en una s\u00e8rie d\u2019aspectes que s\u00f3n indeslligables de la identitat dels infants de la generaci\u00f3 Z: s\u00f3n <strong>impacients<\/strong>, estan <strong>hiperinformats<\/strong>, s\u00f3n <strong>fidels a les marques per\u00f2 tamb\u00e9 molt cr\u00edtics i exigents<\/strong>, s\u00f3n <strong>tecnol\u00f2gics<\/strong>, tenen comportaments molt madurs i s\u00f3n, sobre tot, <strong>grans decisors<\/strong> de les inversions que fa la fam\u00edlia i <strong>potents prescriptors<\/strong>. Amb el focus posat sobre la manera que tenen aquests infants de comunicar-se, Esteve ha remarcat entre d\u2019altres coses que <strong>els infants destinen bona part del seu temps a les pantalles, principalment consumint continguts sota demanda<\/strong> (en contraposici\u00f3 a les anteriors generacions, que consumien principalment contingut televisiu) a trav\u00e9s de diversos dispositius. Tot i que els infants passen la major part del dia a l\u2019escola, l\u2019altra gran partida temporal la dediquen als <strong>extraescolars<\/strong>, als quals es destina un <strong>11,4% del pressupost familiar<\/strong>.<\/p>\n<p>Enlla\u00e7ant amb aquesta tend\u00e8ncia ha pres el relleu <strong>Heidi Adragna, co-fundadora i CEM d\u2019Afterscool<\/strong>. Afterscool \u00e9s un <strong>marketplace d\u2019activitats de lleure educatiu<\/strong> que connecta la diversitat d\u2019oferta formativa per a infants amb la creixent demanda de les fam\u00edlies per formar els seus fills i filles en \u00e0mbits diferents, tend\u00e8ncia que tamb\u00e9 respon a la necessitat de trobar la conciliaci\u00f3 d\u2019horaris entre adults i infants. Adragna ha explicat com va sorgir la idea de crear aquesta innovadora plataforma: \u00e9s <strong>una necessitat molt concreta d\u2019un p\u00fablic molt concret<\/strong>. Afterscool ha estat capa\u00e7 d\u2019omplir el buit que hi ha entre <strong>una generaci\u00f3 de pares altament digitalitzats i un sector de lleure educatiu encara molt anal\u00f2gic<\/strong>. Segmentant el p\u00fablic i escoltant la seva necessitat va sorgir no nom\u00e9s una estrat\u00e8gia comunicativa, si no tot un model de negoci. <strong>Adragna ha explicat tamb\u00e9 de quina manera han identificat les seves audi\u00e8ncies<\/strong>: partners (centres que ofereixen activitats), pares i mares, i empreses.<strong> Cadascuna d\u2019elles t\u00e9 les seves pr\u00f2pies necessitats<\/strong>, preocupacions, canals de comunicaci\u00f3 preferits, gustos i reptes, i nom\u00e9s coneixent-les molt b\u00e9 <strong>Afterscool ha pogut elaborar una estrat\u00e8gia que els permet dirigir-s\u2019hi de la manera m\u00e9s adient, adequant els canals i missatges a cadascuna d\u2019elles<\/strong>.<\/p>\n<p>Per \u00faltim,<strong> els assistents han comen\u00e7at a treballar amb els coneixements adquirits i han definit per equips un dels seus p\u00fablics objectiu<\/strong>. N\u2019han identificat les pors, les preocupacions, la personalitat, els gustos, les aficions i aspectes com ara les xarxes socials on tenen pres\u00e8ncia o els dispositius que utilitzen per connectar-se. L\u2019objectiu de la din\u00e0mica era <strong>detectar reptes compartits a l\u2019hora d\u2019adre\u00e7ar-se a cada tipus de p\u00fablic per tal de treballar conjuntament eines<\/strong>, estrat\u00e8gies i idees que, des del cl\u00faster, es puguin impulsar per posar-hi soluci\u00f3.<\/p>\n<p>Amb tot, la jornada d&#8217;aquest dimarts suposa la primera base d\u2019aquest cicle que ha comen\u00e7at amb la mirada sobre el <strong>p\u00fablic objectiu<\/strong>. <strong>Definir-lo correctament suposa el 50% de l\u2019\u00e8xit de la nostra estrat\u00e8gia comunicativa<\/strong>, de manera que a partir d\u2019ara toca treballar l\u2019altre 50% creant missatges memorables i emprant els canals adequats per a cada p\u00fablic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La primera de les tres sessions, que ha tingut lloc aquest dimarts al Campus de la Ciutadella de la Universitat Pompeu Fabra, ha girat en  [&#8230;]<\/p>\n","protected":false},"author":1430,"featured_media":11716,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-11721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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