“Captar la atencion en 3 segundos” | Federico Chironi | TEDxBarrioSanNicolasSalon
URL: https://www.youtube.com/watch?v=SVstBe4k0P4 Video ID: SVstBe4k0P4 ============================================================ Translator: Mia Mantilla Reviewer: Sebastian Betti Good afternoon everyone. How are you? Well, a little bit to start thinking about how communication and attention came to me when I started working as a teacher quite some time ago. The first challenge I encountered inside the classroom had to do with capturing the attention of those students in ten seconds. Sorry, in 45 minutes. On a professional level, I started walking my journey and then working on products and so on, when I encountered marketing, it was the moment when I first began to think about what the concept of marketing was. And that's when I say, well, it’s with what communication channels I’m going to capture the consumer’s attention in order to monetize it. It's just that. If we stop to think about how, throughout history, we achieved that had to do with the quality of the products. It had to do with word-of-mouth, mouth-to-ear, which had a very high cost, that we couldn’t measure it and that in this last stage social networks came to speed up all this for us. Nowadays, social networks allow us to start democratizing, working in a way-- by sex, which has to do with geographical location and so on. And that amount of information, what we have to start doing is say: “Well, how do I select it? and how do I get attention?” Why do I say this? Because we have excess communication in a context where communication tends to be free. So, that's why the title of the talk about how I did to capture that communication in three seconds. A little bit of what I want them to take away from this has to do with us. If we think at the brain level, we divide decision-making into two, one fast and the other slow. If we stop at the fast one, we think about: brands tend to be more humane. From our perspective, we work on what has to do with the humanization of brands, in the tangible, in contrast. In other words, they are variables that help us make quick decisions. That will mean that when we have to choose a certain content, that content is OK and we generate this acceptance of the content. If we first generate acceptance of the content and then we can monetize that content, we will be working in a context where today more than a billion dollars are made, which is what happens in a digital sphere. I think that's one of the points we need to take into account. And nothing, basically, is that. I want to thank you for your time. Thank you very much.