Publication: Estrategias de comunicación online en las ONG: El impacto del vídeo viral
Authors
Velasco Rueda, Lorena Paula
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Publisher
Universidad de Murcia
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Description
Abstract
Resumen
En un contexto donde la fragmentación de las au-
diencias y la sobresaturación publicitaria dificultan
cada vez más a las Organizaciones No Gubernamen-
tales (ONG) el trato con su público objetivo, resulta
indispensable la implementación de estrategias de
comunicación basadas en los nuevos espacios de
relación que ha propiciado el desarrollo de la Web
2.0. Es el caso de estrategias de tipo viral que supo-
nen una interesante alternativa a la comunicación
tradicional, al tratarse de campañas de bajo coste,
que fomentan el compromiso de los usuarios a través
de la construcción de la personalidad digital del indi-
viduo. Este trabajo propone el análisis de los vídeos
virales más compartidos en la Red durante el último
año con el fin de vislumbrar posibles tendencias es-
tratégicas en el ámbito del marketing viral de aplica-
ción en las ONG.
Abstract Within a context where fragmentation of the audiences and saturation advertising make it increasingly difficult to Non-Governmental Organizations (NGOs) getting related to its target, it is essential to implement marketing strategies based on new spaces of communication that favoured the development of Web 2.0. This is the case of viral type strategies, interesting alternatives to traditional communication or since we are dealing with low cost campaigns that encourage the involvement of users through the construction of the digital character of the individual. This paper proposes the analysis of viral vídeos shared on the network during the past year in order to identify possible trends in the field of strategic viral marketing applied to NGOs.
Abstract Within a context where fragmentation of the audiences and saturation advertising make it increasingly difficult to Non-Governmental Organizations (NGOs) getting related to its target, it is essential to implement marketing strategies based on new spaces of communication that favoured the development of Web 2.0. This is the case of viral type strategies, interesting alternatives to traditional communication or since we are dealing with low cost campaigns that encourage the involvement of users through the construction of the digital character of the individual. This paper proposes the analysis of viral vídeos shared on the network during the past year in order to identify possible trends in the field of strategic viral marketing applied to NGOs.
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