Ayer estuve en el IE Digital Forum organizado alumnos del Instituto de Empresa.
Retransmití algunos momentos por twitter.
El evento, muy interesante superó con creces los tiempos previstos. Los ponentes:
- Javier Rodriguez Zapatero – CEO of Google Spain, Portugal & Turkey
- Cesar Oteiza – COO of idealista
- Lutz Emmerich – CEO of Spotify Spain
- Angel Maria Herrera – CEO of Bubok
- Koro Castellano – Managing Director of Tuenti
- Eugenio García-Perate – Head of Digital & Relationship Marketing – Diageo Iberica
- Francisco Sayans – Interactive Media Manager – Sony Playstation Spain
- Hugo Llebres – CEO of Media Contacts Spain
- Ramón Azofra – CEO of Inspiring Move
Y tuvo esta Agenda
WELCOME – DAVID BACH – DEAN OF PROGRAMS AT IE BUSINESS SCHOOL
1- Digital Marketing. Presentador: JOSE ESTEVE – CHAIR OF IS DEPARTMENT AT IE BUSINESS SCHOOL
• Hugo Llebres – CEO of Media Contacts Spain
- Digital Marketing: an introduction
- Tools available in digital marketing
- How different industries use Digital marketing
- Technical challenges of digital marketing
• Ramon Azofra – CEO of Inspiring Move
- Social networking and web 3.0 – How this will affect the industry
- Challenges and advantages for companies in using social media.
- Successful examples
• Eugenio García-Perate – Head of Digital & Relationship Marketing – Diageo
- The influence of digital media on marketing plans.
- How digital media has forced brands to change/modify strategy
• Francisco Sayans – Interactive Media Manager – Sony Playstation Spain
- Advantages and disadvantages of digital media over traditional media
- Examples of innovative use of digital media
- The ¨long tail¨concept and it´s effect on consumption.
2 – Digital Entrepreneurship. Presentador: JUAN JOSE GUEMES – CHAIRMAN OF INTERNATIONAL CENTRE FOR ENTREPRENEURSHIP AT IE BUSINESS SCHOOL
• Koro Castellano – Managing Director of Tuenti.
- Monetization and business models.
- How can an entrepreneur profit in a digital world in which consumers keeping asking for «free»?
•Lutz Emmerich – CEO of Spotify Spain
- Negotiating with existing industry powers
- How does the digital entrepreneur overcome the challenge of revolutionizing an industry, which is controlled by a small group of powerful companies?
•Angel Maria Herrera – CEO of Bubok
- Seeking investment while trying to build a revolutionary product
- How does the digital entrepreneur balance focusing on their product while seeking additional investment?
- Is there a wrong time to try and grow through investment?
• Cesar Oteiza – COO of idealista
- Balancing stability with innovation
- How does an established and stable internet company continue to innovate in the changing digital world?
- How will idealista evolve over the next 10 years?
3 – Conclusions. Presentador: Enrique Dans
•Javier Rodriguez Zapatero – CEO of Google Spain, Portugal & Turkey
- What´s next?
- Future Trends, Challenges & Opportunities of the internet from the entrepreneurial & marketing point of view
El evento, que se desarrolló en inglés y fué seguido en directo por los alumnos del IE, más allá del aula magna, fué de un altísimo nivel.
Entre las presentaciones, me hicieron gracia dos videos que incluyo seguidamente:
- Los consumidores han cambiado, y las agencias deberían escucharlos:
- Mini reta a Porsche:
Desde luego, hay nuevas reglas en el mundo digital. Solo que todavía no sabemos bien cuales son.



