palestra desvendendo as redes sociais
DESCRIPTION
Conhecer as possibilidades que as mídias sociais podem oferecer à sua empresa é fundamental. Apenas com conhecimento essas ferramentas deixarão ser uma opção de entretenimento para se transformar numa importante ferramenta de marketing para a sua próxima campanha.TRANSCRIPT
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DESVENDANDO AS
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QUEM FALA? LUCAS PELAEZ, Técnico em Informática pela Escola
Técnica Tupy, Publicitário pelo IELUSC, especialista
em Marketing pela FGV e professor da disciplina
de mídia no curso de Publicidade e Propaganda do
IELUSC. Atua no mercado de marketing e
comunicação há 8 anos passando por clientes e
agências de Joinville.
Atualmente é responsável pelo Depto de
Planejamento e Mídia da Agência
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• O conceito de Redes Sociais precede a Internet
ainda que o termo fosse pouco utilizado;
DE TEORIA! UM POUCO
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ISSO SÃO REDES SOCIAIS!
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O QUE É ISSO???
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• São sistemas online projetados para permitir a
interação social a partir do compartilhamento
de informação;
• Trata-se da produção de conteúdos de forma
descentralizada (muitos para muitos);
MÍDIAS SOCIAIS (Social Media)
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Modelo Tradicional
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Modelo de Compartilhamento
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Consumidor de Mídia
Usuário de Mídia
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Nas Mídias Sociais. Todo Consumidor é...
…um formador de opiniões ...
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Nas Mídias Sociais. Todo Consumidor é...
…um DJ...
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Nas Mídias Sociais. Todo Consumidor é...
…um especialista...
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Nas Mídias Sociais. Todo Consumidor é...
…um “broadcaster”...
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Nas Mídias Sociais. Todo Consumidor é...
…participante de uma comunidade...
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E VOCÊS?
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E M
INH
A E
MP
RES
A P
REC
ISA
DIS
SO?
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ALGUNS
NÚMEROS...
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2.000.000.000
de usuários no mundo
No Brasil:
• Internet: 73 milhões de usuários
• População: 190 milhões de brasileiros
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203 milhões de linhas ativas no Brasil
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Até 2015 o acesso a
internet através do
celular superará o
acesso através dos
computadores
10% dos usuário utilizam
smartphones, este número deve
chegar a 25% até 2014
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32 milhões*
19 milhões*
13 milhões*
105 milhões
600 milhões
175 milhões
* Referente dados de usuários ativos no Brasil (43 milhões usuários).
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• Tráfego mensal: Orkut: 2,1% x Facebook: 6,2%
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• Média de 48h / mês, se for
incluído (Skype, MSN, Torrent,
etc) esse período passa para
72h / mês (2h30 / dia).
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MÍDIAS EXTERNAS – Out of Home
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E M
INH
A E
MP
RES
A P
REC
ISA
DIS
SO?
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Sua empresa pode
estar sendo falada,
em algum canto da
Internet, neste
instante.
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1/4 dos adolescentes de 14 a 17 anos se
comunicam apenas pelas redes sociais
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CONFIANÇA DO CONSUMIDOR
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CONFIANÇA DO CONSUMIDOR
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CONFIANÇA DO CONSUMIDOR
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POR ONDE
COMEÇAR?
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1. Presença Digital
2. Monitoramento Digital
3. Reputação Digital
4. Gerenciamento de Conteúdo / Seeding
5. Campanhas Digitais
6. Aplicativos Digitais
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COMO MEDIR OS
RESULTADOS?
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MÍDIAS TRADICIONAIS
– Número de Impactos;
– Pontos Brutos de Audiência – GRP
– Custo por Mil – CPM;
– Pesquisa share of mind;
– Lembrança da marca;
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WEB
– Número de Visitas;
– Visitas Únicas;
– Visitas frequentes;
– Páginas / visitas;
– Tempo de permanência;
– Cadastros;
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MÍDIAS SOCIAIS
– Posts, Compartilhamento,
Tweets e Retweets;
– Fãs Facebook, Seguidores;
– Percentual de Seguidores / Seguidos;
– Conteúdos Visualizados;
– Envio de Conteúdo (uploading);
– Posição na primeira página;
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case 1
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NIKE PLUS
• Parceria entre Nike e Apple
(através do iPod) registrando todo
o percurso que a pessoa
percorreu com o tênis;
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case 2
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case 3
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MIKAELA
DOMINIKA @weluvbrazil
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OUTRAS FORMAS
DE DIVULGAÇÃO
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• E-mail Marketing
–Horários de disparo 10h00 e
15h00;
–Não disparar email no final do
dia, vésperas de feriados;
– Estima-se que 80% dos email
enviados sejam SPAM (Mcfee);
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O Brasil é o 2º país
que mais envia
SPAM;
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RANKING MUNDIAL
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BANNER
Existe uma infinidade de formatos os
mais tradicionais são:
• Super Banner (728 x 90 pixels)
• Full Banner (468 x 60 pixels)
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LINKS PATROCINADOS
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No Brasil o share do Google chega a 96%
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BLOGS DE CONTEÚDO
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MICROBLOGS
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Demonstração de uso
Comercial Padrão
Making of de Campanhas
Virais
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AD GAMES
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COMPARTILHAMENTO DE ARQUIVOS
FOTOS
APRESENTAÇÕES
ARQUIVOS VÍDEOS
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MOBILE MARKETING
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Conteúdo Mobile
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TABLETS