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As Redes Sociais como Ferramenta de Marketing Digital
FISEC 7 de Outubro de 2011
Breef.me © 2011, all rights reserved
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Índice
• O Marketing Digital
• As Redes Sociais
• Social Media Marketing
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PAG. 3 O Marketing Digital
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Search Engine Marketing
O Marketing Digital
PAG. 5
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Email Marketing
O Marketing Digital
PAG. 6
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Affilliate Marketing
O Marketing Digital
PAG. 7
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Social Media Marketing
O Marketing Digital
PAG. 8
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Mobile Marketing
O Marketing Digital
PAG. 9
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Canais de Marketing Digital
O Marketing Digital
PAG. 10
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Investimento em Marketing Digital
O Marketing Digital
PAG. 11
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Crescimento do Social Media Marketing
O Marketing Digital
PAG. 12
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Peso do Social Media Marketing
O Marketing Digital
PAG. 13
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Peso do Social Media Marketing
O Marketing Digital
4 em cada 5
utilizadores
activos visitam
redes sociais ou
blogs
Um quarto do
tempo online é
passado nas
redes sociais
Os utilizadores
passam mais
tempo no
facebook que em
qualquer outra
rede
40% dos
utilizadores
acede a
conteúdos de
redes sociais
através de
aparelhos
mobile
As aplicações
de
redes sociais
estão entre as
3 mais
utilizadas nos
smartphones
O crescimento da utilização de
redes socias através da
internet móvel está a ser
alavancada por utilizadores
com mais de 55 anos
70% dos adultos
utilizadores
activos de redes
sociais compram
online, 12% mais
que um simples
utilizador de
internet
53% dos
adultos
utilizadores
activos de
redes sociais
seguem uma
marca e 32%
seguem uma
celebridade
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PAG. 15 As Redes Sociais
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Organizar o Caos
As Redes Sociais
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O Universo das Redes Sociais
As Redes Sociais
PAG. 18
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O Universo das Redes Sociais
As Redes Sociais
PAG. 19
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As Mais Utilizadas com Fins de Marketing
As Redes Sociais
Fonte: Value of Social Media Report in association with Online Marketing Summit (2009)
PAG. 20
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PAG. 21 Social Media Marketing
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O Processo de Social Media Marketing
Social Media Marketing
PAG. 22
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Strategy & Planning
Social Media Marketing
PAG. 23
Análise
Público-Alvo
Objectivos
Social Media Mix
Plano de Acção
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Setup & Launch
Social Media Marketing
PAG. 25
Criação de Contas
Configuração de Contas
Personalização de Grafismo
Carregamento Inicial de Conteúdo
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Listen & Communicate
Social Media Marketing
Produzir
Distribuir Conteúdos
Networking Interacção
Relações
!!!
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Listen & Communicate
Social Media Marketing
Comunicação Colaboração
Educação Entretenimento
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Listen & Comunicate
Como estar na Web 2.0
Cruzar os Canais (ex: Social Media com Email)
Conteúdos Multidimensionais (Mashing / Embeding)
Adequar registo do Discurso (- formal)
Agilizar Prazos de Resposta
Aproveitar o ‘Momentum’
Colaboradores são Embaixadores
Algumas dicas operacionais:
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Listen & Comunicate
Social Media Marketing
PAG. 29
Conteúdo que gera tal interesse junto do utilizador, que este
se sente motivado a partilhar o mesmo com a sua rede de
contactos sociais, desta forma gerando um
efeito bola de neve.
Social Media Viral Content
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Monitoring & Analysis
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Monitoring & Analysis
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Monitoring & Analysis
Social Media Marketing
Tráfego (visitas, cliques, …)
Alcance (amigos, fãs, membros, seguidores, …)
Interacções (comentários, avaliações, …)
Leads (simulações, subscrições, …)
Vendas (nº reservas, valor de reservas, …)
Poupança (diminuição de custos help-desk, …)
Importante definir KPI’s:
Key Performance Indicators
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Exemplo Vueling
Social Media Marketing
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Exemplo Vueling
Social Media Marketing
PAG. 34
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Exemplo Vueling
Social Media Marketing
PAG. 35
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Exemplo Vueling
Social Media Marketing
PAG. 36
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PAG. 48 Como estar nas Redes Sociais
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Como Começar?
Como estar na Web 2.0
Comunidade
Website
Blogging
Conteúdo
Outros
Pessoal
…
Sinergias, Humanização, SEO
Repositório, Mashing, Embeding
Networking de Profissionais
Ponto de Encontro, Engagement
Redes Verticais -> Negócio
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Check List
PAG. 55
Como estar na Web 2.0
1. Orientação Estratégica Clara
2. Social Media Mix Racional
3. Plano de Acção Preciso
4. Conteúdos Interessantes
5. Mentalidade de Engagement
6. Ajustar o Mindset da Empresa
7. Métricas de Sucesso Definidas
8. Publicidade e Relações Públicas
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Relação de Longo-Prazo
PAG. 56
Como estar na Web 2.0
Tell me and I forget.
Teach me and I remember.
Involve me and I learn.
Benjamin Franklin
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Breef me now!
Contactos
www.breef.me [email protected]
mob. 00351 969 753 887
pages/breefme
@breefme
Keywords:
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Breef me now!
Contactos
www.breef.me [email protected]
mob. 00351 969 753 887
pages/breefme
@breefme
Obrigado
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Steve Jobs 1955-2011
#iSad