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Marketing Management Social Media Management VI Os atores no social media marketing: caracterização e conteudos gerados pelos consumidores Manuela Aparicio

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Marketing Management

Social Media Management VI

Os atores no social media marketing: caracterização

e conteudos gerados pelos consumidores

Manuela Aparicio

Agenda

• Caracterização do comportamento dos consumidores

• Conteudos gerados pelos consumidores

• Áreas do SMM

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Caracterização dos comportamento dos consumidores• Como participam as pessoas no social media?

• Realizam posts acerca do seu estado (ex: Facebook, local, como se sentem…)

• Criam blogs (ex: Wordpress)

• Fazem aquisições em grupo (group deal; ex: ebay)

• Utilizam as mensagens instantaneas online para comunicar de modo sincronocom os seus amigos (ex: mensager, snapchat, …)

• Partilham microposts para a sua rede ou ainda para todas as redes (ex: Twitter)

• Partilham videos proprios e pessoais

• Jogam em plataformas socias

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Caracterização dos comportamento dos consumidores:

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Products purchasing (Nielsen) 2015 1stQ

Caracterização dos comportamento dos consumidores:

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Products purchasing (Nielsen) 2015 1stQ

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Confiança dos consumidores:

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Caracterização dos comportamento dos consumidores:

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http://www.nielsen.com/us/en/top10s.html

Time spent

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Time spent

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Mobile

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Subscribers

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Reach

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http://adsoftheworld.com/

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http://producten.hema.nl/

Successful marketing campaigns

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Caracterização dos comportamento dos consumidores

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• Games

• Music

• Art

• CRM / Service

• Sale / Reseller

• Human resources

• Editorial

• Commercial

• User generatedcontent

• Sharing

• Socialization

• Conversation

Social Community

Social Publishing

Social Entertainment

Social Commerce

(Tuten et al., 2014)

Áreas do SMM e Instrumentos

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• Come2Play

• Second Life

• MySpace

• Facebook

• Groupon

• Tripadvisor

• Blogger,

• Blogspot

• Wordpress

• YouTube

• Flickr

• Twitter

• Facebook

• LinkedIn

• Google Plus

Social Community

Social Publishing

Social Entertainment

Social Commerce

• Picasa• SmugMug• SlideShare• Scribd

(Tuten et al., 2014)

Brand application in SMM

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• Game Branded Entertainment

• Purchase & sale

• Costumer service Management of converting visitors into customers

• Blogging

• Sharing content

• Branded Advertising

• PR of other content sharing

• brand building

• Building relationships between brands and customers

• marketing researchSocial

CommunitySocial

Publishing

Social Entertainment

Social Commerce

Social Media

Marketing(Tuten et al., 2014)

SMM Types

Paid

OwnedEarned

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SMM• Distributed messageswithout direct costs to thecompany

• Methods that are beyondits control

• Brand advertising payed

• Brand owned channel

Media types & SMMArea Paid media Earned media Owned media

Social community Advertisement

Conversations in communities Shared contentInfluence impressions Like , followers, fans

Profiles monitorization

Social publishing

Endorsement Channels branded sharing sites

EmbedCommentsShare Link Search ranking

Business blogs Sharing sites controlled by the brand

Social

entertainement

Advertising in games

Interactions in gamesAdvergames and alternatereality game (ARG) branded

Social commerce Promotion

Reviews and ratingsRecommendations and referencesGroup PurchasesReports of social shopping

Social business

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Circle of Influence

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Influence of Paid

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L.A.R.A Framework

• Listen: customer conversations ;

• Analyse: conversations;

• Relate: this information to those existing in the company ;

• Act: according to customer conversations .

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Action: Online formats

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Social Media Professional

• Social Media Editor• Social Media Marketing Manager• Marketing & Communication Associate• Project Social Media Manager• Social Media Communications Manager (Community Manager)• Social Media Coordinator• Online Communication and Social Media Director• Social Media Communications Specialist• Social Media Intern• Social Media Strategist

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https://mooltoweb.files.wordpress.com/2016/03/social-media-map-2016-overdrive.png

What is your social media personality type?

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https://www.boombox.com/c/quiz/10997/what-is-your-social-media-personality-type

• http://www.theguardian.com/media/2015/nov/06/which-social-media-type-are-you-do-our-quiz

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• https://www.lithium.com/quiz/what-social-network-are-you/

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