1. o impacto dos social media no conhecimento do cliente
Sofia Natal @ Bootcamp Empresarial

3. http://www.youtube.com/watch?v=_qtROM5kNdk
QuickTime™ and a
decompressor
are needed to see this picture.

8. 2,080,000,000
internet users
fonte: the nielsen company

9. +405,000/dia
2,080,000,000
internet users
fonte: the nielsen company

10. 2,080,000,000
internet users
fonte: the nielsen company

11. 2,080,000,000
internet users
fonte: the nielsen company

12. fonte: the nielsen company

13. fonte: the nielsen company

14. 3× mais
mobile subscriptions
que TVs
fonte: the nielsen company

15. fonte: the nielsen company

16. 70%
compram com
mobile apps
fonte: the nielsen company

17. fonte: the nielsen company

19. Blog post about the

20. 2/3 concordam
consumidores já não
confiam nos marketers
fonte: ogilvyone “future of selling”, outubro 2010

22. THE SALES FUNNEL
(est. 1898)

23. THE CUSTOMER JOURNEY

24. EXPERIENCE
PRODUCT
EVERYPLACE
PLACE
EXCHANGE
PRICE
EVANGELISM
PROMOTION

27. digital body language

28. LOCATION
digital body language
intenção de compra
PESQUISA
PESQUISAS
SITES
CONVERSAS

29. innovation accountability

30. we sell, or else.

31. win more customers
make them more valuable

32. BRANDS
GRPs
TRANSACTIONS

33. TOTAL CUSTOMER CONTRIBUTION

34. CUSTOMER EXPERIENCE
unlock customer value
REWARDS
BEHAVIORAL ECONOMICS

36. CONSUMER INTENT MODELING
Researched over 20 Baby sites to identify more CRM Strategy
Digital at the Heart of a than Reviewed 10,000+ Related Terms to Select Categorized All Related Words by Subject, Topic,
200 Trailhead Words Master List of 1,663 Keyword Phrases Category, Semantic Reference, Searcher Task
and Functional Foods Relationship. For more
Estimated Monthly Search Demand over 13 Million than 8,500 Individual Categorizations
Consumer Intent at the
Heart of a Digital Strategy
Key findings
• Importance of pre-natal and first months (e.g. breastfeeding, colic)
• Tools are vital (baby naming, ovulation, feeding charts, recipes...)
• Coupons and sampling
• Specific insights on functional benefits to inform product innovations

37. The trend dominating the agenda of
CRM professionals?
The necessity to adapt to the rapidly
changing ‘social’ consumer. Forrester

38. Creating more flexible
CRM models
Open Data Cost

39. Making CRM
easier to deliver
1:1 1:many 1:1:many

40. Making CRM
happen in real-time
Mobile Location-based

42. CRM

43. Listening Participating
for insights from conversations
that drive engagement and
CRM with customers in
authentic conversations
propositions
in the
Social
Activating Engaging
influence in and outside of Era communities with brand value
your customer set exchange wherever they gather

44. Listening
Mining insights from conversations that drive
engagement and propositions
Volume Sentiment Language Emerging

45. http://www.youtube.com/watch?v=InrOvEE2v38

46. Participating
With customers in
authentic conversations
Existing Inviting Servicing

47. http://www.youtube.com/watch?v=RbkS8AnqNGU

48. Activating
influence in and out of
your customer set

50. Engaging
individuals and communities with brand
value exchange, wherever they gather

51. QuickTime™ and a
decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=Txn_8V1yZ2Y

52. In order to understand Social Media we need to look at our brands
our consumers

53. Getting started today
• Don’t create a standalone social media strategy — embed it into an existing
programme
• Conversation monitoring — start with the first scan
• Develop rules of engagement for your brand
• Skill up the organisation in social
• Plan your branded value exchange
• Identify your primary community platform
• Call us

54. Don't Wait For Perfect Measurement, Focus On The Bottom Line

55. Sofia Natal
Business Director
OgilvyRED
by OgilvyOne worldwide, Lisbon
Office: +31-3218084
Cell: +351 910570801
E-mail: Sofia.Natal@ogilvy.com
http://www.ogilvy.pt