Dia 03 - LMS FAAP 2010

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Agenda do curso:
Dia 01: BLOG
Dia 02: PRESENÇA DIGITAL
Dia 03: MONITORAMENTO + SEEDING
Dia 04: PLANEJAMENTO e IDENTIFICAÇÃO DE
TENDÊNCIAS

5. Agenda de hoje:
01. Introdução
02. Métricas
03. Ferramentas Free
04. Ferramentas Pagas
05. Mão na massa 01 - Monitoramento
06. Mão na massa 02 - Resultados
dia 03

6. medinafaap.weebly.com
dia 03

7. dia 03
Medir
Analisar
Agir

8. dia 03
OPORTUNIDADES:
- Entendimento do comportamento do consumidor
- Resolver questões dos consumidores
- Pesquisa
- Mensuração de reputação de marca
- Lançamento de produtos
- Campanhas de MKT Viral etc, etc, etc

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10. MMO
MÉTRICAS NAS
MÍDIAS SOCIAIS
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11. Tipos de métricas MS:
1. Visibilidade
2. Influência
3. Engajamento
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12. 1. Visibilidade
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13. 2. Influência
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14. 3. Engajamento
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SOCIAL INFLUENCE
MEASUREMENT
SIM SCORE

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19. Métricas de deveríamos estar de olho:
01. Social media leads*
Track web traffic breakdowns from all social media sources, and chart the top few sources over time. If
members of your social media networks are sending referrals, consider measuring this data as well.
02. Engagement duration
For some companies, engagement duration is more important than page views. For example, if you have a
Facebook application, how much time are social network members spending using it? Is per-member usage
increasing over time? Alternately, if people visit your your company websites from SM (Social Media) sites, how
long are they spending? (Also consider tracking which pages they visit.)
03. Bounce rate*
Are visitors coming to your site from SM sites but quickly leaving? Maybe your landing page needs better, more
relevant copy. Maybe the information they’re seeking isn’t easily found.
04. Membership increase and active network size
This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your
social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network
growing, and is there interaction with your content?
dia 03

20. Métricas de deveríamos estar de olho:
05. Activity ratio
How active is your company’s collective social network? Compare the ratio of active members vs total
members, and chart this over time. There’ll always be some social network members who are inactive, but if
you initiate a campaign to increase interaction, you should also measure the resulting data. Activity can be
measured in a variety of ways, including usage of social applications.
06. Conversions*
You want social network members to convert: into subscriptions, sales (direct or through affiliates), Facebook
application use, or whatever other offerings you have in your overall sales funnel and that can somehow be
directly or indirectly monetized. (E.g., subscription to a weekly e-newsletter can be monetized by giving other
companies access to your list in the form of advertising.) Measure all types of conversions and chart them over
time.
07. Brand mentions
So, you have a highly active social network and members are talking about your company or the company’s
brands. Measure and track both positive and negative mentions, and their quantities.
dia 03

21. Métricas de deveríamos estar de olho:
08. Loyalty
Are social members interacting in the network repeatedly, sharing content and links, mentioning your brands,
evangelizing? How many members reshare? How often do they reshare?
09. Virality
Social members might be sharing Twitter tweets and Facebook updates relevant to your company, but is this
info being reshared by their networks? How soon afterwards are they resharing? How many FoaFs (Friends of
Friends) are resharing your links and content?
10. Blog interaction
This is actually more than one metric lumped together. Blogs ARE part of an SMM (Social Media Marketing)
toolkit, but only if you allow comments and interact with readers by responding. If you’re doing this, encourage
responses either directly in the comments section of blog posts, or via Twitter. (Use a blog widget that allows
this.) If your blog’s content is suitable for social voting (Digg, Propeller, Mixx, etc.) or social bookmarking
(Delicious, Stumbleupon) sites, install a blog plugin that displays the necessary sharing “buttons”, then track
referrals back from those sites.
dia 03

22. QUALITATIVO
QUALITITATIVO
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23. MONITORAMENTO
PASSO A PASSO
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24. dia 03
PASSO A PASSO:
01. APRENDAA LÓGICA DAS BUSCAS NOS PRINCIPAIS
SERVIÇOS*
02. FAÇA UM LEVANTAMENTO DE PALAVRAS-CHAVE*
03. DEFINAA ESTRATÉGIA DE MONITORAMENTO*
04. REFINE, MONTE E TESTE SUAS PALAVRAS-CHAVE
05. MONTE SUA ESTRATÉGIA DE CLASSIFICAÇÃO E
TAGUEMENTO
06. CONFIGURE OS MONITORAMENTOS
07. ANALISE
08. AÇÃO

25. dia 03
BUSCA TWITTER:

26. COMO ESCOLHER AS
PALAVRAS PARA O
MONITORAMENTO
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27. 3 TIPOS DE MONITORAMENTO
- MONITORAMENTO INSTITUCIONAL E
DE MARCA
- MONITORAMENTO DE
CONCORRÊNCIA
- MONITORAMENTO DO MERCADO
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28. 1. NOME DA EMPRESA
2. NOME DOS PRODUTOS
3. NOME DOS PRINCIPAIS EXECUTIVOS
4. CONCORRENTES
5. MERCADO
6. RELACIONADAS À MARCA
7. DICAS TÉCNICAS
- ASPAS
- HÍFEN PARA NEGATIVAR
- EVITE PALAVRAS COMUNS
- ADICIONAR ARTIGO
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Ex.

29. FERRAMENTAS
MONITORAMENTO
FREE
dia 03

30. MÃO NA MASSA
INGLÊS
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32. Realidade do mundo 2.0
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53. FERRAMENTAS
MONITORAMENTO
PAGAS
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65. GOOGLE ANALYTICS
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67. CURIOSIDADE
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71. PRIVACIDADE
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72. dia 03
John Battelle

73. MÃO NA MASSA
dia 03

74. Mão na massa 01:
01. Monitoramento institucional
- Monitorar última semana da marca sorteada
- Apresentar:
# Escolher 3 termos a serem monitorados (quais os critérios)
# Top 3 positivo (e seu principal influenciador)
# Top 3 negativo (e seu principal influenciador)
# Top 10 keywords
# Analise do twitter de um dos concorrentes
# Plano de ação
# Apresentação
dia 03