Mídias Digitais e Comunicação Empresarial - Robert Phillips (ILS)

3º Congresso de
Comunicação Empresarial Aberje Bahia

Mídias Digitais
e Comunicação Empresarial

Robert Phillips

robert@ils3.com
www.intelligentwebsolu-ons.com

Comunicação Empresarial?

•  Comunicação interna e externa

•  Assessoria de imprensa

•  Planejamento e Monitoramento da imagem /marca

•  Relacionamento com funcionários, fornecedores e clientes.

robert@ils3.com

Mídias Digitais?

•  Veículos e Aparelhos de comunicação baseados em tecnologia
digital - texto, audio ou video

•  Meios de origem eletrônica utilizados nas estratégias de
comunicação das marcas com seus consumidores

robert@ils3.com

Por que Mídias Digitais para Comunicação?
•  Consumidor mudou. Mais ativo. Mais interativo.
Pode ser usada para comunicação interna e externa
-  Monitorar a imagem da sua empresa
-  Boca a boca mais rápido e atingindo mais pessoas
-  Oportunidade de retificar erros/problemas

•  Crowdsourcing - Conteúdo colaborativo. Empresas precisam
interagir. Por que não incentivar clientes a colaborar?

robert@ils3.com

Ruffles
concurso para criação de
novo sabor

robert@ils3.com

robert@ils3.com

Mídia Digital - Meios e Ferramentas

•  Online press releases
•  Anúncios Pay-Per-Click
•  Websites / Intranets
•  Blogs (podem ser corporativos)
•  Twitter (Eike Batista e Donald Trump usam)
•  Chats / Skype / MSN
•  Placas e painéis eletrônicos (Signage)
•  TV Corporativa (Rainha Elizabeth e o presidente dos EUA usam)
•  Redes sociais (Facebook, Orkut, Foursquare, LinkedIn, Google+)
•  Iphone / Ipad
•  Reclame aqui

robert@ils3.com

Uso de mídias digitais
•  Programas de gerenciamento de projetos
•  Compartilhamento de slides, fotos
•  Trabalho colaborativo
•  CRM - Customer Relationship Management
OUTRAS UTILIZAÇÕES
•  Comunicados internos
•  Procedimentos de segurança
•  Newsletters
•  Notícias
•  Lançamentos
•  Treinamentos
•  Apresentações
•  Vídeos corporativos
•  Compra/venda

robert@ils3.com

Potencial de CRM conectado às redes sociais
•  Traçar um perfil mais abrangente do cliente
-  à tendência natural das pessoas em expor seus dados
nesses ambientes

O futuro do Social CRM ainda está tomando seu rumo,
mas todo conhecimento e informações dos consumidores,
coletadas das redes sociais, irão trazer uma revolução na
forma de atender os clientes e de realizar campanhas de
marketing extremamente segmentadas e com melhor
desempenho

robert@ils3.com

Plataformas Móveis

GPS – loja estima
o valor do frete
utilizando a
localização do
usuário a partir de
suas coordenadas
no GPS.

robert@ils3.com

Plataformas Móveis

eo
mite qu
zon per a com
Ama e retorn
p da de
s – Ap fotos e el sibilidade
Foto io tire os
r ço, p .
usuá dos, pre tros
lta ou
resu a, entre
r
comp
robert@ils3.com

Video

robert@ils3.com

Old Client – New Client
Key Words

Planning

Cases
Dos and Don’ts

robert@ils3.com

Planning
Social Media Strategy Checklist:

•  What are we trying to accomplish? Are you looking for more leads, direct sales, brand awareness,
conversions, or brand engagement?
•  Why social media? Is your audience there? Do you want to build stronger relationships with
customers and prospects?. Ask yourself: is spending money on social media going to provide better ROI
than other forms of advertising you could be spending money on?
•  What kind of social media will help us best achieve our goals? Do you need to utilize
social networking sites, blogs, real-time updates (e.g., Twitter), social news sites, media-sharing sites,
review/directory sites, virtual worlds, or display ads on social media sites?
•  Are we prepared to let go of control of our brand, at least a little? You have to be
social. And that means engaging in a conversation with customers. Once
you engage in a conversation, you have to give up control. Is your company willing to do that?
•  What will we do to encourage participation? There's nothing more embarrassing than going to
a corporate YouTube channel and seeing that the viral video it spent tons of money making has just 127 views.
Ditto for going to a company's Twitter feed and seeing that it has all of 11 followers. What are you planning to
do to drive people to your social media presence? And do you have the money to do it?

robert@ils3.com

Planning
Social Media Strategy Checklist:

•  Who will maintain our social media presence? Participating in social media takes a lot of
work. You must have something to say and you must have someone (or a team of people) to say it on a regular
basis. It won't happen unless it becomes part of someone's job.
•  Do we have the resources to keep this up, or will this be a short campaign?
Have you budgeted the resources to continue your social media presence beyond the fiscal year?
•  How does engaging users via social media integrate into our overall
marketing/communications strategy? It has to be part of a larger marketing/communications
strategy. How does social media fit into what you're trying to do in all your other channels, and how will you
use those channels to support each other?
•  How do we measure success? What constitutes failure? Are you measuring views,
followers, comments, or subscribers? What happens if you don't get there?
•  What will we do less of if we're spending resources on social media? If you spend
more money on social media and other nontraditional forms of marketing, you have to spend less on something
else. How will your overall goals be impacted by taking money away from other forms of advertising/marketing
and moving it into social media?

robert@ils3.com

DO’s DONT’s
Be informative. Consumers expect DON’T Be a parrot. Too much info & repetitive
incentives, like offers and coupons. They look for content are two of the top reasons a consumer chooses
tips and information about product and services to stop following a brand online. Even if you need to
(how-tos and useful tips) repeat an update to promote a current offer or call to
action for a project, make sure you put a new twist each
Make a tradition. Bond with your time.
customers by establishing online traditions on
specific days. For DKNY the tradition is its DON’T neglect replies. Social media is about
weekly appointment with its followers to watch conversation. If you feel it is not an issue you can resolve
Gossip Girl. Use a theme relevant to your through tweets or Facebook comments, transfer the
product and invite your customers to participate conversation to a private space by providing a phone
via tweets, comments or photo sharing. number for them to ring or calling them.

DO call for action. Ask your fans to Like DON’T rely on text alone. Keep some variety
your pics, prompt them to share your content and spark up conversation with the help of images and
and thank them when they do. videos.

DO have a crisis plan. Try to be pro- DON’T be impolite. Introduce the person that
active addressing quickly whatever isolated represents the brand online and always showcase your
complaints come to your attention and think contact information along with a telephone number. Make
about the way you will handle negative it personal to get personal, there is no other way.
comments and replies.

robert@ils3.com

Crisis Management
Quick response is crucial. Diffusing the situation early can keep it from getting out of control and into
mainstream media.

Address all available channels. Don’t assume that because the situation is happening due to an
action on one network, that it isn’t being discussed elsewhere. It most likely is.

Have an employee policy on social media. This is a tough issue to
Address with employees, but having a the right policy in place can help prevent
Actions like these before they happen.

Admit the error . you cannot ignore it and even if you can, you can only do this until you get a news
reporter’s mic in your face, asking you what happened. Besides taking responsibility will gain you some respect
which is a necessary precondition to gain some love in the end.

Keep your cool. And mind your manners. Even if you think you’re wrongfully accused, two wrongs never
made one right. Stay focused and keep your audience posted while you sort the mess out.

Make it right. Commit in public to take action against the flaming issue, show you care with actions not just
words.

robert@ils3.com

BAD

Locaweb
28 de março de 2010

•  Durante o jogo entre Corinthians e São Paulo
•  Um diretor da Locaweb, um Corintiano fanático,
•  Escreveu no seu Twitter mensagens ofensivas ao clube rival
•  Chupa bambizada!

•  O Problema - a manga da camiseta do São Paulo foi
patrocinada pela Locaweb

•  Ele nao trabalha mais na Locaweb

robert@ils3.com

BAD

DKNY vs. PETA

•  PETA staged an anti-fur protest on clothing brand DKNY’s
Facebook Page
•  in protest of the brand’s use of rabbit fur.
•  This resulted in numerous negative comments from fans of
the brand expressing their opposition to animal cruelty.
•  PETA has also launched a page about its DK bunny butcher
campaign.

•  The brand’s response? None.

robert@ils3.com

GOOD

Pampers vs. Parents
•  Parents protested on Pampers Facebook page
•  about new diapers, called Dry Max for giving kids
rashes.

•  Pampers made a statement that called the rumors
false
•  Pampers created a dedicated hotline for questions
about Dry Max diapers.
•  “Ask Pampers” section to answer questions and
concerns
robert@ils3.com

GOOD

Case 2
Problem
Domino’s pizza Video 1 http://youtu.be/OhBmWxQpedI

Overview
As a prank, two Domino’s employees engaged in several health department violations,
re- corded their activities and posted them to YouTube. The videos quickly “went viral”
and consumers all over the web were exposed to Domino’s employees doing a variety
of unseemly things to their pizza.

robert@ils3.com

GOOD

Case 2
Solution
Domino’s pizza Video 1 http://youtu.be/dem6eA7-A2I

http://www.youtube.com/watch?v=dem6eA7-A2I

Response
Domino’s, in an effort to not draw attention to the video, waited days to respond, and
did not bring on additional resources to help. Eventually they started a Twitter account
and published an apology video on YouTube, but the damage was already done.
Domino’s eventually was able to get the videos removed from YouTube, but did not
realize that a majority of the dialogue related to the story was actually happening on
Twitter.

robert@ils3.com

Leading Ideas and Innovation
Creating Social Value
Opening Up Dialogue

robert@ils3.com

IBM - an innovator - offers imaginative features on
uses of smart technology in cities and urban areas,
sub-divided by industry and by topics such as public
safety, transportation, and security and resilience.

IBM

robert@ils3.com

Toyota’s vision is “…to develop eco-cars
that will help us become a low-carbon
society”

Toyota

robert@ils3.com

‘Signals & Scenarios’ – a new 80-page
report that considers possible energy
futures, taking the impact of the worldwide
recession into account

robert@ils3.com

‘GoGreen’, ‘GoHelp’ and ‘GoTeach’

robert@ils3.com

“a place for employees, partners and
websurfers to share goodwill initiatives.”

robert@ils3.com

“Nestlé is an evil company that destroys
lives and God’s earth. More people than a
few uber green idiots understand this and
boycott them.”

robert@ils3.com

as “a place for individuals and groups to
exchange ideas on important energy
issues”

robert@ils3.com

For every picture that’s uploaded, Aviva
contributes £1 to its ‘Street to School’
project

robert@ils3.com

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