SOCIAL PR - Evento ABA Mídia
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Uma visão do porquê o Social PR hoje é uma reunião de vários DNAs em um mundo orgânico que não pode mais ser encaixotado em pedaços.
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SOCIAL PR - Evento ABA Mídia
- 1. SOCIAL PR. OU COMO CONSTRUIR MARCAS EM UM MUNDO “SEM CAIXINHAS”
- 2. O MUNDO COM CAIXINHAS… AINDA ESTÁ ENTRE NÓS. JORNAL REVISTA PUBLICIDADE TV DIGITAL RADIO SOCIAL INTERNET` PR
- 3. PROCESSO LINEAR DE PLANEJAMENTO DE MÍDIA TRADICIONAL. TESTING PAID MEDIA STRATEGY & PLANNING TESTING CREATIVE & IDEA EXECUTION
- 4. PREPARADO PARA UM MUNDO CHEIO DE CAIXINHAS, SEPARADO ENTRE CONTEÚDO EDITORIAL E INTERRUPÇÃO.
- 5. AS CAIXINHAS DÃO LUGAR A “MEMBRANAS PERMEÁVEIS”
- 6. De Para Guerrilha DNA Frentes Ecosssistema Competição Disseminação Recrutamento Agentes Impacto Parcerias / Simbiose Evangelização Limites tênues e Conversão transponíveis IMPOSITIVO ORGÂNICO
- 7. SEARCH ENGINES Sponsored Stories Native Advertising Promoted Posts Distribution Networks Websites Apps E-mail Social Networks Earned & Social Traditional Media Hybrid Media Blogs Forums SOCIAL SHARING Owned & Social CONTENT Paid & Earned
- 8. SOCIAL SHARING CONTENT SEARCH ENGINES 3 comportamentos prevalecem
- 9. 3 comportamentos atuais do mundo sem caixinhas PROCURA O search como parte integrante de nossa vida. CONTEÚDO Overdose e novas formas em se consumir SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
- 10. 3 comportamentos atuais do mundo sem caixinhas PROCURA O search como parte integrante de nossa vida. CONTEÚDO Overdose e novas formas em se consumir SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
- 11. SEO. Ou como se construia relevância no Google há alguns anos atrás
- 13. Confiança e reputação constroe-se através dos diálogos em Social Media. Important Not Important 85% 74% 72% 59% 26% 17% 10% Latin America Mexico 14% Brazil Argentina Q203D. Please use this definition of “social media” when answering the following question - Social Media: Interactive online sources that include social networking sites (such as Facebook, MySpace, LinkedIn, Meebo, Orkut, Qzone, RenRen), online discussion forums, content-sharing sites (such as YouTube) and microblogging sites (such as Twitter). How important is it for a company to actively use social media to build your trust? Please use a nine-point scale where one means it is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box – Important) (Bottom 4 Box – Not Important) Informed Publics ages 25-64 in Latin America region, Mexico, Brazil, and Argentina.
- 14. E também através de mídia paga. 25% 70% <5 % GOOGLE SERP IN 2009
- 16. 3 comportamentos atuais do mundo sem caixinhas PROCURA O search como parte integrante de nossa vida. CONTEÚDO Overdose e novas formas em se consumir SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
- 17. Quem oferece mais credibilidade no conteúdo é uma pessoa igual a você.
- 18. Movimentadas pelas ondas de Social Media Influência do Social na audiência de Avenida Brasil.
- 19. Sendo os maiores influenciadores na escolha de conteúdo de entretenimento. Entertainment Consumption Influencers Recommendation from a 'real life' friend or family member 35% 30% Advertisements/Trailers 29% 26% An entertainment review on television [e.g., Entertainment Tonight, movie reviewer on local news, etc.] 26% 24% Professional review/recommendation from a critic [e.g., in a newspaper, or a 'movie blogger'] 25% 24% Recommendation from or connection to a brand or product I like 22% 25% Recommendation from someone I am connected with mostly through social media but don't know personally 22% 24% Promotional event 22% 24% Recommendation from a person you don't know [e.g., celebrity or someone you follow via social media] 20% 21% Q11 Who or what influences you to… view a program on television; go to a theater to watch a movie; watch a movie on a personal device; watch a Web video online; purchase a new song or album 19
- 20. Além de direcionado por influências sociais, o consumo de conteúdo não está mais em caixinhas
- 21. As pessoas quando absorvem o conteúdo a partir de 3 a 5 diferentes fontes estabelecem a confiança . 12% 4% ONCE (1) TEN OR MORE TIMES (10+) 6% 14% TWICE (2) SIX TO NINE TIMES (6-9) 29% 35% THREE TIMES (3) FOUR OR FIVE TIMES (4-5) 64% THREE TO FIVE TIMES Q165. [TRACKING] Think about everything you see or hear every day about companies, whether it is positive or negative. How many times in general do you need to be exposed to something about a specific company to believe that the information is likely to be true? (Provide Space to Insert Number) Informed Publics Ages 25-64 in 26-country global total (excludes Don’t Know Responses)
- 22. Um consumo de conteíudo multi-dispositivo 51% usam outro dispositivo quando consomem entretenimento e quase SEMPRE ou A MAIOR PARTE DO TEMPO. Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]? Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience?
- 24. 3 comportamentos atuais do mundo sem caixinhas PROCURA O search como parte integrante de nossa vida. CONTEÚDO Overdose e novas formas em se consumir SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
- 25. 87% Das pessoas no Brasil querem que as marcas compartilhem 16% Dos brasileiros acham que as marcas realmente compartilham As pessoas querem co-criar com as marcas, obter mais informações e experiências mais profundas.
- 26. 6 áreas de compartilhamento we converse we believe in the same things we do things together we create together we want to achieve the same things we know the same story
- 27. Milleniums : Querem participar do desenvolvimento dos produtos e dialogar nas redes
- 28. Pessoas querem experiências de entretenimento com mais imersão. Watch more than one episode of my favorite TV show in one sitting 73% Try new ways to interact with entertainment Access additional online content related to my entertainment Interact in real time with what I am watching Use social networks to interact with talent from the entertainment I like Vote for my favorite contestants on reality TV or music talent shows Watch content while simultaneously using my personal device to buy merchandise Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 88% 70% 65% 63% 61% 60% 28
- 29. Starbucks: social sharing como princípio Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting? Q10 Please indicate how likely you would be to engage in the following activities. 29
- 30. SEM LIMITES, SEM CAIXAS Procurar, consumir e compartilhar em todos os territórios.
- 31. Netflix vem dominado o consumo de filmes nos EUA. 2011 2012 2013 1 2 3 4 5 6 7 8 9 10 ---% Q1 When you think about entertainment (e.g., television, movies, Internet, etc.), which companies come to mind? Open-ended (Shown: US) 31
- 32. E quando a comparação é só no ambiente online, marcas “estranhas” aparecem Global Online Entertainment Brands YouTube 21% Facebook 18% Google 12% Netflix 10% Amazon 7% Brazil Online Entertainment Brands Facebook 42% Google 28% YouTube 23% UOL 15% Globe 10% 10% Yahoo! 5% Netflix iTunes 5% Twitter 8% Twitter 4% Amazon 7% Sony 4% Orkut 7% 4% Yahoo! 7%
- 33. Todas as membranas se conectam e circulam histórias e engajamentos
- 34. Mas…. E o território da mídia paga?
- 35. The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad. Richard Edelman, President & CEO 35
- 36. O conteúdo é o anúncio Novos algoritmos de convergência e relevancia reconhecem o conteúdo como ad. 46x mais alto SPONSORED MARKETPLACE FRIENDS CTR de um post patrocinado é 46x mais alto que os anúncios no lado direito Conteúdo está em tudo. Amplificação também 36
- 37. Da estrutura linear para o ciclo de real time. spot a trend choose a trend optimize develop concept measure approve amplify post
- 38. SOCIAL PR. OU COMO CONSTRUIR MARCAS EM UM MUNDO “SEM CAIXINHAS”
Notas del editor
- SEARCH: Como ponto de partida do serhumano. Agora, e sempre.
- Semdúvida, trata-se de um meioparaqueempresas se posicionem de forma ativa.
- iCrossing2009
- Wordstream2012
- This is where we see the crisis of leadership. We did see a global uptick from last year, but rank order fundamentally did not change. CEO’s and Government officials remain in the bottom two spots, the only two spokespeople below 50%.The dynamic has changed from classic authority figure to the new normal: Academics or experts remain the most credible spokespeople, a trend that we saw begin in 2008, followed by “a person like yourself”, which has remained consistent since 2010, 2011.
- Seven in ten enhance their entertainment by simultaneously using another device (slide 7)-While consuming entertainment content, 70% of all surveyed are likely to enhance their experience by using at least one other device simultaneously.
- Personal recommendations are the top influencer of entertainment consumption (slide 23)Good to remember that, according to Trust Barometer and 8095, the peers are the most credible source to build an opinion about a brand – the same happens with entertainment.
- In this age of skepticism, there is a need for repetition in orderto be believed. 64% need to hear something 3 to 5 times to believe it. Repetition matters.
- Seven in ten enhance their entertainment by simultaneously using another device (slide 7)-While consuming entertainment content, 70% of all surveyed are likely to enhance their experience by using at least one other device simultaneously.
- The notion of a “captive audience” is redefined (slide 5 from DRAFT 5 1 13 545)
- The notion of a “captive audience” is redefined (slide 5 from DRAFT 5 1 13 545)
- In the US, Disney continues to lose traction in brand awareness; Netflix rises (slide 17)
- 1- Facebook – social curator/aggregator2 – Google – curator/defines relevance3 – YouTube – main channel for this kind of content4 – UOL – one of the main web portals in Brazil5 – Globo – integrates efficently its various platforms – delivers content under a transmedia logic6 – Netflix – gaining ground with owned productions, such as “House of Cards”, among others7 – Twitter – social curator8 – Amazon – online store/good reputation/gives access to a wide range of titles9 – Orkut – strong decrease of relevance/”former facebook” in Brazil10 – Yahoo! – too weak in comparison with google or news centers
- Today, the conversation has evolved from content branding to converged media. The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad.
- A ondapipocaO sucessopipocaJornada do consumidorO fim do conceito de interrupçãoPR é search, é o drive quemovimentaos 3 hábitos do consumidor, PR nãoestáemcaixinhas, eleestápresentenarelação com um membro de umacomunidade. Nãotrato com o consumidor, mas sim um membro de umacomunidade. Saber quemeusou: a marcaprecisa saber suaidentidade. Criarhistórias a partir da minhaidentidade: nãoédescrever, nãoécontarfatosoudescreverprodutos. Aomesmo tempo nãoésimplesmentefazer um anúncio de mídiaimpressa. É um meio do caminhoqueaindaestásendodesenvolvido. É o conceito da marcacarismática. Aquelasquenãopodemserlovebrands, quesejamcarismatic brands