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Real-Time Marketing

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Apresentação do evento Real-time Marketing, feito em conjunto com o Twitter na Social Agency.

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Real-Time Marketing

  1. 1. Real-time marketing
  2. 2. dos PROFISSIONAIS DO MERCADO acreditam que real-time marketing é uma prioridade em 2014 Fonte: Evergage - The Realtime Report, 2014 88%
  3. 3. O que é Real-Time Marketing?
  4. 4. SEGUNDO PROFISSIONAIS DO MERCADO, RTM É: Conteúdo criativo e personalizado de acordo com as interações dos consumidores Atendimento ao consumidor no contexto de suas interações Repostas sociais à tendências ou eventos presentes Chats ao vivo E-mail marketing customizado Conteúdo e ofertas nas redes sociais para engajar consumidores e prospectos Apps mobile georeferenciados 54% 49% 42% 76% 74% 68% 66% 0% 20% 40% 60% 80% Fonte: Evergage - The Realtime Report, 2014
  5. 5. SEGUNDO PROFISSIONAIS DO MERCADO, RTM É: Conteúdo criativo e personalizado de acordo com as interações dos consumidores Atendimento ao consumidor no contexto de suas interações Repostas sociais à tendências ou eventos presentes Chats ao vivo E-mail marketing customizado Conteúdo e ofertas nas redes sociais para engajar consumidores e prospectos Apps mobile georeferenciados 54% 49% 42% 76% 74% 68% 66% 0% 20% 40% 60% 80% Fonte: Evergage - The Realtime Report, 2014
  6. 6. Estratégia e prática de responder imediatamente eventos e motivadores externos, ouvindo e antecipando interesses e necessidades dos consumidores.
  7. 7. SEGUNDO PROFISSIONAIS DO MERCADO, os benefícios são: Maior engajamento com os consumidores Melhor experiência do consumidor Maiores taxas de conversão 59% 81% 73% 0% 22,5% 45% 67,5% 90% Fonte: Evergage - The Realtime Report, 2014
  8. 8. desdobramentos do real-time marketing
  9. 9. trending content
  10. 10. trending content social CCRM
  11. 11. trending content social CCRM war rooms
  12. 12. trending content • Consumer Centered Monitoring aplicado à criação • Acompanhamento de tendências relevantes para o público e marca • Criação de conteúdo de oportunidade em tempo real • Desdobramento em PR, e-mail marketing, mídia digital e outros
  13. 13. • Atendimento criativo aos consumidores na web • Monitoramento de menções à marca e categoria para interação ativas ou passivas • Aplicação de conhecer profundamente o consumidor antes da interação • Social Mashup • Aumento no alcance orgânico da marca baseado na mídia ganha gerada pelo maior engajamento dos consumidores. social CCRM
  14. 14. 4.732.254 pessoas impactados no Twitter ! 58.417 likes e 8.863 compartilhamentos no Facebook
  15. 15. • Equipe multidisciplinar dedicada a criação de comunicação em tempo real • Monitoramento de menções à marca • Monitoramento do comportamento do consumidor • Acompanhamento do evento ou motivador (quando houver) • Produção “on the fly” • Presença do cliente para aprovação instantânea war rooms
  16. 16. RESULTADOS GERAIS! 98 MIL NOVOS FÃS! em todas as redes ! (aumento orgânico de 20% em relação ao período pré-Copa – mesmo sem investimento em ganho de fãs ou seguidores)! 48,5 MILHÕES de! pessoas alcançadas! (aumento pago de 220% em relação ao período pré-Copa)! ! 1.300! PUBLICAÇÕES! ! 61 MIL INTERAÇÕES entre facebook, twitter e instagram ! (aumento de 40% em relação ao período pré-Copa)! 50,5 mil likes! 4,3 mil comentários! 5,8 mil compartilhamentos! 260 retweets! !
  17. 17. você está pronto?
  18. 18. Motivador 1 to Many 1 to 1 26 Desenvolvimento de! conteúdo criativo Mídia Promoção &! Engajamento Mensuração &! Insights PR Atendimento Novidades Eventos Interação de usuário Menção de usuário Visual Texto Conteúdo patrocinado Propaganda Publi- Editoriais Influenciadores Mídia Ganha Interações Analytics Monitoramento RTM Framework
  19. 19. SEGUNDO PROFISSIONAIS DO MERCADO, os obstáculos são: Falta de recursos Tempo para implementar Falta de conhecimento ou habilidade 30% 43% 39% 0% 11% 22% 33% 44% Fonte: Evergage - The Realtime Report, 2014
  20. 20. benefícios do RTM • Surpresa e apreciação • Mensagem certa, no tempo certo • Relevância para a marca • Sempre presente
  21. 21. desafios do rtm • Desenvolvimento de estratégias e meios de mensurar resultados • Preparação e treinamento intensos • Plano de prevenção e mitigação de riscos • Mudança de mindset • Culture-jacking desmedido
  22. 22. preparação para rtm Ouvir & Aprender Definir objetivos de negócio Integração com estratégia de conteúdo Integração com estratégia de canais Definição de expectativas Definição de autonomia, limites e antecipação de riscos Funções e ferramentas Estabelecer prioridades Treinar e testar práticas Identificar KPIs Mensurar periodicamente os resultados Planejamento Estratégico Planejamento Tático
  23. 23. http://soc.ag

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