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adidasDigital PR Summit
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Agenda
1. Thomas van Schaik Expectativas e Objetivos Digital PR
2. Case StudyLionel Messi - Presença Digital 3. Case StudySpeedweek
4. Case Study (falta apresentação)Name the Ball – London 2012
5. [email protected] (tem apresentação, falta fazer)A blog to make athletes better
6. adidas Newsstream (falta apresentação) Apresentação da ferramenta
7. Twitter / Facebook / SEOfri.to + PR + Digital
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1. Thomas van Schaik Expectativas e Objetivos Digital PR
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WELCOMEHerzogenaurach
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OBJETIVOSOuvir, compartilhar, alinhar, debater e
melhorar
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MENSAGENS DIVERSAS360° - integração
integração
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ALINHAMENTOPaixão, comprometimento, criatividade
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PLAY TO WIN
POSICIONAMENTO
Divertido
Social
Ativo
Divertido
Social
Ativo
Foco nos objetivos
Competitivo
Metas
Foco nos objetivos
Competitivo
Metas
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OBJETIVO
PRÓXIMA GERAÇÃO
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QUEMgarotos: humor > ação > esportes > mulheres
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QUEMgarotas: moda > fofoca > celebridades > fitness
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Estar próximo
Entreter / inspirar Estar onde eles estão
Conectar e interagir
EMPOLGAR, CONVERTER E RETER
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DIGITAL MARKETING
PR
• Criação de conteúdo (site + canais oficiais)• Facebook, YouTube• Analytics do site e
tracking do usuário• Ativação atletas• Guidelines Social
Media(canais e estrutura)• Treinamento Social
Media• Gerenciar
conversações e posts em canais oficiais
E-COMMERCE
• shop.adidas.com• Experiência de compra• Promoções• Ad Words
• Promos no twitter• SEO• Ativação
consumidores• Storytelling• Criação do Conteúdo• Calendário editorial • Monitoramento• Twitter• Gerenciar conversa
DIGITALIntegração e sobreposição
• Newsstream• Blogs • Ativação de atletas
(Conversação, Notícias)• Seeding de conteúdo• Guidelines Social Media (conversação e regras)• Treinamento Social Media(interno e atletas)• Gerenciar comentários e
postar conteúdo• Criação de conteúdo (Digital
PR Toolkits)
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13
• Estabelecer métricas tangíveis e comuns entre PR tradicional e digital
• Alinhar métricas entre digital e e-commerce
• Mensuração consistente e competitiva
MENSURAÇÃO
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OBJETIVOS FINAIS
CRIAR
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2) MAXIMIZAR EXPOSIÇÃO E FORTALECER
ASSOCIAÇÃO COM A MARCA
OBJETIVOS FINAIS
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OBJETIVOS FINAIS
3) GERAR TRAFEGO NOS CANAIS
PRÓPRIOS
E ESTIMULAR PARTICIPATIVIDADE
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4) FORTALECER REPUTAÇÃO DA MARCA
OBJETIVOS FINAIS
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CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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1) Cumprir objetivos claros, previamente estabelecidos
CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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2) Destacar produto, com citações dosnossos atletas
CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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3) Estar alinhado com marketing digital e incluir ativação do atleta, com plano de conversação e seeding
CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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4) Incluir elementos de interessa para o público 14 - 19 anos
CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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5) Fortalecer esforços de busca através de palavras-chave e links diretos para canais próprios: .com, retail, e-commerce, blogs ou comunidades online
CHECKLIST PR GLOBAL5 itens que as grandes iniciativas de PR devem contemplar
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2. Case StudyLionel Messi – Presença Digital
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Papel conjunto na criação de histórias
Digital Marketing
Digital PR
Stories
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Exemplo de colaboração
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Requisitos básicos
•Disponibilidade diária
•3 posts / semana
Contato próximo
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Tipos de Conteúdo
Histórias sobre Leo Messi
Campanha
RealidadeAgilidade, dados verdadeiros
Criação do íconeAlta qualidade, mensagem conceitual
ProdutoAssuntos pessoais
Conversa sobre jogos
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O Universo Leo Messi
Leo Messi
Webserie
Filme
YouTubeBlog
Produto
Campanha
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Contando a história
Briefing
Desenvolvimento da história Produção da história
Pre-Release
Conceito PR adileaks Release
Digital MarketingDigital PR
Release
Produção PRAlinhamento
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MONDAY TUESDAY WEDNESDAYTHURSDAY FRIDAY SATURDAY SUNDAY
POST POSTPOST
EVENT
EVENT
EVENT
Calendário de posts
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We love stories. We love to make them and We love to tell them.
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Let’s tell stories together.With one face to the consumer.Thank you.
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3. Case StudySpeed Week
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BRIEFING
Associar o conceito de adizero ‘all light, all fast’ aos atletas, através de uma série de eventos globais.
02/03/2011
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A campanha contava com 4 eventos, relacionados aos esportes adizero.
02/03/2011
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Foram utilizados sete atletas:
02/03/2011
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Os atletas alimentaram a história.
fãsfãs
atletasatletasBrandChann
el
BrandChann
el
Speed WeekSpeed Week
02/03/2011
influenciadores
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Excite and EngageExcite and Engage EventsEvents Post-event momentumPost-event momentum
TALKABILITY
TIMINGS
3 ETAPAS
• (1) EXCITE & ENGAGE (2) EVENT ROLL OUT (3) POST EVENT MOMENTUM
02/03/2011
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Atletas geram o interesse dos fãsAtletas geram o interesse dos fãs
Parceiros de mídia publicam dicas e updatesParceiros de mídia publicam dicas e updates
Canais oficiais (twitter / facebook) sobem updatesCanais oficiais (twitter / facebook) sobem updates
ETAPA 1 > ENGAGE AND EXCITE
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‘Boot Heist’ lançado no YouTube‘Boot Heist’ lançado no YouTube
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01.10.11
London
Jessica EnnisJermaine Defoe
01.12.11
Auckland
Ma’a Nonu
01.13.11
Barcelona
Lionel Messi
01.14.11
Melbourne
Ana IvanovicF. Verdasco
Wilfred Tsonga
ETAPA 2 > EVENTOS
02/03/2011
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Cobertura da mídiaCobertura da mídia
Residual com dicas de atletas – ‘Pick Up the Pace’Residual com dicas de atletas – ‘Pick Up the Pace’
we are social
ETAPA TRÊS > POST EVENT MOMENTUM
02/03/2011
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Aprendizados. •1.) Video - Uma poderosa ferramenta para engajar e startar conversações
•2.) Atletas - Nossos atletas são o caminho para iniciarmos uma história. Eles tem o poder de espalhar o interesse através de sua base de fãs.
•3.) Facebook – Ferramenta importante para as conversas e viralização.
•4.) Imagery – Imagens de alta qualidade são fortes para engajamento e conversações sobre nossos produtos
•5.) PR Tools – Uso eficiente de ferramentas de PR tradicional pode alavancar os canais oficiais de social media
02/03/2011
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7. Twitter / Facebook / SEOfri.to + PR + Digital
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• monitorar replies / mentions sobre atletas e interagir quando pertinente
• relatórios com número de followers, replies, cliques
• linkar adidas.com e facebook
• utilizar conteúdo multimídia
• criar quotes para atletas, alinhados com produtos
• criar / interagir com perfis de jogadores, locais e globais
TURN CONVERSATION INTO BRANDED CONVERSATIONS
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• utilizar conteúdo multimídia
• utilizar conteúdo de atletas
• criar quotes para atletas, alinhados com produtos
• criar posts, 2x ou 3x por semana, sobre PERFIS de atletas, trazendo para produtos
• interagir com canais oficiais (twitter / youtube)
VIDEOS + ATLETAS = HISTÓRIAS LOCAIS
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SEO
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Blog Commentin
g
Article Syndication
Social Bookmarkin
g
Owned Properties
Link Query Mining
Competitor Link
Profiling
Paid Editorials
Media Partnership
s
Authoritative media
sites
Forum Posts
Associated Linking
Existing partnership
s
Influential bloggers
Link baiting
Directory Submission
s
Low authority
Low authority
Medium authorityMedium authority
High authority
High authority
Digital PR is essential
Digital PR is essential
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• definição de links strategy (adidas.com / facebook / e-commerce)
• colocar links em tag clouds de blogs parceiros
• twittar links
• incluir call to action e sinônimos na descrição dos videos do youtube