social pr - evento aba mídia
DESCRIPTION
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.TRANSCRIPT
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SOCIAL PR. OU COMO CONSTRUIR MARCASEM UM MUNDO “SEM CAIXINHAS”
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JORNAL REVISTA TV RADIO INTERNET`
PUBLICIDADE DIGITAL SOCIAL PR
O MUNDO COM CAIXINHAS… AINDA ESTÁ ENTRE NÓS.
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PAID MEDIA STRATEGY
& PLANNING
CREATIVE & IDEA
EXECUTION
TESTING TESTING
PROCESSO LINEAR DE PLANEJAMENTO DE MÍDIA TRADICIONAL.
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PREPARADO PARA UM MUNDO CHEIO DE CAIXINHAS, SEPARADO ENTRE CONTEÚDO EDITORIAL E INTERRUPÇÃO.
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AS CAIXINHAS DÃO LUGAR A “MEMBRANAS PERMEÁVEIS”
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De
Guerrilha
Frentes
Competição
Recrutamento
Impacto
Evangelização
Conversão
IMPOSITIVO
Para
DNA
Ecosssistema
Disseminação
Agentes
Parcerias / Simbiose
Limites tênues e
transponíveis
ORGÂNICO
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Paid & EarnedSponsored StoriesNative Advertising
Promoted PostsDistribution Networks
Owned & SocialWebsites
AppsE-mail
Social Networks
CO
NTEN
TEarned & Social
Traditional MediaHybrid Media
BlogsForums
SO
CIA
L S
HA
RIN
GS
EA
RC
H E
NG
INES
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SO
CIA
L S
HA
RIN
GS
EA
RC
H E
NG
INES
CO
NTEN
T
3 comportamentos prevalecem
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PROCURAO search como parte integrante de nossa vida.
CONTEÚDO Overdose e novas formas em se consumir
SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
3 comportamentos atuais do mundo sem caixinhas
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PROCURAO search como parte integrante de nossa vida.
CONTEÚDO Overdose e novas formas em se consumir
SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
3 comportamentos atuais do mundo sem caixinhas
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SEO. Ou como se construia relevância no Google há alguns anos atrás
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RELEVÂNCIA
RECONHECIMENTO
CASO BARILLA: INFLUÊNCIA E
NARRATIVAS FORTES E CONSISTENTES
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Latin America Mexico Brazil Argentina
72%
85%
74%
59%
17%
10%14%
26%
Important
Not Important
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.
Confiança e reputação constroe-se através dos diálogos em Social Media.
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25%
70%
GOOGLE SERP IN 2009
<5%
E também através de mídia paga.
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45%
<5%50%
GOOGLE SERP NOW
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PROCURAO search como parte integrante de nossa vida.
CONTEÚDO Overdose e novas formas em se consumir
SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
3 comportamentos atuais do mundo sem caixinhas
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Quem oferece mais credibilidade no conteúdo é uma pessoa igual a você.
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Movimentadas pelas ondas de Social Media
Influência do Social na audiência de Avenida Brasil.
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19Q11 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
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%
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Além de direcionado por influências sociais, o consumo de conteúdo não está mais em caixinhas
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As pessoas quando absorvem o conteúdo a partir de 3 a 5 diferentes fontes estabelecem a confiança .
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)
4% ONCE (1)
14% TWICE (2)
64% THREE TO FIVE
TIMES
12% TEN OR MORE TIMES (10+)
6% SIX TO NINE TIMES (6-9)
29% FOUR OR FIVE TIMES (4-5)
35% THREE TIMES (3)
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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?
51%usam outro dispositivo quando consomem entretenimento e quase SEMPRE ou A MAIOR PARTE DO TEMPO.
Um consumo de conteíudo multi-dispositivo
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PROCURAO search como parte integrante de nossa vida.
CONTEÚDO Overdose e novas formas em se consumir
SHARE :: CO-tudo Compartilhar, colaborar, contribuir.
3 comportamentos atuais do mundo sem caixinhas
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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.
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123
456
we converse
we do things together
we want to achieve the same things
we believe in the same things
we create together
we know the same story
6 áreas de compartilhamento
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Milleniums : Querem participar do desenvolvimento dos produtos e dialogar nas redes
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28Q8 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.
Pessoas querem experiências de entretenimento com mais imersão.
Watch more than one episode of my favorite TV show in one sitting
Try new ways to interact with entertainment
Access additional online content relatedto my entertainment
Interact in real time with what I am watching
Use social networks to interact with talentfrom the entertainment I like
Vote for my favorite contestants on realityTV or music talent shows
Watch content while simultaneously usingmy personal device to buy merchandise
88%
73%
70%
65%
63%
61%
60%
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29Q8 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.
Starbucks: social sharing como princípio
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SEM LIMITES, SEM CAIXASProcurar, consumir e compartilhar em todos os territórios.
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Q1 When you think about entertainment (e.g., television, movies, Internet, etc.), which companies come to mind? Open-ended (Shown: US) 31
Netflix vem dominado o consumo de filmes nos EUA.
1
2
3
4
5
6
7
8
9
10 ---%
2011 2012 2013
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YouTube
UOL
Globe
Netflix
Amazon
Orkut
Yahoo!
42%
28%
23%
15%
10%
10%
8%
7%
7%
7%
Brazil OnlineEntertainment Brands
Q2 When you think about entertainment online, which companies come to mind? Open-ended 32
E quando a comparação é só no ambiente online, marcas “estranhas” aparecem
YouTube
Netflix
Amazon
Yahoo!
iTunes
Sony
21%
18%
12%
10%
7%
5%
5%
4%
4%
4%
Global OnlineEntertainment Brands
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Todas as membranas se conectam e circulam histórias e engajamentos
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Mas…. E o território da mídia paga?
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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
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O conteúdo é o anúncio
Novos algoritmos de convergência e relevancia reconhecem o conteúdo como ad.
SPONSORED
FRIENDSMARKETPLACE
46x mais alto
CTR de um post patrocinado é 46x mais alto que os anúncios no lado direito
36
Conteúdo está em tudo. Amplificação também
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Da estrutura linear para o ciclo de real time.
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SOCIAL PR. OU COMO CONSTRUIR MARCASEM UM MUNDO “SEM CAIXINHAS”