SOCIAL PR - Evento ABA Mídia

SOCIAL PR. OU COMO CONSTRUIR MARCASEM UM MUNDO “SEM CAIXINHAS”

JORNAL REVISTA TV RADIO INTERNET`

PUBLICIDADE DIGITAL SOCIAL PR

O MUNDO COM CAIXINHAS… AINDA ESTÁ ENTRE NÓS.

PAID MEDIA STRATEGY

& PLANNING

CREATIVE & IDEA

EXECUTION

TESTING TESTING

PROCESSO LINEAR DE PLANEJAMENTO DE MÍDIA TRADICIONAL.

PREPARADO PARA UM MUNDO CHEIO DE CAIXINHAS, SEPARADO ENTRE CONTEÚDO EDITORIAL E INTERRUPÇÃO.

AS CAIXINHAS DÃO LUGAR A “MEMBRANAS PERMEÁVEIS”

De

Guerrilha

Frentes

Competição

Recrutamento

Impacto

Evangelização

Conversão

IMPOSITIVO

Para

DNA

Ecosssistema

Disseminação

Agentes

Parcerias / Simbiose

Limites tênues e

transponíveis

ORGÂNICO

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

SO

CIA

L S

HA

RIN

GS

EA

RC

H E

NG

INES

CO

NTEN

T

3 comportamentos prevalecem

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





SEO. Ou como se construia relevância no Google há alguns anos atrás

RELEVÂNCIA

RECONHECIMENTO

CASO BARILLA: INFLUÊNCIA E

NARRATIVAS FORTES E CONSISTENTES

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.

25%

70%

GOOGLE SERP IN 2009

<5%

E também através de mídia paga.

45%

<5%50%

GOOGLE SERP NOW





Quem oferece mais credibilidade no conteúdo é uma pessoa igual a você.

Movimentadas pelas ondas de Social Media

Influência do Social na audiência de Avenida Brasil.

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%

Além de direcionado por influências sociais, o consumo de conteúdo não está mais em caixinhas

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)

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





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.

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

Milleniums : Querem participar do desenvolvimento dos produtos e dialogar nas redes

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%

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

SEM LIMITES, SEM CAIXASProcurar, consumir e compartilhar em todos os territórios.

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

Facebook

Google

YouTube

UOL

Globe

Netflix

Twitter

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

Facebook

Google

Netflix

Amazon

Yahoo!

iTunes

Twitter

Sony

21%

18%

12%

10%

7%

5%

5%

4%

4%

4%

Global OnlineEntertainment Brands

Todas as membranas se conectam e circulam histórias e engajamentos

Mas…. E o território da mídia paga?

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

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

Da estrutura linear para o ciclo de real time.

SOCIAL PR. OU COMO CONSTRUIR MARCASEM UM MUNDO “SEM CAIXINHAS”

SOCIAL PR - Evento ABA Mídia

Social Media

mundo sem

social media

tudo compartilhar

contedo overdose

3 comportamentos

important

building

means