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Planning Marketing Content

tronquini
tronquini

Workshop Host-Spot Project, Germany 2017. https://www.new-humanity.org/en/ecosoc-en/the-host-spot-project-of-new-humanity-among-the-good-practices-promoted-by-the-ngo-committee-on-migration-com/

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PLANNING OF MARKETING OF CONTENT HOST-SPOT - 03/2017 RAFFAEL TRONQUINI - GERMANY
Specialist in Project Management by ESPM 臓, Brazil and Bachelor's Degree in Social Communication Qualification in Advertising and Promotion from Universidade do Vale do Rio dos Sinos UNISINOS, has over 10 years of experience in the field of integrated communication. Participated in the research group Cepos - in the field of Economy of Communication at the same university. Held internships in advertising agencies and in advisory companies. Worked at Luterprev Previd棚ncia Privada, in the Communication and Marketing and Social Responsibility departments. Won many awards, among them the National Cultural Volkswagen Route Competition 2007 (S達o Paulo) and the Top de Marketing ADVB 2013 for a case of the Ga炭cha brand (Grupo RBS Porto Alegre). Carried out volunteer work at the international headquarters of Focolare Movement, Italy, (NGO New Humanity recognized by the UN) in 2011 and 2012. Participated in several projects sponsored by the European Union in Italy, Portugal and Hungary. He worked from 2013 to 2017 as Marketing Coordinator in RBS Group卒s for the brands Ga炭cha, Farroupilha, Itapema, Atl但ntida and CBN Di叩rio. RAFFAEL TRONQUINI
1 MARKETING OF CONTENT 2 12 STEPS / PLAN 3 SOCIAL NETWORKS 4 FACEBOOK 5 EXAMPLES
INFORMATION IS THE BASIS OF ANY RELATIONSHIP.
CENTURY XX THE BRANDS SPEECHES FOR THEIR CONSUMERS.
Planning Marketing Content
CENTURY XXI THE CONSUMERS FORM OPINION NOT ONLY BY COMMUNICATIONS OF MARKETING, BUT ALSO BY THE SHARING OF OPINIONS WITH OTHER PEOPLE, MAINLY ON SOCIAL NETWORKS AND SEARCH SITES.
Planning Marketing Content
TODAY THE GOAL IS NOT TO SELL A PRODUCT OR SERVICE IN THE ACT. VERY LESS PUSHES IT, NORMALLY WITH INTERRUPTION AND INTRUSION. MARKETING OF CONTENT
Planning Marketing Content
TELL ME AND I FORGET. SHOW ME AND PERHAPS I REMEMBER. INVOLVE ME AND I UNDERSTAND. BENJAMIN FRANKLIN
THE RULE IS TO BE RELEVANT. OFFER SOMETHING THAT MAKES A DIFFERENCE IN THE LIFE OF THEIR FOLLOWERS.
WHAT IS MARKETING OF CONTENT? THE MARKETING TRADITIONAL TALK IN PEOPLE. THE MARKETING OF CONTENT TALK WITH THE PEOPLE. Doug Kessler
TAKE CONTENT, ENTERTAINMENT AND EXPERIENCE TO THE CONSUMER TOGETHER WITH THE BRAND.
THE TACTIS MORE POPULAR EMPLOYED FOR SPREAD CONTENT ARE ARTICLES, SOCIAL MEDIA, BLOGS, NEWSLETTER AND EVENTS OFFLINE.
THE GOALS MORE FETCHED ARE THE INCREASE OF THE BRAND AWARENESS, ACQUISITION OF CUSTOMERS, GENERATION OF LEADS AND THE RETENTION OF CUSTOMERS.
Planning Marketing Content
Planning Marketing Content
WHILE THE TRADITIONAL PROPAGANDA IS INTERRUPTIVE, THE MARKETING OF CONTENT SEARCHES FOR PERMISSION. AND THEREWITH WINS RESPECT, TRUST AND THE ADMIRATION OF THE CONSUMER.
THE CONTENT CAN BE IN FORM OF: 1) TEXT 2) INFOGRAPHIC 3) APPLICATION 4) RESEARCH 5) INTERVIEW 6) VIDEO 7) GAME 8) MAP 9) PROMOTION 10) AUDIO 11) PHOTO 12) EVENT AND CONVERSATION
REASONS FOR INVESTMENT: 1) IF TURN REFERENCE IN YOUR SEGMENT AND INCREASE THE QUALITY PERCEIVED. 2) CONTENT OF QUALITY ADDS MUCH CREDIBILITY. 3) TIES LASTING BETWEEN THE BRAND AND YOUR TARGET 4) IMPROVE PROJECTS THE LEAVE OF SUGGESTIONS 5) TRANSPARENCY 6) MOBILITY
7) OPTIMIZATION IN THE GOOGLE. COMPANIES THAT APPEAR IN THE FIRST POSITIONS OF RESEARCH ARE CONSIDERED LEADERS OF MARKET. 8) SMALL AND BIG COMPANIES CAN STAY IN FOOT OF EQUALITY. 9) YOUR CLIENT CAN BE YOUR BIGGER SPREADER. 10) PROXIMITY WITH THE CONSUMERS. THE SOCIAL NETWORKS HUMANIZED THE BRANDS AND HUMANS LOVE CHAT.
THE COMPANY ECOTELHADO, SPECIALIZED IN INFRASTRUCTURE GREE URBAN, IS THE ONLY IN BRAZIL GENERATE CONTENT GENUINE ABOUT YOUR SEGMENT. ALSO IS THE WITH BIGGER BILLING AND BETTER POSITIONING IN THE GOOGLE.
12 STEPS FOR THE CREATION OF A PLAN OF MARKETING OF CONTENT
Planning Marketing Content
1 - PERSONA
2 - GOAL OF THE CAMPAIGN SALE LEAD - RELATIONSHIP
3 - TARGET
4 - LANGUAGE Simple language and strong message
5 - CONTENT
6 - CHANNELS
7 - CONVERGENCE
8 - COMPETITORS
9 - RELATIONSHIP
10 - TEAM
11 - CALENDAR
12 - MONITORING
SOCIAL NETWORKS TIPS FOR USE
Planning Marketing Content
Planning Marketing Content
1 YOULL NEED TIME.
2 BRAND DNA THEIR VALUES MUST BE THE SAME IN BOTH WORLDS: THE REAL AND THE VIRTUAL
3 TEAM YOU WILL NEED QUALIFIED PEOPLE TO BE YOUR BRAND SPOKERSPERSON.
4 TARGET KNOW WHERE YOUR CONSUMERS ARE CONNECTED
5 POSITION LOOK AT YOUR MARKET AND POSITION YOURSELF
6 PEOPLES BE CONSTANT. NOTHING OF A TWEET PER WEEK OR ONE POST PER MONTH. PEOPLE FORGET AND FEEL LESS THAN WHAT IS NOT CLOSE TO THEM.
7 THE MOST SHARED CONTENT IN THE SOCIAL NETWORKS ARE OF ENTERTAINMENT.
8 MAKE YOUR CONSUMER PRODUCE CONTENT FOR YOU.
9 ALWAYS KEEP THE PROMISE
10 - BEFORE PUBLISHING THINK IT: WOULD I FIND THE TEXT INTERESTING?
11 BE CREATIVE IN YOUR REPETITION
12 BE 晦或閣掘禽
13 EXPLAIN FORM CREATIVITY
14 RECOMMEND THIRD PARTY PUBLICATIONS.
15 NEVER, NEVER LET YOUR FAN TALK ALONE. THIS IRRITATES.
16 TRAIN YOUR TEAM SO THAT ALL ARE DISSEMINATIONS YOUR BRAND
17 OPTIMIZE THE CONTENT. THUS YOU WILL BE FOUND WITH EASE. 18 PLACE THEIR ADDRESSES IN SIGNATURES OF EMAILS AND PIECES ADVERTISING.
19 FREQUENT EVENTS OF YOUR AREA AND ABUSE OF THE #HASHTAGS TO BE FOUND.
20 THE PRINCIPLE TELLING THE TRUTH THE TRUTH DOES NOT IMMUNIZE COMPLAINTS OR TROLLING ON SOCIAL MEDIA. BUT IT IS THE MOST POWERFUL WEAPON TO MANAGE A CRISIS.
Planning Marketing Content
IF YOUR MOTHER IS NOT ON FACEBOOK, IN SOME WEEKS SHE WILL BE ON FACEBOOK, CERTAINLY
Planning Marketing Content
YOUR ENTRY IN FACEBOOK SHOULD BE A WEEDING BETWEEN CONTENT AND DESIGN.
BUT I DO NOT HAVE A PROGRAMMER WWW.PAGEMODO.COM THERE EXIST FREE TOOLS OF CUSTOMIZATION
WHAT DO THE USERS OF FACEBOOK LIKE?
WHY THEY LIKE?
1- YOUR BRAND SHOULD COMMUNICATE WHAT THE CLIENT WANTS TO HEAR, AND WHAT CAN HELP THEM EVERY DAY. 2 - USE ALL THE FORMS OF STATUS UPDATES: LINKS, TEXT, VIDEO AND IMAGE. WHAT MAKES A GOOD POST?
3 - POST AS A PERSON, NOT A BRAND. USE LANGUAGE TO GENERATE A CONVERSATION. 4 - ANSWER PEOPLE WHEN THEY COMMENT ON POSTS. 5 - STOP AUTOMATION. FACEBOOK HAS YOUR OWN LANGUAGE
6 - AVOID WORDS OR PHRASES THAT ARE COMPLICATED. PEOPLE INTERACT WITH POSTS THAT ARE SIMPLE. 7 - CELEBRATE ACHIEVEMENTS. PEOPLE LIKE NUMBERS, AND THEY COMMENT THIS.
8 PIECE FOR THEIR FANS INSERT SUBTITLES IN PHOTOS. THUS, ENCOURAGING CREATIVITY. 9 CELEBRATE HOLIDAYS AND SPECIAL DAYS.
10 - DO QUESTIONS ABOUT IMAGES. PLACE A QUESTION IF ITS A PHOTO, FOR EXAMPLE, WHERE WAS THIS PHOTO TAKEN?
HOW TO MEASURE THE RESULTS? THE METRIC PATH IS THE LEARNING PATH. FONT: RAFAEL TERRA FABULOSA IDEIA PORTO ALEGRE - BRAZIL
EXAMPLES
https://www.youtube.com/watch?v=E99ijQScSB8
https://www.youtube.com/watch?v=h0AV5ZL64Dw
https://www.youtube.com/watch?v=ZLo8hcHD0YA
https://www.youtube.com/watch?v=n0fwc-Bsh0Q
OBRIGADO GRAZIE THANKS

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Planning Marketing Content

  • 1. PLANNING OF MARKETING OF CONTENT HOST-SPOT - 03/2017 RAFFAEL TRONQUINI - GERMANY
  • 2. Specialist in Project Management by ESPM 臓, Brazil and Bachelor's Degree in Social Communication Qualification in Advertising and Promotion from Universidade do Vale do Rio dos Sinos UNISINOS, has over 10 years of experience in the field of integrated communication. Participated in the research group Cepos - in the field of Economy of Communication at the same university. Held internships in advertising agencies and in advisory companies. Worked at Luterprev Previd棚ncia Privada, in the Communication and Marketing and Social Responsibility departments. Won many awards, among them the National Cultural Volkswagen Route Competition 2007 (S達o Paulo) and the Top de Marketing ADVB 2013 for a case of the Ga炭cha brand (Grupo RBS Porto Alegre). Carried out volunteer work at the international headquarters of Focolare Movement, Italy, (NGO New Humanity recognized by the UN) in 2011 and 2012. Participated in several projects sponsored by the European Union in Italy, Portugal and Hungary. He worked from 2013 to 2017 as Marketing Coordinator in RBS Group卒s for the brands Ga炭cha, Farroupilha, Itapema, Atl但ntida and CBN Di叩rio. RAFFAEL TRONQUINI
  • 3. 1 MARKETING OF CONTENT 2 12 STEPS / PLAN 3 SOCIAL NETWORKS 4 FACEBOOK 5 EXAMPLES
  • 4. INFORMATION IS THE BASIS OF ANY RELATIONSHIP.
  • 7. CENTURY XXI THE CONSUMERS FORM OPINION NOT ONLY BY COMMUNICATIONS OF MARKETING, BUT ALSO BY THE SHARING OF OPINIONS WITH OTHER PEOPLE, MAINLY ON SOCIAL NETWORKS AND SEARCH SITES.
  • 9. TODAY THE GOAL IS NOT TO SELL A PRODUCT OR SERVICE IN THE ACT. VERY LESS PUSHES IT, NORMALLY WITH INTERRUPTION AND INTRUSION. MARKETING OF CONTENT
  • 11. TELL ME AND I FORGET. SHOW ME AND PERHAPS I REMEMBER. INVOLVE ME AND I UNDERSTAND. BENJAMIN FRANKLIN
  • 12. THE RULE IS TO BE RELEVANT. OFFER SOMETHING THAT MAKES A DIFFERENCE IN THE LIFE OF THEIR FOLLOWERS.
  • 13. WHAT IS MARKETING OF CONTENT? THE MARKETING TRADITIONAL TALK IN PEOPLE. THE MARKETING OF CONTENT TALK WITH THE PEOPLE. Doug Kessler
  • 14. TAKE CONTENT, ENTERTAINMENT AND EXPERIENCE TO THE CONSUMER TOGETHER WITH THE BRAND.
  • 15. THE TACTIS MORE POPULAR EMPLOYED FOR SPREAD CONTENT ARE ARTICLES, SOCIAL MEDIA, BLOGS, NEWSLETTER AND EVENTS OFFLINE.
  • 16. THE GOALS MORE FETCHED ARE THE INCREASE OF THE BRAND AWARENESS, ACQUISITION OF CUSTOMERS, GENERATION OF LEADS AND THE RETENTION OF CUSTOMERS.
  • 19. WHILE THE TRADITIONAL PROPAGANDA IS INTERRUPTIVE, THE MARKETING OF CONTENT SEARCHES FOR PERMISSION. AND THEREWITH WINS RESPECT, TRUST AND THE ADMIRATION OF THE CONSUMER.
  • 20. THE CONTENT CAN BE IN FORM OF: 1) TEXT 2) INFOGRAPHIC 3) APPLICATION 4) RESEARCH 5) INTERVIEW 6) VIDEO 7) GAME 8) MAP 9) PROMOTION 10) AUDIO 11) PHOTO 12) EVENT AND CONVERSATION
  • 21. REASONS FOR INVESTMENT: 1) IF TURN REFERENCE IN YOUR SEGMENT AND INCREASE THE QUALITY PERCEIVED. 2) CONTENT OF QUALITY ADDS MUCH CREDIBILITY. 3) TIES LASTING BETWEEN THE BRAND AND YOUR TARGET 4) IMPROVE PROJECTS THE LEAVE OF SUGGESTIONS 5) TRANSPARENCY 6) MOBILITY
  • 22. 7) OPTIMIZATION IN THE GOOGLE. COMPANIES THAT APPEAR IN THE FIRST POSITIONS OF RESEARCH ARE CONSIDERED LEADERS OF MARKET. 8) SMALL AND BIG COMPANIES CAN STAY IN FOOT OF EQUALITY. 9) YOUR CLIENT CAN BE YOUR BIGGER SPREADER. 10) PROXIMITY WITH THE CONSUMERS. THE SOCIAL NETWORKS HUMANIZED THE BRANDS AND HUMANS LOVE CHAT.
  • 23. THE COMPANY ECOTELHADO, SPECIALIZED IN INFRASTRUCTURE GREE URBAN, IS THE ONLY IN BRAZIL GENERATE CONTENT GENUINE ABOUT YOUR SEGMENT. ALSO IS THE WITH BIGGER BILLING AND BETTER POSITIONING IN THE GOOGLE.
  • 24. 12 STEPS FOR THE CREATION OF A PLAN OF MARKETING OF CONTENT
  • 27. 2 - GOAL OF THE CAMPAIGN SALE LEAD - RELATIONSHIP
  • 29. 4 - LANGUAGE Simple language and strong message
  • 41. 1 YOULL NEED TIME.
  • 42. 2 BRAND DNA THEIR VALUES MUST BE THE SAME IN BOTH WORLDS: THE REAL AND THE VIRTUAL
  • 43. 3 TEAM YOU WILL NEED QUALIFIED PEOPLE TO BE YOUR BRAND SPOKERSPERSON.
  • 44. 4 TARGET KNOW WHERE YOUR CONSUMERS ARE CONNECTED
  • 45. 5 POSITION LOOK AT YOUR MARKET AND POSITION YOURSELF
  • 46. 6 PEOPLES BE CONSTANT. NOTHING OF A TWEET PER WEEK OR ONE POST PER MONTH. PEOPLE FORGET AND FEEL LESS THAN WHAT IS NOT CLOSE TO THEM.
  • 47. 7 THE MOST SHARED CONTENT IN THE SOCIAL NETWORKS ARE OF ENTERTAINMENT.
  • 48. 8 MAKE YOUR CONSUMER PRODUCE CONTENT FOR YOU.
  • 49. 9 ALWAYS KEEP THE PROMISE
  • 50. 10 - BEFORE PUBLISHING THINK IT: WOULD I FIND THE TEXT INTERESTING?
  • 51. 11 BE CREATIVE IN YOUR REPETITION
  • 52. 12 BE 晦或閣掘禽
  • 54. 14 RECOMMEND THIRD PARTY PUBLICATIONS.
  • 55. 15 NEVER, NEVER LET YOUR FAN TALK ALONE. THIS IRRITATES.
  • 56. 16 TRAIN YOUR TEAM SO THAT ALL ARE DISSEMINATIONS YOUR BRAND
  • 57. 17 OPTIMIZE THE CONTENT. THUS YOU WILL BE FOUND WITH EASE. 18 PLACE THEIR ADDRESSES IN SIGNATURES OF EMAILS AND PIECES ADVERTISING.
  • 58. 19 FREQUENT EVENTS OF YOUR AREA AND ABUSE OF THE #HASHTAGS TO BE FOUND.
  • 59. 20 THE PRINCIPLE TELLING THE TRUTH THE TRUTH DOES NOT IMMUNIZE COMPLAINTS OR TROLLING ON SOCIAL MEDIA. BUT IT IS THE MOST POWERFUL WEAPON TO MANAGE A CRISIS.
  • 61. IF YOUR MOTHER IS NOT ON FACEBOOK, IN SOME WEEKS SHE WILL BE ON FACEBOOK, CERTAINLY
  • 63. YOUR ENTRY IN FACEBOOK SHOULD BE A WEEDING BETWEEN CONTENT AND DESIGN.
  • 64. BUT I DO NOT HAVE A PROGRAMMER WWW.PAGEMODO.COM THERE EXIST FREE TOOLS OF CUSTOMIZATION
  • 65. WHAT DO THE USERS OF FACEBOOK LIKE?
  • 67. 1- YOUR BRAND SHOULD COMMUNICATE WHAT THE CLIENT WANTS TO HEAR, AND WHAT CAN HELP THEM EVERY DAY. 2 - USE ALL THE FORMS OF STATUS UPDATES: LINKS, TEXT, VIDEO AND IMAGE. WHAT MAKES A GOOD POST?
  • 68. 3 - POST AS A PERSON, NOT A BRAND. USE LANGUAGE TO GENERATE A CONVERSATION. 4 - ANSWER PEOPLE WHEN THEY COMMENT ON POSTS. 5 - STOP AUTOMATION. FACEBOOK HAS YOUR OWN LANGUAGE
  • 69. 6 - AVOID WORDS OR PHRASES THAT ARE COMPLICATED. PEOPLE INTERACT WITH POSTS THAT ARE SIMPLE. 7 - CELEBRATE ACHIEVEMENTS. PEOPLE LIKE NUMBERS, AND THEY COMMENT THIS.
  • 70. 8 PIECE FOR THEIR FANS INSERT SUBTITLES IN PHOTOS. THUS, ENCOURAGING CREATIVITY. 9 CELEBRATE HOLIDAYS AND SPECIAL DAYS.
  • 71. 10 - DO QUESTIONS ABOUT IMAGES. PLACE A QUESTION IF ITS A PHOTO, FOR EXAMPLE, WHERE WAS THIS PHOTO TAKEN?
  • 72. HOW TO MEASURE THE RESULTS? THE METRIC PATH IS THE LEARNING PATH. FONT: RAFAEL TERRA FABULOSA IDEIA PORTO ALEGRE - BRAZIL