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CRIATIVIDADE INSPIRADA POR DATA
E A GERAÇÃO DE CONTEÚDO
DANIEL SOLLERO • @DSOLLEROSMW SP 2013
Wednesday, October 2, 13
CONTEÚDO
MÍDIA ANALYTICS
Wednesday, October 2, 13
MAS ISSO NÃO É NOVONA INDÚSTRIA DO CONTEÚDO
JORNAIS • NOVELAS • SÉRIES
Wednesday, October 2, 13
AFINIDADE COM A AUDIÊNCIA
VISIBILIDADE
+
$
d
o
con
teú
d
o
Wednesday, October 2, 13
POR QUE AS MARCAS
NÃO FAZEMISSO EM SOCIAL MEDIA?
Wednesday, October 2, 13
MOTIVOS
4
Wednesday, October 2, 13
1
ACREDITAM QUE
SOCIAL MEDIAÉ APENAS PARA FALAR
Wednesday, October 2, 13
2
NÃO ENTENDEM O CONCEITO DE
PLATAFORMA
CONECTADA
Wednesday, October 2, 13
3 ESTÁ SEPARADO DE
CRM
SOCIAL MEDIA
Wednesday, October 2, 13
@DSOLLERO DANIEL SOLLERO
COMPROU O PRODUTO X
BD TRANSACIONALBD INTERAÇÕES EM
SOCIAL MEDIA
Wednesday, October 2, 13
DÁ TRABALHO4
Wednesday, October 2, 13
- GARY VAYNERCHUK
“ Um cliente comprou US$20.000 em vinhos da loja em 2 pedidos e eu
sei, pelo perfil do Twitter desse cara, que ele é fã de um determinado
atleta.
Para agradecer compramos uma camisa autografada desse atleta no
eBay e mandamos entregar para ele como forma de agradecimento.”
Wednesday, October 2, 13
INTELIGENTE
SAC 2.0O QUE ACONTECE
COM O RESULTADO
DESSAS
INTERAÇÕES?
Wednesday, October 2, 13
MATCHCODE
Wednesday, October 2, 13
SOBREPOSIÇÃO DE FÃS E FOLLOWERS NOS CANAIS
Wednesday, October 2, 13
INTELIGÊNCIA DE SEGMENTAÇÃO
Wednesday, October 2, 13
24.00036.000 50.000
CLUSTER 1 CLUSTER 2 CLUSTER 3
Wednesday, October 2, 13
SABEMOS O QUE GOSTAM/COMPRARAM/CONSUMIRAM
Wednesday, October 2, 13
ENTENDER COMPORTAMENTO COMO GATILHO
Wednesday, October 2, 13
“ESSE É O MELHOR HAMBURGER QUE JÁ COMI”
“CONHEÇA UM BANHEIRO PIOR QUE O DA RODOVIÁRIA”
Wednesday, October 2, 13
CRMVOLTOU TUNADO
Wednesday, October 2, 13
DATA-DRIVEN
Wednesday, October 2, 13
AS 18-24 AB RIO SP AS 18-24 AB RIO SPCOMPRARAM PRODUTO NO ÚLTIMO MÊS, GOSTAM DE ROCK,
TEM CARRO, TRABALHAM, TEM TWITTER, ESTÃO NA PÁGINA DA
MARCA X, JÁ VIAJARAM PARA FORA, USAM IPHONE, TEM
PLANO 3G DA OPERADORA XYZ
A SEGMENTAÇÃO MELHORA
Wednesday, October 2, 13
O BRIEFING
MELHORA
Wednesday, October 2, 13
REGIÃO
CASA
INDIVÍDUO
Wednesday, October 2, 13
O CONTEÚDO CERTONO CANAL CERTO, NO MOMENTO CERTO, PARA PESSOA CERTA
Wednesday, October 2, 13
“Com grande poder vem
grande responsabilidade”
TIO BEN
Wednesday, October 2, 13
FORMATOS DE PUBLICIDADE EM SOCIAL MEDIA
MÍDIA NÃO PODE
SER UM PALAVRÃO
Wednesday, October 2, 13
SPAM SEMPRE É RUIM.
SOCIAL MEDIA É RELACIONAMENTO
Wednesday, October 2, 13
NADA SALVA O CONTEÚDO RUIM
Wednesday, October 2, 13
EMOCIONAR E CRIAR MEMÓRIAS
CONTAR HISTÓRIAS,
Wednesday, October 2, 13
SEGMENTAR POR COMPORTAMENTO
CRIAR CONTEÚDO POR COMUNIDADE
Wednesday, October 2, 13
PROMOVER CONTEÚDO DE FORMA INTELIGENTE
Wednesday, October 2, 13
O CONTEÚDO DEVE SER MAIS HUMANO
E MENOS AGÊNCIA DE NOTÍCIAS
Wednesday, October 2, 13
CONTEXTO
Wednesday, October 2, 13
ROI
ASSIM DÁ PARA FALAR SOBRE
Wednesday, October 2, 13
RETENÇÃO GERAÇÃO DE LEADSAWARENESS
ALCANCE
IMPRESSÕES
ENGAJAMENTO
FÃS•FOLLOWERS•VIEWS•LIKES•
REPETIÇÃO DE COMPRA
A
VENDAS
ASSINATURA
CADASTROATUALIZAÇÃO DE CADASTRO
ACESSO AO SITE/APP
SHARE•RETWEETS•COMENTÁRIOS
Wednesday, October 2, 13
COM UM BANCO DE DADOS ÚNICO
(SOCIAL + CRM +SAC 2.0)
Wednesday, October 2, 13
O RELACIONAMENTO GANHA RELEVÂNCIA
Wednesday, October 2, 13
RELAÇÃO EM RELACIONAMENTO
TRANSFORMAMOS
Wednesday, October 2, 13
LIKES EM LEADS
Wednesday, October 2, 13
E AÍ, A CONTA COMEÇA A FECHAR
Wednesday, October 2, 13
MAS SEM PRESSA
RELACIONAMENTO É BASEADO EM CONFIANÇA
Wednesday, October 2, 13
E CONFIANÇA NÃO SE CONQUISTA DA NOITE PARA O DIA
TEMPO
CONFIANÇA
Wednesday, October 2, 13
OBRIGADO
DANIEL SOLLERO • @DSOLLEROSMW SP 2013
Wednesday, October 2, 13
Ad

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Criatividade inspirada por Data e a geração de conteúdo - SMW SP2013