Your SlideShare is downloading. ×
0
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Dia 03 - LMS FAAP 2010
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Dia 03 - LMS FAAP 2010

484

Published on

Dia 03 - LMS FAAP 2010

Dia 03 - LMS FAAP 2010

Published in: Education
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
484
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. dia 03
  • 2. dia 03
  • 3. dia 03
  • 4. dia 03 Agenda do curso: Dia 01: BLOG Dia 02: PRESENÇA DIGITAL Dia 03: MONITORAMENTO + SEEDING Dia 04: PLANEJAMENTO e IDENTIFICAÇÃO DE TENDÊNCIAS
  • 5. Agenda de hoje: 01. Introdução 02. Métricas 03. Ferramentas Free 04. Ferramentas Pagas 05. Mão na massa 01 - Monitoramento 06. Mão na massa 02 - Resultados dia 03
  • 6. medinafaap.weebly.com dia 03
  • 7. dia 03 Medir Analisar Agir
  • 8. dia 03 OPORTUNIDADES: - Entendimento do comportamento do consumidor - Resolver questões dos consumidores - Pesquisa - Mensuração de reputação de marca - Lançamento de produtos - Campanhas de MKT Viral etc, etc, etc
  • 9. dia 03
  • 10. MMO MÉTRICAS NAS MÍDIAS SOCIAIS dia 03
  • 11. Tipos de métricas MS: 1. Visibilidade 2. Influência 3. Engajamento dia 03
  • 12. 1. Visibilidade dia 03
  • 13. 2. Influência dia 03
  • 14. 3. Engajamento dia 03
  • 15. dia 03
  • 16. dia 03
  • 17. dia 03 SOCIAL INFLUENCE MEASUREMENT SIM SCORE
  • 18. dia 03
  • 19. Métricas de deveríamos estar de olho: 01. Social media leads* Track web traffic breakdowns from all social media sources, and chart the top few sources over time. If members of your social media networks are sending referrals, consider measuring this data as well. 02. Engagement duration For some companies, engagement duration is more important than page views. For example, if you have a Facebook application, how much time are social network members spending using it? Is per-member usage increasing over time? Alternately, if people visit your your company websites from SM (Social Media) sites, how long are they spending? (Also consider tracking which pages they visit.) 03. Bounce rate* Are visitors coming to your site from SM sites but quickly leaving? Maybe your landing page needs better, more relevant copy. Maybe the information they’re seeking isn’t easily found. 04. Membership increase and active network size This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content? dia 03
  • 20. Métricas de deveríamos estar de olho: 05. Activity ratio How active is your company’s collective social network? Compare the ratio of active members vs total members, and chart this over time. There’ll always be some social network members who are inactive, but if you initiate a campaign to increase interaction, you should also measure the resulting data. Activity can be measured in a variety of ways, including usage of social applications. 06. Conversions* You want social network members to convert: into subscriptions, sales (direct or through affiliates), Facebook application use, or whatever other offerings you have in your overall sales funnel and that can somehow be directly or indirectly monetized. (E.g., subscription to a weekly e-newsletter can be monetized by giving other companies access to your list in the form of advertising.) Measure all types of conversions and chart them over time. 07. Brand mentions So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities. dia 03
  • 21. Métricas de deveríamos estar de olho: 08. Loyalty Are social members interacting in the network repeatedly, sharing content and links, mentioning your brands, evangelizing? How many members reshare? How often do they reshare? 09. Virality Social members might be sharing Twitter tweets and Facebook updates relevant to your company, but is this info being reshared by their networks? How soon afterwards are they resharing? How many FoaFs (Friends of Friends) are resharing your links and content? 10. Blog interaction This is actually more than one metric lumped together. Blogs ARE part of an SMM (Social Media Marketing) toolkit, but only if you allow comments and interact with readers by responding. If you’re doing this, encourage responses either directly in the comments section of blog posts, or via Twitter. (Use a blog widget that allows this.) If your blog’s content is suitable for social voting (Digg, Propeller, Mixx, etc.) or social bookmarking (Delicious, Stumbleupon) sites, install a blog plugin that displays the necessary sharing “buttons”, then track referrals back from those sites. dia 03
  • 22. QUALITATIVO QUALITITATIVO dia 03
  • 23. MONITORAMENTO PASSO A PASSO dia 03
  • 24. dia 03 PASSO A PASSO: 01. APRENDAA LÓGICA DAS BUSCAS NOS PRINCIPAIS SERVIÇOS* 02. FAÇA UM LEVANTAMENTO DE PALAVRAS-CHAVE* 03. DEFINAA ESTRATÉGIA DE MONITORAMENTO* 04. REFINE, MONTE E TESTE SUAS PALAVRAS-CHAVE 05. MONTE SUA ESTRATÉGIA DE CLASSIFICAÇÃO E TAGUEMENTO 06. CONFIGURE OS MONITORAMENTOS 07. ANALISE 08. AÇÃO
  • 25. dia 03 BUSCA TWITTER:
  • 26. COMO ESCOLHER AS PALAVRAS PARA O MONITORAMENTO dia 03
  • 27. 3 TIPOS DE MONITORAMENTO - MONITORAMENTO INSTITUCIONAL E DE MARCA - MONITORAMENTO DE CONCORRÊNCIA - MONITORAMENTO DO MERCADO dia 03
  • 28. 1. NOME DA EMPRESA 2. NOME DOS PRODUTOS 3. NOME DOS PRINCIPAIS EXECUTIVOS 4. CONCORRENTES 5. MERCADO 6. RELACIONADAS À MARCA 7. DICAS TÉCNICAS - ASPAS - HÍFEN PARA NEGATIVAR - EVITE PALAVRAS COMUNS - ADICIONAR ARTIGO dia 03 Ex.
  • 29. FERRAMENTAS MONITORAMENTO FREE dia 03
  • 30. MÃO NA MASSA INGLÊS dia 03
  • 31. dia 03
  • 32. Realidade do mundo 2.0 dia 03
  • 33. dia 03
  • 34. dia 03
  • 35. dia 03
  • 36. dia 03
  • 37. dia 03
  • 38. dia 03
  • 39. dia 03
  • 40. dia 03
  • 41. dia 03
  • 42. dia 03
  • 43. dia 03
  • 44. dia 03
  • 45. dia 03
  • 46. dia 03
  • 47. dia 03
  • 48. dia 03
  • 49. dia 03
  • 50. dia 03
  • 51. dia 03
  • 52. dia 03
  • 53. FERRAMENTAS MONITORAMENTO PAGAS dia 03
  • 54. dia 03
  • 55. dia 03
  • 56. dia 03
  • 57. dia 03
  • 58. dia 03
  • 59. dia 03
  • 60. dia 03
  • 61. dia 03
  • 62. dia 03
  • 63. dia 03
  • 64. dia 03
  • 65. GOOGLE ANALYTICS dia 03
  • 66. dia 03
  • 67. CURIOSIDADE dia 03
  • 68. dia 03
  • 69. dia 03
  • 70. dia 03
  • 71. PRIVACIDADE dia 03
  • 72. dia 03 John Battelle
  • 73. MÃO NA MASSA dia 03
  • 74. Mão na massa 01: 01. Monitoramento institucional - Monitorar última semana da marca sorteada - Apresentar: # Escolher 3 termos a serem monitorados (quais os critérios) # Top 3 positivo (e seu principal influenciador) # Top 3 negativo (e seu principal influenciador) # Top 10 keywords # Analise do twitter de um dos concorrentes # Plano de ação # Apresentação dia 03

×