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Planejamento

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Apresentação que fiz sobre planejamento de comunicação.
Feita em 2008 / Upload em 2009
(foi mal pessoal - tiraram todos os meus vídeos do YouTube - perdemos os links)

Published in: Business, Technology
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Planejamento

  1. 1. informação análise diagnóstico estratégia
  2. 2. conhecimento coerência inventividade originalidade
  3. 3. como o planejamento pode ajudar no processo de comunicação
  4. 4. mais do que: - antecipar - cobrir hipóteses - assumir riscos
  5. 5. mais do que monitorar - tendências - fenômenos econômicos - impactos sociais
  6. 6. o que importa é: relacionamento pessoas marcas
  7. 7. mas como é que fazemos isso?
  8. 8. http://www.youtube.com/watch?v=I2KhprJxicw&feature=channel_page ajudando a agência a ver as coisas através de um novo ângulo vídeo original / pangea day: http://www.youtube.com/watch?v=LyPgHwB82xY
  9. 9. novas formas de criar relacionamento
  10. 10. o que é planejamento?
  11. 11. planejamento é fazer a comunicação funcionar
  12. 12. fazer a comunicação ficar boa fazer a comunicação fazer a comunicação acontecer funcionar
  13. 13. planejamento: entender, imaginar contar histórias e
  14. 14. idéias que transformam o relacionamento entre as pessoas e as marcas
  15. 15. planejamento: a inovação não está no conteúdo, nem no meio em que a mensagem será passada a inovação está no relacionamento que a marca vai proporcionar aos seus consumidores
  16. 16. entender as marcas
  17. 17. marca não é um logo, um produto ou uma identidade
  18. 18. “marca é a fusão metafórica entre as histórias que as pessoas têm de um produto e suas próprias histórias” Dr Bob Deutch antropólogo e fundador da consultoria Brains Sells
  19. 19. marca só existe na cabeça e no coração das pessoas
  20. 20. pessoas são as verdadeiras donas das marcas
  21. 21. manifestações http://www.youtube.com/watch?v=DBd7_B5_9rw&feature=channel_page http://www.youtube.com/watch?v=Zcnv4JoX0_s&feature=channel_page
  22. 22. ajudar a dialogar e a criar relacionamento “Jesus Shoot” vídeo resposta da marca no YouTube
  23. 23. levinator25 http://www.youtube.com/watch?v=LekyDkJK6c0&feature=channel_page
  24. 24. planejamento ajuda a agência a conhecer as pessoas / tribos para gerar relacionamento
  25. 25. unboxing 53,600 vídeos fenômeno geek
  26. 26. http://www.youtube.com/watch?v=HUqLnUVqI3U&feature=channel_page unboxing Samsung
  27. 27. basicamente o que podemos fazer é ajudar as pessoas a viverem melhor ou pelo menos tentar...
  28. 28. serviço engajamento entretenimento conteúdo participação
  29. 29. mas...
  30. 30. ninguém vai se relacionar com a nossa marca, só porque pedimos
  31. 31. ninguém vai se “envolver” de verdade só para ganhar prêmios
  32. 32. as pessoas se envolvem porque gostam da idéia
  33. 33. http://www.youtube.com/watch?v=hzfztl5U0hM&feature=channel_page “if you tell me, i’ll forget if you show me, i’ll remember if you engage me, i’ll remember forever” Arnold Wayne, CEO, Profero
  34. 34. mães para olham ães m e s em s mã utra lhos, o conse ca de bus scam o bu ais d m istas ecial esp
  35. 35. mães mães ficam quand felize o enc s ontra outras m uma s mães em ituaç ã o pi or
  36. 36. oportunidade IntheMotherhood.com
  37. 37. http://www.youtube.com/watch?v=SwOHaPQ36-U&feature=channel_page participação conteúdo entretenimento relacionamento relevância convergência
  38. 38. seriado foi da internet para a televisão com conteúdo da Unilever. conteúdo são as histórias das pessoas que participam as mais votadas participam das gravações junto com os diretores do seriado
  39. 39. conceitos
  40. 40. http://www.youtube.com/watch?v=Q3SJDm39IEA&feature=channel_page abraçar uma causa
  41. 41. agências de viagens on-line
  42. 42. economizar é juntar mais dinheiro para investir em seu lazer: viajar
  43. 43. lojas pod up vendendo feijão, pasta de dente... quase de graça
  44. 44. case http://www.youtube.com/watch?v=7CRSYcH6AHY&feature=channel_page
  45. 45. simplicidade
  46. 46. fazer a diferença inspirando a criação a ter idéias novas que transformem o relacionamento entre as pessoas e as marcas
  47. 47. mão na massa
  48. 48. fontes: Seth Godin Meme Huffer http://sethgodin.typepad.com/seths_blog/ http://memehuffer.typepad.com/ Paul Isakson The Account Planning Group / UK http://paulisakson.typepad.com/ http://www.apg.org.uk/ Brand Immersion Plannersphere http://www.brandimmersion.com/ http://plannersphere.pbwiki.com/ Zeus Jones Pangea Day http://www.zeusjones.com/ http://www.pangeaday.org/ Grupo de Planejamento SXC http://grupodeplanejamento.typepad.com/v1/ http://www.sxc.hu/index.html
  49. 49. fontes: e mais uma porrada de coisa que eu vi, copiei e adaptei da internet
  50. 50. www.thiagomiranda.wordpress.com meu blog
  51. 51. obrigado Thiago Miranda Planejamento mirandathiago@hotmail.com thiago.miranda@dpz.com.br

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