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ExpOn 2011 - Diego Monteiro - Níveis de Maturidade

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Diego Monteiro palestrante do ExpOn 2011 fala sobre Níveis de Maturidade.

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  • ;-] great!
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ExpOn 2011 - Diego Monteiro - Níveis de Maturidade

  1. 1. • Sub-Título Níveis de Maturidade em Mídias Sociais 21 de julho de 2011twitter: @diegomont blog: diegomonteiro.com
  2. 2. Experiência • Desenvolver o mercado de mídias sociais • Pesquisa com mais de 30 profissionais
  3. 3. Conseguimos muitosseguidores no nosso twitter e agora?
  4. 4. A confusão sobre o papel das mídias sociais Mídias SociaisGestão Pesquisa RP Publicidade Jornalismo TI Estratégia • vícios do Marketing Digital • é uma evolução E revolução
  5. 5. Vantagem: Alinhamento Fornecedor Áreas Pares Cliente Área contratante Board • Alinhamento dos atores de mídias sociais • Case: Tweet pago, fazer ou não?
  6. 6. Vantagem: Ferramentas adeqüadas relacionamento “complexidade” qualidade BOI transação ROI serviço“causa e efeito claro” curto prazo longo prazo • A ferramenta a ser usada é definida pelo contexto • Case operadora de celular
  7. 7. Abordagem de mídias sociais Links TV Impresso Banners Social Media PatrocinadosAtivação deClientes $ Investimento Forma Tradicional de Comunicação Campanha 1 Campanha 2 Campanha 3 Campanha 4 Jan Mar Jun Out Dez Tempo Ativação de Clientes Gestão de Conversações Forma ?? $ Investimento Tempo Redes Sociais
  8. 8. Referência: modelo da Altimeter 1. Novice 2. Intermediate 3. Advanced iniciativas de longo- midias sociais está experimentar midias Objetivo prazo dentro de uma em todas as áreas sociais estratégia ampla da empresa Seguidores, RT´s, share of voice, vendas, satisfaçãoIndicadores cliques... engajamento... do cliente... formal, mas só na formal e aplicadoTreinamento informal área de marketing em toda empresa
  9. 9. Referência: modelo da Cisco
  10. 10. Referência: modelo da Direct Labs1ª Fase 2ª Fase 3ª Fase 4ª FaseInvoluntário Desestruturado Estruturado Engajado As pessoas (egocêntrico) (interativo) (dialogador)falam da Os fornecedores, A organização Os fornecedores,empresa nas áreas e tem uma cultura áreas e colaboraresredes sociais colaborares falam 2.0. As redes falam nas redes sociais sem nas redes sociais sociais passam a alinhamento ou possuem fazer parte da processo definido alinhamento e estratégia de processo definido negócios
  11. 11. Proposta da SMC intencionado organizado integrado aculturadosocial media earned media earned hearts paid media / 1- paid media / é... / many-to- / many-to- to-many many-to-many (o quê) many manyimportante / Produto / Experiência do propósito ROI Qualidade Serviço cliente / BOI (por que) profissionalenvolvimento (gerente de área áreas alta-direção (quem) fornecedor) foco de atuação relatórios processos pessoas cultura (onde)
  12. 12. Case: Zappos
  13. 13. Diego Monteiro 11-4082-0069blog: diegomonteiro.com diego@scup.com.br @diegomont

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