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Marketing Viral - viral nas redes sociais

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Palestra sobre Marketing Viral nas redes sociais realizada na ESPM SP.

Na palestra são abordadas ações virais e suas repercussões envolvendo marcas, produtos e pessoas e várias situações.

Exemplos desde Susan Boyle e Ted Williams, a #calabocafalcao e Chuva de Twix, passando por Will It Blend e Seth Godin.

Veja meu site para mais detalhes: www.josetelmo.com

Published in: Education
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Marketing Viral - viral nas redes sociais

  1. 1. José Telmo Pensador, eterno estudante e filósofo multimídia. Professor e palestrante de marketing digital. Professor do Instituto Infnet RJ Formado em Publicidade e Propaganda pela FACHA Pós-graduado em Marketing pela UNESA, Pós-graduando em Marketing Digital pela FACHA Formado em Marketing Digital pelo INFNET Twitter: @JoseTelmo “Adoro esse mundo multimídia!”
  2. 2. Proposta • Boca a boca/Meme/Mkt Viral • Virais nas redes sociais • Buzz Markting • Consumidores • Cases e exemplos
  3. 3. Esta é uma apresentação 2.0: Interativa – participe, comente e colabore.
  4. 4. O que é viral?
  5. 5. Viral na forma de disseminação da mensagem
  6. 6. Termos que vocês irão ouvir: • Boca a Boca • Meme • Marketing Viral
  7. 7. Boca a Boca “A propaganda mais antiga do mundo, é eficiente e mais barata que qualquer outra, é aquela que é repassada verbalmente, ou seja diretamente por aquele consumidor que realmente está satisfeito com o produto ou serviço que lhe foi prestado ou vendido.” http://www.blogdeguerrilha.com.br/wiki /index.php5?title=Boca-a-boca Blog de Guerrilha
  8. 8. Meme “Uma unidade de informação que se multiplica de cérebro em cérebro, ou entre locais onde a informação é armazenada... considerado uma unidade de evolução cultural que pode de alguma forma autopropagar-se.” http://pt.wikipedia.org/wiki/Meme Wikipedia
  9. 9. Marketing (+) viral “Técnicas de marketing que tentam explorar redes sociais pré-existentes para produzir aumentos exponenciais em conhecimento de marca, com processos similares à extensão de uma epidemia.” http://pt.wikipedia.org/wiki/Marketing_viral Wikipedia
  10. 10. Técnicas de marketing? Por que?
  11. 11. Geração multifoco
  12. 12. Prosumer Produtor + consumidor Profissional + consumidor Experiência
  13. 13. Ele está em várias redes sociais
  14. 14. Onde está a sua atenção?
  15. 15. Mas por que algo se torna viral? E por que compartilhamos?
  16. 16. “O marketing viral se apóia na necessidade que nós seres humanos temos de compartilhar informações.” Roberto Guarniei http://webinsider.uol.com.br/2006/10/09/mar keting-viral-errado-e-chato-e-impertinente/
  17. 17. Agir em comunidade, participação, denúncia ... http://www.greenpeace.org/international/cam paigns/climate-change/kitkat/
  18. 18. Por fama, reconhecimento ou exposição
  19. 19. O engajamento deve ser sempre pensado no off-line e on-line #prapensar +
  20. 20. Segundo Nick Skytland, as mídias sociais afetam: • Como a informação é disseminada; •Como o conhecimento é coletado e organizado; • Como as pessoas se comunicam; • Colaboração http://www.slideshare.net/skytland/reaching- digital-natives-with-social-media
  21. 21. E quanto as marcas?
  22. 22. Vídeos e Buzz Mkt: Will it Blend?
  23. 23. ARG: Batman the Dark Knight http://www.videolog.tv/video?414980
  24. 24. Viral rima com música?
  25. 25. FlashMobs •Pillow Fight (Guerra de travesseiros) •Subway Party (Festa no Metrô) •Zombie Walk (Caminhada Zombie)
  26. 26. “É uma divulgação indireta do meu trabalho. Algumas empresas americanas já me contataram” Fernando Motolese Criador do “Cala Boca Galvão” #ficadika Revista Istoé - Como fazer um vídeo de sucesso na internet http://www.istoe.com.br/reportagens/90354_COMO+FAZER+UM+VIDEO+DE+SUCESSO+NA+INTERNET
  27. 27. Vai um viralzinho? #cuidado
  28. 28. Não existe uma receita de bolo para ser criar virais mas existem algumas ações que podem ser pensadas: • Faça com que as pessoas sintam algo • Faça algo inesperado • Não faça propaganda • Permita o compartilhamento, o download e o mashup • Crie formas de participação e comentários • Não restrinja o acesso a nada • Crie sequências completas (making of, blog e logos) • Não abandone a ação viral Claudio Torres http://imasters.uol.com.br/artigo/17678/midia/estrutura_de_uma_acao_viral_a_diferenca_entre_formulas_e_regras/
  29. 29. Eleições e Obama: um exemplo para inspirar e não copiar
  30. 30. http://womma.org
  31. 31. Buzz Marketing • Viral Marketing • Community Marketing Grassroots Marketing • Evangelist Marketing • Product Seeding Influencer Marketing • Cause Marketing • Conversation Creation Brand Blogging • Referral Programs
  32. 32. Cuidado com a dimensão de suas ações: Chuva de Twix
  33. 33. http://www.youtube.com /watch?v=fdOqN4Unegk
  34. 34. BUZZ Marketing Boca a boca • Meme • Viral
  35. 35. Consumidor Evangelista
  36. 36. Buzz Marketing = Marketing de permissão + consumidor/cliente evangelista
  37. 37. O que torna uma idéia viral? Ninguém "envia" uma idéia ao menos que: 1. Tenham compreendido-a 2. Tenham vontade de espalha-la 3. Acreditem que espalhar a idéia irá aumentar seu poder (reputação, receita, amizades) ou sua paz de espírito 4. O esforço necessário para enviar a idéia seja menor que os benefícios Ninguém "pega" uma idéia ao menos que: 1. A primeira impressão demande uma pesquisa mais profunda 2. Já tenham compreendido as idéias fundamentais necessárias para endender a nova idéia 3. O remetente seja de confiança Seth Godin
  38. 38. Para estratégias de buzz, precisamos definir e encontrar: • Vetores • Meio • Contexto • Alvo • Modelo de contágio Segundo Malcolm Gladwel existem 3 tipos de vetores: • Conectores • Especialistas • Persuasor Malcolm Gladwell
  39. 39. Para concluir • Construa uma ação de relevância para seu público • Ofereça ferramentas e meios para a mensagem disseminar • Não tente controlar • Aprenda com os erros • Participe e acompanhe sempre! • Cuidado com os “viralzinhos”... #ficadika
  40. 40. www.josetelmo.com Obrigado!

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