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Verdades, mentiras e mídias sociais

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Slides da apresentação que a JWT Brasil fez no Social Media Week São Paulo em 8 de fevereiro de 2011.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Verdades, mentiras e mídias sociais

  1. 1. VERDADES, MENTIRAS e Mídias Sociais
  2. 2. Insight
  3. 3. As mídias sociaisvieram para ficar (Ooooooooh!)
  4. 4. No Brasil, forte adesãoaos sites sociais em todasas camadas da população. Rede sociais tem penetração de 86%
  5. 5. ExperimentoO quanto aspessoas falaramdurante as Eleições?
  6. 6. ExperimentoO quanto aspessoas falaramdurante as Eleições?
  7. 7. Mídias Mídiassociais x tradicionais
  8. 8. Mídias Mídiassociais x tradicionaisexiste uma conversa?
  9. 9. METODOLOGIAComo desenvolvemos o estudo?
  10. 10. Metodologia Mídias TradicionaisQuais os assuntos principais
  11. 11. Metodologia Mídias TradicionaisQuais os assuntos principais 7.418 matérias
  12. 12. O que foi mais faladoMetodologia Mídias Sociais + Google Updates, Relatórios Twitter e Facebook, entrevistas, artigos em blogs, veículos tradicionais....
  13. 13. MAS O QUE É CADA UMAMídias tradicionaisqualquer veículo minimamente organizado emestrutura de redações, com regras de publicação,hierarquias e, em geral, ligado a grupos de mídia
  14. 14. MAS O QUE É CADA UMAMídias sociaisConteúdo gerado pelo consumidor, que nascem emblogs, Twitter, Facebook, Orkut e sites do tipo, deforma dinâmica e não-hierárquica
  15. 15. MAS O QUE É CADA UMAMídias tradicionais Mídias sociais
  16. 16. A MÍDIA SOCIALé pautada pela mídia tradicional?
  17. 17. SIM.Totalmente
  18. 18. SIM.Mídia tradicional éfonte de informação“noticiosa” docotidiano
  19. 19. 1. Vazamento de óleo no Golfo 2. Copa do Mundo 3. Inception / A Origem 4. Terremoto no Haiti 5. Apple Ipad 6. Google Android Twitter 7. Justin BieberAssuntos mais 8. Harry Potter e as Relíquias comentados da Morte 9. Polvo Paul 10. Vuvuzela
  20. 20. 1. Vazamento de óleo no Golfo 2. Copa do Mundo 3. Inception / A Origem 4. Terremoto no Haiti 5. Apple Ipad 6. Google Android Twitter 7. Justin BieberAssuntos mais 8. Harry Potter e as Relíquias comentados da Morte Únicos 9. Polvo Paul assuntos 10. Vuvuzela originados nas mídias sociais
  21. 21. 1. Vazamento de óleo no Golfo2. Copa do Mundo3. Inception / A Origem4. Terremoto no Haiti5. Apple Ipad Mídia social6. Google Android é fonte de7. Justin Bieber talentos e tendências8. Harry Potter e as RelíquiasMídia para ada Morte Tradicional9. Polvo Paul10. Vuvuzela
  22. 22. Ipad Android Harry PotterE como aMídia Social Terremoto notrata os Haiti Inceptionassuntos daMídia Vazamento deTradicional? óleo no Golfo Justin Bieber Copa do Mundo
  23. 23. InceptionBusca pelofilme foiintensao ano todo
  24. 24. InceptionEnquanto, na mídia tradicional, foi citado apenas 2 vezes(resenhas favoráveis na Época e na Veja)
  25. 25.  3 citações na Época Buscas no Google em 2010 Toda previsão noticiada pelo Jornal Nacional  2 picos de busca Polvo Paul
  26. 26.  Assunto mais marteladopelo Jornal Nacional em 2010 1 bilhão de espectadores para o resgate (22 menções)  Eleito o assunto midiático do ano 800 mm espectadores para a final da copa do mundoMineirosdo Chile
  27. 27. Revista Veja Resultado e o PT das eleições 9 capas seguidas  Dilma foi eleita falando mal de  Lula terminou o Lula e Dilma mandato com 80% de aprovação
  28. 28. Martelar ummesmo assunto influencia as conversas nasmídias sociais?
  29. 29. Martelar um Não mesmo assuntonecessariamente influencia as conversas nas mídias sociais?
  30. 30. A MÍDIA TRADICIONAL é pautada pela mídia social?
  31. 31. Nãomuito.Ela é usada maiscomo fontede pesquisa
  32. 32. Por exemplo: Verificar se um assunto é tendência fuçar em perfis de personalidades seguir perfis globais Com as mídias sociais, às vezes nem precisamos sair às ruas pra escrever uma matéria.
  33. 33. Uma meninafalando de maneiraracista no Twitternão é notícia.Quando a gente vêque um grupo depaulistanos grandeo suficienteconcorda com ela,aí sim temos umanotícia
  34. 34. A coisa que o Twitter mais vale pra nós, naredação, não é pela informação, mas comopulso do que a população está pensando,fazendo e falando. FONTE > PAUTA
  35. 35. Pautas leves,tendências,talentos.As mídias sociaisdiminuem o riscode erro.
  36. 36. Pautas leves, E amplificamtendências, astros que nascem tantotalentos. das mídiasAs mídias sociais sociais quantodiminuem o riscode erro. das tradicionais Parada de sucessos sociais da Billboard
  37. 37. Mídias sociais vem sendo maisexploradas como pauta para“Comportamento” e “Tecnologia” Ou seja, uma visão da ferramenta, e não do que acontece nela.
  38. 38. Citações em 2.210 matériasda Época (2010):Twitter - 126 Google - 69Dilma - 234 Petrobras - 52 TV - 294
  39. 39. Citações em 2.210 matériasda Época (2010):Twitter - 126 Google - 69Dilma - 234 Petrobras - 52 TV - 294 Apenas duas capas durante o ano de 2010
  40. 40. Resumindo o que falamos até agora:MÍDIA TRADICIONAL MÍDIA SOCIAL Influência
  41. 41. POR QUE É ASSIM?
  42. 42. NOSSA HIPÓTESE
  43. 43. 1. Vocação dos meios é diferente
  44. 44. São papéis complementares Assalto ao shopping Morumbi (ontem) 13h54: Twitter 14h16: Primeiro Veículo a noticiar éo Terra (+ de 1000 tweets já tinhamsido feitos)Fato: O assalto seria notíciamesmo sem a mídia social, masMS pode ter ajudado a aceleraro processo
  45. 45. São papéis complementares Assalto ao shopping Discussão entre @10neto e Morumbi (ontem) @ClaroRonaldo (quinta) 13h54: Twitter  Discussão aconteceu no twitter 14h16: Primeiro Veículo a noticiar é  Mídia tradicional relatou fato parao Terra (+ de 1000 tweets já tinham quem estava forasido feitos)Fato: O assalto seria notícia Fato: Não seria notícia semmesmo sem a mídia social, mas a mídia socialMS pode ter ajudado a aceleraro processo
  46. 46. É possível aumentar2. a influência das mídias sociais?
  47. 47. É possível aumentar 2. a influência das mídias sociais?É. faltamMasboas opções deconteúdo social
  48. 48. É possível aumentar 2. a influência das mídias sociais? Nos EUA... O blog TMZ foi o veículo que noticiou primeiro a morte de Michael Jackson O Gizmodo conseguiu um Iphone 4 roubado Blogs mobilizam milhões de dólares
  49. 49. É possível aumentar 2. a influência das mídias sociais? Por aqui...A maioria dos bons produtoresindependentes de conteúdo acaba sendoincorporada pelos grandes portais.
  50. 50. 3. No Brasil, a mídia online é centralizada
  51. 51. No Brasil, a 3. mídia online é centralizada 8 grandes portais 33% Somam *Sendo que, desses, 25% são apenas Facebook do tráfego*Fonte: Google Adplanner – dez/10
  52. 52. No Brasil, a 3. mídia online é centralizada 8 grandes portais 78% Somam do tráfegoFonte: Ibope Netratings – Dez/10
  53. 53. No Brasil, a 3. mídia online é centralizada O que isso significa? Pouco incentivo aos produtoresindependentes de conteúdo Hábito nacional de navegarpor grandes portais Poucas alternativas de conteúdoconfiável e independente
  54. 54. Perguntas?
  55. 55. VERDADES, MENTIRAS e Mídias Sociais

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