Estratégias de mídias sociais para o varejo

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Como as mídias sociais podem ajudar no relacionamento com o consumidor da era digital.

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Estratégias de mídias sociais para o varejo

  1. 1. Estratégias ddee mmííddiiaass sociais para o varejo Mariela Castro Brasilshop - junho 2011
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  6. 6. Fonte: Strike up the Brands - McKinsey
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  8. 8. (QW¥RR TXHFDGD PPDDUUFFDD SRGH ID]HU
  9. 9. Públicos Mensagens Estratégias de comunicação Ferramentas
  10. 10. Fragmentação das mídias 1980 Poucos anúncios... ...alcançam muitas pessoas... ...que prestam muita atenção. Muitos anúncios... ...atingem poucas pessoas... ...que prestam pouca atenção. 2010 Fonte: Internet Advertising Bureau
  11. 11. Gerenciamento de Consumidores QUENTE MORNO Nós, a mídia MUITOS: MUITOS MÍDIA SOCIAL 3DQRUDPDGDFRPXQLFD©¥R Minha mídia 1:1 Mídia de nicho FRESCO FRIO Fonte: Sampad Swain (http://sampadswain.com) COMUNICAÇÃO PESSOAL 1: POUCOS COMUNICAÇÃO SEGMENTADA Grande mídia 1:MUITOS COMUNICAÇÃO DE MASSA
  12. 12. Homo conectus
  13. 13. Fonte: Wave 5 – The Socialisation of Brands - UM
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  20. 20. Fonte: Wave 5 – The Socialisation of Brands - UM
  21. 21. Fonte: Wave 5 – The Socialisation of Brands - UM
  22. 22. Q¥RH[LVWHPDLVVHSDUD©¥RHQWUH RQOLQHHRIIOLQH VHDLQWHUQHW«QDWXUDOSDUDDV SHVVRDVWDPE«PGHYHULDVHUSDUDDV HPSUHVDV*RYHUQRHWF $OJXPDVWHQG¬QFLDVGLJLWDLV
  23. 23. 2FHOXODUVHU£FDGDYH]PDLV DQRVVDSRUWDGHHQWUDGD SDUDRPXQGR mobile + social + local
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  31. 31. Todo mundo gera conteúdo valor da curadoria para selecionar Web semântica = conectar iinnffoorrmmaaççõõeess eemm um contexto, para que gerem significado Tags, preferências/personalização, recomendações
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  36. 36. $VHPSUHVDVY¥RSUHVWDUPDLV DWHQ©¥RDRIHHGEDFNVRFLDOHDR FRQVXPRGHQLFKR RPXQLFD©¥R “ RODERUD©¥R “ (GXFD©¥R (QWUHWHQLPHQWR
  37. 37. ▷0¯GLDVRFLDO«SDUDSRVVLELOLWDU FRQYHUVDVQRPHLRGRVHXS¼EOLFRRX PHUFDGR ▷9RF¬Q¥RSRGHFRQWURODUFRQYHUVDV PDVSRGHLQIOXHQFL£ODV ▷,QIOX¬QFLD«DEDVHVREUHDTXDOWRGD UHOD©¥RHFRQRPLFDPHQWHYL£YHO« FRQVWUX¯GD
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  39. 39. ▷Compartilhe seu conhecimento ▷Pessoas gostam de conteúdo gratuito ▷Tendência que a empresa seja bem vista e lembrada
  40. 40. ▷$OLDUFRQWH¼GRHGLYHUV¥R ▷,PDJHPGHPDUFDPHPµULD ▷5HSXWD©¥RHUHFRQKHFLPHQWR
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  42. 42. Para continuar a conversa: Mariela Castro mariela.castro@communicationadvisors.com @marielacastro www.communicationadvisors.com www.exame.abril.com.br/rede-de-blogs/midias-sociais

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