Espm - Relatorio engajamento digital 2011 - Expandido
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Transcript of Espm - Relatorio engajamento digital 2011 - Expandido
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FP05/2
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FP 06/25
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SAM08
...E AGORA SE TORNOU SOCIAL.
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SAM08
..E AGORA SE TORNOU SOCIAL
Por que engajamento digital?
Porque mídia não é mais exclusivamente paga
.
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R.E.D 02/63
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RED03632007
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RED0463:
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RED0563
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RED0663
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RED0863
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RED0963
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RED1063
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RED1263
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RED1763
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RED1863
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RED1963
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RED2063
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RED2163
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Conheça seu consumidor• Feedback de colaboradores que
lidam com consumidores
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Conheça seu consumidor• Entrevistas com Consumidores
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Conheça seu consumidor• Análise da Jornada do Consumidor
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Conheça seu consumidor• Social Media Monitoring Alguns KPIs
# followers no twitter# facebook fans# mentions# retweets# perguntas feitas# respostas dadas# clicks em URLsContent ViewsInfluência dos indivíduosMapa de tópicosVolume de tráfego geradoAtividade (por horário)Atividade (por localidade)Sentimento de marcaQualidade das interaçõesQualidade dos tópicos
Fundamental: 1) qualidade da plataforma de monitoring2) qualidade do analista #gohumans!
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Conheça seu consumidor• Web Analytics
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Conheça seu consumidor• Pesquisas Offline
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Conheça seu consumidor• Pesquisas Online
Kiss insightsBom para:
Quick polls
Survey MonkeyBom para:
t
Get SatisfactionBom para:
Crowdsourcingde idéias / suporte
KampyleBom para:
Feedback específico
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Conheça seu consumidor• Dados de terceiros
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Conheça seu consumidor• Testes de Usabilidade
Monitoramentoem Real time
Visitas gravadas
Mapas de calor de movimento do mouse e clicks
Form Analytics
Link AnalyticsTask
PerformanceFeedback comcomentários
Perguntas padrão
First Impression
Card Sorting
Tree testing
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Conheça seu consumidor• Monitoramento dos padrões de busca
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RED2263
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Importe-se realmente com o seu consumidor
Branded Utility: “Digital communications needs to move from selling products and services to being products and services.”
Helge Tennø - Planner @ Scandinavian Design Group, Noruega
t
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Importe-se realmente com o seu consumidor
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Importe-se realmente com o seu consumidor
Não pense em dados demográficos quando planejando branded utility. Pense em atividades. Quem são seus consumidores não importa tanto. O que importa mesmo é que eles fazem.t
Correr > Nike > Nike+Decorar > IKEA > HomePlannerComunicar > NOKIA > Silence BoothCozinhar > Kraft > iFoodSair > Smirnoff > Time Out
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RED2363
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SAM 204 205 206
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SAM 208
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SAM 209
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SAM 211
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SAM 212
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SAM 103
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RED 24/63
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SAM239
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RED25/63
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RED26/63
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RED27/63
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RED28/63
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RED29/63
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BRANDED COMMUNITIES – EXAMPLES / TIPS
• SAM229 + MY STARBUCKS IDEA
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RED3063
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LADY GAGA VIDEO EMBED
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RED3163
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RED3263
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RED3463
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RED3563
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RED3663
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RED3763
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RED3963
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RED40/63• PERGUNTA DE BAIXO: USAR A DO SLIDE
SEGUINTE (RED41/63), POIS ESTÁ ERRADA.
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RED41/63
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RED42/63
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RED43/63
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RED44/63
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RED45/63• ADD GET SATISFACTION AO INVES DE TWELP
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RED46/63
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RED47/63
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RED48/63
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