Hotels 20
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Fernando Gaspar
http://pt.linkedin.com/in/fernandoacgasparwww.facebook.com/Fernando.Gasparwww.twitter.com/Fernando_Gaspar
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www.facebook.com/Fernando.Gaspar
Comércio e Distribuição
Ensino e Blogue
Marketing
29-11-2010 Hotels 2.0Fernando Gaspar2
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Modelos de Comunicação
O Marketing 2.0
Marketing de Interrupção, de Atracção e
Buzz
Buzz reactivo: ouvir e agir
Buzzproactivo: agir
e ouvir
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Fernando Gaspar
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Web 1.0 - Push
•Texto / gráficos, flash
Web 2.0 – Share
•Blogues, wikis, vídeo, podcasts, partilha conteúdos, publicação pessoal, redes sociais
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CLÁSSICO / WEB 1.0 SOCIAL / WEB 2.0
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Modelo comunicação diferente
• Diálogo entre consumidores
• Sem controlo
• “Espontâneo”
• Centrado no consumidor (e não na Marca)
• Conteúdo é rei
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Marketing de Interrupção
• DisplayAdvertising
Marketing de Atracção
BuzzMarketing
• Web Social
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Buzz
Reactivo Ouvir e Agir
Proactivo Agir e Ouvir
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Agir Ouvir
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Ouvir onde?
Blogues
Redes Sociais
Notícias
Fóruns
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Google Blog Search
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Grupos e Páginas
status
Micro blogs
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Notícias Sites Fóruns
Tweets
Alguns perfis em
redes sociais
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Bing GoogleAlertas Google
Twittersearch
Facebook LinkedIn
Tarpipe Radian6
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Quanto pior, melhor?
Cliente satisfeito fala com 2 amigos
Cliente insatisfeito fala com 20
Cliente insatisfeito, com um blogue ou
FB, fala com ???
Notoriedade maior
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Problemas pós-compra
Críticas Construtivas
Ataques Merecidos Trolls e Spam
4 tipos de comentários
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• Explicar ao cliente como resolver o problema
problemas pós-venda
• Responder, nem que seja só para agradecer o tempo e trabalho que o cliente teve para lhe dar as suas sugestões
críticas construtivas
• Focar no problema que está na origem do ataque
ataques merecidos
• Delete! Nunca responder!
trolls e spammers
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encontrar
participar
influenciar
encorajar
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Encontrar e ouvir consumidores
Que redes sociais?
Que Fóruns?
Que sites de notícias?
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Participar
Responder
Perguntar
Partilhar
Envolver
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29-11-2010 Hotels 2.0Fernando Gaspar21
Influenciar
Em vez de controlar
Promover
Inspirar
Fomentar
Iniciar
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Envolver o consumidor
Dar-lhes motivos
para falar
Incentivá-los a falar
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Criar comunidades
de clientes
Facilitar reclamações
Solicitar sugestões
Procurar testemunhos
Pedir classificação
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Criar comunidades de clientes
Páginas Facebook
Chats no siteFóruns no
siteFAQs
comunitárias
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Search Ser encontrado
Social Ser falado
Mobile ???
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Processo de
Marketing
Segmentar
Posicionar
Implementar
Avaliar
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A quem queremos vender
Palavras-chave
Estudos de mercado online
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Como lhes agradar
Imagem a construir na mente do consumidor, Comparativa com a concorrência
Testes online
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Produto Preço
Praça
• e-commerce
Promoção
• Display advertising
• Buzz
Pessoas
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Métricas
Impressões
Visitas
Bounce rate
Permanência
Vendas ?29-11-2010 Hotels 2.0
30Fernando Gaspar
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Entrar na conversa
• Ouvir e agir
Estimular a conversa
• Agir e ouvir
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http://empreendedorismoemarketing.blogspot.com
http://pt.linkedin.com/in/fernandoacgaspar
www.facebook.com/Fernando.Gaspar
www.facebook.com/Empreendedorismo
www.facebook.com/Comercio.Distribuicao
www.fernando-gaspar.com
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Fernando Gaspar