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

1. Estratégias ddee mmííddiiaass
sociais para o varejo
Mariela Castro
Brasilshop - junho 2011

2. ,WDFDU«%$PLOKDELW

4. 6¥R0DUWLQKRGD6HUUD56PLOKDELW

6. 3UROLIHUD©¥RGHSURGXWRV
1DG«FDGDGHQ¼PHURGHPDUFDV
QDVSUDWHOHLUDVGHVXSHUPHUFDGRV
WULSOLFRXGHPLOSDUDPLO

7. +RMH PLOK·HVGHPDUFDV
FUHVFHQGRDD
PDUFDVGLD

8. Fonte: Strike up
the Brands - McKinsey

9. ([FHVVRGHPDUFDVWRGDVGL]HQGR ((([[[FFFHHHVVVVVVRRRGGGHHHPPPDDDUUUFFFDDDVVVWWWRRRGGGDDDVVVGGGLLL]]]HHHQQQGGGRRR
“í“í((((XXXXVVVVRRRRXXXXDDDDPPPPHHHHOOOOKKKKRRRRUUUU““““
RRRRPPPPXXXXQQQQLLLLFFFFDDDD©©©©¥¥¥¥RRRRGGGGHHHHPPPPXXXXLLLLWWWWRRRRVVVVSSSSDDDDUUUUDDDDPPPPXXXXLLLLWWWWRRRRVVVV
GGGGGGGGLLLLLLLLVVVVVVVVSSSSSSSSHHHHHHHHUUUUUUUUVVVVVVVV¥¥¥¥¥¥¥¥RRRRRRRRGGGGGGGGDDDDDDDDPPPPPPPPHHHHHHHHQQQQQQQQVVVVVVVVDDDDDDDDJJJJJJJJHHHHHHHHPPPPPPPP
RRRRQQQQVVVVXXXXPPPPLLLLGGGGRRRRUUUUHHHHVVVV“í“í“í“íEEEERRRRPPPPEEEEDDDDUUUUGGGGHHHHDDDDGGGGRRRRVVVV““““SSSSHHHHOOOODDDD
SSSSXXXXEEEEOOOOLLLLFFFFLLLLGGGGDDDDGGGGHHHH

10. (QW¥RR
TXHFDGD
PPDDUUFFDD
SRGH
ID]HU

11. Públicos
Mensagens
Estratégias de
comunicação
Ferramentas

12. 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

13. 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

14. Homo conectus

15. Fonte: Wave 5 – The Socialisation of Brands - UM

16. 2FRQVXPLGRUGDHUDVRFLDO
D*HUD©¥R
• RPXQLFD©¥R
• RQH[¥R
• RODERUD©¥RFRFULD©¥R
• ROH©¥RFDWHJRUL]D©¥R
• RQKHFLPHQWRFROHWLYR
• XVWRPL]D©¥R
• RQYHUVD©¥R
• RPXQLGDGH
203257$0(172
([SHUL¬QFLDGRXVX£ULR
RPSDUWLOKDPHQWR

19. 'HVDILRTXHWLSRGHLQWHUD©¥R
RFRQVXPLGRUGHVHMD
((((QQQQWWWWHHHHQQQQGGGGDDDDFRPRH
PDLVLPSRUWDQWH
SSSSRRRRUUUUTTTTXXXXHHHHDDDDVVVV
SSSSHHHHVVVVVVVVRRRRDDDDVVVVXXXXVVVVDDDDPPPP
DDDDVVVVPPPP¯¯¯¯GGGGLLLLDDDDVVVV
,,,,GGGGHHHHQQQQWWWWLLLLIIIILLLLTTTTXXXXHHHHDDDDVVVV
QQQQHHHHFFFFHHHHVVVVVVVVLLLLGGGGDDDDGGGGHHHHVVVV
VVVVRRRRFFFFLLLLDDDDLLLLVVVV
GR
#1
#3
VVVVRRRRFFFFLLLLDDDDLLLLVVVV
0000DDDDSSSSHHHHLLLLHHHHRRRRDDDDPPPPEEEELLLLHHHHQQQQWWWWHHHH
VVVVRRRRFFFFLLLLDDDDOOOOGRVHJPHQWR
GHPHUFDGRHPTXH
YRF¬DWXDHFRPRR
FRQVXPLGRUVH
HQFDL[DQHVVH
DPELHQWH
FRQVXPLGRU
,,,,GGGGHHHHQQQQWWWWLLLLIIIILLLLTTTTXXXXHHHHDDDDVVVV
SSSSOOOODDDDWWWWDDDDIIIIRRRRUUUUPPPPDDDDVVVVTXH
PHOKRU
DWHQGHPHVVDV
QHFHVVLGDGHV
#2
#4

20. UHVFLPHQWRGR)DFHERRN

21. 3RUTXHDVSHVVRDVVHMXQWDPD
FRPXQLGDGHVGHPDUFDV
7HUDFHVVRDFRQWH¼GRJUDWXLWRH
SSUURRPPRR©©··HHVV

23. $SUHQGHU

24. 7HUDFHVVRDQRYLGDGHVVREUH
SURGXWRV

25. Fonte: Wave 5 – The Socialisation of Brands - UM

26. Fonte: Wave 5 – The Socialisation of Brands - UM

30. Q¥RH[LVWHPDLVVHSDUD©¥RHQWUH
RQOLQHHRIIOLQH
VHDLQWHUQHW«QDWXUDOSDUDDV
SHVVRDVWDPE«PGHYHULDVHUSDUDDV
HPSUHVDV*RYHUQRHWF
$OJXPDVWHQG¬QFLDVGLJLWDLV

31. 2FHOXODUVHU£FDGDYH]PDLV
DQRVVDSRUWDGHHQWUDGD
SDUDRPXQGR
mobile + social + local

32. %UDVLOM£WHPPLOK·HVGH %%%UUUDDDVVVLLLOOOMMM£££WWWHHHPPPPPPLLLOOOKKK···HHHVVVGGGHHH
OOOOLLLLQQQQKKKKDDDDVVVVGGGGHHHHFFFFHHHHOOOOXXXXOOOODDDDUUUUHHHHVVVV

33. 3HODSULPHLUDYH]
VPDUWSKRQHVHWDEOHWVY¥R
YHQGHUPDLVTXH3VRX
ODSWRSV
)RQWH0RUJDQ6WDQOH:HE6XPPLW

34. $OJXQVFHQ£ULRVPXQGLDLV
7

35. 00FHOXODUHVYHQGLGRV
00VPDUWSKRQHVYHQGLGRV
)RQWH*DUWQHU
7HFQRORJLD1)
FUHVFHQGR

36. 6XUJLPHQWRGHUHGHVVRFLDLV
EDVHDGDVH[FOXVLYDPHQWH
QRFHOXODU
RPSDUWLOKDPHQWRHPWHPSRUHDOGHLQIRUPD©·HV
VREUHRQGHYRF¬HVW£RTXHYRF¬HVW£YHQGRHTXHP
HVW£DOLWDPE«P

38. 2FRQVXPLGRUYDLHVFROKHURV
FRQWH¼GRVTXHOKHLQWHUHVVDP

39. (([[FFHHVVVVRRGGHH
LQIRUPD©¥R
GLI¯FLOHQFRQWUDUH
RUJDQL]DURTXH
LQWHUHVVD

40. Todo mundo gera conteúdo valor da
curadoria para selecionar
Web semântica = conectar iinnffoorrmmaaççõõeess eemm
um contexto, para que gerem significado
Tags, preferências/personalização, recomendações

41. 77HHFFQQRROORRJJLLDD
SHVVRDVFRQHFWLYLGDGH

42. $VSHVVRDVTXHUHPVHVHQWLU $$$VVVSSSHHHVVVVVVRRRDDDVVVTTTXXXHHHUUUHHHPPPVVVHHHVVVHHHQQQWWWLLLUUU
SSSSUUUUµµµµ[[[[LLLLPPPPDDDDVVVVXXXXPPPPDDDDVVVVGGGGDDDDVVVVRRRRXXXXWWWWUUUUDDDDVVVV

43. RQHFWLYLGDGH

44. $FRQHFWLYLGDGHYDLPXGDURMHLWRFRPTXHDV
HPSUHVDV
SHQVDPHPVXDVPDUFDV
SODQHMDPVHXVLQYHVWLPHQWRVHPPDUNHWLQJ
VHOHFLRQDPRVGDGRVTXHXWLOL]DPSDUD
WRPDUHVVDVGHFLV·HV
VHDSUR[LPDPGHVHXVS¼EOLFRV

45. $VHPSUHVDVY¥RSUHVWDUPDLV
DWHQ©¥RDRIHHGEDFNVRFLDOHDR
FRQVXPRGHQLFKR
RPXQLFD©¥R “ RODERUD©¥R “
(GXFD©¥R (QWUHWHQLPHQWR

46. ▷0¯GLDVRFLDO«SDUDSRVVLELOLWDU
FRQYHUVDVQRPHLRGRVHXS¼EOLFRRX
PHUFDGR
▷9RF¬Q¥RSRGHFRQWURODUFRQYHUVDV
PDVSRGHLQIOXHQFL£ODV
▷,QIOX¬QFLD«DEDVHVREUHDTXDOWRGD
UHOD©¥RHFRQRPLFDPHQWHYL£YHO«
FRQVWUX¯GD

47. ▷%XVFDGHRSLQL·HVQDLQWHUQHW
▷5HVHQKDVFRPSDUDWLYRVHPUHYLVWDVHVLWHV
▷))µµUUXXQQVVGGHHGGLLVVFFXXVVVV¥¥RR
▷2SLQL·HVGRVDPLJRVQDVUHGHVVRFLDLV
▷$PELHQWHGHWUDEDOKRZLNLV
▷ULD©¥RGHFRPXQLGDGHV

48. ▷Compartilhe seu conhecimento
▷Pessoas gostam de conteúdo gratuito
▷Tendência que a empresa seja bem vista e
lembrada

49. ▷$OLDUFRQWH¼GRHGLYHUV¥R
▷,PDJHPGHPDUFDPHPµULD
▷5HSXWD©¥RHUHFRQKHFLPHQWR

51. '¬RSULPHLURSDVVR

52. Para continuar a conversa:
Mariela Castro
mariela.castro@communicationadvisors.com
@marielacastro
www.communicationadvisors.com
www.exame.abril.com.br/rede-de-blogs/midias-sociais