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Social Media Management: qual o retorno do investimento e de notoriedade para as marcas?
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Social Media Management: qual o retorno do investimento e de notoriedade para as marcas?
1.
© Tinkle Portugal´12
/ Todos os direitos reservados FORMAÇÃO WEB 2.0 Social Media Management: qual o retorno do investimento e de notoriedade para as marcas?
2.
© Tinkle Portugal´12
/ Todos os direitos reservados “Ação, reação, causa, efeito. O essencial é invisível ao olhos” MATRIX
3.
ROI?
“Qual vai ser o meu retorno de investimento?” Departamentos de Marketing e Vendas. E quando se tenta transferir os modelos de ROI de Marketing para as redes sociais? © Tinkle Portugal´12 / Todos os direitos reservados NÃO SE PODEM MEDIR COISAS DIFERENTES DA MESMA FORMA
4.
Objetivos das
redes sociais OUVIR POTENCIAR Valorizar a Liderar as conversas reputação online e com o target. conhecer o nosso Reorientar a target e os temas reputação online. © Tinkle Portugal´12 / Todos os direitos reservados de maior interesse. CONVERSAR Gerar visibilidade e construir a presença online. Conversar e conhecer melhor o nosso target.
5.
Risk of Ignoring
ROI em redes em sociais = Risk Of Ignoring Risk of Ignoring = Risco de perder oportunidade de contacto. © Tinkle Portugal´12 / Todos os direitos reservados Risk of Influence = criação de capital confiança.
6.
Métricas nas
redes sociais O que devemos medir então? O RETORNO DE PARTICIPAÇÃO © Tinkle Portugal´12 / Todos os direitos reservados AS REDES SOCIAIS SÃO PRECISAMENTE ISSO: SOCIAIS! Estabelecer KPIs iniciais com base nas variáveis mensuráveis origina um valor tangível e permite medir a evolução e tendência.
7.
5 KPIs de
avaliação VALORIZAÇÃO DO RENDIMENTO SOCIAL COM 5 KPI´s INFLUÊNCIA ACTIVIDADE VITALIDADE QUALITATIVO COMERCIAL (autoridade) (atenção) (relação) (interações) (leads) Ligações de © Tinkle Portugal´12 / Todos os direitos reservados Número de Comentários % de entrada Interesse compra visitas blogs e fóruns positividade Backlinks Leads comerciais Visualizações Likes Recomendação SMO favoritos Taxa de Conversão … Níveis de interatividade direta em vendas Comunidade referência MIX FERRAMENTAS UTILIZADAS >
8.
O apoio ao
Marketing INVESTIR TEMPO PARA MEDIR E ANALISAR FASE 3 FASE 2 FASE 2 FASE 1 Polir as Estratégia + métricas a teoria do Análise das © Tinkle Portugal´12 / Todos os direitos reservados brutas vs porquê + métricas KPIs retificação brutas 50% 40% 10% A IMPORTÂNCIA DE UM PROFISSIONAL DEDICADO!
9.
Exemplo
internacional “A Starbucks aprendeu que a forma mais eficaz de gastar os seus dolares em marketing não é realizando anúncios de TV mais divertidos, mas tornando melhores as experiências que os clientes tenham com as suas © Tinkle Portugal´12 / Todos os direitos reservados empresas”
10.
Contactos Tinkle SANDRA ANTUNES
, santunes@tinkle.pt, telemóvel: +351 93 303 21 31 TINKLE LISBOA Rua Barata Salgueiro, 30, piso 2, 1250-044 Lisboa Telefone: +351.21.340.71.20, Fax: +351.21.343.10.10 TINKLE MADRID Paseo de la Castellana, 86, Planta 6, 28046 Madrid Telefone: +34.91.702.10.10, Fax: +34.91.702.10.11 TINKLE BARCELONA Avenida Diagonal, 456, Planta 3, 08006 Barcelona, Telefone: +34.93.238.57.00, Fax: +34.93.238.57.01 tinkle.pt / tinkle.es
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