facebook no ecommerce: f-commerce
DESCRIPTION
Palestra do prof. Gustavo Santos dos cursos de ecommerce e cursos de redes sociais da Ecommerce School. FaceTRANSCRIPT
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Facebook Commerce
Gustavo Santos
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Por que estar presente no Facebook é importante?
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Milhões de usuários no mundo Milhões de usuários no Brasil
Brasil
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% DE CRESCIMENTO EM 2011
Fonte: G1(Jan/12)
Brasil
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Facebook Brasil
• O Facebook é a segunda fonte de tráfego no mundo;
• 88% das 25 empresas mais bem avaliadas do Brasil estão presentes no Facebook*;
• 36% dos consumidores brasileiros usam a internet como principal canal de comunicação com as empresas**.
• Média mensal de 55 páginas e 52 minutos de navegação(set/11)***;
*Exame/IBRC (Mai/2011), **Exame/comScore, ***Exame/ Centro Pew Research
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Facebook Brasil
• Divisão etária e principais atividades
54% Fem x 46% Masc SocialBakers (Jan/11) / ComScore
33%
29%
14%
7%
7%
6%
3% 1%
18-24
25-34
35-44
45-54
16-17
13-15
55-64
65-0
27%
21% 17%
10%
25%
NewsFeed
Perfis
Fotos
APPs
Outros
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Facebook Brasil
Engajamento – 5
Fortalecimento de Marca – 4.5
Colaboração – 4.5
Social Comerce – 4.5
• O perfil do Facebook
PEGN (Out/11)
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Então, como marcar presença no Facebook?
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Facebook – como marcar presença
• Fanpage
• Conteúdos: vídeos, fotos e textos
• Shopping tabs
• Formulários
• Pesquisas
• Social games
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Facebook – Horário Nobre
203,296 256,302 252,437 248,805 234,680 230,561 154,434
799,347
1,214,409 1,414,591
1,528,626 1,371,273 1,322,273
840,821
Dom Seg Ter Qua Qui Sexta Sab
Posts Interações
• Melhores dias para agir: Quarta-feira é o dia
com maior número
de interações Segunda-feira, o dia
com maior número
de posts
Vitrue (2010)
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Facebook – Horário Nobre
• Quarta-feira: as 11h, 15h e 20h;
• O período da manhã tende a receber 40% mais interações;
• O conteúdo publicado no início da hora (entre os minutos :00 e :15) é o mais eficiente;
• 63% dos usuários acessam à rede fora do comercial.
Mashable (2011)
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Iniciando as ações no Facebook
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Antes de tudo
• Definição de objetivo:
Martha Gabriel-“Mkt na Era Digital”
Visibilidade
Reputação
Autoridade
Quanto mais “nós”, melhor
Quanto mais feedbacks, maior a
reputação
Credibilidade para a marca, referência
Popularidade Quanto mais conexões, mais popular
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Facebook Page
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Facebook Page
• Definição:
Facebook Page é uma interface do Facebook para
a divulgação, comercial ou não, de empresas,
marcas ou celebridades.
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Criação de uma Fanpage Modelo Antigo
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Expresse a identidade de sua marca
Desperte o interesse por sua Fanpage
Cover photo
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Use seu logo ou uma imagem (ícone)
que represente seu negócio.
Profile Picture
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Nova posição das abas, fotos, e APPs
Page TABs
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Destaque na Timeline posts, fotos e
vídeos por até sete dias.
Pinned Post
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Amigos em comuns e suas ultimas
atividades na Fanpage
Atividades dos Amigos
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Valorize as notícias e os acontecimentos
importantes da sua marca.
Starred Posts e Milestones
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Configuração
de 5 APPs funcionais
Tweets
To Pages
Static
HTML RSS
Graffiti
ContacMe ShopTAB
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Definição de um APP do Facebook
• Definição:
Apps para o Facebook são aplicativos que
possibilitam maior integração e relacionamento
com os fans de sua página.
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Configurando APPs
• Static HTML
Ferramenta de personalização das Fanpage Tabs sem a necessidade, de um perfil de desenvolvedor.
http://www.facebook.com/apps/application.php?id=190322544333196
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Configurando APPs
• Static HTML – Quando usar
• Customização visual de uma aba • Produção de conteúdo público e/ou
exclusivo para fans; • Ações de Cross media;
http://www.facebook.com/apps/application.php?id=190322544333196
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Configurando APPs
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Configurando APPs
• Tweets to Pages
Ferramenta para integração de sua fanpage com o Twitter. O aplicativo permite a captura automatica dos tweets de um ou várias contas do Twitter.
https://www.facebook.com/TweetsApp
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Configurando APPs
• Tweets to Pages – Quando usar
https://www.facebook.com/TweetsApp
• Sinergia do conteúdo do Twitter e Facebook;
• Convergência de várias contas do Twitter em uma Fanpage;
• Propagação de conteúdo de uma única origem;
![Page 31: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/31.jpg)
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Configurando APPs
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Configurando APPs
• RSS Graffiti
Leitor de RSS que integra o conteúdo do seu Blog ou Feed de notícias diretamente ao mural de sua Fanpage.
https://www.facebook.com/RSS.Graffiti
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Configurando APPs
• RSS Graffiti – Quando usar
https://www.facebook.com/RSS.Graffiti
• Convergência de várias origens de conteúdo na fanpage;
• Associação do conteúdo complexo (reputação);
• Cross channel de notícias.
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Configurando APPs
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Configurando APPs
• ContactMe
ContactMe adiciona uma guia em sua Fanpage com um formulário de contato. Isso permite que qualquer pessoa que visite sua página no Facebook entre em contato com você no momento em que eles interagindo com sua empresa.
https://www.facebook.com/contactforms
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Configurando APPs
• ContactMe – Quando usar
https://www.facebook.com/contactforms
• Sempre.
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Configurando APPs
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Configurando APPs
• ShopTAB
ShopTAB é App desenvolvido para o Facebook que integra a sua fanpage uma vitrine de produtos do seu site de ecommerce.
https://apps.facebook.com/shoptab/
![Page 39: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/39.jpg)
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Configurando APPs
• ShopTAB – Quando usar
https://apps.facebook.com/shoptab/
• Na divulgação do produtos de referência e/ou os mais vendidos;
• No lançamento de novos produtos; • Na divulgação de promoções ou out-lets.
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Configurando APPs
![Page 41: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/41.jpg)
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Construindo sua base de fans
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• URL externa ao Facebook;
Publicidade no Facebook
• Link interno do Facebook (Fanpage);
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• Modelos de anúncio (quando usar)
• URL externa ao Facebook:
Publicidade no Facebook
• Link interno do Facebook (Fanpage):
• Captar fãs;
• Divulgar APPs promocionais;
• Promover campanha
viral/interativa com a base
do Facebook.
• Divulgar produtos/ofertas da
sua empresa;
• Gerar tráfego para hot-sites
de campanhas e eventos;
• Lançar/promover marcas
e/ou sites novos.
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Gerando Interação
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Facebook – como marcar presença
• Como apresentar o meu conteúdo no Facebook?
• Perguntas / Enquetes
• Complemento de frases
• Vídeos
• Fotos
• Imagens
• Eventos
![Page 46: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/46.jpg)
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Facebook Marketing
• O Facebook além do Facebook
Share Button
Abuse dos
Plugins Sociais
![Page 47: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/47.jpg)
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Facebook Marketing
• O Facebook além do Facebook
Like Button
Abuse dos
Plugins Sociais
![Page 48: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/48.jpg)
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Facebook Marketing
• O Facebook além do Facebook
http://developers.facebook.com/docs/plugins/
Like Box
Abuse dos
Plugins Sociais
![Page 49: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/49.jpg)
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Facebook Marketing
• O Facebook além do Facebook Abuse dos
Plugins Sociais
Recommendations
Active Feed
![Page 50: Facebook no ecommerce: F-Commerce](https://reader033.vdocument.in/reader033/viewer/2022051610/548c170bb47959050d8b63e1/html5/thumbnails/50.jpg)
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Facebook Marketing
• Traga o Facebook para o mundo “off-line”
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Facebook Marketing
Na embalagem do seu produto
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Obrigado
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Contato
Gustavo Santos
www.facebook.com.br/gutoskull
Curso de Gerentes de Ecommerce
Curso de Gerentes de Mídias Sociais
53