smm6: social media management_gestao dos social media 6
TRANSCRIPT
Marketing Management
Social Media Management VI
Os atores no social media marketing: caracterização
e conteudos gerados pelos consumidores
Manuela Aparicio
Agenda
• Caracterização do comportamento dos consumidores
• Conteudos gerados pelos consumidores
• Áreas do SMM
2015 Manuela Aparicio (C) 2
Caracterização dos comportamento dos consumidores• Como participam as pessoas no social media?
• Realizam posts acerca do seu estado (ex: Facebook, local, como se sentem…)
• Criam blogs (ex: Wordpress)
• Fazem aquisições em grupo (group deal; ex: ebay)
• Utilizam as mensagens instantaneas online para comunicar de modo sincronocom os seus amigos (ex: mensager, snapchat, …)
• Partilham microposts para a sua rede ou ainda para todas as redes (ex: Twitter)
• Partilham videos proprios e pessoais
• Jogam em plataformas socias
2015 Manuela Aparicio (C) 3
Caracterização dos comportamento dos consumidores:
2015 Manuela Aparicio (C) 4
Products purchasing (Nielsen) 2015 1stQ
Caracterização dos comportamento dos consumidores:
2015 Manuela Aparicio (C) 5
Products purchasing (Nielsen) 2015 1stQ
Caracterização dos comportamento dos consumidores:
2015 Manuela Aparicio (C) 8
http://www.nielsen.com/us/en/top10s.html
Caracterização dos comportamento dos consumidores
2015 Manuela Aparicio (C) 20
• Games
• Music
• Art
• CRM / Service
• Sale / Reseller
• Human resources
• Editorial
• Commercial
• User generatedcontent
• Sharing
• Socialization
• Conversation
Social Community
Social Publishing
Social Entertainment
Social Commerce
(Tuten et al., 2014)
Áreas do SMM e Instrumentos
2015 Manuela Aparicio (C) 21
• Come2Play
• Second Life
• MySpace
• Groupon
• Tripadvisor
• Blogger,
• Blogspot
• Wordpress
• YouTube
• Flickr
• Google Plus
Social Community
Social Publishing
Social Entertainment
Social Commerce
• Picasa• SmugMug• SlideShare• Scribd
(Tuten et al., 2014)
Brand application in SMM
2015 Manuela Aparicio (C) 22
• Game Branded Entertainment
• Purchase & sale
• Costumer service Management of converting visitors into customers
• Blogging
• Sharing content
• Branded Advertising
• PR of other content sharing
• brand building
• Building relationships between brands and customers
• marketing researchSocial
CommunitySocial
Publishing
Social Entertainment
Social Commerce
Social Media
Marketing(Tuten et al., 2014)
SMM Types
Paid
OwnedEarned
2015 Manuela Aparicio (C) 23
SMM• Distributed messageswithout direct costs to thecompany
• Methods that are beyondits control
• Brand advertising payed
• Brand owned channel
Media types & SMMArea Paid media Earned media Owned media
Social community Advertisement
Conversations in communities Shared contentInfluence impressions Like , followers, fans
Profiles monitorization
Social publishing
Endorsement Channels branded sharing sites
EmbedCommentsShare Link Search ranking
Business blogs Sharing sites controlled by the brand
Social
entertainement
Advertising in games
Interactions in gamesAdvergames and alternatereality game (ARG) branded
Social commerce Promotion
Reviews and ratingsRecommendations and referencesGroup PurchasesReports of social shopping
Social business
2015 Manuela Aparicio (C) 24
L.A.R.A Framework
• Listen: customer conversations ;
• Analyse: conversations;
• Relate: this information to those existing in the company ;
• Act: according to customer conversations .
2015 Manuela Aparicio (C) 27
Social Media Professional
• Social Media Editor• Social Media Marketing Manager• Marketing & Communication Associate• Project Social Media Manager• Social Media Communications Manager (Community Manager)• Social Media Coordinator• Online Communication and Social Media Director• Social Media Communications Specialist• Social Media Intern• Social Media Strategist
2015 Manuela Aparicio (C) 30
2015 Manuela Aparicio (C) 31
https://mooltoweb.files.wordpress.com/2016/03/social-media-map-2016-overdrive.png
What is your social media personality type?
2015 Manuela Aparicio (C) 32
https://www.boombox.com/c/quiz/10997/what-is-your-social-media-personality-type
• http://www.theguardian.com/media/2015/nov/06/which-social-media-type-are-you-do-our-quiz
2015 Manuela Aparicio (C) 33