rp 2.0 e social media - são paulo digital school
DESCRIPTION
Última versão das aulas de RP 2.0 da São Paulo Digital School.TRANSCRIPT
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Relações Públicas 2.0
Como as mídias digitais alteram as regras do jogoDia 01 – 24/05/2010 – Por Pedro Sorrentino - @pedrosorren
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Vamos Começar…!
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Did You Know?
Version 4.0
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A realidade está + complexa
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• Conectar
#SPDS
A Missão de RP
Pessoas
ProdutosEmpresasColaboradores Conceitos
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A Missão de RP
#SPDS
• Interagir & Consumir
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A Missão de RP• Evangelizar
?
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A Missão de RP
• Publicar • USG
Distribuir e produzir informação!
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A Missão de RPEncontre seu nicho de relevância
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• Buscar Novas Possibilidades de Divulgação
A Missão de RP
• Encontrar novos públicos
• Descobrir outras aplicações para o seu produto
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Exemplos
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Considere-se um “alfaiate netweaver” do novo consumidor
A Missão de RP
• Ecologicamente Correto
• Tecno Nativo
• Jovem e Alegre
• Exclusivo e Customizado
• Exigente
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As mídias de massa são a notícia do passado?
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A queda do modelo
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Como costumava ser
***Atenção! Disclaimer!***
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O novo fluxo da informação
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Atenção versus Investimento
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E eu com isso?
PR MKT
Assessoria de
Imprensa
Comunicação Interna
Departamento de
Comunicação
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O Novo Modelo de RP 2.0
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Entenda onde você se encaixa
O conteúdo é nômade
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A transmissão da notícia
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Televisão
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Jornais
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Revistas
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Conheça a Persona do Seu Cliente
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Exemplo: Lançamentos Nimbuzz
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• Não existe um modelo “arroz feijão”
• Blogs e Twitter (produto muito especializado)
• Planejamento
• Ação + Metas + Pesquisa
Por onde começar?
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Produto
Termos utilizados
O melhor PR/MKT é…?
Product
ProduktProdottoGröße
Продукт
“Customer-generated content can be among the most powerful marketing tools in a brand manager's arsenal” . - Matt Heinz, HouseValues Inc.
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A estratégia
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Cada pessoa uma aproximação diferente
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• Publicação com credibilidade
• Feedback
• Repercussão nos Comments
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SEO e PR
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Adapte seu discurso. Há + possibilidades.
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Be the Alpha MaleOr the Jealous Girlfriend ;-)
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Seja Honestamente Smart
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Tudo mudou. Vamos às novas regras…
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01# - não enviamos mais press releases em massa.
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02# - PR não é caro, como você está pensando.
• Agência ou consultor ou alguém interno (talvez todos juntos)
• Bom uso de mídias sociais + bons contatos
• E-mails custom-made
• Blog + Video Channel
• Eventos
• Almoços
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03# - PR é Real-Time.
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04# - PR é Flex.
• Não há mais separação. Estamos todos na rede.
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05# - PR é menos formal.
• Entenda a cabeça do editor/blogueiro/jornalista
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06# - Social News Release.
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07# - Blogueiros.
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08# - Busque novos caminhos, pois eles
existem.
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09# - Há muito espaço para atuar
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10# - As ferramentas são gratuitas. Explore!
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?Dúvidas?
=)
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Relações Públicas 2.0
Como as mídias digitais alteram as regras do jogoDia 02 – 25/05/2010 – Por Pedro Sorrentino - @pedrosorren
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Saiba Ouvir, Ouvir e Ouvir. Depois vc fala amigo. Depois,
ok?
Frankyn Covey Já Dizia:
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A web é conversa e não discurso.
Há muitas escolhas para seguir.
O consumidor já fala. Você ouve?
Hitler Brading Style – Mass Media - Não Há Escolhas
Passado
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O diálogo gera lead.
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Ferramentas de TrabalhoMensuração
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Ferramentas de TrabalhoFerramentas de TrabalhoMensuração
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Ferramentas de TrabalhoMensuração
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Ferramentas de TrabalhoOuça e Atue
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Ferramentas de TrabalhoOuça e Atue
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• Faça Rankings Sociais
• Dê prêmios aos usuários
• Valorize quem te valoriza
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Crie o seu hub empresarial Digital
Intranet
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Mensure, Analise, Aja!
• Pense nos dados que realmente são importantes. Não coloque tags por que vc pode.
• Com os dados selecionados, analise a situação. Faça benchmarking. Procure no seu banco de dados.
• Como você irá lidar com esses números? Quais as mudanças que vc quer ver acontecer?
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The PR Pitch - Old
Cota Patrocínio Gold Silver Platinum
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The PR Pitch - Old
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The PR Pitch - New
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Planejamento• Quais sãos os objetivos da ação
• Como eu mensuro o ROI?
• Prazos (quando ele posta, qual o deadline de fechamento)
• Ajude, não encha o saco em hipótese alguma.
• Quem eu quero atingir (jornalistas+blogs+público+comunidades
• Como responder em tempo real
• Aproximação customizada no paradoxo da exclusividade.
• FUP inteligente
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Planejamento tb é feeling
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL PR
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#FAIL SEM PR
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Dafra FailJoke
"Social media is like a cocktail party," he said. "In order to get something out of it, you have to give something up." Nitesh Dhanjani
"The phrase "want better marketing, create a better product" has never been more relevant".
#fail#ok
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#Fail
8,573,944 views
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SEO BOMB #Fail – O Efeito Cascata Digital
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Como a sua empresa encara as redes sociais?
•Proibir ?
• Liberar Geral?
• Estabelecer Regras?
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Aproxime-se corretamente
• Diferentes editorias, aproximações, expectativas e maneiras.
• Ligar? Enviar um Tweet? E-mail? Almoço? Pense.
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Trabalhe todos os lados.
• Blogar ou não blogar?
• Canal no You Tube?
• Suporte via Skype, 24/7?
• Twitter?
• Comunidade no Facebook?
• Forum?.
• Programa de Embaixadores Beta?
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Cases de Sucesso 2.0
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Moço quero meu viral com fritas e molho, por favor.
• Seja Honesto e Espontâneo.
• “Less is More”
• As vantagens de ter um vídeo
Os liquidificadores da Blendtech
6,535,477 views
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Case: PECSI
Darwinismo não é ser mais forte. É saber se adaptar.
Faça isso.
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Case: Cerveza Andes
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Case: IBM Mainframe.• Algo totalmente B2B. Cabe Social Media? Cabe Digital?
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Case: A diferença quando você é criativo.
+
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Chatroulette Harley
Heineken + Soccer
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“Don't pitch your product.Most journalists don't care about products.Instead… Tell us how your organization solves problems for customers.+++++++++++Bonus tip.”
Faça uma aproximação inteligente
Qual é o problema que você resolve?
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Ofereça algo para seu público.
• Freemium
• No Ads• More Servers• You’re the First &
Best
• 58 million people now play FarmVille
• More people play FarmVille than watch Oprah.
Fonte:Gameolosophy Blog
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U$ 600 milhões/ano de receita!
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2.200.000 usuários pagando = 5% da base = U$ 55.000.000 por ano!
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Calendar Ad
Ofereça algo para seu público.
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•Apps para Mobile com serviço incluso
•Notícias e Conteúdo
•Widgets
Ofereça algo para seu público.
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Preste algum serviço. Faça Conteúdo
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• The bigger the better.?
• Como é o seu Media Report?
• Quality is the Key, not Quantity
Report – Media General
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Quantas pessoas estão sendo expostas as suas idéias/serviços/produtos?
Como montar um relatório
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• Quantas Pessoas Estão Baixando seu Conteúdo?
• Quais são seus canais de distribuição? Entenda o papel de cada um deles. E que a mensuração muda, de acordo com o tipo de mídia.
Como montar um relatório
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Como montar um relatório
• Blogs escrevem sobre o que você divulga naturalmente?
• Crie o seu ciclo de automatização.
• Vá para dentro do Loop.
• Ganhe Respeito e Credibilidade
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• O conteúdo é positivo, neutro ou negativo.
• Por quê?
• O que você vai fazer a respeito?
• Quando?
Como montar um relatório
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Como montar um relatório
• Quando digitamos seu produto no Google o que aparece?
• SEO – Search Engine Optimization
• SEM – Search Engine Marketing
Keywords = Melhores Amigas
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• Quantas pessoas estão engajadas com o seu produto?
• Em um novo lançamento você mobiliza sua comunidade?
Como montar um relatório
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Como montar um relatório
• Como está a relação com as vendas e as publicações?
• Você já se tornou referência?
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A privacidade da informação• Todos seus dados estão
expostos.
• Se você não está na rede, você não existe?
• Como cuidar das ameaças de segurança?
• E se roubarem seu celular?
• Exemplo: Um funcionário da bolsa + Twitter = ?!?!
• Soluções de Segurança e privacidade.
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Teorias da Conspiração
+
+
=
=
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Visualize as oportunidades. Elas estão aí.
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• Eles vão usar o celular
• Saiba fazer o MKT certo, relevelando apenas nos nuances de privacidade que valem a pena.
• Humanize a marca.
• Ex. Flickr ou CEO blogando.
Por isso… Você precisa ter regras claras e metodologia de trabalho.
• Perfil Fantasma?
• Acesso liberado de sites de redes sociais para todos?
• Tempo especíifico?
• Apenas redes internas?
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Não abraçe o mundo. Você não é o Pai Arnapio.
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O Hub de Obama
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Relações Públicas 2.0
Como as mídias digitais alteram as regras do jogo
Dia 03 – 24/03/2010 – Por Pedro Sorrentino - @pedrosorren
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Social Media Revolution
Socialnomics @equalman
Social Media ROI
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Jornalista preguiça = Excellent News
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Como monitorar o cognitivo?
• Integração de dados das redes sociais com os outros canais da empresa.
• Capacidade de atuação e pick-up de oportunidades em real-time
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Morte ao Disparador de Release
Olá XXX, Tudo bem ?
• Não copie e cole. Em hipótese alguma
• Leia o blog/site/revista/jornal INTEIRO antes de mandar qualquer coisa.
• Seja conciso. Ninguém quer saber o quão maravilhoso vc é.
• Tenha metas e objetivos claros de onde quer chegar ao espalhar a informação
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Como garantir que você será publicado?• FUP requer cuidado
• Saiba os prazos, momentos e datas.
• Não ligue na hora errada. Releia o e-mail
• Seja educado e cordial.
• O repórter não é seu “brother”
• Aproveite a ignorância e a preguiça. Mas com estratégia.
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ROI em PR• Ser publicado é só um
dos ROIs . Mas não é o único.
• Almoços
• Eventos
• Troca de Cartões
• Resolva Problemas
• Gere conhecimento
• Espalhe apenas informações relevantes
• Descubra as brechas para o seu produto
• Ofereça experiência. (In House Day, por exemplo)
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Pq ñ um HH?
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Não corte os pulsos se você não for publicado
• PR não é apenas aparecer
• Lembre-se: PR é o começo da conversão para a sua venda.
• 1. Apresente-se
• 2. Mostre a sua idéia/produto honestamente
• 3. Pense o melhor caminho para o objetivo.
• 4. Mensure e analise depois.
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• Eles têm o poder. Você apenas facilita o jogo a seu favor.
• Forneça infos privilegiadas
• Brindes
• Incentivos
• Dê reconhecimento e status perante o resto da comunidade
• Ouça e dê feedback rápido
• Não tenha medo de assumir uma cagada. Apenas seja astuto.
Lidere os Influenciadores
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Ego Management Style
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• Resolva as críticas de forma inteligente.
• Procure entender a dimensão do problema.
• Saiba que falam de você e do seu produto.
• E o que você está fazendo sobre isso?
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O digital não vai resolver todos os seus problemas
• O trabalho deve ser complmentar. Sempre
• Atuação com planejamento e estrutura
• Utilize-se do encurtamento do Espaço-Tempo para facilitar o job.
• Faça Pitchs Real Time.
• Twitter + Comentários em Blogs + Guest Post + Colaborativo + Feedback para Matérias anteriores.
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Alfaiate Netweaver: exemploSocial Media as a Learning Tool
I always like to learn about the journalist I’m targeting before I contact them. I start on the media website and read her bio. I then search for her on Google. 8 times out of 10 I find her Twitter profile, Facebook profile and maybe even a personal blog. I study all these sources and connect where I can. Sometimes I find that this isn’t really the right journalist to be pitching.
I make notes in my contact database with links to all her sources. I then make a plan to interact with the journalist in her own space. I comment on posts I like. I retweet her content on Twitter. I send a brief note on Facebook (notpitching a story, but sharing one of her posts I liked and asking to connect). This way, by the time I’m ready to pitch her, I’m already on her radar.
Pitching a media contact is a process. It’s not something that will happen overnight. Plan ahead and work for several weeks to get to know a journalist or blogger for best results.
By Susan Payton
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• Conquiste seus espaço devagar, mas entre no loop
• Don’t be a stranger. Never.
• Saiba a hora de ofercer a notícia. Não encha o saco.
Quando Chamar para almoçar, mandaro material e conquistar
os objetivos
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Tendências para 2010• Notícias em Tempo Real
• Geolocalização
• Realidade Aumentada
• Curadoria de Conteúdo
• Cloud Computing
• Internet TV, Movies e VOD
• Convergência: iPads, Kindle, Smarphones
• Social Gamming
• Mobile Payments
• Fama será abundante e privacidade escassa
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• As flâmulas e os brasões medievais – Seu Cartão de Visitas.
• O Ritual da entrega. No card No Fun, baby.
• Escreva o necessário no 1o e-mail.
• No final do dia todos somos humanos.
Para encerrar: Stick to what Works.