Capital Social Conectado: como pessoas e marcas criam valor mútuo na rede
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The document discusses a case study of Samsung's influencer marketing campaign in Sao Paulo and Porto Alegre from 2013-2014. 18 influencers were selected to become "friends" of the brand and given gifts like cameras, phones, and invitations to events in exchange for social media posts. Over 280 posts were analyzed from Instagram, Twitter, and Facebook. The results showed that influencers used posts to display their professional and social connections and positions. Many posts seemed to be in direct response or retaliation to the brand or agency. The agency's pre-existing relationships with influencers also impacted the campaign results. The influencers' perceived social positions influenced the tone and content of their posts as well.
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Capital Social Conectado: como pessoas e marcas criam valor mútuo na rede
- 14. INFLUENCER STAGE: INSTAGRAM, FACEBOOK, TWITTER AUDIENCE CIRCUIT:VIPGUESTS CLOSEFRIENDS+AGENCY:CLAQUÉ POST CLOSE FRIENDS AGENCY PRODUCT BRAND CIRCUIT LIKES COMMENTS LIKES COMMENTS
- 31. O CASO
- 32. • SAMSUNG: DIFICULDADE DE INSERÇÃO ENTRE COOL PEOPLE • AÇÃO: SELEÇÃO DE 18 INFLUENCIADORES COMO FRIENDS DA MARCA • POA E SÃO PAULO, 2013-2014 • AÇÃO CONTINUADA: PRESENTES, CONVITES PARA FESTAS, CONTATO FREQUENTE • GERENCIADO PELA AGÊNCIA O CASO
- 33. Presente: Câmera Wi-fi Presente: Smartphone Presente: Camisa da Seleção Festa da campanha - SP Festa de lançamento do celular - RJ Baile da Vogue
- 34. Posts relacionados com a campanha - por “friends” Rede social Posts % Instagram 236 84% Twitter 33 12% Facebook 11 4% Total 280 100% + 1.800 posts não relacionados com a campanha para entender perfis de friends e costumes em social media MATERIAL PESQUISADO
- 36. • QUEM SÃO AS PESSOAS QUE APARECEM OU SÃO MENCIONADAS? • RELACIONAMENTO ENTRE ELAS • OBJETOS E MARCAS NOS POSTS • CONTEXTO DO POST • COMENTADORES E CONTEÚDO DOS COMENTÁRIOS • COMPARAÇÃO ENTRE POSTS DA CAMPANHA E “NORMAIS” FONTES DE ANÁLISE
- 38. • NETNOGRAFIA (ETNOGRAFIA PARA AMBIENTES DIGITAIS, by Robert Kozinets) • ENTREVISTAS COM 8 “FRIENDS” • CODIFICAÇÃO E ANÁLISE COM O SOFTWARE ATLAS.TI METHODOLOGY
- 41. 1. A INSERÇÃO SOCIAL DOS INFLUENCIADORES TÊM UM PAPEL DECISIVO NA SUA PRODUÇÃO DE WOMM POSTS WERE USED TO DISPLAY THE INFLUENCER’S CONNECTIONS WITH THEIR PROFESSIONAL AND SOCIAL-EXTENDED RELATIONSHIPS, AND TO PRESENT THEMSELVES AS BEING WELL-POSITIONED MEMBERS IN THEIR SOCIAL GROUPS (SINCE THEY WERE “CHOSEN” BY SAMSUNG) FRIENDS INTERACTED BETWEEN THEMSELVES IN COMMENTS AND WITHIN PICTURES, DISPLAYING SHARED CONNECTIONS AND EXPERIENCES. 66% OF THE COMMENTS WERE SOME KIND OF COMPLIMENT. SEVERAL POSTS ARE PUBLISHED AS RETRIBUTIONS FOR THE BRAND AND/OR THE PEOPLE IN CHARGE OF THE CAMPAIGN.
- 42. 2. A SAMSUNG “PEGOU EMPRESTADOS” OS RELACIONAMENTOS SOCIAIS DA AGÊNCIA TASTEMAKER’S SOCIAL CONNECTION WITH THE INFLUENCERS DURING THE CAMPAIGN WERE THE SOURCE OF SIGNIFICANT PART OF THE RESULTS MUTUALITY RELATIONS AND EXPECTATION OF FUTURE BENEFITS COMING FROM THIS SOCIAL-PROFESSIONAL TIES DRIVE INFLUENCER’S BEHAVIOR
- 43. 3. POSIÇÃO SOCIAL PERCEBIDA INFLUENCIA O CONTEÚDO DO POST INFLUENCERS AIMING TO ENHANCE THEIR PERCEIVED POSITION IN THEIR PROFESSIONAL / SOCIAL EXTENDED GROUPS PUBLISHED ENTHUSIASTIC ADVERTISING-LIKE POSTS INFLUENCERS WELL POSITIONED IN THEIR PROFESSIONAL/SOCIAL GROUPS PUBLISHED POSTS THAT PRESENT THEMSELVES AS ARTISTS, CREATORS ALL OF THEM USED THE POSTS TO ENHANCE ONE DESIRABLE AND SELF- ATTRIBUTED CHARACTER
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- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] THANK YOU VERY MUCH ANA. LET ME NOW TELL YOU ABOUT THE RESEARCH… [NEXT SLIDE]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] SO, I STARTED WORKING IN THESE QUESTIONS:
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] SAMSUNG’S CAMPAIGN TOOK PLACE BETWEEN DECEMBER TWO-THOUSAND TWELVE AND DECEMBER TWO THOUSAND THIRTEEN, AND WE COULD FIND RESULTING POSTS UNTIL JULY TWO-THOUSAND FOURTEEN, DURING THE WORLD CUP IN BRAZIL… - INFLUENCERS POSTED AROUND THREE-FIFTY POSTS, OF WHICH I COULD FIND AROUND TWO-EIGHTY BY THE TIME THE RESEARCH WAS CONDUCED, IN THE BEGINNING OF THIS YEAR - MOST POSTS WERE PICTURES IN INSTAGRAM, SINCE IT IS VERY POPULAR IN BRAZIL,NOT AS POPULAR AS FACEBOOK, BUT MUCH MORE POPULAR THAN TWITTER. AROUND ONLY 5% OF CONNECTED BRAZILIANS USE TWITTER, WHILE 20% USE INSTAGRAM AND MORE THAN 80% USE FACEBOOK - I HAVE ALSO STUDIED THIRTY-FIVE HUNDRED POSTS UNRELATED TO THE CAMPAIGN, BUT POSTED BY THE SAME INFLUENCERS, IN ORDER TO ESTABLISH THEIR PROFILES AND SOCIAL MEDIA USAGE HABITS
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] SO, JUST TO MAKE AN EXAMPLE, THIS IS ONE OF THE IMAGES THAT STRIKED ME AT FIRST. HERE YOU CAN A PICTURE POSTED BY LUIZA, THE GIRL IN THE RIGHT. THERE ARE TWO OTHER GIRLS IN THE PICTURE. THEY SEEM TO BE FRIENDS THEY ARE DRINKING SOME SPARKING WINE, ACTUALLY CAVA, FREIXENET, A SPANISH BRAND BUT WHY WAS SAMSUNG TAGGED HERE? BECAUSE OF THE LIFESTYLE? YES, PROBABLY BUT ALSO BECAUSE...
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] THEN, TO GET “SCIENTIFIC”, I’VE CHOSEN SOME SPECIFIC ELEMENTS TO ANALYZE AND COME TO SOME CONCLUSIONS.
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] THE RESEARCH EXECUTION, THEN, LOOKED LIKE THIS: THIS IS A ATLAS.TI SOFTWARE SCREENSHOT, WHERE YOU CAN SEE HOW THE ANALYSIS WAS MADE WE USED A RESEARCH APPROACH WHICH IS VERY USEFUL TO ANALYZE CONTENT IN SOCIAL NETWORKS...
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] THE RESEARCH EXECUTION, THEN, LOOKED LIKE THIS: THIS IS A ATLAS.TI SOFTWARE SCREENSHOT, WHERE YOU CAN SEE HOW THE ANALYSIS WAS MADE WE USED A RESEARCH APPROACH WHICH IS VERY USEFUL TO ANALYZE CONTENT IN SOCIAL NETWORKS...
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52] THEN, WHAT I FOUND WAS SOMETHING LIKE THIS… - FIRST, SOME WELL EXPECTED PICTURES, AS THE “UNPACKING” OF THE GIFTS, SOME ADVERTISEMENT OF THE QUALITIES OF THE MACHINE… - THEN I STARTED GETTING THE SELFIES, WITH THE PRODUCTS… - AN MORE SELFIES… - AND THEN THE SELFIES GOT CREATIVE… - AND AT SOME POINT THE PRODUCT DISAPPEARED, EVEN THOUGH THE HASHTAG AND THE SAMSUNG BRAND WAS STILL THERE - AND IT STARTED TO BECOME CLEAR THAT, FROM THE BEGINNING, EVEN THE PICTURES WITH THE PRODUCT IN IT, THOSE WERE STORIES ABOUT THE PEOPLE, NOT ABOUT SAMSUNG AND ABOUT THEIR PRODUCTS - STORIES ABOUT BEING A REFERENCE PROFESSIONAL, OR AN IT-PERSON THAT RECEIVING GIFTS FROM BRANDS, STORIES ABOUT BEING ACTIVE AND SURFING AT THE BEACH, WHILE BEING SUCCESSFUL ENOUGH TO BE NOTICED BY SAMSUNG, ABOUT BEING AN CREATOR, AN ARTIST…
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]
- [EDUARDO LOREA: RESEARCH SPEECH – 12MIN – THRU SLIDE 52]