3. we are…
a group of companies and units
specialized in different digital
business
disciplines, helping your
take advantage of the rise of the
social media.
4. where are we…
Frankfurt
Lisbon Madrid
Mexico
Recife born in recife
seven years ago, we
Sao Paulo have grown and
Chile
spread
successfully in two
continents.
5. we are innovators…
we have created our own
tracking, analysis and reporting
tools, which gives us the
flexibility to adapt them and our
process to every client needs.
9. we listen…
we do it for more than 70
we monitor social
networks, buzz and online brands worldwide,
and have done it for more than
presence of your brand,
within your sites and all 7 years.
accross the web.
we
listen
we bring you the time
we have our own proprietary responses you require based
think
tools and technologies, onyour needs: from
and relay on a well trained immediate alerts in case of
team to bring you the most crisis to monthly activity
accurate reports. reports.
10. we think…
we help you define your
we learn about your brand
voice, positioning,
based on the monitoring
results and make accurate objectives, and social
diagnosis of your strategy.
current status and health.
listen
we help you understand we help you select the
target and their
your we best tools and social
think networks for your
insights using our
presence in the
own proprietary
methodology and social media.
years of experience.
11. we talk…
we help you create,
organize and administrate
we give your brand a voice
and help you interact communities
around your brand
with your customers.
interests.
listen
we provide community we do it creatively
and with a sense of
management services to think
stimulate and maintain humor. we enjoy a
a conversation lot thinking out of the
with your fans and between box
them.
12. we support…
we define the best
we provide your brand with
social CRM strategy for
capabilities, helping you supporting your
manage immediate clients' database.
responses and potential
crisis.
listen
we move your company from
we have experienced doing it in
supporting your clients to
several ways: creating think
stimulate them support
specific support channels,
facebook apps, mobile each other
apps, and even platforms for
self-support.
13. we energize…
we create social media we have won several
campaigns for awards based on our
expanding your online campaigns for other clients,
brand equity. including 2 nominations to
facebook studio
awards in 2012.
listen
we know how to create whatever we do, we think
viral effect to spread about the best 'depth vs.
think
voice... to make it
your
breadth' balance. that is,
worthy to share. not only reach but
interactions.
14. we engage… what if your customers
vote and decide how your
we help you recognize next product will be? what
your most engaged if they support and solve
customers and turn them each others doubts and
into your official questions about your
ambassadors. company? what if they
sell to each other?
listen
we help you evolve your if brands belong to
company from consumers, no one better
think
outsourcing to guide your
than them to
unsourcing, that is, marketing, innovation
and support efforts.
applying crowdsourcing all
accross your internal
processes.
15. we learn…
we define and track your how many likes did you
get? how many
own KPIs, based on your comments? how
business structure, your
many people reached
marketing objectives and within and outside your
needs.
networks. did you
provoke buzz?
listen
we learn from results and
we track locally and
think
globally. we do it hourly, iterate, so the process
daily, weekly or monthly.
starts again and never
before and after stops.
every action.
16. we deliver ROI…
we deliver
R.O.I.
return on impressions = how many customers did you reach?
return on interactions = how many customers interacted with the brand? how many likes/comments?
return on information = what data did you captured from them? do you know them better now?
return on intelligence = what did you learn from the the actions you executed?
return on integration = what efficiencies did you add to your media mix through this social strategy?
return on involvement = how engaged are your consumers now? how loyal? how involved?
return on investment = did you achieve your goals?
18. mentos brazil: the power of consumers… http://www.facebook.com/mentosbr
monitoring and analysis of owned earned and
social media. community management,
administration and creativity for their facebook page.
strawberry mentos: social innovation…
challenge
we know that a brand is loved by all the dialogs in social networks. and
Mentos is like that, thousands of people talk everyday about the brand
and how they love it. monitoring social media E.life discovered a
recurrent topic: from the Mentos fruits package, the most liked flavor
was strawberry.
strategy
the idea of creating a strawberry package at brazil was brought to the
worldwide headquarters at Perfetti Van Melle, and based on the results
of the monitoring process the new product was created. we identified
and contacted the top influencers and delivered them product kits
personally. we also created a contest to viralize the launch of the new
product, among those who have already expressed their preference for
strawberry flavor.
results
150% increase in the fan base at
facebook page;
more than 1.000 participants at the
contest; See the video at:
2.500.000 content impressions and
near to 200.000 customers reached.
http://www.youtube.com/watch?v=ckR5iKB43wU
19. centauro: fans, innovation and sales… https://www.facebook.com/centauroesporte
monitoring and analysis of owned and earned social
media. community management, social CRM,
administration and creativity for their facebook page.
excellent results: mixing the online/offline worlds…
challenge
known as the biggest sports stores network in latam, Centauro had at social
networks a dedicated channel for customer support. but unlike of what was
happening in the typical stores, normally admired by their size and variety of
products, at social networks it was constantly saturated with complaints
coming from their ecommerce business (delivery, product availability, etc).
strategy
spread the positive sentiment from the stores to
social networks. Split the communication channel
from the support channel. Investment in content
(sports events coverage and blogs), apps and
media. stimulation of the multichannel spirit of the
network, having physical stores and e-commerce
site, with actions starting at social networks and
finishing at the stores.
results
more than one million fans gained in less than 5
years; viralization and spread of facebook/mobile
apps, such as Centauro News or the Centauro ECO
(don’t drive your car to the office, set your track See an example of one of the campaigns (ECO) at:
and go walking, jogging, biking or skating).
http://www.youtube.com/watch?v=9PcYWmiGPJk
20. Destaques no Twitter:
nestlé brazil, portugal and spain: being in the know…
monitoring and analysis of owned and
earned social media. insights generation.
potential crisis detection.
monitoring social media lets us find out what our
customers are saying, inside and outside our own
social networks…
challenge
being a worldwide corporation and having such a huge number of products in several
food categories is not an easy thing to handle. nestlé is probably one of the most
mentioned brands within the social arena (right after the big IT companies).
everywhere you go you may find people of all ages talking about one of their
multiples brands, categories or products, all the time. that is what we have
discovered after monitoring nestlé for 3 years in brazil, 10 months in portugal and 8
months in spain.
strategy
together with nestlé marketing/digital teams, we’ve selected some flagship brands
and categories to monitor (nestlé corporation, cereals, chocolates, coffee, pets, dairy
and milk, beverages, child nutrition, cuisine and others). then we have setup our own
proprietary tools to track conversations across several networks (blogosphere,
forums, facebook, twitter, yahoo and others) and discover recurring topics and
complaints from users and the market in general.
21. fruitella: brandtertainment oriented community…
http://www.facebook.com/fruittellabrasil
monitoring and analysis of owned earned and
social media. community management, apps
development, administration and creativity for
their facebook page.
hunt-a-fruittella: augmented reality advergaming…
challenge
communicate the new positioning of Fruittella candies ‘just right
sweetened’. Fruittella has always been considered as an afterlunch
candy, and needed to reinforce a new USP to a new market (lowsugar
kids, youngs and females).
strategy
apart from creating social presence with
personalized content, always associated with bitter-
sweet situations, aligned with our flavors, we
developed an augmented reality game: without using
your hands and just with a webcam, the game
detects movement of the users who have to avoid
other candies not aligned with the new USP, and
hunt fruittellas. then they may compare their ranking
with other players on facebook.
results
more than 6000 players in 2 weeks once the game
was released.
added 85000 fans to the community in 2011 Play the augmented reality game at:
raised 2 marketshare points since the social media http://apps.facebook.com/cacafruittella/
activity started (source: Nielsen Brazil) .
22. closeup: do not reinvent the wheel… http://www.facebook.com/closeupbrasil
45,5%
monitoring and analysis of owned earned and FAN PAGES MAIS POPULARES
Total de likes
na fan page
social media. community management. insights 310
SC Corinthians Paulista 2.234.887
Esporte Interativo 302 3.725.257 13,6% 14,1%
generation based on their own facebook communities to The Simpsons 273 49.869.803*
5,6% 5,6%
9,1%
5,1%
guide their full 360 brand strategy and
Pânico na TV 266 2.700.530 1,5%
Two and a Half Men 255 27.641.942* Religião Humor Informação Games Outros Esportes Produtos e Cultura e
Serviços Entretenimento
communications. Clube de Regatas do
Flamengo 252 2.226.580
Ricardo Kaká 252 16.316.947
CELEBRIDADES NACIONAIS
fantrack: research among your current fans to get Harry Potter 229 45.548.696*
Dentre as celebridades nacionais mais populares, o
The Big Bang Theory 202 21.541.519* esporte, novamente, ganha destaque, com as figuras
direct insights from them… São Paulo Futebol Clube 202 1.231.294
de Kaká e Neymar.
Luciano Huck, com expressivo número de fãs na rede,
ocupa a segunda posição.
A música vem representada por duas estrelas do axé e 1º
challenge FAN PAGES MAIS POPULARES
sertanejo, Ivete Sangalo e Paula Fernandes.
SC Corinthians Paulista 310
they wanted to know more, much more about their consumers. but how The Simpsons 273
Ricardo Kaká 252
2º
to learn from them without asking them as we normally do? Pânico na TV
Two and a Half Men
266
255
Clube de Regatas do
Flamengo 252
Ricardo Kaká 252
strategy Harry Potter 229
São Paulo Futebol Clube
Confederação Brasileira de
202
Luciano Huck 183
3ª
Futebol 184
having more than 500k fans in brazil, gave us the idea of researching The Big Bang Theory
House
202
198
Cristiano Ronaldo 165 Ivete Sangalo 157
among them to generate insights for the full brand local actions… we Adele 185 Neymar Jr. 129
4º
Luciano Huck 183 Futebol 126 Neymar Jr. 129
created a new type os non-intrussive study called FANTRACK: from the Ivete Sangalo 157 Palmeiras 114
full base of fans of a facebook page, we go one by one and analyze what Todo Mundo Odeia o
Chris 155 Anderson Silva 110
Paula Fernandes 107
5ª
other things they like (is it a TV show, a music band, a sport or a team?) FAN PAGES MAIS POPULARES NO PERFIL
with the advantage that we do it without asking them what they like Harry Potter 264
Predominância
feminina
FAN PAGES MAIS POPULARES NO PERFIL
Predominância
The Simpsons 308
(which may lead to non-accurate conclussions). instead of that, we just House 249
Two and a Half Men 296
masculina
Adele 231
see what other things they are fans of. Bíblia 214
SC Corinthians Paulista 290
Ligada a produtos e The Big Bang Theory 254 Fortemente ligados a
results Ivete Sangalo 201 serviços nos segmentos
de higiene, saúde e
Pânico na TV 221
esportes, sobretudo o
futebol, incluindo likes
with the results that we lead them in this study, they have made well- beleza e alimentos e
bebidas
em fan pages de clubes
e atletas
informed marketing decisions, such as where to advertise, what TV show Interesses em
entretenimento, Interesses em
sobretudo música, filmes, entretenimento, incluindo
to sponsor, what sport team to support, or even in what concerts they televisão e livros humor, televisão e games
should make actions/activations.
23. www.elifemonitor.com.mx
ivan babic – country manager luis arturo ita – business developer
ivan@elifemonitor.com luis@elifemonitor.com.mx
+52 155 4931 1251 +52 155 4451 6554
