This document discusses strategies for using social media in businesses. It notes how social media enables communication, connection, collaboration, categorization, collective knowledge, customization, and conversation. It discusses how the digital generation values collaboration, learning, fun, and sharing over work. It also outlines trends in social media like the rise of mobile access and location-based sharing. The document advocates that schools embrace collaboration, networking, and following technological trends to engage digital native students.

1. Estratégias de
mídias sociais
ppaarraa ooss
negócios
SADE BR - abril 2011 Mariela Castro

2. Homo conectus

3. $*HUD©¥R
HDVP¯GLDVVRFLDLV
• RPXQLFD©¥R
• RQH[¥R
• RODERUD©¥RFRFULD©¥R
• ROH©¥RFDWHJRUL]D©¥R
• RQKHFLPHQWRFROHWLYR
• XVWRPL]D©¥R
• RQYHUVD©¥R
• RPXQLGDGH
203257$0(172
([SHUL¬QFLDGRXVX£ULR
RPSDUWLOKDPHQWR

4. MMoobbii ll ii zz aa çç ãã oo

5. Mobi l i z a ç ã o
$QR1RYRIRUDGH«SRFD“ XULWLED“ PDU©R
7RWDOGHFRQYLWHVFRPSDUWLOKDGRV PLO

6. $IRQWHGH
FRQKHFLPHQWRKRMH
Q¥RV¥RPDLVRV
SURIHVVRUHVHVLPD
LQWHUQHW
0DUF3UHQVNHGXFDGRU
Geração digital:
trabalho = colaboração =
aprendizado = diversão

12. RPRSUHSDUDURVMRYHQV RRRPPPRRRSSSUUUHHHSSSDDDUUUDDDUUURRRVVVMMMRRRYYYHHHQQQVVV
SSSSDDDDUUUUDDDDXXXXPPPPPPPPXXXXQQQQGGGGRRRRHHHHPPPPTTTTXXXXHHHH
DDDDDDDDVVVVVVVVSSSSSSSSUUUUUUUURRRRRRRRIIIIIIIILLLLLLLLVVVVVVVVVVVVVVVV········HHHHHHHHVVVVVVVVPPPPPPPPXXXXXXXXGGGGGGGGDDDDDDDDPPPPPPPP
UUUUDDDDGGGGLLLLFFFFDDDDOOOOPPPPHHHHQQQQWWWWHHHHDDDDFFFFDDDDGGGGDDDDDDDDQQQQRRRRVVVV

13. Q¥RH[LVWHPDLVVHSDUD©¥RHQWUH
RQOLQHHRIIOLQH
VHDLQWHUQHW«QDWXUDOSDUDDV
SHVVRDVWDPE«PGHYHULDVHUSDUDDV
HPSUHVDV,(6*RYHUQRHWF
$OJXPDVWHQG¬QFLDVGLJLWDLV

14. 2FHOXODUVHU£FDGDYH]PDLV
DQRVVDSRUWDGHHQWUDGD
SDUDRPXQGR
mobile + social + local

15. %UDVLOM£WHPPLOK·HVGH %%%UUUDDDVVVLLLOOOMMM£££WWWHHHPPPPPPLLLOOOKKK···HHHVVVGGGHHH
OOOOLLLLQQQQKKKKDDDDVVVVGGGGHHHHFFFFHHHHOOOOXXXXOOOODDDDUUUUHHHHVVVV

16. 3HODSULPHLUDYH]
VPDUWSKRQHVHWDEOHWVY¥R
YHQGHUPDLVTXH3VRX
ODSWRSV
)RQWH0RUJDQ6WDQOH:HE6XPPLW

17. 6XUJLPHQWRGHUHGHVVRFLDLV
EDVHDGDVH[FOXVLYDPHQWH
QRFHOXODU
RPSDUWLOKDPHQWRHPWHPSRUHDOGHLQIRUPD©·HV
VREUHRQGHYRF¬HVW£RTXHYRF¬HVW£YHQGRHTXHP
HVW£DOLWDPE«P

19. 2FRQVXPLGRUYDLHVFROKHURV
FRQWH¼GRVTXHOKHLQWHUHVVDP

20. (([[FFHHVVVVRRGGHH
LQIRUPD©¥R
GLI¯FLOHQFRQWUDUH
RUJDQL]DURTXH
LQWHUHVVD

21. Todo mundo gera conteúdo valor da
curadoria para selecionar
Web semântica = conectar iinnffoorrmmaaççõõeess eemm
um contexto, para que gerem significado
Tags, preferências/personalização, recomendações

22. 77HHFFQQRROORRJJLLDD
SHVVRDVFRQHFWLYLGDGH

24. $VSHVVRDVTXHUHPVHVHQWLU $$$VVVSSSHHHVVVVVVRRRDDDVVVTTTXXXHHHUUUHHHPPPVVVHHHVVVHHHQQQWWWLLLUUU
SSSSUUUUµµµµ[[[[LLLLPPPPDDDDVVVVXXXXPPPPDDDDVVVVGGGGDDDDVVVVRRRRXXXXWWWWUUUUDDDDVVVV

25. RQHFWLYLGDGH

26. $FRQHFWLYLGDGHYDLPXGDURMHLWRFRPTXHDV,(6
SHQVDPHPVXDVPDUFDV
SODQHMDPVHXVLQYHVWLPHQWRVHPPDUNHWLQJ
VHOHFLRQDPRVGDGRVTXHXWLOL]DPSDUD
WWRRPPDDUUHHVVVVDDVVGGHHFFLLVV··HHVV
VHDSUR[LPDPGHVHXVS¼EOLFRV

27. $VHPSUHVDVY¥RSUHVWDUPDLV
DWHQ©¥RDRIHHGEDFNVRFLDOHDR
FRQVXPRGHQLFKR
RPXQLFD©¥R “ RODERUD©¥R “
(GXFD©¥R (QWUHWHQLPHQWR

28. ▷0¯GLDVRFLDO«SDUDSRVVLELOLWDU
FRQYHUVDVQRPHLRGRVHXS¼EOLFRRX
PHUFDGR
▷9RF¬Q¥RSRGHFRQWURODUFRQYHUVDV
PDVSRGHLQIOXHQFL£ODV
▷,QIOX¬QFLD«DEDVHVREUHDTXDOWRGD
UHOD©¥RHFRQRPLFDPHQWHYL£YHO«
FRQVWUX¯GD

29. ▷%XVFDGHRSLQL·HVQDLQWHUQHW
▷5HVHQKDVFRPSDUDWLYRVHPUHYLVWDVHVLWHV
▷))µµUUXXQQVVGGHHGGLLVVFFXXVVVV¥¥RR
▷2SLQL·HVGRVDPLJRVQDVUHGHVVRFLDLV
▷$PELHQWHGHWUDEDOKRZLNLV
▷ULD©¥RGHFRPXQLGDGHV

30. ▷$OLDUFRQWH¼GRHGLYHUV¥R
▷,PDJHPGHPDUFDPHPµULD
▷5HSXWD©¥RHUHFRQKHFLPHQWR

32. ▷Compartilhe seu conhecimento
▷Pessoas gostam de conteúdo gratuito
▷Tendência que a instituição seja bem vista
e lembrada

33. Públicos
Mensagens
Estratégias de
comunicação
Ferramentas

34. ([FHVVRGHPDUFDVWRGDVGL]HQGR ((([[[FFFHHHVVVVVVRRRGGGHHHPPPDDDUUUFFFDDDVVVWWWRRRGGGDDDVVVGGGLLL]]]HHHQQQGGGRRR
“í“í((((XXXXVVVVRRRRXXXXDDDDPPPPHHHHOOOOKKKKRRRRUUUU““““
RRRRPPPPXXXXQQQQLLLLFFFFDDDD©©©©¥¥¥¥RRRRGGGGHHHHPPPPXXXXLLLLWWWWRRRRVVVVSSSSDDDDUUUUDDDDPPPPXXXXLLLLWWWWRRRRVVVV
GGGGGGGGLLLLLLLLVVVVVVVVSSSSSSSSHHHHHHHHUUUUUUUUVVVVVVVV¥¥¥¥¥¥¥¥RRRRRRRRGGGGGGGGDDDDDDDDPPPPPPPPHHHHHHHHQQQQQQQQVVVVVVVVDDDDDDDDJJJJJJJJHHHHHHHHPPPPPPPP
3333RRRRWWWWHHHHQQQQFFFFLLLLDDDDLLLLVVVVDDDDOOOOXXXXQQQQRRRRVVVV“í“í“í“íEEEERRRRPPPPEEEEDDDDUUUUGGGGHHHHDDDDGGGGRRRRVVVV““““
SSSSHHHHOOOODDDDFFFFRRRRQQQQFFFFRRRRUUUUUUUU¬¬¬¬QQQQFFFFLLLLDDDD

35. (QW¥RR
TXHFDGD
,,((66SSRRGGHH
ID]HU

37. 2TXHDV,(6SRGHPID]HU 222TTTXXXHHHDDDVVV,,,(((666SSSRRRGGGHHHPPPIIIDDD]]]HHHUUU
([SORUDUPDLVRFRQFHLWRGH
FRODERUD©¥RH
DSUHQGL]DJHPHPUHGH

42. 2TXHDV,(6SRGHPID]HU 222TTTXXXHHHDDDVVV,,,(((666SSSRRRGGGHHHPPPIIIDDD]]]HHHUUU
)DYRUHFHUHHVWLPXODURXVR
GGHHYY££UULLRRVVFFDDQQDDLLVVSSDDUUDD
LQWHJUDUDOXQRVH[DOXQRV
SURIHVVRUHVHVWDII

43. # Geração digital, multitarefa.
# Mídias sociais = educação +
contato com professor + extensão
ddaa ssaallaa ddee aauullaa..
# Internet possibilita contribuição,
produção de conteúdo, interação.

46. 2TXHDV,(6SRGHPID]HU 222TTTXXXHHHDDDVVV,,,(((666SSSRRRGGGHHHPPPIIIDDD]]]HHHUUU
$FRPSDQKDUDVWHQG¬QFLDV
GDWHFQRORJLDSDUD
FRPXQLFD©¥R

48. (VFRODVGHYHULDP
VHUDPELHQWHV
SDUDVH
DSUHQGHUQ¥R
SSDDUUDDVVHHHHQQVVLLQQDDUU
'RQ7DSVFRWW
DXWRUGH
“í$+RUDGD*HUD©¥R
'LJLWDO“

49. A tomada de decisão de possíveis
compradores de educação está,
cada vez mmaaiiss,, ffooccaaddaa nnoo
ambiente digital.
Nino Carvalho, prof. marketing digital

50. 3333RRRRGGGGHHHHPPPPPPPPXXXXGGGGDDDDUUUU
DVWHFQRORJLDV
DVIRUPDVFRPRQRV
FRPXQLFDPRV
RVUHFXUVRVTXHXVDPRV
SDUDDSUHQGHU
DVIRUPDVGH
UHODFLRQDPHQWR
RVPHLRVGHDFHVVR¢
LQIRUPD©¥R

51. 0000DDDDVVVVVVVVHHHHPPPPSSSSUUUUHHHH
SSSSHHHHUUUUPPPPDDDDQQQQHHHHFFFFHHHHPPPP
RYDORUGDH[SHUL¬QFLD
GHFDGDXP
DDLLPPSSRRUUWW¤¤QQFFLLDDGGDD
KLVWµULDGR
FRQKHFLPHQWRDGTXLULGR
SHODKXPDQLGDGH
DRSRUWXQLGDGHGH
WURFDUFRPSDUWLOKDUH
FRQYLYHU

52. obrigada!
Mariela Castro
mariela.castro@communicationadvisors.com
marielacastro
www.communicationadvisors.com
www.exame.abril.com.br/rede-de-blogs/midias-sociais