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O fim da era dos likes como medir o share of voice

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Estamos migrando para um mundo de conversas, menos likes e mais interação, você está preparado para interagir com esse novo cenário?

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O fim da era dos likes como medir o share of voice

  1. 1. O fim da era dos Likes: como medir o Share of Voice @interney @digitalhousebrasil
  2. 2. Jan/8/2010 “The Age of Privacy is Over” Zuckerberg, Mark
  3. 3. Definições de privacidade • Americana – Empresas fazem o que elas querem • Européia – Os indivíduos fazem o que eles querem • Chinesa – Privacidade? hahahahaha
  4. 4. Leia as 95 teses em: http://www.cluetrain.com/portuguese/ • Mercados são conversações. • Mercados consistem em seres humanos, não setores demográficos • As pessoas nos mercados em rede perceberam que elas tem melhor informação e suporte que a dos fornecedores. Já basta da retórica corporativa sobre agregar valor nos produtos de consumo • As empresas podem agora comunicar-se diretamente com seus mercados. Esta pode ser sua última chance.
  5. 5. Broadcast Rede
  6. 6. MÍDIAS SOCIAIS REDES SOCIAIS VS Ferramentas Pessoas
  7. 7. • Ferramenta de Monitoramento – Acompanhe todas as conversas do mercado • Percentual de Participação – Qual é a parcela de participação da sua marca no total de conversas? • Esse é o Share of Voice
  8. 8. Modelo de Engajamento
  9. 9. Assistentes de Voz • Como ficam anúncios de texto e imagem em um mundo baseado em voz? • Nos EUA estão em cerca de 30% das residências tem assistente de voz podendo chegar a 50% ao final de 2019. • Conteúdo terá de ser serviço
  10. 10. Comunidades • Advogados e Fãs da Marca (Brand Lovers & Brand Advocates) • Criar um relacionamento próximo (espaço) • Ouvir e Contribuir (escuta ativa) • Amplificar sua presença pelos outros
  11. 11. Algoritmos • Ao invés de focar na busca, focar na atenção • Qualidade ao invés de quantidade • Compartilhamento ao invés do like • Share of Voice (conversas) ao invés de cliques • Usar formatos nativos
  12. 12. Métricas por Etapa do Funil 1. Awareness = Pessoas Impactadas 2. Consideração = Impactos / Pessoa e Share of Voice 3. Conversão = Objetivos alcançados 4. Retenção / Indicações
  13. 13. Obrigado! Edney “InterNey” Souza https://br.digitalhouse.com/ https://interney.net/

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