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Inteligência de dados no Facebook

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Conteúdo formulado especialmente para a apresentação feita no evento Compartilhando o Facebook, promovido pela Media Education (http://www.mediaeducation.com.br/) na ESPM em 1o. de Outubro de 2011.

Veröffentlicht in: Business
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Inteligência de dados no Facebook

  1. 1. Inteligência de dados no facebook<br />(Se você não está fazendo, você está fazendo errado)<br />
  2. 2. Quem somos?<br /><ul><li>Cliente?
  3. 3. Agência?
  4. 4. Offline?
  5. 5. Online?
  6. 6. Fornecedor? </li></li></ul><li>Quem somos?<br /><ul><li>De Estratégia ou Planejamento?
  7. 7. De DI, BI ou Métricas?
  8. 8. Da Criação?
  9. 9. De Social Media?</li></li></ul><li>Opa!<br />Inteligência de que mesmo?<br />
  10. 10. (ou Data Intelligence ou DI ou Business Intelligence ou BI) é a disciplina responsável pela mensuração da performance das presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />Inteligência de dados<br />(ou Data Intelligenceou DI ou Business Intelligenceou BI) é a disciplina responsável pela mensuração da performance das presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />
  11. 11. Oi?<br />Presença receptiva?<br />
  12. 12. Presenças receptivas<br />Também conhecidas como owned media, são tudo aquilo que é de propriedade das marcas no ambiente digital: site, site mobile, páginas ou perfis oficiais em redes sociais, aplicativos, etc.<br />Presença digital<br />
  13. 13. (ou Data Intelligence ou DI ou Business Intelligence ou BI) é a disciplina responsável pela mensuração da performancedas presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />Inteligência de dados<br />(ou Data Intelligence ou DI ou Business Intelligence ou BI) é a disciplina responsável pela mensuração da performance das presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />
  14. 14. HeiM?<br />Performance?<br />
  15. 15. Performance de comunicação<br />Pode ser mensurada em duas frentes:<br />Eficiência<br />É ocaminhoque se percorreparaatingirosobjetivos, ouseja, éo “durante” daação. <br />Mensurar a eficiênciaajuda a responder: “fizemosonossotrabalhodamelhormaneirapossível?”<br /> A análise dos dados considera as táticasqueutilizamosparacumpriroobjetivo.<br />2. Eficácia<br /> É odiagnósticosobre se atingimososobjetivosounão, ouseja, éo “depois” daação. <br />Mensurar a eficáciaajuda a responder: “onossotrabalhofoirealmentebom?”<br /> A análise dos dados consideraocumprimentoounãodos objetivos. <br />
  16. 16. Performance de comunicação<br />Eficiência<br />Eficácia<br /><ul><li>Indicadores de marketing (marca, negócio, relacionamento)</li></ul>Presença digital<br />
  17. 17. (ou Data Intelligence ou DI ou Business Intelligence ou BI) é a disciplina responsável pela mensuração da performance das presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />Inteligência de dados<br />(ou Data Intelligence ou DI ou Business Intelligence ou BI) é a disciplina responsável pela mensuração da performance das presenças receptivas das ações digitais das empresas, levando em consideração os objetivos de comunicação.<br />
  18. 18. Pohãn...<br />Objetivos de comunicação?<br />
  19. 19. Objetivos<br />São as coisas que queremos alcançar com o que estamos fazendo, não importa se esse “o que” seja uma página no Facebook, uma ação pontual ou um planejamento de comunicação inteiro.<br />Definir bem os objetivos é o primeiro passo para o sucesso de qualquer ação de comunicação. Para isso, precisamos responder a duas perguntas principais:<br />Que efeitos queremos causar nas pessoas com quem vamos falar?<br />Por que isso é bom para o meu negócio?<br />
  20. 20. Alguns exemplos<br />“Criar uma página no Facebook” não é um objetivo. É uma tática.<br /> “Ter um milhão de fãs no Facebook” não é um objetivo. É uma meta.<br />“Aumentar o número de fãs no Facebook” não é um objetivo. É um KPI.<br />
  21. 21. CARA*HO!<br />O que é, então, um objetivo?<br />
  22. 22. conhecimento<br />“Fazer com que as pessoas saibam que a minha marca existe” é um objetivo. <br />
  23. 23. Identificação<br /> “Aproximar a minha marca das pessoas” é um objetivo. <br />
  24. 24. ENGAJAMENTO<br />“Fazer com que as pessoas falem com a minha marca” é um objetivo.<br />
  25. 25. compartilhamento<br />“Fazer com que as pessoas falem da minha marca” é um objetivo.<br />
  26. 26. $$$$$$<br />“Vender mais” é um objetivo. <br />
  27. 27. E agora, josé?<br />Pronto, já defini meu objetivo.<br />
  28. 28. Criando uma ação<br />DI / BI / Métricas<br /><ul><li>Métricas
  29. 29. KPIs
  30. 30. Etc.</li></li></ul><li>MÉTRICAS ≠ KPIs ≠ metas<br />Não me diga!<br />
  31. 31. MÉTRICAS ≠ KPIs ≠ metas<br />Dependem dos objetivos<br />Dependem do histórico<br />Dependem das ações<br />
  32. 32. “Fazer com que as pessoas falem mais coma minha marca”.<br />Exemplos<br />OBJETIVO<br />engajamento<br />Dependem dos objetivos<br />Dependem do histórico<br />Dependem das ações<br />
  33. 33. Padronização?<br />Cadacliente tem objetivosdiferentesemmomentosdiferentes. Porisso, nãofazsentidopadronizar a análise de performance.<br />Issonãoquerdizerquenãopodemostrabalhar com um framework de métricas. Querdizer, apenas, quedevemoscustomizá-lo de acordo com as seguintesvariáveis do cliente:<br />
  34. 34. Nowwhat?<br />Ok, já desenhei meu framework.<br />
  35. 35. criando uma ação<br />APROVAÇÃO<br />
  36. 36. implementando uma ação<br />DI / BI / Métricas<br /><ul><li>Revisão dos KPIs
  37. 37. Análise de eficiência
  38. 38. Etc.</li></li></ul><li>AGORA SIM!<br />Análise de eficiência<br />
  39. 39. Mensurando a eficiência<br />Como já sabemos, as métricas a serem acompanhadas durante o andamento da ação dependem das características dessa ação.<br />Entretanto, para o Facebook, é comum que se analisem algumas delas.<br />
  40. 40. Formatando a análise de eficiência<br />Da mesma maneira, a forma com que mostraremos essa análise deve ser adequada à maturidade do cliente em processar as informações, entre outras variáveis.<br />Entretanto, é comum que se utilizem alguns formatos.<br />
  41. 41. Não acabou não...<br />Análise de performance<br />
  42. 42. APRESENTANDO OS RESULTADOS DE uma ação<br />DI / BI / Métricas<br /><ul><li>Análise de performance das presençasreceptivas
  43. 43. Etc.</li></li></ul><li>MENSURANDO a eficácia<br />Como já dissemos, os KPIs a serem analisados ao final da ação dependem dos objetivos dessa ação.<br />Entretanto, para o Facebook, é comum que se analisem alguns deles.<br />
  44. 44. Formatando a análise de PERFORMANCE<br />Da mesma maneira, a forma com que mostraremos essa análise deve ser adequada à maturidade do cliente em processar as informações, entre outras variáveis.<br />Entretanto, é comum que se utilizem alguns formatos.<br />Mídia Paga<br />
  45. 45. Fim!<br />Perguntas?<br />
  46. 46. Natalia traldi bezerra<br />natraldi@gmail.com<br />http://br.linkedin.com/in/natraldi<br />/natraldi<br /> /natraldi<br /> /natraldi<br />http://natraldi.tumblr.com<br />

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