Palestra Facebook Marketing Planejado por André Coimbra
-
Upload
andre-coimbra -
Category
Social Media
-
view
168 -
download
0
description
Transcript of Palestra Facebook Marketing Planejado por André Coimbra
![Page 1: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/1.jpg)
![Page 2: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/2.jpg)
![Page 3: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/3.jpg)
![Page 4: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/4.jpg)
![Page 5: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/5.jpg)
Muito prazer!
Indicada como AGENCIA DO ANO 2013 Entre as 03 finalistas de146 agencias do ABC
Prêmio PROFISSIONAL: Melhor Profissional de Planejamento 2013
Prêmio CASES: Campanha B2B e Melhor uso de mídias sociais/internet 2013
Somos uma agência que planeja e desenvolve
estratégias de comunicação e marketing.
Fonte: Prêmio ABC da Comunicação
![Page 6: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/6.jpg)
A YEP em números
+140
+450 + de R$ 950.000,00 Em verbas administradas para campanhas de links patrocinados (Fonte: Google Brasil)
05
+60 Novas marcas construídas (Logotipos e identidades visuais)
Projetos de Startups inovadores
no mercado brasileiro
Clientes atendidos em apenas 04 anos
Projetos web desenvolvidos
(Sites, portais e blogs)
+700 Peças de
E-mail Marketing desenvolvidas
![Page 7: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/7.jpg)
Clientes já atendidos
![Page 8: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/8.jpg)
André Coimbra Bela - Sócio-diretor de Planejamento da Agência YEP!
- Tecnólogo em Informática
- Graduado em Ciência da Computação - Pós-Graduando em Comunicação Empresarial
- Colunista do Portal Digaí
- Consultor em Marketing Digital
- 14 anos de Experiência em Projetos Web
- Eleito em 2013 Profissional de Planejamento do Ano Prêmio O ABC da Comunicação.
![Page 9: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/9.jpg)
Antes de Planejar
Avaliar Cenários
![Page 10: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/10.jpg)
Internautas no Brasil
- População brasileira + 200 milhões
- 105 Milhões conectadas à internet
- 52 Milhões têm internet no celular
![Page 11: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/11.jpg)
![Page 12: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/12.jpg)
![Page 13: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/13.jpg)
80% dos Internautas
42% da População
Facebook no Brasil
![Page 14: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/14.jpg)
Por que minha empresa
precisa estar no
Facebook?
![Page 15: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/15.jpg)
![Page 16: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/16.jpg)
Online ou
Offline?
![Page 17: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/17.jpg)
![Page 18: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/18.jpg)
All-Line
![Page 19: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/19.jpg)
![Page 20: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/20.jpg)
![Page 21: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/21.jpg)
Fenômeno da
2ª Tela
![Page 22: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/22.jpg)
![Page 23: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/23.jpg)
Tendências
Redes Sociais
![Page 24: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/24.jpg)
Novas Gerações
http://www.andrecoimbra.com.br/posts/20012014-os-jovens-estao-abandonando-o-facebook
![Page 25: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/25.jpg)
![Page 26: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/26.jpg)
![Page 27: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/27.jpg)
![Page 28: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/28.jpg)
![Page 29: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/29.jpg)
![Page 30: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/30.jpg)
![Page 31: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/31.jpg)
![Page 32: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/32.jpg)
Tendências no Futebol
![Page 33: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/33.jpg)
Evolução do Facebook – 2008...
![Page 34: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/34.jpg)
Facebook x Orkut
![Page 35: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/35.jpg)
Lançamento do Google+
![Page 36: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/36.jpg)
Facebook x Google+
![Page 37: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/37.jpg)
![Page 38: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/38.jpg)
Principais Redes Sociais
![Page 39: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/39.jpg)
Funil de
Planejamento
![Page 40: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/40.jpg)
Funil de Planejamento
![Page 41: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/41.jpg)
Planejamento Alinhado - Histórico da Empresa
- Core Business
- Missão, Visão e Valores
- Metas e Objetivos
- Diferenciais e Fragilidades
![Page 42: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/42.jpg)
Análise SWOT
- Pontos Fortes
- Oportunidades
- Pontos Fracos
- Ameaças
![Page 43: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/43.jpg)
Vamos planejar?
![Page 44: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/44.jpg)
Processo de trabalho
Numa reunião, na mesa do bar, ou numa festa, existe sempre uma etiqueta...
![Page 45: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/45.jpg)
Escute a conversa de quem chegou antes (monitore) Pense antes de falar (planeje) Se relacione (apresente seu ponto de vista)
Para ser aceito num grupo:
![Page 46: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/46.jpg)
Diagnóstico
![Page 47: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/47.jpg)
Diagnóstico - Como você está posicionado nas redes sociais?
- E sua concorrência?
![Page 48: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/48.jpg)
Diagnóstico - Audiência construída? - Quantos fãs?
- Bom engajamento? - Quantas pessoas falando sobre isso? - Quantos estiveram aqui?
- Padronização visual? - O que publicar? Possui Editorias de Posts? - Cronograma definido de postagens? Horários / Dias ... - Responde comentários? Todos?
![Page 49: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/49.jpg)
![Page 50: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/50.jpg)
Avalie a concorrência - Liste todos os seus concorrentes
- Acesse as páginas e avalie o que ele posta, como se
posiciona, como responde os clientes, se há engajamento com os fãs.
- Dica de Ouro - Crie uma lista de interesse para acompanhá-los de perto
![Page 51: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/51.jpg)
Lista de Interesse
![Page 52: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/52.jpg)
Concorrente 1 Concorrente 2 Concorrente 3 Concorrente 4
Conteúdo Técnico Humor Inexistente Publicidade excessiva
Posicionamento Formal Informal Inexistente Formal
Resposta aos Fãs Resposta Padrão
Não Responde Não Responde
Resposta Personalizada
Outras informações
Possui APP P/ mailing
Postagens divertidas
Muita Propaganda
Pouco Engajamento
Fãs 1.759 3.487 1.870 456
Taxa de engajamento
1,47% 10,89% 0,68% 0,42%
Tabela de Comparação
![Page 53: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/53.jpg)
Planejamento Estratégia de diálogo: - Como eu posso participar das conversas existentes?
![Page 54: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/54.jpg)
![Page 55: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/55.jpg)
![Page 56: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/56.jpg)
Planejamento Plano editorial: - Como desenvolver uma conversa que atraia o público?
![Page 57: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/57.jpg)
![Page 58: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/58.jpg)
Estratégia
80/20
![Page 59: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/59.jpg)
Não Faça SPAM
![Page 60: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/60.jpg)
![Page 61: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/61.jpg)
Implantação
![Page 62: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/62.jpg)
Implantação
Setup do canal da campanha:
- Personalizar - Integrar
![Page 63: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/63.jpg)
Implantação
Treinamentos:
- Todos os colaboradores devem estar alinhados; - Adequação do diálogo.
![Page 64: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/64.jpg)
Implantação
Aquisição de audiência:
- Investimento e gerenciamento de campanhas no Facebook Ads
![Page 65: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/65.jpg)
Gestão
![Page 66: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/66.jpg)
Gestão
- Produção de conteúdo;
- Brainstorm;
- Processos;
- Reuniões;
- Monitorar...
![Page 67: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/67.jpg)
Finalizando
![Page 68: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/68.jpg)
Lembre-se O Facebook é só uma parte da sua estratégia de comunicação
![Page 69: Palestra Facebook Marketing Planejado por André Coimbra](https://reader034.fdocuments.net/reader034/viewer/2022042713/54904fe3b4795969178b4e0a/html5/thumbnails/69.jpg)
Recomendo