Social Media Data e Consumer Insights
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Transcript of Social Media Data e Consumer Insights
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SOCIAL MEDIA DATA e CONSUMER INSIGHTS
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BRAND AFFINITIES
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COMO FAZER?
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DEFINIÇÃO DO SEU PÚBLICO
Millenials Geração Selfie
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Coca-‐Cola, iPhone, Youtube, estudante,
fumante...
DEEP PROFILE
RECOLHA AS SUAS TIMELINES
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CRIÁMOS UM FOCUS GROUP CONTÍNUO DE CONSUMIDORES QUE
FALAM DE TUDO
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DE QUE MAIS FALAM OS MILLENIUMS?
BASE: 4378 TWEETS
COMER E BEBER DE QUE FALAM OS MILLENIALS?
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DE QUE MAIS FALAM OS MILLENIUMS?
BASE: 4378 TWEETS
AFINIDADES MILLENIALS
{Hip_hop,Queen} => {Tabaco} 62,5 % {Kanye_West,Queen} => {Tabaco} 55,5 % {Kizomba,Queen} => {Tabaco} 56,5 % {Cascais} => {Sushi} 50,8 %
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COM A NOSSA PESQUISA SEMÂNTICA ACELERAMOS A DESCOBERTA DE
INSIGHTS
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4Ps INSIGHTS
Escola, Faculdade Praia Lisboa, Porto, Coimbra, Algarve, Ovar, Leiria, Paris Londres, Cascais
PLACES
Chocolate, Café Pizza, Sushi iPhone SporNng, Benfica
PREFERENCES Kizomba, Hardwell, Kanye West, Ed Sheeran, Queen, JusNn Bieber, Kurt Cobain, Eminem, Rihanna, Lana Del Rey, One DirecNon, Hip Hop, Rap, Youtube, Snapchat, Instagram, 9GAG
PLAY
PoliNzados Fumadores Piercing fãs
PEOPLE (Tribes)
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SOCIAL TARGETING
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SOCIAL TARGETING
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SOCIAL TARGETING O QUE É POSSÍVEL FAZER?
Além do TwiZer, podemos incluir dados das demais plataformas, em parNcular o FACEBOOK.
Enriquecer os deep profiles de cada consumidor e combiná-‐lo com sistemas de CRM / Loyalty ou outros.
Descobrir oportunidades de cross-‐selling e up-‐selling: fãs de X também são fãs de Y.
1
2
3
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04.03.2015
CRM: A NOVA RÉGUA DE RELACIONAMENTO
RÉGUA TRADICIONAL
Aniversário do cliente
Dia dos pais/mães Natal/Ano Novo
NOVA RÉGUA
Checkin no aeroporto
Locais que frequenta
Intenção de compra
Músicas / TV que gostam
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DINÂMICA E USO DO SOCIAL TARGETING
APLICAÇÕES Email MarkeNng
Mobile MarkeNng
Loyalty MarkeNng
Ecommerce
Análise de Crédito
Sistemas Parceiros Serviços de Visualização
Serviços de Data Transformafon
Semanfc Analysis
→ →
+
SOCIAL LOGIN
DADOS ABERTOS
4P‘S OF INSIGHTS
PREFERENCES PLACES PLAY
PEOPLE +
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§ Defina uma Landing page simples.
§ Acrescente o Social Login com um conector para Buzzmonitor.
§ Crie uma campanha para promover a página e angariar registos.
§ Analise os resultados e dados recolhidos.
§ Defina aNvações para avaliar retorno de conversão: vendas diretas, promoção, indique um amigo (aumento da base), eventos, etc
PASSOS PARA CRIAR UM PILOTO
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2004 2007 2013 2012 2010
O QUE FAZEMOS
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Frankfurt
Madrid Lisboa
Recife
São Paulo
Mexico
Miami
ONDE ESTAMOS
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ALGUNS CLIENTES