Gustavo Fortes - Vitamina UFF 2010 - Marketing de Guerrilha
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Amplified word of mouth is the manifestation of the third force of the Long Tail, which helps people find what they want in this new superabundance of variety
Chris Anderson
If the information is important it will find meRobert
Scoble
Contexto
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Social Media Marketing:
Abordagem da Propaganda: Audiência + Melhor espaço
#not
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Social Media Marketing:
Abordagem da assessoria de imprensa: Influenciadores + convencimento
#not
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Social Media Marketing: #not
Abordagem Promocional: convide seus amigos
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Criação de valor
Earned Media: ser assunto
Owned Media: estabelecer proximidade
Paid Media: ser 100% relevante
Social Media Marketing:
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A história
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Social Media Marketing:
Earned Media: ser assunto
O consumidor é o canal: boca-a-boca
Credibilidade + papel fundamental em alguns mercados
Sem controle + novo raciocínio de mensuração
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Social Media Marketing:
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Social Media Marketing:
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Para muitos, o corpo é um templo sagrado que não deveria ser modificado. Para outros, uma forma de expressão.
Pendurar um blogueiro pelo couro a 50 metros do chão da Av. Paulista.
Retorno de mídia espontânea de 20 x em reais. Hashtag #tabu foi TrendTopic worldwide.
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52mil seguidore
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43 mil seguidore
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TRENDING TOPICS NO TWITTER – TT WORLDWIDE
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Cobertura Ao Vivo: Principais Fotos @NatGeoBR
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Ativação inicial
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Social Media Marketing:
Owned Media: estabelecer proximidade
Canal controlado pela marca
Relacionamento de longo prazo (consumidores + earned media)
Problemas de credibilidade e escala
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An army of 2300 Best Buy's tech pros on Twitter.
“We are here to ‘twelp’”
GP de Titanium em Cannes 2010
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http://www.youtube.com/watch?v=IQw0ySkjbQc
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http://www.youtube.com/watch?v=25zcavXj97I
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11 milhões de possibilidades de personalização: o carro da cauda longa.
Maior tráfego no Formspring.me global.
6 mil menções no Twitter e 178 posts em blogs (dobrou menções novo UNO)
1ª página do Google nas palavras-chave ‘formspring’ e ‘uno’
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4 mil seguidore
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24 mil seguidore
s
http://bit.ly/a26tey
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3,7 milhões de pessoas foram imapctadas em 1 mês de ação.
55 mil pessoas usaram o encurtador.
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Social Media Marketing:
Paid Media: ser 100% relevante
A marca paga para acelerar um objetivo
Paid Search, display e patrocínio.
“Congestionamento” e credibilidade
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A página Vasco na Pele para Penalty, em 1 dia, recebeu 20 mil cadastros de vascaínos dispostos a tatuar seu amor pelo time e colocar o Vasco no livro dos Recordes.
Retorno na venda de camisas de 50 x o valor investido
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www.blogdeguerrilha.com.brwww.facebook.com/espalhe
@gfortes