- Estratgia

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Digital Marketing Strategy

Outubro 2015

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Email

JMS!

Jorge Marques dos Santos!

JorgeGMSantos@gmail.com

LinkedIn

https://pt.linkedin.com/in/jorgesantos08

Twitter

@JorgeGMSantos

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N Sesses:

4 (26h)

Horrio: 9:00 13:00 | 14:00 18:00

Datas:
! Outubro:
! Janeiro:

2
2

(10 e 11 Out.)
(23 | tarde e 30 Jan. | dia )

Avaliao:

15%
15%

! Assiduidade & Pontualidade:

! Motivao & Participao:

! Domnio dos Contedos das aulas e Criatividade:

15%

15%
40%

! Aplicao Tcnica:
! Projeto Final:

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Jorge Marques dos Santos - 2014

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A Marca Eu!

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https://wordpress.org/themes/
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Ferramentas de Produtividade!

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Ferramentas de Produtividade!

mindnode.com

trello.com

zite.com

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Leituras!

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Leituras!

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- Estrutura -%
1. O Planeamento Estratgico Digital e o papel do Planner
2. Briefing Criativo
3. Framework da Estratgia Digital
4. Entender o Mundo Digital
4.1 Facts & Figures
4.2 Tendncias
4.3 Ferramentas

5. Desafio

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1. Planeamento Estratgico Digital

e o papel do Planner

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O que a Estratgia Digital ?

a criao de um plano para atingir determinados

objectivos, utilizando ferramentas digitais.

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Account Planner ou ...

Strategic Planners

Brand Planners

// A Funo
Their primary function is to find consumer truth and insight that helps the creative teams to
create work that is not only entertaining and highly memorable, but that is relevant to the

consumer and effective in the marketplace. Creative ideas that drive business are more
typically the result of a strong collaboration between creative teams and account planners.
http://en.wikipedia.org/wiki/Account_planning

The account planner is responsible for

understanding the place of the brand in the
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consumer's mind.!
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Product Strategist
Huge is looking for a Product Strategist to join
our team. At Huge, our Product Strategy group
is a small, highly collaborative team that
partners with Huges design and development
departments to define the right approach for
our clients digital products. Our focus is
broad, from developing long-term holistic
digital strategies for our clients to creating
website monetization, social media, or
mobile strategies plus everything in
between.
The Product Strategist is both a proactive and
reactive professional and collaborative
member of the Product Strategy group who
executes against large scale projects within
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interdisciplinary teams.

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http://www.hugeinc.com/careers/strategy/rio-dejaneiro/product-strategist?gh_jid=10010

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Account Planner ou ...

// 7 Objetivos atingidos (no UK) com a presena do Account Planner

1. Having a planner on the account has led to more integration within the agency and better teamwork in trying to
combine the needs of the client, the demands of the market, and the expectations of the consumer;
2. The planner has brought an added dimension of understanding to the process of developing ads, by
stimulating discussion about: purchasing decisions, the brand consumer relationship, and how the advertising is
working in specific conditions;
3. Helping to win new business: by instilling confidence in the prospective client as a result of a comprehensive and
disciplined approach;
4. Defining more tightly-focused strategies: the result of an enhanced understanding of the consumer.
5. Stimulating creative development: the result of more productive contrast between the creative department and the
consumer;
6. Helping to sell ads: by explaining the way they work;
7. The quality and creativity of advertising in the UK has grown in line with account planning, thus proving that the

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function has helped, rather than hinder this trend;

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http://en.wikipedia.org/wiki/Account_planning

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Steps
1 Planear e Avaliar (Plan and Assess)
1. Presence: Measure of the brands social footprint
2. Influence: Branded message adoption
3. Perception: Emotional reaction to the brand
4. Virality: People organically participating in conversations
5. Resonance: Reaction to the overall conversation about the brand

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http://mashable.com/2012/09/05/how-to-digital-strategy/
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Steps
2 Create & Launch
1. What is the story telling my target customer?
2. Why does my target customer care about this story?
3. What sort of emotions does my story evoke?
4. How does my story connect to the emotional needs of my target customer?
5. How will that story incite action on behalf of my brand, product, and service?
[ Ir ajudar na definio da Estratgia de Contedos. ]%

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Steps
3 Escolher as Plataformas ideais
1. How do my customers seek information about my product, service, or brand ?
2. What social platforms do they favor ?
3. Whats the purpose of the social platforms and technology weve chosen to
use ?
4. How do these mediums play into our mobile strategy ?
5. What is going to differentiate me from my competitors ?
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Steps
3 Escolher as Plataformas ideais (cont.)
KPIs Key Performance Indicators
Nesta fase, a definio de KPIs por Plataforma fundamental,
com o intuito de definir qual poder ser o retorno espectvel de
cada plataforma escolhida.
Ex.
Plataforma

Indicadores

Facebook%

N%Fans%;%Tx%de%Interao%;%%

Pinterest%

Seguidores%;%Repins%;%%
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Steps
4 Engage & Cultivate
1. Build an Engagement Timeline
Create a calendar that shows your brands marketing efforts across the
channels you are leveraging in your marketing programs. Use it for
benchmarks related to your digital strategy.

2. Consistency is Key
Keep your brand story and maintain the brand message across all channels
so that current and future customers can connect with your company on a
deeper level.
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Steps
5 Media e Avaliar (Measure & Evaluate)

Not everything that can be counted counts, and not

everything that counts can be counted.!
!

- Albert Einstein -!

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2. Briefing Criativo

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Produto ou Servio
O Problema

Descrio do Produto/Servio, incluindo uma Anlise SWOT e a histria da Marca.

Qual o desafio ?

O Consumidor

Quem so e o Que Fazem, sabendo que quanto mais detalhes melhor. Deve incluir
informao sobre o que estes pensam relativamente a este tipo de produtos/
servios, bem como sobre a Marca. Criar Personas. Apenas informao demogrfica
pouco.

A Proposta de Valor

Dever ser uma frase simples (ou muito poucas ...), evitando ambiguidades. Qual o
problema que vamos resolver ao consumidor, satisfazendo assim os seus desejos e
necessidades.

O que a Sustenta (Reason Why)

Comportamento desejado.
Concorrentes
Onde e Para qu
Tom e Modo da Comunicao
Informao Importante

Jorge Marques dos Santos - 2014

Os fatores Racionais e Emocionais para que o target acredite na Promessa.

- Campanha: Aumentar a notoriedade, a experimentao, etc;
- Alterar a percepo que a Marca tem no Mercado;
Nome de 2 ou 3 Concorrentes. Diferenas principais relativamente ao nosso
Produto/Servio.
Quais os Canais Digitais a utilizar, essencialmente (mas no s ...)!
Definir os KPIs para cada um deles.
Tom: Srio, humorstico, sarcstico, etc.
Modo: Informativo, educacional, testemunhal, etc.
Timing / Horas para o Projeto

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3. Framework da Estratgia Digital

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Quem

Quando ?

O Qu

Onde ?

Porqu

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Quem?
- Quem so os meus consumidores ? Criar as Personas.
Personas : uma representao semi-ficcional do Consumidor ideal,
baseada em dados de mercado e em Consumidores reais.
Quanto mais detalhada for esta informao, melhor.
Esta caracterizao vai ajudar o desenvolvimento do Produto/Servio, devendo ser

criada uma por cada Segmento de Mercado que estiver a ser analisado,
sendo as suas caractersticas fceis de interiorizar.
Alguns dados importantes a recolher sobre a Persona,
- Foto
- Nome
- Biografia
- Rotinas Dirias
- Indicadores Sociodemogrficos
- Necessidades e frustraes
- Interesses
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- Atributos importantes

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O Qu?
- Quais so os objetivos do Cliente ?
Costumer Journey

Conversion&
Leads&/Sell&

Reach&&&A)ract& Engage&&&Service&
: Gerar&
Notoriedade&
para%a%Marca;%
: Aumentar&a&
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: Mudar&a&

Connect&&&
Empower&

Interao&entre&os&
Consumidores&e&o&

Converter&em&Leads& Aumentar%a%
e&depois&em&Vendas,% importncia%do%

Servio,%durante%a%

incenWvando%por%

Consumidor%ao%

fase%em%que%este%o%

diversas%formas:%

longo%do%tempo.%

est%a%avaliar,%

Amostras%

Fidelizar%criando%

incenDvando&a&

Descontos%

Vouchers%

mecanismos%que&

percepo&da&

gerao&de&Leads,%

imagem%da%

para,%

embaixador&da&

Marca&&

Call%Center%

Marca.%

Registo%no%site%

Simulador%

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: Gerar&visitas%
para%o%site;%
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You)Wins)are)
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SPECTRUM OF ONLINE BEHAVIOR

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word-of-mouth has returned, although this time,

tendencias)

a little more refined:

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word-of-mouse

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So what?
Whats in it for me?

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What were saying is

people!

people!
influence

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Porqu ?
- Qual a nossa Proposta de Valor para o Consumidor ?
- Que soluo temos para o seu Problema ?

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Onde ?
- Por onde andam os Consumidores ?
- O que esto a fazer ?
- Como so influenciados ?
- Qual o mindset ?

Qual o comportamento no mbito da interao com o Produto/Marca

e como influenciado (o consumidor) neste Processo ?

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Quando ?
- Quando que eles consomem os Meios de Comunicao ?
- Quanto tempo passam em cada Meio ?
- Em que momentos decisivos recorrem aos Meios ?

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