content marketing brasil 2014 - cristiano santos
DESCRIPTION
Palestra de Cristiano Santos, da Editora Globo, no Content Marketing Brasil 2014. Tema: LinkedIn. Data: 27 de setembro de 2014. Local: Hotel Pestana, em São Paulo.TRANSCRIPT
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Gestão de Perfil e Conteúdo no LinkedIn
Como usar o CRISTIANO SANTOS
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#CMBrasil ComparAlhe
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Eu comi um bolo com meus amigos.
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Estou comendo um bolo muito bom nesse momento!
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Veja minha galeria de fotos de bolos. Tem um mais bonito que o outro!
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Sou um funcionário do Google e só eu compartilho bolos aqui nessa rede social. L
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Veja que foto linda do bolo que estou comendo! #fome #cake #feliz #omg #huuum
#instabolos #delícia #nofilter #saborchocolate
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Esse bolo de maracujá com hortelã que acabei de comer aumenta minhas habilidades digestivas e
minhas experiências gastronômicas.
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Breve história Números do LinkedIn
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2002 Reid Hoffman, KonstanAn Guericke, Allen Blue, Eric Ly e Jean-‐Luc Vaillant fundam a
nova rede social profissional
05 de maio 2003 Lançado oficialmente, o site aAngiu a marca de
4,5 mil usuários só no primeiro mês Fonte: LinkedIn
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+ 313 milhões de usuários + 3 milhões de empresas cadastradas 67% dos usuários são de fora dos EUA
+ 39 milhões de estudantes Disponível em 23 idiomas
Dois novos membros por segundo
Brasil + 18 milhões de usuários
3° lugar no Ranking mundial, atrás apenas de EUA e Índia
Fonte: LinkedIn
2014
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Fonte: h.p://ourstory.linkedin.com/
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Fonte: h.p://ourstory.linkedin.com/
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Fonte: h.p://www.linkedin.com/
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DNA da rede Currículo X Conteúdo
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Fonte: Info (h.p://info.abril.com.br/no>cias/carreira/2013/08/nao-‐somos-‐um-‐site-‐de-‐empregos-‐diz-‐presidente-‐do-‐linkedin.shtml)
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“Diria que, até há algum tempo, o LinkedIn era um lugar para colocar seu currículo online. Mas isso mudou. Não somos um site de empregos. Há alguns anos, percebemos que teríamos mais valor como negócio se invesAssemos também em conteúdo voltado para profissionais.”
Jeff Weiner, presidente do LinkedIn
Fonte: Info (h.p://info.abril.com.br/no>cias/carreira/2013/08/nao-‐somos-‐um-‐site-‐de-‐empregos-‐diz-‐presidente-‐do-‐linkedin.shtml)
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Fonte: IDGNOW (h.p://idgnow.com.br/internet/2014/01/31/pouco-‐brasileiros-‐usam-‐o-‐linkedin-‐para-‐procurar-‐emprego/)
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Fonte: IDGNOW (h.p://idgnow.uol.com.br/internet/2013/04/11/linkedin-‐adquire-‐a-‐startup-‐pulse-‐e-‐avanca-‐na-‐direcao-‐do-‐conteudo/)
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Fonte: IDGNOW (h.p://idgnow.uol.com.br/internet/2013/04/11/linkedin-‐adquire-‐a-‐startup-‐pulse-‐e-‐avanca-‐na-‐direcao-‐do-‐conteudo/)
CONTEÚDO
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Fonte: IG h.p://tecnologia.ig.com.br/2014-‐05-‐29/linkedin-‐passa-‐twi.er-‐e-‐e-‐segunda-‐maior-‐rede-‐social-‐do-‐brasil-‐em-‐acessos-‐via-‐pc.html
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Fonte: Techenet (h.p://www.techenet.com/2014/09/conheca-‐belinked-‐o-‐>nder-‐para-‐linkedin/)
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Fonte: Techenet (h.p://www.techenet.com/2014/09/conheca-‐belinked-‐o-‐>nder-‐para-‐linkedin/)
CONTEÚDO
“O nosso objeHvo é filtrar os perfis de qualidade duvidosa e conectar os uHlizadores com perfis de alta
qualidade, tendo como base a rede já confiável e respeitável que é o LinkedIn.”
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CONTEÚDO
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Mas antes de falarmos de conteúdo...
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Perfil pessoal Conhecendo as funcionalidades
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Publicações
Histórico Profissional
Recomendações
Conexões
Grupos
Seguindo
Perfil Seções
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Siga as empresas onde gostaria de trabalhar, potenciais parceiros ou até concorrentes
#Dica01
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Crie grupos LinkedIn na sua área de especialidade ou nas suas áreas de negócio
#Dica02
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Dê os parabéns aos membros da sua rede quando iniciam novas funções profissionais
#Dica03
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Nunca coloque a palavra “desempregado” no seu perfil
#Dica04
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Mude a foto de perfil periodicamente (demonstre profissionalismo na escolha)
#Dica05
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#1 – Erros de digitação no perfil ;
Fonte: Business Insider (h.p://www.businessinsider.com/14-‐linkedin-‐mistakes-‐2013-‐12?op=1)
#5 – Não ter foto no perfil. Mas se Hver, não vale foto de casal, sem camisa, na horizontal.
#3 – Não parAcipar aAvamente de nenhum grupo do LinkedIn;
#4 – Você não ter preenchido o resumo em seu perfil;
#2 – Você não ter boas recomendações;
O QUE PEGA MAL
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Grupos Explore, divulgue e parAcipe
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#1 – Criar grupos de acordo com sua área de atuação; #2 – ParAcipar de debates em outros grupos; #3 – Anunciar vagas em grupos (gratuito para proprietários); #4 – Enviar mensagem a todos os usuários (1 inmail por semana); #5 – ComparAlhar conteúdo (links e arquivos) ;
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hUps://www.linkedin.com/groups?gid=1876153
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Company Pages Gerando conteúdo de marcas e empresas
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hUp://www.linkedin.com/company/estadao
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hUps://www.linkedin.com/company/162778
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hUp://www.linkedin.com/company/15657
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Showcase Pages Uma página para os produtos da empresa
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Fonte: hUp://www.techtudo.com.br/noHcias/noHcia/2013/11/linkedin-‐anuncia-‐showcase-‐pages-‐e-‐fica-‐mais-‐parecido-‐com-‐facebook.html
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(...) o LinkedIn lançou hoje as Showcase Pages, para que os seus membros possam seguir determinadas marcas e produtos em que estejam interessados. Por exemplo, os membros da rede social agora podem seguir apenas o Microsop Office (...), ao invés de seguir a Microsoi como um todo, sem precisar ficar recebendo atualizações sobre o Windows Phone e o Xbox. (...)
Fonte: hUp://canaltech.com.br/noHcia/linkedin/Showcase-‐Pages-‐a-‐novidade-‐que-‐leva-‐ao-‐usuario-‐o-‐conteudo-‐desejado-‐no-‐LinkedIn/
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hUps://www.linkedin.com/company/1035
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hUp://www.linkedin.com/company/microsoi-‐office?trk=biz-‐brand-‐tree-‐co-‐name
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hUps://www.linkedin.com/company/linkedin-‐sales-‐soluHons
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hUps://www.linkedin.com/company/162778
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hUp://www.linkedin.com/company/fgv
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Company Pages As preferidas dos brasileiros
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hUp://exame.abril.com.br/carreira/noHcias/perfil-‐no-‐linkedin-‐e-‐a-‐sua-‐publicidade-‐diz-‐guru-‐da-‐rede
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hUps://www.linkedin.com/company/163306
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hUps://www.linkedin.com/company/6309
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hUps://www.linkedin.com/company/7527
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hUps://www.linkedin.com/company/162402
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hUps://www.linkedin.com/company/4120
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EG no LinkedIn Exemplos
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hUp://www.linkedin.com/company/17672
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hUp://www.linkedin.com/company/-‐poca
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hUps://www.linkedin.com/company/3256606
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hUps://www.linkedin.com/company/3256604
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hUps://www.linkedin.com/company/globo-‐rural
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hUps://www.linkedin.com/company/3807864
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Company Pages Métricas e Relatórios
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EstassAcas dos seguidores
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Hootsuite + LinkedIn Agendamento
hUps://hootsuite.com/
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Botão inShare Divulgação
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LinkedIn Ads Como anunciar na ferramenta?
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Para volumes de investimento abaixo de R
$15mil/campanha, recomenda-se a veiculação de mídia pelo LinkedIn Ads.
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https://www.linkedin.com/ads/start?src=cp-edit-dropdown&trk=admin_tools_sponsor_update
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http://business.linkedin.com/content/dam/business/marketing-solutions/regional/pt_br/site/pdf/Whitepaper/guia-de-marketing-sofisticado-no.pdf
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Exemplos de Conteúdo
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hUp://www.treinamentoderesponsa.com.br/
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hUps://www.youtube.com/watch?v=rW9OQT6upEY
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hUps://ww2.itau.com.br/hotsites/itau/carreira/programas.html
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hUp://exame.abril.com.br/economia/noHcias/consumo-‐masculino-‐de-‐cosmeHcos-‐dobra-‐em-‐5-‐anos
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!
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hUps://www.youtube.com/watch?v=sAaV0erYBWg
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hUps://www.youtube.com/watch?v=sAaV0erYBWg
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RELACIONAMENTO
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O que vem por aí? Lançamentos e novidades
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Fonte: h.p://www.pcworld.com/ar>cle/2453741/linkedin-‐buys-‐newsle-‐to-‐become-‐the-‐google-‐alert-‐for-‐your-‐professional-‐life.html#tk.rss_all
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Fonte: h.p://wearesocialmedia.gr/linkedin-‐opens-‐its-‐publishing-‐plaYorm-‐to-‐15-‐million-‐users/
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Para solicitar, basta entrar nesse link: hUp://specialediHon.linkedin.com/publishing/
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Fonte: h.p://idgnow.com.br/mobilidade/2014/07/10/linkedin-‐redesenha-‐aplica>vo-‐para-‐tentar-‐manter-‐usuarios-‐mais-‐conectados/
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Fonte: h.p://www.techtudo.com.br/no>cias/no>cia/2014/08/egomnia-‐veja-‐como-‐e-‐o-‐visual-‐do-‐site-‐que-‐mistura-‐linkedin-‐e-‐facebook.html
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"...O LinkedIn é diferente dos tradicionais bancos de dados que os recrutadores têm usado por décadas; os usuários estão fazendo markeAng de si mesmos e podem modificar seus próprios currículos ali publicados a qualquer momento..."
Fonte: h.p://www.valor.com.br/carreira/3527194/decodificando-‐mul>dao-‐do-‐linkedin
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Fonte: Dígitos -‐ EXAME (h.p://exame.abril.com.br/rede-‐de-‐blogs/digitos/2014/04/14/a-‐explosao-‐do-‐marke>ng-‐de-‐conteudo/ )
(...) o LinkedIn passou a oferecer recomendações sobre como melhorá-‐la e tópicos populares para pautar a produção de conteúdo.” (...)
(...) Os movimentos do LinkedIn fornecem às empresas os dados necessários para entender como e por que a rede social está trabalhando para elas.(...)
CONTENT MARKETING
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"...o LinkedIn é vivo – uma massiva congregação de pensamentos, desejos, expectaAvas; um catálogo de psicologias mutantes..."
Fonte: h.p://www.valor.com.br/carreira/3527194/decodificando-‐mul>dao-‐do-‐linkedin
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LinkedIn Brasil – De A a Z Grupo de discussão no Facebook
hUps://www.facebook.com/groups/linkedinbrasildeaaz/
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LinkedIn Brasil – De A a Z Grupo de discussão no Facebook
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hUps://www.facebook.com/groups/linkedinbrasildeaaz/
LinkedIn Brasil – De A a Z Grupo de discussão no Facebook
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LinkedIn Brasil – De A a Z Grupo de discussão no Facebook
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10.000 membros É possível!
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CrisAano Santos
hUp://www.linkedin.com/in/santoscrisAano/
hUp://www.twiUer.com/crisAanocssp Setembro/2014
Obrigado!