palestra ian black share 2014 rs
DESCRIPTION
Palestra apresentada no evento Share: Social Media na Prática em Porto Alegre, no dia 22/03/14TRANSCRIPT
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prefiro cachorros. corgis.
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<3 corgis.
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alguém tem cabo de iPhone 5S-C?
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AVISOS IMPORTANTES
. NÃO VAI DAR TEMPO DE FALAR DE TUDO
. O CÓDIGO NEW VEGAS
. MANO, NÃO TEM JEITO (SOBRE MÍDIA)
. AQUI É O COMEÇO, NÃO ADIANTA
. 10 A 15 MINUTOS DE PERGUNTAS
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CADÊ A FERNANDA?
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QUAL VAI SER?
. O QUE É CONTEÚDO
. COMO FAZER CONTEÚDO
. REFERÊNCIAS
. PERGUNTAS
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CONTEÚDO DEVE SER UM “OBJETO SOCIAL”.
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“The Social Object is the reason two people are talking to each other, as opposed to talking to somebody else.”
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OBJETOS SOCIAIS =
argumentos de conversa
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[ favor citar exemplos ]
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3 COISAS DE VEGAS
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COMOFAS
1. BRAND PERSONA 2. BACK END
3. FRONT END 4. DICAS DO JONINHO
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1. BRAND PERSONA
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BRAND PERSONA
É COMO O IDIOMA DA MARCA: FAZ PIADA, EMOCIONA E PENSA RÁPIDO.
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BRAND PERSONA
OREO NÃO TEM GOSTO DE IAN
SLOW COW NÃO É O ISHIDA
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MODELO GUERRA FRIA
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BRAND PERSONA
O QUE NÃO SOU
O QUE SOU
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MODELO HYPER ISLAND
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O QUE SOU O QUE NÃO SOU
GOSTARIA DE SER
O QUE FAÇO SENTIR
SOU ÚNICO POR QUE
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BRAND PERSONA
MODELO RETRATO CHINÊS
SE FOSSE UMA COR, SE FOSSE UM BAIRRO, SE FOSSE UMA COMIDA, RETRATO CHINÊS
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SE FOSSE UMA COR, SERIA PRETO SE FOSSE UM BAIRRO, SERIA PINHEIROS SE FOSSE UM JOGO, SERIA GTA V SE FOSSE UM FILME, SERIA GODFATHER
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MATERIALIZAR MOODBOARDS VISUAIS
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GUIA DE VOZ
. O QUE FALAR
. O QUE NÃO FALAR
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2. BACK END
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BACK END
A. TERRITÓRIOS PROPRIETÁRIOS B. PLANEJAMENTO DE CANAIS C. CRITÉRIOS EDITORIAIS
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TERRITÓRIOS PROPRIETÁRIOS
QUAIS SÃO OS TERRITÓRIOS E ASSUNTOS QUE MINHA MARCA SE APROPRIA E RELACIONA?
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CRITÉRIOS EDITORIAIS
QUAL É O CHECKLIST QUE TODO CONTEÚDO PRODUZIDO DEVE CUMPRIR PARA IR AO AR?
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PLANEJAMENTO DE CANAIS
DEFINIÇÃO DOS CANAIS, SEUS OBJETIVOS E FUNÇÕES.
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. GOOGLE+
. BLOG
. YOUTUBE
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. TIPO DE CONTEÚDO
. FREQUÊNCIA DE PUBLICAÇÃO
. LINGUAGEM
. INTERAÇÃO
. INTEGRAÇÃO COM OUTROS CANAIS
. PLANEJAMENTO DE MÍDIA
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3. FRONT END3. FRONT END
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O FRONT END DEVE SER ENCARADO COMO UMA REVISTA.
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BACK END
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70 20 10
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70%BAIXO RISCO ARROZ COM FEIJÃO CONTEÚDO DE BASE
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20%MÉDIO RISCO O 70% INOVADO OPORTUNIDADES
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10%ALTO RISCO EXPERIMENTAL INÊS
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C I N C O DICAS DO J O N I N H O CARINHOSO
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1. BANCO DE PSD
TENHA UM BANCO DE PSDs (365PSDS.COM). NÃO DIGO QUE ELES SIRVAM PRA USAR DO JEITO QUE ELES VÊM, MAS QUANDO VOCÊ PRECISAR APLICAR UM LAYOUT DENTRO DE UM IPHONE E COLOCAR ISSO DENTRO DO POST, ESSE PSD VAI SER UMA MÃO NA RODA. UM BANCO DE ÍCONES VAI AJUDAR MUITO A SUPERAR AS LIMITAÇÕES DE PRODUÇÃO.
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2. TIRE SUAS PRÓPRIAS FOTOS
SEUS POSTS FICARÃO MUITO MAIS ORIGINAIS E VOCÊ NÃO CORRE O RISCO DO CONCORRENTE USAR O MESMO BANCO DE IMAGENS QUE VOCÊ. FAÇA UM TRATAMENTO BÁSICO NAS IMAGENS, CORRIJA CONTRASTE E EXPOSIÇÃO, USANDO O PHOTOSHOP. VAI PARECER MILAGRE.
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3. SEJA MANÍACO DO ALINHAMENTO
QUANDO VOCÊ TERMINAR DE SEGUIR OS PASSOS CMD+N, 618X618, 72DPI, A PRIMEIRA COISA QUE VOCÊ VAI FAZER É COLOCAR DUAS LINHAS GUIA MARCANDO O CENTRO VERTICAL E HORIZONTAL DA PÁGINA. E NÃO ESQUEÇA DE MANTER AS MARGENS IGUAIS.
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4. CONSTRUA CAMAS DE POSTS
ISSO VAI FACILITAR INCRIVELMENTE A SUA PRODUÇÃO NAS PRÓXIMAS LEVAS DE CONTEÚDO. VAI DAR PRA FAZER 40 POSTS ANTES DO SEU DUPLA TERMINAR OS TEXTOS DA METADE DA LEVA.
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5. CRITÉRIO COM SUAS REFS
LEMBRE-SE: MUITAS VEZES VOCÊ VAI ESTAR ATINGINDO MAIS CONSUMIDORES DO QUE UM ANÚNCIO NO JORNAL. SUAS REFERÊNCIAS DEVEM SER OS ANÚNCIOS QUE APARECEM EM ARCHIVE E ADS OF THE WORLD.
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REFERÊNCIAS
SOCIAL PROS PODCAST THE LEDE PODCAST CHIARA MARTINI (HNK) NEWSFEEDER COISAS GRINGAS
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dúvidas?